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 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 January 2025, Facebook engulfed over **** percent of all social media site visits in Portugal, followed by Instagram, with a **** percent share of visits. Pinterest followed, with a share of almost ***** percent, and X, previously known as Twitter, presented a market share of *** percent.

In May 2025, X, formerly known as Twitter, held a market share of around 42.66 percent in Hong Kong's social media scene in terms of pageviews across all devices, followed by Facebook and YouTube. The American social news and discussion website Reddit has gained traction since the anti-government protests in the city in 2020. Facebook is losing ground A few years before 2017, Facebook controlled over 80 percent of the social media arena in Hong Kong. The drastic change started in 2018, when the networking site lost nearly 11 percentage points and another 19 percentage points in the following year. For many Gen Z and Millennials in the financial hub, Instagram became the favorite social media platform and YouTube was used more often than Facebook. Facebook was still the second place to go after Instagram for product research, it has been losing its appeal among young users and advertisers. Platforms claiming the new spots When it came to advertising audience size, X took the lead. YouTube came in second, however, its ad reach in Hong Kong was among the lowest in the Asia-Pacific region. In comparison, the fourth placeholder Instagram has been picking up steam, reaching 51.6 percent of internet users in Hong Kong. However, the biggest industry threat was TikTok, the most downloaded social media app in Hong Kong as of the time of writing. TikTok’s rising popularity among teenage users may probably change the game of video consumption.

As of January 2025, Facebook accounted for around ** percent of the social media market across Asia. Comparatively, Instagram accounted for about ** percent of the social media market in Asia. Meta Platforms, Inc Meta Platforms, Inc., formerly known as Facebook, Inc., is a global technology conglomerate that owns a vast social media portfolio, including Facebook, Instagram, WhatsApp, and Messenger. Facebook remains one of the world’s most popular social networks, connecting users for sharing content and building communities. Instagram focuses on photo and video sharing, including features like Stories and Reels. In 2024, Meta’s annual revenue reached ***** billion U.S. dollars, with most of its revenue coming from advertising. Meta generated approximately *** billion U.S. dollars in revenue from advertisements in that year. Meta’s market revenue and user base in APAC In 2024, Meta’s revenue from the Asia-Pacific region amounted to nearly ** billion U.S. dollars. The growing mobile-first internet user base in Asia continues to drive engagement on Meta's platforms, solidifying its dominance in the region. Asian countries such as India and Indonesia have some of the highest numbers of Facebook users globally. India also leads globally in Instagram users, reflecting the region's significant contribution to Meta's success.

Social media usage in Romania continues to evolve, with Facebook and WhatsApp dominating the landscape in 2025. These platforms, were used by nearly ** percent of Romanian social media users, while Instagram and TikTok have also gained significant traction, reaching about *** in *** users. This widespread adoption reflects the growing importance of social media in Romanian daily life and communication. Is Facebook losing popularity? Facebook maintains its stronghold in Romania despite recent fluctuations in user numbers. The platform reached a peak of ***** million users in March 2022, showing growth of almost ******* accounts from the previous year. However, by the end of 2024, the number of Facebook users in Romania had slightly decreased to ***** million. This minor decline hasn't significantly impacted Facebook's position as the most-liked social media platform, with ** percent of users naming it their favorite, followed by WhatsApp at **** percent. X-Men: gender disparities on social media The social media landscape in Romania reveals interesting demographic trends across platforms. Pinterest stands out with a predominantly female user base, boasting a *****percent female ad reach. In contrast, X has the highest male-dominated ad reach at **** percent, highlighting the diverse appeal of different platforms. Additionally, social media plays a crucial role in brand research, with **** percent of users utilizing any social media platform for this purpose, while only *** percent rely on microblogs like X for brand information. This underscores the varied ways Romanians engage with social media for both personal and commercial purposes.

According to a Rakuten Insight survey in Thailand, TikTok was the most popular social commerce platform when shopping online, with a respondent share of close to ** percent as of February 2025. Facebook is also the most popular social media platform in Thailand. As of the third quarter of 2023, it ranked first among the leading social media networks in the country.  Social commerce in Thailand Social commerce, retailing through social media, has developed rapidly in Thailand. The use of social media has expanded beyond communication toward the purchase of goods and services. As of 2024, Thailand had one of the highest shares of social commerce buyers worldwide. Consumers have become familiar with the product and shifted their purchasing habits towards speed, no contact, and convenience. According to a Rakuten survey as of February 2025, ease of purchase was the leading reason for buying products on social commerce platforms among consumers in Thailand. Digital payments   Thai people have become more accustomed to a cashless society. Digital payments are a part of social commerce that provides convenience to consumers. When purchasing products or services on social commerce platforms, cash on delivery through PromptPay and e-wallets are the usual methods of payment. The number of PromptPay transactions in Thailand jumped to over ** million in 2024.

******** was the social network with the largest market share in Denmark as of March 2025, amounting to over ** percent. Overall, Pinterest and Instagram accounted for **** percent and **** percent of the market share, respectively. X/Twitter amassed **** percent of the social media market share in Denmark in March 2024. How old are most social media users? According to a survey of social media users, the majority of respondents were of ages between ** and **. Around ** percent of respondents in this age group used social networks in 2020. Furthermore, those aged between 60 and 74 used online platforms the least, as only ** percent of respondents in this age group reported engaging with social networks. The Nordics and social media The number of social media users was the highest in Sweden, among the other Nordic countries. Over *** million Swedish respondents were using social media in 2021. Denmark had over *** million social media users, while Norway and Finland had **** and **** million users, respectively.

