By The Numbers: Demographics Of The 2012 Top 5 Social Networking Sites In The US

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The numbers are in and the Pew Research Center has released its list of top 5 social networking sites in the U.S. for 2012.

Out of all the internet users surveyed in the Pew Internet & American Life Project, 67 percent said that they use social networking.

Facebook reigns at the top with 67 percent of internet users saying they use the world’s biggest social networking site.

Coming at a distant second place is Twitter with 16 percent. Pinterest follows close behind Twitter with 15 percent while Intagram and Tumblr managed fourth and fifth with 13 percent and 6 percent respectively.

Social networking, demographics, U.S., 2012, However, the Pew survey is more than just about what percentage of internet users in the U.S. used a specific social networking site. The survey also broke down data according to sex, ethnicity/race, age, education attainment, household income and urbanity.

Let’s discuss these demographics for social networking sites as a whole and by individual sites.

Taken as a whole, here’s the demographics for all social networking site users out of all the internet users surveyed by the Pew Research Center:

Social Networking Sites
% of internet users who use social networking sites
Use Social Networking Sites
All Internet Users (n=1,802) 67 %
A Men (n=846) 62
B Women (n=956) 71         (a)
Race /  Ethnicity
A White, Non-Hispanic (n=1,332) 65
B Black, Non-Hispanic (n=178) 68
C Hispanic (n=154) 72
Age
A 18-29 (n=318) 83         (b)(c)(d)
B 30-49 (n=532) 77         (c)(d)
C 50-64 (n=551) 52         (d)
D 65+ (n=368) 32
Education Attainment
A Less than high school / high school grad (n=549) 66
B Some college (n=519) 69
C College + (n=721) 65
Household Income
A Less than $30,000 / year (n=409) 72
B $30,000 – $49,999 / year (n=330) 65
C $50,000 – $74,999 / year (n=283) 66
D $75,000 + / year (n=504) 66
Urbanity
A Urban (n=561) 70         (c)
B Suburban (n=905) 67
C Rural (n=336) 61
Source: Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users.
Note: Percentages marked with a letter (e.g. (a)) indicate a statistically significant difference between that row and the row designated by that letter, among categories of each demographic characteristic (e.g. age).

 

Now here are the demographics of each social networking site starting from first place which is Facebook. We have to note, however, that this set for Facebook is based on the Pew Research Center’s Internet & American Life Project Omnibus Survey and not the Pew Research Center’s Internet & American Life Project Post-Election Survey as all other sets are based on.

Facebook
% of internet users who use social networking sites
Use Facebook
All Internet Users (n=860) 67 %
A Men (n=418) 62
B Women (n=442) 72         (a)
Age
A 18-29 (n=164) 86         (b)(c)(d)
B 30-49 (n=254) 73         (c)(d)
C 50-64 (n=231) 57         (d)
D 65+ (n=183) 35
Education Attainment
A Less than high school / high school grad (n=261) 60
B Some college (n=250) 73         (a)
C College + (n=345) 68
Household Income
A Less than $30,000 / year (n=223) 68
B $30,000 – $49,999 / year (n=152) 62
C $50,000 – $74,999 / year (n=127) 69
D $75,000 + / year (n=248) 73
Urbanity
A Urban (n=261) 72
B Suburban (n=442) 65
C Rural (n=157) 63
Source: Pew Research Center’s Internet & American Life Project Omnibus Survey, December 13 – 16, 2012. N=860 internet users. Interviews were conducted on landline and cell phones. Margin of error is +/- 2.9 percentage points for results based on internet users.
Note: Percentages marked with a letter (e.g. (a)) indicate a statistically significant difference between that row and the row designated by that letter, among categories of each demographic characteristic (e.g. age).

 

Here’s for Twitter which comes in at second place.

TWITTER
% of internet users who use social networking sites
Use Twitter
All Internet Users (n=1,802) 16 %
A Men (n=846) 17
B Women (n=956) 15
Race /  Ethnicity
A White, Non-Hispanic (n=1,332) 14
B Black, Non-Hispanic (n=178) 26         (a)
C Hispanic (n=154) 19
Age
A 18-29 (n=318) 27         (b)(c)(d)
B 30-49 (n=532) 16         (c)(d)
C 50-64 (n=551) 10         (d)
D 65+ (n=368) 2
Education Attainment
A Less than high school / high school grad (n=549) 15
B Some college (n=519) 17
C College + (n=721) 15
Household Income
A Less than $30,000 / year (n=409) 16
B $30,000 – $49,999 / year (n=330) 16
C $50,000 – $74,999 / year (n=283) 14
D $75,000 + / year (n=504) 17
Urbanity
A Urban (n=561) 20         (b)(c)
B Suburban (n=905) 14
C Rural (n=336) 12
Source: Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users.
Note: Percentages marked with a letter (e.g. (a)) indicate a statistically significant difference between that row and the row designated by that letter, among categories of each demographic characteristic (e.g. age).

