The Pew Research Center always offers terrific insight into social media usage in the US whether it’s about age, gender, education levels or racial groups.
This 2015 Pew Report Social Media Usage: 2005-2015 Report covers various demographic groups shows a number of trends emerging in its analysis of social media usage:
- A tenfold jump in adult usage — 65% of adults now use social networking sites – a nearly tenfold jump in the past decade.
- Seniors moving on up— usage among those 65 and older has more than tripled since 2010 when 11% used social media. Today, 35% of all those 65 and older report using social media, compared with just 2% in 2005. young adults (ages 18 to 29) are the most likely to use social media – fully 90% do
- Women and men use social media at similar rates– women were more likely than men to use social networking sites for a number of years, although since 2014 these differences have been modest. Today, 68% of all women use social media, compared with 62% of all men.
- Those with higher education levels and household income lead the way –Over the past decade, it has consistently been the case that those in higher-income households were more likely to use social media. More than half (56%) of those living in the lowest-income households now use social media, though growth has leveled off in the past few years. Turning to educational attainment, a similar pattern is observed. Those with at least some college experience have been consistently more likely than those with a high school degree or less to use social media over the past decade. 2013 was the first year that more than half of those with a high school diploma or less used social media.
- Racial and ethnic similarities — there are not notable differences by racial or ethnic group: 65% of whites, 65% of Hispanics and 56% of African-Americans use social media today.
- More than half of rural residents now use social media –those who live in rural areas are less likely than those in suburban and urban communities to use social media, a pattern consistent over the past decade. Today, 58% of rural residents, 68% of suburban residents, and 64% of urban residents use social media.
How does this report and its findings affect how you use social media in your marketing efforts?
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