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What Are The Real Demographics On Mobile Social Media Marketing?

Marketing Trends

What Are The Real Demographics On Mobile Social Media Marketing?

annebot March 4, 2013

Hello there!

MobileFOMO is here to talk about the numbers with social media on mobile. Smartphones have changed the way we communicate with each other. It seems to me like I’m doing less and less talking on my ‘phone’ now than ever. I know that I am not alone, more and more people are using social media on their mobile phones for meaningful communication. Marketers have to realize that they need to find a path to getting social, too. Because this social ‘n mobile trend is on the rise (like crazy), we’ve done some research to show you exactly how social smart phone users have become…

It goes without saying that smartphones have made it easier for users to connect through social media from practically any location. For this reason, the use of social media on mobile devices has risen sharply in recent years and is set to become one of the biggest uses of mobile phones on the Web. Research conducted by Pew Internet between March 15 and April 3, 2012, revealed that 40 percent of all mobile phone owners regularly use their devices to connect to a social networking site (SNS). The study also indicated that 28 percent of all mobile phone owners access social media on their devices daily. (I’m a little embarrassed to admit the frequency at which I check social media on my phone!)

But this is not all. Other interesting statistics indicate that more young people, including ethnic minorities and those who are better educated and have high annual incomes, use their mobile phones to connect to social media. But what do the figures show? Let us break them up into the various demographic components so that we can understand them better.

Demographics of Social Media Users on Mobile Phones

The study was carried out on the basis of age, sex, race/ethnicity, education and annual income. The findings were as follows:

General mobile phone owners 40%

  • Male 39%
  • Female 41%

Users by Age (years)

  • 18 to 29 67%
  • 30 to 49 50%
  • 50 to 64 18%
  • 65 plus 5%

Users by Annual Household Income ($)

  • Less than 30,000 38%
  • 30,000 to 49,000 40%
  • 50,000 to 74,999 48%
  • 75,000 plus 45%

Users by Education Level

  • Without High School Diploma 33%
  • High School Diploma Holder 37%
  • With Some College Education 42%
  • College Graduate 43%

Growth of the Main Social Media

Overall, social media’s meteoric rise has shaped the way companies market themselves online. By the end of December 2012, Pinterest grew by 1000 percent, while Google grew by 80 percent. A study released by NBC News indicates that between June and September 2012, Facebook usage on mobile devices increased by 24 percent. These numbers are expected to rise and we can be confident that they will. Getting a mobile strategy together has now become just as much a social strategy.

What Do Users Do on Social Networking Sites?

The Pew Internet study found that most activities that have created the mobile device revolution include the following:

  •  Maintaining social ties
  •  Receiving support from social ties
  •  Engaging politically
  •  Renewing relationships


These findings are significant to mobile marketers everywhere. If you are not a mobile marketer, but you’re into social media – watch out! Your worlds are colliding, just go with it!  Hopefully our research can help marketers in their approach to mobile phone social media marketing.

Have a great day!


Further Reading:



Anne Ahola Ward
Editor in Chief
Annebot, aka Anne A. Ward is Editor-in-Chief for MobileFOMO. She is a futurist, growth hacker and co-founder of CircleClick, LLC. As an early entrant into the field of search engine optimization, Anne has helped many of her clients monetize their SEO programs. She has helped clients to exceed their previous lead generation goals.
Follow me on twitter @annebot

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