皮尤研究中心 社交媒体的使用状况.docx
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皮尤研究中心 社交媒体的使用状况.docx
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皮尤研究中心社交媒体的使用状况
SocialMediaUpdate2016
Facebookusageandengagementisontherise
whileadoptionofotherplatformsholdssteady
BYSHANNONGREENWOOD,ANDREWPERRINANDMAEVEDUGGAN
Overthepastdecade,PewResearchCenterhasdocumentedthewidevarietyofwaysinwhichAmericansusesocial
mediatoseekoutinformationandinteractwithothers.AmajorityofAmericansnowsaytheygetnewsviasocialmedia,
andhalfofthepublichasturnedtothesesitestolearnaboutthe2016presidentialelection.Americansareusingsocial
mediainthecontextofwork(whethertotakeamentalbreakonthejobortoseekoutemployment),whilealsoengaging
inanongoingefforttonavigatethecomplexprivacyissuesthatthesesitesbringtotheforefront.
Inadditiontomeasuringthebroadimpactandmeaningofsocialmedia,since2012theCenterhasalsotrackedthe
specificsitesandplatformsthatusersturntointhecourseoflivingtheirsociallivesonline.
Inthatcontext,anationalsurveyof1,520adultsconductedMarch7-April4,2016,findsthatFacebookcontinuestobe
America’smostpopularsocialnetworkingplatformbyasubstantialmargin:
Nearly
eight-in-tenonlineAmericans1(79%)nowuseFacebook,morethandoublethesharethatusesTwitter(24%),
Pinterest(31%),Instagram(32%)orLinkedIn(29%).Onatotalpopulationbasis(accountingforAmericanswhodonot
usetheinternetatall),thatmeansthat68%ofallU.S.adultsareFacebookusers,while28%useInstagram,26%use
Pinterest,25%useLinkedInand21%useTwitter.
Thanksinparttothegrowingnumberofolderadultswhoarejoiningthesite,Facebookuseappearstobeontherise:
TheshareofonlineadultswhoreportusingFacebookhasincreasedby7percentagepointscomparedwithaPew
ResearchCentersurveyconductedatasimilarpointin2015.Inaddition,theshareofFacebookuserswhocheckin
dailyhasincreasedslightlyinthepastyear:
76%ofAmericanswhouseFacebooknowreportthattheyvisitthesiteon
adailybasis,upfrom70%in2015.
WhatfollowsisadeeperexaminationofthecurrentstateofthesocialmedialandscapeinAmerica.
Usageanddemographicsofsocialmediaplatforms
79%ofinternetusers(68%ofallU.S.adults)useFacebook
Roughlyeight-in-tenonlineAmericans(79%)nowuseFacebook,a7-percentage-pointincreasefromasurvey
conductedatasimilarpointin2015.
YoungadultscontinuetoreportusingFacebookathighrates,butolderadultsarejoininginincreasingnumbers.Some
62%ofonlineadultsages65andoldernowuseFacebook,a14-pointincreasefromthe48%whoreporteddoingsoin
2015.Inaddition,womencontinuetouseFacebookatsomewhathigherratesthanmen:
83%offemaleinternetusers
and75%ofmaleinternetusersareFacebookadopters.
32%ofinternetusers(28%ofallU.S.adults)useInstagram
Aroundone-thirdofonlineadults(32%)reportusingInstagram–roughlythesameshareasin2015,when27%of
onlineadultsdidso.
Toagreaterextentthantheothersocialplatformsmeasuredinthissurvey,Instagramuseisespeciallyhighamong
youngeradults.Roughlysix-in-tenonlineadultsages18-29(59%)useInstagram,nearlydoubletheshareamong30-
to49-year-olds(33%)andmorethanseventimestheshareamongthose65andolder(8%).Andaswasthecasein
previousPewResearchCentersurveysofsocialmediause,femaleinternetusersaremorelikelytouseInstagram
thanmen(38%vs.26%).
24%ofinternetusers(21%ofallU.S.adults)useTwitter
Roughlyone-quarterofonlineadults(24%)useTwitter,aproportionthatisstatisticallyunchangedfromasurvey
conductedin2015(23%).
YoungerAmericansaremorelikelythanolderAmericanstobeonTwitter.Some36%ofonlineadultsages18-29are
onthesocialnetwork,morethantripletheshareamongonlineadultsages65andolder(just10%ofwhomareTwitter
users).
Twitterisalsosomewhatmorepopularamongthehighlyeducated:
29%ofinternetuserswithcollegedegreesuse
Twitter,comparedwith20%ofthosewithhighschooldegreesorless.
29%ofinternetusers(25%ofallU.S.adults)useLinkedIn
TheshareofonlineadultswhouseLinkedInhasremainedsteadyoverthepastyear:
29%reportusingthesite,similar
tothe25%whosaidthisin2015.
LinkedInhaslongbeenespeciallypopularwithcollegegraduatesandhighincomeearners,andthistrendcontinuesto
holdtrue.Half(50%)ofonlineadultswithcollegedegreesareonLinkedIn,comparedwith27%ofthosewhohave
attendedbutnotgraduatedfromcollegeandjust12%ofthosewithhighschooldegreesorless.
