Facebook and YouTube are reported to be the most popular social platforms among the majority of Americans in early 2018, according to a recent Pew Research Center survey of U.S. adults. In addition, the survey found that 78 percent of younger adults, ages 18 to 24, use Snapchat, and 71 percent of this group use Instagram. Twitter came in at nearly half–45 percent–for the same group.
Other interesting findings included that most Americans are using more than one platform out of the eight surveyed, with young adults tending to use a greater variety of platforms. Although even with such high usage rates, 59 percent of those surveyed said it would not be hard to give up social media altogether.
Brands looking to target these specific groups will need to align their social media strategies with these findings and focus budgets on the right platforms moving forward.
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