How much time do people spend on social media?

              As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 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 three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in
              the U.S. was just two 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.

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

As of February 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 usage Currently, 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 and friends. Global impact of social media Social 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 polarization in politics, and heightened everyday distractions.

This dataset provides a comprehensive analysis of the factors influencing the credibility of information on social media among Iranian users. The research focuses on identifying the most significant factors that affect the perceived credibility of information shared on various social media platforms. The dataset includes demographic information, social media usage patterns, and ratings of various attributes related to information credibility.

Key Features

• Demographic Data: Includes age, gender, education level, study field, and university.
• Social Media Usage: Details on the number of social media memberships, active platforms, and average hours spent per day.
• Credibility Factors: Ratings on various attributes such as source trustworthiness, media structure, message accuracy, and more.
• Comprehensive Coverage: Covers multiple dimensions of social media usage and information credibility.
• User-Centric Insights: Provides insights into how users perceive and interact with information on social media.

Potential Uses

• Academic Research: Investigate the factors that influence information credibility on social media.
• Social Media Analysis: Understand user behavior and preferences on social media platforms.
• Policy Development: Inform policies related to information dissemination and credibility on social media.
• Marketing and Advertising: Tailor content strategies based on user perceptions of credibility.
• User Experience Design: Improve the design and functionality of social media platforms to enhance information credibility.

The global social media penetration rate in was forecast to continuously increase between 2024 and 2028 by in total 11.6 (+18.19 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 75.31 and therefore a new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years.

📊 Social Media vs Productivity — Realistic Behavioral Dataset (30,000 Users)

This dataset explores how daily digital habits — including social media usage, screen time, and notification exposure — relate to individual productivity, stress, and well-being.

🔍 What’s Inside?

The dataset contains 30,000 real-world-style records simulating behavioral patterns of people with various jobs, social habits, and lifestyle choices. The goal is to understand how different digital behaviors correlate with perceived and actual productivity.

🧠 Why This Dataset is Valuable

• ✅ Designed for real-world ML workflows
  Includes missing values, noise, and outliers — ideal for practicing data cleaning and preprocessing.

• 🔗 High correlation between target features
  The perceived_productivity_score and actual_productivity_score are strongly correlated, making this dataset suitable for experiments in feature selection and multicollinearity.

• 🛠️ Feature Engineering playground
  Use this dataset to practice feature scaling, encoding, binning, interaction terms, and more.

• 🧪 Perfect for EDA, regression & classification
  You can model productivity, stress, or satisfaction based on behavior patterns and digital exposure.

🧾 Columns & Feature Info

📌 Notes

• Contains NaN values in critical columns (productivity, sleep, stress) for data imputation tasks
• Includes outliers in media usage, coffee intake, and notification count
• Target columns are strongly correlated for multicollinearity testing
• Multi-purpose: regression, classification, clustering, visualization

💡 Use Cases

• Exploratory Data Analysis (EDA)
• Feature engineering pipelines
• Machine learning model benchmarking
• Statistical hypothesis testing
• Burnout and mental health prediction projects

📥 Bonus

👉 Sample notebook coming soon with data cleaning, visualization, and productivity prediction!

During a 2024 survey, 77 percent of respondents from Nigeria stated that they used social media as a source of news. In comparison, just 23 percent of Japanese respondents said the same. Large portions of social media users around the world admit that they do not trust social platforms either as media sources or as a way to get news, and yet they continue to access such networks on a daily basis.

              Social media: trust and consumption

              Despite the majority of adults surveyed in each country reporting that they used social networks to keep up to date with news and current affairs, a 2018 study showed that social media is the least trusted news source in the world. Less than 35 percent of adults in Europe considered social networks to be trustworthy in this respect, yet more than 50 percent of adults in Portugal, Poland, Romania, Hungary, Bulgaria, Slovakia and Croatia said that they got their news on social media.

              What is clear is that we live in an era where social media is such an enormous part of daily life that consumers will still use it in spite of their doubts or reservations. Concerns about fake news and propaganda on social media have not stopped billions of users accessing their favorite networks on a daily basis.
              Most Millennials in the United States use social media for news every day, and younger consumers in European countries are much more likely to use social networks for national political news than their older peers.
              Like it or not, reading news on social is fast becoming the norm for younger generations, and this form of news consumption will likely increase further regardless of whether consumers fully trust their chosen network or not.

