We’ve got the latest social media statistics to inform your social marketing strategy. Knowing which way the winds are blowing on the world’s biggest (and/or trendiest) social platforms is key to reaching your audience efficiently.

These numbers will give you:

  • The latest updates on growth, demographics, and benchmarks;
  • Insights on how people behave, and what they want, on each platform;
  • Actionable takeaways that can help you connect with your audience.

A note on sources: We’ve collected these stats from third-party surveys, whitepapers and reports from the platforms themselves. Interested in digging deeper? Start with Hootsuite’s Global State of Digital 2021 (including Simon Kemp’s overview).

Download the complete Digital 2021 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 adoption surged in 2020

mobile, internet and social media use globally

Source: Global State of Digital 2021

  • The countries that added the most social media users in 2020 were: China (+110 million), India (+78 million), the Philippines (+16 million) and Mexico (+11 million)
    • Brazil, Indonesia and the USA saw 10 million new social users each
  • Regionally, social media saturation varies:
    • North America (74%) and Western/Northern Europe (79%) have the highest social media saturation rates in the world
    • South East Asia (69%) and Eastern Asia (66%) lead Asia
    • South America (72%) and Central America (71%) have slightly more uptake than Oceania (64%) and Eastern Europe (65%)
    • Northern (45%) and Southern (41%) Africa have the highest saturation on the continent

social media users vs. total population

Source: Global State of Digital 2021

Check out individual regional reports to zero in on your target audience.

Social media usage statistics

  • Worldwide, the average user spends 2 hours and 25 minutes on social media every day (of 7 hours total spent on the internet, across all devices)
    • Social media consumption dips to 2h07 in the US, 1h49 in the UK, and 1h46 in Canada
    • The Philippines is the top consumer, where people average 4h15 per day on social media, while Japan uses social the least, with 51 minutes per day
  • 98.8% of users access social media via a mobile device (and people spend an average of 4 hours and 10 minutes on those devices every day)
  • The average user has accounts on 8.4 different social platforms
    • 98.7% to 100% of users on the major social networks use other platforms

user overlaps on social media platforms

Source: Global State of Digital 2021

Brands are well-placed on social media

use of social media for brand research

Source: Global State of Digital 2021

Social media advertising statistics

impacts on social media users' decisions to engage with ads

Source: eMarketer

Check out our full list of social media advertising statistics here.

Instagram statistics

Users

Demographics

  • 49.2% of Instagram users identify as men; 50.8% as women
  • 63% of Instagram users are between 18 and 34 years old
    • Only 30% of Instagram users are above the age of 35
  • Worldwide, the largest Instagram audiences are in the USA, India, (140 million each) Brazil (99 million), Indonesia (85 million), and Russia (56 million).

Here’s our full detail on Instagram demographics.

Usage

Brands

Our complete list of 2021 Instagram statistics is over here.

Facebook statistics

Users

Demographics

Usage

Brands

U.S. adults who have made a purchase via social media platforms

Source: eMarketer

The complete list of 2021 Facebook statistics is over here.

Twitter statistics

Users

Demographics

Usage

Brands

Here’s our full breakdown of Twitter statistics and Twitter demographics.

YouTube statistics

Users

Demographics

Usage

Brands

Here’s our full breakdown of YouTube statistics.

Pinterest statistics

Users

Demographics

Usage

Pinterest positivity searches graph

Source: Pinterest

Brands

Here’s our full breakdown of Pinterest statistics.

Download the complete Digital 2021 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.

Get the full report now!

LinkedIn statistics

Users

Demographics

Usage

Brands

social media platforms privacy and data protection

Source: eMarketer

Here’s our full breakdown of LinkedIn statistics.

Snapchat statistics

Users

Demographics

profile of Snapchat's advertising audience

Source: Global State of Digital 2021

Usage

Brands

Here’s our full breakdown of Snapchat statistics.

TikTok statistics

Users

Demographics

U.S. teens' favorite social platform

Source: Marketing Charts

Parents of older child are more likely to say child uses social media sites

Source: Pew Research

Usage

positive and negative feelings toward social media in the past year

Source: Vox

visits to popular social media websites data

Source: Vox

Brands

Read our full list of fresh TikTok statistics over here.

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