20 Essential Social Media Statistics
In 2024
As a social media marketer, statistics are your go-to tool.
You dig into your analytics to find what content works best, helping you create more of what resonates with your audience. You also use statistics to understand audience demographics on each platform, guiding where to focus your efforts.
This data is crucial for how you present yourself online and connect with your target audience.
Since the social media landscape changes quickly, you can’t rely on last year’s stats for this year’s strategy.
To keep you on track, we’ve compiled the key social media statistics you need to know for 2024. These insights will help you choose the right platforms and craft content that drives results.
Social Media Platform Statistics
Let’s start with the current number of active users on each social media platform.
This helps us see which platforms are the most popular right now and which ones are growing year by year.
As a marketer, this information is key to shaping your social media strategy for 2024. You want to focus on the platforms where your audience is most active.
It’s also useful to know which platforms are gaining popularity, so you can decide where to invest more of your time and resources.
Here are the usage statistics for the top social media platforms, based on data from April 2024 by Statista. The platforms are ranked by the number of active users.
Facebook: 3.065 million active users
YouTube: 2.504 million active users
Instagram: 2.000 million active users
TikTok: 1.582 million active users
Snapchat: 800 million active users
X/ Twitter: 611 million active users
As you can see, Facebook still holds the top spot among social media platforms.
However, TikTok, which launched in 2016, is outpacing older platforms like Snapchat, Twitter, and Pinterest. This suggests TikTok has staying power. With this in mind, think about whether it’s time to focus on a new platform in your strategy this year.
Social Media Demographics Statistics
As you can see, Facebook still holds the top spot among social media platforms.
However, TikTok, which launched in 2016, is outpacing older platforms like Snapchat, Twitter, and Pinterest. This suggests TikTok has staying power. With this in mind, think about whether it’s time to focus on a new platform in your strategy this year.
Males Represent the Largest Demographics on Facebook, Instagram, and Twitter
On Facebook, the largest demographic is males aged 25-34. On Instagram, this group takes second place, with males aged 18-24 being the most active users. Twitter, on the other hand, has a user base that’s 39.1% female, making it a predominantly male platform.
67% of TikTok Users in the United States are 18-19 Years Old
While many TikTok users in the U.S. are 18-19 years old, only 41% are over 50. TikTok has become a favorite among Gen Z, but other age groups are also getting on board, especially after its surge in popularity during the COVID-19 pandemic.
India is the Country With the Most Facebook Users
India leads with 378.05 million Facebook users, making it the top country for the platform. The United States follows with 193.8 million users. Right behind them in Facebook popularity are Indonesia, Brazil, Mexico, the Philippines, and Vietnam.
The Most Instagram Posts Come From the United States
India leads with 378.05 million Facebook users, making it the top country for the platform. The United States follows with 193.8 million users. Right behind them in Facebook popularity are Indonesia, Brazil, Mexico, the Philippines, and Vietnam.
The United States and Japan Are Twitter’s Top Two Countries
The United States leads with 106.23 million Twitter users, the highest globally. Japan follows closely with 69.28 million users, while India ranks third with 25.45 million Twitter users.
Pinterest is Most Popular in the United States
Pinterest is another social media platform where a majority of its active users reside in the United States, 89.9 million to be exact. Rounding out the top five are Brazil, Mexico, Germany, and France.
Social Media Usage Statistics
Social media is constantly evolving, influencing how marketers and users access and create content. To stay updated on how social media is used in 2024, here are some key statistics on platform usage to guide your strategy:
62.3% of the World’s Population Uses Social Media
With 62.3% of the global population using social media, it’s a powerful tool for building connections. Add to that the fact that over two-thirds of the world now has access to mobile phones, and social media is literally at our fingertips all day, every day.
The Amount of Social Media Users Is On the Rise
Social media is one of the most popular online activities. In 2023, 4.89 billion people worldwide were active on social platforms. By 2027, that number is expected to jump to nearly 6.05 billion users.
The Average User Spends 2 Hours and 24 Minutes on Social Media Daily
It’s no surprise that most of us spend a good chunk of our day on social media via smartphones. On average, users spend 2 hours and 24 minutes scrolling, watching Stories, and engaging with accounts.
Kenya leads in social media usage, with urban consumers spending 235 minutes (almost 4 hours) per day. South Africa comes in second with 224 minutes, while Kenya and the Philippines tie for third, with users spending 216 minutes (3 hours and 36 minutes) daily.
9. 16.2% of LinkedIn Users are Active Daily
Roughly 134.5 million users are active on LinkedIn every day, with over 48.5% engaging on the platform each month.
LinkedIn User Statistics
The largest age group on LinkedIn is 25-34 years old, making up 60.1% of its user base. The United States has the highest number of LinkedIn users at over 180 million. India, China, and Brazil follow the US in terms of LinkedIn user base size.
Over 58.4 Million Companies Are On LinkedIn
Alongside individual users, companies also maintain profiles on LinkedIn. These profiles serve as a tool for marketing on the platform and recruiting new talent.
295 Thousand Schools Are Listed on LinkedIn
Schools leverage LinkedIn to market their programs to young professionals seeking further education. They also connect with former students through their alumni network, enhancing their recruiting and marketing efforts.
LinkedIn Has More Male Users Than Female
About 43.6% of LinkedIn users are female. Meanwhile, 56.4% are male as of January 2024.
Most of LinkedIn’s Users are Between 25 and 34 Years Old
Millennials account for 60% of LinkedIn’s users. Around 20% are between 18 and 24, nearly 18% are between 35 and 54, and just 2% are 55 or older.
In the U.S., 31% of users are aged 30 to 39, while 28% are between 50 and 64.
LinkedIn Recruiting and Hiring Statistics
LinkedIn is one of the top platforms for job searching and recruiting. The following statistics highlight how effectively the platform connects professionals with the right opportunities.
LinkedIn Advertising Statistics
LinkedIn Ads are effective paid promotions for businesses, particularly for reaching key decision-makers on the platform, as demonstrated by the following statistics. That’s why many digital marketing agencies recommend LinkedIn advertising for B2B brands.
LinkedIn Marketing Statistics
B2B marketers use LinkedIn to boost brand awareness, generate leads, and strengthen customer relationships. The following statistics highlight the returns from these marketing efforts.
Fuel Your Marketing Strategies with Essentail Social Media Statistics
As Social Media keeps evolving, update your marketing strategies with these insights to stay effective in 2024 and beyond.
For more information on how HOT IRON Digital can enhance your social media strategy across various platforms, email us at hello@hotirondigital.ie or get in touch here. We’ve helped numerous clients boost their social media engagement and achieve their business goals. Ready to see the same results? Get in touch with us today!S