As we discuss in our new GWI Social report (download a free summary here), multi-networking is prolific among today’s digital consumers – with the typical person now maintaining accounts across a wide range of platforms.

Just look at the behaviors of Facebook’s active users and this trend is plain to see: whereas the average Facebook user was active on 2.56 social networks back in 2012, they are now using 4.15.

As we’d expect, this trend is impacted extremely heavily by demographics. Interestingly, though, 16-24s are not at the forefront of things here. Although they’re certainly keen multi-networkers – typically having accounts on 6.18 networks and actively using 3.11 of them – they are out-scored by 25-34s (who, on average, are members of 6.40 networks and use 3.36 of them). The reasons? It’s not just that 25-34s remain the most loyal to Facebook (even though that plays its part). It’s also that 25-34s are the most likely to be on professional networks like LinkedIn, whereas 16-24s have embraced mobile messaging tools the most enthusiastically.

Want to see more of the latest social networking trends? Clients can access the full version of GWI Social here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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