As of February 2025, it was found that men between the ages of 25 and 34 years made up Facebook's largest audience, accounting for 18.5 percent of global users. Additionally, Facebook's second-largest audience base could be found with men aged 18 to 24 years. Facebook connects the world Founded in 2004 and going public in 2012, Facebook is one of the biggest internet companies in the world with influence that goes beyond social media. It is widely considered as one of the Big Four tech companies, along with Google, Apple, and Amazon (all together known under the acronym GAFA). Facebook is the most popular social network worldwide and the company also owns three other billion-user properties: mobile messaging apps WhatsApp and Facebook Messenger, as well as photo-sharing app Instagram. Facebook usersThe vast majority of Facebook users connect to the social network via mobile devices. This is unsurprising, as Facebook has many users in mobile-first online markets. Currently, India ranks first in terms of Facebook audience size with 378 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 years. More than half of the global Instagram population worldwide was aged 34 years or younger.

              Teens and social media

              As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious.
              Social media can have negative effects on teens, which is also much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

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 May 2025, **** percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with **** percent of users, followed by **** percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up *** percent of users, respectively. Popular social media platforms in the United States Instagram was the fourth most visited social media platform in the United States as of March 2025 across desktop, mobile, and tablet devices combined, accounting for ** percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for more than ** percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and third in terms of visits, with ***** percent and ***** percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2024, the country with the largest Instagram audience was India with ****** million users, while the United States had the second-highest market with ***** million users, followed by Brazil, Indonesia, and Turkey, respectively. As of February 2025, Instagram was the third most popular social network globally, reaching *** billion monthly active users.

The data collection represents a loose collaboration between Georgetown University's Center for Democracy and Civil Society (CDACS) and the European Social Survey (ESS). These data contain responses from three separate interviews referred to as Wave One (t1), Wave Two (t2), and Wave Three (t3). Wave One data are from the United States Citizenship, Involvement, Democracy (CID) Survey, and consisted of in-person interviews with a representative sample of 1,001 Americans. The CID survey is a study of American civic engagement, social capital, and democracy in comparative perspective, and it provides perspective on citizen participation in both the public and private realms. The CID survey is integrated with several elements of a module from the 2002 version of the ESS, which was administered in 22 European countries. In addition to the replicated questions from the ESS, the CID survey includes questions related to the themes of social capital, activities in formal clubs and organizations, informal social networks and activities, personal networks (strong and weak ties), the composition and diversity of ties and associations, trust (in other people, the community, institutions, and politicians), local democracy and participation, democratic values, political citizenship, social citizenship, views on immigration and diversity, political identifications, ideology, mobilization and action, and tolerance (concerning views and attitudes, least-likes groups, and racial stereotypes). Wave Two data was collected during the Alito Confirmation Process through re-interviews via telephone of 335 respondents who had completed the 2005 (Wave One) survey. Wave Three data was obtained after the Alito Confirmation Process, comprising re-interviews via telephone of 259 individuals who particpated in Wave Two. Both Wave Two and Wave Three included questions regarding respondents' political affiliations, views on politics and social issues, and trust in groups of people and institutions. In addition the survey queried respondents concerning their knowledge and opinion of the United States Supreme Court and Congress, Supreme Court judges, the confirmation of Samuel Alito to the Supreme Court, as well as advertisements about the process, and their opinion on the rulings of the Supreme Court. Demographic variables include: Wave One - age, gender, race, marital status, religious affilitation and participation, highest level of education (respondent and respondent's partner), employment status (respondent and respondent's partner), income, nationality, and citizenship; Wave Two - has no demographic variables; Wave Three - age, gender, race, and religious affiliation and participation. Also included are attributes of the interviewer and interviewer observations.

TikTok has a significantly larger female user base globally.

Teenagers make up the largest group of active users on TikTok.

Like music, movies can be hard to pin down when it comes to which genre they are most aligned with. Cross-genre or hybrid-genre movies often have a broader appeal than those firmly lodged within a single genre – in fact, the latter types of movies can be quite divisive. A key example of this could be seen in a survey held in late 2018, which examined the most popular movie genres among adults in the United States based on gender, age, ethnicity, income, and more. The study revealed that comedy was the favorite genre among 90 percent of men and 91 percent of women, though drama, adventure, and action were similarly popular.

