Nearly two thirds of Internet users ages and 18 and older (65%) use social networking sites, up from 61% in 2010, according to the Pew Internet and American Life Project. Half of all adults overall (50%) use them.
On a given day, 43% of online adults are on social networks, up from 38% in 2010. Only email (61%) and search engines (59%) are used by more people on a typical day.
Online women ages 18-29 are most likely to use social networks — 89% have ever used them, and 69% use them on a typical day.
There are strikingly few differences in social network usage by race or income level.
Although use of social networks is most widespread among 18-29-year-olds, it’s growing fastest among Boomers. The proportion of 50-64-year-olds using social networks on a typical day grew 60% between May 2010 and May 2011, compared to 18% growth among 30-49-year-olds and no growth among 18-29-year-olds.
Social networks account for 23% of all time Americans spend on the Internet, according to Nielsen. Facebook is not only the most widely used social network; it’s also the most visited site on the Internet. U.S. Internet users spent 53,457,258 minutes on Facebook in May 2011, more than on any other branded website (excluding time spent watching online video).
More than half of online Americans ages 18 and older spend at least an hour per week on Facebook, according to Chadwick Martin Bailey.
Who’s Using Social Apps
Almost four in 10 social media users (37%) access social networks from their mobile phones, according to Nielsen. Usage of social networking apps has grown 30% since the third quarter of 2010. Facebook is the most widely used social networking app. LinkedIn skews oldest: 34% of LinkedIn app users are age 45 or older.
Six in 10 smartphone app users (60%) have downloaded at least one social networking app — they’re second in popularity only to game apps (67%) and weather apps (65%). Women are more likely than men to watch video on social networking sites, but men who do watch video spend more time viewing.
Facebook Fans
More than half of Internet users 18-34 (56%) interact with their favorite brands on Facebook, according to Chadwick Martin Bailey. Among Facebook users 18 and older who are fans of brands, 77% read the brands’ posts, news feeds, and/or posted offers. Fewer share their experiences with the brand or tell others about brand news (17%) or post about the brand (13%). More than three quarters of fans (76%) have never changed their minds and “unliked” a brand once they became fans.
Becoming a fan of a brand on Facebook tends to make consumers more likely to recommend the brand to friends (56% say they’re more likely), and more likely to buy that company’s products (51%).
Sources: “65% of Online Adults Use Social Networking Sites,” Pew Internet and American Life Project, Mary Madden, Senior Research Specialist, 1615 L St., NW, #700, Washington, DC 20036; 202-419-4500; info@pewinternet.org; www.pewinternet.org. Price: Available online at no charge.
“State of the Media: The Social Media Report, Q3 2011,” Nielsen, Matthew Hurst, Communications Analyst, Online, 770 Broadway, New York, NY 10003; 646-654-5000; matthew.hurst@nielsen.com; www.nielsen.com. Price: Available online at no charge.
“2011 Chadwick Martin Bailey Consumer Pulse,” Chadwick Martin Bailey, Kristen Garvey, VP Marketing, 179 South St., 3rd Fl., Boston, MA 02111; 617-350-8922; www.cmbinfo.com. Price: Selected data available online at no charge.
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