Mobile social media usage now reaches 2.6 billion people. Facebook holds 3.07 billion monthly active users. Meta advertising revenue stands at 134.9 billion dollars while engagement metrics and ad costs shape spending decisions across platforms.
Key Takeaways
- 2.6 billion people use social media on mobile in 2024 (mobile social media users)
- TikTok had 1.61 billion monthly active users (MAUs) globally as of January 2024: July 2026
- Instagram reached 2.0 billion monthly active users (MAUs) globally in 2024
- Instagram usage among US adults increased to 48% in 2023 (from 35% in 2016)
- In 2024, 57% of marketers use influencer marketing for at least some campaigns
- In 2024, 46% of businesses used social media for marketing purposes (US)
- The global social media management market was valued at $6.0 billion in 2024 and is projected to reach $25.8 billion by 2030
- The global social media advertising market size was estimated at $218.3 billion in 2022
- YouTube reached 2.7 billion monthly active users (MAUs) in 2024
- Meta’s advertising revenue is $134.9 billion in 2023 (cost side context for advertisers)
- In 2024, 47% of marketers said paid social spend increased year over year
- Average CPC on Facebook ads was $0.97 in 2024 (benchmark)
- Instagram posts using hashtags get 12.6% more engagement on average (2024 analysis)
- In 2024, 45% of marketers reported their social media KPIs include engagement rate
With billions using social media and growing ad budgets, short form video and engagement drive marketing results.
Related reading
01 · Category
User Adoption5 stats
01
2.6 billion people use social media on mobile in 2024 (mobile social media users)
02
TikTok had 1.61 billion monthly active users (MAUs) globally as of January 2024
03
Instagram reached 2.0 billion monthly active users (MAUs) globally in 2024
04
Facebook had 3.07 billion monthly active users (MAUs) globally in 2024
05
X (formerly Twitter) had 528 million monthly active users in 2024
Interpretation
User Adoption Interpretation
In 2024, social adoption is being driven by massive platform reach, with mobile social media use hitting 2.6 billion people and Facebook alone reaching 3.07 billion monthly active users.
02 · Category
Industry Trends6 stats
01
Instagram usage among US adults increased to 48% in 2023 (from 35% in 2016)
02
In 2024, 57% of marketers use influencer marketing for at least some campaigns
03
In 2024, 46% of businesses used social media for marketing purposes (US)
04
In 2023, 48% of consumers said they used social media to research products/services
05
In 2024, 62% of marketers plan to invest in short-form video on social platforms
06
In 2024, 75% of consumers are more likely to buy from a brand after reading a social media review
Interpretation
Industry Trends Interpretation
For the Industry Trends category, the sharp rise and near-mainstream adoption of social is clear, with US adults on Instagram reaching 48% in 2023 and 57% of marketers using influencer marketing in 2024 as short-form video investment climbs alongside consumer reliance on social reviews.
03 · Category
Market Size3 stats
01
The global social media management market was valued at $6.0 billion in 2024 and is projected to reach $25.8 billion by 2030
02
The global social media advertising market size was estimated at $218.3 billion in 2022
03
YouTube reached 2.7 billion monthly active users (MAUs) in 2024
Interpretation
Market Size Interpretation
From a market size perspective, social is scaling fast as the social media management market grows from $6.0 billion in 2024 to an estimated $25.8 billion by 2030 while global social media advertising already sat at $218.3 billion in 2022, supported by massive reach like YouTube’s 2.7 billion monthly active users in 2024.
More related reading
04 · Category
Cost Analysis6 stats
01
Meta’s advertising revenue is $134.9 billion in 2023 (cost side context for advertisers)
02
In 2024, 47% of marketers said paid social spend increased year over year
03
Average CPC on Facebook ads was $0.97in 2024 (benchmark)
04
Average CPM on Facebook ads was $14.61in 2024 (benchmark)
05
In 2024, 30% of marketers cited budget as a top barrier to social media marketing results (survey)
06
In 2024, 36% of marketers reported increasing spend on social video ads
Interpretation
Cost Analysis Interpretation
With 47% of marketers increasing paid social spend in 2024 and Facebook CPC at $0.97 and CPM at $14.61, it’s clear that social advertising costs are a key cost analysis driver, while 30% still cite budget constraints as the main barrier to improving results.
05 · Category
Performance Metrics2 stats
01
Instagram posts using hashtags get 12.6% more engagement on average (2024 analysis)
02
In 2024, 45% of marketers reported their social media KPIs include engagement rate
Interpretation
Performance Metrics Interpretation
For Performance Metrics, the data shows that Instagram posts using hashtags earn 12.6% more engagement on average, and in 2024 engagement rate was the social KPI tracked by 45% of marketers, making engagement a key measurable driver to watch.
report visual · Comparison
Social media adoption and engagement
Social platforms are widely used, and a majority of marketers and consumers actively engage with social content and reviews.
In 2024, 75% of consumers are more likely to buy from a brand after reading a social media review75%
In 2024, 57% of marketers use influencer marketing for at least some campaigns
57%
Instagram usage among US adults increased to 48% in 2023 (from 35% in 2016)
48%
2.6 billion people use social media on mobile in 2024 (mobile social media users)
2.6
source-verifieddatareportal.com · pewresearch.org · hubspot.com · brightlocal.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
Samuel Norberg. (2026, February 13). Social Statistics. Gitnux. https://gitnux.org/social-statistics
MLA
Samuel Norberg. "Social Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/social-statistics.
Chicago
Samuel Norberg. 2026. "Social Statistics." Gitnux. https://gitnux.org/social-statistics.
Sources & references
22 datasets cited across this report · attribution is report-level
+4 additional datasets cited (not shown individually)