A recent report has been released by the Financial Times to help internet marketing experts to know which social platforms would be the most suited for their business.
By looking at a number of metrics that are commonly used to judge how best to allocate advertising spend, The Connected Business report came up with a few established truths, but also a couple of surprises.
Firstly, it was discovered that Facebook had the highest frequency of users who logged in every day. With 70% of its members returning to its news feed daily, the social network was well above its closest rival in this regard, Instagram. The Facebook-owned picture-sharing site had just under half of its users (49%) making daily visits to its pages, followed by Twitter (36%), Pinterest (17%) and LinkedIn (13%). The figures were unknown for Snapchat and YouTube, which completed the list of social media sites studied.
When it came to the number of millennials who were using the online communities, a key marketing demographic for many British companies, it was video-sharing platform YouTube that took the title, with 82% of its user base being in the 18-to-29-year-old category. This was followed by Facebook (75.6% in the 18-34 age group) and Instagram (43.1%).
Surprisingly, only 23.8% of Twitter’s user base comprised millennials, while the figures for Snapchat’s younger audience stood at 32.9%. Less of a shock was that LinkedIn came in last on this category, with only 13% of its members being millennials.