Social Media 2025: Trends, Usage, and Key Statistics
Since its introduction in 1996, social media has grown exponentially, reaching over half of the global population. Social media users have surged from 970 million in 2010 to 5.24 billion in January 2025.
While the rapid adoption of new users has slowed, growth continues, driven by increasing internet access and smartphone usage, particularly in developing regions.
Key Social Media Usage Statistics
Here are some of the most notable statistics about social media usage:
| Statistic | Details |
| Global Social Media Users | 5.24 billion (up from 2.07 billion in 2015) |
| Average Platforms per User | 6.83 platforms |
| Global Penetration Rate | 63.9% of the world’s population |
| Daily Time Spent on Social Media | 2 hours 21 minutes |
| Top Platforms by Active Users | Facebook (3.07 billion), YouTube (2.5 billion), WhatsApp (2 billion), Instagram (2 billion), TikTok (1.58 billion) |
| US Social Media Users | 239 million (70.1% of the population) |
| Gender Split in the US | 51.2% female, 48.8% male |
| Global Gender Split | 46.6% female, 53.4% male |
How Many People Use Social Media?
As of January 2025, over 5.24 billion people worldwide use social media. The average user engages with 6.83 platforms monthly.
Social networks report growth based on monthly active users (MAUs), as this metric provides a more accurate measure of actual usage and regional penetration.
What Percentage of People Use Social Media?
Currently, 63.9% of the global population uses social media. When considering eligible audiences (internet users aged 18+), the penetration rate rises to 86.6%.
| Metric | Percentage |
| Global Population Using Social Media | 63.9% |
| Eligible Audiences (18+) | 86.6% |
| Internet Users Active on Social Media | 94.24% |
How Many Social Platforms Does the Average Person Use?
According to the Global Web Index, the average internet user aged 16+ accesses 6.83 social media platforms monthly. This number increases to 7.71 among users aged 16-24.
| Country | Average Platforms per User |
| Japan | 2.49 |
| UAE | 8.62 |
| Brazil | 8.05 |
| India | 7.75 |
| USA | 6.48 |
| UK | 6.14 |
Social Media Usage for Business
Globally, 38.3% of internet users utilize social media for work purposes. The adoption rate varies significantly by country:
| Country | Percentage Using Social Media for Work |
| Nigeria | 65.2% |
| Brazil | 50.2% |
| India | 41.2% |
| USA | 26.5% |
| UK | 25.4% |
| Japan | 8.3% |
Social Media Usage by Gender
The global gender split for social media users is 54.6% male and 45.4% female. However, this varies by region and platform:
Regional Gender Split
| Region | Female Users | Male Users |
| North America | 50% | 50% |
| South America | 52% | 48% |
| Western Europe | 50% | 50% |
| Southern Africa | 49% | 50% |
| Southern Asia | 34% | 66% |
| South-Eastern Asia | 49% | 51% |
| Oceania | 50% | 50% |
Platform-Specific Gender Split
| Platform | Female Users (18+) | Male Users (18+) |
| 43.3% | 56.7% | |
| YouTube | 46.0% | 54.0% |
| 47.3% | 52.7% | |
| TikTok | 44.3% | 55.7% |
| 43.1% | 56.9% | |
| Snapchat | 48.4% | 50.7% |
| X (Twitter) | 36.3% | 63.7% |
| 70.3% | 22.4% |
Global Social Media Growth Rates
Social media usage has grown significantly over the past decade:
| Year | Active Users (Billions) | Year-on-Year Growth |
| 2015 | 2.08 | – |
| 2016 | 2.31 | +11% |
| 2017 | 2.79 | +21% |
| 2018 | 3.20 | +15% |
| 2019 | 3.46 | +8.3% |
| 2020 | 3.71 | +7.2% |
| 2021 | 4.20 | +13% |
| 2022 | 4.62 | +10% |
| 2023 | 4.76 | +3% |
| 2024 | 5.04 | +5.8% |
| 2025 | 5.24 | +4.1% |
The Early Days of Social Media
Social media began in 1996 with the launch of Bolt, followed by Six Degrees in 1997, which allowed users to create profiles and connect with others. Key milestones include:
| Year | Platform | Description |
| 1996 | Bolt | First social networking and video website |
| 1997 | Six Degrees | Allowed users to create profiles and connect with others |
| 1997 | AOL Instant Messenger | Popularized instant messaging |
| 1999 | LiveJournal | First major blogging platform |
| 2000 | Habbo | Game-based networking site |
| 2002 | Friendster | Enabled profile creation and content sharing |
| 2003 | First business-oriented social networking site | |
| 2004 | Most popular social media platform to date |
Social Media Penetration by Country
Social media penetration, measured as the ratio of active users to the total population, varies significantly across countries.
According to a 2025 analysis by Kepios, the United Arab Emirates (U.A.E.) leads globally with a penetration rate of 100.3%.
