View Twitter chat schedule: #SMTLive

Explore more: 

Where Will Social Media Users Go in 2016? (INFOGRAPHIC)

A few weeks ago, we talked about social network demographics of 2014. But what about this year – and the next? Where can we expect to see social media users setting up camp in the coming months? Where will we see them flooding out the exit gates?

A new infographic produced by AdWeek draws off exclusive eMarketer data to break down 2015/2016 social network demographics. The data is reposted in its entirety below.

Social Network Demographics: Key Takeaways
Embedded in these six pie charts is some very valuable information. If you’re not a data-person, we’ve got a few observations of our own for you to chew over. Below, you’ll find my two key takeaways from this chart. Agree? Disagree? Interpret the data a different way? Let’s talk in the comments below!

  1. Facebook grows and shrinks at opposite ends of the demographic spectrum. In 2016, Facebook will experience the largest percentage share increase in the Ages 65+ demographic. During that same period, eMarketer data suggests that the Ages 18-24 demographic share will decrease slightly.

What it means?
This trend has already been going on for a few years, as younger social media users migrate to mobile platforms and networks that don’t have an older crowd (i.e. parents). (For more on this, see “Your Teen Has 78 Friends They’ve Never Met. Here’s Why.”) Will a demographic shift on Facebook lead to the network’s decline? Far from it.

Facebook is the “gateway drug” that has brought an older generation into regular social media use: sharing, free giving of personal information, connectivity, connection with mass-brands and retail, etc. With the breakdown in privacy barriers nearly complete, Facebook (read: “its advertisers”) is ready to step in for the kill. In 2015/2016, expect advertisers to wage highly targeted, post-demographic campaigns… (The kinds where they know you’re having a baby before you do.)

  1. Instagram advertising is going to roll out… soon! When you look at the numbers – the incredible growth over the last couple years – it’s inevitable. Instagram is projected to have 60.3 million U.S. users in 2015. 

What it means?
Of course, advertising has already been around for a few months on Instagram; but it’s only been made available to select brand partners. By late 2015, I expect we’ll see geo-targeted/local advertising options made available to more small- and medium-sized businesses, especially in the retail, dining, and entertainment sectors. For Instagram, the challenge will be ensuring that the high standards their social media users expect are met.

What do you think? Agree? Disagree? What social network demographics jump out at you?



Join The Conversation

  • Jan 20 Posted 2 years ago kimberlycaldwell

    Great article! As a college student, I feel like most of my generation is getting away from social media platforms like Facebook and Twitter. Most of us use Instagram and Snapchat. Most of my friends use Facebook to update their own profiles but barely scroll through their newsfeeds because they're flooded with company advertisements. Social media platforms like Instagram and Snapchat are the way for companies to go. 

Webinars On Demand

  • May 09, 2017
    With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
  • April 05, 2017
    In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...