Theory: Social Media and Tourism
2. Social Media for SMEs
2.7. Main demographics for each social media platform
According to the Hootsuite:
“January 2022, the number of social media users worldwide was 4.62 billion. That’s more than half of the entire population of earth.
Globally, we spend an average of 2 hours and 27 minutes on social media per day.” The average user spends about 35% of their total time using the internet on social media.
“Facebook is still the world’s most popular social media platform. It currently has almost 3 billion global active users.”
https://blog.hootsuite.com/social-media-demographics/
Demographic of a European Facebook User Verses Instagram User
Age: Facebook is most popular among younger people in Europe, with 76% of 18–24-year-olds and 71% of 25–34-year-olds using the platform, according to a 2021 study by Eurostat. The percentage of users decreases with age, with 41% of 55–74-year-olds and 18% of those aged 75 or over using the platform.
Gender: There is a roughly equal split between male and female Facebook users in Europe, although this varies somewhat by country.
Income: Facebook usage is also more common among people with lower incomes in Europe. According to a 2021 survey by the Pew Research Center, 60% of people with household incomes under €30,000 per year use Facebook, compared to 47% of those with incomes of €30,000-€60,000 and 36% of those with incomes over this amount.
Age: The largest age group on Instagram in Europe is between 18-24 years old, followed by the 25-34 age group. This suggests that Instagram is particularly popular among younger people in Europe.
Gender: Instagram users in Europe are slightly more likely to be women than men, although the difference is not significant.
Location: The largest number of Instagram users in Europe are located in Germany, France, and Italy, although there are significant numbers of users in other European countries as well.
Income: Instagram users in Europe come from a wide range of income levels. While there are many users with relatively low incomes, there are also many who are relatively affluent.
Interests: Instagram users in Europe tend to be interested in fashion, beauty, travel, food, and lifestyle content. However, this varies widely depending on the specific user and their preferences.
Overall, Instagram is a popular platform among younger people in Europe, particularly women, and is used for sharing and consuming visual content related to a variety of interests and aspirational. Facebook is seen as accessible to a wider audience.