Commentary

Demographic Divisions Among Social Network Users

According to the results of a comprehensive social media survey by the Pew Research Center, conducted over several years to evaluate which demographics were using social media, and on which platforms, Facebook holds the top ranking among adults:

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Adult Media Preferences

Medium

% Adults Preferring

Facebook

67%

LinkedIn

20

Twitter

16

Pinterest

15

Instagram

13

Tumblr

6

Source: Pew Research Center

Women use social media 9% more than men do, at a 71% rate. Other frontrunners with the highest social network activity in their demographic include city dwellers (70%), Hispanics (72%) and adults with a household income below $30,000 annually (72%)

The most pervasive and consistent divider among social media users remains their age. 83% of the young adult demographic (18-29 year olds) use social media, which is well over double the activity of online adults over 65 years old.

Social Media Users

Group

% of Using Social Media

Sex

 

   Male

62%

   Female

71

Race

 

   Hispanic

72%

   African-American

68

   White

65

Age

 

   18-29

83%

   30-49

77

   50-64

52

   65+

32

HH Income

 

   >$30K

72%

   30-49K

65

   50-74K

66

   75K+

66

Education

 

   High school or less

68%

   Some college

69

   College degree

65

Population Density

 

   Urban

70%

   Suburban

67

   Rural

61

Source: Pew Research Center

Age and Social Media

  • Stratification of age in social media use has remained the same wince 2005; there has consistently been higher social networking usage among the youngest demographic (18-29), and less usage as age increases
  • Although 18-29 year olds have maintained the highest percentage of social media usage, their overall usage dropped for the first recorded time in December 2012 from 92% to 83%, their lowest recorded usage in over two years
  • While every demographic dropped its social media usage in December 2012, the only age demographic that increased its usage during that period was 30-49 year olds, increasing from 73 to 77%

Aside from division of age, there are still certain social media sites that attract specific demographics much more heavily than others. You may be able to better targeting specific markets is enhanced with the demographic tendencies of each platform.

Site Demographics

Networking Site

Demographic Appeal

Pinterest

Significantly more rural residents, women, Caucasians, people with some level of college education and individuals with a middle to higher income

Facebook

There’s less demographic distinction on Facebook, since it’s already ubiquitous. However, there are 10% more women than men, and heavily used by the youngest adult age group

Instagram

Greater use among African-Americans and Hispanics, urban users, 18-29 year olds, and women

Twitter

Significantly more slanted towards the 18-29 demographic, African-Americans and urban residents

Source: Pew Research Center

For additional information, please visit the Pew Research Center here.

1 comment about "Demographic Divisions Among Social Network Users".
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  1. Gabriele Schwartz from na, April 19, 2013 at 9:01 a.m.

    Someone should check for typo's prior to hitting send. I'm just saying.

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