This is a preview of a research report from BI Intelligence, Business Insider's premium research service. To learn more about BI Intelligence, click here.
Social networks are here to stay, and they're constantly evolving. Globally, more than 2.8 billion people — or 37% of the world's population — use social media, but the way those users interact with each other, and the platforms they adopt, vary widely.
In the US market, gender, income, and education level have little impact on whether an individual has adopted social networking as an activity. Age does remain a factor — younger internet users tend to be more likely to engage in social networking overall, and adopt specific social platforms.
While social platforms offer tools that let marketers target particular audience segments, advertisers must track how these audience bases — and their behaviors — are shifting. Nearly 70% of US adults use at least one social media site, according to Pew Research Center, up from 60% in 2013 and 50% in 2010.
In a new report, BI Intelligence highlights the key audience demographics for six major social platforms: Facebook, Instagram, Snapchat, Twitter, LinkedIn, and Pinterest. It examines multiple dimensions of change within each platform's demographic makeup — including age, income, education, gender, and overall adoption in terms of online adults in the US — and assesses how certain segments of the US population have adapted their social media behaviors. The report also explores how much time each age demographic is investing on each platform.
Here are some of the key takeaways from the report:
In full, the report:
Interested in getting the full report? Here are two ways to access it: