The US social networking market is becoming more competitive, with smaller, newer players catering to an increasingly diverse set of users. But according to a new online survey from Cowen and Company of internet users 18 and older, Facebook still leads the market by wide margin. Its share of monthly users is double that of LinkedIn, the social network with the second-highest audience penetration.
The gap in usage among other social networks such as Pinterest, Twitter, Instagram and Snapchat is much smaller, though the age groups these services attract vary. Cowen and Company estimates that 71% of Snapchat’s audience and about 50% of Tinder and Tumblr’s user base is made up of young adults 18 to 29. Users in this age group only account for 19% of people who use LinkedIn—which skews much older compared with other social networks—while Facebook and Pinterest audiences span a wider range. Read the rest at eMarketer.