70 percent of American adults have adopted social media, and research shows where they’re hanging out online.

Social media is an integral part of your marketing plan but do you know where to best connect with your customers? The Pew Research Institute has some numbers that can help you focus your efforts.

Ladies lead

There are more women (72%) than men (66%) using at least one social media site. If you need reach the 34% of men who aren’t on social media, you may need to broaden your marketing mix.

Usage varies

Just because someone is signed up for a social media account doesn’t mean they’re there all the time.

75% of Facebook users visit at least once a day, as do almost 50% of Instagram users.

Folks on LinkedIn check in the least; only about 20% check in daily and 50% visit less than weekly. If you want to re-publish to get your content to get it front of more eyes, brush up on the dos and don’ts to avoid damaging your Google rank.

Social media use rises with income

A whopping 78% of those who earn more than $75K are on social media. Among those who earn less than $30K, the number drops to 60%.

Education level makes difference

Those who are college graduates or have some college outnumber those who have a high school diploma or less across all channels. Facebook is where you’ll find the broadest range of education levels. If you’re going after college graduates, LinkedIn has the highest proportion.

Facebook gets the most eyes

Just over two-thirds of U.S. adults use Facebook, and it’s the most popular among all adults. Pinterest, Instagram, LinkedIn and Twitter all hover around one-quarter.

If your target audience is the 18-29 group, you’ll find 59% of these users are also on Instagram.

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