Business Insider has released its latest research regarding social media usage demographics. Looking at what social media platforms are relevant to different genders, ages, economic groups and other criteria can make it easier to decide which platforms need to be part of your marketing mix.

One thing this report makes clear is that while everyone uses social media, not everyone uses the same social media platforms for the same purposes. We’ve come a long way from the days when Facebook was the only game in town: today, less than 2/5ths of Facebook’s adult user base is aged 18-34.

If you’re marketing to a younger customer base, Instagram definitely deserves your attention. Nearly one third of surveyed teens regard Instagram as the most important social media network. Snapchat, Vine and Tumblr follow closely on Instagram’s heels, neatly capturing most of the attention of the 18-24 year old set. This same group is also easily reached via text messaging apps such as WhatsApp.

The social media networks favored by older people overlap strongly with the social media networks favored by the most affluent; this is particularly true of LinkedIn and Pinterest, which have the highest number of users who have incomes of more than $75,000.

It’s important to understand that none of these numbers are absolutely cast in stone. There are 13 year olds on Facebook and 70 year olds Snapchatting right now. Additionally, people’s social media usage patterns change over time: today’s Instagram focused teenager may very well be planning her wedding on Pinterest in the next five years. That being said, it’s a good best practice to review the demographics and make sure the platforms you’re using to reach out are the platforms your target customers prefer.