- Sharon Hafuta
- Apr 28
- 30 min read
Updated: 2 days ago
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According to the latest social media statistics from Datareportal, there were around 5.24 billion social media users worldwide as of January 2025. That means nearly two-thirds (63.9%) of the global population now engages with social media in some form. This marks a 4% increase from the previous year’s 5.04 billion users—an average growth rate of 6.5 new users every second.
But what does the social media landscape actually look like in 2025? Which platforms are seeing the most activity? Who’s using them—and how does this tie into a long-term strategy for social media marketing?
To answer these questions, Wix has compiled the latest social media statistics and facts for 2025. You’ll find a breakdown of global usage trends, user demographics and growth patterns—insights that are especially valuable whether you're refining your social media design, exploring how to make a website from scratch or choosing the right website builder to support your online goals.
When choosing a website builder, you want one that’s flexible, powerful and easy-to-use. Wix is the go-to platform for millions of users looking to create a stunning website effortlessly. See what makes Wix stand out from the crowd and why it’s the right fit for you.
Top 10 must-read social media statistics for 2025
As of March 2025, Facebook had the largest market share at 69.71% across all social media platforms. (Statcounter)
Facebook is the biggest social media platform in the world, with an estimated value of $104 billion when it entered the public market in May 2012. (Statista)
The most downloaded social media apps are Facebook and WhatsApp, with an estimated 10-50 billion total downloads. (Sensor Tower)
Facebook is the largest social media platform in terms of wealth, with an estimated revenue of $80.7 billion. (Soax)
By 2029, India is expected to overtake China as the country with the most social media users (projected 1.31 billion vs. 2.72 billion). (Statista)
The UAE has the highest social media penetration rate across all countries at 115%, compared to Nigeria, which has the lowest at 17%. (Statista)
More than nine in 10 (94.2%) global internet users access social media at least once per month. (Datareportal)
Facebook has an average of 3.07 billion users per month—the most of any social media platform. (Kepios via Datareportal)
The average person spends 34 hours per month on TikTok. (Soax)
The average global internet user spent 143 minutes per day on social media in 2024. (Statista)
The social media usage statistics shared here might not represent unique individuals. This is because things like duplicate or fake accounts can skew the numbers. So, in reality, the actual stats could be higher or even lower than what’s shown—especially since most platforms have age restrictions for users under 13. |
These numbers only scratch the surface. Below, we’ve rounded up the top must-read social media statistics for 2025—click any stat to jump straight to the insights that matter most to you.
Social media market statistics
Before diving into individual platforms and social media trends, it’s worth taking a step back to understand the size and scope of the social media industry as a whole.
These statistics offer a high-level view of the market—including user growth, platform dominance and reach—highlighting how essential a strong social media presence has become for individuals and brands alike.
Whether you’re focused on boosting social media engagement or refining your social media branding, understanding the broader landscape is key to making smarter, more strategic decisions.
“When you understand the bigger picture of the social media landscape, it’s easier to spot real opportunities. It’s not just about chasing trends—it’s about aligning your strategy with where the industry is headed.” - Lilach Goldis, social media manager at Wix
How big is the social media industry?
According to estimates from Spherical Insights, the global social media market size was valued at $218.03 billion in 2023. With a forecast compound annual growth rate (CAGR) of 14.09% between 2023-33, this means the social media industry could be worth more than $815 billion by 2033.
Social media market share statistics
As of March 2025, Facebook’s market share stood at more than two-thirds (69.71%). According to social media stats from Statcounter, this was around seven times greater than Instagram in second place, which occupied almost a tenth (9.24%) of the social media market for that month.
Social media stats worldwide across all devices (March 2025)
Pinterest’s social media market share stood at around one-fourteenth (7.32%) at the end of Q1 2025, making it the third-biggest social media platform in the world for this variable.
How many social media platforms are there?There is no precise figure for the number of social media platforms in the world. The social media market is dominated by household names such as Facebook, Instagram and YouTube, but many other smaller, niche platforms exist, with new ones emerging on an almost daily basis, making it hard to track the exact number. |
Social media stats worldwide across different devices (March 2025)
Social media platform | Percentage market share across desktop devices (%) | Percentage market share across mobile devices (%) | Percentage market share across tablet devices (%) |
40.49% | 73.06% | 84.09% | |
- | 10.45% | 2.73% | |
X/Twitter | 11.84% | 6.35% | 3.00% |
26.81% | 4.80% | 6.94% | |
YouTube | 9.80% | 4.03% | 2.41% |
5.31% | 0.83% | 0.45% | |
2.48% | - | - | |
Other | 3.27% | 0.48% | 0.38% |
(Source: Statcounter)
When broken down by device, Facebook’s market share of the social media industry tends to be greater than all other platforms combined. This is certainly the case for mobiles and tablets, where Facebook occupies more than three-quarters (73.06%) and more than four-fifths (83.09%), respectively, of the overall market. This is contrasted by around two-fifths (40.49%) for desktop devices.
