Tag Archives: demographics

Social Networking Stats: Moms on Facebook, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 185 million blogs via Tumblr
Instagram: 200 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 45 million users via TechCrunch
Pinterest: 70 million users via The Next Web
Reddit: 109 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

U.S. Moms on Facebook: The Stats

In celebration of Mother’s Day, the Facebook Data Science team took a look at moms on Facebook. Here are the basic stats:

  • over 27 million women in the U.S. identify themselves as mothers on Facebook (by connecting with their children on Facebook, or posting life events about giving birth)
  • the average age of moms on Facebook is 47
  • the average age of new moms (those who had children since last Mother’s Day) is 30
Moms on Facebook by Age - Facebook Data Science research

Research by Facebook Data Science

Facebook also broke out the states with the highest percentage of moms on Facebook (listed in decreasing order):

  • Wyoming
  • West Virginia
  • Iowa
  • South Dakota
  • Idaho

And the states with the lowest percentage of moms on Facebook:

  • New York
  • California
  • Virginia
  • Hawaii
  • New Jersey

Does any of this data surprise you?  Happy Mother’s Day!

LinkedIn Tops 300 Million Users

LinkedIn reaches 300 million membersLinkedIn has reached a new milestone, announcing over 300 million members on the ‘professional’ social network — and over half of these members are from outside the U.S.

In the same blog post, LinkedIn also said that in 2014 the platform will hit its “mobile moment,” projecting that mobile will account for more than 50% of all global traffic. Here are some current mobile stats:

  • an average of 15 million profile views on mobile each day
  • 1.45 million job views daily on mobile
  • 44,000 job applications each day in over 200 countries through mobile

LinkedIn is already being used more often on mobile than desktop in many locations, including Costa Rica, Malaysia, Singapore, Sweden, United Arab Emirates and the United Kingdom.

The platform has also started to see a more even gender distribution among users. Five years ago, 61% of members were male, and only 39% female.  Now, it’s 56% male and 44% female. How much will the gap continue to close in the next five years?

Click here to see LinkedIn’s infographic that includes these statistics.

Blacks, Hispanics More Likely To Be On Twitter, Instagram

iStock_000023192462_ExtraSmallNew research by the Pew Internet & American Life Project shows a demographic portrait of the users of several social media networks, and offers comparison to a similar study back in 2010.  Breaking down social networking users by race, the study revealed that blacks and Hispanics are more likely to be on Twitter and Instagram, while whites are more likely to use Pinterest.

Here are the main findings, broken down by platform:


  • used by “everyone, everywhere” (AdAge)- even 35% of those 65 and older use the social network


  • blacks and Hispanics are more likely to be on Twitter: 26% of black internet users are on Twitter, compared to 14% of white users and 19% of Hispanics
  • is more popular among urban dwellers: 20% of people living in urban areas use Twitter, vs. 14% in the suburbs and 12% in rural areas


  • 23% of black internet users and 18% of Hispanic internet users use Instagram, compared to just 11% of whites
  • has surpassed Tumblr in popularity: 13% of those surveyed use Instagram, but only 6% use Tumblr


  • shows a higher percentage of whites: 18% of white internet users are on Pinterest, compared to 8% of blacks and 10% of Hispanics
  • is more popular among higher income internet users: 23% of people with household income between $50,000 and $74,999 use Pinterest, as well as 18% of people who make even more;  only 10% of people who make under $30,000 use the image-sharing network

Are you surprised by the different demographics for each social network?  Do you think they will change — especially for the younger platforms like Instagram and Pinterest?

The data is from a survey of 1,802 people, via mobile and home phones, over the course of one month in late 2012.

Social Networking Stats: Twitter Use Doubles Among Those 55+ in France, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 1 billion active users via Facebook
Twitter: over 500 million users via Twopcharts
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 400 million users via Yahoo
Renren: over 170 million users via iResearch iUser Tracker
VK: over 190 million users via VK
LinkedIn: 200 million active users via LinkedIn
Google Plus: 135 million monthly active users via Google
Tumblr: 91 million blogs via Tumblr
Instagram: 100 million users via TechCrunch
Tagged: 20 million unique monthly users via Tagged
Foursquare: nearly 30 million users via Adweek
Pinterest: over 25 million users via AdWeek
Posterous: 15 million monthly users via Posterous
Reddit: 49 million monthly unique visitors via Reddit

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

Twitter Use Doubles Among Those 55+ in France

In a study that examined Twitter desktop use in France, comScore discovered that the 55+ demographic accounted for the largest segment of French Twitter users in November 2012, beating out the 15-24 age group at 1.3 million to 1.2 million users, respectively.

The 55+ age group doubled in the past year (100% growth rate) to overtake the 15-24 year-old demographic, which grew 62% (still an impressive number) year-over-year.

Overall, Twitter’s desktop audience grew 53% in France, reaching 5.5 million internet users in the country in November 2012.  This makes France the 7th largest market for Twitter.

