Social Media

100+ social media demographics to matter to entrepreneurs in 2021


There are many benefits to having social media marketers understand social media demographics.

When you have a clear idea of ​​the different audiences using each platform – and the potential audience each platform can reach – you can:

The best social media marketers simply know where their audience is online. And that helps brands choose the right social platforms.

How many men roam around for power drill hobbyists on Pinterest boards? What are the odds that Snapchatters will consider retiring? Could Video Game Ads Attract LinkedIn Members?

(Okay, maybe some.)

The only way to choose the right platform for your brand is to take a closer look at social media demographics. Because of this, we're breaking down key demographics for all of the major social media websites.

Read on to find out more.

Download the full Digital 2021 report– including online behavioral data from 220 countries – to learn where to focus your social marketing efforts and how to better target your audience.

General social media demographics

Here are some general social media demographics you should know to help your brand succeed:

# 1: In October 2020, the number of social media users worldwide exceeded the 4 billion mark.

# 2: A user spends an average of 2 hours 29 hours a day on social media.
Globally, internet users spend more than 33% of their internet time on social media.

Source: Digital 2020

# 3: Put another way, Social media users spend about 15% of their waking life on a social platform.

# 4: Users in the Philippines spend the most time on social media: 3 hours and 53 minutes.
Spent daily time on social media
Source: Digital 2020

# 5: At least at some point, 99% of all social media users will access platforms via their mobile devices.
Using social media around the world
Source: We are social

# 6: 55% of all global social media users are male.
There is a digital gender divide. Social media demographics show that the largest gender gap is in South Asia, where only 24% of social media users are female.
Share of social media users by gender
Source: Digital 2020

# 7: Facebook continues to be the most popular social media platform among global users.
And the majority of users are between 18 and 34 years old.
The world's most widely used Facebook social platform
Source: Digital 2020

# 8th: > 180 million people used social media between July and September 2020 compared to April, May and June 2020.
This corresponds to an increase of around 2 million new users per day.

Facebook demographics

Facebook has great potential for social media marketers, so Facebook stats and Facebook's social demographics matter.

Facebook is not only one of the oldest social media platforms on the market – in the internet years of course – but also continues to be the most popular. The daily active user base far exceeds the second most widely used social media platform YouTube.

General Facebook demographics

Facebook age and gender statistics

Facebook geography statistics

Facebook geography statistics

Source: Statista


Continue reading: Here are even more interesting Facebook demographics to help your brand with social media strategy.

Instagram demographics

Instagram has also established itself as an indispensable social media tool for marketers. Knowing the social media demographics for this popular photo sharing app will help you focus your Instagram marketing strategy better.

General Instagram demographics

Overview of the Instagram advertising audience

Source: Digital 2020

Number of Instagram users worldwide 2016-2023
Source: Statista

Age and gender demographics from Instagram

Instagram geography demographics

Instagram geography demographics

Source: Statista

Instagram demographics by education

Continue reading: If your business relies heavily on Instagram, this post has 44 essential Instagram stats.

Twitter demographics

Twitter is currently the 13th most popular social media platform in the world. While reach may not match that of Facebook or Instagram, there are numerous ways brands can connect with users on Twitter.

Here are the top Twitter demographics social media marketers should consider when building their Twitter marketing strategy.

General Twitter demographics

Twitter demographics by number of tweets per month

Source: Hootsuite

Twitter age and gender demographics

Twitter age and gender demographics

Source: Statista

Overview of the Twitter advertising audience

Source: Digital 2020

Twitter geography statistics

Twitter Demographics by Income and Education

Continue reading: Find more informative Twitter stats to power your brand's social media marketing strategy.

Snapchat demographics

Launched in 2011, Snapchat has been an incredibly popular social media platform for American teenagers ever since. Brands trying to reach Gen Z should consider Snapchat as part of their marketing strategy – and consider these Snapchat demographics when crafting their social strategy.

General Snapchat demographics

Age and gender

Snapchat advertising audience profile

Source: Digital 2020

Geographic statistics for Snapchat

Geographic statistics for Snapchat

Source: Statista

Snapchat demographics by education

YouTube demographics

As the second most popular social media platform in the world, YouTube should be on the radar of social media managers. To create an effective YouTube marketing strategy, there are a few key demographic statistics you need to know for YouTube.

General YouTube demographics

Age and gender demographics from YouTube

Age and gender demographics from YouTube

Source: Statista

YouTube geographic statistics

YouTube audience geographic statistics

Source: Alexa


YouTube Demographics by Income and Education

Continue reading: You can find even more YouTube statistics here to help you with your YouTube marketing strategy.

LinkedIn demographics

LinkedIn is the number one website for employers to connect with potential employees and vice versa.

It's also a unique platform for marketers to reach one of the wealthiest and most educated user bases on social media. If you are using LinkedIn for business purposes, make sure you are familiar with these LinkedIn demographics.

General LinkedIn demographics

Age and gender

LinkedIn geography demography

LinkedIn geography demography

Source: LinkedIn

LinkedIn geographic statistics

Source: Statista


LinkedIn demographics by income and education

Continue reading: To get an even better idea of ​​social media demographics for this platform, check out LinkedIn's Top Demographics That Matters to Social Media Marketers.

Pinterest demographics

This social picture sharing platform was launched in 2010, long before platforms like Snapchat and TikTok. Eleven years later, it is still the 15th most popular social platform in the world, ahead of platforms like Twitter.

If your brand is using Pinterest for business, keep track of this Pinterest demographics to leverage your brand's social strategy.

General Pinterest demographics

General Pinterest demographics

Source: Statista

Pinterest age and gender demographics

Pinterest geography demographics

Pinterest geography demographics

Source: Statista

Pinterest demographics by income and education

Continue reading: These interesting Pinterest demographic stats can serve as a guide for your brand's Pinterest marketing strategy.

TikTok demographics

TikTok got very big, very quickly. And any brand trying to reach teenagers should consider adding TikTok to their social media marketing strategy.

While the platform isn't for every brand, understanding TikTok's basic demographics can help your business understand if this platform is right for you.

General TikTok demographics

TikTok age and gender demographics

TikTok age and gender demographics

Sources: Statista

7 out of 10 American teenagers use TikTok

Source: Statista

TikTok geographic statistics

Remember: knowing the demographics of social media for each platform is only part of developing an effective social marketing strategy.

Creating an effective strategy can be done in just eight easy steps. And of course, knowing the social media demographics is part of it!

After you've got the demographic stats you need to plan your social media strategy, Hootsuite can help you build and target an audience of loyal followers. Try it for free today.

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Jeffrey Rabinowitz