herald

Wednesday 21 August 2019

Facebook still ahead of Twitter but Pinterest is certainly one to watch

No surprise to learn that Facebook dominates social media in Ireland. The network set up by Harvard drop-out-turned-billionaire Mark Zuckerberg (pictured) and four of his college mates now accounts for eight in every 10 Irish adults using social media. Like couples with kids, the latest Carat Pulse survey shows most online users' profiles are two-and-a-half networks.

Twitter ranks second, with four in every 10 adults using what TV3's Vincent Browne famously referred to as "the twitter machine". Tweeters are spread evenly across genders and high among young adults. Pinterest and Instagram saw the most growth since last year. Pinterest has almost quadrupled – especially among females – while Instagram's usage tripled.

Young adults and men are the cohort most likely to adopt new social networks, with 10pc of 18-35 year olds having a profile Snapchat.

Facebook users are busiest when it comes to publishing content and posting updates, with regular updaters jumping from 58pc to 71pc.

Facebook users also spend the most time on the site, on average four hours 42 minutes each week. Pinterest, Tumblr and Instagram are seeing declines in active users, despite the fact more new members are signing up. While most social network action happens on laptops and PCs, 23pc of all usage is now on a smartphone, jumping to 40pc for 18-34-year- olds. As for following brands on social media, marketers have more to do. The study showed a drop from 66pc last year to 56pc this year. Competitions continue to be the best method of urging consumers to keep in touch with brands on social media.

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