Social media platforms have many differences from features and functionality, to advertising sophistication. One other thing is becoming clear: usage on each varies by ethnicity.

What accounts for the fact that Pinterest is more popular with White internet users while Instagram is a favorite of Blacks and Latinos savvy on social media? Where you life (urban/suburban) and income may influence usage.

Whatever the reason, it’s another reminder to diversify reach online so you’re not missing your audience.

 

[Chart via AdAge “Multicultural Consumers by the Numbers: From Shopping to Tweeting”]