Social Media Channel Audiences


With so many social media statistics flying around it can be hard to keep up. If you’re interested in knowing how many people use social media, who these people are and how they use it, then look no further! We’ve pulled together some of the key stats from the main social media channels.


  • Facebook remains the most used social media channel
  • 1.79 billion monthly active users (MAU)
  • Over 1 billion people use Facebook on a daily basis
  • 1 out of every 6 minutes spent online is on Facebook
  • Around 80% of online users aged 18-29 and 30-49 use Facebook
  • Over half of online users ages 65+ use Facebook
  • 79% of internet users use Facebook


  • 500 million MAU
  • 32% of internet users use Instagram
  • Instagram users are skewed towards the younger ages, with 53% of users 18-29 years old, 25% 30-49, 11% 50-64 and 6% over 65 years of age
  • 100 million people joined Instagram in the last 6 months of 2016
  • 80 million photos are shared every day on Instagram


  • 313 million MAU
  • 82% of Twitter users are active on mobile
  • Twitter is mainly used as a source for news – with 86% using it for this reason
  • About 60% of Twitter users are aged 18-49
  • 24% of internet users use Twitter
  • Every second 6,000 tweets are sent
  • When it comes to user growth, Twitter is not performing very well:



  • 200 million MAU
  • Snapchat has overtaken Facebook as the most used social channel amongst 12-24 year olds, with 72% of this age group using Snapchat
  • Snapchat users spend about 30 minutes a day on the app
  • According to Apple, in 2016 Snapchat was the most downloaded app
  • Like Instagram, Snapchat users are skewed towards the younger ages: 45% 13-24, 26% 25-34, 13% 35-44, 16% 45+
  • However, the number of users over 25 years old is growing twice as fast as those under 25


  • 106 million MAU
  • 29% of internet users use LinkedIn
  • LinkedIn users are fairly evenly spread across ages 18-65
  • Just under half of all LinkedIn users earn over $75,000 (£60,000)
  • Roughly half of users also have some form of higher education
  • 50% of LinkedIn users use the site less than once a week

Sources: statista, Business Insider, Hootsuite, Facebook, Mashable, Twitter, Pew Research Centre, Internet Live Stats, wersm, media kix, Smart Insights, Instagram