As of March 2025, Pinterest’s social media market share stood at more than a quarter (26.81%) for global desktop devices—around 2.5 times the size of X's (formerly Twitter) proportion at just over a tenth (11.84%).
Incidentally, this is approximately the same as Instagram’s market share of mobiles around the world (10.45%—the second largest social media platform on these devices based on market share data.
Understanding where each platform stands in terms of market share is only part of the picture. To take full advantage of these insights, it’s worth exploring tailored strategies for each major network.
Check out our in-depth guides on:
Social media stats worldwide—percentage market share over time across all devices (2009-25)
According to social media stats from Statcounter, Facebook has the highest average social media market share in 2025, occupying more than two-thirds (67.32%) of all devices. This was followed by Instagram, with a market share of just over a tenth (10.7%).
Facebook’s market share of the global social media industry has dominated since 2009, when it accounted for just under half (48.14%). Its market share grew year-on-year (YoY) between 2009-16, when it reached a peak of 86.16%—nearly four-fifths greater (+78.98%) than seven years earlier.
Between 2009-25, other noticeable marketing trends in this data on social media include:
Pinterest’s market share rose to almost a seventh (13.86%) in 2019, before virtually halving by 2025 to 7.8%.
X/Twitter reached a peak market share of just over a tenth (10.73%) in 2020 across all devices, despite occupying less than half the market (4.2%) just four years earlier.
YouTube’s market share fluctuated from 0.11% in 2015 to 8.27% in 2024.
Instagram’s share of the social media market grew rapidly from 2016, when it accounted for just 0.09% of the overall market, up to a high of 11.8% in 2023.
Social media stats worldwide - percentage market share over time across desktop devices (2009-25)
“A few elements I would recommend to those who desire to grow their Instagram account include high-quality visual content, a consistent aesthetic, engaging and witty captions, strategic use of hashtags, regular posting schedule, interacting with followers and comments and a strong use of features like Reels and Stories to diversify your content and reach a wider audience.” - Marissa Nicole Brower, social media manager–TikTok at Wix
As of 2025, Facebook accounted for around two-fifths (41.21%) of the social media market share for desktop devices around the world. This was almost 16 percentage points more than Pinterest in second.
Facebook’s dominance in the world of desktop devices has almost halved since 2015, when its respective market share stood at just over four-fifths (81.8%). This downward trend is also mirrored by StumbleUpon, which held over a fifth (22.51%) of the social media market for desktops in 2009, yet accounted for 0% in 2025.
Conversely, Pinterest’s market share of the global social media market for desktops more than quadrupled between 2012 and 2025, from just over a twentieth (5.48%) to around a quarter (25.23%).
Social media stats worldwide - percentage market share over time across mobile devices (2009-25)
Facebook’s market share for social media across global mobile devices in 2025 stood at around seven-tenths (70.35%)—almost six times that of Instagram in second (12.14%).
Back in 2009, just over two-fifths (41.89%) of users accessed Facebook on their mobiles. By 2016, this figure had more than doubled to approximately nine in 10 (89.73%).
Pinterest’s social media market share fluctuated between 2012-25, from a low of 4.43% in 2022 up to a high of 17.05% in 2013. This is contrasted by X/Twitter, which dropped from almost a quarter (23.22%) in 2009 to 3.66% in 2016.
Instagram’s share of social media on mobiles increased dramatically from 2016, when it occupied just 0.13% of the overall market. By 2023, it had reached a peak of almost a seventh (13.18%).
Learn more about Instagram:
Social media stats worldwide - percentage market share over time across tablet devices (2009-25)
Date | X/Twitter | Tumblr | StumbleUpon | ||
2012 | 32.13% | 54.33% | 6.07% | 0.00% | 3.56% |
2013 | 37.07% | 44.06% | 11.15% | 0.91% | 4.54% |
2014 | 63.34% | 25.45% | 5.78% | 2.42% | 1.63% |
2015 | 76.74% | 16.74% | 3.54% | 1.37% | 0.77% |
2016 | 76.40% | 17.41% | 3.25% | 1.56% | 0.61% |
2017 | 75.78% | 17.73% | 3.75% | 0.91% | 0.39% |
2018 | 53.63% | 34.98% | 5.69% | 0.76% | 0.28% |
2019 | 47.81% | 41.84% | 6.51% | 0.67% | 0.00% |
2020 | 66.68% | 22.57% | 5.95% | 0.54% | 0.00% |
2021 | 72.79% | 15.47% | 5.07% | 1.21% | 0.00% |
2022 | 81.07% | 8.73% | 4.38% | 0.44% | 0.00% |
2023 | 80.22% | 9.06% | 4.87% | 0.31% | 0.02% |
2024 | 60.36% | 31.28% | 2.91% | 0.37% | 0.00% |
2025 | 73.98% | 17.83% | 2.84% | 0.36% | 0.00% |
(Source: Statcounter)
As of 2025, Facebook’s market share of social media platforms across tablets stood at almost three-quarters (73.98%), further exerting its dominance across the social media industry.
