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.

Description:

The "Daily Social Media Active Users" dataset provides a comprehensive and dynamic look into the digital presence and activity of global users across major social media platforms. The data was generated to simulate real-world usage patterns for 13 popular platforms, including Facebook, YouTube, WhatsApp, Instagram, WeChat, TikTok, Telegram, Snapchat, X (formerly Twitter), Pinterest, Reddit, Threads, LinkedIn, and Quora. This dataset contains 10,000 rows and includes several key fields that offer insights into user demographics, engagement, and usage habits.

Dataset Breakdown:

• Platform: The name of the social media platform where the user activity is tracked. It includes globally recognized platforms, such as Facebook, YouTube, and TikTok, that are known for their large, active user bases.

• Owner: The company or entity that owns and operates the platform. Examples include Meta for Facebook, Instagram, and WhatsApp, Google for YouTube, and ByteDance for TikTok.

• Primary Usage: This category identifies the primary function of each platform. Social media platforms differ in their primary usage, whether it's for social networking, messaging, multimedia sharing, professional networking, or more.

• Country: The geographical region where the user is located. The dataset simulates global coverage, showcasing users from diverse locations and regions. It helps in understanding how user behavior varies across different countries.

• Daily Time Spent (min): This field tracks how much time a user spends on a given platform on a daily basis, expressed in minutes. Time spent data is critical for understanding user engagement levels and the popularity of specific platforms.

• Verified Account: Indicates whether the user has a verified account. This feature mimics real-world patterns where verified users (often public figures, businesses, or influencers) have enhanced status on social media platforms.

• Date Joined: The date when the user registered or started using the platform. This data simulates user account history and can provide insights into user retention trends or platform growth over time.

Context and Use Cases:

• This synthetic dataset is designed to offer a privacy-friendly alternative for analytics, research, and machine learning purposes. Given the complexities and privacy concerns around using real user data, especially in the context of social media, this dataset offers a clean and secure way to develop, test, and fine-tune applications, models, and algorithms without the risks of handling sensitive or personal information.

Researchers, data scientists, and developers can use this dataset to:

• Model User Behavior: By analyzing patterns in daily time spent, verified status, and country of origin, users can model and predict social media engagement behavior.

• Test Analytics Tools: Social media monitoring and analytics platforms can use this dataset to simulate user activity and optimize their tools for engagement tracking, reporting, and visualization.

• Train Machine Learning Algorithms: The dataset can be used to train models for various tasks like user segmentation, recommendation systems, or churn prediction based on engagement metrics.

• Create Dashboards: This dataset can serve as the foundation for creating user-friendly dashboards that visualize user trends, platform comparisons, and engagement patterns across the globe.

• Conduct Market Research: Business intelligence teams can use the data to understand how various demographics use social media, offering valuable insights into the most engaged regions, platform preferences, and usage behaviors.

• Sources of Inspiration: This dataset is inspired by public data from industry reports, such as those from Statista, DataReportal, and other market research platforms. These sources provide insights into the global user base and usage statistics of popular social media platforms. The synthetic nature of this dataset allows for the use of realistic engagement metrics without violating any privacy concerns, making it an ideal tool for educational, analytical, and research purposes.

The structure and design of the dataset are based on real-world usage patterns and aim to represent a variety of users from different backgrounds, countries, and activity levels. This diversity makes it an ideal candidate for testing data-driven solutions and exploring social media trends.

Future Considerations:

As the social media landscape continues to evolve, this dataset can be updated or extended to include new platforms, engagement metrics, or user behaviors. Future iterations may incorporate features like post frequency, follower counts, engagement rates (likes, comments, shares), or even sentiment analysis from user-generated content.

By leveraging this dataset, analysts and data scientists can create better, more effective strategies ...

In 2004, a Harvard student launched a platform that would go on to redefine how humans connect. Fast forward to 2025, social media isn't just a way to stay in touch, it’s where people shop, learn, protest, play, and even find love. From early-morning scrolls to late-night reels, platforms have...

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

More than 100 social media channels and statistics for the National Archives and Records Administration.

