The 2024 Social Media Demographics Guide
Editor's Note: This post was originally created in 2018 and has since been updated to reflect the latest data available.
According to Statista, 61.4% of the world’s population — a whopping 4.95 billion people — use social media.
That’s a lot of social media demographic research to sort through when you want to zero in on understanding audience characteristics of specific platforms — and we know the last thing a social media marketer has is time to spare. That’s why we’ve done all the heavy lifting for you.
Our updated 2024 Social Media Demographics Guide surfaces the demographic data you need to inform a smart strategy, like age, gender, and income — plus device usage and site behavior in one easy-to-read infographic.
View the 2024 Social Media Demographics Guide to discover more about what makes the audiences of Facebook, Instagram, Twitter, LinkedIn, YouTube, Snapchat, and TikTok unique or bookmark it now to reference anytime.
General social media demographics
Before we jump into platform-specific demographics, let’s cover some high-level insights about social media in general.
Social media usage over time
There are currently 4.95 billion social media users and 5.3 billion total internet users, meaning 93.4% of people who use the internet also use social media. What’s more astounding is the rate that social media usage has grown and is expected to continue growing. The number of social media users has grown by 79.1% since 2017, when there were only 2.73 billion social media users. By the end of 2024, Statista predicts there will be 5.17 billion social media users which would be 5.7% growth compared to 2023. By 2027, the number of social media users is expected to reach 5.85 billion, with an annual growth rate between 3.7-5.7% each year until then.
(Source: Statista)
Social media usage by age
According to new data from eMarketer, most U.S. social media users are between the ages of 27 and 42 and fall under the Millennial generation. With 68.5 million Millennials using social media in the U.S., this group accounts for nearly one-third (30.3%) of all U.S. social media users. The next closest age group by usage is Gen Z (ages 11-26), with 56.4 million social media users, followed by Gen X (ages 43-58), with 51.8 million users. Baby Boomers between the ages of 59 and 77 are the age group with the lowest social media usage, with only 36.9 million users.
(Source: Oberlo)
Although Millennials are the age group that uses social media the most, eMarketer predicts their usage will remain relatively flat through 2027, while the number of Gen Z users is expected to grow significantly. The data also suggests that the number of Gen X and Baby Boomers who use social media will decrease over time.
(Source: eMarketer)
Daily time on social media
On average, people spend 2 hours and 24 minutes on social media each day. Combined, it’s estimated that users will have spent 4 trillion hours on social media in 2023. Not all social media platforms are equally engaging, as Statista found people spent more time on TikTok than anywhere else. On average, social media users in the U.S. spent 53.8 minutes on TikTok, with the next closest being YouTube at 48.7 minutes per day. After that, there was a steep drop off to 34.1 minutes for Twitter/X and other platforms before reaching last place, Reddit at only 24.1 minutes per day.
(Source: Statista)
Despite TikTok having the most time on average per day, DataReportal found that YouTube has the highest average session duration at 7 minutes and 29 seconds. This could be because users are watching longer-form content on YouTube compared to the shorter content that TikTok is known for.
(Source: DataReportal via Exploding Topics)
Facebook demographics
 | Given that Facebook is the number one platform for adults, understanding its audience is crucial for devising the social media strategy for your business. |
2024 Facebook demographics data
Active monthly users
Facebook has 3.03 billion active monthly users
Active daily users
Facebook has 2.085 billion daily active users
Age
4.6% of Facebook’s users are between the ages of 13-17
22.6% of Facebook’s users are between the ages of 18-24
29.4% of Facebook’s users are between the ages of 25-34
19.1% of Facebook’s users are between the ages of 35-44
11.4% of Facebook’s users are between the ages of 45-54
7.2% of Facebook’s users are between the ages of 55-64
5.7% of Facebook’s users are 65+
Gender
Time
On average, U.S. Facebook users spend 30.9 minutes a day on the platform
Devices
98.5% of users access Facebook via mobile devices
81.8% of users access Facebook via mobile devices only
16.7% of users access Facebook via mobile devices and computers
1.5% of users access Facebook via laptop or desktop only
Businesses and shopping
19% of U.S. users search for products on Facebook before shopping
The global advertising audience of Facebook is 2.249 billion
90% of social media marketers use Facebook to promote their business.
