Anyone who lived in a different country than their home country knows how different it can be. I am from Canada and coming here, it was a shock to see that people were using WhatsApp. NO ONE uses it back in Canada. This made me think how much difference there is between users of different platforms. Who uses what? This notion should be extremely important to marketers, because you want to reach YOUR target segment and different people uses different platforms, so how can you know which one to use?Here are what I found about the users of different popular social media platforms and their main users:
LinkedIn: LinkedIn remains especially popular among college graduates and those in high-income households. 50% of Americans with a college degree use LinkedIn, compared with just 9% of those with a high school diploma or less.
Pinterest: Pinterest seems to be the most popular with women. Indeed, according to the Pew Research Center survey 41% of whom say they use the site compared to 16% with men.
Instagram: Instagram is the platform that is having a biggest growth rate. 35% of U.S. adults now say they use this platform, an increase of seven percentage points from the 28% who said they did in 2016. As you might expect, 71% of Americans aged between 18 and 24 age group now use Instagram, which represent the largest group of users.
YouTube: The video-sharing platform is used by nearly three quarters of U.S. adults and 94% of 18- to 24-year-olds.
Facebook: If we look at the numbers of users, 130 million Brazilian users were registered on the social networking site. India claims the first place with 270 million users, ahead of second-ranked United States with 240 million Facebook users. Facebook is the most popular social network worldwide, with a global usage penetration of 22.9 percent. As for the age groups, the platform is the most popular from 18 to 50-years-olds.
Snapchat: 78% of 18- to 24-year-olds use Snapchat, and a sizeable majority of these users (71%) visit the platform multiple times per day. However, only 54% of the 25-29-year-olds uses the app.
WhatsApp: WhatsApp seems to be extremely popular outside the U.S. According to survey data, 65 percent of the population in Germany are using WhatsApp. In Indonesia, 40 percent of the population use WhatsApp. Saudi Arabia has the largest share of its population (73%) to be connected to the app.
Hopefully, this blog will help digital marketers to know which platforms use when trying to reach a certain segment of consumers and which not to use.
Which social media platform do you prefer? Do you agree with the previously shown data?
Let’s get the conversation going and see you next week!