CivicScience Report on Social Media: Who’s using which platform–and how it’s used


Beyond Facebook: Profiling Active Users of Next-Tier Social Media to Drive Smarter Marketing–a Q4 2015 Report from CivicScience.

With nearly 80% of U.S. adults now using Facebook, its ability to reach large numbers of consumers across demographic, socio-economic, and geographic lines makes it a must-have advertising vehicle, akin to television or search. Nearly every brand or media outlet can reach a sizable enough portion of their target audience to justify a strong presence on the platform.

Behind Facebook, however, is the second wave of large and growing social media platforms who aspire to Facebook’s stature, but today reach a more specialized group of users. Though smaller (consider that the next-largest social media site, Twitter, reaches less than 20% of the U.S. population), these platforms are attractive for certain types of advertisers – and less attractive for others — based on the unique profiles of their audience.

It’s widely known, for example, that Snapchat and Instagram reach younger users, while Pinterest’s audience leans more female. But, the differences across these platforms go far beyond basic demographics and into the realm of psychographic characteristics that define the way people live, shop, watch, or even vote. As advertisers evaluate where to spend their precious dollars, a deeper understanding of these audience attributes is paramount.

By polling more than 423,000 U.S. social media users who actively use various social media platforms daily-to-weekly and by cross-analyzing their answers with their responses to previously asked-about factors, CivicScience found important differences among Instagram, Pinterest, Snapchat, Tumblr and Twitter users.

CivicScience’s Social Media Influence index aims to identify the impact social media has on respondents’ consumer preferences and behaviors.

All active users of these sites rank higher than the general U.S. population, but Snapchat users are by far the most likely to be influenced by social media platforms.

• Active Snapchat users are more likely to say their purchases, music tastes, TV/movie tastes, food purchases, and electronic purchases are influenced by social media.

• Active Snapchat and Instagram users spend more time on social media sites each day:

➡ 79% of active Snapchat users use social media more than 1 hour each day.

➡ 74% of active Instagram users use social media more than 1 hour each day.

Another interesting data set looks at who’s taking better care of their health–by social media platform

CivicScience’s Health & Wellness index aims to identify the extent to which population segments monitor and maintain their health and wellbeing. The overall health and wellness of these active social site users are very similar to each other and rank slightly above the general population.

• Active Snapchat users are slightly more likely to regularly exercise in general and are more likely to regularly exercise at a gym. They are the least likely to eat healthy, likely due to their younger age skew.

• Active Pinterest users are the most likely to read nutritional information of the food they buy (17% more likely than the general population), are slightly more likely than the others to take vitamins and nutritional supplements on a regular basis, and are more likely to buy locally-grown food than the general population.These social media users exhibit the most healthy practices of all the segments studied.

• Twitter’s active users have the highest non-smoking score.

For the complete report with more detailed data, including differences in price sensitivity, TV-viewing habits, money management and more,click here.



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