Social Media Demographics

Social Media Trends to Consider

• Numbers to keep in consideration:
• The world population is 7.6 billion
• The Internet has 4.1 billion users
  

General Social Media

• Close to half the world’s population (3.03 billion people) are on some type of social media
• 64% of online shoppers say that a video on social media helped them decide on a product to buy
• Only 43% of online stores receive significant traffic from their social media pages
• Acknowledgment is key: 77% of Twitter users appreciate a brand more when their tweet is responded to. It takes about 10 hours on average for businesses to respond to a tweet, even though customers want a response within four hours.
• Content marketing is a top priority of business to businesses after brand building and social media engagement
• 59% of adults between ages 18 and 29 are using Instagram
• The average person spends about 20 minutes on Facebook or one in every six minutes a person will spend online
• 1.57 billion YouTube users watch about 5 billion videos on average every single day. Of the 2.1 billion total accounts on Facebook, 270 million profiles are fake.
• 86% of women will look at social media before deciding to make a purchase
• People are accessing 69% of their media on their smartphones
• 89% of people on smartphones are using apps, while only 11% are using standard websites. Facebook is the most popular app at 19% (measured by time spent).
• Pinterest is number one for mobile social media, with 64% of referral traffic being driven by smartphones and tablets
• 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive
• 40% of all mobile users are searching for a local business or interest
• Mobile websites that load in five seconds or less will end in a viewing session that’s 70% longer than their slower counterparts
• 92% of American teens accessed the Internet on a daily basis, where 56% claim to connect several times a day, and 24% are connected almost constantly to the Internet
  

Instagram

• Total number of monthly active Instagram users: 1 billion +
• Total number of daily active Instagram users: 500 million +
• Instagram stories daily active users: 500 million +
• Number of photos shared to date: 50 billion +
• Number of businesses on Instagram 25 million +
• Number of Instagram likes per day: 4.2 billion
• Number of photos & videos uploaded per day: 100 million +
• 56.3% of Instagram users are females and 43.7% are male
• 120.7 million Instagram users are from the U.S.
• 37% of U.S. adults use Instagram and have the most number of Instagram users
• 89% of users are outside the U.S.
• Six in 10 online adults have Instagram accounts
• 30% of global Instagram audiences were aged between 18 and 24 and 35% aged 25-34
• 72% of teens use Instagram
• 73% of U.S. teens say Instagram is the best way for brands to reach them about new products or promotions
• 130 million Instagram accounts tap on a shopping post to learn more about products every month
• Instagram users will spend an average of 28 minutes per day on the platform in 2020
• 35% of U.S. teenagers say Instagram is their preferred social media platform
• 63% of Americans use Instagram daily
• An estimated 75.3% of U.S. businesses will be on Instagram in 2020
• Instagram has more than 2 million monthly advertisers and 25 million business profiles
• Instagram generated $20 billion in ad revenue in 2019
• 200 million+ Instagrammers visit at least one business profile daily
  

Facebook

• Total number of monthly active users: 2.50 billion
• Total number of mobile active users: 2.26 billion
• Total number of desktop active users: 1.47 billion
• Total number of mobile daily active users: 1.59 billion
• Facebook stories daily viewers: 500 million
• Facebook users are 54% female and 46% male
• Of all the people on the Internet, 83% of women and 75% of men use Facebook
• Around seven-in-10 U.S. adults (69%) use Facebook
• 62% of online seniors aged 65+ are on Facebook and 72% are between 50-64
• 88% of online users age 18-29 are on Facebook, 84% of those are 30-49
• 82% of college graduates are on Facebook
• 75% of online users of income more than $75K are on Facebook
• Almost 90% of Facebook’s daily active users come from outside the U.S./Canada
• The largest population on Facebook is from India with over 270 million users followed by 190 million from the U.S.
• Brazil and Indonesia both have around 120 million users
• Monthly active users from Asia are 1,013,000
• Europe has 387 million Facebook users
• 96% of Facebook users accessed via mobile devices
• Facebook has over 7 million advertisers
• 93% of marketers use Facebook advertising regularly
• Facebook’s share in the global digital advertising market is 19.7%
• Facebook’s potential reach of advertising is 1.9 billion
• Facebook accounts for over 45% of monthly social media visits
• 5 billion comments are left on Facebook pages monthly
  

