Social Media Game- Among Key Demographics

Social media marketing is often a pivotal aspect of operating a small business. Just as you want to know who your customers are, you want to know who is on what platform so you can make informed marketing decisions. You can use the following usage statistics to determine what platforms your target customers are on the most.



Key Findings of Statistica and Pew Research Center studies conducted in 2018 and 2019.


Facebook and YouTube are the platforms with the most users. For broad marketing campaigns, use these platforms.


Pinterest and, to a lesser extent, Instagram and Facebook, have a disproportionally large number of female users.


YouTube is the only platform with significantly more male users than female.


To reach a younger demographic, use Instagram and Snapchat.


Social media marketing is not the most effective tool for reaching an older demographic. Older users are most active on Facebook and YouTube.


High earners make up the majority of users on most platforms. Snapchat and Pinterest are the only exceptions.


Facebook Demographics

Percentage of U.S. participants who say they ever use Facebook


Facebook currently has 2.6 billion active users.

The average Facebook user is a 25- to 29-year-old woman with an annual income of $75,000+.


Youtube Demographics

Percentage of U.S. participants who say they ever use YouTube



YouTube currently has 2.0 billion active users.

The average YouTube user is a 25- to 29-year-old man with an annual income of $75,000+.


Instagram Demographics

Percentage of U.S. participants who say they ever use Instagram



Instagram currently has 1.1 billion active users.