70+ Social Media Demographics for Marketers in 2023

I get it, fellow marketers—sometimes, you just need the numbers.

The juggernaut known as social media only gets bigger with each new year, and because of that, the demographics change with it. And, finally, staying on top of the key numbers ahead of your social media campaigns can help you ROI in the long run.

Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to learn about your audience and shape your persona for 2023.

general social media demographics

• Roughly 82% of Americans between the ages of 18 and 49 use at least one social media site. ,Pew Research Center,
• The best way for marketers to find their audience on social media is by researching relevant online communities, such as Facebook groups and subreddits. ,HubSpot Blog Research,
• 84% of marketers are targeting Millennials in their social media strategy, followed by Gen X (52%), then Gen Z at 22%. Only 14% of marketers target Baby Boomers. ,HubSpot Blog Research,
• Most marketers say that short-form video content is the most popular content format for Gen Z. ,HubSpot Blog Research,
• Social media users use an average of 7.2 social media platforms per month. ,hootsuite,

facebook demographics

Common

• As of 2021, Facebook has over 2 billion monthly active users. ,Statista,

• Facebook has approximately 2 million daily active users and 2.9 million monthly active users. ,meta,

• Facebook is the most effective platform for community building. ,HubSpot Blog Research,

• The average adult in the US spends 33 minutes on Facebook per day. ,Statista,

• Facebook is the most popular social media platform for marketers. ,HubSpot Blog Research,

• Facebook is the 4th most visited website in the US (SEMrush,

age and gender

Please note that audience data for non-identified individuals is not reported within the binary.

• Globally, 56.4% of Facebook users identify as male while 43.6% identify as female. ,Statista,

• Facebook is the preferred social media platform for Gen X and Baby Boomers. ,HubSpot Blog Research,

• 91% of Baby Boomers, 88% of Millennials and 83% of Gen X have visited Facebook in the last three months. ,HubSpot Blog Research,

• 31% of US adults regularly get their news from Facebook. ,Pew Research Center,

• Only 12% of Gen Z-ers say they use Facebook more than any other platform. ,HubSpot Blog Research,

Geography

• India has the highest number of Facebook users at 329 million, with the United States a close second with 179 million users. ,Statista,

takeaway

As the most popular social media network out there, Facebook is certainly a platform worth investing in. Its largest user group is Gen X, but it still has a wide range of users of all ages. Furthermore, Facebook is popular all over the world, making it a great social media network for brands across all industries and locations.

instagram demographics

Common

• There are 500+ million users active on the platform daily. ,Instagram,
• Instagram has the highest ROI, engagement and highest quality leads. ,HubSpot Blog Research,
• The average time spent on Instagram per day is 28 minutes. ,Statista)

age and sex

Please note that audience data for non-identified individuals is not reported within the binary.

• Men between the ages of 18 and 24 represent the largest demographic on Instagram, followed by men between the ages of 25 and 34. ,Statista,
• Most of the women on Instagram are between the ages of 18 and 34. ,Statista,
• The youngest age group on Instagram is 65+ senior men. ,Statista,
• In the past few months, 55% of Gen X-ers and 27% of Baby Boomers have visited Instagram. ,HubSpot Blog Research,

Geography

• India and the US lead the board as the countries with the largest Instagram audience size, similar to Facebook. ,Statista,
• For two years in a row, the world’s most geo-tagged city on Instagram has been Los Angeles, California. ,Mention + HubSpot,
• The country with the most Instagram posts in 2020 was the US, leading with 571K posts, followed by Brazil with over 300K posts. ,Mention + HubSpot,

takeaway

Instagram is another leading social media platform with a large user base spanning all age groups, and it offers advanced ecommerce features, making it incredibly popular among consumers and valuable to brands.

twitter demographics

Common

• Twitter is the seventh most visited website in the US (SEMrush,
• 347,200 tweets are sent every minute on Twitter. ,Statista,
• Twitter’s audience is expected to exceed 368 million monthly active users globally as of December 2022. ,Statista,
• The average time spent on Twitter is 31 minutes per day. ,Statista,

age and gender

Please note that audience data for non-identified individuals is not reported within the binary.

• Only 43.6% of users in Twitter’s user base identify as female. ,Statista,

Geography

• The US is the country with the most Twitter users, with Japan at 58.2 million with 77 million. ,Statista,

takeaway

If you want to build a community around your brand, Twitter is a great place to start. It’s especially popular in the US, so if it suits your target audience, consider setting up your virtual shop there.

tiktok demographics

Common

• TikTok is the best platform for Gen Z to build an active community. (HubSpot Blog Research)
• Users of TikTok are twice as likely to recommend something they find on the platform than users of other social channels. ,TIC Toc,
• 36% of consumers want to learn about products through short-form videos like TikTok. ,HubSpot Blog Research,

age and gender

Please note that audience data for non-identified individuals is not reported within the binary.

