Social Media: Insight into Who is Using Social Networks

Posted on Jul 13, 2012

Social Media: Insight into Who is Using Social Networks

Social media use has grown so quickly, the question about who is using social media may be better asked as “who isn’t”?  Thanks to the findings from Pew Internet Project’s research related to social networking, we have insight into who online is using social networks, and can use the information to consider how social media users match up to our own ideal target customers.

Insight:  Whoever your target customers, the majority of internet users are using social media.

Here are the numbers:

Age.  While the 18-29 year old set is still the greatest force in social media (with 86% of all online users using social networking sites), 30-49 year olds report at 72%, 50-64 year olds at 50% and 65+ year olds at 34%.

Sexes.  Women are a bit more involved in social media than men, at 71% versus 61%.

Household Income.  69% of internet users earning $75,000 or more per year use social media.  Those earning $50,000-$74,999 report at 60%, while those earning less are 69% and up.

Education.  Those with college and beyond use social media at a 67% rate, while those with some college report 71%.  High school grads and those with less than a high school education are 63% and below.

Location.  Urbanites use more social media sites at 69%, with suburbanites at 65% and people in rural settings using social media sites at 64%.

Who are your social media users?  Find any surprises? Let me know, I would love to hear from you. – Maureen

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