Social Media Demographics 2025

Report highlights. As of 2025, about 5.24 billion people use social media, comprising roughly 63% of the world’s total population.

5.24 billion people use social media, comprising roughly 63% of the world’s total population.
A majority of Instagram users (76%) in the US fall in the 18–29 years age bracket.
69.2% of Millennials are using social media in 2025, making them the most active generation across platforms.
39% of Facebook users make direct purchases on the platform, the highest among all social media.
Across age groups, staying connected with friends and family is the top reason for using social media.

User demographics by platform

While each platform attracts a unique mix of users, younger audiences dominate TikTok and Snapchat, while Facebook and LinkedIn skew older and more professional.

Facebook age and user demographics

In the US, middle-aged adults aged 30–49 represent Facebook’s highest usage group, but worldwide the highest usage is seen among those aged 25–34.

A majority of Facebook users (31.1%) are aged 25–34; men make up 18.4% and women 12.7% of this group.
Men represent a higher share of Facebook users across nearly all age groups, except for 55–64 (equal) and 65+ (where women slightly outnumber men).
In the US, 78% of users aged 30–49 report using Facebook, the highest compared to other age groups. Usage is lowest among those aged 65 and older, at 59%.
56.7% of Facebook users are male while 43.3% are female.
33% of American teens (aged 13–17) used Facebook in 2023, down from 71% in 2014–15. Most teens preferred YouTube (93%), TikTok (63%), Snapchat (60%) and Instagram (59%).
Facebook usage is higher among college-educated adults (70%) compared to those with a high school diploma or less (63%).
74% of US adults with household incomes between $70,000 and $99,999 use Facebook, the highest among all income brackets.
Facebook is more popular among US adults in rural areas, where 74% say they use the platform, compared to 70% in suburban areas and 67% in urban areas.
One in three US adults says they regularly get news from Facebook, more than YouTube (26%), Instagram (16%), or TikTok (14%).

India has the largest Facebook audience, with 378.05 million users, followed by the US (193.8 million), Indonesia (119.05 million), and Brazil (112.55 million).

vertical bar chart comparing number of facebook users in different countries

YouTube age and user demographics

YouTube is a top platform for reaching adults aged 25–44 and sees widespread usage across income levels, educational backgrounds, and community types.

YouTube has 2.53 billion monthly active users, the second largest after Facebook.
The largest age group on YouTube is 25–34, accounting for 21.7% of its users, followed by those aged 35–44 (18.5%).
Globally, YouTube’s user base skews slightly male; 54% of users are men and 46% women. In the US, however, the gender distribution is nearly equal, at 50.2% for women and 49.8% for men.
Among US adults, 90% of those with household incomes over $100,000 report using YouTube, as do 78% of those earning less than $30,000.
India has the largest YouTube audience, with 491 million users, followed by the US with 253 million and Brazil with 144 million.
According to a 2020 survey, 80% of parents in the US with children aged 11 or younger said they have allowed their child to watch YouTube; 35% said their child watched content on YouTube multiple times a day.
YouTube is widely used across education levels in the US; 90% of college graduates, 87% of those with some college, and 79% of high school-educated adults report usage.
81% of rural American adults use YouTube, along with 87% of suburban adults and 85% of urban adults.
More than three-quarters of consumers (76%) use YouTube.
In 2024, American adult users spent an average of 48.7 minutes per day on YouTube.
YouTube reaches about 39% of the global population; Saudi Arabia reports the highest penetration at 95.8%, followed by Israel (93.3%) and Singapore (91.8%).

horizontal bar chart showing use of youtube across genders

Instagram age and user demographics

Instagram is especially popular among adults aged 18–34 and stands out as a leading platform for product discovery and shopping-driven engagement.

