2. Before getting started
All kinds of social media has penetrated to people’s daily life. With
computer, laptop, and smartphone, social media are everywhere.
Amongst, Email still has the largest yearly active user base. The recent
data shows the number is 3700 million. (Statista, 2017)
The presentation aims to explain the reason why email might be the
best place to get started of your digital marketing by comparing the
demographic figures of email users and other social media users.
3. Table of Content
Most Famous Social Network Sites Worldwide and Their Limitations
The Advantages of Email
Email Users Key Demographics
Users Key Demographics of Different Social Networks
4. The leading social media are normally available in numerous languages and
multiple devices. They enable users to connect, deliver, and exchange
information without geographical, cultural, and political limitations.
Due to the difference of cultural, area, policy, and life styles, people engage
their interests in different social network platform which is most
convenient, popular, accessible and helpful to their own life. Such as VK is
most popular for Russian users; Chinese user use Sina Weibo more than
Facebook not only due to their friends using it most often also due to the
fire wall.
The focus of Social media is various: platforms such as Facebook or
Google+ are highly focused on exchanges between friends and family and
are constantly pushing interaction through features like photo or status
sharing and social games. Other social networks like Tumblr or Twitter are
all about rapid communication and are aptly termed microblogs. Some
social networks focus on community; others highlight and display user
generated content.
Most famous social network sites worldwide as of September
2017, ranked by number of active users (in millions)
5. The Advantage of Email
Different social media focus differently, the services of them are limited to certain
groups or aims, the information delivering range is limited, and the content than
can be generated in a certain social media is also limited
Comparing with all the social media, the advantage of email is obvious that almost
unlimited accessibility, email is available for multiple devices, languages, not only
focusing on information exchange of multi-approach but also the message can be
delivered between different providers and for various aims. Besides that, email can
be the registration base for all different social network platforms and receive
information from those social network platform
6. Figure 1. The Gmail/ Yahoo Mail Age Divide (Armstrong, 2017)
Figure 2. Email Yearly Active Users in Selected Countries
Based on Population Percentage (Statista 2016)
Email Users Key Demographics
The technology of email appeared since year 1971, it already had
around 10 million users in 1996, as the same time, few email
companies began to offer free, using-anywhere internet email, i.e.
Hotmail. (Left, 2002)
Balanced distribution. The amount of users does not vary greatly
from country to country.
Use Gmail and Yahoo Mail as examples, even though the amount
of users of different email providers is various, there is a balance
distribution among different age groups. Only the youth group is
keen on Gmail more than Yahoo Mail, vice versa for the older
group
7. Checking email is one of the most frequent and popular
mobile activities ranking only third to Browse the internet
and Make or receive a phone call, and the number is still
increasing. (Statista, 2017)
From the perspective of digital democratization, developed
nations generally lead in connectivity of multiple social
media. This is understandable that the newest launched social
media, the more advanced technology required.
Comparing with other social media, email is the earliest
created and the easiest to access for users.
With a balanced demographic user distribution, email
marketing is the wildest platform comparing with running
campaign in other social media. It gives business a broad
access to consumers internationally and intercultural.
Figure 3. Most Popular Mobile Phone Activities
(Euromonitor, 2017)
In the following sections, the demographic facts of other social
media are presented, and the sources can be found in reference
list and appendix.
8. Active Since April 2004 -- Now
Based on the population percentage
88% of 18–29 year olds use Facebook.
84% of 30–49 year olds use Facebook.
72% of 50–64 year old use Facebook.
62% of 65+ year old use Facebook.
Facebook demographics continue to skew heavily toward women with 83% of
adult women using the network, compared to 75% of men.
Facebook is most popular in India (241 million), US (240 million), and Brazil
(139 million). (Statista, 2017) The complete data is available in appendix figure
8.
Highly focused on exchanges between friends and family and are constantly
pushing interaction through features like photo or status sharing and social
games.
9. Active Since November 2013 -- Now
Based on the population percentage
59% of 18–29 year olds use Instagram.
33% of 30–49 year olds use Instagram.
18% of 50–64 year olds use Instagram.
8% of people 65+ use Instagram.
Of all of those age groups, the dominant gender on the photo-sharing site is still
women. 38% of online women use Instagram. 28% of online men use Instagram.
Instagram is most popular in United States (88.48 million), Russia (27.52 million),
and Brazil (26.98 million). (Statista, 2016) The complete data is available in
appendix figure 5.
Highly focused on exchanges between friends and family and are constantly
pushing interaction through features like photo or status sharing and social
games.
10. Active since March 2006 -- Now
Based on the population percentage
36% of 18–29 year olds use Twitter.
23% of 30–49 year olds use Twitter.
21% of 50–64 year olds use Twitter.
10% of 65+ year olds use Twitter.
