Social Media Audiences Getting More Diverse

Social media can be a great targeting tool for your business.  Many companies have focused their social marketing efforts on reaching specific female audiences because they were dominant social population. New research has come about that shows men are becoming more social and also social media users are increasingly more diverse.

• In 2010, men made up 47.6% of social networkers.  By 2014, the male population is estimated to climb to 48.4%.

• Facebook is expected to see a greater overall shift
in users by gender. Just over 40% of Facebook users were male in 2010. It is projected that the percentage of male users in 2014 will rise to 47%

• This year, nearly two-thirds of social networkers are Caucasian.  In 2014 that number will slip to 63%

• The percentage of African-American social media users is forecast to remain flat from 2012 to 2014 at 13% and the percentage of Asian users is projected to increase slightly from 4.9% to 5.1%

• The biggest shift will come from Hispanic social media users.  The percentage of Hispanic social media users will grow from 15% this year to 17% in 2014

What Does This Mean To You?

This change in demographics means more targeting options for your social media efforts.
You can not only leverage new customers and create loyal shoppers but market new sets of products.
Currently in Metro Orlando, adults who have visited a social media site in the past month:

• 49% were male

• 51% were female

• 59% were Caucasian (non-Hispanic)

• 9% were African American

• 3% were Asian

• 26% were Hispanic

For more information on how to expand your customer base and create targeting opportunities through social media,  please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; The 2012 Scarborough Report, Release 1

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s