Alaskans Top States in Facebook Use

Connected familyWhile they’re hiking around Mt. McKinley, the highest peak in North America, or fishing in the colorful Yukon River watersheds, or sailing along the more than 33,000 miles of mainland and island shorelines, Alaskans aren’t too removed within their vast wilderness. They’re also widely enjoying the latest in social networking technologies. Alaska contains the most Facebook users per capita, based on data from the U.S. Census Bureau (2011) and Facebook (2012). With all age groups considered, nearly three out of five residents (58 percent) of the northern state access Facebook. The following review of statistics demonstrates that social media is a powerful marketing tool for reaching people dispersed over remote areas.

According to a comparison of data, 49 percent of the populations in the 50 U.S. states use Facebook. New Mexico is the least penetrated; roughly two out of five residents (41 percent) use the social networking website. When comparing U.S. cities with more than 1 million people, the Riverside-San Bernardino-Ontario metropolitan area, 4.2 million Californians, reveals the lowest urban Facebook use — just one out of 10 residents. On the other hand, the Austin-Round Rock-San Marcos metropolitan area in Texas tops the big city list. Nearly half of the 1.7 million Texans there (49 percent) use Facebook. The southern state’s urban area matches the national average. Moreover, the per capita average for the 50 most populated metropolitan areas is just 31 percent, far below the national average. This data suggests a significant portion of the people using social media reside in America’s less populated locations.

According to a Pew survey in May 2011, 78 percent of adult men and women in the United States use the Internet (2011). Of the people in urban areas, 79 percent are connected. Outside the cities, 80 and 72 percent use the Internet in suburban and rural populations, respectively. Based on the U.S. Census and Facebook data, the states with the greatest per capita use of Facebook — more than 54 percent — enclose large rural and suburban areas: Alaska, New York, Washington, Nevada, California and Hawaii. Meanwhile, only 17 percent of the almost 19 million people living in the largest U.S. metropolis, the New York City-Long Island area of New York, use Facebook.

A mounting adoption of mobile systems may be contributing to an expanding use of social media away from urban settings. Facebook reported 845 million monthly active users worldwide at the end of December 2011, of which more than 425 million were accessing it from a mobile device (2012). According to Pew, the use of desktop computers is falling, while laptop, tablet and cell phone use is rising (2011).

State Populations

Facebook Use

Alabama
4,779,736
2,199,500
46%
Alaska
710,231
411,760
58%
Arizona
6,392,017
3,041,940
48%
Arkansas
2,915,918
1,353,860
46%
California
37,253,956
19,966,560
54%
Colorado
5,029,196
2,600,200
52%
Connecticut
3,574,097
1,650,780
46%
Delaware
897,934
413,780
46%
Florida
18,801,310
9,893,080
53%
Georgia
9,687,653
4,970,880
51%
Hawaii
1,360,301
740,680
54%
Idaho
1,567,582
748,420
48%
Illinois
12,830,632
6,456,820
50%
Indiana
6,483,802
3,185,460
49%
Iowa
3,046,355
1,498,540
49%
Kansas
2,853,118
1,386,060
49%
Kentucky
4,339,367
2,134,500
49%
Louisiana
4,533,372
2,095,080
46%
Maine
1,328,361
687,300
52%
Maryland
5,773,552
2,609,260
45%
Massachusetts
6,547,629
3,427,820
52%
Michigan
9,883,640
4,860,620
49%
Minnesota
5,303,925
2,624,360
49%
Mississippi
2,967,297
1,246,860
42%
Missouri
5,988,927
2,983,920
50%
Montana
989,415
458,480
46%
Nebraska
1,826,341
911,040
50%
Nevada
2,700,551
1,475,880
55%
New Hampshire
1,316,470
668,260
51%
New Jersey
8,791,894
4,011,640
46%
New Mexico
2,059,179
838,420
41%
New York
19,378,102
10,724,480
55%
North Carolina
9,535,483
4,643,900
49%
North Dakota
672,591
353,780
53%
Ohio
11,536,504
5,299,800
46%
Oklahoma
3,751,351
1,824,540
49%
Oregon
3,831,074
2,017,960
53%
Pennsylvania
12,702,379
5,962,020
47%
Rhode Island
1,052,567
534,620
51%
South Carolina
4,625,364
2,112,260
46%
South Dakota
814,180
384,260
47%
Tennessee
6,346,105
3,059,120
48%
Texas
25,145,561
12,451,060
50%
Utah
2,763,885
1,451,300
53%
Vermont
625,741
317,460
51%
Virginia
8,001,024
3,778,220
47%
Washington
6,724,540
3,666,620
55%
West Virginia
1,852,994
865,960
47%
Wisconsin
5,686,986
2,659,100
47%
Wyoming
563,626
269,420
48%
Most Populated Metropolitan Areas

