Over 5.66 billion people use social media worldwide in 2026. That's 68.7% of the global population. Social media has become a massive part of daily life for most people on Earth.
This article covers everything you need to know about social media usage in 2026. You'll find the latest statistics, user demographics, platform comparisons, and trends.
Social Media Statistics: Global Social Media Users in 2026
Social media usage continues to grow rapidly in 2026. The numbers are staggering.
How Many People Use Social Media Worldwide?
5.66 billion people actively use social media in 2026. This represents 68.7% of the total global population.
To put this in perspective:
- That's more than 2 out of 3 people on Earth
- Users now outnumber non-users 2 to 1
- Social media users are now a “supermajority”
The growth doesn't stop. Social media added 259 million new users in the past year. That's a growth rate of 4.8% year-over-year.
Real-time growth:
- 7.8 new users join social media every second
- 492 new users every minute
- 29,520 new users every hour
Social Media vs. Internet Users
Among internet users, social media penetration is even higher:
- 93.8% of internet users are on social media
- That's nearly everyone with internet access
- Only 6.2% of internet users don't use social media
The connection between internet and social media is clear. If you have internet, you probably use social media.
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Social Media Usage by Country
Social media usage varies dramatically by country. Some nations have adoption rates over 100%.
Top Countries by Social Media Users
| Rank | Country | Number of Users | Key Facts |
| 1 | China | 1.18 billion | Expected to reach 1.36B by 2030 |
| 2 | India | 900+ million | Fastest growing market |
| 3 | United States | 253 million | 73% penetration rate |
| 4 | Indonesia | 190+ million | High mobile usage |
| 5 | Brazil | 165+ million | Strong engagement |
China leads with 1.18 billion social media users. India follows with massive growth potential.
Social Media Penetration Rates by Country
Some countries show penetration rates above 100%. This happens when people have multiple accounts.
Highest Penetration Rates:
- United Arab Emirates: 115%
- Saudi Arabia: 102%
- South Korea: 93.4%
- Taiwan: 90%+
- Singapore: 88%+
The UAE's 115% rate means more social accounts than people. Many users maintain multiple profiles across platforms.
United States Statistics:
- 253 million active users
- 73% of population uses social media
- Average user has 6-7 platform accounts
- Daily usage: 2 hours 9 minutes
Regional Social Media Distribution
Asia dominates global social media usage. Europe and Africa show different patterns.
Users by Region (2026)
| Region | Percentage of Global Users | Growth Rate |
| Asia | 60% | 14.1% YoY |
| Europe | 12% | 3.8% YoY |
| Africa | 11.5% | Rapid growth |
| North America | 8% | Steady |
| South America | 6.5% | Growing |
| Oceania | 2% | Stable |
Asia leads with 60% of all social media users globally. That's roughly 3.4 billion users in Asia alone.
Europe shows the slowest growth at 3.8%. The market is mature and saturated.
Africa demonstrates rapid expansion. Mobile-first adoption drives growth in developing regions.
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Time Spent on Social Media
People spend significant time on social platforms daily. The average keeps increasing.
Global Average Time
2 hours and 21 minutes – That's how long the average person spends on social media each day.
Breaking this down:
- 141 minutes daily
- 16.5 hours weekly
- 70 hours monthly
- 840 hours yearly
That's equivalent to 35 full days per year spent on social media.
Time Spent by Country
Different countries show vastly different usage patterns.
Top 10 Countries by Daily Usage:
| Country | Daily Time on Social Media |
| Brazil | 3 hours 32 minutes |
| Philippines | 3 hours 25 minutes |
| South Africa | 3 hours 20 minutes |
| Kenya | 4+ hours |
| Nigeria | 3 hours 15 minutes |
| USA | 2 hours 9 minutes |
| Australia | 1 hour 51 minutes |
| UK | 1 hour 37 minutes |
| South Korea | 1 hour 14 minutes |
| Japan | 46 minutes |
Brazil leads with 3 hours 32 minutes daily. That's 90% more than the global average.
Japan shows the lowest at just 46 minutes daily. Cultural differences play a major role.
