The best marketers you’ll come across don’t sleep until they have a better idea on their audience and segmentation strategy. It truly pays to have your message reach the right people at the right time. In the social media industry, your audience demographics can change in what seems like overnight. The challenge of reaching new audiences has never been harder, but grasping up-to-date data on social media demographics helps.
Each business has their own unique audience identity, but that segmentation might not pan across each social media network successfully. Instead, it takes better brand alignment, thought-out social conversations and meaningful connections with your core group of brand loyalists.
But how do you reach this group without understanding the demographics of social media across networks? That’s why we’re here to help you dive right into the latest data.
To get started, click on any of the anchor links below to jump to the specific demographics data set:
- Messaging Apps
- Auto-Delete Apps
- Anonymous Apps
- All Social Media Media Demographics
- Social Media Demographics Infographic
A note about our sources: Again, a special thanks goes to the folks at the Pew Research Center, whose social media study has proved invaluable.
How to Pull Your Own Social Demographics
To get started, pulling your own social media demographics gives you a better idea of your follower-base before you plan any segmentation strategies. An easy way to do this is by starting a free trial of Sprout Social, where you can easily pull gender, age and location data of your own social audiences.
Our data shows the types of people who currently follow you on social, which is a good indication of your ideal audience. Pair your personal data with the demographic data we’ve compiled here to hone your brand’s social media marketing and segmentation strategy.
With an average of 1.15 billion daily active users, Facebook is the market leader for social networking sites. Your brand undoubtedly has a presence there, but how can you use it in new ways to reach different groups?
Source: The collected data comes from the Pew Social Media Update 2016 report as well as the self-reported information from over 1 billion Facebook profiles of users over the age of 18 pulled from the Facebook Audience Insights Tool.
Facebook Age & Gender Demographics
While Facebook might not have the same new and young feeling as Instagram or Snapchat, 79% of internet users still log into Facebook. Roughly 8 in 10 US adults have access to internet, which makes this user-base massive.
But don’t discount your young demographic on Facebook, as the social network still reigns as the most popular channel. In fact, compared to the previous Pew social report, usage among each age demographic increased from 2014 to 2016.
- 88% of 18–29 year olds use Facebook.
- 84% of 30–49 year olds use Facebook.
- 72% of 50–64 year old use Facebook.
- 62% of 65+ year old use Facebook.
On the other hand, Facebook demographics continue to skew heavily toward women with 83% of adult women using the network, compared to 75% of men.
Facebook Location Demographics
Knowing the location of your core demographic provides a distinct advantage to making your presence noticed. Facebook now lets you select specific regions to see Facebook users located by country, state or region. But here are the top countries for Facebook users:
- US: 12% of the Facebook audience
- India: 10% of the Facebook audience
- Brazil: 7% of the Facebook audience
- Indonesia: 5% of the Facebook audience
- Mexico: 4% of the Facebook audience
Additionally, for the users living in the US, here’s the breakdown of the percentage of adults using Facebook by region:
- 81% of adults living in urban areas use Facebook.
- 81% of adults living in rural areas use Facebook.
- 77% of adults living in suburban areas use Facebook.
Facebook Education Demographics
Because Facebook was originally created for college students, it makes sense that college graduates lead the education demographics.
- 82% of adults with some college experience use Facebook.
- 79% of adults who graduated college use Facebook.
- 77% of adults with a high school diploma or less use Facebook.
Facebook Income Demographics
When crafting segment targets, it’s important to consider the various income levels of your group. For most businesses, these targets are already planned based on your product or services. But knowing the income for your Facebook audience could help even more.
- 84% of adults who make less than $30,000 use Facebook.
- 80% of adults who make between $30,000–$49,999 use Facebook.
- 75% of adults who make over $75,000 use Facebook.
- 77% of adults who make between $50,000–$74,999 use Facebook.
Within a six-month period in 2016, Instagram grew its daily user count by 100 million users. Now with more than 600 million active users on Instagram, it’s no wonder why the image and video social sharing app can’t stay out of the news. The introduction of Instagram advertising made it even more of a critical space to be for businesses.
Knowing your core Instagram demographics can give you better insights into how you can approach the booming social platform.
Source: The collected data comes from the Pew social media report and the Instagram Press Page.
Instagram Age & Gender Demographics
Instagram demographics have veered toward younger generations since its inception. However, new statistics from the Pew social media report show older generations are starting to embrace the app a bit more.
