In today’s dynamic digital landscape, understanding the unique demographics of each social media platform is key to tailoring your marketing strategy for maximum impact. According to the Statistica, platforms like Instagram and TikTok captivate younger audiences, primarily those under 35 and Gen Z users, while Facebook tends to engage a more mature crowd, especially those in the 30-49 age bracket. Meanwhile, YouTube and Twitter continue to draw a robust following among 18-34-year-olds, each serving distinct content preferences from educational videos to real-time trends. By aligning your content and advertising efforts with these demographic insights, you can better connect with your target audience and drive meaningful engagement across your social channels.
According to Statista, here are the 2024 demographics for each of the popular social media websites:
Facebook:
Active Monthly Users
Active Monthly Users
Facebook has 3.03 billion Active Monthly Users
Active Daily Users
Facebook has 2.085 billion daily active users.
Age
4.6% of Facebook’s users are between the ages of 13-17
22.6% of Facebook’s users are between the ages of 18-24
29.4% of Facebook’s users are between the ages of 25-34
19.1% of Facebook’s users are between the ages of 35-44
11.4% of Facebook’s users are between the ages of 45-54
7.2% of Facebook’s users are between the ages of 55-64
5.7% of Facebook’s users are 65+
Gender
43.7% of Facebook users are female
56.3% of Facebook users are male
Time
On average, U.S. Facebook users spend 30.9 minutes a day on the platform
Devices
98.5% of users access Facebook via mobile devices
81.8% of users access Facebook via mobile devices only
16.7% of users access Facebook via mobile devices and computers
1.5% of users access Facebook via laptop or desktop only
Business & Shopping
19% of U.S. users search for products on Facebook before shopping
The global advertising audience of Facebook is 2.249 billion
90% of social media marketers use Facebook to promote their business.
Most Followed Accounts
Cristiano Ronaldo: 163 million followers
Mr. Bean: 136 million followers
Shakira: 122 million followers
Instagram:
Active Monthly Users
Instagram has 2 billion monthly active users
Active Daily Users
Instagram has 500 million daily active users
Age
8% of Instagram’s users are between the ages of 13-17
30.8% of Instagram’s users are between the ages of 18-24
30.3% of Instagram’s users are between the ages of 25-34
15.7% of Instagram’s users are between the ages of 35-44
8.4% of Instagram’s users are between the ages of 45-54
4.3% of Instagram’s users are between the ages of 55-64
2.6% of Instagram’s users are 65+
Gender
48.2% of Instagram users are female
51.8% of Instagram users are male
Time
On average, U.S. Instagram users spend 33.1 minutes per day on the platform
Devices
No Information Provided
Business & Shopping
90% of Instagram users follow a business
2 out of 3 people say Instagram enables interaction with brands
83% of Instagram users say they discover new products and services on Instagram
Most Followed Accounts
Cristiano Ronaldo: 613 million followers
Lionel Messi: 494 million followers
Selena Gomez: 429 million followers
Active Monthly Users
Pinterest has 465 million monthly active users
Active Daily Users
No Information Provided
Age
27% of Pinterest’s users are between the ages of 18-24
30.9% of Pinterest’s users are between the ages of 25-34
15.8% of Pinterest’s users are between the ages of 35-44
10.4% of Pinterest’s users are between the ages of 45-54
8.7% of Pinterest’s users are between the ages of 55-64
4.3% of Pinterest’s users are 65+
Gender
Pinterest is one of the most gendered social media channels.
76.2% of Pinterest users are female
17.2% of Pinterest users are male
6.6% of Pinterest users did not specify their gender
Time
On average, U.S. Pinterest users spend 14.2 minutes per day on the platform
Devices
85% of users access Pinterest via the mobile app
Business & Shopping
More than 25% of time spent on Pinterest is spent shopping
85% of users have bought something based on pins from brands
Most Followed Accounts
No Information Provided
X (Formerly Twitter)
Active Monthly Users
X has 666 million monthly active users
Active Daily Users
X has 245 million monetizable daily active users
Age
28.35% of X’s users are between the ages of 18-24
29.63% of X’s users are between the ages of 25-34
17.96% of X’s users are between the ages of 35-44
11.63% of X’s users are between the ages of 45-54
7.61% of X’s users are between the ages of 55-64
4.83% of X’s users are 65+
Gender
Like Pinterest, X is highly gendered, although this channel skews the other direction.
