Social Media Demographics to Inform your Strategy in 2020

User demographic statistics for any social media network are an essential piece of data for any marketing strategy. Just like how you want to know who uses your products and services, knowing who’s on what platform aids you in researching, advertising and marketing decisions. As the social space is constantly changing, it’s handy to know updated statistics as you revisit your decisions and tailor content to the way your audience uses different platforms.

Click below to jump to the social media network you want to find more demographic data on:

Why does demographic data matter?

Let’s say you are feeling pretty good about your current social media marketing strategy and you’re looking to explore more networks. One of the first steps you’ll take is to research who’s already on those new platforms. You want to make sure that people within your ideal target audience are actually participating actively there.

Social media demographics help you set up marketing personas and understand your audience in greater detail. If you’re looking to widen your audience, such as trying to reach Generation Z, you can use current demographic data to figure out which networks you can focus your content energy on.

Facebook demographics

After 15 years of operation, Facebook is still one of the most used social media platforms in the US. Facebook ranks second in platform usage after YouTube. According to Pew Research, 69% of US adults use Facebook.

For those who do use Facebook, 74% visit the site at least once a day. In terms of daily usage, this number is higher than Instagram’s and Snapchat’s own daily users.

Facebook age & gender demographics

Except for those aged 65 and older, the majority of Americans in different age groups use Facebook. However, it’s important to note that usage among teens have dropped in favor of YouTube, Instagram and Snapchat. The network also leans more towards women with 75% of women and 63% of men using the platform.

The breakdown of demographics by age include:

• 51% of 13–17 year olds use Facebook
• 76% of 18–24 year olds use Facebook
• 84% of 25–20 year olds use Facebook
• 79% of 30–49 year olds use Facebook
• 68% of 50–64 year olds use Facebook
• 46% of 65+ year olds use Facebook

Facebook location demographics

Facebook’s user base and reach is global making it very easy for many brands, even those with an international social presence, to find their target audience on the network. At 269 million users, India has the largest user base of any country. After that is 183 million users in the US and 123 million users in Indonesia.

In the US, the regional breakdown includes:

• 73% of those living in an urban area use Facebook
• 69% those living in a suburban area use Facebook
• 66% of those living in a rural area use Facebook

Facebook education demographics

• 61% of those with high school education or less use Facebook
• 75% of those with some college education use Facebook
• 74% of those with more than college education use Facebook

Facebook income demographics

• 69% of those making less than $30k use Facebook
• 72% of those making $30k–74,999 use Facebook
• 74% of those making more than $75k use Facebook

Instagram demographics

While Instagram continues to rise in popularity, its daily login is still second to Facebook. Sixty-three percent of Instagram users login at least daily while 74% of Facebook users login at least daily. These two patterns have been relatively unchanged since 2018.

Instagram age & gender demographics

According to Statista, 35% of US teens rate Instagram as their favorite social network, second only to Snapchat. In terms of gender, 43% of women use Instagram while 31% of men use it.

The breakdown of demographics by age include:

• 75% of 18–24 year olds use Instagram
• 57% of 25–20 year olds use Instagram
• 47% of 30–49 year olds use Instagram
• 23% of 50–64 year olds use Instagram
• 8% of 65+ year olds use Instagram

Instagram location demographics

Instagram is one of the most popular social networks on a global level. The US has the most users at 116 million, followed by India at 73 million and Brazil at 72 million. This international presence makes the network appealing to both brands and influencers alike.

In the US, the regional breakdown includes:

• 33% of those living in an urban area use Instagram
• 37% those living in a suburban area use Instagram
• 43% of those living in a rural area use Instagram

Instagram education demographics

• 33% of those with high school education or less use Instagram
• 37% of those with some college education use Instagram
• 43% of those with more than college education use Instagram

Instagram income demographics

• 35% of those making less than $30k use Instagram
• 39% of those making $30k–74,999 use Instagram
• 42% of those making more than $75k use Instagram

Twitter demographics

Usage of Twitter among US adults is lower compared to other networks according to Pew’s report. In the US, 22% of adults use Twitter. Twitter’s format is ideal for timely content, meaning the platform continues to be popular for news and customer service.

Twitter age & gender demographics

The gender breakdown for Twitter users among US adults shows that 24% of men use Twitter while 21% of women use the platform. Within the platform on an international basis, the breakdown is 66% men and 34% women.

The breakdown of demographics by age include:

• 44% of 18–24 year olds use Twitter
• 31% of 25–20 year olds use Twitter
• 26% of 30–49 year olds use Twitter
• 17% of 50–64 year olds use Twitter
• 7% of 65+ year olds use Twitter

Twitter location demographics

Most Twitter users are outside the US. With a total of 330 million global monthly users, 262 million are outside the US. It’s often used for breaking news from around the world.

However, the US does have the highest number of Twitter users. If your company is interested in investing more in Twitter to reach those audiences, make sure your Twitter marketing strategies are fully developed.

In the US, the regional breakdown includes:

• 26% of those living in an urban area use Twitter
• 22% those living in a suburban area use Twitter
• 13% of those living in a rural area use Twitter

Twitter education demographics

• 13% of those with high school education or less use Twitter
• 24% of those with some college education use Twitter
• 32% of those with more than college education use Twitter

Twitter income demographics

• 20% of those making less than $30k use Twitter
• 20% of those making $30k–74,999 use Twitter
• 31% of those making more than $75k use Twitter

LinkedIn demographics

LinkedIn demographics favor those with professional careers. Perhaps reflecting the busy schedules of this more niche audience, daily usage is less frequent than Facebook and Instagram. Only 9% of US users visit LinkedIn more than once a day. Twelve percent visit daily and 23% visit several times a week.

