Twitter and LinkedIn have more than 200 million users apiece. Instagram and Tumblr? More than 130 million combined. At 1 billion-plus users, Facebook has more than all of them put together – twice over.
Still, when it comes to social media, many B2B marketing managers in the United States remain skittish about making the commitment. Frequently – and understandably – they find themselves asking the questions, “Who are all these people?” and “Do they want to buy any of my products?”
More times than not, the answer to the latter question is, “it depends.” In terms of answering the first question, a new Pew Research Center survey may provide important insights that can help you determine whether social media is a good fit for your business. The survey offers a deep dive into who exactly all those many billions of social media users are and how they use different applications – all information that can help you make an informed decision.
Out of regular Internet users, the Pew survey suggests that overall, 71 percent of women and 62 percent of men in the United States use Facebook, Twitter, Instagram, Tumblr or Pinterest. Two-thirds of college degree holders, individuals living in households that make more than $75,000 annually and suburbanites also use social media, according to the study.
Social media usage rates among minorities outpace white users considerably. The Pew study shows that 72 percent of Hispanics, 68 percent of blacks and 65 percent of whites are regular social media users. Among other interesting findings:
- Is Facebook getting grayer? While Facebook usage remains high among the18-29 year-old demographic (86 percent), it’s also very popular with the middle-aged crowd. Consider this: Almost 75 percent of 30-49 year-olds and nearly 60 percent of 50-64 year olds are users.
- Twitter is popular in minority communities. Twitter usage among blacks and Hispanics is well ahead of the white community. According to the Pew study, 26 percent of blacks and 19 percent of Hispanics surveyed use Twitter, while 14 percent of whites participating in the poll reported using it.
- Pinterest use is consistent among female age groups. While Pinterest users appear to be overwhelmingly female – only 5 percent of men participating in the poll said they used it – 19 percent of women in both the 18-29 demographic and 30-49 demographic said they used the online pin board.
Full results of the Pew study are available here.
What has been your B2B firm’s experience on social media?