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Surprising Social Media Demographics


social-media-companiesSocial media. Two words that have marketers buzzing and business managers scratching their heads.

Social media. According to marketers it’s the best way to connect with consumers. They say it’s free, instant and builds a community around a brand.

Social media. According to managers it’s unmeasurable and therefore impossible to value its worth. They say it is time-consuming, never-ending and puts control of their product into the hands of consumers.

Both the marketers and managers are right. Social media is all of the above.

One way to prioritize social media is to understand who uses which social media in order to get your brand or product’s message to the right audience.

Business Insider has come out with a new report analyzing the demographics of various social media. Among their findings:

  • Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six percent of Facebook’s users are outside the U.S.
  • Instagram: Sixty-eight percent of Instagram’s users are women
  • Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties
  • LinkedIn is international and skews toward male users
  • Google+ is the most male-oriented of the major social networks. It’s 70% male
  • Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women
  • Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr
  • Facebook has the highest penetration of users with incomes over $75K (see graph below)

This data is important because it’s the same sort of information marketers demanded of traditional media. Knowing who is using a particular media goes a long way for marketers to either prioritize or customize your messaging. Either way, it is a step in the right direction for managers to feel more comfortable with social media.


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