September 13, 2012

Photos and Videos as Social Currency Online

Additional Material and Demographics

A demographic portrait of creators and curators and users of various social media services

The material that follows in this report is built around a series of tables that give a demographic portrait of creators and curators and users of various social media services.

Creators are younger

Figure 1

Figure 2

The table below covers anyone who said she or he had taken photos and shared them on a website. It is the entire creator cohort.

Figure 3

Curators are more likely to be women and younger adults

Figure 4

Figure 5

The table below covers the whole cohort of those who either curate photos or videos.

Figure 6

Social media activities

Pinterest is dominated by women.

Figure 7

Instagram is more likely to be used by internet users who are young adults.

Figure 8

Younger adults are more likely to use Tumblr.

Figure 9

In addition to getting first-ever readings on several services that have recently become popular, we also asked questions in this survey about other social networking sites and the data are shown below. As we have often found in the past, younger adults often dominate social networking sites. However, LinkedIn has a somewhat different demographic profile.

Figure 10

Figure 11

Who uses Twitter