Nielsen Claritas reports that people who are more affluent and live in urban environments are more likely to use social networks than the so-called “average American.” They also reported differences in demographic characteristics between Facebook users and MySpace users:
Facebook users have a largely upscale profile. The top third of lifestyle segments relative to affluence were 25% more likely to use Facebook than those in the lower third.
Given these characteristics, it’s probably not surprising that these people are also more likely to use LinkedIn for business networking purposes.
On the other hand Nielsen Claritas noted that people in the bottom third segments related to affluence are 37% more likely to use MySpace for social networking.
People who live in urban environments, regardless of affluence, are more likely to blog or tweet than those who live in rural areas.
Are we seeing tribal patterns? Here’s another report on the same patterns (from CNN).
Needless to say, advertisers are taking note of these demographic patterns, and are looking for ways to better target their online advertising or promotional activities.
Non-scientific Validation…
I attended a brunch yesterday – a goodbye party for two couples who were moving back to France for the winter rather than stay here in Seattle. Everyone at the brunch was over 40, all in the top third segments based on affluence. Almost everyone had used Facebook, to varying degrees. No one mentioned MySpace.
I was the only blogger, although everyone reads blogs. No one else admitted to using Twitter.
The big excitement was discussing iPhone apps, such as one (name TBD) that allows you to point your iPhone camera at the night sky, and if your phone is GPS-enabled, it identifies the constellation and nearby planets. Sounds like that app is a big hit at outdoor BBQ parties among friends.
Party Gossip: iPhone Adoption
Someone remarked that 7000 people at Microsoft’s Redmond campus are iPhone customers. What’s significant about this is that these people are choosing to pay for the phone and the monthly AT&T wireless plan. If they were willing to use a Windows Mobile phone, the phone and the service would be provided to them at no charge by their employer.
That’s called voting with your wallet.
