24. Of active Vine users
are male
57%
married (45%) or in
a relationship (15%)
60%
Are 25+ yr old
(16-24 is largest
segment at 42%)
58%
university (47%) or
post-grad degree
(13%)
61%
Have 1+ children
(33% have just one
child)
50%
DEBUNKING MYTH 1: VINE USERS ARE SINGLE
They are young – 16 – 24 yr olds comprise 42% of active Vine users.
However, data indicates that many of them are also married and have
children.
The high percentage of married/in a relationship Vine users could also
reflect the high concentration of users in more traditional markets such as
China, India, Indonesia and Brazil
Recommendation:
• Shoot more images with people in a relationship or with children
• Open up social marketing/comms language to reflect the local market
realities of Vine users being married and with children