TUP 2017 Social Networking Chapter

Connecting with others is a basic human need, and social networks facilitate that. However, not all social networks draw the same market segments. Knowing which market segments are and are not a network’s active networks is a key to understanding. Also, users are beginning to supplement and even replace their activities on other platforms, from communication to entertainment. This highlights the sea change of where users do and don’t focus.
This chapter includes relevant answers selected from the many questions in the comprehensive TUP survey. The market is split out by social network actively used: Facebook, Twitter, Pinterest, LinkedIn, Google+, and those using any major social network except Facebook. The data-rich deliverable is designed for quick recognition of important findings, including statistical testing and indexes comparing values to their national averages. This report results cover many key topics: user and household demographics, technology adoption (early adopters to laggards), Social Networks actively used, Devices, Activities (Social Networking, Communication, Shopping, Entertainment, Graphics/Image, Information/Search, Cloud Storage/Sharing, Personal/Productivity), Technology Spending, and Purchase Plans.


The MetaFacts TUP syndicated survey, conducted continuously since 1983, is based on the full range of technology users – those who connect to the Internet through PCs, Mobile Phones, Tablets, or Game Consoles. It spans consumers, employees, the self-employed, students, and even users of public/shared devices.
This document includes over 250 pages in PDF and Excel, featuring cross-tabulations which may be used for market sizing, user profiling, benchmarking, and to support many decisions. Please also refer to the many other chapters and sections of TUP, particularly Chapter D – Devices and Chapter L – Activities.

The Social Networking chapter of Technology User Profile (TUP) 2017 has one main section:

  • Social Networking
    • Those who actively use Social Networks and those who don’t
    • Facebook, Twitter, Pinterest, LinkedIn, Instagram, Google+, Other than Facebook

Key questions addressed in the Social Networking Chapter of TUP 2017 include:

  • Do the self-employed frequent certain social networks?
  • Have certain social networks attracted more Tech Early Adopters?
  • Are social networkers broadening to competitive sites?
  • Is there an age or gender skew to social networking, or certain networks?
  • Are some social network’s users more active bloggers or commenters?
  • Where do today’s students socially network?
  • Do social networkers use different tech products than others?
  • Which devices are used for the broadest range of social network activities?
  • Are social networkers more or less active with their tech devices?
  • Which is the primary device used for social networking?
  • Are certain social networks used together more often than others?
  • Which social networks have the biggest tech spenders?
  • Are the college-educated focused on certain social networks?
  • Which social networks have the highest-income households?
  • What devices do early adopters favor for social networking?
  • Which Social Networks do PC Gamers use less than average connected adults?
  • Are tech wearers more or less socially active?
  • What’s used for the most social networking activities from among popular combinations of devices?
  • Which device is used for the most social networking activities?
  • Which segment uses which device for their primary social networking device?
  • How prevalent are social networking activities with employer-provided PCs?
  • How does the mix of device activities vary between Apple’s, Google’s, HP’s, and Dell’s best customers?
  • Do the most active on social networks favor wearable technology?
  • What devices do early adopters use for social networking?
  • Are Smartphone social networkers different from Desktop social networkers?
  • What is the profile of the most active in social networking activities?

Other Chapters in the TUP 2017 Full Edition include:

For more information about TUP, please contact MetaFacts.