first party research across two years – part 2
It’s part 2 of the 2023 social media usage in Kansas survey. Which means you get more quips, cleverness, and data! (Check out Part 1 here)
You’ll see in the first part we reported out on the more well known platforms and their usage across demos in Kansas. Wondering about Pinterest, TikTok, Threads, oh my?! Look no further.
TikTok
- TikTok usage increased among all major demographics, with the largest percentage of daily usage coming from people ages 13-18 and 19-24.
- TikTok also saw the largest increase in usage from 2022 to 2023 in people ages 13-18, a jump of 20%
- Usage remains less popular with folks 35-44, 45-54, 55-64, and is almost nonexistent in folks ages 65+.
Key takeaway: If you’re looking to get in front of teen audiences, TikTok is the place to be.
- Across all age groups, respondents consistently stated they aren’t regularly using LinkedIn as a go-to form of social media.
- Younger demographics did show an increase in usage from 2022 to 2023 of 3% of teens and 4% of 19-24 year olds, indicating that as folks are entering the job market their LinkedIn usage correlates up.
Key takeaway: the data here indicates that while LinkedIn may not be the most regularly used social media platform, there’s still some merit to using it in certain contexts. This platform still has the potential to be strong strategically when targeting potential employees or B2B.
Twitter/X
- Users in all demographics except 55-64 and 65+ saw an decrease in Twitter/X use from 2022 to 2023.
- Twitter/X was most likely to be used daily or multiple times per week by folks ages 19-24.
- Folks ages 13-18 or 65+ were most likely not to have an account at all.
Key takeaway: due to the general decline among all audiences, Twitter/X is most likely to serve you well for very niche placements rather than as part of your overall multi-channel strategies.
Survey responders showing frequent use of Pinterest (daily or a few times a week) was limited across all age demos.
- The survey respondents in our 19-24 year old age group were most likely to use Pinterest regularly with nearly 31% logging into their account at least a few times a week.
- The 13-18 age group was right behind them at 30%.
The takeaway: utilizing Pinterest in campaigns would likely need to be very niche and specialized for effective placement.
- Of the channels mentioned in our survey, Reddit was the platform where respondents from all age groups were least likely to have an account. Though, it’s worth noting it’s not a requirement to have an account in order to view content.
Key takeaway: much like Twitter/X, we wouldn’t discount Reddit for the right campaign. However, this would likely need to be an incredibly niche placement in order to be a good fit.
Threads
New to our survey this year was Meta’s Threads. The majority of respondents don’t have an account or know what Threads even is.
- 19-24 year olds were the most likely to get an account, but 60% of those with an account hadn’t logged on in a while.
- 35-44 year olds were the most likely to be daily users (16.5% of all respondents in that age demo).
The takeaway: more time and data are needed in order to consider Threads a regular part of strategic digital placements.
Overall
The takeaway on these platforms is that their usage is likely more niche than the more well known and/or popularly used platforms, however in the right use-case they can make a tremendous lift to your existing efforts.
We plan to continue conducting this first-party research in the years to come. What are you interested in learning more about? Let us know. We’d love to incorporate your questions and collect even more meaningful data for the folks in our region.
Go Forth. Go Digital.
-cohort.crew
