Social Media Statistics: 60 Key Insights into Social Media

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This article will present 60 insightful social media statistics covering different aspects, such as growth, usage, platforms, trends, impact, and future. These statistics will help you gain a deeper and broader perspective on the topic and make informed choices for your personal or professional goals.

Social media has become an integral part of our lives. It connects us with people, information, and entertainment across the globe. It also influences our behavior, opinions, and decisions in various ways. Whether you are a casual user, a business owner, or a marketer, you need to understand the power and potential of social media in today’s digital world.

Understanding the Power of Social Media

Let’s start by looking at some statistics that show how big and influential social media is in the global context.

1. There are 5.04 billion social media users around the world in January 2024, equating to 62.3 percent of the total global population.
2. Social media user numbers have continued to grow over the past 12 months too, with 266 million new users joining social media since this time last year.
3. That equates to annualized growth of 5.6 percent, at an average rate of 8.4 new users every single second.
4. Notably, 94.2% of internet users now have social media identities, highlighting the integral role of social media in digital communication and interaction today.
5. The average daily time spent using social media is 2 hours and 23 minutes.
6. Although the average daily time spent on social has slightly decreased (4 minutes), adoption growth remains high. Currently, 94.2% of internet users are using social media, and the gender split is fairly balanced, with slightly more male identities than female identities.
7. Platform-wise, YouTube and WhatsApp have shown remarkable user numbers, with YouTube’s potential advertising reach hitting 2.491 billion and WhatsApp maintaining at least 2 billion monthly active users.
8. Instagram also boasts 2 billion monthly active users, while TikTok’s ads can potentially reach 1.562 billion adults monthly. Other notable platforms include WeChat (including Weixin), with 1.336 billion users; Facebook Messenger, with 979 million potential advertising reach; and Telegram, with 800 million users.

These statistics demonstrate that social media is a powerful and pervasive force that affects billions of people across the world. It is not a passing trend, but a fundamental shift in the way we communicate, consume, and create information.

Social Media Growth

Now that we have established the importance and influence of social media let’s look at some statistics that show how fast and diverse social media is growing in terms of users, platforms, and content.

Insights from Global Social Media Statistics

Social media is a global phenomenon that transcends geographical, cultural, and linguistic boundaries. Here are some statistics that illustrate the diversity and dynamism of social media users and platforms around the world.

9. In terms of regional social media use, 2024 data indicates varied penetration rates across different parts of the world, with Eastern Asia showing a 74% penetration rate, North America at 71%, Southern America at 66%, and both Northern and Western Europe between 80-82%. The lowest penetration rates are observed in Southern Asia (32%), Western Africa (16%), and Middle Africa (10%), illustrating the diverse adoption and usage patterns of social media globally.
10. Facebook is the biggest existing social network with 2.96 billion monthly active users recorded in early 2023.
11. Over 75% of the world’s population aged 13+ uses social media.
12. Over 93% of internet users are social media users.
13. 76% of North Americans use social media
14. A recent in-depth study of social media penetration rates by country and territory shows that the United Arab Emirates currently tops the list. It has a rate of 105.6%, which suggests there are more social media users than people there.
15. Most top-ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ, or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and
16. The country with the lowest social media penetration rate is North Korea, with 0% of its population using social media.
17. The main reasons people use social media is to stay in touch with friends and family, fill their spare time, and read the news

These statistics show that social media is a diverse and dynamic landscape that offers different opportunities and challenges for users, marketers, and businesses. It is important to understand the preferences and behaviors of different audiences and regions, and to adapt to the changing trends and demands of the social media environment.

Social Media Users Worldwide

One of the key factors that drives the growth and innovation of social media is the number of users. Here are some statistics that show how many people use social media around the world, and how this number is expected to change in the future.

18. A typical social media user interacts with 6.6 social media platforms.
19. China, with 1.02 billion users, is the country with the most social media users. India and the United States make it to the top three with 755.47 million and 302.25 million users, respectively.
20. An average person uses social media for two hours and thirty-five minutes every day.
21. The average number of social media accounts used by millennial or Gen Z users worldwide is 8.5.

These statistics indicate that social media is still growing at a rapid pace, and that more and more people are joining the social media community. This means that social media will continue to offer new and exciting opportunities for communication, information, and entertainment for users, as well as for marketing, branding, and customer service for businesses.

Active Social Media Users by Region

Another important factor that influences the growth and diversity of social media is the regional distribution of users. Here are some statistics showing how many active social media users there are in different regions of the world, and how this number is expected to change.

22. The region with the highest number of active social media users in 2024 is projected to be East Asia, with 1.42 billion users, which is 28.8% of the global total. The region with the lowest number of active social media users in 2024 is projected to be Oceania, with 50 million users, which is 1% of the global total.
23. The region with the highest social media penetration rate in 2024 is projected to be Northern America, with 81.7% of its population using social media. The region with the lowest social media penetration rate in 2024 is projected to be Central Africa, with 10.1% of its population using social media.
24. The most popular global social media platforms in 2024 are expected to be Facebook, YouTube, WhatsApp, Instagram, and TikTok, with more than one billion monthly active users each.

These statistics show that social media is not evenly distributed across the world and that there are significant differences in the number and proportion

Social Media Use Statistics

Before you can determine the best way to reach your audience through social media, you should understand how people generally use these platforms. The following statistics provide a glimpse into social media usage among various markets around the world.

Frequency of Social Media Use

25. Users spend an average of 2 hours and 29 minutes daily on social media platforms.
26. The countries with the highest daily social media usage in 2024 are projected to be the Philippines, Brazil, and Colombia, with more than 3 hours and 30 minutes each.
27. The countries with the lowest daily social media usage in 2024 are projected to be Japan, China, and South Korea, with less than 1 hour and 30 minutes each1.
28. Americans check their social media on average for 2 hours and 14 minutes per day. This is 10 minutes less than the global average.
29. At the same time, Canadians spend 105 minutes every day on social media platforms.

Types of Content Consumed on Social Media

30. The most effective type of content on social media in 2024 is short-form video, which has an average engagement rate of 9.3% across all platforms. Short-form video is especially popular on TikTok, YouTube Shorts, and Instagram Reels, where users can easily create and consume bite-sized content that is entertaining, informative, or educational. TikTok statistics and popularity have made this category especially popular in recent years.
31. The second most effective type of content on social media in 2024 is audio chat and live rooms, which have an average engagement rate of 7.8% across all platforms. Audio chat and live rooms are interactive and immersive formats that allow users to join live conversations with hosts, guests, and other listeners. Platforms such as X Spaces, Clubhouse, and Meta Live Audio Rooms have seen a surge in popularity and usage in 2023 and 2024.
32. The third most effective type of content on social media in 2024 is content that represents brand values, which has an average engagement rate of 6.5% across all platforms. Content that represents brand values is content that showcases the mission, vision, and purpose of a brand, as well as its social and environmental impact. Users are more likely to trust and support brands that align with their values and beliefs, and that demonstrate authenticity and transparency.
33. The least effective type of content on social media in 2024 is high-quality images, which have an average engagement rate of 2.1% across all platforms. High-quality images are still important for visual appeal and brand recognition, but they are not enough to capture and retain users’ attention in a crowded and competitive social media landscape. Users are looking for more dynamic and engaging content that offers value, emotion, or connection.

Social Media Usage and Age Demographics

34. Social media usage by age can vary widely from generation to generation. The average number of social media accounts used by millennial or Gen Z users worldwide is 8.5.
35. According to research on 46 nations with internet users aged between 16 and 64, Japan had the lowest overall number of social media accounts at 3.8, while India had the highest at 11.5 accounts per user.

Social Media Use and Mobile Devices

36. The number of unique mobile phone users sits at 5.61 billion at the start of 2024. The latest data from GSMA Intelligence reveals that 69.4 percent of the world’s total population now uses a mobile device, with the global total up by 138 million (+2.5 percent) since early 2023.
37. 98.3% of users access social platforms via mobile.

Understanding Different Social Media Platforms

38. Facebook is the biggest and most widely used social media platform in the world, with 3.05 billion monthly active users as of January 2024.
39. YouTube is the second biggest and most popular social media platform in the world, with 2.5 billion monthly active users as of January 2024.
40. WhatsApp is the third biggest and most widely used social media platform in the world, with 2 billion monthly active users as of January 2024.
41. Instagram statistics indicate that it is the fourth biggest and most popular social media platform in the world, with 2 billion monthly active users as of January 2024.
42. TikTok is the fifth biggest and fastest-growing social media platform in the world, with 1.56 billion monthly active users as of January 2024.

Social Media Usage Trends

Some of the possible factors that influence the popularity and growth of social media platforms are:

• The quality and variety of the content and features that they offer, can attract and retain users’ attention and engagement.
• The relevance and personalization of the content and features that they provide, can cater to users’ needs and preferences.
• The accessibility and affordability of the platforms can enable users to use them easily and conveniently.
• The network and community effects of the platforms can encourage users to join and invite others to join.
• The innovation and adaptation of the platforms can help them respond to changing user behaviors and market trends.

Factor	Impact on Popularity and Growth	Benefits	Challenges
Quality & Variety of Content and Features	High-quality and diverse content/features attract a wide audience, increasing user engagement and time spent on the platform.	- Increases user satisfaction - Encourages content creation and sharing - Enhances user experience	- Requires continuous innovation - High production costs - Risk of content saturation
Relevance & Personalization of Content and Features	Personalized and relevant content/features increase user loyalty and retention.	- Improves user engagement - Increases the likelihood of content virality - Strengthens user relationships	- Privacy concerns with data collection - Complexity in implementing effective algorithms - Risk of echo chambers
Accessibility & Affordability	Easy and affordable access to platforms broadens the user base, including users from diverse demographics and regions.	- Expands market reach - Increases inclusivity and diversity - Encourages daily use	- Infrastructure and operational costs - Need for localization and language support - Digital divide issues
Network & Community Effects	Platforms that leverage network effects grow rapidly as users invite others, creating a larger and more engaged community.	- Accelerates user growth - Enhances user engagement through social connections - Strengthens platform loyalty	- Initial user acquisition challenge - Managing community standards and behavior - Risk of monopolization and user dependency
Innovation & Adaptation	Platforms that continuously innovate and adapt to market trends and user behaviors can sustain growth and relevance.	- Keeps the platform competitive - Aligns with evolving user expectations - Encourages creative content creation	- Resource-intensive research and development - Risk of alienating existing users with changes - Keeping pace with rapid technological advancements

Time Spent on Social Media

43. The regions with the highest daily social media usage in 2024 are projected to be South America and Africa, with more than 3 hours each.
44. The regions with the lowest daily social media usage in 2024 are projected to be Europe and North America, with less than 2 hours each.
45. The most popular time of day to use social media globally is 9 am, followed by 12 pm and 5 pm.

Frequency of Social Media Use

46. The platform with the highest daily social media usage in 2024 is TikTok, with an average of 52 minutes per user per day, followed by Instagram with 49 minutes, and Facebook with 38 minutes.
47. The platform with the lowest daily social media usage in 2024 is Twitter, with an average of 10 minutes per user per day, followed by Pinterest with 14 minutes, and LinkedIn with 17 minutes.
48. The platform with the highest monthly social media usage in 2024 is Facebook, with an average of 19.5 hours per user per month, followed by YouTube with 18.8 hours, and Instagram with 14.8 hours.

The Impact of Social Media on Society

Social media now plays a crucial role in modern society, impacting communication, information consumption, and business, among other areas of our lives. Social media platforms facilitate cross-border user interaction across political, cultural, and geographic divides by allowing users to produce, share, and consume information.

Social Media and Communication

Social media has transformed global communication by increasing accessibility, affordability, diversity, inclusivity, and collaboration. It allows users to communicate with anyone, anywhere, anytime, using various modes and reducing costs, especially for remote or underdeveloped areas.

Social Media and Information Consumption

Social media has significantly impacted information consumption by increasing accessibility, personalizing information, and facilitating engagement. It offers vast information on various topics, allowing users to access diverse sources and perspectives. Social media platforms also enable users to engage in information production and distribution, allowing them to like, comment, share, and rate content. This has led to a more diverse and engaging society.

The Influence of Social Media on Business

A significant impact of social media is its influence on business. Social media has become a powerful tool for businesses to market their products and services, as well as to engage with their customers.

Social Media Marketing

Social media marketing is the use of social media platforms to promote a brand, product, or service, as well as to achieve various business goals, such as increasing awareness, traffic, leads, sales, and loyalty. Social media marketing involves creating and sharing content, such as posts, stories, videos, and ads, that are relevant, valuable, and engaging to the target audience.

Social Media and Customer Engagement

Social media and customer engagement is the use of social media platforms to interact with customers, as well as to build and maintain relationships with them. Social media and customer engagement involve listening and responding to customer feedback, questions, and complaints, as well as providing customer support, service, and satisfaction.

Future Trends in Social Media Networks

Social media networks are constantly evolving to meet user needs and preferences, enabling innovation, collaboration, and influence. Future trends in social media networks include advancements in technology, content, user behavior, and business. Technology will see the integration of augmented reality (AR) and virtual reality (VR), artificial intelligence (AI) and machine learning (ML), blockchain and cryptocurrency, and the rise of short-form and bite-sized content. Content will also evolve, with short-form content dominating, audio and live content becoming more popular, and content representing brand values becoming more influential. User behavior will change, with search becoming more common and frequent, and search will become more personalized and contextualized. These trends will shape the social media landscape in 2024 and beyond, allowing users to explore new possibilities, engage with brands, and participate in the social media economy.