• Of TikTok’s global audience, 21.5% are female users between the ages of 18 and 24 and 17% are male users between the ages of 18 and 24. ,Statista,
• US adults spend 31 minutes per day on TikTok. ,Statista,
• Most TikTok users in the US are 18-19, followed by 20-29. ,Statista,
• 62% of Gen Z use TikTok and spend the most time on TikTok. (HubSpot Blog Research)

Geography

• In 2021, Asia-Pacific was the fastest growing region for TikTok usage, with a 159% increase compared to 2020. ,Statista,

takeaway

TikTok’s audience heavily appeals to the youth with a sizeable Generation Z population. As such, it is a great platform for B2C brands targeting this demographic. With short-form videos taking off, it’s an opportunity for brands to not only jump on the growing trend but do it on a platform that caters to their target audience.

youtube demographics

Common

• YouTube is the second most effective platform for building a social media community. ,HubSpot Blog Research,
• YouTube is the second most visited website in the US (SEMrush,
• YouTube has over 2 million monthly logged-in users. ,youtube,
• 500 hours of video are uploaded to YouTube every minute. ,youtube,

age and gender

Please note that audience data for non-identified individuals is not reported within the binary.

Geography

• India has 467 million active YouTube users, followed by the US (245 million) and Indonesia (139 million). (data report)

takeaway

YouTube is the leading video platform with a wide range of users from Gen Z to Baby Boomers. With the launch of YouTube Shorts and the popularity of short-form videos, brands must develop strategies to capitalize on the growing interest in generating leads.

LinkedIn Demographics

Common

• Marketers can reach 900 million users with LinkedIn Ads. ,data report,
• About 10.7% of the global population has LinkedIn. ,data report,

age and sex

Please note that audience data for non-identified individuals is not reported within the binary.

• 56% of LinkedIn users identify as male while 43.1% identify as female. ,Statista,
• About 60% of LinkedIn users are between the ages of 25 and 34. ,data report,
• 31% of LinkedIn users are between 30 and 39, 23% between 40 and 49, and 17% between 18 and 29. ,Statista,
• 43.6% of LinkedIn’s global users are female and 56.4% are male. ,data reportAle)

Geography

• More than 75% of the members are outside the US, followed by India and China. ,LinkedIn,
• LinkedIn is used in over 200 countries and territories around the world, with the largest being North America, Asia-Pacific, and Europe. ,LinkedIn,

takeaway

LinkedIn is still the number one social media platform for B2B brands. It is full of decision makers and young adults entering the prime workforce for social selling.

reddit demographics

Common

• There are over 100k active Reddit communities. ,reddit,
• Redditors created 430M+ posts in 2022. ,reddit,
• Reddit is the fifth most visited website in the US (SEMrush,

age and sex

Please note that audience data for non-identified individuals is not reported within the binary.

• Gen Z makes up about 2% of Reddit users. ,eMarketer,
• Most Reddit users are male. ,Statista,

Geography

• 46% of desktop traffic to Reddit.com comes from the US (sameweb,

takeaway

Reddit’s user base has grown significantly in recent years. This shows that consumers are becoming more interested in what the network has to offer. From an audience perspective, it is mostly made up of male Millennials, drawing most of its users from the US.

snapchat demographics

Common

• 59% of US users check Snapchat daily. ,Pew Research Center,
• 25% of US Internet users use Snapchat. ,Pew Research Center,
• Snapchat users spend more than 30 minutes a day on the platform. ,Snapchat,
• There are 364M daily active users worldwide. ,Statista,
• There are 243M Snapchat shares per minute on the platform. ,Statista,

age and sex

Please note that audience data for non-identified individuals is not reported within the binary.

• 65% of US adults between the ages of 18 and 29 use Snapchat. ,Pew Research Center,
• About 53% of Snapchat users are female and 46% are male. ,Statista,

take away

One thing that’s clear from this Snapchat data is that young people love it. After Instagram introduced Stories, many thought Snapchat was going out of its way. Turns out, it’s still a major player in the social media game.

As you’re working through your editorial calendar and audits for the new year, feel free to refer to this list from time to time. As this time of year calls for a fresh slate, the research behind your next incredible campaign should be fresh, too. Happy planning!