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100+ Social Media Demographics for 2025 Planning
”Just as driving blindfolded would lead to accidents, marketing without data can lead to poor decisions and wasted resources,” says Dan Zarrella, Social Media Scientist at HubSpot and author of The Science of Marketing. That’s why social media demographics should be the compass that guides social media marketing.
As technology blurs physical, cultural and linguistic barriers, demographics data can help uncover new social media trends and topics. Leveraging this intel, you are in a position to use social media as a tool for networking, commerce and any other outcome you desire.
In this blog, we’ll give you 100+ social media demographics and statistics that you must know to rise above the din and build a memorable brand in the saturated socialverse.
Overview of social media demographics for 2025
Understanding social media demographics for 2025 can equip you with critical insights about user behavior, audience diversification, preferences shift and platform usage. You can leverage these insights to create hyper-targeted campaigns, foster meaningful connections and stay ahead in the race for customer attention and customer loyalty.
Here’s an overview of important social media demographic data to get you started:
1. Northern Europe leads the internet penetration rate, with over 97.5% of the population having access to or using the internet, according to Statista. Northern America comes a close second with 96.9% internet penetration. Asia has the highest number of online users.
2. As one may expect, China has the most number of people on social media in 2024, with almost 75% of its population or over a billion estimated to be connected through social platforms, according to World Population Review’s estimates of social media demographics. India is on the second spot, with 467 million users and the United States has 246 million.
3. In Europe, Germany has the most social media users, pegged at 67.8 million.
4. The conventional social media user visits 6.8 different social platforms on average each month, according to a study from GWI.
5. The same study shows that users spend about 2 hours 19 minutes per day on average on these platforms. That’s roughly 14% of the time they’re awake.
6. When it comes to the split of men and women using social media, 53.7% of users identify as male while 46.3% identify as female.
7. In the United States, the number of social media users is estimated to increase by 8.61% in the next 5 years and reach a new peak of 326.75 million users in 2029.
8. About 54% of American adults get at least some of their news from social media, as per Pew Research.
9. Facebook remains the undisputed leader as the most popular social media platform by user count, with close to 3.1 billion users worldwide as of October 2024, based on data from Shopify.
10. YouTube comes in second based on popularity, with 2.5 million users. Instagram and WhatsApp have 2 million users.
11. TikTok is the app of choice for a majority of Gen Zs.
Good to know: Meta owns 4 of the 10 most popular social media platforms — Facebook, Instagram, WhatsApp and Facebook Messenger.
12. Why do people use social media platforms? As expected, the top reason is to stay connected with friends and family. However, more than 28% of users want to know what’s being talked about on social media and upwards of 26% of users turn to social platforms to find inspiration on things to do or buy and find products to purchase, as per data from We Are Social.
13. Among all social users, 45% think content from brands on social platforms are “interesting,” as per Forrester Research.However, when it comes to ads on social media, only 22% of younger consumers and 12% of older consumers trust social media ads.
14. Even more noteworthy information from the report above is that just 37% of consumers say they pay attention to the messaging on these ads.
15. Moving on to the business side of things (which is important to know for social media competitor analysis), social media is key to brand strategies for B2B companies. 75% of B2B marketers admit that social media is their most-used marketing channel.
16. Almost 75% of all B2B brands have handles on four or more social media platforms, according research from Forrester.
17. When it comes to paid B2B marketing efforts, 87% of Forrester’s survey respondents said they use LinkedIn the most. This is over twice the number of those who have paid relationships with Facebook.
18. As per our latest State of Social Media 2024 report, 63% of U.S. B2B marketers say AI has helped boost their revenue and lead generation, with 75% of marketers intent on using AI to enhance customer experiences on social media.
Facebook demographics
Facebook has the largest user base among all social media platforms and is still a top choice among most age groups.
- Monthly active users: 3.07 billion as of December 2023 (Meta stopped reporting these numbers after that)
- Daily active users: 2.11 billion
- Largest age group usage: 30-49 (78% of this demographic uses Facebook)
- Gender ratio: 78% women, 61% men
- Largest audience by country: India (378.05 million)
- Time spent: 19 hours 47 minutes (per month)
Key takeaways for enterprises and brands:
- Facebook’s reach is unparalleled across social media demographics such as age and geography. As a business, you can use targeted ads to reach audiences in specific regions.