Instagram has 2 billion monthly active users, the third largest after Facebook and YouTube.
84% of social media users report having an Instagram profile, the highest compared to other platforms such as Facebook (83%), YouTube (78%) and TikTok (68%)
Users aged 25–34 make up the largest share of Instagram’s global audience at 31.6%, followed closely by those aged 18–24 at 29.5%.
In the US, adults aged 25–34 make up the largest share of Instagram users at 28.3%, followed closely by those aged 18–24 at 26.5%.
Globally, Instagram’s gender distribution is nearly balanced, with 52.7% male users and 47.3% female. In the US, however, the platform skews slightly female: 55.4% of users identify as women and 44.6% as men.
In the US, 58% of adults with a household annual income over $100,000 say they use Instagram, followed by 54% of those earning between $70,000 and $99,999.
57% of Americans with a college degree or higher use Instagram, compared to 51% of those with some college education and 41% of those with a high school diploma or less.
As of February 2025, India had the largest number of Instagram users at 413.85 million, followed by the US with 171.7 million and Brazil with 140.7 million.
In the US, Instagram usage is most common among suburban US adults (54%), followed by those in urban areas (51%) and rural areas (39%).
29% of users report making purchases on Instagram, the third most-used platform for shopping after TikTok (36%) and Facebook (39%).
As of 2024, users worldwide spent an average of 34 minutes per day on Instagram (on the Android app). In contrast, American children reported spending as much as 89 minutes per day on the platform.

horizontal bar chart comparing instagram usage between men and women

TikTok age and user demographics

TikTok is a top platform for Gen Z and younger Millennials, with especially high daily engagement among teens and young adults in the US.

TikTok has about 1.59 million monthly active users worldwide as of Feb 2025.
The US has the largest TikTok audience with 135.79 million users, followed by Indonesia (107.7 million) and Brazil (91.75 million).
Globally, TikTok’s user base skews male; 55.7% of users identify as male and 44.3% as female.
The largest age group of TikTok users worldwide is 25–34, making up 35.3% of the audience, followed by users aged 18–24 at 30.7%. Those aged 55 and older represent the smallest segment, accounting for just 8.4%.
In the US, users aged 19–25 make up the largest share of TikTok’s audience at 33.7%, followed by those under 18, who accounted for around 20% in 2023.
63% of US teens use TikTok, and about 16% of them report using it constantly.
In 2024, kids in the US spent an average of 132 minutes each day using TikTok.
82% of Gen Z are most likely to have a TikTok account.
In 2024, Americans aged 18–24 spent an average of 57 minutes per day on TikTok, compared to 28 minutes for those aged 25–34.
Among US adults, 39% of those earning $30,000–$69,999 say they use TikTok, compared to 37% of those earning less than $30,000 and 26% of those earning over $100,000.
37% of American adults with a high school education or less say they’ve used TikTok, the same as those with some college education. Among college graduates, that number drops to 26%.
TikTok is slightly more popular among urban American adults (36%) than those in rural areas (33%) and suburban areas (31%).

pie chart comparing tiktok usage between males and females

Pinterest age and user demographics

Pinterest is especially popular among women aged 18–34 and Gen Z users, who primarily use the platform to discover new products and explore brand-related ideas.

As of 2025, Pinterest has 570 million monthly active users worldwide.
Pinterest’s audience skews heavily female; 70.3% of users are women and only 22.4% are men.
According to ad data, as of January 2025, the average Pinterest user was between 25 and 34 years old.
Women aged 18 to 34 make up 40% of Pinterest’s user base.
In the US, 46% of adults aged 18–24 use Pinterest, followed by 40% of those aged 25–34 and 39% of those aged 35–44.
As of early 2025, the US had the largest number of Pinterest users at 96 million, followed by Germany with 22.57 million and France with 18.9 million.
As of June 2023, Gen Z made up 42% of Pinterest’s global user base. Their primary reason for using the platform was to find information about brands and products.
40% of American households with an annual income of over $150,000 use Pinterest as of Jan 2024.
Pinterest usage is highest among rural US adults (39%), followed by those in suburban areas (37%) and urban areas (31%).
As of 2023, 96% of top searches on Pinterest were unbranded, indicating that users were open to discovering new businesses and ideas.
One in four consumers wants to see more brands on Pinterest. That figure rises to 31% among Gen Z.
As of January 2025, Pinterest ads reached 4.1% of the global population.

pie chart comparing male and female usage of pinterest

LinkedIn age and user demographics

LinkedIn is most popular among professionals aged 25–34 and remains the leading platform for B2B marketing.

