Social Demographics to Boost Your Marketing Strategy

Whether you’re looking to dive into another social media platform, rework your current strategy or understand your current social platform, user demographic statistics are an essential piece of data. 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 — or expand into another social platform, you can use current demographic data to figure out which networks you can focus your content energy on.

Facebook demographics

After 15 years, Facebook is still one of the most popular social media platforms in the US. According to Pew Research, 69% of US adults use Facebook making it the second in platform usage after YouTube. Fun fact! 74% of Facebook users visit the site at least once a day, higher than Instagram’s and Snapchat’s own daily users.

While Facebook might still be ranked highly in daily usage, it’s important to note that teens on Facebook 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 25–30 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

With 183 million users 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

The breakdown of demographics by income include:

  • 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

Instagram is one of the most popular social networks on a global level with 116 million in the US alone. 63% of Instagram users logging in at least daily which has been relatively unchanged since 2018. According to Statista, 35% of US teens rate Instagram as their favorite social network, second only to Snapchat.

The breakdown of demographics by age include:

  • 75% of 18–24 year olds use Instagram

  • 57% of 25–30 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

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 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

While Twitter usage in the US — 22% of adults — is lower compared to other networks, it’s ideal for timely content like opinion, news and customer service. And, with an international breakdown of 66% men and 34% women, it’s one of the higher-ranked platforms in for males.

The breakdown of demographics by age include:

  • 44% of 18–24 year olds use Twitter

  • 31% of 25–30 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

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

In the US, the income breakdown includes:

  • 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

Pinterest demographics

Pinterest marketing might be the next major strategy you’ll want to invest in since more than 300 million people worldwide, 42% which are women, are using the platform. With its visual-first focus, Pinterest is ideal for highlighting products, both inspirational and aspirational.

The breakdown of demographics by age include:

  • 38% of 18–24 year olds use Pinterest

  • 28% of 25–30 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

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

In the US, the income breakdown includes:

  • 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

Looking to capture a younger generation? Consider Snapchat. Towards the end of 2019, the network reported 210 million daily active users on its site and was found to be the most important social network for 41% of teens.

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 25–30 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

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

In the US, the income breakdown includes:

  • 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

Coming in first, at no surprise since video content is king in 2020, YouTube has widespread use among 73% of adults in the US. 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, we think building your video content should be a priority in your marketing strategy.

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 25–30 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

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

In the US, the income breakdown includes:

  • 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

event_planner_mistakesEmily MartinEmily Martin Communication and EventsComment