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Social Media Segments - Part 5: A demographic snapshot
ZINC segmentation survey highlights key user characteristics
Marketers, business leaders and decision-makers of virtually every stripe can benefit by tapping into the online world to reach customers, prospects and other stakeholders in a more timely and meaningful way.

In this world, where people connect instantly, interact often, and speak their minds freely and bluntly, businesses and other organizations can learn a great deal about the markets and people they serve. This world, with its millions of inhabitants and thousands of social networking communities, is well-established indeed. The challenge for businesses, therefore, is not simply to connect with people, but to connect with the right people, and to engage with them in ways that are not only appropriate but also mutually beneficial.

The following chart offers a demographic snapshot view of Canada's social networking population, organized by user segment. Drawn from The Bridge, ZINC Research's syndicated online survey. These and other insights from the survey provide an interesting starting point for identifying which segments of the market - in this case, the Canadian social networking space - have the best potential fit for their products or services.

Even the briefest glance at this summary indicates significant potential for reaching well-educated, affluent and Web-savvy prospects, male and female alike.

  HEAVY
USERS
BUSINESS
USERS
SOCIAL
USERS
FRIENDS,
FAMILY
CIRCLES
CASUAL
USERS
MEAN HOURS
ONLINE PER WEEK
22.9 9.9 22 9.4 5.6
AGE
 
 34.3  42.5  38.8  44.9  51.2
GENDER
SKEW
 56% M  62% M  52% F  59% F  55% F
HOUSEHOLD
INCOME 75K+
 32%  56%  28%  26%  26%
SINGLE/MARRIED
 
 47%/29%  18%/59%  37%/35%  19%/52%  12%/55%
GRADUATE/POST-GRADUATE
EDUCATION
 40%  61%  16%  20%  24%
CANADIAN-BORN
 
 80%  75%  87%  87%  86%

Is The Bridge right for your organization? For information on this and other syndicated surveys conducted by ZINC Research, contact Brian Singh at: zincresearch.com/contact.