Social media age statistics suggest differences in user behaviour across several age groups and demographics. These statistics help businesses and marketers better understand their target audience and identify potential ways to address a range of customers.
In this article, we’ll take you through some interesting social media age statistics that reflect user behaviour online and suggest differences across several demographics.
Social Media Usage Statistics by Age Group 2025
Understanding how different age groups engage with social media platforms requires examining current usage statistics and demographic trends across all major platforms.
Overall Social Media Usage by Age:
Ages 13-17: 95% use social media platforms regularly
Ages 18-24: 91% are active social media users
Ages 25-34: 87% maintain regular social media presence
Ages 35-44: 73% use social media platforms
Ages 45-54: 61% engage with social media content
Ages 55-64: 49% are active on social platforms
Ages 65+: 31% use social media regularly
Daily Usage Time by Age Group:
Ages 18-24: Average 3 hours 8 minutes daily
Ages 25-34: Average 2 hours 47 minutes daily
Ages 35-44: Average 2 hours 12 minutes daily
Ages 45-54: Average 1 hour 34 minutes daily
Ages 55+: Average 1 hour 2 minutes daily
Platform Preference Distribution: The 25-34 age group represents the largest demographic across most social media platforms, accounting for 31% of total social media users globally. This demographic demonstrates the highest engagement rates and spending power, making them particularly valuable for businesses developing social media marketing strategies.
By reviewing social media age statistics, businesses and marketers can understand the differences in user interaction online and utilise this data to develop their digital marketing strategies.
The Significance of Social Media Use
In today’s day and age, social media has become a significant part of everyday life for consumers from various demographics. With so many social media platforms to choose from such as Facebook, Instagram, YouTube, and TikTok, users can spend hours consuming content online.
Due to the integral role of social media in everyday life, consumers not only depend on social media to remain in touch with family and friends but also to research brands and products when making purchasing decisions.
Think about how many times you may have been interested in visiting a restaurant but wanted to find out more about them, such as their opening hours, menu, or recent company updates. In this scenario, many consumers utilise social media to derive a sense of who a business is and discover information about its services.
But why social media? Let’s say, for example, you checked for this business information on a restaurant’s website. Although you might find information such as opening hours and menu options, you may not be able to tell when the website was last updated or if the information is still relevant.
However, social media allows users to discover a business’ recent activity and the most recent updates that will influence consumer interaction. Therefore, social media has become a significant search engine for consumers to research brands, products, and services to make the best purchasing decisions for them.
Age Demographics Across Social Media Platforms
Facebook Age Demographics:
Ages 25-34: 26.8% of total users (largest segment)
Ages 35-44: 21.7% of total users
Ages 18-24: 18.3% of total users
Ages 45-54: 15.6% of total users
Ages 55-64: 11.2% of total users
Ages 65+: 6.4% of total users
Facebook continues to attract older demographics, with users aged 35+ representing 54.9% of the platform’s total user base.
Instagram Age Demographics:
Ages 18-24: 30.1% of total users (largest segment)
Ages 25-34: 29.4% of total users
Ages 35-44: 17.8% of total users
Ages 45-54: 11.3% of total users
Ages 55+: 11.4% of total users
Instagram maintains a younger user base, with 59.5% of users under 35 years old.
TikTok Age Demographics:
Ages 18-24: 37.2% of total users (largest segment)
Ages 25-34: 29.8% of total users
Ages 35-44: 16.4% of total users
Ages 45-54: 9.7% of total users
Ages 55+: 6.9% of total users
TikTok shows the youngest demographic profile, with 67% of users under 35.
LinkedIn Age Demographics:
Ages 25-34: 38.1% of total users (largest segment)
Ages 35-44: 24.6% of total users
Ages 45-54: 17.8% of total users
Ages 18-24: 12.4% of total users
Ages 55+: 7.1% of total users
LinkedIn attracts working professionals, with 80.5% of users aged 25-54.
YouTube Age Demographics:
Ages 25-34: 23.7% of total users (largest segment)
Ages 35-44: 19.8% of total users
Ages 18-24: 17.9% of total users
Ages 45-54: 16.2% of total users
Ages 55+: 22.4% of total users
YouTube demonstrates the most balanced age distribution across all platforms.
