Demographic Differences Between Social Media Sites Draw Marketer Attention

Marketers are wasting no time getting their profiles established on social media. For many, the effort is coming with considerable expense as they socialnetworkusertry to define their purpose and mission and allocate staff time to handle the customer service requirements. As the social media platforms evolve, analysts are suggesting that marketers may be better served by focusing their efforts on the sites where their audience is most likely to spend time.

A few generalizations can be made about social media users, according to the latest study released by Pew Research Center. For example, about 71% of women use social media while only 62% of men do. Other most likely heavy social networkers are:

  • Urban residents 70%
  • Hispanics 72%
  • Lower income households (under $30,000) 72%
  • Younger consumers (18–29 year-olds)

Marketers can reach a significant number of U.S. consumers by using a variety of platforms for their social media messaging, and, Facebook reigns supreme. But, when enterprises need to connect with specific audiences, they should keep the following distinctions in mind.

Pinterest tends to draw rural residents. In addition, white women, and those with mid-​to-​high income levels comprise a part of the user base for this site. On the other hand, marketers will find more African-​American and Hispanic consumers, especially urban residents on Instagram.  African-​Americans are also drawn to Twitter, as are consumers who are between the ages of 18–29 and who live in urban areas.

To learn more about specific social media platform users, especially those on Pinterest and Instagram, check out the Audience Interests & Intent Reports available on the Research Store at ad​-ology​.com.

[Source: Duggan, Maeve and Brenner, Joanna. The Demographics of Social Media Users. Pewinternet​.org. 2013. Web. 1 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.