23.28% of X users are female
66.72% of X users are male
Time
On average, U.S. X users spend 34.1 minutes per day on the platform
Devices
No Information Provided
Business & Shopping
82% of B2B content marketers use X
79% of X users follow brands on the platform
X drives 40% higher ROI than other social media channels
Most Followed Accounts
Elon Musk: 156.9 million followers
Barack Obama: 132 million followers
Justin Bieber: 111.7 million followers
Active Monthly Users
LinkedIn has 310 million monthly active users
Active Daily Users
16.2% of LinkedIn’s users login to the platform daily
Age
21.7% of LinkedIn’s users are between the ages of 18-24
60% of LinkedIn’s users are between the ages of 25-34
15.4% of LinkedIn’s users are between the ages of 35-54
2.9% of LinkedIn’s users are 55+
Gender
43.7% of LinkedIn users are female
56.3% of LinkedIn users are male
Time
On average, LinkedIn users spend just over 7 minutes per day on the platform
Devices
58.5% of LinkedIn traffic is through desktop devices
41.5% of LinkedIn traffic is through mobile devices
Business & Shopping
More than 61 million companies are on LinkedIn
96% of B2B marketers use LinkedIn for organic social marketing
Marketers see up to 2x higher conversion rates on LinkedIn compared to other social media platforms
Most Followed Accounts
Bill Gates: 34.9 million followers
Richard Branson: 18.7 million followers
Jeff Weiner: 10.4 million followers
YouTube
Active Monthly Users
YouTube has 2.491 billion monthly active users
Active Daily Users
YouTube has 122 million daily active users
Age
15.5% of YouTube users are between the ages of 18-24
21.3% of YouTube users are between the ages of 25-34
17.5% of YouTube users are between the ages of 35-44
12.5% of YouTube users are between the ages of 45-54
9.2% of YouTube users are between the ages of 55-64
9.2% of YouTube users are between the ages of 65+
Gender
45.6% of YouTube users are female
54.4% of YouTube users are male
Time
On average, U.S. YouTube users spend 48.7 minutes per day on the platform
Devices
No Information Provided
Business & Shopping
70% of viewers have made a purchase after seeing a brand on YouTube
54% of marketers use YouTube
Most Followed Accounts
T-Series: 254 million subscribers
MrBeast: 217 million subscribers
Cocomelon: 168 million subscribers
Snapchat
Active Monthly Users
Snapchat has 750 million monthly active users
Active Daily Users
Snapchat has 406 million daily active users
Age
19.7% of Snapchat users are between the ages of 13-17
38.1% of Snapchat users are between the ages of 18-24
23.4% of Snapchat users are between the ages of 25-34
14% of Snapchat users are between the ages of 35-49
3.8% of Snapchat users are 50+
Gender
51% of Snapchat users are female
48.2% of Snapchat users are male
Time
On average, U.S. Snapchat users spend 30 minutes per day on the platform
Devices
No Information Provided
Business & Shopping
Snapchat users hold $4.4 trillion in global spending power
Snapchat users are 2x more likely to share their purchases with their network
Most Followed Accounts
Kylie Jenner: 37 million followers
Kim Kardashian: 27.2 million followers
Khloe Kardashian: 15 million followers
TikTok
Active Monthly Users
TikTok has 1.218 billion monthly active users
Active Daily Users
TikTok has 45.1 million daily active users
Age
37.3% of TikTok users are between the ages of 18-24
32.9% of TikTok users are between the ages of 25-34
15.7% of TikTok users are between the ages of 35-44
8.3% of TikTok users are between the ages of 45-54
5.8% of TikTok users are 55+
Gender
49.2% of TikTok users are female
50.8% of TikTok users are male
Time
On average, U.S. TikTok users spend 53.8 minutes per day on the platform
Devices
No Information Provided
Business & Shopping
Consumer spending on TikTok has surpassed $2.5 billion globally
58.2% of TikTok users said they used the platform for shopping inspiration
49% of TikTok users say the platform helped them make purchasing decisions
55% of TikTok users made a purchase after seeing a brand or product on the platform
Most Followed Accounts
Khabane lame: 162 million followers
Charli D’Amelio: 151.6 million followers
Bella Poarch: 93.6 million followers
Final Thoughts
Aligning your social media strategy with the distinct demographic profiles of each platform is essential for creating impactful and resonant campaigns. By leveraging insights from the Khoros Social Media Demographics Guide, you can tailor your content to engage younger audiences on Instagram and TikTok, while also capitalizing on the broader, more mature reach of Facebook. Whether you’re crafting educational content for YouTube or sharing real-time updates on Twitter, understanding the unique preferences and behaviors of these age groups enables you to optimize your messaging and drive deeper engagement. Embracing these demographic nuances not only refines your digital strategy but also sets the stage for building lasting connections with your target audience.
