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.

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.

When it comes to the most well-known social networks in the United States, YouTube and Facebook are leading the pack with a brand awareness of 96 and 95 percent respectively, among internet users. For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

Global ad spend were expected to reach over $134 billion in 2022. This means that it has increased by over 17% yearly.

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.

A survey done in March 2022 found that 31% of Republican voters said they would use Truth Social often and 14% said they plan to use the platform a lot.

In 2021, adults in the U.S. spent an average of 485 minutes (eight hours and five minutes) with digital media each day. This figure marked an increase of 11 minutes compared to the previous year.

Traditional vs. digital media usage amid COVID-19

The outbreak of the coronavirus pandemic boosted media consumption across the globe. It also rapidly accelerated the shift from traditional to digital media consumption that has been unfolding in the United States and other markets for the better part of a decade. In 2020, consumers in the U.S. spent less than 350 minutes per day using analog media and entertainment formats such as television, radio, or print media. In contrast, they devoted an estimated 470 minutes to digital media and entertainment channels. Even though some traditional formats saw a temporary uptick in demand in 2020, the latest forecasts distinctly show that the media usage gap will continue to widen.

How do users spend their time online?

There has been a great influx of digital media and entertainment formats in recent years. According to a survey carried out in the early days of the pandemic, online video streaming ranked among the most popular digital media activities in the United States. This finding still holds true in 2022, as platforms like Netflix, Prime Video, or Disney+ continue to add highly anticipated titles to their extensive content catalogs. Other popular digital media categories include online audio, social media, and gaming. Not only did online gaming traffic skyrocket in 2020, but young internet users in particular also spend more time watching gaming video content on services like Twitch nowadays.

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.

As of March 2024, ulta.com registered around 30 million monthly visits in the United States. Qvc.com ranked second, with roughly 24.64 million visits that month. Sephora.com followed with approximately 24.57 million website visits. Sephora- the U.S. favorite Sephora is an omnichannel beauty retailer founded in Paris, France. The beauty retailer has achieved significant success in the United States, both on the high street and online. Sephora.com generates more than three billion U.S. dollars in e-commerce net sales through its online store, representing a six-fold increase in only six years. When comparing its app’s popularity worldwide, the U.S. leads the ranking, even surpassing its origin country in terms of downloads. Sephora's app downloads in the U.S. have exploded since September 2022, going from 215,000 to over 570,00 in November 2023. The latest generation of beauty shoppers Generation Z, or Gen Z, are young adults and the latest consumers of beauty online. In the United States, around two-fifths of Gen Z consumers purchased make-up-related goods online in 2023. Their peers and social media especially influence this age group when it comes to online purchases of cosmetics. Most Gen Z shoppers in the U.S. read reviews and look at pictures and videos of other shoppers before deciding to buy beauty products. Social media sites such as TikTok and Instagram are also important online sources for these beauty connoisseurs. Nearly six out of ten shoppers use TikTok to help with their beauty purchase decision, and around four out of ten use Instagram. To complete their orders, specialty beauty retailers are Gen Z's favorite online shopping channels. These sites are, for example, sephora.com and ulta.com.

According to a survey conducted in March 2024, 12 percent of U.S. adults aged 18 to 34 reported that they watched live stream videos several times a day. However, 17 percent of U.S. adults aged 35 to 54 reported that they never watched live stream videos. Only 13 percent of U.S. adults 55 and older watched live stream videos several times a day.

Going live: meet the streamers In May 2024, American YouTuber and gamer KaiCenat was the leading Twitch streamer worldwide – with 19.5 million hours watched in the previous 30 days. As in the case of their audiences, most live streamers topping the ranking were men as of February 2022: less than one in 10 of the leading streamers on Twitch, YouTube, and Facebook gaming was a woman. Rivers_gg was the leading female streamer on Twitch, with 8.88 million hours between January and May 2023, while Texas-based Amouranth ranked fourth with 6.44 million hours watched by global users in the first months of 2023. The streamer made news when she decided to join Kick exclusively, becoming the platform’s leading female streamer in July 2023 with around 500 thousand hours watched during the month.

Kick positioning Kick is a live streaming platform launched at the end of 2022 to compete with market leader YouTube Gaming and Amazon-backed Twitch. In the first quarter of 2023, Kick slid into the ranking of the most popular global live streaming platforms, with over 58 million hours watched by global users. While the number remains less significant when compared to the eight billion hours watched generated by YouTube, as well as the five billion hours watched cranked up by Twitch, Kick has been aggressively marketing itself as a creators’ hub in order to attract more creative talents. In mid-August 2023, the company announced the opening of their first Creator Incentive program, designed to boost emerging streamers’ popularity and increase the platform’s visibility.

More than three-quarters of the Russian online population aged 16 years and older used the Telegram messenger, thus making it the most-used social media platform among those listed in the ranking. WhatsApp ranked second, with a penetration rate of nearly 74 percent, followed by VK and TikTok. Social media usage in Russia In 2024, the daily time spent on social media in Russia was recorded at roughly two hours and 20 minutes per user on average. After Facebook, Instagram, and X (formerly Twitter) were blocked in Russia at the end of February and the beginning of March 2022, a significant increase in activity was recorded on VK and Telegram. For example, the daily audience on VK increased by almost nine percent, while the number of friends requests and feed views grew by 250 percent and 25 percent, respectively. YouTube From the global perspective, YouTube ranked second after Facebook, which remained the leading social media platform with about three billion active users. The U.S.-based channel MrBeast had the highest number of subscribers on YouTube with around 343 million as of January 2025. India-based T-Series followed with 284 million subscribers as of that month.

