Google Plus: Big With Status-Seeking Singles; Losing Ground At Colleges & Cafes

google-plus-logo-squareConventional wisdom says that Google+ is big with the tech crowd and, more specifically, with males than females. But Experian Hitwise has a different way of looking at who’s using Google+. It doesn’t dispute the conventional wisdom, per se, but adds perhaps another perspective to the discussion.

In a blog post today, Bill Tancer uses the company’s “Mosaic” lifestyle segmentation system to conclude that the Google+ audience is expanding.

… in just over six weeks, we’ve moved from innovators to early adopters to early mainstream users visiting the new social network.

An accompanying chart shows that Google+ was initially a big hit with the “colleges and cafes” crowd (described as “young singles and recent college graduates living in college communities”), but that community is visiting Google+ less over the past month. (see red line below)


Meanwhile, the “Status Seeking Singles” segment adopted Google+ early (green line above) and continues to make up a large part of the userbase now, along with a group that Experian Hitwise calls “Kids and Cabernet.” The latter segment is described as “prosperous, middle-aged married couples living child-focused lives in affluent suburbs.” (dark blue line above)

Experian suggests that this “Kids and Cabernet” group is the first sign of Google+ adoption beyond innovators and early adopters and that watching the future migration of other lifestyle segments will help indicate if Google+ will become a legitimate Facebook competitor.

And what remains to be seen in the immediate future is if this week’s launch of games on Google+ has any impact on the types of people that visit the site consistently.

Related Topics: Channel: Social | Google: Google+ | Stats: Hitwise | Top News


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Michael Martinez

    2 out of 4 lines are trending downward.

  • Gregory Ciotti

    I wonder why there was such a huge drop with college aged people?

  • Steve Joseph

    @Gregory – it’s possible to reason that most of their friends might not be using Google+ and from my own use I really don’t tend to see a lot of young College kids using the platform. The allure they still seek is on Facebook.

  • tony cerda

    Very interesting! More guys use G+ than females. More guys are color blind than females. I wonder which lines above were red and which ones were green?


  • Michael Martinez

    I went all week without using Google+ this week. Haven’t missed it. Adding GAMES to the service sure didn’t make me want to use it again….

  • Maurice Walshe

    so “Kids and Cabernet” group – which demographic do we think SEO’s fall into :-)

  • naz d’aboville

    Real informative article – People keep saying that Google+ is for suburban parents and things like that and though i agree it is parent friendly – i think people need to look more closely at the mixture on google+ and why it’s features – more importantly themes are beneficial to a huge audience – wrote an article on the subject called “Google+., The Suburbs … And My Mum” –

  • PUB

    Google Plus fails on so many levels.

    First it’s a copy of facebook with circles instead of lists.

    Second, they put a no pseudonyms policy into play and started suspending accounts – even those with legitimate names that sounded otherwise.

    Third Eric Schmidt says G+ is “primarily an identity service” (not a social network)

    I mean this is or was supposed to be a social network – not a job application where people have to have their real wallet names on their public profile or else. Google + won’t be around 1 year or even 6 months from today. Huge failure. In my opinion they should stick to search so I can find people on facebook.

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