5 Reasons Social Users are as Diverse as Your July 4 Fireworks Display

Posted by Amy Hatfield on July 5, 2014 in Business & Marketing Practices
Hispanics Rule Social archery trade Seventy-nine percent of Hispanic Internet users are on social networking sites, compared to 72 percent of whites and 73 percent of African-Americans, according to Pew Research.

Yesterday was July 4, Independence Day, which happens to have a lot in common with social media. I know what you’re thinking: “Hatfield, you’re trying too hard.” Maybe. But the thing is, America and American independence is all about the freedom to be your own person and do your own thing. This structure allows us to be diverse religiously, ethnically, professionally and personally.

If we want, we can be the weirdo down the street with a hidden bunker full of food and resources. No one will mind much. You might not get invited to the neighborhood dinner party, but you can peacefully stock your underground shelves without intrusion or persecution. The old saying, “It takes all kinds,” remains strong and frequently invoked in America’s lexicon.

We are, after all, the great American melting pot.

Social media networks are a reflection of that wild and crazy national personality, and the diverse nature of each medium might surprise you. These five things surprised me:


1. According to AdWeek, Hispanics are a marketer’s dream, rulers among the digital savvy. They also lead the pack in using social networking sites. 79 percent of Hispanic Internet users are on such sites, compared to 72 percent of whites and 73 percent of African-Americans.

AdWeek also reminds us of something Americans learned from the 2012 presidential election: U.S. Hispanics are 52 million strong, representing 17 percent of all Americans. And they affect everything, whether it’s how you win elections, how you target your customer base, or how you market your product.

2. Among online adults, 45 percent of those age 65 and older use Facebook.

Facebook users

3. Women dominate Pinterest.

Pintrest users

Among online adults, 33 percent of women use Pinterest compared to just 8 percent of men. So, if I have a new product line that targets women, I’m posting gorgeous images of those products on Pinterest. Like, right away.

4. Twitter and Instagram are the social platforms of choice for African-Americans.

Twitter users

Among adult Internet users, 29 percent of African-Americans used Twitter, compared to only 16 percent of white, non-Hispanic and 16 percent of Hispanics.

Instagram users

Instagram adoption by African-American Internet users increased from 23 percent in late 2012 to 34 percent in 2013.

5. And, finally, if you think social networks are just plain dumb and you don’t care about their diversity, well, your group is represented here, too:

If you'd like to grab more stats from Pew Research Internet Project to fine-tune your social strategy or get the lastest data on social demographics, check out their Social Networking Fact Sheet