Editor's Note: This post was originally created in 2018 and has since been updated to reflect 2020 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 2020 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 2020 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)

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.

2020 Facebook demographics data:

Active monthly users

  • Facebook has 2.45 billion monthly active 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 35 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 demographics

Instagram, the Facebook-owned photo and video sharing app, is continuing to grow its user base, with 1 billion people using Instagram every month (up from 800 million in 2018).

2020 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 53 minutes a 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 - 191M followers
  • Ariana Grande - 163M followers
  • Selena Gomez - 156M followers

(Source: Pinterest)

Pinterest demographics

The visual search engine has pioneered online shopping through social media. In 2018, Pinterest conducted a survey that found 72% on Pinterest users are inspired to shop when they weren’t really looking to purchase anything. And 70% of users discover new products via the platform.

2020 Pinterest demographics data:

Active monthly users:

  • Pinterest has 300 million monthly 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

  • 70% of Pinterest users are female
  • 30% of Pinterest users are male

Time

  • On average, Pinterest users spend 14.2 minutes per visit 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 2X more likely to use Pinterest

(Source: Twitter)

Twitter demographics

Twitter makes it possible for users to reach practically any person or business simply by tagging them in a Tweet. That’s why it’s such a popular platform for customer service, allowing users to air complaints in real-time and customer service teams to react quickly.

2020 Twitter demographics data:

Active monthly users:

  • Twitter has 330 million monthly 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

  • 50% of Twitter users are female
  • 50% of Twitter users are male

Time

  • On average, Twitter users spend 3.39 minutes per session

Most followed accounts

  • Barack Obama: 111.1 million followers
  • Katy Perry: 108.3 million followers
  • Justin Bieber: 107.5 million followers

Business and Shopping

  • 67% of B2B businesses are using Twitter as a digital marketing tool
  • 77% of Twitter users have a better impression of a brand when they respond to a tweet
  • In Q3 2019, Ad engagement on Twitter was up 23%

(Source: LinkedIn)

LinkedIn demographics

This professional networking site is the top social media platform for B2B social media marketing. It’s demographics skew slightly older, with 30-49-year-olds making up the largest group of LinkedIn users.

2020 LinkedIn demographics data:

Monthly active users

  • LinkedIn has 303 million monthly 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 6 minutes and 7 seconds per session

Devices

  • 57% of LinkedIn traffic is through mobile devices

Most Followed Accounts

  • Bill Gates: 24 million
  • Richard Branson: 17 million followers
  • Ariana Huffington: 9 million

(Source: YouTube)

YouTube demographics

YouTube is as utilitarian (think “how to change a spare tire?”) as it is entertaining (i.e. funny pet videos). With 1 billion monthly users, the ways businesses can share and market information on YouTube is expansive.

2020 YouTube demographics data:

Active monthly users

  • YouTube has 2 billion monthly 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

  • Over 50% of YouTube users are female

Time

  • On average, YouTube users spend 11 minutes and 43 seconds per day on the platform

Devices

  • Over 70% of YouTube views are on mobile devices

Most Followed Channels

  • PewDiePie: 102 million subscribers
  • Dude Perfect: 47.5 million
  • Badabun: 42.4 million

(Source: Snapchat)

Snapchat Demographics

In the past couple of years, Snapchat has grown in popularity amongst teens and young adults. A 2018 Pew report showed that 49% of Snapchat users visit the app several times a day.

2020 Snapchat demographics data:

Active daily users

  • Snapchat has 210 million monthly 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

  • 61% of Snapchat users are female
  • 38% of Snapchat users are male

Time

  • On average, Snapchat users spend 30 minutes per day on the platform

Devices

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

Which networks should your business prioritize?


Knowing who’s using each social media platform and engaging those people are different beasts. If your business needs help organizing and managing your social media activity, check out the many ways in which Khoros provides a seamless experience for your customers from platform to platform.

Sources