This high percentage may include duplicate accounts or “fake users,” which can inflate the numbers beyond unique individuals. The global average adoption rate stands at 63.9%.
Key Statistics on Social Media Penetration
Here are some important statistics on social media usage by country and demographic:
| Statistic | Details |
| Global Average Penetration | 63.9% of the world’s population uses social media, regardless of age |
| Global Penetration (18+ years) | 86.6% of the world’s population aged 18+ are active on social media |
| USA Penetration (All Ages) | 73% of the total population |
| USA Penetration (18+ years) | 81.5% of those aged 18+ |
| UK Penetration (All Ages) | 79% of the total population |
| UK Penetration (18+ years) | 87% of those aged 18+ |
| Canada Penetration (All Ages) | 79.4% of the total population |
| Canada Penetration (18+ years) | 87.8% of those aged 18+ |
| Australia Penetration (All Ages) | 77.9% of the total population |
| Australia Penetration (18+ years) | 87.8% of those aged 18+ |
| India Penetration (All Ages) | 33.7% of the total population |
| India Penetration (18+ years) | 43.1% of those aged 18+ |
Social Media Usage in the United States
In the U.S., social media usage is widespread, with 253 million active users in 2025, representing 73% of the population. Below is a breakdown of social media usage by gender, ethnicity, and age:
Social Media Use by Gender
- Women: 78% are active on social media, with higher usage on platforms like Snapchat and Pinterest.
- Men: 66% are active, with greater engagement on YouTube and X (Twitter).
Social Media Use by Ethnicity
- Hispanic: 80%
- Black: 77%
- White: 69%
Social Media Use by Age
- 18-29 years: 84%
- 30-49 years: 81%
- 50-64 years: 73%
- 65+ years: 45%
Most Popular Social Media Platforms Worldwide
In 2024, Facebook remains the leading social media platform globally, with 3.07 billion active users. Other platforms with significant user bases include YouTube, WhatsApp, Instagram, TikTok, and WeChat.
| Platform | Active Users Worldwide (in millions) |
| 3,065 | |
| YouTube | 2,504 |
| 2,000 | |
| 2,000 | |
| TikTok | 1,582 |
| 1,343 | |
| Facebook Messenger | 1,010 |
| Telegram | 900 |
| Snapchat | 800 |
| Douyin | 755 |
| Kuaishou | 700 |
| X (Twitter) | 611 |
| 598 | |
| 554 | |
| 498 |
Most Popular Social Media Platforms in the U.S.
In the U.S., Meta-owned platforms dominate social media usage. Facebook and Instagram lead with the highest number of monthly active users.
| Platform | Monthly Active Users in the U.S. (in millions) |
| 177.5 | |
| 138.5 | |
| TikTok | 107.8 |
| Snapchat | 90.5 |
| 86.8 | |
| X (Twitter) | 50.5 |
Average Time Spent on Social Media
Globally, users aged 16+ spend an average of 2 hours and 21 minutes daily on social media. In the U.S., the average time spent is slightly lower at 2 hours and 9 minutes.
Key Statistics
- Global Average: 2 hours 21 minutes (141 minutes)
- Highest Usage: Kenya (4 hours 13 minutes)
- Lowest Usage: Japan (46 minutes)
Time Spent on Social Media by Country
| Country | Average Time Spent Per Day |
| Brazil | 3 hours 32 minutes |
| Philippines | 3 hours 32 minutes |
| Nigeria | 3 hours 23 minutes |
| Indonesia | 3 hours 8 minutes |
| Spain | 1 hour 55 minutes |
| France | 1 hour 48 minutes |
| Italy | 1 hour 48 minutes |
| Canada | 1 hour 46 minutes |
| Germany | 1 hour 41 minutes |
| Japan | 46 minutes |
Growth in Time Spent on Social Media
The average daily time spent on social media has shown fluctuations over the years. Below is a breakdown of the growth in minutes:
| Quarter | Time Spent (Minutes) |
| Q2 2021 | 147 |
| Q3 2021 | 147 |
| Q4 2021 | 149 |
| Q1 2022 | 149 |
| Q2 2022 | 148 |
| Q3 2022 | 151 |
| Q4 2022 | 144 |
| Q1 2023 | 146 |
| Q2 2023 | 144 |
| Q3 2023 | 143 |
| Q4 2023 | 140 |
| Q1 2024 | 140 |
| Q2 2024 | 139 |
| Q4 2024 | 141 |
Conclusion
Social media has become a cornerstone of modern communication, with billions of users worldwide. The U.A.E. leads in penetration rates, while platforms like Facebook and YouTube dominate global usage.
In the U.S., social media usage is widespread, with significant variations by gender, ethnicity, and age. As internet access and smartphone adoption continue to grow, social media’s influence will likely expand further, shaping how we connect, share, and engage in the digital age.
