Twitter, Pinterest, Instagram are popular with differing demographics
eMarketer estimates that by the end of 2013 there will be 163.5 million social network users in the US, and unsurprisingly they are a diverse group.
A December 2012 study of social networking demographics from the Pew Internet & American Life Project found that Hispanic internet users were most likely to identify themselves as social network users, at 72% penetration, vs. 68% of black and 65% of white internet users. Pew also found that higher concentrations of women than men were social networkers by a margin of nearly 10 percentage points: 71% vs. 62%.
Social networks such as Twitter, Instagram and Pinterest seem to be attracting a particularly diverse coalition of users. Black internet users, for instance, were significantly more likely than average to use Twitter—while 16% of internet users overall said they used the service, 26% of black internet users said they did so. Hispanic internet users were also slightly overrepresented: 19% reported using the service.