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.

Discover the latest social media statistics and trends for 2025 and how they impact businesses.

Introduction

Social Media User Statistics: As of January 2025, it is projected that approximately 5.24 billion individuals globally are engaged on social media platforms, which accounts for 63.9% of the total world population. This indicates an annual increase of 206 million users, connecting to a growth rate of 4.1%. On average, users engage with 6.8 different social platforms each month and spend roughly 2 hours and 21 minutes per day on these platforms.

Mobile devices account for 98% of the time allocated to social media, highlighting the dominance of mobile access. Facebook continues to lead with over 3 billion monthly active users, followed by YouTube with around 2.5 billion users. Instagram and WhatsApp each boast approximately 2 billion users, while TikTok has surpassed 1.5 billion users.

Verified dataset of U.S. digital usage in 2025: internet users, social media user identities, mobile connections, and internet connection speeds.

Introduction

Millennials On Social Media Statistics: Since the lockdown, people who never existed on the internet have created accounts on social media. As stated in these Millennials On Social Media Statistics, more than 50% of millennial users went online. The use of social media is increasing daily. Social media is gaining popularity not only among millennials but also among other generations.

However, the use of these platforms is growing extensively among all generations. These statistics guide recent insights, including the preferences for product research on social media, back-to-school shopping, etc.Â

During a 2025 survey, ** percent of respondents from Nigeria stated that they used social media as a source of news. In comparison, just ** percent of Japanese respondents said the same. Large portions of social media users around the world admit that they do not trust social platforms either as media sources or as a way to get news, and yet they continue to access such networks on a daily basis. Social media: trust and consumption Despite the majority of adults surveyed in each country reporting that they used social networks to keep up to date with news and current affairs, a 2018 study showed that social media is the least trusted news source in the world. Less than ** percent of adults in Europe considered social networks to be trustworthy in this respect, yet more than ** percent of adults in Portugal, Poland, Romania, Hungary, Bulgaria, Slovakia and Croatia said that they got their news on social media. What is clear is that we live in an era where social media is such an enormous part of daily life that consumers will still use it in spite of their doubts or reservations. Concerns about fake news and propaganda on social media have not stopped billions of users accessing their favorite networks on a daily basis. Most Millennials in the United States use social media for news every day, and younger consumers in European countries are much more likely to use social networks for national political news than their older peers. Like it or not, reading news on social is fast becoming the norm for younger generations, and this form of news consumption will likely increase further regardless of whether consumers fully trust their chosen network or not.

Social media algorithms now shape the information we see. In 2025, over 5.4 billion people will engage with personalized feeds daily, each tailored by complex models that sort, amplify, or bury content based on real-time behavior. These algorithms affect everything from advertising campaigns to political messaging, and even how quickly...

The Social Media Platforms market has evolved into a pivotal segment of the global digital economy, fundamentally altering how individuals and businesses communicate, share, and connect. In today's hyper-connected world, social media platforms serve as essential tools for marketing, brand awareness, and consumer eng

As of June 2025, users aged 25 to 34 years made up Facebook's largest audience in the United States, accounting for **** percent of the social network's user base, with **** percent of those users being women. Overall, *** percent of users aged 35 to 44 years were women, and *** percent were men. How many people use Facebook in the United States? ******** is by far the most used social network in the world and finds a huge share of its audience in ****************** Facebook’s U.S. audience size comes second only to India. In 2023, there were over *** million Facebook users in the U.S. By 2028, it is estimated that around *** million people in the U.S. will be signed up for the platform. How do users in the United States view the platform? Although Facebook is widely used and very popular with U.S. consumers, there are issues of trust with its North American audience. As of November 2021, ** percent of respondents reported that they did not trust Facebook with their personal data. Despite having privacy doubts, a May 2022 survey found that ** percent of adults had a very favorable opinion of Facebook, and one-third held a somewhat positive view of the platform.

According to a study conducted between April 2023 and April 2025, ** percent of misleading extreme weather claims on X (formerly Twitter) were not labeled with a debunking label. On YouTube, there was no labeling of misleading extreme weather content with an expert or crowdsourced fact-check label. Overall, the same applied to ** percent of posts on Meta's Facebook and Instagram.

Social Media Management Market Outlook

The social media management market size is projected to exhibit a significant growth trajectory, with a compound annual growth rate (CAGR) of approximately 14% from 2024 to 2032. In 2023, the global market was valued at around USD 12 billion, and it is anticipated to reach approximately USD 28 billion by 2032. The significant growth can be attributed to the increasing adoption of social media platforms for brand awareness and customer engagement, as well as the rising need for businesses to manage their online presence effectively. The proliferation of smartphones and internet connectivity has exponentially increased the number of social media users globally, which in turn drives the demand for comprehensive social media management solutions.

One of the key growth factors in the social media management market is the increasing penetration of social media platforms across diverse demographics. Social media is no longer confined to younger audiences but has expanded its reach to older age groups, creating a broader user base for businesses to target. This shift in demographic usage patterns necessitates more sophisticated and targeted social media strategies, thereby boosting the demand for management tools that can analyze and optimize content for diverse audiences. In addition, businesses are increasingly recognizing the value of data-driven insights derived from social media analytics, which are crucial for tailoring marketing strategies and improving customer engagement.

