Mediaboss Marketing

If you're not down with social networking sites, then you're in a shrinking minority. According to a new report from the Pew Research Center, some 73 percent of online adults now use a social networking site of some kind.

It's no surprise that Facebook is still the most popular social networking platform, but the report noted that a "striking number" of users are branching out to other services like LinkedIn and Pinterest. At this point, 42 percent of online adults use multiple social networking sites. Moreover, users of Facebook-owned Instagram are nearly as likely as Facebook users to check in to the site on a daily basis.

The report was based on a survey of 1,801 adults, age 18 and older, conducted in August and September. It's important to note that it doesn't offer a comprehensive look at all the social networking sites people use. The researchers did not ask about YouTube, Google+, Tumblr, Reddit, or Vine, for instance.

Overall, a full 71 percent of online adults said they use Facebook, up from 67 percent last year. Meanwhile, 22 percent use the business-focused social network LinkedIn, while 21 percent use Pinterest, 18 percent use Twitter, and 17 percent use Instagram.

While Facebook is popular across a mix of demographics, other sites have gained a following among certain groups. Women are four times as likely as men to use Pinterest. LinkedIn is popular among college grads and Twitter and Instagram are particularly appealing to younger adults, urban dwellers, and non-whites, according to the Pew survey.

The data also indicate that many users don't let a day go by without checking out Facebook, Instagram, and Twitter. Sixty-three percent of Facebook users visit the site daily, with 40 percent checking in multiple times a day. Similarly, 57 percent of Instagram users and 46 percent of Twitter users are daily visitors.

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Report: Big Majority of Adults Embrace Social Networking