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

The juggernaut known as social media only gets bigger with every new year, and because of that, demographics shift with it. Ultimately, keeping on top of important numbers before your social media campaigns can help you achieve ROI in the long run.

Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to know about your audience and shaping your personas for 2024.

Jump Ahead:

• Roughly 82% of Americans between 18 and 49 years old use at least one social media site. (Pew Research Center)
• Before working with influencers, 33% of marketers consider the demographic of their audience. (HubSpot Blog Research)
• Snapchat has the highest number (41%) of users aged 18-29. (Statista)
• 90% of marketers find that short-form videos such as TikTok and Instagram reels have high ROI (71%) or average ROI (27%). (HubSpot Blog Research)
• Social media users use an average of 7.2 social media platforms per month. (Hootsuite)

• As of 2023, Facebook has over 3 billion monthly active users. (Statista)
• Facebook has over 2 million daily active users and almost 4 million monthly active users. (Meta)
• Facebook is the most effective platform for community building. (HubSpot Blog Research)
• The average user in the U.S. spends 30.9 minutes on Facebook per day. (Statista)
• Facebook is the most popular social media platform for marketers. (HubSpot Blog Research)
• Facebook is the fourth most visited website in the U.S. (Semrush)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Globally, 56.3% of Facebook users identify as male, while 43.7% identify as female. (Statista)
• Facebook is used the most by people aged 25-34. (Statista)
• 31% of U.S. adults regularly get news from Facebook. (Pew Research Center)
• In terms of daily usage, 33% of Gen Z respondents confirmed that they log into Facebook at least once a day. (Ignite Social Media)
• Facebook is the most popular social media app used by boomers, per GWI. But, TikTok, Snapchat, Reddit, and Instagram are also growing in popularity. (Insider Intelligence)

Geography

• India has the most Facebook users at 314 million, with the U.S. in second place with 175 million users. (Statista)

Takeaways

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 across all ages. Furthermore, Facebook is popular worldwide, making it a great social media network for brands of all industries and locations.

• There are currently over 2.4 billion monthly active users on Instagram. (Demand and Sage)
• Instagram has the highest ROI, engagement, and highest quality leads. (HubSpot Blog Research)
• The average amount of time per day spent on Instagram is 33.1 minutes. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Males between the ages of 18 to 24 represent the largest demographic on Instagram, followed closely by males between 25 to 34 years old. (Statista)
• Most women on Instagram are between 18 and 34 years old. (Statista)
• The smallest age group on Instagram is senior males 65+. (Statista)
• On average, U.S. consumers will spend 49 minutes a day watching social video in 2024, a 5.8% increase YoY, per our June 2023 forecast. (eMarketer)

Geography

• India and the U.S. lead the board as the countries with the largest Instagram audience sizes, similar to Facebook. (Statista)
• For two consecutive years, the most geo-tagged city in the world on Instagram has been Los Angeles, California. (Mention + Hubspot)
• The Asia-Pacific region has the highest engagement rate. (Mention + HubSpot)

Takeaways

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

• X is the tenth most visited website in the U.S. (Semrush)
• There are 360,000 posts sent per minute on X. (Statista)
• X has 421 million monthly active users, adding 20 million in 2023. (Business of Apps)
• The average amount of time per day spent on X is 34.1 minutes. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

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

Geography

• The U.S. is the country with the most X users, at 77 million, with Japan right behind at 58.2 million. (Statista)

Takeaways

If you’re looking to build a community surrounding your brand, X is a great place to start. It’s particularly popular in the U.S., so if that aligns with your target audience, consider setting up your virtual shop there.

