In 2022, the number of global social media audiences increased by **** percent compared to the previous year. Worldwide social network user growth is projected to slow down to **** percent by 2027. There are currently over *** billion social media users worldwide.

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.

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.

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).

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

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Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion, at a CAGR of 21.6% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing internet penetration worldwide. This expansion is fueled by the rising number of active social media users, enabling businesses to reach a larger audience through digital platforms. However, the market's growth is not without challenges. Privacy concerns are increasingly obstructing market expansion, as users become more conscious of their online data and demand greater control over their information. Social media advertisements, a major revenue source for social networking companies, are gaining traction, creating intense competition among market players. Companies must navigate these challenges by addressing privacy concerns through transparent data handling policies and effective user data protection measures.
Additionally, innovation in advertising formats and targeting strategies will be crucial for businesses to differentiate themselves and maintain a competitive edge. In summary, the market presents both opportunities and challenges, with increasing internet penetration driving growth while privacy concerns and intense competition shaping the strategic landscape. Companies must effectively address these challenges to capitalize on the market's potential and stay ahead of the competition.

What will be the Size of the Social Networking Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic patterns emerging across various sectors. Customer acquisition and sales conversion are key areas of focus, as social CRM and mobile marketing strategies gain traction. User engagement remains a priority, with social listening and social network analysis providing valuable insights. Big data and data analytics play a crucial role in informing business decisions, while media relations and crisis communication strategies adapt to the digital landscape. Influencer marketing and viral marketing campaigns continue to shape consumer behavior, with conversion optimization and organic reach driving growth. Live streaming and user-generated content offer new opportunities for brands to engage with audiences.

Data visualization and machine learning are transforming how businesses analyze and respond to market trends. E-commerce platforms and social commerce are disrupting traditional retail models, with advertising platforms and social media marketing becoming essential tools for businesses. Algorithm updates and link building strategies impact search engine optimization and content strategy. Privacy concerns and network externalities are shaping the platform economics, while network effects drive user growth. Content creation tools and search engine optimization are essential for effective brand building, with public relations and sentiment analysis playing a critical role in reputation management. Video marketing and customer satisfaction are key drivers of brand loyalty, with data security and competitor analysis essential for maintaining a competitive edge.Social media platforms continue to evolve, offering new opportunities for businesses to connect with their audiences and build strong brands.

How is this Social Networking Industry segmented?

The social networking industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Advertising
  In-app purchase
  Paid apps


Distribution Channel

  Google
  Apple
  App Store Distribution


Service

  Communication
  Entertainment
  Socialization
  Marketing
  Customer service


Platform

  Website-based
  Mobile apps
  Hybrid platforms


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.

In the dynamic landscape of the market, various entities intertwine to shape its evolution. Big data and machine learning fuel social media analytics, enabling targeted advertising, conversion optimization, and customer satisfaction. Social listening and sentiment analysis inform brand monitoring, reputation management, and crisis communication. Social crm and community management foster customer loyalty and engagement. Mobile marketing, including user-generated content and live streaming, e

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.

LinkedIn's impressive 17 percent year-over-year audience growth in 2025 highlights the platform's continued improvement in the social media landscape. This surge outpaces other major platforms, with Pinterest following at 10.6 percent and Instagram at 5.5 percent. The growth rates underscore the evolving preferences of social media users and the competitive nature of the industry. Shifting dynamics in social media usage While Instagram leads in growth, it's important to note that Facebook remains the largest social network globally with over three billion monthly active users. However, newer platforms like TikTok are rapidly gaining ground, especially among younger demographics. TikTok's popularity is evident in its 42 percent usage reach in the United States, showcasing its significant impact on user engagement and information discovery patterns. Brand value and customer satisfaction in tech The success of social media platforms is closely tied to their brand value and customer satisfaction. In 2024, technology companies dominated the list of most valuable brands, with Apple leading at 516.6 billion U.S. dollars. Interestingly, TikTok scored highest in customer satisfaction among online networks, achieving 77 out of 100 points. Instagram's growth is further validated by its improved customer satisfaction rating, increasing from 73 to 76 points year-over-year. This demonstrates the platform's ability to meet user expectations while expanding its audience.

