China was home to ove 1.18 bilion social media users in 2025, making it the country with the largest audience. It is expected that by 2030, the number of social media users in the country will exceed 1.3 billion. Additionally, India currently has around 874 billion users, and is estimated to reach 1.12 billion by 2023.

The ad spending ranking in the 'Social Media Advertising' segment of the digital advertising market is led by China with 96.8 billion U.S. dollars, while Japan is following with 10.6 billion U.S. dollars. In contrast, New Zealand is at the bottom of the ranking with 426.6 million U.S. dollars, showing a difference of 96.4 billion U.S. dollars to China. Find other insights concerning similar markets and segments, such as a ranking by country regarding revenue in the video advertising segment of the digital advertising market and a ranking by country regarding average revenue per user (ARPU) in the digital advertising market.The Statista Market Insights cover a broad range of additional markets.

The results might surprise you when looking at internet users that are active on social media in each country.

During the first quarter of 2023, internet users in Brazil spent an average of three hours and 49 minutes per day on social media. Nigeria and the Philippines also reported high usage levels. By comparison, internet users in Japan spent less than 50 minutes per day on social media. Low levels of daily usage were also recorded in South Korea and the Belgium.

As of January 2023 social network Facebook was ranked first worldwide in terms of active users with almost three billion MAU. Other popular social media include mobile messaging platforms YouTube and WhatsApp, as well as social content sharing networks such as Instagram and social video platform TikTok.

Most social networks are accessible through multiple platforms, but many popular social media started out as mobile apps, demonstrating the growing trend of mobile first development. Examples include Instagram, which initially was launched as an iOS photo editing and discovery app as well as mobile social messenger, as well as TikTok, which recorded 23.7 million downloads worldwide via the Google Play Store alone in June 2023.

Social networking does not only enable users to connect with other people but also with brands and celebrities. Social media has also become a growing source of news for internet users in many countries.

TikTok comes in 6th position in a list of the world’s most-used social media sites today.

Which countries spent the most and least time on social media?

Facebook is fast approaching 3 billion monthly active users. That’s about 36% of the world’s entire population that log in and use Facebook at least once a month.

These are the key social media statistics that you need to know.

Global ad spend were expected to reach over $134 billion in 2022. This means that it has increased by over 17% yearly.

The average Twitter user spends 5.1 hours per month on the platform.

In the third quarter of 2024, around 42 percent of Brazilian online users used social networks to find products to buy. Of the selected countries, Chile ranked second, with 37.6 percent of users, followed by Colombia and Mexico. Brazil is the country with the most internet users in Latin America, reporting almost 183 million web users as of February 2025. That is more than Mexico and Argentina combined.

From the selected regions, the ranking by ad spending in the digital advertising market is led by Europe with ***** billion U.S. dollars and is followed by Central & Western Europe (**** billion U.S. dollars). In contrast, the ranking is trailed by Estonia with ****** million U.S. dollars, recording a difference of ***** billion U.S. dollars to Europe. Find other insights concerning similar markets and segments, such as a ranking by country regarding average revenue per user (ARPU) in the digital advertising market and a ranking by country regarding revenue in the social media advertising segment of the digital advertising market. The Statista Market Insights cover a broad range of additional markets.

56.8% of the world’s total population is active on social media.

How did Danish companies use social media in 2019? The majority of companies with ten or more employees (73 percent) reported to be using social networks. 30 percent used services for sharing multimedia, whereas 12 percent used blogs or microblogs. In terms of industries which utilized digital data, the stone, clay and glass industry had the highest level of digital data usage in Denmark in 2018, followed by the chemicals and plastic industry.

 Social media among Danes      Facebook was used by 77 percent of Danes in 2019 and therefore, topped the ranking of most used social media platforms in the country. YouTube ranked second, followed by Instagram and LinkedIn. Snapchat was used by roughly one third of the Danes interviewed Danes that year, whereas Periscope ranked last, used by only one percent of the respondents.

 Worldwide social media revenues      Ever since 2014, Facebook was the social medium with the largest revenue worldwide. It amounted to nearly 12.5 billion U.S. dollars in 2014 and increased dramatically over time, reaching over 55.8 billion U.S. dollars in 2018. Twitter ranked second after Facebook in terms of worldwide revenues in 2018, and Snapchat and Yelp ranked respectively third and fourth.

