Social media platforms now reach 5.41 billion people worldwide – a staggering 65.7% of the global population. This massive digital presence has changed how we connect, consume information, and do business.
People now use about seven different social platforms every month. They spend over two hours daily scrolling, watching videos, and connecting with others. The social media universe keeps expanding rapidly, with 241 million new users joining platforms in the last year. Facebook leads the pack with 2.9 billion monthly active users. YouTube and Facebook remain the most accessible platforms to users across the United States.
These numbers paint an important picture for your business. This piece breaks down key social media statistics that matter. You'll learn about user demographics, platform priorities, and why these trends are significant to stimulate your marketing strategy and business growth.
How many people use social media in 2025?
The digital world has hit a remarkable milestone in 2025. 5.41 billion people now keep using social media platforms. This user base makes up 65.7% of the total global population. Almost two-thirds of people worldwide now have some kind of social media presence.
Global user count and growth rate
Social media keeps growing at an amazing pace. The platforms added 241 million new users in the last year. This shows an annual growth rate of 4.7%. The numbers are staggering – about 7.6 new users join every second. These figures seem surprising given how many people already use these platforms.
Social media has become almost universal among internet users. 95.7% of people who use the internet (whatever their age) participate in social platforms monthly. The numbers look even better for adults. 88.9% of people aged 18 and above now use social media.
The growth continues steadily but shows signs of slowing down. Early 2025 saw 5.24 billion active social media identities worldwide. This represents a 4.1% increase from last year. Then, as social media reaches its peak in many developed markets, we expect this growth rate to slow down gradually.
Social media penetration by region
Big differences exist in how different regions adopt social media. Northern and Western Europe are at the top with 78.7% and 77.1% of their population using social networks. Eastern Asia comes next – almost 97% of its connected population uses social media platforms.
The regions that lag behind include:
- Middle Africa – only about 30% of internet users participate in social media
- Sub-Saharan Africa – less than 50% of connected people use social platforms
- Eastern Africa – adoption stays low even as internet access grows rapidly
Asia stands out with the most social media users – about 60% of global users call it home. Europe comes next with 12%, and Africa follows closely at 11.5% despite lower overall adoption. South America has 8.6% of global users, North America accounts for 6.5%, and Oceania makes up 1.4%.
Top countries by number of users
The countries with the biggest social media populations tell us a lot about global digital adoption. China leads the pack with 1.18 billion social media users. This number could reach 1.36 billion by 2030.
India takes second place with 462 million users. The United States follows with 253 million users. Indonesia ranks fourth in total user count.
Looking at penetration rates instead of total users shows a different story. Saudi Arabia tops the list with an amazing 102% social media penetration rate. Multiple accounts push this number above 100%. The United Arab Emirates follows at 96%, and South Korea comes in at 94%.
Social media keeps growing steadily. Experts think global user numbers will go beyond 6 billion by 2028. This growth, especially in markets that need it most, shows how social media revolutionizes both personal connections and business opportunities.
Which platforms are the most used?
Social media giants dominate today's digital world with a few platforms leading the pack. Recent data shows Meta's platforms and YouTube still rule supreme, while new platforms grow faster than ever.
Facebook, YouTube, Instagram, WhatsApp
Facebook leads the pack with 3.07 billion monthly active users. It stands as the first social network to cross one billion accounts and now boasts more than three billion monthly active users. YouTube follows with 2.53 billion users. The platform has become the go-to destination for video content worldwide.
Both Instagram and WhatsApp have hit 2 billion monthly active users each. These platforms serve as vital communication tools globally. Meta Platforms owns these social media powerhouses. The company's portfolio includes Facebook, WhatsApp, Facebook Messenger, and Instagram – each with more than a billion monthly active users.
Meta's ecosystem shows its true strength through numbers. The company reported about four billion monthly core Family product users in 2023's third quarter. These numbers show Meta's unmatched influence in social media.
Emerging platforms: TikTok, Telegram, Reddit
New platforms have seen substantial growth beyond these giants. TikTok leads this charge with 1.59 billion users. The app topped download charts in 2021 with 94 million downloads, beating Instagram's 64 million and Snapchat's 56 million. This surge made TikTok America's third-largest social network, ahead of Snapchat, Twitter, and Pinterest.