According to data from February 2025, Facebook was the most popular social network for news access in the United Kingdom, with ** percent of respondents using the service. YouTube and X (formerly Twitter) ranked second and third, with ** and ** percent of users respectively using the networks for news content.

"Sent private messages" and "Liked posts by other users or followed people" are the top two answers among U.S. consumers in our survey on the subject of "Most common social media activities".The survey was conducted online among ****** respondents in the United States, in 2025.

Facebook was the leading social media website by number of visits in Slovakia as of January 2025, with a share of nearly ** percent of all social media site visits. Instagram ranked second with *** percent of all social media site visits.

In March 2025 in Norway, Facebook was the most visited social media platform, accounting for ***** percent of the market share. Pinterest ranked second, making up more than ***** percent of social network visits. Meta's Instagram followed, with *** percent of social media visits in Norway.  Social media users over the years  Overall, the share of individuals who participated in social networks increased significantly over the years. Starting at under ** percent of individuals in 2011, the share of social media users peaked in 2023, when ***** percent of the interviewed Norwegians reported to be using social networks. In 2022, the percentage was ***** percent.  Compared to the other Nordic countries, Norway ranked third by number of social media users in 2024, with **** million users that year. Sweden was the Nordic country with most social media users – **** million. Denmark was second and Finland was fourth in the ranking.

In February 2025, there were ** million social media users in Romania. The most liked social media platform was Facebook - ** percent, followed by WhatsApp - **** percent. Viber and Skype had the fewest respondents who said it was their favorite social media platform - only *** percent.

Facebook was the social network with the largest market share in Sweden as of March 2025. The market share of Facebook made up more than 86 percent of the total market in Sweden. Instagram reached 6.81 percent, ranking second. Overall, Pinterest had roughly 2.44 percent of all Swedish social network views. Social media usage in SwedenOverall, the share of Swedes participating in social networks grew between 2011 and 2023. 54 percent of interviewed individuals used social media in 2011, whereas in 2023 this increased to 73.24 percent.  The Nordics and social media Compared to the other Nordic countries, Sweden ranked third in share of active social media users in 2024. Around 80.1 percent of the country's population were active users, while Finland's active social media users accounted for 80.4 percent. Norway had the highest share with 81.7 percent. The Faroe Islands ranked sixth with 66.7 percent. The number of active social media users amounted to 8.53 million in Sweden in 2024.

In March 2025, Facebook was the social media platform with the highest market share in Finland, accounting for 55.21 percent of all social media visits. Instagram followed, making up more than 16 percent of social media visits. Google's YouTube was the sixth most viewed online network, after Pinterest, X/Twitter, and Reddit.

Ghana's mobile-centric social media landscape is dominated by Facebook, with ***** percent of mobile phone users accessing the platform using their devices in 2025. This reflects a broader trend in the country's internet usage, where mobile devices account for almost ************** of all web traffic. Twitter and Instagram follow as the second and third most popular social media platforms accessed via mobile, with nearly ***** percent and ***** percent, respectively. Mobile-first internet access The prevalence of mobile-based social media usage in Ghana is consistent with the country's overall internet access patterns. As of January 2025, approximately ** percent of Ghana's web traffic occurred through mobile devices, while laptops and desktop computers accounted for only around ** percent. This mobile-first approach has been a consistent trend, with mobile devices maintaining over ** percent of web traffic since early 2022. Facebook's growing influence Facebook's strong mobile presence in Ghana is part of its overall growth trajectory in the country. As of December 2024, there were over ** million Facebook users in Ghana. The platform's user base is predominantly male, with nearly ** percent of users being men. Age-wise, the *****-year-old demographic represents the largest group of Facebook users in Ghana. According to the latest data available, mobile devices account for a staggering ** percent of Facebook traffic in the country, reflecting the critical role of smartphones in social media engagement.

According to a survey conducted by Rakuten Insight in Hong Kong in 2025 on social commerce, among respondents aged 35 to 44, ******** was the most used social media for online purchasing during the last 12 months. In contrast, ********* was more popular among respondents under the age of 25.

As of February 2025, nearly ** percent of the internet users in Morocco used WhatsApp each month. Facebook and Facebook Messenger ranked as the second and third most popular social media platforms in the country, with a share of **** percent and **** percent, respectively. Social media users keep increasing With the rising internet penetration rate and mobile internet adoption, the use of social media has increased in Morocco in recent years. In 2025, social media users in the country amounted to around **** million. This marked a steady growth over the previous years, rising from around ** million in 2017 to ** million in 2022, before experiencing a decline. As the most popular social media platform, Facebook accounted for about 25.89 million users in 2025, with the number being forecast to increase to more than ** million by 2028. In comparison, approximately *** million people actively used Instagram in 2025, and it is projected to reach **** million in 2026. Sending messages is the primary online activity Among the different types of social media, Moroccans regularly used instant messenger platforms, such as WhatsApp, and social networks like Facebook as of 2023. In contrast, consumer review networks and discussion forums were the least used platforms. In the same year, the most popular activities among Moroccan social media users were sending private messages, commenting on posts, liking other users’ posts, and following people. As of 2023, users in Morocco spent an average of * hours and * hours and ** minutes per day on social media. The average time was lower than in other African countries such as Nigeria (* hours and ** minutes) and South Africa (* hours and ** minutes).

During a 2025 survey, approximately ** percent of responding business-to-business (B2B) marketers in the United States and the United Kingdom reported using Facebook for marketing purposes, making it the most used social media platform within that segment. Another ** percent of respondents were actively on YouTube and Instagram, respectively.

We asked U.S. consumers about "Social network usage by brand" and found that "Facebook" takes the top spot, while "WeChat" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 62,982 consumers in the United States.