- 59% of 18–29 year olds use Instagram.
- 33% of 30–49 year olds use Instagram.
- 18% of 50–64 year olds use Instagram.
- 8% of people 65+ use Instagram.
Also, of all of those age groups, the dominant gender on the photo-sharing site is still women.
- 38% of online women use Instagram.
- 28% of online men use Instagram.
Instagram Location Demographics
While you might think Instagram users in the city might have more content to capture, rural and suburban users are on the rise. But like most location demographics around young age groups, the city spotlight still gleams.
- 39% of adults living in urban areas use Instagram.
- 31% of adults living in rural areas use Instagram.
- 28% of adults living in suburban areas use Instagram.
Instagram Education Demographics
In the previous report from Pew, Instagram was one of the few social networks without its main demographic having some college experience. However, data collected from 2016 shows those trends have dramatically changed.
- 37% of adults with some college experience use Instagram.
- 33% of adults who graduated college use Instagram.
- 27% of adults with a high school diploma or less use Instagram.
Instagram Income Demographics
Instagram provides amazing carousel advertising and now multi-image options to show several views of your product or services. This is important toward highlighting the value of your product or service. But make sure you know you’re targeting the right income demographic beforehand.
- 38% of adults who make less than $30,000 use Instagram.
- 37% of adults who make more than $75,000 use Instagram.
- 32% of adults who make $30,000–$49,999 use Instagram.
- 32% of adults who make $49,999–$74,999 use Instagram.
Twitter is still a big question mark for some users, but for businesses, agencies and enterprise organizations, it’s the lifeblood of social media engagement. Twitter is growing more popular as the top option for social customer service.
In fact, our Sprout Social Q2 2016 Index discovered 34.5% of consumers prefer to connect to customer service agents via social media. Twitter can be that source of contact, but it starts with understanding who your demographic.
Source: The collected data comes from the Pew social media report and Twitter’s About Page.
Twitter Age & Gender Demographics
Twitter is a fast-paced and high-volume network, allowing users to share information instantaneously. From making professional connections to getting the latest news on Beyoncé, Twitter has various resources for different age demographics. However, younger generations still tend to stick to Twitter.
- 36% of 18–29 year olds use Twitter.
- 23% of 30–49 year olds use Twitter.
- 21% of 50–64 year olds use Twitter.
- 10% of 65+ year olds use Twitter.
However, the Pew study discovered Twitter’s gender demographics are nearly split down the middle:
- 25% of online women use Twitter.
- 24% of online men use Twitter.
Businesses that understand their gender demographics have a better advantage of reaching and properly introducing their products or services on Twitter. The rise in social customer care means Twitter will still be valuable for years to come.
Twitter Location Demographics
With nearly 79% of Twitter accounts located outside of the US, it’s not hard to believe geo-targeting can be a major struggle for marketers and social advertisers. However, for Twitter users in the US, there’s a bit more to break down:
- 26% of adults in urban areas use Twitter.
- 24% of adults in suburban areas use Twitter.
- 24% of adults in rural areas use Twitter.
Twitter Education Demographics
Like we mentioned before, Twitter’s age demographic skews toward younger crowds. And Twitter’s education demographics shouldn’t be surprising that it tilts toward users with college experience.
- 29% of adults who graduated college use Twitter.
- 25% of adults with some college experience use Twitter.
- 20% adults with a high school diploma or less use Twitter.
Twitter Income Demographics
Whether your product or service is a necessity or a discretionary good, a person’s level of income may determine if they can afford it. Here’s how Twitter’s audience is broken down:
- 30% of adults who make over $75,000 use Twitter.
- 28% of adults who make $50,000–$74,999 use Twitter.
- 23% of adults who make less than $30,000 use Twitter.
- 18% of adults who make $30,000–$49,999 use Twitter.
Known as the largest social media network for professionals, LinkedIn demographics still provide plenty of additional insight into target audience. There are currently more than 467 million registered members and 133 million come from the US.
But just like the rest of the social media networks discussed here, LinkedIn has its own identity in the social space.
Source: The collected data comes from the Pew social media report and LinkedIn’s About Page.
LinkedIn Age & Gender Demographics
Unlike other social media networks, many believe the professional setting of LinkedIn means its age demographics will be higher. However, the newest Pew report shows LinkedIn usage is highest among the 18–29 year old age group.
- 34% of 18–29 year olds use LinkedIn.