Social Networking Market Outlook

The global social networking market size is anticipated to expand significantly from USD 88.8 billion in 2023 to USD 177.3 billion by 2032, reflecting a compound annual growth rate (CAGR) of 8.0% over the forecast period. This remarkable growth trajectory is propelled by the ever-increasing penetration of smartphones, the proliferation of internet access, and a heightened focus on digital social interactions. The integration of advanced technologies such as Artificial Intelligence (AI) and Augmented Reality (AR) into social networking platforms is also enhancing user engagement levels, thus fostering market expansion. As the world becomes more digital, individuals and enterprises alike are increasingly seeking platforms that offer seamless communication, real-time updates, and personalized experiences.

A key growth factor of the social networking market is the continuous rise in internet adoption rates across the globe. As more regions gain access to the internet, the potential user base for social networking platforms expands correspondingly. Internet penetration has especially surged in developing countries, fueled by affordable smartphone availability and government initiatives aimed at improving digital infrastructure. This has allowed social networking platforms to tap into previously inaccessible markets, thereby driving user growth and engagement. Furthermore, as the digital economy grows, social networking sites are increasingly seen as essential tools for marketing, branding, and customer engagement, prompting businesses to invest heavily in these platforms to reach their target audiences effectively.

The evolution of user preferences towards visual and real-time content is another significant growth driver. Platforms that offer video sharing, live streaming, and ephemeral content have seen substantial increases in user engagement. This shift is largely driven by younger demographics who favor interactive and dynamic content over static text-based updates. Social networking platforms are capitalizing on this trend by incorporating features such as stories, reels, and live broadcasts, which not only enhance the user experience but also open up new revenue streams through advertising and partnerships. The ability of these platforms to innovate and adapt to changing user preferences is pivotal in maintaining user interest and ensuring long-term growth.

The increasing importance of data analytics and targeted advertising also plays a vital role in market growth. Social networking platforms provide businesses with unprecedented access to consumer data, allowing for highly personalized advertising strategies. This capability for precise targeting makes social networking advertising an attractive option for companies looking to maximize their marketing ROI. Moreover, advancements in AI and machine learning are further refining these targeting capabilities, enabling platforms to offer even more sophisticated and effective advertising solutions. As a result, advertising revenues for social networking platforms continue to rise, contributing significantly to overall market growth.

Regionally, North America and Asia Pacific are leading the charge in social networking market expansion. North America, with its technology-savvy population and high internet penetration rates, remains a dominant force, driven by continuous innovation and strategic partnerships within the industry. Meanwhile, Asia Pacific is witnessing rapid growth, fueled by the increasing number of internet users and the widespread adoption of smartphones. Emerging economies in this region, particularly China and India, are becoming key markets for social networking platforms looking to capitalize on vast, untapped user bases. Europe also presents substantial opportunities, with a focus on privacy and data protection driving innovation and compliance in social networking applications. In contrast, the Middle East & Africa and Latin America are gradually catching up, with improvements in digital infrastructure and connectivity.

Platform Type Analysis

The social networking market is segmented into various platform types, including social media, professional networking, dating, and others. Each platform type plays a crucial role in the overall market landscape, catering to different user needs and preferences. Social media platforms remain the most popular segment, driven by their ability to connect people across the globe and facilitate the sharing of personal experiences through text, photos, and videos. These platforms have evolved significantly over the years, incorporating features such as live streamin

