Facebook's Popularity Crosses Over Ethnic Groups

My post-IPO look at Facebook continues. In yesterday’s post, I examined Facebook and Twitter usage across age groups which was part of the analysis in the Temkin Group report Data Snapshot: Communications and Media Benchmark.

Today, I examine the difference in daily Facebook usage by age across Caucasians, Hispanics, and Blacks. It turns out that that there’s very little difference across ethnic groups of the same age. The largest differences are with the heavy usage by 35- to 44-year-old Hispanics and the low usage of 55- to 64-year-old Blacks.

Just a note about survey bias. Since this survey was only deployed in English, it very likely under-represents Hispanics that are primarily Spanish-speaking and definitely under-represents Hispanics that don’t speak English at all.

The Bottom Line: Facebook is pervasive in all English speaking segments of U.S. consumers younger than 45.