social media demographics in 2013Out of all internet users 67% are using social networks. And which kind of demographic uses which social network has been forever interesting for marketers. Some of the latest insights from Pew Research centers reveals the latest stats.

Twitter is still used more than Pinterest, Instagram and Tumblr. Also, African-Americans and Hispanics are more likely to use Twitter than Whites, according to the study.

Most of the findings are in line with what you might expect and some are truly surprising. For example, people living in cities spend the most time on Social Media, at 70% of the population. And women, on average, spend 9% more time on social networking sites than men.

Let’s dive into a further breakdown of the stats:

social media demographics in 2013

So, who is the average Facebook user? According to the research, it’s a young, 25 year-old woman, living in a big city, with a college degree and a household income of more than $75k a year.

Interestingly, here at Buffer, we’ve just completed a similar research to find out more about demographics of our users. Who is your average Buffer user? Here are two key ones we found

  • 1.) Young male (we called him Guru Gordon) in his late 20s, early 30s). He has a college degree and reads a lot of business and political publications. You’d probably call him a “gadget freak,” and he’s a self-proclaimed “life hacker” who loves finding ways to be successful and get the most out of life. He’s in his late 20s, early 30s.
  • 2.) Community Cathy: Cathy uses social media to spread information about a cause and interact with other people in the community that share an interest in that cause. She reads Mashable and the Huffington Post and has way too many clothes in her closet. She’s probably in her twenties, but she may be in her early thirties.

So what about other details, age groups, demographics and more? Here are all the details on it:



social media demographics in 2013


What do you think of the latest user demographic research? Are their any key insights you can take away and use for your business? I’d love your thoughts on this!

Quick note: We’ve got a few secret, new Buffer features to share images directly from a page and more.

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Written by Leo Widrich

Co-founder at Buffer.

  • Great post Leo…

    • LeoWid

      Thanks so much Antonio, glad you liked that one! 🙂

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  • Great Infographics Leo 🙂

  • Guy Barry

    Interesting, pity it only takes into account the USA.

  • Interesting research, thanks Leo. Did your team do the infographics? They look great!

  • j-dizzle

    Hold on, doesn’t the first table show that all users of social media also use Facebook?

    67% of internet users use any social networking site (including Facebook)

    67% of internet users use Facebook

    The comparative stats are useful but this bit seems dodgy

    • 67% (use Facebook) of that 67% (use any Social Media) pal, I guess.

      • Renee

        but all those percentages add up to 117% which doesnt make sense

        • Paul

          Because there is crossover – some users use Facebook and also twitter – that’s how it would add up to more than 100%

      • darryn

        So 67 of 100 internet use facebook.

        Now that
        of the 67 user, 45 also use other platforms. 67% of 67 users.

        small print… I am not saying that only 67 people use the internet… i am using 67 as a number because it represents the 67% 🙂

    • Hip Gnosis

      Agreed. This necessarily implies that 100% of internet users who use social media at all are using Facebook (at least within the margin of error). A dubious claim, that, and it makes me question exactly how representative Pew’s sample is, as well as the article’s interpretation.

    • Daniel

      67% of people use social media
      out of that 67% of people 67% use Facebook
      EG Out of 100 people, 67% of people (67 people) use social media. Out of those 67 people, 67% of people (approx 45 people) use Facebook

  • Social Beat

    Is there any other way to find while join social media is the person given profile stauts right or wrong??? pls have a solutions kindly share with me ASAP.


  • Interesting data. But, why facebook didn’t got place here?

    My Favorite social network

  • Michael Gocia

    A really interesting concept, I enjoyed reading through your posting. That’s really helpful and much appreciated.

  • I was surprised that Twitter and PInterest aren’t higher.

    One of the things I had to learn is to figure out “who do you serve?”

    It’s a simple question, but it clarifies so much.

    It’s easy with a blog to stretch to a wide variety of audiences, but values are the glue that hold everthing together.

    If you want to build a tribe of raving fans, you have to share the values, or it won’t be sustainable.

