Consumers researching Google+on the web tend to be younger and more affluent than those searching for Facebook, new comScore data suggests. Marketers should note that the research firm's data could offer insight on these social platforms' unique user demographics, as well as the type of content that might be of interest to different audiences.
While consumers between the age of 18 and 34 account for 34.2 percent of Google+ searchers, just 24 percent of the same demographic searches for Facebook. ComScore explains this age gap may come as the result of maturity of the social networks – Google+ is relatively new to the social media landscape and younger consumers are more likely to try a new network, while Facebook is more established. Of course, ComScore's report didn't take into consideration that Facebook enables users to sign up for the site when they are 13 years old. Google+, on the other hand, has a strict 18-years-old and up policy.
Google+ searchers also make more money, on average, than consumers who search for Facebook. Nearly half of Google+ searchers (48.5 percent) earn more than $75,000 annually, whereas only a bit more than one-third of Facebook users (37 percent) pull in the same income. Marketers in tech industries might take note that creating content around the Google+ developments could help them reach this affluent group of searchers.
Plus, this insight might help brands decide which social network offers reach to their desired audiences. The people searching for each platform may present an accurate representation of the people using each social network. Brafton reported that a separate study from Hitwise found affluent parents and “status-seeking singles” are the most avid Google+ users. Brands should take note, especially if this remains consistent as Google+ continues to grow – they could generate better results from social media content efforts on Google's social network.