Social media plays a pivotal role in connecting people, driving business growth, and shaping consumer behavior.
Here are 99 statistics that look at the ins, outs, and trends of social media in 2023.
Key Takeaways:
- User-generated content is the most trusted type of social media marketing
- Fast and authentic social media response builds consumer trust and loyalty
- Most popular and effective marketing social media content uses video or imagery
4.8 Billion Social Media Users
The immense reach of social media couldn’t be better represented than with this simple statistic: 4.8 billion people is approximately 60% of the global population and is 92.6% of all internet users.
4.2% Increase in Social Media Users
Although most Western markets are approaching complete saturation, there is still a little room to grow. The majority of growth is coming from developing regions where mobile phone infrastructure is being introduced and upgraded.
2 Hours & 31 Minutes per Day
Recent data shows the amount of time people spend using social media: the typical working-age internet user spends an average of 2 hours and 31 minutes per day on social media platforms. This is a slight increase of 2% (or 3 minutes) since the start of 2022.
Facebook Has the Most Users
In terms of registered users, Facebook remains the most popular social media platform in the world with 2.958 billion users. Depending on what your definition of a social media platform is, either Instagram, WhatsApp, or YouTube is the second most popular platform.
Most Popular Social Media Platform Is WhatsApp
Just because Facebook has the most registered users doesn’t make it the globe’s favorite social network. When asked to name their “favorite” social media platform, the largest majority (16.6%) voted for WhatsApp. This was followed by Instagram (14.7%), and then Facebook (13.7%).
Average User Visits 6.6 Social Media Platforms a Month
With different platforms offering alternative experiences and focusing on different types of content, the average user is spreading their attention across an average of 6.6 social media platforms.
World Spends over 11 Billion Hours a Day on Social Media
Collectively, the world spends approximately 11 billion hours on social media platforms every day. That’s more than 1.3 million years!
Global Social Media Influencer Marketing Industry Worth $21.1 Billion
The value of influencer marketing has more than doubled since pre-pandemic levels and is estimated to be worth over $21 billion.
$362 Billion Mobile Ad Spending on Social Media Platforms
Mobile ad spending has grown at a rate that is directly related to the growth in popularity of social media platforms. However, this year has seen a 7.5% reduction in spending when compared with the same period a year earlier. This is being driven by economic uncertainty and businesses reassessing their social media marketing plans following the end of pandemic restrictions.
50% of Gen-Z Use Social Media to Discover New Products
No generation has had unfettered access to social media in the same way that Gen-Z has, and it’s having an effect on how they discover products and services. Half of all social media users in this age bracket say that social media is the primary way they learn about new products and services they might be interested in.
TikTok Is Gen-Z’s Favorite Social Network
TikTok’s user-friendly creative tools and interactive video format have helped it secure the approval of Gen-Z and is used by 76% of the age bracket.
Gen-Z Spends 4+ Hours a Day on Social Media
More than half (54%) of American Gen-Z social media users spend 4 hours or more per day on social media. By comparison, just 28% of all U.S. adults spend the same amount of time doing the same.
Millennials & Gen-Z Turn to Instagram for Travel Advice
Studies carried out by companies within the travel industry show that the majority of Gen-Z and Millennial age groups utilize social media when making travel decisions. Up to 70% of both groups seek out social media posts that highlight and review destinations so that they can make more informed vacation plans.
Millennials Value Authenticity
The millennial generation was the first age group to grow up with social media. They were the first to voice themselves en masse on social and political issues, and the first to call out what they perceived as dishonest corporate and/or brand behavior. With this in mind, it should come as no surprise that 90% of the age group believes authenticity is important when choosing which brands they support.
User-Generated Content Is an Indicator of Brand Quality for Millennials
More people than ever are choosing to seek out user-generated content (UGC) to help inform them about brands, products, and services. For the Millennial age group, this is a particularly strong trend. 86% believe the quality of user-generated content is a strong indicator of the quality of a brand or product.
Youngest Social Media Users Like Instagram
WhatsApp is the most popular social network for every age bracket over 34 years old and also for males aged 25 – 34. However, for females aged 25 – 34 and the youngest (16 – 24 years) males and females, Instagram is the most popular.
