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.

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.

TikTok saw an exceptional increase of monthly active users worldwide from 2019 to 2021, at 38 percent. The short-form video sharing app was used by 689 million individuals monthly as of 2021, compared to 500 million in 2019. Other leading social networks that increased with over 30 percent were Pinterest and Reddit.

The coronavirus pandemic is one of the factors that have resulted in an increased interest in social networking, with billions of people in lockdown, working and studying from home, and in need of socializing.

In 2023, it is estimated that ******** will surpass ****** as the fastest-growing social media platform globally, with a year-on-year user growth of ****%. Additionally, in 2024, TikTok has been forecast to see a *** percent growth in users. In 2025, Facebook's user growth is estimated to be around *** percent.

As of 2020, Snapchat was the most popular social media platform among Gen Z and Millennials in the United States to connect to others. TikTok and Youtube ranked second and third, with respective shares of 91 percent and 87 percent of respondents using these social networks to connect to others.

The number of social media users in North America was forecast to continuously increase between 2024 and 2029 by in total 70.3 million users (+16.55 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 495.12 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.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 average ad spending per internet user in the 'Social Media Advertising' segment of the advertising market worldwide was modeled to stand at 42.77 U.S. dollars in 2024. Between 2017 and 2024, the average ad spending per internet user rose by 26.95 U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The average ad spending per internet user will steadily rise by 18.13 U.S. dollars over the period from 2024 to 2030, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Social Media Advertising.

According to a survey on the impact of the COVID-19 pandemic in the Middle East and North Africa (MENA) in 2020, there was a ** percent increase in the revenue of Snapchat during the COVID-19 pandemic. In 2020, the growth curve of the e-commerce industry in the region had accelerated by five years in about five months.

The statistic shows the social network user growth rate on social networks in China between 2016 and 2021. As of 2021, the number of social network users increased by *** percent compared to the previous year. Chinese internet users have about ***** social media accounts on average.

Over the last two observations, the average ad spending per internet user is forecast to significantly increase in all segments. Concerning the two selected segments, the segment Social Media Advertising Mobile has the largest average ad spending per internet user with 34.29 U.S. dollars. Contrastingly, Social Media Advertising Desktop is ranked last, with 6.95 U.S. dollars. Their difference, compared to Social Media Advertising Mobile, lies at 27.34 U.S. dollars. The Statista Market Insights cover a broad range of additional markets.

Advertising revenue generated by TikTok was expected to increase by ** percent in 2023. That would make it the fastest-growing social media platform among the seven market leaders presented in the data set. As of August 2023, X's (Twitter's) ad revenue was expected to shrink by ** percent in that calendar year.

As of March 2020, social media users in the United States were staying online more. According to a survey of U.S. social media users, **** percent of respondents were using social media *** hours additional hours per day. A further **** percent used social media ** minutes to *** hour more than usual per day. Only *** percent of users were adding ******************** to their usage. Additional social media usage was a result of the coronavirus pandemic, which caused stay home orders and social distancing to be put in place in the country.

Among social media platforms being used during the coronavirus pandemic, Facebook was the most used with 78.1 percent of adults in the United States using the platform as of March 2020. The second-most used platform was Instagram, with 49.5 percent of U.S. adults using the image sharing social platform. However, 7.7 percent of responding adults stated that they were not using social media. Social networks are a popular method to stay in touch with friends and family amidst social distancing directives during the COVID-19 outbreak in the United States.

In 2024, social media advertising spending worldwide will amount to an estimated 234.14 billion U.S. dollars, up from less than 98 billion dollars in 2019 – an increase of 140 percent in half a decade. The value was forecast to grow by nearly 50 percent by the end of the decade, exceeding 345 billion dollars by 2029. Social media's relevance for marketing During a 2024 survey, more than four out of five responding global marketers listed increased exposure as a benefit of social media marketing. Traffic expansion and lead generation rounded up the top three, mentioned by 73 and 65 percent of the interviewees, respectively. Furthermore, Facebook was the most-used social media platform among business-to-consumer (B2C) marketers, while LinkedIn topped the ranking among business-to-business (B2B) marketing professionals. Advertising insights Find further information concerning the average ad spending per internet user in the 'Digital video ads' segment of the advertising market in the United Kingdom and the traditional revenue in the 'Traditional TV Advertising' segment of the advertising market in Poland.The Statista Market Insights cover a broad range of additional markets.

The number of social media users in Italy was forecast to continuously increase between 2024 and 2029 by in total **** million users (+***** percent). After the ninth consecutive increasing year, the social media user base is estimated to reach ***** million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.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).

