According to a survey conducted on digital payments in India as of August 2020, majority of Generation Z spent their time on social media for content. About 63 percent of teenagers spent time on social media apps to chat with other people.

Gen Z and Millennials are the biggest social media users of all age groups.

According to a survey conducted among consumers in India at the beginning of 2024, just under 80 percent of respondents across generations said that they discovered new brands using social media. Meanwhile, being persuaded to purchase a product based on influencer or celebrity recommendations was more prominent among millennial and Gen Z consumers compared to Gen X consumers.

The results might surprise you when looking at internet users that are active on social media in each country.

Regional use of social media has a significant effect on the male and female social media statistics.

56.8% of the world’s total population is active on social media.

Facebook and YouTube are still the most used social media platforms today.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

In this post, I'll give you all the social media addiction statistics you need to be aware of to moderate your social media use.

Today the average time spent on social media is 2 hours and 24 minutes today for people aged 16 to 64.

The average person has 8-9 social media accounts. This has doubled since 2013, when the average person just had 4-5 accounts.

How much time do people spend on social media? As of 2025, the average daily social media usage of internet users worldwide amounted to 141 minutes per day, down from 143 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of 3 hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in the U.S. was just 2 hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively. People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general. During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 years. More than half of the global Instagram population worldwide was aged 34 years or younger.

              Teens and social media

              As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious.
              Social media can have negative effects on teens, which is also much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

Teenagers are the 2nd largest group of people affected by social media addiction. Teens ages 13 to 18 years old spend a significant amount of their free time on social media with an average of 3 hours a day.

Indian cricketer, Shubman Gill, had the highest engagement rate on social media among India's leading Gen Z celebrities. Among the remaining celebrities, all of whom were Indian actresses, Jahnvi Kapoor had the next highest engagement rate across social media platforms. It was roughly over one tenth that of Shubman Gill's despite the sportsman having a far smaller following than the other celebrities.

90% of people aged 18-29 use social media in some form. 15% of people aged 23-38 admit that they are addicted to social media.

As of October 2023, Indian music company T-Series had the most-subscribed YouTube channel from Asia and in the world, with more than 250 million subscribers. The leading three most-subscribed channels from Asia were from India, including SET India and Zee Music Company, followed by the South Korean girl group BLACKPINK, who had over 91 million subscribers as of October 2023.

YouTube in India

YouTube was the second most-used social media platform in the Indian market during recent years. Facebook still rules the Indian social media landscape with a market share of over 50 percent. Nevertheless, YouTube secured the highest brand index score among the youngest demographics – Gen Z surpassing Facebook, and Instagram in that regard.

 YouTube in Asia

The largest YouTube audiences in Asia are in India and Indonesia, with the former leading the ranks. Meanwhile, the service is restricted in China. Despite the growing number of viewers, YouTube’s usage rate has declined. Thus, the monthly market share of YouTube on mobile devices dropped to 5.5 percent in January of 2023, compared to around 7.5 percent recorded in the year prior.

According to a survey conducted on digital payments in India as of August 2020, majority of Generation Z spent their time on the popular photo and video sharing social networking app of Instagram. Only about 11 percent of teenagers spent time on Twitter in the country.

Imported Luxury Brand Market Outlook

The global imported luxury brand market size was valued at approximately USD 300 billion in 2023 and is projected to reach USD 500 billion by 2032, growing at a compound annual growth rate (CAGR) of 6.0%. This robust growth is attributed to a number of factors including rising disposable incomes, increasing urbanization, and the growing influence of social media and celebrity culture on consumer purchasing behaviors.

One of the primary growth factors for the imported luxury brand market is the rising disposable incomes across emerging economies. As more individuals gain financial stability, there is a notable shift towards premium products and services. This inclination is particularly prominent in countries like China, India, and Brazil, where middle-class populations are expanding rapidly. The allure of luxury goods as a symbol of status and success further drives their demand among these new affluent classes.

Another significant growth driver is the pervasive influence of social media and digital marketing. Platforms like Instagram, Facebook, and TikTok have democratized access to luxury brands, making them more visible and desirable to a global audience. Influencers and celebrities often endorse these high-end products, creating an aspirational value that is hard to resist. The strategic use of digital marketing allows luxury brands to reach younger, tech-savvy consumers who are increasingly shopping online.

The evolving preferences of younger consumers, particularly Millennials and Gen Z, are also boosting the market. These demographics tend to value experiences and quality over quantity, leading them to invest in luxury items that offer superior craftsmanship and unique design. Furthermore, the importance of sustainability and ethical production is becoming a deciding factor for these consumers, pushing luxury brands to adopt greener practices, which in turn enhances their appeal.

Regionally, Asia Pacific is expected to be the fastest-growing market for imported luxury brands. The region's rapid economic growth, coupled with a burgeoning middle class and extensive urbanization, creates a fertile ground for luxury goods. North America and Europe, traditionally strong markets for luxury brands, continue to show steady growth due to stable economic conditions and high consumer spending power. The Middle East & Africa and Latin America, while smaller markets, are witnessing increasing interest in luxury items, driven by both local affluent consumers and tourists.

Product Type Analysis

The imported luxury brand market is segmented into several product types, including apparel, accessories, footwear, cosmetics, jewelry, and others. Each of these segments contributes significantly to the overall market, driven by distinct consumer preferences and trends. Apparel remains one of the largest segments, as luxury clothing continues to be a major status symbol. High-end designers and fashion houses such as Gucci, Prada, and Louis Vuitton dominate this space, offering exclusive collections that attract affluent consumers globally. The appeal of luxury apparel lies in its superior quality, craftsmanship, and the prestige associated with wearing designer labels.

Accessories, including luxury handbags, watches, and eyewear, form another critical segment. These items often serve as entry points for consumers aspiring to own luxury goods. Brands like Hermes, Rolex, and Ray-Ban are renowned for their accessory lines, which often become iconic symbols of luxury. The versatility and relatively lower price points of accessories compared to apparel make them highly popular among younger consumers looking to make their first luxury purchases.

Footwear is another vital segment, with brands such as Christian Louboutin, Jimmy Choo, and Balenciaga setting trends in the market. Luxury footwear is not only about style but also about comfort and durability. The segment is witnessing innovation with brands experimenting with sustainable materials and advanced manufacturing techniques. The rising popularity of athleisure and premium sneakers among young consumers is also contributing to the growth of this segment.

Cosmetics and fragrances form a significant part of the luxury market, driven by the desire for high-quality, premium beauty products. Brands like Chanel, Dior, and Yves Saint Laurent offer a range of exclusive cosmetics that promise superior results. The premium pricing is often justified by the use of rare ingredients and advanced formulations. This se

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.