Social Media Use in a Sample of Orthodox and Chassidish Americans

As social media increasingly influences marketing strategies across the United States, analyzing platform usage within Orthodox and Chassidish communities provides critical insight into which channels are most effective for reaching these audiences.

Methodology

We asked 150 members of Mispar’s exclusive panel of Orthodox and Chassidish Jewish Americans, “Which social media platform do you use most frequently?” All respondents were over the age of 18 and English-speaking. Respondents selected from the six most commonly used social media platforms, with an additional option indicating no social media usage. Participants received panel points redeemable for a Visa gift card as compensation for their time.

Findings

• WhatsApp emerged as the dominant platform, with 51% of respondents reporting it as their most frequently used social media channel.
• A quarter of respondents (24%) reported not using social media at all.

Conclusion

Social media usage within the Orthodox and Chassidish community is highly concentrated, with WhatsApp serving as the primary digital communication channel for a majority of users. At the same time, a sizable segment does not use social media at all, highlighting the importance of offline or non-social digital strategies when engaging this audience.