Telegram has grown to 950 million monthly active users. The messaging platform gains popularity worldwide. Reddit's user base ranges between 606 million and 1.2 billion monthly active users.
LinkedIn ranks as America's sixth-largest social network. The platform should reach 66.8 million users in 2022. Pinterest grew by 3.1% in 2021. Users choose it as their preferred visual discovery platform.
Monthly active users vs. ad reach
Monthly active users differ from advertising reach in social media statistics. YouTube claims the largest advertising audience. Its ads can reach 2.54 billion users monthly, which beats Facebook's 2.36 billion by 7.6%.
TikTok holds third place in advertising potential with 1.94 billion users. Instagram follows at fourth with 1.88 billion. These numbers often vary from total monthly active users since not all users see ads.
These differences matter to businesses. Instagram leads brand research with 62.3% of adult users researching brands and products on the platform. Facebook comes second at 52.5%, while TikTok takes third place with 51.5%. TikTok's numbers jumped 36% since early 2023.
Instagram's ad revenue should hit USD 71.00 billion by 2025's end. Facebook ads achieve a 2.53% click-through rate – among the highest across platforms. TikTok projects USD 331.10 billion in global ad revenue. These numbers show its growing impact in the digital world.
How much time do people spend on social media?
Social media users worldwide spend 141 minutes – or 2 hours and 21 minutes – on these platforms daily in 2025. This number shows a slight dip from 143 minutes in 2024, which might signal that global usage has reached its peak after steady growth.
Global average time per day
Social media consumption has changed substantially in the last decade. Users spent just 90 minutes daily in 2012, but this number has jumped by 56% to reach today's levels. The peak came in 2023 with 151 minutes per day before starting a gradual decline.
A typical user involves themselves with nearly 7 different platforms each week. They dedicate 18 hours and 46 minutes to content consumption. This is a big deal as it means that people spend more than one full waking day each week watching videos, scrolling, and connecting online.
The numbers become mind-boggling at a global scale. Humanity spends 14.5 billion hours daily on social platforms – that's almost 1.7 million years of human existence. Social media now takes up about one-third of all online time.
Gender plays a role too. Women spend 16 minutes more daily on social media than men. Social media apps claim 36% of all mobile device usage time.
Time spent by country
Brazilian users top the charts with an extraordinary 3 hours and 49 minutes of daily platform use. Other countries show similarly high engagement:
- Philippines: 3 hours 38 minutes
- Indonesia: 3 hours 14 minutes
- Nigeria: 3 hours 23 minutes
- Kenya: 3 hours 43 minutes
Japanese users spend the least time globally – just 49 minutes daily on these platforms. South Korea and Belgium also show relatively low usage rates.
South America leads regional patterns with 3 hours 24 minutes daily. Africa follows at 3 hours 10 minutes. European users spend much less time at 1 hour 48 minutes daily, while North Americans clock 2 hours 9 minutes.
Platform-specific engagement (e.g., TikTok)
TikTok stands out with the highest per-user engagement. American users spend 58.4 minutes daily on TikTok, up from 27.4 minutes in 2019. This represents a 40% surge between 2019 and 2020.
YouTube ranks second in engagement. American users spend 46 minutes daily watching content. Facebook has seen a decline, with adult users now spending 31 minutes daily – 20% less than five years ago.
Looking at individual sessions, YouTube users spend 7 minutes and 25 seconds per visit. TikTok sessions last 5 minutes and 56 seconds, while Facebook users stay for 3 minutes and 42 seconds per app open.
Monthly figures show TikTok's dominance with 33 hours and 38 minutes of user time. This beats YouTube by 6 hours and Facebook by nearly 15 hours. Indonesian TikTok users show remarkable engagement at 41 hours and 35 minutes monthly.
These substantial time investments make understanding social media usage patterns a vital consideration for businesses that want to connect with their target audiences effectively.
Who is using social media?
Social media users come from all walks of life, representing different ages, genders, and generations. Recent stats show that 88.9% of adults worldwide use social platforms. Their usage patterns change based on demographic factors.
Age-based usage trends
Millennials (ages 27-42) lead the pack with 30.3% of all U.S. social media users, reaching about 68.5 million users. Gen Z (ages 11-26) comes next with 56.4 million users, while Gen X (ages 43-58) has 51.8 million users. Baby Boomers (ages 59-77) make up the smallest group at 36.9 million users.
