Social Media Age Distribution Statistics

social media age distribution image
How can social media age distribution help your social media campaigns?
Image courtesy of xedos4 at FreeDigitalPhotos.net

One of the most important marketing activities is generating a plan. Part of this strategy is to develop an understanding of your target audience, everything from their likes, career, marital status and their age. This is essential because you need to know how to focus your message for maximum effect. Yet many businesses fail to consider social media age distribution in relation to their plan and just simply post their content on whatever network they have access to.

If you don’t consider the average age of the social media network user, then you could be wasting your valuable resources on promoting your content to audiences that aren’t interested.

In this article, we will look at the social media age distribution, so you can implement your social media strategy more effectively.

General Social Media Age Distribution

Social media age distribution chart 1
The social media age distribution.
Source: Google Ad Planner

Looking at the statistics above, you can make some general assumptions about social media age distribution. For instance, those between 18-24 and over 65 aren’t interested in social media and those between 35 and 44 make up about a quarter of all users. While this seems like good data, there is some further analysis to consider.

Firstly, the second age range is smaller than with any other age group and, in theory, not everyone who is 0-17 should be using social media as many sites have a policy against under 13s from signing up. However, that doesn’t stop pets from creating accounts.

So assuming an even spread amongst the ages (i.e. proportion divided by number of years in age range), we can see the following distribution.

social media age distribution chart 2
A fairer way to look at the social media age distribution

From this we can tell that while more 25-54 year olds using social media than 18-24, there isn’t as big a difference as previously thought. Also, the new distribution indicates that there are less 55-64 year olds using social media than 18-24 year olds – something the original data mislead us with.

Individual Social Media Age Distribution Data Sets

Understanding the social media age distribution is very important. From statistical analysis we can say that if you are looking for a very young audience (under 18) then you need to be posting on Bebo where 44% of users are in this age bracket.

In contrast, Facebook and Twitter has a much older audience, with 61% and 64% of their active users respectively being 35 or over.

LinkedIn has a similar statistic: 46% of its users are between 35 and 54. It also has the second highest proportion of 55 to 64 years olds (15%) and average user age of 44.3, in comparison with 23 other social media networks.

These statistics aren’t unexpected. LinkedIn has a business focus and many CEOs are on LinkedIn rather than Facebook. With the average CEO being in their 50s, although decreasing, it is not unexpected for the site to have a more mature population.

Similarly, Facebook is often used by family and friends to communicate with each other. As we get older, the trend is to socialise less in public and more via technology and home visits. This would explain why the distribution is more even than other social media networks for those over 25 but a very small 18-24 population – the prime time for clubbing, night outs and parties.

Conclusion on Social Media Age Distribution

Using the social media age distribution statistics you can determine whether your social media campaigns are reaching your target audience. We know that less 18-24 year olds use social media, probably because there is more opportunity for offline socialising. However, as we get older, we become more reliant on social media as a way to communicate with our friends and family.

It is also possible that in the future, the differences between mature age groups will even out as today’s generation, those who are more familiar with technology, replace those who aren’t used to computers, social media or even email.

Consider the statistics above to determine whether your social media campaigns are working for your business.