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Social Media Demographics: The Definitive Guide in 2024

What are top social media demographics?

In this post, we’ve highlighted the most important social media statistics across all platforms to keep in mind.

Want to learn more? Read on!

Top social media usage statistics in 2024

  • 72% of people in the US use social media 
  • YouTube is the most popular social media platform in the US 
  • People spend 147 minutes per day on social media 
  • Those aged 40-44 are the most active social media users are 
  • 54% of social media users are male versus 46% who are female
  • However, 78% of women in the US say they use social media versus 66% of men

Contents:

General social media demographics
Social media gender demographics
Social media demographics in the United States
TikTok demographics and users
Instagram demographics and users
LinkedIn demographics and users
YouTube demographics and users
Twitter demographics and users
Facebook demographics and users
Snapchat demographics and users
Pinterest demographics and users

General social media statistics

People spend 147 minutes per day on social media

(Statista) 

Worldwide, the average internet user spends nearly two hours on social media each day.

Users in the Philippines spend more time on social media than in any other country at just under four hours per day. This was followed by Nigeria and Brazil.

Women spend more time on social media than men at 63 minutes per day, whereas men spend just under 50 minutes on social media apps daily.

Social media age demographics 

(Statista)

Social media has quickly become part of the daily routine for internet users of all ages, but which age group uses social media the most?

Somewhat surprisingly, internet users between the ages of 40 and 44 spend more time on social media than any other demographic (59.8 minutes). 

They were followed by ages 20-39 (56 minutes), 50+ (56 minutes), and those under 19 (49 minutes).

Social media gender demographics

(Hootsuite, Statista)

Which gender uses social media the most? According to recent research, men. Just over half of all global social media users identify as male (54%). 

Meanwhile, Facebook, LinkedIn, and Twitter all have more male users than females (57% on average). 

Instagram is the only platform with an almost even split (49.3% female vs. 50.7% male).

Snapchat is the only platform with more female users than males (54% female vs. 46% male).

Social media demographics in the United States

72% of US adults use social media 

(Pew Research)

American women are far more likely to use social media than their male counterparts. 78% of women said they use it compared to just 66% of men.

Those between the ages of 19 and 29 are the most active on social media (84% have an account). They’re followed closely by users aged 30-49 (81%), 50-64 (73%), and 65+ (45%).

Graph of US social media user demographics

YouTube is the most popular social media platform in the US 

(Pew Research, Sprout Social)

81% of US adults say they use Youtube, followed by Facebook (69%) and Instagram (40%). 

Visual of the most popular social media platform in the US

With just 13% of Americans saying that they have used it, Nextdoor is the least popular form of social media in the country.

When it comes to American teens, YouTube is most popular (95% say they have used it), followed by TikTok (67%) and Instagram (62%).

TikTok demographics and users

(Sprout Social)

  • Number of active users: 1 billion
  • Time spent per day: 89 minutes

TikTok gender demographics 

(Statista, Pew Research) 

Worldwide, over half TikTok users identify as female (57%). Just 43% identify as male. 

TikTok age demographics 

(Statista, Pew Research) 

More than 2 in 5 TikTok users are between the ages of 18 and 24 (42%); 31% of users are 25-34; 13% are 35-44; 7% are 45-54; and 4% are over 55.

Graph of TikTok age demographics

TikTok geography demographics 

(Statista) 

The United States has the largest TikTok audience at 136.5 million users, followed by Indonesia (99 million users) and Brazil (74 million users). 

TikTok income and education demographics 

(Pew Research)

40% of Americans who make $50,000+ use Tiktok; 29% of those who make $30,000-$49,999 use it; and 22% of those who make $30,000 or less use it.

19% of college graduates use TikTok; 24% of those with some college education use it; and 21% with a high school education or less use it.

Instagram demographics and users

(Sprout Social)

  • Number of active users: 2 billion
  • Time spent per day: 29 minutes

Instagram age and gender demographics

(Statista)

51% of global Instagram users are male and 49% are female. 

Users between the ages of 25 and 34 make up 32% of Instagram’s worldwide audience, followed by 18-24 (30%), 35-44 (16%), 13-17 (9%), 45-54 (8%), and 55+ (6%).

Graph of Instagram age demographics

Instagram geography demographics 

(Statista)

India has the most prominent Instagram audience in the world at 230 million users, followed by the United States (160 million users) and Brazil (119 million users). 

Instagram income and education demographics 

(Pew Research)

47% of Americans making $75,000+ use Instagram; 39% of those making $50,000-$74,999 use it; 45% of those making $30,000-$49,999 use it; and 35% of those making $30,000 or less use it.

49% of college graduates use Instagram; 44% of those with some college education use it; 30% with a high school education or less use it.

LinkedIn demographics and users

(Sprout Social, 99firms)

  • Number of active users: 810 million
  • Time spent per day: 7 minutes

LinkedIn age and gender demographics 

(Statista)

Worldwide, users between the ages of 25 and 34 account for 59% of LinkedIn users, followed by ages 18-24 (20%), 35-54 (18%), and 55+ (3%). 

Men make up more of the platform’s audience than women. Overall, 57% of users are male compared to 43% who are female.

Graph of LinkedIn age demographics

LinkedIn geography demographics 

(Statista)

America has a larger LinkedIn audience than any other country, boasting an impressive 190 million users. This was followed by India, which has 87 million users.

LinkedIn income and education demographics 

(Pew Research)

50% of Americans making $75,000+ use Linkedin; 21% of those making $50,000-$74,999 use it; 21% of those making $30,000-$49,999 use it; and 12% of those making $30,000 or less use it.

51% of college graduates use LinkedIn; 28% of those with some college education use it; and 10% with a high school education or less use it.

YouTube demographics and users

(Sprout Social)

  • Number of active users: 2+ billion
  • Time spent per session: 30 minutes

YouTube age and gender demographics

(Statista, Oberlo)

Globally, men use YouTube more than women. Over half of the platform’s audience is men (54%) while 46% are women.

34% of users are between the ages of 18 and 24, followed by 25-34 (33%), 13-17 (15%), 35-54 (15%), and 55-64 (3%).

Graph of YouTube age demographics

YouTube geography demographics 

(Statista)

India is home to the largest YouTube audience in the world at 467 million, followed by the US (247 million) and Indonesia (139 million).

YouTube income and education demographics 

(Pew Research)

90% of Americans making $75,000+ use Youtube; 79% of those making $50,000-$74,999 use it; 83% of those making $30,000-$49,999 use it; and 75% of those making $30,000 or less use it.

89% of college graduates use YouTube; 86% of those with some college education use it; and 70% with a high school education or less use it.

Twitter demographics and users

(Sprout Social)

  • Number of active users: 211 million
  • Time spent per day: 31 minutes

Twitter age and gender demographics

(Statista)

Users between the ages of 25 and 34 make up 39% of Twitter’s worldwide audience, followed by ages 35-49 (21%), 50+ (17%), 18-24 (17%), and 13-17 (7%).

Over half of all users are men (56%), whereas just 44% are women.

Graph of Twitter age demographics

Twitter geography demographics 

(Statista)

The United States has the largest Twitter user base in the world at 77 million users. This is followed closely by Japan (59 million) and India (24 million).

Twitter income and education demographics 

(Pew Research)

Just 34% of Americans making $75,000+ use Twitter; 22% of those making $50,000-$74,999 use it; 29% of those making $30,000-$49,999 use it; and 12% of those making $30,000 or less use it.

Only 33% of college graduates use Twitter; 26% of those with some college education use it; and 14% with a high school education or less use it.

Facebook demographics and users

(Sprout Social)

  • Number of active users: 2.91 billion
  • Time spent per day: 33 minutes

Facebook age and gender demographics

(Statista)

Men account for 57% of all users. Women make up 43%.