• The majority of TikTok creators are aged 18 to 24. (Exploding Topics)
• 76% of users say they like it when brands are a part of special interest groups on TikTok. (TikTok)
• According to famous TikTokers, the ideal video duration for easy consumption and retaining viewers’ attention is 10 to 17 seconds. (Pro Global Business Solutions)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• 21.5% of TikTok’s global audience are females between the ages of 18 and 24, and 17% are males between 18 and 24. (Statista)
• U.S. users spend 59.8 minutes per day on TikTok. (Statista)
• Most TikTok users in the U.S. are 10 to 19 years old, followed by 20 to 29. (Exploding Topics)
• Gen Z prefers to watch short-form videos on TikTok over Instagram. (eMarketer)

Geography

• The region with the largest TikTok audience is the U.S. (150 million users). Indonesia follows with 126 million TikTok users. (Statista)

Takeaways

TikTok’s audience heavily skews young, with a large Gen Z population. As such, it’s a great platform for B2C brands targeting this demographic. With short-form video taking off, it’s an opportunity for brands to not only hop on a growing trend but do it on a platform that caters to their target audiences.

• 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 U.S. (Semrush)
• An average of 1 billion hours of YouTube content is watched on TV every day. (YouTube)
• YouTube shorts average over 70 billion views per day. (YouTube)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• A quarter of U.S. adults regularly get news from YouTube. (Pew Research Center)
• Male users account for 54.4% of the YouTube viewing population, while female users account for only 45.6% of visitors. (Global Media Insights)
• YouTube is the second most helpful channel for finding content on the Cost of Living Crisis; TikTok is first. (Statista)
• 68% of Gen Z users said they use YouTube for entertainment and scrolling. (Later)

Geography

• Southern (580.1 million) and SouthEast Asia (332.6 million) have the highest number of YouTube users, followed by North (279.1 million) and South America (262 million). (Global Media Insights)

Takeaways

YouTube is the leading video platform, with a wide range of users from Gen Z all the way to Baby Boomers. With the launch of YouTube shorts and the popularity of short-form video, brands should develop a strategy to capitalize on growing interest to generate leads.

• Marketers can reach 900 million users with LinkedIn Ads. (Data Reportal)
• Approximately 10.7% of the global population has a LinkedIn. (Data Reportal)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• 57.2% of LinkedIn users identify as male, while 42.8% identify as female. (Statista)
• Roughly 60% of LinkedIn users are between 25 and 34 years of age. (DataReportal)
• 31% of LinkedIn users are between 30 and 39, 23% between 40 and 49, and 17% between 18 and 29. (Statista)

Geography

• Over 75% of members are outside the U.S. (LinkedIn)
• LinkedIn is used in 200 countries and regions worldwide. (LinkedIn)

Takeaways

LinkedIn is still the number one social media platform for B2B brands. It’s full of decision-makers and young adults entering the workforce prime for social selling.

• There are more than 100k active Reddit communities. (Reddit)
• Between January and June 2023, 227.57 million posts were created on Reddit. (Statista)
• Reddit is the third most visited website in the U.S. (Semrush)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Gen Z users on Reddit have increased every year. It’s anticipated that in 2024, there will be 15.4 million active Gen Z users on Reddit. (Statista)
• A majority of Reddit users are male. (Statista)

Geography

• The majority of Reddit’s desktop users are based in the U.S. (48.46%), followed by the U.K. (7.16%) and Canada (6.97%). (Statista)

Takeaways

Reddit’s user base has grown significantly in recent years. This suggests that consumers are becoming more interested in what the network has to offer. From an audience perspective, it’s made up mostly of male Millennials, attracting most of its users from the U.S.

• Snapchat reaches 90% of the 13 to 24-year-old population and 75% of the 13 to 34-year-old population in 25+ countries. (Snapchat)
• Men and women aged 18-24 are Snapchat’s main target market. (Statista)
• 182.35 million people in India use Snapchat, and 108.8 million people in the U.S. use Snapchat. (Statista)
• There are 364 million daily active users worldwide. (Statista)
• There are 243 million Snapchats shared per minute on the platform. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• 51% of Snapchat users worldwide are female. (The Social Shepherd)
• About 46% of Snapchat users are male. (Statista)
• The majority of Snapchat users are between 18 and 24 years old. (Statista)

Takeaway

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 refer to this list periodically as you’re working through your editorial calendars and audits for the new year. As this time of year calls for a fresh slate, the research behind your next incredible campaign has to be fresh, as well.

Happy planning!