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.

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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