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By John Eberhard

One of the guiding principles of marketing is that you have to know what public will buy your product or service, and promote to that public.

This is based on the idea that the overall public at large is divided up into various sub-groups, called “publics” in marketing speak. These could include women, aged 25-35, or pet owners, or video gamers, or science fiction fans.

By knowing who your target public is, you can then find ways to get your promotional message out to just those people, thus saving money and increasing your response percentage.

So in the spirit of knowing more about various publics, I am going to give you demographic information and usage statistics for the major social media sites. This will help you determine which social media sites to target or prioritize for your social media marketing.

Facebook demographics and usage

  • Number of monthly active users: 2.963 billion
  • Largest age group: 25-34 (29.9%)
  • Gender: 44% female, 56% male
  • Time spent per day: 30 minutes

Instagram demographics and usage

  • Number of monthly active users: 2 billion
  • Largest age group: 25-34 (31.2%), with 18-24 year-olds close behind at 31%
  • Gender: 48.4% female, 51.8% male
  • Time spent per day: 29 minutes

Twitter demographics and usage

  • Number of daily active users: 237.8 million
  • Largest age group: 18-29 (42%)
  • Gender: 34.1% female, 61.29% male
  • Time spent per day: 34.8 minutes

TikTok demographic data and usage

  • Number of monthly active users: 834.3 million, other reports cite 1+ billion
  • Largest age group: 18-24 (21%)
  • Gender: 54% female, 46% male
  • Time spent per day: 45.8 minutes

LinkedIn demographics and usage

  • Number of members: 930 million
  • Largest age group: 30-39 (31%)
  • Gender: 43% female, 57% male
  • 63% of LinkedIn users access the network weekly, 22% daily (in 2020)

Statistics from Sprout Social.

Some examples of how to use this data:

  1. If your target public is teenagers, Tik-Tok is a good choice. And Tik-Tok users on average spend 45 minutes a day on the platform.
  2. If you’re targeting an older public, Facebook is probably the way to go. Note it has the highest monthly users of any social media site.
  3. Note that LinkedIn users are slightly older, and the platform is considered more devoted to business people.
  4. Instagram is mostly younger people, and has the second highest monthly users.

If you’d like help with social media marketing or any other marketing matter, call us at 877-758-7797, or fill out a form here.