SOCIAL MEDIA DEMOGRAPHICS AND USAGE 2021


If you’re looking for the latest social media demographics for 2021, you’ve hit the jackpot. We often talk about the importance of building a social strategy that’s driven by data. Demographics are no different.

Because the social space is constantly evolving with more networks available to marketers than ever before, you need to spend your time and budget wisely. And while you may think you know which networks matter most based on your target audience, 2021’s numbers might surprise you.

From putting together personas to conducting market research, demographic data is an essential starting point for figuring out which networks and campaigns deserve your attention.

Facebook Demographics and Usage

  • Number of monthly active users: 2.7 billion
  • Largest age group: 25-34 (26.3%)
  • Gender: 44% female, 56% male
  • Time spent per day: 38 minutes

Instagram Demographics and Usage

  • Number of monthly active users: 1 billion
  • Largest age group: 25-34 (33.1%)
  • Gender: 57% female, 43% male
  • Average time spent per day: 29 minutes

Twitter Demographics and Usage

  • Number of daily active users: 187 million
  • Largest age group: 30-49 (44%)
  • Gender: 32% female, 68% male
  • Time spent per day/week: 3.53 minutes per session

LinkedIn Demographics and Usage

  • Number of total users: 738 million
  • Largest age group: 46-55
  • Gender: 51% male, 49% female
  • 63% of LinkedIn users access the network monthly, and 22% weekly

Pinterest Demographics and Usage

  • Number of monthly active users: 400+ million
  • Largest age group: 30-49
  • Gender: 78% female, 22% male
  • Time spent per day: 14.2 minutes

TikTok Demographics and Usage

  • Number of monthly active users: 100 million
  • Largest age group: 18-24
  • Gender: 59% female, 41% male
  • Time spent per day: 45+ minutes

Snapchat Demographics and Usage

  • Number of monthly active users: 265 million
  • Largest age group: 13-34 (75%)
  • Gender: 58% female, 40% male
  • Time spent per day: 26 minutes

YouTube Demographics and Usage

  • Number of monthly active users: 2 billion
  • Largest age group: 15-25
  • Gender: 72% of all female internet users and 72% of all male internet users
  • Time spent per day: 41.9 minutes among viewers 18 and older

Keep in mind that this data is generalized across millions of users and serves as a starting point for brands looking to prioritize their social platforms. If you’re looking to expand your reach, we recommend looking into the demographic data from your own social presence to see how it compares to the averages above.