Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Tumblr Users Are Surprisingly Rich

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

While brands obsess over Facebook, Twitter, and Instagram, the users of Tumblr appear to have all the money. Once thought of as a platform for up-and-coming photographers and hipster teens, Tumblr has shared some intriguing numbers with Adweek that prove otherwise.

The median income of Tumblr's users is $80,075, beating out Twitter ($79,562) and Facebook ($79,562). Tamara Gaffney, Adobe Digital Index's principal analyst notes:

The fact that it produces the highest revenue per visit from mobile devices is likely due to its user base, which is skewed to young, trendy and well-educated urbanites with a greater affinity for online purchases and the disposable income to spend more.

Users are not only scoping potential purchases on Tumblr, they're celebrating those purchases too. Tumblr's global head of brand partnerships, Lee Brown, explains that, "The customer journey begins on Tumblr with prepurchase aspiration and ends on Tumblr for postpurchase celebration, making Tumblr the ultimate destination for shopping."