Social Media Usage Among US Adults in 2023: A Comprehensive Analysis of the Most Popular Platforms and Demographic Trends

The digital landscape of social media has undergone significant transformations in recent years, with new platforms emerging and existing ones evolving to meet the changing needs and preferences of users. In this article, we delve into the latest findings from the Pew Research Center’s survey on social media usage among US adults in 2023, providing a comprehensive analysis of the most popular platforms and demographic trends.

According to the survey, which polled 5,733 US adults between May 19 and September 5, 2023, YouTube remains the most dominant social media platform, with an impressive 83 percent of respondents reporting using it at some point. Facebook follows closely behind, with 68 percent of users reporting usage across all age demographics.

However, notable gaps based on age groups exist, particularly among YouTube’s user base. For instance, 93 percent of 18- to 29-year-olds report using Google’s video platform, while only 60 percent of those 65 and older do. Facebook, on the other hand, exhibits a smaller nine percent difference between the same two demographics.

Instagram comes in third place overall, with 47 percent of respondents reporting use. Pinterest, TikTok, LinkedIn, WhatsApp, and Snapchat all fall into the next tier down, with usage rates of 35 percent, 33 percent, 30 percent, 29 percent, and 27 percent, respectively.

TikTok’s growth stands out the most, having shot up 12 points from 21 percent two years prior. This represents the biggest leap of any platform on the list, underscoring TikTok’s meteoric rise in popularity.

Twitter, which changed its name to X and brought in a new CEO during the surveys, saw a slight drop in reported users from 23 percent in 2021. Meanwhile, Reddit experienced a four-point increase from 18 percent two years prior, despite the platform’s API controversy happening during the surveys.

Significant age-group discrepancies exist for platforms like Instagram and Snapchat. For example, 78 percent of 29-and-under survey participants use Instagram, compared to only 15 percent of those 65 and older. Similarly, 65 percent of Snapchat users are under 30, while only four percent are 65 and older.

The 40- to 49-year-old demographic, which includes younger Gen-Xers and all but the youngest Millennials, exhibits high rates for LinkedIn (40 percent), WhatsApp (38 percent), and Facebook (75 percent).

Demographic trends also reveal interesting insights into platform popularity among specific groups. For instance, TikTok is especially popular among Hispanic users, with 49 percent reporting use, and women using it at a 15 percent higher rate than men. X is more popular among adults with annual household incomes of at least $100,000, while LinkedIn has a higher rate of respondents with at least a bachelor’s degree (25 points higher than those with “some college education” and 43 percent higher than those with a high school diploma or less).

In conclusion, the Pew Research Center’s survey on social media usage among US adults in 2023 provides valuable insights into the most popular platforms and demographic trends. YouTube and Facebook continue to dominate, but TikTok’s rapid growth and significant age-group discrepancies among various platforms highlight the evolving digital landscape. Understanding these trends can help businesses and marketers tailor their strategies to effectively reach and engage their target audiences.