9 Key Findings in Social Media Research 2019

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2019 Social media research proves that social media usage in the US has changed A LOT in just a short time.

Released a few hours ago, a new report from my friends at Edison Research and Triton Digital has uncovered many statistically significant social media usage patterns that indicate the next wave of change in behavior. how and why Americans use social media in 2019 (or not).

Infinite dialing 2019 Report continues a series of annual studies that consistently produce key findings that describe how we use social media, podcasts, and online audio services.

I really recommend you get the whole report as the highlights I mention below are the VERY small selection of social media research and consumer behavior statistics included in The Infinite Dial 2019.

Here are nine key takeaways from the 2019 social media research trends on which this report emerges, based on a survey of 1,500 Americans, ages 12 and up.

Social Media Usage Up a bit in 2019

Compared to social media statistics from 2018 edition of The Infinite Dial, overall social media usage increased from 77% then 12+ population to 79% then 12+ population in 2019.

In terms of actual social media users, social media usage in the US increased from 216 million to 223 million between 2018 and 2019.

Social media usage in the US increased from 216 million to 223 million people between 2018 and 2019. Click to Tweet

Social media usage is steady for a 4-year period

While the most recent social media study showed a slight increase in overall usage, the number of Americans using social media has been essentially flat since 2016.

The number of Americans using social media has been essentially unchanged since 2016. Click to post a Tweet

In short, the last year of real social media growth in the United States was 2015. At this point, excluding demographic or technological shifts, the social media population is fixed and mostly static.

Instagram is the only growing Social Network

Instagram is the only social network where usage in 2019 was greater than usage in 2018. Every other social network has been volatile or declining over the past year.

Instagram is the only social network where 2019 usage is larger than 2018 usage. All other social networks have remained flat or decreased over the past year. Click to Tweet

Also, for the first time ever, Instagram is now the most popular social network among Americans 12 – 34, ahead of Facebook and Snapchat. This is the first time since Facebook made it public that it is not the most popular social network of all age groups.

Instagram is currently the most popular social network among Americans 12-34. Click to Tweet

I predicted that Instagram will become more popular than Facebook . It may not happen to all Americans by 2020 as I suggested, but it has happened among young Americans.

Twitter usage is down again

Despite their own report of a slight increase in active users, the percentage of Americans using Twitter dropped again in 2019. Less than 2 in 10 People 12+ use Twitter, taking the platform up sixth on usage. Even 6th place is probably a bit of an exaggeration, given that more people use Facebook Messenger than Twitter (Messenger was not split in this study) and trends suggest Twitter will fall behind WhatsApp next year.

Less than 2 in 10 People 12+ use Twitter, making the platform sixth in usage. Click to Tweet

The use of Linkedin is remarkably stable

This version of the social media study The Infinite Dial again shows that 22% of Americans use Linkedin – for the third year in a row. Despite Linkedin's many efforts to add virality and functionality (live video is now available!), the 12+ percent of Americans using the platform has barely changed since 2014, when it gets 19%.

22% of Americans use #Linkedin – for the third year in a row Click to Tweet

How to use Pinterest Also flat, going down in America's youth

Compared to 2018, Pinterest usage has also remained static, with 31% of Americans having used the service. Growth is bypassing Pinterest, which makes their decision to file a somewhat curious initial public offering. Especially considering the 12- to 34-year-old Americans, Pinterest usage declined from 36% to 31% last year.

Facebook usage is decreasing among Americans 12 - 34 years old

Facebook is slowly becoming less popular among young people, as 17 Fewer Americans ages 12 to 34 fully use the platform, compared with 2017.

Facebook is becoming less and less popular among young people, as 17 million fewer Americans ages 12 to 34 fully use the platform, compared with 2017. Click to Tweet

Additionally, in this group, only 29% use Facebook more than any other social network. This means that nearly three out of four Americans age 34 and younger prefer a social network other than Facebook. (Good news for Facebook that they own Instagram!)

Facebook usage among older Americans

By contrast, when it comes to Americans 55 and older, Facebook is now — for the first time — used by the majority of this group. 53% of Americans 55+ use Facebook, compared with 49% in 2018.

53% of Americans aged 55+ use Facebook, compared with 49% in 2018. Click to Tweet

Snapchat Holding Steady

Despite rumors of a sharp decline due to interface changes and copying of key Instagram features, the use of Snapchat has remained essentially unchanged.

In this 2019 social media study, 31% of Americans use Snapchat, at least occasionally. This is the same audience size as last year.

62% of US residents 12 – 34 use Snapchat, and 28% of US youth use it more than any other social network (compared to 29% for Facebook and 26% for Instagram).

62% of US residents 12 – 34 use Snapchat and 28% of US youth use it more than any other social network. Click to Tweet

Here are nine discoveries that were important to me in this year's edition of Infinite dialing . But there's a lot more lurking under the surface. Get the full report and see for yourself.