Social Media For Newbies Part 3: Targeting DemographicsAugust 01, 2013
There are specific age groups, generations, and overall groups of people that require unique ways of advertising and targeting. Your strategy must change and constantly be able to adapt to the specific demographics you aim to target. Being versatile in your strategies only further reiterates the credibility of your brand and name. This is a beginner’s guide to understanding how to leverage analytics like demographics in your favor, and our third installment of Social Media for Newbies, check out Fundamentals of Social Media & Social Media Types of Engagement
Pew reports that 67% of online adults are using social media networks. While women (71%, compared to 62% of men), Hispanics (72% of whom are on social networks), younger adults (83%), urban residents (70%), and those with an income less than $30,000 a year (72% of whom are on social networks) are the most common users of social networks, there’s high participation across the board. Knowing this information helps strengthen your targetting.
It may be no surprise that participation in social networking skews toward younger audiences — Pingdom reports that half of social media users are between the age of 25 and 44 — but it did surprise us to see how many older individuals are using social networks. Pew’s reports say 77% of people aged 30-49 use social networks, as well as 52% of people aged 50-64 (and 32% of people aged over 65). Check out our blog on How To Effectively Market to Millennials.
Beyond that, the only age group that has gone up in percentage since August 2012 is the 30-49 range; all other age groups have dropped. Overall, Pingdom reports that the average age of the users of social networks and online communities is 36.9 years.
Thinking of your ideal customers for your products and services, where do they fall in relation to the demographic data above? Perhaps your social media marketing to this group is in perfect sync with the data.
A common factor that you may have noticed is the need to be versatile and fast acting with each variable of a social media network. Understanding your audience and speaking to them in a way that they understand best is critical to your marketing, using demographics is one effective way to best understand your audience.