2017年-数据局_皮尤研究中心：2016社交媒体的使用状况_11页_258kb

Social Media Update 2016 Summary

Core Content

The Pew Research Center conducted a survey from March 7 to April 4, 2016, to examine the usage and engagement patterns of social media platforms among U.S. adults. The report highlights the continued dominance of Facebook and the evolving role of other platforms like Instagram, Twitter, LinkedIn, and Pinterest in the social media landscape.

Main Platforms and Usage Statistics

Facebook

• Most popular platform: 79% of internet users (68% of all U.S. adults) use Facebook.
• Growth: A 7 percentage point increase from 2015.
• Daily use: 76% of Facebook users check the site daily (up from 70% in 2015).
• Demographics:
  • Age: Highest among 18-29 year olds (88%), followed by 30-49 (84%), 50-64 (72%), and 65+ (62%).
  • Gender: Women (83%) are more likely to use Facebook than men (75%).
  • Education: 77% of those with a high school degree or less, 82% of some college, and 79% of college graduates use Facebook.
  • Income: 84% of those earning less than $30K, 80% of $30K-$49,999, 75% of $50K-$74,999, and 77% of $75K+ use Facebook.
  • Location: 81% of urban, 77% of suburban, and 81% of rural users use Facebook.

Instagram

• Usage: 32% of internet users (28% of all U.S. adults) use Instagram.
• Steady usage: Similar to 2015 (27%).
• Demographics:
  • Age: 59% of 18-29 year olds use Instagram, compared to 33% of 30-49 and 8% of 65+.
  • Gender: Women (38%) are more likely to use Instagram than men (26%).
  • Education: 37% of some college and 33% of college graduates use Instagram.
  • Income: 38% of those earning less than $30K, 32% of $30K-$49,999, 32% of $50K-$74,999, and 31% of $75K+ use Instagram.
  • Location: 39% of urban, 28% of suburban, and 31% of rural users use Instagram.

Twitter

• Usage: 24% of internet users (21% of all U.S. adults) use Twitter.
• Steady usage: No significant change from 2015 (23%).
• Demographics:
  • Age: 36% of 18-29 year olds use Twitter, compared to 10% of 65+.
  • Gender: Women (25%) and men (24%) have similar usage rates.
  • Education: 29% of college graduates use Twitter, compared to 20% of those with high school degrees or less.
  • Income: 30% of those earning $75K+ use Twitter, compared to 23% of those earning less than $30K.
  • Location: 26% of urban, 24% of suburban, and 24% of rural users use Twitter.

LinkedIn

• Usage: 29% of internet users (25% of all U.S. adults) use LinkedIn.
• Steady usage: No significant change from 2015 (25%).
• Demographics:
  • Age: 34% of 18-29, 33% of 30-49, 24% of 50-64, and 20% of 65+ use LinkedIn.
  • Gender: Men (31%) are more likely to use LinkedIn than women (27%).
  • Education: 50% of college graduates use LinkedIn, compared to 27% of some college and 12% of high school or less.
  • Income: 45% of those earning $75K+ use LinkedIn, compared to 21% of those earning less than $30K.
  • Employment: 35% of employed users use LinkedIn, compared to 17% of those not employed for pay.

Pinterest

• Usage: 31% of internet users (26% of all U.S. adults) use Pinterest.
• Steady usage: Same as 2015 (31%).
• Demographics:
  • Age: 36% of 18-29, 34% of 30-49, 28% of 50-64, and 16% of 65+ use Pinterest.
  • Gender: Women (45%) use Pinterest at much higher rates than men (17%).
  • Education: 34% of some college and 34% of college graduates use Pinterest.
  • Income: 35% of those earning $75K+ use Pinterest, compared to 30% of those earning less than $30K.
  • Location: 30% of urban, 34% of suburban, and 25% of rural users use Pinterest.

Engagement Patterns

• Daily usage:

  • Facebook: 76% of users visit daily.
  • Instagram: 51% of users access daily.
  • Twitter: 42% of users check in daily.
  • Pinterest: 25% of users are daily visitors.
  • LinkedIn: 18% of users are daily visitors.

• Multisite usage:

  • 56% of online adults use more than one of the five major platforms.
  • Facebook is the most common starting point, with 88% of single-platform users using it.
  • High reciprocity across platforms:
    • 93% of Twitter users also use Facebook.
    • 95% of Instagram users use Facebook.
    • 92% of Pinterest users use Facebook.
    • 89% of Facebook users use LinkedIn.
    • 39% of Facebook users use Instagram.
    • 36% of Facebook users use Pinterest.
    • 33% of Facebook users use LinkedIn.

Messaging Apps

• Usage:

  • General-purpose messaging apps (e.g., WhatsApp, Kik): 29% of smartphone owners use them.
  • Auto-delete apps (e.g., Snapchat, Wickr): 24% of smartphone owners use them, up from 17% in 2015.
  • Anonymous apps (e.g., YukYak, Whisper): 5% of smartphone owners use them, the first time this was measured.

• Demographics:

  • Age: Auto-delete apps are especially popular with younger users (56% of 18-29 year olds).
  • Gender: Women are more likely to use anonymous apps (7% vs. 4% of men).
  • Income: Lower income groups (less than $30K) have higher usage of general and auto-delete apps.
  • Education: College-educated users are less likely to use auto-delete apps (21% vs. 24% of some college).

Key Observations

• Facebook's dominance continues, with a significant increase in usage among older adults.
• Instagram is popular among young adults but less so among older age groups.
• Twitter remains relatively niche, with high usage among younger and more educated users.
• LinkedIn is most popular among college graduates and high-income earners.
• Pinterest is used more by women and has a more balanced age distribution.
• Reciprocity is high across platforms, with most users engaging with multiple sites.
• Messaging apps are increasingly used, especially by younger users, with a growing interest in auto-delete and anonymous apps.