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.

As of February 2025, 5.56 billion individuals worldwide were internet users, which amounted to 67.9 percent of the global population. Of this total, 5.24 billion, or 63.9 percent of the world's population, were social media users. Global internet usage Connecting billions of people worldwide, the internet is a core pillar of the modern information society. Northern Europe ranked first among worldwide regions by the share of the population using the internet in 20254. In The Netherlands, Norway and Saudi Arabia, 99 percent of the population used the internet as of February 2025. North Korea was at the opposite end of the spectrum, with virtually no internet usage penetration among the general population, ranking last worldwide. Eastern Asia was home to the largest number of online users worldwide – over 1.34 billion at the latest count. Southern Asia ranked second, with around 1.2 billion internet users. China, India, and the United States rank ahead of other countries worldwide by the number of internet users. Worldwide internet user demographics As of 2024, the share of female internet users worldwide was 65 percent, five percent less than that of men. Gender disparity in internet usage was bigger in African countries, with around a ten percent difference. Worldwide regions, like the Commonwealth of Independent States and Europe, showed a smaller usage gap between these two genders. As of 2024, global internet usage was higher among individuals between 15 and 24 years old across all regions, with young people in Europe representing the most significant usage penetration, 98 percent. In comparison, the worldwide average for the age group 15–24 years was 79 percent. The income level of the countries was also an essential factor for internet access, as 93 percent of the population of the countries with high income reportedly used the internet, as opposed to only 27 percent of the low-income markets.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

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.

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

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.

56.8% of the world’s total population is active on social media.

In this post, I'll give you all the social media addiction statistics you need to be aware of to moderate your social media use.

We've put together a list of the latest Truth Social statistics so you can see who uses the platform and whether or not Truth Social is likely to become a dominant social media network in the future.

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

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group.

              Instagram users

              With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each.

              Instagram features

              One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature.
              As of the second quarter of 2021, Snapchat had 293 million daily active users.

Gen Z and Millennials are the biggest social media users of all age groups.

Online web communities often face bans for violating platform policies, encouraging their migration to alternative platforms. This migration, however, can result in increased toxicity and unforeseen consequences on the new platform. In recent years, researchers have collected data from many alternative platforms, indicating coordinated efforts leading to offline events, conspiracy movements, hate speech propagation, and harassment. Thus, it becomes crucial to characterize and understand these alternative platforms. To advance research in this direction, we collect and release a large-scale dataset from Scored -- an alternative Reddit platform that sheltered banned fringe communities, for example, c/TheDonald (a prominent right-wing community) and c/GreatAwakening (a conspiratorial community). Over four years, we collected approximately 57M posts from Scored, with at least 58 communities identified as migrating from Reddit and over 950 communities created since the platform's inception. Furthermore, we provide sentence embeddings of all posts in our dataset, generated through a state-of-the-art model, to further advance the field in characterizing the discussions within these communities. We aim to provide these resources to facilitate their investigations without the need for extensive data collection and processing efforts.

During a 2024 survey, ** percent of respondents from Nigeria stated that they used social media as a source of news. In comparison, just ** percent of Japanese respondents said the same. Large portions of social media users around the world admit that they do not trust social platforms either as media sources or as a way to get news, and yet they continue to access such networks on a daily basis. Social media: trust and consumption Despite the majority of adults surveyed in each country reporting that they used social networks to keep up to date with news and current affairs, a 2018 study showed that social media is the least trusted news source in the world. Less than ** percent of adults in Europe considered social networks to be trustworthy in this respect, yet more than ** percent of adults in Portugal, Poland, Romania, Hungary, Bulgaria, Slovakia and Croatia said that they got their news on social media. What is clear is that we live in an era where social media is such an enormous part of daily life that consumers will still use it in spite of their doubts or reservations. Concerns about fake news and propaganda on social media have not stopped billions of users accessing their favorite networks on a daily basis. Most Millennials in the United States use social media for news every day, and younger consumers in European countries are much more likely to use social networks for national political news than their older peers. Like it or not, reading news on social is fast becoming the norm for younger generations, and this form of news consumption will likely increase further regardless of whether consumers fully trust their chosen network or not.

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.

During the beginning of the launch, they had some pretty fast growth. Here are the key Truth Social statistics you need to know.

Facebook and YouTube are still the most used social media platforms today.

Bluesky Social Dataset Pollution of online social spaces caused by rampaging d/misinformation is a growing societal concern. However, recent decisions to reduce access to social media APIs are causing a shortage of publicly available, recent, social media data, thus hindering the advancement of computational social science as a whole. To address this pressing issue, we present a large, high-coverage dataset of social interactions and user-generated content from Bluesky Social.

The dataset contains the complete post history of over 4M users (81% of all registered accounts), totaling 235M posts. We also make available social data covering follow, comment, repost, and quote interactions.

Since Bluesky allows users to create and bookmark feed generators (i.e., content recommendation algorithms), we also release the full output of several popular algorithms available on the platform, along with their timestamped “like” interactions and time of bookmarking.

This dataset allows unprecedented analysis of online behavior and human-machine engagement patterns. Notably, it provides ground-truth data for studying the effects of content exposure and self-selection, and performing content virality and diffusion analysis.

