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Today around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.

When Pew Research Center began tracking social media adoption in 2005, just 5% of American adults used at least one of these platforms. By 2011 that share had risen to half of all Americans, and today 69% of the public uses some type of social media.

Pew Research Center

As more Americans have adopted social media, the social media user base has also grown more representative of the broader population. Young adults were among the earliest social media adopters and continue to use these sites at high levels, but usage by older adults has increased in recent years.

Pew Research Center

Pew Research Center

Pew Research Center

Pew Research Center

Pew Research Center

Pew Research Center

Facebook is the most-widely used of the major social media platforms, and its user base is most broadly representative of the population as a whole. Smaller shares of Americans use sites such as Twitter, Pinterest, Instagram and LinkedIn.

Pew Research Center

Usage of the major social media platforms varies by factors such as age, gender and educational attainment.

% of U.S. adults who use each social media platform

Source: Source: Survey conducted Jan. 3-10, 2018.

Pew Research Center

% of U.S. adults who use each social media platform

Source: Source: Survey conducted Jan. 3-10, 2018.

Pew Research Center

For many users, social media is part of their daily routine. Roughly three-quarters of Facebook users and around six-in-ten Instagram users visit these sites at least once a day.

Pew Research Center

Follow these links for more in-depth analysis of the impact of social media on American life.

Millennials stand out for their technology use, but older generations also embrace digital life May 2, 20185 facts about Americans and Facebook April 10, 2018Americans complicated feelings about social media in an era of privacy concerns March 27, 2018Social Media Use in 2018 March 1, 2018The Future of Truth and Misinformation Online Oct. 19, 2017The Future of Free Speech, Trolls, Anonymity and Fake News Online March 29, 2017

All reports and blog posts related to social media.

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Demographics of Social Media Users and Adoption in the ...

What is 'Social Networking'

Social networking is the use of internet-based social media programs to make connections with friends, family, classmates, customers and clients. Social networking can occur for social purposes, business purposes or both through sites such as Facebook, Twitter, LinkedIn, Classmates.com and Yelp. Social networking is also a significant target area for marketers seeking to engage users.

Marketers use social networking for improving conversion rates. Building a following provides access to and interaction with new, recent and old customers. Sharing blog posts, images, videos or comments on social media allows followers to react, visit the companys website and become customers.

Customers may compliment the companys offerings and encourage others to buy the products or services. The more customers are talking about a company on social networking, the more valuable the brand authority becomes. As a brand grows stronger, more sales result.

Increased company posts rank the company higher in search engines. This helps establish a brand as legitimate, credible and trustworthy.

A company may use social networking to demonstrate its customer service level and enrich its relationships with consumers. For example, if a customer complains about a product or service on Twitter, the company may address the issue immediately, apologize, and take action to make it right.

Although social networking itself is free, building and maintaining a company profile takes hours each week. Costs for those hours add up quickly. In addition, businesses need many followers before a social media marketing campaign starts generating a positive return on investment (ROI). For example, submitting a post to 15 followers does not have the same effect as submitting the post to 15,000 followers.

Because every business is unique and has a different target demographic, history and competitive marketplace, no single marketing strategy works for every business. The fact that social networking is constantly evolving also makes keeping up with changes challenging and influences a companys marketing success rate.

Because social networking companies want businesses paying for advertising, companies often restrict the amount of reach businesses may receive through unpaid posts. For example, if a company has 500 followers, followers may not all receive the same post.

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Social Networking - Investopedia

February 22, 2016

By Jacob Poushter

Once online, people in emerging and developing nations are hungry for social interaction. Comparatively fewer online adults in advanced economies say they use social networks, though half or more still report using social media in these countries. It is important to note that while internet users in emerging and developing economies are more likely to use social networks, access rates are lower in many of these nations; as a result, many people are still left out of the social networking experience. But in most of the countries surveyed, Millennials are more likely to use social media.

Across the 40 countries surveyed, a median of 76% of internet users say that they use social networks, which include Facebook and Twitter in all countries (except for Twitter in China), plus other popular country-specific social networks.

Unlike overall internet access, Social networking is most prevalent among online adults in Jordan (90% of internet users), Indonesia (89%), thePhilippines (88%), Venezuela (88%) and Turkey (87%). But majorities of internet users in every emerging and developing nation surveyed, Pakistan excepted, say they use social networks.Comparatively fewer online adults in rich economies say they use social networks, but because internet access is greater in many of these countries, overall social media usage based on total adult population is more mixed. Still, 76% of online Israelis, 73% of online Canadians and 71% of online Americans say they use social networking sites. But only around half of online adults in Japan (51%) and Germany (50%) say the same.

Between 2013 and 2015, there has been some upward movement in the percentage of people who access social networks across many emerging countries. This is especially the case in China, where 63% of internet users report using social networking in 2015, up from 48% in 2013. Elsewhere the change has been less dramatic or no change has occurred. But because internet access and reported smartphone ownership rates have increased in most of these nations, more people are using social networks even as the proportion of internet users who say they do so has not changed dramatically, if at all.

As with internet usage and reported smartphone ownership, There is a significant age gap on social networking among internet users in 30 of the 40 countries surveyed. And this age gap is seen in developed and developing countries alike.

For example, 81% of online Germans ages 18-34 say they use social networking, versus only 39% of older online Germans. And 83% of young French internet users are social networkers, versus 42% among older internet users. Large age gaps also appear in Vietnam (+37), Poland (+35) and Japan (+35). It should be noted that, based on total population, the gap in social media use between older and younger generations is even larger because more young people in all of the countries surveyed are online to begin with. But even among active internet users, social networking is more common among global youths.

