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YouTube or TikTok?
YouTube is the online video leader, although TikTok has grown significantly in the last two years.
This is definitely not breaking news, but it is noteworthy to notice the most recent social app usage patterns, as revealed by Pew Research in its new “Americans’ Social Media Use” update, which was published today.
According to the analysis, which is based on a survey of over 5,000 social media users in the United States, YouTube is the site that the majority of people use on a regular basis, followed by Facebook, Instagram and Pinterest.
Pinterest takeaways
The key takeaways here are Pinterest, which has over 96 million North American users, and X, which has a relatively modest audience.
In the case of Pinterest, it’s worth noting how many individuals identified the shopping-based app as a crucial option, whereas for X, such reports have always been rather misleading in terms of the app’s overall importance.
Still, neither discovery is a great revelation in and of itself, but it is worth noting in terms of where people are actually engaged and how you might reach your target audiences through promotions.
Pew’s growth chart report
As you can see, there are no significant changes, but Instagram, TikTok, and Reddit have all witnessed an uptick this time around.
Pew’s data reveals the following demographic consumption trends:
- Instagram is significantly more popular among young people, with 78% of those aged 18 to 29 using the app compared to 15% of those 65 and older.
- 65% of U.S. individuals under 30 report using Snapchat, compared to just 4% of those 65 and older.
- 62% of 18- to 29-year-olds say they use TikTok, whereas only 10% of those aged 65 and older use the app.
Again, the findings are essentially consistent with previous research on social media usage.
However, there may be some useful data notes for your planning as you seek to reach your target audience where they are most engaged.
You can read Pew’s entire “Americans’ Social Media Use” update here.
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