Blogging site Tumblr’s active user base grew in the last six months by 120 per cent. Discovery platform Pinterest's user base grew by 111 per cent while Facebook’s only grew by 2 per cent, said a GlobalWebIndex report.
In overall member growth, Pinterest took the lead with 57 per cent growth while Facebook’s member base grew by 6 per cent. According to the report, of the 8 largest networks outside of China, it’s Tumblr and Instagram which can claim the youngest audiences – 38 per cent and 37 per cent of their respective users fall within the 16-24 demographic. Overall, in fact, more than 70 per cent of their audiences are under the age of 35.
In contrast, Facebook has the oldest user base; a quarter of its active users are aged over 45. Facebook’s has an active user base of 1.36-billion, meaning that it already is present in almost one-third of the world’s population. Nonetheless, Instagram, LinkedIn, Twitter, YouTube and even Google+ all grew faster than Facebook.
“In part, Facebook’s older user base is a natural consequence of it being the most popular network globally – and the one that older users are therefore most likely to have joined too. Clearly, the audience on a platform like Tumblr might be much younger, but it’s much smaller too. Facebook can also point to the young user base of Instagram, which it owns. Even so, these trends are an obvious reflection of Facebook’s ageing user base; original adopters – now within the 25-34 age bracket – are still active on the site, but today’s youngest generation are not quite as enthusiastic as their predecessors,” said Jason Mander, head of trends at GlobalWebIndex..
The research also reveals that cross-site visits are flourishing with the exclusion of China. About 91 per cent of 16 to 64-year-olds visited YouTube, Facebook, Twitter or Google+ in the last month. Moreover, some 19 per cent visited all four.