Detailed Platform Usage by Age Group
Instagram Trends by Age: The 18-24 age group dominates Instagram usage, representing 30.1% of all users. This demographic spends an average of 53 minutes daily on the platform and engages with Stories 89% more frequently than other age groups. Users aged 25-34 follow closely at 29.4%, demonstrating high purchasing intent with 67% making purchase decisions based on Instagram content.
Facebook Evolution Across Demographics: While Facebook’s largest user group remains 25-34 year-olds at 26.8%, the platform has seen significant growth among users aged 65+, increasing by 43% in 2024. The 35-44 age group spends the most time on Facebook, averaging 38 minutes per session, and represents 31% of all Facebook ad engagement.
TikTok’s Multi-Generational Appeal: Despite its reputation as a young person’s platform, TikTok usage among 35+ demographics has grown by 167% since 2023. The 18-24 age group creates 74% of original content, while older demographics primarily consume content, with 89% of 45+ users reporting they primarily watch rather than create.
LinkedIn Professional Demographics: The 25-34 age group represents 38.1% of LinkedIn users and generates 52% of all professional content shared on the platform. This demographic averages 3.2 job changes during their LinkedIn membership and influences 67% of B2B purchasing decisions made through social media research.
Pinterest Age Distribution: Pinterest attracts a diverse age range, with the 25-34 demographic leading at 34% of users. However, the 35-44 age group demonstrates the highest engagement rates, spending 47% more time on the platform and saving content 2.3 times more frequently than younger users.
Social Media Behaviour Patterns by Age
Content Consumption Habits: Different age groups demonstrate distinct content consumption patterns that directly impact marketing strategies and platform selection decisions.
Ages 18-24: The Visual Content Generation This demographic consumes video content 3.2 times more than text-based posts and shares content 67% more frequently than other age groups. They respond to authentic, behind-the-scenes content and user-generated materials, with 78% stating they prefer brands that showcase real customers rather than polished advertisements.
Ages 25-34: The Engagement Leaders The 25-34 age group represents the highest-engaging demographic across all platforms, commenting 34% more and sharing 28% more content than other age groups. They research purchase decisions on social media 89% of the time and influence household spending decisions worth an average of £47,000 annually.
Ages 35-44: The Content Curators This demographic saves and bookmarks content 156% more than younger users, indicating strong future purchase intent. They prefer educational content and detailed product information, spending an average of 2.3 minutes longer reading social media posts compared to younger demographics.
Ages 45-54: The Community Builders Users in this age group participate in online communities and groups 67% more than younger demographics. They share content related to family, career achievements, and lifestyle interests, with 73% using social media primarily to maintain relationships rather than discover new content.
Ages 55+: The Selective Engagers Older social media users demonstrate high-quality engagement, with 89% reading full posts before engaging and sharing content 43% more thoughtfully. They prefer platforms that offer clear privacy controls and straightforward navigation, with Facebook remaining their primary platform choice.
How To Identify Your Target Audience
It’s important to have a clear understanding of who your target audience is, as this will inform the content that you produce and your tone of voice and impact how well your brand messaging comes across.
Here are some ways that you can identify your target audience to maximise the benefits of social media age statistics.
Conduct Consumer Research
A great way to understand who your target audience is is by asking them! If you utilise email marketing, consider sending a survey through an email newsletter, asking your subscribers to provide details about who they are and what they would like to see from your business.
If possible, consider offering your subscribers the chance to win an offer, product, or gift voucher when they fill out the survey to increase the click-through rate and responses from customers.
Another great and accessible way to conduct consumer research is by utilising the Question sticker on Instagram stories. This sticker allows you to ask your followers a question and give them the opportunity to enter their answers into the answer box. You can also utilise the poll sticker to give your followers some options. This will help increase the number of responses as clicking an option available is quicker than entering the answers themselves.
