Social media demographics in 2012 [RESEARCH]

After a spirited discussion about privacy and social media last week, curiosity led to some research on the demographics of social media users in 2012.

Understanding the demographics of chosen social networks is essential for solid social media strategy, especially when considering the amount of time that different cohorts spend on these networks.

For example, the average American spends over 3 hours per day on social networks, with usage trending higher among females, under-35s, business owners, and executives:

But beyond these averages, what are the specifics across social networks? Marketers must prioritize time and dollar spend, and so these specificities are vital to inform any social media strategy.

Uptime and performance monitoring company Pingdom had the most comprehensive user data of almost any other site. The study brought in various aspects of the social networking landscape, and concisely compiled them into a series of easy-to-digest charts.

The stats of the surveyed networks are incredibly revealing. These accumulated statistics are based on US data, but are still nonetheless informative as far as the tone, type and substance of content and interaction for businesses engaging on social media.

Here are our highlights, followed by the republished graphs.

  • Even though the under-35s spend more time on social networks (see above graph), social media is not just the domain of the young. The over-35s make up the following percentages of social networks: 55% of Twitter users, 63% of Pinterest users, 65% of Facebook users, 79% of LinkedIn users.
  • On the flipside, the networks where the majority of users are under 35 years old are: Reddit, Github, Hi5, Hacker News, deviantART, and Orkut.
  • Facebook’s user base is getting older, growing 2 years from the previous study to 40.5 years old, while Twitter is getting younger, dropping to an average age of 37.3 years old.
  • 17 out of 24 sites have more female users than male

Read more:

Published in:         By: Nick Vivion


About RezNext

RezNext is the world’s only true Real-Time Distribution Management Solution provider. It empowers hotels to adopt a distribution strategy that simplifies the complex global distribution environment and makes it understandable and manageable. It is integrated with revenue management, operating intelligence and powered with reputation management insights. RezNext’s portfolio of offerings include Rate & Channel Manager, Revenue Management, Online Reputation Management, Website Designing and Web Booking Engine, Mobile solutions, Central Reservation System, Business Intelligence, Property Management System (PMS) two-way connect, GDS and OTA Interface and Loyalty & Feedback Management. Our growing range of solutions can be access by hospitality properties across market segment and size, such as independent hotels, chain hotels, business hotels, resorts, clubs, service and limited service apartments, spas, restaurants and others.
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