“As someone who has dabbled in multiple social networking sites, I have to say, Facebook seems to be losing its allure, at least for me … At the moment, Instagram is my choice for social networking.”
This comment comes from Senior English major Tara Donavanik, writing in the student newspaper The Clause,at California’s Azusa Pacific University.
She is uttering what some are wondering about Facebook and Myspace: Are they losing their allure, at least to young people?
Some 2010 data from the Pew Research Center’s Internet and American Life Social Network Site Survey indicates the answer is yes. The answer seems clearer that college students have moved away from MySpace (only 12% of undergraduates and 6% of grad students use it), but the data for Facebook shows declines, too.
For a site that was started by Harvard student Mark Zuckerberg as a way for college students to connect, fewer students appear to be using Facebook.
According to the Pew results, only 1 in 5 undergrads regularly uses Facebook, while only 15% of grad students use it.
Data for both MySpace and Facebook seem stronger at the high school level, with more than 1 in 3 (35%) of high school students using MySpace, and 26% using Facebook).
A possible reason
Offering up her own take on the data, Donavanik notes, “Maybe as we get older, time becomes of essence and curiosity about an ex or an acquaintance becomes low on our priority list.”
According to the Pew data, age influences the choice of an individual’s social networking site. For example, Linkedin is a popular network site that people use to develop and maintain career connections, although it is also used to exchange social information as well. But because it is more career-oriented (and even career-enhancing), some 37% of undergrad college students and 38% of grad students were using it in 2010. One would assume those numbers are even higher today.
Twitter accounts for 21% of college student use, while other SNS sites like Instagram, account for another 14% of college usage.
Although Facebook logs a smaller percentage of college students than Linkedin, the Pew study does show FB to have the largest share of daily visits by its users, while LinkedIn users visit the site once a month or even less.
35 and older growth
Indeed, the growth among users of social network sites has been in the post-college generation of older adults. The Pew Center study summarizes this as follows:
“Internet users of all ages are more likely to use a SNS today than they were in 2008. However, the increase in SNS use has been most pronounced among those who are over the age of 35. In 2008 only 18% of internet users 36 and older used a SNS, by 2010 48% of internet users over the age of 35 were using a SNS.
“This is about twice the growth experienced by internet users 18-35; 63% of whom used a SNS in 2008 compared with 80% in 2010. Among other things, this means the average age of adult-SNS users has shifted from 33 in 2008 to 38 in 2010. Over half of all adult SNS users are now over the age of 35.”
Usage still strong
Overall, the Pew Research Center data shows the following about the demographics of all Internet users, as per its August 2011 survey:
* Percent of all adults who use the Internet: 78%.
* Men outnumber women slightly (80 to 76%).
* White, Non-Hispanics outnumber Black, Non-Hispanics, 80-71%. Some 68% of Hispanics use the Web.
* Ninety-four percent of those 18-29 use the Web; 87 percent of those 30-49; 74% of those 50-64, and 41% of those 65 and older.
* For household incomes over $75K, Internet usage is almost 100%; for household incomes less than $30K, usage is at 62%
* For those with no high school diploma, Internet use is at 43%; for high school grads, it is 71%; for college grads, usage is 94%.
The tone of comments
The Pew Center has also studied the overall “tone” or mood of comments on social networking sites (SNS) and has found the following:
* 85% of SNS-using adults say their experience on the sites is that people are mostly kind.
* 68% say they have had an SNS experience that made them feel good about themselves.
* 61% had experiences that made them feel closer to another person.
* 39% say they frequently see acts of generosity by other SNS users.
Nevertheless, Pew says that “notable proportions of SNS users do witness bad behavior on those sites and nearly a third have experienced some negative outcomes from their experiences.”
For example nearly half of SNS-using adults say they have seen mean or cruel behavior displayed by others at least occasionally.
When it comes to teenage SNS-users, Pew discovered that 95% of all teens ages 12-17 are now online, and that 80% of those online teens use social media sites.
Further, the experiences teens have concerning the tone of the comments posted on the site is different from adult experiences. For example, only 69% of teens think their peers are mostly kind to each other on social network sites. Another 20% say peers are mostly unkind. Only 5% of the adult SNS-users reported people to be mostly unkind.
Cruelties on the sites
Further, Pew says 88% of teens using social networks have seen someone be mean or cruel to another person on an SNS, and 12% reported those incidents to be “frequent.” Only 7% of adults reported seeing this kind of treatment frequently.
When it comes to the sensitive subject of bullying, nearly 1 in 5 teens (19%) said they have been bullied in the past year, often online or via text.
According to Pew, teens who use social networks say, “People most often appear to ignore the situation, with a slightly smaller number of teen saying they see others defending someone and telling others to stop their cruel behavior.”
Other Pew studies have revealed the following effects of SNS-sites on users, which go toward balancing the scales some from last week’s post on this site. That post discussed the isolating effects of the social media, but Pew data show there is also a socializing effect as well.
Some of these conclusions are:
* Facebook users are more trusting than others.
* Facebook users have more close relationships.
* Facebook users get more social support than other people.
* Facebook users are much more politically engaged than most people.
* Facebook revives “dormant” relationships. (22% of those are from high school years, in fact.)