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The latest social media statistics tell an amazing story. Over 5.41 billion people across the globe actively use social media as of July 2025. This represents 65.7% of the world's population. The numbers have grown substantially since 2024 when about five billion people used social media worldwide.
These platforms have become part of our everyday routine. An average internet user now spends 143 minutes on social media each day—that’s almost 2.5 hours. People participate in about 6.84 different social platforms every month. This shows how varied our social media habits have become.
Let’s take a closer look at the lesser-known aspects of social media usage in this piece. YouTube and Facebook remain the most accessible online platforms. The statistics reveal interesting regional differences and demographic surprises that show how we connect online in 2025.
How Many People Use Social Media in 2025?
Global user count and growth rate
Social media users worldwide now total 5.41 billion as of July 2025. Nearly two-thirds of everyone on Earth now has some form of social media presence.
Social networks gained 241 million new users in the last year, showing a 4.7% annual growth rate, with 7.6 people joining every second. Experts believe the global base will top 6 billion by 2028. In 2015, there were only 2.08 billion users—just ten years later, that number more than doubled.
Percentage of internet users on social media
95.7% of internet users worldwide use social media monthly. Among adults, the adoption rate is 88.9% globally and 97.3% among internet-connected adults.
Regional differences stand out. Middle Africa sees only 3 in 10 internet users on social media, while Eastern Asia leads with nearly 97%, driven largely by WeChat in China.
Year-over-year growth comparison
Quarterly data shows steady growth:
- Q1 2025: 5.24 billion users (+0.5%)
- Q4 2024: 5.22 billion (+1.0%)
- Q3 2024: 5.17 billion (+1.9%)
- Q2 2024: 5.07 billion (+0.7%)
- Q1 2024: 5.04 billion (+1.7%)
Social media’s yearly growth rate of 4.1% equals about 72 million new users each quarter. Growth has slowed compared to earlier years but remains strong given the scale.
Most Used Social Media Platforms Worldwide
Top 10 platforms by monthly active users
- Facebook: 3.07 billion
- YouTube: 2.53 billion
- WhatsApp: 2.0 billion
- Instagram: 2.0 billion
- TikTok: 1.59 billion
- WeChat: 1.38 billion
- Telegram: 950 million
- Facebook Messenger: 947 million
- Snapchat: 850 million
- Douyin: 766 million
LinkedIn’s numbers vary widely, ranging from 386 million to over 1.1 billion depending on the source.
Platform rankings by ad reach
YouTube leads ad reach with 2.53 billion users, surpassing Facebook’s 2.28 billion. LinkedIn, Pinterest, and Instagram all show strong growth in advertising reach. Reddit is growing fastest quarter-over-quarter and now counts over 1.1 billion users according to some reports.
Platform overlap and multi-platform usage
Users average 6.8 platforms monthly. Very few users are exclusive to one platform—Facebook users overlap 99.3% with others, and TikTok, X, and Telegram users overlap 99.9%.
Time spent differs by platform:
- TikTok: 53.8 minutes daily
- YouTube: 48.7 minutes
- X and Instagram: 34 minutes
- Snapchat and Facebook: 30 minutes
Time spent on social media
The global average fell to 141 minutes daily in 2025, down from 151 minutes in 2023. Humans now spend over 12 billion hours daily on social media—about 1.38 million years of human life. 92% of this happens on mobile devices.
Countries with highest and lowest usage
- Highest: Brazil (3h 49m), Philippines (3h 32m), Nigeria (≈4h), Kenya (4h 13m)
- Lowest: Japan (46m), South Korea (1h 14m), UK (1h 37m)
City dwellers spend 24% more time on social platforms than rural users.
TikTok vs. other platforms in engagement
TikTok dominates engagement, with US users watching 4.8 billion minutes daily. Its engagement rate is 2.5%—five times higher than Instagram’s. Australians spend the most time on TikTok at 29.6 hours monthly.
