Kissmetrics Blog

A blog about analytics, marketing and testing

Built to optimize growth. Track, analyze and engage to get more customers.

Who Likes What: Social Media By Demographic

Do you ever wonder what social networking sites you should be focusing your marketing efforts on?

This handy infographic breaks down the top social networking sites by gender, age, income, and education demographics. We also discuss the affinity score of certain keywords for a few social networking sites. The sites included in this graphic are Facebook, Twitter, MySpace, Digg, StumbleUpon and YouTube. Click on the graphic below for an enlarged view.

Social Media Demographics

View an enlarged version of this Infographic »

Key Points:

  • MySpace has the greatest gender divide, with a 64% female and 36% male membership.
  • Twitter has the largest division of wealthy users with 27% earning $75,000/year or more.
  • Facebook has the largest division of older users with 37% being 45 years or older.
  • Digg has the largest division of users with a graduate degree at 9%.
  • Stumbleupon is very popular among graphic designers. You’re 14.2 times more likely to reach a graphic designer through Stumbleupon than if you were to cast your marketing message broadly across the internet.

About The Author: Sean Work is the VP of Inbound at Crazy Egg. Follow him on twitter (@seanvwork) and ask him for a free cup of coffee :)

  1. Very nice set of stats. Interesting breakdown – surprised at the Twitter and StumbleUpon stats the most. Not what I would have expected so I guess that is why you do analysis.

  2. I’m a sucker for a good infographic – this one is quite helpful! I found the MySpace – gender stat very intriguing. I know in the marketing world, men tend to receive one big signal better while women tend to receive multiple smaller signals better. This might explain why women are drawn toward MySpace, which is busy, busy with “stuff” to see. Or maybe not.

    • Yeah, I can see why more woman are attracted to myspace too, they like things more visually appealing. Not all women, but I would so a good chunk of em. Not to generalize ;)

  3. Johnnie De La Garza Feb 09, 2011 at 3:57 am

    Was also surprised about Twitter info. It was interesting for me to see the Digg stats as I have wondered lately if it is the place to be.

    • I know what you mean Johnnie… Digg’s been a little weird lately, but they it looks like they’ve come around. They went back to a lot of their old ways. I’m sure they’ll have a solid come back this year.

  4. Erin Read Ruddick Feb 09, 2011 at 7:13 am

    Pingdom data showed that 60% of members are over 45, which would give that social network the largest division of mature (Boomers, seniors) users in my book. You can find the chart here:

  5. Very nice report and summary of the data! Thanks! I learned that my target audience has a large audience on myspace but now I wonder about the numbers. Even though there’s a large percentage, are there more people there than on facebook or twitter? How much more/less? Off to check the data. Thanks for this!

    • I don’t have specifics for the difference in number off hand, but I would imagine it being relatively significant, especially since the past 2 or so years. Let us know what data you come back with.

  6. Kirby Freeman Feb 09, 2011 at 10:11 am

    Would love to see education and income for overall population to know how different the users of those services are than the world at large.
    And, thanks for the interesting data, nice layout, and good use of call-outs. Enjoyed reading.

  7. Seeing Digg in a current infographic instantly tells me that either the author’s information is inaccurate; or they really don’t understand the key social media networks currently out there.

    Digg is dead, has been out the door for several months, and is not worth mentioning above other networks at this point.

    • Even though Digg’s had it’s moments in the past few months, it’s still has a monster of traffic. Also, if you take a look at their latest updates, almost everything gone back to the way it was.

  8. Craig Tommola Feb 20, 2011 at 4:01 am

    I’d like to see the space consumed by MySpace demographics replaced by something in the Foursquare / Gowalla realm. Think it’s more relevant. But that’s for keeping it simple and clear. This reference will be perfect for showing non-social-networkers who’s who. Much thanks.

  9. Great stats. Can you confirm whether this covers the globe, UK or any particular territory?

  10. Wow, I always enjoy your infographics!

  11. Never thought about the infographic of who actually uses social media! Great graphic that is easy to read!

  12. Really amazing infographic, a lot do not wow me anymore with so many being out there, but this one does

  13. Thanks for the enjoyable delivery of interesting statistics. What about the numbers for race/ethnicity?

  14. What’s the original date on this article? Please include that at the top under the social media buttons.

  15. Every guy knows that half of the female accounts on myspace were fake, and everyone lied about their income.

  16. I really thought that the majority of the numbers would be higher for women. I did not think that social media was as equally favored.

  17. Hey,
    Great Infographics, This surely explain that more young and from USA people generally likes and enjoy to other things.

    Thank you

  18. Peter Kearney Jan 14, 2013 at 2:42 am

    Great to see some interesting insight behind all the the numbers out there.

  19. It seems to me that anyone can put any stats on users, such as I can say that I am a 28 year old billionaire. How are those metrics actually verified. But stats aside, the design is precise and very well presented.

  20. Michael Yoder Feb 07, 2013 at 7:01 am

    What about LinkedIn? It would have been interesting to see how LinkedIn stacked up to the networks included in the infographic, especially when you start talking about income and education level.
    I also think including MySpace was useless. Including information on Google+ would have been much more useful.


Please use your real name and a corresponding social media profile when commenting. Otherwise, your comment may be deleted.

← Previous ArticleNext Article →