Getting Social Media Specific – Age, Ethnicity and Location

Marketers can no longer assume that “everyone is on Facebook,” “professionals are on LinkedIn” and “women are on Pinterest,” and that’s all they need to know.

A breakdown of social media usage by factors like ethnicity and age by The Pew Internet and American Life Project show additional, more specific takeaways such as:

  • Urban African-Americans aged 18-29 use Twitter and Instagram more than other demographics.
  • Most Tumblr users are aged 18-29.
  • Hispanics are more likely than other demographics to use every social media channel. Slightly more social media users live in urban environments than suburban or rural ones.
  • African-American and Hispanic young adults 18-29 are far more likely to access social networks from their phones than older, white social network users.

These are the stats right now. We’ll see if they stay the same or change in the next survey.


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