Tumblr’s users are highly concentrated among internet users in the 18-to-24 and 25-to-34 age groups, which represent 52.2% of users who regularly log in to the platform this year. By 2018, about 12 million people who access Tumblr regularly will be concentrated in these two age groups, or roughly half of all users on the platform.
After Tumblr’s billion-dollar acquisition by Yahoo in 2013, questions have hovered around the site’s value to the internet giant, and whether its youthful user base can inject life into Yahoo’s declining display advertising business. Yahoo’s display ad revenues overall decreased 7% in Q2 2014, according to the company, and eMarketer estimates that its share of US digital display ad market will fall to 5.8% this year, down significantly from 9.2% share in 2012. Read the rest at eMarketer.