The Department of Culture, Media and Sport drew findings from its Taking Part survey the goal of which is to “clarify how representative users of the most popular social media platforms are of the general population”. In other words, the survey was intended to represent the main category of social network users from the demographic point of view.
And as it appeared, LGBT people are more likely to use social networks, especially Twitter and Instagram, comparing to straight people. The report states: “A greater percentage of Lesbian, Gay and Bisexual (LGB) people use each platform than heterosexuals, indicating LGB people are more likely to use social media in general. The percentage of LGB people using each platform varied between 25.2 percent for LinkedIn to 76.8 per cent for Facebook, while for heterosexuals it varied between 13.0 per cent for Spotify to 57.3 per cent for Facebook. The proportion of LGB people using Spotify, Instagram and Twitter is over twice that for heterosexuals. These results may be because a greater percentage of younger people identify as LGB in the Taking Part survey.3.0 per cent of 16-29 year olds identify as LGB, versus 1.3 per cent of 30-59 year olds. Small sample sizes prevent further analysis considering both sexuality and age group.”
As fore the gender factors, men dominate on social media devoted to work and employment, and also on video services like YouTube. Female audience is prevailing on Instagram and Facebook.