More than a sixth (17.83%) of tablets around the world were being used to access Pinterest, giving these two a combined market share of more than nine-tenths (91.81%).
Before 2014, Pinterest occupied the largest market share across the social media platform industry, at more than half (54.33%) as of 2012. This figure dropped to less than a tenth (8.73%) in 2022, its lowest recorded market share percentage during this period.
Incidentally, X/Twitter’s market share also dropped by more than half between 2012-25, from 6.07% to 2.84%.
Learn how to use Twitter to build your brand and create a Facebook ad for website traffic that drives real results.
What is the biggest social media platform?
According to social media analysis from Statista, Facebook entered the public market in May 2012 with an estimated value of $104 billion. This was around four times greater than Snapchat’s estimated worth almost five years later, when it became part of the public market.
Estimated value of the biggest social media platforms (upon entrance to the public market)
X (formerly Twitter) was the third-biggest social media platform as of March 2024, with an estimated value of $18 billion in 2013. This was almost double the approximate worth of Pinterest in fourth at $10 billion as of April 2019.
Most popular social media apps
Instagram and WhatsApp (both owned by Meta) are among the most popular social media apps in the world, according to research by GWI in their social media report.
Around one in six people claim that either Instagram (16.6%) or WhatsApp (16.0%) is their preferred choice when it comes to using social media. This was followed by almost one in seven (13.1%) who selected Facebook as their most popular social media platform.
Top 10 social media platforms in terms of popularity
Social media platform | Percentage of respondents (%) |
16.6% | |
16.0% | |
13.1% | |
12.0% | |
TikTok | 8.1% |
Douyin | 7.3% |
X/Twitter | 3.2% |
Telegram | 2.6% |
Messenger | 2.4% |
Line | 1.8% |
(Source: GWI via Datareportal)
Incidentally, almost one-eighth (12.0%) of those surveyed by GWI would pick WeChat as their number one social media platform, with less than one in 10 (8.7%) opting for TikTok.
WeChat is a Chinese “super app” that combines messaging, social networking and online transactions/mobile payments into one platform. |
Most common social media platforms used by marketers worldwide (January 2024)
A 2024 survey by Statista found that almost six in seven (86%) marketers worldwide use Facebook for marketing purposes, with just under four in five (79%) opting for Instagram.
Less than two-thirds (65%) of those surveyed claim to use LinkedIn for marketing in some capacity, with just over half (51%) choosing to implement YouTube as another form of marketing tools.
Most downloaded social media apps
In terms of the estimated number of downloads, Facebook and WhatsApp continue to dominate as the most popular social media apps, with between 10 and 50 billion downloads each.
According to social media stats from Sensor Tower, this makes them up to five times more popular than fellow Meta-owned apps Messenger and Instagram, in joint-second, with an estimated five to 10 billion downloads each.
Year | YouTube | TikTok | |||
2012 | - | 57% | 11% | 10% | - |
2013 | - | 57% | 15% | 15% | - |
2014 | - | 58% | 21% | 16% | - |
2015 | - | 62% | 24% | 26% | - |
2016 | - | 68% | 28% | 26% | - |
2018 | 73% | 68% | 35% | 29% | - |
2019 | 73% | 69% | 37% | 28% | - |
2021 | 81% | 69% | 40% | 31% | 21% |
2023 | 83% | 68% | 47% | 35% | 33% |
2024 | 85% | 70% | 50% | 36% | 33% |
(Source: Pew Research)
Social media statistics from Pew Research show that as of 2024, YouTube was one of the most popular social media platforms in terms of usage, with around six in seven (85%) US adults claiming to have used it. This represented a 12-percentage-point increase from 2018, when the figure stood at just under three-quarters (73%).
This was followed by around seven in 10 (70%) who had used Facebook at some point in their life—a figure that had risen 13 percentage points in the space of 12 years.
Other trends from the survey were that, as of 2024:
Half (50%) of adults in the US had used Instagram (more than four times the proportion compared to 2012).
More than a third (36%) had used Pinterest (3.5 times the amount compared to 2012).
One in three (33%) US adults had used TikTok (a 12-percentage-point increase from two years earlier).
Learn more about Facebook:
Social media revenue statistics
According to an analysis of social media revenue by Statista, the social networking market was estimated to be worth around $122.6 billion in 2022. This resulted in an average revenue per download of around $10.96.
