Latest Social Media Statistics You Need To Know

December 20, 2023

Navigating the world of social media is crucial for both individuals and businesses. Staying updated on the latest social media statistics is essential in this constantly changing digital landscape.

In this blog post, we provide a comprehensive overview of key social media metrics. We cover user demographics, emerging platforms, engagement trends, and the influence of social media on various industries. Our goal is to share insights that empower you to make informed decisions in the fast-paced online world.

Join us as we break down the data, highlight trends, and explore the significant stories told by the latest social media statistics you should be aware of.

Top Social Media Statistics – Editor’s Picks

There are 4.8 billion social media users, accounting for 59.9% of the global population and 92.7% of all internet users.
In the last 12 months, 150 million new users joined social media, marking a 3.2% year-over-year increase.
The average person engages with seven different social networks each month.
Internet users now spend a record-high of 151 minutes per day on social media.
Facebook is the largest social media platform with 3.03 billion users.
Other popular social media platforms include:
YouTube, with 2,291 million active users.
WhatsApp, with 2,000 million active users.
Instagram, with 1,386 million active users.
The U.S. is expected to spend over $72.33 billion on social media advertising.
By 2027, mobile platforms will contribute $247.30 billion to the total social media advertising spending.
On average, individuals use 6.6 different social networks each month.
The daily average time spent on social media is 2 hours and 24 minutes.
Globally, people collectively spend 11.5 billion hours on social media platforms every day.

Social Media Usage Statistics

The average global person spends approximately 145 minutes per day on social media, equivalent to about 5.7 years over a typical lifespan.
Indians, on average, spend around 141.6 minutes daily on social media.
Short-form videos, less than a minute in length, are the most engaging content on social media, capturing the attention of 66% of consumers and being 2.5 times more engaging than longer videos.
34% of consumers appreciate the authenticity of shorter videos.
Mobile devices are the primary means of accessing social media, with 99% of users using smartphones or tablets.
A significant 78% of users exclusively access social media through their phones, while only 1.32% use desktop devices.
Nigeria leads the world in daily social media usage, with its citizens spending over four hours a day on social networks, far exceeding the global average of 2 hours and 27 minutes.
Emerging markets like the Philippines and India also exhibit high engagement levels, emphasizing the importance of demographics and regional considerations in social media campaigns.

General View of Social Media Platform Usage Statistics Globally

The most used social media platform globally is Facebook, with over 2.9 billion monthly active users. Facebook is a social networking platform that allows users to connect with friends and family, share photos and videos, and join groups and communities.

Global Instagram User Statistics

Instagram boasts a massive user base of over 2 billion people each month, making it the 4th largest social media network globally.
With 500 million users engaging daily, it secures the 6th position among the most visited websites worldwide.
Notably, it holds the 10th spot on Google’s most searched terms, with an impressive search volume of 338 million.
Demonstrating its widespread popularity, approximately 20.3% of active internet users rely on Instagram for their daily online interactions.
Instagram bot accounts could be as much as 95 million of the 1 billion monthly active users, according to a Ghost Data Report.
The number of Instagram bot accounts in 2015 was 7.9% and has risen to 9.5% in 2019.
Influencers get paid in part for the audience size, and, if they’re full of bots, brands are the ones losing money in the influencer economy.
An influencer with 42,575 followers can expect to earn $37,442 annually if they post a steady 8 posts and 8 stories a month, equivalent to the average UK salary.

71% of people aged 18-29 have active Instagram accounts.
37% of people educated at the college level use the app.
53.62% of users have less than 1,000 followers.
The average time spent on Instagram a day is 29 minutes.
Users aged below 25 years old spend 32 minutes a day, on average.
According to this data, the average Instagram user under the age of 25 will spend over eight days a year on the platform.
Users aged 25 or over will spend 24 minutes a day, on average.
According to this data, the average Instagram user over the age of 25 will spend over six days a year on the platform.

Global Facebook User Statistics

Facebook currently has 2.9 billion monthly active users (MAUs).
60.42% of the world’s active internet users access Facebook every month.
36.7% of the world’s total population uses Facebook every month.
65.9% of the monthly users will log in daily on mobile devices or desktops.
39.58% of the world’s active internet users access Facebook daily.
24.05% of the world’s total population uses Facebook daily.
Last quarter’s investors’ report shows a 7.18% increase in MAUs year-over-year.
Facebook estimates that 5% of its 2.7 billion monthly active users are fake at any one time.
The platform removes 7.7 million fake profiles on any given day.
98.5% of user accounts access the platform via mobile phone.
Millennials are, on average, the most popular age group of Facebook users:

70% of people aged 18-29.
77% of people aged 30-49.

