Skip links

Social media adoption slowing down

The rapid adoption of social media sites and apps seen in the last decade has slowed down, a study from US-based Pew Research Centre shows. Only YouTube and Reddit note statistically significant growth since 2019. YouTube and Facebook continue to dominate with 81% and 69% in the US, respectively, reporting ever using these sites.

The study shows that shares of using Instagram, Pinterest, LinkedIn, Snapchat, Twitter and WhatsApp are statistically unchanged since 2019.

YouTube grew from 73% in 2019 to now 81% and Reddit is up to 18% now from 11% in 2019.

Facebook has stopped growing, but is one of the most used social media platforms and has had around 69% usage for the last two years.

Instagram, Snapchat and TikTok have an especially strong following among young adults. Data show that 71% of 18- to 29-year-olds use Instagram, 65% use Snapchat and around 50% use TikTok.

According to the study, 40% of adults say they ever use Instagram and around 30% report use Pinterest or LinkedIn. 25% say they use Snapchat, and similar shares report they use Twitter or WhatsApp. TikTok is used by 21%.


Moonshot News is an independent European news website for all IT, Media and Advertising professionals, powered by women and with a focus on driving the narrative for diversity, inclusion and gender equality in the industry.

Our mission is to provide top and unbiased information for all professionals and to make sure that women get their fair share of voice in the news and in the spotlight!

We produce original content, news articles, a curated calendar of industry events and a database of women IT, Media and Advertising associations.

    Do you want an experienced opinion on a job issue?
    Moonshot Manager is here to answer!

      Moonshot community sharing thoughts and ideas, in a anonymous, safe environment.