    After multiple slicing and dicings to figure out, am I writing for my sister or am I writing for my co-workers, or am I writing for Alexa’s analysis of my site (highly educated women, stay at home, etc.) … one of my mentors pointed out that my audience really is “people with a passion for more from life.”

    That actually helped remind me why I share what I do — it’s all about helping people “stand on the shoulders of giants.”

    • Love that phrase, “stand on the shoulders of giants”

  • Michel Avenier

    Very good information thank’s !

  • Discovered Buffer recently. See what I have to say here:

  • Interesting (but perhaps not surprising?) that Google+ didn’t show up here….its a great platform, but seems that the general population of folks aren’t hooking into it

  • Jagadish

    Great Research done and share with everyone, I am surprised to see that twitter has very nominal stack equally to pinterest which is launch after twitter… that shows the power of infographic in social channel.

    Jagadish Thaker

  • Jay

    One of the fastest and easiest way to get instant followers is by clicking this:

  • Joel Knowles Nowak

    I found it interesting that Tumblr usage increased in the higher income demographics. Not totally surprising but interesting.

  • They pretty much hit the spot with the Young Male (Guru Gordon) description. Can totally relate to that.

  • Fire

    Excellent article / infographic. It encourages strategic thinking about how the different social media channels should be used to best target audiences.
    The evidence helped to inspire a blog post I have just published about how small businesses should approach social media. I have linked it in my post which is at:

    The Secret Consultant

  • Phyllis Edson

    Where’s Google+?

  • socialmediaplus

    Great Stats, though I had to laugh at the % for Pinterest and Twitter, I thought there were more on these platforms, however I know now why I am not using Twitter lol.. Thanks a million

    • Aaron W. Jaco

      Sure, laugh if you want, but that’s almost certainly your loss. Twitter is the most powerful method of one-to-one social media engagement in existence. It’s an effective platform for locating and connecting with audiences of similar interests, for jumping into relevant conversations, and for driving web traffic. The platform also empowers users to have unprecedented access to some of the most powerful individuals and organizations in just about any industry. Even if you don’t want to reach out via Twitter, I guarantee there are members of your constituent groups who want to contact you via Twitter—and if you aren’t there, you are denying them their preferred method of engagement. In short, there are few reasons why a small business (or larger) shouldn’t use Twitter. If you’re a mid-sized business or larger, laughing off the platform is like laughing off the idea of having a telephone or a website. It’s just that simple.

      • socialmediaplus

        I am sorry, my laugh was at myself, not your post… Twitter is powerful, yes that is true, however you need to make sure that you are using the platform that has your target market as an audience, I was having a laugh at my own market, and why I dont use twitter as much as I do… You are a little bit over the top with your comments back to me…

        • Aaron W. Jaco

          I did not write the OP… I see your point, and we could probably debate my tone, but I think my assertions are solid–namely that for the overwhelming majority of industries, you almost certainly have a target market who uses Twitter and wants to (even prefers to) reach out to you via that platform. That is the nature of Twitter and of consumer behavior today. It’s well documented that Twitter users are chief among the most influential consumers on social media:

  • kunal00

    Great article thanks!

  • Surprised to see high pinterest, and that I couldn’t find stumble upon, google plus, and linkedin.

  • James

    This was actually a good read but as it was written in may this year, it isn’t up to date. (Hence why so many people find it surprising that Pintrest has such little views.) Thanks, it was actually good to read.

  • mplisky

    This post was especially interesting to me as I am currently seeking to get to know the user base of our social media company, and it serves as a guide as far as how to proceed in expanding our network, etc.

    Clearly, the graph shows that Facebook and Twitter demographics are of most interest, but Pinterest could prove to be a strong resource for the social commerce sector as well.

    Does anyone have any advice on how to maximize Pinterest for social commerce use?

  • That’s really interesting how woman seemingly have set up their own social network

  • Anadi Sharma

    all these are 2012 figures, why is it mentioned 2013 in the heading

  • These are really helpful insights. Thanks for sharing.

  • Can we find age wise data of social media users?