Refining your marketing strategy without knowing the relevant demographics is like flying blind! There’s no way you'll get somewhere near to success, and most of the time, you’ll get lost. This makes understanding the latest demographic trends very crucial for any business. Besides, despite any time of the year, your social media strategy needs a constant refresh based on the latest data, and marketers must stay up to date on the same.
To spot new opportunities to reach target audiences and get tips on using these demographic data, bookmark this blog as your reliable source. Access this any time you’re crafting a strategy and ensure that your efforts are directed where they matter most – where your customers are.
Facebook Demographics
Active Monthly And Daily Users
Source: Backlinko
According to Facebook’s most recent investor report, Facebook currently has 3.049 billion monthly active users (MAUs) in 2024. Besides this, the number of Facebook’s daily active users (DAUs) currently stands at 2.085 billion people, meaning 68.38% of the total monthly users log in on a mobile device or desktop each day.
Age And Gender
Source:Luisazhou.com
Women are the most frequent users of Facebook, with 76% of women versus 59% of men using the platform on desktop or mobile devices.
The most popular age group of Facebook users are:
- 109.4 million (4.9%) people between the ages of 13-17 use Facebook.
- 508.2 million (22.6%) people between the ages of 18-24 use Facebook.
- 668.5 million (29.6%) people between the ages of 25-34 use Facebook.
- 425.4 million (19.0%) people between the ages of 35-44 use Facebook.
- 253.3 million (11.3%) people between the ages of 45-54 use Facebook.
- 158.7 million (7.1%) people between the ages of 55-64 use Facebook.
- 123.3 million (5.6%) people who are 65+ years old use Facebook.
Geography Demographics
Source: Backlinko
India accounts for 315 million Facebook users, the leading country in terms of Facebook audience size. It is followed by the United States (175 million), Indonesia (119 million), and Brazil (109 million) Facebook users, respectively.
Income And Education Demographics
For income, a majority (68%) of Americans making $100,000+ use Facebook; 74% of those making $70,000-$99,999 use it; 70% of those making $30,000-$69,999 use it; and 63% of those making $30,000 or less use it.
For education, 70% of college graduates use Facebook; 71% of those with some college education use it, and just 63% with a high school education or less use it.
- Time
Source: Backlinko
According to an eMarketer study of Americans aged 18+, the average time spent on Facebook per day is 30.9 minutes in 2024. This is down 2.1 minutes from the 33 minutes in both 2021 and 2022.
Source: Pew Research Centre, Statusbrew, Backlinko, Statista, eMarketer.
Instagram Demographics
Active Monthly And Daily Users
According to the latest Statista report, the number of people on Instagram will be 2.4 billion monthly active users in 2024. Besides this, the 2 billion MAUs made Instagram the 4th largest social network worldwide, with 37.74% of the world’s 5.3 billion internet users accessing the app monthly.
Age And Gender
Source: Louisazhou.com
Instagram is the most popular among those in the 25 to 34 age group, and the app is also more likely to be used by women. 51% of global Instagram users are male and 49% are female.
The age group of Instagram users are:
- 131.1 million (8.1%) people between the ages of 13-17 use Instagram.
- 517.7 million (32.0%) people between the ages of 18-24 use Instagram.
- 488.7 million (29.6%) people between the ages of 25-34 use Instagram.
- 246.3 million (15.3%) people between the ages of 35-44 use Instagram.
- 132.2 million (8.2%) people between the ages of 45-54 use Instagram.
- 68.2 million (4.2%) people between the ages of 55-64 use Instagram.
- 41.5 million (2.6%) people who are 65+ years old use Instagram.
Geography Demographics
Source: Backlinko
It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. As of January 2024, India had a total of 362 million Instagram users, the largest Instagram audience in the world. The United States had 169 million users, and Brazil had 134 million. Indonesia, Turkey, and Japan ranked in fourth, fifth, and sixth place, respectively. Brunei is the leading country for Instagram audience reach, with 92 percent of the population using the social media service.
Income And Education Demographics
For income, a majority (54%) of Americans making $100,000+ use Instagram; 49% of those making $70,000-$99,999 use it; 46% of those making $30,000-$69,999 use it; and 63% of those making $30,000 or less use it.
