Enter the social media matrix

Enter the social media matrix

Have you ever wondered about the user overlap between Facebook and Twitter? Researchers at the Pew Internet and American Life Project have developed a social media matrix to illustrate shared users of social media platforms. As you kick off your 2014 plans, you might find this matrix helpful in providing greater insight into demographics of social media users. It may also help guide decisions when it comes time to allocate time and budget to online promotion.

As you can see below, the social media matrix shows what per cent of users of one social media platform also use another social media platform. For example: 

  • 53% of Instagram users also use Twitter
  • 37% of Instagram users also use Pinterest
  • 93% of Instagram users also use Facebook

Social Media Matrix

(Source: Pew Internet and American Life Project)

According to Pew, Facebook is still the most popular social media platform and, as a result, a large portion of people who use Twitter, Instagram, Pinterest and LinkedIn also use Facebook.

We often write about using data to guide your planning decisions. If you’re interested in data and social media demographics, you may like these posts:

What data are you using to help guide your 2014 campaigns? Tell us in the comments below. 



Source: Duggan, M. & Smith, A. Social media matrix. Pew Internet and American Life Project. December 30, 2013. Accessed online January 7, 2014 at http://pewinternet.org/Reports/2013/Social-Media-Update/Main-Findings/Social-media-matrix.aspx. 

2 responses to “Enter the social media matrix”

  1. […] What per cent of Facebook users also use Twitter? New data answers all your questions about overlap between social media platforms. (Do you take the Twitter, Instagram, Facebook, LinkedIn or Pinterest Pill?  […]

  2. […] of research. We’re always reviewing the latest in demographics of various online platforms. This matrix, for example, illustrates user overlap on platforms like Twitter, Facebook, LinkedIn, Pinterest and […]

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