In 2023, Meta Platforms had a total annual revenue of over 134 billion U.S. dollars, up from 116 billion in 2022. LinkedIn reported its highest annual revenue to date, generating over 15 billion USD, whilst Snapchat reported an annual revenue of 4.6 billion 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.

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.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

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.

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

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

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

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

As of January 2024, #love was the most used hashtag on Instagram, being included in over two billion posts on the social media platform. #Instagood and #instagram were used over one billion times as of early 2024.

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

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.

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.

The results of which gender uses which platforms are in.

The dataset contains tweets related to the 2023 presidential elections in Nigeria. The data was retrieved from the social media network, Twitter (Now X) between February 4^th, 2023 and April 4^th, 2023. The hashtags from the official handles and other popular hashtags endorsed and/or representing the candidates of each party were considered for retrieving election related tweets using an API from Twitter social media platform. Three major political parties in Nigeria were considered and they have been labelled as Party A, Party L and Party P in this dataset. The party or group called "General" contains tweets from the Independent National Electoral Commission (INEC) hashtags such as @inecnigeria and #2023election which is not directly for any political party.

The dataset has been pre-processed lightly to make it very useful to researcher for a wide range of natural language processing tasks like sentiment analysis, topic modelling, fake news detection, emotion detection, election stance, etc.

Details of the dataset collection such as hashtags, retrieved tweets, duplicates removed, and the remaining unique tweets is presented in Table 1.

Table 1: Tweets collection and duplicates removal

To encourage NLP tasks, we uploaded in this Version One the following files:

1. The combined dataset with pre-processed tweets and their meta data but with removed duplicates are in the file labelled “Combined Dataset Pre-processed without duplicates.csv”
2. General statistics on each corpus is in the file labelled “Dataset Statistics.xlsx”
3. The preprocessed corpus from the general group with the tweet contents only is in file labelled “Preprocessed_Tweet only_GENERAL.xlsx”
4. The preprocessed corpus from Party A with the tweet contents only is in file labelled “Preprocessed_Tweet only_Party A.xlsx”
5. The preprocessed corpus from Party L with the tweet contents only is in file labelled “Preprocessed_Tweet only_Party L.xlsx”
6. The preprocessed corpus from Party P with the tweet contents only is in file labelled “Preprocessed_Tweet only_Party P.xlsx”
7. The top 100 frequent tokens are in the file labelled “Top 100 Tokens and weights.xlsx”
8. The top frequent bigrams and their weights are in the file labelled “Top 100 Bigrams and weights.xlsx”
9. The top frequent trigrams and their weights are in the file labelled “Top 100 Trigrams and weights.xlsx”

Researcher(s): Alexandros Mokas, Eleni Kamateri

Supervisor: Ioannis Tsampoulatidis

This repository contains 3 social media datasets:

2 Post-processing datasets: These datasets contain post-processing data extracted from the analysis of social media posts collected for two different use cases during the first two years of the Deepcube project. More specifically, these include:

The UC2 dataset containing the post-processing analysis of the Twitter data collected for the DeepCube use case (UC2) dealing with the climate induced migration in Africa. This dataset contains in total 5,695,253 social media posts collected from the Twitter platform, based on the initial version of search criteria relevant to UC2 defined by Universitat De Valencia, focused on the regions of Ethiopia and Somalia and started from 26 June, 2021 till March, 2023.

The UC5 dataset containing the post-processing analysis of the Twitter and Instagram data collected for the DeepCube use case (UC5) related to the sustainable and environmentally-friendly tourism. This dataset contains in total 58,143 social media posts collected from the Twitter and Instagram platform (12,881 collected from Twitter and 45,262 collected from Instagram), based on the initial version of search criteria relevant to UC5 defined by MURMURATION SAS, focused on the regions of Brasil and started from 26 June, 2021 till March, 2023.

1 Annotated dataset: An additional anottated dataset was created that contains post-processing data along with annotations of Twitter posts collected for UC2 for the years 2010-2022. More specifically, it includes:

The UC2 dataset contain the post-processing of the Twitter data collected for the DeepCube use case (UC2) dealing with the climate induced migration in Africa. This dataset contains in total 1721 annotated (412 relevant and 1309 irrelevant) by social media posts collected from the Twitter platform, focused on the region of Somalia and started from 1 January, 2010 till 31 December, 2022.

For every social media post retrieved from Twitter and Instagram, a preprocessing step was performed. This involved a three-step analysis of each post using the appropriate web service. First, the location of the post was automatically extracted from the text using a location extraction service. Second, the images included in the post were analyzed using a concept extraction service, which identified and provided the top ten concepts that best described the image. These concepts included items such as "person," "building," "drought," "sun," and so on. Finally, the sentiment expressed in the post's text was determined by using a sentiment analysis service. The sentiment was classified as either positive, negative, or neutral.

After the social media posts were preprocessed, they were visualized using the Social Media Web Application. This intuitive, user-friendly online application was designed for both expert and non-expert users and offers a web-based user interface for filtering and visualizing the collected social media data. The application provides various filtering options, an interactive map, a timeline, and a collection of graphs to help users analyze the data. Moreover, this application provides users with the option to download aggregated data for specific periods by applying filters and clicking the "Download Posts" button. This feature allows users to easily extract and analyze social media data outside of the web application, providing greater flexibility and control over data analysis.

The dataset is provided by INFALIA. INFALIA, being a spin-off of the CERTH institute and a partner of a research EU project, releases this dataset containing Tweets IDs and post pre-processing data for the sole purpose of enabling the validation of the research conducted within the DeepCube. Moreover, Twitter Content provided in this dataset to third parties remains subject to the Twitter Policy, and those third parties must agree to the Twitter Terms of Service, Privacy Policy, Developer Agreement, and Developer Policy (https://developer.twitter.com/en/developer-terms) before receiving this download.

Teenagers are the 2nd largest group of people affected by social media addiction. Teens ages 13 to 18 years old spend a significant amount of their free time on social media with an average of 3 hours a day.

Today the average time spent on social media is 2 hours and 24 minutes today for people aged 16 to 64.

Regional use of social media has a significant effect on the male and female social media statistics.

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.