---
title: "Demographics of key social networking platforms"
description: "Fully 71% of online adults now use Facebook, and usage among seniors has increased significantly in the last year. Some 45% of internet users age 65 or older now use Facebook, up from 35% who did so in late 2012. Women are also particularly likely to use Facebook compared with men. Some 18% of online […]"
date: "2013-12-30"
authors:
  - name: "Maeve Duggan"
    job_title: "Former Research Associate"
    link: "https://www.pewresearch.org/staff/maeve-duggan/"
  - name: "Aaron Smith"
    job_title: "Director, Data Labs"
    link: "https://www.pewresearch.org/staff/aaron-smith/"
url: "https://www.pewresearch.org/internet/2013/12/30/demographics-of-key-social-networking-platforms/"
---

# Demographics of key social networking platforms

Fully 71% of online adults now use Facebook, and usage among seniors has increased significantly in the last year. Some 45% of internet users age 65 or older now use Facebook, up from 35% who did so in late 2012. Women are also particularly likely to use Facebook compared with men.

[![Facebook users](https://assets.pewresearch.org/wp-content/uploads/sites/14/2014/01/facebook-users.jpg)](https://www.pewresearch.org/internet/2014/01/08/social-media-update-2013/facebook-users/)

Some 18% of online adults currently use Twitter, statistically similar to the 16% who did so in 2012. As was the case in our previous surveys on Twitter use, adoption levels are particularly high among younger adults and African-Americans.

[![Twitter users](https://assets.pewresearch.org/wp-content/uploads/sites/14/2014/01/twitter-users.jpg)](https://www.pewresearch.org/internet/2014/01/08/social-media-update-2013/twitter-users/)

Some 17% of online adults use Instagram, up from 13% in late 2012. Two groups in particular have experienced a notable increase in Instagram usage in the last year. Instagram adoption by internet users ages 18-29 has increased from 28% in late 2012 to 37% in 2013, and adoption by African American internet users has increased from 23% to 34% over the same time period. Instagram was acquired by Facebook in April 2012.

[![Instagram users](https://assets.pewresearch.org/wp-content/uploads/sites/14/2014/01/instagram-users.jpg)](https://www.pewresearch.org/internet/2014/01/08/social-media-update-2013/instagram-users/)

Some 21% of online adults use Pinterest, up from the 15% who did so in December 2012. Women continue to dominate the site: fully 33% of online women are Pinterest users, compared to just 8% of men. Pinterest users also skew slightly towards the affluent side – those in the highest income bracket are more likely than those in the lowest to use the site, as are those with a college degree or higher compared to those who have not attended college.

[![Pintrest users](https://assets.pewresearch.org/wp-content/uploads/sites/14/2014/01/pintrest-users.jpg)](https://www.pewresearch.org/internet/2014/01/08/social-media-update-2013/pintrest-users/)

Some 22% of online adults are LinkedIn users. As a platform geared towards professional networking, its user demographics are unique from the other sites discussed above. Specifically, 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. It is also the only social networking site we measured for which usage among 50-64 year olds is higher than usage among those ages 18-29.

[![LinkedIn users](https://assets.pewresearch.org/wp-content/uploads/sites/14/2014/01/linkedin-users.jpg)](https://www.pewresearch.org/internet/2014/01/08/social-media-update-2013/linkedin-users/)

---

**Next:** [Frequency of social media use](https://www.pewresearch.org/internet/2013/12/30/frequency-of-social-media-use.md)