Most followed accounts
Cristiano Ronaldo: 163 million followers
Mr. Bean: 136 million followers
Shakira: 122 million followers
Instagram demographics
 | Instagram is the Meta-owned photo and video sharing app that continues to grow its user base, with 2 billion people using Instagram every month (up from 800 million in 2018). |
2024 Instagram demographics data
Active monthly users
Instagram has 2 billion monthly active users
Active daily users
Instagram has 500 million daily active users
Age
8% of Instagram’s users are between the ages of 13-17
30.8% of Instagram’s users are between the ages of 18-24
30.3% of Instagram’s users are between the ages of 25-34
15.7% of Instagram’s users are between the ages of 35-44
8.4% of Instagram’s users are between the ages of 45-54
4.3% of Instagram’s users are between the ages of 55-64
2.6% of Instagram’s users are 65+
Gender
Time
On average, U.S. Instagram users spend 33.1 minutes per day on the platform
Businesses and shopping
90% of Instagram users follow a business
2 out of 3 people say Instagram enables interaction with brands
83% of Instagram users say they discover new products and services on Instagram
Most followed accounts
Cristiano Ronaldo: 613 million followers
Lionel Messi: 494 million followers
Selena Gomez: 429 million followers
Pinterest demographics
 | Pinterest is a visual search engine that pioneered online shopping through social media. On Pinterest, people are 90% more likely to say they’re ‘always shopping’ than on other platforms. Additionally, shoppers on Pinterest spend 80% more monthly than on other platforms. Why? Pinterest claims it’s because they take the best of shopping offline and bring it online, with strong visual connections between products and what users can do with those products. There’s a lot marketers can learn from the platform, but it all starts with gaining a better understanding of the audience. |
2024 Pinterest demographics data
Active monthly users
Pinterest has 465 million monthly active users
Age
27% of Pinterest’s users are between the ages of 18-24
30.9% of Pinterest’s users are between the ages of 25-34
15.8% of Pinterest’s users are between the ages of 35-44
10.4% of Pinterest’s users are between the ages of 45-54
8.7% of Pinterest’s users are between the ages of 55-64
4.3% of Pinterest’s users are 65+
Gender
Pinterest is one of the most gendered social media channels, which may inform which brands target this audience and how they do so.
76.2% of Pinterest users are female
17.2% of Pinterest users are male
6.6% of Pinterest users did not specify their gender
Time
On average, U.S. Pinterest users spend 14.2 minutes per day on the platform
Devices
85% of users access Pinterest via the mobile app
Business and Shopping
More than 25% of time spent on Pinterest is spent shopping
85% of users have bought something based on pins from brands
X (formerly Twitter) demographics
 | X (formerly known as Twitter) allows users to reach practically any person or business simply by tagging them in a Tweet. That’s why Twitter is such a popular platform for customer service — allowing users to air complaints in real time and for customer service teams to react quickly. |
2024 X demographics data
Active monthly users
Active daily users
Age
28.35% of X’s users are between the ages of 18-24
29.63% of X’s users are between the ages of 25-34
17.96% of X’s users are between the ages of 35-44
11.63% of X’s users are between the ages of 45-54
7.61% of X’s users are between the ages of 55-64
4.83% of X’s users are 65+
Gender
Like Pinterest, X is highly gendered, although this channel skews the other direction.
