Understanding the social media demographics of each platform is an essential step to take before determining which platforms make the most sense for your brand to utilize. Each social media network comes in a different shape and size, with its own content strategy and user base, so there’s typically no one-size-fits-all technique. You don’t want to waste your time creating content for a platform where your audience doesn’t actually have a large presence.

Instead, you want to invest your valuable time promoting the right kinds of content for each relevant platform. If that’s on Instagram, you’ll want to spend time creating and curating graphics and images to share, and so on. Adapting your content strategy for each platform your audience uses is a great way to engage them. And step one is knowing who comprises the audience within those platforms.

To get started, let’s dive into each individual social network’s demographics. To quickly find the social media demographics you’re looking for, click on any of the anchor links below to jump to that specific network:

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Facebook demographics

Facebook still reigns supreme when it comes to social media. In fact, at 2.27 billion monthly active users, over a quarter of the entire world population is accessing their Facebook account at least once a month. Nearly 1.5 billion of those users are checking their accounts daily and 1.3 billion users are chatting with friends and family using Facebook Messenger.

With 68% of adult social media users on Facebook, it’s a pretty sure bet you’ll find an audience on that platform. Let’s take a closer look at Facebook user demographics.

Facebook age & gender demographics

With the exception of adults aged 65 and older, Facebook is used by a majority of Americans amongst all other age ranges. In terms of gender, the demographics of Facebook users is nearly split down the middle, but leans more towards a female user base with 54% women and 46% men.  Plus, according to the Pew Research Center’s report, 62% of all online men and 72% of all online women use Facebook, further speaking to its reach.

Facebook location demographics

Facebook is used all around the world, with about 89% of monthly active users living outside of the US and Canada and more than 50% speaking a language other than English. With such a diverse platform, it’s easy to find your target audience no matter where they are.

The largest user base out of any given country is actually India, growing to 14% of all Facebook users this year. The United States is in second place at 10%, followed by Brazil and Indonesia at 6% each.

For US social media users, here is the breakdown of use by region:

  • 75% of adults living in urban areas use Facebook
  • 67% of adults living in suburban areas use Facebook
  • 58% of adults living in rural areas use Facebook

Facebook education demographics

  • 60% of adults with a high school diploma or less use Facebook
  • 71% of adults with some college experience use Facebook
  • 77% of adults who graduated college use Facebook

Facebook income demographics

  • 66% of adults who make less than $30,000 use Facebook
  • 74% of adults who make between $30,000–$49,999 use Facebook
  • 70% of adults who make between $50,000–$74,999 use Facebook
  • 75% of adults who make over $75,000 use Facebook

Source: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

Instagram demographics

The Facebook-owned photo sharing app has grown in both features and its user base since its inception in 2010. Since the addition of Stories and IGTV in the last few years, Instagram’s user base has only increased in size.

For starters, general Instagram user demographics include 35% of all US adults with 1 billion monthly active users and 500 million daily active users. Its Stories feature alone boasts 400 million daily active users.

Instagram age & gender demographics

Instagram leans towards a much younger audience than that of Facebook, appealing to teens and young adults with its straightforward, photo-centric design and ease of use.

The platform also is more popular among women than men, with 39% of online women using Instagram vs. 30% of online men.

Instagram location demographics

Over 80% of Instagram’s user base resides outside of the US, with a few of the top countries including Brazil, India, and countries throughout Europe.

For US social media users, here is the breakdown of use by region:

  • 42% of adults living in urban areas use Instagram
  • 34% of adults living in suburban areas use Instagram
  • 25% of adults living in rural areas use Instagram

Instagram education demographics

  • 29% of adults with a high school diploma or less use Instagram
  • 36% of adults with some college experience use Instagram
  • 42% of adults who graduated college use Instagram

Instagram income demographics

  • 30% of adults who make less than $30,000 use Instagram
  • 42% of adults who make between $30,000–$49,999 use Instagram
  • 32% of adults who make between $50,000–$74,999 use Instagram
  • 42% of adults who make over $75,000 use Instagram

Source: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

Twitter demographics

Twitter is incredibly popular amongst its user base, and also has become an exceptional platform for brands to use for social customer service.

Twitter age & gender demographics

As one of the last remaining social networks with a chronological feed (for the most part), Twitter has stayed a favorite for many of its users. Most popular with people in their 20s, the breakdown of Twitter user demographics shows that the platform is preferred by those in younger age ranges.

Perhaps surprisingly, Twitter demographics for gender reveal that the spread of women vs. men on the platform is nearly even.

  • 24% of online women use Twitter
  • 23% of online men use Twitter

Twitter location demographics

Over 79% of Twitter’s user base resides outside of the US.

For US social media users, here is the breakdown of use by region:

  • 29% of adults living in urban areas use Twitter
  • 23% of adults living in suburban areas use Twitter
  • 17% of adults living in rural areas use Twitter

Twitter education demographics

  • 18% of adults with a high school diploma or less use Twitter
  • 25% of adults with some college experience use Twitter
  • 32% of adults who graduated college use Twitter

Twitter income demographics

  • 20% of adults who make less than $30,000 use Twitter
  • 21% of adults who make between $30,000–$49,999 use Twitter
  • 26% of adults who make between $50,000–$74,999 use Twitter
  • 32% of adults who make over $75,000 use Twitter

Source: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

LinkedIn demographics

LinkedIn is the number one platform when it comes to B2B social media marketing. Known for connecting professionals, LinkedIn has over 590 million registered users.

