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160+ Social Media Statistics Marketers Need in 2024

Social media statistics are a marketer’s best friend. This data should inform your marketing and social media strategy for the year ahead.

Claire Beveridge, Sam Lauron January 26, 2023
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Looking for the latest and greatest social media statistics for 2024? We’ve compiled the most valuable insights for each platform so you can get an idea of which channel or trends to focus on this year.

Use this social media data on audience demographics, usage, and behaviors to inform your marketing and social media strategy for the year ahead.

A note on sources: We’ve collected these social media stats from third-party surveys, whitepapers, and reports from the platforms themselves. Interested in digging deeper? Start with Hootsuite’s Global State of Digital 2022 Report.

Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.

General social media statistics

Social media usage statistics

number of yearly social media users and quarterly change

Source: Hootsuite’s Digital Trends Report 2022

average time internet users 16 to 64 spend using social media

Source: Hootsuite’s Digital Trends Report 2022

daily time spent using social media in hours

Source: Hootsuite’s Digital Trends Report 2022

Social media advertising statistics

Want to dive deeper into social advertising? Read more insights in Important Social Media Advertising Stats.

Instagram statistics

Users

Demographics

distribution of Instagram users worldwide as of 2022

Source: Statista

Usage

instagram advertising audience profile by age and gender

Source: Hootsuite’s Digital Trends Report 2022

Brands

Looking for even more Instagram marketing stats? Have a peek at 35 Instagram Stats That Matter to Marketers in 2024.

Facebook statistics

Users

facebook monthly active users in millions

Source: Hootsuite’s Digital Trends Report 2022

Demographics

Usage

the world's most-used social platforms

Source: Hootsuite’s Digital Trends Report 2022

Brands

most valuable brands worldwide 2022

Source: Statista

If you want to get ahead of the social commerce game, check out our Guide to Getting Started with Social Commerce or even more Facebook stats.

TikTok statistics

Users

TikTok users worldwide 2020-2025

Source: Insider Intelligence

leading mobile apps worldwide in 2022 by downloads

Source: Statista

Demographics

Usage

average time spent per day by US adult users on social media platforms 2022

Source: Insider Intelligence

Brands

Are your TikToks ticking all the engagement boxes? Level up your TikTok knowledge with 23 Important TikTok Stats Marketers Need to Know in 2024.

Twitter statistics

Users

leading countries based on number of Twitter users January 2022

Source: Statista

Demographics

  • 38.5% of Twitter’s users are aged 25-34
  • Only 6.6% of Twitter’s users are aged 13-17
  • Worldwide, Twitter’s audience leans more male, with 56.4% of the platform’s demographic identifying as male. 43.6% of Twitter’s audience identifies as female
  • 33% of Americans who use Twitter have a college degree

Usage

Twitter users worldwide 2019-2024

Source: Insider Intelligence

Brands

Follow this link for even more Twitter stats.

YouTube statistics

Users

Demographics

  • 80% of parents say that their children (under 11) watch YouTube
  • 54% of YouTube users are male, and 46% are female
  • YouTube is most popular in India, closely followed by the US and Indonesia
  • The video platform is used by 95% of US teens, making it the most popular social media platform among Gen Z

around one in five teens visit or use YouTube almost constantly

Source: Pew Research Center

Usage

Brands

Need more YouTube stats in your life? Have a look at 23 YouTube Stats That Matter to Marketers in 2024.

LinkedIn statistics

Users

Demographics

  • Over 194 million Americans use LinkedIn, making the country the highest user rate in the world
  • Finland has one of the lowest LinkedIn usage rates, with only 1 million people on the platform
  • Nearly 60% of LinkedIn users are between the ages of 25 and 34, while users aged 55+ only make up 2.9% of the platform’s audience

distribution of LinkedIn users worldwide as of January 2022

Source: Statista

Usage

Brands

If you’re after even more juicy LinkedIn stats, have a read through LinkedIn Statistics Marketers Should Know.

Pinterest statistics

Users

Demographics

distribution of Pinterest users worldwide as of January 2022

Source: Statista

Usage

Brands

Have a look at more hair-raising Pinterest stats with our blog on Pinterest Statistics That Matter to Marketers.

Snapchat statistics

Users

Demographics

Snapchat advertising audience profile by age and gender

Source: Hootsuite’s Digital Trends Report 2022

Usage

  • On average, users spend a little over 3 hours per month on Snapchat
  • Surprisingly, Snapchat is the only channel that doesn’t hold its user base exclusively, meaning that Snapchat’s audience is also scrolling through other channels
  • 59% of Snapchat users visit the app daily
  • In 2022, daily average time spent for users aged 35 and older watching Shows and publisher content increased by more than 40% year-over-year

Brands

Want more Snapchat stats in your life? Read Snapchat Stats That Matter to Social Media Marketers next.

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By Claire Beveridge

Claire Beveridge is a freelance writer, strategist, and editor. Over the past decade, Claire has leaned on her experience in content marketing and social media to help scale B2B and B2C businesses across North America and Europe — including work with Crunch, Lumen5, Method + Metric SEO Agency, and Quietly.

Currently, Claire runs a small marketing studio on the west coast of Canada whose clients include Hootsuite, ConvertKit, Superpath, and Graphite. She specializes in creating editorial assets that educate, entertain, and convert customers.

Claire spends her free time cooking, watching soccer, and spending time with her family.

Read more by Claire Beveridge
By Sam Lauron

Sam Lauron is a freelance writer who works with B2B and SaaS companies in marketing, ecommerce, business, and related tech. With a background in editorial writing and content marketing, she uses her communications and research skills to produce helpful content that inspires and informs readers.

Read more by Sam Lauron

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