Social Media Use and Growth Facts | Technology
Since its inception in 1996, social media has reached more than half of the world’s 8.06 billion people. In the past decade alone, social network platforms have nearly tripled their user base, growing from 970 million in 2010 to over 4.95 billion users by October 2023. The previously rapid year-on-year growth of new users is now slowing down, becoming increasingly reliant on the expansion of internet access and smartphone adoption, especially in developing regions.
Social Media Use and Growth Facts | Technology
Social Media Use and Growth Facts | Technology
How Many People Use Social Media?
- Global Reach: Over 4.8 billion people, or nearly 60% of the world’s population, are active on social media.
- Average Daily Usage: Users typically spend around 2.5 hours per day on social media platforms.
- Platform Popularity:
- Facebook: Nearly 3 billion users.
- Instagram: Over 2 billion users.
- TikTok: More than 1.2 billion users.
- User Growth: The number of social media users has nearly tripled over the past decade, rising from 970 million in 2010 to over 4.95 billion in 2023.
- Mobile Dominance: The majority of social media access happens on mobile devices, with smartphones being the primary tool for engagement.
- Business Usage: Over 90% of businesses utilize social media for marketing, leveraging platforms to reach and engage with their audiences.
- Regional Penetration: North America and Europe have the highest social media usage rates, with over 80% of the population active on social platforms, while growth is accelerating in regions like Africa and Asia.
How Many People Use Social Media?
As of October 2023, over 4.95 billion people worldwide use social media. On average, each user engages with about 6.7 different social media platforms per month. Popular platforms like Facebook see over 68.38% of their users logging in daily. Social networks typically report growth based on the number of monthly active users (MAUs) rather than the total number of accounts, as MAUs provide a more accurate measure of actual usage and regional penetration.
What Percentage of People Use Social Media?
Currently, 61.4% of the world’s total population uses social media. However, when focusing on specific groups, 93.5% of the 5.3 billion global internet users and 88.4% of the 5.6 billion mobile phone users are active on social media.
Key Statistics:
4.95 billion people worldwide are active on social media, based on reports from various platforms.
80.8% of the world’s population aged 18 and older uses social media.
61.4% of the global population (regardless of age or internet access) are social media users, out of a total of 8.06 billion people.
93.4% of the 5.3 billion internet users are active on social media.
Of the 5.6 billion mobile phone users, 88.4% are active on social media.
How Many Social Media Platforms Does the Average Person Use?
According to the Global Web Index, users aged 16 to 64 access an average of 6.7 social media platforms per month worldwide. This number increases to 7.5 platforms for those aged 16 to 24.
On average, individuals have 6.7 social media accounts each. A study covering 53 countries found that Japan has the lowest average, with 3.5 platforms per user, while Brazil has the highest, with 8.1 platforms per user.
Here are some highlights for the Smallaitool audience:
- Brazil: Averages 8.1 platforms per internet user
- India: Averages 7.8 platforms per internet user
- USA: Averages 6.7 platforms per internet user
- UK: Averages 6.4 platforms per internet user
- Pakistan: Averages 5.2 platforms per internet user.
- Japan: Averages 3.5 platforms per internet user
Social Media Usage for Work
Globally, 37.6% of internet users use social media for work purposes.
In the U.S., this figure is lower, with only 28.7% of people using social media for their jobs. South Africa has the highest percentage at 51.9%, while Japan has the lowest at 9.1%.
Here are some highlights for smallaitool audience:
- Brazil: 48.9% of people use social media for work
- India: 43.6% of people use social media for work
- Pakistan: 33.2% of people use social media for work.
- USA: 28.7% of people use social media for work
- UK: 26.8% of people use social media for work
- Japan: 9.1% of people use social media for work
Social Media Usage by Gender
The global average for social media usage shows a gender distribution of 53.6% men and 46.4% women.
However, when looking at different regions, the gender split varies:
- North America: 51% female, 49% male
- South America: 53% female, 47% male
- Western Europe: 50% female, 50% male
- Southern Africa: 50% female, 50% male
- Southern Asia: 33% female, 67% male
- Oceania: 50% female, 50% male
Which gender uses social media more by platform?
The data shows that social media usage varies by gender across different regions. The most significant gender differences appear when we look at specific platforms.
Which gender uses social media more by platform?
Among the top 8 platforms, LinkedIn and X (Twitter) have more male users, while Facebook, YouTube, Instagram, TikTok, and Snapchat tend to attract more female users. Pinterest, in particular, has a strong female user base, especially in the US.
