In March 2025, Facebook accounted for 56 percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. Pinterest ranked second with 16.73 percent of all U.S. social media site visits, while X (previously Twitter) accounted for 11.73 percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around 81 percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only 1.5 percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than 1.9 million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with 1,3 million and 1.03 million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of 151 minutes per day in 2023, with a decrease to 143 daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Meta Platforms owns four of the biggest social media platforms, all with more than one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2023, Facebook reported around four billion monthly core Family product users. The United States and China account for the most high-profile social platforms Most top ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok. How many people use social media? The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2025, social networking sites are estimated to reach 5.42 billion users and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.

In 2024, Facebook had the largest market share among other social media platforms in Indonesia, at around 56 percent. However, Facebook's popularity may soon be outpaced by other social media platforms due to growing competition. Indonesia’s social media landscape With active social media users of more than 260 million, Indonesia ranked fourth among the countries with the highest number of social media users worldwide. As of the third Quarter of 2024, WhatsApp had the largest social media penetration rate in Indonesia of about 92 percent. Other social media platforms such as Instagram and Facebook are also gaining popularity as an increasing number of Indonesian social media users are actively using those platforms. Social media for business purposes The use of social media is no longer limited to communicating and interacting with friends and family. Many businesses have turned to social media as part of their marketing strategies. One of these strategies includes collaborating with an influencer to promote their products and increase their customer reach. A recent finding revealed that 68 percent of Indonesian social media users had purchased an item because of influencer endorsement. Trust in the influencer and being convinced by their promotions are among the leading reasons for purchasing endorsed products.

Jamaica Internet Usage: Social Media Market Share: All Platforms: Youku data was reported at 0.000 % in 23 Apr 2024. This stayed constant from the previous number of 0.000 % for 22 Apr 2024. Jamaica Internet Usage: Social Media Market Share: All Platforms: Youku data is updated daily, averaging 0.000 % from Apr 2024 (Median) to 23 Apr 2024, with 8 observations. The data reached an all-time high of 0.050 % in 20 Apr 2024 and a record low of 0.000 % in 23 Apr 2024. Jamaica Internet Usage: Social Media Market Share: All Platforms: Youku data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Jamaica – Table JM.SC.IU: Internet Usage: Social Media Market Share.

Egypt Internet Usage: Social Media Market Share: Desktop: Fark data was reported at 0.000 % in 24 Apr 2025. This stayed constant from the previous number of 0.000 % for 23 Apr 2025. Egypt Internet Usage: Social Media Market Share: Desktop: Fark data is updated daily, averaging 0.000 % from Mar 2024 (Median) to 24 Apr 2025, with 205 observations. The data reached an all-time high of 0.330 % in 18 Dec 2024 and a record low of 0.000 % in 24 Apr 2025. Egypt 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 Egypt – Table EG.SC.IU: Internet Usage: Social Media Market Share.

Internet Usage: Social Media Market Share: All Platforms: Youku data was reported at 0.120 % in 02 May 2024. This records an increase from the previous number of 0.000 % for 01 May 2024. Internet Usage: Social Media Market Share: All Platforms: Youku data is updated daily, averaging 0.000 % from Apr 2024 (Median) to 02 May 2024, with 5 observations. The data reached an all-time high of 0.120 % in 02 May 2024 and a record low of 0.000 % in 01 May 2024. Internet Usage: Social Media Market Share: All Platforms: Youku data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Mauritius – Table MU.SC.IU: Internet Usage: Social Media Market Share.

Internet Usage: Social Media Market Share: Desktop: Youku data was reported at 0.000 % in 20 Mar 2024. This stayed constant from the previous number of 0.000 % for 19 Mar 2024. Internet Usage: Social Media Market Share: Desktop: Youku data is updated daily, averaging 0.000 % from Mar 2024 (Median) to 20 Mar 2024, with 9 observations. The data reached an all-time high of 0.440 % in 16 Mar 2024 and a record low of 0.000 % in 20 Mar 2024. Internet Usage: Social Media Market Share: Desktop: Youku data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Kuwait – Table KW.SC.IU: Internet Usage: Social Media Market Share.