Global LinkedIn User Statistics

LinkedIn is the oldest popular social media platform, launched in 2003, making it nearly 20 years old.
Bill Gates, co-founder of Microsoft, holds the largest following on LinkedIn with over 35.6 million followers.
Businesses post content on LinkedIn to generate interest in their company. However, 30% of the readers who like, share, and comment on the content are the business’s employees. Employees are also 14 times more likely to share a business’s content compared to other content on the platform.
Users can follow hashtags to see content from relevant topics in their newsfeed. Currently, #India is the top hashtag with 67.6 million followers.
Over 58 million companies are on LinkedIn.
As of January 2022, about 42.8% of LinkedIn users are female, while 57.2% are male.
Most of LinkedIn’s users are between 25 and 34 years old. Millennials make up 60% of LinkedIn’s users, with about 20% between 18 and 24, and almost 18% between 35 and 54. Only 2% are 55 and older.
Every minute, 8 people are hired on LinkedIn and the platform resulted in a hike of about 88% increase in hires.
LinkedIn is accessible in 26 languages, making it a widely accessible platform.
Google boasts the most popular company page on LinkedIn, amassing an impressive 28 million followers.
Interestingly, the most followed hashtag on LinkedIn remains #india.

Global Twitter User Statistics

The first tweet was sent by Jack Dorsey (Twitter’s CEO) on March 21, 2006.
Twitter went public in November 2013, at which time it had around 200 million users.
It took 3 years, 2 months, and 1 day to reach the milestone of having one billion total tweets on the platform.
7.2% of internet users access Twitter at least once per month.
In the US, 96% of Twitter users access the platform at least monthly.

Twitter has 206 million daily active users.
As of July 2021, Twitter is ranked as the 16th most popular social networking site worldwide, based on the number of monthly active users.
Twitter has 8.85% of the world’s overall social media user base.
In Asia, Japan and India lead with the largest number of Twitter users. Combined, they are already bigger than Twitter’s entire US audience.

General View of Social Media Platform Usage Statistics in India

Instagram ranks as the most used social media platform in India, followed by Facebook. There are several reasons why Instagram is ranked as the most used social media platform in India:

Visual content is popular in India. Indians are more likely to consume and engage with visual content than text-based content. Instagram is a photo and video-sharing platform, so it is a natural fit for Indian users.
Instagram is easy to use. The app is designed to be simple and intuitive, even for first-time users. This makes it appealing to a wide range of users, including those who are not tech-savvy.
Instagram has a strong community. The platform is home to a large and active community of users, including celebrities, influencers, and businesses. This makes it a great place to connect with others, discover new things, and stay up-to-date on the latest trends.
Instagram is a great platform for self-expression. Users can use the app to share their photos and videos, tell their stories, and connect with others who share their interests. This makes Instagram a popular platform for people of all ages and backgrounds.

Instagram User Statistics in India

74.70% of Indian internet users will use Instagram in 2023, making it the most popular social media network.
India has 516.92 million active Instagram users.
A significant portion of Instagram’s user base consists of young people, especially teenagers.
Instagram was acquired by Meta for $1 billion and has become a lucrative revenue source for content creators and a valuable sales channel for businesses.
India has the largest base of social media content creators globally, with over 100 million.
Instagram is the second most popular platform for social media influencers in India, after YouTube.
Over 50% of Instagram content in India is photos, while video content accounts for around 40%.
The most popular types of Instagram content in India are funny, creative, informative, and relaxing.
The average Instagram user in India spends around 30 minutes per day on the platform.
The most popular hashtags in India are #love, #instagood, #india, #photooftheday, and #followme.
The number of Instagram posts created in India each day is over 100 million.
The average Indian Instagram user creates over 20 posts per month.
The most popular time to post on Instagram in India is between 7pm and 11pm and the popular days to post are Saturday and Sunday.
The average engagement rate for Instagram posts in India is over 3%.

Facebook User Statistics in India

India has 492.70 million active internet users on Facebook, making it the second most popular platform.
71.20% of Indian internet users have profiles on Facebook.
Facebook is highly favored by businesses, the political establishment, and the general population in India, maintaining its powerful influence.
Facebook reigns supreme as the foremost social media platform in India, boasting a staggering user base exceeding 314 million.
An impressive 70% of India’s internet users actively engage with Facebook, underlining its widespread appeal.
When it comes to sources of news, Facebook stands as a formidable contender, ranking second only to television among Indians.
A substantial 60% of India’s population utilizes Facebook as their preferred means of staying connected with loved ones, bridging the distances that modern life often imposes.
Facebook also serves as a valuable avenue for discovery, with more than half of Indians using it to explore new products and services, attesting to its influence as a marketing and advertising platform.
Over 40% of Indians harness the power of Facebook for their shopping needs, turning it into a versatile marketplace for products and services.