Time
On average, U.S. X users spend 34.1 minutes per day on the platform
Most followed accounts
Elon Musk: 156.9 million followers
Barack Obama: 132 million followers
Justin Bieber: 111.7 million followers
Business and shopping
82% of B2B content marketers use X
79% of X users follow brands on the platform
X drives 40% higher ROI than other social media channels
LinkedIn demographics
 | LinkedIn is a professional networking site and the top social media platform for B2B marketing. As a result of its focus on business, it’s a great way for companies to drive leads, share news, and keep up with others in their industry. |
2024 LinkedIn demographics data
Active monthly users
LinkedIn has 310 million monthly active users
Active daily users
16.2% of LinkedIn’s users login to the platform daily
Age
21.7% of LinkedIn’s users are between the ages of 18-24
60% of LinkedIn’s users are between the ages of 25-34
15.4% of LinkedIn’s users are between the ages of 35-54
2.9% of LinkedIn’s users are 55+
Gender
Time
On average, LinkedIn users spend just over 7 minutes per day on the platform
Devices
58.5% of LinkedIn traffic is through desktop devices
41.5% of LinkedIn traffic is through mobile devices
Businesses and shopping
More than 61 million companies are on LinkedIn
96% of B2B marketers use LinkedIn for organic social marketing
Marketers see up to 2x higher conversion rates on LinkedIn compared to other social media platforms
Most Followed Accounts
Bill Gates: 34.9 million followers
Richard Branson: 18.7 million followers
Jeff Weiner: 10.4 million followers
YouTube demographics
 | YouTube is as utilitarian (think “how to change a spare tire”) as it is entertaining (think funny pet videos). With 2.5 billion monthly active users, YouTube offers expansive opportunities for businesses to share and market information. |
2024 YouTube demographics data
Active monthly users
YouTube has 2.491 billion monthly active users
Active daily users
YouTube has 122 million daily active users
Age
15.5% of YouTube users are between the ages of 18-24
21.3% of YouTube users are between the ages of 25-34
17.5% of YouTube users are between the ages of 35-44
12.5% of YouTube users are between the ages of 45-54
9.2% of YouTube users are between the ages of 55-64
9.2% of YouTube users are between the ages of 65+
Gender
Time
On average, U.S. YouTube users spend 48.7 minutes per day on the platform
Businesses and shopping
Most Followed Accounts
T-Series: 254 million subscribers
MrBeast: 217 million subscribers
Cocomelon: 168 million subscribers
Snapchat Demographics
 | Snapchat has become popular among teens and young adults under 35, making it a great platform for marketers to reach Gen Z. Interestingly, Gen Z spends less time looking at content on Snapchat but shows higher advertising recall than other generations. After watching two seconds or less of an advertiser video, 59% of Gen Z was able to recall it. Outside of Gen Z Snapchat statistics, here’s some other information about the platform’s demographics. |
2024 Snapchat demographics data
Active monthly users
Snapchat has 750 million monthly active users
Active daily users
Snapchat has 406 million daily active users
Age
19.7% of Snapchat users are between the ages of 13-17
38.1% of Snapchat users are between the ages of 18-24
23.4% of Snapchat users are between the ages of 25-34
14% of Snapchat users are between the ages of 35-49
3.8% of Snapchat users are 50+
Gender
Time
On average, U.S. Snapchat users spend 30 minutes per day on the platform
Businesses and shopping
Snapchat users hold $4.4 trillion in global spending power
Snapchat users are 2x more likely to share their purchases with their network
Most Followed Accounts
Kylie Jenner: 37 million followers
Kim Kardashian: 27.2 million followers
Khloe Kardashian: 15 million followers
TikTok demographics
 | TikTok’s explosive growth in recent years has marked its place as a major player in the social media world (even though it doesn’t call itself a social media platform). Like Snapchat, younger audiences dominate TikTok’s user base with 37.3% of users being between 18-24. It’s also a great platform for brands, with spending reaching 2.5 billion globally. Here’s some other information about TikTok’s user demographics to bear in mind when creating marketing strategies. |
2024 TikTok demographics data
Active monthly users
TikTok has 1.218 billion monthly active users
Active daily users
TikTok has 45.1 million daily active users
Age
37.3% of TikTok users are between the ages of 18-24
32.9% of TikTok users are between the ages of 25-34
15.7% of TikTok users are between the ages of 35-44
8.3% of TikTok users are between the ages of 45-54
5.8% of TikTok users are 55+
Gender
Time
On average, U.S. TikTok users spend 53.8 minutes per day on the platform
Most Followed Accounts
Khabane lame: 162 million followers
Charli D’Amelio: 151.6 million followers
Bella Poarch: 93.6 million followers
Business and Shopping
Consumer spending on TikTok has surpassed $2.5 billion globally
58.2% of TikTok users said they used the platform for shopping inspiration
49% of TikTok users say the platform helped them make purchasing decisions
55% of TikTok users made a purchase after seeing a brand or product on the platform
Which social media networks should your business prioritize?
Of course, knowing who’s using each social media platform is one thing, but understanding how to engage with those people is a completely different thing. Understanding social media demographics can help inform the development of targeted communities owned by your brand.
If you want to build spaces that resonate with some of these demographic groups — leading to increased engagement, higher brand enthusiasm, and the cherry on top: owning the data these people generate — Khoros Communities is your ticket. Learn more about how an online community can help you engage better with your target audiences or take the next step and book a demo today.
