Social Media Demographics 2025
See where audiences spend time and shape your strategy with platform‑by‑platform insights.
Key Takeaways
Facebook
Dominates
3.065B MAUs; still the largest reach.
TikTok
Engagement
~47 minutes daily — top time‑spent.
Shopping
Shift
TikTok Shop passed 500k US merchants.
Pinterest
Growth
~23% YoY — fastest among majors.
Platform Comparison
| Platform | Monthly Users | Largest Age Group | Gender Split | Daily Time | Top Use Case |
|---|---|---|---|---|---|
|
Facebook
|
3.065B | 25–34 (31.1%) | 56.8% M / 43.2% F | 32 min | Customer care |
|
Instagram
|
2B | 18–24 (31.7%) | 50.6% M / 49.4% F | 32 min | Product discovery |
|
TikTok
|
2B | 25–34 (35.3%) | 55.7% M / 44.3% F | 47 min | Trend discovery |
|
YouTube
|
2.504B | 25–34 (21.7%) | 54% M / 46% F | 49 min | Entertainment |
Age Distribution by Platform
US Social Media Usage by Age Group
Key Insights
Gen Z (18–24) are most active on YouTube (93%), Instagram (76%), and Snapchat (65%); Facebook usage ~68%.
Millennials (25–34) show higher Facebook adoption (~78%) and growing LinkedIn usage (~30%).
Gen X (35–50) prefer Facebook (~70%) and YouTube (~86%); Pinterest (~43%) is increasingly relevant.
65+ primarily use YouTube (~65%) and Facebook (~59%); minimal adoption of TikTok.
Platform Deep Dives
25–34 (31.1%)
~32 min/day
Key Statistics
- ~90% of social media consumers have a Facebook profile
- ~63% rely on Facebook for news
- ~60% use Facebook for product discovery
- ~44% interact with brand content daily
Strategic Implications
“While Facebook’s growth has slowed, it remains essential for reaching Millennials and Gen X. Focus on customer service, community building, and commerce features like Marketplace.”
18–24 (31.7%)
~32 min/day
Key Statistics
- ~61% use IG for product discovery
- ~Reels engagement ~2.08% vs ~1.17% photo posts
- ~29% purchase directly on IG
- ~Saves & shares drive algorithmic reach
Strategic Implications
“Instagram remains the premier platform for visual storytelling and commerce. Prioritize Reels, shoppable posts, and authentic influencer partnerships to reach Gen Z and Millennials.”
TikTok
25–34 (35.3%)
~47 min/day
Key Statistics
- ~82% of Gen Z have a TikTok account
- ~77% use TikTok for product discovery
- ~Avg engagement rate ≈ 2.18%
- ~TikTok Shop surpassed ~500k US merchants
Strategic Implications
“TikTok’s explosive growth makes it essential for brands targeting Gen Z and Millennials. Focus on authentic, entertaining content and leverage TikTok Shop for direct sales.”
YouTube
25–34 (21.7%)
~49 min/day
Key Statistics
- ~1B hours watched daily on TVs
- ~51% prefer long‑form brand videos
- ~Shorts ≈ 70B daily views
- ~84% of Gen Z have YouTube accounts
Strategic Implications
“YouTube dominates video consumption with a mix of long and short-form content. Create educational tutorials and entertaining content optimized for both mobile and TV viewing.”
25–34 (50.6%)
~11 min/day
Key Statistics
- ~44% of B2B marketers rate LI most effective
- ~89% use LI for B2B lead gen
- ~Text‑only posts often top engagement (≈0.1%)
- ~53% of users from high‑income households
Strategic Implications
“LinkedIn is the undisputed leader for B2B marketing. Share educational content, industry insights, and company updates to engage professionals and decision-makers.”
18–24 (≈46%)
~14 min/day
Key Statistics
- ~85% of weekly users have made purchases
- ~69% of users are women
- ~1 in 3 users have income > $100k
- ~80% weekly users say they “find inspiration”
Strategic Implications
“Pinterest’s visual discovery engine makes it ideal for lifestyle, home, and fashion brands. Create inspirational pins that showcase your products in real-life contexts.”
Commerce & Advertising Insights
Where Consumers Make Purchases
TikTok is rising fast in social commerce among Gen Z/Millennials; Facebook remains broad‑based.
Platform Ad Revenue (2024)
Facebook leads total ad revenue; TikTok growth outpaces peers. YouTube includes creator monetization.
Advertising Insights
Average Engagement Rates by Platform
TikTok leads in engagement, with Instagram close behind; Facebook and X have lower engagement but very large audiences.
Daily Time Spent on Platforms
YouTube and TikTok lead in daily minutes; Instagram and Facebook hold steady at ~32 minutes/day.
Strategic Recommendations
Gen Z Approach
- Prioritize TikTok and Instagram Reels
- Focus on authentic, behind‑the‑scenes content
- Leverage nano‑influencers (higher engagement)
- Implement TikTok Shop if relevant
Millennial Approach
- Balance Instagram and Facebook presence
- Create educational, how‑to content
- Use Facebook Groups for community
- Experiment with LinkedIn for professional content
Gen X/Boomer Approach
- Focus on Facebook and YouTube
- Create longer‑form, informative content
- Leverage Pinterest for lifestyle categories
- Prioritize customer service on Facebook
Final Thoughts
The social media landscape in 2025 presents both challenges and opportunities for brands. While Facebook maintains its
dominance in terms of reach, platforms like TikTok and Instagram are leading in engagement and commerce potential.
Success comes from understanding where your audience spends their time and tailoring your content accordingly. Gen Z demands authenticity and entertainment, Millennials value education and community, and older demographics prefer more traditional
platforms and informative content.
The most effective social media strategies in 2025 will recognize the unique strengths of each platform and align content formats, messaging, and engagement tactics accordingly.
Methodology
Data compiled from Sprout Social Index, Statista, DataReportal, Pew Research, and platform disclosures. Latest available as of Q2–Q3 2025.