Social Media Statistics and Trends: 2024 Guide

Social Media Statistics and Trends: 2024 Guide

More than half the world makes use of social media, however platform preferences fluctuate by area. Facebook statistics and YouTube statistics present these platforms as two of essentially the most used platforms within the U.S. and throughout the globe.

About 63% of the world inhabitants makes use of social media

As of April 2024, an estimated 5 billion folks globally use social media. This accounts for the energetic customers of the massive names in social media, together with Facebook, YouTube, Instagram and WhatsApp, in addition to standard messaging apps like WeChat and Telegram. The reputation of social media platforms continues to develop worldwide annually.

YouTube is the preferred social media platform amongst U.S. adults 

YouTube is essentially the most generally used social media platform amongst American adults, adopted by Facebook and Instagram. Pinterest is the fourth hottest social media platform within the United States, with TikTok rounding out the highest 5. Only 3% of U.S. adults report utilizing BeReal, one of many latest social media platforms launched in 2020.

Facebook has essentially the most customers of any social media platform on the earth 

Facebook has extra month-to-month energetic customers than every other social media platform with over 3 billion worldwide. YouTube ranks second globally, adopted by WhatsApp, Instagram and TikTok. Facebook’s guardian firm, Meta, owns each Instagram and WhatsApp, making it a powerhouse among the many high social networks. Meta’s personal knowledge present the variety of customers continued to develop main into 2024.

Quite a lot of components affect a consumer’s selection over which social media platforms to make use of. Here are some latest insights about a number of the high social media platforms, together with Instagram and Twitter statistics.

The youngest U.S. adults are almost certainly to make use of Instagram, Snapchat and TikTok

Of American adults aged 18 to 29, 78% reported having used Instagram. In this age group, 65% have used Snapchat, and 62% have used TikTok. These social media apps noticed the best distinction between the oldest and youngest demographics. For occasion, solely 15% of U.S. adults age 65 and older reported ever having used Instagram. Only 4% of that age group had ever used Snapchat and solely 10% had used TikTok.

Women usually tend to report utilizing Pinterest 

Pinterest customers usually tend to be girls. A Pew analysis examine discovered that in 2021, Pinterest had the widest gender hole of all social media websites used within the United States. Forty-six p.c of girls reported utilizing Pinterest, whereas solely 16% of males did. Women had been additionally extra prone to have used Instagram and TikTok, whereas males had been almost twice as seemingly to make use of Reddit. LinkedIn, Snapchat and Twitter had no large gaps in customers primarily based on gender.

Twitter exercise has dropped for the reason that X rebranding 

After Twitter’s acquisition and rebrand, the platform noticed its variety of customers stay comparatively flat, however total exercise dropped. The high 20% of the location’s most energetic customers are posting much less on common. In 2023, 1 / 4 of X customers reported they didn’t count on to be utilizing the platform inside a 12 months.

Influencer advertising and marketing is a well-liked approach for giant firms and small companies alike to succeed in a broader viewers with social media technique.

75% of entrepreneurs work with social media influencers 

A 2019 examine revealed by researchers within the Journal of Marketing discovered that three out of 4 entrepreneurs used social media influencers as a part of an total promotion technique to generate word-of-mouth buzz and improve model consciousness. Influencer advertising and marketing is an efficient technique for on-line model engagement when seen as genuine by social media audiences.

Social media influencers drive leisure suggestions

Influencers are driving what persons are watching and taking part in. Sixty-three p.c of Gen Z and 48% of millennials uncover new video video games by way of gaming content material creators, and greater than half of Gen Z respondents stated they selected to play a online game due to an influencer. As for streaming video, 60% of Gen Z reported preferring user-generated content material (UGC) movies. This was partly as a result of they don’t like looking streaming platforms for what to look at.

More older adults are following influencers

The variety of child boomers following social media influencers has jumped 12% since 2021. Older adults say their major causes for utilizing social media embody maintaining with household and studying information tales. Notably, nevertheless, child boomers are extra seemingly than ever to make use of social platforms to search out new merchandise, observe influencers and celebrities and watch sports activities.

Not everybody makes use of social media the identical. Platform selection and time spent on social media fluctuate extensively for quite a lot of causes. Here’s some perception on common customers and what attracts them in, together with Instagram statistics and TikTok statistics.

The common consumer spends about 2.5 hours per day on social media 

The typical social media consumer will spend two hours and 23 minutes on social media each day. This time is unfold throughout a median of six to seven social media platforms. That quantities to greater than 36 days of social media utilization yearly. Taking into consideration sleep and different actions, this implies the common consumer will spend 14% of their life on social media exercise.

98% of TikTok content material comes from about 25% of customers 

About 1 / 4 of TikTok customers are chargeable for virtually all content material on the platform. This means the overwhelming majority of TikTok customers solely watch movies with out posting any themselves. Research has proven the identical is true with Twitter (now referred to as X). Only a fraction of Twitter customers truly publish their very own tweets.