The global social-network game service market is projected to reach USD XX million by 2033, exhibiting a CAGR of XX% during the forecast period (2025-2033). The increasing popularity of social media platforms, coupled with the growing demand for immersive gaming experiences, is driving the market growth. Furthermore, technological advancements, such as virtual reality (VR) and augmented reality (AR), are creating new opportunities for social-network game service providers. The market is segmented into applications (applications, websites, others), types (casual, adventure, competitive, others), companies (Zynga, Wooga, Gameforge, Bigpoint Games, Goodgame Studios, Plinga, Kabam, RockYou), and regions (North America, South America, Europe, Middle East & Africa, Asia Pacific). North America holds a significant market share due to the presence of established gaming companies and a large user base. Asia Pacific is expected to witness the highest growth rate during the forecast period, driven by the increasing penetration of smartphones and internet services in the region. The competitive landscape includes key players such as Zynga, Wooga, and Gameforge, who are investing heavily in research and development to offer innovative gaming experiences and expand their market reach.

Global Social Media market size is expected to reach $466.56 billion by 2029 at 13%, segmented as by type, social media advertisement, social media subscription

Social Network Market Outlook

The social network market size is projected to grow from $200 billion in 2023 to $500 billion by 2032, reflecting a compound annual growth rate (CAGR) of approximately 10.8%. One of the primary growth factors for this market is the increasing global internet penetration coupled with the proliferation of smartphones, which is making social networking platforms more accessible to a broader audience.

The burgeoning connectivity among individuals and businesses is playing a pivotal role in propelling the social network market. With the increasing availability of affordable internet services, more people are joining social networks, thus boosting user engagement and content sharing on these platforms. Additionally, the rise of digital marketing and advertising strategies is pushing businesses to leverage social media platforms for targeted marketing efforts, which is further contributing to market expansion.

Another significant growth factor is the integration of advanced technologies such as Artificial Intelligence (AI) and Machine Learning (ML) into social networking platforms. These technologies enable personalized content delivery, enhanced user engagement, and improved user experience by analyzing user behavior. Furthermore, AI-driven analytics and insights are becoming essential tools for businesses to understand market trends and consumer preferences, thereby driving the demand for advanced social networking solutions.

The increasing popularity of video content and live streaming is also significantly contributing to the market growth. Platforms that offer live streaming capabilities are witnessing higher user engagement rates. Additionally, the shift towards visual-based content such as images, videos, and stories is helping platforms like Instagram, TikTok, and YouTube to gain tremendous popularity. This trend is expected to continue, driving further growth in the social network market.

The rise of Enterprise Social Networks and Online Communities is another trend shaping the social network market. These platforms are designed to facilitate communication and collaboration within organizations, allowing employees to share information, ideas, and resources more efficiently. By fostering a sense of community and encouraging open dialogue, enterprise social networks enhance employee engagement and productivity. They also serve as a valuable tool for knowledge management, enabling organizations to capture and disseminate institutional knowledge effectively. As businesses continue to embrace digital transformation, the demand for enterprise social networks is expected to grow, providing new opportunities for innovation and growth in the social network market.

From a regional perspective, North America is expected to maintain its dominance in the social network market due to the high internet penetration, widespread adoption of smartphones, and the presence of major social networking companies. However, regions like Asia Pacific are anticipated to exhibit the highest growth rates due to the large population base, rapidly growing internet user base, and increasing adoption of social media platforms in countries like India and China.

Component Analysis

The social network market can be segmented by component into software and services. The software segment comprises social networking platforms, applications, and tools that enable users to interact, share content, and communicate. This segment is likely to dominate the market due to the continuous launch of new features and updates aimed at enhancing user experience. The integration of AI and ML technologies is further augmenting the capabilities of social networking software, making it more intuitive and user-friendly.

On the other hand, the services segment includes consulting, deployment, integration, and maintenance services. These services are crucial for ensuring the smooth operation and optimization of social networking platforms. The demand for these services is expected to grow as businesses increasingly seek expert assistance to implement and manage their social media strategies effectively. The rise of social media marketing has also led to a surge in demand for specialized consulting services to help businesses maximize their return on investment (ROI) from social network campaigns.