Twitter

• Total number of monthly active Twitter users: 330 million
• Total number of tweets sent per day: 500 million
• Percentage of Twitter users on mobile: 80%
• Number of Twitter daily active users: 152 million
• 34% of Twitter users are females and 66% are males
• 22% of U.S. adults use Twitter
• 24% of all Internet male users use Twitter, whereas 21% of all Internet Female users use Twitter
• There are 262 million international Twitter users (users outside the U.S.), which make up 79% of all Twitter accounts
• There are 48.35 million monthly active Twitter users in the U.S.
• Roughly 42% of Twitter users are on the platform daily
• U.S. accounts for just 31 million monetizable daily active Twitter users
• The total number of Twitter users in the U.K. is 13.7 million
• 38% of Twitter users are between the ages of 18 and 29, 26% of users are 30-49
• 56% of Twitter users make $50,000 and more in a year
• 80% of Twitter users are affluent millennials
• 93% of Twitter community members are open to brands getting involved, if done in the right way
• The top three countries by user count outside the U.S. are Japan (35.65 million users), Russia (13.9 million) and U.K. (13.7 million)
• 80% of Twitter users accessing the platform on a mobile device, and 93% of video views are on mobile
  

Pinterest

• Total number of monthly active Pinterest users: 335 million+
• Number of Pinterest users from the U.S.: 88 million
• Number of Pinterest users around the world: 50%+
• Total number of Pinterest pins: 200 billion
• Total number of Pinterest boards: 4 billion
• Total number of Pinterest users who save shopping pins on boards daily: 2 million
• Pinterest market value: $13.7 billion
• 71% of Pinterest users are females
• 40% of new signups are men; 60% new signups are women
• Men account for only 7% of total pins on Pinterest
• 40% of U.S. dads use Pinterest
• 50%+ pinners live outside the U.S.
• 80% of U.S. mothers who use the Internet use Pinterest
• One out of two U.S. millenials use Pinterest every month
• 144.5 million – number of people that Pinterest reports can be reached with adverts on Pinterest
• 28% of all U.S. social media users are Pinterest users
• There are over 175 billion ideas on Pinterest
• 83% of weekly pinners have made a purchase based on content they saw from brands on Pinterest
• 72% of pinners use Pinterest to decide what to buy offline
• Six out of every 10 millennials use Pinterest to discover new products
  

LinkedIn

• Total number of LinkedIn users: 675 million
• Total number of monthly active LinkedIn users: 310 million
• Total number of LinkedIn users from the U.S.: 167 million +
• Percentage of LinkedIn monthly active users: 46.97%
• Number of new LinkedIn members per second: Two
• More than 70% of LinkedIn users are from outside the U.S.
• 46 million students and recent college graduates are on LinkedIn
• There are 57% male users and 43% female users on LinkedIn
• 24% of millenials (ages 18-24) use LinkedIn
• 51% of U.S. college graduates use LinkedIn
• 90 million LinkedIn users are senior-level influencers and 63 million are in decision-making positions
• There are 17 million opinion leaders and 10 million C-Level executives on LinkedIn
• LinkedIn is the number one channel business to business marketers use to distribute content at 94%
• Six out of 10 users actively look for industry insights
• 280 billion feed updates are viewed annually
• Professional content gets 15X more content impressions than job postings with 57% consuming content on mobile
• LinkedIn makes up more than 50% of all social traffic business to business websites & blogs
• 92% of business to business marketers include LinkedIn in their digital marketing mix
  