Young folks get most of their information from social media

A 2021 Gallup ballot discovered that 45% of Americans aged 15 to 24 used social media — greater than every other supply — to remain knowledgeable about present occasions and information. Only 15% of this age group reported tv as their commonest supply of stories, and solely 14% stated they checked on-line information websites most frequently.

Time on social media dipped not too long ago, besides in North America 

Social media utilization is up in North American international locations however down worldwide. For solely the second time since 2012, social media utilization in early 2024 decreased in Latin America, Europe, Asia and the Middle East. Overall, the common time spent on social media has remained pretty constant over the previous few years, indicating that platform utilization and curiosity have doubtlessly reached a ceiling.

Research on the destructive outcomes of social media is commonly inconclusive 

An evaluation of the present analysis on social media platforms utilization and psychological well being discovered that basically, there isn’t a conclusive hyperlink between social media and main psychological well being points. Some research have linked social media utilization to despair and anxiousness charges or points with shallowness in younger folks. Other research have discovered no clear causation.

More than half of teenagers say it could be troublesome to surrender social media 

Social media habits amongst younger folks have been within the highlight, particularly as American teenagers report utilizing a number of social media platforms every day. In one Pew analysis examine, 54% of youngsters stated they’d discover it troublesome to surrender social media. Respondents aged 13-14 had been much less prone to say this than respondents aged 15-17.

The arrival of Facebook on faculty campuses was linked to declines in psychological well being

One examine in 2022 analyzed faculty pupil psychological well being knowledge earlier than and after Facebook was launched on their campus. The outcomes confirmed pupil psychological well being was negatively impacted by Facebook’s arrival on faculty campuses, which in flip impacted pupil educational efficiency. Researchers pointed to the opportunity of the social media platform resulting in higher “social comparisons” as making a decline in psychological well being.

Deactivating Facebook was linked to higher perceived well-being 

One examine discovered that deactivating Facebook for 4 weeks elevated well-being within the eyes of customers. This discovering was primarily based on customers self-reporting they’d higher basic well-being when not utilizing the platform. Deactivating their accounts additionally resulted in contributors collaborating in additional offline actions, and led to contributors utilizing Facebook much less in the long run, even after the examine had concluded.

45% of individuals examine social media earlier than making a purchase order

Just below half of customers worldwide say they examine social media for critiques and insights earlier than making a purchase order. People are almost certainly to examine social media earlier than shopping for a cell phone or different know-how merchandise reminiscent of TVs or family home equipment. This alerts to companies {that a} advertising and marketing technique and social media presence is essential to ascertain a model and construct belief with potential prospects.

Social media advertising and marketing is confirmed to affect purchases

Psychology analysis demonstrates that social media advertising and marketing actions do affect buyer intentions. This suggests social media is an efficient advertising and marketing instrument as companies attempt to attain customers on-line. Social identification with manufacturers has been cited as notably essential when influencing buyer conduct. In essence, the extra somebody identifies with a model personally, the extra seemingly they’re to mean to purchase that services or products.

Social media promoting is linked to impulse shopping for

A latest examine confirmed social media promoting can improve the probability of a client making a fast impulse buy. This offers new perception into client conduct as entrepreneurs resolve advert spending, develop digital advertising and marketing plans and implement social media advert methods. Social media adverts differ from different content material, reminiscent of natural posts from companies. When a model makes use of promoting content material to draw its audience, it might immediate customers to make a snap choice to purchase.

Social media consumer wrestle to establish AI-powered bots

As ChatGPT and related platforms surge in reputation, synthetic intelligence (AI) purposes on social media loom massive within the dialogue of potential dangers. AI would possibly make it troublesome to identify bots on-line. Researchers at Notre Dame University requested examine contributors in a latest venture to interact in political discourse with AI-powered bots and actual folks. Then researchers requested contributors to establish the bots. Fifty-eight p.c of the time, contributors couldn’t inform after they had been interacting with an AI-powered bot.

Social media is influencing conventional media

Researchers have discovered a connection between trending matters on social media and information matters, indicating on-line conversations affect what conventional information shops, reminiscent of tv information stations, select to cowl. Social media acts as an “consideration driver” that alerts to information shops what matters are standard amongst web customers on the highest social media apps, researchers wrote within the European Journal of Information Systems. When social media tendencies appeal to public consideration, it’s extra seemingly conventional information shops will cowl the exercise.

Frequently Asked Questions About Social Media Statistics

What is essentially the most used social media platform?

Facebook has the biggest consumer base of any social media platform on the earth. There are greater than 3 billion energetic Facebook customers on a month-to-month foundation.

How many individuals use social media?

An estimated 5 billion folks use social media worldwide, or about 63% of the inhabitants.

How a lot time does Gen Z spend on social media?

Gen Z spends extra time on social media than different age teams. In one examine, Gen Z was the almost certainly to report utilizing social media for 2 hours or extra every day.

Is social media utilization rising in 2024?

The common time spent on social media is rising in North America however has plateaued in different areas. Early 2024 noticed a decline in time spent on social media in Latin America, Europe, Asia and the Middle East.

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About the Author: Amanda