Consumers are spending online-time on social media: 72% of U.S. online adults are on Facebook, 31% are on Pinterest and 28% are on Instagram.

If retailers want to reach consumers with marketing messages where they’re looking, they better be active on social networks because that’s where consumers spend a lot of their time online, according to a new report from the Pew Research Center, a not-for-profit research group that studies consumer behavior and the Internet.  

For instance, 70% of Facebook users visit the social network each day, as do 59% of Instagram users, 38% of Twitter users and 27% of Pinterest users.

For Facebook, in particular, that’s a lot of people actively engaging with its platform. After all, 72% of U.S. online adults—and 62% of the entire U.S. adult population—are on Facebook. Moreover, 82% of online adults 18-29 years old are on Facebook.

While Facebook has a much larger market share than the other social networks, there are still plenty of consumers on Pinterest, Instagram and Twitter. This has led to Twitter’s recent release of additional advertising tools. 31% of online adults use Pinterest, including 44% of online adult women (only 16% of online adult men use Pinterest). 28% of online adults use Instagram, including 55% of those 18-29.  And 23% of online adults use Twitter, including 32% of those between 18-29.

The report also found that 36% of smartphone owners use messaging apps, such as WhatsApp and Kik, and 17% use apps that automatically delete sent messages, such as Snapchat and Wickr. Both kinds of apps are particularly popular among young adults; 49% of smartphone owners 18-29 use messaging apps and 41% use apps that automatically delete sent messages.


Pew based its findings on a telephone survey of 1,907 adults conducted in March and April.