Dataset Title: Impact of Social Media Algorithms on Consumer Behavior in Rondon do Pará, Brazil (2025)

General Description:

This dataset provides quantitative information for analyzing the influence of social media algorithms on consumer behavior in the municipality of Rondon do Pará, Brazil. The data were compiled from public sources and complemented by empirical online responses, encompassing variables related to social media usage, exposure to personalized advertisements, and online purchasing decisions. The dataset aims to support research in the fields of digital marketing, consumer behavior, and regional economic development.

Methodology:

The research adopts a quantitative, descriptive, and applied approach, based on the analysis of secondary dataobtained from public databases such as IBGE, SEBRAE, Statista, Ebit/Nielsen, and Meta Business Suite, as well as locally collected online data. Variables are grouped into thematic blocks as follows: 1. Sociodemographic Profile – age, average income, occupation, and internet usage frequency. 2. Use of Social Media – average daily usage time, most accessed platforms, and advertisement exposure frequency. 3. Algorithmic Influence and Personalization – engagement rates, retention time, and targeted content. 4. Role of Digital Influencers – audience reach, credibility, and purchase decision impact. 5. Online Consumer Behavior – purchase frequency, motivations, and comparison between online and physical shopping. 6. Impact on Local Commerce – perception of e-commerce substitution effects and influence on local economic activity.

Data analysis was conducted using Microsoft Excel and IBM SPSS Statistics, applying descriptive statistics, Pearson’s correlation, and regional comparative analysis.

Data Format and Structure:

• File type: .csv • Number of observations: 102 valid records • Number of variables: 21 columns corresponding to the thematic categories above • Encoding: UTF-8 • Delimiter: Comma (,)

Main Variables:

• age (numeric) • gender (categorical) • monthly_income (numeric, in BRL) • daily_social_media_use (numeric, hours/day) • most_used_social_media (categorical) • ad_exposure_frequency (Likert scale 1–6) • ad_influence_level (Likert scale 1–6) • trust_in_influencers (Likert scale 1–6) • online_purchase_preference (binary: 0 = physical store, 1 = online) • impact_on_local_commerce (Likert scale 1–6)

Temporal Coverage: January – October 2025

Geographical Coverage: Rondon do Pará, State of Pará, Brazil.

Categories

Business to Business Marketing

Acknowledgement

Carlos Cesar Santos

The global number of Facebook users was forecast to continuously increase between 2023 and 2027 by in total 391 million users (+14.36 percent). After the fourth consecutive increasing year, the Facebook user base is estimated to reach 3.1 billion users and therefore a new peak in 2027. Notably, the number of Facebook users was continuously increasing over the past years. User figures, shown here regarding the platform Facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

This dataset explores the relationship between social media platform usage for Customer Relationship Management (CRM) and company performance satisfaction. It also investigates the potential regulating effects of social skills and social media sales intensity in this relationship. The data was collected from employees working in various companies across different industries.

**Company_Name: **The name of the company where the participant is employed. **Social_Media_Platform: **The social media platform used by the participant for CRM purposes (e.g., Facebook, Twitter, LinkedIn, Instagram). **Social_Media_Usage_Hours: **The average number of hours per day that the participant spends on the specified social media platform for CRM activities. CRM_Usage_Score: A self-reported score (ranging from 1 to 10) indicating the extent to which the participant uses the specified social media platform for CRM activities. **Company_Performance_Satisfaction_Score: **A self-reported score (ranging from 1 to 10) indicating the participant's satisfaction with their company's performance. **Social_Skills_Score: **A self-reported score (ranging from 1 to 10) assessing the participant's social skills in the workplace. Social_Media_Sales_Intensity_Score: A self-reported score (ranging from 1 to 10) measuring the intensity of the participant's social media usage for sales-related activities on the specified platform

During a January 2024 global survey among marketers, nearly 60 percent reported plans to increase their organic use of YouTube for marketing purposes in the following 12 months. LinkedIn and Instagram followed, respectively mentioned by 57 and 56 percent of the respondents intending to use them more. According to the same survey, Facebook was the most important social media platform for marketers worldwide.

