This blog by Belle Beth Cooper shows off 10 stats
that will more than likely surprise you. You probably won't even click on the
link to read them (although I encourage it) so let me give you the bullet
points:
- The fastest growing
demographic on Twitter is the 55–64 year age bracket.
- 189 million of
Facebook’s users are ‘mobile only’
- YouTube reaches more
U.S. adults aged 18–34 than any cable network
- Every second 2 new
members join LinkedIn
- Social Media has
overtaken porn as the #1 activity on the web
- LinkedIn has a lower
percentage of active users than Pinterest, Google+, Twitter and Facebook
- 93% of marketers use
social media for business
- 25% of smartphone
owners ages 18–44 say they can’t recall the last time their smartphone
wasn’t next to them
- Even though 62% of
marketers blog or plan to blog in 2013, only 9% of US marketing companies
employ a full-time blogger
- 25% of Facebook users
don’t bother with privacy settings
While all 10 of these
statistics should raise a few brows, I want to comment on three in
particular - let's start with the first one:
"The fastest growing demographic on Twitter is the 55–64
year age bracket."
Twitter is for the socially obsessed, right? Those who need
attention and feel the need to share every moment of every day with the world
as if there is something special about the moon that THEY are seeing (as if
nobody else has stepped outside that evening). My 21,000+ tweets certainly
suggests that I am pointing this all-judging finger at myself, but if this is
all Twitter was, would it still be around? I mean, how many "socially
obsessed" people are there in this world? The answer seems to be more than
the 500 million that Twitter already has, people just don't know it yet.
Twitter is about as good as it gets for socially connecting online with people
on a one-on-one or group-on-one basis. Twitter is more than sunsets, full moons
and home-cooked meals, and it sounds like an older demographic is about to
find that out.
"189 million of Facebook’s users are ‘mobile only’"
Mobile ONLY. I know I use mobile quite a bit (more than I'd
like), but I also use the desktop for Facebook - yes, my job actually pays me
to do that...it's a pretty sweet gig. This number '189,000,000' just blew me
away. I think it says quite a bit about not only how people are using Facebook,
but also about how people are consuming media in general. Does your business
run commercials? If yes, that's great - but do you have a second commercial
geared towards an online audience specifically? People unconsciously think of
TV viewers as one set of people and online viewers as another set of people,
and that just isn't the case. The same people that watch TV also get online.
The same people who watch the news on your local stations more than likely ALSO
have a social presence online as well. Are you reaching them offline AND
online, or are you continuing to only reach them in the most expensive places
(TV/Print)? TV stations and newspapers are great sources of media - but if they
are going to survive (and I believe many of them will) they will need to move fully
online in the next 5 years.
Target them specifically on mobile/social (by gender, by age, by
interests, by habits) and pay for only the impressions that
you want. Sure, 'impressions' is probably not how you
should judge success of your campaign, but it would help if you knew the 1,000
impressions you paid for was to reach the 1,000 people most interested in your
product.
"YouTube reaches more U.S. adults aged 18–34 than any cable
network"
You should probably read that again, so here, "YouTube
reaches more U.S. adults aged 18–34 than any cable network." First
thought, wow, and second thought, that's a HUGE segment of the population!
Every business needs to ask themselves something after reading a stat like
that, "Is that age group likely to expand, or will this just be a fad and
it will go away?" I am no soothsayer so I will not bet my home on it...but
I'll bet my '03 Honda Civic that this new online audience will not decrease and
that the amount of audiences watching/receiving content online (more than cable)
will expand pass that 34 year old age group quickly. Netflix? Amazon Prime?
Hulu? Apple TV? Facebook News Network (ok, that Facebook part is made that
up...but what if?)? Many options are already available on the cheap and this is
not a "fad" looking to leave.
So, what is YOUR outlook on reaching a customer base in the next
12 months? 24 months? 5 years? In 5 years, people will either say about
your business, "I love doing business with _______." or they'll say,
"Remember when we did business with ________?"
The statement they choose to say is up to you.
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