As a small business, marketer, or organizational leader, understanding the demographics of each major social media platform is key for crafting effective strategies and connecting with your target audiences. With numerous social networks out there, it's crucial to focus your efforts on the platforms where your ideal customers are most active and engaged.
To help you make data-driven decisions, we've compiled the latest user demographics for seven of the hottest social apps: Facebook, Instagram, X (formerly Twitter), TikTok, YouTube, LinkedIn, and the up-and-coming Threads. In this rundown, I'll dive into vital stats like age breakdowns, gender splits, and geographic trends.
Whether you’re a social media manager deciding where to allocate ad spend, a content creator looking to tailor your posts for each channel, or a business owner aiming to better understand your customer base, these insights will give you you a solid grasp of today's social landscape. Let’s explore the numbers!
Facebook Demographics
General
- Around 1 in 4 people globally use Facebook on a daily basis, while nearly 1 in 2 access it at least once per month. (Source: Meta Earnings Presentation, Q3 2023 )
- Facebook is the most effective platform for community building. (Source: HubSpot)
- The typical American user dedicates around half an hour (30.9 minutes) each day to browsing Facebook. (Source: Statista)
- Facebook is the most popular social media platform for marketers. (Source: HubSpot)
- Facebook is the fourth most visited website in the U.S. (Source: Semrush)
Age and Gender
- Just over half (56.3%) of Facebook's global user base are male, compared to just under half (43.7%) being female users. (Source: Statista)
- Facebook is used the most by people aged 25-34. (Source: Statista)
- Nearly one out of every three U.S. adults turns to Facebook as a regular source of news. (Source: Pew Research Center)
- In terms of daily usage, 3 out of 10 of Gen Z confirm that they log into Facebook at least once a day. (Source: Ignite Social Media)
- Facebook is the most popular social media app used by baby boomers, per GWI. However, TikTok, Snapchat, Reddit, and Instagram are also growing in popularity. (Source: Insider Intelligence)
Geography
- India boasts Facebook's largest user base at 340 million, trailed by 190 million users in the U.S. and 140 million in Indonesia. (Source: Smart Insights)
Instagram Demographics
General
- Instagram commands a powerful presence among Gen Z and millennial audiences, boasting an enormous user base of 2 billion monthly active globally. (Source: Data Reportal)
- Instagram has the highest ROI, engagement, and highest quality leads. (Source: HubSpot)
- The typical Instagram user spends over half an hour (33.1 minutes) per day on the app. (Source: Statista)
Age and Gender
- Young adult males aged 18-24 comprise Instagram's biggest user segment, just ahead of those aged 25-34. (Source: Statista)
- Most women on Instagram are between 18 and 34 years old. (Source: Statista)
- Instagram's gender split is roughly equal, with just over half (51.8%) being male and just under half (48.2%) female. (Source: Sprout Social)
- The smallest age group on Instagram is senior males 65+. (Source: Statista)
- On average, U.S. consumers will spend 49 minutes a day watching social videos in 2024, a 5.8% increase YoY. (Source: eMarketer)
Geography
- India boasts Instagram's largest national user base at 362.9 million, ahead of 169.7 million in the U.S. and 134.6 million in Brazil. (Source: Oberlo )
- For two consecutive years, the most geo-tagged city in the world on Instagram has been Los Angeles, California. (Source: Mention + Hubspot)
- The Asia-Pacific region has the highest engagement rate. (Source: Mention + HubSpot)
X (Twitter) Demographics
General
- X is the tenth most visited website in the U.S. (Source: Semrush)
- A staggering 6,000 posts are shared on X every single second. (Source: Statista)
- Over 400 million users access X at least once per month, with 20 million new additions to its user base in 2023. (Source: Business of Apps)
- The typical X user spends over half an hour (34.1 minutes) per day on the platform. (Source: Statista)
- X has experienced a decline, with a 13% drop in daily active users during its first-year post-rebranding. (Source: Sprout Social)
Age and Gender
- Just over 4 in 10 X users are female, while the remaining majority are male. (Source: Statista)
- Over one-third (38.5%) of X's user base falls into the 25-34 age bracket, making it the platform's largest age demographic. Nearly two-thirds (63%) of X users are male, highlighting a pronounced gender imbalance favoring a male-dominated audience. (Source: Sprout Social)
Geography
- The U.S. accounts for X's largest national user base at 77 million, followed closely by 58.2 million users in Japan. (Source: Statista)
- While X's core user base is over 400 million, its potential advertising audience spans an enormous 611 million people worldwide. (Source: Data Reportal)
TikTok Demographics
General
- The majority of TikTok creators are aged 18 to 24. (Source: Exploding Topics)
- Around 3 out of every 4 TikTok users respond positively to brands participating in niche community groups on the platform. (Source: TikTok)
- According to famous TikTokers, the ideal video duration for easy consumption and retaining viewers' attention is 10 to 17 seconds. (Source: Pro Global Business Solutions)
- Boasting 1.8 billion monthly actives, TikTok reigns as a social media giant, with its largest national audience residing in the U.S. at over 135 million users. (Source: Exploding Topics)
Age and Gender
- Around 1 in 5 TikTok users worldwide are women aged 18-24, while around 1 in 6 are men in that age range. (Source: Statista)
