Social media is highly effective and it isdriving business. It is also important to realize that different social media platforms appeal to different demographics and different segments of the market. Some platforms are preferred by young adults who are most active in the evenings, others by high income professionals who generally post during the day. It is very important to understand the demographics of social media audiences for targeted marketing and messaging. For example, Facebook still skews young, but the 45 to 54-year-old age group has seen a 45% growth in the last 12 months. Among US users 73% with incomes above $75,000 are on Facebook. Compare this 73% with just 17% who are on Twitter. Another important fact is that 86% of Facebook’s users are outside the United States
When it comes to Instagram, 68% of Instagram uses are women. Not surprisingly, without has a young user population. 27% of 18 to 29-year-olds use twitter, compared with only 16% of people above 30. On the other hand, LinkedIn is truly international, skewed males and has heavy usage with the over 3) age bracket.
Google plus is the most male oriented of the major social networks with 70% of its users being male. Pinterest on the other hand is 84% women users and is dominated by tablet users. Finally, Tumblr is strong with teens and young adults but only 8% of US Internet users in with incomes above $75,000 use Tumblr.
Understanding these statistics will certainly help you to communicate with your target audience and create an effective strategy.