Targeting Customers & Leads on Social Media

We at xAmplifier stress the importance of harnessing social media platforms to engage customers, spread the word about your business, and generate new leads through ads and content campaigns. But just how do you determine which social media sites to target for your customer base? Below is a brief guide to adult social media use by gender, race, age, education, income and location based on the results of the Pew Research Center’s “Social Media Update 2013” report.* Check out the statistics to determine which sites your customers are using!

Social Media by Gender
When it comes to social media, it appears that women tend to use most sites more than men do. Pew Research Center’s Internet Project August Tracking survey revealed that women used Facebook (76%) and Instagram (20%) more than men, 66% and 15% respectively. Pinterest showed an even larger gender discrepancy, with women at 33% and men at 8%. However, not all social media sites in the survey were overpowered by women. Twitter showed fairly equal usership between men (17%) and women (18%), while more men (24%) than women (19%) claimed to use the business networking site LinkedIn.

Social Media by Race
The survey showed fairly equal percentages by race for Facebook and Pinterest, but Twitter, Instagram and LinkedIn revealed some discrepancies. For example, black adults (29%) use Twitter more than both white (16%) and Hispanic adults (16%). Black (34%) and Hispanic (23%) Internet users were more likely to use Instagram than the white (12%) users surveyed. However, white (22%) and black (30%) adults were more likely to use LinkedIn than Hispanics (13%). Facebook is an excellent way to reach any customer, as Pew’s survey revealed that white (71%), black (76%), and Hispanic (73%) adults used the social utility the most.

Social Media by Age
Pews’ survey revealed that while Facebook can reach customers of any age, there’s a huge age discrepancy among different age ranges for Instagram and Twitter users. Those in the 18 to 29 age range use Instagram (37%) and Twitter (31%) the most, followed by 30 to 49 year olds, with 18% and 19% respectively. The 18 to 29 year olds (27%) and 30 to 49 year olds (24%) use the visual discovery tool Pinterest almost equally, while 30 to 49 year olds (27%) and 50 to 64 year olds (24%) are the most likely to use Instagram.

Social Media by Education
The survey showed that Internet users of any education level are about equally likely to use Twitter. Those who have attended some college are slightly more likely to use Facebook (75%) and Instagram (21%) than those who never attended college, with 71% and 16% respectively, or college graduates, with 68% and 15% respectively. On the other hand, college graduates are the most likely to use LinkedIn (38%) and Pinterest (25%), followed by those with some college experience, 16% and 20% respectively.

Social Media by Income
According to the Pews survey, Internet users of any income level are about equally likely to use Twitter and Instagram. However, those who make less than $50,000 per year are the most likely to use Facebook at 76%, while those who make $75,000 or more are the most likely to use LinkedIn (38%) and Pinterest (27%).


Social Media by Location
While Internet users of any location are about equally likely to use Pinterest and Facebook, the Pews survey revealed that those from urban and suburban areas were much more likely to use Twitter, Instagram and LinkedIn. Those from suburban areas were the most likely to use LinkedIn (26%) and Twitter (19%), while urban Internet users were the most likely to use Instagram (22%).

xAmplifier offers its clients comprehensive analysis of customer demographics and consulting on social media strategies as part of our digital reputation services. If you’re interested in learning more about these and other xAmplifier services shoot an email to or call us at 866.363.6434!


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