It was purchased for a cool US$1 billion dollars, but who exactly is using Tumblr, and why should marketers care?

Tumblr has one of the youngest demographics in social media – 46% of Tumblr users are between 16-24, while 28% are aged 25-34 – and John Mescall, who recently returned from Cannes with thousands (give or take) of Lions of every colour, told Marketing it is the most underused platform by marketers – and that means opportunity.

Global Web Index has found that whether on mobile or PC, Tumblr users are among the most youthful and progressive online, highlighting how important it is for brands using Tumblr to bolster their image by adopting that same progressive mindset when targeting consumers. This means adopting a strategy that understands evolving access of social platforms on mobile – and how these consumers prefer to be engaged.

Click on the infographic below to see the full version and all the stats: