Today, we are providing you the most recent stats on active Pinterest users in the Greater Des Moines area. Pinterest is a great way to reach younger demographics and females. Approximately 15 percent of area residents are actively using Pinterest. You can download the full report in PDF form
here.
Additional Demographic Information
- Approximately 46 percent of Pinterest users live in a household with kids under the age of 18
- Approximately 71 percent are married
- Approximately 35 percent live in a cell phone only household
- Approximately 62 percent own a smartphone
If you are just tuning in, this is post number two in a series of posts where we give you tidbits of information to help build your social media strategy. Today's topic is Twitter. Consider integrating Twitter into your social media efforts if you are targeting males or higher income households, but not if you are going after individuals over the age of 55. Be sure to do additional research about your audience's online presence as only nine percent of Greater Des Moines residents are actively tweeting. You can download the full report in PDF form
here. 
Approximately nine percent of Greater Des Moines residents consider themselves active Twitter users. The majority of these individuals were male (63%. The 35 to 54 age group made up the strongest percentage of users (41%) and Twitter users tended to be from households with incomes greater than $75k.
Additional Demographic Information
- Approximately 51 percent of Twitter users live in a household with kids under the age of 18
- Approximately 30 percent are single
- Approximately 44 percent live in a cell phone only household
- Approximately 81 percent own a smartphone
Come back tomorrow for information about Pinterest.
Alright folks, here it goes.
According to our fourth quarter
MarketWatch study approximately 46 percent considered themselves active users of Facebook. You can download the full report in PDF form
here.
Additional Demographic Information
- Approximately 44 percent of Facebook users live in a household with kids under the age of 18
- Approximately 71 percent are married
- One out of three lives in a cell phone only household
Was that what you expected for active Facebook users in our area, was it higher or lower? Feel free to discuss below and check back tomorrow for Twitter stats.
With our most recent
MarketWatch results, we aim to give you insight that will help plan an effective social media strategy. Each day this week, look forward to a blog post detailing our findings from one of the four social media questions we asked Greater Des Moines residents:
- Do you consider yourself an active user of Facebook?
- Do you consider yourself an active user of Twitter?
- Do you consider yourself an active user of LinkedIn?
- Do you consider yourself an active user of Pinterest?
We chose to frame these questions so that we could understand how many people were actively engaged in each social media channel. Think about how many accounts you may have for different social sites (Tumblr, Instagram, Google+, YouTube, Foursquare, new Myspace, etc.) and then consider which sites you actually use. I have a feeling those numbers vary wildly. I have an account for every social media site I know of (it's part of my job) but that isn't what marketers necessarily care about. Marketers want to know where their clients' target audiences reside on a regular basis. They want to use their time building a client's reputation on a social media site where the target audience is actively engaged. Be sure to check back tomorrow for the first post about Facebook users and their demographic make-up.
In the meantime, what percentage of Greater Des Moines residents do you think consider themselves active users of Facebook, Twitter, LinkedIn or Pinterest? Stay tuned, the results may surprise you.
We have a number of clients who participate in MarketWatch each quarter to evaluate Top of Mind Awareness and other metrics like ad recall. Every so often we include extra questions in the study so that we can share them with you. Three-hundred random Greater Des Moines residents participate in MarketWatch via cell phone and land line telephone each quarter. The demographics of the participants are representative of the most recent census findings for Des Moines, IA.
In 2011, Flynn Wright’s MarketWatch omnibus asked a few questions to help discover the use of social media among Des Moines metro residents. The first question we asked helped us determine the percentage of Des Moines metro residents who consider themselves regular Facebook or Twitter users. The second question asked those regular Facebook and Twitter users if they had "liked" or "followed" a local Iowa business in the past six months.
Do you regularly use social media sites such as Facebook or Twitter?
In the past six months have you liked, become a fan of, or followed a local business in Iowa on one of these social media sites?
Approximately
35% or 197,017* of Des Moines metro area residents reported regularly using Facebook. In addition,
10% or 56,290* reported regularly using Twitter. Among these Facebook and Twitter users, approximately
two out of every five or roughly 109,000* have started a social relationship with a local Iowa business in the past six months.
*Numbers are based of the 2010 Census Bureau statistics for the Des Moines Metropolitan area.Facebook, Twitter and Your BusinessUnderstanding the Des Moines metro social media usage statistics, we ask local Iowa business', what are you doing to grow your social audience? I often see commercials that encourage viewers to like a company's Facebook page. Other companies use print ads, outdoor and radio spots that ask their audiences to become a fan of their business in exchange for a chance to win concert tickets or have their kitchen remodeled. Has your business run any similar promotions? And if so, which type of call to action has worked the best for you in the past; contests, challenges, giveaways, sweepstakes?
What is our MarketWatch omnibus study?This research tool employs an established sample size and demographic model which allows results of Flynn Wright’s MarketWatch study to be reliably projected on the market as a whole.
Since 2001, Flynn Wright’s MarketWatch omnibus study has provided evaluation of brand awareness and ratings for the business-to-consumer market within the Greater Des Moines area. Gender, age and income breakouts for the second quarter reflect the most recent available U.S. census data. A sample of approximately 300 individuals has been surveyed throughout Polk County and the immediately surrounding ZIP codes. Surveys were conducted through computer-aided phone interviews (CATI) during June of 2011.