Top Social Media Platforms in 2026
Facebook remains the largest platform. But competition is fierce across all platforms.
Social Media Platforms by Active Users
| Platform | Monthly Active Users | YoY Growth | Key Demographics |
| 3.22 billion | Stable | All ages, global | |
| YouTube | 2.85 billion | Growing | Cross-generational |
| 2.5-3 billion | Growing | Messaging-focused | |
| 2.20 billion | 10%+ growth | Ages 18-44 | |
| TikTok | 1.70 billion | 15%+ growth | Ages 16-34 |
| 1.3 billion | Stable | China-focused | |
| Facebook Messenger | 980 million | Stable | Messaging |
| Telegram | 900 million | Growing | Privacy-focused |
| Snapchat | 750 million | Moderate | Ages 13-24 |
| X (Twitter) | 600 million | Declining | News-focused |
| 1.2 billion | 8% growth | Professional | |
| 850 million | Strong growth | Discussion-based | |
| 500 million | Stable | Visual discovery | |
| Threads | 300 million | New platform | Meta ecosystem |
Facebook dominates with 3.22 billion users. Despite competition, it remains number one.
YouTube follows closely at 2.85 billion. It serves as both social platform and search engine.
TikTok shows the strongest growth at 15% yearly. Young users drive this expansion.
Platform Preferences
Users have favorite platforms for different purposes.
Favorite Platform Survey Results:
- Instagram: 21% (most liked)
- WhatsApp: 21% (tied for first)
- Facebook: 18%
- TikTok: 15%
- YouTube: 12%
- Others: 13%
Instagram and WhatsApp tie as users' favorite platforms. Facebook ranks third despite having more users.
Average Number of Platforms per User
Modern users don't stick to one platform. They spread across multiple apps.
How Many Platforms Do People Use?
The average user engages with 6.83 different social media platforms monthly.
Platform Usage by Region:
- UAE: 8.63 platforms (highest globally)
- Global Average: 6.83 platforms
- Japan: 3.49 platforms (lowest)
Young users maintain more platform accounts than older adults. Females show slightly higher multi-platform usage.
Why Multiple Platforms?
- Different purposes for each platform
- Reach different friend groups
- Content variety across platforms
- Platform-specific features
- Work vs. personal separation
Social Media Demographics
User demographics vary significantly across platforms and regions.
Gender Distribution
Globally, social media skews slightly male.
Global Gender Split:
- Men: 54.6%
- Women: 45.4%
But this varies by region dramatically.
Gender Distribution by Region:
| Region | Female % | Male % |
| North America | 50% | 50% |
| South America | 52% | 48% |
| Western Europe | 50% | 50% |
| Southern Africa | 49% | 51% |
| Southern Asia | 34% | 66% |
| South-Eastern Asia | 49% | 51% |
| Oceania | 50% | 50% |
Southern Asia shows the biggest gender gap with 66% male users.
Most Western regions show balanced 50/50 splits.
Gender by Platform
Different platforms attract different gender distributions.
Platform Gender Breakdown:
- Pinterest: 70%+ female
- Instagram: 55% female, 45% male
- Facebook: 50% female, 50% male
- TikTok: 57% female, 43% male
- LinkedIn: 45% female, 55% male
- Reddit: 39% female, 61% male
- X (Twitter): 38% female, 62% male
Pinterest dominates as the most female-skewed platform.
Reddit and X attract predominantly male audiences.
Age Distribution
Age plays a huge role in platform choice.
Social Media Usage by Age (US):
- Ages 18-29: 90% use social media
- Ages 30-49: 82% use social media
- Ages 50-64: 73% use social media
- Ages 65+: 45% use social media
Younger generations show near-universal adoption.
Platform Preferences by Age:
Ages 18-29 Most Used:
- Instagram (80%)
- TikTok (70%)
- Snapchat (65%)
- YouTube (90%+)
Ages 30-49 Most Used:
- Facebook (80%)
- YouTube (85%)
- Instagram (60%)
Ages 50-64 Most Used:
- Facebook (75%)
- YouTube (75%)
- LinkedIn (35%)
Ages 65+ Most Used:
- Facebook (60%)
- YouTube (55%)
YouTube stands out as cross-generational. Over 90% of adults under 50 use it.