- Given Facebook’s penetration in rural communities, if you are a brand that targets these regions, tailoring campaigns that resonate with these unique audiences and exploring localized content strategies can have a higher impact.
- As social commerce gains steam, leveraging Facebook Marketplace, setting up a Facebook Shop and experimenting with dynamic ads can help both small and large businesses boost sales and tap into projected growth.
- Since 98% of Facebook users browse through mobile, mobile-friendly designs, videos and shopping experiences are crucial to maximize customer engagement and improve conversion rates.
Also read: Facebook Marketing Strategy: 7 Best Techniques for 2024
YouTube demographics
YouTube comes first by total time that users spend on the platform. Research says the social media platform’s Android app users spend over 10 trillion minutes per month watching YouTube videos!
- Monthly active users: 2.7 billion
- Daily active users: 122 million
- Largest age group usage: 30-49 (94% of this demographic uses YouTube but 18-29 comes close at 93%)
- Gender ratio: 83% women, 87% men
- Largest audience by country: India (476 million)
- Time spent: 28 hours 05 minutes (per month)
Did you know?
Customers are 67% more likely to buy a product after seeing it on YouTube.
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Key takeaways for enterprises and brands:
- YouTube is a great platform to connect with your audience and grow customer loyalty through tutorials, product details and more.
- As global attention spans dwindle, social media video statistics show that 91% of people will choose online video content over other forms. Harness the power of video marketing with unique, insightful content that appeals to your target audience.
- Optimize video titles, descriptions and tags with relevant keywords to leverage YoutTube’s search popularity.
- The potential for YouTube ads is immense and it is growing. Apart from focusing on just paid ads, consider investing in collaborations and influencer marketing.
Also read: Best Time to Post on YouTube
Instagram demographics
Instagram statistics and demographics are key to know especially if you have a younger audience. It is a reliable social media marketing platform for brands in retail, beauty, fitness and clothing.
- Monthly active users: 2 billion
- Largest age group usage: 18-29 (76% of users in the age group use Instagram)
- Gender ratio: 55% women, 44% men
- Largest audience by country: India (362.9 million); the U.S. follows close with 169.65 million
- Time spent: 15 hours 50 minutes (per month)
Key takeaways for enterprises and brands:
- Instagram’s visual appeal and age and gender social media demographics can work in your favor if you leverage content designed to a younger audience to connect better. A particular emphasis on female-sensitive marketing can pay off well.
- A preference for video-based content means reels are more likely to capture your audience’s attention, which can lead to increased brand awareness and customer engagement.
- Instagram’s influencer community consists of nano and micro-influencers with niche followers. If you want to reach your audience more effectively, leverage these instead of looking at only influencers with large followings.
Also read: How to Get More Followers on Instagram
X (formerly Twitter) demographics
X (formerly Twitter) metrics are worth following as it has come to be known as a platform to share news, updates and quick takes on trends, making it a reliable way to connect with your audience.
- Monthly active users: 611 million
- Daily active users: 250 million
- Largest age group usage: 18-29 (38% of users in the age group use X, formerly Twitter)
- Gender ratio: 17% women, 25% men
- Largest audience by country: United States (106.23 million)
- Time spent: 4 hours 40 minutes (per month)
Key takeaways for enterprises and brands:
- While posting and advertising on X, focus on affluent consumers can draw attention since most users are in the high income household. Industries like luxury goods, automobiles, finance and premium services can benefit from visibility here.
- Since a significant number of users have negative perceptions about the platform, you must navigate this carefully. Focus on authentic, relatable messaging and avoid divisive content to maintain positive engagement.
- Identify and interact with the top 10% of super-engaged users to amplify their reach.
Also read: The 7 Most Effective Tips to Get More Views on X, formerly Twitter
Tiktok demographics
TikTok is hands down the most-loved app among younger users, who spend large amounts watching short video content. Here are some TikTok metrics to know:
- Monthly active users: 1.5 billion
- Largest age group usage: 18-29 (59% of users in the age group use TikTok)
- Gender ratio: 39% women, 26% men
- Downloads: 4 billion+
- Largest audience by country: Indonesia* (157.6 million users)
*Excludes China because data not available
- Time spent: 34 hours (per month)
Key takeaways for enterprises and brands:
- A majority of TikTok users are on the platform for fun and entertaining content. If you are able to capture this essence, you are likely to get a loyal audience following.
- Social commerce has a quickly-growing potential on TikTok. Leveraging TikTok Shop and influencer partnerships can help you convert viewers into buyers, especially for fast products like clothing and beauty.