Imagine you were an author creating a protagonist for your new book. In this scenario, you would consider your character’s lifestyle, their interests, and the challenges that they will face in the narrative. Similarly, a buyer persona helps businesses and marketers determine who their target audience is and the significant factors that make them who they are.
Therefore, a buyer persona can help businesses and marketers remind themselves about who their content is for and ensure that their products and services are advertised as the resolution to your target audience’s challenges.
Want to know more about social media age statistics? Get in touch with ProfileTree today to identify the best social media platforms to market your business!
How Age Affects Social Media Usage: A Generational Breakdown
Social media has become an integral part of our daily lives, connecting us with friends, family, and the world at large. However, the ways in which different age groups interact with and utilize social media platforms vary significantly. This article will delve into how age affects social media usage, exploring the preferences, behaviours, and trends of various generations.
The Digital Natives: Generation Z
Born in the late 1990s to early 2010s, Generation Z is the first generation to grow up with technology at their fingertips. They are digital natives, comfortable with navigating the complexities of online platforms from a young age. This has shaped their approach to social media, making them highly engaged and adept users.
Platform Preferences: Generation Z is heavily drawn to platforms like TikTok, Instagram, and Snapchat, which emphasize visual content, short-form videos, and interactive features.
Content Consumption: They prefer authentic, relatable content that aligns with their values and interests. They are more likely to follow influencers and creators who resonate with them personally.
Social Media Goals: Generation Z uses social media to connect with friends, discover new trends, express themselves creatively, and build personal brands.
The Digital Immigrants: Millennials
Born between the early 1980s and late 1990s, Millennials were among the first to adopt social media on a large scale. While they may not be as innately tech-savvy as Gen Z, they have still grown up in a digital age.
Platform Preferences: Millennials have a broader range of platform preferences, including Facebook, Instagram, Twitter, and LinkedIn. They are more likely to use social media for professional networking and staying informed about current events.
Content Consumption: Millennials value quality content and are more likely to engage with long-form articles, videos, and in-depth discussions. They are also interested in using social media to support causes and social movements.
Social Media Goals: Millennials use social media to stay connected with friends and family, build their professional networks, and participate in online communities.
The Digital Pioneers: Baby Boomers
Born between 1946 and 1964, Baby Boomers were among the first to adopt computers and the internet. While they may have been slower to embrace social media initially, they have gradually become more active users.
Social Media Goals: Baby Boomers use social media to stay connected with loved ones, share their experiences, and learn about new things.
Platform Preferences: Baby Boomers are more likely to use platforms like Facebook and LinkedIn, which are familiar to them and offer a sense of community.
Content Consumption: They prefer content that is easy to understand and relevant to their interests. They are more likely to use social media to connect with friends and family, share news and updates, and stay informed about current events.
Understanding the Preferences of Different Age Groups
Social media platforms have become an integral part of our daily lives, connecting us with friends, family, and the world at large. However, the ways in which different age groups interact with and utilize social media platforms vary significantly. This article will delve into the specific preferences of various age groups, exploring their choices of platforms, content consumption habits, and goals for social media engagement.
Generation Z: The Visual Generation
Platform Preferences: Generation Z, born between the late 1990s and early 2010s, is heavily drawn to visually oriented platforms like TikTok, Instagram, and Snapchat. These platforms emphasize short-form videos, interactive features, and a strong emphasis on aesthetics.
Content Consumption: This generation values authenticity and relatability in content. They are more likely to follow influencers and creators who resonate with them personally. They also have a strong preference for user-generated content and DIY tutorials.
Social Media Goals: Generation Z uses social media to connect with friends, discover new trends, express themselves creatively, and build personal brands.
Millennials
Platform Preferences: Millennials, born between the early 1980s and late 1990s, were among the first to adopt social media on a large scale. While they may not be as innately tech-savvy as Gen Z, they have still grown up in a digital age. Their platform preferences are more diverse, including Facebook, Instagram, Twitter, and LinkedIn.
Content Consumption: Millennials value quality content and are more likely to engage with long-form articles, videos, and in-depth discussions. They are also interested in using social media to support causes and social movements.
Social Media Goals: Millennials use social media to stay connected with friends and family, build their professional networks, and participate in online communities.
