The social network you like best actually says a lot about you, according to a new study by Anderson Analytics. Advertising Age reports that the survey studied the demographics and psychographics of both social networkers and non-users to identify users' likely interests, buying habits, media consumption and more.
Some things learned from the study:
- Today, 110 million Americans (60 percent of the online population) use social networks.
- The average social networker visits a social site(s) five days a week and checks in about four times a day for a total of an hour each day.
- Around 52 percent of social networkers had friended or become a fan of at least one brand.
Using the results of the study, Advertising Age created mini-profiles for social-network users. Here are some highlights:
Facebookers: There are 77 million Facebook users, according to the study, and Facebook users are more likely to be married (40 percent), white (80 percent) and retired (6 percent) than users of the other social networks. They have the second-highest average income, at $61,000, and an average of 121 connections.
Twitterers: This is the super-user group and Twitterers are also entrepreneurial. They are more likely to use the service to promote their blogs or businesses, and are more likely to be employed part-time with an average income of $58,000. They have an average 28 followers and 32 Twitterers they're following.
MySpacers: This group is young and fun—but fleeing (users said they'd used the site much less in the past six months). The 67 million who are still there are into having a good time. Their average income is the lowest, at $44,000, and they have an average of 131 connections. They're more likely to be single (60 percent) and students (23 percent).
LinkedIn users: This group is all about business—and LinkedIn has the only user group with more males than females (57 percent to 43 percent). They have the highest average income, at $89,000, and are more likely to have joined the site for business or work.
Source:
Advertising Age: What Your Favorite Social Network Says About You
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