- TikTok’s popularity among lower-income households suggests price-sensitivity among its users. This suggests opportunities for affordable or value-based products and tailoring campaigns with such messaging is likely to have better connections.
- Brands increasing their spend on TikTok despite a potential ban indicates that the user base is solid enough to not pull back yet. Do your due diligence and SWOT analysis before investing heavily.
Also read: 7 TikTok Hashtag Strategies for Viral Success
LinkedIn demographics
LinkedIn demographics is worth knowing for B2B brands intent on connecting with leaders, founders and the top management of companies.
- Monthly active users: 571 million
- Daily active users: 310 million
- Largest age group usage: 30-49 (41% of users in the age group use LinkedIn)
- Gender ratio: 30% women, 35% men
- Largest audience by country: United States (206 million users)
- Time spent: 51 minutes (per month)
Key takeaways for enterprises and brands:
- While LinkedIn is primarily thought of as a way to connect with professionals and network, 40% of users are still under 30. Refine your language and content depending on your target audience.
- A steady increase in video viewership demonstrates LinkedIn users’ preferences shifting toward dynamic content. To connect with professionals and top leadership of reputed brands, leverage videos to share success stories, thought leadership and tutorials.
- Account-based marketing (ABM) on LinkedIn based on industries, roles or geography is likely to get results that align with your goals
Snapchat demographics
Snapchat is popular among young users for its features like private stories and AR filters. It provides a unique opportunity for brands to use AI in marketing and social media to connect with their younger audiences.
- Monthly active users: 850 million
- Daily active users: 443 million
- Largest age group usage: 18-25 (65% of users in the age group use Snapchat)
- Gender ratio: 31% women, 23% men
- Largest audience by country: India (202.51 million users)
- Time spent: 3 hours 33 minutes (per month)
Key takeaways for enterprises and brands:
- Snapchat’s young user base is quick to adapt to technology and actively engages with immersive content. Learn to use Lens Studio strategically to create branded AR filters or lenses that will have recall value for your brand.
- A younger audience that is also growing means that aspirational messaging is likely to work well. Optimize ad reach to target specific groups.
Case study
A leading sports betting and entertainment company faced challenges with its Snapchat advertising strategy, as signups and purchases fell short despite significant ad spend. To address this, the team partnered with Sprinklr to test Snapchat’s 7-day click, 0-day view optimization window (7/0) against the traditional 28-day click, 1-day view window (28/1).
Using Sprinklr’s Ads Composer and Reporting tools, the team:
- Streamlined A/B testing
- Built real-time performance dashboards
- Optimized campaigns efficiently
Over a four-week test, the 7/0 ad set delivered a 29% reduction in cost per signup and a 19% decrease in cost per purchase. This data-driven collaboration transformed the company’s Snapchat advertising into a cost-effective success.
Pinterest demographics
- Monthly active users: 537 million
- Largest age group usage: 18-49 (43% of users)
- Gender ratio: 51% women, 19% men
- Largest audience by country: United States (89.9 million users)
- Time spent: 1 hour 49 minutes (per month)
Key takeaways for enterprises and brands:
- Pinterest has an audience that is largely female. This opens up opportunities for brands to create targeted marketing campaigns to reach this specific social media demographic on the platform.
- Since Pinners are open to inspiration, the right positioning and messaging with visually-appealing ads are likely to help you find a new audience.
Also read: How to Use Pinterest for Business
Ready to drive data-driven strategies with social media demographics?
Understanding social media demographics can empower you to connect authentically with your audience, optimize marketing efforts and ad spend and drive meaningful engagement. Using relevant data from social media, you can:
- Segment and personalize content to your primary audience such as Gen Z, millennials, or working professionals and find the right social media platform to drive results.
- Understand audience behavior with regard to their activity to help you figure out post scheduling.
- Help target paid campaigns effectively, ensuring your budget reaches the right audience.
Tools like Sprinklr’s AI-powered reporting and analytics can make this process effective. Sprinklr’s social media analytics software has the following features:
- Integrates data from 30+ digital channels to provide a 360° view of your audience
- With over 7,500 pre-built queries and 500+ custom AI models, get actionable insights from billions of daily conversations online
- Visualize trends in real time and uncover anomalies to make smarter decisions faster
- Combine social and external data to refine audience insights and deliver personalized experiences
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