Global social media users hit 5.17 billion in early 2024, meaning 63.9% of the world population is scrolling daily, yet the time spent and money flows do not always add up in obvious ways. Facebook still commands 20.5% of social media ad spend worldwide and generated $132 billion in 2023, while influencer marketing climbed to $21.1 billion the same year as 49.6% of consumers say they rely on influencer recommendations. The result is a shifting mix of attention, audience mix, and ROI that makes the industry’s growth numbers far more interesting than they first appear.
Key Takeaways
- Facebook's share of social media ad spend is 20.5% globally.
- Influencer marketing spend reached $21.1 billion in 2023.
- 49.6% of consumers rely on influencer recommendations.
- In the US, 83.5% of adults use social media in 2023.
- Globally, 56.8% of social media users are male, 43.2% female in 2024.
- Millennials (25-34) make up 31.1% of global social media users.
- Global average daily social media time is 2 hours 23 minutes.
- Users spend 34.5 hours per month on social media on average.
- 54.8% of global internet users are on social media daily.
- Global social media advertising revenue reached $207 billion in 2023, marking a 10.6% increase from 2022.
- The social networking market is projected to grow from $99.57 billion in 2024 to $219.64 billion by 2032 at a CAGR of 10.5%.
- Facebook generated $132 billion in revenue in 2023, with 97.8% from advertising.
- Global social media users numbered 5.17 billion in early 2024, 63.9% of world population.
- Facebook had 3.05 billion monthly active users (MAUs) as of Q4 2023.
- YouTube reached 2.5 billion MAUs in 2023.
With billions online and strong ad ROI, influencer marketing and social platforms drive fast global growth.
Related reading
01 · Category
Advertising And Monetization30 stats
01
Facebook's share of social media ad spend is 20.5% globally.
02
Influencer marketing spend reached $21.1 billion in 2023.
03
49.6% of consumers rely on influencer recommendations.
04
Social media ad ROI averages $5.78per dollar spent.
05
TikTok ads have 1.5% average CTR, higher than FB's 0.9%.
06
78% of salespeople use social media for leads.
07
LinkedIn ads generate 80% of B2B social leads.
08
Pinterest ads drive 3x ROI for fashion brands.
09
93% of social media marketers use FB for ads.
10
Instagram shopping posts convert 30% higher.
11
Twitter (X) promoted tweets reach 2.5 billion impressions daily.
12
Snapchat AR ads boost purchase intent by 40%.
13
Global social video ad spend to hit $100 billion by 2025.
14
44% of users shopped via social media in 2023.
15
Average CPC on Facebook is $0.97in 2023.
16
YouTube trueview ads have 0.65% CTR.
17
67% of Instagram users look to product discovery.
18
Social media drives 31% of all referral traffic.
19
Brand awareness campaigns on social yield 86% recall.
20
76% of consumers influenced by social ads to buy.
21
Facebook Marketplace has 1.2 billion shoppers monthly.
22
TikTok Shop GMV exceeded $20 billion in 2023.
23
75% of users take action after seeing ad.
24
Social ads account for 28% of digital ad spend.
25
Nano-influencers (<10k followers) 2.5x engagement rate.
26
Facebook CPM averages $7.19globally.
27
91% of brands use 2+ social platforms for ads.
28
TikTok ad spend grew 100% YoY to $10B.
29
YouTube skippable ads 23% view rate.
30
Instagram carousel ads 0.76% CTR.
Interpretation
Advertising And Monetization Interpretation
With influencer marketing at $21.1 billion in 2023 and social media ads delivering an average $5.78 return per dollar, the Advertising and Monetization story is that recommendations plus platform ads are working, reflected in 49.6% of consumers trusting influencer recommendations and TikTok leading with a 1.5% CTR versus Facebook’s 0.9%.
02 · Category
Demographics30 stats
01
In the US, 83.5% of adults use social media in 2023.
02
Globally, 56.8% of social media users are male, 43.2% female in 2024.
03
Millennials (25-34) make up 31.1% of global social media users.
04
Gen Z (18-24) represents 24.1% of social media audience.
05
70.4% of Facebook users are aged 25-44.
