67% of online adults use social networking sites. But who exactly are the people who use Facebook, Twitter, Pinterest, and Instagram?
Some very useful social media demographics are outlined in a recent report by the Pew Research Center’s Internet and American Life Project. The study reaffirmed that young adults aged 18-29 are more likely than others to use major social networks (83%). It also substantiates that women are more likely than men to be on these sites (71% vs. 62%), and that people who live in urban areas are significantly more likely than rural Internet users to use social networking (70% vs. 61%).
The analysis also takes a deeper dive into statistics such as the race/ethnicity, education, and household income of people who use social media sites. This information can help you refine your social media marketing initiatives to find leads, increase sales, and improve branding.
Facebook remains the dominant social networking platform: 2/3 of online adults (67%) say that they use it. Women are more likely than men to be Facebook users, and Facebook use is especially common among younger adults.
60% of Internet users are on Twitter, which is double that of November 2010. Those under 50, and especially those 18-29, are the most likely to use Twitter. People who live in urban areas are significantly more likely than both suburban and rural residents to use the social network.
Pinterest, the online pinboard, has attracted 15% of Internet users to its virtual scrapbooking site. Whites, young people, women, the well-educated, and those with higher incomes are particularly likely to use the site. Pinterest is equally popular among those 18-29 and 30-49 (19%). Women are about five times as likely to be on the site as men, the largest difference in gender of any site featured in the report.
13% of Internet users are taking pictures and sharing them with Instagram. Women are more likely than men to use the site, as are those under 50. African-Americans and Hispanics are more likely than whites to use Instagram, along with urban residents.
Download the full report to learn about all of the Pew Research Center’s Internet and American Life Project’s report on the demographics of social media users.