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Facebook still king for social media marketing

By Jonathan Sweet

A new study shows that Facebook is only growing in importance as a tool for reaching potential customers.

Social Media Update 2016, the latest analysis of social media from the Pew Research Center, finds that 79 percent of online adults -- and 68 percent of all adults -- are Facebook users. That's up from 72 percent of online adults in 2015 and well ahead of other social media, such as Instagram (32 percent),  Pinterest (31 percent), LinkedIn (29 percent) or Twitter (24 percent).

Some other key stats on Facebook:

  • 76 percent of Facebook users are visiting the site everyday
  • 62 percent of online adults ages 65 and older now use Facebook, up from 48 percent last year
  • More than 80 percent of those under 50 use Facebook
  • 77 percent of those with income over $75,000 use the site

As for other sites, Instagram in particular skews younger. Fifty-nine percent of online adults 18 to 29 use Instagram, compared to 33 percent of 30- to 49-year-olds and 8 percent of those 65 and older. About half of Instagram users check in daily.

In general, with the exception of LinkedIn, most social media sites also have more female users. This year's study, unlike past years, didn't offer a breakdown by race or ethnicity.

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