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This is certainly a great snapshot to reference for strategic direction or prioritization around outreach. It's been good to watch organizations get more comfortable with the fact that it's no longer all about what's on their web property. I'll bookmark this post forever, with the hope you'll update it again some day!
Thanks to Brett Boarders at copybrighter for referring this to me. Brian, let me know if you might be interesting in doing a podcast about this with me at ctcblog.com. I guess you could argue we are competitors... but there is plenty to go around, don't you think?
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Facebook and Twitter have the most promise from this wave, it appears.
Fark and Digg appear to be losing steam.
Pownce doesnt have a chance.
Interesting data. Great post!
http://twitter.com/teedubya
Miriam Schwab's last blog post..Social Media Marketing – A Guide for the Common Man
But its strange to see Stumbleupon so low in the list,, i thought it to stand somewhere near Digg..:-| ..?
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Also what's your Twitter id?
Glenn (@divinewrite).
Cheers.
but, I think google's demographic data is not very accurate, taking facebook for example, the age is definitely screwed.
Cheers
@marismith
You, sir, are a rockstar. Thank you for this.
Jon
Jon Aizlewood's last blog post..+35 social media tools that make life easier
@Haidong -
From what I have read google demo data is about as accurate as it gets.
Brett Tabke breaks it down as well as anyone has:
http://www.webmasterworld.com/google_adwords/36...
"Lets look at some of things google could be able to deduce about you (in varying degrees):
- your income (from your location and surf habits)
- your job (your work ip and search habits)
- your spouse and family relationships
- your sexual preferences
- whether you own your home or not
- if you are married
- your social relationships
- your websites visitors better than you know them "
-Glenn-
You can follow me on twitter
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http://twitter.com/brianchappell
To your success!
Steph
PS Much thanks to the Blog Squad for letting me know it was here!
Stephanie Calahan - Productive & Organized-We'll help you find your way! tm's last blog post..Does Lack of Confidence Impact Your Productivity?
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Added Tuenti. It seems to be seeing great growth at the moment.
Are you using Google insight to find out which terms are being mentioned the most?
Please share the methodology of your report, that's standard procedure.
Jeremiah Owyang's last blog post..Weekly Digest of the Social Networking Space: Dec 3, 2008
In proprietary competitive landscape studies I've recently conducted for clients-whose-brands-you-would-know, there have been some intriguing correlations in psychographics, particularly in usage between 13-18 and 45-54 age groups. Fascinating similarities -- virtually mirror-stats -- in video, music and photo behaviors. We're about to do a deep-dive to learn more but the hypothesis is that children and parents are much greater influences on each other than we might have believed.
Will this possible pattern trend in social networking now that it's no longer (totally) creepy to get a Friend Request from Mom?
Love this site and yours, Jason.
Thanks for stopping by.
The sources were noted at the top of the post. I made them bold so they will stand out more now.
The demographic data is being pulled in from Google Adplanner.
Brett Tabke gives great insight into how Google compiles this info:
http://www.webmasterworld.com/google_adwords/36...
@Sarah
Wonderful insight.
As a mom of (youngish Gen Yers) I don't find your stats surprising at all. I'm the coolest mom on my kids' Facebook (but then I watch this stuff alot). Those are great stats. How will we know when you publish?
Dana Theus
Magus Consulting
Dana Theus's last blog post..How Will Business Socialize: Exploring the Social vs. Collaboration Conundrum
I'm familiar with the sources, (cept the demographics one is new) but it's important to note that Google insight tracks mentions of search terms. That's not truly indicative of activity within the site, it just reflects who is looking for keywords, so this data could be interpreted in a number of ways.
I agree that what you've done is helpful (I linked to it from my blog) and since there isn't a strong third party site that can give true web analytics across all websites accurately, I appreciate your work. thanks
So glad to hear from another 'coolest Mom on Facebook' -- it wasn't easy at first, was it? My daughter is used to Mom being the early adopter -- I was one of the first AOL Greenhouse Partners (that infamous incubator presided over by early-cyber genius Ted Leonsis) when we bumbled along on 1200 baud back in 1995. She was used to Mom taking the Apple Quicktake to the grade school talent show and hosting Wired Women events.
But Facebook-- that was tricky.
My old (wonderful) client -- former Yahoo CMO Cammie Dunaway, now at Nintendo -- says *she* is the 'coolest Mom' with her new job. How about a challenge match?? How did/are your kids handling your social media savvy?