Contacting Friends & Family Is the Primary Reason to Use Social Media
Across all age groups, between 46% and 52% of respondents said that the main reason they use social media platforms is so that they can more easily stay in touch with friends and family.
Majority of Social Media Users Are Female
This statistic holds true for all European and American regions as well as Oceania. However, males become the dominant users in African and Asian regions.
Males Aged 55+ Spend Least Time on Social Media
Older men spend an average of 1 hour and 25 minutes per day on social media. Women in the same age bracket spend 13 minutes more doing the same.
Females Aged 16 – 24 Years Spend the Most Time on Social Media
Females in the youngest age bracket spend more time on social media than anyone else, averaging 3 hours and 10 minutes a day. Males in the same age bracket use social media 31 minutes less than their female peers, spending just 2 hours and 39 minutes on the same task.
Northern Europe is the Region with the Highest Percentage of Users
Northern Europe is one of the most developed regions in the world in terms of technology and infrastructure, so it’s easy to understand why this region has the highest social media penetration rates. 83.6% of the region’s population is a social media user. North America places fourth with 73.9%.
United Arab Emirates Has the Highest Penetration Rate
| # | Country | % of Population | Number of Users |
|---|---|---|---|
| 1 | U.A.E. | 105.5% | 10,000,000 |
| 2 | Bahrain | 98.7% | 1,460,000 |
| 3 | Qatar | 96.8% | 2,620,000 |
| 4 | Brunei | 94.4% | 425,600 |
The U.A.E. actually has a penetration rate of 105.5% which suggests that there are duplicate or fake accounts being collected in the data. Other countries with high social media use are Bahrain (98.7%), Qatar (96.8%), Brunei (94.4%), and South Korea (92%).
Eritrea Has the Lowest Rate of Social Media Use
This tiny nation located on the Red Sea has the lowest social media use of any country in the world, with just 0.3% of its population as users. The bottom five is completed by Niger (1.8%), Central African Republic (2.1%), Chad (2.7%), and North Korea, which officially has no internet access.
Nigerians Use Social Media More Than Anyone Else
When it comes to the amount of time a user spends using social media on any given day, users in Nigeria spend more time than users from any other country in the world. Users in Brazil are the second most active users, spending an average of 3 hours and 46 minutes per day using the platforms. Nigerian users easily claimed the number one spot in this category, with a daily average of 4 hours and 36 minutes.
Japanese Use Social Media the Least
The opposite of the last statistic, Japan spends just 49 minutes per day using social media. The other countries to use social media the least are South Korea (01:11), Austria (1:30), Netherlands (01:35), and Belgium (01:39).
0.9% Average Click-Through Rate
When averaged across all industry types, Facebook has a 0.9% click-through rate (CTR). While this might seem low at first when you compare it with the CTR of an Instagram ad (0.22%); 0.9% is actually very good considering the huge Facebook user base.
Stories Make Products More Interesting to 62% of People
The short video format that’s become so popular with other social media platforms is also featured on Facebook. Almost two-thirds of the platform’s users report that products that have been featured in Stories are more interesting and they are more likely to consider buying them.
Facebook Is 2nd Most Popular Platform for Watching Video Content
Although YouTube is comfortably the preferred platform for most users who are looking to consume video content, Facebook is the next most preferred platform according to users.
Posts with Hashtags Receive 12.6% More Engagement
While the over or incorrect use of hashtags on an Instagram post can “turn users off,” it is important to include at least one easily used hashtag since it’s been shown to improve engagement by as much as 12.6%.
54% of Users Bought Directly Through the Platform
Instagram is a key channel for social commerce and direct sales, with more than half of the platform’s users admitting that they’ve made at least one purchase directly through the social media network.
Micro-Influencers Have the Highest Engagement Rates on the Platform
While mega-influencers have a wider potential reach, it is the smaller influencers on the platform (micro and nano) who have the highest engagement rates. Their smaller follower numbers mean that they are able to engage with their audience in a more personal and direct manner, which is perfect for brands hoping to start a discussion.