With an expected CAGR of 7.56% between 2022-29, its projected market value could reach $206.76 billion by 2029.
Top social media platforms by estimated revenue
Social media stats from Soax indicate that as of 2024, Facebook had estimated revenue of $80.7 billion—the most across all social platforms and almost half (47.8%) more than Instagram in second at $49.8 billion.
YouTube’s estimated social media revenue in 2024 was thought to be around $31.5 billion, almost the same combined amount as that of WeChat in fourth ($16.3 billion) and TikTok in fifth ($16.1 billion).
Social media advertising statistics
According to Statista, the global social media advertising market is expected to be worth $276.72 billion by the end of 2025. With an anticipated CAGR of 9.38% between 2025-30, this could result in a projected market value of $433.28 billion by the end of the decade.
Forecasts suggest that more than four-fifths (83%) of total ad spending across the world in 2030 will be via mobile devices, with an expected 6.6 billion users worldwide by 2030.
Potential advertising reach of social media advertisements
Statistics on social media advertising by Kepios suggest that YouTube ads reach around 2.53 billion users per month, the most of any social media platform, and around 10% more than Facebook in second (2.28 billion).
Instagram ranks third in terms of potential advertising reach. With an estimated audience of 1.74 billion, this equates to roughly 9% (or 150 million people) more than TikTok in fourth and almost two-fifths more (37%) than LinkedIn in fifth.
Explore powerful advertisement examples, learn about different types of advertising and discover how online advertising can help you reach your target audience.
Websites and social media arguably both have their place when it comes to effective marketing efforts. Check out our blog on website vs. social media and why you’ll likely need both to run a successful business. |
Social media usage statistics
If you’re looking to boost your online presence, understanding the latest social media usage statistics is a great place to start. These numbers can inform everything from your content strategy to which social media management tools you choose. Plus, staying on top of user trends can help you apply the most effective social media marketing tips to grow your brand across platforms.
What is content marketing? Discover how it works and explore content marketing examples to inspire your own strategy.
How many people use social media?
As of January 2023, Asia was the continent with the highest social media usage, with just over 2.9 billion users. This meant more than one in three (36.3%) of the global population at the time were social media users located in Asia.
Based on research by Statista, around two-fifths (42.4%) of these were situated in Eastern Asia, with just under a third (32.7%) in Southern Asia.
Number of global social network users by region (2023)
By contrast, the Americas had approximately 819 million social media users in 2023, with just over half (54%) of these based in North America and just under two-fifths (38.7%) in South America.
According to these statistics on social media usage, Europe had 682 million social media users in 2023. This represented almost a fifth (18.3%) fewer than the Americas and around four times less than Asia.
Number of social network users by country (2023 vs. 2029)
According to social media stats from Statista, China had the largest number of social network users as of 2023 across all countries (1.07 billion people). This was around a fifth (21.5%) more than India in second (862 million) and almost three times the amount compared to the US in third (308 million).
By 2029, India is expected to overtake China in terms of the number of social network users, with roughly 1.3 billion nationwide. This would represent an increase of more than half (51.7%) from 2023 figures and should put it 2.8% ahead of China in second place.
The US is anticipated to hold onto third spot in 2029 for the number of social media users by country, with an estimated 336 million users—a 9.1% rise in the space of six years.
"Identify the social media platforms your audience is most active on gain an in-depth understanding of what it takes to rank on them. For example, converting your Instagram carousel posts into a Reel can capture attention more effectively and boost your content's impact, ultimately leading people to visit your site."- Lilach Goldis, social media manager at Wix
Highest active social network penetration rate by country (April 2024)
The social network penetration rate measures how many people actively use social media in a given area. It highlights adoption rates and platform popularity, offering valuable insights for businesses using Wix marketing tools or analyzing affiliate marketing statistics. |
As of April 2024, the UAE had the highest social network penetration rate across all countries at 115%, according to social media usage statistics from Statista. A penetration rate of more than 100% suggests that there are more social network accounts in that country than there are people. Whilst this is normally unlikely, it is possible and could be due to a significant number of individuals owning more than one social media profile, for example.
This was followed by Saudi Arabia (96.2%) and South Korea (93.4%), and indicates that on average, more than nine in 10 of its population actively engage with social media in some capacity.
By contrast, the UK’s social network penetration rate stood at 82% in April 2024, followed by Canada at 80.7%. This means more than four in five of its citizens, on average, were using social media platforms at that moment in time.
Lowest active social network penetration rate by country (April 2024)
At the other end of the scale, Nigeria had the lowest social network penetration rate in April 2024, based on social media usage statistics from Statista.
As of 2024, less than one in five (17%) Nigerians were active on social networks, followed by Ghana (22.2%) and Kenya (24.5%).
By contrast, the USA’s social network penetration rate stands at around 69.7%, meaning almost seven in 10 people from the US are active users when it comes to social media.