I'm working on getting permission from the Big Name client re the 'mirror' psychographic data. I might be able to release unattributed to them. Back at you soon.
where are the sources for all data below were pulled from Google Insights and Google Adplanner ?? Can I download or see it ???
Thanks.
It's great !!
Are you saying that the 45 - 54 age range is nearly twice as large as the 18-24 age of Facebook users? It is exactly the opposite, in fact, as the college age (18-21) is the largest group of facebook users, at 33% of the total user base.
source: http://www.slideshare.net/mattanium/face-of-fac...
I do agree with you that Google's data is accurate, however it seems that most of their data is based on who is searching for "facebook.com" on Google instead of who is actually using the service. This data is not meant to represent the actual user base, because if someone is an active member of Facebook, they wouldn't be searching on google for "facebook.com"
The ignite blog is one of my favorites, so I hope you understand that I am bringing this up with the best of intentions.
I am simply worried that people are using this data to tell clients "Facebook is not very popular among 18-24 year olds, but it is much more visited by the 45-54 crowd."
Is there a way that you can clarify this?
Great question. Its tough to say what level of accuracy there is with these tools. You need to take everything with a grain of salt like you said and always try to pull in several sources when making decisions.
The facebook demo does seem a bit sketchy.
Here is googles explanation on many of the questions brought forward: http://www.google.com/support/adplanner/bin/top...
Google Inisght doesn't allow you like you said to pull in traffic data. So you must query the search phrase. To be consistent in my reporting I queried "sitename.com" for each URL.
"if someone is an active member of Facebook, they wouldn’t be searching on google for “facebook.com”
I will have to disagree with you a bit on that front. You would be surprised how many users will google "name.com" to find the site they are looking for, even if they are a return user. Therefore, this can show us the level of interest for a site pretty well IMO
@ Kevin
Google doesn't allow the profiling of any entities that they own such as Youtube and Orkut, unfortunately, so I could not pull that data.
Quantcast is another great source to check out for demo data kevin.
Happy Holidays
STRAIGHTALK
Norman Flecha
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I mostly question the data presented in this post because I'm just trying to figure it out myself, and I do appreciate you putting it out here - it sparked my interest in looking deeper into the data.
I do agree that people will search for, say, "livejournal.com" on google, but the problem with using this for demographic data is that typing a domain name into google is more common among older internet users, and less common among younger people that 'grew up online.' This is reflected in the stats that are presented above, since this data claims that sites such as facebook, livejournal, etc. are dominated by an older age-range.
I was curious to see why the livejournal stats above say that users age 18-24 make up about 2% of visitors.
Comparisons are easy with this community, since Livejournal actually publishes their stats, updated every 24 hours, here:
http://www.livejournal.com/stats.bml
Nearly all of the data direct from Livejournal themselves is dramatically different than your data in this post.
While you say that Livejournal's visitors are largely between the ages of 35-64, and that only ~2% of users are between 18-24, Livejournal says that their highest proportion of users are 20 years old!
So it turns out that people who search for livejournal.com are almost exactly the opposite (demographics-wise) than the actual users of the site. Since Livejournal is a blogging community known to be popular among middle, high school and college students (skewing heavily female), it is their parents that are searching in google for this site.
It's quite the challenge to bring data together and compile info on social networking metrics, but with these bold discrepancies, would you consider taking a second look at your data? It would be neat to look into a wiki solution for us to keep sharing new ideas and findings on this kind of data.
I think you can include Orkut (www.orkut.com). This site of social networking is very popular in Brazil.
cheers,
Suzana
Suzana's last blog post..A atualidade de Marx
I recall when you posted this, but just now getting around to digging into it. Very useful information, I appreciate you sharing your work!
Pat's last blog post..No Predictions Here…
Thank you for taking the time and making the effort of compiling and sharing all of this with us, Brian! :)
This is Great! :)
Thank you again, Brian, and Everyone Have a Great Day! :)
Thanks Brian!
I agree with previous comment(s) that XING is missing, which has been crossing the channel from continental Europe into the UK.
Thank you for sharing the information
Do you have/know of a way to get total user stats for 2008 for the sites listed in your report.....so that "60% male " could be converted to a hard number?
Thanks...this is great stuff!
Kathy
Marshal
This info is fantastic! I'm sharing it with my social media and local search customers at http://getonthemap.us