With so many social media options available it can all feel a bit overwhelming. How do you know which are the best sites to use for your marketing efforts?
The Pew Research Center has released the results of a comprehensive social media survey, conducted over several years to evaluate which demographics were using social media, and on which platforms.
Of the online adults surveyed at the end of 2012:
- 67% use Facebook
- 20% use LinkedIn
- 16% use Twitter
- 15% use Pinterest
- 13% use Instagram
- 6% use Tumblr
A huge 71% of women use social media (9% more than men) and the age group that dominates across most sites is young adult (18-29 year olds). The age range 30-49 year olds did show an increase though, going from 73% to 77%.
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Each social media site attracts a slightly different type of user.
"You may be able to better target your specific markets by keeping the demographic tendencies of each platform in mind:
- Pinterest: Significantly more rural residents, women, Caucasians, people with some level of college education and individuals with a middle to higher income
- Twitter: Significantly more slanted towards the 18-29 demographic, African-Americans and urban residents
- Instagram: Greater use amongst African-Americans and Hispanics, urban users, 18-29 year olds, and women
- Facebook: There’s less demographic distinction on Facebook, since it’s already so ubiquitous. However, there are 10% more women than men, and like most networking sites, it is heavily used by the youngest adult age group."Are you using the right sites for reaching your target audience?