- 33% of 30–49 year olds use LinkedIn.
- 24% of 50–64 year olds use LinkedIn.
- 20% of 65+ year olds use LinkedIn.
The gender divide between users on LinkedIn has changed slightly over the years. But data shows men still access the professional network more than women.
- 31% of online men use LinkedIn.
- 27% of online women use LinkedIn.
LinkedIn Location Demographics
LinkedIn provides a map of its own user location demographics on it’s About Page. Here’s a glimpse at LinkedIn’s location demographics map:
- 133M+ users in the US
- 39M+ users in India
- 27M+ users in Brazil
- 26M+ users in China
- 21M+ users in the UK
Specifically in the US, Pew research provides more in-depth data into LinkedIn location demographics:
- 34% of adults in urban areas use LinkedIn.
- 30% of adults in suburban areas use LinkedIn.
- 18% of adults in rural areas use LinkedIn.
LinkedIn Education Demographics
Education demographics on LinkedIn haven’t changed much over the years due to its more professional setting. But there’s still valuable information to dissect from LinkedIn’s audience:
- 50% of adult college graduates use LinkedIn.
- 27% of adults with some college experience use LinkedIn.
- 12% of adults with a high school diploma or less use LinkedIn.
LinkedIn Income & Employment Demographics
Perhaps due to the higher education levels of the LinkedIn audience, there is also a higher level of users making a more sizable income.
- 45% of adults making over $75,000 use LinkedIn.
- 32% of adults making $50,000–$74,999 use LinkedIn.
- 21% of adults making less than $30,000 use LinkedIn.
- 13% of adults making $30,000–$49,999 use LinkedIn.
A new statistic added to further define LinkedIn demographics is the amount of employed and unemployed users online.
- 35% of employed adults use LinkedIn.
- 17% of unemployed adults use LinkedIn.
Pinterest is a growing source for businesses and brands who are increasing their presence across the social media landscape. If this network isn’t at the top of your company’s list of platforms to market on, the Pinterest demographics data could change your mind.
Source: The collected data comes from the Pew social media report.
Pinterest Age & Gender Demographics
Even though Pinterest has historically skewed toward younger demographics, older users are still adopting the platform:
- 36% of 18–29 year olds use Pinterest.
- 34% of 30–49 year olds use Pinterest.
- 28% of 50–64 year olds use Pinterest.
- 16% of 65+ year olds use Pinterest.
The latest data from Pew researchers show the majority of Pinterest gender demographics have not changed dramatically over the past years.
- 45% of online women use Pinterest.
- 17% of online men use Pinterest.
Pinterest Location Demographics
In previous social media demographics reports, Pew had found rural users beat out other location groups. However, 2016 data shows the changes in Pinterest location demographics:
- 34% of adults in suburban areas use Pinterest.
- 30% of adults in urban areas use Pinterest.
- 25% of adults in rural areas use Pinterest.
Pinterest Education Demographics
Across the various education demographics, Pinterest users seem to follow the path of other social networks:
- 34% of adult college graduates use Pinterest.
- 34% of adults with some college experience use Pinterest.
- 22% of adults with a high school diploma or less use Pinterest.
Pinterest Income Demographics
Pinterest is known for its recipes and DIY (do it yourself) content that could relate to lower income users. However, new data shows Pinterest users are more likely to have disposable income:
- 35% of adults making over $75,000 use Pinterest.
- 32% of adults making $30,000–$49,999 use Pinterest.
- 31% of adults making $50,000–$74,999 use Pinterest.
- 30% of adults making less than $30,000 use Pinterest.
Messaging Apps Demographics
With the core social media networks covered, there’s still plenty of smaller and justifiably important channels for marketers and advertisers to know. Messaging apps are extremely popular and are broken down into three categories among smartphone users.
The first is standard messaging apps such as WhatsApp or Kik. Both are used as stand-alone internet messaging apps and have their own core demographics.
Source: The collected data comes from the Pew social media report.
Messaging Apps Age & Gender Demographics
There’s no doubt this new messaging style adheres to younger generations. However, other age groups still use these networks to stay in touch with friends and family.
- 42% of 18–29 year olds use messaging apps.
- 29% of 30–49 year olds use messaging apps.
- 19% of 50+ year olds use messaging apps.
Messaging apps gender demographics show that men are bigger users than women.
- 31% of online men use messaging apps.
- 27% of online women use messaging apps.
