The Surprising Identity of Each Social Network

Posted on October 15th 2013

The Surprising Identity of Each Social Network

Facebook boasts the largest and richest demographic, Twitter has a surprisingly young user network, and 68 percent of Instagram's users are women.

Each social media platform has cultivated a unique identity thanks to the demographics of the people who participate in the network. Some platforms are preferred by young adults, who are most active in the evening, others by high-income professionals, who are posting throughout the workday.

We explained in a recent report why many brands and businesses need platform-focused social media strategies, rather than a diluted strategy that aims to be everywhere at once.

In a new report from BI Intelligence, we break down the demographics of each major social media platform to help brands and businesses decide which networks they should prioritize. Being able to identify the demographics of social media audiences at a granular level is the basis for all targeted marketing and messaging. The report also spotlights the opportunities that lie ahead for each social network, how demographics affect usage patterns, and why some platforms are better for brands than others.


Here are some of our surprising findings:

Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six percent of Facebook's users are outside the U.S.

Instagram: Sixty-eight percent of Instagram's users are women.

Twitter has a surprisingly young user population for a large social network -- 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.

LinkedIn is international and skews toward male users.

Google+ is the most male-oriented of the major social networks. It's 70% male.

Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.

Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr.


Nick Bolognia

Owner, IES Marketing

IES Marketing specializes in helping small businesses grow their online audience and extend their brand in order to generate sales and cultivate leads via digital media marketing. IES stands for Internet, Email and Social Media. Our slogan is “Grow Your Audience. Extend Your Brand.” because we will help your business do just that using Internet Marketing, Email Marketing, Social Media Marketing (and Mobile Marketing too!). Our team has over 45 years of collective experience in marketing and an extensive background in Website Design, Internet Marketing, Email Marketing, Social Media Marketing, Mobile Marketing, Information Technology, Business and Political Consulting. We pride ourselves in providing our clients with exceptional service that accentuates professionalism and yields incredible results. Call 855-IES-MARK to find out how we can help your business Grow Your Audience and Extend Your Brand.
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Posted on November 4th 2013 at 5:58PM

Great demographic information on the social networks. Social media strategits should take this into account when marketing their messages to a particular audience. Great article.