An Update on Social Media Demographics

Posted on: November 6, 2023

Digital marketing provides the absolute best return on investment. Within that category are a number of types, or “channels” as they’re called. Social media continues to be popular, so we thought you might like an update on where Canadians are spending their social time. With thanks to statista.com, madeinca.ca, and canadiansinternet.com, here are the latest stats on the most familiar platforms.

  • There are about 33 million Canadians on social media who spend an average of two hours per day on the platforms.
  • 25 to 34-year-olds make up more than a quarter of users.
  • 19.2% of users are in the 35 to 44-year-old group.
  • Those over 65 make up less than 12%, and the 13 to 17-year-olds represent only 2.5% of Canada’s social media users.
  • The middle-aged are in the middle: 45 to 54-year-olds at less than 15%, and 55 to 64-year-olds at less than 13%.
  • Men and women are almost equally active until the age of 35, but after that women are more active than men.
  • Facebook remains the most popular with more than 26 million users.
  • While some sources say that more than 80% of Canadians with internet have a Facebook account, a 2023 survey reported that only 65% of Canadians use the platform.
  • There are slightly more women than men on Facebook.
  • TikTok is the fastest-growing social media platform in Canada, but only 27% of Canadian internet users have an account, and only 13% of surveyed Canadians said they used TikTok.
  • TikTok is most popular with 16 to 34-year-olds.
  • There are more than 19 million Instagram users in Canada. 18 to 34-year-olds make up more than 50% of those users.
  • 63% of Canadian internet users have a YouTube account. The most active age group on YouTube is 16 to 44-year-olds.
  • It’s reported that 42% of Canadian internet users have an account on Pinterest. Survey results lower the number to 17%.
  • 58% of Pinterest users are female, but the platform attracts all age groups.
  • Less than 40% of Canadian internet users aged 16 to 64 had an account on Twitter. The number of active users is likely to have dropped since it became X.

As you can see from these numbers, there are certainly differences in user profiles between social media platforms. The great thing about social media advertising is the ability to target specific demographics, including geographic location.

If you want to add social media marketing into your digital marketing mix, just give us a call.