Social Media Facts and Figures 2011.

I was having a conversation with one of the marketing directors for a well known Motor Factor yesterday, we were discussing his taking over of a £450,000.00 marketing budget for the independent retail arm of  their branded carparts and accessories.

Most of the budget has already been spent on radio and magazine campaigns already, and there’s still little or no sign of any real consumer awareness on the ground. I disagreed with the allocation of the marketing budget at our last quarterly meeting and discussed Facebook and Social Media in general as an option for a faster, more targeted and more measurable ROI and suggested running test campaigns for them to start getting some feedback and results. This was promptly ignored and here we are, three months down the line, with no real results to look at.

When I mentioned Facebook and he said ‘we’re not targeting that generation, most of our targeted audience are still using traditional forms of media such as paper, magazine and radio’

Oh dear…So I went off to gather some information to present to him, and found this great info-graphic, which shows results that show the complete opposite of the traditional ‘social media is a teen world’ stereotype.

For those of you who are still ignoring the Social Media Opportunity, I wanted to share this breakdown of demographics, compiled May 2011.


social media demographics

Detailed Facebook Demographics
Age range Male Female
14-17 9.8% 9.1%
18-20 13.7% 13.2%
21-24 17.5% 16.6%
25-29 13.2% 11.7%
30-34 10.2% 9.7%
35-44 15.3% 15.4%
45-54 10.4% 12.3%
55-63 5.5% 7.2%
64+ 4.5% 4.8%
Source: ad platform. Percentages include those Facebook members who include a gender in their profiles. Data collected in May 2011.

The results really surprised me, in fact the 21-54 market is on the rise and is much bigger than most perceive. Although you still need to drill down on the stats, reports and figures, I think it’s a worthy read.



Written by Caroline Baxter
Caroline Baxter is a serial Entrepreneur, Business Start Up Coach, and recent bestselling author on Amazon. Having started her first business aged 24, she now has multiple businesses in property, the motor trade and online and offline business consultancy. Caroline is now starting a series of live training events to support entrepreneurs looking to plan launch and grow their business