As of January 2025, Facebook accounted for around 67 percent of the social media market across Asia. Comparatively, Instagram accounted for about 14 percent of the social media market in Asia. Meta Platforms, Inc Meta Platforms, Inc., formerly known as Facebook, Inc., is a global technology conglomerate that owns a vast social media portfolio, including Facebook, Instagram, WhatsApp, and Messenger. Facebook remains one of the world’s most popular social networks, connecting users for sharing content and building communities. Instagram focuses on photo and video sharing, including features like Stories and Reels. In 2024, Meta’s annual revenue reached 164.5 billion U.S. dollars, with most of its revenue coming from advertising. Meta generated approximately 160 billion U.S. dollars in revenue from advertisements in that year. Meta’s market revenue and user base in APAC In 2024, Meta’s revenue from the Asia-Pacific region amounted to nearly 33 billion U.S. dollars. The growing mobile-first internet user base in Asia continues to drive engagement on Meta's platforms, solidifying its dominance in the region. Asian countries such as India and Indonesia have some of the highest numbers of Facebook users globally. India also leads globally in Instagram users, reflecting the region's significant contribution to Meta's success.

The Social Networking Market Report is Segmented by Type (Advertising, In-App Purchase, Paid Apps), by Store (Apple, Google), and Geography (North America, Europe, Asia-Pacific, Latin America, Middle East and Africa). The Market Size and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Global Social Media market size is expected to reach $466.56 billion by 2029 at 13%, segmented as by type, social media advertisement, social media subscription

Social Media Market Outlook 2032

The global social media market size was USD 219.03 Billion in 2023 and is likely to reach USD 1,006.62 Billion by 2032, expanding at a CAGR of 14.8% during 2024–2032. The market is propelled by the increasing adoption of smartphones and internet connectivity by the consumers based worldwide.



Increasing reliance on digital platforms for communication, entertainment, and business is expected to drive the social media market, during the forecast period. Social media platforms are no longer just a place for personal interactions but have evolved into a powerful tool for businesses to engage with their customers, build brand awareness, and drive sales. The latest trends in the market indicate a shift toward personalized and interactive content, with features such as stories, live videos, and augmented reality filters gaining popularity.



Growing use of data analytics is another significant trend in the social media market. Companies are leveraging data gathered from social media platforms to gain insights into consumer behavior, preferences, and trends. This data-driven approach allows businesses to create targeted and effective marketing strategies, thereby enhancing their competitiveness and profitability. The application of artificial intelligence and machine learning in data analysis is further enhancing the capabilities of social media as a business tool.



Rising concerns about privacy and security are shaping the future of the social media market. Social media platforms are being challenged to provide higher levels of data protection, as users become aware of the risks associated with sharing personal information online. This has led to the development of new features and technologies aimed at enhancing user privacy and security, presenting opportunities for growth and innovation in the market.

Impact of Artificial Intelligence (AI) in Social Media Market

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Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion, at a CAGR of 21.6% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing internet penetration and the rising popularity of social media advertisements. The expanding digital landscape provides ample opportunities for businesses to reach their audiences more effectively, resulting in a surge in social media advertising spending. However, this market growth is not without challenges. Privacy concerns continue to pose a significant obstacle, as users become increasingly wary of sharing personal information online. Companies must navigate these concerns by implementing robust data protection measures and transparent privacy policies to maintain user trust and ensure regulatory compliance.
In summary, the market presents both opportunities and challenges, with the potential for substantial growth through targeted advertising, while requiring careful attention to privacy concerns to maintain user trust and regulatory compliance. Companies seeking to capitalize on these opportunities must stay abreast of market trends and adapt to evolving user expectations to remain competitive.

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

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The social media market continues to evolve, with dynamic shifts shaping its landscape. Social media bidding and software solutions enable businesses to effectively target their audiences, while social media monitoring tools help in maintaining brand reputation. Social media analytics provides valuable insights into consumer behavior, informing data-driven strategies. Instagram, Facebook, YouTube, TikTok, and other platforms offer unique opportunities for marketing, each with distinct audience demographics and engagement patterns. Social media ROI is a critical metric, with continuous optimization essential for maximizing returns. Community management and social media attribution play crucial roles in fostering engagement and understanding the impact of social media efforts.

