Facebook is by far the most popular social network among American adults, according to a newly-released study [download page] of daily social media activity by the Temkin Group. Some 46.5% of respondents said they read or update Facebook daily from a computer, with 29.3% doing so daily from a mobile phone. In fact, Facebook is so popular that respondents reported being more likely to visit company Facebook pages on a daily basis than they were to read or update Twitter at that frequency.
Close to 1 in 5 – 17.7% of – respondents said they visit a company’s Facebook page on a daily basis from a computer, while 13% claimed to do so from a mobile phone at that frequency. By comparison, 13.4% said they read or update Twitter on a daily basis from a computer, and 11.6% from a mobile phone.
Beyond Facebook and Twitter, Google+ appears to enjoy wider daily reach than LinkedIn, on both computers and mobile phones.
The Temkin Group results follow from newly-released survey results from Forrester Research which found Facebook to be the most widely-adopted social network among US online youth aged 12-17, with penetration twice as high as for Pinterest, Tumblr or Snapchat. Moreover, 28% of Facebook users reported using it “all the time,” the highest percentage among users of any social network. So much for Facebook’s much-publicized teen decline?
Meanwhile, returning to the Temkin Group study, the largest year-over-year increase in daily Facebook usage was for adults aged between 55 and 64. Indeed, there are upwards of 32 million Baby Boomers aged 50-64 on Facebook, according to a MarketingCharts estimate contained in a new Debrief, which also contains data indicating that Baby Boomers are among the best-monetizing age groups for Facebook ads. (See Debrief: Advertising to Baby Boomers: The Why and How [download page])
About the Data: The results are based on a survey of 10,000 US consumers conducted in January 2014.
