The CITE, a blog published by the National Association of College Stores, takes a look at the intersection of education and technology, highlighting issues that range from course materials to learning delivery to the student experience. Comments, discussion, feedback, and ideas are welcome.

Wednesday, August 26, 2015

Younger Adults Use More Social Media

In case there was any doubt about it, a newly released Pew Research Center study confirmed younger adults are more likely to be active on social media—except for LinkedIn—than any other adult age group.

The research report said the survey was conducted by phone in March and April of 2015. Only adults aged 18 and up were included.

Facebook is still the big kahuna among all social-media sites. Although its growth has flattened in recent years, the site still commands active use from 72% of all online adults and 82% of those aged 18-29. That age bracket also dominated users of Instagram (55%, almost double the percentage of all adults), Pinterest (37%), Twitter (32%), Tumblr (20%) and online discussion groups such as reddit or Digg (20%).

Only on LinkedIn do the numbers of younger adults falter. They account for just 22% of users, compared to those 30-49 (32%) and 50-64 (26%). That’s not surprising, given that LinkedIn is aimed at working professionals.

Overall, in relation to Facebook, adult usage of the other major social-media sites is still low but growing at a rapid pace. “The proportion of online adults who use Pinterest and Instagram has doubled since Pew Research Center first started tracking social media platform adoption in 2012,” the report said.

The survey also looked at adult use of messaging apps, such as iMessage, WhatsApp, and Kik. Again, the 18-29 group topped the others, with 49% using such apps to exchange text messages via Wi-Fi to avoid using up data on a cellphone plan.

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