The Most Essential (and Surprising) Social Media Statistics and Facts of 2019

What role do social media stats and facts play in your

As social media
, we do our best to be data-informed with the
decisions we make for our social
media strategy
at Buffer. Social media stats make a

Plus, you never know when you’ll need a good trivia tidbit to
impress at a party.

In this post, we hope you’ll find it all: both the
necessary stats and facts to inform your social media
plus some social media numbers that will
surprise and entertain.

Keep reading to see the numbers on social media
, usage, trends, and much more. We hope these
statistics and facts will arm you with the knowledge you need to
build an even stronger social media strategy.

Social media statistics and facts, overall

Our first grouping of social media statistics is very meta:
it’s about the state of social media itself. We thought we’d
begin by taking a bird’s eye view of the social media landscape
before zooming into each social network in particular. To begin
with, check out these numbers for social media usage worldwide:

Social media usage worldwide

For context, as of May 2019, total worldwide
population is 7.7 billion
. So that means that 57 percent of the
world’s population is on the internet. More people are online
than those who aren’t online.

And as far as social media usage goes,

  • 45 percent of the world is on social
  • If you have the internet, there’s an 80 percent
    chance you have a social media account, too.

Yes, and it gets even more mind-blowing.

The most popular social networks

It’s interesting to know how many people – total – are on
social, but how about where these social media users spend their
time. If you want to play along, go ahead and think about the order
of the
top 10 social networks with the most user
s. Keep in mind, these
are total user counts, not necessarily active users, which not all
social networks reveal.

All these user numbers are the most recent
we could find online. Please do let us know in the
comments if you’ve seen a more recent statistic.

  1. Facebook — 2.4 billion users
  2. YouTube — 1.9 billion users
  3. WhatsApp — 1.6 billion users
  4. Instagram (tie) — 1 billion users
  5. WeChat (tie) — 1 billion users
  6. TikTok
    — 800 million users
  7. LinkedIn — 610 million users
  8. Reddit — 542 million users
  9. Twitter — 330 million users
  10. Pinterest — 265 million users

Next, we’ll drill down into some specific demographics of
these networks, starting with Facebook.

Facebook demographic statistics

The gender split of Facebook users slightly favors women. The
exact breakdown is 54%
women and 46% men
. This ratio also appears when you look at
Facebook usage amongst internet users:
62% of all men who are online have a Facebook account
, while 72
percent of women who are online are also on Facebook.

Among U.S. residents, here’s the breakdown of
Facebook usage by age

  • 51% of 13-17 year olds use Facebook
  • 81% of 18-29 year olds use Facebook
  • 78% of 30-49 year olds use Facebook
  • 65% of 50-64 year olds use Facebook
  • 41% of 65+ year olds use Facebook

And also among U.S. residents, here’s how Facebook usage
varies according to where
you live

  • 75% of adults living in urban areas use Facebook
  • 67% of adults living in suburban areas use Facebook
  • 58% of adults living in rural areas use Facebook

Instagram demographic statistics

Instagram tends to have some of the most highly-publicized of
statistics as their announcements about usage tend to make
headlines. You’ve probably heard some of the recent ones:

The biggest demographic group on Instagram is males between
18 and 24 years old
In fact, the 18-to-24 age group
makes up 75% of all users on Instagram.

The Pew numbers bear this out as well. Pew draws its demographic
lines between 18 and 29 years old.
According to their U.S. figures

  • 64% of 18-29 year olds use Instagram
  • 40% of 30-49 year olds use Instagram
  • 21% of 50-64 year olds use Instagram
  • 10% of 65+ year olds use Instagram

And here are the stats on
location demographics

In the U.S.,

  • 42% of adults living in urban areas use Instagram
  • 34% of adults living in suburban areas use Instagram
  • 25% of adults living in rural areas use Instagram

While the U.S. is the country that uses Instagram the most, can
you guess the rest of the top three?
Number two is Brazil and number three is India. Both have more than
60 million users.

Twitter demographic statistics

Again according to our friends at Pew, this is how Twitter ranks
in terms of
usage by age group

  • 32% of 13-17 year olds use Twitter
  • 40% of 18-29 year olds use Twitter
  • 27% of 30-49 year olds use Twitter
  • 19% of 50-64 year olds use Twitter
  • 8% of 65+ year olds use Twitter

It’s interesting to see how the ages skew younger on Twitter,
and those percentages are notable in contrast to Facebook and
Instagram, which have huge percentages.

LinkedIn demographic statistics

LinkedIn’s demographics have a couple interesting differences
from the social networks we’ve covered already. First,
here are the age demographics

  • 29% of 18-29 year olds use LinkedIn
  • 33% of 30-49 year olds use LinkedIn
  • 24% of 50-64 year olds use LinkedIn
  • 9% of 65+ year olds use LinkedIn

Yes, and where things get interesting is when looking at the
stats for education and income demographics.

In terms of education demographics:

And similarly, with income,

And, just for fun,

Obviously these numbers are at the top of the charts for social
networks for these demographics, which makes sense with the career
emphasis that is placed on LinkedIn.

Pinterest demographic statistics

As many of you know, Pinterest is associated with a
majority-women audience. There’s lots of ways to look at the
numbers behind this. These stats from Pew tell a pretty good

In the U.S.

  • 41% of women who are online use Pinterest. Meanwhile
  • 16% of online men use Pinterest

And in terms of
age breakdown …

  • 34% of 18-29 year olds use Pinterest
  • 34% of 30-49 year olds use Pinterest
  • 26% of 50-64 year olds use Pinterest
  • 16% of 65+ year olds use Pinterest

A couple of bonus stats we love about Pinterest is how well the
platform ties into shopping.
Over 175 billion items have been pinned on Pinterest
, and
two in three pinners
— 61% — have made a purchase after
seeing something they like on Pinterest.

Snapchat demographic statistics

And many of you know the demographics that are most commonly
associated with Snapchat.
As the numbers tell it, Snapchat’s audience is young

  • 69% of 13-17 year olds use Snapchat
  • 68% of 18-29 year olds use Snapchat

The numbers fall off a cliff after that point. 26% of 30-49 year
olds use Snapchat, 10% of 50-64 year olds use Snapchat, and 3% of
65+ year olds use Snapchat.

5 surprising social media statistics and facts #1:

80% of brands are under the impression that they are doing social
media customer service exceptionally well.

Only 8% of their customers agree.


percent of Instagram users are younger than 35.

(This is a good reminder that Snapchat and TikTok and other
“young” social networks aren’t the only places that younger
demographics spend their time.)


Today, more pictures are taken every two minutes than were taken
during the entire 1800s.


On WordPress alone —
which is the software we use to run our Buffer blogs — 70 million
blog posts are published every month.

(Not exactly social-media-related, but wow, that’s a lot of
content to be shared!)


U.S. adults spend an average of 1 hour and 16 minutes each day
watching video on digital devices
. And this includes a majority
of the population:
78% of people watch online videos every week
, and 55%
watch every. day.

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especially Twitter!

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About The Science of Social Media podcast

The Science of Social
 is your weekly sandbox for social media stories,
insights, experimentation, and inspiration. Every Monday (and
sometimes more) we share the most cutting-edge social media
marketing tactics from brands and influencers in every industry. If
you’re a social media team of one, business owner, marketer, or
someone simply interested in social media marketing, you’re sure
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Source: FS – Social Media Blogs 1
The Most Essential (and Surprising) Social Media Statistics and Facts of 2019