The 2022 Social Media Demographics Guide

Editor's Note: This post was originally created in 2018 and has since been updated to reflect 2022 data.

42% of the world's population — a whopping 3.2 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 networks — and we know the last thing a social marketer has is time to spare. That’s why we’ve done all the heavy lifting for you.

Our updated 2022 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 2022 Social Media Demographics Guide to discover more about what makes the audiences of Facebook, Instagram, Twitter, LinkedIn, YouTube, and Snapchat unique or bookmark it now to reference anytime.

(Source: Facebook)

Given that Facebook is the number one platform for adults, understanding its audience is crucial for devising the social media strategy for your business.

2022 Facebook demographics data:

Active monthly users

• Facebook has 2.93 billion active monthly users

Active daily users

• Facebook has 1.96 billion active daily users
  
  

Age of internet users who use Facebook

• 86% of people ages 18–29 use Facebook

• 77% of people ages 30–49 use Facebook

• 51% of people ages 50–65 use Facebook

• 34% of people that are 65+ years old use Facebook
  
  

Income

• 85% of households with an annual income of less than $30,000 use Facebook

• 88% of households with an annual income between $30k–$60k use Facebook

• 81% of households with an annual income between $60k–$70k use Facebook

• 88% of households with an annual income between $70k–$80k use Facebook

• 86% of households with an annual income between $80k–$100k use Facebook

• 86% of households with an annual income above $100,000 use Facebook
  
  

Gender

• 54% of Facebook users are female

• 46% of Facebook users are male
  
  

Time

• On average, Facebook users spend 30.1 minutes a day on the platform
  
  

Devices

• 96% of users access Facebook via mobile devices

• 25% of users access Facebook via laptop or desktop

(Source: Instagram) 

Instagram is the Meta-owned photo and video sharing app that continues to grow its user base, with 1.44 billion people using Instagram every month (up from 800 million in 2018).

2022 Instagram demographics data:

Active monthly users

• Instagram has 1 billion monthly active users
  
  

Active daily users

• Instagram has 500 million active daily users
  
  

Age

• 67% of people ages 18–29 use Instagram

• 47% of people ages 30–49 use Instagram

• 23% of people ages 50–64 use Instagram

• 8% of people that are 65+ years old use Instagram
  
  

Income

• 44% of households with an annual income of less than $30,000 use Instagram

• 45% of households with an annual income between $30k–$60k use Instagram

• 36% of households with an annual income between $60k–$70k use Instagram

• 55% of households with an annual income between $70k–$80k use Instagram

• 46% of households with an annual income between $80k–$100k use Instagram

• 60% of households with an annual income above $100,000 use Instagram
  
  

Gender

• 51% of Instagram users are female

• 49% of Instagram users are male
  
  

Time

• On average, Instagram users spend 30.1 minutes per day on the platform
  
  

Businesses and shopping

• An estimated 71% of U.S. businesses have Instagram accounts

• 83% on Instagram users say they discover new products and services on Instagram
  
  

Most Followed Accounts

• Cristiano Ronaldo: 483M followers

• Kylie Jenner: 370M followers

• Lionel (Leo) Messi: 362M followers

(Source: Pinterest)

Pinterest is a visual search engine that pioneered online shopping through social media. On Pinterest, people are 90% people more likely to say they’re ‘always shopping’ than on other platforms. Additionally, shoppers on Pinterest spend 80% more than people on other platforms each month. 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 there.

2022 Pinterest demographics data:

Active monthly users:

• Pinterest has 433 million monthly active users

Active daily users:

• Pinterest has 15 million daily active users
  
  

Age

• 34% of people ages 18–29 use Pinterest

• 35% of people ages 30–49 use Pinterest

• 27% of people ages 50–65 use Pinterest

• 15% of people that are 65+ years old use Pinterest
  
  

Income

• 18% of households with an annual income of less than $30,000 use Pinterest

• 27% of households with an annual income between $30k–$74,999 use Pinterest

• 41% of households with an annual income above $75,000 use Pinterest
  
  

Gender

Pinterest is one of the most gendered social media channels, which may inform which brands target this audience and how they do so.