This sophisticated study delves into the evolving patterns of social media addiction in the USA over a decade. Conducted by a leading university, the research meticulously examines several key variables:

Year: The specific year during which the data was collected, ranging from 2013 to 2023, providing a comprehensive timeline of social media usage trends.
Usage Time (mins): The average daily duration of social media usage in minutes, offering insights into the increasing or decreasing engagement levels over the years.
Variable Reward Schedule: This field captures the extent of variable reward mechanisms employed by social media platforms, indicating how unpredictable rewards can affect user addiction levels.
Digital Dopamine Index: A measure of the digital dopamine effect, quantifying the psychological impact of social media interactions on users, which is a critical factor in understanding addiction behaviors.

A global survey conducted in the third quarter of 2024 found that the main reason for using social media was to keep in touch with friends and family, with over 50.8 percent of social media users saying this was their main reason for using online networks. Overall, 39 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.5 percent of respondents said they used it to read news stories. Less than one in five users were on social platforms for the reason of following celebrities and influencers.

              The most popular social network

              Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of February 2025, the social network had over three billion global users. YouTube, Instagram, and WhatsApp follow, but none of these well-known brands can surpass Facebook’s audience size.
              Moreover, as of the final quarter of 2023, there were almost four billion Meta product users.

              Ever-evolving social media usage

              The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.

Overview

The Student Social Media & Relationships dataset contains anonymized records of students’ social‐media behaviors and related life outcomes. It spans multiple countries and academic levels, focusing on key dimensions such as usage intensity, platform preferences, and relationship dynamics. Each row represents one student’s survey response, offering a cross‐sectional snapshot suitable for statistical analysis and machine‐learning applications.

Scope & Coverage

• Population: Students aged 16–25 enrolled in high school, undergraduate, or graduate programs.
• Geography: Multi‐country coverage (e.g., Bangladesh, India, USA, UK, Canada, Australia, Germany, Brazil, Japan, South Korea).
• Timeframe: Data collected via a one‐time online survey administered in Q1 2025.
• Volume: Configurable sample sizes (e.g., 100, 500, 1,000 records) based on research needs.

Data Collection & Methodology

1. Survey Design: Questions adapted from validated scales on social‐media addiction (e.g., Bergen Social Media Addiction Scale) and relationship conflict indices.
2. Recruitment: Participants recruited through university mailing lists and social‐media platforms, ensuring diversity in academic level and country.

3. Data Quality Controls:

   • Validation: Mandatory fields and range checks (e.g., usage hours between 0–24).
   • De‐duplication: Removal of duplicate entries via unique Student_ID checks.
   • Anonymization: No personally identifiable information collected.

Key Variables

Potential Analyses

• Correlation Studies: Examine associations between daily usage hours and mental‐health score or sleep hours.
• Predictive Modeling: Build classifiers to predict relationship conflicts based on usage patterns and platform type.
• Clustering: Identify user segments (e.g., “high‐usage high‐stress” vs. “moderate‐usage balanced”) across countries.

Limitations

• Self‐Report Bias: All measures are self‐reported and may be subject to social‐desirability effects.
• Cross‐Sectional Design: One‐time survey prevents causal inference.
• Sampling Variability: Recruitment via online channels may underrepresent students with limited internet access.

Context

This dataset explores the relationship between digital behavior and mental well-being among 100,000 individuals. It records how much time people spend on screens, use of social media (including TikTok), and how these habits may influence their sleep, stress, and mood levels.

It includes six numerical features, all clean and ready for analysis, making it ideal for machine learning tasks like regression or classification. The data enables researchers and analysts to investigate how modern digital lifestyles may impact mental health indicators in measurable ways.

