Travel Tech

Social media channels such as Twitter, Instagram and Pinterest experience growing popularity worldwide. Everybody seems to be active in one or the other social network, but the questions remains: who are the people that are using the different social networks? For businesses worldwide, this is a key question. What social networks should a business use in order to be able to talk and interact with their target groups?

A lot of research has been conducted about the individual social networks and different consumer behaviours. Now, businesses worldwide get an insight into the demographics that are using social networks. This data is really key for the future planning of businesses’ social media strategies (eMarketer).

Twitter demographics

When looking at the demographics that are using Twitter, it is quite interesting that Black Internet users are more likely to use the network than Hispanics or Whites. 26% of Black Internet users are using Twitter regularly. Twitter as a social network is being used predominantly by younger generations, which is reflected in the age groups that are active on Twitter, 27% are aged between 18-29.  Only 16% are aged 30-49 and only 10% aged 50-64.  The fact that Twitter is a social network being used by a relatively young generation heavily impacts on the content that should be tweeted by businesses, but is also information that needs to be considered for the general social network strategy of the business.

Instagram demographics

Instagram is another social network that is continuously growing, and is now owned by Facebook. Instagram users are predominantly female and similarly to Twitter demographics, Black and Hispanic Internet users are more likely to use the network. In terms of age, most Internet users on Instagram are from younger generations, again very much like Twitter. Only 3% of Instagram users are aged over 50 and only 2% are aged 60 and over. This is quite interesting, although over time this demographic segment might catch up, so businesses need to keep a close eye on Instagram's future developments.

Pinterest demographics

Pinterest is one of the fastest growing social networks, and has stunned businesses and Internet users with its growth and success. Interestingly, Pinterest is attracting a range of demographics, rather than attracting largely younger generations. This is remarkable and demonstrates its importance for all kinds of businesses. Predominantly, people aged between 18-49 are using Pinterest, however Internet users between 50-64 are also actively sharing images and embracing the visual platform.


Tourism businesses should take a close look at the different demographics that are using social networks in order to ensure that their social media strategy really makes use of the right social networks for different demographics. In a fast moving industry such as tourism it is crucial to stay up to date at all times, as changes and developments in social media can happen very quickly.  

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