U.S. movie genre preferences

In the U.S., movie genre preferences varied greatly according to age when it came to stereotypically divisive genres like musicals and romantic films – 64 percent of women cited musicals as their favorite genre, compared to 48 percent of men.

Comedies, thrillers, fantasy and adventure films were considered similarly favorable by each gender, with 84 percent of men saying that they had a very or somewhat favorable impression of thriller or mystery films compared to 83 percent of female respondents.

The movie genre that has generated the most revenue at the North American box office since 1995 is the adventure genre, having brought in 58.84 billion U.S. dollars of revenue since that year. Second on the list is the action genre, which has box office takings of 44.15 billion U.S. dollars. Drama ranked third, and is a genre popular not only with consumers but also with producers – over 5.1 thousand drama movies have been released in the U.S. since the mid 1990s.

This statistic shows the most popular movie genres among adults in the United States as of December 2018, sorted by age group. The findings reveal that favorability of the horror genre reduced with age, with 68 percent of 18 to 29 year olds saying that they found horror movies very or somewhat favorable, compared to just 30 percent of adults aged 65 or above. Conversely, the drama genre was more popular among older generations.

During the survey it was also revealed that a respondent's gender affected attitudes towards certain movie genres, and the results even reinforced popular stereotypes. For example, favorability of musicals and romantic films was lower among men, and 17 percent more female respondents had a very or somewhat favorable impression of romantic comedies than their male counterparts. Interesting comparisons were also drawn when looking at results based on ethnicity, which can be found here.

As of February 2025, approximately **** percent of TikTok global users were women. By comparison, male users on the popular social video platform were **** percent of the total. TikTok generated *** million downloads from global users during the last quarter of 2024. TikTok’s popularity TikTok's popularity continues to expand globally, with countries like Saudi Arabia, the United Arab Emirates, and Malaysia presenting a reach of virtually over 100 percent as of the end of 2023. In October 2023, the social video platform boasted over *** billion active monthly users, of which United States users represented the largest audience worldwide. U.S. users were particularly active on the platform, spending ** percent of their online time engaging with TikTok as of February 2023. TikTok’s global revenue TikTok rapidly increased its revenue in the past years. In the third quarter of 2023, TikTok generated *** million U.S. dollars in revenues from users worldwide. In 2024, it is projected that the social video platform will reach global ad revenue close to **** billion.

In 2025, women accounted for 47 percent of gamers in the United States, up from 46 percent of U.S. gamers identifying as women during the previous year.

What percentage gamers are female? Almost half of gaming audiences in the United States are female. This development has been ongoing for years, and whereas women are under-represented in games media and the industry, they make up a sizable chunk of gamers and spending power. There are some differences in terms of genre preferences but as a whole, female gaming audiences in the United States are just as engaged as their male counterparts.

Users aged 25 to 34 years old made up the largest audience of Facebook in the United Kingdom in January 2025, accounting for 24.7 percent of all users. Overall, Facebook users aged 35 to 44 were the platform's second-largest demographic in the UK, followed by those aged 18 to 24. Dip in overall user numbers As of November 2024, there were over 55.9 million Facebook users in the UK, up from 39.01 million in September 2018, according to napoleoncat.com. However, since a peak of 57.1 million users in May 2022, Facebook's audience has decreased slightly. Facebook’s user number issues have not just been limited to the United Kingdom, with figures released by the company highlighting issues in several key markets. There was a small growth in Europe from the first quarter of 2019 to the first quarter of 2020. The company counted 305 million daily active users (DAU) in Europe during the first quarter of 2020. Facebook United Kingdom key source of European revenue Facebook UK Limited generated approximately 211 million British pounds in revenue during 2015, a figure that skyrocketed  to 842 million British pounds in 2016. According to Facebook UK, this was the results of the company commencing advertiser reseller services in April 2016. In 2019, Facebook UK Limited revenue reached roughly one billion British pounds. In the third quarter of 2024, the company’s total European revenue reached over 9.49 billion U.S. dollars 

The number of Instagram users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 2.1 million users (+7.02 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 32 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, 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).

The number of Pinterest users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+3.14 percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach 9.88 million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, 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).

The number of LinkedIn users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 1.5 million users (+4.51 percent). After the eighth consecutive increasing year, the LinkedIn user base is estimated to reach 34.7 million users and therefore a new peak in 2028. User figures, shown here with regards to the platform LinkedIn, 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).