• 70% of Pinterest users are female

• 30% of Pinterest users are male
  
  

Time

• On average, Pinterest users spend 14.2 minutes per day on the platform
  
  

Devices

• 80% of users access Pinterest via mobile devices
  
  

Business and Shopping

• 90% of weekly pinners used Pinterest to make purchase decisions

• Pinterest drives 33% more referral traffic to shopping sites than Facebook
  
  

Miscellaneous

• People who travel are twice as likely to use Pinterest as those who don’t

(Source: Twitter)

Twitter makes it possible for 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.

2022 Twitter demographics data:

Active monthly users:

• Twitter has 436 million monthly active users

Active daily users:

• Twitter has 238 million monetizable daily active users
  

Age

• 38% of people ages 18–29 use Twitter

• 26% of people ages 30–49 use Twitter

• 17% of people ages 50–64 use Twitter

• 7% of people that are 65+ years old use Twitter
  
  

Income

• 23% of households with an annual income of less than $30,000 use Twitter

• 36% of households with an annual income between $30k–$74,999 use Twitter

• 41% of households with an annual income above $75,000 use Twitter
  
  

Gender

Like Pinterest, Twitter is highly gendered, although this channel skews the other direction.

• 27.3% of Twitter users are female

• 72.7% of Twitter users are male
  
  

Time

• On average, Twitter users spend 34.8 minutes per day on the platform
  
  

Most followed accounts

• Barack Obama: 133 million followers

• Justin Bieber: 114 million followers

• Katy Perry: 109 million followers

Business and shopping

• 82% of B2B businesses use Twitter

• 77% of Twitter users have a better impression of a brand when they respond to a tweet

• In 2022, ad engagement on Twitter increased by 32% year-over-year

(Source: LinkedIn)

LinkedIn is a professional networking site and is the top social media platform for B2B social media marketing. Its demographics skew slightly older with an age range from 30–49 making up the largest group of LinkedIn users.

2022 LinkedIn demographics data:

Active monthly users:

• LinkedIn has 89.7 million monthly active users

Active daily users

• LinkedIn has 29.97 million daily active users
  
  

Age

• 21% of people ages 18–24 use LinkedIn

• 60% of people ages 25–34 use LinkedIn

• 17% of people ages 35–54 use LinkedIn

• 3% of people that are 55+ years old use LinkedIn
  
  

Income

• 27% of households with an annual income of less than $30,000 use LinkedIn

• 3.8% of households with an annual income between $30k–$60,000 use LinkedIn

• 40% of households with an annual income between $60k–$70k use LinkedIn

• 49% of households with an annual income between $70k–$80k use LinkedIn

• 50% of households with an annual income between $80k–$100k use LinkedIn

• 60% of households with an annual income above $100,000 use LinkedIn
  
  

Gender

• 43% of LinkedIn users are female

• 57% of LinkedIn users are male
  
  

Time

• On average, LinkedIn users spend 7.5 minutes per day on the platform
  
  

Devices

• 57% of LinkedIn traffic is through mobile devices
  
  

Most Followed Accounts

• Bill Gates: 35.6 million

• Richard Branson: 19.8 million followers

• Jeff Weiner: 10.7 million

(Source: YouTube)

YouTube is as utilitarian (think “how to change a spare tire”) as it is entertaining (think funny pet videos). With 2.6 billion monthly active users, YouTube offers expansive opportunities for businesses to share and market information.

