Mediaboss Marketing

Latest figures on Twitter suggest that just five per cent of over 65s use the platform compared with 35 per cent for those aged 18-29. Similarly far more men use the social networking site than women.

Instagram has a particular appeal to younger adults, urban dwellers, and non-whites.

In contrast, the picture-posting site Pinterest is dominated by females aged between 25 and 34. LinkedIn is especially popular among graduates and internet users in higher income households.

Although Facebook is popular across a diverse mix of demographic groups scientists warn that postings can be skewed because there is no dislike button. There are also more women using Facebook than men, 76 per cent of female internet users use the site compared with 66 per cent of males.

A common assumption underlying many large-scale social media-based studies of human behaviour is that a large-enough sample of users will drown our noise introduced by peculiarities of the platforms population, said lead author Derek Ruths, an assistant professor in McGill's School of Computer Science.

These sampling biases are rarely corrected for, if even acknowledged.

The researchers also claim that the way in which sites direct people to links also leads to interest bias. The design of a platforms can dictate how users behave and, therefore, limit what behaviour can be measured.

And a large number of spammers and bots, which masquerade as normal users on social media, get mistakenly incorporated into measurements and predictions of human behaviour.

In recent years, studies have claimed the ability to predict everything from summer blockbusters to fluctuations in the stock market through social media. Some researchers say it is possible to map the spread of disease.

But the computer scientists claim the flaws in big data sets for research could have huge implications. Thousands of research papers each year are based on skewed information taken from social media, they claim.

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Twitter misrepresents the real world, computer scientists warn

Facebook is still the world's top social network, but it might want to keep an eye on Pinterest and Tumblr.

Facebook is a bit like the whale of the social networking world. It's huge, but it's lumbering along at a much slower growth rate than other social networks.

What's hot in the social networking world? Tumblr, apparently. According to the latest statistics from Globalwebindex, what the research firm defines as Tumblr's active user base grew a whopping 120 percent over the past six months. That's quite a bit more than Facebook's 6 percent growth, and just surpassing Pinterest's 111 percent growth rate to take top honors among the major social networks.

Globalwebindex conducted its research by surveying 41,823 adults in the third quarter of this year using an online questionnaire. Stratified sampling techniques were used to ensure that the queried population was "representative of the Internet population aged 16 to 64 in each country." As you might expect, social media engagement was defined in three different ways: those who own accounts, those who visit the social networks using any device, and those who actively contribute to the social networks on any device.

"Despite its active user number having grown by just 2 percent since the start of 2014, Facebook is still the number one global network and by an appreciable distance," reads Globalwebindex's report.

"Outside of China, 4 in 5 internet users have a Facebook account a figure which peaks in LatAm at 93 percent. What's more, 1 in 2 say they are actively using Facebook each month, giving it about twice as many active users as the three sites which compete for second position: Twitter, YouTube and Google+. More than half of Facebook's active users are also logging in multiple times per day, a figure which is higher than the equivalent for any other network."

That said, Facebook was also the only social network that saw a drop in use among those aged 16-24 in 2014. A "very small one," notes Globalwebindex, but one that "needs to be viewed in the context of all other networks posting substantial increases among this demographic."

According to the firm's questionnaire, Tumblr and Instagram both have the youngest user basesmore than 70 percent are between the ages of 16 and 34. Facebook, in contrast, has the oldest user base, with one-fourth of its users aged 45 years or more.

"Social behaviors are diversifying, with people turning to a range of different platforms to carry out different activities. Smaller networks like Instagram, Pinterest, and Tumblr are thus rising into the mainstream, while bigger players like Facebook are being used more passively," reads the report.

"For most brands, having a presence on just one social network is no longer sufficient. And while Facebook is still the clear number one, it's no longer the catch-all site it once was; in certain countries, and among certain demographics, other services now represent just as effective touchpoints in terms of reaching particular audiences."

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Watch Out, Facebook: Tumblr, Pinterest Pick Up Steam

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