Understanding social media demographics—the different audiences that each platform has the potential to reach—allows you to:
- Reach the right audience
- Craft a compelling message
- Fine-tune your marketing strategy
How? Simple: The best social media marketers know where their audience is. That means choosing the right social platforms for their brands.
After all, how many men prowl the boards of Pinterest for power drill DIYs? What are the chances Snapchatters are thinking about retirement? Could LinkedIn members be lured by video game ads?
(Okay, maybe some.)
The best way to choose the right platform for your brand is by taking a look at the demographics. That’s why we want to break down the different demographics for all of the major social media sites out there.
Keep reading to find out more about the user demographics of every major social media network.
Table of contents
Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.
The most important social media demographics for marketers
General social media demographics
Social media is more popular than ever. Knowing the key stats is crucial for success.
Here are a few general demographic data points about social media that you should know:
- 72% of American adults use social media
- 78% of American women use social media vs 65% of American men
- 73% of American adults use YouTube—making it the most popular social media platform
- 3.46 billion people use mobile devices for social media—and that number is likely to grow since 5.11 billion people now have mobile phones
- 366 million new people started using social media in 2018 alone. That’s more than a million new people joining social media every single day.
Along with being one of the oldest social media platforms out there (in internet years, of course), Facebook is also one of the most popular. It has a daily and monthly active user base that far exceeds the population of any one country, and still continues to grow each year.
- Daily active users: 1.623 billion
- Monthly active users: 2.44 billion
- Facebook Messenger now has more than 1.3 billion monthly active users
- In the U.S., 18-29 year olds are the largest cohort on Facebook with 79% of the age demographic using the site
- 69% of U.S. adults now report that they are Facebook users, of which 74% use Facebook daily
- Only about 46% of those 65 and older in the U.S. use Facebook—more than double what it was in 2012
- More U.S. women (75%) report that they use Facebook than men (63%)
- 73% of U.S. adults who identify as Hispanic say they use Facebook, versus 70% black and 67% white identifying adults
- More than 50% of Facebook users speak a language other than English
- More than 89% of Facebook’s monthly active users live outside of the U.S.
- 10% (247 million) of monthly active users live in the U.S.
- 15% (387 million) monthly active users live in Europe
- 41% (1.01 billion) of monthly active users live in Asia-Pacific, the fastest growing region
- 32% (802 million) of monthly active users live in the rest of the world
- Most Facebook users in the United States live in urban areas, followed by suburban, and rural
- 75% of U.S. adults who use Facebook make $75,000+
- 74% of U.S. adults who use Facebook have a college degree or more
Instagram has rapidly established itself as a must-have social media tool for marketers. Knowing these Instagram demographics will help make a difference in your Instagram marketing strategy.
- More than 1 billion monthly active users
- Daily active users: 500 million users
- More than 500 million daily active Instagram Stories users
- 67% of Americans aged 18 to 29 now use Instagram
- 37% of American adults use Instagram. That’s an increase from 35% in 2018.
- Instagram is more popular with women than it is with men globally—though only slightly, with 52% female and 48% male users
- In the U.S., that gap is higher with 43% of women using the app compared to just 31% of men
- 43% of African Americans in the U.S. use Instagram, followed by 38% Hispanic and 32% white Americans
- More than 89% of Instagram’s community lives outside of the U.S.
- The top three countries based on number of Instagram users are: the United States, India, and Brazil
- Most Instagram users live in urban areas, followed by suburban and rural areas
- Household income is distributed somewhat evenly among Instagram users. The amount of American users who make $75,000 or more is tied with American users who make $30,000-$49,999.
- 42% of U.S. adults who use Instagram have a college degree or more
For additional consideration, read Useful Instagram Statistics for Social Media Marketers or take a deep dive into more Instagram demographics.
Twitter’s base may be smaller than Facebook’s, but its users are a mighty force—especially when it comes to mobilizing and community building. Here are the key Twitter demographic stats marketers should incorporate into their next Twitter strategy.
- 330 million monthly active users
- 145 million monetizable daily active users
- 49 million Americans use Twitter monthly
- 92% of the US population are familiar with Twitter (even if they don’t use it)
- 44% of US 18- to 24-year-olds use Twitter making Gen Z the most likely group to be using the platform
- 26% of 30- to 49-year-olds use Twitter
- Slightly more men use Twitter than women in the US
- Overall though, women make up just 34% of Twitter’s audience compared to the other 66% who are men
- 25% of Twitter users in the US are Hispanic
- 24% of Twitter users in the US are black
- 21% of Twitter users in the US are white
- 68 million monthly active users are located in the U.S.
