Distribution of Social Media User Demographics in 2021

 


42% of the world's population or 3.2 billion people worldwide are social media users. There is a lot of social media demographic research to sort through when you want to understand the audience characteristics of a particular network

This Social Media Demographic Distribution for 2021 features the demographic data you need to inform smart strategy, gender, user age, income plus device usage and site behavior in one easy-to-read infographic.

Check out the Social Media Demographics 2021 spread to find out more about what makes Instagram, Facebook, YouTube, Twitter, LinkedIn and Snapchat unique audiences or bookmark it now for reference anytime.

Facebook Demographics

Given that Facebook is the number one platform for adults, understanding its audience is critical to designing a social media strategy for your business.

Facebook 2021 demographic data:

Active monthly users

Facebook has 2.7 billion monthly active users

  • Age of internet users who use Facebook
  • 86% of people aged 18-29 use Facebook
  • 77% of people aged 30-49 use Facebook
  • 51% of people aged 50-65 use Facebook
  • 34% of people aged 65+ 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 $30,000-$60,000 use Facebook
  • 81% of households with an annual income between $60,000-$70,000 use Facebook
  • 88% of households with an annual income between $70,000-$80,000 use Facebook
  • 86% of households with an annual income between $80,000-$100,000 use Facebook
  • 86% of households with an annual income above $100,000 use Facebook

Gender

  • 54% of Facebook users are women
  • 46% of Facebook users are male

Time

  • On average, Facebook users spend 35 minutes a day on the platform

Device

  • 96% of users access Facebook via mobile devices
  • 25% of users access Facebook via laptop or desktop

Instagram Demographics

Instagram, Facebook's photo and video sharing app, continues to grow its user base, with 1 billion people using Instagram every month (up from 800 million in 2018).


Instagram 2021 demographic 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 aged 18-29 use Instagram
  • 47% of people aged 30-49 use Instagram
  • 23% of people aged 50-64 use Instagram
  • 8% of people aged 65+ 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 $30,000-$60,000 use Instagram
  • 36% of households with an annual income between $60,000-$70,000 use Instagram
  • 55% of households with an annual income between $70,000-$80,000 use Instagram
  • 46% of households with an annual income between $80,000-$100,000 use Instagram
  • 60% of households with an annual income above $100,000 use Instagram

Gender

  • 51% of Instagram users are women
  • 49% of Instagram users are male

Time

  • On average, Instagram users spend 53 minutes a day on the platform

Business and Shopping

  • An estimated 71% of US businesses have an Instagram account
  • 83% of Instagram users say they discover new products and services on Instagram

Most Followed Account

  • Cristiano Ronaldo – 243 million followers
  • Ariana Grande – 208 million followers
  • Dwayne Johnson – 205 million followers

Pinterest Demographics

Visual search engines have pioneered online shopping through social media. In 2018, Pinterest conducted a survey that found 72% of Pinterest users were inspired to shop when they didn't really want to buy anything. And 70% of users discover new products through the platform.


Pinterest 2021 demographic data:

Active monthly users:

  • Pinterest has 322 million monthly active users

Age

  • 34% of people aged 18-29 use Pinterest
  • 35% of people aged 30-49 use Pinterest
  • 27% of people aged 50-65 use Pinterest
  • 15% of people aged 65+ 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 women
  • 30% of Pinterest users are male

Time

  • On average, Pinterest users spend 14.2 minutes per visit on the platform

Device

  • 80% of users access Pinterest via mobile devices

Business and Shopping

  • 90% of weekly followers use Pinterest to make buying decisions
  • Pinterest drives 33% more referral traffic to shopping sites than Facebook

Miscellaneous

  • People who travel are 2X more likely to use Pinterest

Twitter Demographics

Twitter allows users to reach almost any person or business by simply tagging them in a Tweet. That's why it's a popular platform for customer service, allowing users to submit complaints in real time and the customer service team to react quickly.

Twitter 2021 demographic data:

Active monthly users:

  • Twitter has 330 million monthly active users

Age

  • 38% of people aged 18-29 use Twitter
  • 26% of people aged 30-49 use Twitter
  • 17% of people aged 50-64 use Twitter
  • 7% of people aged 65+ 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 $30,000-$74,999 use Twitter
  • 41% of households with an annual income above $75,000 use Twitter

Gender

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

Time

  • On average, Twitter users spend 3.39 minutes per session

Most followed accounts

  1. Barack Obama: 128 million followers
  2. Justin Bieber: 114 million followers
  3. Katy Perry: 109 million followers

Business and Shopping

  • 67% of B2B businesses use 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 rose 23%

LinkedIn Demographics

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

LinkedIn 2021 demographic data:

Monthly active users

  • LinkedIn has 260 million monthly active users

Age

  • 21% of people aged 18-24 use LinkedIn
  • 60% of people aged 25-34 use LinkedIn
  • 17% of people aged 35-54 use LinkedIn
  • 3% of people aged 55+ 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 $30,000-$60,000 use LinkedIn
  • 40% of households with annual incomes between $60,000-$70,000 use LinkedIn
  • 49% of households with an annual income between $70,000-$80,000 use LinkedIn
  • 50% of households with an annual income between $80,000-$100,000 use LinkedIn
  • 60% of households with an annual income above $100,000 use LinkedIn

Gender

  • 43% of LinkedIn users are women
  • 57% of LinkedIn users are male

Time

  • On average, LinkedIn users spend 6 minutes and 7 seconds per session

Device

  • 57% of LinkedIn traffic via mobile devices

Most Followed Account

  • Bill Gates: 28 million
  • Richard Branson: 17 million followers
  • Jeff Weiner: 10 million

YouTube Demographics

YouTube is just as useful (think “how do I change a spare tire?”) as well as entertaining (i.e. funny pet videos). With 1 billion monthly users, the ways businesses can share and market information on YouTube are vast.

YouTube 2021 demographic data:

Active monthly users

  • YouTube has 2 billion monthly active users

Age

  • 81% of people aged 15-25 use YouTube
  • 71% of people aged 26-35 use YouTube
  • 67% of people aged 36-45 use YouTube
  • 66% of people aged 46-55 use YouTube
  • 58% of people aged 56+ 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 $30,000-$60,000 use YouTube
  • 80% of households with an annual income between $60,000-$70,000 use YouTube
  • 80% of YouTube users have an annual income between $70k-$80k using YouTube
  • 82% of households with an annual income between $80,000-$100,000 use YouTube
  • 89% of households with an annual income above $100,000 use YouTube

Gender

  • More than 50% of YouTube users are women

Time

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

Device

  • Over 70% of YouTube views are on mobile

Most Followed Channels

  • T-Series: 168 million subscribers
  • PewDiePie: 108 million
  • Cocomelon – Nursery Rhymes: 102 million

Snapchat Demographics

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

Snapchat 2021 demographic data:

Active daily users

  • Snapchat has 381 million monthly active users

Age

  • 53% of people aged 15-25 use Snapchat
  • 34% of people aged 26-35 use Snapchat
  • 18% of people aged 36-45 use Snapchat
  • 11% of people aged 46-55 use Snapchat
  • 4% of people aged 56+ 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 $30,000-$60,000 use Snapchat
  • 31% of households with an annual income between $60,000-$70,000 use Snapchat
  • 42 households with annual incomes between $70,000-$80,000 use Snapchat
  • 39% of households with an annual income between $80,000-$100,000 use Snapchat
  • 39% of households with an annual income above $100,000 use Snapchat

Gender

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

Time

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

Device

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

That was the 2021 Social Media User Demographic Guide, sourced from khoros.com. May be useful. 

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