“medium, noun. A format for communicating or presenting information”

How do you choose where to focus your time promoting content? You want to choose the media that connects best with your target audience. This might include a mix on online and offline media, including email marketing, social media marketing (organic and paid), search engine marketing, SEO, direct mail, etc.

If this sounds like too much to keep track of, then there is good news for 2019. According to Tereza Litsa from Search Engine Watch1, this year you should be focusing only on your best performing social media channels, even if it means you only focus on 2 social media channels. By focusing only on a limited number of social media channels, you can increase the depth of your interactions on those channels.

So, we’re back to the question about how to pick the channels and mediums that might work for your audience? By understanding who is buying your product and why, you can match the message to the best prospect. Let’s look at some demographic information for social media channels as well as a few email and direct mail statistics.

Social Media

From Pew Research Center’s Social Media Fact Sheet2, 68% of US Adults use Facebook. Of respondents, 74% of US Adult women and 62% of US Adult men, use Facebook. The largest group of US Adults by age is 18-29-year-olds, with 81% of them using Facebook. Only 41% of US adults 65+ use Facebook. From this data in February 2018, Facebook and YouTube share the widest overall adoption.

73% of US Adults use YouTube. 72% of US Adult women and 75% of US Adult men use YouTube. 91% of US Adults between the ages of 18-29, and 40% of US Adults aged 65+.

The only other channels with more than half saturation include: 68% of US Adults between the ages of 18-29 use Snapchat, and 64% of US Adults between the ages of 18-29 use Instagram.

Check out the full Fact Sheet for more details and further breakdown.

73% of respondents use more than 1 of the 8 platforms surveyed3, and between 81% and 95% of users on all 8 platforms surveyed were also on Facebook and YouTube (or, just Facebook, in the case of YouTube, or YouTube, in the case of Facebook).


According to the Pew Research Center4, 92% of online US Adults use email, and 61% send or read email on a typical day. 94% of 18-29-year-olds use email, while only 87% of 65+-year-olds use email. 64% and 46%, of whom, respectively, send or read email on a typical day.

Direct Mail

According to the most recent Household Diary Study7 from the USPS, head of households aged 65+ read more of the advertising they receive (50%) than younger head of households. Head of households aged 18-34, read only 36% of the advertising they receive.

Households with lower annual income (less than $35,000) both receive less advertising (an average of 7.5 pieces per week) and read more of what they receive (52%). Households with higher annual incomes (greater than $100,000) receive more advertising (an average of 16.2 pieces per week) and read a smaller percentage (39%).

The respondents from the study reported that they intended to respond to 12% of the First-class mail and to 11% of the Marketing Mail they received.


In conclusion, whether you’re on Facebook & YouTube, Instagram & LinkedIn, or another combination, make sure to track your results. Consider your most popular, most engaging posts and keep trying to replicate their success.

If you’re not sure what to post, then check out our upcoming workshop ‘Choosing Your Medium and Finding Your Audience’ where we’ll cover the best practices for social media in 2019. Click here to register now.

No matter which media you’re focusing on in 2019, check out the links below to find out more!


Reference and Further Reading

  1. Litsa, T. (December 17, 2018). Top social media trends for 2019. Retrieved February 18, 2019, from https://searchenginewatch.com/2018/12/17/social-media-trends-2019/
  2. Pew Research Center. (February 5, 2018). Social Media Fact Sheet. Retrieved February 18, 2019, from http://www.pewinternet.org/fact-sheet/social-media/
  3. Smith, A. and M. Anderson. (March 1, 2018). Social Media Use in 2018. Retrieved February 18, 2019, from http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
  4. Purcell, K. (August 9, 2011.) Search and email still top the list of most popular online activities. Retrieved February 18, 2019, from http://www.pewinternet.org/2011/08/09/search-and-email-still-top-the-list-of-most-popular-online-activities/
  5. (n.d.) Household Diary (2010-2012). Retrieved February 19, 2019, from https://about.usps.com/current-initiatives/studying-americans-mail-use.htm
  6. (n.d.) USPS Reports. Retrieved February 19, 2019, from https://www.prc.gov/dockets/usps_reports
  7. Mazzone, J. and S. Rehman. (March 2018). The Household Diary Study: Mail Use & Attitudes in FY 2017. Retrieved February 19, 2019, from https://www.prc.gov/docs/105/105134/usps_hds_fy17_final%20annual%20report.pdf
  8. Shaw, B. (n.d.) Email Marketing Statistics and Trends for 2019. Retrieved February 19, 2019, from https://seoexpertbrad.com/email-marketing-statistics-2019/
  9. Gannon, B. (November 12, 2018). Infographic: Statistics to drive your 2019 email marketing efforts. Retrieved February 19, 2019, from https://www.prdaily.com/infographic-statistics-to-drive-your-2019-email-marketing-efforts/
  10. Anderson, M. and A. Perrin. (May 17, 2017). Tech Adoption Climbs Among Older Adults. Retrieved February 19, 2019, from http://www.pewinternet.org/2017/05/17/tech-adoption-climbs-among-older-adults/
  11. Pew Research Center. (February 5, 2018). Internet/Broadband Fact Sheet. Retrieved February 19, 2019, from http://www.pewinternet.org/fact-sheet/internet-broadband/
  12. (November 2017). Percentage of internet users in the United States who use e-mail as of November 2017, by age group. Retrieved February 19, 2019, from https://www.statista.com/statistics/271501/us-email-usage-reach-by-age/
  13. Smith, A. (April 1, 2015). U.S. Smartphone Use in 2015. Retrieved February 19, 2019, from http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
  14. Chaffey, D. (February 12, 2019). Global social media research summary 2019. Retrieved February 19, 2019, from https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
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