Ever thought every social network is basically, in one form or another, the same as the next? Think again. A recent study done by BI Intelligence, shows that each individual social network has its own unique demographic. It has been widespread knowledge that this was always the case, but this report gives an extremely in-depth look at the specifics of the average user for each network that can help business owners determine which social media site(s) to focus their resources on. Here’s a quick snapshot of the social media statistics, courtesy of Business Insider:
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.
As a marketer, it’s important that you pay attention to data in order to get the most return on your social media efforts. This way you can avoid sending out a message through a certain channel, that would be best suited for another.