As of January 2025, ** percent of social media users in the United States aged 40 to 49 years were users of Facebook, as were ** percent of ** to ** year olds in the country. Overall, ** percent of those aged 18 to 29 years were using Instagram in the U.S. The social media market in the United States The number of social media users in the United States has shown continuous growth in the past years, and it is forecast to continue increasing to reach *** million users in 2029. As of 2023, the social network user penetration in the United States amounted to an impressive ***** percent, meaning that more than nine in ten people in the country engaged with online platforms. Furthermore, Facebook was by far the most popular social media platform in the United States, accounting for ** percent of all social media visits in 2023, followed by Pinterest with **** percent of visits. The global social media landscape As of April 2024, **** billion people were social media users, accounting for **** percent of the world’s population. Northern Europe was the region with the highest social media penetration rate with a reach of **** percent, followed by Western Europe with **** percent and Eastern Asia **** percent. In contrast, less than one in ten people in Middle Africa used social networks. Facebook’s popularity is not limited to the United States: this network leads the market on a global scale, and it accumulated more than three billion monthly active users (MAU) as of 2024, which is far more any other social media platform. YouTube, Instagram, and WhatsApp followed, all with *** billion or more MAU.

36.6% of Twitter users are aged 25-34 and make up the biggest age group on the platform. Only 2.4% of Twitter users are aged 13-17.

The most significant cohorts of users on Instagram are aged 18 – 24.

As of December 2024, ** percent of women in the United States were using Meta's Instagram, compared to ** percent of men. Overall, ************** of women in the U.S. were using Facebook, as were ** percent of men.

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.

80% of parents say that their children under the age of 11 watch YouTube regularly.

As of September 2023, ****** was the platform in the United States that most attracted social media users with bachelor's degrees and master's degrees. Overall, ** percent of TikTok users had a high school degree, as did ** percent of Snapchat users. Image-based ********* was the platform most used by respondents with technical and vocational education.

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.

According to a survey of internet users in Great Britain (GB) conducted between July 20 and 23, over half of respondents aged 18 to 24 reported having used Facebook in this period. The same amount of users in the age cohort reported having used TikTok, while 81 percent used YouTube in the examined time. Overall, Facebook was the most popular social media platform across the older demographics, with 72 percent of users aged between 50 and 64 reporting to having engaged with the Meta-powered social media in the examined period. The 2024 general election in the United Kingdom was held on July 4, and saw parties and politicians make ample usage of social media channels in the weeks before the country casted its vote.

There are more male LinkedIn users than females – although it is pretty balanced.

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, although there is rapid uptake among older age groups. 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 last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. 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 have 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. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, 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 rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

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.

56.5% of Facebook users worldwide are male. This is in direct contrast to only 43.5% of Facebook being female.

As of November 2023, ** percent of ****** users in the United States were from high-income households. After BeReal, ******** also saw a large share of users from high-income households in the United States, with ** percent belonging to that economic group. Additionally, X (formerly Twitter) was also used more by users with higher incomes.

These are the key social media statistics that you need to know.

The number of Twitter users in the United States was forecast to continuously increase between 2024 and 2028 by in total 4.3 million users (+5.32 percent). After the ninth consecutive increasing year, the Twitter user base is estimated to reach 85.08 million users and therefore a new peak in 2028. Notably, the number of Twitter users of was continuously increasing over the past years.User figures, shown here regarding the platform twitter, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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).Find more key insights for the number of Twitter users in countries like Canada and Mexico.

The number of Reddit users in the United States was forecast to continuously increase between 2024 and 2028 by in total 10.3 million users (+5.21 percent). After the ninth consecutive increasing year, the Reddit user base is estimated to reach 208.12 million users and therefore a new peak in 2028. Notably, the number of Reddit users of was continuously increasing over the past years.User figures, shown here with regards to the platform reddit, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once. Reddit users encompass both users that are logged in and those that are not.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).Find more key insights for the number of Reddit users in countries like Mexico and Canada.

Introduction

Social Media Recruitment Statistics: Recruiting good talent is always stimulating for companies, especially in a highly ruthless job market. One of the most notable changes in recent years has been the switch towards social media recruitment. In the current digital age, social media has become a private part of our daily lives. It is not surprising, then, that social media has also become a crucial tool for human resource recruiters looking to source and attract good talent.

Social media platforms have become an essential tool for recruiters to engage with potential candidates. In reality, social media recruitment has become so famous that it is currently considered a usual practice for many companies. Let us shed more light on social media recruitment statistics.

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

Currently, 2.7 billion people use at least one of the Facebook-owned social media platforms – Facebook, WhatsApp, and Instagram. Previous research investigating individual differences between users and non-users of these platforms has typically focused on one platform. However, individuals typically use a combination of Facebook-owned platforms. Therefore, we aim (1) to identify the relative prevalence of different patterns of social media use, and (2) to evaluate potential between-group differences in the distributions of age, gender, education, and Big Five personality traits. Data collection was performed using a cross-sectional design. Specifically, we administered a survey assessing participants’ demographic variables, current use of Facebook-owned platforms, and Big Five personality traits. In N = 3003 participants from the general population (60.67% females; mean age = 35.53 years, SD = 13.53), WhatsApp emerged as the most widely used application in the sample, and hence, has the strongest reach. A pattern consisting of a combined use of WhatsApp and Instagram appeared to be most prevalent among the youngest participants. Further, individuals using at least one social media platform were generally younger, more often female, and more extraverted than non-users. Small differences in Conscientiousness and Neuroticism also emerged across groups reporting different combinations of social media use. Interestingly, when examined as control variables, we found demographic characteristics partially accounted for differences in broad personality factors and facets across different patterns of social media use. Our findings are relevant to researchers carrying out their studies via social media platforms, as sample characteristics appear to be different depending on the platform used.