2018社交媒体使用报告（英文版）_15页_758kb

Social Media Use in 2018 Summary

Core Content

This report from the Pew Research Center, released in March 2018, provides an overview of social media usage patterns among U.S. adults. It highlights the dominant role of Facebook and YouTube, while also emphasizing the rising popularity of Snapchat and Instagram, particularly among younger users.

Main Points

• Facebook and YouTube Dominance:
  Facebook remains the most widely used social media platform, with 68% of U.S. adults reporting use. YouTube is also heavily used, with 73% of adults using it.

  • 74% of Facebook users access the platform daily, with 51% using it several times a day.
  • YouTube is used by 94% of 18- to 24-year-olds, and 71% of the general population.

• Young Adults' Usage:
  Young adults, especially those aged 18 to 24, are heavy users of Snapchat and Instagram.

  • 78% of 18- to 24-year-olds use Snapchat, with 71% visiting it multiple times per day.
  • 71% of this age group use Instagram, and nearly half (45%) use Twitter.
  • The median American uses three of the eight platforms surveyed, but young adults tend to use more.

• Platform Reciprocity:
  There is significant overlap in social media usage across platforms.

  • 73% of users of each platform also use Facebook and YouTube.
  • 77% of Snapchat users also use Instagram, and 91% of Twitter users use Instagram.

Key Information

• Demographic Differences:

  • Age: 88% of 18- to 29-year-olds use any form of social media, compared to 37% of those aged 65 and older.
  • Gender: Women are more likely to use Pinterest (41%) than men (16%).
  • Race and Ethnicity:
    • Hispanics are more likely to use WhatsApp (49%) compared to whites (14%) and blacks (21%).
    • Blacks are more likely to use Instagram (43%) than whites (32%).
  • Education: College graduates are more likely to use LinkedIn (50%) than those with a high school diploma or less (9%).
  • Income: Higher-income individuals (e.g., those earning $75,000+) are more likely to use LinkedIn (45%) and YouTube (84%).

• Trust and Attitudes:

  • Only 3% of social media users express high trust in the information they find online.
  • Relatively few users feel confident about the safety of their personal information on these platforms.

• Ease of Giving Up Social Media:

  • 59% of social media users say it would not be hard to give up these sites, with 29% indicating it would not be hard at all.
  • 40% say it would be hard to stop using social media, with 14% finding it "very hard."

Methodology

• The survey was conducted from January 3 to 10, 2018, with a sample of 2,002 U.S. adults aged 18 and older.
• Interviews were conducted via both landline and cellphone, with 1,502 cellphone interviews.
• The sample is weighted to match demographic parameters from the 2016 Census Bureau's American Community Survey.
• The margin of error for the total sample is ±2.4 percentage points at the 95% confidence level.

Conclusion

The report underscores the evolving nature of social media use in the U.S., with Facebook and YouTube as the most used platforms and Snapchat and Instagram gaining significant traction among younger demographics. It also highlights the complex and often contradictory attitudes of users toward their reliance on social media, as well as the varying levels of engagement and trust across different platforms and demographic groups.