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Tina Wold   |  

December 03 2019

Social Media Demographics – Where Can I Reach My Target Audience?

As a marketer, finding out where your target audience spends their time online can be tricky if you haven't done it before. Getting a better understanding of social media demographics is important because it can help you make an informed decision about where to spend your focus – and your marketing budget.

We've rolled up our sleeves, dug into the archives and researched, and come out with some stats about social media demographics that we think might come in handy. Here's some of the things we discovered about the users on Facebook, LinkedIn, Instagram and Snapchat.

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Facebook has over 2 billion monthly active users, which means that over a quarter of the world's entire population logs onto Facebook at least once a month. This makes it by far the most popular social media platform, and also the platform where you can meet virtually anyone! 

According to Statista, the age group 25-34-year-olds make up the biggest demographic group, with a total of 32% of all Facebook users falling into this age category (19% of this group are men, and 13% are women). 

The second biggest group of active Facebook users are between 18-24 years-old, with a total of 26% of active Facebook users falling into this group. According to Zephoria, 50% of 18-24-year-olds go on Facebook when they wake up. This might tell us that Facebook is important for this age-group, and that this is a good platform to reach them on. 

Stats also show that worldwide, there are more men using Facebook (57%) than women (43%). 

It may not come as a big surprise that we find the most users in the countries with some of the largest populations. The majority of Facebook users are from:

  1. India (270 million users)
  2. The U.S. (190 million users) 
  3. Indonesia (130 million users)
  4. Brazil (120 million users)

In Europe, the UK is in the lead with 37 million users.

Some more stats about European countries:

In 2018, over 60% of the population in Sweden used Facebook, while 38% of Germans used it. Around 59% of the UK population used Facebook in 2018.

Because there are so many people on Facebook, you can in theory target anyone and everyone. But be aware that targeting everyone is like targeting no one. Try to have a clear idea about your goal and your target audience for a specific ad before posting it, and use time to target your persona as accurately as possible. 


With a user base of nearly 660 million and more than 30 million companies represented on the platform, LinkedIn is by far the best place for online networking – and also the best social platform for B2B marketing.


206 million LinkedIn users live in Europe.
181 million live in North America.


According to Sprout social, 25% of online women and 25% of online men use LinkedIn. Stats also show that: 

  • 43% of LinkedIn users worldwide are female 
  • 57% of LinkedIn users worldwide are men 

Most of their users are in Europe (206 million users), followed by North America (181 million users). And according to LinkedIn, more than 70 percent of its members are outside the US.

The majority of LinkedIn users (38%) are between 25 and 34 years old. The second largest age group on the platform is 35- to 54-year-olds (30%). 

With LinkedIn being the networking platform for professionals and businesses, it's no surprise that we found that the majority of U.S.-users have graduated from college. In fact, 50% of U.S. adults who graduated from college use LinkedIn.

But maybe the most important information to get from LinkedIn, as the platform for professionals, is: what do all of these users do for a living? According to a study conducted by Peak Careers, the top 5 industries (with the most people in them), on LinkedIn are:

  1. Information Technology and Services (17 million) 
  2. Hospital and Health Care (13,5 million)
  3. Construction (12,8 million) 
  4. Education Management (10,29 million) 
  5. Retail (10,28 million)


Instagram is an interesting platform for marketers – the platform has really grown over the last couple of years, especially with the implementation of shopping possibilities within images, the growth of Instagram stories, and the introduction of IGTV in 2018.

More than half of the global Instagram
population worldwide is younger than 34. 

Instagram has over 1 billion monthly active users, and Instagram Stories alone have around 500 million daily active users.

Statista reports that halfway into 2019, 51,2% of Instagram users are female, and 47,9% are men. And in June 2019, Instagram updated their app and added new options for gender selections. (Well that was about time)  




When it comes to age, it's the younger generations that are definitely best represented on Instagram. More than half of the global Instagram population worldwide is 34 years old or younger. Meaning that if you want to hit a younger target audience, there's a great chance that Instagram is the place for you.

Not only are Instagram's users young, but they also have buying power. Around 130 million Instagram accounts tap on a shopping post to learn more about products every month, and 11% of U.S. social media users shop on Instagram.

If your business is in the eCommerce sector, there's a great chance that you'll have a good ROI from your ads on Instagram or Instagram Stories.


Here's a quick look at the countries with the largest number of Instagram users: 

  1. The U.S (110 million)
  2. Brazil (70 million)
  3. India (69 million)
  4. Indonesia (59 million)
  5. Russia (40 million)

These high numbers are of course (again) naturally related to the large population in all of the above countries. In Europe, we find most of the users in

  1. The UK (23 million users)
  2. Germany (19 million users)
  3. Italy (19 million users) 

In the spring of 2019, Instagram was ranked as the second most popular social app amongst teenagers in the U.S. But on first place, we find Snapchat.


In Q3 2019, Snapchat had around 210 million daily active users. In comparison, they had 186 daily active users in Q3 2018.

The average number of daily snaps sent
is an astonishing 3,5 billion!

Like Instagram, Snapchat is also being used more by the younger generations. Even more so than Instagram.

In fact, 75% of Snapchat users are under 34 years old.

When it comes to gender, stats show that roughly:

  • 61% of Snapchat users are female
  • 38% are male.

So, how can your business make use of Snapchat as a marketing platform? Well, truth be told, it's not for everyone. But if your target audience is young people, and your content is relevant and interesting enough for Snapchat, then you should definitely give it a go.

With Snapchat, you can create branded filters, lenses, have ads in the "discovery" tab of the app, or have ads "in-between" snaps. There are definitely many options for Snapchat as a marketing platform, and with a huge young audience, it's a great opportunity to be creative and fun with your brand and make it interactive.

I'll let Snapchat explain their marketing options themselves:


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Tina Wold

Tina Wold

Content Manager