- 262 million monthly active users live outside of the U.S. (roughly 80%of all users)
- The top three countries based on number of Twitter users are: the United States, Japan, and Russia
- Most Twitter users in the U.S. live in urban centers, followed by suburban and rural areas
Brands on Snapchat are unlikely to reach the oldest generations. But the ephemeral photo and video-sharing app is where a lot of the cool kids are hanging out. Take these demographics into account when crafting your Snapchat marketing strategy.
- The majority of Snapchat users are 15-25 years old
- 53% of 15-25-year-olds use Snapchat
- Snapchat usage drops off with older generations, with only 34% of 26-35-year-olds using the app
- Overall, Snapchat is more popular with women (61% vs. 38%)
- 28% of Snapchat users identify as African American, followed by 31% Hispanic and 24% white
- When it comes to teenagers in the US, 77% of teens who use Snapchat are black, while 72% are white, followed by 64% who are Hispanic
- The top countries who use Snapchat are the United States, France, India, the UK, Saudi Arabia, Brazil, Mexico, Germany, Canada, and Turkey
- The US leads the pack with more than 97 million users
- Most Snapchat users live in urban areas, followed by suburban and rural
- The majority of U.S. Snapchat users make $30,000 to $49,000 a year
Find more Snapchat demographics here.
YouTube has grown into the single most popular social media site in America. That means knowing the platform’s trends and demographics will be crucial to your success as a marketer.
- YouTube has a global audience of more than 2 billion logged-in monthly users
Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.Get the free guide right now!
- 73% of all adults in the US use YouTube
- 81% of 15–25 year-olds in the U.S. use YouTube
- YouTube reaches more 18-34-year-olds and 18-49-year-olds than any cable network in the U.S.
- YouTube is more popular with teenage boys: 85% of boys 13-17-years old watch YouTube daily, versus 70% of girls
- 78% of Hispanic people in the U.S. use YouTube, followed by 76% of black internet users and 71% of white internet users
- Almost 15% of YouTube’s site traffic comes from the U.S.
- People watch YouTube in 88 countries and 76 languages around the world
- 93% of video watchers in India are watching YouTube
- The vast majority of YouTube users live in urban areas
- Only 33% of popular YouTube videos are in English
- More than 80% of YouTube users have a college degree or more
Round out your research with these YouTube Stats That Matter to Marketers.
Pinterest has a good track record when it comes to conversions. One in two users have made a purchase after spotting a Promoted Pin. But with more than 60 million buyable pins from over 10,000 brands, marketers need to pin down Pinterest’s core demographics to succeed.
- 250 million people use Pinterest every month
- 85% of women users use Pinterest to plan “life moments”
- 80% of Pinterest users prefer mobile to desktop
- One out of every two millennials use Pinterest every month
- 59% of millennials have discovered products on Pinterest
- Pinterest reaches 83% of US women aged 25-54. That’s more than Instagram, Snap and Twitter
- But, 50% of Pinterest’s new sign-ups are men
- Pinterest is more popular among white internet users than among African Americans and Hispanics
- 215 million Pinterest users are based outside of the U.S.. That’s more than 71% of all users
- 40% of Pinterest users have a household income of more than $100,000 a year
- The majority of Pinterest users have a college degree or more. Only 18% of U.S.-based Pinners have a high school diploma or less.
LinkedIn may be the number one site for employers to connect with prospective employees and vice versa. But it’s also a unique platform for marketers to reach one of the most affluent and educated user bases on social media. Make sure you’re familiar with these demographics when crafting your LinkedIn marketing strategy.
- 660 million registered members
- 303 million monthly active users
- 91% of executives rate LinkedIn as their first choice for professionally relevant content
- LinkedIn is most popular among 25-49-year-olds
- Men and women are equally represented on the platform
- Fewer American Hispanics use LinkedIn when compared with Hispanic adoption of other social sites
- In the U.S., African Americans (28%) members are the largest ethnic group, followed by white internet users (26%)
- There are LinkedIn members in 200 countries and regions worldwide
- 206 million users are based in Europe
- The U.S. has the largest national user base (165 million members), followed by India, China and Brazil
- LinkedIn users live mostly in urban centers, followed closely by suburban areas
- More than 46 million students and recent college graduates use LinkedIn. They are the networking site’s fastest-growing demographic.
- 50% of Americans with a college degree use LinkedIn, versus only 9% of members with a high school diploma or less
Researching the demographics you’re most likely to reach on social media platforms is essential, but it’s just the start. To take your marketing strategy to the next level, your next steps should involve conducting a social media audit, creating social media goals, and devising a content plan.
Now that you’ve got the demographic stats you need to plan your social media strategy, use Hootsuite to build and target an audience of loyal followers. Try it free today.