Social User Report: Women Trump Men Across All Social Platforms Except Twitter

To no surprise, a recent Pew Internet report found that the youngest demographic (18-29 year olds) were the most likely to use social networking sites. What is surprising, however, is that women’s usage outpaces men’s on all social networking sites except for Twitter.

PEW-Social-Users

The study used telephone interviews to conduct interviews in November & December of 2012 about the demographics for the major social media networking sites.

Facebook Demographic Stats

The most popular social networking site by far was Facebook. Of all respondents, 67% used Facebook (62% male, 72% female.) A few other facts from the report:

  • Many Facebook users had higher incomes as 73% of those making 75k were Facebook users
  • Unlike other social sites, no ethnic statistics were gathered
  • 72% of Urban responders used Facebook compared to 65% of Suburban and 63% Rural

Twitter Demographic Stats

Since 2010, the percentage of respondents using Twitter has doubled from 8% to 16%. The largest segment of users (174) were male, while females weren’t too far behind at 15%. Other Twitter demographic stats:

  • African American respondents used Twitter at nearly double the rate of white respondents.
  • Urban use (20%) was nearly double that of rural use (12%).
  • Hispanic Twitter use trumps White usage by 5 percentage points (19% vs 14%).

Pinterest Demographic Stats

According to this Pew survey, Pinterest is right on Twitter’s heels. Twitter saw 16% of respondents as users while Pinterst saw 15%.

  • Women’s usage(25%) was 5 times that of men’s usage (5%)
  • African American Pinterest usage (8%) was half that of White usage (16%)
  • The 30-49 year old demo had equal usage to that of the 18-29 demo, each at 19%

Instagram Demographic Stats

The only other major competitor in the social report was Instagram, which weighed in at 13% usage. Women’s usage (16%) was 6 percentage points higher than men’s (10%.)

  • African American Instagram usage more than doubled White usage (23% vs 11%)
  • Hispanic Instagram (18%) usage also trumped White usage.
  • Unlike the over visual network in the report, Pinterest, Instagram saw the majority of users from the 18-29 demo (28%). The next oldest demographic segment saw half the usage (14%) and a major drop off occurred after that.

To view the full report and all demographic data, see Pew Internet.

Related Topics: Channel: Strategy | Social Media Marketing | Statistics | Statistics: Market Share | Top News

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About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • http://www.siliconvalleywatcher.com/ Tom Foremski

    Is it something gender based? Is it that women find it difficult to be brief? :)

  • keaner

    yeah is it really a surprise that women talk more, sorry use social media more :)

  • ira

    women is more communicative

  • SEM Consulting

    Women are best in Social Marketing Campaigns.

    Yes this is true that Women Trump Men Across All Social Platforms Except Twitter.

    SEM Consultant

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