2018社交媒体使用报告（英文版）.pdf

FOR RELEASE MARCH 1, 2018. BY Aaron Smith and Monica Anderson FOR MEDIA OR OTHER INQUIRIES: Aaron Smith, Associate Director, Research Monica Anderson, Research Associate  Tom Caiazza, Communications Manager 202.419.4372 pewresearch RECOMMENDED CITATION Pew Research Center, March 2018, “Social Media Use in 2018” 1 PEW RESEARCH CENTER pewresearch About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It does not take policy positions. It conducts public opinion polling, demographic research, content analysis and other data-driven social science research. The Center studies U.S. politics and policy; journalism and media; internet, science and technology; religion and public life; Hispanic trends; global attitudes and trends; and U.S. social and demographic trends. All of the Centers reports are available at pewresearch. Pew Research Center is a subsidiary of The Pew Charitable Trusts, its primary funder. Pew Research Center 2018 2 PEW RESEARCH CENTER pewresearch 0204060802012 2013 2014 2015 2016 2017 2018Facebook 68 Pinterest 29 Snapchat 27 WhatsApp 22 Instagram 35 LinkedIn 25 Twitter 24 YouTube 73% Social Media Use in 2018 A new Pew Research Center survey of U.S. adults finds that the social media landscape in early 2018 is defined by a mix of long-standing trends and newly emerging narratives.  Facebook and YouTube dominate this landscape, as notable majorities of U.S. adults use each of these sites. At the same time, younger Americans (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently. Some 78% of 18- to 24-year-olds use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times per day. Similarly, 71% of Americans in this age group now use Instagram and close to half (45%) are Twitter users. As has been the case since the Center began surveying about the use of different social media in 2012, Facebook remains the primary platform for most Americans. Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and roughly three-quarters of those users access Facebook on a daily basis. With the exception of those 65 and older, a majority of Americans across a wide range of demographic groups now use Facebook. Majority of Americans now use Facebook, YouTube % of U.S. adults who say they use the following social media sites online or on their cellphone Note: Pre-2018 telephone poll data is not available for YouTube, Snapchat or WhatsApp. Source: Survey conducted Jan. 3-10, 2018. Trend data from previous Pew Research Center surveys.  “Social Media Use in 2018” PEW RESEARCH CENTER 3 PEW RESEARCH CENTER pewresearch But the social media story extends well beyond Facebook. The video-sharing site YouTube which contains many social elements, even if it is not a traditional social media platform is now used by nearly three-quarters of U.S. adults and 94% of 18- to 24-year-olds. And the typical (median) American reports that they use three of the eight major platforms that the Center measured in this survey. These findings also highlight the publics sometimes conflicting attitudes toward social media. For example, the share of social media users who say these platforms would be hard to give up has increased by 12 percentage points compared with a survey conducted in early 2014. But by the same token, a majority of users (59%) say it would not be hard to stop using these sites, including 29% who say it would not be hard at all to give up social media. Different social media platforms show varied growth  Other than the video-sharing platform YouTube, none of the other sites or apps measured in this survey are used by more than 40% of Americans. The Center has asked about the use of five of these platforms (Facebook, Twitter, Instagram, LinkedIn and Pinterest) in several previous surveys of technology use. And for the most part, the share of Americans who use each of these services is similar to what the Center found in its previous survey of social media use conducted in April 2016. The most notable exception is Instagram: 35% of U.S. adults now say they use this platform, an increase of seven percentage points from the 28% who said they did in 2016. 4 PEW RESEARCH CENTER pewresearch 7 71 45 94% 78 14 56% 55 16 0 20 40 60 80 100YouTube Facebook Instagram Twitter Snapchat 80 The youngest adults stand out in their social media consumption  As was true in previous Pew Research Center surveys of social media use, there are substantial differences in social media use by age. Some 88% of 18- to 29-year-olds indicate that they use any form of social media. That share falls to 78% among those ages 30 to 49, to 64% among those ages 50 to 64 and to 37% among Americans 65 and older. At the same time, there are pronounced differences in the use of various social media platforms within the young adult population as well. Americans ages 18 to 24 are substantially more likely to use platforms such as Snapchat, Instagram and Twitter even when compared with those in their mid- to late-20s. These differences are especially notable when it comes to Snapchat: 78% of 18- to 24-year-olds are Snapchat users, but that share falls to 54% among those ages 25 to 29. With the exception of those 65 and older, Facebook is used by a majority of Americans across a wide range of demographic groups. But other platforms appeal more strongly to certain subsets of the population. In addition to the age-related differences in the use of sites such as Instagram and Snapchat noted above, these are some of the more prominent examples: Pinterest remains substantially more popular with women (41% of whom say they use the site) than with men (16%). LinkedIn remains especially popular among college graduates and those in high-income households. Some 50% of Americans with a college degree use LinkedIn, compared with just 9% of those with a high school diploma or less. Social platforms like Snapchat and Instagram are especially popular among those ages 18 to 24 % of U.S. adults in each age group who say they use Source: Survey conducted Jan. 3-10, 2018.  “Social Media Use in 2018” PEW RESEARCH CENTER 18-24 25-29 30-49 50+ 5 PEW RESEARCH CENTER pewresearch 51% 49 38 26 29 23% 14 22 20 17 26% 36 39 53 55 FacebookSnapchatInstagramTwitterYouTubeNET Daily Several times a day The messaging service WhatsApp is popular in Latin America, and this popularity also extends to Latinos in the United States 49% of Hispanics report that they are WhatsApp users, compared with 14% of whites and 21% of blacks. For more details on social media platform use by different demographic groups, see Appendix A. Roughly three-quarters of Facebook users and around six-in-ten Snapchat and Instagram users visit each site daily  Along with being the most popular social media site, Facebook users also visit the site with high levels of frequency. Fully 74% of Facebook users say they visit the site daily, with around half (51%) saying they do several times a day. The share of Facebook users who visit the site on a daily basis is statistically unchanged compared with 2016, when 76% of Facebook users reported they visited the site daily. While the overall share of Americans who use Snapchat is smaller than that of Facebook, a similar share of Snapchat users (49%) say they use the platform multiple times per day. All told, a majority of Snapchat (63%) and Instagram (60%) users indicate that they visit these platforms on a daily basis. The share of Instagram users who visit the platform daily has increased slightly since 2016 when 51% of Instagram users were daily visitors. (Note: this is the first year the Center has specifically asked about the frequency of Snapchat use in a telephone poll.) In addition to adopting Snapchat and Instagram at high rates, the youngest adults also stand out in the frequency with which they use these two platforms. Some 82% of Snapchat users ages 18 to A majority of Facebook, Snapchat and Instagram users visit these platforms on a daily basis Among U.S. adults who say they use _, the % who use each site Note: Respondents who did not give answer are not shown. “Less often” category includes users who visit these sites a few times a week, every few weeks or less often. Source: Survey conducted Jan. 3-10, 2018.  “Social Media Use in 2018” PEW RESEARCH CENTER 74% 63 60 46 45 About once a day Less often 6 PEW RESEARCH CENTER pewresearch 24 say they use the platform daily, with 71% indicating that they use it multiple times per day. Similarly, 81% of Instagram users in this age group visit the platform on daily basis, with 55% reporting that they do so several times per day. The median American uses three of these eight social platforms As was true in previous surveys of social media use, there is a substantial amount of overlap between users of the various sites measured in this survey. Most notably, a significant majority of users of each of these social platforms also indicate that they use Facebook and YouTube. But this “reciprocity” extends to other sites as well. For instance, roughly three-quarters of both Twitter (73%) and Snapchat (77%) users also indicate that they use Instagram. Substantial reciprocity across major social media platforms % of _ users who also    Use  Twitter Use Instagram Use Facebook Use Snapchat Use  YouTube Use WhatsApp Use  Pinterest Use  LinkedIn Twitter - 73% 90% 54% 95% 35% 49% 50% Instagram 50 - 91 60 95 35 47 41 Facebook 32 47 - 35 87 27 37 33 Snapchat 48 77 89 - 95 33 44 37 YouTube 31 45 81 35 - 28 36 32 WhatsApp 38 55 85 40 92 - 33 40 Pinterest 41 56 89 41 92 25 - 42 LinkedIn 47 57 90 40 94 35 49 - Source: Survey conducted Jan. 3-10, 2018. “Social Media Use in 2018”  PEW RESEARCH CENTER This overlap is broadly indicative of the fact that many Americans use multiple social platforms. Roughly three-quarters of the public (73%) uses more than one of the eight platforms measured in this survey, and the typical (median) American uses three of these sites. As might be expected, younger adults tend to use a greater variety of social media platforms. The median 18- to 29-year-old uses four of these platforms, but that figure drops to three among 30- to 49-year-olds, to two among 50- to 64-year-olds and to one among those 65 and older. 