It is safe to say that the internet is the number one place for consumers.  Giselle Abramovich explains in her article "Don't overlook social media users as buyers, warns DM Days keynoter" the majority of consumers (39%) are most influenced to purchase through the internet.  Television follows in a not so close second with 18%.  

But when it comes to social media it is difficult to gauge who your audience is.  The article quotes Leslie Reiser, program director at IMB as saying "Fifty percent of all adults online are contributing content on some sort of social-media channel."   But who is this 50%?  Are they businessmen?  Teacher? Stay at home moms? Engineers?  Or Couch potatoes?

Panelists at the DM Days keynote presentation all agreed that it is difficult to put hard numbers down when it comes to measurements in this space. So maybe that's the next big career field; social media analyzer. If someone can find a why to narrow down the demographics of social media, marketers will be able to better target these users as consumers.