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.