In addition to age, there are also differences on social networking use among online adults by education. However, significant gaps on education are not as common for social networking as they are for overall internet access and smartphone ownership. In 18 countries with large enough sample sizes for analysis, internet users with more education are significantly more likely to use social networking sites compared with less educated online adults. The education gaps are particularly large in Lebanon (+30) and China (+26).

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Measuring social networking popular among adult internet ...

A short explanation of social networking websites and why they are popular.

This video introduces the basic ideas behind Social Networking. It focuses on the role of social networking in solving real-world problems. It teaches: The role of people networks in business and personal life The hidden nature of real-world people networks How social networking sites reveal hidden connections The basic features of social networking websites

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Social Networking in Plain English - YouTube

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"Like" these UC ANR programs:

UC ANR is the Divisions primary Facebook page, for news of general interest about agriculture, natural resources and health. This account also links to other ANR-related Facebook pages, including:

Agriculture

4-H

Natural Resources

Nutrition & Consumer Sciences

ANR communications offices

UC Cooperative Extension (alphabetical by county)

UC Master Gardeners & other gardening (alphabetical by county)

UC Master Food Preservers

Campus

CropManage is an online database-driven tool that assists growers and farm managers in determining water and nitrogen fertilizer applications on a field-by-field basis.

IPMinfois an app for iOSdevices to identify and manage strawberry pests.

OakMapper - To report a tree with sudden oak death symptoms, contributors may enter an address, coordinates, or mark a point on the map. For iPhone

SoilWeb - Get information about the properties of soil while standing in the field. For iPhone and Android OS

Soil Agricultural Groundwater Banking Index (SAGBI) - Determine the suitability of agricultural landfor groundwater recharge. The SAGBI is based on five major factors that are critical to successful agricultural groundwater banking: deep percolation, root zone residence time, topography, chemical limitations and soil surface condition.

Agricultural Water Quality Self-assessment - ThisiPad apphelps growersassess the potential impactof their growing practices on water quality. It also provides suggestions for Best Management Practices that can help to solve water quality problems. Available from iTunes for iPad.

Weedy Rice Reporter - This app helps growersidentify weeds and manage weedy rice in California. App now available for download on Google Playand iTunes.

Follow us on YouTube:

UCANR

California 4H

UC Cooperative Extension, San Diego County

Servicio de Informacion UC ANR

UC Cooperative Extension Sonoma County

Blog Showcase - A page that highlights all UC ANR blogs, displaying photos and links to the most recent posts. The site's other features include links to the most popular posts and the top blogs.

Salinas Valley Agriculture - Highlighting agricultural developments, problems, research and issues for the Central Coast Written by UC Cooperative Extension staff in Monterey County. Coordinated by Steven Koike, plant pathology farm advisor

ANR News Blog - Summaries and commentaries on current coverage of ANR in the news media. Written by Jeannette Warnert, ANR Communication Services.

The Almond Doctor - Addresses problems found within the almond orchard and the associated processes of problem correction/prevention.Written by David Doll, Merced County farm advisor

Bug Squad Blog - Happenings in the insect world and high-quality photos of insects. Written by Kathy Keatley Garvey, UC Davis Department of Entomology.

Merced 4-H Blog - Merced County 4-H Youth Development Program updates. Written by Russell Hill, Merced County 4-H program representative.

UC Cooperative Extension Ventura County Blog - News and information related to agriculture, nutrition, family and consumer sciences and 4-H in Ventura County. Written by Chris Webb, UC Cooperative Extension in Ventura County.

UC Food Blog - Practical and interesting information on food policy, production, safety and consumption. Written by a collaborative of UC writers, editors and information officers. Coordinated by Jeannette Warnert.

Mendocino & Lake County Livestock & Range Topics Blog - Educational information for range livestock producers and managers. Written by John Harper, director of UC Cooperative Extension in Mendocino Counties.

Strawberries and Caneberries Blog - Current issues and topics of general interest in strawberries and caneberries. Written by Mark Bolda, Santa Cruz County farm advisor.

The California Practical Gardener - Practical and useful gardening advice for California Gardeners.Written by Missy Gable, academic coordinator of the UC Statewide Master Gardener Program.

Dispatches from the Orchard - News on pistachios, figs, prunes, almonds, and other tree fruit cropsWritten by Phoebe Gordon,Madera County farm advisor.

UC Green Blog - UC work in natural resources, pest management, climate change and sustainable agriculture.Written by a collaborative of UC writers, editors and information officers. Coordinated by Jeannette Warnert.Forest Research and Outreach - Highlighting information related to current issues and research in forest management, as well as announcements of special events, resources, and workshops. Written by UC Cooperative Extension forest specialists.

Oak Conservation Blog - Focusing on information related to the conservation and management of Oak Woodlands. Written by UC Cooperative Extension forest experts specializing in oak woodlands.

UC Rice Blog - Featuring pictures and comments on rice production issues that farm advisors encounter in the field.Written by UC Cooperative Extension farm advisors Luis Espino in Colusa, Glenn and Yolo counties; Chris Greer in Sutter/Yuba, Sacramento and Placer-Nevada counties; and Cass Mutters in Butte County.

Hopland Research & Extension Center - Featuring research being conducted at the facility and photos of plants, animals and other items of interest found on the grounds. Written by Robert J. Keiffer, center superintendent.

Sierra Foothill Research & Extension Center - Featuring research being conducted at the facility and photos of plants and animals at the center. Written by Jeremy James, center director

Veterinary Entomology - This blog written by UC Cooperative Extension specialist Alec Gerry.

UC Agriculture & Natural Resources series - Half-hour shows about invasive species, genetic engineering, tomato and blueberry research, sudden oak death, weeds, watersheds and many other topics.

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