For education, 55% of college graduates use Facebook; 50% of those with some college education use it, and just 37% with a high school education or less use it.
Time
According to the latest reports, Instagram users worldwide on Android devices spend an average of 29.7 minutes per day (14 hours 50 minutes per month) on the app. However, in the US, across all devices, the average time spent on Instagram per day is 33.1 minutes among users ages 18+, which is behind TikTok, YouTube, and X (Twitter).
Source: Statista 1, Statista 2, Statusbrew, Backlinko, Search Engine Journal, Pew Research Centre, eMarketer.
TikTok Demographics
Active Monthly And Daily Users
According to statistics, TikTok has over 1.7 billion MAUs, making the app one of the fastest-growing ever in terms of the percentage of the market it’s captured since 2016. TikTok has 102.3 million users in the US alone, and if we consider user penetration rate, out of 5.3 billion internet users worldwide, 23% use TikTok, and out of 4.95 billion active social media users, 24.65% use TikTok.
Age And Gender
Source: Louishaz.com
Even though more adults adopt the app, only 13.7% of their user base in the U.S. is aged 45 and over. In fact, 44.4% of TikTok users in the U.S. are aged 24 or under. As of January 2024, approximately 48 % of TikTok's global users were women, while the male users on the popular social video platform were 52% of the total.
The age group of TikTok users are:
- 20.9% of total active TikTok users worldwide are female, and 17.5% are male between the ages of 18 and 24 years.
- 17.0% of total active TikTok users worldwide are female, and 15.5% are male between the ages of 25 and 34 years.
- 8.1% of total active TikTok users worldwide are female, and 7.5% are male between the ages of 35 and 44 years.
- 4.3% of total active TikTok users worldwide are female, and 3.7% are male between the ages of 45 and 54 years.
- 3.1% of total active TikTok users worldwide are female, and 2.4% are 55+ year-old males.
Geography Demographics
The United States has the largest TikTok audience (136.5 million users), followed by Indonesia (99 million users) and Brazil (74 million users).
Income And Education Demographics
For income, a majority (27%) of Americans making $100,000+ use TikTok; 34% of those making $70,000-$99,999 use it; 37% of those making $30,000-$69,999 use it; and 36% of those making $30,000 or less use it.
For education, 26% of college graduates use TikTok, 38% of those with some college education use it, and just 35% with a high school education or less use it.
Time
On average, U.S. TikTok users spend 53.8 minutes per day on the platform.
Source: Statista 1, Statista 2, Statusbrew, Backlinko, Pew Research Centre, eMarketer.
Twitter(X) Demographics
Active Monthly And Daily Users
According to X/Twitter owner (Elon Musk), Twitter had an all-time high of 550 million monthly active users across the world in 2024. It is estimated that this number will reach 652.23 million by 2028. However, it's assumed that Twitter might lose around 32 million users this year. In the US alone, X/Twitter has more than 50.5 million monthly active users.
Age And Gender
Source: Louishaz.com
The majority of Twitter’s audience (38.5%) belongs to the 25 to 34 age group, where 61.2% of X/Twitter users are male and 38.8% are female.
The age group of Twitter users are:
- 28.35% of people between the ages of 18-24 use Twitter.
- 29.63% of people between the ages of 25-34 use Twitter.
- 17.96% of people between the ages of 35-44 use Twitter.
- 11.63% of people between the ages of 45-54 use Twitter.
- 7.61% of people between the ages of 55-64 use Twitter.
- 4.83% of people who are 65+ years old use Twitter.
Geography Demographics
Source: Backlinko
Social network X/Twitter is particularly popular in the United States, with an audience reach of 95.4 million users. Japan and India were ranked second and third, with more than 67 million and 27 million users, respectively.
Income And Education Demographics
For income, a majority (29%) of Americans making $100,000+ use Twitter; 20% of those making $70,000-$99,999 use it; 21% of those making $30,000-$69,999 use it; and 18% of those making $30,000 or less use it.
For education, 29% of college graduates use Twitter, 24% of those with some college education use it, and just 15% with a high school education or less use it.