Twitter Users Prefer Mobile
The short and to-the-point nature of the Twitter platform means that it’s the ideal social media network to visit on a mobile device while on a break at work or standing in line at Starbucks. 88% of the network’s users choose to access the platform in this way.
Tweets with Images Retweeted 150% More
Imagery can be critical to the “success” of a Twitter post, and the latest data backs this: tweets with an image are retweeted up to 150% more often than those without.
Complaints Expected to Be Responded to in 1 Hour
Twitter users demand a faster response time from the companies and brands they have issues with than most other social network users. In fact, 78% of users that make a complaint that includes the brand’s or company’s official Twitter handle expect to receive a response within 1 hour.
TikTok
92% of TikTok Users Access Platform Using Mobile Devices
The format and type of short video content that is available on TikTok means it is the ideal social media platform for users to access through mobile devices, and that is precisely what’s happening, with very close to all users (92%) accessing the platform via their mobiles rather than a traditional desktop.
TikTok Was Most Downloaded App of the Year
2022 was a boom year for TikTok. Despite the negative press it received in the U.S. and growing concerns about its connection to the Chinese government, the app was downloaded over 672 million times last year. Instagram was the second most downloaded app of the year with 548 million downloads.
LinkedIn Has the Highest Percentage of Users with a College Degree or Higher
If your goal is to find highly educated professionals, you should be using LinkedIn. The career and networking social media platform has the highest concentration of college-educated users compared with any other social media platform. The most recent estimates suggest that 51% of users have at least a college degree.
LinkedIn Users 20x More Likely to Share Video
Even LinkedIn can’t escape the growing popularity of video content, with some studies showing that platform users are up to 20x more likely to share video content than any other kind.
The Most Popular Social Media Platform for Professionals
With over 900 million professionals, the LinkedIn platform is the most popular social media platform for users looking to build professional networks and career opportunities.
YouTube
The 2nd Most Visited Site in the World
Although Facebook is the most popular social media platform, YouTube still holds the award for being the 2nd most visited website on the internet. It’s only beaten by the Google website.
Pinterest, Tumblr, Snapchat & Others
52% of Adults Aged 18 – 24 Use Snapchat
Since its launch, Snapchat has focused on a younger audience than other social media networks, and for the most part that tactic has paid off for the platform, with the majority of its users being firmly in the growing Gen-Z age bracket. Currently, 51% of all Gen-Zers state that they use Snapchat.
More Than 2 Billion WhatsApp Users
While this may be less well known by North American audiences, the Facebook-owned social and communication tool is incredibly popular elsewhere around the world and can boast of having an estimated 2.24 billion active monthly users.
Pinterest Has an Average Order Value of $154
Pinterest has the potential to drive higher order values per customer than any other social media platform. The average Pinterest order value is $51 dollars more than second-placed Instagram.
91% of Users Access Social Media Through Mobile Devices
This statistic highlights the importance of prioritizing mobile-friendly social media experiences for users. This is particularly important as the world continues to move away from the desktop internet experience and becomes increasingly mobile-centric.
69% of Social Media Time Is on Smartphones
The introduction of smartphones really turbo-charged the social media space as it gives people access to those platforms 24/7, anywhere that they have an internet connection. Today that translates to almost 70% of the total time spent on social media taking place on smartphones.
70% of Consumers Have Used Social Media for Customer Service
Consumers have a growing expectation of being able to connect with brands, businesses, and companies through social media for customer support and issue resolution.
16.6% of U.S. Population Uses AR Filters
Augmented Reality (AR) filter use continues to be driven by social media users. 56 million U.S. social media users were recorded using an AR filter at least once per month in the last year. That equates to 16.6% of the population and is predicted to rise to 19.8% by 2025.
Social Media Stories Give Higher Engagement
Compared with traditional social media posts, stories are designed to capture viewer attention rapidly and for short periods of time. The urgency, temporary nature, and interactive nature of the medium are perhaps what has helped drive its higher-than-average engagement rates and its 15% better content completion rates.
Up to 78% of Travelers Post on Social Media
Almost 8 out of 10 travelers choose to post images, videos, and information about their vacations. This in turn influences the travel decisions of other social media users.
Half of Travelers Plan Trips Based on Social Media Posts
46% of all travelers say that the social media posts of their peers have a direct impact on their own travel plans.