How often do people use social media?
Recent facts about social media from Datareportal indicate that more than nine in 10 (94.2%) global internet users now use social media every month.
Facebook leads the way with 3.07 billion monthly average users, around a billion more per month compared to Instagram and WhatsApp.
Social media platforms by the average number of monthly users
In terms of social media monthly active users, WeChat and Telegram round off the top five, with 1.38 billion and 0.95 billion, respectively.
This means that Facebook users are more than doubled monthly compared to WeChat users, and Telegram more than tripled.
WeChat and Telegram rank in the top five with 1.38B and 0.95B monthly users
According to the latest facts about social media from Soax, the average person spends almost a day and a half (34 hours) per month on TikTok, the most across all social media platforms in their study.
This is almost six hours more per month than YouTube in second place, with a typical user spending just over one day per month (28 hours and five minutes) accessing its content.
On average, TikTok users spend almost twice as long on this platform as those who use WhatsApp (34 hours vs 17 hours and six minutes).
Want to turn your content into income? Learn how to make money on TikTok, find the best time to post on TikTok and discover how to use TikTok for business to grow your brand. |
How many people use social media daily?
Social media statistics from Statista indicate that the average internet user spent almost 2.5 hours (or 143 minutes) per day on social media networks throughout 2024. This was a 5.3% decrease from the previous year, which represented a peak of 151 minutes a day for the period 2012-24.
Average daily time spent on social networks worldwide by internet users (2012-24)
Between 2012-24, the average daily time spent on social media generally rose year-on-year from 90 to 143 minutes per day—an increase of almost three-fifths (58.9%) in the space of 12 years.
How many people use social media in the US?
According to Datareportal’s latest social media report, approximately 253 million people in the US currently use social media as of January 2025. This represents almost four-fifths (78.5%) of the country’s internet population and almost three-quarters (73%) of its total inhabitants.
Their analysis of social media statistics reveals that:
The number of social media user identities grew by around 14 million (or 5.9%) between 2024-25.
There were 223 million social media users aged 18 and above (equivalent to more than four-fifths (81.5%) of the US adult population).
The gender split between females and males was fairly even (50.2% vs. 49.8%).
Selected social network usage rate per minute (December 2024)
Social network activity | Amount per minute |
Reels played on Facebook and Instagram | 138,900,000 |
YouTube videos watched | 3,472,222 |
Snaps sent on Snapchat | 3,300,000 |
TikTok videos uploaded | 16,000 |
Members applying for jobs on LinkedIn | 9,000 |
(Source: Domo)
Social media research by Domo indicates that almost 139 million reels were played on Facebook and Instagram in the US as of December 2024, making it the most popular form of social media usage in their study.
This represented almost 40 times the average number of YouTube videos watched and snaps sent on Snapchat in the same month (3.47 million vs. 3.3 million, respectively).
Learn more about YouTube:
Main reasons for using social media
According to the latest data about social media usage, just over half (50.8%) of those surveyed by GWI claim to use social media as a way of keeping in touch with friends and family.
Most common reasons for using social media
This was followed by just under two-fifths (39%) who use social media to fill their spare time and more than a third (34%) who access it to read news stories.
Looking to grow your Instagram game? Learn how to make money on Instagram and discover how to get Instagram followers who are truly engaged with your content. |
Most popular activities by social media platform
Social media platform | Looking for content | Following or researching brands or products | Keeping up to date with news & current events | Messaging friends & family | Posting or sharing photos or videos |
55.3% | 52.5% | 57.3% | 73.1% | 62.6% | |
66.7% | 62.3% | 54.7% | 60.4% | 70.2% | |
TikTok | 79.6% | 51.5% | 43.7% | 21.7% | 42.3% |
11.6% | 24.9% | 28.7% | 13.0% | 15.9% | |
Snapchat | 36.7% | 25.8% | 24.3% | 40.9% | 44.4% |
X/Twitter | 35.8% | 37.8% | 60.5% | 18.1% | 28.2% |
29.7% | 30.9% | 30.7% | 7.7% | 12.4% | |
20.8% | 36.4% | 14.1% | 6.9% | 15.3% |
(Source: GWI via Datareportal)
Recent statistics on social media reveal that almost four in five (79.6%) people surveyed by GWI use TikTok when looking for social media content, the most common response for this category, followed by two-thirds (66.7%) who go to Instagram and just over half (55.3%) who opt for Facebook.
GWI’s social media report also reveals:
Instagram is the most popular social media platform when following or researching brands/products, used by more than three-fifths (62.3%) of respondents, making it a powerful tool for product marketing.
Around three in five (60.5%) social media users turn to X for news updates and information on current affairs, making it around twice as popular as Reddit (30.7%).
Almost three-quarters (73.1%) of those wanting to stay in touch with family and friends do so via Facebook.
