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Pew used NPORS with address-based sampling and a multimode design (web, mail, phone) to survey 5,022 U.S. adults in 2025 and weighted results to match the U.S. adult population.
To study social media use among U.S. adults, Pew Research Center surveyed 5,022 adults from Feb. 5 to June 18, 2025 using SSRS’s National Public Opinion Reference Survey (NPORS). The survey used address-based sampling and a multimode approach (web, mail, and phone) so that nearly all U.S. adults had a chance of selection. Results were weighted to represent the U.S. adult population by key demographics such as gender, race and ethnicity, education, and other categories. The survey shows that YouTube and Facebook are the most widely used platforms, while about half of U.S. adults report using Instagram. Smaller shares use platforms such as TikTok, Reddit, Snapchat, and X (formerly Twitter). Pew also tracks how platform usage changes over time (2012–2025), noting a mode shift: surveys were conducted by phone from 2012–2021, by web and mail in 2023, and by web, mail, and phone in 2024–2025. Usage varies across demographic groups including age, gender, and education.
Pew used NPORS with address-based sampling and a multimode design (web, mail, phone) to survey 5,022 U.S. adults in 2025 and weighted results to match the U.S. adult population.
YouTube and Facebook are the most common platforms, Instagram is used by about half of U.S. adults, and other platforms (e.g., TikTok, Reddit, Snapchat, X) have smaller shares.
Platform usage is analyzed over time, with survey mode changing from phone (2012–2021) to web/mail (2023) and web/mail/phone (2024–2025), and usage differs by demographics such as age, gender, and education.
A sampling method that selects participants using residential addresses to help ensure broad coverage of the target population.
A survey data-collection approach that uses multiple modes (e.g., web, mail, and phone) to reach respondents.
Pew Research Center’s reference survey program conducted by SSRS to measure public opinion using representative sampling and weighting.
A statistical adjustment that makes survey results better reflect the demographic composition of the U.S. adult population.
A change in survey administration method (e.g., phone to web/mail) that can affect how responses are collected and compared across years.
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