General data recollected for the studio " Analysis of the Quantitative Impact of Social Networks on Web Traffic of Cybermedia in the 27 Countries of the European Union". Four research questions are posed: what percentage of the total web traffic generated by cybermedia in the European Union comes from social networks? Is said percentage higher or lower than that provided through direct traffic and through the use of search engines via SEO positioning? Which social networks have a greater impact? And is there any degree of relationship between the specific weight of social networks in the web traffic of a cybermedia and circumstances such as the average duration of the user's visit, the number of page views or the bounce rate understood in its formal aspect of not performing any kind of interaction on the visited page beyond reading its content? To answer these questions, we have first proceeded to a selection of the cybermedia with the highest web traffic of the 27 countries that are currently part of the European Union after the United Kingdom left on December 31, 2020. In each nation we have selected five media using a combination of the global web traffic metrics provided by the tools Alexa (https://www.alexa.com/), which ceased to be operational on May 1, 2022, and SimilarWeb (https:// www.similarweb.com/). We have not used local metrics by country since the results obtained with these first two tools were sufficiently significant and our objective is not to establish a ranking of cybermedia by nation but to examine the relevance of social networks in their web traffic. In all cases, cybermedia whose property corresponds to a journalistic company have been selected, ruling out those belonging to telecommunications portals or service providers; in some cases they correspond to classic information companies (both newspapers and televisions) while in others they refer to digital natives, without this circumstance affecting the nature of the research proposed.
Below we have proceeded to examine the web traffic data of said cybermedia. The period corresponding to the months of October, November and December 2021 and January, February and March 2022 has been selected. We believe that this six-month stretch allows possible one-time variations to be overcome for a month, reinforcing the precision of the data obtained. To secure this data, we have used the SimilarWeb tool, currently the most precise tool that exists when examining the web traffic of a portal, although it is limited to that coming from desktops and laptops, without taking into account those that come from mobile devices, currently impossible to determine with existing measurement tools on the market. It includes:

Web traffic general data: average visit duration, pages per visit and bounce rate Web traffic origin by country Percentage of traffic generated from social media over total web traffic Distribution of web traffic generated from social networks Comparison of web traffic generated from social netwoks with direct and search procedures

YouTube boasts an average of 23.7 hours per month spent by users.

The average Facebook user spends about 19.6 per month on Facebook every month. This works out to be about 39 minutes per day.

As of February 2025, China ranked first among the countries with the most internet users worldwide. The world's most populated country had 1.11 billion internet users, more than triple the third-ranked United States, with just around 322 million internet users. Overall, all BRIC markets had over two billion internet users, accounting for four of the ten countries with more than 100 million internet users. Worldwide internet usage As of October 2024, there were more than five billion internet users worldwide. There are, however, stark differences in user distribution according to region. Eastern Asia is home to 1.34 billion internet users, while African and Middle Eastern regions had lower user figures. Moreover, the urban areas showed a higher percentage of internet access than rural areas. Internet use in China China ranks first in the list of countries with the most internet users. Due to its ongoing and fast-paced economic development and a cultural inclination towards technology, more than a billion of the estimated 1.4 billion population in China are online. As of the third quarter of 2023, around 87 percent of Chinese internet users stated using WeChat, the most popular social network in the country. On average, Chinese internet users spent five hours and 33 minutes online daily.

Chinese citizens displayed a strong online presence, having approximately **** billion active social media users as of February 2025. Other Asia-Pacific countries and regions appeared to trail behind China in terms of their social media engagement. India and Indonesia, the second- and third-ranked countries in terms of number of active social media users, had *** million and *** million active social media users, respectively. Leading social media platforms Facebook reigns worldwide and in the Asia-Pacific region as the most-used social media site, having displayed an increasing number of daily active users. However, Asian social networks, such as WeChat and Douyin, have also gained immense popularity in the Asia-Pacific region by offering content and services tailored to APAC preferences. Acting not only as a messaging and social media service, WeChat is a platform for online shopping and payment services. The social networking site, owned by Tencent, was the sixth most used social media platform globally. A connected region The Asia-Pacific region has gone through a technological evolution and alongside the region, its citizens have willingly adopted this change. This is conveyed through the internet penetration rate, which has more than doubled since 2010 in Asia. A better internet infrastructure has catalyzed the emergence of social media throughout the Asia-Pacific region.

There are more male LinkedIn users than females – although it is pretty balanced.