Analysis Highlights Social Media Utilization Developments in 2024

What are the most recent social media utilization developments, and extra importantly, has X grow to be much less related for U.S. adults?

The crew from Pew Analysis has printed its newest overview of social media utilization, which reveals that YouTube stays the preferred social media app by far (although defining it as a social app looks like a stretch), whereas Fb and Instagram are additionally nicely forward of different apps.

The info relies on a survey of 5,626 U.S. adults, performed between February 1st and June tenth this yr. Which, in fact, is just a small fraction of whole social media customers, nevertheless it’s a broad sufficient pattern dimension to spotlight some indicative developments, which seemingly level to general utilization.

And as you may see on this chart, whereas the platform previously referred to as Twitter is in decline, it’s not seeing a large drop-off as but.

As per Pew Analysis:

“YouTube and Fb are the most-widely used on-line platforms. Half of U.S. adults say they use Instagram, and smaller shares use websites or apps equivalent to TikTok, LinkedIn, X (previously Twitter) and Snapchat.”

Yep, that’s a reasonably succinct abstract, there’s YouTube, Meta’s apps, then everybody else when it comes to common utilization.

The info right here doesn’t measure time spent on every, which might in all probability be a extra indicative determine, as experiences counsel that TikTok customers spend for much longer in app than these on, say, Fb. However when it comes to broader utilization, these three stay on high of the heap, as they’ve since 2018.

Apparently, TikTok utilization hasn’t elevated in Pew’s knowledge over the previous yr (darkish inexperienced line), although Pinterest’s has (gentle inexperienced), which is a worthy level of observe. Linkedin (darkish orange) and WhatsApp (darkish grey) have additionally seen slight jumps, and Reddit as nicely (gentle orange), whereas Snapchat (apricot, I assume) utilization has remained regular.

And sure, X has seen a slight decline, although solely slight. It’s not falling away like many appear to anticipate.

The only marker down the underside of the chart is BeReal, which was thrilling for a couple of months.

By way of who’s utilizing social platforms, Fb stays widespread with older customers, whereas TikTok and Snapchat dominate the youngins.

YouTube dominates everybody, although once more, I’m hesitant to incorporate it as a comparability to social apps, as a result of YouTube’s utilization is primarily video viewing, not partaking with others, thus being the “social” components.

Then once more, I assume TikTok is similar, and arguably Instagram, and even Fb as of late too, so perhaps it ought to be held up towards them. However both approach, these are some fascinating insights into broader social app developments, and which age teams are most enthusiastic about every.  

That would enable you to form your 2025 technique, and make sure you’re current the place you’re viewers is lively.

You may take a look at Pew Analysis’s full “Social Media Reality Sheet” for 2024 right here.