The “hot topic” of the previous two decades has been social media, and this is true across all generations from Generation Z to Generation X to Millennials.
To illustrate the constantly increasing impacts of social media, we have collated 15+ top social media statistics!
Total Social Media Users
As of 2022, there will be more than 4.59 billion social media users online, according to Statista. By 2027, this number is projected to reach the 6 billion milestone!
The number of social media users on the internet has consistently grown over time, from 2.73 billion to 4.6 billion, a 69% increase in the total user base.
More than half of the world’s population now uses social media, with the total penetration rate currently standing at 59% of the total population.
Social Media Users vs Total Internet Users
Currently, there are 5.07 billion Internet users, of which 4.59 billion use social media. This translates to a staggering 93.6% of all internet users using social networks!
Most Used Social Media Platform
There’s no contest here; Facebook is by far the most popular social networking site. As of July 2022, Facebook boasted an active user base of 2.94 billion, making it the most popular social media site.
This means that 36.8% of all persons on Earth are monthly active Facebook users.
Among these active users, around 1.9 billion people use the platform on a daily basis, putting it in other words, this number is higher than China’s whole population!
YouTube, in second place, is quickly closing in on Facebook’s user count of 2.32 billion.
Average Time Spent On Social Media
The typical daily usage of social media is 2 hours and 29 minutes.
Currently, the Philippines is the nation where people spend the most time on social media each day, with an average of 3 hours and 53 minutes each day. In contrast, Americans only spent 2 hours and 3 minutes every day on social media.
It is important to keep in mind that there are pros and cons of social media. One of biggest con of social media in today’s is addiction. The graph of this time spent statistic shows a steady rise, demonstrating the current reality of social media addiction.
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Social Media Usage by Age
As a breakdown:
- 18 to 29 age group — 84%
- 30 to 49 age group — 81%
- 50 to 64 age group — 73%
- 65 years old — use social media the least
Source: Pew Research Center
Social Media Usage by Gender
Male users of social media outnumber female users by a large margin among the 4.6 billion users worldwide.
Taking a closer look at the precise percentages, we can see that men make up 54.3% of all social media users, while women make up 45.7%.
Average Number Of Social Media Platforms Used
According to data from GWI, users typically use roughly 7 different social media accounts each day (actually 7.2)
This means that every social media user, on average, switches between 7 different apps when they are online, some of which are for viewing videos, some of which are for communicating with others, and some of which are even for learning!
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How Often People Use Social Media
According to a study by the Pew Research Center, the percentage of people who check social media sites frequently has increased over the past ten years.
Here is a quick list of the top 10 social media sites, along with the proportion of people who visit the site every day:
TikTok’s Growth Trajectory
TikTok has seen the most rapid and significant expansion in its user base, which has now officially surpassed 1 billion monthly active users.
Here’s how TikTok has evolved over time:
Countries With The Highest TikTok Users
The United States had by far the highest TikTok audience as of April 2022, with around 136.5 million members using the popular social video platform.
Indonesia placed second, with over 99 million TikTok users. Brazil ranked in third place, with 74 million TikTok users watching short videos.
TikTok Total Watch Hours
TikTok is extremely popular among the Gen Z crowd, making it one of the most popular apps of the decade.
Statista aggregated global online media use and found that TikTok users watched 167 million hours of videos!
Social Media Average Advertising Cost
Advertising on social media is one of the most widely used approaches to tap into the right set of audience and increase the customer base.
Here is how the CPC rate for advertising on the top social media platforms looks:
- Twitter: $0.38 per click
- Facebook: $0.97 per click
- Pinterest: $1.50 per click
- YouTube: $3.21 per click
- Instagram: $3.56 per click
- LinkedIn: $5.26 per click
Social Media Impact On E-commerce
Online commerce has benefited greatly from social media during the past ten years. A few statistics to back up this claim are as follows:
- 67% of online shoppers have bought a product after seeing it advertised on social media.
- **52%** consumers said they would buy something from a brand they follow on Facebook.
- **54%** of people browsing social media are doing so because they want information on potential products to buy.
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Social Media Ads Spend
Here are the key figures for spending on social media advertisements:
- Ad spending on social media is projected to reach over $173 million in 2022
- In 2022, social media video ad spending will grow by 20.1% to $24.35 billion
- Annual advertising spend on social media in 2022 will top $134 billion, an increase of over 17% YOY
Social Media Stories Ads Stats
Buffer surveyed 1,800 marketers from businesses of all sizes, across a range of industries and found that “57 percent of brands believe that stories have been “Somewhat effective” or “Very effective” as a part of their social media strategy!
Instagram Stories Usage
In January 2019, Statista claimed that there were 500 million daily active Instagram Stories users globally, up from 400 million in June 2018!
The graph below shows that since 2016, Instagram stories usage figure has been steadily increasing:
Fastest Growing Social Media Network
There are many social media platforms available right now, but as a marketer, which one should you concentrate on? Where should you focus your social media marketing efforts?
Here is a brief overview of the growth trends in social media:
Social Media Mobile Users
91% of all social media users access social channels through their mobile phone, emphasizing the need of having a mobile-optimized profile, posts, and advertisements.
Influencer Marketing And Social Media
The use of “influencers” to promote products and raise brand awareness has increased rapidly over the past several years, and this trend shows no signs of slowing down.
49% of consumers use recommendations from social media influencers before making a purchase, highlighting the significance of influencer marketing.
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