Demographics That May Surprise You
Age group breakdowns
- YouTube: strongest among 30-49 year olds (94%)
- Facebook: largest group is 25-34 year olds (31.1%)
- TikTok: largest group is also 25-34 year olds (35.3%)
Millennials remain the most active generation, while Gen Z women (16-24) spend nearly 3 hours daily. Older users mostly join to stay connected with family.
Gender usage differences by platform
- Male-dominated: X (63.7% male), LinkedIn (56.9% male), Facebook (56.7% male), TikTok (55.7% male)
- Female-dominated: Pinterest (69.4% female)
Men tend to consume more sports content, while women follow influencers more often. Interestingly, Gen Z men trust influencers more than Gen Z women (64% vs 36%).
Education and income level insights
Higher-income users lean toward LinkedIn, X, Reddit, and Yelp. 53% of Reddit users come from high-income households. Wealthier users value goals, status, and tech adoption. Lower-income users, however, are more likely to buy based on influencer recommendations.
Unexpected Regional Usage Patterns
Countries with highest penetration rates
- Saudi Arabia: 102% (multiple accounts per person)
- UAE: 100.3%
- South Korea: 94.7%
Northern and Western Europe also show penetration above 80%, while Middle Africa remains at 30%.
Emerging markets driving growth
Asia leads globally with 3.2 billion users. China has 1.07 billion users, India 862 million. Emerging market users often turn to social media to find brands—70% in Nigeria, 66.7% in Indonesia, and 64.6% in Brazil.
Urban vs. rural usage differences
85% of urban youth (14-22) use social media daily vs. 75% of rural youth. Rural America uses Facebook and Pinterest more heavily, while urban youth prefer Instagram. Rural users are also more likely to quit platforms after harassment.
Hidden Behaviors and Reasons People Use Social Media
Top reasons for using social media in 2025
- Keeping in touch with friends/family: 50.8%
- Filling spare time
- Reading news stories: 34.5%
Older adults emphasize family and news more, while younger users gravitate toward trends.
Work-related social media usage
38.3% of users engage in work-related activities on social media. The 35-44 age group leads here, with many men using platforms for networking. 59% of employees believe moderate use improves productivity.
Platform-specific behavior patterns
- Facebook: preferred customer service channel across generations
- Instagram: 61% use it to discover products
- TikTok: 58% increase in news consumption since 2021
- YouTube: widely used even by LinkedIn users
Users now juggle nearly seven platforms monthly, shaping complex multi-platform behaviors.
Conclusion
Social media in 2025 connects 5.41 billion people worldwide. Facebook remains dominant, TikTok’s biggest audience is 25-34 year olds, and men make up the majority on most platforms except Pinterest.
Global averages hide cultural differences—Brazilian users spend nearly four hours daily while Japanese users spend under an hour. Motivations are shifting too: fewer people cite staying connected as the main reason, while professional and news use grow.
These hidden statistics prove that social media is not one-size-fits-all but a dynamic ecosystem shaped by demographics, regions, and individual habits.
FAQs
Q1. How many people use social media globally in 2025?
As of July 2025, there are 5.41 billion active users worldwide, representing 65.7% of the population. An average of 7.6 new users join every second.
Q2. Which social media platform has the highest user engagement?
TikTok leads with an average of 59 minutes per day per user and an engagement rate of 2.5%—five times higher than Instagram’s.
Q3. Are younger generations the primary users of all social media platforms?
No. YouTube’s largest segment is 30-49 year olds. Facebook’s is 25-34. TikTok’s biggest group is also 25-34, not teens as many assume.
Q4. How does social media usage differ between urban and rural areas?
85% of urban youth use social media daily versus 75% of rural youth. Rural users prefer Snapchat as their second choice, while urban youth lean toward Instagram.
Q5. What are the main reasons people use social media in 2025?
Top reasons include staying connected (50.8%), filling spare time, and reading news. Younger users focus more on trends, while older generations prefer news.
