Understanding social media demographics is key to knowing which networks and campaigns deserve your attention. Utilizing data and resources can be a key difference between maintaining a few thousand followers and growing into the millions.

Below is our list of key social media statistics across all platforms to keep in mind in 2023. Click here to see how you can track your social media with our top social media monitoring tool.

General social media statistics

• 72% of people in the US use social media 
• People spend 147 minutes per day on social media
• 54% of social media users are male versus 46% who are female
• However, 78% of women in the US say they use social media versus 66% of men
• Worldwide, the average internet user spends nearly two hours on social media each day.

TikTok demographics

TikTok is a crucial platform for social media marketing because it offers a unique creative outlet to its users and allows them to reach a large and diverse audience. As the app now has over 1 billion active users, TikTok is one of the most popular social media platforms in the world. It is especially popular among younger generations, making it an ideal platform for businesses to target their marketing efforts.

• Number of active users: 1 billion
• Time spent per day: 89 minutes
• More than 2 in 5 TikTok users are between the ages of 18 and 24 (42%); 31% of users are 25-34; 13% are 35-44; 7% are 45-54; and 4% are over 55.

Instagram demographics

Instagram allows businesses to advertise their products and services in a visually appealing way. This content allows companies to build brand awareness and promote products, services, and events to an engaging and entertaining way. Additionally, businesses can use Instagram to create targeted ads that are tailored to their target audience.

• Number of active users: 2 billion
• Time spent per day: 29 minutes
• 51% of global Instagram users are male and 49% are female. 
• 49% of college graduates use Instagram; 44% of those with some college education use it; 30% with a high school education or less use it.