Facebook, Instagram, Snapchat, YouTube, Twitter, LinkedIn....the dizzying list goes on and on. How in the world do you decide or know which platforms are best?
User demographic statistics are your essential piece of data for any marketing strategy. Knowing who is on what platform aids you in researching, advertising and marketing decisions. Maybe you feel pretty good about your current social media marketing strategy and you are looking to expand to another network. Your first step should be to research who is on those networks.
By collecting data and statistics, you will be able to set up marketing personas and ultimately understand your audience in greater detail. By looking at your current goals and KPI's you can use this data to choose where to focus your energy.
1.) Facebook
In operation for 15+ years, most used platform in the U.S. with 183 million users, 69% of those are adults.
When you look at the stats you will see that 74% of Facebook users visit the site at least once a day, with 51% of all users visiting it several times a day. It is divided neatly between female (75%) and male (63%) for gender.
Demographics by age:
- 51% of 13-17 year olds use Facebook
- 79% of 18-29 year olds use Facebook
- 79% of 30-49 year olds use Facebook
- 68% of 50-64 year olds use Facebook
- 46% of 65+ year olds use Facebook
From this data, we see that the majority of Americans in different age groups use Facebook. The younger crowd has moved toward YouTube, Instagram and Snapchat. What is also interesting to note is those with more education and higher incomes also tend to favor Facebook.
2.) Instagram
This 11 year old social platform comes in second place. 63% percent of users login at least daily. 35% of US teens rate Instagram as their favorite social network - second only to Snapchat.
While this platform seems to appeal to younger audiences, you will still see high percentages of 20-40 somethings who favor it also. There is a steep drop off of users in the older brackets. In terms of gender, 43% of women use Instagram, while 31% of men use it.
Demographics by age:
- 75% of 18-24 year olds use Instagram
- 57% of 25-30 year olds use Instagram
- 47% of 30-49 year olds use Instagram
- 23% of 50-64 year olds use Instagram
- 8% of 65+ year olds use Instagram
At 15 years old, this platform started out hot but has since been on the downslope. According to a 2020 Pew's report, only 22% of adults in the U.S. use Twitter.
Twitter has a different format that is best suited for timely content and quick bits of information - ideal for news and customer service. Gender breakdowns show us that more men (24%) than women (21%) use the platform. On a global scale the difference is even greater between gender with 66% male and only 34% female.
Demographics by age:
- 44% of 18-24 year olds use Twitter
- 31% of 25-30 year olds use Twitter
- 26% of 30-49 year olds use Twitter
- 17% of 50-64 year olds use Twitter
- 7% of 65+ year olds use Twitter
Launched in 2003, this platform is one of the oldest. Demographics and usage gear toward those with professional careers. Daily visits are much less frequent with only 12% visiting every day and 23% visiting several times a week.
Reflecting the current workforce, gender on the platform is pretty equally divided. The U.S. has the highest number of users, followed by India.
Demographics by age:
- 17% of 18-24 year olds use LinkedIn
- 44% of 25-30 year olds use LinkedIn
- 37% of 30-49 year olds use LinkedIn
- 24% of 50-64 year olds use LinkedIn
- 11% of 65+ year olds use LinkedIn
For 11 years Pinterest has been growing in the inspirational and aspirational markets. With 300 million global users going to the platform monthly you may want to think about adding them to your digital strategy.
Visual and focused, Pinterest is a great place to highlight products. Although usership skews more toward women, men still account for 15% of users.
Demographics by age:
- 38% of 18-24 year olds use Pinterest
- 28% of 25-30 year olds use Pinterest
- 35% of 30-49 year olds use Pinterest
- 27% of 50-64 year olds use Pinterest
- 15% of 65+ year olds use Pinterest
Snapchat is a popular messaging app that lets users exchange pictures and videos or snaps that disappear after they're viewed. It appeals to the younger audiences being the most important social network for teens.
Gender is split equally on this platform with 24% male and 24% female with the bulk of the users located in the United States. Creating fun filters for taking photos is a great way to advertise to this younger audience.
Demographics by age:
- 73% of 18-24 year olds use Snapchat
- 47% of 25-30 year olds use Snapchat
- 25% of 30-49 year olds use Snapchat
- 9% of 50-64 year olds use Snapchat
- 3% of 65+ year olds use Snapchat
Coming in at the top spot for social media is YouTube. In the United States, 73% of adults use this video streaming platform, with 38% of those logging in several times a day.
With video streaming and content becoming king it is a top priority to establish a presence on YouTube. Slightly leaning toward men (78%) women (68%) still have a large usage.
Demographics by age:
- 90% of 18-24 year olds use YouTube
- 93% of 25-30 year olds use YouTube
- 87% of 30-49 year olds use YouTube
- 70% of 50-64 year olds use YouTube
- 38% of 65+ year olds use YouTube
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