Who Is Using Twitter in France via comScore data

Note:  had the study measured mobile and tablet use of Twitter, the younger demographic most likely would have topped the 55+ age group.  However, even for desktop use only, it’s still a rather notable to see the older demographic coming out on top for Twitter use.

Are you surprised by the dominance of older users on Twitter in France?

Mobile Shopping: Early Adopters Are Women, Parents, Hispanics and African Americans

Mobile shoppers:  Hispanics, African Americans are adopting m-shopping technologies faster than CaucasionsWhen it comes to mobile shopping tools, the tech-savvy early adopter may not fit your traditional image of early adopters: African Americans and Hispanics are adopting new shopping technologies at a faster rate than Caucasians; women are more likely to use mobile shopping tools than men, and parents are outpacing single adults, according to the latest issue of The Checkout, a shopper behavior study conducted by The Integer Group and M/A/R/C Research.  The differences are especially pronounced when comparing ethnic demographics, in spite of the fact that smartphone penetration skews lower among African Americans and Hispanics than Caucasians.

Among the findings:

  • 18% of African American shoppers and 16 percent of Hispanic shoppers are using their mobile device to make purchases, as compared to only 10% of Caucasians.
  • 21% of  percent of African American shoppers use their phone to read product reviews and maintain shopping lists, compared to versus 13% of Caucasian shoppers.
  • 20% of Hispanic shoppers use their mobile device to compare prices on products, versus 13$ of Caucasian shoppers.
  • Men might be the traditional lovers of tech toys, but when it comes to using technology to enhance shopping, women are in the lead.
  • Households with children are more likely to use digital shopping solutions to save time and get organized..

What’s Driving M-Shopping?

A quarter of shoppers use their mobile device to shop, and for those, the biggest motivator is accessibility — the ability to shop where and when they want.  Among Hispanics, this is such a key factor that more than 60% rated it as their favorite benefit of mobile shopping. For women, exclusivity is the second most important aspect: the ability to get content or promotions they can’t get elsewhere, while men are more focused on access to content.

M-Shopping Motivators:  accessibility is the main driver for men and women.

For marketers, this means the opportunity to connect with shoppers via mobile campaigns is far broader than they may have thought.  But it’s important to stick with the basics:  according to the report, SMS is still the most popular way many shoppers look for engagement from brands and retailers, and coupons delivered to shoppers’ in-boxes are the largest channel for digital coupons today.

For more details, you can download the full report (registration required) from The Integer Group’s web site.

How much are you using mobile shopping tools?  What are some of your favorite ways for stores to connect with m-shoppers?

Latin Americans, Women Spend More Time On Social Networks

Latin Americans, Women Spend More Time on Social NetworksMajor points about social networking are laid out in comScore’s  “It’s A Social World: Top 10 Need-to-Knows About Social Networking and Where It’s Headed” report.  This post focuses on the report’s first two “need-to-knows”: how social networking is the most popular activity online, and the similarities and differences that crop up in social networking behavior across the globe.

Social networking sites reach 82% of the world’s online population, and social networking is the most popular content category in worldwide online engagement. While social networking accounted for only 6% of time spent online back in 2007, in October 2011 it accounted for 19% of time online – roughly 1 in 5 minutes spent online is dedicated to social networking across the globe.

Each region – North America, Latin America, Europe, Asia Pacific, Middle East & Africa – saw a 35% increase in time spent by users on social networking in the past year. At least 24% of all time spent online was dedicated to social networking in Latin America, Europe and the Middle East & Africa.

Latin Americans Embrace the Social Web

While Israel, Argentina and Russia spend the most total time on social networks, the percentage of time spent on social networks was highest overall in the region of Latin America, at 28%.  In contrast, those in the Asia Pacific region spend only 11% of total time online with social networks.

Latin Americans spent an average of 7.6 hours per user in October 2011 on social networking sites, more than double the slightly less than 3 hours the Asia Pacific region averaged. The comScore report declares that “Latin Americans have embraced the social web in a way that reflects an effusive social culture in the region” and the region claims 5 of the top 10 most socially-engaged markets across the globe.

Women Spend More Time On Social Networks Than Men

The report also revealed that females (age 15 and older) spend more time social networking than their male counterparts across the globe. Not surprisingly, Latin American females average the highest number of hours on social networking sites, 8.2 hours vs. 6.9 hours for Latin American men. Women spent around two hours more than men on social networking sites in both North America and Europe in October 2011. On average globally, women spend 1.5 more hours per month than men on social networks.
Women Spend More Time Social Networking than Men Worldwide via comScore

To download the full comScore report, click here.

Moms on Social Networks: 87% Use Facebook

US Mom Facebook Users via eMarketerNew data from eMarketer examines the statistics for US moms – women with children under 18 in the household – on Facebook and other social networks for the next three years.  Over two-thirds of all US moms – approximately 23 million – are on Facebook in 2011, meaning they use the site at least once a month.  This is significantly higher than the 57% of general internet users who are on Facebook monthly.

