What are the demographics of each of the top ten social media channels?

Statistics from 15^th June 2014, therefore showing most recent results unless otherwise specified.

1.   Facebook – Still has a large number of young users, but the amount of older generation users is growing, now used internationally and in more high income households too. The average user is on Facebook for over 20 minutes per day. 57% of users are women.

2.  Twitter – Younger population, equally represented across income brackets. eMarketer suggests that this year, 25.4% of British Twitter users will be 25-34 year olds and 24.5% will be 18-24 year olds. The company also suggest that the fastest growing group is people aged 65 and up. 54% of users are men.

3.       LinkedIn – International audience. Gender distribution is 50%. Mainly used by 25-44 year olds who count for 28% of UK users, closely followed by the 55-64 year olds who made up 13%. The average user is on LinkedIn for 7.3 minutes per day.

4.       Pinterest – Mostly used by tablet users and women, 83%. It has 70 million users worldwide, with 1090 visitors per minute with a growth in international traffic in 2013 by 125%. The average user spends 15.8 minutes on the site. 32% of users are aged 18-34, and 45% are 35-54 and only 23% are aged 55 and over. 50% of all users have children.

5.       Google+ - Good for building relationships with other businesses. The most male orientated social network, although no official figures released yet. Google+'s female audiences are most likely to be 25 to 35 year olds. The majority (42%) of users are young adults, mostly 18 to 24. In the UK a great deal of users are single.

6.       Tumblr – 168.4 million Tumblr blogs. Very popular amongst teenagers looking for ways of self-expression, Tumblr is where the youth hangout. It is popular equally with males and females. It is more popular with 13-25 year olds than Facebook. Average user spends 23 minutes on Tumblr.

7.       Instagram – Used for photos. There is a higher percentage of female users than male, majority of users are aged 18-29 previously associated with Pinterest. Lower income households, less than 30,000.

8.       VK – Popular in Russia, Ukraine, Uzbekistan, Azerbaijan, Hungary, Kazakhstan, Moldova, Belarus, and Israel, former Soviet Union area. Used in a similar way to Facebook. The most successful social network in Russia with over 106M users worldwide. 

9.       Flickr – Photo sharing platform, in 2012 studies showed that it was used mainly by women, in the UK aged between 35- 44. There are 92 million registered users. In January of this year, 66% of social network users were aware of Flickr, but only 3% of the 8% with a registered account use it. A study from 2010 suggested that Flickr users are unique individuals embrace and are affected by the culture they are born in.

10.   MySpace – Similar to Facebook, post videos, photos and message people, studies from 2012 show it was used mainly by women in the USA aged 45-54. 36 million registered accounts. In January of this year, 73% of social media users in the UK are aware of MySpace, but only 2% of the 9% of social media users that have an account actually use it. 

At Scirum, we have a dedicated team who take care of our clients' social media planning and digital presence. If you are thinking about increasing your social media activity, why not give us a call (01264 860060) or email us?

Grace O'Brien, Digital and Marketing Executive, Scirum Ltd.


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