Tumblr doesn’t have as many monthly users as some of the other social networks. But those it does have are extremely valuable to brands. Tumblr users are young, and they are incredibly engaged.
According to survey data released earlier this year by GlobalWebIndex, 34 million Internet users globally say they contribute to or use Tumblr on a monthly basis. Nearly half, or 46% of these users were between the ages of 16 and 24 (always a difficult-to-reach demographic).
And unlike networks that encourage quick messaging and brief glances at the feed, Tumblr’s emphasis on multimedia blog posts means users spend a fair amount of time creating and digesting what’s on the site. More total time is spent on Tumblr than on bigger social networks like Twitter, LinkedIn, and Pinterest, according to December 2012 numbers from comScore.
In a recent report from BI Intelligence, we break down the demographics of each major social media platform, including Tumblr, to help brands and businesses decide which networks they should prioritise. Being able to identify the demographics of social media audiences at a granular level is the basis for all targeted marketing and messaging. The report also spotlights the opportunities that lie ahead for each social network, how demographics affect usage patterns, and why some platforms are better for brands than others.
Here are some of our surprising findings:
- Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $US75,000 use Tumblr.
- Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per cent of Facebook’s users are outside the U.S.
- Instagram is very female-oriented. 60-eight per cent of Instagram’s users are women.
- Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.
- LinkedIn is international and skews toward male users.
- Google+ is the most male-oriented of the major social networks. It’s 70% male.
- Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.
In full, the special report:
- Analyses gender, income, and age statistics for each social network
- Includes 16 charts and datasets that provide an in-depth picture of demographics on each of the major social networks
- Discusses mobile activity on social media and its relative weight on each of the platforms
- Looks at daypart statistics to gauge how demographics drives daily activity peaks on each of the networks
- Examines how international the user bases of each social network have become