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:
Adult Media Preferences | |
Medium | % Adults Preferring |
67% | |
20 | |
16 | |
15 | |
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
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 |
Significantly more rural residents, women, Caucasians, people with some level of college education and individuals with a middle to higher income | |
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 | |
Greater use among African-Americans and Hispanics, urban users, 18-29 year olds, and women | |
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.
Someone should check for typo's prior to hitting send. I'm just saying.