Social media demographics vary widely, reflecting a diverse user base across age, gender, and geography. Young adults dominate platforms like Instagram and Snapchat, while Facebook sees a more balanced age distribution with a growing presence of older users.

HubSpot contributor Martina Bretous has published an article featuring 70+ social media demographics for marketers in 2024.

She says, “Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to know about your audience and shaping your personas for 2024.

General Social Media Demographics

  • Roughly 82% of Americans between 18 and 49 years old use at least one social media site. (Pew Research Center)
  • Before working with influencers, 33% of marketers consider the demographic of their audience. (HubSpot Blog Research)
  • Snapchat has the highest number (41%) of users aged 18-29. (Statista)
  • 90% of marketers find that short-form videos such as TikTok and Instagram reels have high ROI (71%) or average ROI (27%). (HubSpot Blog Research)”.

70+ Social Media Demographics for Marketers in 2024

HubSpot

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