Social media trends, such as automation and influencer marketing, are shaping the future of digital marketing. Social media security and privacy remain significant concerns, with ongoing developments in governance and ethics shaping the regulatory landscape. Twitter, LinkedIn, Pinterest, and other platforms offer various marketing opportunities, with Snapchat and others catering to younger demographics. Social media campaigns require strategic planning and execution, with social media metrics providing valuable feedback for continuous improvement. Social media compliance and regulation are essential for maintaining trust and adhering to legal requirements. Social media listening and integration offer opportunities for real-time customer feedback and competitive analysis.

Social media retargeting and measurement tools enable businesses to reach potential customers and assess the success of their efforts. APIs and data provide the foundation for advanced social media strategies, with targeting and optimization essential for maximizing impact. The social media market is a constantly evolving landscape, with ongoing trends and developments shaping its future.

How is this Social Networking Industry segmented?

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

Type

  Advertising
  In-app purchase
  Paid apps


Distribution Channel

  Google
  Apple
  App Store Distribution


Service

  Communication
  Entertainment
  Socialization
  Marketing
  Customer service


Platform

  Website-based
  Mobile apps
  Hybrid platforms


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW) 

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.

In the dynamic world of digital marketing, social media has emerged as a powerful tool for businesses to engage with their audience, build brand awareness, and drive sales. The market encompasses various entities, including social media marketing, security, analytics, community management, attribution, trends, automation, engagement, content, metrics, campaigns, influencer marketing, law, governance, ethics, strategy, management, hashtags, optimization, bidding, software, monitoring, reputa

Global Social Media Platforms market size 2025 was XX Million. Social Media Platforms Industry compound annual growth rate (CAGR) will be XX% from 2025 till 2033.

Social Media Marketing Software Market size was valued at USD 71.55 Billion in 2024 and is projected to reach USD 196.39 Billion by 2031, growing at a CAGR of 14.84 % from 2024 to 2031.

Social Media Marketing Software Market Drivers

Rapid Growth of Social Media Platforms: The continued expansion of social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, has created vast opportunities for businesses to engage with their target audiences. As more businesses recognize the importance of maintaining a strong social media presence, the demand for social media marketing software has increased.

Shift Towards Digital Advertising: Traditional advertising channels are becoming less effective as consumers spend more time online. Businesses are reallocating their advertising budgets towards digital channels, including social media platforms, to reach their target demographics more effectively. Social media marketing software enables businesses to manage and optimize their digital advertising campaigns across multiple social media channels.

Focus on Targeted Marketing and Personalization: Social media marketing software offers advanced targeting and personalization capabilities, allowing businesses to deliver tailored content and advertisements to specific audience segments based on demographics, interests, and online behaviors. This level of customization enhances engagement and conversion rates, driving the adoption of social media marketing solutions.

Mexico Internet Usage: Social Media Market Share: Tablet: Hi5 data was reported at 0.000 % in 04 Apr 2025. This stayed constant from the previous number of 0.000 % for 03 Apr 2025. Mexico Internet Usage: Social Media Market Share: Tablet: Hi5 data is updated daily, averaging 0.000 % from Mar 2024 (Median) to 04 Apr 2025, with 39 observations. The data reached an all-time high of 0.150 % in 31 Mar 2025 and a record low of 0.000 % in 04 Apr 2025. Mexico Internet Usage: Social Media Market Share: Tablet: Hi5 data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Mexico – Table MX.SC.IU: Internet Usage: Social Media Market Share.

Global Social Media Platforms market size is expected to reach $3317.86 billion by 2029 at 34.8%, segmented as by social networking, general social networks (facebook, linkedin), niche social networks

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.

The social media and destination market is transforming as a new era of digital platforms revolutionizes the way travelers interact with tourism. Meta (Facebook, Instagram), TikTok and Google (YouTube, Google Ads) account for 60% of the market, leveraging AI-driven personalization, data-driven marketing and influencer partnerships to influence travel choices.

