Tumblr may not be a popular player on the world stage, but data from a new comScore study [download page] shows that it’s heavily used by Americans, relative to other popular sites. Analyzing share of time spent on social networking sites in December 2012, comScore reveals that while Facebook dominated at 83% share, Tumblr occupied the second spot (5.7%), more than Pinterest (1.9%), Twitter (1.7%), and LinkedIn (1.4%) combined, and almost as much as the aggregate of all other social networks (6.1%).
Tumblr outstrips Pinterest despite not having significantly more unique visitors. For 2012 as a whole, Tumblr sported an audience of 30.8 million visitors (up 64% year-over-year), but was closely followed by Pinterest (28.9 million, up 284% year-over-year), and Instagram (27.4 million, also up 284%). In December 2012, it ranked 10th among the largest social networking sites and forums, as measured by market share of visits.
According to early 2012 data from Nielsen, among the top social networks in the US, Tumblr has the highest concentration of Hispanic visitors. Recent study results from Pew Research Center’s Internet & American Life Project don’t necessarily align with that particular result, but do show that Hispanics are slightly more likely than the average internet user to use Tumblr (8% vs. 6%). There is a clear age trend evident, though, with 18-29-year-olds more than twice as likely as the average internet user to use Tumblr (13% vs. 6%).