Here’s a rewritten version of the table:
| Social Network | Female Users in the US (% of Total Platform Ad Reach) | Male Users in the US (% of Total Platform Ad Reach) |
|---|---|---|
| 54.7% | 45.3% | |
| YouTube | 51.4% | 48.6% |
| 56.0% | 44.0% | |
| TikTok | 55.6% | 44.4% |
| 49.4% | 50.6% | |
| Snapchat | 54.9% | 44.9% |
| X (Twitter) | 37.1% | 62.9% |
| 78.4% | 21.6% |
How Rapidly is Social Networking Expanding Year on Year?
In 2023, the global number of active social media users reached 4.95 billion, marking a 7.07% increase from 2022’s 4.62 billion users.
Looking at the growth over a longer period, in 2015 there were only 2.08 billion users worldwide. This represents a staggering 138.2% user increase over the past eight years.
8-Year Social Media Growth Overview:
- 2023: 4.950 billion active users (+7.07%)
- 2022: 4.623 billion active users (+3.19%)
- 2021: 4.480 billion active users (+13.13%)
- 2020: 3.960 billion active users (+13.7%)
- 2019: 3.484 billion active users (+9.2%)
- 2018: 3.196 billion active users (+9.0%)
- 2017: 2.796 billion active users (+21%)
- 2016: 2.307 billion active users (+11%)
- 2015: 2.078 billion active users
The Birth and Evolution of Social Media
Social media began in 1996 with the launch of Bolt, the first social networking site. This was followed by Six Degrees in 1997, which allowed users to create profiles and connect with others. Over the next few years, platforms like AOL Instant Messenger, LiveJournal, and Friendster emerged, laying the foundation for Facebook’s launch in 2004.
Timeline: The Early Days of Social Media
- 1996: Bolt, the first social networking and video website, was active from 1996-2007.
- 1997: Six Degrees allowed users to upload profile information and connect by making “friends.”
- 1997: AOL launched Instant Messenger, originally called ICQ, acquired from an Israeli company.
- 1999: LiveJournal, the first popular blogging platform, was launched.
- 2000: Habbo, a game-based networking site, was released.
- 2002: Friendster launched, enabling users to create profiles, connect, and share content.
- 2003: LinkedIn, the first business-oriented social networking site, was launched.
- 2004: Facebook, the most popular platform of all time, launched.
Social Media Penetration by Country
Which Country Has the Most Active Social Media Users?
Social media penetration is calculated as the number of active users compared to the total population. In 2023, the U.A.E. had the highest penetration rate, with 105.6% of its population using social media. This percentage exceeds 100% due to duplicate and “fake” accounts. Globally, the average penetration rate stands at 61.4%.
Key Statistics by Total Population:
- Global Average: 61.4% of the world’s population are active social media users, regardless of age.
- Global (18+): 80.8% of the world’s population aged 18+ are active on social media.
- USA: 72.5% penetration overall, 88.6% for those aged 18+.
- UK: 84.4% penetration overall, 92.4% for those aged 18+.
- Canada: 85.7% penetration overall, 90.8% for those aged 18+.
- Australia: 81% penetration overall, 91.5% for those aged 18+.
- India: 32.8% penetration overall, 40.2% for those aged 18+.
What Percentage of Americans Use Social Media?
Recent estimates show that in 2023, 246 million Americans are active on social media, representing 72.5% of the U.S. population.
Social Media Penetration in the U.S.:
- Overall: 72.5% of the U.S. population, regardless of age, are active social media users, equating to 246 million people.
Social Media Use by Gender in the U.S.:
- Women: 78% of women in the U.S. are active on social media, with platforms like Snapchat and Pinterest being particularly popular.
- Men: 66% of men are active on social media, with YouTube and Twitter being more commonly used.
Social Media Use by Ethnicity in the U.S.:
- Hispanic: 80% of the Hispanic population uses social media.
- Black: 77% of the Black population is on social media.
- White: 69% of the White population engages in social media.
Social Media Use by Age in the U.S.:
- Ages 18-29: 84% are active social media users.
- Ages 30-49: 81% use social media.
- Ages 50-64: 73% are on social media.
- Ages 65+: 45% are active on social media.
Sources: Pew Research, DataReportal
Which Social Media Platforms Are Most Popular Globally?
In 2023, Facebook leads the global social media landscape with 3.03 billion active users. Following closely are YouTube, WhatsApp, and Instagram, each with over 2 billion users. Meanwhile, WeChat, TikTok, and Facebook Messenger also surpass the 1 billion user mark.
