In 2024, Facebook was the most popular social media platform in most of the Southeast Asian countries, with the highest share in Timor-Leste at around 96.59 percent. YouTube, X (Twitter), Instagram, and Pinterest were other platforms that had significant social media traffic shares in Southeast Asian markets that year.

According to a 2023 survey, the most popular social media platforms for buying products worldwide were Facebook and Instagram. Both networks belong to parent company Meta. Among the selected countries, Czechia (64 percent) and the United States (62 percent) used Facebook the most to shop for products. Meanwhile, Spain and Portugal had the most social shoppers on Instagram (each 57 percent).

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.

According to a survey conducted by Rakuten Insight in February 2023, 74 percent of respondents in Vietnam have purchased items on Facebook. Facebook was also the most used social commerce platform in Thailand, Taiwan, Malaysia, the Philippines, Singapore, and Hong Kong as of February 2023.

During the first quarter of 2023, internet users in Brazil spent an average of three hours and 49 minutes per day on social media. Nigeria and the Philippines also reported high usage levels. By comparison, internet users in Japan spent less than 50 minutes per day on social media. Low levels of daily usage were also recorded in South Korea and the Belgium.

As of January 2023 social network Facebook was ranked first worldwide in terms of active users with almost three billion MAU. Other popular social media include mobile messaging platforms YouTube and WhatsApp, as well as social content sharing networks such as Instagram and social video platform TikTok.

Most social networks are accessible through multiple platforms, but many popular social media started out as mobile apps, demonstrating the growing trend of mobile first development. Examples include Instagram, which initially was launched as an iOS photo editing and discovery app as well as mobile social messenger, as well as TikTok, which recorded 23.7 million downloads worldwide via the Google Play Store alone in June 2023.

Social networking does not only enable users to connect with other people but also with brands and celebrities. Social media has also become a growing source of news for internet users in many countries.

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

The results might surprise you when looking at internet users that are active on social media in each country.

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

According to a survey on digital usage in China, around 91.8 percent of respondents had used WeChat as of the third quarter of 2023. The short video app Douyin, the social commerce site Xiaohongshu, and the Twitter-like site Weibo, were among the most popular social media platforms in China. How successful is WeChat in China? The country’s most popular messaging app, WeChat, boasts over one billion monthly active users. For many Chinese consumers, WeChat is part of daily life, helping them to organize tasks such as paying bills, ordering food delivery, and calling a taxi. On average, WeChat users spent about an hour and 20 minutes per day on the app. Large user base with high engagement The social media scene in China is huge and mobile-centric. In 2023, the social media penetration rate amounted to 74 percent in China, slightly higher than in countries like the United States and Japan. While the user number has shown signs of reaching a saturation point, Chinese consumers have been spending more time online, with a considerable daily usage of social media.

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

The average Twitter user spends 5.1 hours per month on the platform.

Social media's influence in the United Kingdom continues to grow, with 56.2 million active users as of January 2024, representing 82.8 percent of the population. This penetration rate surpasses the global average of 62.3 percent, positioning the UK as a leader in social media adoption. The country's high usage reflects a broader trend of increasing social media engagement worldwide, particularly in Northern and Western Europe. Global social media landscape The social media landscape is rapidly evolving, with China currently hosting over one billion users and India projected to become the largest social media audience by 2029. Notably, Nigeria is expected to see a staggering 142 percent increase in its online networking audience between 2023 and 2029. In 2024, global social media users spent an average of 143 minutes per day on social networks. Facebook is still the market leader Facebook is the most widely utilized social media platform globally, and India boasts 378 million Facebook users, making it the leading country in terms of Facebook audience size. As of April 2024, it was found that men between the ages of 25 and 34 were the largest audience for Facebook, accounting for 18.4 percent of global users. Furthermore, Facebooks second-largest audience base could be found with men aged 18 to 24 years.

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

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

Snapchat now boasts over 319 million daily active users. That means it’s one of the most engaging platforms. Snapchat currently has a total user base of 617 million.

There are over 1.5 billion registered users on Instagram in 2024.

The average Snapchat user spends just 3 hours per month on the app.

The average person has 8-9 social media accounts. This has doubled since 2013, when the average person just had 4-5 accounts.

Chinese citizens displayed a strong online presence, having approximately 1.08 billion active social media users as of February 2025. Other Asia-Pacific countries and regions appeared to trail behind China in terms of their social media engagement. India and Indonesia, the second- and third-ranked countries in terms of number of active social media users, had 491 million and 143 million active social media users, respectively. Leading social media platforms Facebook reigns worldwide and in the Asia-Pacific region as the most-used social media site, having displayed an increasing number of daily active users. However, Asian social networks, such as WeChat and Douyin, have also gained immense popularity in the Asia-Pacific region by offering content and services tailored to APAC preferences. Acting not only as a messaging and social media service, WeChat is a platform for online shopping and payment services. The social networking site, owned by Tencent, was the sixth most used social media platform globally. A connected region The Asia-Pacific region has gone through a technological evolution and alongside the region, its citizens have willingly adopted this change. This is conveyed through the internet penetration rate, which has more than doubled since 2010 in Asia. A better internet infrastructure has catalyzed the emergence of social media throughout the Asia-Pacific region.

[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