In my last post “How to Get Your Pensacola Business in the Top of Google” I mentioned Social Media Demographics, in this post I want to go into more detail about why it matters…
Over 73% of online users participate in at least one social media network and 42% use multiple social media networking sites. While Facebook still reigns supreme overall, it pays to know the demographics of the various platforms so that you can target your audience effectively. For example, if you are marketing to affluent women you would be better off to focus the majority of your efforts in Pinterest where 33% of all women online are and they also tend to be college educated with higher incomes. If you are marketing a product or service that appeals to the 18-34 year old demographic then Instagram would be the way to go with 90% of their users under the age of 35.
As you an already see just by the stats above, knowing the demographics of the various social media platforms can have a serious impact on the ROI of your business. Knowing where to invest your marketing dolars for the most effective spend is half the battle. Below I will share some statistical data with you from Pew Internet Research:
Nearly three quarters of all online users use Facebook and even older users have began liking and sharing on the social media site in large numbers over the last year. Internet users over age 65 using Facebook have increased to over 45% now with a predominance also in female users.
Less than 1 in 5 adults are currently Twitter users but there is a significantly higher percentage of users that are younger adults as well as in the African-American community where 29% are “Tweeters”
Instagram is another social media network that caters to a younger crowd with the 18-29 year old demographic increasing from 28% in 2012 to 37% as of 2013. Intagram is another that is heavily used by the African-American community at 34%. overall 17% of online users are active on Instagram.
Pinterest is showing steady growth with 21% of online users, but another key statistic is that 47% of online consumers made a purchase last year based on a recommendation from Pinterest! In addition conversion rates are higher for Pinterest than from any other traffic source – 4 times higher revenue per click than Twitter and 27% higher than Facebook. As mentioned above, most Pinterest users are women at 33% vs 85 for men and overall they tend to be more educated and more affluent.
If your business is more B2B oriented, meaning that you are marketing more to businesses and business people than to the average consumer you don’t want to leave out LinkedIn. With 22% of online users, LinkedIn supports professional networking. The users tend to be more educated and have a higher household income. LinkedIn is also the only social media networking platform where the 50-64 year old demographic is higher than the 18-29 year olds.
As you can see, the demographics for the various social media platforms are diverse and it should be obvious at a glance that it pays to focus on the segments that best suit your ideal client. For more information on these statistics I have shared see Pew Research for the Frequency of Use on Social Media sites
See how to protect your Facebook Timeline Privacy