Sprout Blog Posts Facebook Crowned Most Popular Social Network by Forrester Photo of the author, Jennifer Beese by Jennifer Beese on November 04, 2011 A recent study performed by Forrester found that 96% of U.S. adults that use social networking sites are on Facebook. With social media growing in popularity, it’s interesting to take a closer look at how connectivity differs across various age groups. The market research company surveyed close to 60,000 U.S. adults across generations, including Gen Z (18-22), Gen Y (23-31), Gen X (32-45), Younger Boomers (46-55), Older Boomers (56-66), and the Golden Generation (67+). Since it was conducted shortly after Google+ launched, the social network is absent from the findings. Facebook seems to be the preferred platform for all ages with 98% of both the Golden Generation and Gen Z using the social network. In fact, none of the age groups fell below 95%. The second most popular social network is LinkedIn, which claims only 28% of the U.S. adult population. Because of its focus on networking and employment, the working-age population is more likely to be on the site. Younger users tend to prefer Twitter, the third most used social network, with 38% of Gen Zers using the platform. Less than half of that age group uses LinkedIn. In terms of activity, younger users are likely to be the most active users of any social network. More than 80% of Gen Zers check social networks at least weekly. Not only do members in that group visit sites the most, but they’re more likely to update and maintain profiles and comment more. Digital is the norm for Gen Zers. More than four in five access the Internet outside of the home and two in three use mobile Internet at least monthly. Gen Yers are the mobile generation – they have the highest uptake of smartphones and are the most likely to use the mobile Internet. Gen Xers are also quick to adopt technology and lead in the ownership of entertainment-related devices. The data found during this survey is something to keep in mind when brainstorming marketing and outreach strategies. Knowing who your target audience is and where they can be found is going to be extremely beneficial for your campaigns. [Via: Mashable, Image credit: Stephanie Young] Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.