If you’re African-American, you’re more likely to be on Instagram. If you’re a woman, you’re more likely to be on Pinterest. And if you’re older — believe it or not — you’re way more likely to have a profile on LinkedIn.
A new survey of online adults from the ever illuminating Pew Internet and American Life Project points to some fascinating demographic differences in our social media use — some new, some not.
African Americans as a group have for years shown higher usage rates on Twitter; 29 percent of blacks use the service compared with 16 percent of whites and Hispanics. Now a new flock of young, urban users on Instagram have brought a parallel trend to the photo sharing site. Thirty-four percent of blacks use Instagram, up from 23 percent in late 2012.
As for Pinterest, women are four times as likely as men to use the growing visual bookmarking site. A third of women are Pinterest users, but just 8 percent of men. Pinterest use also follows the money. Twenty-seven percent of online adults who make $75,000 or more a year use the site, compared with 15 percent of people who make less than $30,000 annually.
But this bit I think is the most telling: Though Facebook use among seniors has picked up big (45 percent of online adults over 65 use Facebook, up from 35 percent a year ago), LinkedIn remains the only popular social networking site that is used more by old than young. A quarter of online adults age 50-64 have profiles on the site, compared with just 15 percent of people 18-29.
Facebook — no surprise — is still by far the most used social network. 71 percent of online adults are on the site. Claiming 22 percent of online adults, LinkedIn is a distant second.