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.

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 2022, Social networking sites are estimated to reach 3.96 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.

Global Social Media Market to hit USD 466.56B by 2029 growing at 13% CAGR. Explore trends, drivers, and competition for strategic insights with The Business Research Company.

As of January 2025, Northern and Western Europe were the regions with the highest social network penetration rates globally, reaching 78.7 and 77.1 percent, respectively. Eastern Asia ranked third with a penetration rate of 76 percent, followed by Southern Europe with 74.2 percent. In contrast, Eastern and Middle Africa were the regions with the lowest reach, with 11.1 and 10.1 percent. Overall, the global average was 63.9 percent, which translates to almost six out of every ten people around the world using social networks. The regions below the global average were located in Africa and Asia, as well as Oceania and the Caribbean. Global social media use In 2023, 4.89 billion people around the world were using social media, and the number of users is projected to continue rising to almost six billion by 2027. Meta’s Facebook is the most popular social media network globally, with more than three billion monthly active users (MAU). Meta Platforms owns four of the ten leading social media networks globally, each with more than one billion MAU: Facebook, WhatsApp, Instagram, and Facebook Messenger. Social Media Usage, by country As of January 2024, the UAE had the highest social media penetration rate out of selected countries and territories. Brazil and Morocco were close to the global average of 62.3 percent, with 66.3 and 55.7 percent, respectively, while Kenya reached only 23.5 percent. Although India’s active social media penetration rate was below average at 32.2 percent, the country had the second largest social media audience in the world, with 755 million social media users in 2022.

Instagram's impressive 25.3 percent year-over-year audience growth in 2024 highlights the platform's continued dominance in the social media landscape. This surge outpaces other major platforms, with Pinterest following at 23.2 percent and LinkedIn at 13.9 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.

The size and share of the market is categorized based on Type (Cloud Based, Web Based) and Application (Large Enterprises, SMEs) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

Explore the Enterprise Social Networks Market trends! Covers key players, growth rate 16.8% CAGR, market size $29.33 Billion, and forecasts to 2033. Get insights now!

The Social Networking Market Report is Segmented by Type (Advertising, In-App Purchase, Paid Apps), by Store (Apple, Google), and Geography (North America, Europe, Asia-Pacific, Latin America, Middle East and Africa). The Market Size and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

The size and share of the market is categorized based on Type (Cloud Based, On Premises) and Application (SMEs, Large Enterprises) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents. The global social media marketing segment According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

Global Social Media Advertisement Market to hit USD 406.64B by 2029 growing at 12.2% CAGR. Explore trends, drivers, and competition for strategic insights with The Business Research Company.

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.

Experience explosive growth in the Global Social Media Analytics Market, with a projected CAGR of 26% during 2023-2028. Unlock the potential of data analysis for strategic decision-making in the social media realm.

The size and share of the market is categorized based on Type (Platform, Solution) and Application (Personal User, Enterprise) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

The social media analytic market size is projected to grow from USD 11.38 billion in 2025 to USD107.3 billion by 2035, representing a CAGR of 25.16% during the forecast period till 2035.

[415 Pages Report] The global enterprise social networks market size totaled US$ 6.4 Billion in 2021. Sales in the enterprise social networks market are expected to increase at a 13.9% CAGR, with the market valuation reaching US$ 26.5 Billion by 2032.

Attributes	Details
Enterprise Social Networks Market Estimated Size (2022)	US$ 7.2 Billion
Projected Market Valuation (2032)	US$ 26.5 Billion
Value-based CAGR% (2022 to 2032)	13.9%
Top 5 Vendor Market Share	Around 45%

Scope of Report

Attributes	Details
Estimated Market Size (2022)	US$ 7.2 Billion
Projected Market Valuation (2032)	US$ 26.5 Billion
Value-based CAGR (2022 to 2032)	13.9%
Forecast Period	2022 to 2032
Historical Data Available for	2017 to 2021
Market Analysis	US$ Billion for Value
Key Regions Covered	North America, Latin America, Europe, East Asia, South Asia & Pacific, and the Middle East & Africa
Key Countries Covered	The USA, Canada, Germany, The UK, France, Italy, Spain, Russia, China, Japan, South Korea, India, Malaysia, Indonesia, Singapore, Australia & New Zealand, GCC Countries, Turkey, North Africa and South Africa
Key Segments Covered	Type, Enterprise Size, Industry and Region
Key Companies Profiled	IBM Corporation Salesforce TIBCO Software Yammer (Microsoft) Higher Logic Alma Suite Zyncro eXO Talkspirit BlueKiwi Zoho Corporation JIVE Software Boonex Cisco
Report Coverage	Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

As of April 2024, the UAE had the highest social media penetration rate globally out of selected countries and territories, with a whopping 115 percent. Saudi Arabia and South Korea followed, with 96.2 percent and 93.4 percent of active usage reach, respectively. Kenya, Ghana, and Nigeria had some of the lowest social network penetration rates in the world, with less than 25 percent of the population accessing social media in each country. The worldwide average rate of social media active usage stood at 62.6 percent as of early 2024, meaning that more than six out every ten people around the world use social networking platforms. How many people use social media? Although the top three countries with the highest social media penetration rates globally were in Eastern and Southwestern Asia in 2023, the region with the greatest social media reach was Northern Europe with 83.6 percent, followed by Western Europe with 83.3 percent and Southern Europe with 76.7 percent. In 2022, more than 4.59 billion people reported using social media, and this number is projected to reach almost six billion by 2027. Facebook: the most popular social network Meta’s Facebook, the social media giant and the first platform to reach this kind of scale, was the leading social network as of October 2023 with more than three billion global monthly active users (MAU). Additionally, Meta owns four of the biggest social media platforms, all with more than one billion MAU each: Facebook, WhatsApp, Instagram, and Messenger. As of January 2023, India was home to Facebook’s largest audience with more than 300 million MAU, followed by the United States with 175 million MAU.

Global Web Content, Search Portals And Social Media Market to hit USD 1609.25B by 2029 growing at 13.2% CAGR. Explore trends, drivers, and competition for strategic insights with The Business Research Company.

Explore the Health Care Social Media Market trends! Covers key players, growth rate 10.2% CAGR, market size $21.61 Billion, and forecasts to 2034. Get insights now!

Social Media Marketing Software Market size was valued at USD 71.55 Billion in 2024 and is projected to reach USD 196.39 Billion by 2031, growing at a CAGR of 14.84 % from 2024 to 2031.

Social Media Marketing Software Market Drivers

Rapid Growth of Social Media Platforms: The continued expansion of social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, and TikTok, has created vast opportunities for businesses to engage with their target audiences. As more businesses recognize the importance of maintaining a strong social media presence, the demand for social media marketing software has increased.

Shift Towards Digital Advertising: Traditional advertising channels are becoming less effective as consumers spend more time online. Businesses are reallocating their advertising budgets towards digital channels, including social media platforms, to reach their target demographics more effectively. Social media marketing software enables businesses to manage and optimize their digital advertising campaigns across multiple social media channels.

Focus on Targeted Marketing and Personalization: Social media marketing software offers advanced targeting and personalization capabilities, allowing businesses to deliver tailored content and advertisements to specific audience segments based on demographics, interests, and online behaviors. This level of customization enhances engagement and conversion rates, driving the adoption of social media marketing solutions.