Late last winter, we published a blog on the demographics of various social platforms . At the time, Pinterest was taking off and it became one of our most well read pieces as many of our clients were really trying to decide where they should focus their social media efforts.
A new report from BI Intelligence has recently come out that provides some updated information regarding the demographics of various platforms. What the media seemed to pick up most on was the growing age of Facebook users and how younger kids are turning to Twitter to get their social fix. While this is certainly true, many experts arw making the exagerated leap and predicting the immediate downfall of Facebook. They have made it sound like only octogenarians at public senior centers are using FB to play “Words With Friends.” The reality is that FB is still a very valuable platform for marketers, across several key demographics.
So, lets take a close look at this mythical creature that still uses Facebook? Who are they and what do they look like?
- They are a very big group. Over 1 billion people are on the platform. 67% of Internet users in the U.S. are on Facebook. That number is higher in Europe – in the UK it reaches 82%.
- They’re not just old people: In the U.S., 86% of 18 to 29-year-olds who use the Internet are still on Facebook (as of 9/2013). The stat that has helped perpetuate the myth that the 45- to 54-year-old age bracket has seen 46% growth since year-end 2012.
- They make pretty good money. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook. This is huge to marketers as those number compare very well to the 17% who are on Twitter, and 13% who are on Pinterest.
- They’re Mobile: Despite the image of FB users being on AOL Dial-up, Facebook is most popular social media app on smartphones. 66% of total social media sharing on iPhones is done via Facebook.
- They’re Global. 86% percent of Facebook’s users are outside the U.S. (29% in Asia)
- They are Balanced: While Facebook still skews slightly toward women it is much more is more gender neutral than Pinterest and Google+.
- They are Kind of Smart: Nearly 75% of U.S. Facebook users have at least some college according to Pew Research.
What’s the BFD?: Next time a digital marketing "ninja" tells you that “nobody is on Facebook anymore” be sure to set them straight. Sure Twitter, Intstgram and Vine are digging in, but in the short term, this doesn’t appear to be a Myspace like collapse just yet.