As of February 2021, YouTube had a global penetration rate of 62 percent, followed closely by Meta's Facebook, with 61 percent. Overall, instant messaging service WhatsApp had a global penetration rate of 52 percent. Additionally, 12 percent of people used TikTok, and one in ten people around the world use messaging service Telegram.

How many people use social media? Social media usage is one of the most popular online activities. In 2024, over **** ******* people were using social media worldwide, a number projected to increase to over *** 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 ** 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 *** minutes per day on social media and messaging apps, an increase of ** 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 *** billion registered accounts and currently boasts approximately *** 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.

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

I’ve compiled a list of the latest social media user statistics showing just how big social media has become and where it’s likely to go in the future.

Which countries spent the most and least time on social media?

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

TikTok comes in 6th position in a list of the world’s most-used social media sites today.

Facebook is fast approaching 3 billion monthly active users. That’s about 36% of the world’s entire population that log in and use Facebook at least once a month.

Social media addiction statistics show that over 210 million people worldwide suffer from social media addiction.

A July 2021 survey of internet users in leading online markets found that 43 percent of all respondents followed some type of social media influencer. The United Arab Emirates (UAE) was the highest ranking country at 75 percent, followed by Indonesia at 73 percent and India at 71 percent. In contrast, ranking last were Germany at 25 percent and the U.K. at 22 percent influencer follow rate respectively.

Apart from being the most-followed person on Instagram, Cristiano Ronaldo is also the most-followed person on Facebook with over 122 million subscribers to his Facebook page in January 2023. Only Facebook itself and tech conglomerate Samsung had more followers on the social network. Ronaldo’s position in the ranking is even more impressive given that the list of most popular fan pages on Facebook is dominated by global brands rather than individual celebrities. Social media advertising Brand presence on social media is a serious business. Social media advertising revenues was the strongest-growing ad category in the United States in 2020 and 2021. As social networks are a significant traffic generator for retail sites in the United States, it is no wonder that brands and retailers are particularly keen to invest in social media advertising. Facebook is also the digital channel with the most influence on purchasing decisions according to internet users in the United States, ranking ahead of YouTube and Instagram. Facebook advertising Facebook advertising influence extends beyond social media – the company consistently ranks among the U.S. media companies with the biggest advertising revenues. Google is the only digital competitor with more ad revenue, but Facebook ranks miles ahead of traditional media juggernauts such as Disney, Fox, and Viacom.

YouTube boasts an average of 23.7 hours per month spent by users.

General data recollected for the studio " Analysis of the Quantitative Impact of Social Networks on Web Traffic of Cybermedia in the 27 Countries of the European Union". Four research questions are posed: what percentage of the total web traffic generated by cybermedia in the European Union comes from social networks? Is said percentage higher or lower than that provided through direct traffic and through the use of search engines via SEO positioning? Which social networks have a greater impact? And is there any degree of relationship between the specific weight of social networks in the web traffic of a cybermedia and circumstances such as the average duration of the user's visit, the number of page views or the bounce rate understood in its formal aspect of not performing any kind of interaction on the visited page beyond reading its content? To answer these questions, we have first proceeded to a selection of the cybermedia with the highest web traffic of the 27 countries that are currently part of the European Union after the United Kingdom left on December 31, 2020. In each nation we have selected five media using a combination of the global web traffic metrics provided by the tools Alexa (https://www.alexa.com/), which ceased to be operational on May 1, 2022, and SimilarWeb (https:// www.similarweb.com/). We have not used local metrics by country since the results obtained with these first two tools were sufficiently significant and our objective is not to establish a ranking of cybermedia by nation but to examine the relevance of social networks in their web traffic. In all cases, cybermedia whose property corresponds to a journalistic company have been selected, ruling out those belonging to telecommunications portals or service providers; in some cases they correspond to classic information companies (both newspapers and televisions) while in others they refer to digital natives, without this circumstance affecting the nature of the research proposed.
Below we have proceeded to examine the web traffic data of said cybermedia. The period corresponding to the months of October, November and December 2021 and January, February and March 2022 has been selected. We believe that this six-month stretch allows possible one-time variations to be overcome for a month, reinforcing the precision of the data obtained. To secure this data, we have used the SimilarWeb tool, currently the most precise tool that exists when examining the web traffic of a portal, although it is limited to that coming from desktops and laptops, without taking into account those that come from mobile devices, currently impossible to determine with existing measurement tools on the market. It includes:

Web traffic general data: average visit duration, pages per visit and bounce rate Web traffic origin by country Percentage of traffic generated from social media over total web traffic Distribution of web traffic generated from social networks Comparison of web traffic generated from social netwoks with direct and search procedures

How much time do people spend on social media? As of 2025, the average daily social media usage of internet users worldwide amounted to 141 minutes per day, down from 143 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 3 hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in the U.S. was just 2 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.

In celebration of the Euro 2020/21 competition, Statista published the Celebrity Index report. The Celebrity Index - Euro 2021 ranked all competing teams and players by their celebrity status. Metrics that are used to weight this ranking include social media following, their transfer market value as well as the sentiment and number of global online news articles that mention any player competing. The Portuguese players had the highest number of Instagram followers of any team competing in the Euros in 2021 - nearly 317 million IG followers in total.

Users spend an average of 19.6 hours per month on TikTok alone. This works out to be approximately 39 minutes per day.

59% of adults in the united states are using Instagram daily.

There are over 875 million registered users on LinkedIn in 2024.

Nike.com is leading the Sports & Outdoor e-commerce market, with a revenue of US$8,352 million, followed by jd.com with US$5,954 million. Third place is taken by amazon.com with a revenue of US$3,276 million. Walmart.com is the fourth biggest Sports & Outdoor online store worldwide with net sales of US$2,787 million in 2021. For an extended ranking, please visit ecommerceDB.com. The eCommerceDB provides detailed information for over 30,000 online stores in more than 50 countries, including detailed revenue analytics, competitor analysis, market development, marketing budget, and interesting KPIs, such as traffic, shipping providers, payment options, social media activity and many more.

There are over 2 billion registered users on Instagram in 2025.