Social Media Demographics in 2020

6 min read
September 10, 2020

Why does demographic data matter?

Promotion and growth on social media is impossible without understanding who your audience is, how old they are, what interests them, and what they love to do. Age, gender, place of residence, educational level and occupation are all important in understanding how to correctly present your product. Selling women clothes on a network predominantly used by men would be unwise, to put it mildly. Proper targeting starts with defining the target itself.

Demographic analysis of the audience of a particular Internet platform helps to shape a company's marketing policy more clearly: its content, the form of content, volume, genre and frequency of publications. You need to study demographics even before you start your advertising campaign. If you haven't, then we recommend that you reconsider your priorities - perhaps this is a loophole in the strategy, due to which you are losing a lot of potential customers.

It's no secret that some social networks are associated with a certain age category. The hottest application in the world at the moment - TikTok - is known for its popularity among teenagers, while LinkedIn is the habitat of a mature, professional audience. In this article, we have prepared for you the most interesting demographics statistics from the world of social networks, which will definitely come in handy in your marketing.

Facebook demographics

1
Facebook has over 2.45 billion monthly active users.

1.62 billion of them log into Facebook every day And their number continues to grow. Although it may seem that in fact, the activity on this social network is falling.
2
People over 65 are the fastest-growing Facebook group.

If in 2018 it was 26% of all users, then in 2019 they are already almost 40%.

At the same time, millennials (born after 1990) and baby boomers (born in the 60s of the 20th century) grew by a maximum of 2%, and representatives of generation X (born in the 70s of the 20th century) began to use less Facebook.
3
Fewer teenagers on Facebook.

If in 2015 71% of teenagers were active on Facebook, now only 51% of users aged 13-17 use this social network. But this is still more than half. Keep this in mind when launching targeting and creating content.

4
Women are more likely to create meaningful Facebook Groups.

According to Facebook, women are 40% more likely to create groups that become meaningful to people. Women also create nearly 70% of all fundraisers on Facebook.
5
The majority of Facebook's audience is based outside of the U.S.

Combined, the U.S. and Canada have the lowest number of monthly and daily users. Europe places second last.
statistics on usage of social media
6
Asia-Pacific is Facebook's most active region.

More than 40% of Facebook's monthly users can be found in the Asia-Pacific region. On a daily basis, the region is home to 38% of Facebook's active profiles.

That's a strong showing, considering that Facebook is still banned in China (along with Whatsapp, Instagram, Twitter, YouTube, and other sites).
7
India, Indonesia, and the Philippines are Facebook's fastest-growing regions.

Facebook continues to gain accounts around the world — including in the US and Canada. In a recent company earnings call (Q3 2019), it was revealed that India, Indonesia, and the Philippines are the regions with the most growth.

According to Statista, with 269 million users, India has more Facebook profiles than any other country in the world. One of the reasons Facebook gives for accelerated growth is that digital adoption is spreading rapidly in these regions.
8
74% of those who use Facebook have a high income.

That is, they receive from $ 5,000 per month. Of all the popular online platforms, Facebook is ahead of YouTube only by the number of rich people.
9
User growth in Europe bounced back in 2019.

Facebook lost more than a million europeans amid the 2018 privacy scandals, dropping from 376 to 375 million monthly active users over a three-month period.

Despite an ongoing decline in France and Germany, overall growth has since rebounded. Facebook currently has 387 million monthly profiles in Europe.

Instagram demographics

1
Instagram has over 1 billion monthly active users.

There are around 500 million daily active profiles and 58 times more activity per follower than Facebook.
2
69% of Instagram bloggers are 35 years old or younger.

The most popular age range is between the ages of 25-34, followed by 18-24 years old. It's counted that 71% of Americans between the ages of 18 and 24 use Instagram.
3
88% of Instagram lovers live outside the US.

Top 5 countries with the most Instagram accounts: United States of America, Brazil, India, Indonesia and Russian Federation.
4
The country with the highest percentage of Instagram coverage is Brunei.

Brunei may not have the highest number of IG bloggers, but it is the country where Instagram reaches the highest percentage of the population: 60%.
5
52% of Instagrammers are women, 48% are men.

The gender composition on this social media platform is fairly even: 52% are women and 48% are men.

However, the statistic is different in different countries: the US, a significantly higher percentage of women (43%) use Instagram than men (31%).
6
Potential Instagram advertising reach - 849.3 million people.

This is 14% of adults aged 13 and over. This represents a 5.9% increase in ad coverage in Q3 2019 over the previous quarter.
statistics social media use
7
Insta is more popular in urban areas.

46% of Instagram creators live in cities, 35% in the suburbs and 21% in rural areas.
8
33% of those with high school education or less use Instagram.

37% of those with college education use Instagram and 43% of those with more than college education use Instagram.
9
Instagram is the fastest growing social media platform in Canada.

Statistics show that Instagram's growth rates in Canada are very impressive. The social network grew 20.4% in Canada in 2018 and 7.3% in 2019.
10
73% of US teens say Instagram is the best way for brands to push education about new products or promotions.

That's much higher than the next top choices - Snapchat (49%) and Email (37%). If your target is Gen Z, Instagram is your platform.
11
Instagram advertisers can reach a youth audience of 52.9 million.

This Instagram stat refers to the group of age 13 to 17. That makes Insta third in terms of youth advertising reach, behind Facebook (113.3 million) and Snapchat (66.9 million).
12
78% of Millennial users claim to be indifferent or averse to influencer marketing.

Asked if they would be more likely to make a purchase based on a celebrity endorsement, 27% of millennials disagreed, 19.5% somewhat disagreed, 31.8% were indifferent, 14.2% somewhat agreed and only 7.5% agreed.

