The term demographics relates to statistical data about the population within specific groups.
The topic of this article is about social media demographics, so we will be discussing who, what, where, why, and how people are using social media.
If you’re a brand, business, influencer, or marketer, you will find these demographics helpful for creating marketing strategies and campaigns.
If you’re a user of social media, there’s plenty for you to learn in this article as well.
Let’s talk about social media demographics in 2025.
Social Media Age Demographics
Internet users between 40 and 44 spend the most time on social media outlets than other age demographics.
In fact, this age group spends nearly an hour (59.8 minutes) every day on one social media channel or another.
Internet users aged 20 to 39 spend 56 minutes per day on social media, with those 19 and under spending 49 minutes per day on average on social media sites.
Internet users 50 and older use social media an average of 56 minutes per day.
As you continue to read this article, you will discover that the age demographics differ depending on the social media platform.
Social Media Demographics by Gender
More than half of social media users identify as male (54%). Facebook, LinkedIn, and Twitter consist of 57% male users.
Instagram is the most “equal” platform among males (50.7%) and females (49.3%). SnapChat has more females (54%) than males (46% using the platform.
United States Social Media Demographics
In the United States, 72% of adults use social media. Those who identify as female in the United States make up 78% of social media users.
In contrast, 66% of American males use social media.
The most active age group on social media in the United States falls between 19 and 29 years old. At least 84% of this age group has a social media account of some kind.
Following close behind, 81% of the 30 to 49 age group are active on at least one social network.
Additionally, 73% of social media users are between 50 and 64, while 45% of them are 65 and older.
Social Media Demographics by Platform
In the United States, YouTube reigns as the most popular social media outlet.
In fact, 81% of American adults use YouTube. Facebook has a 69% market share of users and Instagram has 40%.
YouTube also appeals to teenagers with 95% of them admitting to using it. TikTok is second with 67% user share and Instagram’s share of teens is 62%.
Facebook Demographics
- Facebook has 2.91 billion active users that spend an average of 33 minutes per day on the platform.
- Users who identify as male account for 57% of its users.
- Facebook users who identify as female account for 43% of its audience.
- 31% of the platform’s global audience is between 25 and 34 years old.
- Those aged 18 to 24 account for 22% of Facebook’s global audience.
- Facebook’s global audience in the 35- to 44-year-old crowd accounts for 18%.
- 11% of the platform’s global audience is between 45 and 54 years old.
- Facebook global users between 55 and 64 years old make up 7% of its audience.
- Only 6% of Facebook’s global audience is 65 and older.
- The 13 to 17 age demographics account for 5% of Facebook’s global audience.
- India makes up 330 million Facebook users, which is its largest user base on the planet by far.
- The United States comes in second to India in users with 180 million in Facebook’s user base.
- Indonesia accounts for 130 million Facebook users.
- 73% of college graduates are using Facebook.
- 71% of people with some college use it.
- 64% of those with a high school education or lower use Facebook.
- A generous 70% of Americans with an income of $75,000 or more use Facebook.
- 61% of people making $50,000 to $74,999 per year use the platform.
- 76% of Americans with an annual income of between $30,000 and $49,999 use Facebook.
- Another 70% of Americans with a yearly income of $30,000 or less use Facebook.
Instagram Demographics
- Instagram has over 2 billion users that spend at least 29 minutes on average on the platform per day.
- 51% of Instagram’s global audience identify as male.
- 49% of Instagram’s global audience identify as female.
- Instagram users between 25 and 34 account for 32% of its global audience.
- 30% of Instagram’s global audience is between 18 and 24 years old.
- 16% of Instagram’s worldwide audience is 35 to 44 years old.
- The 13- to 17-year-old demographics account for 9% of IG’s global audience.
- 8% and 6% of Instagram’s global audience falls between 45 and 54 and 55 years and older respectively.
- India has the most dominant audience with 230 million users.
- In the United States, Instagram has 160 million users.
- Brazil accounts for 119 million Instagram users.
- 49% of college graduates are using Instagram.
- Another 44% of Instagram’s audience has attended some college.
- 30% of IG’s audience has a high school or lower education.
- Instagram uses making $75,000 in the United States accounts for 47% of its audience.
- 39% of people with an income of between $50,000 and $74.999 use Instagram.
- 45% of Americans with an income of $30,000 to $49,999 use Instagram.
- 35% of people using Instagram have an income of $30,000 or less.
LinkedIn Demographics
- LinkedIn is home to 810 million active users that spend an average of 7 minutes per day on the platform.
- Globally, 59% of LinkedIn users are between 25 and 34 years old.
