 Big Data

The texture of each social media network morphs along with its demographics.Facebook skews young but is quickly accruing older users ages 45 to 54; over 90% of Instagram users are under 35; and Tumblr is a hotbed for teenagers, 61% of whom are online for several hours a week.Brands should manage content and advertising across channels to address the users unique to each one, taking into account factors like age and gender, online behavior, and lifestyle preferences.