Dive Brief:

• A recent report from Adobe shows that Tumblr caters to the wealthiest users of any of its social platform competitors. 
• The median annual income for Tumblr users is $80,075 compared to Twitter's $79,562, Facebook's $78,967, and Pinterest's $70,124.
• Perhaps because of the higher incomes, a referral link from Tumblr has been shown to be more lucrative than Facebook, Twitter, or Pinterest— making the site attractive for luxury retail brands. 

Dive Insight: 

Tumblr is known for having a hipster audience, so this new data is eye opening. Regardless of why people with higher incomes use Tumblr, brands and advertisers should take notice that Tumblr is housing users with more disposable incomes.