Pew research discovered Twitter’s gender demographics are nearly split
down the middle: 25% of online women use Twitter. 24% of online men use
Twitter.
Twitter is most popular in United States (67.54 million), India (41.19
million), and Indonesia (24.23 million). (Statista, 2016) The complete data is
available in appendix figure 7.
Twitter is all about rapid communication and are aptly termed microblogs
11. Active since December 2002-- Now
Based on the population percentage
34% of 18–29 year olds use LinkedIn.
33% of 30–49 year olds use LinkedIn.
24% of 50–64 year olds use LinkedIn.
20% of 65+ year olds use LinkedIn.
The gender divide between users on LinkedIn has changed slightly over the
years. But data shows men still access the professional network more than
women. 31% of online men use LinkedIn. 27% of online women use LinkedIn.
LinkedIn is most popular in United States (126 million), India (33.4 million),
and Brazil (23.1million). (Link Human, 2015) The complete data is available in
the link
https://www.youtube.com/watch?time_continue=9&v=M5xb8OLkNH4
Highly focus on job seeking and business networking
12. Active since March 2010-- Now
Based on the population percentage
36% of 18–29 year olds use Pinterest.
34% of 30–49 year olds use Pinterest.
28% of 50–64 year olds use Pinterest.
16% of 65+ year olds use Pinterest.
The latest data from Pew researchers show the majority of Pinterest
gender demographics have not changed dramatically over the past years.
45% of online women use Pinterest. 17% of online men use Pinterest.
32%, 14%, 13% of internet users in the United States, China, and India had
an active account (until 1st quarter 2014), respectively. (Statista, 2014).
The detailed data can be found in appendix figure 9
Highly focus on user generated content
13. WhatsApp is the representative of Messaging Apps, active since 2009
Based on the population percentage
42% of 18–29 year olds use messaging apps.
29% of 30–49 year olds use messaging apps.
19% of 50+ year olds use messaging apps.
Messaging apps gender demographics show that men are bigger users
than women. 31% of online men use messaging apps. 27% of online
women use messaging apps.
WhatsApp is the most popular in Malaysia, Germany, and Brazil. Based on
the population percentage, there are 60%, 55%, and 53% share of
population in Malaysia, Germany, and Brazil, respectively, using
WhatsApp. The detailed data can be found in appendix figure 6
Highly focus on information exchange between friends and family
members.
14. Snapchat is the representative of Auto-Delete Apps, active since 2011
Based on the population percentage
56% of 18–29 year olds use auto-delete apps.
13% of 30–49 year olds use auto-delete apps.
9% of 50+ year olds use auto-delete apps.
online men tend to show more usage for auto-delete apps, but not by
much. 24% of online men use auto-delete apps. 23% of online women use
auto-delete apps.
Highly focus on display user-generated content
15. Yik Yak is the representative of Auto-Delete Apps, active since 2013.
Based on the population percentage
10% of 18–29 year olds use anonymous apps.
6% of 30–49 year olds use anonymous apps.
Less than 1% of 50+ year olds use anonymous apps.
Unlike other messaging apps, women tend to use anonymous
messaging apps more than men. 7% of online women use anonymous
apps. 5% of online men use anonymous apps.
Highly focus on user generated content
17. Reference List
Armstrong, M. (2017, Jun 22). The Gmail/Yahoo Mail Age Divide. Retrieved from The Statistics Portal:
https://www.statista.com/chart/9937/the-gmail-yahoo-mail-age-divide/
Euromonitor. (2017, October 20). 2017 Digital Consumer Index: Pinpointing the Most Promising Digital Opportunities.
Retrieved from Passport Euromonitor: http://www.portal.euromonitor.com/portal/analysis/permalink?PermalinkId=134227
Link Human. (2015, August). LinkedIn Global User Statistics by Country (August 2015). Retrieved from YouTube:
https://www.youtube.com/watch?time_continue=9&v=M5xb8OLkNH4
Statista. (2016, April). Leading countries based on number of monthly active Instagram users as of 1st quarter 2016 (in
millions). Retrieved from The Statistic Portal: https://www.statista.com/statistics/578364/countries-with-most-instagram-
users/
Statista. (2016). Number of active Twitter users in leading markets as of May 2016 (in millions). Retrieved from The Statistic
Portal: https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/
Statista. (2016). Weekly mobile e-mail access rate in selected countries as of 2016. Retrieved from The Statistic Portal:
https://www.statista.com/statistics/256294/mobile-email-reach-per-country/
Statista. (2017, July). Leading countries based on number of Facebook users as of July 2017 (in millions). Retrieved from The
Statistic Portal: https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/
Statista. (2017). Number of e-mail users worldwide from 2017 to 2021 (in millions). Retrieved December 10, 2017, from The
Statista Portal: https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/
