social media demographics

Social Networks and Their Demographics

Where Are People Social Online and Who are They?

Social Networks are used by all types of people. As of a 2014 poll, The Pew Research Center found that 74% of adults online are using social networking sites. The most traffic is coming from females aged 18-29 and men in that age group aren’t far behind.

Here’s their graphic with a further breakdown:


But social networking demographics don’t end with age, gender and salaries. We’re now finding that different people prefer different sites. Below we’ll discuss the breakdown of who’s connecting with who and where.

What are Facebook’s Demographics?

According to LinkedIn, Facebook remains the top dog in terms of active user accounts, over 1.2 BILLION. Most of their account holders are over 25, but they still have over 50 million users under 25.

Facebook’s key audience is females aged 18-29 and around 67% of all online adults are using Facebook. Facebook is also growing among seniors, 31% of all seniors now have Facebook accounts. However, their teen audience is sliding as newer platforms like Instagram and Twitter are becoming more popular amongst teens.

What Type of User is on Twitter?

Twitter and its distinctive micro blogging platform are a hit with teens and African-Americans. 26% of teens say it’s their most important social platform. However, recently teens are now trending towards Instagram. The good news is 29% of African–Americans are using Twitter across urban and suburban areas. Twitter isn’t as popular as Facebook in rural areas, but it is gaining ground every day.

At one time, Twitter enjoyed a gender-balanced demographic. Recent polls are showing that 22% percent of males are on Twitter, compared to only 15% of women. Of Twitter’s 271 million users, around 60% are males with a salary of over $30,000.

Pinterest Users and Who They Really Are

With an overall audience of 70 million subscribers, Pinterest’s visual platforms keeps networking interesting and make sharing easy. Pinterest enjoys a large rural audience that other social media networks haven’t been able to reel in.

Pinterest excels at gaining the attention of women, a whopping 71% of their audience is female. Pinterest has launched new male-friendly search settings to gain more male users and it’s working. Male subscribers were up 73% in 2014.

Instagram Demographics – The Low Down

Speaking of visual platforms, Instagram’s photo platform is enjoyed by 200 million users. Their platform works on mobile devices only; you cannot post to Instagram from a PC or laptop. This mobile platform and it’s abilities to edit text into photos make it very popular among teens, 83% of teens in wealthy households have Instagram accounts.

To balance out their demographic, Instagram makes is very easy to post Instagram to Twitter and Facebook. This is helping them gain users within older audiences and businesses.

Who are Google+ Users?

Google Plus is the most male-driven social media platform. 71% of its members are male around 28 years old that are based in engineering, IT and design. With its core audience being technically savvy, creating engaging content that stands out is key.

Google+ has around 300 million active users, and it is popular with an older crowd. 2013 showed a 56% increase in users aged 45-54 within its overall growth of 33%.

22% of all online adults are using Google+, making it a contender as it continues to grow.

Creating Your Social Media Platform

With so many social tools and platforms out there, creating a custom solution for you or your brand includes knowing your audience, creating a message to create a conversation, and following up on these conversations by engaging with people as what they are – people.

Get started with researching your audience. Find out who you want to engage and what social networks they’re using. Look across the social networks and see where your audience is online. Then join in!

Next, you’ll want to create content that engages your audience. Using the Social Media Rule of Thirds, keep in mind to divide up your posts into three even groups:

  1. Posts about you/your brand.
  2. Posts about your niche from outside links and source.
  3. Posts letting you be you, interacting and sharing engaging topics you find interesting enough to share.

social media rule of thirds

Using the Rule of Thirds keeps you mindful to not flood your audience’s feeds with the same promo posts again and again. Followers may unlike or unfollow your page if they find what you have to offer is overkill or boring. Keeping your posts diverse and interesting is a valuable strategy in gaining, and keeping, fans and followers.

Finally, once your content is out there for the masses, stay engaged. Always reply to feedback, be it positive or negative, it’s your chance to say ‘thank you’ or rectify an issue. Answer questions and create further conversation.

Remaining engaged with your audience allows people to feel part of the social interactions that are the deepest draw of social media platforms. Remembering that there are people at the other end of your screen is key to success in today’s social media arena!