With the exception of Twitter, all of the top social media sites are more popular with women than with men, particularly Pinterest.
Research from Pew Internet sheds light on the popularity of social media in the US and, in particular, who is attracted to which site. Facebook is still by far the most popular social network in the US. According to Pew's figures, 67% of all US internet users use the site. Meanwhile, comScore's "2013 U.S. Digital Future in Focus" report, also published this week, shows that 10.8% of all time spent on the internet in the US is spent on the site.
Pew's study of 2,261 US adults claims that Twitter is the second most popular site, attracting 16% of all US internet users, closely followed by Pinterest (15%) with Instagram in fourth (13%) and Tumblr in fifth place (6%).
The data also shows that Facebook is most popular with women -- 72% of female internet users have a profile, compared with 62% of US men. The biggest users also happen to be aged between 18 and 29, although the percentage of 30- to 49-year-old users is also growing.
Twitter is the only social media site that is marginally more popular with men than women, particularly those aged under 30 who have had some college or university education.
Frequently referred to as a wedding planner's site, Pinterest has by far the highest percentage of female users, with only 5% of men admitting to using it, compared with 25% of women. However, one surprising thing is that it is equally popular across age groups, with those aged between 18 and 49 equally likely to use it.
Instagram is also more popular with women than men, but only just (16% verses 10%), and is also the domain of the under-30s. Only 3% of internet users aged 50 to 64 are members.
Tumblr is significantly less popular among internet users than the other social networking sites featured in Pew's report. However, it has an equal split of male and female users and is most popular with younger users.