Social Media Platforms by Monthly Active Users (in millions)
| Social Network | Monthly Active Users |
|---|---|
| 3,030 | |
| YouTube | 2,491 |
| 2,000 | |
| 2,000 | |
| 1,327 | |
| TikTok | 1,218 |
| Facebook Messenger | 1,036 |
| Telegram | 800 |
| Snapchat | 750 |
| Douyin | 743 |
| Kuaishou | 673 |
| X (formerly Twitter) | 666 |
| Sina Weibo | 599 |
| 571 | |
| 465 |
What Are the Most Used Social Media Sites in the US?
In the U.S., Meta-owned social networks dominate the rankings, with Facebook and Instagram leading the pack, boasting 177.5 million and 138.5 million monthly active users, respectively.
Here’s a rewritten version of the table:
| Social Network | Monthly Active Users in the US (Millions) |
|---|---|
| 177.5 | |
| 138.5 | |
| TikTok | 107.8 |
| Snapchat | 90.5 |
| 86.8 | |
| X (Twitter) | 50.5 |
Average Daily Time Spent on Social Media
How Much Time Do People Spend on Social Media Each Day?
In the second quarter of 2023, people worldwide aged 16 to 64 spent an average of 2 hours and 24 minutes per day on social media across all devices.
In the United States, the average person spends 2 hours and 15 minutes on social networks each day, which is 6 minutes less than the global average.
Key Statistics:
- Globally, the average time a person spends on social media each day is 2 hours and 24 minutes (144 minutes).
- Among the 51 countries surveyed, Nigeria has the highest daily social media usage at 3 hours and 49 minutes.
- Japan has the lowest daily social media usage, with an average of 49 minutes per day.
Time Spent on Social Media by Country
Below is the average daily time spent on social media in hours and minutes for 10 selected countries, based on data from the Global Web Index 2023 report.
Here’s a revised version:
| Country | Average Daily Time Spent on Social Media |
|---|---|
| Nigeria | 3 hours 49 minutes |
| Brazil | 3 hours 44 minutes |
| Philippines | 3 hours 36 minutes |
| Indonesia | 3 hours 10 minutes |
| Canada | 1 hour 54 minutes |
| Spain | 1 hour 53 minutes |
| France | 1 hour 45 minutes |
| Italy | 1 hour 41 minutes |
| Germany | 1 hour 39 minutes |
| Japan | 49 minutes |
Top 5 Highlights for Smallaitool Audience:
- Brazil: 3 hours 44 minutes
- USA: 2 hours 15 minutes
- Australia: 1 hour 53 minutes
- UK: 1 hour 48 minutes
- South Korea: 1 hour 9 minutes
Daily Time on Social Media: Growth Statistics
Below are the statistics for the increase in daily time spent on social media, measured in minutes. The data is sourced from internet users aged 16 to 64 across 51 countries and covers usage on any device.
Time Spent on Social Media (in Minutes)
| Date | Time (Minutes) |
|---|---|
| Q2 2021 | 147 |
| Q3 2021 | 147 |
| Q4 2021 | 149 |
| Q1 2022 | 149 |
| Q2 2022 | 148 |
| Q3 2022 | 151 |
| Q4 2022 | 144 |
| Q1 2023 | 146 |
| Q2 2023 | 144 |
How Often Do Americans Use Social Media Sites?
The following data shows how frequently Americans visit popular social media platforms. All platforms, except Twitter, have at least half of their users visiting daily.
Platform Usage Frequency
| Platform | Use “Less Often” (%) | Use “Weekly” (%) | Use “Daily” (%) |
|---|---|---|---|
| 9 | 17 | 74 | |
| Snapchat | 22 | 17 | 61 |
| 16 | 21 | 63 | |
| 29 | 29 | 42 | |
| YouTube | 17 | 32 | 51 |
Social Media Usage by Device
What’s the Percentage of Social Media Usage on Mobile vs. Desktop?
Globally, 99% of people access social media networks through a mobile device (tablet or phone).
social Media Usage by Device
Approximately 78% of users access social media exclusively through their mobile phones, while just 1.32% use only their desktops to visit social networks.
Mobile vs. Desktop Market Share
According to StatCounter, the global market share for internet access is skewed towards mobile, with 53.59% of people using mobile devices. In contrast, only 44.59% access the internet via desktop computers, and 1.82% use tablets. This highlights the dominant role of mobile devices in social media usage.
Sources: DataReportal, StatCounter
Conclusion
This concludes the roundup of social media statistics. The rapid growth of social networks, such as TikTok—which reached one in five internet-connected devices within just 24 months—is remarkable.
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