Research: Millennials Account for 70% of Instagram Users, 61% on Twitter

Millennials, not surprisingly, play a dominant role on many of the top social media sites accounting for almost 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRILinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites.

8539048913_3328e8545c_mMillennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRI.

According to GfK MRI, LinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites. Two-thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Users' Age

The median age of Facebook users is 40 — up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter, and 30 for Instagram.

Just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.

Men VS Women

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three:

  • LinkedIn (55% of users versus 45%)
  • Twitter (54% to 46%)
  • YouTube (51% to 49%)

Women are the majority of users of:

  • Facebook (57% versus 43%)
  • Google+ (53% to 47%)
  • Instagram (60% to 40%)
  • Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, Managing Director of GfK MRI. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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