Social Media Demographics

by Basheer Badran

Understanding social media demographics will help you tailor your marketing strategy and, consequently, reach the right people with your message.

Indeed, 50% of the global population is using social media. That’s over 3.8 billion people, and the number is still growing. In 2019, on average, these users spent two hours and 24 minutes per day on social media across devices. Moreover, people between the ages of 16-24 spent close to three hours a day on social media.

These are just some statistics from HootSuite, a social media marketing services company. 

Hence, with such a large audience and high usage, it is no wonder that social media has become one of the most used marketing channels. Last year, spending on social media advertising grew to $83 billion, stated Zenith.

Who uses social media?

The social media user base has also grown more representative of the broader population. Young adults were, of course, among the earliest social media adopters and continue to use these sites at high levels. Instead, usage by older adults has increased in recent years. We can see this in the following graph by PEW research.

Therefore by taking a look at two of the most famous Social media we notice:

Facebook demographics and usage

Instagram age and gender demographics


In brief, every good social media marketing campaign should take the targeted group of people into account for their product. Thus, it allows to find out the best platform to reach them and measure their response to the message they are trying to deliver.

References :

  • social media demographics from :
  • social media facts sheet from :
  • social-media-overtakes-print-to-become-the-third-largest-advertising-channel from :