“Are the demographics for Facebook right for jewelry stores?” is a question that is often asked by independent jewelry store owners.
That is a legitimate question given the time and energy required to develop a social media campaign, as well as, the man hours required to actually make an online campaign successful.
In essence the question boils down to “Is the juice worth the squeeze?”
The best way to answer that question is to take a closer look at the demographic numbers that Facebook is generating right now and ask yourself if your targeted client audience is using this social media platform.
Facebook by the Numbers
Age Range Male Female
14 – 17 9.8% 9.1%
18 – 20 13.7% 13.2%
21 – 24 17.5% 16.6%
25 – 29 13.2% 11.7%
30 – 34 10.2% 9.7%
35 – 44 15.3% 15.4%
45 – 54 10.4% 12.3%
55 – 63 5.5% 7.2%
64+ 4.5% 4.8%
In a report published on January 18th 2011, Online Schools stated that 48% of the age group 18 – 34 year old check Facebook when they wake up, with 28% doing so before even getting out of bed.
Putting that stat into the context of the first time bridal client that walks into your jewelry store should make you pause for a moment.
Of the growing demographic
segments, the 35+ year old
bracket now represents
over 30% of all
When you consider how important the self purchasing woman is to your fashion business, that alone could be compelling enough to get on the bandwagon.
This social media platform has grown to encompass almost 72% of all U.S. Internet users.
Online Schools also reported
that 57% of people talk to
people more online than
they do in real life.
According to Internet World Stats Facebook had 173,284,940 users in North America on 31 March 2012.
The majority of the users on this social medium are women.
They beat out the males by a 55% to 45% ratio.
There is no denying the reach that they have in the arena of social media but how important is it perceived to be to small businesses?
Is it really that important?
To answer that question, lets look at what businesses are saying about this social media platform.
– “More than half of business two business (B2B) marketers agree that Facebook is an effective marketing tool”, as reported by Outsell in December 2009.
– “More than half of small businesses agree that Facebook is beneficial to their business”, reported by a survey from Ad-ology in November 2010.
– “More than one third of marketers say Facebook is “critical” or “important” to their business”, as stated from a report published by HubSpot in their State of Inbound Marketing Report 2011.
– “The number of marketers who say that Facebook is “critical” or “important” to their business has increased 83% in two years”, as stated in the HubSpot State of Inbound Marketing Report 2011.
The most profound impact of Facebook is more than just in the sheer numbers.
It is the way that it has changed how your clients interact.
Consider these facts from the Pew Research Center published on the 16th of June 2011.
The results from their research reveals that Facebook users are more trusting than others.
They used regression analysis to control for other factors and found that a Facebook user who uses the site multiple times per day is 43% more likely than other internet users and more than three times as likely as non-internet users to feel that most people can be trusted.
They also have more close relationships and get more social support.
When you sit down and pour over all of the numbers, in addition to, the influence that Facebook has, it becomes clear that they must have a prominent place in your jewelry store’s social media strategy.
If you are on the fence about investing time and energy into this social media platform then review what your current advertising strategy is for your print, radio and television campaigns.
What age brackets are you trying to reach with your message?
If you do that quick exercise, you will quickly see that Facebook has the right demographics for jewelers.
Start Getting Results From Your Online Marketing Today!
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