71% of Users Are Likely to Post About Positive Brand Experiences
If social media users feel like they have had a positive or great experience with a brand on social media, 71% of them are very likely to share their experience with others and are likely to recommend your brand or business to others.
Posts with Video Get 1200% More Shares
For the average social media user, posts containing video are the most compelling type of content. This isn’t just true for marketing, but also for user-generated content. The latest data shows that social media posts and messaging containing video elements receive as much as 1200% more shares than any other kind!
95% of Adults Follow a Brand on Social Media
In the key 18 – 34 years age bracket, 9.5 out of every 10 people follow at least one brand on at least one social media platform.
Users Follow Brands for News & Updates
Users don’t just follow brands to learn about the newest products, but also to get the latest news and updates. For 78% of consumers, this is the main reason they choose to follow a brand.
Facebook Users Like to Message Friends & Family
When asked what they use the platform for, the largest number of responses (70.6%) came in for messaging friends and family. Sharing photos or videos was second (63.6%).
TikTok Users Are Looking for Entertainment
When asked the same question as the Facebook users in the previous statistic, only 15% of TikTok users were interested in its messaging functions. Most users (79.8%) agreed that they use the platform to look for funny or entertaining content.
79% of Job Seekers Use Social Media in Their Job Search
People looking for work are utilizing social media to learn about a potential employer’s values and priorities and to see what current and former employees are saying about the companies they work for.
Your Social Media Posts Matter to 70% of Hiring Managers
Make sure to clean up your social media page before sending any potential employers your application, as more than two-thirds admit to screening applicants based on their social media presence.
73% of Marketers Believe Social Media Marketing Is Effective
When asked whether social media marketing has been effective in their own marketing campaigns, almost three-quarters of marketers believe that it has played an integral part in their overall marketing strategies.
Short-Form Video Content Is 2.5x More Engaging
Video content overall is regarded as more engaging than any text-based content, but short-form in particular is the most engaging. Users report that it is 2.5x more engaging than long-form video content.
$5.20 for Every $1 Spent on Influencer Marketing
Although this is just an average and actual returns can be much higher or lower, it does show the potential of influencer marketing and how it can help brands and businesses grow when done correctly.
$207.1 Billion in Social Media Ad Spending
Global social media ad spending is projected to reach $207.1 billion by the end of 2023. While this is significantly lower than the levels recorded before and during the pandemic, it represents a 9.3% increase on last year’s low point.
29% Higher Conversion Rate for User-Generated Content
This statistic showcases the power authentic content can have on users and its ability to drive user actions. User-generated content (UGC) can help businesses get 29% higher conversion rates than those without UGC content.
Product Videos Influence 74% – 87% of Social Media Users
The growth of video content is unlikely to stop anytime soon, especially with figures like this. Depending on the source of data used, between 74% and 87% of consumers agree that watching a product video on social media has influenced their buying decisions.
Company Social Media Posts Impact 78% of Consumers
Almost 80% of consumers agree that social media posts made by the company or brand have directly influenced their purchasing decisions. That’s why it’s important for companies to make sure their social media presence is regularly maintained and posts are in line with the latest trends.
Companies That Ignore Customer Complaints on Social Media Have Fewer Customers
Addressing customer complaints raised through a social media platform is imperative to maintaining a positive brand reputation and can be a key factor in whether a consumer decides to buy from your brand. Approximately 88% of consumers are less likely to purchase from a company that is perceived as ignoring customer complaints left on social media platforms.
20% – 40% Higher Customer Retention when Engaging Online
Continuing on from the previous statistic, not only does ignoring consumers on social media lose new customers, but it also loses old customers. The latest data shows that companies and brands that engage with customer comments on social media in a timely manner have 20% – 40% higher customer retention rates than those that don’t.
Positive Social Media Interactions Improve Brand Loyalty for 60% of Consumers
Another benefit of interacting with social media users is the news that for 60% of them, it will improve brand loyalty and make them more likely to purchase from you in the future.
