UK adults spend a mean of 1 hour and 48 minutes a day on social media.
That’s almost 13 hours per week, providing a stable window for manufacturers to attach with their target market. Success requires a transparent understanding of every community’s customers.
This consists of the fundamentals, just like the age, gender and behavioural demographics on social networks within the UK. You’ll additionally need to collect deeper insights on what UK audiences count on from manufacturers like yours.
UK social media demographics: key stats you have to know
Within the UK, social media platforms entice giant audiences throughout age teams and every day social media utilization is excessive.
Earlier than we delve into the particulars of every social community, it’s price viewing the broader image of UK social media tendencies.
54.8 million individuals within the UK use at the very least one social media platform. That’s 79% of the whole inhabitants.
On common, time spent on social media is declining. UK customers spent 11% much less time on social media than the earlier 12 months. Word that that is a mean. Some social media customers are utilizing the platforms far much less steadily, whereas others are utilizing them much more.
Utilizing knowledge collated from social media utilization stories on Statista and Information Reportal, right here’s a breakdown of age cohorts throughout LinkedIn, TikTok, Instagram and Fb:
- 18–24: 22.9%
- 25–34: 32.6%
- 35–44: 16.3%
- 45–54: 15.2%
- 55–64: 7.9%
- 65+: 5.3%
In brief, social media use within the UK nonetheless skews younger. Half of all customers are beneath 35, although older demographics are nicely represented.
Why understanding UK social demographics issues
Any efficient digital advertising and marketing technique begins with understanding your viewers. With almost 80% of the UK inhabitants on at the very least one social media platform, there’s a wealth of knowledge to uncover useful insights.
In response to Sprout Social’s UK Index, British individuals place a excessive worth on authenticity, cultural relevance and timeliness in model communications. This implies your content material must replicate these values and what they imply to totally different demographics.
What feels culturally related and well timed to a 19-year-old college pupil differs significantly from what resonates with a 43-year-old dad or mum of two. But each demographics are extremely lively on social media and count on content material that speaks to them. Because of this understanding demographics is crucial.
Getting it proper lets you:
- Craft content material that resonates with particular communities
- Modify your technique primarily based on what your group needs
- Select influencers whom your goal demographic connects with
Each the problem and the chance lie in uncovering how and the place your goal demographic makes use of social media.
Platform-by-platform breakdown for UK
Able to dive into every main social media platform? Let’s break it down.
1. Fb demographics within the UK
The UK has a complete of 39.5 million Fb customers. That’s round 60% of the whole inhabitants. It’s nicely previous the explosive progress stage seen on TikTok, however the excellent news is that utilization continues to be going sturdy. That’s notably true in social commerce, the place new options are added day by day.
That mentioned, it’s much less well-liked amongst Gen Z and youthful millennials.
The common period of time UK customers spend on the app is 39 minutes per day. The 18- to 24-year-old cohort spends as little as quarter-hour per day, preferring the greener pastures of TikTok and Instagram.
Right here’s a breakdown of Fb person demographics:
- 18–24: 18.4%
- 25–34: 24.7%
- 35–44: 19.5%
- 45–54: 14.5%
- 55–64: 12%
- 65+: 10.9%
It skews older than different platforms, however that might be a superb factor. Older millennials and Gen X, who make up round half of Fb customers, have the very best median disposable earnings per family within the UK. So, when you have high-ticket merchandise or luxurious gadgets, Fb could be your finest guess.
For extra detailed insights, Sprout Social’s Fb Analytics software has you coated.
2. Instagram demographics within the UK
The UK has a complete of 33.4 million customers. That’s 48.2% of the whole inhabitants and 56.3% of the eligible inhabitants (over the age of 13). Even higher, Instagram use within the UK far exceeds the worldwide common.
Brits spend a mean of 53 minutes per day, or round six hours per week, on the platform. That’s almost double the worldwide common of 29 minutes per day, making it clear that the UK has a robust urge for food for Instagram content material.
Most UK Instagram customers are Gen Z and Millennials, however Gen Xers and Boomers are nonetheless lively on the platform.
Right here’s a breakdown by age:
- 18–24: 31.8%
- 25–34: 30.4%
- 35–44: 16.1%
- 45–54: 9.5%
- 55–64: 6.3%
- 65+: 5.9%
The gender distribution within the UK skews barely feminine at 55%, whereas globally, there’s a roughly 50-50 cut up.
Because of the visible nature of the platform, manufacturers whose chief attraction lies in aesthetics sometimes do finest.
Suppose style, magnificence and skincare, well being and wellness, in addition to retail manufacturers. Want a hand scheduling your IG content material? Take a look at Sprout Social’s Instagram Scheduling software.
3. TikTok demographics within the UK
There’s a robust case to be made that the UK is the TikTok capital of the world. With 24.8 million lively social media customers within the UK, up from 16 million in 2024, TikTok is within the speedy progress stage.
UK customers spend a mean of 49 hours and 29 minutes per 30 days on TikTok, nicely above the worldwide common of 34 hours.
Older demographics are additionally more and more adopting the platform and, in flip, rising the shopping for energy of the typical TikTok person within the UK.
Here’s a breakdown:
- 25–34: 31.8%
- 18–24: 24.4%
- 35–49: 19.5%
- 45–54: 12.9%
- 55+: 11.4%
Apparently for manufacturers, most customers are scrolling, not posting. Regardless of a international person base of two billion, customers publish solely 34 million movies per day. This implies much less competitors and a greater probability for manufacturers to chop by.
