Niche Social Sites Survey: Users Interested in Food, Entertainment

When you think about social media sites, your mind probably goes right to major players like Facebook and Twitter. Or you might consider some more trendy apps like Instagram and Snapchat. But all of those platforms are made to appeal to fairly wide audiences. And according to some reports like this one from Social Media Week, there’s actually a growing market for niche social sites like those aimed just at particular interest groups. So how many social media users are interest in those niche related sites? And how many have already used them? We asked 1,000 respondents on August 14-15 about their thoughts on niche social sites.

niche social sites

Social Media Users

In Ask Your Target Market’s latest survey, 46% of respondents said that they use multiple social media sites or apps. And 31% use one. Facebook was the most popular social media site among respondents, with 92% claiming to use it. 48% said they use Twitter. 32% use Instagram. 25% use Google+. 19% use LinkedIn. 16% use Snapchat. And 9% use other social media platforms like Pinterest and Tumblr.

90% of social media users said that they follow their friends and family members on social media. 39% follow businesses. 34% follow news sites. 32% follow celebrities. 26% said they follow bloggers or popular influencers on social media. And 25% follow accounts related to specific hobbies or special interests.

Special Interests

In addition, 68% of social media users said that they usually post personal updates on social media. 37% post about entertainment related topics. Another 37% said they regularly post about news or current events. 30% post about food or DIY content. 23% post about travel. 20% post about arts and culture. Another 20% post about sports. 17% post about education. And 13% said they don’t post about any topics regularly on social media.

Currently, just 18% of respondents said they use multiple niche social sites related to their own specific interests. 13% said they use one such site. And 70% don’t use any. Goodreads was by far the most popular niche social site among respondents. Some also consider Pinterest to be sort of a niche site. And other respondents mentioned sites related to travel, sports and cooking.

Niche Social Sites

Looking forward, 33% of respondents said that they are at least somewhat interested in using niche social sites in the future. Consumers who are interested in niche social sites are also significantly more likely to also use multiple general social media platforms.

Of those respondents who are interested in niche social sites, 50% said they would be interested in a site aimed at food and DIY content. 45% are interested in niche social sites related to entertainment. 39% are interested in sites about art and culture. 38% are interested in news and current events. 32% are interested in travel. 28% are interested in education. 21% are interested in sites aimed at sports fans. And 19% are interested in using other types of niche social sites, like those for fans of tech, business, books and beauty.

Key Takeaways

Niche social sites certainly aren’t as ubiquitous as more general social platforms. But if you’ve got a potentially popular niche, such as food, DIY or entertainment, it could be a worthwhile venture for companies that want to build a business around a niche social platform, like Goodreads, or even businesses that want to add a sort of social component to their other offerings. But it’s important that niche social platforms don’t think of general social media platforms as competition and avoid using them. Those who are interested in niche social sites are very likely to use multiple social media platforms already, so that could be a great place to reach out to potential users.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Reading in the wild and connected to the world. by Michael de Bondt under CC BY-ND 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 14-15 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.