As of January 2025, LinkedIn had over 1.2 billion users.
LinkedIn’s global user base is heavily skewed toward younger professionals: 47.3% are aged 25–34; 28.7% aged 18–24; 20.7% aged 35–54; and 3.3% 55 or older.
In the US, Millennials (aged 29–44) make up the largest share of LinkedIn users at 35.8%, followed by Gen X (ages 45–60) at 27.2%, and Gen Z (ages 13–28) at 26.2%.
In terms of gender, LinkedIn’s audience worldwide skews male; 56.9% of users identify as men and only 43.1% as women.
The US has the largest LinkedIn audience with 250 million, followed by India with 150 million.
Among responding B2B marketers in 2024, LinkedIn was the most used platform among marketers (86%).
As of February 2025, about 33% of LinkedIn users in the US held a bachelor’s degree or equivalent, while 18% held a master’s or equivalent.
More US adults in urban (32%) and suburban (39%) areas say they use LinkedIn, compared to just 19% in rural areas.
In the US, LinkedIn usage increases with income: just 16% of adults earning under $30,000 use the platform, compared to 22% in the $30,000–$69,999 range, 34% in the $70,000–$99,999 bracket, and 53% among those earning over $100,000.

pie chart comparing linkedin usage between males and females

X (formerly Twitter) age and user demographics

X is especially popular among users under 35, and many turn to the platform to stay updated with news and current events.

As of February 2025, X has 586 million monthly active users worldwide.
As of April 2024, 73.2% of X (formerly Twitter) users worldwide were under the age of 35. The largest age group was 25–34 (36.6%), followed closely by users aged 18–24 (34.2%).
X is more popular among male users who make up 60.9% of the platform’s global audience, compared to 39.1% female users.
In the US, parents with children made up 39% of X’s monthly active user base in 2023.
X is more commonly used among American adults from higher-income households; 27% of those with incomes over $100,000 say they use the platform, compared to 24% in the $70,000–$99,999 range, and 18% in the $30,000–$69,999 range.
X usage rises with education level; 13% of Americans with a high school education or less say they use the platform, compared to 23% with some college education and 27% of college graduates.
The US has the largest number of X users, with 106.23 million, followed by Japan (69.28 million) and India (25.45 million).

horizontal bar chart comparing income of x users

Snapchat age and user demographics

Snapchat is most popular among younger users, and over half of its global audience is aged 13–24, making it a key platform for reaching teens and early adults.

Snapchat has around 850 million monthly active users globally.
India has the largest Snapchat user base with 210.9 million users, followed by the US with 105 million and Pakistan with 39.55 million.
Snapchat favors a younger audience; 38.1% of users are 18–24 years old—its largest demographic—and another nearly 20% are 13–17.
Snapchat is more popular among American adults with lower household incomes; 32% of those earning $30,000–$69,999 use the platform, compared to 24% of those earning over $100,000.
Snapchat usage is slightly higher among rural US adults (30%), compared to 27% in suburban areas and 25% in urban areas.
Snapchat’s global user base is nearly evenly split by gender; 49.2% of users are male and 49% are female. In the US, however, women make up a larger share, 54.7% compared to 45% male users.

Reddit age and user demographics

Reddit is most popular among adults aged 18–29 and skews male, urban/suburban, and high-income, making it ideal for reaching younger, niche-oriented, and discussion-focused audiences.

Reddit had about 606 million monthly active users as of February 2025.
The US had the largest Reddit user base in 2024 with an estimated 197.79 million users, followed distantly by the UK’s 34.21 million users.
As of Q3 2024, Reddit’s global audience was predominantly male; 59.8% identify as male and 39.1% as female.
In the US, the number of people using Reddit appears to decline with age. According to data from 2024, adults aged 18–29 made up the largest share of users at 46%, followed by 35% of those aged 30–49, and just 11% among those aged 50–64.
36% of Asian American adults say they’ve used Reddit, the highest among all ethnic groups, followed by 23% of Hispanic, 21% of white, and 14% of Black adults.
29% of American adults in suburban areas say they use Reddit, compared to 24% in urban areas and just 14% in rural areas.
34% of American adults with household incomes over $100,000 say they use Reddit, compared to 22% in both the $30,000–$69,999 and $70,000–$99,999 ranges, and just 15% of those earning less than $30,000.

Most popular social media platforms

A small number of social networks account for the majority of global users, and Facebook, YouTube, and Instagram lead the way. For more detailed research, read our report on the most popular social media platforms.

As of 2025, Facebook remains the world’s most widely used social network, with 3.07 billion monthly active users. It is followed by YouTube (2.53 million) and Instagram (2 billion).
In the US, YouTube is the most popular social network, and 85% of users say they use it.
Among popular social networks, users spend the most time on YouTube (an average of 49 minutes every day), followed closely by TikTok (47 minutes).

vertical bar chart comparing most popular social media platforms

What is the right social media platform for your audience?

Different social platforms attract different audiences based on age, gender, income, and interests, making it essential to align your strategy with your target demographic. Note that these patterns vary by country or region, so be sure to look up local data for your audience.

Targeting by age

Ages 13–17 and younger

Best platforms: TikTok, Snapchat, Instagram, YouTube

TikTok and Snapchat are dominant among teens; 20% of Snapchat’s global user base and 20% of TikTok’s US audience are in this age bracket. Notably, US teens spend over two hours per day on TikTok.
YouTube leads in overall usage; 90% of American teens use the platform, followed by TikTok (63%), Instagram (61%), and Snapchat (55%). Many parents also report daily YouTube viewership among children.
About half of American teens in this age group use Instagram daily, and 12% of them say they use it almost constantly.

multiple line graph comparing use of social media platforms across us teens

Ages 18–24

Best platforms: Instagram, TikTok, Snapchat, Reddit

Instagram captures 29.5 of this age group globally, while TikTok sees nearly an hour of daily use from this demographic in the US.
Snapchat thrives among this group (38.1% use it), and Reddit sees its highest participation (46%) among adults aged 18–29.

Ages 25–34

Best platforms: TikTok, Facebook, YouTube, LinkedIn, X, Instagram, Pinterest

This is the most active age group across platforms, representing the largest segments on TikTok (35.3% of users), Facebook (31.1%), YouTube (21.7%), X (36.6%), and LinkedIn (47.3%), and the second-largest segment on Instagram (30.6%).
Pinterest usage in this age group aligns with life-stage transitions (career, home ownership, parenting).

horizontal bar chart showing worldwide usage of facebook, split by gender and age

Ages 35–54

Best platforms: Facebook, YouTube, Pinterest, LinkedIn

The 35–54 age group maintains strong engagement with Facebook (32.2%) and YouTube (18.5%).
Pinterest remains relevant in this age bracket; for example, 39% of Americans aged 35–44 use the platform, indicating continued interest in idea-driven and visual content.
LinkedIn also sees notable engagement from this group, which represents the platform’s third-largest age segment at 20.7%.
YouTube’s popularity holds steady across age groups, particularly among users with higher income and education levels, traits that often overlap with this demographic.

