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.

In March 2023, Facebook accounted for 45 percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. Pinterest ranked second with 21 percent of all U.S. social media site visits, while Instagram accounted for 14 percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide.

Facebook: mobile vs desktop usage

At the beginning of 2022, around 81 percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only 1.5 percent reported using their desktop or laptop devices. In October 2021, three Facebook Inc. products occupied the leading positions as most downloaded social networking apps on the Apple App Store in the United States. Facebook’s social media platform ranked first with nearly 2.5 million downloads, while Facebook-owned instant-messaging services Messenger and WhatsApp followed with 2.1 million and 1.4 million downloads respectively.

Social media evolution

Between 2012 and 2020, the daily time spent on social networks worldwide experienced a constant increase, with users reaching an average of 145 minutes per day in 2019 and maintaining the same engagement levels throughout 2020. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

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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. With more individuals gaining access to the internet, the number of social media users continues to rise, providing a vast audience for businesses to engage with. However, this market growth is not without challenges. Privacy concerns have emerged as a major obstacle, with users becoming increasingly wary of how their data is being collected and used. This trend is particularly prevalent in regions with stringent data protection regulations. Despite these challenges, social networking platforms continue to innovate and adapt to meet user demands and regulatory requirements. For instance, some companies are focusing on improving data security and privacy features to address user concerns. Others are exploring new revenue streams, such as e-commerce and subscription services, to diversify their offerings and mitigate the impact of declining organic reach on advertising revenues. Companies seeking to capitalize on the opportunities presented by the market must stay abreast of these trends and navigate privacy concerns effectively to succeed. Adopting a user-centric approach, investing in data security and privacy, and exploring new revenue streams are key strategies for companies looking to thrive in this dynamic market.

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

Request Free SampleThe market continues to evolve, driven by the increasing number of smartphone users worldwide. This market encompasses various platforms, including messaging sites like Facebook Messenger and iMessage, as well as e-commerce platforms integrated with social media, such as Instagram. The business of apps has shifted towards a bottom-up approach, with independent databases and performance indicators becoming essential for B2C enterprises. In-app purchases and the purchase of apps themselves have become significant revenue streams. The market exhibits an s-curve function, with early adopters leading the way, followed by the mass market. The rise of 5G technology is expected to fuel further growth, enabling more experiences through 3D image context and real-time communication. However, data security concerns persist, necessitating security measures. National lockdowns have accelerated the shift towards online communities for various activities, including theatre, sports, art, music, and games. Overall, the market is a dynamic and evolving landscape, presenting both opportunities and challenges for businesses.

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. TypeAdvertisingIn-app purchasePaid appsDistribution ChannelGoogleAppleServiceCommunicationEntertainmentSocializationMarketingCustomer servicePlatformWebsite-basedMobile appsHybrid platformsGeographyNorth AmericaUSCanadaAPACChinaIndiaJapanEuropeFranceGermanyItalyUKSouth AmericaBrazilMiddle East and Africa

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.The market is experiencing significant growth, with the advertising segment leading the way in 2024. Social media advertising, which utilizes social media platforms to engage audiences, has gained popularity due to its ability to deliver highly targeted campaigns on social networking sites. Common advertising formats include static images, videos, stories, and messenger ads. The increasing use of social media for brand promotion and product awareness is driving market expansion. Furthermore, the rise of in-app purchases and the monetization of apps have contributed to the market's growth. A bottom-up approach, utilizing independent databases and performance indicators, reveals that smartphone users are the primary consumers, with a growing preference for cloud-based apps on Apple iOS-based devices. Consumer attitudes towards data security and privacy concerns are influencing market trends, with 5G technology and AI-based libraries playing a crucial role in addressing these concerns. National lockdowns have accelerated the shift towards online communities, live streaming videos, and OTT platforms. Influencer marketing and customized photo collages are also emerging trends in the market. The business of apps, including e-commerce platforms like Facebook Shops, and Big Tech companies, continue to dominate the landscape. Exchange rates and

Get a glance at the market report of share of various segments Request Free Sample

The Advertising segment w

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

A global survey conducted in the fourth quarter of 2023 found that the main reason for using social media was to keep in touch with friends and family, with over 49 percent of social media users saying this was their main reason for using online networks. Overall, 38 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.3 percent of respondents said they used it to read news stories. One in five users were on social platforms for the reason of following celebrities and influencers. The most popular social network Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of January 2024, the social network had over three billion global users. YouTube, WhatsApp, and Instagram follow, but none of these well-known brands can surpass Facebook’s audience size. Moreover, as of the final quarter of 2023, there were almost four billion Meta product users. Ever-evolving social media usage The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.

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

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.

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.

In 2023, Instagram claimed the top spot as the preferred social media platform for shopping among Gen Z and millennial consumers. However, Gen Z also showed an inclination towards shopping via TikTok, while millennials leaned towards both YouTube and Facebook over the trendy Chinese short-video platform. Conversely, older generations exhibited similar preferences for social commerce, with both favoring Facebook and YouTube over the more visually appealing Instagram and TikTok.

The Social Media Platforms Market is projected to grow at 34.8% CAGR, reaching $3317.86 Billion by 2029. Where is the industry heading next? Get the sample report now!

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

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.

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.

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.

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

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.

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

[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

During the first half of 2024, Threads was the most downloaded app on iOS worldwide. The text-based conversation app gained more than 62 million downloads worldwide during the first six months of the examined year. Instagram ranked second with approximately 54.6 million downloads globally during the examined period. Instant chat and call app WhatsApp followed closely with 53.6 million downloads on iOS from global users.