Dataset Applications

• Quantify how screen‑time, TikTok use, or multi‑platform engagement statistically relate to stress, sleep loss, and mood.
• Train regression or classification models that forecast stress level or mood score from real‑time digital‑usage metrics.
• Feed user‑specific data into recommender systems that suggest screen‑time caps or bedtime routines to improve mental health.
• Provide evidence for guidelines on youth screen‑time limits and platform moderation based on observed stress‑sleep trade‑offs.
• Serve as a teaching dataset for EDA, feature engineering, and model evaluation in data‑science or psychology curricula.
• Evaluate app interventions (e.g., screen‑time nudges) by comparing predicted versus actual post‑intervention stress or mood shifts.
• Cluster individuals into digital‑behavior personas (e.g., “heavy late‑night scrollers”) to tailor mental‑health resources.
• Generate synthetic time‑series scenarios (what‑if reductions in TikTok hours) to estimate downstream impacts on sleep and stress.
• Use engineered features (ratio of TikTok hours to total screen‑time, etc.) in broader wellbeing models that include diet or exercise data.
• Assess whether mental‑health prediction models remain accurate and unbiased across different screen‑time or platform‑use segments. # Column Descriptions
• screen_time_hours – Daily total screen usage in hours across all devices.
• social_media_platforms_used – Number of different social media platforms used per day.
• hours_on_TikTok – Time spent on TikTok daily, in hours.
• sleep_hours – Average number of sleep hours per night.
• stress_level – Stress intensity reported on a scale from 1 (low) to 10 (high).
• mood_score – Self-rated mood on a scale from 2 (poor) to 10 (excell # Inspiration This dataset was inspired by growing concerns about how screen time and social media affect mental health. It enables analysis of the links between digital habits, stress, sleep, and mood—encouraging data-driven solutions for healthier online behavior and emotional well-being. # Ethically Mined Data: This dataset has been ethically mined and synthetically generated without collecting any personally identifiable information. All values are artificial but statistically realistic, allowing safe use in academic, research, and public health projects while fully respecting user privacy and data ethics.

The dataset contains quantitative and qualitative responses from participants on their screen time habits and related life aspects. It contains 114 records and 9 Attributes. It includes demographic data (age), average daily screen time (in hours), and primary activities such as social media, work, and gaming. It also tracks the frequency of in person social interactions per week (school, college, office related etc), self-rated sleep quality, and weekly physical activity levels. Additionally, the dataset records self-esteem ratings on a scale from 1 to 5 (5 being the highest) and the number of daily notifications received, providing insights into the relationship between digital habits, mental well-being, social connectivity, and physical health.

Social media companies are starting to offer users the option to subscribe to their platforms in exchange for monthly fees. Until recently, social media has been predominantly free to use, with tech companies relying on advertising as their main revenue generator. However, advertising revenues have been dropping following the COVID-induced boom. As of July 2023, Meta Verified is the most costly of the subscription services, setting users back almost 15 U.S. dollars per month on iOS or Android. Twitter Blue costs between eight and 11 U.S. dollars per month and ensures users will receive the blue check mark, and have the ability to edit tweets and have NFT profile pictures. Snapchat+, drawing in four million users as of the second quarter of 2023, boasts a Story re-watch function, custom app icons, and a Snapchat+ badge.

🧠 Student Mental Health & Lifestyle Dataset

📄 Description

This dataset explores how students’ daily lifestyle choices and habits may relate to their mental health and focus levels. It contains information on sleep, study hours, social media activity, physical exercise, stress, and overall mental health scores of university students.

It can be used for data analysis, visualization, and machine learning tasks related to student wellness, productivity, and academic behavior modeling.