Social media demographics

Twitter demographics

1
Twitter has approximately 330 million active users.

Twitter boasts 330 million monthly active profiles (as of Q1 2019). Of these, more than 40%, or more precisely 145 million, use this service every day (Twitter, 2019).
2
500 million people follow Twitter every month without logging into an account.

And while Twitter's number of bloggers can't match that of Facebook (1.6 billion people use this social network every day), there is no doubt that Twitter's reach for any marketing campaign remains huge. Сonsider the fact that about 500 million people follow Twitter every month without logging into an account. This is 1.5 times the number of active users per month. Such data is a good indicator of Twitter's actual reach.
3
Approximately 63% of Twitter users worldwide are between the ages of 35 and 65.

Instagram and Snapchat have captured the youngest group, but Twitter has its own audience to reach out to. Thus, it is easy to guess that this social network attracts mainly older/an adult audience.
4
Twitter is more popular with men than women.

In terms of gender demographics, 66% of Twitter bloggers worldwide are male, compared with 34% of women (DataReportal, 2019), bringing the male to female ratio to two to one.

LinkedIn demographics

1
LinkediIn has 675+ million users worldwide and 303 million of those who are monthly active. Not bad at all.
2
Stats show that more than 30 million companies use LinkedIn.
3
There are more than 20 million open jobs on LinkedIn.
4
More than 2 new members join LinkedIn every second.
5
LinkedIn is most popular with older groups of people, with 46-55 year olds most likely using the site.
6
Millenials are rapidly growing their presence on LinkedIn - they're also a prime market due to their high-purchasing power and early-career status.
7
In terms of global gender demographics, 57% of users are male and 43% are female.
8
LinkedIn bloggers are residents of 200+ countries and territories all over the world. Almost 70% of them are outside of the USA.
9
More than 167 million users live in the United States. The number is the most out of any other country. The US is followed by India, China, Brazil, Great Britain and France.
10
LinkedIn is used by over 46 million students and those who just got out of college. Seems like it's the fastest growing demographic group on the web site.

Pinterest demographics

1
40% of all pinners have a family income of $ 100,000 per year, and an additional 10% is at least $ 50,000 per year.

Hence, the potential income on Pinterest is high.
2
29% of adults in the US are on Pinterest, making it the 4th most popular social media platform.

Only YouTube, Facebook and Instagram come out on top.
3
There is an average of 2 million people posting content every day.

As a result, there are currently over 100 billion contacts on the platform. This means a lot of potential for conversion, which is good for you.
4
Regular pinners spend an average of 34 minutes on the site per visit.

That's more than some other average session lengths across platforms, including Facebook (average 33 minutes), Instagram (24), and Twitter (24).
5
50% of millennials use Pinterest every month.

Millennials are now a popular marketplace for many companies, so take note.
6
Pinterest has 250 million monthly active creators.

This may sound small compared to Facebook, but think about the level of your competitors and the level of engagement on Pinterest.
7
50% of all new accounts come from men.

Since half of all new signups come from men, this narrows the gender gap that was previously on Pinterest.

Snapchat demographics

1
78% of internet users between the ages of 18 and 24 use Snapchat.
2
90% of Snapchat profiles are between the ages of 13 and 24.
3
Roughly 61% of Snapchat users are women and 38% are men.
4
69% of teens in the US say they use Snapchat.
5
24% of US adults use Snapchat.
6
70% of those who use Snapchat are women.
7
33% of men and 35% of women in the US use Snapchat.
8
41% of American teens consider Snapchat to be their preferred social media platform
9
Roughly eight in ten Snapchatters aged 18-29 (77%) say they use the app every day, including 68% who say they do it multiple times a day.
10
Snapchat scored 71 out of 100 on the consumer satisfaction scale.
11
20% of US college students use Snapchat.
12
71% of Snapchat addicts aged 18-24 use Snapchat multiple times a day.
13
More than 37.5% of smartphone owners in the UK use Snapchat, while in Norway the number reaches 50%.
14
64 million people use Snapchat every day in Europe.
15
Ireland, Saudi Arabia and Sweden have the highest Snapchat penetration rates among the 16+ population.

YouTube demographics

1
Now the platform has 2 billion monthly audience. Over the past year, the figure has grown by 5%.
2
In the United States, YouTube's audience aged 18-49 is larger than all cable TV.
3
YouTube is number 2 after Netflix among people aged 18-34 who watch videos on TV screens.
4
81% of users aged 15-25 are using YouTube (US data). The site is ideal to reach teens and young people.
5
The resource supports 80 languages and is present in 100+ countries - ideal for global brands and online businesses.
6
15.2% of all YouTube traffic comes from the US - the largest segment by country. If you are entering the US market, YouTube is the # 1 tool for you.
7
79% of Internet users are registered on the site. This popularity can be explained by the availability of hosting: YouTube is convenient for both searching for content and creating.
8
79% of Internet users are registered on the site. This popularity can be explained by the availability of hosting: YouTube is convenient for both searching for content and creating.
Youtube demographics
9
People use YouTube in 80 different languages. The social network "understands" 95% of the world's population. In comparison, Facebook is only available in 43 languages.

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Answers on the most
common questions

How many people use Facebook?
Statistics show that Facebook has over 2.45 billion monthly active users.
Do I need to study demographics for my marketing campaign on social media?
You need to study a particular social media users demographic (age, gender, level of education, ect.) even before you start your advertising campaign.
In which countries Instagram has the biggest popularity?
Top 5 countries with the most Instagram users: United States of America, Brazil, India, Indonesia and Russian Federation.