Why People Use Social Media
Understanding motivations helps explain the massive adoption rates.
Top Reasons for Social Media Usage
Main Motivations (% of users):
- Staying connected with friends/family: 50.8%
- Reading news stories: 35.2%
- Finding entertaining content: 33.5%
- Sharing photos/videos: 30.1%
- Following brands/products: 27.3%
- Professional networking: 22.8%
- Finding inspiration: 21.5%
- Learning new skills: 19.2%
Keeping in touch tops the list across all age groups.
Older users (45+) prioritize news consumption.
Younger users (16-24) focus on entertainment and content sharing.
Use Cases by Platform
Different platforms serve different purposes.
Platform Primary Uses:
- Facebook: Keeping in touch (73.1%)
- Instagram: Sharing photos/videos (70.2%)
- X (Twitter): News updates (60.5%)
- LinkedIn: Professional networking (85%)
- TikTok: Entertainment (78%)
- Pinterest: Finding inspiration (82%)
- Reddit: Discussions and information (65%)
Users choose platforms strategically based on their needs.
Social Media Growth Trends
Social media keeps expanding. Growth patterns reveal interesting insights.
Historical Growth
Social media usage has exploded over the past decade.
Year-by-Year Growth:
| Year | Users (Billions) | Growth Rate |
| 2015 | 2.07 | – |
| 2016 | 2.31 | 11% |
| 2018 | 3.20 | 19% |
| 2020 | 3.96 | Steady |
| 2023 | 4.88 | 10% |
| 2025 | 5.24 | 7% |
| 2026 | 5.66 | 4.8% |
Usage has more than doubled since 2015. That's 3.59 billion new users in 11 years.
Growth rate is slowing but still positive. The market approaches saturation in developed countries.
Future Projections
Where is social media headed?
Expected Trends:
- Continued growth in developing markets
- Africa and Asia driving expansion
- Mature markets showing minimal growth
- Mobile-first platforms dominating
- Short-form video continuing to rise
Experts project 6+ billion users by 2028. That would represent over 70% of the global population.
Mobile vs. Desktop Usage
Mobile dominates social media access. Desktop usage continues declining.
Device Preferences
92% of social media access happens on mobile devices.
Device Breakdown:
- Mobile only: 78%
- Desktop only: 2%
- Both mobile and desktop: 20%
Mobile-first platforms like TikTok and Instagram see 95%+ mobile usage.
Facebook shows more balanced usage with 70% mobile, 30% desktop.
LinkedIn maintains higher desktop usage due to professional/work context.
Social Media and Mental Health
Reddit and Quora discussions reveal growing concerns about social media's impact.
Common Discussion Themes
From Reddit threads (2026):
Positive Impacts:
- Staying connected with distant friends
- Finding supportive communities
- Access to information and news
- Professional networking opportunities
- Creative expression and sharing
Negative Impacts:
- Mental health challenges
- Comparison and envy
- Privacy concerns
- Addiction and time waste
- Misinformation spread
- AI-generated spam content
Top Reddit Complaints:
- Fake content and bots
- Echo chambers
- Privacy tracking
- Declining content quality
- Algorithm manipulation
Mental Health Statistics
Research shows significant impacts:
- 69% of adults report social media affects their mental health
- 54% say it increases anxiety
- 48% report feeling pressure to present perfect lives
- 41% experience FOMO (fear of missing out)
But 67% also say social media helps them stay connected and reduces loneliness.
Social Commerce and Shopping
Social media becomes a digital marketplace. Shopping integration increases.
Social Commerce Statistics
27.3% of users use social media to follow brands and research products.
Shopping Behavior:
- 1 in 7 global shoppers will primarily shop on social media within 5 years
- TikTok: Nearly half of users make purchases
- Instagram: 139 million Reels watched every minute
- Facebook Shops: Growing e-commerce presence
Platform Shopping Rankings:
- TikTok (highest conversion)
- Instagram (visual discovery)
- Facebook (wide reach)
- Pinterest (product inspiration)
Social media advertising spending exceeds $300 billion globally in 2026.