Internet Usage: Social Media Market Share: Desktop: Sina Weibo data was reported at 0.000 % in 04 Jul 2024. This stayed constant from the previous number of 0.000 % for 03 Jul 2024. Internet Usage: Social Media Market Share: Desktop: Sina Weibo data is updated daily, averaging 0.000 % from Dec 2023 (Median) to 04 Jul 2024, with 199 observations. The data reached an all-time high of 4.000 % in 27 Mar 2024 and a record low of 0.000 % in 04 Jul 2024. Internet Usage: Social Media Market Share: Desktop: Sina Weibo data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Monaco – Table MC.SC.IU: Internet Usage: Social Media Market Share.

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Social Media Analytics Market Size 2025-2029

The social media analytics market size is forecast to increase by USD 21.2 billion at a CAGR of 35.2% between 2024 and 2029.

The market is experiencing significant growth, driven by the expanding availability and complexity of social media data. Businesses increasingly recognize the value of social media insights for customer behavior, preferences, and trends. This has led to a in the use of advanced targeting options, enabling more precise and effective marketing strategies. However, interpreting unstructured data from social media platforms presents challenges. The volume and variety of data can be overwhelming, requiring sophisticated analytics tools and expertise. Companies must navigate these challenges to capitalize on the opportunities presented by social media analytics. By harnessing the power of social media data, organizations can gain actionable insights into customer sentiment, brand reputation, and competitive landscapes, informing strategic business decisions and operational planning.

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

Request Free SampleIn today's digital landscape, social media analytics has become a crucial tool for businesses looking to understand their audience and stay competitive. Tablets and mobile phones, with their portability and ease of use, have made real-time sentiment analysis and content optimization essential for small and medium-scale organizations. Advanced technologies like AI speech recognition and data collection are driving the market, addressing data security concerns and enabling cloud-based analytical solutions. Social media users, fueled by increasing internet penetration and access, generate vast amounts of data for analysis. Competitor analysis and campaign measurement are key benefits, with real-time monitoring enabling businesses to respond swiftly to market trends. Emerging technologies, such as Digimind AI Sense, are enhancing social media analytics with online shopping and e-commerce insights, further expanding its reach and value. The cloud deployment model ensures flexibility and scalability, making it an indispensable asset for businesses seeking to navigate the complexities of social media and digital marketing.

How is this Social Media Analytics Industry segmented?

The social media analytics 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. End-userRetailGovernmentMedia and entertainmentTravelOthersApplicationSales and marketing managementCustomer experience managementCompetitive intelligenceRisk managementPublic safety and law enforcementDeploymentOn-premisesCloudTypePredictive analyticsPrescriptive analyticsDescriptive analyticsDiagnostics analyticsGeographyNorth AmericaUSCanadaAPACChinaIndiaJapanSouth KoreaEuropeFranceGermanyItalyUKSouth AmericaMiddle East and Africa

By End-user Insights

The retail segment is estimated to witness significant growth during the forecast period.Social media analytics plays a pivotal role in retail marketing, enabling businesses to analyze sales patterns and consumer behavior in real-time. By utilizing AI-powered solutions and social media platforms, retailers can engage with their audience, optimize content, and measure campaign performance. Social media tools also facilitate targeted marketing efforts based on demographic information and user sentiments. With over 90% of retailers worldwide active on social media, internet access is no longer a barrier to entry. However, data security concerns necessitate the implementation of cybersecurity measures and cloud-based analytical solutions. SaaS platforms help retailers manage workforce performance and customer service, while machine learning and data modeling enhance profit margins through predictive analytics. Emerging technologies like blockchain solutions and augmented reality further enrich the retail landscape. Retailers across industries, from small/medium-scale organizations to large enterprises, leverage these advanced tools for operational efficiency and competitive intelligence.

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The Retail segment was valued at USD 703.50 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 55% to the growth of the global market during the forecast period.Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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In the digital age, North America's extensive internet penetration and social media