In March 2025, ******** accounted for ** percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. ********* ranked second with ***** percent of all U.S. social media site visits, while X (previously Twitter) accounted for ***** percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around ** percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only *** percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than *** million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with *** million and **** million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of *** minutes per day in 2023, with a decrease to *** daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

In March 2025, Facebook’s market share reached ***** percent in the United Kingdom, this is a slight ******** on the previous month. In January 2017, Facebook's web visit share hit an all time high of ** percent. Lower market share, higher revenuesWhile the analysis shows Facebook losing market share in the UK, this doesn’t appear to have significantly hampered their ability to generate revenue. Facebook UK Limited generated approximately *** million British pounds in revenue during 2015, a figure that increased to over billion British pounds in 2019 and close to two billion in 2021. The company’s total European revenue amounted to ** billion U.S. dollars as of the fourth quarter of 2024.    Growth in active usersAs well as rising revenues, Facebook has also seen a slow increase in the number of monthly active users (MAUs) across Europe. During the first quarter of 2015 Facebook attracted *** million MAUs, a figure that would peak at *** million in the fourth quarter of 2021. Globally, Facebook had **** billion MAUs in the fourth quarter of 2023.

Facebook's lowest market share in Romania was recorded in January 2020 at ***** percent and subsequently peaked in January 2022 at ***** percent. By January 2025, the platform had ***** percent of the market share.

Between 2019 and 2020, the market shares of Facebook and Pinterest have declined in most of the six largest Latin American markets. In Brazil and Colombia, Facebook's market shared decreased by nearly ** and ** percent, respectively. Only in Chile Mark Zuckerberg's flagship saw an increase in market share: it went almost *** percent up. Concurrently, Pinterest's market share in Chile decreased by over a third, while just in Brazil it went up – by around ********* as well.

More videos, anyone? Even though YouTube’s market share in Latin American countries remains somewhat modest – rarely surpassing ** percent – it has risen amidst COVID-19 outbreak in the region. In Argentina, Colombia, and Mexico, the market share of Google’s video platform increased by approximately **, **, and ** percent, respectively. But not all social media users turned to YouTube more often while quarantining: its market share decreased by almost ********* in Brazil.

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Instagram, which also belongs to Facebook, Inc., saw a more consistent expansion across Latin America’s key social media markets. In Brazil, its market share increased by nearly **********; in Mexico, by more than ** percent; and in Peru, by over a ******. Similarly, Twitter recorded growth in most of the countries listed, despite a *** percent decrease in market share in Mexico. The market share of this San Francisco-based microblogging service rose by roughly ** percent in Brazil and by ** percent in Colombia.

In November 2024, Meta's Facebook held approximately ** percent of the social network market in the United Kingdom, while Instagram accounted for approximately ***** percent. Overall, X held ***** percent of the social network market in the UK.

Facebook's market share among social media platforms in Poland amounted to ***** percent in March 2025.

Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Meta Platforms owns four of the biggest social media platforms, all with more than one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2023, Facebook reported around four billion monthly core Family product users. The United States and China account for the most high-profile social platforms Most top ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok. How many people use social media? The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2025, social networking sites are estimated to reach 5.42 billion users and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.

In 2023, Facebook had a market share of about ** percent in mobile social media market in Indonesia. It accounted for the largest market share among other social media platforms for mobile devices in the country.

Over the observed period, Facebook recorded its highest market share value in September 2022, at over ** percent. However, the social media platform's market share fluctuated over the following months, reaching nearly ** percent in March 2025.

As of January 2025, Facebook accounted for about ** percent of the social media market across Asia. This was an increase from January of the previous year, when Facebook accounted for around ** percent of the social media market in the region.

Facebook's market share in Finland fluctuated over the period from January to December 2024. It peaked in June 2024, at 55.14 percent, and then decreased in the following month. In December 2024, the share increased to around 49.36 percent.

Facebook accounted for the highest share within the social media market in the Philippines in 2024. Video streaming platform, YouTube, follows at ** percent. Demographics of Facebook users Over the years, the Philippines has been dominating the Facebook landscape, ranking among markets with the largest audience size. The platform's user demographic is mainly composed of users between the ages of 18 and 34 years old, although a fair share of older people also use Facebook. Over the years, the social media channel has moved beyond simply a platform to connect with other internet users but has also established online marketplaces for small-scale entrepreneurs as well as shaping political perspectives, especially during elections. Facebook advertising As Facebook grows within this select group of users, it prompts social media marketing or social advertising to use that time and screen space to promote various products and services. In fact, the Philippines was one of the largest Facebook advertising audiences in Asia in 2024, with almost an equal share of ad audiences across genders.

In 2024, in Southeast Asia, Facebook had the highest social media market share in terms of web traffic generating capability in Brunei, at approximately ***** percent. In contrast, Facebook's social media market share based on referred web traffic in Laos was around **** percent that year.

In 2024, the market share of Facebook plummeted to below 28 percent in Hong Kong, the lowest point in the recent decade. 2016 marked the heyday of the social media platform, with a market share of 93.4 percent in the city, but then it went downhill.

Facebook's market share among social media platforms in Portugal reached ***** percent in February 2022, and it increased to ***** percent by February 2023. In June 2025, it stood at ***** percent. Over the period under consideration, the highest figure was reached in July 2022, at ***** percent.

In December 2024, Facebook's market share among social media platforms in Czechia amounted to ***** percent which was a **** percent decrease compared to the previous month. The figure generally decreased, while peak was reached in February 2023 at over ** percent.

The market share of Facebook in Sweden has fluctuated greatly between 2019 and 2025. Peaking at 88.59 percent in November 2021, Facebook's web market share stood at 86.03 percent in March 2025. Overall, there were around 5.65 million Facebook users in Sweden at the beginning of 2024.

As of ************, the social media market share of Facebook stood at nearly ** percent. Over the observed time period, Facebook's market share in Turkey fluctuated. In ***********, the social media platform reached the highest market share, with approximately ** percent.

In 2024, the market share of Facebook in Taiwan dropped to 53.84 percent. It was a slight decline after Facebook's rebrand to Meta. Between 2010 and 2018, Facebook's market share in Taiwan did not fall below 93 percent.

The share of Facebook in India's desktop social media market stood at around ***** percent as of April 2023. Although this was the highest market share among all other social media platforms, Facebook had seen a decline compared to April 2022 when it had over ***** percent of the share.