10 Revealing Stats For Brand Marketers On How Adults Use Social Media

By eleventy marketing group

Employing a targeted social marketing strategy will enable you to better reach and engage your desired audienceIn the fast-paced, constantly shifting game of social media marketing, you have to stay on your toes. Social audiences, usage levels and network preferences change and evolve on an accelerated timeline. As do the sites themselves. Facebook continually adds new features and functions. And sites like Pinterest and Snapchat pop up seemingly overnight and suddenly become major players.

Keeping up with the latest social shifts can be a challenge, but it’s imperative for brands to keep pace with the social media habits of their audiences. A new report from the Pew Research Center shines a little bit of light on the current status of adult social media usage. But perhaps more important than the stats themselves are what marketers can glean from the latest numbers—and how those insights can help improve your social marketing moving forward.

About the Pew Research Center Social Media Update 2013

The Pew Research Center released a report at the end of December detailing the current state of adult social media usage. The results in the Social Media Update 2013 report are based on data from telephone interviews conducted by Princeton Survey Research Associates International from August 7 to September 16, 2013, among a sample of 1,801 adults, age 18 and older.

The Pew Research Center’s Internet & American Life Project aims to be an authoritative source on the evolution of the Internet through surveys that examine how Americans use the Internet and how their activities affect their lives.

10 Stats Showing How Adults Currently Use Social Media

Here are some key statistics from the Social Media Update 2013 report about how American adults (defined as individuals 18 and over) are currently using social media:

73% of online adults use a social networking site of some kind

42% of online adults use multiple (two or more) social networking sites

71% of online adults are Facebook users—up from 67% in 2012

63% of Facebook users visit the site at least once a day

57% of Instagram users visit the site at least once a day

46% of Twitter users are daily visitors

40% of adult Facebook users visit the site multiple times a day

35% of adult Instagram users visit the site multiple times a day

29% of adult Twitter users visit the site multiple times a day

Among adults who use only one major social networking platform:

84% use Facebook

8% use LinkedIn

4% use Pinterest

2% use Instagram

2% use Twitter

Read Between the Numbers for More Effective Social Marketing

The stats above reveal more adults are using social media than ever before—and they are increasing and diversifying the number of social sites they use as well. But the report results also reveal some more subtle insights for social marketers:

Bigger User Base Not Always Better

On first glance, the numbers seem to indicate Facebook is a social marketing powerhouse with the greatest reach and upside. But that’s not entirely true. While Facebook certainly has the biggest user base (by a long shot), that doesn’t necessarily make it the ideal social site for all brands. In fact, it’s size actually hurts it in some ways. It’s a site with an incredibly broad audience that requires targeted advertising (which comes with a price tag) for marketing success.

Smaller Sites May Be More Targeted

On the other hand, some of the smaller social sites provide a more targeted user base. This may help increase your brand’s chance for social marketing engagement and success. For example, Pinterest provides a primarily female user base—with women being four times more likely than men to use the visual social site. And then there’s LinkedIn, which has a user base made up of more college graduates, professionals and higher-income households.

Let Your Audience Guide Your Strategy

The bottom line: You want your social media marketing focus to mirror the habits of your target audience. If you’re looking to reach women age 30-50 than Pinterest probably should be at the top of your social marketing strategy. If you want to reach younger females, ages 18-34, then Instagram could be a key social site to hone in on. As with all marketing, audience should dictate action when it comes to social media.

While in the early days of social media adoption any brand on Facebook could get some attention, there are too many social sites now with too much activity. That means brands need to be more targeted and strategic with their social media marketing efforts. The best idea is to map out a clear plan to use your social time wisely to give you the best reach, results and return.

Related Links:
How And Why You Should Expand Your Brand Presence On Google+
2 Best Places To Focus Your Brand’s Social Media Marketing
How To Find The Best Time To Post On Facebook To Reach Your Audience
24 Stats & Tips For Better Reaching People On Six Major Social Networks