 

Here’s the data for Pinterest which comes in at third place among the top 5 social networking sites for 2012 according to the Pew Research Center.

PINTEREST
% of internet users who use social networking sites
Use Pinterest
All Internet Users (n=1,802) 15 %
A Men (n=846) 5
B Women (n=956) 25         (a)
Race /  Ethnicity
A White, Non-Hispanic (n=1,332) 18         (b)(c)
B Black, Non-Hispanic (n=178) 8
C Hispanic (n=154) 10
Age
A 18-29 (n=318) 19         (c)(d)
B 30-49 (n=532) 19         (c)(d)
C 50-64 (n=551) 12         (d)
D 65+ (n=368) 4
Education Attainment
A Less than high school / high school grad (n=549) 11
B Some college (n=519) 16         (a)
C College + (n=721) 20         (a)
Household Income
A Less than $30,000 / year (n=409) 10
B $30,000 – $49,999 / year (n=330) 15
C $50,000 – $74,999 / year (n=283) 23         (a)(b)
D $75,000 + / year (n=504) 18         (a)
Urbanity
A Urban (n=561) 13
B Suburban (n=905) 16
C Rural (n=336) 18
Source: Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users.
Note: Percentages marked with a letter (e.g. (a)) indicate a statistically significant difference between that row and the row designated by that letter, among categories of each demographic characteristic (e.g. age).

 

Here’s the data for Instagram which is owned by Facebook and has recently been in hot water.

INSTAGRAM
% of internet users who use social networking sites
Use Instagram
All Internet Users (n=1,802) 13 %
A Men (n=846) 10
B Women (n=956) 16         (a)
Race /  Ethnicity
A White, Non-Hispanic (n=1,332) 11
B Black, Non-Hispanic (n=178) 23         (a)
C Hispanic (n=154) 18         (a)
Age
A 18-29 (n=318) 28         (b)(c)(d)
B 30-49 (n=532) 14         (c)(d)
C 50-64 (n=551) 3
D 65+ (n=368) 2
Education Attainment
A Less than high school / high school grad (n=549) 12
B Some college (n=519) 15
C College + (n=721) 12
Household Income
A Less than $30,000 / year (n=409) 15
B $30,000 – $49,999 / year (n=330) 14
C $50,000 – $74,999 / year (n=283) 12
D $75,000 + / year (n=504) 12
Urbanity
A Urban (n=561) 17         (b)(c)
B Suburban (n=905) 11
C Rural (n=336) 11
Source: Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users.
Note: Percentages marked with a letter (e.g. (a)) indicate a statistically significant difference between that row and the row designated by that letter, among categories of each demographic characteristic (e.g. age).

 

Meanwhile, here’s the data set for Tumblr, the fifth most popular social networking site in the U.S. for 2012.

TUMBLR
% of internet users who use social networking sites
Use Tumblr
All Internet Users (n=1,802) 6 %
A Men (n=846) 6
B Women (n=956) 6
Race /  Ethnicity
A White, Non-Hispanic (n=1,332) 6
B Black, Non-Hispanic (n=178) 5
C Hispanic (n=154) 8
Age
A 18-29 (n=318) 13         (b)(c)(d)
B 30-49 (n=532) 5           (d)
C 50-64 (n=551) 3           (d)
D 65+ (n=368) 1
Education Attainment
A Less than high school / high school grad (n=549) 5
B Some college (n=519) 6
C College + (n=721) 7
Household Income
A Less than $30,000 / year (n=409) 6            (b)
B $30,000 – $49,999 / year (n=330) 3
C $50,000 – $74,999 / year (n=283) 5
D $75,000 + / year (n=504) 8            (b)
Urbanity
A Urban (n=561) 7
B Suburban (n=905) 5
C Rural (n=336) 6
Source: Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.6 percentage points for results based on internet users.
Note: Percentages marked with a letter (e.g. (a)) indicate a statistically significant difference between that row and the row designated by that letter, among categories of each demographic characteristic (e.g. age).

Source: Pew Research Center’s Pew Internet & American Life Project – 2012

Image from Jason A. Howie on Flickr (CC)


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Author: Solon Harmony Dolor

A passion for technology and journalism makes this upcoming writer very interested in social media and technology news. Fresh from finishing an English and Journalism degree from the University of the Philippines Diliman, he aims to bring interesting news to our readers . Don't forget to subscribe and receive our latest posts in your inbox.

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