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Social Media Demographics to Inform a Better Segmentation Strategy

The best marketers you’ll come across don’t sleep until they have a better idea on their audience and segmentation strategy. It truly pays to have your message reach the right people at the right time. In the social media industry, your audience demographics can change in what seems like overnight. The challenge of reaching new audiences has never been harder, but grasping up-to-date data on social media demographics helps.

Each business has their own unique audience identity, but that segmentation might not pan across each social media network successfully. Instead, it takes better brand alignment, thought-out social conversations and meaningful connections with your core group of brand loyalists.

But how do you reach this group without understanding the demographics of social media across networks? That’s why we’re here to help you dive right into the latest data.

To get started, click on any of the anchor links below to jump to the specific demographics data set:

A note about our sources: Again, a special thanks goes to the folks at the Pew Research Center, whose social media study has proved invaluable.

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How to Pull Your Own Social Demographics

To get started, pulling your own social media demographics gives you a better idea of your follower-base before you plan any segmentation strategies. An easy way to do this is by starting a free trial of Sprout Social, where you can easily pull gender, age and location data of your own social audiences.

audience demographics report sprout social

Our data shows the types of people who currently follow you on social, which is a good indication of your ideal audience. Pair your personal data with the demographic data we’ve compiled here to hone your brand’s social media marketing and segmentation strategy.

Facebook Demographics

With an average of 1.15 billion daily active users, Facebook is the market leader for social networking sites. Your brand undoubtedly has a presence there, but how can you use it in new ways to reach different groups?

Source: The collected data comes from the Pew Social Media Update 2016 report as well as the self-reported information from over 1 billion Facebook profiles of users over the age of 18 pulled from the Facebook Audience Insights Tool.

facebook demographics image

Facebook Age & Gender Demographics

While Facebook might not have the same new and young feeling as Instagram or Snapchat, 79% of internet users still log into Facebook. Roughly 8 in 10 US adults have access to internet, which makes this user-base massive.

facebook audience insights age and gender

But don’t discount your young demographic on Facebook, as the social network still reigns as the most popular channel. In fact, compared to the previous Pew social report, usage among each age demographic increased from 2014 to 2016.

  • 88% of 18–29 year olds use Facebook.
  • 84% of 30–49 year olds use Facebook.
  • 72% of 50–64 year old use Facebook.
  • 62% of 65+ year old use Facebook.

On the other hand, Facebook demographics continue to skew heavily toward women with 83% of adult women using the network, compared to 75% of men.

Facebook Location Demographics

Knowing the location of your core demographic provides a distinct advantage to making your presence noticed. Facebook now lets you select specific regions to see Facebook users located by country, state or region. But here are the top countries for Facebook users:

facebook audience insights region
  1. US: 12% of the Facebook audience
  2. India: 10% of the Facebook audience
  3. Brazil: 7% of the Facebook audience
  4. Indonesia: 5% of the Facebook audience
  5. Mexico: 4% of the Facebook audience

Additionally, for the users living in the US, here’s the breakdown of the percentage of adults using Facebook by region:

  • 81% of adults living in urban areas use Facebook.
  • 81% of adults living in rural areas use Facebook.
  • 77% of adults living in suburban areas use Facebook.

Facebook Education Demographics

Because Facebook was originally created for college students, it makes sense that college graduates lead the education demographics.

  • 82% of adults with some college experience use Facebook.
  • 79% of adults who graduated college use Facebook.
  • 77% of adults with a high school diploma or less use Facebook.

Facebook Income Demographics

When crafting segment targets, it’s important to consider the various income levels of your group. For most businesses, these targets are already planned based on your product or services. But knowing the income for your Facebook audience could help even more.

  • 84% of adults who make less than $30,000 use Facebook.
  • 80% of adults who make between $30,000–$49,999 use Facebook.
  • 77% of adults who make over $75,000 use Facebook.
  • 75% of adults who make between $50,000–$74,999 use Facebook.

Instagram Demographics

Within a six-month period in 2016, Instagram grew its daily user count by 100 million users. Now with more than 600 million active users on Instagram, it’s no wonder why the image and video social sharing app can’t stay out of the news. The introduction of Instagram advertising made it even more of a critical space to be for businesses.

Knowing your core Instagram demographics can give you better insights into how you can approach the booming social platform.

Source: The collected data comes from the Pew social media report and the Instagram Press Page.

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Instagram Age & Gender Demographics

Instagram demographics have veered toward younger generations since its inception. However, new statistics from the Pew social media report show older generations are starting to embrace the app a bit more.

