The document is a study from Edison Research on social media usage in the United States. It provides data from telephone surveys, online surveys, and interviews on social media brand awareness, usage, composition of users, and core social media platforms. Some of the key findings include: Facebook usage among U.S. 12+ population declined from 67% in 2017 to 61% in 2019, with larger declines among younger users; Instagram and Snapchat usage rose among 12-34 year olds; and Facebook remains the most often used social media brand, chosen by 52% of social media users in 2019.

1. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit 2019from Edison Research

2. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
Study Overview
‣ The Social Habit is an in-depth look at social media users in the U.S. with data from the following studies:
‣ National Telephone Survey: The Infinite Dial® 2019 from Edison Research and Triton Digital
‣ In January/February 2019, Edison Research conducted a national telephone survey of 1,500
people aged 12 and older, using random digit dialing techniques to both cell phones and
landlines (U.S. Population 12+). Telephone data weighted to national 12+ U.S. population figures
‣ National Online Survey: The Social Habit Survey from Edison Research
‣ In May 2019, Edison Research conducted a national online survey of 850 people
aged 13 and older. Data has been weighted to match The Infinite Dial ®
‣ In-person In-depth-Interviews: The Social Habit Interviews from Edison Research
‣ In April 2019, Edison Research interviewed twelve social media users age 18-29
who report using Facebook less recently or have stopped altogether

3. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Social Media
TheSocialHabit

4. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
10
21
44
53
57
63
66
70
77
80
77 79
2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019
Social Media Usage
* 2 0 0 8 - 2 0 1 2 : E V E R U S E F A C E B O O K , T W I T T E R , O R L I N K E D I N
% U S I N G S O C I A L M E D I A
Estimated
223 Million
TOTAL U.S. POPULATION 12+

5. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
JENNIFER , AGE 25
“I don’t want to miss something, be it
what someone wore or an event they
went to or something interesting.”
TheSocialHabit

6. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Awareness
95
88
90
82
70
58
94
87
87
83
69
58
96
93
92
87
72
64
54
Facebook
Instagram
Twitter
Snapchat
Pinterest
LinkedIn
WhatsApp
2017
2018
2019
TOTAL U.S . POPULATION 12+
% A W A R E O F S O C I A L M E D I A B R A N D

7. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Usage
67
34
30
29
22
23
62
36
31
31
22
21
61
39
31
31
22
19
18
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
2017
2018
2019
TOTAL U.S . POPULATION 12+
% U S I N G S O C I A L M E D I A B R A N D

8. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Users in the Last Month
65
31
24
27
15
19
59
34
25
29
16
16
58
36
24
28
15
17
15
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
2017
2018
2019
TOTAL U.S . POPULATION 12+
% U S I N G S O C I A L M E D I A B R A N D

9. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Users in the Last Week
61
29
16
24
11
15
55
30
17
26
11
13
54
33
18
25
11
14
12
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
2017
2018
2019
TOTAL U.S . POPULATION 12+
% U S I N G S O C I A L M E D I A B R A N D

10. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
8
18
41
51
54
58 58
62 64
67
62 61
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Facebook Usage
TOTAL U.S. POPULATION 12+
% U S I N G F A C E B O O K
Estimated
172 Million

11. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
There are an estimated
fewer Facebook users in the U.S. today than in 2017

12. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Facebook Usage
79
72
49
67 69
49
62
69
53
Age 12-34 Age 35-54 Age 55+
2017 2018 2019
% U S I N G F A C E B O O K
U.S. POPULATION

13. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
82 Million12-34 year olds in the U.S.
used Facebook in 2017
Estimated
65 Million12-34 year olds in the U.S.
use Facebook today
Estimated

14. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Social Media Brand Usage (Age 12-34)
79
64
36
62
36
23
67
62
28
62
36
19
62
66
29
62
31
21
23
Facebook
Instagram
Twitter
Snapchat
Pinterest
LinkedIn
WhatsApp
2017
2018
2019
U.S. POPULATION
% U S I N G S O C I A L M E D I A B R A N D

15. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Social Media Brand Users
TheSocialHabit

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Social Media Brand Usage
61
39
31
31
22
19
18
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
TOTAL U.S . POPULATION 12+
% U S I N G S O C I A L M E D I A B R A N D

17. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
42
42
25
45
57
47
46
58
58
75
55
43
53
54
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Men Women
BASE: PERSONS SAYING THEY USE THAT BRAND

18. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
39
62
39
76
37
57
48
34
29
39
18
45
27
37
27
9
22
6
18
16
15
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Age 12-34 Age 35-54 Age 55+
BASE: PERSONS SAYING THEY USE THAT BRAND

19. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users (Age 12-34)
42
44
24
48
54
46
45
58
56
76
52
46
54
55
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Men Women
BASE: PERSONS SAYING THEY USE THAT BRAND

20. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users (Age 35-54)
42
39
27
34
58
53
48
58
61
73
66
42
47
52
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Men Women
BASE: PERSONS SAYING THEY USE THAT BRAND

21. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users (Age 55+)
43
33
25
44
62
42
43
57
67
75
56
38
58
57
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Men Women
BASE: PERSONS SAYING THEY USE THAT BRAND

22. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
57
61
52
66
55
61
63
37
15
13
16
12
16
10
9
28
13
12
15
9
13
12
11
13
15
14
17
13
16
17
17
22
US population
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
White Hispanic African-
American
Other
*Other includes refused

23. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Users
44
51
46
53
43
72
49
55
12
12
14
9
14
10
13
12
11
9
21
12
31
5
19
12
33
28
19
26
12
13
19
21
U.S. Population
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Employed
full-time
Employed
part-time
Student Other
Other: retired, homemaker, disabled, temporarily unemployed, or refused

24. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Social Media Brand Core Users
TheSocialHabit

25. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
65
62
62
57
52
7
7
9
12
16
4
8
9
14
13
5
4
5
5
5
4
5
3
5
5
15
14
12
7
9
2015
2016
2017
2018
2019
Social Media Brand Used Most Often (Core Users)
BASE: U.S. AGE 12+ SOCIAL MEDIA USERS
O T H E R

26. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
58
29
15
26
9
28
3
1
6
6
9
10
2015
2019
Social Media Brand Used Most Often (Age 12-34)
BASE: U.S. SOCIAL MEDIA USERS
O T H E R

27. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Core Users
42
46
34
50
83
64
48
58
54
66
50
17
36
53
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Men Women
BASE: PERSONS SAYING THEY USE THAT BRAND MOST

28. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Core Users
24
72
9
95
28
52
39
41
24
45
2
48
30
41
35
4
46
3
24
18
20
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
Age 12-34 Age 35-54 Age 55+
BASE: PERSONS SAYING THEY USE THAT BRAND MOST

29. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#SocialHabit
Composition of Social Media Brand Core Users
57
66
39
64
52
64
70
28
15
11
20
9
22
16
17
38
13
12
18
13
13
6
5
7
15
11
23
14
13
14
8
27
US Population
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
White Hispanic African-
American
Other
BASE: PERSONS SAYING THEY USE THAT BRAND MOST
*Other includes refused

30. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Why not Facebook?
TheSocialHabit

31. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
“Compared to when you first started using
Facebook, are you currently using Facebook...”
More often
15%
About the
same amount
39%
Less often
32%
Stopped
altogether
14%
BASE: U.S. ONLINE POPULATION 13+; EVER HAD A FACEBOOK ACCOUNT

32. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
“Compared to when you first started using
Facebook, are you currently using Facebook...”
15
15
16
13
39
33
43
43
32
34
31
31
14
18
10
13
Total
Age 13-34
Age 35-54
Age 55+
More often About the same amount Less often Stopped altogether
BASE: U.S. ONLINE POPULATION 13+; EVER HAD A FACEBOOK ACCOUNT

33. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
Reasons Why People Use Facebook Less
60
59
58
57
47
47
39
31
% S A Y I N G R E A S O N A P P L I E S
BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER
Don’t like rants or too personal comments
Too much negativity
Tired of political posts
Concerns about privacy
Enjoying other social media sites more
Your friends don’t post much anymore
Needed a break for mental health
Your parents/relatives use Facebook

34. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
Reasons Why People Use Facebook Less
55
50
64
64
65
63
Age 13-34
Age 35-54
Age 55+
% S A Y I N G R E A S O N A P P L I E S
BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER
Don’t like reading rants or comments
that are too personal on Facebook
Concerns about privacy on Facebook

35. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
UMBEREEN , AGE 22
“I feel like when it comes
to big companies like these
I have little to no privacy.”
TheSocialHabit

36. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
Reasons Why People Use Facebook Less
52
31
64
46
Men
Women
% S A Y I N G R E A S O N A P P L I E S
BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER
Too much negativity on Facebook
Needed a break from
Facebook for mental health

37. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TIM, AGE 25
“Facebook specifically
was creating a toxic social
environment for kids my age.”
TheSocialHabit

38. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
Reasons Why People Use Facebook Less
71
62
42
35
33
24
14
32
19
Age 13-34
Age 35-54
Age 55+
% S A Y I N G R E A S O N A P P L I E S
BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER
Enjoy using other social media
sites more than Facebook
Friends don’t post much on
Facebook anymore
Your parents or relatives
use Facebook

39. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
NICK, AGE 20
“This is my image and this is
how I want to portray myself.”
TheSocialHabit

40. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
TheSocialHabit
BASE: U.S. ONLINE POPULATION 13+ USING FACEBOOK LESS OFTEN OR STOPPED ALTOGETHER
Main Reason Why People Use Facebook Less
Toomuch
negativity
Age 35-54:
19%
Age 13-34:
Enjoyothersocial
mediasitesmore
34%
Privacy
concerns
Age 55+:
29%

41. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
Team Edison:
TheSocialHabit
Evan Amereihn
Randy Brown
Megan Cunningham
Suzy Ennis
Dave Gordon
Laura Ivey
Matthew Kessler
Megan Lazovick
Steve Lemma
Michelle Raymondi
Larry Rosin
Laura Silvia
Tom Webster

42. T H E S O C I A L H A B I T © 2 0 1 9 E D I S O N R E S E A R C H#SocialHabit
The Social Habit 2019from Edison Research