How can you possibly hope to effectively communicate with new, or existing, audiences if you don’t know who it is you’re speaking to, how best to reach them, where they are or what they want? The answer is you can’t. Today’s blog explores some interesting social media statistics that illustrate how different consumer groups are behaving in the market today and how things have changed.
Understanding your audiences and how they behave is pivotal to your success in the online space. But with consumer behaviour altering and adapting so rapidly, in line with constant technological advances, it’s difficult to keep on top of the data.
Here are some thought-provoking statistics I’ve read lately that illustrate how different user groups are currently interacting with each other and organisations in the online social space:
- Twitter now has a massive 883 million users across the globe, with its largest user demographic consisting of those aged between 25 and 34 years, who make up 21.4% of total users.
- In 2013, Twitter overtook Facebook, and the rest of the Internet, as the younger generations’ preferred social media platform.
- LinkedIn’s user base grew exponentially over the past 12 months, now boasting around 259 million users worldwide, 57 million of which are in Europe.
- LinkedIn’s core user demographic remains the ‘oldest’ in the market, with the largest segment (20.5% of total users) made up of the 45 - 54 age group.
- In the UK alone Facebook has 36 millions users, which are made up of almost equal numbers of men and women, the majority of whom are under the age of 34 years.
- Facebook is proving a valuable marketing tool, with 67% of B2C marketers reporting that they’ve successfully generated leads via the platform.
- The age-gap on social media in general is decreasing - those aged under 24 years make up around 26.9% of total users; the 25-34 year age group accounts for 26.3%; 20.6% are in the 35-44 year age bracket; 13.7% are 45-54 years old; and even the 55+ years demographic has now reached 12.6%.
- The fastest growing age group on social media is now adults aged between 45 and 54 years.
- Photo-centric social networks are still most popular with women - A huge 70% of Snapchat’s users are female and 80% of all Pinterest’s users.
- The number of images shared per day is now greater over Snapchat than Facebook, with Snapchat achieving around 400 million per day to Facebook’s 350 million.
We’ll revisit these social media statistics next year to see how things have changed, but in the meantime you should be keeping tabs on, and therefore meeting the expectations of, your specific user groups by implementing Analytics, tracking and continuous reporting across your digital channels.
Our next Stimulating Statistics 2013 blog will look at how media consumption has changed, providing highlights into what this could mean for you as a business and the way you market your organisation in the online space.