In March 2023, Facebook accounted for 45 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. Pinterest ranked second with 21 percent of all U.S. social media site visits, while Instagram accounted for 14 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 81 percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only 1.5 percent reported using their desktop or laptop devices. In October 2021, three Facebook Inc. products occupied the leading positions as most downloaded social networking apps on the Apple App Store in the United States. Facebook’s social media platform ranked first with nearly 2.5 million downloads, while Facebook-owned instant-messaging services Messenger and WhatsApp followed with 2.1 million and 1.4 million downloads respectively.

Social media evolution

Between 2012 and 2020, the daily time spent on social networks worldwide experienced a constant increase, with users reaching an average of 145 minutes per day in 2019 and maintaining the same engagement levels throughout 2020. 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.

As of January 2025, Facebook accounted for about 67 percent of the social media market across Asia. This was an increase from January of the previous year, when Facebook accounted for around 64 percent of the social media market in the region.

In June 2023, Facebook’s market share reached 55 percent in the United Kingdom, this is a slight increase on the previous month. In January 2017, Facebook's web visit share hit an all time high of 87 percent.

Lower market share, higher revenues

While 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 211 million British pounds in revenue during 2015, a figure that increased to over billion British pounds in 2019. The company’s total European revenue amounted to 6.5 billion U.S. dollars as of the first quarter of 2021.

Growth in active users

As 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 307 million MAUs, a figure that would rise to 423 million by the first quarter of 2021. Globally, Facebook had 2.85 billion MAUs in the first quarter of 2021.

In 2024, in Southeast Asia, Facebook had the highest social media market share in terms of web traffic generating capability in Brunei, at approximately 96.59 percent. In contrast, Facebook's social media market share based on referred web traffic in Laos was around 14.3 percent that year.

Facebook's lowest market share in Romania was recorded in January 2020 at 87.02 percent and subsequently peaked in January 2022 at 96.86 percent. By January 2025, the platform had 91.52 percent of the market share.

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.

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 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.

In January 2025, Facebook accounted for about 69 percent of the mobile device social media market in Asia. This reflected an increase from the same month of the previous year, when Facebook held around 66 percent of the mobile device social media market in the region.

Facebook's share in India's social media market was about 51 percent in December 2024. The Meta-owned platform recorded a steady decline over the course of the year. Despite this, it remained the leading social media market player in the country.

In 2023, Facebook had a market share of about 55 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.

As of October 2024, the social media market share of Facebook stood at nearly 35 percent. Over the observed time period, Facebook's market share in Turkey fluctuated. In August 2020, the social media platform reached the highest market share, with approximately 72 percent.

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 15 and 12 percent, respectively. Only in Chile Mark Zuckerberg's flagship saw an increase in market share: it went almost 5.2 percent up. Concurrently, Pinterest's market share in Chile decreased by over a third, while just in Brazil it went up – by around one third as well.

More videos, anyone? Even though YouTube’s market share in Latin American countries remains somewhat modest – rarely surpassing 15 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 74, 70, and 57 percent, respectively. But not all social media users turned to YouTube more often while quarantining: its market share decreased by almost one fifth in Brazil.

stayhome (and double tap)

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 two thirds; in Mexico, by more than 50 percent; and in Peru, by over a fourth. Similarly, Twitter recorded growth in most of the countries listed, despite a two percent decrease in market share in Mexico. The market share of this San Francisco-based microblogging service rose by roughly 70 percent in Brazil and by 51 percent in Colombia.

The share of Facebook in India's desktop social media market stood at around 14.59 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 22.34 percent of the share.

Over the observed period, Facebook recorded its highest market share value in September 2022, at over 98 percent. However, the social media platform's market share fluctuated over the following months, reaching nearly 96 percent in July 2024.

Facebook's share in the mobile social media market across India was about 49 percent in March 2025. This was a significant drop compared to the same period in the previous year. The Meta-owned platform retained the highest market share despite the declining trend, while its sister company Instagram's market share was on an upward trajectory.

In December 2024, Facebook's market share among social media platforms in Czechia amounted to 50.24 percent which was a nine percent decrease compared to the previous month. The figure generally decreased, while peak was reached in February 2023 at over 77 percent.

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 2022, Social networking sites are estimated to reach 3.96 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.

Facebook's market share among social media platforms in Portugal reached 76 percent in February 2022, and it increased to 78 percent by February 2023. In January 2025, it stood at 67.64 percent. Over the period under consideration, the highest figure was reached in July 2022, at 80 percent.

The market share of Facebook in Sweden has fluctuated greatly between 2019 and 2023. Peaking at 88.59 percent in November 2021, Facebook's web market share stood at 66.85 percent in September 2023. Overall, there were almost six million Facebook users in Sweden at the beginning of 2023.