12% of Consumers Trust Influencers More Than Brands
This statistic might be the most interesting on this list as only a few years ago, influencer marketing content was seen as more trustworthy than brand marketing content. However, a study of more than 2,000 Americans found that they stated they were tired of influencers and instead preferred to consume user-generated content or customer-created brand content.
Marketers Believe Customer Quality from Influencers Is Superior
Although the last statistic shows that consumers may have reached their limit with influencer marketing, the vast majority of marketers (71%) believe that the quality of customers generated by social media influencer marketing is better than through other forms of marketing. This is due to a higher likelihood of purchase.
Employee Shared Content Has 8x Higher Engagement Rate
Brands shouldn’t underestimate the power of their employees when it comes to brand content. Brand content that is shared through your employees’ social media channels will on average receive 800% more engagement than official brand content.
50% of Employees Will Share Company Content on Personal Social Media Accounts
Half of a company’s employees are willing to share content from or about their employer on their own social media accounts. While this has the potential to have a negative effect on the business, if actively handled well your employees’ social media posts can be a great source of the most promising leads.
Three-Quarters of Consumers Rely on Social Media to Make Purchases
The good news for marketers is that 74% of all consumers state that they rely on social media to help with their purchasing decisions. That means they don’t make a purchasing decision without first checking social media.
Social Media Guides over 8 out of 10 Consumers
Following on from the previous statistic, more than 80% of consumers say that while social media isn’t integral to their purchasing choices, they do admit that it can help them make a more informed decision.
48% of Facebook’s Ad Revenue Comes from U.S. & Canada
Despite a growing number of industry commentators predicting the decline of Facebook’s relevance in the current social media platform space, nearly half of the platform’s total ad revenue comes from just the U.S. and Canada. Clearly, marketers and brands in the U.S. still see the value of promoting themselves and their products on the platform.
97% of B2B Marketers Use LinkedIn in Content Marketing Strategies
LinkedIn is the most widely used social media platform in the B2B marketing space.
82% of B2B Marketers Say They Have the Most Success with LinkedIn
Following on from the last statistic, not only is LinkedIn the most widely used social media platform for B2B marketers, but it’s also the platform that provides them with the most leads and greatest success.
Social Media Marketing Is Used by 93.79% of Businesses
If your business isn’t already using social media as part of its marketing strategy, it’s one of the few not doing so. More than 9 out of 10 businesses have a presence and market through at least one social media platform.
80% of Marketers Prioritize Visuals in Social Media Marketing
Content that includes imagery gets more engagement than content without. That’s why most marketers admit that the visual aspect of any social media marketing is the most important element.
Infographics Are Shared 3x More Often
Infographics are a great blend of imagery and easy-to-digest text. Perhaps that’s why they are shared by social media users up to 3x more often than any other kind of content.
Users More Likely to Buy from Brands They Feel Connected to on Social Media
Depending on the data used, anything from 63% – 69% of social media users say that they are more likely to make a purchase with a brand that they feel connected with on social media. This should show you how important it is to build a strong and authentic social media presence.
Authenticity Is Key for 86% of Consumers
As social media marketing has matured, so has the consumer’s ability to sniff out anything they perceive as disingenuous. Businesses and marketers need to strive for authenticity in their social media marketing, as 86% of consumers think it’s the most important factor in deciding which brands to support.
77% of Consumers Prefer to Buy from Brands They Follow
Getting a consumer to follow your brand or business on social media could improve the chance of them buying from you. When asked to choose whether they have a preference for what brands they buy from, more than two-thirds (77%) said that they are more likely to buy from a business or brand that they are already following.
92% of Users Trust User-Generated Content More Than Other Marketing
Perhaps the strongest aspect of social media is its ability to get the “average” person connected with millions or billions of other “average” people. This ability to connect “average” people means consumers get access to honest reviews, thoughts, complaints, and opinions on the brands and products they’re interested in. This could be why 92% say they trust UGC marketing more than other types of advertising.
Incorporating User-Generated Content Boosts Engagement by 50%
In case you haven’t noticed yet, the new king of marketing is user-generated content. Brands that make sure to incorporate authentic user-generated content in their social media marketing campaigns enjoy 50% more engagement than those that don’t.
