Business Insider has compiled a look at social media demographics based on several sources. Communicators who want to reach young adults should be using Snapchat and Facebook; professionals are found on LinkedIn. And, men are the largest users of Twitter.
To get the full report you have to sign up for a free trial of BI Intelligence, but there are some publicly available insights from the report:
- Facebook skews significantly female. Women in the U.S. are more likely to use Facebook than men.
- Facebook is the top social network for U.S. teens. Nearly half of teen Facebook users say they’re using the site more than last year, and Facebook has more daily teen users than any other social network.
- Instagram has edged out Facebook and Twitter in terms of prestige among young users. U.S. teens now describe Instagram as “most important.”
- LinkedIn is more popular than Twitter among U.S. adults. LinkedIn’s core demographic are those aged between 30 and 49. LinkedIn also has a pronounced skew toward well-educated users.
- Twitter has begun to lean toward male users, whereas previously it was a more gender-balanced social network. Pew found that 22% of men use Twitter, while only 15% of women do.
- YouTube reaches more adults aged 18 to 34 than any single cable TV network. Nearly half of people in this age group visited YouTube between December 2013 and February 2014, according to Nielsen. It was rated by millennials as the top place to watch content, ahead of digital and TV properties like Facebook and ESPN.
- Snapchat is the youngest social network. More than six out of 10 Snapchat users are in the 18-to-24 age group.