Time
On average, U.S. Twitter users spend 34.1 minutes per day on the platform.
Source: Demand Sage, Statista 1, Statista 2, Statusbrew, Backlinko, Pew Research Centre, eMarketer.
YouTube Demographics
- Active Monthly And Daily Users
YouTube is the second-largest search engine in the world and has more than 2.49 billion monthly active users. 47% of the online global population are monthly active YouTube users, and among these, there are more than 80 million paid subscribers, taking into account YouTube’s Premium and Music services. Besides this, over a third of the world’s population accesses YouTube every month.
- Age And Gender
Source: Louishaz.com
As of January 2024, 12.2 percent of YouTube's global audience was composed of male users aged between 25 and 34 years, and around 9% were female users of the same age. Globally, men use YouTube more than women. Over half of the platform’s audience is men (54%), while 46% are women.
The age group of YouTube users are:
- 379.7 million (15.0%) people between the ages of 18-24 use YouTube.
- 522.5 million (20.7%) people between the ages of 25-34 use YouTube.
- 422.0 million (16.7%) people between the ages of 35-44 use YouTube.
- 303.0 million (12.0%) people between the ages of 45-54 use YouTube.
- 222.2 million (8.8%) people between the ages of 55-64 use YouTube.
- 227.7 million (9.0%) people who are 65+ years old use YouTube.
Geography Demographics
Source: Backlinko
As of January 2024, India is home to the largest YouTube audience in the world, with 462 million users engaging with the popular social video platform. This is followed by the US (239 million) and Indonesia (139 million). Brazil came in third, with (144 million users), while the United Kingdom saw around (56.2 million) internet users engaging with the platform. However, the United Arab Emirates was the country with the highest YouTube penetration worldwide, with 98% of the country's digital population population engaged.
Income And Education Demographics
For income, a majority (89%) of Americans making $100,000+ use YouTube; 86% of those making $70,000-$99,999 use it; 83% of those making $30,000-$69,999 use it; and 73% of those making $30,000 or less use it.
For education, 89% of college graduates use YouTube, 85% of those with some college education use it, and just 74% with a high school education or less use it.
Time
On average, YouTube users spend 48.7 minutes per day on the platform.
Source: Demand Sage, Statista 1, Statista 2, Statusbrew, Backlinko, Pew Research Centre, eMarketer, Youtube, DataReportal.
LinkedIn Demographics
Active Monthly And Daily Users
Source: Demand Sage
With 1 billion users globally, LinkedIn is the biggest social platform for professionals; 12.5% of the world’s population uses LinkedIn to connect with like-minded professionals around the world. Besides this, LinkedIn adds 3 new members to the platform every second, witnessing a growth of 125 million users in 2023.
Age And Gender
Source: Demand Sage
LinkedIn has a wide user base with members from 200 countries and regions worldwide. In fact, over 43% of LinkedIn users worldwide are women, while over 56% of its audience is composed of male users. 60% of LinkedIn users belong to the age group of 25 to 34 years.
The age group of LinkedIn users are:
- 200.0 million (21.1%) people between the ages of 18-24 use LinkedIn.
- 520.0 million (55.8%) people between the ages of 25-34 use LinkedIn.
- 170.0 million (20.1%) people between the ages of 35-54 use LinkedIn.
- 23.0 million (2.9%) people who are 55+ years old use LinkedIn.
Geography Demographics
Source: Demand Sage
1 in 5 LinkedIn users are from the United States. Meanwhile, 1 in 10 are from India. Besides, the highest number of LinkedIn users are from the Asia-Pacific region. The United States has a larger LinkedIn audience than any other country, boasting an impressive 200 million users, followed by India, with (99 million users). China stands in 3rd place with (60 million users), and the United Kingdom is in 5th place with (35 million users).
Income And Education Demographics
For income, a majority (53%) of Americans making $100,000+ use LinkedIn; 34% of those making $70,000-$99,999 use it; 19% of those making $30,000-$69,999 use it; and 13% of those making $30,000 or less use it.
For education, 53% of college graduates use Twitter, 28% of those with some college education use it, and just 10% with a high school education or less use it.
