Social Media Platform Adoption Rates Among US Parents

July 22, 2015

This article is included in these additional categories:

Digital | Men | Social Media | Women

Source: Pew Research Center’s Internet & American Life Project [pdf]

    Notes: Three-quarters of connected parents in the US (defined as survey respondents with children under age 18) use social media, according to the Pew Research Center, with most agreeing that they get useful information from social. Facebook is easily the most popular platform, used by almost three-quarters (74%) of parents surveyed, with mothers (81%) significantly more likely than fathers (66%) to use the platform. Pinterest (28%), LinkedIn (27%), Instagram (25%) and Twitter (23%) all see fairly similar adoption rates, though they differ by gender.

    For example, mothers (40%) are more than twice as likely as fathers (15%) to use Pinterest, and are also significantly more likely to use Instagram (30% and 19%, respectively). Men report being more likely to use LinkedIn and Twitter, though not by a statistically significant margin.

    The report notes that among users of the various platforms, parents are more active than non-parents on Facebook and LinkedIn.

      Related: How Much Influence Do Teens Wield Over Their Parents’ Purchase Decisions?

        About the Data: The results are based off surveys conducted September 11-14 and 18-21, 2014, among 1,597 US internet users ages 18+. The margin of error for all internet users is +/-2.9% points. “Social media users” are defined as respondents who reported using one of the following social platforms: Facebook; Instagram; Twitter; LinkedIn; Pinterest; an employer-provided social media tool; or another social media tool or site not included in the list.

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