Each age group has its favorite platforms. YouTube appeals to everyone – 93% of adults aged 18-29 use it, along with 94% of those 30-49, 86% of those 50-64, and 65% of those 65 and older. Facebook attracts more middle-aged adults, with 78% of 30-49 year-olds on the platform.
Newer platforms show clear age differences. TikTok attracts 59% of 18-29 year-olds but only 10% of those over 65. Snapchat reaches 65% of 18-29 year-olds, which is more than twice the percentage of any other age group.
Gender distribution by platform
U.S. social media has an almost even split between genders: 50.2% women and 49.8% men. Individual platforms tell a different story. Facebook's gender gap is big – 78% of women use it compared to 61% of men.
TikTok also draws more women, with 39% of women versus 26% of men using the platform. Pinterest shows the biggest gender difference, as women make up 69.4% of its users.
Men dominate platforms like Reddit (28% men vs. 20% women) and X (formerly Twitter) (25% men vs. 17% women). LinkedIn keeps things balanced with just a slight male preference.
Women spend more time on social media than men at any age. Young women (16-24) spend nearly 3 hours daily on social platforms – 25 minutes more than men their age.
Generational preferences and behaviors
Each generation uses social media differently. More than 80% of all generations check social media daily, but their platform choices vary.
Gen Z sticks to 2-3 platforms (mainly YouTube, Instagram, and TikTok). Millennials and Gen X spread out across 5-6 platforms including Facebook, YouTube, Instagram, Twitter, and Pinterest. Facebook's generation gap stands out – only 36% of Gen Z use it weekly while 96% of Boomers do.
Social media serves different purposes for each generation. "Keeping in touch with friends and family" matters to everyone, but becomes more important with age (48.3% for 16-24 year-olds vs. 58.1% for users over 65).
Different generations want different things from their platforms:
- Millennials look for entertainment (38%) and information (42%)
- Gen X likes contests (41%) and promotions (58%)
- Baby Boomers want deals (60%) and information (53%)
About 22% of users follow influencers or experts on social channels. This number changes with demographics – reaching 30.8% among young women (16-24) but dropping to just 4% for men over 65.
Why do people use social media?
People's reasons to use social media give businesses valuable insights about connecting with their audience. Latest statistics show that while people still use social media mainly to connect with others, their motivations are changing in interesting ways.
Top reasons: connection, entertainment, news
People use social media platforms mainly to stay connected. 66% of online adults say they use these platforms to keep in touch with friends and family. Women value these family connections more than men do – 72% compared to 55%.
Entertainment has become a big draw too. More than a third of digital consumers now visit these platforms just to find content that entertains them. Young people aged 16-24 who use smartphones are even more likely to seek entertainment, at 46%. Social media has also become a news source, with 54% of U.S. adults saying they get their news from these platforms.
The way people use social media has transformed. Only 19% of internet users share details about their daily lives. This shows a clear change toward more purposeful content consumption rather than active sharing.
Differences by age and region
Age plays a big role in how people use social media. Young users between 18-29 are more likely to use these platforms for entertainment and to feel less lonely. This need for entertainment decreases as users get older, creating a clear pattern across generations.
Different generations also prefer different platforms. Gen Z likes to focus on 2-3 platforms mainly for entertainment. Older generations spread their time across 5-6 platforms for various reasons.
Location matters too. Chinese elderly users mostly read news and information online – 75.8% of them. Western seniors look more for health information and social support.
Platform-specific motivations
Each social platform meets different user needs:
- Facebook/Instagram: People use these to document their lives and keep relationships strong
- Twitter: Users come here mainly to find information
- LinkedIn: This platform helps with professional networking and career growth
- TikTok: Users want entertainment and creative outlets, plus 52% now get their news here
- YouTube: People come for both entertainment and information
Social media now influences buying decisions more than ever. Young consumers say ads and reviews on these platforms shape what they buy. 75% of internet users research products through social media. This makes understanding user motivations vital for marketing success.
Social media keeps evolving. Users now want a mix of entertainment, information, and content consumption rather than just social connections. Businesses need to watch these trends to keep their digital marketing relevant.
