Facebook is by far the social platform Americans say they use most often, but its popularity is waning and use varies widely among different age groups, according to recent research from Edison Research.
The Infinite Dial 2023 report was based on data from a survey conducted in January 2023 among 1,500 people age 12 and older in the United States. The researchers weighted the data to national population figures.
Some 46% of social media users say Facebook is the platform they use most often, 18% say Instagram, 14% TikTok, 7% Twitter, 6% Snap, and 3% Pinterest. A fraction (6%) cite other social platforms.
Fully 74% of social media users age 55+ say Facebook is the platform they use most often, compared with 55% of those age 35-54 and just 20% of those age 12-34.
Social media brand used most often survey results by demographic" />
Among social media users age 12-34, Facebook declined 14 percentage points between 2022 and 2023 in the share who say it is the platform they use most often.
Among social media users age 35-54, Facebook declined six percentage points between 2022 and 2023 in the share who say it is the platform they use most often.
Among social media users age 55+, Facebook declined three percentage points between 2022 and 2023 in the share who say it is the platform they use most often.
About the research: The Infinite Dial 2023 report was based on data from a survey conducted in January 2023 among 1,500 people age 12 and older in the United States.
