A new study released by The Pew Research Center's Internet & American Life Project found that 73% of survey respondents actively use social media with 42% using multiple social networking sites.

Facebook had the most engagement, followed by LinkedIn, Pinterest, Twitter and Instagram. Facebook usage was high across all demographics. However recent studies have suggested teens and young adults are ditching Facebook for Twitter and private social networks like Snapchat. An eMarketer study recently concluded that Facebook is the social network of choice for Gen Xers.

LinkedIn, which focuses on professional and working relationships, had the highest usage by college grads and internet users in higher income households.

Understanding the demographics of each social networking site is important factor when planning cross-media campaigns that include a presence, advertising or promotion on a social networking sites.