📊 Features

This dataset shows the modelled profiles of internet use and engagement type that exist within the UK, with the predominant class for each Lower Super Output Area (LSOA) in the West Midlands Combined Authority identified. These classes, descriptions and their group identifier numbers are:e-Cultural Creators - This group has high levels of internet engagement, particularly regarding social networks, communication, streaming and gaming, but relatively low levels of online shopping, besides groceries. They are new but very active users, with a very high proportion of the population engaging on a daily basis. Their online behaviour can be explained by a demographic base that suggests a transitionary nature; the age structure of the group is young, typically aged between 18 to 24, and with a strong presence of multicultural and student populations. They have a wellabove average ownership of laptop devices, and an above average internet access via mobile and at public places. Geographically, this group is mainly located close to the city centre or within the proximity of Higher Education Institutes, where infrastructure accessibility, such as cable broadband, is sufficient.e-Professionals - The e-Professionals group have high levels of internet engagement, and comprises fairly young populations of urban professionals, typically aged between 25 and 34. They are experienced users and engage with the internet daily and in a variety of settings. While communication and entertainment activities are very common, they tend to favour entertainment, such as gaming, more than social networks. They also carry out a significant portion of shopping activities online, particularly for non-groceries, and they use a variety of devices and methods to access the internet. This group is ethnically diverse, with a very strong representation of white, non-British populations. They are well-qualified and have very high availability of internet at work. This group tends to be found at in residential areas abutting city centres or within affluent suburbs.e-Veterans - The e-Veterans group represents affluent families, usually located within low-density suburbs, with populations of mainly middle-aged and highly qualified professionals. They are more likely to be frequent and experienced users of the internet, having the second highest levels of internet access at work after the e-Professionals users. They engage with the internet using multiple devices and in a variety of ways. They are fairly mature users and as such they have higher levels of engagement for information seeking, online services and shopping, but relatively less so for communication and entertainment, particularly social networks or gaming.Youthful Urban Fringe - This group often resides at the edge of city centres and are often young and drawn from ethnic minorities. These include a mixture of students and other young urbanites living in informal households, often at the edges of materially deprived communities. Access through desktop devices is particularly low, suggesting a young and mobile profile of individuals. Access to broadband is average, possibly due to other modes of access, such as internet usage in public places. The levels of internet engagement are average over-all, with high levels of social media usage but low patronage of online retailing.e-Rational Utilitarians - Comprising mainly rural and semi-rural areas at the city fringe, high demand for internet services by members of this group is constrained by poor infrastructure. Users undertake online shopping, particularly for groceries, perhaps because of the limited offer from "bricks and mortar" retailers. Users tend to be late middle-aged or elderly, and as might be expected, include a high percentage of retired home owners. The preferred method of engagement with the internet is personal computers located at home, with low levels of mobile access. In addition to shopping, users search for information or access online banking rather than engage with social networks or gaming: the internet is used as a utility rather than a conduit for entertainment.e-Mainstream - This group exhibit modal internet user characteristics but are drawn from a wide range of social echelons as defined using conventional socioeconomic data, and most likely represent heterogeneous neighbourhoods. Geographically, the group is usually located at the periphery of urban areas or in transitional neighbourhoods. Their level of engagement is average across most attributes, characterising the typical user.Passive and Uncommitted Users - Many individuals have limited or no interaction with the internet. They tend to reside outside city centres and close to the suburbs or semi-rural areas. Members of this group have few distinctive characteristics in conventional socioeconomic terms, albeit higher levels of employment in semi-skilled and blue-collar occupations. Individuals are rarely online, and most commonly report use once a week or less. Access to broadband is well below average, and for those online, there is mild preference for access via smartphones. The internet is typically used for social networks, gaming and some limited online shopping.Digital Seniors - Members of this group are ageing and predominantly White British, retired and relatively affluent. They make average use of the internet, typically using a personal computer at home. Despite being infrequent users, they are adept enough to use the internet for information seeking, financial services and online shopping, but less so for social networks, streaming or gaming. Members of this group typically reside in semi-rural or coastal regions, where infrastructure provision is often limited.Settled Offline Communities - Most members of this group are elderly, White British and retired, and tend to reside in semirural areas. They undertake only limited engagement with the internet, they may have only rare access or indeed no access to it at all. Any online behaviour tends to be through home computers rather than mobile devices, and is focused upon information seeking and limited online shopping (particularly for more bulky items such as white goods) rather than social networking, gaming or media streaming.e-Withdrawn - This group is mainly characterised by individuals who are the least engaged with the internet. Their geography is expressed by areas that are associated with those more deprived neighbourhoods of urban regions. The socio-economic profile of the population is characterised by less affluent white British individuals or areas of high ethnic diversity; and it has the highest rate of unemployment and social housing among all other groups. The eWithdrawn group appears to have the highest ratio of people that don't have access, or have access but never engage with the internet. It also expresses the lowest rates of engagement in terms of information seeking and financial services, as well as the lowest rate in terms of online access via a mobile device. Online shopping is also particularly low, with the exception of clothing on credit, suggesting an opportunistic dimension to internet usage. This is further reinforced by the higher than average access to Cable broadband by TV Provider, which may suggest that some individuals have opted into broadband mainly for the TV-associated benefits. It is possible that many people within this group have opted out of online engagement, either because it is considered unnecessary or because of economic reasons.These modelled profiles were made using data from the British Population Survey regarding behavioural characteristics regarding internet usage, Ofcom infrastructure information such as average download speed in area, administrative and census demographic data from ONS and transactional data from online retailers.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents.

              The global social media marketing segment

              According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

              Social media for B2B marketing

              Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.