Customer engagement platform
Digital-first, omnichannel platform built for enterprises
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for webinars and in-person events
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for webinars and in-person events
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
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.
Facebook has 2.93 billion active monthly users
Facebook has 1.96 billion active daily users
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
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
54% of Facebook users are female
46% of Facebook users are male
On average, Facebook users spend 30.1 minutes a day on the platform
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).
Instagram has 1 billion monthly active users
Instagram has 500 million active daily users
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
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
51% of Instagram users are female
49% of Instagram users are male
On average, Instagram users spend 30.1 minutes per day on the platform
An estimated 71% of U.S. businesses have Instagram accounts
83% on Instagram users say they discover new products and services on Instagram
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.
Pinterest has 433 million monthly active users
Pinterest has 15 million daily active users
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
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
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
On average, Pinterest users spend 14.2 minutes per day on the platform
80% of users access Pinterest via mobile devices
90% of weekly pinners used Pinterest to make purchase decisions
Pinterest drives 33% more referral traffic to shopping sites than Facebook
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.
Twitter has 436 million monthly active users
Twitter has 238 million monetizable daily active users
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
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
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
On average, Twitter users spend 34.8 minutes per day on the platform
Barack Obama: 133 million followers
Justin Bieber: 114 million followers
Katy Perry: 109 million followers
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.
LinkedIn has 89.7 million monthly active users
LinkedIn has 29.97 million daily active users
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
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
43% of LinkedIn users are female
57% of LinkedIn users are male
On average, LinkedIn users spend 7.5 minutes per day on the platform
57% of LinkedIn traffic is through mobile devices
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.
YouTube has 2.6 billion monthly active users
YouTube has 122 billion daily active users
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
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
46.1% of YouTube users are female
53.9% of YouTube users are male
On average, YouTube users spend 45.6 minutes per day on the platform
Over 70% of YouTube views are on mobile devices
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.
Snapchat has 557 million monthly active users
Snapchat has 332 million daily active users
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
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
54.4% of Snapchat users are female
44.6% of Snapchat users are male
On average, Snapchat users spend 30.4 minutes per day on the platform
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.
TikTok has 1 billion monthly active users
TikTok has 50 million daily active users
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
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+
57% of TikTok users are female
43% of TikTok users are male
On average, TikTok users spend 95 minutes per day on the platform and open it 8 times per day
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.
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