Ethnicity + Age Affect Facebook Usage

Facebook founder Mark Zuckerberg

Age, income and ethnicity all play a role in how much internet time users are spending on the social networking giant, Facebook. And multicultural marketers are finding the heaviest are the markets they target.


According to a report by market researcher Morpace, among US Facebook users time on Facebook rises to 1 in 3 minutes spent online. Unsurprisingly, despite Facebook’s growing appeal to older users, 18- to 34-year-olds spend the most time on the site per week, at 8.5 hours out of 22.4 spent online. Weekly Facebook time drops to 4.6 hours among users ages 55 and older, representing a lower proportion of that group’s average of 21.5 hours per week on the internet.

Broken down by race and ethnicity, Morpace, found Facebook usage is heaviest by Asians. Not only did that group spend the most hours per week on the site, but they also devoted the greatest percentage of their weekly internet time to Facebook (39.6%, compared with 35.1% among Blacks, the second-highest group). Hispanics spent the fewest hours on Facebook, and even compared with their low average time online came in last.



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