Social media demographics to inform your brand’s strategy in 2020

Last updated: 01-24-2020

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Social media demographics to inform your brand’s strategy in 2020

YouTube demographics
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:
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


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