How did this one manage to get away from me for three weeks? Sneaky little devil.
On Valentine’s Day, the Pew Research Center released a report titled The Demographics of Social Media Users – 2012. It’s a snapshot of America’s racial, ethnic, age and socioeconomic groups’ social media preferences, focusing on Twitter, Pinterest, Instagram, Tumblr and Facebook.
Here are a few highlights of the US-only report:
Tumblr (the least popular site studied):
Facebook (obviously the most popular site studied):
This is all great information that brands and marketers can harness to target audiences by ever-more-precise segments. But take a closer look. Can you tell me what’s missing here? I’ll give you a clue… it’s a complete demographic.
Where are the Asian-Americans? No report on US demographic/technological trends is complete without them!
It’s not as if Pew is unaware of their existence: Last summer it released the results of a study, titled The Rise of Asian Americans, which found that this segment has overtaken Latinos as the fastest-growing racial/ethnic group in the country. They are also, on average, the highest-income and best-educated demographic.
It’s ironic that they’ve been left out of this report, because Nielsen published a study of its own in December 2012 about interaction with, and receptivity to, ads on social media.
And who are the most likely to share and “like” social ads as well as buy upon seeing them? You guessed it: Asian-Americans. Latinos were the next most likely to do all three.
Clearly, US consumers of Chinese, Japanese, Indian, Korean, Filipino, Vietnamese, Thai, Laotian and Singaporean descent (I’m sure I’m missing a few here) are not to be ignored.
Asian-Americans’ buying power is set to reach $1 trillion by 2017. Put that together with the other results of Pew’s own study on this demographic, and it’s clear that neither researchers nor marketers should ever overlook this group again.