Online Channels Demography and their Usage

A Multichannel Strategy is your Go!

You may be wondering if your advertising tactic is the best for your company, or what options may be better suited for your needs. Because of this, we’ve outlined the pros and cons for the most popular of online channel. As well as we show you how popular they are and among which audiences.


Today around seven to eight in ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.


Bear in mind that users use several channels and most important of all, they do it almost simultaneously.

 

Imagine an average household, three people = three users. Each user can see their favorite program on television while they have their mobile phone in hand, with the Instagram app open and making stories about what happens in that program. How many channels come into play in this situation? How many channels can you use to reach that user in one way or another? At least 3. Television, the Smartphone and Instagram itself. Al that without taking into account the rest of applications and tools that are inside that device.

 

Since this blog is mainly for small business owners or entrepreneurs, and especially it's about online marketing, let's talk more about the online channels. 

 


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Social Media

Social media is an enormous space full of great opportunities and inspiration. And when I say enormous I mean all of the 2.82 billion social media users. How can that help your business? Establishing an active presence on multiple social media platforms is almost essential today. Being on Facebook is good, but it’s not enough. Platforms like Instagram, YouTube, Twitter or even LinkedIn are used by more and more companies and small businesses every year. But in order to get the best results and not waste your time, it should be done effectively. Learn about your audience and what they might want to see on your social media. 


For example if you’re a café, managing an active Instagram account with nice pictures of the interior, food and drinks offered, it will get more traffic, and therefore likely more customers, than if you had an account which was inactive, with only a few pictures that don’t really flatter the establishment. However, if you want to spread ideas or stories, it might be more useful to have a Twitter account and share your words in tweets or even record videos and share them on YouTube. It’s all about your business’s philosophy. There are also great tools that can help with social media management.

Different online channels



These days, one of the social media trends is live video. YouTube, Facebook, Twitter and Instagram are all platforms that use it. Live videos allow you to communicate and get real time feedback from your customers.

Demography

Now that we know having your business present on multiple channels can bring better results, let's inspect the major social media platforms.



Facebook

Very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily


Facebook demography


According to Omnicoreagency.com:


Facebook income demographics

  • 66% of adults who make less than $30,000 use Facebook
  • 74% of adults who make between $30,000–$49,999 use Facebook
  • 70% of adults who make between $50,000–$74,999 use Facebook
  • 75% of adults who make over $75,000 use Facebook

Instagram

59% of users visit the platform daily, 52% of Instagram users are Females and 42% are male.


Instagram income demographics

  • 30% of adults who make less than $30,000 use Instagram
  • 42% of adults who make between $30,000–$49,999 use Instagram
  • 32% of adults who make between $50,000–$74,999 use Instagram
  • 42% of adults who make over $75,000 use Instagram

 

Tool to Utilize: Advertising (this is the same for Facebook and Instagram)

Facebook Advertising is really picking up speed in the business world. It uses social graph and activities to pinpoint those who fall into your buyer demographics, making Facebook Ads incredibly effective. Facebook ads are more likely to bring in strong leads that are actually looking for your services. 

Pinterest

It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. But actually it’s the fourth-most-popular social media platform in America. It outranks Snapchat, LinkedIn, Twitter and WhatsApp. 27% of Pinterest users use the site daily. According to this article


  • 250 million people use Pinterest every month
  • Pinterest reaches 83 percent of US women aged 25-54
  • 34 % of Americans aged 18 to 49 use Pinterest
  • High-income and educated US households are twice as likely to use Pinterest as low-income and less educated US households
  • 80 % of Pinterest users are on mobile
  • 85 % of women users use Pinterest to plan “life moments”
  • 59 % of of millennials have discovered products on Pinterest
  • 90% of weekly users use Pinterest to make purchase decisions
  • 50%+ Pinners live outside the US.
  • 42% US women adults who uses Pinterest.
  • 80% of US mothers who use the internet uses Pinterest.
  • Millennials use Pinterest as much as Instagram.
  • 28% of all US social media users are Pinterest users.

Pinterest income demographics

  • 20% of adults who make less than $30,000 use Pinterest
  • 32% of adults who make between $30,000–$49,999 use Pinterest
  • 34% of adults who make between $50,000–$74,999 use Pinterest
  • 39% of adults who make over $75,000 use Pinterest


Linkedin

25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users. 


LinkedIn income demographics

  • 13% of adults who make less than $30,000 use LinkedIn
  • 20% of adults who make between $30,000–$49,999 use LinkedIn
  • 24% of adults who make between $50,000–$74,999 use LinkedIn
  • 45% of adults who make over $75,000 use LinkedIn

 

Tool to Utilize: Groups 

There is a lot less conversation happening directly on LinkedIn pages then there is on other social media marketing profiles. One way around this is joining LinkedIn groups where you can meet people from the same industry or with similar interests, ask and answers questions, and engage in conversations. Pose a question to the group to get a conversation flowing. It’s a great way to showcase your expertise on your industry.

Twitter

23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.

 

Twitter income demographics

  • 20% of adults who make less than $30,000 use Twitter
  • 21% of adults who make between $30,000–$49,999 use Twitter
  • 26% of adults who make between $50,000–$74,999 use Twitter
  • 32% of adults who make over $75,000 use Twitter

 

Tool to Utilize: Hashtags 

Hashtags (#) are you key tool on Twitter. These tags allow you to reach a wider audience than just your followers by getting involved in existing conversations. People searching for specific information will often check hashtags to see what’s out there.

Frequency

Are you interested in the frequency of usage? Check out the image bellow!

There is an amazing analysis from PEW research with all the info about online channels you can imagine. Check it out!

What is a multi-channel online strategy?

Surely you already intuit where the shots go. A multi-channel strategy tries to combine different channels to reach the user in the best possible way. It is necessary, because you have to go with your business to where the consumers are. Don't stick to one channel! As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.

 

Find out: What are your social media strategy objectives? 

Find out: Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.

Find out: What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose TikTok as your prime channel.  


What would happen if people look for a service or product related to your business and they do not find you? Increase your chances by being present and active on at least two channels.

 


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It's a place where people with the same interests can connect online. The basic principle is that it is an online place for people to discuss, share experiences and express their opinions and attitudes. It also allows people to organize events, share photos, videos, or broadcast live videos.


Any Facebook user can create a group and its operation is completely free. Each user can be a member of up to 6,000 groups at the same time. 


Unlike FB Pages, groups can be closed, and while the Page serves primarily for brand presentation, groups are focused on users and their activity in the community.


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