Statista Deck 2021

Social media usage in the United States
SOCIAL MEDIA USAGE IN THE UNITED STATES
Table of Contents
Table of Contents
01 Overview
United States: digital population as of January 2021 02
Social media: global penetration rate 2021, by region 03
Social media: active usage penetration in selected countries and territories 2021 04
Social network users in selected countries in 2020 and 2025 05
United States: number of social network users 2017-2026 06
United States: social network penetration 2017-2026 07
Share of U.S. population who use social media 2008-2021 08
Share of U.S. adults who use social media 2019, by gender 09
Share of U.S. adults who use social media 2019, by age 10
Share of U.S. adults who use social media 2019, by ethnicity 11
Share of U.S. adults who use social media 2019, by income 12
Share of U.S. adults who use social media 2019, by urbanity 13
Share of U.S. adults who use social media 2019, by education 14
Table of Contents
02 Leading platforms
Global social networks ranked by number of users 2021 16
U.S. market share of leading social media websites 2021 17
Social network usage by brand in the U.S. 2020 18
Social networks: usage by female U.S. internet users 2020 19
Social networks: usage by male U.S. internet users 2020 20
Reach of social media used by U.S. teens and young adults 2020 21
Leading social networks of U.S. Generation X 2020 22
Reach of leading social networks of U.S. Baby Boomers 2020 23
Favorite social networks of U.S. teens 2012-2020 24
03 Usage behavior
Daily social media usage worldwide 2012-2020 26
Average monthly time spent on social platforms in the United States 2018-2020 27
Average daily time spent on social networks in the U.S. 2018-2022 28
Table of Contents
Average daily time spent on social media by U.S. adults 2017-2022 29

Daily engagement rate of U.S. mobile social users 2020 30
Leading social media usage reasons worldwide 2021 31
Social media activities in the U.S. 2020 32
Most frequently accessed social network of U.S. users 2021 33
U.S. social users who considered leaving select social networks 2020 34
04 Facebook
Countries with the most Facebook users 2021 36
United States: number of Facebook users 2017-2025 37
Facebook: online reach in the United States 2017-2026 38
Facebook: number of monthly active users in North America 2010-2021 39
Facebook user share in the United States 2021, by age and gender 40
Facebook usage reach in the United States 2021, by gender 41
Facebook usage reach in the United States 2021, by age group 42
Table of Contents
Facebook usage frequency in the United States 2020 43
05 Instagram
Instagram: number of users in the United States 2019-2023 45
U.S. Instagram usage rate 2018-2023 46
Instagram usage reach in the United States 2021, by gender 47
Instagram usage reach in the United States 2021, by age group 48
Instagram user share in the United States 2021, by age group 49
Instagram user share in the United States 2021, by gender 50
Instagram usage frequency in the United States 2020 51
06 Spotlight: advertising on Instagram

Social network ad spend in the U.S. 2016-2022 53
Digital Market Outlook: social media ad spend change in the U.S. 2018-2025 54
Engagement share of voice of U.S. brands 2019, by industry 55
Table of Contents
Leading U.S. publishers on social media 2020, by user engagement 56

Leading U.S. celebrities on social media 2019, by cross-platform actions 57
Leading social media used by small businesses for advertising in the U.S. 2021 58
Social media ad spend in the U.S. 2019-2021 59
Share of U.S. consumers influenced by social media ads 2020 60
Digital Market Outlook: social media ad spend in the U.S. 2017-2025 61
Digital Market Outlook: social media ad spend in the U.S. 2017-2025, by device 62
Effectiveness of various types of influencers in the U.S. 2020 63
07 Spotlight: COVID-19 impact

U.S. social platform user engagement growth 2020 65
Social network preference for COVID-19 updates in the U.S. 2020, by age group 66
Estimated U.S. social media usage increase due to coronavirus home isolation 2020 67
Estimated U.S. Facebook usage increase due to coronavirus home isolation 2020 68
COVID-19 impact on digital communications in the U.S. 2020 69
Table of Contents
COVID-19 impact on digital communications in the U.S. 2020 by age 70