Messaging Apps Education Demographics
These types of messaging apps are popular among younger demographics who study abroad or have friends from out of the country. This could explain the education demographics amongst these users:
- 33% of adult college graduates use messaging apps.
- 28% of adults with a high school diploma or less use messaging apps.
- 25% of adults with some college experience use messaging apps.
Messaging Apps Income Demographics
The newest data from Pew shows income demographics for messaging apps users tends to have little significance.
- 29% of adults making over $50,000 use messaging apps.
- 28% of adults making less than $50,000 use messaging apps.
Auto-Delete Apps Demographics
Auto-delete apps have grown in popularity over the past few years with Snapchat leading the way. Other apps like Wickr and even Instagram Stories use the same model of 24-hour content that auto erases.
Source: The collected data comes from the Pew social media report.
Auto-Delete Apps Age & Gender Demographics
Auto-delete apps have made quite the impression on younger demographics. Snapchat has more than 158 million users, and the vast majority are younger than 30 years old.
- 56% of 18–29 year olds use auto-delete apps.
- 13% of 30–49 year olds use auto-delete apps.
- 9% of 50+ year olds use auto-delete apps.
Again, online men tend to show more usage for auto-delete apps, but not by much.
- 24% of online men use auto-delete apps.
- 23% of online women use auto-delete apps.
Auto-Delete Apps Education Demographics
With most auto-delete app users falling in their teens or twenties, it’s no surprise their education levels range across all levels. There are several college campuses that use Snapchat to promote university events, sports and campus life.
- 27% of adults with some college experience use auto-delete apps.
- 24% of adults with a high school diploma or less use auto-delete apps.
- 21% of adult college graduates use auto-delete apps.
Auto-Delete Apps Income Demographics
The income demographics shouldn’t come as a surprise as most users are younger and possibly still in school.
- 27% of adults making less than $50,000 use auto-delete apps.
- 22% of adults making over $50,000 use auto-delete apps.
Anonymous Apps Demographics
Lastly, anonymous apps are an even newer batch of messaging platforms that let users remain anonymous in group chats. Platforms like Yik-Yak and Whisper are popular anonymous messaging apps for smartphone users.
Source: The collected data comes from the Pew social media report.
Anonymous Apps Age & Gender Demographics
With the majority of anonymous apps still in the early stages, the amount of demographics data is less than other prominent social networks.
- 10% of 18–29 year olds use anonymous apps.
- 6% of 30–49 year olds use anonymous apps.
- Less than 1% of 50+ year olds use anonymous apps.
Unlike other messaging apps, women tend to use anonymous messaging apps more than men.
- 7% of online women use anonymous apps.
- 5% of online men use anonymous apps.
Anonymous Apps Education Demographics
Anonymous apps like Yik Yak are popular on college campuses because of its hyper-local ability. The education demographics match this notion.
- 8% of adults with some college experience use anonymous apps.
- 5% of adults with a high school diploma or less use anonymous apps.
- 4% of adult college graduates use anonymous apps.
Anonymous Apps Income Demographics
The income data on anonymous apps is nearly equal with higher incomes barely beating out those under $50,000 a year.
- 6% of adults making over $50,000 use auto-delete apps.
- 5% of adults making less than $50,000 use auto-delete apps.
All Social Media Demographics
Now that we know each social media network’s specific demographics, we can look at total users per channel. Here’s how total online adults spread across each network.
- 79% of adults use Facebook.
- 32% of adults use Instagram.
- 31% of adults use Pinterest.
- 29% of adults use LinkedIn.
- 29% of adults use messaging apps.
- 24% of adults use auto-delete apps.
- 5% of adults use anonymous apps.
With Facebook representing nearly four-fifths of adults online users, it’s no wonder marketers still value the network for reaching new audiences. Total users grew across the main networks, but marketers can still find value in each channel.
Daily User Social Media Demographics
It’s also important to know that just because someone uses a network, doesn’t mean that they log on daily. The numbers are a bit different when looking at daily users:
- 76% of adults use Facebook daily.
- 51% of adults use Instagram daily.
- 42% of adults use Twitter daily.
- 25% of adults use Pinterest daily.
- 18% of adults use LinkedIn daily.
In a perfect world, your brand would create a presence on every single social network available and drill into segmentation further for each. Depending on your resources, that may not be feasible. So choose your networks wisely, and make the most of them once there.
Round out that strategy with a social media tool like Sprout Social, and you will be headed toward lasting success.