AgeDistributionAtTheTopSocialNetworksBI Intelligence

KEY POINTS

  • The top trend over the last year has been the growth of image-focused social networks — particularly Pinterest, Instagram and Snapchat — among specific demographics. 
  • Pinterest has tremendous reach among women. Among US female internet users, 42% reported being on Pinterest in Pew's late-2014 survey, compared to only 13% of men. The proportion of women using Pinterest was up nine percentage points compared to a year earlier. Pinterest has made marginal gains among men. It grew the proportion of men in the US who used it more than 50% from 8% in 2013 to 13% in 2014, according to Pew. 
  • Instagram has become the most important and most-used social network for US teens. It's also the No. 2 social network for millennials. 
    • 32% of US teenagers cited it as their most important social network in Piper Jaffray's twice-annual teen survey, compared to only 14% saying that of Facebook. Meanwhile, 73% said they used Instagram (47% said they used Facebook).
    • Instagram is the second most-used social network for millennials: 53% of US 18- to 29-year-olds said they used Instagram — higher than the proportion who used Pinterest, LinkedIn, and Twitter —  according to Pew's survey, and 59% of US respondents aged 12 to 24, according to Edison Research and Triton Digital. 
  • Snapchat, Vine, and Tumblr had by far the most youthful user bases of the social networks we looked at, with Snapchat being the most millennial- and teen-centric. According to comScore, 45% of Snapchat's adult users are between 18 and 24, followed by Vine (28%) and Tumblr (28%). In global data from Global Web Index, Tumblr and Instagram also had the highest proportion of users aged 16 to 24 — 38% and 37%, respectively.
  • Instagram and Snapchat are so popular they're gaining on Facebook among all users aged 12 to 24. As of early 2015, 74% of US internet users aged 12 to 24 were on Facebook, 59% were on Instagram, and 57% were on Snapchat. But the proportion of people in this group who use Facebook is shrinking, while that of Instagram is growing [...]