From mainstream social networks like Facebook and Instagram to more niche networks like Kik and Tumblr, panelists are connecting with their communities in many ways using social media. According to research from Pew Internet, the social media user base has grown substantially over the last 10 years, with use of social networks up 1,280 percent since 2005.

At Branded, we were curious if our community members belong to many social networking sites or if they focus their usage to just a couple sites. Understanding the number of social networking communities our members belong to helps us to better understand how to reach and connect with them. To find out, we polled our panelists on how many social networks they currently belong to and 14,292 members responded.

Our research found that most of our panelists tend to use just a handful of social networks. Almost 8 in 10 communities members belong to fewer than five social media communities. Roughly 16 percent of our community members belong to five or more social media communities.

Number of Social Networks Community Members Belong to 

However, digging deeper, this trend does not hold true among multicultural panelists. The multicultural members of our community are social butterflies.

Multicultural panelists are much more likely than Caucasian panelists to belong to multiple social media communities. Asian panelists are the most likely to belong many networks. Asian panelists are 67 percent more likely than average to belong to five or more social media communities. Hispanic panelists are 48 percent more likely than average to belong to five or more social media communities. And African American panelists are 40 percent more likely than average to belong to five or more social media communities.

On the other hand, Caucasian panelists are 39 percent less likely than average to belong to five or more social networks. About half of Caucasian panelists belong to only one or two social media communities.

Likelihood of Belonging to 5+ Social Networks

Index where 100=average likelihood to belong to 5+ social networks