Social Network Demographics: Pew Study Shows Who Uses Facebook, Twitter, Pinterest & Others

social-media-network-peopleThere are stereotypes attached to certain social networks about the makeup of their user base. LinkedIn is for business people. Facebook has a lot of older Americans. Pinterest is for girls. That’s the conventional wisdom. (And just this week, a local friend of mine — a guy — gave me a hard time when he found that I have a Pinterest account. I’m very comfortable with that.)

But are the stereotypes true?

In a report issued this week that’s ostensibly about social photo/video sharing activities, the Pew Research Center’s Internet & American Life Project also shared its latest social network demographics snapshot. And yes, some of the stereotypes are true:

  • 58 percent of US internet users that earn at least $50,000 per year are on LinkedIn, while only seven percent of those that earn less than $30,000 annually are.
  • 56 percent of internet users 50 years old or older are using Facebook.
  • 19 percent of female internet users are on Pinterest, compared to only five percent of male web users.

Here’s a look at the demographics of the six social networks that Pew asked about in its recent survey.


About those image- and video-related results that are also in the study, Pew says that 46 percent of adult internet users post their own photos or videos online, and 41 percent share/repost photos and videos that others have taken. It’s the first time that Pew has asked specifically about photo and video sharing this way, so there’s no comparative data.

The numbers are from a phone survey of 1,005 US adults (799 of whom identified themselves as internet users) done between August 2-5, 2012.

(Stock image via Used under license.)

Related Topics: Channel: Content Marketing | Facebook: Statistics | Features & Analysis | LinkedIn | Pinterest | Pinterest: Statistics | Social Media Marketing | Statistics: Popularity & Usage | Statistics: Social Media | Top News | Tumblr | Twitter: Statistics


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Nick Stamoulis

    It’s always interesting to see the social graph breakdown. This kind of information can really help marketers figure out what social profile is the best fit for their business needs and help define their messaging to reach their audience.

  • jobs_in_digital

    quality article. Can’t beat looking at the stats when they get broken down. Loads of info.

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