  • 59% of 18–29 year olds use Instagram.
  • 33% of 30–49 year olds use Instagram.
  • 18% of 50–64 year olds use Instagram.
  • 8% of people 65+ use Instagram.

Also, of all of those age groups, the dominant gender on the photo-sharing site is still women.

  • 38% of online women use Instagram.
  • 28% of online men use Instagram.

Instagram Location Demographics

While you might think Instagram users in the city might have more content to capture, rural and suburban users are on the rise. But like most location demographics around young age groups, the city spotlight still gleams.

  • 39% of adults living in urban areas use Instagram.
  • 31% of adults living in rural areas use Instagram.
  • 28% of adults living in suburban areas use Instagram.

Instagram Education Demographics

In the previous report from Pew, Instagram was one of the few social networks without its main demographic having some college experience. However, data collected from 2016 shows those trends have dramatically changed.

  • 37% of adults with some college experience use Instagram.
  • 33% of adults who graduated college use Instagram.
  • 27% of adults with a high school diploma or less use Instagram.

Instagram Income Demographics

Instagram provides amazing carousel advertising and now multi-image options to show several views of your product or services. This is important toward highlighting the value of your product or service. But make sure you know you’re targeting the right income demographic beforehand.

  • 38% of adults who make less than $30,000 use Instagram.
  • 37% of adults who make more than $75,000 use Instagram.
  • 32% of adults who make $30,000–$49,999 use Instagram.
  • 32% of adults who make $49,999–$74,999 use Instagram.

Twitter Demographics

Twitter is still a big question mark for some users, but for businesses, agencies and enterprise organizations, it’s the lifeblood of social media engagement. Twitter is growing more popular as the top option for social customer service.

In fact, our Sprout Social Q2 2016 Index discovered 34.5% of consumers prefer to connect to customer service agents via social media. Twitter can be that source of contact, but it starts with understanding who your demographic.

Source: The collected data comes from the Pew social media report and Twitter’s About Page.

twitter demographics

Twitter Age & Gender Demographics

Twitter is a fast-paced and high-volume network, allowing users to share information instantaneously. From making professional connections to getting the latest news on Beyoncé, Twitter has various resources for different age demographics. However, younger generations still tend to stick to Twitter.

  • 36% of 18–29 year olds use Twitter.
  • 23% of 30–49 year olds use Twitter.
  • 21% of 50–64 year olds use Twitter.
  • 10% of 65+ year olds use Twitter.

However, the Pew study discovered Twitter’s gender demographics are nearly split down the middle:

  • 25% of online women use Twitter.
  • 24% of online men use Twitter.

Businesses that understand their gender demographics have a better advantage of reaching and properly introducing their products or services on Twitter. The rise in social customer care means Twitter will still be valuable for years to come.

Twitter Location Demographics

With nearly 79% of Twitter accounts located outside of the US, it’s not hard to believe geo-targeting can be a major struggle for marketers and social advertisers. However, for Twitter users in the US, there’s a bit more to break down:

  • 26% of adults in urban areas use Twitter.
  • 24% of adults in suburban areas use Twitter.
  • 24% of adults in rural areas use Twitter.

Twitter Education Demographics

Like we mentioned before, Twitter’s age demographic skews toward younger crowds. And Twitter’s education demographics shouldn’t be surprising that it tilts toward users with college experience.

  • 29% of adults who graduated college use Twitter.
  • 25% of adults with some college experience use Twitter.
  • 20% adults with a high school diploma or less use Twitter.

Twitter Income Demographics

Whether your product or service is a necessity or a discretionary good, a person’s level of income may determine if they can afford it. Here’s how Twitter’s audience is broken down:

  • 30% of adults who make over $75,000 use Twitter.
  • 28% of adults who make $50,000–$74,999 use Twitter.
  • 23% of adults who make less than $30,000 use Twitter.
  • 18% of adults who make $30,000–$49,999 use Twitter.

LinkedIn Demographics

Known as the largest social media network for professionals, LinkedIn demographics still provide plenty of additional insight into target audience. There are currently more than 467 million registered members and 133 million come from the US.

But just like the rest of the social media networks discussed here, LinkedIn has its own identity in the social space.

Source: The collected data comes from the Pew social media report and LinkedIn’s About Page.

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LinkedIn Age & Gender Demographics

Unlike other social media networks, many believe the professional setting of LinkedIn means its age demographics will be higher. However, the newest Pew report shows LinkedIn usage is highest among the 18–29 year old age group.

  • 34% of 18–29 year olds use LinkedIn.
  • 33% of 30–49 year olds use LinkedIn.
  • 24% of 50–64 year olds use LinkedIn.
  • 20% of 65+ year olds use LinkedIn.

The gender divide between users on LinkedIn has changed slightly over the years. But data shows men still access the professional network more than women.

  • 31% of online men use LinkedIn.
  • 27% of online women use LinkedIn.

LinkedIn Location Demographics

LinkedIn provides a map of its own user location demographics on it’s About Page. Here’s a glimpse at LinkedIn’s location demographics map:

linkedin location map
  • 133M+ users in the US
  • 39M+ users in India
  • 27M+ users in Brazil
  • 26M+ users in China
  • 21M+ users in the UK

Specifically in the US, Pew research provides more in-depth data into LinkedIn location demographics:

  • 34% of adults in urban areas use LinkedIn.
  • 30% of adults in suburban areas use LinkedIn.
  • 18% of adults in rural areas use LinkedIn.

LinkedIn Education Demographics

Education demographics on LinkedIn haven’t changed much over the years due to its more professional setting. But there’s still valuable information to dissect from LinkedIn’s audience:

  • 50% of adult college graduates use LinkedIn.
  • 27% of adults with some college experience use LinkedIn.
  • 12% of adults with a high school diploma or less use LinkedIn.

LinkedIn Income & Employment Demographics

Perhaps due to the higher education levels of the LinkedIn audience, there is also a higher level of users making a more sizable income.

  • 45% of adults making over $75,000 use LinkedIn.
  • 32% of adults making $50,000–$74,999 use LinkedIn.
  • 21% of adults making less than $30,000 use LinkedIn.
  • 13% of adults making $30,000–$49,999 use LinkedIn.

A new statistic added to further define LinkedIn demographics is the amount of employed and unemployed users online.

  • 35% of employed adults use LinkedIn.
  • 17% of unemployed adults use LinkedIn.

Pinterest Demographics

Pinterest is a growing source for businesses and brands who are increasing their presence across the social media landscape. If this network isn’t at the top of your company’s list of platforms to market on, the Pinterest demographics data could change your mind.

Source: The collected data comes from the Pew social media report.

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Pinterest Age & Gender Demographics

Even though Pinterest has historically skewed toward younger demographics, older users are still adopting the platform:

  • 36% of 18–29 year olds use Pinterest.
  • 34% of 30–49 year olds use Pinterest.
  • 28% of 50–64 year olds use Pinterest.
  • 16% of 65+ year olds use Pinterest.

The latest data from Pew researchers show the majority of Pinterest gender demographics have not changed dramatically over the past years.

  • 45% of online women use Pinterest.
  • 17% of online men use Pinterest.

Pinterest Location Demographics

In previous social media demographics reports, Pew had found rural users beat out other location groups. However, 2016 data shows the changes in Pinterest location demographics:

  • 34% of adults in suburban areas use Pinterest.
  • 30% of adults in urban areas use Pinterest.
  • 25% of adults in rural areas use Pinterest.

Pinterest Education Demographics

Across the various education demographics, Pinterest users seem to follow the path of other social networks:

  • 34% of adult college graduates use Pinterest.
  • 34% of adults with some college experience use Pinterest.
  • 22% of adults with a high school diploma or less use Pinterest.

Pinterest Income Demographics

Pinterest is known for its recipes and DIY (do it yourself) content that could relate to lower income users. However, new data shows Pinterest users are more likely to have disposable income:

  • 35% of adults making over $75,000 use Pinterest.
  • 32% of adults making $30,000–$49,999 use Pinterest.
  • 31% of adults making $50,000–$74,999 use Pinterest.
  • 30% of adults making less than $30,000 use Pinterest.

Messaging Apps Demographics

With the core social media networks covered, there’s still plenty of smaller and justifiably important channels for marketers and advertisers to know. Messaging apps are extremely popular and are broken down into three categories among smartphone users.

The first is standard messaging apps such as WhatsApp or Kik. Both are used as stand-alone internet messaging apps and have their own core demographics.

Source: The collected data comes from the Pew social media report.

messaging apps demographics

Messaging Apps Age & Gender Demographics

There’s no doubt this new messaging style adheres to younger generations. However, other age groups still use these networks to stay in touch with friends and family.

  • 42% of 18–29 year olds use messaging apps.
  • 29% of 30–49 year olds use messaging apps.
  • 19% of 50+ year olds use messaging apps.

Messaging apps gender demographics show that men are bigger users than women.

  • 31% of online men use messaging apps.
  • 27% of online women use messaging apps.