The software component is further subdivided into mobile appli

Profile growth - the growth on our social platforms to see where and when we're gaining followers. Engagement rate - a ratio of how many people interacted with ours posts based on when users are usually online. Reach - the number of feeds our posts appeared in (doesn't mean people interacted with the post).

The Social Media Analytics Market report segments the industry into By Type (Software (SaaS and On-premise), Services (Professional and Managed)), By Module (Social Media Monitoring and Tracking, Social Media Measurement/Listening and Analytics), By End-user Industry (Media and Entertainment, IT and Telecom, BFSI, and more), and By Geography (North America, Europe, Asia-Pacific, Latin America, Middle East & Africa).

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.

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

Metaverse Social Media Platforms Market Outlook

The global metaverse social media platforms market size was valued at approximately $69.9 billion in 2023 and is projected to grow to a massive $1,527.4 billion by 2032, reflecting a staggering CAGR of 41.9% over the forecast period. The remarkable growth of this market is primarily driven by the increasing adoption of advanced technologies such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), coupled with the rising demand for immersive social experiences. The continued technological advancements in these areas, along with the proliferation of high-speed internet and growing investments by leading tech companies, are expected to further fuel market expansion over the coming years.

One of the key growth factors of the metaverse social media platforms market is the technological advancements that have led to the development of more sophisticated and accessible VR and AR devices. These technologies have significantly improved user experiences by providing immersive and interactive environments that replicate real-world social interactions. Companies are heavily investing in R&D to innovate and launch new products and services that cater to the ever-evolving needs of consumers. This has created a fertile ground for the adoption of metaverse platforms, especially among the tech-savvy younger generation.

Another critical factor propelling the market's growth is the increasing consumer inclination towards digital and virtual spaces due to the COVID-19 pandemic. The pandemic has accelerated the shift towards remote interactions, with people seeking alternative ways to socialize, work, and entertain themselves. As a result, there has been a substantial rise in the adoption of metaverse social media platforms, which offer unique and engaging ways to connect with others virtually. This trend is expected to continue post-pandemic, as people have grown accustomed to the convenience and novelty of virtual interactions.

Furthermore, the growing popularity of virtual events and online gaming is significantly contributing to the market's expansion. Metaverse platforms are increasingly being used to host virtual concerts, conferences, and other events, providing users with novel and immersive experiences. The gaming industry, in particular, has been quick to adopt metaverse technologies, with numerous game developers integrating social features into their games to enhance user engagement and retention. This convergence of gaming and social media is creating a vibrant ecosystem that is poised for substantial growth.

From a regional perspective, North America currently holds the largest share of the metaverse social media platforms market, driven by the presence of major tech giants and high consumer adoption rates. However, Asia Pacific is expected to witness the highest growth rate during the forecast period, owing to the rapid technological advancements, increasing internet penetration, and growing investments in the region. Europe and Latin America are also anticipated to experience steady growth, supported by the rising demand for innovative social media platforms and growing consumer awareness.

The Metaverse In Entertainment is revolutionizing how audiences engage with content, offering immersive experiences that transcend traditional media boundaries. As entertainment companies explore the metaverse, they are creating virtual worlds where users can interact with their favorite shows, movies, and music in unprecedented ways. This new frontier allows for personalized experiences, where fans can become part of the story, attend virtual concerts, or explore digital theme parks. The integration of entertainment into the metaverse is not only enhancing user engagement but also opening up new revenue streams through virtual merchandise and exclusive content offerings. As the technology continues to evolve, the potential for storytelling and audience interaction in the metaverse is limitless, promising a future where entertainment is more interactive and immersive than ever before.

Platform Type Analysis

The metaverse social media platforms market can be segmented by platform type into Virtual Reality (VR) Platforms, Augmented Reality (AR) Platforms, and Mixed Reality (MR) Platforms. VR platforms have been increasingly adopted for their ability t

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

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.

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