Americans’ Social Media Use - 2025 Study

If Hispanic adults are the strongest cross-platform users, what exactly is your business doing about it?

---

Market Intelligence Talking Points

1. Hispanic adults are the highest average users across the total platform set in this data.

   1. Overall U.S. Average: 32.8% (+6.2% above national average)

      1. Hispanic Average: 39.0%

      2. Black Average: 36.2%

      3. Asian Average: 37.5%

      4. White Average: 30.1%

   1. Hispanic adults show cross-platform presence rather than concentrating in just one.

2. No surprise; the 18-29 age range is +13.9 p.p. above the U.S. average.

   1. Those aged 65+ are -15 p.p. below the U.S. average.

   2. This is the strongest divergance in the entire dataset.

3. Higher income households are slightly above average of use intensity.

   1. <$30K HHI: 29.2%

   2. $100K+ HHI: 35.0%

Overall, YouTube and Facebook have the most intensity of use across Demographic, Social and Economic Characteristics.

This is the level of market interpretation I help franchise owners and marketing leaders build on alongside their existing teams, using platform behavior, demographic concentration, and cultural audience signals to think more intelligently together about where attention lives and how demand is influenced. When data at this level is overlooked, businesses risk underperforming where audience engagement is already strongest.

Work with Bronthie.

---

https://video.wixstatic.com/video/08d600_1d007e9a05704e31853e6589da625919/1080p/mp4/file.mp4

Bronthie provides an overview of the research study 'Americans' Social Media Use 2025' conducted by Pew Research Center.

Americans’ Social Media Use 2025 - By Gender, Age, Race & Ethnicity, Education, and Party

Download • 383KB