This interesting article in AdAge discusses results of the study by Anderson Analytics on demographic, psychographic, mediagraphic and behavioral differences between users of Facebook, MySpace, LinkedIn and Twitter. Among the findings:
Facebook users are more likely to be married, White, and retired, compared to users of other social networks. They have the second-highest average income ($61k) and an average of 121 connections. They tend to be older, and late adopters of social media. They interests are diverse and fairly representative of users of all social networks.
My Space users are younger, with the lowest average income ($44k). They are more likely to be Black or Hispanic, single and students. They are more likely to be into having a good time and seeking fun, and their interests include entertaining friends, humor and comedy, and video games. They are less likely to excercise than users of other social networks. The average My Space user has 131 connections, according to the study.
LinkedIn users are more likely to be males than females (57% vs. 43%), with highest average income ($89k). Their interests include news, entertainment information, sports and politics. They own more electronic gadgets such as digital cameras, HDTVs, DVRs (excluding video game systems) than users of other social networks. They are also more likely than other online social groups to go to the gym, spas, play gofl and tennis, and be into gambling an soap operas.
Twitter users are more likely to be employed part-time and have average income of $58k. Their interests include politics, personal finance, sports, restaurants, religion, TV, reading, music, movies. On average, they are more likely to buy books, shoes, movies and cosmetics than users of the other networks. The average Twitter user follows 32 other Twitter users, and has 28 followers.