Dataset Here is a description of the dataset files.

followers.csv.gz. This compressed file contains the anonymized follower edge list. Once decompressed, each row consists of two comma-separated integers u, v, representing a directed following relation (i.e., user u follows user v). posts.tar.gz. This compressed folder contains data on the individual posts collected. Decompressing this file results in 100 files, each containing the full posts of up to 50,000 users. Each post is stored as a JSON-formatted line. interactions.csv.gz. This compressed file contains the anonymized interactions edge list. Once decompressed, each row consists of six comma-separated integers, and represents a comment, repost, or quote interaction. These integers correspond to the following fields, in this order: user_id, replied_author, thread_root_author, reposted_author ,quoted_author, and date. graphs.tar.gz. This compressed folder contains edge list files for the graphs emerging from reposts, quotes, and replies. Each interaction is timestamped. The folder also contains timestamped higher-order interactions emerging from discussion threads, each containing all users participating in a thread. feed_posts.tar.gz. This compressed folder contains posts that appear in 11 thematic feeds. Decompressing this folder results in 11 files containing posts from one feed each. Posts are stored as a JSON-formatted line. Fields are correspond to those in posts.tar.gz, except for those related to sentiment analysis (sent_label, sent_score), and reposts (repost_from, reposted_author); feed_bookmarks.csv. This file contains users who bookmarked any of the collected feeds. Each record contains three comma-separated values, namely the feed name, the user id, and the timestamp. feed_post_likes.tar.gz. This compressed folder contains data on likes to posts appearing in the feeds, one file per feed. Each record in the files contains the following information, in this order: the id of the ``liker'', the id of the post's author, the id of the liked post, and the like timestamp; scripts.tar.gz. A collection of Python scripts, including the ones originally used to crawl the data, and to perform experiments. These scripts are detailed in a document released within the folder.

Citation If used for research purposes, please cite the following paper describing the dataset details:

Andrea Failla and Giulio Rossetti. "I'm in the Bluesky Tonight": Insights from a Year Worth of Social Data. (2024) arXiv:2404.18984

Acknowledgments: This work is supported by :

the European Union – Horizon 2020 Program under the scheme “INFRAIA-01-2018-2019 – Integrating Activities for Advanced Communities”, Grant Agreement n.871042, “SoBigData++: European Integrated Infrastructure for Social Mining and Big Data Analytics” (http://www.sobigdata.eu); SoBigData.it which receives funding from the European Union – NextGenerationEU – National Recovery and Resilience Plan (Piano Nazionale di Ripresa e Resilienza, PNRR) – Project: “SoBigData.it – Strengthening the Italian RI for Social Mining and Big Data Analytics” – Prot. IR0000013 – Avviso n. 3264 del 28/12/2021; EU NextGenerationEU programme under the funding schemes PNRR-PE-AI FAIR (Future Artificial Intelligence Research).

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Mobile Content Market Size 2024-2028

The mobile content market size is forecast to increase by USD 971.6 billion at a CAGR of 38.81% between 2023 and 2028.

The market is experiencing significant growth, driven by the increasing use of social media on mobile devices and the rising popularity of virtual reality videos. These trends are transforming the way consumers engage with content on their mobile devices. However, the market also faces challenges, including privacy and data security concerns. As consumers become more aware of the importance of protecting their personal information, mobile content providers must prioritize security measures to build trust and maintain user engagement. This market trends and analysis report delves into these factors and more, providing insights into the current state and future direction of the market.

What will be the Size of the Mobile Content Market During the Forecast Period?

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The market encompasses a diverse range of services and applications catering to the ever-growing base of mobile users worldwide. Mobile devices, including smartphones and tablets, have transformed the way we consume content, with social media platforms leading the charge. Advertising, both on the mobile web and through mobile applications, has become a significant revenue contributor, particularly for Small and Medium-sized Enterprises (SMEs) seeking to reach their audience through digital marketing channels. SMS marketing and location-based marketing are additional avenues for businesses to engage consumers. Telecom companies play a crucial role In the mobile content ecosystem, providing the underlying infrastructure for mobile communications.
Additionally, security and privacy concerns, driven by the increasing use of mobile devices for sensitive transactions, have become a major focus. Virtual reality, short-form video, mobile gaming, and AI solutions are among the emerging trends shaping the mobile content landscape. The fragmentation of mobile devices and the need for data security continue to pose challenges for content providers and consumers alike. Internet users increasingly demand personalized, on-demand content, driving innovation in the market. The market's digitalization is expected to continue, with cloud-based solutions and advanced technologies like AI and VR poised to transform the way we create, consume, and monetize mobile content.

How is this Mobile Content Industry segmented and which is the largest segment?

The mobile content industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Gaming
  Video
  Music and image
  Others


Ownership

  SMEs
  Large enterprises


Geography

  North America

    US


  APAC

    China
    India
    Japan


  Europe

    UK


  South America



  Middle East and Africa

By Type Insights

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

The market encompasses various sectors, including mobile applications, mobile web, social media, advertising, and digital services. With the proliferation of smartphones and tablets among mobile users, the demand for mobile content has grown. Mobile applications, particularly in gaming, have witnessed significant growth due to the increasing number of internet users and easy access to high-speed networks. Virtual reality and augmented reality-based games have revolutionized the mobile gaming industry, driving innovation and user engagement. In-app purchases and subscriptions have emerged as popular revenue models, contributing significantly to the market's growth.

Additionally, SMEs and enterprises have adopted mobile content for productivity and enterprise mobility solutions. Security concerns, including data security and privacy, remain crucial factors influencing the market's growth. The market's digital ecosystem includes various players offering professional services, consulting services, and content distribution. The revenue model varies from pay-per-download to streaming services and in-app purchases. The market's growth is fueled by consumer preferences, digitalization, and the integration of AI solutions, cloud RAN, and machine learning technologies.

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The gaming segment was valued at USD 28.30 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 31% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

For more insights on the mark

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.