Effect of COVID-19 on virtual socializing in the U.S. 2020, by gender 71
TikTok usage during COVID-19 in the United States 2020 72
Most shared coronavirus content on social media worldwide 2021 73
Overview
Digital population in the United States as of January 2021 (in millions)
United States: digital population as of January 2021
350
300
250
Active users in millions
200
150
100
50
0
Active internet users Active mobile internet users Active social media users Active mobile social media users
Note(s): United States; January 2021

Further information regarding this statistic can be found on page 75.
2 Source(s): We Are Social; Hootsuite; DataReportal; ID 1044012 Overview
Global social network penetration rate as of January 2021, by region
Social media: global penetration rate 2021, by region
Share of population
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Western Europe 79%
Northern Europe 79%
Northern America 74%
Southern America 72%
Southern Europe 72%
Central America 71%
Southeastern Asia 69%
Eastern Asia 66%
Eastern Europe 65%
Oceania 64%
Western Asia 60%
Global 53.6%
Caribbean 51%
Northern Africa 45%
Southern Africa 41%
Note(s): Worldwide; January 2021; Social media users as a share of total population
3 Source(s): We Are Social; DataReportal; Hootsuite; ID 269615 Overview
Active social network penetration in selected countries and territories as of January 2021
Social media: active usage penetration in selected countries and territories 2021
Share of population
0% 20% 40% 60% 80% 100% 120%

UAE 99%
South Korea 89.3%
Taiwan 88.1%
Netherlands 88%
Malaysia 86%
Hong Kong 85.6%
Canada 84.9%
Singapore 84.4%
Denmark 83.6%
Sweden 82.1%
New Zealand 82%
Switzerland 81.8%
Philippines 80.7%
Spain 80%
Australia 79.9%
Note(s): Worldwide; January 2021; Active social media users as percentage of the total population
4 Source(s): We Are Social; DataReportal; Hootsuite; ID 282846 Overview
Number of social network users in selected countries in 2020 and 2025 (in millions)
Social network users in selected countries in 2020 and 2025
Social network users in millions
2025* 2020
0 200 400 600 800 1,000 1,200

1,135.13
China (mainland) 926.84
490.3
India 349.97
256.11
Indonesia 198.96
243.42
United States 223.03
157.85
Brazil 141.45
99.3
Bangladesh 58.77
95.22
Mexico 80.88
93.68
Vietnam 73.56
90.04
Philippines 79.58
89.08
Japan 86.06
75.48
Russia 72.81
71.44
Turkey 54.34
61.77
Thailand 52.72
50.89
United Kingdom 48.63
Note(s): Worldwide; 2020; internet users who use a social network site at least once a month
5 Source(s): Statista; ID 278341 Overview
Number of social network users in the United States from 2017 to 2026 (in millions)
United States: number of social network users 2017-2026
350
318.58 323.07
308.27 313.68
302.25
295.48
300
250
223.03
Number of users in millions
217.04 219.86
213.19
200
150
100
50
0
2017 2018 2019 2020 2021 2022* 2023* 2024* 2025* 2026*
Note(s): United States; 2017 to 2021; internet users who use a social network site via any device at least once per month
Social network user penetration in the United States from 2017 to 2026
United States: social network penetration 2017-2026
100%
92.65% 93.59% 94.4%
90.2% 91.56%
88.75%
90%
80%
70% 66.4% 66.8% 67.4%

65.6%
Percentage of population
60%
50%
40%
30%
20%
10%
0%
2017 2018 2019 2020 2021 2022* 2023* 2024* 2025* 2026*
Note(s): United States; 2017 to 2021