Users aged 25-34 make up 31% of Facebook’s global audience, followed by ages 18-24 (22%), 35-44 (18%), 45-54 (11%), 55-64 (7%), 65+ (6%), and 13-17 (5%).

Graph of Facebook age demographics

Facebook geography demographics 

(Statista)

India accounts for 330 million Facebook users, the largest user base in the world. It is followed by America (180 million) and Indonesia (130 million).

Facebook income and education demographics 

(Pew Research)

A majority (70%) of Americans making $75,000+ use Facebook; 61% of those making $50,000-$74,999 use it; 76% of those making $30,000-$49,999 use it; and 70% of those making $30,000 or less use it.

73% of college graduates use Facebook; 71% of those with some college education use it; and just 64% with a high school education or less use it.

Snapchat demographics and users

(Sprout Social)

  • Number of monthly active users: 319 million
  • Time spent per day: 25+ minutes

Snapchat age and gender demographics

(Statista)

Users between the ages 18 and 24 make up 39% of Snapchat’s global audience. Those aged 13-17 make up another 12%.

Women account for 53% of users compared to men, who make up 46%. 

Graph of Snapchat age demographics

Snapchat geography demographics 

(Statista)

With 144 million Snapchat users, India is home to the largest subscriber base in the world. This is followed by America (108 million) and France (25 million).

Snapchat income and education demographics 

(Pew Research)

Only 28% of Americans making $75,000+ use Snapchat; 29% of those making $50,000-$74,999 use it; 27% of those making $30,000-$49,999 use it; and 25% of those making $30,000 or less use it.

Just 23% of college graduates use Snapchat; 32% of those with some college education use it; and 21% with a high school education or less use it.

Pinterest demographics and users

(Sprout Social)

  • Number of monthly active users: 431 million
  • Time spent per day: 14 minutes

Pinterest age and gender demographics

(Statista)

Women make up 77% of the platform’s global audience. Less than one in five users are male (15%) and 8% are considered unspecified.

A majority of Pinterest’s user base is young: 39.4% of its audience is between the ages of 25 and 34. 20% are 18-24, 17.1% are 35-44, 9.2% are 45-54, and 14.1% are 55+.

Graph of Pinterest age demographics

Pinterest geography demographics 

(Statista, Pinterest)

Despite the fact that 50% of Pinterest users (called “Pinners”) live outside of the United States, America is home to more users than any other country (86 million). 

Brazil follows at 27 million users while Mexico rounds out the top three with 18 million users. 

Pinterest income and education demographics 

(Pew Research)

In total, 40% of Americans making $75,000+ use Pinterest; 29% of those making $50,000-$74,999 use it; 33% of those making $30,000-$49,999 use it; and 21% of those making $30,000 or less use it.

Just 37% of college graduates use Pinterest; 36% of those with some college education use it; and 22% with a high school education or less use it.

Conclusion

Whether you’re a small business, social media marketer, influencer trying to find your niche, or even just curious about social media, take note. 

These social media demographics will help you understand and keep up with the ever-changing social media landscape, making it easier to figure out how to market to your customers. 

Want to learn more about getting clients on social media?

Read my guide here!

Read more:

How to Grow Your Online Business

How to Grow Your Coaching Business with Social Media

Sources: 

Statista 

Statista

Statista

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Statista

Statista

Hootsuite

Pew Research

Pew Research

Sprout Social

Statista

Statista

Statista

Statista

Statista

Statista

99firms

Statista

Statista

Statista

Oberlo

Statista

Statista

Statista

Statista

Statista

Statista

Statista

Statista

Statista

Statista

Pinterest

Statista

About Luisa Zhou

Luisa Zhou has helped thousands of students build and scale their own profitable online Freedom Business. Fun Fact: She used to work as an engineer for the Space Station and holds a B.S.E. from Princeton. Click here to learn more about Luisa.

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