The line graph illustrates the percentage of online adults in the United States who used five major social media platforms – Facebook, Instagram, Pinterest, LinkedIn, and Twitter – between 2012 and 2016. Overall, Facebook maintained an overwhelming dominance throughout the entire period, while the remaining four platforms converged gradually from relatively similar starting points, with Instagram emerging as the clear runner-up by 2016.
In 2012, Facebook already commanded approximately 67% of online adult users, dwarfing its nearest competitor, LinkedIn, which stood at around 20%. Pinterest, Twitter, and Instagram trailed closely behind at roughly 15-18%, with Instagram recording the lowest share at approximately 13%.
Over the following four years, Facebook continued its steady ascent, reaching 79% by 2016. Among the lower-tier platforms, the most notable development was Instagram’s consistent upward trajectory, overtaking Twitter around 2014, LinkedIn around 2015, and finally surpassing Pinterest in 2016 to claim second position at 32%. Pinterest mirrored Instagram’s growth for much of the period but plateaued at 31% in 2016, narrowly losing its runner-up status.
LinkedIn, despite starting as the second most used platform, experienced a volatile trajectory – climbing to approximately 29% in 2014, dipping sharply in 2015, before recovering to 29% in 2016. Twitter, meanwhile, showed the most modest growth of all, inching up from 18% to just 24% over the four-year span.