The top trend over the last year has been the growth of image-focused social networks — particularly Pinterest, Instagram and Snapchat — among specific demographics.
In the US market, the data show that gender, income, and education level have little impact on whether or not an individual has adopted social networking as an activity. But it does have a big impact on which social networks people opt to use.
In a new report from BI Intelligence, we unpack data from over a dozen sources to understand how social media demographics and preferences are still shifting.
Here are a few of the key takeaways from the BI Intelligence report:
- 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.
- Instagram has become the most important and most-used social network for US teens. 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.
- Snapchat, Vine, and Tumblr had by far the most youthful user bases of the social networks we looked at. 45% of Snapchat's adult users are between 18 and 24, followed by Vine (28%) and Tumblr (28%), according to comScore.
- LinkedIn enjoys high adoption among highly educated and high-income users. LinkedIn is used by 44% of Americans with income of $75,000 or more, according to Pew.
- Messaging apps also have become more broadly popular, but still skew young: 7% of all people in the US aged 12 and older use WhatsApp, according to the Edison Research and Triton Digital survey.
- The aging of Facebook, Twitter, LinkedIn, and even Pinterest is more apparent than ever. That's especially true of Facebook: Less than two-fifths of Facebook's adult user base in the US is aged 18 to 34, according to comScore.
In full, the report:
- Looks at overall social networking adoption in the US and globally
- Assesses the most important demographic skews at the top social networks, including Facebook, Snapchat, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and Tumblr
- Examines the rise of image-sharing social networks like Instagram and Snapchat
- Compares how demographics have changed over time as older social networks have matured
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