06
TikTok's largest demographic is 25-34 year olds at 32%.
07
62% of Instagram users are under 35 years old.
08
LinkedIn users are predominantly 25-34 (59%).
09
Snapchat users are 75% under 35, with 42% Gen Z.
10
Pinterest audience is 71% female.
11
Twitter (X) has 68.65% male users globally.
12
In India, 50.6% of social media users are female.
13
US Facebook users: 77% of 18-29 year olds use it.
14
Globally, urban social media users outnumber rural 2:1.
15
40% of global social media users have college education.
16
High-income households use social media 20% more than low-income.
17
In China, 70% of social media users are 18-35.
18
Average age of TikTok users worldwide is 33.9 years.
19
55% of YouTube users are aged 18-34.
20
WhatsApp users skew older, 30% over 45.
21
Reddit's user base is 64% male, 20-29 dominant age.
22
Gen Alpha (under 13) social media use up 20%.
23
65% of Gen Z use TikTok daily.
24
Boomers (55+) now 28.4% of Facebook users.
25
48% of US women use Pinterest vs 18% men.
26
Africa social media gender split 54% male.
27
35% of LinkedIn users are women globally.
28
Average TikTok user income $60k+ in US.
29
60% of Snapchat users are parents.
30
Reddit 70% white users in US.
Interpretation
Demographics Interpretation
From a demographics perspective, social networking is driven by the 25 to 44 age band with Millennials at 31.1% globally and Facebook already seeing 70.4% of its users in that range, while TikTok peaks even higher with 32% of users aged 25 to 34.
03 · Category
Engagement And Usage30 stats
01
Global average daily social media time is 2 hours 23 minutes.
02
Users spend 34.5 hours per month on social media on average.
03
54.8% of global internet users are on social media daily.
04
TikTok users spend average 52 minutes daily.
05
Facebook users average 30.9 minutes daily.
06
Instagram daily usage averages 33 minutes per user.
07
YouTube users watch 1 billion hours daily.
08
Snapchat DAUs open app 30 times daily on average.
09
3.5 billion people use social media for messaging daily.
10
82% of social media users access via mobile.
11
Stories format reaches 500 million DAUs on Instagram/FB.
12
Reels on Instagram see 200 billion plays daily.
13
LinkedIn users post 2 million times weekly.
14
Pinterest users pin 175 million items daily.
15
Twitter (X) sees 500 million tweets daily.
16
70% of consumers discover products on social media.
17
Average user has 150 friends on Facebook.
18
95% of social media marketers use video content.
19
Live video views on Facebook reached 3.5 billion daily in 2023.
20
TikTok has 1 billion video views per day in some regions.
21
Average user scrolls 300 feet on social feeds daily.
22
69% of users check social media within 5 min of waking.
23
Video content gets 1200% more shares than text.
24
500 hours of content uploaded to YouTube every minute.
25
Instagram Stories viewed by 500 million daily.
26
Facebook groups have 1.8 billion MAUs.
27
TikTok average session 10.85 minutes.
28
80% of Twitter traffic is mobile.
29
LinkedIn sees 4x engagement on employee posts.
30
Pinterest saves lead to 2-3x higher engagement.
Interpretation
Engagement And Usage Interpretation
People are highly engaged across the Social Networking industry, with the global average reaching 2 hours 23 minutes per day and 54.8% of internet users using social media daily.
More related reading
04 · Category
Market Size And Revenue22 stats
01
Global social media advertising revenue reached $207 billion in 2023, marking a 10.6% increase from 2022.
02
The social networking market is projected to grow from $99.57 billion in 2024 to $219.64 billion by 2032 at a CAGR of 10.5%.
03
Facebook generated $132 billion in revenue in 2023, with 97.8% from advertising.
04
TikTok's global revenue hit $18 billion in 2023, primarily from ads.
05
Instagram's ad revenue was estimated at $51.4 billion in 2023.
06
Social commerce market size was $571.20 billion in 2023, expected to reach $2,395.24 billion by 2032.
07
Snapchat's revenue grew 25% YoY to $4.81 billion in 2023.
08
LinkedIn generated $15.05 billion in revenue in 2023.
