After Facebook, This Social Media Network Has the Most Engaged Users. Which is it?

Earlier this week, I cracked open a new Pew Internet and American Life Project survey and found that 63% of Facebook users check in at least once a day. But which network comes in a close second for regular daily check-ins? Is it Pinterest, Twitter, Linked-In or Instagram.

You have 10 seconds. (Insert Jeopardy clock music.)

The answer is. . . Instagram!

Check out those bars! Instagram’s numbers are pretty close to Facebook. Twitter’s not too bad in that area either but look at Pinterest – 45% visit the site less than once a week.

The saving grace for Pinterest is the way people use the site. On Facebook it’s all about the top posts on a feed. Some people will poke around and visit pages but many will read what’s in front of them and move on. Instagram and Twitter both begin with the current 10 items in the feed but both make it easy to click through on a hashtag which can lead users down the rabbit hole (that’s a good thing in this case.)

Pinterest has a feed but it’s more less about the top to bottom stack and more about the horizontal board. And since it’s all visual, it’s easy to skim through several pages of information in just a few seconds. That’s good in that it ups the chances of people seeing your content but it’s bad because they’ll skim right over your content if it doesn’t grab them in a fraction of a second.

Digging deeper into the audience demographics, here’s what we find.

Twitter: the audience hasn’t changed much in the past year. It’s high on young, African Americans – almost equal mix of men and women and not particularly strong in either income or education.

Instagram: usage is up from 13% to 17% of online adults with a significant increase in 18-29s and African American users. The typical user has some college and an income of 30,000 to 49,999. Women outnumber the men 20% to 15%.

Pinterest: 21% of all online adults use the service, up from 15% last year. It’s almost all women 18 to 49, mostly college educated, suburban with an income over $75,000. This is where you want to be if you’re selling luxury products.

LinkedIn: 22% of online adults are on this network, mostly men 30-64, college educated with incomes over $75,000.

With all of this data, let’s not forget that 22% of online users don’t use social media at all. So make sure you have quality content options for these people, too.

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