Emerging Platforms and Trends
New platforms emerge while established ones evolve.
Rising Platforms (2026)
Threads: 300 million users (Meta's Twitter alternative) Bluesky: 26 million users (decentralized platform) BeReal: Growing among Gen Z Mastodon: Privacy-focused alternative
Reddit shows strong growth to 850 million monthly active users. Up 13.2% year-over-year.
Content Trends
Short-form video dominates:
- TikTok videos
- Instagram Reels
- YouTube Shorts
- Facebook Reels
Text-based social makes a comeback:
- Threads gaining traction
- X (Twitter) maintaining news focus
- Reddit discussions growing
AI integration increases:
- AI-generated content tools
- Automated posting
- Smart recommendations
- Deepfake concerns
Influencer Marketing Growth
Influencer marketing spending surpasses traditional digital advertising in 2026.
Influencer Statistics
31% of social media users ages 16-24 follow influencers. That's the highest among all age groups.
Influencer Marketing Spend:
- Expected to exceed traditional digital ad spending
- Brands shift budgets toward influencer partnerships
- Micro-influencers (10K-100K followers) see highest engagement
- Nano-influencers (1K-10K) deliver best ROI
Platform Preferences for Influencers:
- Instagram (most popular)
- TikTok (highest engagement)
- YouTube (long-form content)
- Twitch (gaming/streaming)
Business and Marketing Impact
Social media transforms how businesses reach customers.
Marketing Statistics
78% of brands use social media to build brand awareness.
Business Goals:
- Brand awareness: 78%
- Increase engagement: 47%
- Connect with customers: 46%
- Drive website traffic: 44%
- Generate leads: 41%
ROI by Platform (B2B):
- LinkedIn: 85% say it drives most ROI
- YouTube: Strong video ROI
- Facebook: Broad reach
- Instagram: Visual engagement
ROI by Platform (B2C):
- Instagram: Visual products
- Facebook: Community building
- TikTok: Viral potential
- Pinterest: Purchase intent
Content Preferences
Video content dominates:
- 89% of marketers use social videos
- 73% prefer explainer videos
- Short-form video performs best
- Live streaming growing
Post Format Performance:
- Carousel posts: 24% more popular in 2026
- Single images: Declining
- Video posts: Rising
- Text posts: Platform-dependent
Frequently Asked Questions (FAQs)
Also Read:
- Apple Music Statistics
- Zoom Statistics
- ChatGPT Statistics
- Perplexity AI Statistics
- Meta AI Users Statistics
Conclusion
Social media has become a fundamental part of modern life. With 5.66 billion users worldwide, it reaches more than 2 out of 3 people on Earth.
The numbers are staggering:
- 68.7% of the global population uses social media
- Users spend 2 hours 21 minutes daily on platforms
- People engage with an average of 6.83 different platforms
- 259 million new users joined in the past year
Facebook leads with 3.22 billion users. But platforms like TikTok and Instagram show strongest growth. Young users drive adoption of new platforms.
Regional differences are massive. Asia accounts for 60% of all users. The UAE shows 115% penetration with multiple accounts per person. Meanwhile, developed markets approach saturation.
Social media serves many purposes. People stay connected, share content, follow news, shop, and build communities. Platforms evolve to meet these diverse needs.
Concerns about mental health, privacy, and content quality persist. Reddit and Quora discussions reveal user frustrations with AI spam and fake content. But overall usage continues growing.
For businesses, social media is essential. Marketing budgets shift toward influencer partnerships and video content. Social commerce transforms how people discover and buy products.
The future looks mobile-first, video-focused, and increasingly integrated into daily life. With 6+ billion users projected by 2028, social media will only become more central to how we communicate, work, and connect.
Whether for personal connection or business growth, understanding these statistics helps navigate the social media landscape effectively in 2026 and beyond.
Source: Statista, StatCounter