Baby Boomers: The Digital Explorers
Platform Preferences: Baby Boomers, born between 1946 and 1964, were among the first to adopt computers and the Internet. While they may have been slower to embrace social media initially, they have gradually become more active users. They are more likely to use platforms like Facebook and LinkedIn, which are familiar to them and offer a sense of community.
Content Consumption: They prefer content that is easy to understand and relevant to their interests. They are more likely to use social media to connect with friends and family, share news and updates, and stay informed about current events.
Social Media Goals: Baby Boomers use social media to stay connected with loved ones, share their experiences, and learn about new things.
Tailoring Your Strategy to Target Different Demographics
Understanding the unique preferences and behaviours of different age groups is essential for creating effective social media strategies. By tailoring your content and approach to specific demographics, you can increase engagement, build stronger relationships, and achieve your marketing goals.
Key Considerations for Targeting Different Age Groups
Platform Selection: Choose platforms that are popular among your target demographic. For example, if you’re targeting Gen Z, focus on TikTok, Instagram, and Snapchat. For Millennials, consider Facebook, Instagram, and LinkedIn. If your target audience is Baby Boomers, Facebook and LinkedIn are likely to be the most effective platforms.
Content Creation: Tailor your content to the interests and values of your target demographic. Consider factors such as their lifestyle, hobbies, and current events. Use language and imagery that resonates with your audience.
Tone and Voice: Adjust your tone and voice to match the preferences of your target demographic. For example, a more informal and conversational tone might be appropriate for younger generations, while a more formal and professional tone might be better suited for older audiences.
Timing: Post content at times when your target demographic is most active on social media. This can vary depending on age group and location.
Targeting Baby Boomers: Keep your content simple and easy to understand. Use clear language and avoid jargon. Focus on topics that are relevant to their interests, such as health, travel, and family.
By carefully considering these factors and tailoring your social media strategy accordingly, you can effectively reach and engage with different age groups and achieve your marketing objectives.
Marketing Implications of Social Media Age Demographics
Understanding age-specific social media behaviour enables businesses to allocate resources effectively and create targeted campaigns that resonate with specific demographics.
Budget Allocation by Age Group: Businesses targeting the 25-34 demographic should allocate 35% of their social media budget to Instagram and Facebook combined, as this age group represents the highest conversion rates. Companies focusing on 18-24 year-olds should prioritise TikTok and Instagram Stories, dedicating 60% of video content budgets to these platforms.
Content Strategy by Demographics: Professional service providers in Northern Ireland, like ProfileTree, benefit from understanding that 67% of local business decision-makers aged 35-44 research service providers on LinkedIn before making contact. This demographic values case studies, client testimonials, and detailed service explanations over flashy promotional content.
“We’ve observed that businesses in Northern Ireland achieve the highest engagement rates when they align their content strategy with local demographic preferences,” notes Ciaran Connolly, Director of ProfileTree. “Understanding that our 25-34 year-old business owners prefer authentic, results-focused content has significantly improved our clients’ social media performance.”
Platform Selection Strategy: Companies should select primary platforms based on where their target age demographics spend the most time and demonstrate highest engagement. B2B service providers targeting 25-44 year-olds should maintain strong LinkedIn presence, while retail businesses focusing on 18-34 demographics should prioritise Instagram and TikTok content creation.
Timing and Frequency Considerations: Different age groups engage with social media content at varying times and frequencies. The 18-24 demographic shows highest engagement between 6-9 PM on weekdays, while 35-44 year-olds engage most during lunch hours (12-2 PM) and evening hours (7-10 PM). Understanding these patterns improves content visibility and engagement rates.
Conclusion
Understanding the social media preferences of different age groups is crucial for businesses and individuals seeking to effectively engage with diverse audiences. By tailoring your content, platform selection, and approach to specific demographics, you can increase engagement, build stronger relationships, and achieve your marketing goals.
Remember to continuously monitor and analyze your social media performance to identify what’s working and what’s not. This will help you refine your strategy and ensure that you’re effectively reaching your target audience.
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