In 2023, it is estimated that Instagram will have over one billion monthly active users worldwide, up from almost 787 billion monthly users in 2019 and just over one billion in 2020. The photo sharing app is owned by Facebook and is one of the company's major subsidiaries along with WhatsApp and Messenger.

The number of social media users in the United States was forecast to continuously increase between 2024 and 2029 by in total 26 million users (+8.55 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 330.07 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).

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.

Over the last two observations, the reach by social network is forecast to significantly increase in all segments. Particularly striking is the exceptionally strong increase of the segment TikTok towards the end of the forecast period. The value amounting to 3.1 million users stands out significantly from the average changes, which are estimated at 0.9636 million users. Find further statistics on other topics such as a comparison of the social network reach in Spain and a comparison of the ad spending in the world. The Statista Market Insights cover a broad range of additional markets.

The number of social media users in Japan was estimated at approximately 105.8 million in 2023. This figure was projected to increase to almost 113.6 million users by 2028.

Leading social networking services

The most commonly used social media in Japan are the messaging app LINE, YouTube, Instagram, X (formerly known as Twitter), Facebook, and TikTok. LINE was developed by a Japanese subsidiary of the South Korean internet search engine provider Naver as a response to the Great East Japan Earthquake in 2011. While the traditional telecommunication infrastructure was damaged, people were able to connect with loved ones via social media and could stay informed about the most recent news. These possibilities generated a boost for social media in Japan, not only for LINE, but for Twitter and Facebook as well.

Usage today

Social media plays an important role today in how people in Japan communicate with each other. The average time people spend on using social media per weekday has increased significantly in recent years. According to one survey, communication with already existing acquaintances is the most common reason for using social media in Japan. Due to their nearly ubiquitous presence in the daily lives of people, social media services are also an important information tool for government institutions or companies that want to get their messages across to citizens and customers.

In 2019, social media users in the Latin American region ranked in terms of daily social network usage, spending an average of 3 hours and 32 minutes per day on social networks. Users in North America accessed social media for approximately one hour and 56 minutes per day.

In 2024, Facebook remained the most popular social media network for news worldwide, with 26 percent of respondents to a survey held in February that year saying that they had used the platform for news in the last week. Usage decreased however from previous years, whereas TikTok news consumption is on the up and was eight times higher in 2024 than in 2020.

As of December 2019, over 29 percent of social network users in Latin America were between 15 and 24 years old. The 25-34 age group accounted for 24 percent of the user base. In addition, the graph shows that the use of social media decreases as the age group gets older.

How many people are on social media? Social media usage is one of the most popular online activities and in 2021, 82 percent of the population in the United States had a social networking profile, representing a two percent increase from the 80 percent usage reach in the previous year. This equals approximately 223 million U.S. social media users as of 2020. Global social media access

According to estimates, the number of worldwide social media users reached 4.2 billion in January 2021. The overall most popular social network based on active users is the American market leader Facebook. In January 2021, Facebook had some 2.74 billion accounts, followed by YouTube and WhatsApp with roughly 2.3 billion and two billion users respectively. The regions with the highest penetration of social media users are Western and Northern Europe.

Social media audiences in the United States Although knowing how many people use social media is a powerful indicator of the tremendous influence such websites and apps have in our day to day life, how people are using them and who these users are is also telling. A report on social media usage released in 2019 shows that among Americans, younger online audiences were more likely to use social networks than older generations. Social media users in the United States use different social networks for a wide range of purposes. In a February 2019 survey, Instagram was the top social network for viewing photos whereas Facebook was more popular for sharing content.

The share of internet users who visit social networks is expected to keep increasing in the upcoming years. As of 2019, 77.5 percent of internet users globally had visited a social network via any device at least once a month. The corresponding figure for 2024 is expected to reach 82.3 percent. Over 4.4 billion monthly active social media users are expected by 2025.

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.

This statistic presents the average number of social media accounts per internet user as of July 2019, sorted by age group. During the survey period, it was found that global internet users aged 16 to 24 years had an average of 9.1 social media accounts.

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.

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.

The reach by social network in the 'Total' segment of the digital advertising market in Indonesia was forecast to continuously increase between 2023 and 2028 by in total 39.7 million users (+17.35 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 268.48 million users and therefore a new peak in 2028. Notably, the reach by social network of the 'Total' segment of the digital advertising market was continuously increasing over the past years.Find further information concerning Malaysia and Thailand. The Statista Market Insights cover a broad range of additional markets.

As of 2018, the majority of Norwegian internet users were on social media daily or almost daily, regardless of age. The largest share of daily social media users was between 25 and 34 years of age, amounting to 92 percent. All of the respondents in this age group used social media at least week once a week. Facebook was the most popular social media platform among both men and women in Norway in 2019: nearly 80 percent of men and just under 90 percent of women in the country reported to be Facebook users. The second social media app in the ranking was Snapchat, with over half of the men and over 70 percent of the women using it. Quitting social media?      Despite being very popular, Facebook was the network which the largest share of Norwegians had considered quitting , according to a survey conducted in the third quarter of 2019. In detail, over ten percent of the respondents did not want to use Facebook anymore. Three percent of Norwegian women considered quitting Instagram and Snapchat. One percent of men had thought of leaving Snapchat, as well.

 Social media worldwide      The worldwide figures were similar in the evaluated period. Facebook was the social media which was most commonly considered quitting, by nearly one third of the respondents globally. Instagram followed in the ranking, with 12 percent of people having considered quitting. Nine percent had considered quitting Snapchat in 2019.

This survey shows the share of social media users in Norway from 2012 to 2019. During the time under consideration, the share of social media users increased from 62 percent in 2012 to 85 percent in 2019.

This statistic shows the number of active mobile social media users in specific Asia-Pacific countries from 2017 to 2019. During the most recently measured period, 130 million users in Indonesia accessed online services via mobile device, making it the third-largest mobile social media market in Asia-Pacific. Second-ranked India accounted for 290 million mobile social network users. China was ranked first, with more than one billion mobile social media users.

In 2024, around 92 percent of the population of the United Kingdom was active on social media. By 2028, it is expected that 94 percent of the country's population will be using social media services. Social media's global reach As of April 2024, Northern and Western Europe possessed the highest rates of social network penetration globally, with 80.2 and 78.2 percent, respectively. Eastern and Middle Africa had the lowest coverage, with 10.5 and 9.9 percent. The global average was 62.2 percent, which means that almost six out of ten people around the world are using social networks. Other major platforms Although Meta continues to dominate the social media landscape in the UK, other social media brands are consistently getting more popular, especially with younger users. In 2024, video-sharing social media app TikTok had an awareness of over 90 percent in the UK and a usage of over 40 percent. Snapchat, owned by Snap Inc., had an awareness of around 90 percent.

According to the results of the surveys conducted from March to August 2019, nearly 92 percent of Mexican fixed internet users between 18 and 24 year old stated to use Facebook. Furthermore, 79 percent of respondents between 25 and 34 years old said they used WhatsApp. The same popularity applied for mobile social networks, in which Facebook appeared as the most used social media among users of all ages.