Similarly,45%ofonlineadultswithanannualhouseholdincomeof$75,000ormoreuseLinkedIn,comparedwithjust
21%ofthoselivinginhouseholdswithanannualincomeoflessthan$30,000.And35%ofonlineadultswhoare
employeduseLinkedIn,comparedwith17%ofthosewhoarenotemployedforpay.
31%ofinternetusers(26%ofallU.S.adults)usePinterest
Roughlythree-in-tenonlineAmericans(31%)usePinterest,identicaltothe31%whousedtheplatformin2015.
Continuingalong-standingtrend,womenusePinterestatmuchhigherratesthanmen.Nearlyhalfofonlinewomen
usethevirtualpinboard(45%),morethandoubletheshareofonlinemen(17%)whodoso.
Frequencyofuseonsocialmediasites
Facebookremainsthemostpopularsocialmediaplatform,withitsusersvisitingthesitemoreregularlythanusersof
othersocialmediasites.Roughlythree-quarters(76%)ofFacebookusersreportthattheyvisitthesitedaily(55%visit
severaltimesaday,and22%visitaboutonceperday).Thisrepresentsamodestbutstatisticallysignificantincrease
fromthe70%ofFacebookuserswhoindicatedthattheyvisitedthesitedailyin2015.
OtherthanthisslightuptickamongFacebookusers,dailyengagementforeachoftheothermajorsocialmedia
platformsisgenerallysimilartoPewResearchCenterfindingsfrom2015.
InstagramandTwitteroccupythemiddletierofsocialmediasitesintermsoftheshareofuserswhologindaily.
Roughlyhalf(51%)ofInstagramusersaccesstheplatformonadailybasis,with35%sayingtheydososeveraltimes
aday.And42%ofTwitterusersindicatethattheyaredailyvisitors,with23%sayingtheyvisitmorethanonceaday.
AslightlylargershareofAmericansusePinterestandLinkedInthanuseTwitter,butusersofthesesitesarelesslikely
thanTwitteruserstocheckineveryday:
25%ofPinterestusersand18%ofLinkedInusersaredailyvisitors.
Usingmultiplesites:
Thesocialmediamatrix
Socialmediauserscontinuetousearelativelydiversearrayofplatforms.Morethanhalfofonlineadults(56%)use
morethanoneofthefivesocialmediaplatformsmeasuredinthissurvey,asharethatisstatisticallyunchangedfrom
the52%whodidsoin2014.
Asthemost-usedsocialmediasite,Facebookcontinuestobethestartingplatformformostsocialmediausers.Among
thosewhoonlyuseonesocialmediaplatform,88%indicatethatFacebookistheonesitethattheyuse.Moreover,the
vastmajorityofthosewhouseothersocialmediasitesalsouseFacebook.Forinstance,93%ofTwitterusersalsouse
Facebook–asdo95%ofInstagramusersand92%ofPinterestusers.
OutsideofFacebook,othersites’usersshowhighlevelsofreciprocity.Forinstance,65%ofthosewithaTwitter
accountalsouseInstagram,while49%ofInstagramusersalsohaveTwitter.Similarly,54%ofthosewhouse
InstagramalsousePinterestand57%ofPinterestusersarealsoonInstagram.
Messagingapps
Socialmediasitesarenottheonlyvenuewherepeoplecanconnectwithothersonline.Todaysmartphoneowners(at
thetimeofthissurvey,72%ofAmericanadults)canchoosefromavarietyofmessagingappsthatfillmanyofthesame
functions.Someoftheseappslookandfunctionlikeatraditionalchatormessagingservice,whileothersofferunique
features–suchastheabilitytopostanonymously,ortohaveone’spostsexpireordeletethemselvesaftertheyare
viewed.
Thissurveyaskedaboutthreedifferenttypesofmessagingappsthatpeoplemighthaveontheirsmartphonesand
foundthat:
§29%ofsmartphoneownersusegeneral-purposemessagingappssuchasWhatsApporKik.Duetoa
changeinhowthisquestionwasasked,thisfigureisnotdirectlycomparabletoapreviousmeasurecollectedin2015.2
§24%usemessagingappsthatautomaticallydeletesentmessages,suchasSnapchatorWickr.This
representsa7-pointincreasefromasurveyconductedin2015(atthatpoint17%ofsmartphoneownersusedthese
apps).
§5%useappsthatallowpeopletoanonymouslychatorpostcomments,suchasYikYakorWhisper.Thisis
thefirsttimePewResearchCenterhasaskedaboutthesetypesofapps.
Ingeneral,messagingappsareespeciallypopularamongyoungersmartphoneowners.Some56%ofsmartphone
ownersages18to29useauto-deleteapps,morethanfourtimestheshareamongthose30-49(13%)andsixtimesthe
shareamongthose50orolder(9%).Similarly,42%ofsmartphoneownersages18to29usemoregeneralmessaging
appslikeWhatsApporKik,comparedwith19%ofsmartphoneownersages50orolder.
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- 关 键 词:
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