Understanding 2016 social media demographics is critical to your ability to create a successful social media marketing strategy.

If you don’t know what people are using which networks, how will you know where your audience is? How will you know what strategies will be most effective on the individual platforms?

Fortunately, the folks at “We Are Social” have made it a little easier for you by compiling huge amounts of data to provide a better understanding of what people are on which networks.

2016 Digital Yearbook from We Are Social Singapore


Primarily, the study showed the active number of users by country. Here are some of their findings from some of the largest countries around the world:

United States

The United States has a current estimated population of 322.9 million, according to the Census Bureau.

Approximately 82 percent of the population lives in urban areas, and approximately 87 percent of the population uses the Internet. There are 282.1 million Internet users in the country.

Meanwhile, there are approximately 192 million people who are active on social media, which is about 59 percent of the population. The majority of people use social media through their phone. About 169 million people, or 52 percent of the population, are active mobile social users.

There are more mobile connections than there are people in the country, which accounts for many people having more than one phone or mobile device. For example, some people have a smart phone and a tablet.

There are 342.4 million mobile connections in the United States.

United Kingdom

The United Kingdom consists of several countries, including England, Wales, Ireland and Scotland. The total population of the UK is just 64.91 million, but the UK is a major player in the global economy.

The UK has a high Internet saturation, with 59.47 million people online, or 92 percent of the population. About 38 million people are active social media users, which is 59 percent of the population. About 33 million are active mobile social users.

Just like in the United States, there are more mobile connections in the UK than there are people — or about 74.92 million, which is 115 percent of the population.

South Korea

South Korea is a growing world economy, and it is renowned for its fast and widely accessible Internet.

As a result, 90 percent of its 50.40 million people are active Internet users, or 45.31 million people. In addition, 38.40 million people are active social media users, or about 76 percent of the population.

Of course, the country also has its own social media sites outside of Facebook and Twitter. If you are trying to reach people in this demographic, you will need to think about how to incorporate these other social media sites into your strategy.

The number of mobile users remains high in the country. Approximately 38.40 million people are active mobile social users, which is 76 percent of the population. There are 57.08 million mobile connections, which is 113 percent of the population.


Australia is a large island country, but it only has 24.14 million people living on it. The majority of those people — 90 percent — are in packed into urban areas, while there are vast open spaces in the country.

About 21.18 million people are active Internet users, or 88 percent of the population. There are 14 million active social media users and 13 million active mobile social users.

The number of mobile connections outpaces the population even more than the countries already mentioned. There are 30.65 mobile connections, or 127 percent of the population.

South Africa

South Africa is one of the biggest economies on the African continent. It has 54.73 million people, and 26.84 million of those are active Internet users, or about 49 percent.

A much smaller number of people from South African are on social media compared to other countries. Only 13 million people, or 24 percent of the population, are active social media users. Only 10 million people, or 18 percent of the population, are active mobile social users.

Though mobile social users are low, the number of mobile connections is very high. There are 85.53 million mobile connections, or about 156 percent of the population. That means that there are 1.5 mobile devices for every person in the country.

We Are Social provides data for every other country, and it is worth exploring the information for each of the areas that you are trying to reach.

One of the main takeaways from this data is that a majority of people who are online are also on social media, and even more people are on mobile. This shows the importance of creating not only a social media strategy but also a mobile strategy. These numbers are only going to grow, and if you want to reach more of your audience, you need to find ways to connect with people on these outlets.

CodeFuel can help with one of our many tools for placing content and advertising across platforms. Our tools use advanced algorithms that help deliver the right content to the right users.