Seven in 10 (70.2%) choose Instagram when posting or sharing photos/videos compared to around six in 10 (62.6%) for Facebook.
Check out the latest video marketing statistics to see how video can drive engagement and conversions for your business.
Social media growth statistics
According to stats about social media usage, there were approximately 5.24 billion people in the world who engaged with social media as of Q1 2025. This represented a rise of +0.38% from the previous quarter and +3.97% from 12 months earlier.
Social media usage over time (Q1 2023 - Q1 2025)
The number of global social media users in Q1 2023 was estimated to be around 4.76 billion. In the space of two years, Datareportal figures via DemandSage suggest that this number has increased by more than a tenth (+10.08%) or roughly 480 million people.
Did you know? Learning how to grow social media followers starts with understanding where your audience is—and just how quickly it’s expanding. |
Year-on-year audience growth of selected social media platforms worldwide (January 2024)
Social network | Percentage YoY growth (%) |
+25.3% | |
+23.2% | |
+13.9% | |
X/Twitter | +11.3% |
Snapchat | +6.8% |
+3.1% | |
YouTube | +0.9% |
(Source: Statista)
Social media stats from Statista reveal that, as of January 2024, Instagram had the largest year-on-year percentage growth across different social media platforms throughout the world at just over a quarter (+25.3%). This was followed closely by Pinterest at +23.2%.
Comparatively, LinkedIn’s YoY percentage growth for this period stood at almost a seventh (+13.9%), followed by X at just over a tenth (+11.3%) compared to the previous year.
Most used social media platforms
As of February 2025, Facebook was estimated to have more than three billion users worldwide, making it the most used social media platform across the globe.
Most popular social networks worldwide (February 2025)
According to social media statistics from Statista, this was around half a million more than YouTube in second place and over a billion more than Instagram and WhatsApp in joint third.
TikTok and WeChat round off the top five most-used social media platforms of 2025 with a respective 1.59 billion and 1.38 billion estimated users.
Active user index for various social media platforms
Based on Android activity in November 2024, Data AI’s social media index report suggests that YouTube is the most-used social media platform and implies an active user base roughly a sixth (16.1%) larger than that of WhatsApp in second place and almost a fifth (18.8%) greater than Facebook in third.
Note: The index score approximates the number of smartphone handsets using each platform’s app in November 2024. The data is based on Android activity due to difficulties in tracking iPhone behaviors. According to Statcounter, Android occupied around seven-tenths (71.85%) of the world operating systems market in November 2024, so this presumes the data on Android activity is fairly representative of global social media usage. |
Statistics on social media demographics
When analyzing social media platforms by users, the vast majority tend to have more males than females. According to social media stats from Statista, this gender gap is smallest when it comes to Snapchat users (50.7% males vs. 48.4% females).
Percentage of social network users by gender (February 2025)
Conversely, X had the largest gender gap in its user population as of February 2025, with almost two-thirds (63.7%) of its users identifying as male and more than a third (36.3%) as female.
In the US, research suggests that females tend to use social media platforms more than their male counterparts. This is apparent when analyzing several social media usage statistics between the two genders, including:
More than three-quarters (78%) of women have used Facebook compared to just over three-fifths (61%) of men.
Around half (51%) of the females surveyed by Pew Research had previously used Pinterest compared to under a fifth (19%) of males.
Virtually two in five (39%) US females were users of TikTok compared to roughly one in four (26%) males.
The results of this social media report by Pew Research highlight that this is not the case for all social media platforms, with males tending to use Facebook, LinkedIn and Reddit more than females.
Why is Reddit so popular? Discover how you can tap into its community for your brand.
Most popular social media platforms among age groups and genders
Datareportal’s analysis of social media usage statistics suggests that younger people tend to prefer social media platforms such as Instagram and TikTok more than the older generation. For example, around one in four males (26.6%) and females (24.8%) aged 16-24 claim Instagram is their favorite social media platform, compared to 6.1% and 10.2% for respective males and females aged 55-64.
This is, however, not the case for social media platforms such as Facebook and WeChat, where the opposite is apparent. Datareportal’s research indicates that more than a sixth of males (17.5%) and females (17.1%) surveyed between the ages of 55 and 64 prefer to use Facebook over other social media apps, compared to 7.8% of males and 5.9% of females aged 16-24.
Social network | 18-29 | 30-49 | 50-64 | 65+ |
68% | 78% | 70% | 59% | |
76% | 66% | 36% | 19% | |
40% | 41% | 30% | 15% | |
X/Twitter | 38% | 25% | 15% | 8% |
43% | 43% | 33% | 22% | |
Snapchat | 65% | 32% | 14% | 4% |
YouTube | 93% | 94% | 86% | 65% |
30% | 40% | 28% | 18% | |
46% | 35% | 11% | 4% | |
TikTok | 59% | 40% | 26% | 10% |
BeReal | 10% | 2% | 1% | 1% |
(Source: Pew Research)
According to data from Pew Research on people’s social media usage, around three-quarters (76%) of those surveyed aged 18-29 have used Instagram at some point. This is contrasted by less than a fifth (19%) of those aged 65 and above.
