Demographics in Social Media

Access to large amounts of social media data has given many businesses an advantage in their marketing strategies. Social media demographics are one of the most important areas to analyze as companies look to gather information from consumers, potential customers, clients and ordinary people. What kind of data is available? Here are a few examples:


  • Facebook has over 1 billion users where 67% of Internet users in the US are on Facebook and 82% of Internet users in the UK are on Facebook.
  • The typical Twitter user is an 18-29 year-old educated minority with a well-paying job, and slightly more likely to be male than female.
  • There are 360,560 veterans on LinkedIn with 10% of them working in the IT industry.


*Sources: Business Insider Intelligence, Pew Internet and LinkedIn


With the above information and more available, you can look at these statistics to decide what social networking sites may be right for your business. In addition, access to this data provides companies with the ability to create more targeted campaigns and strategies to increase their pool of potential clients and customers.


One such industry taking advantage of this data is healthcare.


For example, the American Medical Association shares relevant articles multiple times a day via Twitter that are educational and informative for its targeted community based on their interests in health. Because they know that the typical Twitter user is an 18-29 year-old educated minority with a well-paying job, and slightly more likely to be male than female, the association has the ability to target this desired community, and has mastered the skill of providing information to foster an interactive environment.


Two healthcare companies that took the data available a step further are OneHealth and Lumosity. These companies designed their own platforms to support research and studies by integrating social media tools that reveal demographic information of participants.


OneHealth gathers real-time behavioral data that may help us better understand how to cope with multiple conditions such as addiction, obesity and diabetes. The vast information available through its platform alone allows OneHealth to segment the data into different demographics to further identify causes for these conditions.


Lumosity has created the Human Cognition Project with reliance on social media tools to find correlations between lifestyle, age and cognitive performance. By providing a simple and easy-to-use game, over 40 million users have interacted with the platform sharing real time data for the research project.


Companies and organizations now have the opportunity to implement effective marketing campaigns by using existing social media platforms or integrating social media tools into their own platforms. With greater access to demographic data, you now have the opportunity to increase the pool of potential clients and gain access to targeted audience information.