According to a new report from the Pew Research Center’s Internet Project, 73% of all adults who are online are using at least one social networking site.
Thanks to Jack Loechner of the Center for Media Research for his summary of the report, which demonstrates that social media continues to be a dominant force in the way adults around the world communicate.
Among the key findings with implications for businesses are:
7 in 10 online adults are using Facebook, up a few percentage points from 2012.
4 in 10 use two or more social networks, with Facebook, LinkedIn, Pinterest, Twitter and Instagram being the most popular (in that order).
LinkedIn ranks number two among the most used sites by adults, with 22% of them using the site (up from 20% over previous figures).
And this is the one stat that shouldn’t surprise anybody: More than 6 in 10 adults report going to Facebook at least once a day.
For businesses looking to engage with affluent, educated professionals, LinkedIn may be the place you want to be. According to Loechner, LinkedIn has some key advantages in terms of its distinct demographics.
“Geared towards professional networking, its user demographics are unique from the other sites discussed. LinkedIn usage is especially high among people with a college degree or higher, and among those with an annual household income of $75,000 or more,” writes Loechner. “It is also the only social networking site measured for which usage among 50-64 year olds is higher than usage among those ages 18-29.”
As you start to implement your social marketing strategy for 2014, it might be time to be more active on LinkedIn as a place to build your reputation as a thought leader in your industry. It seems to be where the people making the decisions gather for their daily business buzz.