69% of US mom internet users use Facebook.  Out of US moms that use social networks, 87% of them are on Facebook.  This year, moms make up 18% of all US social network users and 17% of Facebook users.

For social networking sites in general, 79% of moms use a social network at least monthly, compared to only 64% of internet users overall.

Moms on Facebook have become such a phenomenon that even Saturday Night Live has come up with a “D**n it, My Mom Is On Facebook!” filter for older teens/college age kids.

Is your brand reaching the mommy demographic on Facebook?


Mobile Video Demographics: 65% Young, 62% Male

New data from comScore for the three months ending June 2011 measures the demographics of viewers of TV and mobile video  via smartphones in the US. Over 16 million mobile users in the U.S. watched TV or video on their phones.  The mobile video viewing audience is dominated by males at 62%, while only 38% of those watching via mobile phone are female.

65% of those watching mobile video are under the age of 35.  The age breakdown for those watching mobile video:

  • 32% of the mobile video audience is composed of users ages 24-34
  • 22% of viewers are ages 18-24
  • mobile video viewers ages 35-44 represent just under 21%

Mobile Video Demographics via comScore DataGems

Are mobile marketers successfully targeting this young, male demographic?

Who’s Tweeting? 18% of Online Americans Send Tweets; 22% Read Them

Data released in July 2011 by Polaris Marketing Research examines the use of Twitter within the US, and showed that most people who access Twitter also use it actively. The micro-blogging service is over 5 years old, and eMarketer speculates that its “users may be settling down to more mature behaviors.” It’s up to marketers to target their efforts based on how users are now using the service.

Who's Tweeting: Likelihood of US Internet User Reading, Sending Tweets via eMarketerSo who’s tweeting?  Highlights from the Polaris research:

  • 18% of online Americans had sent a tweet in the past 60 days (yet eMarketer estimates that only 11% of online Americans access their Twitter account each month)
  • 22% of web users said they had reviewed a tweet in the past two months
  • 30% of 25- to 34-year-olds have sent a tweet, making them the age group most likely to do so
  • 29% of 18- to 24-year-olds and 29% of Hispanics of all ages have sent a tweet
  • 36% of those ages 18 to 24 have read a tweet, making this age group – the youngest respondents – the most likely to do so
  • black and Hispanic internet users are more active on Twitter than whites
  • respondents in the East were most likely to send tweets
  • respondents in the South were most likely to read tweets

The most significant finding may be the small gap – just 4% – between those who’s reading tweets and those who are doing the tweeting.  While these numbers include users who may have read or written just one tweet in the 60 day time period, it still shows a willingness of Twitter use to engage and not just consume content.  Research has shown that most tweets come from a small, core group of users, but the data from Polaris indicates that many users are producing some content, even if they are not prolific tweeters.

According to eMarketer estimates, there are 20.6 million Twitter accounts in the US this year.

Polaris conducted online surveys with a representative sample of 1,000 American consumers during the week of July 18, 2011.

35% of LinkedIn Users Check The Site Daily

Now the No.2 ranked social networking site – as of June 2011 – LinkedIn‘s profession-focused audience is highly engaged, according to new research from Lab42.  Based on a survey of LinkedIn users in July 2011, the data reveals that 32% of users check the site several times a week, and more than a third – 35% – check the site daily.

More Than One Third Of LinkedIn Users Access Site Daily_via Lab42 study

LinkedIn Stats via Lab42 Study

Profiles are key for professional networking, and 42% of users update them regularly.  LinkedIn groups are also popular, with 81% of users belonging to at least one group. Of those, the majority – 52% – participate in group discussions.

When asked why they use the site, the responses of LinkedIn’s professional audience varied based on position:

  • top level executives use the site mostly for industry networking (22%) and promoting their businesses (20%)
  • middle management professionals use LinkedIn more to keep in touch (24%) with others, and for industry networking (20%)
  • entry level employees use the site mainly for job searching (24%) and co-worker networking (23%)

How are users interacting with brands and advertisements on LinkedIn?

  • 82% of users are aware there are ads on LinkedIn
  • 20% of users often click on these ads
  • 40% rarely click on ads on LinkedIn
  • 40% never do so

An impressive 90% of users think the site is useful, for reasons including:

  • “It helps me to connect to individuals in my industry as possible clients.”
  • “It is more professional than Facebook.”
  • “It allows me to hire people that I wouldn’t regularly meet.”

According to eMarketer, advertising on LinkedIn can be targeted based on education, location, job level and more. Companies can also engage in unpaid marketing on LinkedIn via groups (used by the vast majority of users) or questions and answers on the site.  Is your company advertising on LinkedIn, and what demographic are you targeting there?

Lab42’s survey was was conducted online via social networks from July 1 to July 5, 2011 among 500 social media users who are members of LinkedIn.