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Social Media Demographics: Where Different Age Groups Spend Their Time Online

Recent data (2024) reveals distinct patterns in how different generations engage with social media platforms, creating valuable insights for organizations when planning their digital strategies.

Teen Users (13-17 yrs old)

YouTube dominates the teen demographic with over 95% penetration, making it the go-to platform for reaching young audiences. TikTok follows at around 70% usage, while both Instagram and Snapchat maintain roughly 60% engagement rates. Notably, platforms like Facebook and X (formerly known as Twitter) have seen declining teen engagement over the years.

Young Adults (18-24)

This demographic shows strong presence across multiple platforms, with YouTube, Facebook, and Instagram leading their engagement. They typically maintain active accounts on 4-5 social platforms simultaneously, spending an average of over 2 hours daily across these networks.

Adults (25-40)

YouTube, Instagram and Facebook remain primary platforms for this age group, with growing TikTok adoption. LinkedIn usage increases significantly, reflecting career-focused networking. This demographic tends to engage most during evening hours and weekends.

Middle-Aged Adults (41-56)

Facebook dominates this demographic, with these users showing the highest engagement rates in community groups and local business pages. They’re increasingly adopting Instagram, and still loving YouTube, but show lower presence on newer platforms like TikTok.

Older Adults (57+)

Facebook remains the primary social platform for this age group, with YouTube following as a popular choice for informational content. They show the lowest adoption rates for newer platforms but demonstrate high engagement rates within their chosen networks.
 
 
Platform-Specific Trends
  • YouTube: Has universal appeal across age groups, with highest engagement among users under 35
  • TikTok: Strongest with Gen Z and younger millennials, with growing adoption among older users
  • Instagram: Peak usage among 18-34 year olds, maintaining steady growth in older demographics
  • Facebook: Dominant among users over 40, with declining engagement from younger generation; we like to think of Facebook as today’s version of the Yellow Pages
These demographic patterns suggest organizations should tailor their social media strategies based on target audience age ranges. For youth-focused initiatives, platforms like YouTube and TikTok offer optimal reach, although we find Snapchat gives better ROI and is much easier to work with than TikTok. Organizations targeting older demographics might find better engagement through Facebook and traditional platforms. If you’re looking for businesses to sponsor or partner with you, LinkedIn is a great place for that.
 
Understanding these demographics helps optimize resource allocation for social media campaigns, ensuring maximum impact across different age groups. Regular monitoring of these trends remains crucial as platform preferences continue evolving.
 
Want to create a social media campaign targeting your audience on their preferred platforms? Contact us today to see how we can help!
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