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A Brief Look at Social Media Demographics

01.18.2016 / Posted in Articles, Social Media

To get an updated glimpse of the latest user demographics for the three top social media platforms, FrogDog analyzed some of the most popular social media platforms using data from Alexa and other sources.

We came away with some useful insights. For example, we found that 90 percent of people aged 18 to 29 are using at least one social media channel. Further, today, 35 percent of people aged 65+ are using social media—whereas only 2 percent used it in 2005.

Facebook

With more than 1.5 billion visitors a month, Facebook still leads the social-media pack. Alexa lists it as the second most popular website on the entire web, trailing only the leading search engine, Google. Other social media sites in the top ten are YouTube, at third place, and Twitter, at tenth. A full 65 percent of Facebook users visit the site daily, making it a good place for brand exposure.

Where Facebook used to attract primarily younger users, their parents have started to log on as well. Today, 83 percent of parents are friends with their teenager on Facebook. Yep, no longer is Facebook the spot to reach only one or two demographics: Today, Facebook has the most even age distribution of all social media channels, with a low of 10 percent of users aged 65+ and a high of 22 percent of users aged 25-34.

And people spend a lot of time on Facebook, too. Globally, the average time spent on Facebook is more than ten minutes per visit. In the United States, this number doubles to more than forty minutes per visit, according to Facebook CEO Mark Zuckerberg.

Twitter

In contrast to feature-rich Facebook, Twitter focuses on one thing: Broadcasting 140-character messages to followers. (Though the character count may change, according to news reports.) A number of applications exist to help users attract the right followers and manage their “tweets,” but everything revolves around short information blasts, even if accompanied by an image.

So how many people use this simple platform? More than you’d think, especially internationally. While Twitter has 1.3 billion registered users, about 500 million visitors come to the site each month without logging in.

And don’t think you can gauge’s Twitter’s user adoption through the number of tweets produced: Twitter is used almost as much for exclusively listening; 44 percent of users have never sent a tweet.

Even still, Twitter has quickly become a place for everyone to speak to the public—especially public figures. Reportedly, 80 percent of world leaders use Twitter. And nearly 25 percent of verified accounts are journalists making Twitter a prime place for media relations efforts.

Twitter’s audience represents a fairly even distribution of income levels. However, the service has seen a significant increase recently in the following demographic groups: Men, whites, people aged 65 and older, households with an annual income of $50,000 or more, college graduates, and urbanites.

LinkedIn

Think of LinkedIn as the business networking luncheon of social media sites. LinkedIn is all about keeping up with and building business contacts—and recruiters use this to their advantage.

LinkedIn currently boasts 400 million users and is adding two members per second, according to DMR. LinkedIn is extremely global, with 70 percent of its users located outside the United States. LinkedIn is the skews male (56 percent), and its users are older (85 percent over 30), more affluent (41 percent of internet users with incomes over $75,000 use LinkedIn), and more educated (over half of college graduates online use LinkedIn).

And if you think LinkedIn is a good place for sales, you’re correct: FrogDog conducted original primary research about LinkedIn a few months ago and found that reaching C-level executives is easier than you may think via the site.

Figuring out which social marketing sites will reach a company’s target audience is only part of the battle. Marketers must learn the intricacies of each option and think through how to package key messages in the ways that appeal to social media users.

And we must always be on the lookout for the next big thing. After all, what’s cool today may be just plain cold tomorrow. In the digital era, it happens faster than ever.

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