UK adults spend a median of 1 hour and 48 minutes a day on social media.
That’s practically 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 contains the fundamentals, just like the age, gender and behavioural demographics on social networks within the UK. You’ll additionally wish to collect deeper insights on what UK audiences count on from manufacturers like yours.
UK social media demographics: key stats you’ll want to know
Within the UK, social media platforms entice massive audiences throughout age teams and day by day social media utilization is excessive.
Earlier than we delve into the particulars of every social community, it’s value viewing the broader image of UK social media traits.
54.8 million folks within the UK use at the very least one social media platform. That’s 79% of the overall 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 median. Some social media customers are utilizing the platforms far much less incessantly, whereas others are utilizing them much more.
Utilizing knowledge collated from social media utilization experiences on Statista and Knowledge 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%
Briefly, 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 technique begins with realizing your viewers. With practically 80% of the UK inhabitants on at the very least one social media platform, there’s a wealth of knowledge to uncover precious insights.
In keeping with Sprout Social’s UK Index, British folks 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 completely different demographics.
What feels culturally related and well timed to a 19-year-old college scholar differs tremendously from what resonates with a 43-year-old father or mother of two. But each demographics are extremely energetic on social media and count on content material that speaks to them. Because of this understanding demographics is crucial.
Getting it proper permits you to:
- Craft content material that resonates with particular communities
- Modify your technique based mostly on what your neighborhood desires
- 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 overall inhabitants. It’s nicely previous the explosive progress stage seen on TikTok, however the excellent news is that utilization remains to be going robust. That’s significantly true in social commerce, the place new options are added each day.
That stated, it’s much less in style amongst Gen Z and youthful millennials.
The typical 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 may very well be a superb factor. Older millennials and Gen X, who make up round half of Fb customers, have the very best median disposable revenue per family within the UK. So, in case you have high-ticket merchandise or luxurious gadgets, Fb could be your finest guess.
For extra detailed insights, Sprout Social’s Fb Analytics instrument 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 overall 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 median of 53 minutes per day, or round six hours per week, on the platform. That’s practically double the worldwide common of 29 minutes per day, making it clear that the UK has a powerful urge for food for Instagram content material.
Most UK Instagram customers are Gen Z and Millennials, however Gen Xers and Boomers are nonetheless energetic 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 break up.
Because of the visible nature of the platform, manufacturers whose chief attraction lies in aesthetics sometimes do finest.
Assume 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 instrument.
3. TikTok demographics within the UK
There’s a powerful case to be made that the UK is the TikTok capital of the world. With 24.8 million energetic social media customers within the UK, up from 16 million in 2024, TikTok is within the fast progress stage.
UK customers spend a median of 49 hours and 29 minutes monthly 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 worldwide person base of two billion, customers submit solely 34 million movies per day. This implies much less competitors and a greater probability for manufacturers to chop by way of.
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 wonder shine, however know-how and client packaged items (CPG) manufacturers additionally do exceptionally nicely.
Check out some stats:
- CPG campaigns on TikTok delivered 2X higher ROAS than common.
- Trend manufacturers on TikTok obtain a median ROAS of two.5x.
- Nikon led an modern 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 other people 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 are able to 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 overall UK person base.
5. YouTube demographics within the UK
Understanding YouTube person demographics within the UK is simple.
In case your viewers is between 13 and 85 years of age and has web entry, it’s nearly sure they use YouTube. For that reason, you possibly can count on that the variety of month-to-month energetic 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 energetic customers within the UK, towards a complete inhabitants of 68.3 million. As you’d count on in a case of mass adoption, the gender break up is razor-thin: 50.1% male vs. 49.9% feminine. Nonetheless, males use the platform 12% greater 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 possibly can consider YouTube as the alternative of the hyper-specialised LinkedIn. YouTube delivers content material for each area of interest conceivable.
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 during the last 12 months, equating to a lack of 2.73 million customers. Whereas 10% have left, 33% of UK customers have thought-about leaving, citing modifications to the platform in recent times.
That stated, 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 shouldn’t be at present 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, try Sprout Social’s Twitter Analytics instrument.
Learn how to use demographic insights to enhance your UK technique
With the information above beneath your belt, it’s time to make use of it to craft your social media advertising technique.
1. Prioritise platforms based mostly in your viewers
When you perceive the place your viewers is more than likely 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 you need to prioritise your funding in adverts or content material accordingly.
As a fast reminder:
- For Instagram, suppose Millennials,
- For TikTok, suppose Gen Z.
- For LinkedIn, suppose professionals of all ages.
- For X, suppose males.
2. Tailor voice, format and submit timing
Folks of various ages eat social media otherwise. They’ve completely different preferences for content material sorts, they usually use language itself otherwise.
The overlap between person demographics, viewers expectations and enterprise targets might be advanced and granular.
Let’s say you wish to goal Gen Z professionals. Bear in mind the large debate about emojis within the office? Gen X and older say “nay“, however Gen Z says “slay”.
The commonly 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 hold 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 possibly can:
- Schedule and publish content material for various time zones and platforms.
- Floor viewers insights for deep understanding.
- Check varied content material sorts to search out what works.
- Optimise your submit timing.
Briefly, Sprout makes understanding and talking to your target market simple.
The place Sprout matches into smarter viewers focusing on
Getting a basic 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 to drill down to realize a deep understanding after which craft content material in 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 at the moment.
