Study Breaks Down Social Network Demographics

By Stephanie Mlot

        February 15, 2013 12:56pm EST

 

Social-networking sites continue to hold the attention of most Internet users, especially women between 18 and 29 years old, according to a new Pew Research Center study.

About 67 percent of Internet users take advantage of Facebook, particularly those 20-something women, Pew found in a study that examined the demographics of the most popular social networks.

Twitter tends to attract African-American, urban residents ages 18 to 29, for example, while Pinterest is more often used by white women under age 50 with some college education.

Unsurprisingly, Instagram is popular with urban residents, as well as African Americans, Latinos, and women between the ages of 18 and 29.

Pew attributed the popularity of social-networking sites to the simple fact that Internet users under age 50 are likely to use social media of any kind. Still, the majority of users fall into the 18- to 29-year-old urban female category. But while sex and age play a large part in determining the demographics of the Internet, Pew found little distinction between education and household income.

Once broken down by individual network, though, the numbers begin to look a little different. Twitter has 16 percent of the social media market, with 20 percent of its users living in urban areas and 26 percent identifying as African American.

Pinterest, on the other hand, depends heavily on a very white upper-class society of women ages 18 to 49. Still in its infancy compared to its social-networking siblings, Pinterest attracts only 5 percent of men, 18 percent blacks and Hispanics, 11 percent of those with less than a high school education, and 25 percent of people bringing in $50,000 or less per year — a combined number that barely surpasses the 23 percent of those earning $50,000-$75,000 who use the service.

Even Tumblr, with only about 6 percent of the total social media interest, has an intense fanbase of young bloggers, ages 18 to 28 (13 percent). The site is split evenly between male and female use, and has little variation between education and location, though the majority of users tend to make less than $30,000 or more than $75,000.

The Pew Research Center conducted its survey between Nov. 14 and Dec. 9 among 1,802 respondents.

No matter which demographics garner the most interest in each social network, the entire genre is performing well these days. Get a closer look with the 365 Days of Social Media infographic.