For Tuesday’s blog, we draw on more findings from our new GWI Social report (download a free summary here) to look at the age profiles of audiences on five key networks/messaging services.

In terms of mobile messaging tools, Snapchat has the youngest audience; a massive 84% of its users are under 35 (by way of comparison, the equivalent figures on WhatsApp and Facebook Messenger are 63% and 64%). WeChat and LINE can also boast that more than a third of their users are from the key 16-24 demographic, whereas a service like Skype has a much older audience – a result, in part, of it being popular as a family communication tool.

For social networks, it’s Tumblr which has the youngest active user base; 70% of its audience comes from the 16-34 bracket. Instagram follows very closely behind, though, giving some context for why it’s seen as one of the “coolest” networks among the teen audience – it’s these individuals who are most likely to be using it (often in preference to Facebook).

Want more of the latest social media trends and numbers? Download the full version of GWI Social here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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