Facebook is still nearly twice as popular among Canadian adults as the next most-popular social media platform, according to a new Forum Research poll.
But while the social networking site remains head-and-shoulders above the rest, it’s the business-focused LinkedIn whose popularity has grown fastest in the last two years, and the photo-sharing platform Instagram that receives the highest user satisfaction scores.
In a telephone poll, Forum asked a random sample of 1,741 Canadians aged 18 and over about their social media habits. The interactive voice response survey has a margin of error of plus or minus 2 per cent, 19 times out of 20.
It found that 59 per cent of Canadians use Facebook, about 9 times a week on average. A little over three-quarters of those were “satisfied” with the site and 27 per cent were “very satisfied.”
Instagram, meanwhile, has many fewer users — just 16 per cent of the people polled — but those users are more enthusiastic about the platform than any other: 8 in 10 were satisfied and 4 in 10 were very satisfied.
“Instagram is coming on strong,” said Forum president Lorne Bozinoff.
LinkedIn that has grown most since December 2012. Two years ago, 21 per cent of respondents used the site, compared to 30 per cent today.
If there is a loser in the Forum results, it is Twitter. The platform’s usage rate virtually stagnated (22 per cent in 2012, 25 per cent today) and the proportion of its users who are “very satisfied” fell from 33 to 24 per cent.
“Each of these social media is going to go through a product life cycle. Twitter is in the mature phase of the cycle,” said Bozinoff. “The novelty has worn off and the numbers have gone down because of that . . . It’s kind of passé now, I think.”