As an integrated digital marketing agency, we’ve regularly taken on the task of defining where the social media market demographics are pointing us, and where they will be heading. Scroll through our blog and you’ll see countless posts dedicated to demographic research of various social media platforms. Today, we’ll take a look at some numbers recently published by eMarketer their annual predictions for market sizing in Social media for 2015. While the numbers weren’t shocking, a few things stood out to us.
Facebook is Still #1 (and getting older by the day)
Not shocking (to anyone who follows our blog), Facebook, continues to be the 800 lb. gorilla with 154 Million users in the U.S. in 2015. Digital marketers also know that Facebook is by far the easiest and most effective way to reach laser-focused audiences.
As we discussed in January of LAST YEAR ( *Read: Your Mom is on Facebook )the baby boomers still represent the largest potential growth area for social media. Call it the AOL of social media, but Facebook is where they are entering the fray.
By the end of 2015 more than 16.6 million people 65 plus will be posting kitten pictures, forwarding political click-bait articles and trying to have a very personal conversation with you in the comments section of your kid’s tee-ball pictures.
Likewise, the growth rate for 18-24 year olds falls to 16.7% this year on the “old Blue F.” That said, there are still 26.2 Million active users in this demographic in the U.S.
Twitter Continues to grow younger.
Quite the opposite of Facebook, Twitter sees its most growth in the 18-24 year old demographic, growing to 11.7 Million users in 2015. Our friends at #AdWeek point out that the greatest number of tweeters in the U.S. is the bottom half of the millennium demographic. However, those same users are not selecting Twitter exclusively, and per person, the growth rate is a lot more similar to Facebook than some people would like you to believe. (You can read more about this in here: Twitter, all the kids are doing it, or are they?)
Pinterest, Tumblr, and Instagram
With 44.5 million users, Pinterest has sprung up into our consciousness (at least for 25-45 year old women) but growth rates have slowed down considerably as holiday recipes and glass beads lose their luster. However, digital marketers – particularly for ecommerce sites – see the passion and highly product-centric nature of Tumbler as a big opportunity.
Tumblr continues to chug along with all major demographics expected to grow in 2015. Perhaps it’s the fear of a broken hip, but among those over 45, Tumblr is barely a blip on the radar. Overall it’s expected that 21.1 Million users will be tumbling by the close of 2105.
Instagram is likewise, something that is lost on the older generation of users. Expected to grow to 65.3 Million users in 2015, the 45 and older crowd will make up less than 15% of that growth. In fact, it’s estimated that 11.4 million users of the site will be UNDER the age of 17 by the end of this year.
What’s the BFD?
The takeaways here are simple if your a digital marketer for a brand looking to use social media to reach your audience. Your mom will be on Facebook. But so will everyone else. And it is still the easiest and most effective platform to use; If you’re trying to sell life insurance or adult diapers, stay away from Instagram and Tumbler: and, there’s lots of potential for digital marketing on Pinterest for the right products/services.