Snapchat

• Total number of monthly active users: 360 million
• Total number of daily active Snapchat users: 218 million
• Percentage of U.S. social media users that use Snapchat: 86 million
• Number of snaps created every day (photos & videos): 3 billion
• Number of times the app opens per day: 30 times
• Percentage of users (ages 18-24) in the U.S.: 53%
• Number of Snapchat monthly active users in the U.S. and Canada: 105.5 million
• The number of Snapchat daily video views: 14 billion
• 78% of Internet users aged 18-24 use Snapchat
• 90% of Snapchat users are aged 13-24
• Roughly 61% of Snapchat users are female and 38% are male
• 69% of U.S. teens say they use Snapchat
• 24% of U.S. adults use Snapchat
• 70% of Snapchat users are female
• 33% of male and 35% of female U.S. Internet users use Snapchat
• 41% of U.S. teenagers say Snapchat is their preferred social media platform
• Roughly eight-in-ten Snapchat users ages 18 to 29 (77%) say they use the app every day, including 68% who say they use it multiple times per day
• Snapchat scored 71 out of 100 points on a consumer satisfaction scale
• 71% of Snapchat users aged 18 through 24 use Snapchat multiple times per day
• 64 million users use Snapchat daily in Europe
  

YouTube

• Total number of monthly active YouTube users: 2 billion
• Total number of daily active YouTube users: 30 million
• YouTube TV paying subscribers: 300,000
• Number of videos shared to date: 5+ billion
• Number of users creating content shared to date: 50 million
• Average viewing session: 40 minutes, up 50% year-over-year
• Number of videos watched per day: 5 billion
• Number of mobile YouTube views per day: 1 billion +
• Number of videos uploaded per minute: 500 hours
• 73% of U.S. adults use YouTube
• 62% of YouTube users are males
• 78% of U.S. male adults use YouTube
• 68% of U.S. female adults use YouTube
• 81% of 15–25 year olds in the U.S. use YouTube
• 80% of YouTube users come from outside the U.S.
• 35+ and 55+ age groups are the fastest growing YouTube demographics
• Millennials prefer YouTube two to one over traditional television
• 51% of YouTube users say they visit the site daily
• 37% of the coveted 18 – 34 demographics are binge watching
• 70% of YouTube watch time comes from mobile devices
• YouTube services are available in more than 100 countries in 80 languages
• Males are primarily watching soccer or strategy games
• Females are primarily watching beauty videos
• 95% of the global Internet population watches YouTube
• There 50 million creators on YouTube
• YouTube has 265 million active users in India
  

Who’s Using Social Networks?

Pew Research Center reports that 72% of online adults are using social networks. While women (78%, compared to 65% of men), Hispanics (70% of whom are on social networks), younger adults (90%), urban residents (76%), and those with an income less than $30,000 a year (68% of whom are on social networks) are the most common users of social networks, there’s high participation across the board (pewresearch.org, 2019).

It may be no surprise that participation in social networking skews toward younger audiences — Pingdom reports that roughly half of social media users are between the ages of 25 and 44 — but it did surprise us to see how many older individuals are using social networks. Pew’s reports say 77% of people aged 30-49 use social networks, as well as 52% of people aged 50-64 (and 32% of people aged over 65) (Pingdom, 2012).

Beyond that, the only age group that has gone up in percentage since August 2012 is the 30-49 age range; all other age groups have dropped. Overall, Pingdom reports that the average age of the users of social networks and online communities is 36.9 years.

For overall popularity, nothing beats Facebook, with Pew reporting 1.8 billion monthly active users. After that:

• 1.2 billion: WhatsApp
• 1 billion: YouTube
• 700 million: Instagram
• 328 million: Twitter
• 300 million: Snapchat
• 150 million: Pinterest
• 106 million: LinkedIn
  

References

McAfee Institute uses the most up-to-date records available for social media demographics, user statistics, and financial data as provided by Omnicore.

https://www.statista.com/statistics/250172/social-network-usage-of-us-teens-and-young-adults/
https://www.dreamgrow.com/21-social-media-marketing-statistics/
https://www.omnicoreagency.com/digital-marketing-statistics-2018/#SEO_Statistics_2018
https://www.socialmediatoday.com/marketing/10-instagram-statistics-keep-mind-when-planning-your-2018-strategy
https://www.wordstream.com/blog/ws/2017/11/07/facebook-statistics
https://www.omnicoreagency.com/twitter-statistics/
https://www.omnicoreagency.com/snapchat-statistics/
https://www.omnicoreagency.com/instagram-statistics/
https://www.omnicoreagency.com/linkedin-statistics/