Time
As per a survey, 69% of LinkedIn users use the social network daily. Besides this, 15% of LinkedIn users used the platform several times a week, while one in twenty accessed LinkedIn once a week.
Source: World Population Review, Demand Sage, Statista 1, Statista 2, Statusbrew, Pew Research Centre, eMarketer.
Pinterest Demographics
Active Monthly And Daily Users
Source: Demand Sage
According to Pinterest statistics, the app currently has 498 million active users, which is estimated to be 574 million users in 2024. This represents a 15.26% increase or 76 million additional users from 2023. Besides, the number of Pinners is expected to grow by 8.7% in 2025 or around 50 million more users.
Age And Gender
Source: Louishaz.com
Figures suggest that 7.4% of all people aged 13 and above around the world use Pinterest today. Of this, women make up 77% of the platform’s global audience, while male (17%) and 8% are considered unspecified.
The age group of Pinterest users are:
- 71.6 million (27.0%) people between the ages of 18-24 use Pinterest.
- 81.9 million (30.9%) people between the ages of 25-34 use Pinterest.
- 41.3 million (15.8%) people between the ages of 35-44 use Pinterest.
- 27.1 million (10.4%) people between the ages of 45-54 use Pinterest.
- 22.9 million (8.7%) people between the ages of 55-64 use Pinterest.
- 11.4 million (4.3%) people 65+ years old use Pinterest.
Geography Demographics
There are currently (84.6 million) Pinterest Users in the United States, making it the highest among all countries. In this regard, Brazil comes in the second spot with (28.05 million) Pinterest Users, followed by Mexico and Germany having (19.45 million) and (15.88 million), respectively, rounding up to the top 4!
Income And Education Demographics
For income, a majority (41%) of Americans making $100,000+ use Pinterest; 35% of those making $70,000-$99,999 use it; 34% of those making $30,000-$69,999 use it; and 27% of those making $30,000 or less use it.
For education, 38% of college graduates use Pinterest, 42% of those with some college education use it, and just 26% with a high school education or less use it.
Time
On average, the monthly active users on Pinterest spend 14.2 minutes on the site daily.
Source: Bank My Cell, Pinterest, DataReportal, World Population Review, Demand Sage, Statista 1, Statusbrew, Pew Research Centre, Broadband search.
Snapchat Demographics
Active Monthly And Daily Users
While the latest figures indicate that roughly 8.2% of people on earth use Snapchat, the app currently has 428 million monthly active users and 414 million daily active users worldwide. Overall, 10.1 percent of internet users use Snapchat, and it is estimated that the platform will reach over 500 million monthly active users by 2024.
Age And Gender
Source: The Social Shephard
Snapchat has more Female users than Males. As per statistics, Snapchat’s user base consists of 51.8% females and 47.4% males. Additionally, most Snapchat users are between the ages of 18 and 24, accounting for 39% and 9.9% percent of all people aged 13 or older around the world who use Snapchat. Overall, people over 35 old years are substantially less likely to use Snapchat. If we only consider the United States of America, then the share of Snapchat’s female users is 55.1% and males is 44.9%.
The age group of Snapchat users are:
- 125.6 million (19.9%) people between the ages of 13-17 use Snapchat.
- 243.5 million (38.6%) people between the ages of 18-24 use Snapchat.
- 145.9 million (23.2%) people between the ages of 25-34 use Snapchat.
- 87.9 million (14.0%) people between the ages of 35-49 use Snapchat.
- 23.6 million (3.8%) people who are 50+ years old use Snapchat.
Geography Demographics
Source: Statista
With an audience of 182.35 million users, India has the largest Snapchat user base, which is further followed by United States having (108.8 million users), Pakistan with (26.35 million users), France with (25.9 million users) and United Kingdom with (23.15 million users).
Income And Education Demographics
For income, a majority (25%) of Americans making $100,000+ use Snapchat; 26% of those making $70,000-$99,999 use it; 30% of those making $30,000-$69,999 use it; and 27% of those making $30,000 or less use it.
For education, 23% of college graduates use Snapchat, 32% of those with some college education use it, and just 26% with a high school education or less use it.
