In March 2025, ******** accounted for ** 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. ********* ranked second with ***** percent of all U.S. social media site visits, while X (previously Twitter) accounted for ***** 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 ** percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only *** 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 *** million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with *** million and **** 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 *** minutes per day in 2023, with a decrease to *** 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.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

Global Social Media market size is expected to reach $341.7 billion by 2029 at 13.2%, segmented as by type, social media advertisement, social media subscription

Global Social Media Platforms market size is expected to reach $3288.74 billion by 2029 at 34.6%, segmented as by social networking, general social networks (facebook, linkedin), niche social networks

How much time do people spend on social media?

              As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 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 three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in
              the U.S. was just two 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.

Social Networking Market Report is Segmented by Device Type (Smartphone, Tablet and More), Revenue Stream (Advertising, In-App Purchases and More), Platform Type (Traditional Social Networks, Media-Sharing Networks and More), User Demographics (13–24 Years, 25–34 Years and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

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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Japan Internet Usage: Social Media Market Share: Tablet: Youku data was reported at 0.000 % in 31 Oct 2024. This stayed constant from the previous number of 0.000 % for 30 Oct 2024. Japan Internet Usage: Social Media Market Share: Tablet: Youku data is updated daily, averaging 0.000 % from Oct 2024 (Median) to 31 Oct 2024, with 9 observations. The data reached an all-time high of 0.290 % in 27 Oct 2024 and a record low of 0.000 % in 31 Oct 2024. Japan Internet Usage: Social Media Market Share: Tablet: Youku data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Japan – Table JP.SC.IU: Internet Usage: Social Media Market Share.

Internet Usage: Social Media Market Share: All Platforms: Sina Weibo data was reported at 0.000 % in 26 Apr 2024. This stayed constant from the previous number of 0.000 % for 25 Apr 2024. Internet Usage: Social Media Market Share: All Platforms: Sina Weibo data is updated daily, averaging 0.000 % from Dec 2023 (Median) to 26 Apr 2024, with 119 observations. The data reached an all-time high of 1.850 % in 07 Apr 2024 and a record low of 0.000 % in 26 Apr 2024. Internet Usage: Social Media Market Share: All Platforms: Sina Weibo data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Liberia – Table LR.SC.IU: Internet Usage: Social Media Market Share.

The global social media analytics market size was valued at USD 14.0 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 83.11 Billion by 2033, exhibiting a CAGR of 21.9% from 2025-2033. North America currently dominates the market in 2024, holding a market share of over 33.0% in 2024. The social media analytics market share is driven by the rising need for data analytics that enhances decision-making processes, increasing utilization of various social media platforms, and the growing focus on quick and effective responses to customer inquiries.

IMARC Group provides an analysis of the key trends in each segment of the market report, along with forecasts at the global, regional, and country levels from 2025-2033. Our report has categorized the market based on component, deployment mode, organization size, application, and end user.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

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.

Internet Usage: Social Media Market Share: All Platforms: Youku data was reported at 0.000 % in 28 Nov 2024. This stayed constant from the previous number of 0.000 % for 27 Nov 2024. Internet Usage: Social Media Market Share: All Platforms: Youku data is updated daily, averaging 0.000 % from Nov 2024 (Median) to 28 Nov 2024, with 16 observations. The data reached an all-time high of 0.080 % in 24 Nov 2024 and a record low of 0.000 % in 28 Nov 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 Panama – Table PA.SC.IU: Internet Usage: Social Media Market Share.

Global Social Media Platforms market size 2021 was recorded $207.48 Billion whereas by the end of 2025 it will reach $307.4 Billion. According to the author, by 2033 Social Media Platforms market size will become $674.774. Social Media Platforms market will be growing at a CAGR of 10.327% during 2025 to 2033.

Social Media Analytics Market size was valued at USD 8.84 Billion in 2023 and is projected to reach USD 46.49 Billion by 2031, growing at a CAGR of 25.43% from 2024 to 2031.

Key Market Drivers: Increasing Social Media Users Worldwide: The rapid growth of social media users, estimated to reach 4.9 billion in 2023 and 5.85 billion by 2027, is a primary driver of the Social Media Analytics job. This growth is fueling demand as organizations rely more on analytics to interpret massive amounts of user-generated data, optimize marketing strategies, and improve consumer engagement. As the user base grows, greater insights into consumer behavior, trends, and preferences become increasingly important, making social media analytics critical for competitive advantage and data-driven decision-making. Rising Importance of Data-Driven Marketing Strategies: The growing relevance of data-driven marketing is driving up demand for social media analytics, as firms prioritize making educated decisions based on customer insights.

Internet Usage: Social Media Market Share: Mobile: news.ycombinator.com data was reported at 0.000 % in 13 Nov 2024. This stayed constant from the previous number of 0.000 % for 12 Nov 2024. Internet Usage: Social Media Market Share: Mobile: news.ycombinator.com data is updated daily, averaging 0.000 % from Nov 2024 (Median) to 13 Nov 2024, with 9 observations. The data reached an all-time high of 0.130 % in 09 Nov 2024 and a record low of 0.000 % in 13 Nov 2024. Internet Usage: Social Media Market Share: Mobile: news.ycombinator.com data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Suriname – Table SR.SC.IU: Internet Usage: Social Media Market Share.

The global Social Media Analytics market size is expected to reach USD 80.67 Billion in 2032 registering a CAGR of 24.1%. Discover the latest trends and analysis on the Social Media Analytics Market. Our report provides a comprehensive overview of the industry, including key players, market share, g...

Global Web Content, Search Portals And Social Media market size is expected to reach $1264.07 billion by 2029 at 13.3%, mobile revolution how increased device penetration and data consumption fuel the web content, search portals, seo services, and social

The Social Media Analytics Market Report is Segmented by Component (Solutions, Services), Deployment Mode (Cloud, On-Premise), Module (Social Media Monitoring and Tracking, Social Media Measurement/Listening and Analytics), End-User Industry (Media and Entertainment, IT and Telecom, BFSI, Retail and E-Commerce, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

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.