A new report from Pew Internet Research found that 63 percent of men and 66 percent of women are frequent users of social media. The numbers differ from generation to generation, but at least 20 percent of every age demographic except those 65 or older access social media several times each day.
Facebook was the most popular platform with 87 percent of social users regularly accessing the website. Eleven percent named Twitter as a network they access every day, with 13 percent saying they use LinkedIn as often. Google+ was not included in the report.
For marketers, the presence of so many diverse audiences on these websites provides a chance to reach prospects of any kind. While younger users are more engaged and active on social networks, older users are often on the websites for personal and professional use.
In terms of social media content, Pew found that users are more likely to respond to positive content and messages.
While Pew’s numbers show a major lead for Facebook for social media marketing, Brafton reported on Thursday that 70 percent of companies active in the channel plan to improve their use of Twitter and LinkedIn in 2012.