09
Pinterest's revenue increased 21% to $3.06 billion in 2023.
10
The social media management market was valued at $17.5 billion in 2023.
11
Twitter (X) ad revenue dropped 50% to $2.5 billion in 2023.
12
YouTube's ad revenue from social features was $31.5 billion in 2023.
13
Global social media market to reach $302.63 billion by 2030.
14
Meta Platforms' total revenue was $134.9 billion in 2023.
15
ByteDance (TikTok) revenue estimated at $110 billion in 2023.
16
Social media analytics market size $5.32 billion in 2023.
17
User-generated content market $8.91 billion in 2023.
18
Live streaming market within social $70 billion in 2023.
19
Alphabet's (YouTube) ad revenue $31.5 billion Q4 2023.
20
Global social media e-commerce sales $992 billion in 2023.
21
Match Group (dating apps) revenue $3.5 billion 2023.
22
Global social gaming market $25.89 billion in 2023.
Interpretation
Market Size And Revenue Interpretation
From a Market Size And Revenue perspective, global social media advertising climbed to $207 billion in 2023 and the wider social networking market is expected to surge from $99.57 billion in 2024 to $219.64 billion by 2032 at a 10.5% CAGR, showing strong and sustained monetization growth.
05 · Category
User Base And Growth29 stats
01
Global social media users numbered 5.17 billion in early 2024, 63.9% of world population.
02
Facebook had 3.05 billion monthly active users (MAUs) as of Q4 2023.
03
YouTube reached 2.5 billion MAUs in 2023.
04
WhatsApp had 2.78 billion MAUs in Q4 2023.
05
Instagram hit 2 billion MAUs in 2023.
06
TikTok surpassed 1.5 billion users globally in 2023.
07
WeChat had 1.35 billion MAUs in 2023.
08
Snapchat reached 414 million daily active users (DAUs) in Q4 2023.
09
LinkedIn had 1 billion members in 2023.
10
Twitter (X) had 368 million MAUs in Q3 2023 before changes.
11
Facebook Messenger had 1.01 billion MAUs in 2023.
12
Telegram reached 800 million MAUs in 2023.
13
Pinterest had 498 million MAUs in Q4 2023.
14
Reddit had 73.1 million DAUs in Q4 2023.
15
Discord reached 150 million MAUs in 2023.
16
Global social media user penetration is expected to reach 66.1% by 2028.
17
TikTok user base grew 15% YoY to 1.59 billion in 2024.
18
Instagram Reels users increased 25% to over 2 billion in 2023.
19
59% of the global population uses social media as of January 2024.
20
Instagram Threads reached 100 million users in 5 days.
21
Bluesky grew to 10 million users by late 2024.
22
BeReal hit 20 million DAUs in 2023.
23
Mastodon has 1.5 million active users post-2022 surge.
24
4.9 billion social media users forecasted for 2025.
25
India has 462 million social media users in 2024.
26
China social media users 1.07 billion in 2023.
27
US has 308 million social media users.
28
Brazil 144 million social media users.
29
Indonesia 167 million social media users.
Interpretation
User Base And Growth Interpretation
With 5.17 billion people using social media in early 2024, and major platforms reaching MAU levels like Facebook’s 3.05 billion and WhatsApp’s 2.78 billion, the user base across social networking continues to expand at massive scale.
report visual · Comparison
Platform ad performance: CTR and engagement
TikTok’s average CTR outperforms Facebook’s, highlighting stronger ad engagement on TikTok versus FB.
TikTok ads have 1.5% average CTR, higher than FB's 0.9%.1.5%
Instagram carousel ads 0.76% CTR.
0.76%
YouTube trueview ads have 0.65% CTR.
0.65%
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
Gabrielle Fontaine. (2026, February 13). Social Networking Industry Statistics. Gitnux. https://gitnux.org/social-networking-industry-statistics
MLA
Gabrielle Fontaine. "Social Networking Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/social-networking-industry-statistics.
Chicago
Gabrielle Fontaine. 2026. "Social Networking Industry Statistics." Gitnux. https://gitnux.org/social-networking-industry-statistics.
Sources & references
53 datasets cited across this report · attribution is report-level
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