114 Social Media Demographics that Matter to Marketers in 2022
Understanding social media demographics will help you fine-tune your marketing strategy and reach the right people with your message.
When building a marketing strategy for your brand, knowing the demographics of your potential audience is essential. You can’t access your target audience if you don’t use the same social platforms that they use—that’s like expecting to win the lottery without buying a ticket. (But we can dream, can’t we?)
You can get an idea of demographics by scrolling, but things like algorithms can skew your perception of any platform. So the best way to determine who is using which social media networks (and from where, and how often, and how much money they have to spend) is by looking at the hard numbers. Here are over one hundred social media demographics that matter to marketers in 2022.
3. Users in Nigeria are spending the most time on social media: 4 hours and 7 minutes per day.
4. 54% of all global social media users identify as male. There is a digital gender gap worldwide. The biggest divide is in southern Asia, where only 28% of social media users identify themselves as female.
5. But the global female-identifying audience spends more time on social media compared to their male-identifying counterparts. In fact, the group that spends the most overall time on social media is females between the ages of 16 and 24 (an average of 3 hours and 13 minutes a day).
8. But Facebook isn’t the world’s “favourite” social media site—that title goes to Whatsapp, which has won 15.7% of hearts globally.
9. Almost 50% of global internet users say “keeping in touch with friends and family” is a primary reason why they use social media. Other top primary reasons are “filling spare time,” “reading news stories” and “finding content.” Only 17.4% of internet users listed “supporting and connecting with good causes” as a primary reason. (Which is kind of a bummer, right?)
10. Every month, the average internet user uses 7.5 different social media platforms. The country using the least number of social platforms is Japan (an average of 3.9 per month) and the country using the most social platforms is Brazil (an average of 8.7 monthly).
The mother of all social media networks! Facebook was founded in 2004. For reference, that’s a year before the world’s most-followed TikTok star, Charli D’Amelio, was born. Facebook remains the world’s most popular media platform, and chances are, your target audience uses it (looking at the top 16 social media apps, over 79% of users of every other network also use Facebook).
25. In the U.S., 89% of college graduates use Facebook.
26. Money-wise, Facebook is pretty consistent regardless of how much you make: 70% of Americans making less than $30,000 a year use Facebook, which is the same percentage as those with an income above $75,000.
Instagram is the world’s fourth most-used social media platform. The ‘gram first came on the social scene in 2010 (the same year Katy Perry’s “California Gurls” dropped). This visual-focused platform has seen the introduction of Reels, shops and Live in recent years, so the opportunities to use the network for marketing (and making money) are only growing.
Micro-blogging app Twitter has had a huge influence on how news spreads—and some pretty incredible impact on social movements—since it first launched in 2006 (that’s also the year Meryl Streep vehicle The Devil Wears Prada and everyone’s vehicle Cars premiered). Tweets can spread like wildfire: here’s the info you need to keep things burning.
General Twitter demographics
35. Twitter’s average number of monetizable daily active users is 217 million.
This platform is known for being popular with younger audiences—but it actually has the largest average age gap out of any social media platform (more on that later) meaning that both the young and old love to snap. Kids, don’t forget to snap your grandma today. Gotta keep up that streak. Snapchat is the 12th most-used social media network worldwide, and was first launched in 2011 (the year Prince William and Kate Middleton were married).
58. In the U.S., Snapchat users are pretty evenly dispersed in terms of how much money they make: 25% make less than $30,000 a year, 27% ma2ke between $30k and $50k, 29% make between $50k and $75k, and 28% make over $75,000 a year.
Youtube’s first video premiered in 2005 (also the year that Grey’s Anatomy first aired). 81% of internet users have used Youtube at least once, and it’s the world’s second most-used social platform. Recommended for you? Brushing up on some stats.
Hi! We came across your profile and we’d love to connect you with LinkedIn. This work- and career-oriented platform was founded in 2002 (yes, it’s the “most experienced” on this list, which really vibes with the professional nature of the app—oh, and it also came out the same year Avril Lavinge released her first album, Let Go).
Aspiration and inspiration are fed on Pinterest. This “visual discovery engine” is the 14th most popular platform in the world, and experienced huge growth during the beginning of the COVID-19 pandemic (they had an unprecedented 37% increase in users from the previous year). Pinterest first launched in 2010, the same year the last Hunger Games book came out.
Last, but most certainly not least, there’s TikTok. Tiktok is the 7th most-used social networking platform around the world. The short video sharing app was first released in 2016, the same year Beyonce dropped Lemonade. TikTok has become a social sensation, with many (mostly younger) folks building entire careers off the content they create.
General TikTok demographics
99. In one online minute, 167 million TikToks are watched globally.
111. Ireland has the fastest-growing TikTok audience based on Google Play downloads.
112. In the U.S.,TikTok users between the ages of 15 and 25 grew 180% during the COVID-19 pandemic.
TikTok demographics by income and education
113. 29% of Americans who make $30,000 to $49,999 a year use TikTok.
114. 19% of college graduates use TikTok (and 21% of those who have completed high school or less use the app).
Whew, we did it! Hopefully that’s enough statistics (and orienting pop culture moments) to get you started. Remember: knowing social media demographics for each platform is just one part of designing an effective social marketing strategy.
Creating an effective strategy can be done in just nine easy steps. And, of course, knowing social media demographics is one of them!
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