According to a survey conducted in June 2023, adults in the United States spent more time per day on TikTok than on any other leading social media platform. Overall, respondents reported spending an average of 53.8 minutes per day on the social video app. YouTube and Twitter ranked second and third, each with an average of 48 minutes and 34 minutes spent on the platforms per day, respectively.

U.S. teens have time for certain platforms

Different social media platforms attract different demographics, with teenagers in the United States being more drawn to TikTok and YouTube over Facebook. In 2023, teenagers in the United States spent an average of almost two hours on YouTube and 1.5 hours on TikTok every day, 1451257 while Facebook was used by teens for less than half an hour per day. Furthermore, social media habits differ between genders, as teen girls were more likely to spend more time than boys on Instagram.

TikTok is king for teens and Gen Z

Although spending 1.5 hours on the Generation Z app of choice may sound rather modest, some TikTok users devote much more of their time to the platform . According to a survey conducted in the United States in 2022, around eight percent of teenagers in the United States spent over five hours a day on TikTok. 1417187 whereas another 22 percent reported spending between two and three hours daily on the video-based app.

According to a 2022 survey of social media users in the United States, 38 percent of Americans had heard of Parler, making it the most popular among selected alternative and alt-tech platforms. Truth Social and Telegram ranked second, with 27 percent of respondents stating they had heard of them. Rumble followed with a 20 percent awareness among respondents. Overall, 56 percent of the respondents indicated that they had heard of at least one of these platforms.

These Twitter user statistics will give you the complete story of where Twitter is at today and what the future looks like for the social media company.

In 2021, there were 1.21 billion monthly active users of Meta's Instagram, making up over 28 percent of the world's internet users. By 2025, it has been forecast that there will be 1.44 billion monthly active users of the social media platform, which would account for 31.2 percent of global internet users.

How popular is Instagram?

Instagram, as of January 2022, was the fourth most popular social media platform in the world in terms of user numbers. YouTube and WhatsApp ranked in second and third place, respectively, whilst Facebook remained the most popular, with almost three billion monthly active users worldwide.

India had the largest number of Instagram users as of January 2022, with a total of over 230 million users in the country. The second-largest Instagram audience could be found in the United States, with almost 160 million people subscribing to the photo and video sharing app.

Gen Z and Instagram

As of September 2021, Gen Z users in the United States spent an average of five hours per week on Instagram. Although Instagram ranked third in terms of hours per week spent on the platform, Gen Z users spent considerably more time on TikTok, amounting to a weekly average of over 10 hours being spent on the mobile-first video app.

Most followed accounts on Instagram

As of May 2022, Instagram’s own account had 504.37 million followers. In terms of celebrities, Portuguese footballer Cristiano Ronaldo (@chistiano) had over 440.41 million followers on the social network. Moreover, the average media value of an Instagram post by Ronaldo was over 985,000 U.S. dollars.

The most liked post on Instagram as of May 2022 was Photo of an Egg, which was posted in 2019 by the account @world_record_egg. Photo of an Egg has not only exceeded 55 million likes on the platform, but it also has nearly 3.5 million comments, and the account itself has over 4.5 million Instagram followers. After mysterious posts published by the account, World Record Egg revealed itself as part of a mental health campaign aimed at the difficulties and demands of using social media.

This is the breakdown of Twitter users by age group.

In 2021, **** percent of U.S. marketers in companies largest than 100 employees were expected to use social media for marketing purposes. In 2013, the share stood at **** percent. Social media marketing – additional informationEveryone knows that social media started as an entertainment tool and evolved to a powerful marketing tool. While it serves its primary purpose of connecting people, at the same time it plays a major role in connecting marketers with current and potential customers. Marketing professionals agreed that social media was very important to their business. In fact, ** percent agreed with it strongly. These convictions are reflected in growing expenditures towards this medium. In the United States alone, social media marketing spending is expected to exceed ** billion U.S. dollars in 2019 – almost ** billion increase, compared to 2014.When asked about the leading challenges of social media marketing, ** percent of surveyed marketers stated that assessing its effectiveness was their main concern, followed by strategy design and analyzing obtained data. In order to evaluate the effectiveness, U.S. social media specialists employed a number of measurements. Counting the number of hits, visits or page views was the leading social media metric used in 2014. In addition, ** percent of respondents believed that the number of friends or followers on social platforms was a significant indicator of marketing success.Specific platform usage among social media professionals varies depending on the type of commerce transaction. Twitter seems to be a shared platform, ranked second in usage for both business-to-business and business-to-consumer industries. The difference is visible when considering the primary spot. Among B2C marketers, ** percent used Facebook, while among B2B marketers, ** percent indicated using LinkedIn.

With over 611 million monthly active users, building a huge Twitter following is not an easy task. These are the top 25 accounts with the most followers on Twitter right now.

As of September 2022, the mobile app of social media giant ******** saw the highest average revenue per user (ARPU) worldwide, with users generating approximately **** U.S. dollars on the platform. ******* ranked second, with users generating approximately **** U.S. dollars on average, while ********* ranked third with an ARPU of around ***** U.S. dollars as of the examined period.

According to a study conducted in 2022, Instagram was the most popular social media platform for users to directly purchase fashion items on, with 66 percent of respondents reporting using the app for this purpose. Facebook and YouTube ranked second, both reported by 43 percent of respondents.