Social Media Becoming More Diverse

Social media can be a great targeting tool for your business.  Many
companies have focused their social marketing efforts on reaching
specific female audiences because they were dominant social population.
New research has come about that shows men are becoming more social and
also social media users are increasingly more diverse.

• In 2010, men made up 47.6% of social networkers.  By 2014, the male population is estimated to climb to 48.4%.

• Faceook is expected to see a greater overall shift in users by gender. Just over 40% of Facebook users
were male in 2010. It is projected that the percentage of male users in 2014 will rise to 47%

• This year, nearly two-thirds of social networkers are Caucasian.  In 2014, that number will slip to 63%

• The percentage of African-American social media users is forecast to remain flat from 2012 to 2014 at 13% and the percentage of Asian users is projected to increase slightly from 4.9% to 5.1%

• The biggest shift will come from Hispanic social media users.  The percentage of Hispanic social media users will grow from 15% this year to 17% in 2014

What Does This Mean To You?

This change in demographics means more targeting options for your social media efforts.  You can not only leverage new customers and create loyal shoppers but market new sets of products.
Currently in Metro Orlando, adults who have visited a social media site in the past month:

• 49% were male

• 51% were female

• 54% were Caucasian (non-Hispanic)

• 18% were African American

• 2% were Asian

• 24% were Hispanic

For more information on how to expand your customer base and create targeting opportunities through social media, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer; The 2012 Scarborough Report, Release 1


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