Based on their survey, YouTube was the most used social media platform in 2024, having been accessed by more than nine in 10 US adults aged 18-29 and 30-49 (93% vs. 94%). This figure drops to around six in seven (86%) for the 50-64 age group and just under two-thirds (65%) for those 65 and above, but remains the highest percentage across all ages for different social media platforms.
The biggest disparity in social media usage across age groups comes with Snapchat, which was used by almost two-thirds (65%) of 16-29-year-olds surveyed in 2024, yet less than one in 20 (4%) of the 65+ population.
Main reasons for using social media among age groups
When analyzing social media stats between age groups in the US, ‘staying connected with friends and family’ alongside ‘filling up spare time’ remain the two most common reasons for using social media.
Almost three in five (58.1%) of those aged 65 and above claim to use social media primarily for communicating with others (i.e., friends and family). This figure gradually drops with age down to just under half of 16-24 and 25-34-year-olds (48.3% and 48.1%, respectively).
Conversely, younger people tend to use social media more to fill their spare time than their older counterparts. This is the case for more than two-fifths (44.2%) of those aged 16-24 compared to just over a quarter (25.8%) of those aged 65+.
Incidentally, just over a third (33.9%) of those surveyed aged 16-24 admit to using social media as a way of finding content (such as articles and types of videos). This reason did not feature in the top three for all other age groups, instead occupied by ‘reading news stories’. This ranged from more than a quarter (27.1%) of the 65+ population up to more than two-fifths (40.6%) of those aged 55-64.
Percentage of US adults who have used different social media platforms by race and ethnic group
Social network | White | Black | Hispanic | Asian |
70% | 73% | 69% | 65% | |
45% | 52% | 59% | 62% | |
33% | 34% | 24% | 50% | |
X/Twitter | 19% | 24% | 22% | 26% |
37% | 36% | 35% | 25% | |
Snapchat | 25% | 28% | 33% | 26% |
YouTube | 82% | 88% | 89% | 93% |
22% | 36% | 56% | 39% | |
24% | 18% | 22% | 42% | |
TikTok | 26% | 50% | 48% | 31% |
BeReal | 3% | 2% | 2% | 5% |
(Source: Pew Research)
When analyzing who uses social media in the US across different races and ethnic groups, those from the Asian community tend to have a higher social media consumption rate than any other.
More than nine in 10 (93%) US Asians surveyed by Pew Research in 2024 had used YouTube before, the highest percentage across all ethnic groups and races in the study. This figure dropped to approximately four in five (82%) of those who identify as White.
Those from the US Black community tend to use Facebook more than any other, at just under three-quarters (73%), compared to almost two-thirds (65%) of Asian US citizens.
Generally speaking, the US White population tends to use social media platforms less than other ethnic groups. This is particularly apparent in Instagram usage statistics, which suggest less than half (45%) of those surveyed who are White have accessed Instagram before, compared to 52% (Black), 59% (Hispanic) and 62% (Asian).
By contrast, the Hispanic community tends to dominate in terms of WhatsApp usage statistics, where more than half (56%) claim to have used it before, compared to just over a fifth (22%) of the US White population.
Percentage of US adults who have used different social media platforms by income
Social network | <$30,000 | $30,000-$69,999 | $70,000-$99,999 | >$100,000 |
65% | 73% | 73% | 70% | |
41% | 47% | 54% | 58% | |
16% | 22% | 34% | 53% | |
X/Twitter | 15% | 18% | 24% | 27% |
29% | 34% | 39% | 40% | |
Snapchat | 28% | 32% | 26% | 24% |
YouTube | 78% | 84% | 87% | 90% |
26% | 26% | 30% | 37% | |
15% | 22% | 22% | 34% | |
TikTok | 37% | 39% | 36% | 26% |
BeReal | 3% | 2% | 3% | 3% |
(Source: Pew Research)
Social media usage stats by income level suggest that as your wealth increases, so does your consumption of social media across different platforms.
According to a 2024 study by Pew Research, this is the case for most social media apps, notably LinkedIn where approximately a sixth (16%) of US adults earning less than $30,000 a year have used it before, rising to more than half (53%) of those with an annual salary above $100,000.
Similarly, the proportion of people using Reddit from each of these income brackets also more than doubles (16% vs. 34%).
However, this is not the case for all social media platforms. TikTok bucks this trend, having been used by almost two-fifths (37%) of US adults earning less than $30,000 in 2024, yet only just over a quarter (26%) of the highest earners surveyed.
