52% of online adults use multiple social media sites. While Facebook remains the most popular, other platforms like Twitter and Instagram have increased in popularity and user growth. Snapchat has experienced impressive growth despite being the youngest platform, with about 60 million installs, more than Instagram had when acquired by Facebook. Instagram also saw strong growth, hitting 300 million monthly users and surpassing Twitter, making it appealing for Topshop to engage more on due to its large female user base that matches Topshop's target demographic.

1. Digital Media and Marketing Platforms
• 52% of online adults use multiple social media sites
• Facebook is the most popular social media site to date, however its user
growth has stagnated, whilst other social media platforms such as Twitter
and Instagram have increased in popularity and user ship.
#DMMP
(PewResearchCenter, 2015)

2.  Facebook launched in 2004, Twitter in 2006,
Instagram in 2010, and Snapchat in 2011.
(Pocket Lint, 2015)
 Despite being the youngest service, Snapchat has
experienced some impressive growth.
 Snapchat has about 60 million total installs,
making it larger than Instagram when it sold
to Facebook for $1 billion. (Business Insider,
2013)
 With Paris fashion week trending on snapchat,
there is high potential for Topshop to become
even more popular using the app.
 They could provide snaps of the latest fashion
trends that would target there audience.
Snapchat

3.  Instagram Hits 300 Million Monthly Users To Surpass
Twitter, Keeps It Real With Verified Badges (TechCrunch,
2014)
 Instagram not only increased its overall user figure by 9
percentage points, but also saw significant growth in almost
every demographic group (PewResearch center, 2015)
 Instagram has amassed 5.7 million followers
 Brand synergy with Kylie & Kendal Jenner who have a
combined total of over 80 million Instagram followers
(Instagram, 2015)
 Instagram skews heavily toward women; 68% of its users are
female, according to Appdata (2015)
 Most of Topshop’s clothing and products are targeted
primarily to young women in their 20’s and early 30’s

4.  The social media platform Twitter, is one of the fastest
growing social forums in the last year. The service allows
users to send and read 140 character messages which are
called tweets.
 Users can like, retweet, quote retweet, and reply to these
140 character messages, increasing popularity for brands
and users.
 Twitter has a ‘trending’ page, allowing users to trend
topics using the hashtag symbol.
 Topshop currently has 1.2 million followers on Twitter,
with access to the website linked in the bio of the main
twitter page, allowing users to immediately access their
site.