Global LinkedIn User Statistics

India boasts the world’s second-largest LinkedIn user base, surpassing 100 million users.
More than 60% of LinkedIn’s Indian users fall within the 25 to 34 age bracket.
Predominant industries on LinkedIn in India include software and IT, manufacturing, and corporate services.
Slightly over 50% of LinkedIn users in India identify as male.
On average, an Indian LinkedIn user spends approximately 20 minutes daily on the platform.
India stands out as the fastest-growing market for LinkedIn globally.
Over the past year, India witnessed a remarkable addition of over 50 million new LinkedIn users.
Impressively, over 60% of LinkedIn’s Indian users maintain active monthly engagement.
Job search, networking, and content consumption emerge as the most favoured features on LinkedIn in India.
Leading LinkedIn hashtags in India include #india, #jobsearch, #career, and #skills.

Global Twitter Usage Statistics

As of September 2023, India had 26.5 million Twitter users.
India ranks third globally in terms of Twitter users, following the United States and Japan.
The number of Twitter users in India appears relatively low when considering its population of 1.4 billion.
Out of the total Twitter users, 24.45 million were active users.
A total of 23.6 million individuals in India have Twitter accounts.
In a country with 1.4 billion residents, there were 27 million Twitter users in September 2023.
This marked significant growth from the nearly 24 million users recorded in the previous year, 2022.

Social Media Advertising Statistics

The average click-through rate (CTR) for social media ads in 2022 was 1.21%, slightly lower than the previous year’s 1.3%.

This highlights the ongoing need for engaging social media ad campaigns to maximise engagement and conversions.
77% of businesses, particularly small businesses, use social media to connect with customers and drive revenue.
Among small businesses, 44% use social media for brand awareness, and 41% rely on it as a revenue driver.
90% of social media users follow at least one brand, emphasizing the importance of a strong social media presence for brand loyalty.
76% of social media users have made purchases based on brand social media posts, demonstrating the impact of social media on retail, with different purchase pathways including immediate, deferred online, and in-store buying.

Social Media Influencer Statistics

50% of millennials trust social media influencers’ product recommendations more than their favorite celebrities (38% trust celebrities), primarily due to the authenticity they perceive in influencers (88% value authenticity).
Instagram witnessed a significant increase in ad content in 2021, with 3.8 million posts using the #ad hashtag, marking a 27% increase from the previous year.
Influencer marketing spending reached $4.14 billion in 2022, representing a substantial increase from the previous year.

On Instagram, a post by an influencer with 1 million followers had an average minimum cost of $1,200 in 2021. Macro-influencers (100,000 to 1 million followers) had an average minimum cost of $185 per post, with a potential maximum cost of $2,500.
For sponsored YouTube videos with over 1 million views in 2022, the average minimum cost was $2,500.
Videos with 500,000 to 1 million views had an average cost of $1,105, with a potential maximum cost of $16,234.
On TikTok, mega-influencers with over 1 million followers commanded an average minimum price of $1,034 per video.
Macro-influencers (100,000 to 1 million followers) had an average minimum of $151 per post, with a potential maximum of $793.

Social Media Platform Popularity in 2024

TikTok and Instagram are projected to experience continued growth.
Instagram’s user base is expected to increase by 50 million to reach 1.4 billion.
TikTok is forecasted to see an 8% increase in users, reaching 900 million.

Key Characteristics of TikTok and Instagram:

Both platforms focus on creativity, entertainment, and short-form content.
Influencers and creators play a central role in sharing innovative content.

Role of AI in Social Media

AI provides brands with opportunities for innovation and experimentation.
Despite AI advancements, people still seek content that resonates with them and their communities.
Anticipated boom in creators and influencers showcasing genuine creative flair and uniqueness.
Brands partnering with creators stand to benefit from unique content that reaches distinct audiences, engaging people in novel ways.

How organizations use(d) AI to assist with social media activities in the last 12/next 12 months

According to the Hootsuite Social Trends 2024 Survey, organizations are expected to see a significant uptick in the use of AI for customer support activities, with a projected 318% increase in 2024.
Additionally, the survey suggests a 260% rise in the number of organizations planning to incorporate AI for image editing purposes.
A majority of organizations, 61% to be precise, cite the primary motivation for employing artificial intelligence (AI) in social media as the desire to alleviate staff workload.

That’s All Folks…

In the digital age, social media has emerged as a powerful force that continues to shape the way we connect, communicate, and consume content. The statistics presented here paint a vivid picture of the sheer magnitude of this phenomenon.

From the staggering 4.8 billion global social media users to the $72.33 billion projected ad spend in the U.S. alone, it’s clear that social media is no longer just a trend—it’s a fundamental aspect of our daily lives. As we navigate through the ever-evolving landscape of platforms like Facebook, YouTube, WhatsApp, and Instagram, it’s fascinating to note that the average person juggles 6.6 different networks each month.

This serves as a reminder that in this age of connectivity, understanding the trends and behaviors of social media users is essential for anyone seeking to make their mark in the digital realm. So, as we continue to scroll, share, and interact, let’s not just be passive consumers, but active participants in this ever-evolving social landscape.