Facebook Use

New York City-Long Island, NY
18,897,109
3,184,160
17%
Los Angeles-Long Beach-Santa Ana, CA
12,828,837
3,494,000
27%
Chicago-Joliet-Naperville, IL
9,461,105
2,726,720
29%
Dallas-Fort Worth-Arlington, TX
6,371,773
1,803,800
28%
Philadelphia-Camden-Wilmington, PA-NJ-DE
5,965,343
1,352,720
23%
Houston-Sugar Land-Baytown, TX
5,946,800
2,078,680
35%
Washington-Arlington-Alexandria, DC-VA
5,582,170
1,135,580
20%
Miami-Fort Lauderdale-Pompano Beach, FL
5,564,635
1,553,600
28%
Boston-Cambridge-Quincy, MA
4,552,402
983,480
22%
San Francisco-Oakland-Fremont, CA
4,335,391
1,319,100
30%
Detroit-Warren-Livonia, MI
4,296,250
729,840
17%
Riverside-San Bernardino-Ontario, CA
4,224,851
403,500
10%
Phoenix-Mesa-Glendale, AZ
4,192,887
1,269,420
30%
Seattle-Tacoma-Bellevue, WA
3,439,809
1,097,240
32%
Minneapolis-St. Paul-Bloomington, MN
3,279,833
945,940
29%
San Diego-Carlsbad-San Marcos, CA
3,095,313
1,294,240
42%
St. Louis-East St. Louis, MO-IL
2,812,896
687,160
24%
Tampa-St. Petersburg-Clearwater, FL
2,783,243
867,380
31%
Baltimore-Towson, MD
2,710,489
721,140
27%
Denver-Aurora-Broomfield, CO
2,543,482
924,060
36%
Pittsburgh, PA
2,356,285
618,420
26%
Portland-Vancouver-Hillsboro, OR-WA
2,226,009
856,380
38%
Sacramento-Arden Town-Arcata-Roseville, CA
2,149,127
687,400
32%
San Antonio-New Braunfels, TX
2,142,508
922,840
43%
Orlando-Kissimmee-Sanford, FL
2,134,411
967,880
45%
Cincinnati-Middletown, OH
2,130,151
573,720
27%
Cleveland-Elyria-Mentor, OH
2,077,240
502,700
24%
Kansas City, MO-KS
2,035,334
506,460
25%
Las Vegas-Paradise, NV
1,951,269
613,280
31%
San Jose-Sunnyvale-Santa Clara, CA
1,836,911
845,180
46%
Columbus, OH
1,836,536
613,980
33%
Charlotte-Gastonia-Rock Hill, NC-SC
1,758,038
720,980
41%
Indianapolis-Carmel, IN
1,756,241
668,520
38%
Austin-Round Rock-San Marcos, TX
1,716,289
842,760
49%
Virginia Beach-Norfolk-Newport News, VA
1,671,683
538,380
32%
Providence-New Bedford-Fall River, RI-MA
1,600,852
264,380
17%
Nashville-Davidson-Murfreesboro-Franklin, TN
1,589,934
583,060
37%
Milwaukee-Waukesha-West Allis, WI
1,555,908
518,740
33%
Jacksonville, FL
1,345,596
540,680
40%
Memphis, TN
1,316,100
414,200
31%
Louisville-Jeffersonville KY-IN
1,283,566
372,060
29%
Richmond, VA
1,258,251
390,160
31%
Oklahoma City, OK
1,252,987
380,200
30%
Hartford-West Hartford-East Hartford, CT
1,212,381
204,640
17%
New Orleans-Metairie-Kenner, LA
1,167,764
412,520
35%
Buffalo-Niagara Falls, NY
1,135,509
368,700
32%
Raleigh-Cary, NC
1,130,490
476,440
42%
Birmingham-Hoover, AL
1,128,047
310,100
27%
Salt Lake City, UT
1,124,197
434,920
39%
Rochester, NY
1,054,323
340,540
32%

State and metropolitan populations based on data provided by the U.S. Census Bureau, 2010 Census statistics. Facebook user data provided by Facebook for advertisers, Feb. 7, 2012. The social networking website estimates location-based audiences using IP (Internet Protocol) addresses, which help identify each website user’s physical state or city. Users who list an address on their profile may see ads targeted to that location, regardless of where they are currently located.

Works Cited

Facebook (2012). Advertise on Facebook. Retrieved February 7, 2012, from Facebook: https://www.facebook.com/ads/create/

Facebook (2012). Fact Sheet. Retrieved February 7, 2012, from Facebook: http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

Facebook (2012). Targeting Options. Retrieved February 7, 2012, from Facebook: https://www.facebook.com/help/?page=203882222982239

Pew Internet & American Life Project. (2011). Demographics of Internet users. Retrieved February 7, 2012, from Pew Internet & American Life Project: http://www.pewinternet.org/Static-Pages/Trend-Data/Whos-Online.aspx

Pew Internet & American Life Project. (2011). Gadget ownership over time. Retrieved February 7, 2012, from Pew Internet & American Life Project: http://www.pewinternet.org/Static-Pages/Trend-Data/Device-Ownership.aspx

U.S. Census Bureau. (2011). 2010 Population Finder. Retrieved February 7, 2012, from U.S. Census Bureau: http://www.census.gov/popfinder/

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