US Social Media Users, by Platform and Frequency, Nov 2017 & Nov 2018 (% of respondents)
When comparing social network usage by frequency, Facebook and Snapchat had the most constant users, while Twitter and Pinterest had more light users. Power, heavy and moderate users were spread across all social networks including Instagram.
Data is from the January 2019 Cowen and Company "Facebook: US Ad Buyer Survey and Consumer Survey Highlights; Model Update." Approximately 50 US senior ad buyers from various industries representing nearly $14 billion in ad spending were surveyed during November 27-December 5, 2018. In addition, 2,500 US internet users were surveyed during November 2018 for the Cowen monthly "Consumer Internet Survey."