Augmented Reality (AR) in Social Media Market Outlook

The global Augmented Reality (AR) in Social Media market size was valued at approximately $12 billion in 2023 and is projected to reach $68 billion by 2032, growing at a compound annual growth rate (CAGR) of 21.8%. The exponential growth of this market is driven by increasing user engagement, technological advancements, and the growing adoption of AR by social media platforms to enhance user experiences.

One of the primary growth factors for the AR in Social Media market is the increasing integration of AR features by major social media platforms. Applications like Instagram, Snapchat, and Facebook have incorporated AR filters, lenses, and effects, significantly enhancing user interaction and driving longer engagement times. This integration of AR features has not only improved user experience but also opened new avenues for advertising, content creation, and user-generated content, thereby contributing to market growth.

Another crucial factor propelling market growth is the continuous technological advancements in AR hardware and software. Innovations such as improved AR glasses, more powerful mobile processors, and advancements in AI and computer vision have made AR more accessible and functional. These technological improvements enable a more seamless AR experience, prompting both users and enterprises to adopt AR solutions more widely in their social media interactions. Moreover, the decreasing costs of AR hardware are making these technologies more accessible to a broader audience.

The increasing demand for personalized and immersive experiences is another significant driver for the AR in Social Media market. Users are increasingly seeking interactive and immersive content that can offer a unique experience. AR provides an excellent platform for creating such content, allowing users to engage with their surroundings in novel ways. This demand for immersive experiences is prompting social media platforms to continuously innovate and integrate AR features, thus driving the market forward.

Regionally, North America dominates the AR in Social Media market, primarily due to the presence of major social media companies and advanced technological infrastructure. However, the Asia Pacific region is expected to witness the highest growth rate during the forecast period. The increasing penetration of smartphones, growing internet users, and the rising popularity of social media platforms in countries like China, India, and Japan are contributing significantly to the market growth in this region.

Component Analysis

The component segment of the AR in Social Media market includes software, hardware, and services. In the software segment, AR applications and platforms are continuously evolving to provide more sophisticated and interactive features. Companies are investing heavily in developing AR software that can be seamlessly integrated into social media platforms, offering users a wide range of AR experiences. This includes AR filters, lenses, and effects that can be used in photos and videos, making interactions more engaging and fun.

In the hardware segment, advancements have been significant in AR devices such as AR glasses and headsets. These devices are becoming more user-friendly, lightweight, and affordable, making them a viable option for everyday use by social media users. Companies like Apple, Google, and Microsoft are at the forefront of developing cutting-edge AR hardware that can be used both for personal and commercial social media applications. The increased adoption of these devices is expected to drive the hardware segment's growth substantially.

The services segment involves support, maintenance, and consultation services related to AR technology. As businesses increasingly adopt AR for marketing and user engagement on social media platforms, the demand for specialized services to develop, integrate, and maintain AR features is growing. Companies are offering tailored services to help enterprises leverage AR to its full potential, thereby driving the growth of the services segment. This also includes training services for users to effectively use and navigate AR features on social media.

The synergy between these components ensures a comprehensive AR experience for social media users. The continuous development in software and hardware, coupled with robust support and consultation services, ensures that the AR in Social Media market remains dynamic and capable of meeting the growing demands of users and enterpri

Over the last two observations, the reach by social network is forecast to significantly increase in all segments. Concerning the nine selected segments, the segment Facebook has the largest reach by social network with 470.66 million users. Contrastingly, Tumblr is ranked last, with 9.31 million users. Their difference, compared to Facebook, lies at 461.35 million users. Find further statistics on other topics such as a comparison of the social network reach in Argentina and a comparison of the ad spending in the United States.The Statista Market Insights cover a broad range of additional markets.

As of May 2024, around 43 percent of marketers surveyed worldwide said maintaining authenticity was a challenge when using generative artificial intelligence (GenAI) for social media marketing. Maintaining the value of human creativity ranked second, cited by 40 percent of respondents. According to the same study, the leading benefits of GenAI for global social media marketing included increased efficiency and easier idea generation.

As of early 2025, LinkedIn was the platform with the highest year-on-year growth in social media advertising reach, experiencing a **** percent increase compared to the previous year. Pinterest and Instagram followed, with increases of **** and *** percent, respectively. According to quarter-on-quarter growth, Reddit had the highest ad reach increase at *** percent.

In the second quarter of 2021, Fortune 500 companies increased their Instagram posting activity by *** percent. Their Instagram video posts increased by *** percent. However, user engagement increased by **** percent only. On the other hand, user engagement of Twitter posts increased by *** percent, with posting and video posting activity rising only by ** and ** percent, respectively.