Consumers have an ever-expanding set of choices for social-networking, and Twitter, Instagram and Pinterest are finding a niche among different demographic subsets, according to new research from the Pew Research Center's Internet & American Life Project.
The study, an expansion of a similar study on Twitter in 2010, queried 1,802 people on their cell phones and land lines over the course of a month late last year.
Here are seven takeaways.
Black users over-index on Twitter.
Twenty-six percent of black internet users surveyed said they used Twitter, compared to 14% of white users and 19% of Hispanics. (In 2010, Pew reported that 13% of black internet users, 5% of white users and 18% of Hispanics were using on Twitter.)
Blacks and Latinos also over-index on Instagram.
Twenty-three and 18% of black and Latino internet users respectively use Instagram, compared to 11% of whites.
Pinterest is the whitest social platform.
Eighteen percent of white internet users are on Pinterest, compared to 8% of blacks and 10% of Hispanics.
Twitter is most popular among urban-dwellers.
Twenty percent of people living in urban areas use Twitter, compared to 14% in the suburbs and 12% in rural areas.
Pinterest is more popular among better-off people.
Twenty-three percent of people with household income between $50,000 and $74,999 use Pinterest, as well as 18% of people who make more than that. Just 10% of people who make under $30,000 use it.
Instagram has become much more popular than Tumblr.
Tumblr has been around since 2007, but just 6% of people surveyed use it. Thirteen percent use Instagram.
Facebook is used by everyone everywhere -- even senior citizens.
Thirty-five percent of people 65 and older use Facebook.
The IWNY festival is an annual celebration of technology's impact on business and culture. This year's festivities will take place from May 19-25 and will attract more than 45,000 business professionals, working across all sectors, attending 250+ events produced in the IWNY HQ and 150+ organized by citywide event partners.Learn more