Who Uses Social Media: Unlocking the Habits and Demographics

Social media has become an integral part of our daily lives. We spend a significant amount of time scrolling through our newsfeeds, liking and commenting on posts, following celebrities and influencers, and sharing our own thoughts and experiences. However, have you ever wondered who uses social media the most and how they use it? In this article, we’ll delve into the habits and demographics of social media users to help you better understand your audience and improve your social media marketing strategies.

The All-Encompassing Reach of Social Media

According to Statista, there are currently 4.33 billion social media users worldwide, which constitutes 55.9% of the global population. Social media has become a ubiquitous platform for people of all ages, genders, and ethnicities to connect with each other, consume and share information, and express their opinions on various topics.

What Are the Popular Social Media Platforms?

There are many social media platforms available today, but some of the most popular ones include:

  • Facebook – The largest social media platform with 2.80 billion monthly active users as of December 2020.
  • YouTube – A video-sharing platform with 2.29 billion monthly active users as of 2021.
  • WhatsApp – A messaging app with 2 billion monthly active users as of 2021.
  • Instagram – A photo and video-sharing app with 1.22 billion monthly active users as of 2021.
  • TikTok – A short-form video-sharing app with 689 million monthly active users as of 2021.

What Are the Demographics of Social Media Users?

Social media users are not a homogeneous group, and their demographic profiles vary by platform. Here are some insights into the demographics of social media users:

Platform Age Group Gender Distribution Education Level
Facebook 25-34 years Female-dominated College-educated
YouTube 18-24 years Male-dominated High-school-educated
WhatsApp 18-24 years Male-dominated Low- to middle-income
Instagram 18-24 years Female-dominated College-educated
TikTok 10-19 years Equally distributed Low- to middle-income

As we can see from the table, Facebook and Instagram have a higher presence of women compared to men, while YouTube and TikTok are equally distributed between genders. WhatsApp users are predominantly men who are younger and come from low- to middle-income backgrounds. Instagram has a higher percentage of college-educated users compared to other platforms, while YouTube has a higher number of high-school-educated users.

How Do People Use Social Media?

What Are the Reasons for Using Social Media?

People use social media for various reasons, including:

  • To stay in touch with friends and family.
  • To consume and share information, such as news, trends, and entertainment.
  • To showcase their talents and creativity, such as photography and art.
  • To follow celebrities and influencers and get a glimpse into their lives.
  • To network and connect with like-minded individuals, such as professionals and entrepreneurs.

What Are the Common Habits of Social Media Users?

The ways in which people use social media can inform your marketing strategies. Here are some common habits of social media users that you should keep in mind:

  • They scroll through their newsfeeds multiple times a day, usually during their free time or while commuting.
  • They engage with posts that resonate with them by liking, commenting, or sharing them.
  • They are more likely to watch and share short-form videos, such as those found on TikTok and Instagram Reels.
  • They prefer visual content, such as images and videos, over text-based content.
  • They are more likely to trust user-generated content, such as product reviews, than brand-generated content.

The Impact of Social Media on Society

What Are the Positive Effects of Social Media?

Social media has many positive effects on society, including:

  • It allows people to connect and communicate with each other, regardless of distance or time zones.
  • It helps people stay informed about current events, trends, and issues around the world.
  • It provides a platform for marginalized groups to voice their opinions and advocate for their rights.
  • It helps businesses and entrepreneurs reach a wider audience and promote their products and services.

What Are the Negative Effects of Social Media?

However, social media has also been criticized for its negative effects on society, including:

  • It can contribute to the spread of fake news and misinformation.
  • It can lead to cyberbullying and online harassment.
  • It can distort reality and create unrealistic expectations, especially for young people.
  • It can fuel addiction and compulsive behaviors.


Social media has become a global phenomenon that touches every aspect of our lives. Understanding who uses social media and how they use it can help you tailor your marketing strategies to reach your target audience effectively. However, it’s also crucial to be mindful of the impact of social media on society and take measures to mitigate the negative effects. Use social media responsibly and encourage your followers to do the same.

FAQs About Who Uses Social Media

  • Who uses social media the most?
    As of 2021, young adults aged 18-29 are the most active users of social media. However, social media usage is prevalent among all age groups.
  • What gender uses social media more?
    The percentage of female social media users is slightly higher than that of male users, although the difference is not significant.
  • What are the primary reasons for using social media?
    People use social media to stay connected with their friends and family, consume and share information, showcase their talents and creativity, follow celebrities and influencers, and network with like-minded individuals.
  • What are the most popular social media platforms?
    Facebook, YouTube, WhatsApp, Instagram, and TikTok are some of the most popular social media platforms worldwide.
  • How often do people use social media?
    People typically scroll through social media several times a day, usually during their free time or while commuting.


Statista. (2021). Number of social media users worldwide from 2010 to 2025. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

Pew Research Center. (2021). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Retrieved from https://www.pewresearch.org/fact-tank/2021/04/07/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/

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