Why these numbers matter for your business
Social media statistics tell us more than numbers—they serve as strategic goldmines that help businesses maximize their online presence. Smart interpretation of these figures can transform your marketing results and ROI.
Audience targeting and segmentation
Your social media content success starts with a clear picture of your target audience. Detailed buyer personas built from demographic data will guide your social media content plan. Age and location provide simple starting points. You can then add information about your ideal customers' brand and industry discussions.
Research shows 90% of consumers turn to social media platforms to stay current with trends and cultural moments. This knowledge helps create content that truly resonates with your audience's interests and needs. The data also reveals that customers who participate with companies on social media spend 40% more than other customers.
Choosing the right platforms
Your energy should go toward platforms where your audience stays most active and engaged instead of trying to be everywhere. This strategy will give a focused reach without depleting your
resources.
The 50/30/20 rule makes sense to invest across platforms:
- 50% of resources to your primary platform (your audience's favorite spot)
- 30% to your secondary platform
- 20% to experimental platforms
To cite an instance, LinkedIn produces 80% of B2B marketing leads from social media when targeting professionals. Instagram proves more valuable for e-commerce businesses since 61% of users discover their next purchase there.
Arranging content with user behavior
Your content should match how users interact on each network after identifying your audience and platforms. Instagram demands strong visual elements, while LinkedIn content needs a business-focused approach.
The 50/30/20 content framework works well:
- 50% for audience engagement and entertainment
- 30% for informing and educating
- 20% for direct brand promotion
Statistics show 46% of consumers buy products directly through social media—21% higher than in 2019. This makes matching your content with user behavior crucial for business growth.
Conclusion
Social media stats are vital for businesses that want to build and maintain effective digital marketing strategies. This piece shows how these platforms have become the go-to channels to reach customers. The numbers are impressive – 5.41 billion users worldwide make up 65.7% of the global population.
Clear patterns emerge in how different groups participate in social media. Millennials lead the way in social media use. Platform priorities vary substantially between age groups. YouTube appeals to users of all ages, while TikTok and Snapchat draw in younger crowds.
Platform usage differs between genders too. Facebook and Pinterest attract more female users, while Reddit and X (formerly Twitter) have more male users.
Understanding people's reasons to use social media gives us a great way to get business insights. Users want to connect with others, find entertainment, and stay updated with news. These reasons change based on age, location, and platform choice. Facebook and Instagram help users document their lives. TikTok users come for entertainment and creative expression.
Companies need to use these statistics to shape their marketing plans. Good audience targeting starts with detailed buyer profiles based on real data. Instead of trying to be everywhere, companies should focus where their audience spends time. Content needs to match how users behave on each platform.
People spend 2 hours and 21 minutes daily on almost seven different social platforms. This time investment creates a huge chance for businesses that know how to read and apply social media usage data.
These social media statistics aren't just numbers – they show the way to connect with customers where they spend their time. Companies that arrange their social strategies based on these insights end up with better engagement, stronger customer relationships, and improved business results.
FAQs
Q1. How many people use social media globally in 2025?
As of 2025, approximately 5.41 billion people worldwide use social media platforms, representing 65.7% of the global population. This number continues to grow, with 241 million new users joining in the past year alone.
Q2. Which social media platforms are most popular?
Facebook leads with 3.07 billion monthly active users, followed by YouTube with 2.53 billion. Instagram and WhatsApp both have 2 billion monthly active users each. TikTok has rapidly grown to 1.59 billion users, becoming increasingly popular, especially among younger demographics.
Q3. How much time do people spend on social media daily?
On average, people spend 2 hours and 21 minutes per day on social media platforms. This translates to approximately 18 hours and 46 minutes per week across nearly 7 different platforms.
Q4. Are there differences in social media usage among age groups?
Yes, there are significant differences. Millennials (ages 27-42) are the largest group of social media users in the U.S. Gen Z (ages 11-26) shows strong preferences for platforms like TikTok and Snapchat, while older generations tend to use Facebook more frequently.
Q5. Why do people use social media?
The primary reasons for using social media include staying connected with friends and family (66% of online adults), finding entertaining content, and accessing news and information. Motivations vary by age group and platform, with younger users more focused on entertainment and older users on maintaining relationships and finding information.
