Probably the biggest question that every marketing team asks when planning a new campaign is “Who is our customer?” Once you know and understand who the target audience is, it becomes much easier to plan where to focus attention. Social media can be an amazing asset as long as you do some homework to find out where your audience is going to be – Twitter, Facebook, Instagram, LinkedIn and Pinterest. Each year the demographics change and evolve to include a multitude of groups. Using an expansive study done by the Pew Research Center let’s take a look at the data on who is using social media.
The Pew Research Center, a Washington D.C. based nonprofit released a report in 2014 – Internet and American Life Project, which gave some interesting insights into user-ship on social media. The data showed that 73% of “online adults” use of social media platforms. While this is not shocking, some of the data on the many social media sites was very enlightening and may help your marketing team make strategic choices when trying to reach their target audience.
- Facebook remains the top social network for U.S. teens.
- Facebook still skews significantly toward females.
- Facebook has the highest percentage of people that have completed college at 68 percent.
- Older adult use of Facebook is up 35%.
- 69% of adult users have incomes over $75,000
- 189 Million Facebook users are “Mobile Only”
- Facebook has 1.2 Billion users with the largest age demographic between 35-54.
- Twitter has 271 Million users with the largest age demographic being 18-29.
- Twitter is slightly more popular among women (18 percent) than men (17 percent). This statistic is slowly leaning more and more toward men. Latest stats may show that males are overtaking females in user-ship.
- Forty-six percent of users visit daily and twenty nine percent check their feed multiple times throughout the day.
- The fastest growing age bracket on Twitter is the 55–64 year age bracket.
- Over 60% of the user base make over 30,000 a year.
- LinkedIn has 300 Million users with the highest age demographic being the 30-49 year old bracket.
- Linkedin represents the oldest age demographic with over 100 million users over 50.
- More than 60% of Linkedin users make over 75,000 a year.
- Men (24 percent) use the site more than women (19 percent).
- LinkedIn has a pronounced skew toward well-educated users. LinkedIn came in second place for college completion (behind Facebook) at 38 percent.
- LinkedIn is actually more popular than Twitter among U.S. adults.
- Instagram has 200 Million users with the highest age demographic being 18-29.
- Using Instagram requires a mobile device, you cannot post from a browser so this means a mobile user-ship.
- Instagram is used by 20 percent of women, 15 percent of men.
- Instagram has edged out Facebook and Twitter in the prestige of the eyes of younger users.
- 83% of U.S. teens in wealthy households were on Instagram.
- Pinterest has 70 Million users with the highest age demographic being 18-29, followed closely by 30-49.
- Pinterest users are primarily woman (80%).
- About 21 percent of internet users are on Pinterest, up from the 15 percent in 2012.
- Pinterest users tend to be on the more affluent side.