Percentage of US adults who have used different social media platforms by level of education
Social media statistics from Pew Research indicate that generally, as education levels rise, so does people’s engagement and use of social media.
Based on their 2024 survey, the largest gap between US adults from different educational backgrounds was for users of LinkedIn, where around one in eight (12%) adults with a high school education or less had used the platform, rising to more than half (54%) of college graduates or higher.
The difference between these two groups was also:
19 percentage points higher for users of WhatsApp.
18 percentage points higher for adults who had used Reddit.
16 percentage points higher for Instagram users.
11 percentage points higher for those using YouTube.
However, this social media trend was reversed for TikTok and Snapchat, which were favored by those with lower educational qualifications. For example, almost two-fifths (37%) of US adults surveyed with a high school education or less had used TikTok, while more than a quarter (28%) had engaged with Snapchat before.
The corresponding figures for those who had graduated from college were around a quarter (26%) for TikTok and a little over a fifth (22%) for Snapchat.
Social media post statistics
How many social media posts are there per day?
According to social media post statistics from Neil Patel (Co-founder of NP Digital), there are an estimated half a billion daily posts on X. This represents more than a third (35.3%), or around 150 million, extra social media posts per day than Facebook in second.
Average number of social media posts each day across different platforms
On average, YouTube has approximately 216 million posts per day—more than twice the amount compared to Instagram in fourth (95 million).
"The frequency of posting on social media can vary based on platform and your audience's preferences, but it's essential to maintain a regular posting schedule to keep your audience engaged without overwhelming them." - Marissa Nicole Brower, social media manager–TikTok at Wix
Social media posts are a great way to engage with your audience and get them excited about your brand. If you’re looking to expand your reach even further, it might be time to start a blog. Check out our guide on how to start a blog and create social media posts that drive even more engagement. |
Social media marketing statistics
Based on their Social Media Market Industry Report 2024, research by Social Media Examiner via Statista found that around five in six (83%) marketers worldwide believe the main benefit of social media marketing is increased exposure, according to recent marketing statistics. This allows them to get their brand in front of their target audience and position themselves as the leading authority in their field.
"Our primary focus has always been social media—we use Instagram, Twitter and Facebook. The main thing for us, across social media, our website and even the experience in the shop, is to be as inclusive as possible, keeping the language of our spirits as simple as we can. We aim to be transparent with our barrel routine and how our products are aged. Using unnecessary terms or overcomplicating things excludes people, and we would never want to do that. Our spirits are for everyone. On social media, I typically do some teaser posts, and then we run an email marketing campaign. Whenever we do a new release, we first send out a teaser email and then follow up with an email announcing that our new whisky is now available, with a link to purchase it. I like to send out that email campaign about an hour before we actually post about it on social media so that customers who’ve asked us to let them know when a certain release is coming have a chance to order it, as some of our smaller batch releases have sold out in just a few days." - Andrea Shubert, co-founder of Strathcona Spirits
Main benefits of social media marketing according to marketers worldwide (January 2024)
Almost three-quarters (73%) of those surveyed feel social media marketing allows them to increase their traffic potential, with around two-thirds (65%) claiming it helps generate leads.
Learn how to make a social media website and get inspired by social media portfolio examples that show what’s possible. |
Social media platforms with the highest return on investment (ROI) (October 2024)
Social media research by Hubspot via Statista found that more than a quarter (28%) of marketers surveyed in 2024 felt that Facebook offered the highest return on investment (ROI) when it came to their social media marketing strategy.
This was followed by just over a fifth (22%) who felt Instagram provided the best ROI, with approximately one in eight (12%) selecting YouTube.
Social media platforms that marketers are most likely to invest in during 2025
When asked by Hubspot as part of their State of Marketing Report 2025, almost a fifth of B2B marketers (18%) and B2C marketers (19%) claimed they would be increasing levels of investment throughout the year when it came to marketing via Facebook.
A similar proportion (18%) of B2C professionals said this would also be the case for their Instagram marketing efforts, but the respective figure was slightly lower (15%) for B2B marketers.
When it comes to social media management, TikTok appears to be the social media platform that marketers are least likely to invest in during 2025, with around one in ten (10%) of those working in the B2C industry and just 8% of those from B2B companies claiming they would increase their investment in 2025 in marketing via TikTok.
Editor’s note: This blog post is based on the most recent data available as of April 28, 2025.
Social media statistics FAQ
What is social media?
Social media is a form of communication that takes place over the internet through various platforms and apps. These enable users to have conversations, share information and create content (mostly with the hopes to create viral content).
Whether you're planning to engage with followers or track your progress, tools like social media audit and social media analytics can help you measure success. You can also stay organized with a social media calendar to plan and schedule posts, while getting creative with fresh social media ideas.
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