70+ Social Media Demographics for Marketers in 2023

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

The fleet known as social media only grows larger with each new year, and because of that, the demographics are changing along with it. And finally, keeping on top of the important numbers ahead of your social media campaigns can help you with ROI in the long run.

Here, we’ve rounded up the state of social media demographics, optimized for the most important data you need to know about your audience and shaping your personas in 2023.

General Social Media Demographics

• Approximately 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 to explore 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 are targeting Baby Boomers. (HubSpot Blog Research)
• Most marketers say 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

General

• As of 2021, Facebook has more than 2 billion monthly active users. (statistician)

• Facebook has almost 2 million daily active users and 2.9 monthly active users. (meta)

• Facebook is the most effective platform for building communities. (HubSpot Blog Research)

• The average American adult spends 33 minutes a day on Facebook. (statistician)

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

• Facebook is the fourth most visited website in the US (Semrush)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• Globally, 56.4% of Facebook users identify as male and 43.6% as female. (statistician)

• Facebook is the favorite social media platform of Gen X and Baby Boomers. (HubSpot Blog Research)

• 91% of Baby Boomers, 88% of Millennials, and 83% of Gen Xers have visited Facebook in the past three months. (Hubspot Blog Research)

• 31% of US adults regularly get news from Facebook. (Pew Research Center)

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

Geography:

• India has the most Facebook users with 329 million, followed by the US with 179 million users. (statistician)

Hotels:

As the most popular social media network, Facebook is definitely 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 worldwide, making it a great social media network for brands in all industries and locations.

Instagram demographics

General

• 500+ million users are active on the platform every day. (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. (statistician)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• Men 18 to 24 are the largest demographic on Instagram, followed by men 25 to 34. (statistician)
• Most of the women on Instagram are between 18 and 34 years old. (statistician)
• The youngest age group on Instagram is older men 65+. (statistician)
• 55% of Gen Xers and 27% of Baby Boomers have visited Instagram in the past few months. (HubSpot Blog Research)

Geography:

• India and the US top the chart as the countries with the largest audience sizes for Instagram, similar to Facebook. (statistician)
• The world’s most geotagged city on Instagram for two years in a row is Los Angeles, California. (Note + Hubspot)
• The country with the most posts on Instagram in 2020 was the United States, leading with 571,000 posts, followed by Brazil with over 300,000 posts. (Note + HubSpot)

Hotels:

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

Twitter demographics

General

• Twitter is the seventh most visited website in the US (Semrush)
• 347,200 tweets are sent per minute on Twitter. (statistician)
• As of December 2022, Twitter’s audience is over 368 million monthly active users worldwide. (statistician)
• The average time spent on Twitter per day is 31 minutes. (statistician)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• Twitter’s user base skews heavily male, with only 43.6% of users identifying as female. (statistician)

Geography:

• The US is the country with the most Twitter users at 77 million, followed by Japan at 58.2 million. (statistician)

Hotels:

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 that matches your target audience, consider setting up your virtual store there.

TikTok Demographics:

General

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

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• 21.5% of TikTok’s global audience is female between the ages of 18 and 24, and 17% is male between the ages of 18 and 24. (Statista)
• US adults spend 31 minutes a day on TikTok. (statistician)
• Most TikTok users in the US are 18-19 years old, followed by 20-29. (statistician)
• 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 in TikTok usage, with a 159% increase compared to 2020. (Statista)

Hotels:

TikTok’s audience skews heavily young, with a large Gen Z population. As such, it’s a great platform for B2C brands targeting this demographic. By broadcasting short videos, it’s an opportunity for brands to not only tap into growing trends, but to do so on a platform that serves their target audience.

YouTube Demographics

General

• 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 users logging in. (YouTube)
• 500 hours of video are uploaded to YouTube every minute. (YouTube)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

Geography:

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

Hotels:

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 videos, brands need to strategize to tap into the growing interest to generate leads.

LinkedIn Demographics:

General

• Marketers can reach 900 million users with LinkedIn ads. (Data report)
• Approximately 10.7% of the world’s population has LinkedIn. (Data report)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• 56% of LinkedIn users identify as male and 43.1% as female. (statistician)
• Approximately 60% of LinkedIn users are between the ages of 25 and 34. (DataReport)
• 31% of LinkedIn users are between 30 and 39, 23% between 40 and 49, and 17% between 18 and 29. (Statista)
• 43.6% of global LinkedIn users are female and 56.4% are male. (Data report)

Geography:

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

Hotels:

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

Reddit Demographics

General

• There are over 100,000 active Reddit communities. (Reddit)
• Redditors created 430 million+ posts in 2022. (Reddit)
• Reddit is the fifth most visited website in the US (Semrush)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• Gen Z makes up roughly 2% of Reddit users. (eMarketer)
• The majority of Reddit users are male. (statistician)

Geography:

• 46% of Reddit.com desktop traffic comes from the US (SimilarWeb)

Hotels:

Reddit’s user base has grown significantly in recent years. This suggests that consumers are more interested in what the network has to offer. In terms of audience, it is made up of mostly male millennials, drawing most of its users from the US.

Snapchat demographics

General

• 59% of US users check Snapchat every day. (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 364 million daily active users worldwide. (statistician)
• There are 243 million Snapchats per minute on the platform. (statistician)

Age and gender

Please note that audience data for individuals who do not identify in binary is not reported.

• 65% of US adults aged 18 to 29 use Snapchat. (Pew Research Center)
• About 53% of Snapchat users are female and 46% are male. (statistician)

Take

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

Feel free to revisit this list periodically as you work through your editorial calendars and audits for the new year. Because this time of year calls for a fresh slate, the research behind your next incredible campaign needs to be fresh, too. Happy planning!