Social media marketing

Social Media Demographics by Platform

Social Media Demographics by Platform

Social media marketing can make or break an e-commerce business. But knowing which social site to focus on is often difficult.

To that end, I’ve compiled critical audience demographics for major social platforms. The data comes mainly from Statista, eMarketer and the platforms themselves. I’ve linked to sources where appropriate.

For each platform, I focused on four metrics: number of users and their age, gender, and session length. Comparing data between several sources is always tricky because of the methodology and collection times. Nonetheless, the following will hopefully help you identify the best options for your business.


Facebook has about 2.9 billion global active users. the age are 25-34 years old (26.3% of the total), 18-24 years old (18.1%) and 35-44 years old (also 18.1%).

sex Distribution is made up of 43.5% women and 56.5% men.

The average daily time spent on the network is 33 minutes.

My opinion : Privacy changes have reversed Facebook advertising performance for many merchants. But it remains the most used social platform. Engagement is high. Moreover, young users are not abandoning the platform at an alarming rate, as rumors often suggest.


Facebook’s sister platform has 1.1 billion active users. He is younger than Facebook, because his top age the cohorts are 25 to 34 years old (31.4% of the total) and 18 to 24 years old (25.7%).

sex Distribution is made up of 57% women and 43% men.

The average daily time spent on Instagram is around 29 minutesbut some estimate it up to 53 minutes.

My opinion : Instagram is arguably a better advertising platform for eCommerce merchants due to its content and influencer marketing opportunities.


Twitter has about 211 million active users. The top age the cohorts are 25 to 34 years old (38.5% of the total) and 35 to 49 years old (20.7%).

sex Distribution is made up of 29.6% women and 70.4% men.

The average daily session time is 3.53 mins.

My opinion : Twitter is primarily for news and current events. The sessions are short. Ads are a challenge at best, though partnering with an influencer can be fruitful.


LinkedIn has approximately 800 million users. About 40% of Internet users aged 46-55 use the platform.

Genre to divide is made up of 49% women and 51% men.

Only 22% users are active daily; 75% are outside the United States

My opinion : LinkedIn’s audience is older, educated and relatively affluent. B2B sellers could find advertising success, as could sellers looking to connect with international partners.


Pinterest has 444 million active users of all age groups: 18-29 (32% of total), 30-49 (34%), 50-64 (38%) and over 65 (18%).

Genre Distribution is made up of 78.1% women and 21.9% men.

My opinion : Pinterest is a visual discovery engine for finding products. It’s ideal for e-commerce merchants selling home, style and fashion items. It offers attractive advertising and content marketing opportunities for high-income users.


TikTok has around 1 billion active monthly users. the age the distribution is 18 and under (28% of the total), 19 to 29 (35%), 30 to 39 (18%) and 40 and over (19%).

Nearly 61% of users are women, 39% men.

Users spend approx. 68 minutes per day on the platform, depending on the country.

My opinion : TikTok is growing rapidly. Recent partnerships with Shopify and other e-commerce platforms illustrate its focus on purchases. This is a good option for merchants targeting young consumers.


Snapchat has 306 million users. The company claims 75% consumers aged 13-34 in the US, UK, Australia, France and the Netherlands.

sex Distribution is made up of 58% women and 42% men.

Users spend approx. 30 minutes per day on the app.

My opinion : Snap isn’t the easiest place to generate e-commerce related content. But it’s the choice of most American teenagers and it’s helpful in identifying their tendencies and interests. This information could be a solid content strategy on all social platforms.