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The State of Social Media                           Mary Madden, Senior Researcher    Pew Research Center’s Internet and A...
Part One: The Landscape of       Social Media       Who uses what?
How many adults use social media?•   67% of online adults use a social networking site, representing more than    half of ...
SNS UsersWhich groups are most likely?• Internet users under 50• 18-29 most likely of any demographic   cohort (83%)• Wome...
Twitter Users• 16% of internet users  are on Twitter   this has doubled since Nov. 2010Which groups are most likely?• Thos...
Pinterest Users• 15% of internet users  are on PinterestWhich groups are most likely?• Whites• Under 50 – but 18-29 do not...
Instagram Users• 13% of internet users are  on InstagramWhich groups are most likely?• Women• Those under 50, especially 1...
Tumblr Users• Just 6% of internet users  are on TumblrWhich groups are most likely?• Those 18-29 (13%)
Facebook Users• Facebook remains the  most-used SNS platform –  two-thirds of online adults  are Facebook users (67%)Which...
Part Two: Facebook FatigueTaking a break or breaking the habit
Coming and Going on Facebook•   Facebook fasting: 61% of current Facebook users say that at one time or    another in the ...
Reasons for Facebook Breaks•   61% of Facebook users have voluntarily taken a multi-week break from    the site in the pas...
How important is Facebook to                 you?•   59% of Facebook users say the social networking site is about as    i...
•   Women are more likely than    men to report increased    importance and time spent on    Facebook.•   42% of Facebook ...
In the coming year:3% of Facebook users saythey plan to spend moretime on the site.27% say they plan tospend less time on ...
Part Three: Orgs + Social Media     We’re all in this together…
The social media platforms that arts organizations use                                  Source: Pew Research Center’s     ...
The number of platforms that arts orgs use                                    The majority of arts                        ...
What arts organizations do with social media
Where we live: Pew Internet• Twitter: https://twitter.com/pewinternet;  @pewinternet• Facebook: https://www.facebook.com/p...
Thank you!Email: mmadden@pewinternet.orgTwitter: mary_maddenWeb: www.pewinternet.org
Sources•   Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14-    December 09, 2012....
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The state of social media

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Mary will discuss the Pew Internet Project’s latest research on Americans’ use of social media, including how different demographic groups use various platforms. She’ll also present findings from a recent report looking at the phenomenon of “Facebook fatigue,” and help us to understand how usage patterns might be shifting in the future.

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The state of social media

  1. 1. The State of Social Media Mary Madden, Senior Researcher Pew Research Center’s Internet and American Life Project National Bike Summit Washington, DC March 5, 2013
  2. 2. Part One: The Landscape of Social Media Who uses what?
  3. 3. How many adults use social media?• 67% of online adults use a social networking site, representing more than half of the entire adult population in the U.S.• Young people are the heaviest users of social networking sites (SNS), and Facebook is still the dominant platform. But other sites attract a wider variety of demographic groups.
  4. 4. SNS UsersWhich groups are most likely?• Internet users under 50• 18-29 most likely of any demographic cohort (83%)• Women• Urban more likely than rural
  5. 5. Twitter Users• 16% of internet users are on Twitter this has doubled since Nov. 2010Which groups are most likely?• Those under 50, especially 18-29• African-Americans are more likely than whites• Urban-dwellers
  6. 6. Pinterest Users• 15% of internet users are on PinterestWhich groups are most likely?• Whites• Under 50 – but 18-29 do not stand out• Well-educated• Higher Income• Women - 5x more likely than men
  7. 7. Instagram Users• 13% of internet users are on InstagramWhich groups are most likely?• Women• Those under 50, especially 18-29• African-Americans and Hispanics more likely than whites• Urban-dwellers
  8. 8. Tumblr Users• Just 6% of internet users are on TumblrWhich groups are most likely?• Those 18-29 (13%)
  9. 9. Facebook Users• Facebook remains the most-used SNS platform – two-thirds of online adults are Facebook users (67%)Which groups are most likely?• Women• Those under 50, especially 18-29
  10. 10. Part Two: Facebook FatigueTaking a break or breaking the habit
  11. 11. Coming and Going on Facebook• Facebook fasting: 61% of current Facebook users say that at one time or another in the past they have voluntarily taken a break from using Facebook for a period of several weeks or more.• Facebook dropouts: 20% of the online adults who do not currently use Facebook say they once used the site but no longer do so.• Future Facebook users: 8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future.
  12. 12. Reasons for Facebook Breaks• 61% of Facebook users have voluntarily taken a multi-week break from the site in the past. Here’s why:
  13. 13. How important is Facebook to you?• 59% of Facebook users say the social networking site is about as important to them as it was a year ago. 53% say the amount of time they spend on Facebook is about the same as last year.• 28% of Facebook users say the site has been less important to them than it was a year ago. 34% of users say the amount of time they spend on Facebook has decreased over the past year.• 12% of Facebook users say the site has become more important to them than it was a year ago. 13% of users say the amount of time they spend on Facebook has increased over the past year.
  14. 14. • Women are more likely than men to report increased importance and time spent on Facebook.• 42% of Facebook users ages 18-29 and 34% of those ages 30-49 say their time spent on Facebook has decreased over the past year.• Just 23% of Facebook users over age 50 reported decreased Facebook usage.
  15. 15. In the coming year:3% of Facebook users saythey plan to spend moretime on the site.27% say they plan tospend less time on thesite.69% plan to spend thesame amount of time onthe site.Young people are themost likely to say theirtime spent on Facebookwill decrease.
  16. 16. Part Three: Orgs + Social Media We’re all in this together…
  17. 17. The social media platforms that arts organizations use Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.
  18. 18. The number of platforms that arts orgs use The majority of arts organizations that use social media maintain profiles on at least four different social media sites.
  19. 19. What arts organizations do with social media
  20. 20. Where we live: Pew Internet• Twitter: https://twitter.com/pewinternet; @pewinternet• Facebook: https://www.facebook.com/pewinternet• Tumblr: http://pewinternet.tumblr.com/• Slideshare: http://www.slideshare.net/PewInternet• Google+: https://plus.google.com/115622082336717197010/ posts• YouTube: https://www.youtube.com/user/PewResearchCenter
  21. 21. Thank you!Email: mmadden@pewinternet.orgTwitter: mary_maddenWeb: www.pewinternet.org
  22. 22. Sources• Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14- December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landlines and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users. – Corresponding report: “The Demographics of Social Media Users – 2012” http://pewinternet.org/Reports/2013/Social-media-users.aspx• Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16, 2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The margin of error is +/- 3.6 percentage points for the complete set of weighted data. – Corresponding report: “Coming and Going on Facebook” http://pewinternet.org/Reports/2013/Coming-and-going-on-facebook.aspx• Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13-16, 2012. N=1,006 adults. Interviews conducted by landline and cell phone in English. The margin of error is +/- 3.6 percentage points for the complete set of weighted data. – Corresponding report: “Arts Organizations and Digital Technologies” http://www.pewinternet.org/Reports/2013/Arts-and-technology.asp x

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