At Branded, we connect with our users via social media as a component of their survey-taking experience. As part of our ongoing dialogue with our users, we conducted research into the state of social media in our community. When did our users join their first social media site? Which social media platform is their favorite? Our research was conducted in August 2018 with a sample size of 747.

Facebook still dominates the social media landscape, especially for older users. However, YouTube and Twitter are popular among younger users while Pinterest and LinkedIn are popular among older users.

Our research found that the majority of users are long-time social media users with 69 percent saying they joined their first platform over 5 years ago. Younger users were the earliest adopters of social media. Approximately 78 percent of Millennials told us they joined their first social media platform over 5 years ago, followed by 70 percent of Gen X, 64 percent of Baby Boomers and 54 percent of the Silent Generation.

Facebook was the first social media platform that most users joined at 73 percent. This trend holds true across the generations. However, younger users are more likely than older users to cite platforms other than Facebook as the first social media site they joined.

Among Millennials (age 22-38), 66 percent first joined Facebook followed by 10 percent who first joined YouTube, 5 percent for WhatsApp and 5 percent for Twitter. Among Gen X (age 39-50), 73 percent said Facebook was the first social media site they joined followed by 9 percent who first joined YouTube and 5 percent for Twitter. Approximately 78 percent of Baby Boomers cited Facebook as the first social media platform they joined followed by 8 percent for YouTube and 5 percent for LinkedIn. Approximately 83 percent of the Silent Generation told us they first joined Facebook followed by 9 percent for Pinterest and 6 percent for LinkedIn.

While Facebook is cited as our users’ favorite social media platform, we see distinction by generation. Among Millennials, 44 percent say Facebook is their favorite social media platform followed by 15 percent for Instagram and 15 percent for YouTube. About 52 percent of Gen X told us Facebook is their favorite social site followed by 18 percent for YouTube and 9 percent for Twitter. Roughly 64 percent of Baby Boomers said Facebook is their favorite social media site followed by 14 percent for YouTube and 7 percent for Pinterest. Among the Silent Generation, 83 percent said Facebook is their favorite social media site and 14 percent cited Pinterest.