Important : its a 3 month gap data Starting from March 2022 to Dec 2022

Influencers are categorized by the number of followers they have on social media. They include celebrities with large followings to niche content creators with a loyal following on social-media platforms such as YouTube, Instagram, Facebook, and Twitter.Their followers range in number from hundreds of millions to 1,000. Influencers may be categorized in tiers (mega-, macro-, micro-, and nano-influencers), based on their number of followers.

Businesses pursue people who aim to lessen their consumption of advertisements, and are willing to pay their influencers more. Targeting influencers is seen as increasing marketing's reach, counteracting a growing tendency by prospective customers to ignore marketing.

Marketing researchers Kapitan and Silvera find that influencer selection extends into product personality. This product and benefit matching is key. For a shampoo, it should use an influencer with good hair. Likewise, a flashy product may use bold colors to convey its brand. If an influencer is not flashy, they will clash with the brand. Matching an influencer with the product's purpose and mood is important.

https://sceptermarketing.com/wp-content/uploads/2019/02/social-media-influencers-2l4ues9.png">

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

On a foggy morning in early January 2025, a small fitness brand in Austin, Texas, posted a short behind-the-scenes clip on TikTok. Within 48 hours, that video had over 2.3 million views, tripled their followers, and caused their website to crash from unexpected traffic. It wasn’t a stroke of luck,...

Over the five years through 2025-26, industry revenue is forecast to expand at a compound annual rate of 20.3% to reach £12.5 billion. Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the past five years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform has over 30 million monthly users in the UK in 2025. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. In 2025, more social media platforms are using AI to boost user engagement. This improves click-through rates and drives higher advertising revenue. Industry revenue is expected to grow by 6.3% in 2025-26. Over the five years through 2030-31, social media platforms' revenue is projected to climb at an estimated 9.2% to reach £19.4 billion. Regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The tightening of regulations will raise industry compliance costs, weighing on profit margin. Older age groups present a new revenue opportunity for social media platforms if they can bridge the gap between passive TV consumption and interactive digital engagement. Augmented Reality (AR) technology will move beyond filters to become standard for immersive product trials, interactive ads, and virtual meetups

Introduction

Social Media Statistics: Over the last twenty years, social media has evolved from specialized online communities into a worldwide network comprising over 5.3 billion users. The growth of social media has been remarkable in recent times. Our methods of interaction have undergone a significant transformation following the emergence of social media. As an inescapable force, social media must occupy a central role in your marketing strategy.

Platforms such as Instagram, Facebook, YouTube, and WhatsApp are instrumental in the distribution of news and information. Given the extensive audience available, it is unthinkable for a business in 2025 to disregard the influence of social media. Social media can improve your engagement with your audience while expanding your market reach and inspiring brand awareness.

Introduction

Social media marketing statistics: You are trying to find where your customers are spending their attention, and the answer isn't a billboard on the highway or a primetime TV spot. It’s right here, in their pocket, on a vibrant screen, where the content changes every second.

This year, social media marketing is the single largest theatre for customer discovery, communication, and, most critically, conversion. For every serious marketer, brand manager, or business owner, understanding the latest social media marketing statistics isn't just about knowledge; it’s about having the technical, data-driven roadmap to an estimated $276.7 billion in global ad spend.

The landscape is a high-stakes, high-speed game. Algorithms are constantly being optimized by artificial intelligence, consumer trust is being changed by authenticity, and a massive shift to in-app purchasing is changing the very concept of a store.

This is the time of precision marketing, where success is measured in basis points, not broad strokes. I’d like to deliver the most detailed, information-based article on the current state of social media marketing, providing the benchmarks that set the standard for the industry. So, let's dive deep into the numbers that are making the marketing playbook in 2025. Let’s get started,

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...

This dataset focuses on analyzing user engagement trends across major social media platforms like Instagram, Twitter, and Facebook. It includes data related to likes, Comments, Shares and other metrics that indicate how users interact with content online.

The goal of this dataset is to explore patterns in social media behavior, understand content performance, and support research in digital marketing, user behavior analytics, and social media strategy.

This dataset was created as part of an academic project and includes:

• Engagement metrics (likes, Shares, Comments)

• Time-based trends

• User categories (influencers, brands, regular users)

• Platform-specific observations (Instagram, Twitter, Facebook)

All data is either simulated or compiled from publicly available sources and does not include any personal or sensitive user information.