LinkedIn age & gender demographics

  • 29% of 18-29 year olds use LinkedIn
  • 33% of 30-49 year olds use LinkedIn
  • 24% of 50-64 year olds use LinkedIn
  • 9% of 65+ year olds use LinkedIn

The percentage of online women and men on the social media platform is equal.

  • 25% of online women use LinkedIn
  • 25% of online men use LinkedIn

LinkedIn location demographics

Over 70% of LinkedIn members reside outside of the US.

For US social media users, here is the breakdown of use by region:

  • 30% of adults living in urban areas use LinkedIn
  • 27% of adults living in suburban areas use LinkedIn
  • 13% of adults living in rural areas use LinkedIn

LinkedIn education demographics

Considering LinkedIn is catered towards networking for professionals and business owners, it’s no surprise that the majority of its users have graduated from college.

  • 9% of adults with a high school diploma or less use LinkedIn
  • 22% of adults with some college experience use LinkedIn
  • 50% of adults who graduated college use LinkedIn

LinkedIn income demographics

  • 13% of adults who make less than $30,000 use LinkedIn
  • 20% of adults who make between $30,000–$49,999 use LinkedIn
  • 24% of adults who make between $50,000–$74,999 use LinkedIn
  • 45% of adults who make over $75,000 use LinkedIn

Source: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

Pinterest demographics

Pinterest is a visual search engine that has revolutionized online shopping on their platform. With 250 million monthly active users and over 175 billion items pinned, it’s created an entirely new way to shop for products. In fact, 61% of pinners have made a purchase after seeing a product on Pinterest.

Pinterest age & gender demographics

Although more popular with younger users, an overview of Pinterest demographics shows it still has a steady user base across all age ranges.

  • 34% of 18-29 year olds use Pinterest
  • 34% of 30-49 year olds use Pinterest
  • 26% of 50-64 year olds use Pinterest
  • 16% of 65+ year olds use Pinterest

Although a higher percentage of online women use the platform, 50% of all new signups are men.

Pinterest location demographics

Like the other platforms mentioned, Pinterest user demographics show that more than 50% of users live outside of the US.

For US social media users, here is the breakdown of use by region:

  • 29% of adults living in urban areas use Pinterest
  • 31% of adults living in suburban areas use Pinterest
  • 28% of adults living in rural areas use Pinterest

Pinterest education demographics

  • 18% of adults with a high school diploma or less use Pinterest
  • 32% of adults with some college experience use Pinterest
  • 40% of adults who graduated college use Pinterest

Pinterest income demographics

  • 20% of adults who make less than $30,000 use Pinterest
  • 32% of adults who make between $30,000–$49,999 use Pinterest
  • 34% of adults who make between $50,000–$74,999 use Pinterest
  • 39% of adults who make over $75,000 use Pinterest

Source: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

Snapchat demographics

Snapchat came along as a disappearing messaging app and has quickly turned into a common way for teens and young adults to chat with each other on their smartphones. Although it’s been recently outshined by Instagram Stories, another version of disappearing updates and messages, Snapchat still has 186 million daily active users.

Snapchat age & gender demographics

Snapchat’s strength is in its appeal to younger audiences, and many of its users visit the platform multiple times a day.

More women than men use the messaging platform.

  • 31% of online women use Snapchat
  • 23% of online men use Snapchat

Snapchat location demographics

For US social media users, here is the breakdown of use by region:

  • 32% of adults living in urban areas use Snapchat
  • 26% of adults living in suburban areas use Snapchat
  • 18% of adults living in rural areas use Snapchat

Snapchat education demographics

  • 24% of adults with a high school diploma or less use Snapchat
  • 31% of adults with some college experience use Snapchat
  • 26% of adults who graduated college use Snapchat

Snapchat income demographics

  • 23% of adults who make less than $30,000 use Snapchat
  • 33% of adults who make between $30,000–$49,999 use Snapchat
  • 26% of adults who make between $50,000–$74,999 use Snapchat
  • 30% of adults who make over $75,000 use Snapchat

Source: http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

All social media demographics

Now that we’ve taken a look at the six most popular social media platforms and their demographics, let’s take a look at all social media demographics as a whole.

  • 68% of adults use Facebook
  • 35% of adults use Instagram
  • 24% of adults use Twitter
  • 25% of adults use LinkedIn
  • 29% of adults use Pinterest
  • 27% of adults use Snapchat

With Facebook’s user base comprising nearly double the second most popular social media network’s user base, it’s no surprise that it’s still king in the social media world.

Dig into the detailed demographics above to better target your specific personas and audience niche. Then arm yourself with the tools you need to track and analyze your performance with precision.

Sprout is integral to our social strategy. We undertake research and development using the platform, build up an idea of our audience and what they’re saying and posting about us, then take this information and use it extensively in our strategy planning.
Alex Hodgson
Social Media Manager

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How have you used social media demographics to inform your strategy? Let us know in the comments!

Social Media Demographics Infographic

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