- The average U.S. TikTok user dedicates nearly an hour (59.8 minutes) each day to the app. (Source: Statista)
- Most TikTok users in the U.S. are 10 to 19 years old, followed by 20 to 29. (Source: Exploding Topics)
- Gen Z prefers to watch short-form videos on TikTok over Instagram. (Source: eMarketer)
- A significant portion of TikTok’s user base is young, with 36.2% of users aged between 18 and 24. Nearly three out of every five TikTok users worldwide are female. (Source: Sprout Social)
Geography
- While the U.S. claims TikTok's biggest regional user base at 150 million, Indonesia trails close behind with 126 million users. (Source: Statista)
- The U.S. leads in TikTok usage, followed by Indonesia, Brazil, and Mexico. (Source: Statista )
- Nearly 9 out of every 10 adults in Saudi Arabia are active users of the TikTok app, reflecting an extremely high adoption rate. (Source: Exploding Topics)
YouTube Demographics
General
- YouTube is the second most effective platform for building a social media community. (Source: HubSpot)
- Among all websites, only one other site surpasses YouTube's level of visitor traffic in the United States. (Source: Semrush)
- A staggering 1 billion hours' worth of YouTube videos are consumed daily via television viewing. (Source: YouTube)
- YouTube's short-form video content (YouTube shorts) generates a colossal 70 billion+ views across the platform every single day. (Source: YouTube)
- While YouTube's core user base is substantial, its potential advertising audience encompasses over 2.5 billion people worldwide. (Source: Data Reportal)
Age and Gender
- 1 out of every 4 American adults turns to YouTube as a regular source of news and information. (Source: Pew Research Center)
- Just over half (54.4%) of YouTube's viewership is male, compared to just under half (45.6%) being female users. (Source: Global Media Insights)
- YouTube is the second most helpful channel for finding content on the Cost of Living Crisis; TikTok is the first. (Source: Statista)
- Nearly 7 out of every 10 Gen Z users turn to YouTube for entertainment purposes and casual browsing. (Source: Later)
- Over 1 out of every 5 YouTube's audience falls into the 25-34 age range, making it the largest age demographic. (Source: Sprout Social).
- Gender distribution shows a slight male dominance, with just over half being male users. (Source: Sprout Social)
Geography
- YouTube commands massive user bases in Southern Asia (580.1 million) and Southeast Asia (332.6 million), outpacing its North and South American audiences. (Source: Global Media Insights)
- YouTube is particularly popular in the United States, where it has grown in popularity among Gen Z users. (Source: Sprout Social).
LinkedIn Demographics
General
- LinkedIn's advertising platform provides access to a massive user base of 900 million professionals worldwide. (Source: Data Reportal)
- Just over 1 out of every 10 people globally maintains a presence on the LinkedIn platform. (Source: Data Reportal)
- LinkedIn’s adoption is on the rise among Gen Z as they enter the workforce. (Sources: Sprout Social and DataReportal)
Age and Gender
- Nearly 3 out of every 5 LinkedIn users are male, compared to just over 2 out of 5 being female. (Source: Statista)
- 3 out of every 5 LinkedIn members fall into the 25-34 age range. (Source: Data Reportal)
- Around 1 in 3 LinkedIn users are aged 30-39, nearly 1 in 4 are 40-49, and close to 1 in 5 fall into the 18-29 range. (Source: Statista)
- 3 out of every 5 LinkedIn members are young professionals between the ages of 25 and 34, making it the platform's biggest age demographic. (Source: Sprout Social)
Geography
- Around 3 out of every 4 LinkedIn members reside outside of the United States. (Source: LinkedIn)
- LinkedIn maintains an active presence across 200 different countries and geographic regions globally. (Source: LinkedIn)
Threads
General
- Despite being a recent entrant, Threads has rapidly amassed a user base of 100 million in just a few months' time. (Source: Smart Insights )
Age and Gender
- Threads' age demographics appear fairly distributed so far, with a modest skew towards younger adults aged 18-34. Its gender split also seems relatively even based on preliminary data. (Source: Sprout Social)
Geography
- The U.S. currently leads as Threads' top market, trailed by audiences across Europe and India. (Souce: Smart Insights)
Conclusion
Examining the demographic data across these major social platforms reveals some interesting patterns. While there is certainly overlap, each network has cultivated a distinct user base that should inform how brands approach their social strategy.
Facebook and YouTube offer the broadest reach, with billions of users spanning all age ranges, making them ideal for building brand awareness. Instagram and TikTok are clear favorites among Gen Z and Millennials, providing opportunities to engage younger audiences with creative, visual content.
The professional focus of LinkedIn makes it unique, and its growing popularity with Gen Z is notable as they enter the workforce. X (formerly Twitter) remains a hub for news and real-time conversations, with a skew towards male users. And Threads, though new, has rapidly attracted a sizable audience that’s likely to grow.
Ultimately, the right platforms for your brand will depend on your specific audience and goals. However, one thing is clear: social media’s influence is only getting stronger, and understanding the unique attributes of each network is key to making an impact. By using these demographic insights to inform your social strategy, you can ensure you’re reaching the right people with relevant content on the channels where they’re most engaged.
