We're beginning to get a better understanding of who is using social media, thanks to new research studies such as the one released recently by the Pew Research Center (and published in Adweek). Some highlights from the Adweek article:
- Two-thirds of internet users engage in some form of social media, with Facebook being the dominant platform.
- Women are more likely than men to use social media, and are five times more likely than men to use Pinterest:
- When in comes to ethnicity, Blacks and Hispanics are more likely than Whites to use Instagram and Twitter.
- Not surprisingly, social media uses is highest among 18-49 year old internet users. Among the 50+ segment, Facebook by far the preferred platform.
- Level of education doesn't seem to drive social media usage overall, but it does seem to influence the relative choice of platform.
