In 2024, 7.10 billion people worldwide use mobile phones, yet audience impact can still be hard to measure, with 37% of marketers calling omnichannel attribution their biggest challenge. You will see why engagement looks so different across platforms and formats, from 540 million monthly active users on X to a 72% action rate after watching short form video. By the end, you will have a clearer picture of who your audience is and what actually moves them.
Key Takeaways
- 4.95 billion people (62.5% of the world’s population) used the internet in 2023
- 3.03 billion people used social media via mobile in 2024
- 7.10 billion people (88.0% of the world) are mobile phone users
- 540 million monthly active users on X (Twitter) in 2024 (average monthly active users)
- 52% of U.S. adults say they use Facebook
- In 2024, 45% of consumers used social media to research products before buying
- In 2023, 78% of consumers say they are more likely to engage with content from a brand that offers personalized experiences
- In a 2023 survey, 64% of marketers said video is their most important content type for audience engagement
- In 2023, the median U.S. average time spent per user on social media was 2 hours 27 minutes per day
- In 2023, 65% of companies used some form of marketing automation
- In 2023, 87% of marketers said they use marketing analytics
- In 2024, 41% of marketers reported measuring customer engagement as a top priority
With billions online and on social, personalized video and better measurement drive engagement and purchases.
Market Size
14.95 billion people (62.5% of the world’s population) used the internet in 2023[1]
Verified
23.03 billion people used social media via mobile in 2024[2]
Verified
37.10 billion people (88.0% of the world) are mobile phone users[3]
Verified
4Streaming services generated $28.5 billion in U.S. revenue in 2023 (subscription video)[4]
Verified
5Ad-supported video streaming accounted for $24.3 billion in U.S. advertising revenue in 2023[5]
Verified
Market Size Interpretation
For the Market Size category, the scale is massive as 7.10 billion people use mobile phones and 4.95 billion are online with streaming alone reaching $28.5 billion in U.S. subscription revenue in 2023 and $24.3 billion from ad supported video streaming.
User Adoption
1540 million monthly active users on X (Twitter) in 2024 (average monthly active users)[6]
Verified
252% of U.S. adults say they use Facebook[7]
Verified
3In 2024, 45% of consumers used social media to research products before buying[8]
Verified
4In 2023, average monthly active users on Instagram was 2.0 billion[9]
Verified
User Adoption Interpretation
For the User Adoption angle, social platforms show massive reach and momentum as 540 million average monthly active users used X in 2024 and 2.0 billion users averaged on Instagram in 2023, while 45% of consumers used social media to research products before buying, signaling adoption that directly influences purchase decisions.
Performance Metrics
1In 2023, 78% of consumers say they are more likely to engage with content from a brand that offers personalized experiences[10]
Single source
2In a 2023 survey, 64% of marketers said video is their most important content type for audience engagement[11]
Single source
3In 2023, the median U.S. average time spent per user on social media was 2 hours 27 minutes per day[12]
Single source
4In 2023, the average global social media engagement rate was 1.5% for brand posts[13]
Single source
5In 2024, Google reports that 72% of users who watch a short-form video take an action afterward (e.g., visit site, make purchase)[14]
Verified
6In 2023, the average X (Twitter) engagement rate was 0.028 (2.8%) for tweets from verified accounts[15]
Verified
Performance Metrics Interpretation
Performance metrics show that personalization is driving engagement with 78% of consumers more likely to engage when brands offer personalized experiences, while short-form video is converting strongly with 72% of viewers taking action afterward.
Industry Trends
1In 2023, 65% of companies used some form of marketing automation[16]
Directional
2In 2023, 87% of marketers said they use marketing analytics[17]
Verified
3In 2024, 41% of marketers reported measuring customer engagement as a top priority[18]
Verified
4In 2023, 53% of marketers planned to increase spend on customer data platforms (CDPs)[19]
Verified
5In 2023, 37% of marketers said their biggest challenge was measuring audience impact (omnichannel attribution)[20]
Verified
Industry Trends Interpretation
Industry Trends show that marketers are doubling down on data and measurement, with 87% using marketing analytics in 2023 and 41% in 2024 prioritizing customer engagement tracking, while 37% still struggle most with measuring audience impact through omnichannel attribution.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Timothy Grant. (2026, February 13). Audience Statistics. Gitnux. https://gitnux.org/audience-statistics
MLA
Timothy Grant. "Audience Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/audience-statistics.
Chicago
Timothy Grant. 2026. "Audience Statistics." Gitnux. https://gitnux.org/audience-statistics.
References
- 1itu.int/en/ITU-D/Statistics/Documents/facts/FactsFigures2023.pdf
- 3itu.int/en/ITU-D/Statistics/Pages/facts/default.aspx
- 2datareportal.com/social-media-users
- 12datareportal.com/reports/digital-2024-global-overview-report
- 4statista.com/statistics/273149/subscription-video-services-revenue-in-the-united-states/
- 5statista.com/statistics/188251/online-video-advertising-revenue-in-the-united-states/
- 15statista.com/statistics/1197670/twitter-x-engagement-rate/
- 6businessofapps.com/data/twitter-statistics/
- 7pewresearch.org/internet/fact-sheet/social-media/
- 8salesforce.com/resources/research-reports/state-of-commerce/
- 10salesforce.com/resources/research-reports/state-of-the-connected-customer/
- 18salesforce.com/resources/research-reports/state-of-marketing/
instagram.com- 9instagram.com/press/
- 11wyzowl.com/video-marketing-statistics/
- 13thinkwithgoogle.com/intl/en-uk/consumer-insights/measuring-social-media-engagement/
- 14thinkwithgoogle.com/marketing-strategies/video/google-video-research-short-form/
- 16gartner.com/en/marketing/insights/marketing-automation-adoption
- 19gartner.com/en/marketing/insights/cdp-spending-plans-2023
- 17hubspot.com/state-of-marketing
- 20forrester.com/report/the-state-of-digital-measurement-and-attribution-2023/