Use of social media increases among adults, Facebook continues to lead

Recent research findings by the Pew Internet and American Life Project indicate 71% of online adults are now Facebook users, a slight increase from the 67% of online adults who used Facebook as of late 2012.

Additionally, 42% of online adults use two or more of these social networks. Among those who only use one major social networking platform, 84% say that Facebook is the single site that they frequent.

Interestingly, Facebook also has high levels of engagement among its users: 63% of Facebook users visit the site at least once a day, with 40% doing so multiple times throughout the day.

All these statistics are good for businesses and organizations seeking to build connections and community through social media. Investing in social media and web communication is increasingly important to keep pace with consumer and constituent behaviors.

While the numbers are positive overall, it is also important to consider how such information can help to guide the definition of  overall social media strategy development. Other demographic groups may show changing behaviors or gravitate toward some social media outlets more than others. Taking such demographic information into account is a critical part of defining the editorial and tactical components of the specific communication campaigns that are part of the overall strategy.

Kosovich Media Group utilizes specialized technology-based assessment tools to provide definitive benchmarking data and customized consulting services that help  build social media strategy development driven towards engagement.


The statistics in this article are from a report published by the Pew Internet and American Life Project and based on data from telephone interviews conducted by Princeton Survey Research Associates International from August 7 to September 16, 2013, among a sample of 1,801 adults, age 18 and older.

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