If you have been around the block for a while, you are aware of how important social media is. According to a study conducted by eMarketer in 2013, one in four people worldwide use social media on a regular basis. This is approximately 1.73 billion people using sites like Twitter, Pinterest, Facebook, Google+ and Tumblr. Not only should you be utilizing it for your brand, but reaching out to the right people. If not, many of your efforts are wasted. Start by finding your demographic on social media sites.
Who is Using Social Media
Pew Research conducted a study that provides a good overview for what demographic is using social media as a whole. It found that about nine percent more women are using social media than men, particularly with Pinterest. The most active social media users by age are 18-29 at about 83 percent, though the 30-49 age group has increased to 77 percent. It is also used more by individuals in the lower income levels than middle class or upper class. Women with a college education are also more likely to use sites like Pinterest. The most active race on social media is Hispanic, followed by African Americans.
Demographics For Specific Networks
Here are some stats for the individual social media networks, to help you identify what your potential demographic is:
Facebook – Mostly younger users, though the 45-54 year old age group is increasing as of 2013. Facebook has also shows to have more middle and upper class users, as opposed to other networks. It seems fairly even between men and women.
Instagram – Instagram is used mostly by women, at nearly 70 percent of the users.
Twitter – The youngest social media age group is on Twitter, with 27 percent of the users being in the 18-29 year old age group. Only 16 percent o fusers are in their 30s or 40s.
LinkedIn – If you use LinkedIn, it is the most globally used network and has a higher percentage of men than women.
Google+ – Google+ is also used more by men than women, with about 70 percent of the users being men.
Pinterest – Pinterest is dominated by women at about 84 percent of the users. It is also used more by tablet users than any other device or computer.
Tumblr – Tumblr also has a younger audience and a lower income audience. Only eight percent of the U.S. users of Tumblr have an income above $75,000.
How to Find Your Social Media Demographic
Here are some helpful tips to find your social media demographic:
Observe Your Current Customers – If you have already begun conducting business, take a look at your current customers. You will most likely see a trend, such as their age, gender, interests or other common characteristics. For a newer business, look at customers of a similar industry.
Consider Your Products or Services – Start by making a list of the features and specifics of products or services you provide. Then analyze these features to find trends in what types of demographic would be in most need of these products. For example, higher end electronics will be dominated by men in their 30s and 40s, but not so much by teens who can’t afford them.
Factors to Consider – There are a lot of factors involved in narrowing down your demographic. This includes by age, gender, income, location, education, occupation, ethnicity and family status. You also want to look at their values, morals, interests and hobbies, lifestyles, behavior and personality.
With these tips, you are on your way to finding your ideal social media demographic and how to appeal to them.
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”
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