The Demographics of UK Social Media Users 2015

Is Pinterest now more popular than Twitter? Are Facebook users getting older? Which social platforms engage 18-24-year-olds the most? Do certain genders prefer particular platforms? For businesses hoping to leverage social media as a marketing tool, understanding the demographics behind each platform can offer valuable insights. Here’s a closer look at the demographics of UK social media users:

Pinterest Demographics

Pinterest is one of the newer social media platforms and has grown rapidly since its launch in 2010. By 2012, it had increased traffic by 789%, with over 200,000 users in the UK. Pinterest tends to attract more female users, with early figures showing that 62% of users were women compared to 38% men.

However, a report by RJMetrics suggested this gap had widened, with 80% of Pinterest users now being women. The study also revealed that men tend to use the platform less over time, with engagement tapering off after about four years. In 2013, the average female user posted 158 pins, with 20% of those related to food and drink. (Stats courtesy of Econsultancy and Ecommerce Manager)

Google+ Demographics

If Pinterest leans towards a female audience, Google+ shows the opposite trend. Of its 400 million global users, 63% are male and 37% female, with a significant percentage based in the US (31%) and earning above-average salaries. In the UK, Google+ appeals particularly to younger users, with 41% of users aged 18-24 and 29% aged 25-34. Additionally, 42% of users are single, reflecting its younger audience.

There’s also a notable gap between registered and active users. In the last quarter of 2013, the UK had 12.6 million registered Google+ users, but only 3.9 million were active. While 54% of users log in to stay connected with friends, 42% use the platform to engage with brands. (Stats courtesy of Tone Dental Design and The Last Hurdle)

Facebook Demographics

Still the heavyweight in the social media world, Facebook boasts 31 million users in the UK. Gender distribution is fairly balanced, with 49% men and 51% women. In the UK, 60% of the population has a Facebook account, and the platform’s users are slightly older, with 26% in the 25-34 age group.

While some marketers argue that Facebook is losing its appeal to younger audiences, it still attracts 2.5 million users aged 13-17 in the UK. It remains a powerful tool for businesses, offering broad appeal across different age groups, income levels and educational backgrounds. (Stats courtesy of Rose McGrory and eMarketer)

LinkedIn Demographics

LinkedIn, as a business networking platform, skews towards an older demographic. Only 21% of its users are under 35, with the majority—79%—being over that age. LinkedIn’s user base is also predominantly male, with 58% men compared to 42% women. In the UK, the platform sees over 60 million monthly views.

Because LinkedIn is geared towards professionals, it’s easier for brands to market to a specific audience. Its powerful search functions make it an excellent tool for connecting with potential clients and partners. (Stats courtesy of Pingdom)

Twitter Demographics

With 15 million active users in the UK, Twitter attracts a younger crowd, with almost two-thirds of users under 34. Twitter has benefited greatly from the rise of mobile usage, with 80% of people accessing the platform via smartphones.

Gender distribution is even, but some interesting stats stand out:

• 43% of users have an account but haven’t posted in over a year.
• Only 26% of teenagers rank Twitter as their favourite platform.
• 29% of users check their timeline multiple times a day.

Twitter’s real-time nature makes it particularly popular for news updates and live events, but its challenge is converting inactive accounts into regular users.

Using Demographics to Connect

So, how can you use this information to enhance your social media marketing strategy?

If you’ve done your research and understand your target audience, certain platforms will likely stand out. For example, Pinterest, with its strong female user base, may seem like a great fit for products targeted at women. But before you put all your eggs in one basket, consider that Facebook has millions more users, and half of those are female, giving you a much broader reach.

Demographics are helpful for narrowing down where your target market might be, but they are just one part of the puzzle. You need to have a clear idea of who your target audience is before you can effectively use this information. Social media is constantly evolving, and new platforms are beginning to gain traction in the West. Each will come with its own unique set of demographics.

Ultimately, it’s about how well you engage with people on these platforms. People buy from people, and if you aren’t actively engaging, the social aspect of social media could be lost on you. Whether it’s Facebook, Twitter, LinkedIn, Google+, or Pinterest, your success will depend on how well you connect with your audience.