In the U.S., social media is widely used – 65% of adults use it, a rise of 7% since 2005. Young people are even more active: 95% of teens aged 12-17 are online, and 81% of teens use social media. These trends may well mean Web users of all ages will participate in social media throughout their lives.
Each social platform offers its own marketing opportunities. Luckily, the demographics of the various networks are no mystery. Not all platforms are forthcoming with data, but social experts work hard to develop an understanding of them.
Most social media marketing campaigns center around four large networks that have set the pace for social media development. With that in mind, let’s take a look at what they offer.
Demographics of Facebook, Twitter, LinkedIn & Google Plus
Facebook originated with users of traditional college age – a university email was once needed to sign up. Now, the network welcomes all users, and much has been said about a hypothetical “exodus” of younger people … in truth, that has yet to pan out.
The #1 social network, Facebook has 1.44 billion active users each month. It captures 33% of women and 36% of men aged 18-24, plus 30% of women and 33% of men 25-34. All in all, the 18-24 demographic is the site’s largest, and 74% of adults who went to college use it. If you’re looking to target an older audience, it’s helpful to know that 73% of adults aged 30 – 49 use Facebook, and 63% of adults aged 50 – 64 use the networking site. Usage is spread evenly across urban, suburban, and rural areas and over income brackets.
Twitter has a smaller footprint and skews younger, with 37% of adults 18-29 using it. It captures 27% of those with income levels from $50,000 to $75,000 a year, with about a 20% share of those earning $30,000 to $49,000. 24% of adult men in the U.S. use Twitter, compared to 21% of adult women. 25% of urban adults use it, versus 23% in suburbs and 17% in rural areas.
LinkedIn has 347 million members across 200 countries – massive growth for a purpose-built professional network. Capturing 44% of those who make $75,000 or more, plus 50% of college grads, it’s ideal for driving B2B revenue or globalizing operations. In addition to 111 million U.S. users, it has 84 million in Europe, 64 million in Asia, and 48 million in Latin America.
Almost 74% of Google Plus users are male, and many have a technical background. 55% of all users are U.S.-based, with 18% in India and 6% in Brazil. Although detailed demographics about the platform are hard to come by, a Google Plus presence can help you reach your ideal audience.
All statistics were reported in May 2015.