According to the Pew Research, over 73% of adults engage in social media and 42% use multiple social networking platforms. Of the sites, Facebook remains the most popular with over 71% of adult users. However, while Facebook is popular among a wide range of people, other social sites like Instagram, Pinterest, and Linkedin have found more niche markets. The image driven Instagram has a higher appeal to young, urban adults. Pinterest, on the other hand, is targeted towards females.
Read more about how social media consumption is changing and what that could mean for your business.