Another significant driver is the surge in digital marketing expenditure by businesses across various industries. As traditional advertising channels lose efficacy, companies are shifting their focus towards digital platforms, where social media occupies a prominent position. This transition is powered by the need to reach a global audience instantly and to leverage the interactive nature of social media for real-time customer feedback and engagement. Consequently, businesses are investing more in social media management solutions that offer advanced features such as scheduling, analytics, customer interaction management, and content creation tools to enhance their online marketing efforts.

Moreover, technological advancements in artificial intelligence (AI) and machine learning (ML) are playing a pivotal role in the evolution of social media management tools. These technologies are enabling more sophisticated functionalities like predictive analytics, automated customer interactions, and personalized content delivery. AI-powered chatbots, for instance, are increasingly being used for customer service on social media platforms, providing instant responses and enhancing user experience. As these technologies continue to evolve, they are expected to offer even more refined tools for social media management, further fueling market growth.

In this evolving landscape, Social Media Contest Platforms have emerged as a dynamic tool for brands to engage with their audience creatively and effectively. These platforms provide businesses with the ability to host interactive contests and giveaways, which can significantly boost brand visibility and user engagement. By leveraging these platforms, companies can tap into the viral nature of social media, encouraging users to share content and participate in brand-related activities. This not only enhances customer interaction but also helps in gathering valuable user-generated content and insights. As businesses strive to create memorable social media experiences, incorporating contest platforms into their strategies can lead to increased brand loyalty and a wider reach.

From a regional perspective, North America holds a dominant position in the social media management market due to early technology adoption and the presence of major social media and software companies. However, the Asia Pacific region is anticipated to witness the fastest growth over the forecast period. The rapid digitalization across emerging economies, coupled with increasing social media penetration and mobile internet users, is driving the demand for social media management solutions. Europe is also expected to exhibit substantial growth due to the rising focus on digital transformation among businesses in the region.

Component Analysis

The social media management market can be segmented by components into software and services. Software solutions constitute a major portion of the market as they provide comprehensiv

How much time do people spend on social media? As of 2025, the average daily social media usage of internet users worldwide amounted to 141 minutes per day, down from 143 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of 3 hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in the U.S. was just 2 hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively. People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general. During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

At 2:13 a.m., Ellie turned off her phone after endlessly scrolling through Instagram Reels. This wasn’t the first time she traded sleep for screen time, and like millions of others, she would wake up tired, groggy, and mentally foggy. In 2025, this silent epidemic of sleep disruption linked to social...

Picture a high school hallway during lunch break. Heads down, thumbs scrolling, earbuds in. This isn’t boredom, it’s engagement. For Generation Z, social media isn’t just a way to stay connected; it’s how they navigate identity, find entertainment, and even make purchasing decisions. Born between 1997 and 2012, Gen Z...

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Social Media Listening Market Size 2025-2029

The social media listening market size is forecast to increase by USD 4.87 billion at a CAGR of 8.9% between 2024 and 2029.

The market is experiencing significant growth, driven primarily by the increasing usage of social media platforms worldwide. With over 4.3 billion users as of 2021, social media has become a powerful tool for businesses to engage with their customers and gain valuable insights into consumer behavior and preferences. A key trend in this market is the integration of Artificial Intelligence (AI) and Machine Learning (ML) technologies in social media listening solutions, enabling more accurate and efficient data analysis. However, this market is not without challenges. Data privacy and regulatory compliance are becoming increasingly important, with stricter regulations being implemented to protect user data.
Companies must ensure they have strong data security measures in place to comply with these regulations and maintain consumer trust. Additionally, the vast amount of data generated on social media requires sophisticated analytics tools to extract meaningful insights. As such, businesses seeking to capitalize on the opportunities presented by the market must invest in advanced analytics solutions and prioritize data security and privacy. By doing so, they can effectively navigate the challenges and stay ahead of the competition.

What will be the Size of the Social Media Listening Market during the forecast period?

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Social media listening has emerged as a crucial business tool, enabling organizations to gain valuable insights from the vast amount of data generated through social media activity. This data is analyzed using techniques such as topic modeling and sentiment scoring to understand consumer behavior, preferences, and trends. Social media geographics and demographics provide essential context, while social media reach and volume measure the scope and impact of conversations. Social media pulse and sentiment reflect the current sentiment and buzz surrounding specific topics, offering real-time insights into market dynamics and trends.
Social media listening software is a vital component of the global market for social media analytics. Social media influence is assessed through the size and engagement of an audience, providing valuable information for marketing and brand management strategies. The social media landscape and heatmap offer a comprehensive view of the social media ecosystem, helping businesses stay informed and adapt to evolving patterns.

How is this Social Media Listening Industry segmented?