Emerging Social Media Platforms

49. Threads, the explosive sensation of 2023, has disrupted the social media world with an impressive user base of 131 million.
50. Clubhouse, the audio-chat social app, has over 28 million downloads worldwide. Always at the forefront of social interaction, it offers innovative features like chat moderation, rooms, events, and exclusive clubs.
51. Anchor, now occupied by Spotify, is one of the most essential apps for podcast enthusiasts. Designed for both smartphone and web users, it unlocks a wealth of editing possibilities with a single tap on the record icon, ensuring your podcast stands out whenever creativity strikes.
52. Mastodon had 2.5 million monthly users by December 2022. Solidifying its position as an open-source powerhouse, it provides seamless sharing of text, images, and videos to its users.
53. Patreon allows creators to build a direct relationship with their fans and supporters. Creators can offer exclusive content such as early access to new episodes, behind-the-scenes footage, and merchandise discounts. Fans can choose to support their favorite creators on a monthly basis.
54. The popularity of Patreon has lured creators to join the platform in order to reach new audiences. In the last 3 years, more than 50,000 creators have joined the platform.

Predicted Trends in Social Media Use

55. By 2025, advertisers are expected to spend over 82 billion dollars promoting their products on social networks.
56. Ad spending is expected to show an annual growth rate (CAGR 2024-2028) of 6.04%, resulting in a projected market volume of US$241.9bn by 2028.
57. With a projected market volume of US$84,610m in 2024, most revenue will be generated in the United States.
58. 58. Ad spending in the Video Advertising market is projected to reach US$191.3bn in 2024.
59. Ad spending on short-form videos in the Video Advertising market is projected to reach US$99.4bn in 2024.
60. Ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2028) of 10.04%, resulting in a projected market volume of US$145.8bn by 2028.

FAQs: Social Media Statistics

What percent of the world uses social media?

According to 2024 data, 62.3% of the global population, equivalent to 5.04 billion people, actively use social media, underscoring the expansive reach and influence of social platforms worldwide.

What is the number 1 social media platform in the world?

As of early 2023, Facebook statistics indicate that it remains the dominant social media platform globally, boasting 2.96 billion monthly active users, making it a cornerstone in both social networking and social media marketing strategies.

What are 5 facts about social media?

• The global average time spent on social media is approximately 2 hours and 23 minutes per day.
• Leading platforms by user count include YouTube and WhatsApp, with YouTube reaching a potential advertising audience of 2.491 billion and WhatsApp maintaining 2 billion monthly active users.
• Social media usage statistics reveal that over 75% of the global population aged 13 and above engages with social media.
• The diversity in social media usage across regions is significant, from Eastern Asia’s 74% penetration to Western Africa’s 16%.
• Users typically interact with an average of 6.6 different social media platforms, highlighting the importance of a multi-platform social media marketing strategy.

What are the most popular social media platforms worldwide?

The major social media platforms, each with over a billion monthly active users, include Facebook, YouTube, WhatsApp, Instagram, and TikTok, indicating their critical roles in global communication and social media marketing.

How much time do people spend on social media daily?

On average, daily social media usage stands at 2 hours and 29 minutes, illustrating the significant role of social media in people’s daily routines and its potential for targeted social media advertising.

How has social media changed the way businesses interact with customers?

Social media has revolutionized the approach to customer engagement, allowing businesses to leverage social media advertising and marketing strategies for direct communication, real-time feedback, and personalized marketing, enhancing overall customer experience and brand loyalty.

What is the future of social media?

Future trends in social media point towards the integration of advanced technologies like AR/VR and AI, an emphasis on short-form content, and evolving social media marketing strategies aimed at fostering more immersive and personalized user experiences.

How does social media usage vary across different regions?

Social media usage statistics reveal significant regional variances, with penetration rates ranging from Eastern Asia’s high of 74% to Western Africa’s low of 16%, indicating the need for region-specific social media strategies to effectively reach diverse audiences.

Where can I find the Latest social media statistics?

For the most current social media statistics, including usage, advertising, and marketing trends, professionals and businesses should consult authoritative industry reports, digital marketing research publications, and updates directly from major social media platforms. These resources offer valuable insights into social media stats that can inform effective social media strategies and advertising campaigns. You can also search for statistics that relate to specific age groups or platforms. For example, you might search “Snapchat statistics,” “Twitter statistics,” or “LinkedIn statistics.”

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This article, "Social Media Statistics: 60 Key Insights into Social Media" was first published on Small Business Trends

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