Social media usage has grown rapidly, becoming an essential part of every business. According to the Pew Research Center, 67 of Internet users are on social networks. And with so many options — Facebook, Twitter, Google+, Instagram, Pinterest, and so on — it can be difficult determining where to spend your time and money.

In addition to knowing that more people are using social networks in 2013 than 2012, which in itself is a valuable metric to marketers, it’s also a reminder to factor in demographics. For example, 67 percent of Internet users are on Facebook, but only 16 percent use Twitter regularly. What part of your demographic is included in that 16 percent?

To help paint a clearer picture, the Pew Research Center conducted a national survey of 1,802 people between November 14th and December 9th of last year. Its findings, while not so surprising, could impact your social strategies and help you target your audience more effectively.

The company found that while 67 percent of Internet users are on Facebook, the social network is especially appealing to women ages 18 to 29. Similarly Twitter attracts adults between the ages of 18 and 29 and is especially appealing to African-Americans and residents of urban areas. Instagram, on the other hand, is more popular with Latinos, and Pinterest is more appealing to residents in rural areas.

In the infographic below, you can find more data regarding education and household income, as well as a more detailed breakdown of the facts shared above. This is just one study, but it could impact advertisers and marketers alike. In either role, it’s not only necessary to know who your target audience is, but where it is. Social media has made outreach easier than ever, but it won’t matter if you’re not reaching the right people.

social media demographics infographic

[Via: AllTwitter, Image credit: Very Quiet]