TikTok User Base Jumps 12 Percentage Points Among U.S. Adults Since 2021, Pew Research Finds

Washington D.C. – A recent analysis by the Pew Research Center reveals a notable shift in the social media landscape, with several platforms experiencing significant user growth among U.S. adults since 2021. While YouTube and Facebook maintain their positions as the most widely used platforms, newer and niche platforms like TikTok, Instagram, WhatsApp, and Reddit have seen their user bases expand. The findings are based on a Pew Research Center survey of 5,733 U.S. adults conducted from May to September 2023, published on January 31, 2024.

TikTok, the short-form video platform, demonstrated the most substantial growth, with its share of adult users increasing by 12 percentage points, from 21% in 2021 to 33% in 2023. Instagram also saw a considerable rise, now used by 47% of U.S. adults, up from 40% in 2021. Messaging app WhatsApp grew from 23% to 32% of adults, while Reddit's user base expanded from 18% to 20% over the same period, according to the Pew Research Center.

Despite the upward trend for these platforms, YouTube and Facebook continue to dominate the social media sphere. The survey found that 83% of U.S. adults report using YouTube, and 68% use Facebook, figures that have largely remained stable since 2021. These established platforms continue to serve as foundational online spaces for a broad demographic.

The Pew Research Center's report also highlighted stark age differences in platform usage, with adults under 30 significantly more likely to use platforms like Instagram, Snapchat, and TikTok. For example, 62% of 18- to 29-year-olds use TikTok, compared to just 10% of those 65 and older. These demographic trends underscore the evolving digital habits across generations.

Further insights from the study indicate that social media platforms have continued to grow despite facing controversies related to misinformation and data privacy. The sustained expansion of platforms like TikTok, Instagram, WhatsApp, and Reddit suggests a dynamic and diversifying online engagement among American adults, complementing the enduring popularity of YouTube and Facebook.