Demographic differences in Social Media Usage

Recently, there was an interesting report on US adults use of various internet platforms, based on national survey results.

We have all read the boasts about how many users exist on different platforms, but we are also aware that many of the “users” are bots that are unconnected to any individual. Using surveys to have real humans report their own behavior is less sensitive to bots.

The survey asked the question: “Please indicate whether or not you ever use the following websites or apps.” The order of penetration is not too surprising: YouTube (83% of the respondents report use), Facebook (68%), Instagram (47%), Pinterest (35%), TikTok (33%), LinkedIn (30%), WhatsApp (29%), Snapchat (27%), Twitter/X (22%), and Reddit (22%).

While each of us has preconceptions of what this ordering might be, the demographic breakdown of users is more interesting.

First, despite the political polarization of internet-related activities, the differences between the political party affiliates is relatively small across the different platforms, in general. For example, YouTube, Facebook and Twitter don’t show large differences in use between party identifications.

There is, however, a platform with noticeable differences between the two parties’ usage. Instagram is used by 43% of Republicans/Lean Republican but 53% of Democrats/Lean Democrat. Some speculation about this is the skew of Democrats to younger persons, with affinity to Instagram influencers. There is some evidence of Instagram use for issues like climate change, racial disparities, and other issues. In short, the platform appears to be used for influence regarding traditional progressive causes. Hence, the contrast between the two political parties.

Over all the platforms, the most ubiquitous single predictor of use is age of the respondent. The 18-29 year-old respondents report very different behaviors than older respondents. Indeed, as above, Instagram is one of the platforms that shows large age differences, with 78% of the 18-29 year old’s using the platform but only 35% of those 50-64 years old (only 15% of those 65 and older). Age differences are also notable in the Facebook usage statistics. For that platform, the usage rates are highest in the two middle age groups, and lowest in the youngest and oldest age groups.

Another interesting finding concerns LinkedIn, where education and income are strong predictors. Both respondents earning over $100,000 per year and those with a College or more education report a 53% usage rate. The age distribution of usage reflects the popularity of LinkedIn among those in prime earning years; those over 65 years of age have the lowest usage. Usage patterns of LinkedIn look like those of no other platform.

Two other platforms have different demographic patterns. Proportionately more Hispanic respondents (54%) use WhatsApp than other race/ethnicity groups (e.g., White use is 30%). Why might this be? It’s interesting to note that in Central and South America WhatsApp spread as one of the first instant messaging platforms that was free of charge (providers in those countries tended to charge per message on cellular services). Its popularity there remains high. This apparently affected Hispanic use in the United States as well.

The Snapchat usage is interesting as well. Snapchat is a messaging platform whose content, once viewed by a recipient, disappears from subsequent views. It has a set of game features and whimsical video editing tools with entertainment in mind. Further, it seems well designed for mobile-only usage. Among 18-29 year old’s, 65% are using Snapchat, more than twice the percentage of any other age group. Why is this? One comparison between Facebook as a communication tool and Snapchat notes that Facebook uses words and clicks, befitting the use of keyboards by adults, while Snapchat’s tab bar uses icons only. Further, Snapchat’s disappearing content fits quick passage from one swipe to another, apparently valued by younger users on mobile phones.

An examination of different platforms reveals distinctive patterns of usage across demographic groups. Some of these differences appear to be design features. Others appear to be cultural adaptations that create self-supporting networks of users that share values.