52% of online adults use multiple social media sites. While Facebook remains the most popular, other platforms like Twitter and Instagram have increased in popularity and user growth. Snapchat has experienced impressive growth despite being the youngest platform, with about 60 million installs, more than Instagram had when acquired by Facebook. Instagram also saw strong growth, hitting 300 million monthly users and surpassing Twitter, making it appealing for Topshop to engage more on due to its large female user base that matches Topshop's target demographic.