AU MA Social Media

A class blog about social media.

Sharing: Who uses social media — an infograph from Advertising Age

Posted by taniapaiva on May 18, 2011

Here goes my first ever blog entry — please be kind.   🙂

With this entry, I have moved up a few rungs on the technographics ladder from spectator and joiner to critic.  So, Advertising Age just put this infograph on who uses social media out on May 16.   I bet that our professors who have been working in this space for awhile, will not find much of the information surprising or new, but for a newbie like me…I saw some interesting nuggets of information.  I wonder if any of my fellow classmates will find aspects of this interesting and which facts will peak their interest.

One thing that really interested me (mostly because of my long-standing interest in how different cultures communicate), was the  racial divide on Twitter. 

-63.7% of users are white

-19.2% are hispanic

– 17.1% are black

Now, I have yet to join Twitter (on my long list of things to do this week), and when I do I will be just one more Hispanic joining the party.  I know my personal reasons for resisting Twitter to date have nothing to do with my race, but I can’t help but ask if there is a larger cultural trend here.  Do we tend to be late adopters of social media technology?  Do we prefer to communicate in person?  Do we just not like the tweeting concept?  I am not sure and I don’t yet have enough of a grasp on the issues of social media to offer up a hypothesis.  Perhaps by the end of our course, I will have a better understanding of this. 

Also, what’s up with the ladies with cats digging Facebook? 



It’s one thing to read about it, but a whole ‘nother thing to see it put into graphical form. Here’s AdAge’s look at the demographics of social media.

First up is the breakdown of social media users compared to the population of the US. Kind of frightening, actually, to see Facebook so close to the outer rim. I feel like I’m looking at one of those molten lava charts from an old B scifi movie. “We’ve got to find a way to stop the rapid expansion before the Facebook layer breaks through and destroys the world!”

And how interesting that the LinkedIn ring fits inside the MySpace ring. AdAge has a supplemental chart that shows that 27.2% of the population on MySpace is male, between the ages of 18 – 20. That same demographic only represents 13.7% of Facebook. Granted, we’re talking percent of total user pool, not actual numbers of users, but it still seems to indicate that Facebook is not the place to advertise if your target demo is a 19 year-old guy.

Also, is there something off about the fact that 61.2% of women on Facebook have been married less than a year but 71.1% are parents. If you read my articles often, you know math and I aren’t on speaking terms, so maybe I’m off about the correlation between those two numbers.

Peruse the chart and then we’ll talk some more.

In addition to parenting, cats appear to be the one element that resonates with the most people on Facebook. If you sell cat treats or high-tech litter boxes, I’d cancel all of your other advertising and spend every dime on Facebook. These are your people.


One Response to “Sharing: Who uses social media — an infograph from Advertising Age”

  1. Cassandra Szczechowicz said

    Very interesting comment regarding race and Twitter usage. I bet there are some cultural reasons related to communication styles at work here but the digital divide might also be at play. A REALLY quick Google search turned up the following (shared below). Take it with a grain of salt since it was published in 2004, but nonetheless I think it highlights how we need to be considerate of the digital divide as it relates to our target audience.

    “Estimates from the CPS indicate that Mexican-Americans are roughly one-half as likely to own a computer and one-third as likely to have Internet access at home as whites. The black home computer rate is 59 percent of the white rate and the black home Internet access rate is 51 percent of the white rate.”

    Source: Fairlie, Robert W. (2004) “Race and the Digital Divide,” Contributions to Economic Analysis & Policy: Vol. 3: Iss. 1, Article 15.
    Available at:

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