According to a new report by Experian Hitwise, 91% of online adults now regularly use social media in some form or another. This makes social networking the top online activity in the U.S. today, with 15% of all U.S. Internet visits going to a social networking site. Experian’s report also found that Pinterest is now the third most popular social network in the U.S., right behind Facebook and Twitter. What’s more interesting than those rankings, though, is what the report tells us about social media’s most fervent users.
Experian, for example, found that people who use social media regularly are significantly more likely to fly on Virgin Atlantic than the average online adult. These social media users are also more likely to drive a Saab, own an iPhone, eat at Au Bon Pain, Chevy’s and Chipotle, and shop at Payless Shoe Source and Victoria’s Secret.
Interestingly, those adults who visit professional networking sites like LinkedIn more than the average Internet user actually prefer United Airlines (they are probably more interested in collecting frequent flyer miles and getting upgrades), Whole Foods and The Cheesecake Factory. Just like the average social media user, though, those who regularly frequent professional social networking sites are also more likely to own an iPhone than the average U.S. adult.
Experian (formerly known as CCN Systems) is a free credit reporting service and is considered one of the big three US credit agencies along with Equifax and TransUnion. Experian was originally started in Nottingham, England and is now publicly traded on the London Stock Exchange.