Social media demographics: Who uses what in 2014

I was just working on a report for a client and came up with some information that I thought was worth sharing.  Everyone who deals with social media, of course, has a limited budget in terms of money and time.  If you are going to use social media, you need to make sure you are getting the most bang for your buck and not using networks that aren’t going to serve your purposes.  To that end, here’s a quick snapshot at some of the demographic information for social media networks.  I hope this information is useful to you!

  • Facebook
    • 900,000,000 unique monthly visitors, with about 150,000 million American accounts (that’s 40% of America).
    • Skews female.  Penetration among age groups declines as users get older, but 60% of 50-64 year olds who are online have a Facebook account, as do 45% of online Americans who are +65.
    • Engagement is declining among younger Americans, but given raw numbers, this is still a huge presence on Facebook.
  • YouTube
    • One billion people watch videos on YouTube every day.
    • Most popular age demographic is 18-29.  No gender difference.
    • 100 hours of video are uploaded to YouTube every minute, and 40% of the use on this network comes from a mobile device.
  • Twitter
    • Roughly 40 million Americans use Twitter.
    • Majority of users are 49 or younger, but the fastest growing Demographic is 55-64.
    • Has higher penetration among African-Americans than whites.
    • More males use Twitter than females.
  • Tumblr
    • Over 200,000,000 Tumblr blogs exist, and there are more than 110 million daily posts.
    • 66% of users are under 35, and 39% of users are under 25.
    • Only 35% of Tumblr users make more than $50,000.
    • High minority penetration rate; Hispanics and African-Americans make up 29% of Tumblr blogs.
  • Instagram
    • Roughly 35 million Americans have Instagram accounts.
    • 28% of users are 18-24.
    • More urban users are on Instagram than people who live in rural or suburban locations.
  • Vine
    • 11% of all millennials have vine on their smartphones, and 9% of Americans have accessed Vine.
    • Over 1 billion loops are watched every day.
    • 5 vines are tweeted every second.

Enjoy the blog?  Then make sure to buy the book!  Tweets and Consequences: 60 Social Media Disasters in Politics and How You Can Avert a Career-Ending Mistake is now available for purchase on your Kindle!

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