47 Social Media Usage Statistics for 2025

Global Social Media Usage

Social media adoption has skyrocketed, reaching nearly every corner of the world.

1. 4.9 billion social media users worldwide. Over 60% of the global population is now active on social media platforms. (Statista)
2. Average daily social media usage is 2 hours and 31 minutes. Users spend a significant portion of their day scrolling, posting, and engaging. (Hootsuite)
3. 99% of social media users access platforms via mobile devices. Smartphones drive the majority of social media activity. (Datareportal)
4. The number of social media users grew by 3.5% in 2025. Growth is slowing compared to previous years but remains steady. (We Are Social)
5. 75% of internet users are active on at least one social platform. Social media is a core part of the digital experience globally. (Pew Research Center)

Social Media Platform Popularity

Different platforms attract distinct audiences, each with unique preferences and behaviors.

1. Facebook remains the largest platform with 2.96 billion monthly active users. Despite competition, Facebook continues to dominate. (Meta)
2. Instagram has 2.35 billion active users. Its focus on visual content appeals to younger demographics and creative industries. (Statista)
3. TikTok reached 1.8 billion users in 2025. Explosive growth, especially among Gen Z, positions TikTok as a top social app. (Hootsuite)
4. LinkedIn has 1 billion users globally. It’s the go-to platform for professionals and B2B marketers. (LinkedIn)
5. YouTube boasts 2.9 billion active users. Long-form and short-form video content make it universally appealing. (YouTube)

Demographics of Social Media Users

Social media platforms attract diverse user bases with unique demographic patterns.

1. 54% of global social media users are male. Gender differences in platform usage vary by region and platform. (Statista)
2. 90% of TikTok users are under the age of 40. The platform remains a hotspot for Millennials and Gen Z audiences. (Business of Apps)
3. 75% of Instagram users are aged 18-34. Younger generations dominate this platform, making it ideal for youth-focused marketing. (Statista)
4. LinkedIn skews older, with 60% of users aged 30-49. Professionals and career-minded individuals gravitate toward LinkedIn. (Hootsuite)
5. Facebook sees higher adoption among users aged 35 and older. It’s especially popular among families and older adults. (Pew Research Center)

Social Media and Business

Social media is an essential tool for brands, marketers, and businesses.

1. 93% of marketers use social media for business. Platforms are critical for reaching, engaging, and converting audiences. (HubSpot)
2. Social media ads drive 27% of total digital ad spend. Businesses allocate significant budgets to social advertising campaigns. (Statista)
3. 49% of consumers rely on social media to discover new brands. Platforms are a powerful channel for brand discovery and visibility. (Sprout Social)
4. 71% of small businesses use social media for marketing. Affordable and accessible, social media levels the playing field for SMBs. (Hootsuite)
5. 85% of brands say social media boosts their customer service. Platforms allow for instant communication with customers. (Social Media Today)

Social Media Engagement Statistics

Engagement metrics highlight how users interact with content on various platforms.

1. Posts with videos get 48% more views than static posts. Video is the most engaging content type across platforms. (Buffer)
2. Instagram sees an average engagement rate of 1.41%. It leads other platforms like Facebook (0.08%) and Twitter (0.04%). (Hootsuite)
3. TikTok’s average user session is 10.85 minutes. It boasts the highest engagement time per session among all platforms. (Data.ai)
4. Posts published on weekends see 17% higher engagement. Timing is critical for maximizing interaction. (Sprout Social)
5. The best-performing hashtags on Instagram boost engagement by 12%. Strategic use of hashtags increases content visibility. (Later)

Mobile Social Media Usage

The rise of mobile usage shapes how people access and engage with social platforms.

1. 81% of social media users exclusively access platforms on mobile devices. Optimizing for mobile is essential for success. (Statista)
2. Reels and short-form videos dominate mobile content consumption. Platforms like Instagram, TikTok, and YouTube Shorts prioritize mobile-first formats. (Hootsuite)
3. Vertical videos generate 90% higher completion rates. Mobile-first designs make vertical content more user-friendly. (Wyzowl)
4. Push notifications drive a 40% increase in app engagement. Timely updates keep users coming back to social platforms. (Airship)
5. Mobile social media ad revenue accounts for 85% of total social ad spend. Advertisers target users directly on their smartphones. (Statista)

Social Media Trends in 2025

Emerging trends are shaping the future of social media and how users interact with content.

1. AI-powered tools dominate content creation. Features like ChatGPT and image generation streamline marketing efforts. (Hootsuite)
2. Livestream shopping grows by 22%. Interactive livestreams on platforms like Instagram and TikTok are reshaping e-commerce. (eMarketer)
3. Ephemeral content remains popular. Stories and disappearing posts keep users engaged with time-sensitive updates. (Sprout Social)
4. User-generated content (UGC) sees a 30% increase in adoption by brands. UGC builds trust and fosters community engagement. (Business of Apps)
5. Metaverse-related social media features are on the rise. Platforms like Meta are integrating virtual and augmented reality. (We Are Social)

Video Content Dominance

Video remains the most engaging and widely consumed content format.

1. 82% of all online traffic comes from video. Short-form and live videos dominate social media feeds. (Cisco)
2. Short-form videos (under 60 seconds) generate 40% more shares. TikTok, Instagram Reels, and YouTube Shorts are leading the charge. (Hootsuite)
3. Livestreams increase audience retention by 35%. Real-time interactions keep viewers engaged longer. (Statista)
4. Videos with subtitles see 15% higher engagement. Accessibility improves user experience and engagement. (Wyzowl)
5. Educational and how-to videos are the most shared. Users appreciate valuable, actionable content. (Sprout Social)

Social Media Advertising Statistics

Social media advertising is a key driver of revenue and audience reach.

1. The global social media ad market is worth $207 billion. This reflects the growing reliance on paid campaigns. (Statista)
2. Sponsored posts on Instagram average 3.5% engagement. Instagram leads in ad performance compared to other platforms. (Influencer Marketing Hub)
3. TikTok ads have a 92% view-through rate. Highly engaging formats drive exceptional ad performance. (Hootsuite)
4. Facebook ads reach 34% of the world’s population. Its massive audience makes it a top choice for marketers. (Meta)
5. Retargeting ads increase conversion rates by 70%. Re-engaging users who’ve interacted with your brand is highly effective. (WordStream)

Regional Social Media Insights

Social media usage varies widely across regions, shaped by local trends and cultural preferences.

1. Asia-Pacific leads with 2.5 billion users. This region accounts for the largest share of global social media activity. (We Are Social)
2. North America has the highest penetration rate (84%). Social media is nearly ubiquitous among internet users in this region. (Pew Research Center)
3. Latin America’s social media growth is at 6%. Platforms like WhatsApp and Instagram are particularly popular. (Statista)
4. Europe’s users spend 1.5 hours daily on social media. Slightly lower than the global average, Europeans prioritize other digital activities. (Hootsuite)
5. Africa sees a 9% annual growth in users. Expanding mobile connectivity fuels adoption in this region. (GSMA)