The Pew Research Center in the US have just released their report on ‘The Demographics of Social Media Users — 2012‘. Here is a graph from the report for anyone living under a rock and unaware of the cataclysmic rise that has been going on:
This is a really useful report for your charity marketing and digital strategy. Even though the data is from the USA and maybe most of the people you want to reach are closer to home there is a really good chance that the UK would have similar results – similar enough to be of use to you as a charity marketeer anyway. This report will give you a decent indication as to where you are most likely to connect with your key demographics.
It’s true that most of the key takeouts from the report are unlikely to make any media analyst pause over their espresso ~ Facebook is the most used network, younger people are more likely to engage in social media, Twitter use has doubled in the last two years blah blah blah ~ but the more interesting and useful figures are to do with lesser known networks and other demographics, people in urban areas for example are much more likely to engage with social media. The point of all this is that you can try and match data in this report to what you already know about your volunteers or donors or supporters.
You might find that a big pool of donations comes from women 40 – 50 years old who live in cities and you might find that this group are particularly active on Pintrest rather than Twitter so your time would better be spent trying to connect with them there.
Or imagine if most of your volunteers are young men from a rural area and you find out that this is a group that even though they are part of the age group most likely to be active you find the gender and location out way that presumption and they are relatively inactive on social media – so maybe Facebook is not the best channel for a recruitment drive after all.
(Those are not real examples btw you have to read the report to find out if city ladies really do prefer Pintrest over twitter or if young country Gents really do hate Facebook : )
ABOUT THE SURVEY
These readings come from a national survey conducted between November 14 and December 9, 2012 on landline and cell phones and in English and in Spanish. The results reported here come from the 1,802 respondents who are internet users and the margin of error is +/- 2.6 percentage points.
Figures on Facebook usage are taken from a separate Pew Research Center survey conducted in December 2012. For more in-depth information about Americans’ Facebook habits, see our recent report “Coming and Going on Facebook.”
Download the report here (pdf)