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.
Related reading
01 · Category
Market Size5 stats
01
4.95 billion people (62.5% of the world’s population) used the internet in 2023
02
3.03 billion people used social media via mobile in 2024
03
7.10 billion people (88.0% of the world) are mobile phone users
04
Streaming services generated $28.5 billion in U.S. revenue in 2023 (subscription video)
05
Ad-supported video streaming accounted for $24.3 billion in U.S. advertising revenue in 2023
Interpretation
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.
02 · Category
User Adoption4 stats
01
540 million monthly active users on X (Twitter) in 2024 (average monthly active users)
02
52% of U.S. adults say they use Facebook
03
In 2024, 45% of consumers used social media to research products before buying
04
In 2023, average monthly active users on Instagram was 2.0 billion
Interpretation
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.
More related reading
03 · Category
Performance Metrics6 stats
01
In 2023, 78% of consumers say they are more likely to engage with content from a brand that offers personalized experiences
02
In a 2023 survey, 64% of marketers said video is their most important content type for audience engagement
03
In 2023, the median U.S. average time spent per user on social media was 2 hours 27 minutes per day
04
In 2023, the average global social media engagement rate was 1.5% for brand posts
05
In 2024, Google reports that 72% of users who watch a short-form video take an action afterward (e.g., visit site, make purchase)
06
In 2023, the average X (Twitter) engagement rate was 0.028 (2.8%) for tweets from verified accounts
Interpretation
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.
04 · Category
Industry Trends5 stats
01
In 2023, 65% of companies used some form of marketing automation
02
In 2023, 87% of marketers said they use marketing analytics
03
In 2024, 41% of marketers reported measuring customer engagement as a top priority
04
In 2023, 53% of marketers planned to increase spend on customer data platforms (CDPs)
05
In 2023, 37% of marketers said their biggest challenge was measuring audience impact (omnichannel attribution)
Interpretation
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.
Reference
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.
Sources & references
20 datasets cited across this report · attribution is report-level
instagram.com+8 additional datasets cited (not shown individually)