Understanding social media demographics—the different audiences that each platform has the potential to reach—will help you fine-tune your marketing strategy and reach the right people with the right message. The most effective social media marketers go where their audience is. And while that may seem obvious, the fact is many marketers spread themselves too thin across too many platforms.
Because think about it: how many men prowl the boards of Pinterest for power drill DIYs? What are the chances Snapchatters are thinking about retirement? Could LinkedIn members be lured by video game ads? Okay, maybe some.
If you already feel like you know the answer to these questions, then you’re on the right track. Continue reading to find out more about the user demographics of every major social media network.
Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.
Facebook Demographics
Facebook now has more monthly active users than any one country’s population. With such a massive user base, it’s vital for marketers to understand the demographic segments that matter most to them.
General
- Monthly active users: 2.13 billion
- Facebook Messenger now has 1.3 billion monthly active users
Age
- With the exception of those 65 and older, a majority of Americans of all ages now use Facebook.
- In the U.S., 25-34 year-olds are the largest cohort on Facebook.
- 34% of online U.S. teenagers think that Facebook is “for old people,” but 76% of 12-17-year-olds still use the network.
- Around eight-in-ten (81%) of those ages 18 to 29 use Facebook in the U.S.
- 68% of U.S. adults now report that they are Facebook users, of which 75% use Facebook daily.
- Only about 40% of those 65 and older in the U.S. use Facebook—double what it was in 2012.
Gender
- More U.S. women (74%) report that they use Facebook than men (62%).
Ethnicity
- 73% of U.S. adults who identify as Hispanic say they use Facebook, versus 70% black and 67% white.
Geography
- More than 50% of Facebook users speak a language other than English
- More than 88% of Facebook’s monthly active users live outside of the U.S.
- 239 million monthly active users live in the U.S.
- 17.5% of monthly active users live in Europe (364 million).
- 38% (794 million) of monthly active users live in Asia-Pacific, the fastest growing region.
- 33% (675 million) of monthly active users live in the rest of the world.
- Most Facebook users in the United States live in urban areas, followed by suburban, and rural.
Income
- 75% of U.S. adults who use Facebook make $75,000+.
Education
- 77% of U.S. adults who use Facebook have a college degree or more.
These demographics, plus these other Facebook statistics, are integral to any smart Facebook marketing strategy.
Twitter Demographics
Twitter’s base may be smaller than Facebook’s, but its users are a mighty force, especially when it comes to political engagement. Here are the key Twitter demographic stats marketers should incorporate into their next Twitter strategy.
General
Age
- In the U.S., Twitter is most popular with the younger generation. 45% of 18-24-year-olds use Twitter in the U.S., compared with 8%of those 65 and up.
- The second largest demographic of Twitter users in the U.S. are 25-29-year-olds.
Gender
- Slightly more women use Twitter than men in the U.S.
Ethnicity
- Roughly one-in-four African Americans and Hispanics in the U.S. use Twitter, versus approximately one-in-five white internet users.
Geography
- 68 million monthly active users are located in the U.S.
- 262 million monthly active users live outside of the U.S. (roughly 80%of all users).
- Despite the fact that Twitter is blocked in China, it’s estimated that there are more than 10 million users in the country.
- Twitter users in Africa are five times more likely to use the network to voice their political views.
- Most Twitter users in the U.S. live in urban centers, followed by suburban and rural areas.
Income
- 32% of Twitter users in the U.S. make more than $75,000 a year.
Education
- 45% of Twitter’s new users have college degrees.
Other
- More political leaders use Twitter than any other social platform. 276 heads of state, government and ministries in 178 countries use Twitter
Pope Francis is the most followed world leader on Twitter.
Want more? Here are 28 Twitter Statistics All Marketers Need to Know in 2018, plus some more Twitter demographics.
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