89% of Marketers Think Influencer Collaborations Work Best on Instagram
When it comes to influencer marketing, the first platform most people think of will probably be Instagram. The platform’s dominance in this field has made it a favorite of marketers everywhere, with up to 89% saying that they consider it the most important platform to think about when creating effective and engaging social media marketing campaigns.
Increasing Brand Awareness on Social Media Is Priority for Most Marketers
Up to 70% of marketers believe that the most important goal of any social media marketing is to increase brand awareness. Sales will increase as a byproduct of the improved exposure.
U.S. Marketers Spent Up to $90 Billion on Social Media Advertising
Some studies put this figure much lower, nearer $65 billion, but whichever figure is true, it’s still a drop in the ocean compared with the more than $225 billion spent on traditional marketing.
79% of Users Change Privacy Settings
Increasing data privacy awareness and concerns among users means that more people are adjusting their social media privacy settings.
56% of Consumers Willing to Share Personal Information
More than half of consumers are ready to share personal details, such as gender and date of birth, in exchange for a more personalized social media experience.
Transparent Data Policies Improve Consumer Trust
With the growing awareness of digital privacy and data use, consumers expect companies and brands to make it clear how they collect and use consumers’ personal information. The latest studies show that 84% of internet users are more likely to share their personal data with companies that have clear and transparent data policies.
Build Brand Trust by Responding to Consumers
Active social media engagement helps brands and businesses build positive relationships with consumers. In fact, 70% of consumers say that they are more likely to engage with a brand that answers their questions on social media.
Consumers Want Brands to Address Social Issues on Social Media
Consumers and social media users don’t want to see brands pay lip service to the societal and environmental issues that concern them; they want to see brands take a stand and try to make positive change. That’s why approximately 55% of consumers want to see brands communicate through social media about how they are helping society.
Up to 61% of People Expect Social Media Updates During Emergencies
This highlights the growing role of social media as a communication tool, especially during moments of crisis. Almost two-thirds of the public expect brands and businesses to acknowledge current events through their social media channels and marketing.
Over 70% of Crisis Communicators Think Social Media Accelerates Speed of a Crisis
When asked, up to 76% of people that work in crisis management and communication believe that social media accelerates a crisis. What’s worth noting in this data is that they didn’t stipulate whether that was a positive or a negative consequence.
36% Take a Break from Social Media for Mental Health
A survey of U.S. adults who have social media accounts found that around a third of them had taken an extended break from social media because they felt that it was having a negative impact on their mental health.
Three Weeks of Reduced Social Media Use Improves Happiness
A recent study of social media users aged from 17 to 25 years old found that when social media use was reduced to just 60 minutes per day, users experienced improved mental health, particularly in their self-assessment of their own physical appearance.
21% of Kids Aged 10 – 18 Years Has Faced Cyberbullying
Cyberbullying has unfortunately grown hand in hand with the proliferation of internet use. Recent studies show that as many as 1 out of every 5 children aged between 10 and 18 has experienced some form of cyberbullying.
Over Half of Young Adults Cyberbullied
If you’re under the age of 30 and have used social media, there is an almost 50-50 chance that you have been the victim of cyberbullying at some point. 53% of social media users in this age bracket report that they have been victims of online bullying at least once.
Frequently Asked Questions
What Percentage of Sales Come from Social Media?
Industry analysts and experts suggest that a little over 50% of revenue across 14 of the biggest industries is attributable to social media.
What Is the Fastest Growing Social Media Network?
TikTok is the fastest-growing social media network.
What Percentage of the World Population Uses Social Media?
Approximately 60% of the global population uses social media.
Which Country Uses Social Media the Most?
By time spent on social media, Nigeria uses social media the most. Nigerian users spend over 4 hours a day on social media platforms.
How Much Is Spent on Social Media Marketing?
Social media marketing and advertising spending is expected to reach more than $200 billion this year.
How Many Businesses Use Social Media?
Approximately 94% of businesses are using social media to promote and sell products and services.
Sources
Statista, Data Reportal, Influencer Marketing Hub, Sprout Social, The Drum, Global Media Insights, LinkedIn, Security.org, The ODM Group, Facebook, Instagram, Hubspot, eMarketer, Expedia, PewResearch.
