Demographic Trends on Social Media

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A new report from BI Intelligence compiles data from several sources to take a snapshot of the demographics of current social networks. To access the full report, you have to sign up for a free trial of Business Intelligence, but here are some key findings:

  • Facebook skews female. Women in the U.S. are more likely to use Facebook than men by about 10 percentage points, according to a 2013 survey of social network adoption. 
  • Facebook is still the top social network for U.S. teens. Facebook has more daily teen users than any other social network.
  • Instagram has greatest importance among young users. U.S. teens describe Instagram as “most important,” and 83% of U.S. teens in wealthy households are on Instagram.
  • LinkedIn is more popular than Twitter among U.S. adults. This is the network for well-educated users between 30 and 49.
  • Twitter is for guys. (Although a great number of my female PR colleagues seem to be using this network all the time.)  Pew found that 22% of men use Twitter, while only 15% of women do.
  • YouTube reaches more adults aged 18 to 34 than cable . YouTube is rated by millennials as the top place to watch content.

The full report:

  • Looks at social network adoption in the U.S. and globally
  • Assesses demographics at the top social networks, including Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and Tumblr
  • Compares how demographics have changed over time as older social networks have matured
  • Digs into demographics at top social messaging apps, including Snapchat
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