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.

Tunisia TN: Domestic General Government Health Expenditure: % of GDP data was reported at 3.795 % in 2015. This records a decrease from the previous number of 3.960 % for 2014. Tunisia TN: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 2.919 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 4.051 % in 2013 and a record low of 2.659 % in 2000. Tunisia TN: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Tunisia – Table TN.World Bank.WDI: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted average;

Poland PL: Domestic General Government Health Expenditure: % of GDP data was reported at 4.436 % in 2015. This records an increase from the previous number of 4.411 % for 2014. Poland PL: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 4.436 % from Dec 2013 (Median) to 2015, with 3 observations. The data reached an all-time high of 4.506 % in 2013 and a record low of 4.411 % in 2014. Poland PL: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Poland – Table PL.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

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).

Trinidad and Tobago TT: Domestic General Government Health Expenditure: % of GDP data was reported at 3.234 % in 2015. This records an increase from the previous number of 2.842 % for 2014. Trinidad and Tobago TT: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 2.259 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 3.234 % in 2015 and a record low of 1.718 % in 2000. Trinidad and Tobago TT: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Trinidad and Tobago – Table TT.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

In the fourth quarter of 2024, TikTok generated around 186 million downloads from users worldwide. Initially launched in China first by ByteDance as Douyin, the short-video format was popularized by TikTok and took over the global social media environment in 2020. In the first quarter of 2020, TikTok downloads peaked at over 313.5 million worldwide, up by 62.3 percent compared to the first quarter of 2019.

              TikTok interactions: is there a magic formula for content success?

              In 2024, TikTok registered an engagement rate of approximately 4.64 percent on video content hosted on its platform. During the same examined year, the social video app recorded over 1,100 interactions on average. These interactions were primarily composed of likes, while only recording less than 20 comments per piece of content on average in 2024.
              The platform has been actively monitoring the issue of fake interactions, as it removed around 236 million fake likes during the first quarter of 2024. Though there is no secret formula to get the maximum of these metrics, recommended video length can possibly contribute to the success of content on TikTok.
              It was recommended that tiny TikTok accounts with up to 500 followers post videos that are around 2.6 minutes long as of the first quarter of 2024. While, the ideal video duration for huge TikTok accounts with over 50,000 followers was 7.28 minutes. The average length of TikTok videos posted by the creators in 2024 was around 43 seconds.

              What’s trending on TikTok Shop?

              Since its launch in September 2023, TikTok Shop has become one of the most popular online shopping platforms, offering consumers a wide variety of products. In 2023, TikTok shops featuring beauty and personal care items sold over 370 million products worldwide.
              TikTok shops featuring womenswear and underwear, as well as food and beverages, followed with 285 and 138 million products sold, respectively. Similarly, in the United States market, health and beauty products were the most-selling items,
              accounting for 85 percent of sales made via the TikTok Shop feature during the first month of its launch. In 2023, Indonesia was the market with the largest number of TikTok Shops, hosting over 20 percent of all TikTok Shops. Thailand and Vietnam followed with 18.29 and 17.54 percent of the total shops listed on the famous short video platform, respectively.

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.

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.

As of February 2025, it was found that around 14.1 percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age formed approximately 16.6 percent of the platform's audience. The online audience of the popular social video platform was further composed of 14.6 percent of female users aged between 25 and 34 years, and 20.7 percent of male users in the same age group.

Laos LA: Domestic General Government Health Expenditure: % of GDP data was reported at 0.988 % in 2015. This records an increase from the previous number of 0.765 % for 2014. Laos LA: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 0.843 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 1.539 % in 2001 and a record low of 0.408 % in 2011. Laos LA: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Laos – Table LA.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

In 2023, Meta Platforms had a total annual revenue of over 134 billion U.S. dollars, up from 116 billion in 2022. LinkedIn reported its highest annual revenue to date, generating over 15 billion USD, whilst Snapchat reported an annual revenue of 4.6 billion USD.

San Marino Domestic General Government Health Expenditure: % of GDP data was reported at 5.508 % in 2015. This records a decrease from the previous number of 5.566 % for 2014. San Marino Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 3.761 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 5.853 % in 2012 and a record low of 3.044 % in 2005. San Marino Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s San Marino – Table SM.World Bank.WDI: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted average;

United Arab Emirates AE: Domestic General Government Health Expenditure: % of GDP data was reported at 2.469 % in 2015. This records a decrease from the previous number of 2.600 % for 2014. United Arab Emirates AE: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 2.159 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 2.984 % in 2009 and a record low of 1.319 % in 2005. United Arab Emirates AE: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s United Arab Emirates – Table AE.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

Palau PW: Domestic General Government Health Expenditure: % of GDP data was reported at 4.690 % in 2015. This records a decrease from the previous number of 5.252 % for 2014. Palau PW: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 3.936 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 5.393 % in 2013 and a record low of 3.056 % in 2008. Palau PW: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Palau – Table PW.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

Panama PA: Domestic General Government Health Expenditure: % of GDP data was reported at 4.316 % in 2015. This records an increase from the previous number of 4.183 % for 2014. Panama PA: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 4.306 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 5.026 % in 2000 and a record low of 3.485 % in 2012. Panama PA: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Panama – Table PA.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

Monaco MC: Domestic General Government Health Expenditure: % of GDP data was reported at 2.944 % in 2022. This records a decrease from the previous number of 3.296 % for 2021. Monaco MC: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 3.574 % from Dec 2000 (Median) to 2022, with 23 observations. The data reached an all-time high of 4.038 % in 2010 and a record low of 2.944 % in 2022. Monaco MC: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Monaco – Table MC.World Bank.WDI: Social: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.;World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database). The data was retrieved on April 4, 2025.;Weighted average;

Mexico MX: Domestic General Government Health Expenditure: % of GDP data was reported at 2.852 % in 2016. This records a decrease from the previous number of 2.993 % for 2015. Mexico MX: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 2.607 % from Dec 2000 (Median) to 2016, with 17 observations. The data reached an all-time high of 3.124 % in 2013 and a record low of 2.012 % in 2000. Mexico MX: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Mexico – Table MX.World Bank.WDI: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted average;

Luxembourg LU: Domestic General Government Health Expenditure: % of GDP data was reported at 5.000 % in 2015. This records a decrease from the previous number of 5.209 % for 2014. Luxembourg LU: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 5.528 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 6.296 % in 2009 and a record low of 4.847 % in 2000. Luxembourg LU: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Luxembourg – Table LU.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

Uruguay UY: Domestic General Government Health Expenditure: % of GDP data was reported at 6.440 % in 2015. This records an increase from the previous number of 6.365 % for 2014. Uruguay UY: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 5.083 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 6.440 % in 2015 and a record low of 4.157 % in 2000. Uruguay UY: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Uruguay – Table UY.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;

Saint Kitts and Nevis KN: Domestic General Government Health Expenditure: % of GDP data was reported at 2.110 % in 2015. This records a decrease from the previous number of 2.131 % for 2014. Saint Kitts and Nevis KN: Domestic General Government Health Expenditure: % of GDP data is updated yearly, averaging 2.113 % from Dec 2000 (Median) to 2015, with 16 observations. The data reached an all-time high of 2.250 % in 2006 and a record low of 1.903 % in 2001. Saint Kitts and Nevis KN: Domestic General Government Health Expenditure: % of GDP data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s St. Kitts and Nevis – Table KN.World Bank: Health Statistics. Public expenditure on health from domestic sources as a share of the economy as measured by GDP.; ; World Health Organization Global Health Expenditure database (http://apps.who.int/nha/database).; Weighted Average;