Social media now claims over 3.77 billion monthly active users worldwide. This analysis presents the latest user figures, engagement trends, and platform metrics that define the current landscape.
Key Takeaways
- 4.9% of people worldwide used TikTok in October 2023
- 2.97 billion people worldwide used social media in 2023 (GlobalWebIndex definition)
- 3.77 billion people worldwide used social media in 2024 (global monthly active users)
- 24% of US adults say they use TikTok
- Snapchat is used by 60% of US teens
- On average, adults in the UK spend 2 hours 28 minutes per day on social media (2024 survey)
- Instagram reached 2.0 billion monthly active users in 2023 (Meta-reported MAUs)
- Facebook had 3.0 billion monthly active users in 2023
- X had about 556 million monthly active users in 2024
- Meta reported $134.9 billion in advertising revenue in 2023
- Meta reported $150.1 billion in advertising revenue in 2024 (FY estimate/annual report)
- China’s social media advertising market reached about $33.8 billion in 2023
- In 2023, 69% of marketers said they use social media analytics tools
- In 2023, 78% of US brands reported using Instagram for marketing
- In 2024, 79% of US brands reported using Instagram for marketing
With billions using social media, TikTok keeps growing, while marketers prioritize brand awareness and ROI.
Related reading
01 · Category
User Adoption3 stats
01
4.9% of people worldwide used TikTok in October 2023https://www.businessofapps.com/data/tiktok-users/
02
2.97 billion people worldwide used social media in 2023 (GlobalWebIndex definition)https://www.globenewswire.com/news-release/2023/06/06/2681012/0/en/GlobalWebIndex-New-Research-Outlines-Social-Media-Usage-Worldwide.html
03
3.77 billion people worldwide used social media in 2024 (global monthly active users)https://www.businessofapps.com/data/social-media-users/
Interpretation
User Adoption Interpretation
For user adoption, social media is reaching billions with 2.97 billion users in 2023 and 3.77 billion in 2024, while TikTok still accounts for a smaller but meaningful 4.9% of people worldwide as of October 2023.
02 · Category
Engagement And Time3 stats
01
24% of US adults say they use TikTokhttps://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
02
Snapchat is used by 60% of US teenshttps://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/
03
On average, adults in the UK spend 2 hours 28 minutes per day on social media (2024 survey)https://www.statista.com/statistics/1190678/time-spent-on-social-media-uk-by-age/
Interpretation
Engagement And Time Interpretation
For the Engagement And Time lens, US teens’ heavy Snapchat use at 60% and US adults’ TikTok adoption at 24% suggest strong early engagement, while UK adults averaging 2 hours 28 minutes daily on social media shows that this engagement also translates into substantial time spent.
03 · Category
Platform Metrics8 stats
01
Instagram reached 2.0 billion monthly active users in 2023 (Meta-reported MAUs)https://www.statista.com/statistics/578364/instagram-mau-number/
02
Facebook had 3.0 billion monthly active users in 2023https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users/
03
X had about 556 million monthly active users in 2024https://www.statista.com/statistics/278993/number-of-monthly-active-twitter-users/
04
TikTok had 1.56 billion monthly active users as of 2023https://www.statista.com/statistics/1115821/tiktok-global-monthly-active-users/
05
Snapchat had 419 million monthly active users in 2023https://www.statista.com/statistics/599486/snapchat-global-mau/
06
WhatsApp had 2.0 billion monthly active users as of 2023https://www.statista.com/statistics/260819/number-of-monthly-active-whatsapp-users/
07
WeChat had 1.28 billion monthly active users in 2023https://www.statista.com/statistics/255778/number-of-active-wechat-accounts/
08
LinkedIn had 1.0 billion members in 2023https://www.linkedin.com/company/linkedin/announcements/detail/?id=7079155813700892160
Interpretation
Platform Metrics Interpretation
Platform metrics show that while Facebook (3.0 billion) and Instagram (2.0 billion) dominate monthly active users in 2023, TikTok is also massive at 1.56 billion and WhatsApp reaches 2.0 billion, indicating an ecosystem where the largest social platforms each command multi hundred million to multi billion audiences.
More related reading
04 · Category
Market Size And Revenue4 stats
01
Meta reported $134.9 billion in advertising revenue in 2023https://investor.fb.com/financials/financial-information/quarterly-results/default.aspx
02
Meta reported $150.1 billion in advertising revenue in 2024 (FY estimate/annual report)https://investor.fb.com/financials/annual-reports/default.aspx
03
China’s social media advertising market reached about $33.8 billion in 2023https://www.statista.com/statistics/1290786/china-social-media-advertising-revenue/
04
Global influencer marketing spending is forecast to reach $24.4 billion in 2024https://www.statista.com/statistics/1063286/global-influencer-marketing-spending/
Interpretation
Market Size And Revenue Interpretation
In the Market Size And Revenue landscape, Meta’s ad revenue rose from $134.9 billion in 2023 to an estimated $150.1 billion in 2024, while China’s social media ads hit about $33.8 billion in 2023 and influencer marketing is projected to reach $24.4 billion in 2024, showing a broad and growing monetization pull across major channels.
05 · Category
Industry Trends5 stats
01
In 2023, 69% of marketers said they use social media analytics toolshttps://sproutsocial.com/insights/data/social-media-marketing-statistics/
02
In 2023, 78% of US brands reported using Instagram for marketinghttps://www.socialmediatoday.com/news/78-of-us-brands-use-instagram-survey/660552/
03
In 2024, 79% of US brands reported using Instagram for marketinghttps://www.socialmediatoday.com/news/79-of-us-brands-use-instagram-survey/669842/
04
In 2024, 52% of marketers said brand awareness was their top goal for social mediahttps://www.hubspot.com/state-of-marketing
05
In 2023, 27% of marketers said measuring ROI is their biggest challenge in social media marketinghttps://www.socialmediatoday.com/news/social-media-marketing-report-2023-roi-challenges/656472/
Interpretation
Industry Trends Interpretation
Industry Trends show that as Instagram adoption climbed from 78% of US brands in 2023 to 79% in 2024, social media teams increasingly focus on outcomes like brand awareness, which was cited as the top goal by 52% of marketers in 2024, even while 27% still struggle to measure ROI.
report visual · Comparison
Worldwide social media use is rising
Global social media reach grew from 2023 to 2024.
4.9% of people worldwide used TikTok in October 20234.9%
3.77 billion people worldwide used social media in 2024 (global monthly active users)
3.77
2.97 billion people worldwide used social media in 2023 (GlobalWebIndex definition)
2.97
source-verifiedglobenewswire.com · businessofapps.com2024
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
Kevin O'Brien. (2026, February 13). Social Media Users Statistics. Gitnux. https://gitnux.org/social-media-users-statistics
MLA
Kevin O'Brien. "Social Media Users Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/social-media-users-statistics.
Chicago
Kevin O'Brien. 2026. "Social Media Users Statistics." Gitnux. https://gitnux.org/social-media-users-statistics.
Sources & references
23 datasets cited across this report
+14 additional datasets cited (not shown individually)