Social Media Demographics Nonprofit Communicators Need to Know in 2024

For more on social media, join us next Thursday, March 21st for Social Media Trends for Nonprofit Communicators in 2024. The information below was taken from the BONUS handout Everything Nonprofits Need to Know About Social Media in 2024. 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 Demographics in General

The typical social media user actively uses an average of 6.7 different social platforms each month and spends an average of more than 2 hours and 23 minutes per day using social media
Social media user identities have passed the 5 billion mark the equivalent to 62.3 percent of the world’s population
There are 239.0 million social media users in the United States as of January 2024 (70.1 percent of the total population)
Almost all nonprofits use social media in some capacity

Facebook

Number of monthly active users: 3.049 billion
Number of active users in Northern America: 208.6 million
Largest age group: 25-34 (29.6%)
Gender: 43.2% female, 56.8% male (no data on other genders)
Time spent per day: 30.8 minutes

Instagram

Number of monthly active users: 2 billion
Number of active users in Northern America: 187.2 million
Largest age group: 18-24 (32%)
Gender: 49.4% female, 50.6% male (no data on other genders)
Time spent per day: 33 minutes

TikTok

Number of monthly active users: 1.562 billion
TikTok’s advertising reach in Northern America: 127.4 million users aged 18 and above
Largest age group: 18-24 (38.d%)
Gender: 53.4% female, 46.6% male (no data on other genders)
Time spent per day: 55.8 minutes per day