Messaging Apps Education Demographics

These types of messaging apps are popular among younger demographics who study abroad or have friends from out of the country. This could explain the education demographics amongst these users:

  • 33% of adult college graduates use messaging apps.
  • 28% of adults with a high school diploma or less use messaging apps.
  • 25% of adults with some college experience use messaging apps.

Messaging Apps Income Demographics

The newest data from Pew shows income demographics for messaging apps users tends to have little significance.

  • 29% of adults making over $50,000 use messaging apps.
  • 28% of adults making less than $50,000 use messaging apps.

Auto-Delete Apps Demographics

Auto-delete apps have grown in popularity over the past few years with Snapchat leading the way. Other apps like Wickr and even Instagram Stories use the same model of 24-hour content that auto erases.

Source: The collected data comes from the Pew social media report.

auto-delete apps demographics

Auto-Delete Apps Age & Gender Demographics

Auto-delete apps have made quite the impression on younger demographics. Snapchat has more than 158 million users, and the vast majority are younger than 30 years old.

  • 56% of 18–29 year olds use auto-delete apps.
  • 13% of 30–49 year olds use auto-delete apps.
  • 9% of 50+ year olds use auto-delete apps.

Again, online men tend to show more usage for auto-delete apps, but not by much.

  • 24% of online men use auto-delete apps.
  • 23% of online women use auto-delete apps.

Auto-Delete Apps Education Demographics

With most auto-delete app users falling in their teens or twenties, it’s no surprise their education levels range across all levels. There are several college campuses that use Snapchat to promote university events, sports and campus life.

  • 27% of adults with some college experience use auto-delete apps.
  • 24% of adults with a high school diploma or less use auto-delete apps.
  • 21% of adult college graduates use auto-delete apps.

Auto-Delete Apps Income Demographics

The income demographics shouldn’t come as a surprise as most users are younger and possibly still in school.

  • 27% of adults making less than $50,000 use auto-delete apps.
  • 22% of adults making over $50,000 use auto-delete apps.

Anonymous Apps Demographics

Lastly, anonymous apps are an even newer batch of messaging platforms that let users remain anonymous in group chats. Platforms like Yik-Yak and Whisper are popular anonymous messaging apps for smartphone users.

Source: The collected data comes from the Pew social media report.

anonymous apps demographics

Anonymous Apps Age & Gender Demographics

With the majority of anonymous apps still in the early stages, the amount of demographics data is less than other prominent social networks.

  • 10% of 18–29 year olds use anonymous apps.
  • 6% of 30–49 year olds use anonymous apps.
  • Less than 1% of 50+ year olds use anonymous apps.

Unlike other messaging apps, women tend to use anonymous messaging apps more than men.

  • 7% of online women use anonymous apps.
  • 5% of online men use anonymous apps.

Anonymous Apps Education Demographics

Anonymous apps like Yik Yak are popular on college campuses because of its hyper-local ability. The education demographics match this notion.

  • 8% of adults with some college experience use anonymous apps.
  • 5% of adults with a high school diploma or less use anonymous apps.
  • 4% of adult college graduates use anonymous apps.

Anonymous Apps Income Demographics

The income data on anonymous apps is nearly equal with higher incomes barely beating out those under $50,000 a year.

  • 6% of adults making over $50,000 use auto-delete apps.
  • 5% of adults making less than $50,000 use auto-delete apps.

All Social Media Demographics

Now that we know each social media network’s specific demographics, we can look at total users per channel. Here’s how total online adults spread across each network.

  • 79% of adults use Facebook.
  • 32% of adults use Instagram.
  • 31% of adults use Pinterest.
  • 29% of adults use LinkedIn.
  • 29% of adults use messaging apps.
  • 24% of adults use auto-delete apps.
  • 5% of adults use anonymous apps.

With Facebook representing nearly four-fifths of adults online users, it’s no wonder marketers still value the network for reaching new audiences. Total users grew across the main networks, but marketers can still find value in each channel.

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Daily User Social Media Demographics

It’s also important to know that just because someone uses a network, doesn’t mean that they log on daily. The numbers are a bit different when looking at daily users:

  • 76% of adults use Facebook daily.
  • 51% of adults use Instagram daily.
  • 42% of adults use Twitter daily.
  • 25% of adults use Pinterest daily.
  • 18% of adults use LinkedIn daily.

In a perfect world, your brand would create a presence on every single social network available and drill into segmentation further for each. Depending on your resources, that may not be feasible. So choose your networks wisely, and make the most of them once there.

Round out that strategy with a social media tool like Sprout Social, and you will be headed toward lasting success.

Social Media Demographics Infographic

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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