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Experian Hitwise: Google+ Big Hit with Kids and Cabernet; Losing Ground at Colleges & Cafes

Google launched its limited invitation-based social networking project dubbed “Google+” beta on June 28. Since, there has many reports about the demographic usage of the Google+. 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 August 12 blog post, Bill Tancer uses the company’s “Mosaic” lifestyle segmentation system to conclude that the Google+ audience is expanding. Per Tanscer’s post:

Using the Experian Hitwise sample of over 10mm Internet users in the U.S., combined with our New Mosaic segmentation system launched this summer, its possible to visualize the adoption of Google+. Careful analysis of the Mosaic segments since launch; reveal that “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. Here’s a snapshot of top Mosaic types (by representation) that have been frequenting Google+. (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 below).

Hitwise describes this Mosaic type as young “singles and recent college graduates” living in college communities. Here’s a word cloud of the key descriptors for Colleges and Caf

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