Where are Your Consumers Hanging out Online?

Clearly, social media is a force to be reckoned with. At least 2.8 billion people use at least one social media channel, according to a March 3 article on Tracx.com. Tracx is a social media management platform.

But knowing which people are using which channel is key to reaching your audience.

Tracx pulled together the following information on top social media networks, which includes audience demographics and usage characteristics:


  • 1.9 billion unique monthly users
  • Predominantly female (83% of online women, 71% of online men)
  • Best place to reach millennials and Gen Xers (those aged 18 to 49). In fact, Gen X spends almost seven hours a week on social media.
  • 75% of users spend 20 minutes or more on Facebook each day


  • 1 billion unique monthly users
  • Predominantly male (55% of men, 45% of women)
  • YouTube reaches more 18 to 34 year olds and 35 to 49 year olds than any cable network in the United States
  • Approximately 2 million video views per minute


  • 600 million unique monthly users
  • Predominantly female (38% of women, 26% of men)
  • 90% of Instagram users are under the age of 35
  • 53% of Instagram users follow brands


  • 317 million unique monthly users
  • Predominantly male (22% of men, 15% of women)
  • Mostly 18 to 29 year olds
  • 53% of Twitter users never post updates
  • Users spend an average of 2.7 minutes on Twitter’s mobile app per day


  • 317 million unique monthly users
  • Predominantly female (45% of women, 17% of men)
  • Fairly evenly distributed between 18 to 64 year olds
  • People referred by Pinterest are 10% more likely to make a purchase on e-commerce than users of other networks
  • Best longevity—half-life of a pin is 151,200 minutes (versus 24 minutes for a tweet or 90 minutes for a Facebook post)


  • 106 million unique monthly users
  • Slightly male (31% of men, 27% of women)
  • 45% of people making $75,000 a year or more use LinkedIn
  • LinkedIn users are slightly less likely to use other social networks

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