A new study from the Pew Research Center breaks down the user demographics of the internet’s most popular social media platforms for 2012— Twitter, Pinterest, Instagram, Facebook and Tumblr. Not surprisingly, the site found that Hispanics over-index on use of social media sites with 72% of those on the internet using them vs. 65% of whites and 68% of Blacks.
More specifically, the study found that 19% of Hispanics use Twitter vs. 14% of whites and 26% of Blacks. Pinterest is “the whitest social media platform you know” with 18% of white internet users frequenting the site, 8% of blacks and 10% of Hispanics. Blacks also over-indexed on Instagram with 23% of black internet users using the site. Eighteen percent of Hispanics use it and 11% of whites. Which is surprising since I pretty much think of a skinny white hipster when I hear the word Instagram.
Most surprising to me is the fact that Hispanics are the biggest users of Tumblr, though Tumblr is the least popular of the social media sites the study looked at. Eight percent of Hispanics, six percent of whites and five percent of blacks use Tumblr. Facebook has so many users that the study didn’t bother to break it down by ethnic demographics. Presumably it’s just everyone in the whole world or 67% of the internet.
The readings come from a national survey conducted between November 14 and December 9, 2012 on landline and cell phones and in English and in Spanish. This is an improvement from the 2010 Pew social networking study which was only conducted in English. The results reported in the 2012 study come from the 1,802 respondents who are internet users and the margin of error is +/- 2.6 percentage points.