This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Facebook Is Different

There’s a good report recently released by Netpop Research that provides some current perspective on social media usage that’s immediately useful.

The first is a reminder that Facebook is far different from other social channels. According to their study roughly 90% of all socially networked adults use the site every week. This is not true for other channels… No one else comes close to those numbers.

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Also, as expected, when it comes to social age matters—the 18-34 audience uses social media about 40 – 50% more than anyone 35+ in most channels. Yet, look again at Facebook versus the others… When it comes to usage age is irrelevant. Everyone was there last week.

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Netpop also reported that younger audiences spend almost double the total time that older audiences do:

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But regardless of age, everyone allocates their time in roughly the same way:  “Staying in Touch” and “Entertainment” make up around 60 percent of social media motivations.

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Finally, it’s now estimated that 146 million Americans (80% of online adults) use social networks and that social media now accounts for 18% of all time spent online. Which is great. But it would be very useful if Facebook was more open with their click through rates to agencies.