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.
• 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:
Advertising Research Manager
Source: eMarketer; The 2012 Scarborough Report, Release 1