The social media listening industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Software
  Services


End-user

  Retail and e-commerce
  IT and telecom
  BFSI
  Media and entertainment
  Others


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  Middle East and Africa



  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The software segment is estimated to witness significant growth during the forecast period. This segment encompasses platforms and tools that offer real-time, automated, and scalable capabilities to monitor and analyze social media conversations across various channels such as Twitter, Facebook, Instagram, LinkedIn, TikTok, and Reddit. Real-time monitoring is a key feature of these solutions, empowering brands to identify mentions, trends, and sentiment as they emerge. By staying abreast of evolving topics, businesses can respond promptly to customer concerns, capitalize on viral events, and maintain a strong online presence. Artificial Intelligence (AI) and Machine Learning (ML) technologies are integral to social media listening software, enabling advanced topic identification, sentiment analysis, and trend recognition.

These technologies enable businesses to gain valuable customer insights, inform product development, and enhance customer experience. Social media listening platforms also offer data visualization and reporting features, allowing businesses to analyze and present their findings in a clear and actionable manner. Additionally, they provide social media dashboards, alerts, and governance tools to ensure compliance with social media policies and ethical standards. In summary, social media listening software plays a pivotal role in the global market for social media analytics, offering real-time insights and advanced capabilities to help businesses navigate the complex social media landscape and engage effectively with their audience.

Get a glance at the market report of share of v

In a survey conducted in Japan in February 2025, ** percent of the female and ** percent of the male respondents mentioned seeing biased information as one of the negative influences of social media. It was the most commonly given answer among both men and women in this regard, followed by the spread of false and misinformation. The survey also showed that women were much more likely than men to perceive social media as a waste of time and to mention psychological stress due to comparisons with others.

The social media search engine market is experiencing robust growth, driven by the increasing reliance on social platforms for information gathering and the evolution of sophisticated search algorithms within these platforms. The market, while difficult to precisely quantify due to the interwoven nature of search functionality within social media platforms (many don't offer dedicated search engines), is estimated to be valued at approximately $50 billion in 2025, exhibiting a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033. This growth is fueled by several key factors: the expanding user base of social media platforms, the increasing sophistication of social media search algorithms (better understanding of natural language queries and visual search capabilities), and the rise of social commerce, which intrinsically relies on effective search within social networks to discover products and services. The dominance of established platforms like Google, Facebook, and YouTube in this space is undeniable, but emerging platforms and innovative search functionalities continue to challenge the status quo. Segmentation reveals strong growth in both individual and business user applications, with video search showing particularly strong potential given the visual nature of many social media platforms. However, the market also faces restraints. Data privacy concerns are paramount, leading to regulatory scrutiny and evolving user expectations about how their data is used. Algorithm transparency and the potential for biased or manipulated search results also pose challenges for sustainable growth. Furthermore, competition is fierce, with established players constantly innovating and new entrants vying for market share. The ability to effectively monetize social media search, whilst balancing user experience and privacy, remains a critical factor shaping the industry's trajectory. Looking forward, we expect to see continued investment in AI-powered search technologies, increased integration of social search with e-commerce platforms, and a greater focus on personalized and contextual search experiences tailored to individual user preferences. This will require navigating the delicate balance between delivering relevant results, ensuring user privacy, and avoiding the spread of misinformation.

Pakistan Internet Usage: Social Media Market Share: Desktop: Fark data was reported at 0.000 % in 23 Apr 2025. This stayed constant from the previous number of 0.000 % for 22 Apr 2025. Pakistan Internet Usage: Social Media Market Share: Desktop: Fark data is updated daily, averaging 0.000 % from Apr 2024 (Median) to 23 Apr 2025, with 89 observations. The data reached an all-time high of 0.200 % in 22 Sep 2024 and a record low of 0.000 % in 23 Apr 2025. Pakistan Internet Usage: Social Media Market Share: Desktop: Fark data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Pakistan – Table PK.SC.IU: Internet Usage: Social Media Market Share.

The Sports Social Media Platform market has emerged as a dynamic and transformative segment within the digital landscape, catering specifically to the unique needs of sports enthusiasts, athletes, and organizations. This market serves as an interactive hub where fans can engage with their favorite teams, follow live

The purpose of the dataset is to enable the replication of results as reported in the article: Bonsaksen, T., Price, D., Lamph, G., Kabelenga, I., & Geirdal, A. Ø. (2025). Sleep problems were unrelated to social media use in the late COVID-19 pandemic phase: A cross-national study. PLOS ONE 20(1): e0318507. https://doi.org/10.1371/journal.pone.0318507. The data on sleep problems, psychosocial stress and social media use is uploaded as an SPSS file. Additional information to facilitate using the data can be found in the ReadMe file. The article aimed to explore the relationship between social media use and sleep problems in a cross-national sample two years after the pandemic began. It involved 1405 adults from four countries who completed an online survey. Statistical analyses included independent samples t-tests, Chi-Squared tests, and logistic regression. Among the 858 participants (61.1%) who reported recent sleep problems, 41.1% (353 individuals) attributed these issues to their COVID-19 experiences. Adjusting for age, gender, employment, and psychological distress showed that more hours of social media use were not significantly linked to sleep problems. However, being older, female, employed, and experiencing higher psychological distress were associated with more sleep issues.