Social Media Demographics: Who Uses What Platforms?

WHICH DEMOGRAPHICS

USE SOCIAL MEDIA?



BY SEX

62% 71%



BY AGE

18-29 83%

30-49 77%

50-64 52%

65+ 32%



BY HOUSEHOLD INCOME

>30K 72%

30-49K 65%

50-74K 66%

75K+ 66%



BY POPULATION DENSITY

URBAN 70%

SUBURBAN 67%

RURAL 61%



BY EDUCATION LEVEL

HIGH SCHOOL OR LESS 66%

SOME COLLEGE 69%

COLLEGE DEGREE 65%



BY RACE

WHITE 65%

AFRICAN-AMERICAN 68%

HISPANIC 72%



WHICH NETWORKING SITES ARE MORE APPEALING TO SPECIFIC DEMOGRAPHICS?



PINTEREST: Rural residents, women, whites, some level of college education or higher, middle to higher income



INSTAGRAM: African-Americans, Hispanics, urban residents, 18-29 year olds, women



FACEBOOK: Women, 18-29 year olds



TWITTER: 18-29 year olds, African-Americans, urban residents



WHICH SOCIAL MEDIA SITES DO ONLINE ADULTS USE?



FACEBOOK

67%



LINKEDIN

20%



TWITTER

16%



PINTEREST

15%



INSTAGRAM

13%



TUMBLR

6%



INTERESTING FACTS ABOUT SOCIAL MEDIA



Unsurprisingly, stratification of age in social media use has remained the same since 2005: there has consistently been higher social networking usage amongst the youngest demographic (18-29 year olds), and less usage as age increases



Although 18-29 year olds have always maintained the highest percentage of social media usage, their overall usage dropped for the first recorded time in December 2012, from 92% to 83% - their lowest recorded usage in over two years.



While every demographic dropped its social media usage in December 2012, the only age demographic that increased its usage during that period was 30-49 year olds, who increased from 73% to 77% WHICH DEMOGRAPHICS USE SOCIAL MEDIA ? BY SEX BY AGE 18-29 83% 30-49 77% 50-64 52% 62% 71% 65+ 32% BY HOUSEHOLD INCOME BY POPULATION DENSITY ЗОК 72% URBAN 70% 30-49K 65% SUBURBAN 67% 50-74K 66% RURAL 61% 75K+ 66% BY EDUCATION LEVEL BY RACE HIGH SCHOOL OR LESS 66% WHITE 65% SOME COLLEGE 69% AFRICAN - AMERICAN 68% COLLEGE DEGREE 65% HISPANIC 72% WHICH NETWORKING SITES ARE MORE APPEALING TO SPECIFIC DEMOGRAPHICS? O PINTEREST: Rural residents, women, whites, some level of college education or higher, middle to higher income INSTAGRAM: African-Americans, Hispanics, urban residents, 18-29 year olds, women f FACEBOOK: Women, 18-29 year olds TWITTER: 18-29 year olds, African-Americans, urban residents WHICH SOCIAL MEDIA SITES DO ONLINE ADULTS USE? FACEBOOK LINKEDIN TWITTER PINTEREST INSTAGRAM TUMBLR in tumblr. 67% 20% 16% 15% 13% 6% INTERESTING FACTS ABOUT AGE AND SOCIAL MEDIA • Unsurprisingly, stratification of age in social media use has remained the same since 2005: there has consistently been higher social networking usage amongst the youngest demographic (18-29 year olds), and less usage as age increases • Although 18-29 year olds have always maintained the highest percentage of social media usage, their overall usage dropped for the first recorded time in December 2012, from 92% to 83%-their lowest recorded usage in over two years. • While every demographic dropped its social media usage in December 2012, the only age demographic that increased its usage during that period was 30-49 year olds, who increased from 73% to 77% .docstuc ®2013 DOCSTOC, INC ALL RIGHTS RESERVED SOURCE: PEW RESEARCH CENTER