Time
On average, the monthly active users on Snapchat spend 30.0 minutes on the site daily.
Source: Demand Sage, The Social Shephard, Statista 1, Statista 2, Statista 3, Statusbrew, Pew Research Centre, eMarketer.
6 Effective Tips To Use Social Media Demographics To Refine Your Marketing Strategy
Leveraging demographic data is essential for pinpointing which social media platforms and campaigns merit your focus. Since most brands cater to specific demographics, understanding these nuances is critical. Additionally, each social network attracts its unique target market, with varying groups responding differently to different sales approaches. By utilizing social media demographics effectively, you can tailor your marketing strategies to resonate better with your target audience. Here’s how:
1. Identify Your Target Audience
Identifying your target audience is a non-negotiable for any business trying to build a sustainable marketing strategy. Thus, to get help with that, you can take advantage of parameters like your audience demographics, especially for social channels. Demographic factors such as age, gender, location, income level, interests, and preferences can help you a great deal in understanding your audience persona. Pay close attention to these details; you will have a strong base ready to build further stages of your marketing strategy.
2. Choose the Right Social Media Platforms
Different social media platforms attract different demographics. This is why choosing the right platforms that align with your target audience demographics matters a lot. For example, if your target audience is primarily professionals and B2B clients, LinkedIn might be more effective than Instagram. On the other hand, if your strategy is more focused on influencer marketing, Instagram and TikTok are the platforms that you need to target.
Each platform has its own audience demographics, which means that you must analyze the same and familiarize yourself with the same when strategizing. This is going to materialize the efforts of your marketing campaigns.
3. Understand Your Best Time To Post
Different categories of social media users have different engagement times for different social platforms. For instance, the active audience activity hours on Facebook will vary from that of Snapchat users, and the same will vary for YouTube users. This is because factors such as time zone, industry, and target demographics can influence the best posting times.
While analyzing your past data or experimenting with different times can seem overwhelming, Statusbrew helps you figure out the best time to post with customizable, ready-made templates. You only need to select the time duration to get several heat maps for the best time to post for likes, impressions, followers, etc.
4. Tailor Content To Audience Preferences
Keeping a tab on your social media demographics is going to come in handy while conducting thorough research to understand what types of content your audience engages with the most. Every platform has its own audience base and different types of content catering to their interests. While finalizing your content type, use the demographic insights to create content that speaks directly to their interests, concerns, and preferences. Experiment with different formats, topics, and styles to see what resonates best. For example, if your audience is primarily young adults interested in technology, create content related to the latest tech trends and innovations. Here’s one.
5. Optimize Ad Targeting
To optimize ad targeting effectively, it's crucial to refine your audience selection to ensure your ads reach the most receptive individuals. Hence, ensure that you narrow down your audience based on demographics, interests, behaviors, and location and segment them into smaller groups to craft personalized ad campaigns that resonate with each segment's preferences and needs. Monitor and analyze ad performance metrics like click-through rates and conversions to identify the most responsive audience segments and adjust your targeting parameters accordingly.
6. Analyze Audience Insights
Analyzing audience insights involves utilizing data and metrics to gain a deeper understanding of your target audience's demographics, behaviors, and preferences on social media platforms. While each platform has the potential to reach a set of people it is made for, understanding these can help tweak the online marketing strategy and reach the right set of people.
A good marketing strategy with demographic analysis has proven effective for every social media marketer. With Statusbrew, you can draw similar inferences, observe statistical data specific to your social media accounts, and take advantage of our powerful reporting feature. So, observe and analyze social media demographic insights for your data to know your progress report and use it later in your marketing strategy.
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Refine Your Strategy With Social Media Demographics!
The above given social media demographics can help you pinpoint your target audience, discover where they congregate online, and tailor your content to resonate with their preferences. We recommend looking into the demographic data as a starting point for your brand looking to prioritize its social platforms and compare your own social presence to the averages above. This is going to help you understand your audience's behavior better than ever because that's what matters above all.
And while doing so, if you need assistance in managing your social media presence, explore the capabilities of our social media management software to streamline your efforts seamlessly across various platforms!
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