Demographics of Social Media Users

A comprehensive social media survey by the Pew Research Center conducted over several years to evaluate who uses social media and which platforms has been released.

Among adults, Facebook gets the most use. Percentage of adults preferring social networks are:

  • Facebook, 67%
  • LinkedIn, 20%
  • Twitter, 16%
  • Pinterest, 15%
  • Instagram, 13%
  • Tumblr, 6%

Women use social media 9% more than men do. The most pervasive and consistent divider among social media users remains their age. 83% of the young adult demographic (18-29 year olds) use social media, which is well over double the activity of online adults over 65 years old.

Social media users:

  • 62% of males
  • 71% of females
  • 72% of Hispanics
  • 68% of African-Americans
  • 65% of Whites
  • 83% of 18-29 year olds
  • 77% of 30-49 year olds
  • 52% of 50-64 year olds
  • 32% of 65+

Aside from division of age, there are still certain social media sites that attract specific demographics much more heavily than others.

Site Demographics
Networking Site Demographic Appeal
Pinterest Significantly more rural residents, women, Caucasians, people with some level of college education and individuals with a middle to higher income
Facebook There’s less demographic distinction on Facebook, since it’s already ubiquitous. However, there are 10% more women than men, and heavily used by the youngest adult age group
Instagram Greater use among African-Americans and Hispanics, urban users, 18-29 year olds, and women
Twitter Significantly more slanted towards the 18-29 demographic, African-Americans and urban residents
Source: Pew Research Center

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