- 20% of its users are 18 to 24.
- 18% of LinkedIn’s users are between 35 and 54 years old.
- Only 3% of people 55 and older use LinkedIn.
- LinkedIn users that identify as male account for 57% of its users.
- 43% of users identify as female users on LinkedIn.
- The United States is LinkedIn’s largest audience with 190 million users.
- India has 87 million LinkedIn users.
- Americans making $75,000 or more per year make up 50% of LinkedIn users.
- 21% of LinkedIn users make $50,000 to $74,999 each year.
- Another 21% of LinkedIn users earn $30,000 to $49,999 per year.
- Only 12% of LinkedIn users make $30,000 or less per year.
- 51% of college graduates are on LinkedIn.
- 28% of people with some college credits use LinkedIn.
- Only 10% of LinkedIn’s users have a high school or lower education.
Pinterest Demographics
- Pinterest has 431 active monthly users who spend an average of 14 minutes per day on the platform.
- Women make up 77% of Pinterest’s users.
- Men account for only 15% of Pinterest users.
- 8% of Pinterest users don’t specify gender.
- Most of Pinterest’s user base is between 25 and 34 at 39.4%.
- Pinterest users between 18 and 24 account for 20%.
- 17.1% of Pinterest users are 35 to 44 years old.
- 9.2% of Pinterest users are 45 to 54 years old.
- 14.1% of Pinterest users are 55 and older.
- The United States accounts for 86 million Pinterest users despite 50% of pinners living outside of the country.
- Brazil accounts for 27 million Pinterest users.
- Mexico has 18 million Pinterest users.
- 37% of college graduates use Pinterest.
- 36% of those with some college credits use Pinterest.
- 22% of those with a high school education or less use Pinterest.
- 40% of U.S. adults making $75,000 per year use the platform.
- 33% of Americans making $30,000 to $49,999 use Pinterest.
- 29% of those with an annual income of $50,000 to $74,999 use it.
- 21% of those who earn $30,000 a year or less use Pinterest.
TikTok Demographics
- TikTok has 1 billion users who spend an average of 89 minutes per day on the platform.
- 57% of TikTok users identify as female and 43% identify as male.
- 18- to 24-year-olds are the age group using TikTok the most at 42%.
- TikTok users aged 25 to 34 account for 31% of its users.
- Only 13% of people aged 35 to 44 use TikTok.
- 7% of TikTok users are between 45 and 54.
- TikTok users 55 and older make up 4% of its users.
- The United States is TikTok’s largest audience with 136.5 million users.
- Indonesia accounts for 99 million users on TikTok.
- In Brazil, TikTok has 74 million users.
- The percentage of TikTok users who make $50,000 or more per year is 40%.
- Another 29% of users have an annual income of between $30,000 and $49,999.
- 22% of TikTok users make $30,000 or less per year.
- Those with some college make up the largest educated TikTok users at 24%.
- TikTok users with a high school education or less make up 21% of that audience.
- 19% of college graduates are using TikTok.
YouTube Demographics
- YouTube has more than 2 billion users that spend an average of 30 minutes watching videos.
- Men account for 54 of YouTube’s global user base.
- Women account for 46% of the YouTube user base.
- 34% of YouTube users are between 18 and 24.
- 33% of YouTube users are between 25 and 34.
- 15% of users are between 13 and 17.
- Another 15% of YouTube users are 35 to 54 years old.
- YouTube users between 55 and 64 account for 3%.
- India accounts for YouTube’s biggest audience with 467 million users.
- The United States has 247 million YouTube users.
- In Indonesia, 139 million people use YouTube.
- 90% of Americans earning $75,000 or more annually use YouTube.
- 83% of Americans that earn between $30,000 and $49,000 use it.
- 79% of Americans that have an annual income of $50,000 to $74,999 use YouTube.
- 75% of Americans making $30,000 or less per year use this platform.
- 89% of college graduations use this network.
- 86% of those with some college credits use YouTube.
- 70% of those with a high school education or less use YouTube.
Conclusion
In 2023, there are 4.9 billion global users of social media. On average these social media users hop across six to seven social media platforms per month.
It’s estimated that by 2027, there will be 5.85 billion social media users worldwide.
China has the most social media users with India and the United States at second and third places. Globally, 76% of all women and 72% of all men have a social media account.
The global penetration rate of social media usage is 59.4%. The UAE has the highest penetration rate at 106.1%, while Nigeria has the lowest at 15.4%. The United States has a social media usage penetration rate of 80.9% compared to only 33.4% in India.
After reading these social media demographics for 2025, we believe that social media isn’t fading away anytime soon.
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