P1 C-
Target User/ Membership
Below I have investigated the target audiences of several social media accounts, i.e. Facebook, Twitter and Instagram.
Facebook
Over recent years there has been a spike in the amount of
older people who are using Facebook, compared to when the app first started.
Facebook has recently seen a lot of its younger audiences move more towards
other apps, such as Instagram, Twitter and Snapchat.
Despite this view, it is seen by most people that Facebook’s
current target audience are middle-aged adults who are not currently in
employment. Facebook is popular among those in rural, suburban and urban areas,
along with those who are of various ethnic backgrounds.
Facebook has the most engaged users; 70% log on daily,
including 43% who do so several times a day.
Twitter
Over recent years there has hardly been a change to the way in
which news is distributed on Twitter. The microblogging site allows users to
keep up with events in a real-time news feed and charges advertisers to promote
their targeted messages. Of Twitter’s 271 million active users in 2014, 95
million were between the ages of 18 and 29. The site is also popular with older
adults, with 54 million users between the ages of 30 and 59, and 44 million
over the age of 50.
It is shown in a recent study how internet users living in
urban areas are more likely than suburban or rural counterparts to use Twitter.
Three out of 10 online urban residents use the site compared with 21% of
suburbanites and 15% of those living in rural areas. The majority of regular
Twitter users are male, while females tend to gravitate toward Facebook and
Instagram. Twitter is more popular than other sites with the more affluent. The
percentage of users with college educations and incomes over $50,000 is much
higher than those of Facebook or Instagram. Twitter users are also quite
diverse, with 20% of online Caucasians and 28% of online blacks and Hispanics
being regular visitors.
Instagram
While the number of online American adults using Instagram
doubled from 2012 to 2015, the photo- and video-sharing network has become
completely entrenched in the lifestyles of younger Internet users. The
migration of youth from Facebook to photo-sharing social networking sites such
as Instagram explains why 53% of its 200 million active users are between the
ages of 18 and 29, most of whom are on the platform daily.
Over half of American teens and people in their early 20s are
on Instagram, and it is even more heavily used among higher-income youth.
Americans in this demographic rely heavily on mobile devices, and posts to
Instagram can only be made using one, adding to its popularity. In its infancy,
Instagram was heavily skewed toward female users. As of 2015, many more males
have come on board and make up nearly 50% of daily Instagram users.
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