LinkedIn age & gender demographics

The percentage of men and women using LinkedIn is relatively similar. As a primarily professional networking social media platform, it makes sense that the platform would reflect the current workforce. In the US, 29% of adult men and 24% of adult women use LinkedIn.

The breakdown of demographics by age include:

• 17% of 18–24 year olds use LinkedIn
• 44% of 25–20 year olds use LinkedIn
• 37% of 30–49 year olds use LinkedIn
• 24% of 50–64 year olds use LinkedIn
• 11% of 65+ year olds use LinkedIn

LinkedIn location demographics

By a wide margin, the US has the highest number of users on the platform. With 160 million users in the US, the next closest is India at 61 million.

In the US, the regional breakdown includes:

• 33% of those living in an urban area use LinkedIn
• 30% those living in a suburban area use LinkedIn
• 10% of those living in a rural area use LinkedIn

LinkedIn education demographics

• 9% of those with high school education or less use LinkedIn
• 26% of those with some college education use LinkedIn
• 51% of those with more than college education use LinkedIn

LinkedIn income demographics

• 10% of those making less than $30k use LinkedIn
• 26% of those making $30k–74,999 use LinkedIn
• 49% of those making more than $75k use LinkedIn

Pinterest demographics

With more than 300 million people worldwide using Pinterest every month, Pinterest marketing might be the next major strategy you’ll want to invest in. With a visual-first focus, this platform is ideal for highlighting products and inspirational or aspirational content.

Pinterest age & gender demographics

Pinterest usership currently skews more heavily towards women. In the US, 15% of men use Pinterest while 42% of women do.

The breakdown of demographics by age include:

• 38% of 18–24 year olds use Pinterest
• 28% of 25–20 year olds use Pinterest
• 35% of 30–49 year olds use Pinterest
• 27% of 50–64 year olds use Pinterest
• 15% of 65+ year olds use Pinterest

Pinterest location demographics

Pinterest also has a wide international user base. According to Statista, the network boasts 322 million international users and 87 million monthly active ones in the US.

In the US, the regional breakdown includes:

• 30% of those living in an urban area use Pinterest
• 30% those living in a suburban area use Pinterest
• 26% of those living in a rural area use Pinterest

Pinterest education demographics

• 19% of those with high school education or less use Pinterest
• 32% of those with some college education use Pinterest
• 38% of those with more than college education use Pinterest

Pinterest income demographics

• 18% of those making less than $30k use Pinterest
• 27% of those making $30k–74,999 use Pinterest
• 41% of those making more than $75k use Pinterest

Snapchat demographics

Compared to other social networks that were examined, Snapchat appeals more to younger users. Towards the end of 2019, the network reported 210 million daily active users on its site. According to Statista, Snapchat was found to be the most important social network for 41% of teens.

Snapchat age & gender demographics

Snapchat’s usage by gender is an even split between genders:

• 24% of men using Snapchat
• 24% of women using Snapchat

The breakdown of demographics by age include:

• 73% of 18–24 year olds use Snapchat
• 47% of 25–20 year olds use Snapchat
• 25% of 30–49 year olds use Snapchat
• 9% of 50–64 year olds use Snapchat
• 3% of 65+ year olds use Snapchat

Snapchat location demographics

Like other networks, Snapchat sees global use but it has the most users in the US at 97.55 million. Coming second is France at 20.4 million users and then third is 18.8 million users in India.

In the US, the regional breakdown includes:

• 29% of those living in an urban area use Snapchat
• 20% those living in a suburban area use Snapchat
• 20% of those living in a rural area use Snapchat

Snapchat education demographics

• 22% of those with high school education or less use Snapchat
• 29% of those with some college education use Snapchat
• 20% of those with more than college education use Snapchat

Snapchat income demographics

• 27% of those making less than $30k use Snapchat
• 26% of those making $30k–74,999 use Snapchat
• 22% of those making more than $75k use Snapchat

YouTube demographics

YouTube has widespread use among all US adults, ranking it higher than Facebook. In the US, 73% of adults use the video streaming platform. For those who do use the network, 38% of them reported logging in several times a day. As video content continues to take over on social, establishing your YouTube presence is a priority just like any other social channel.

YouTube age & gender demographics

YouTube’s usage by gender leans more towards men with:

• 78% of men using YouTube
• 68% of women using YouTube

The breakdown of demographics by age include:

• 90% of 18–24 year olds use YouTube
• 93% of 25–20 year olds use YouTube
• 87% of 30–49 year olds use YouTube
• 70% of 50–64 year olds use YouTube
• 38% of 65+ year olds use YouTube

YouTube location demographics

In the US, the regional breakdown includes:

• 77% of those living in an urban area use YouTube
• 74% those living in a suburban area use YouTube
• 64% of those living in a rural area use YouTube

YouTube education demographics

• 64% of those with high school education or less use YouTube
• 79% of those with some college education use YouTube
• 80% of those with more than college education use YouTube

YouTube income demographics

• 68% of those making less than $30k use YouTube
• 75% of those making $30k–74,999 use YouTube
• 83% of those making more than $75k use YouTube