By David Howell - January 14th, 2015

The latest research from Pew reveals that social media continues to expand its influence.

As corporate marketers it is vitally important to ensure that the messages your organisation wants to communicate are placed on the right social media networks. 
Understanding which social media networks consumers favour is essential, and according to new research from Pew, the answer is multiple networks, making your campaigns multi-faceted affairs.
Multi-platform use is on the rise, according to the report. More than half of those surveyed said they used two or more social networks. Facebook remains the most popular site for people using only one network. However, the report indicates that more people who use Facebook are also using other networks too.
Fully 52% of online adults use two or more social media sites, a significant increase from the 42% who did so in 2013, Pew report. At the same time, significantly fewer adults use just one site — 28% compared with 36% last year. As in 2013, Facebook remains the most popular site among those who use only one — fully 79% of those who use just one site report using Facebook. 
A significant majority of Twitter, Instagram, Pinterest and LinkedIn users say they also use Facebook, more than any other site. At the same time, the proportion of Facebook users who also use another site is on the rise — that is, there are more Facebook users this year who also use Twitter, Instagram, Pinterest and LinkedIn than there were in 2013.
The Use of Multiple Social Media Networks
  • Facebook users are highly engaged with the platform. Fully 70% say they use Facebook daily (including 45% who do so several times a day), a significant increase from the 63% who visited daily in August 2013. Some 17% visit Facebook weekly, while 12% of users log on less often.
  • Most Facebook users are actively engaging with their networks on the site. As opposed to simply reading or viewing content, 65% of Facebook users frequently or sometimes share, post or comment on Facebook.Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42% of internet users.
  • For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.
  • For the first time, roughly half of internet-using young adults aged 18-29 (53%) use Instagram. And half of all Instagram users (49%) use the site daily.
  • For the first time, the share of internet users with college educations using LinkedIn reached 50%.
  • Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.
Almost half (49%) of Instagram users are on the platform daily, with 32% who say they go on Instagram several times a day. Another 24% say they check in weekly, while 26% visit Instagram less often than that. There were no significant changes since August 2013 in the proportion of Instagram users who use the site with varying degrees of frequency.
Frequency of Use Social Media Networks
The statistics from Pew clearly show that all of the social media networks are in rude health with expansion of their user bases across the board. Facebook of course continues to dominate, but more diversification is being seen with older users flocking to Facebook. 
It seem the love affair with social media is not over. With over half of US Internet users now using at least one social media site, corporate marketers need to continue with their efforts to connect with these vast pools of potential customers, but also appreciate that consumers on multiple social media networks may see their marketing messages. Here, cohesive messages are essential to gain maximum engagement.
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