If you own a business, it’s a mistake to ignore Facebook, especially if you’re a local business. More than 550 million people are on Facebook, and according to a study in July of 2011, 55% of Facebook users spend 50 minutes a day on the service. Business owners should have a presence on Facebook, no question.

But who’s using Facebook and what do they look like? Using Facebook Insights, Boone Digital sifted through Facebook data for Northern Michigan to provide some data for business owners here in our backyard. First, a few general observations.

Of the Facebook users who are located in Traverse City or within 50 miles of Traverse City, Michigan:

  • 80% are female
  • Even when we eliminate the teens (whom many of you may not be marketing to because of their limited expendable income), 62% of Facebook users in and around Traverse City are women.
  • The biggest block of users are women between the ages of 30 and 40.
  • According to other studies, the fastest growing segment is women over the age of 50. These are the mom’s and grandmom’s, and they are “influencers.” Marketing to them is key because when they like your products, they will tell their friends on Facebook.

Demographic Info, by Age

Facebook users in and within 50 miles of Traverse City, Michigan:

Between 13-19:      24,720     18.8%
Between 20-29:     27,560     20.9%
Between 30-39:     25,340     19.2%
Between 40-49:     22,120     16.8%
Between 50-59:     19,100     14.5%
60 and over:          12,920       9.8%

Demographic Info, Women by Age

Facebook users in and within 50 miles of Traverse City, Michigan:

Women, 18-up:      37,900     34.3%
Women, 30-up:      28,680     26.0%
Women, 40-up:      21,180     19.2%
Women, 50-up:      14,680     13.3%
Women, 60-up:       8,040       7.3%

Demographic Info, Men by Age

Facebook users in and within 50 miles of Traverse City, Michigan:

Men, 18-up:      28,100     37.6%
Men, 30-up:      19,820     26.5%
Men, 40-up:      13,340     17.8%
Men, 50-up:        8,820     11.8%
Men, 60-up:        4,660      6.2%

Source: Research by Boone Digital, June 2011