2022 YouTube demographics data:

Active monthly users:

• YouTube has 2.6 billion monthly active users

Active daily users:

• YouTube has 122 billion daily active users
  
  

Age

• 81% of people ages 15–25 use YouTube

• 71% of people ages 26–35 use YouTube

• 67% of people ages 36–45 use YouTube

• 66% of people ages 46–55 use YouTube

• 58% of people that are 56+ years old use YouTube
  
  

Income

• 83% of households with an annual income of less than $30,000 use YouTube

• 81% of households with an annual income between $30k–$60k use YouTube

• 80% of households with an annual income between $60k–$70k use YouTube

• 80% of YouTube users have an annual income between $70k–$80k use YouTube

• 82% of households with annual income between $80k–$100k use YouTube

• 89% of households with an annual income above $100,000 use YouTube
  
  

Gender

• 46.1% of YouTube users are female

• 53.9% of YouTube users are male
  
  

Time

• On average, YouTube users spend 45.6 minutes per day on the platform
  
  

Devices

• Over 70% of YouTube views are on mobile devices
  
  

Most followed channels

• T-Series: 221 million subscribers

• Cocomelon: Nursery Rhymes: 139 million

• SET India: 138 million

(Source: Snapchat)

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 to consider.

2022 Snapchat demographics data:

Active monthly users:

• Snapchat has 557 million monthly active users

Active daily users:

• Snapchat has 332 million daily active users
  
  

Age

• 53% of people ages 15–25 use Snapchat

• 34% of people ages 26–35 use Snapchat

• 18% of people ages 36–45 use Snapchat

• 11% of people ages 46–55 use Snapchat

• 4% of people that are 56+ years old use Snapchat
  
  

Income

• 32% of households with an annual income of less than $30,000 use Snapchat

• 33% of households with an annual income between $30k–$60k use Snapchat

• 31% of households with an annual income between $60k–$70k use Snapchat

• 42 of households with an annual income between $70k–$80k use Snapchat

• 39% of households with an annual income between $80k–$100k use Snapchat

• 39% of households with an annual income above $100,000 use Snapchat
  
  

Gender

• 54.4% of Snapchat users are female

• 44.6% of Snapchat users are male
  
  

Time

• On average, Snapchat users spend 30.4 minutes per day on the platform
  
  

Devices

• Snapchat is mobile only

• The Snapchat application is in 2nd place for overall mobile usage

(Source: TikTok)

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 nearly 70% of users being under the age of 24. It’s also a great platform for brands, with 44% of TikTok users saying they discover products from videos posted by brands, and 37% of users discovering something new and immediately buying it. Here’s some other information about TikTok’s user demographics to bear in mind when creating marketing strategies.

2022 TikTok demographics data:

Active monthly users:

• TikTok has 1 billion monthly active users

Active daily users:

• TikTok has 50 million daily active users
  
  

Age

• 27.37% of TikTok’s users are aged 13–17

• 39.91% of TikTok’s users are aged 18–24

• 25.11% of TikTok’s users are aged 25–34

• 5.97% of TikTok’s users are aged 35–44

• 1.67% of TikTok’s users are aged 45–54

• 0.32% of TikTok’s users are aged 55–64
  
  

Income

• 15.4% of U.S. TikTok users have an annual household income of <$25,000

• 11.2% of U.S. TikTok users have an annual household income between $25k–$40k

• 12.4% of U.S. TikTok users have an annual household income between $40k–$60k

• 7.2% of U.S. TikTok users have an annual household income between $60k–$75k

• 13.6% of U.S. TikTok users have an annual household income between $75k–$100k

• 40.2% of U.S. TikTok users have an annual household income of $100k+
  
  

Gender

• 57% of TikTok users are female

• 43% of TikTok users are male
  
  

Time

• On average, TikTok users spend 95 minutes per day on the platform and open it 8 times per day

Business and Shopping

• TikTok users are 1.5x more likely to immediately purchase something they discovered on the platform compared to other social media platform users

• TikTok users are 1.5x more likely to convince a friend or family member to buy a product they’ve seen on the app

• TikTok users are 2.4x more likely to create a post and tag a brand after buying a product

Of course, knowing who’s using each social media platform is one thing, and engaging those people is a completely different thing. If your business needs help organizing and managing your social media activity, check out the many ways Khoros provides a seamless experience for your customers from platform to platform.