News Archive

by Deborah Hutton

Before launching your business' social media campaign, you should understand which network best fits your business target demographics. Here is a brief listing of the 5 most popular social media networks and their primary user demographic to help you decide. (Marketing Charts, 2014)

Facebook and Twitter (two most popular social media networking sites). Both sites tend to be great places to start your new social media campaign. Marketers use these networks to reach consumers in every type of industry, and you will bring exposure to your business from a wide (broad to small) range of demographics users.


  • 1.23(+) billion monthly active users
  • 945 million mobile users
  • 75 million daily users (Statistics Brain, 2014)

Ranked the most popular social network.

FB Demographics:

  • Women between the ages of 18 and 29 (84% penetration)
  • College degree (68% penetration)
  • Household income less than $50,000/year
  • Rising trend among 65(+) has grown by 10% (Duggan and Smith, 2013)

FB Brands:

  • Fast-moving consumer goods (soft drinks, toiletries, toys, and consumer electronics)
  • FB users show high ad engagement overall (Smith, 2014)

Target Audience: Women look for an emotional, tactile experience and make purchasing decisions based on family needs and how the products or service help them feel accomplished. Gen Y mostly live at home with parents; and therefore, many have an income that is disposable. They are very responsive to Internet campaigns. (Wilson, 2009)


  • 255 million monthly active users
  • 78% are mobile users
  • Supports more than 35 languages
  • 77% of the accounts are held outside of the United States (Twitter, 2014)
Ranked the most popular social network among 18-29 year olds

Twitter Demographics:

  • 40% of young African-Americans use Twitter compared to 28% young whites
  • No gender difference of Twitter usage
  • Both urban and suburban equally likely to use Twitter (Marketing Charts staff, 2014)

Twitter Brands:

  • Used mostly for news consumption (Smith, 2014)

Target Audience: An ethnic marketing must value: (1) cultural uniqueness, but not as an undifferentiated mass of people; (2) cultural beliefs, symbols, and practices; and (3) differences in languages, accents, practices and social conduct. (Wilson, 2009)


The largest and most dominant social network in the professional arena, used for maintaining a professional persona and brand.

LinkedIn Demographics:

  • Men (24%) are more likely to use LinkedIn than women (19%)
  • Penetration rate among whites is 22%, blacks is 30%, and Hispanics (13%)
  • Highest age group users are 30-49 years olds (27%), and 50-64 year olds (24%)
  • User trends rise with higher income brackets $75K+, and the employed 27%
  • Ignored by rural populations (8%) (Smith, 2014)

LinkedIn Brands:

Business-focused social networking site to help people:

  • Find a job
  • Network professionally
  • Recruit new employees
  • Get sales leads
  • Get business news

Target Audience: When marketing to men, promote the functional, engineering and how well the product or service will meet their requirements. (Wilson, 2009)


A social network that allows users to virtually share and discover new interests by posting images or videos to their own and one another's boards.

  • Considered the Tablet's first social network with 48.2% of all social media sharing on iPads
  • Sharing food and drink related content as well as family and parenting related items
  • Poised to become one of the big four top social networks

Pinterest Demographics:

  • Women users outnumber men by 4 times (33% vs. 8%)
  • No variation between race and ethnicity
  • A rising trend of 18-29 year old have moved ahead of 30-49 year olds
  • A rising trend of those with a college education and higher household income
  • Suburban respondents are more likely than urban respondents (23% vs. 19%) (Smith, 2014)

Target Audience: Women's brains have stronger connections between both brain hemispheres (languages and memory), which give them better recall on detailed information and emotional signals. (Lewis and LiveScience, 2013)


An online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services (Facebook, Twitter, Tumblr and Flick'r)

  • Ninety (90%) of Instagram users are under age 35
  • Excellent platform for apparel, entertainment, media brands focused on 18-34 year old age bracket
  • Most popular for 18-29 year olds (37%) and (18%) 30-49 year olds
  • Particularly appealing to non-Hispanic blacks (34%)
  • Hispanic user base higher than whites (23% vs. 12%)
  • Appeals to urban (22%) and suburban (18%) more than rural (6%)

Target Audience: Those consumers born entirely in the Internet era are more receptive to using technology (Groupon, Apps, and QR Codes), and like innovative marketing approaches and advertising. Promotions can be a good way to attract them.


Works Cited

DeMers, Jayson. How to Determine Which Social Media Networks Fits Your Business. Audience Bloom. 2013.

Duggan, M. and Smith, Aaron. Social Media Update, 2013. Pew Research Internet Project. Pew Internet Organization. 2013.

Lewis, T and LiveScience. Men's Brains Are Wired Differently than Women's. Scientific American, Mind & Brain, Tech Media Network. 2013.

MarketingCharts staff. User Demographic Highlights From 5 Major – and Growing – Social Networks. Watershed Publishing. 2014

MarketingCharts staff. 40% of Young Online African-Americans Use Twitter. Watershed Publishing. 2014.

Smith, Cooper. LinkedIn May Not Be the Coolest Social Network, But It's Only Becoming More Valuable to Businesses. Business Insider. 2014.

Statistic Brain. Facebook Statistics. 2014.

Wilson, Elizabeth. Know Your Target Market. Entrepreneur. 2009.