Social Media Demographics Nonprofit Communicators Need to Know in 2023

We’re putting some extra focus on social media this week as we prepare for Thursday’s webinar Social Media Trends for Nonprofit Communicators in 2023. The information below was taken from the BONUS handout Everything Nonprofits Need to Know About Social Media in 2023. Get a FREE copy of this e-book when you register for Thursday’s webinar.

In order to effectively use social media, you need to know how it’s used and who is using it. Let’s break down some important data about social media and specific channels like Facebook, TikTok, Instagram and more.

Social Media in General

• The typical social media user actively uses an average of 7.2 different social platforms each month and spends an average of more than 2½ hours per day using social media
• Users spend roughly 15% of their waking lives using social media
• 82% of Americans between 18 and 49 years old use at least one social media site
• 87% of nonprofits use social media in their marketing and fundraising strategy

Facebook

• Number of monthly active users: 2.96 billion
• Largest age group: 25-34 (30%)
• Gender: 43.7% female, 56.3% male (no data on other genders)
• Time spent per day: 33 minutes

Instagram

• Number of monthly active users: 2 billion
• Largest age group: 18-24 (30.8%)
• Gender: 48.2% female, 51.8% male (no data on other genders)
• Time spent per day: 29 minutes

TikTok

• Number of monthly active users: 1 billion
• Largest age group: 18-24 (38.9%)
• Gender: 54.1% female, 45.9% male (no data on other genders)
• Time spent per day: 46 minutes per day

Twitter

• Number of monthly active users: 450 million
• Largest age group: 25-34 (38.5%)
• Gender: 29.6% female, 70.4% male (no data on other genders)
• Time spent per day: 6 minutes

YouTube

• Number of monthly active users: 2.5 billion
• Largest age group: 25-34 (20.7%)
• Gender: 45.6% female, 54.4% male (no data on other genders)
• Time spent per session: 19 minutes

LinkedIn

• Number of monthly active users: 900 million
• Largest age group: 25-34 (60%)
• Gender: 43.7% female, 56.3% male (no data on other genders)
• Time spent per session: 7 minutes

Sources:

https://datareportal.com/social-media-users

https://blog.hubspot.com/marketing/state-of-social-media-demographics

https://datareportal.com/essential-facebook-stats

https://influencermarketinghub.com/influencer-marketing-benchmark-report/

https://techjury.net/blog/time-spent-on-social-media/

https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

https://influencermarketinghub.com/linkedin-stats