Reddit is gaining ground as way for online users to discover content, with a Pew survey finding 6% of all U.S. adult tapping into the service. That's about the same level of usage as Tumblr -- and far behind Facebook's 67%. Reddit is particularly popular with men under 30, with 15% penetration in that bracket.
Pew: Reddit usage is on par with Tumblr, skews young and male
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