Weekly Reddit usage among Americans has increased 2.4x since 2019, a new report finds.
YouGov’s new report Reaching Redditors: Inside the Hivemind details how weekly Reddit users skew younger, more educated, more affluent and more liberal than the average American – and they are averse to advertising.
The report identifies that among weekly US Redditors:
- 50% are millennials (vs 32% gen pop)
- 39% have a 4-year degree or higher (vs 29% gen pop)
- 22% identify as LGBTQ+ (vs 13% gen pop)
- 63% use ad blockers when surfing the internet (vs 50% gen pop)
- 57% have purchased a mobile game in the last 6 months (vs 38% gen pop)
- 57% are in-market for electronics (vs 39% gen pop)
“Redditors are among the most sophisticated users of the social internet,” said Ray Martin, CEO, Americas at YouGov. “As the network’s userbase continues to grow in size and frequency of usage, it will be important for advertisers to authentically and natively participate if they want to gain ground with this increasingly influential group.”
Reaching Redditors: Inside the Hivemind also ranks the top brands that weekly US Redditors are gravitating toward across Consumer Electronics, CPG, Media, Retail, Video Gaming, and more.
In total, the report identifies 100 brands that US Redditors strongly consider purchasing or using relative to the average American, with online brands like Discord, Google Docs, Spotify and Instagram leading brands in other sectors by a significant margin.
YouGov finds that Quaker has gained the most consideration among Redditors since 2022.
Reaching Redditors: Inside the Hivemind is available for download here.
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