Jenkinson & Associates
Marketing With Results

Understanding The Demographics Of Social Media, LinkedIn, Facebook, TickTok, Snapchat, Pinterest & YouTube

Here we look at the latest social media demographic data you need to know. We will now be putting Facebook, LinkedIn and TikTok squarely under the microscope:

LinkedIn Demographics: Key Facts and Figures

• LinkedIn currently has approximately 810 million active users spanning dozens of key markets.
• The biggest active age group on LinkedIn’s is 25 to 34 year olds, accounting for 58.4% of the platform’s users.
• 52% of LinkedIn’s users are male, and the remaining 48% are female.
• Only 22% of LinkedIn account holders access their profiles on a daily basis, compared to 63% who use the platform at least once a week.

Millennials remain by far the biggest active audience on LinkedIn, which is an entirely different type of social network. Used primarily by businesses and professionals, it’s far from the norm for people to be hooked to their LinkedIn accounts on a daily basis.

LinkedIn itself has proclaimed on several occasions that in terms of generating leads, there’s no better social network for B2B marketing.  Interestingly, just 25% of LinkedIn’s users are based in the United States, giving the platform a much broader international reach than some comparable social networks.

Facebook Demographics: Key Facts and Figures

• As of mid-2022, Facebook has a total combined audience of more than 2.9 billion active users.  Or to put it another way, more than a third of the world’s entire population.
• The biggest active age group on Facebook by a fairly significant margin is 25 to 34-year-olds, accounting for 31.5% of all of its users.
• 57% of those who use Facebook are male, and the remaining 43% are female users.
• On a daily basis, a typical Facebook user spends around 33 minutes on the platform.

Facebook has achieved the lowest annual growth rate of any comparable social network over the past couple of years. Far from spelling the slow but steady demise of the platform, it simply suggests that everyone in the world who wants to use Facebook already does.

Plus, Facebook’s annual revenues continue to climb at a faster rate than any of its counterparts.

In addition, Facebook’s primary demographic appears to be getting older with each passing.  There was once a time when the idea of anyone over 25 using Facebook was ‘cringeworthy’ to its younger users.  Today, more 25 to 34-year-olds use Facebook than any other age group.

TikTok Demographic: Key Facts and Figures

• TikTok recently surpasses the 1 billion active user milestone, achieving astonishing growth over the past two years.
• The biggest active age group on TikTok is 10-year-olds to 19-year-olds, who account for 25% of all of the platform’s users.
• A surprising 61% of TikTok users are female, compared to just 39% male users.
• The average TikTok user spends just under 90 minutes per day on the platform.

TikTok them out of nowhere to take the social media landscape by storm. The annual growth TikTok has achieved over the past couple of years has been no less than astounding, with further climbs to come.

When polled, four out of ten Gen Z consumers said TikTok influences their product purchase decisions inner date way. TikTok has by far the highest appeal to younger audiences, call on average spend a whopping 1.5 hours per day on the platform.

TikTok continues to intensify its efforts to broaden its appeal to more mature audiences, but nonetheless remains the social network for the younger user.

Snapchat demographics: Key Facts and Figures

• Snapchat currently has a total combined audience worldwide of 319 million active users.
• The biggest active audience on Snapchat is 15 to 25-year-olds, accounting for almost 50% of the platform’s combined user base.
• 46.6% of Snapchat users are male, while 54.4% are female.
• The average Snapchat user will typically spend around 25 minutes per day on the platform.

Snapchat is another platform that has again huge popularity among younger audiences. It also achieved remarkable growth over the past couple of years, perhaps due to a major uptick in social networking activities among younger users during the pandemic.

Businesses and marketers continue to flock to Snapchat as one of the best places to head for spotting the latest trends ahead of time.  50% of its entire user base is aged 15 to 25, making it a goldmine for insights into what younger people are into.

Pinterest demographics: Key Facts and Figures

• As of mid-2022, Pinterest has a total combined audience of 431 million active users.
• The biggest active age group on Pinterest is 50 to 64-year-olds, accounting for 38% of its user base.
• A huge 78% of Pinterest users are female, while just 22% are male.
• The average user spends just 14 minutes per day using the platform.

A world away from some of its counterparts, Pinterest’s huge global audience is dominated by female users of a slightly older age. Importantly, research suggests that 45% of those who use Pinterest on a regular basis have a $100,000+ household income.

Pinterest is particularly product-focused, and tends to be the go-to for people looking to spend money online. 70% of those who use the platform say they trust the product recommendations they come across from other users.

While Pinterest’s global audience is dominated by older users, it still has a huge pull with younger demographics – 32% of its users being within the 18 to 29 age bracket.

YouTube Demographics: Key Facts and Figures

• YouTube has a total active audience of more than 2 billion users.
• The biggest active audience on YouTube is 15 to 35-year-olds.
• 54% of YouTube users are male, while 46% are female.
• The average YouTube user spends around 30 minutes per day on the platform.

YouTube remains the second most visited website in existence after Google, and is also the second biggest search engine on the web.  Research suggests that two-thirds of YouTube users are active on the platform every day.

However, the overwhelming majority of YouTube users hit the platform purely for entertainment or educational purposes – not to find brands, businesses, products or services.

The influence of paid ads on YouTube has wavered over recent years, presenting those who use the platform for marketing purposes with an increasingly difficult challenge.

However, to build a popular YouTube channel and establish your name as an influencer can pave the way for a highly successful (and lucrative) venture.