90% of LinkedIn users also use Facebook  90% of LinkedIn users also use Facebook  7 PEW RESEARCH CENTER pewresearch 59% 49 60 56 66 40% 51 40 43 33 Hard to give up A majority of social media users say it would not be difficult to give up these sites Even as a majority of Americans now use social platforms of various kinds, a relatively large share of these users feel that they could give up social media without much difficulty.  Some 59% of social media users think it would not be hard to give up social media, with 29% indicating it would not be hard at all. By contrast, 40% say they would indeed find it hard to give up social media although just 14% think it would be “very hard” to do this. At the same time, the share of social media users who would find it hard to give up these services has grown somewhat in recent years. The Center asked an identical question in a survey conducted in January 2014, and at that time, 28% of social media users indicated they would have a hard time giving up social media, including 11% who said it would be “very hard." These findings vary by age. Roughly half of social media users ages 18 to 24 (51%) say it would be hard to give up social media, but just one-third of users ages 50 and older feel similarly. The data also fit broadly with other findings the Center has collected about Americans attitudes toward social media. Despite using them for a wide range of reasons, just 3% of social media users indicate that they have a lot of trust in the information they find on these sites. And relatively few have confidence in these platforms to keep their personal information safe from bad actors. Majority of users say it would not be hard to give up social media Among U.S. social media users, the % of who say it would be  _ to give up social media Note: Respondents who did not give answer are not shown. “Hard to give up” include those saying it would be very or somewhat hard. “Not hard to give up” include those saying it would be not too hard or not hard at all. Source: Survey conducted Jan. 3-10, 2018. “Social Media Use in 2018” PEW RESEARCH CENTER All social media users 18-24 25-29 30-49 50+ Not hard to give up Acknowledgments This report is a collaborative effort based on the input and analysis of the following individuals. Find related reports online at pewresearch/internet. Primary researchers Aaron Smith, Associate Director, Research Monica Anderson, Research Associate Jingjing Jiang, Research Analyst Research team Lee Rainie, Director, Internet and Technology Research Kenneth Olmstead, Research Associate Editorial and graphic design Margaret Porteus, Information Graphics Designer Shannon Greenwood, Copy editor Communications and web publishing Tom Caiazza, Communications Manager Shannon Greenwood, Associate Digital Producer 1 PEW RESEARCH CENTER pewresearch Methodology The analysis in this report is based on telephone interviews conducted Jan. 3-10, 2018, among a national sample of 2,002 adults, 18 years of age or older, living in all 50 U.S. states and the District of Columbia (500 respondents were interviewed on a landline telephone, and 1,502 were interviewed on a cellphone, including 1,071 who had no landline telephone). The survey was conducted by interviewers under the direction of Abt Associates. A combination of landline and cellphone random-digit-dial samples were used; both samples were provided by Survey Sampling International. Interviews were conducted in English and Spanish. Respondents in the landline sample were selected by randomly asking for the youngest adult male or female who is now at home. Interviews in the cell sample were conducted with the person who answered the phone, if that person was an adult 18 years of age or older. For detailed information about our survey methodology, see: pewresearch/methodology/u-s-survey-research/ The combined landline and cellphone sample are weighted using an iterative technique that matches gender, age, education, race, Hispanic origin and nativity and region to parameters from the 2016 Census Bureaus American Community Survey one-year estimates and population density to parameters from the Decennial Census. The sample also is weighted to match current patterns of telephone status (landline only, cellphone only, or both landline and cellphone), based on extrapolations from the 2016 National Health Interview Survey. The weighting procedure