Introduction

Social Media Marketing Statistics: Social media marketing has become a vital tool for businesses seeking to connect with their audience and accelerate brand growth. With platforms such as Instagram, TikTok, and LinkedIn taking the lead, companies are harnessing the potential of social media to build meaningful relationships with their customers.

By using a mix of organic content and paid advertising, brands can effectively target specific audiences, strengthen connections, and boost brand awareness. Beyond just promoting messages, social media marketing also enables businesses to track campaign performance and make real-time adjustments.

As digital advertising continues to evolve, understanding key trends and statistics is crucial for businesses looking to stay ahead of the competition. This introduction delves into the influence of social media marketing, focusing on the strategies that drive success in today’s digital landscape.

This dataset contains simulated data for social media users' demographics, behaviors, and perceptions related to political content. It includes features such as age, gender, education level, occupation, social media usage frequency, exposure to political content, and perceptions of accuracy and relevance.

the features included in the "Social Media Political Content Analysis Dataset":

1. Age: Age of the user.
2. Gender: Gender identity of the user.
3. Education Level: Highest level of education attained by the user.
4. Occupation: Current occupation of the user.
5. Political Affiliation: Political leaning or affiliation of the user (e.g., Liberal, Conservative, Independent).
6. Geographic Location: Country or region where the user is located (e.g., USA, UK, Canada, Australia).
7. Social Media Usage Frequency: Frequency of social media usage by the user (e.g., 0-1 hour, 1-2 hours, 2-4 hours, 4+ hours).
8. Preferred Social Media: Social media platform preferred by the user (e.g., Facebook, Twitter, Instagram).
9. Political Content Exposure: Frequency of exposure to political content on social media (e.g., Once a day, Few times a week, Rarely, Several times a day).
10. Types of Political Content: Types of political content consumed by the user (e.g., News articles, Opinion pieces, Memes).
11. Sources of Political Content: Sources from which the user obtains political content (e.g., Mainstream media, Political parties, Independent bloggers).
12. Recency of Exposure: Recency of the user's exposure to political content (e.g., Within the last hour, Within the last 24 hours, Within the last week, Longer than a week ago).
13. Interactions Frequency: Frequency of user interactions with political content on social media (e.g., Once a day, Few times a week, Rarely, Several times a day).
14. Political Content Topics: Topics of political content that interest the user (e.g., Economy, Healthcare, Immigration, Environment).
15. Perception of Accuracy: User's perception of the accuracy of political content on social media (e.g., Very accurate, Somewhat accurate, Not accurate).
16. Awareness of Algorithms: Whether the user is aware of algorithms that determine their social media feed (e.g., Yes, No).
17. Perception of Relevance: User's perception of the relevance of political content on social media (e.g., Very relevant, Somewhat relevant, Not relevant).
18. Personal Impact: User's perception of the personal impact of political content on social media (e.g., Strong impact, Moderate impact, No impact).
19. Trust in Social Media: User's level of trust in social media as a source of political information (e.g., Trust a lot, Trust somewhat, Do not trust).
20. Concerns about Algorithms: User's level of concern about algorithms shaping their social media experience (e.g., Very concerned, Somewhat concerned, Not concerned).
21. Overall Quality of Discourse: User's perception of the overall quality of political discourse on social media (e.g., High quality, Moderate quality, Low quality).
22. Views on Influence: User's perception of the influence of political content on social media (e.g., Very influential, Somewhat influential, Not influential).
23. Suggestions for Improvement: User's suggestions for improving the quality or experience of political content on social media (e.g., Increase transparency, Provide more diverse sources, Improve fact-checking, Enhance user controls).

In the spring of 2020, a simple tweet claimed that sipping hot water every 15 minutes could kill the coronavirus. No medical source backed it, yet the post quickly amassed over 150,000 shares. Fast forward to 2025, and we’ve learned that misinformation online is not a bug; it’s a system...

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 go 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

YouTube gets an average of 14.3 billion total worldwide visits every month.

Users spend an average of 19.6 hours per month on TikTok alone. This works out to be approximately 39 minutes per day.

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