Ages 55+

Best platforms: Facebook, YouTube, Pinterest

Facebook remains the most widely used platform among older adults; 13.7% of users are aged 55 and above.
According to ad data, YouTube is used by 19.4% of users in this age group, reflecting strong video engagement among older audiences.
Pinterest also attracts older users; 11.8% of its audience are aged 55+ (over three-quarters of whom are women), according to ad data.

Targeting by gender

Male-dominant platforms

Reddit, TikTok, LinkedIn, Facebook, X (Twitter), YouTube (global)

Reddit has one of the most skewed gender ratios; nearly 60% of its global users identify as male.
TikTok, though popular across demographics, also skews male globally (55.7% male).
LinkedIn’s global audience is about 57% male.
Facebook shows a global male majority, and men outnumber women in nearly every age group except for those over 65.
X (Twitter) continues to attract more men (60.9% globally).
YouTube’s global audience is 54% male, though usage is more balanced in the US.

stacked vertical bar chart comparing usage of different social media platforms by men

Female-dominant platforms

Pinterest, Instagram (US), Snapchat (US)

Pinterest is by far the most female-skewed platform, with over 70% women users. It’s especially popular among women aged 18–34, who account for 40% of its global base.
In the US, 55.4% of Instagram users are women.
Snapchat’s US user base is majority female as well, and women make up 54.7% of users.

Targeting by income and interests

Targeting by income

High-income users ($100,000+)

Best platforms: LinkedIn, Pinterest, Instagram, X (Twitter), Reddit

LinkedIn: Used by 53% of US adults earning $100K+, the highest among all income brackets for this platform.
Pinterest: 40% of US households earning over $150K use Pinterest. The platform is popular for product research, wedding planning, and home decor.
Instagram: 58% of US adults in this income group report using the platform.
X (Twitter): Highest usage among high earners (27%) compared to lower brackets.
Reddit: 34% of high-income American adults report using this platform.

Middle-income users ($30,000–$99,999)

Best platforms: Facebook, TikTok, Snapchat

Facebook: 73% of US adults earning $70K–$99K use Facebook.
TikTok: 39% of US adults earning $30K–$69K use TikTok, the highest penetration among any income bracket.
Snapchat: Reaches 32% of US adults earning $30K–$69K.

Lower-income users (under $30,000)

Best platforms: YouTube, TikTok, Facebook

YouTube: 78% of US adults earning under $30K use YouTube, reflecting broad appeal and deep daily engagement.
TikTok: Maintains strong usage (37%) in this group.
Facebook: While not the highest among income groups for this platform, 65% of US adults in this bracket use Facebook, making it a good option for reach-based campaigns.

Targeting by career and education

LinkedIn: Nearly half of global users are aged 25–34, and in the US, 35.8% are Millennials, making it the go-to platform for young professionals and career content.
YouTube: Used by 90% of college graduates in the US, a signal that it’s favored by educated users seeking skill-building, explainer videos, and certifications.
Reddit: Strong usage among college-educated, high-income males.

Targeting by interests

Lifestyle, visual inspiration, and shopping

Pinterest: 96% of searches are unbranded, and Gen Z accounts for 42% of global users who actively search for brands and products.
Instagram: High daily engagement from users aged 18–34, and 29% of users report making purchases directly on the app.
TikTok: 36% of users report buying products via the platform, the highest shopping conversion among major platforms.

News, commentary, and real-time updates

X (formerly Twitter): 59% of US users say they use the platform to stay updated with news.
Facebook: 1 in 3 US adults regularly get news from Facebook.
YouTube: Supports deep-dive explainers, interviews, and video news formats; used by 90%+ of high-income and college-educated adults.

Hobbies, niche communities, and DIY

Reddit: Built around topic-specific communities; usage is highest among young, educated, and high-income users.
YouTube: While not explicitly labeled as a hobby platform, it’s widely used for how-to content and tutorials.
Pinterest: Frequently used for discovering DIY projects, home improvement, recipes, and crafts, especially by women aged 18–34.

Sources

Vinnie Wong