Some social media networks grew by triple digits from 2013 to 2014, especially among certain age groups, while the most established networks are lost shares of active usage to the upstarts. Tumblr, the multimedia microblogging and social media site, saw the most growth among those ages 25 to 64. Between 2013 and 2014, usage by those ages 55 to 64 surged 420 percent, while it grew 175 percent for those between 45 and 54, and by more than 100 percent for both the 35-to 44-year-old age group and the 25-to 34-year-old age group.
Meanwhile, active use doubled for most age groups on Pinterest, the social media and sharing site for projects and interests like do-it-yourself projects and health and beauty tips. Instagram active usage also grew in double digits, especially for the older crowd. Active use almost doubled for those ages 45 to 54, while it grew almost 150 percent for those 55 to 64, GWI reported.
e growth of these niche social networking sites have diminished growth of active usage on the most popular social networking sites like YouTube and Twitter, and especially on Facebook, which actually moved into negative growth territory across the age spectrum.
Millennials are the most prolific users of mobile and social networking. e time spent per day on mobile phones has grown from two hours to three hours, with social networking use as the No. 1 activity, with half of all global Internet users saying they do so, 2015 research from GWI shows. Other popular mobile Internet activities among Millennials include checking the weather, checking information about- music and entertainment, updating photos, watching video clips, managing their social media pro les, using email, using instant messenger, searching for products or services to buy, and using Internet banking.
For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.