Like Instagram, TikTok is a extremely visible platform, however there are some slight variations within the total vibe. These variations alter which content material rises to the highest of the algorithm. Trend and sweetness shine, however know-how and shopper packaged items (CPG) manufacturers additionally do exceptionally nicely.
Check out some stats:
- CPG campaigns on TikTok delivered 2X better ROAS than common.
- Trend manufacturers on TikTok obtain a median ROAS of two.5x.
- Nikon led an progressive co-creation-centred TikTok marketing campaign that achieved a 17% bump in model consciousness.
4. LinkedIn demographics within the UK
LinkedIn has one billion customers globally, with 44.6 million within the UK. That’s an enormous chunk of the nation’s complete inhabitants.
LinkedIn is phenomenal in that, age and gender however, its person base is basically homogeneous. It’s a platform designed for white-collar professionals, and folks use LinkedIn for career-related functions solely.
Right here’s an age demographic breakdown of UK customers:
- 18–24: 23.7%
- 25–34: 45.2%
- 35–54: 25.8%
- 55+: 5.4%
We will see that the bell curve skews barely younger, however the meat of it lies in older Gen Z and millennials. Males barely outnumber girls, making up 55% of the whole UK person base.
5. YouTube demographics within the UK
Understanding YouTube person demographics within the UK is straightforward.
In case your viewers is between 13 and 85 years of age and has web entry, it’s virtually sure they use YouTube. For that reason, you’ll be able to count on that the variety of month-to-month lively customers on YouTube follows the inhabitants distribution within the UK, which is roughly:
- 0–18: 20.8%
- 18–24: 8.3%
- 25–34: 13.5%
- 35–49: 19.3%
- 50+: 38.0%
YouTube has a complete of 54.8 million lively customers within the UK, in opposition to a complete inhabitants of 68.3 million. As you’d count on in a case of mass adoption, the gender cut up is razor-thin: 50.1% male vs. 49.9% feminine. Nevertheless, males use the platform 12% extra than girls, regardless of UK girls spending extra time on-line total.
Given its ubiquity, just about all demographics are represented. In that sense, you’ll be able to consider YouTube as the other of the hyper-specialised LinkedIn. YouTube delivers content material for each area of interest possible.
6. X (previously often called Twitter) demographics within the UK
As of 2025, X has 22.9 million customers in the UK, making it one of many least-used social media platforms within the nation. This marks a ten.7% lower in its UK person base over the past 12 months, equating to a lack of 2.73 million customers. Whereas 10% have left, 33% of UK customers have thought of leaving, citing modifications to the platform in recent times.
That mentioned, its closely male-skewed person base (65.8% and 34.2% feminine) affords specificity for male-focused manufacturers. Cryptocurrency, sports activities betting and complement manufacturers sometimes excel on X, as do male-focused style manufacturers like OddBalls.
Supply: X
Age-related knowledge particular to the UK just isn’t presently out there, however right here is X’s international age breakdown:
- 18–24: 34.2%
- 25–34: 36.6%
- 35–49: 19.7%
- 50+: 7.0%
For detailed insights, take a look at Sprout Social’s Twitter Analytics software.
use demographic insights to enhance your UK technique
With the info above beneath your belt, it’s time to make use of it to craft your social media advertising and marketing technique.
1. Prioritise platforms primarily based in your viewers
When you perceive the place your viewers is most certainly to spend their time, it’s time to lean into that platform. This doesn’t imply abandon all others. Folks of all ages and demographics use all platforms, however these demographics do counsel it is best to prioritise your funding in advertisements or content material accordingly.
As a fast reminder:
- For Instagram, assume Millennials,
- For TikTok, assume Gen Z.
- For LinkedIn, assume professionals of all ages.
- For X, assume males.
2. Tailor voice, format and publish timing
Folks of various ages eat social media otherwise. They’ve totally different preferences for content material sorts, and so they use language itself otherwise.
The overlap between person demographics, viewers expectations and enterprise targets might be advanced and granular.
Let’s say you need to goal Gen Z professionals. Keep in mind the massive debate about emojis within the office? Gen X and older say “nay“, however Gen Z says “slay”.
The widely accepted knowledge is that model messaging on LinkedIn ought to be extra dry {and professional}, however Gen Z brings a extra informal really feel to the office. LinkedIn content material geared toward Gen Z professionals ought to preserve this in thoughts.
3. Use Sprout Social’s superior instruments
Navigating the nuances of various social media platforms has by no means been simpler.
With Sprout Social, you’ll be able to:
- Schedule and publish content material for various time zones and platforms.
- Floor viewers insights for deep understanding.
- Check numerous content material sorts to seek out what works.
- Optimise your publish timing.
In brief, Sprout makes understanding and chatting with your target market straightforward.
The place Sprout suits into smarter viewers concentrating on
Getting a normal sense of the UK social media panorama is a vital first step, but it surely gained’t seize the specifics of your target market.
Sprout Social will assist you drill down to realize a deep understanding after which craft content material to your viewers.
Use Listening Instruments to trace actual conversations throughout the UK and be taught what issues to your viewers. You possibly can then use Social CRM capabilities for viewers tagging, filtering and segmentation. With this knowledge at your fingertips, Sprout’s AI can then help you with tailoring content material that resonates shortly and successfully.
Able to grasp the UK social media panorama? Join a free trial with Sprout Social as we speak.