Percentage of U.S. population who currently use any social media from 2008 to 2021
Share of U.S. population who use social media 2008-2021
90%
82%
80% 79% 80%
80% 77% 77%
70%
70% 66%
63%
Percentage of U.S. population
60% 57%
53%
50%
44%
40%
30%
21%
20%
10%
10%
0%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Note(s): United States; 2008 to 2021; 12 years and older; 1,507 respondents; currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn
8 Source(s): Edison Research; Triton Digital; ID 273476 Overview
Percentage of adults in the United States who use social networks as of February 2019, by gender
Share of U.S. adults who use social media 2019, by gender
90%
80% 78%
70%
65%
60%
Share of U.S. adults
50%
40%
30%
20%
10%
0%
Men Women
Note(s): United States; February 2019; 18 years and older; who use at least one social media site
9 Source(s): Pew Research Center; ID 471345 Overview
Percentage of adults in the United States who use social networks as of February 2019, by age group
Share of U.S. adults who use social media 2019, by age
100%
90%
90%
82%
80%
69%
70%
60%
50%
40%
40%
30%
20%
10%
0%
18-29 30-49 50-64 65+
Percentage of adults in the United States who use social networks as of February 2019, by ethnicity
Share of U.S. adults who use social media 2019, by ethnicity
80%
73%
70% 69%
70%
60%
50%
40%
30%
20%
10%
0%
White, non-Hispanic Hispanic Black, non-Hispanic
Percentage of adults in the United States who use social networks as of February 2019, by income
Share of U.S. adults who use social media 2019, by income
90%
83%
80% 78%
70%
70% 68%
60%
50%
40%
30%
20%
10%
0%
Less than 30k USD 30k-49,999 USD 50k-74,999 USD 75,000+ USD
Percentage of adults in the United States who use social networks as of February 2019, by urbanity
Share of U.S. adults who use social media 2019, by urbanity
80% 76%
72%
70% 66%
60%
50%
40%
30%
20%
10%
0%
Urban Suburban Rural
Percentage of adults in the United States who use social networks as of February 2019, by educational background
Share of U.S. adults who use social media 2019, by education
90%
79%
80%
74%
70%
64%
60%
50%
40%
30%
20%
10%
0%
High school grad or less Some college College grad
Leading platforms
Most popular social networks worldwide as of July 2021, ranked by number of active users (in millions)
Global social networks ranked by number of users 2021
Number of active users in millions
Facebook 2,853
YouTube 2,291
WhatsApp* 2,000
Instagram 1,386
Facebook Messenger* 1,300
Weixin / WeChat 1,242
TikTok 732
QQ 606
Douyin** 600
Telegram 550
Sina Weibo 530
Snapchat 514
Kuaishou 481
Pinterest 478
Reddit* 430
Note(s): Worldwide; July 2021; social networks and messenger/chat app/voip included; figures for TikTok does not include Douyin
16 Source(s): We Are Social; Various sources (Company data); Hootsuite; DataReportal; ID 272014 Leading platforms
Leading social media websites in the United States in May 2021, based on share of visits
U.S. market share of leading social media websites 2021
Market share in percent
Facebook 71.79%
Pinterest 12.4%
Twitter 9.15%
Instagram 3.28%
YouTube 1.63%
Tumblr 0.44%
reddit 0.76%
Other 0.55%
Note(s): United States; May 2021; desktop, mobile & tablet combined
17 Source(s): StatCounter; ID 265773 Leading platforms
Which social networks do you use regularly?
Social network usage by brand in the U.S. 2020
Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Facebook 82%
YouTube 72%
Instagram 53%
Twitter 35%
Pinterest 34%
Snapchat 30%
LinkedIn 21%
Reddit 21%
TikTok 15%
Yelp 11%
Tumblr 6%
Flickr 2%
Foursquare 2%
WeChat 2%
Other 2%
Note(s): United States; 13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020; 18-64 years; 3777 respondents; respondents who use any kind of social media (except instant
messengers) regularly
18 Source(s): ; ID 997135 Leading platforms
Percentage of female internet users in the United States who access selected social networks as of 3rd quarter 2020
Social networks: usage by female U.S. internet users 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
YouTube 80%
Facebook 72%
Instagram 56%
Pinterest 53%
Twitter 36%
LinkedIn 28%
Snapchat 24%
WhatsApp 17%
Reddit 16%
TikTok 14%
Tumblr 7%
Note(s): United States; Q3 2020; 15 years and older

19 Source(s): AudienceProject; ID 249802 Leading platforms
Percentage of male internet users in the United States who access selected social networks as of 3rd quarter 2020
Social networks: usage by male U.S. internet users 2020
0% 10% 20% 30% 40% 50% 60% 70% 80%
YouTube 72%
Facebook 64%
Instagram 45%
Twitter 43%
LinkedIn 36%
Reddit 28%
WhatsApp 20%
Snapchat 20%
Pinterest 18%
TikTok 11%
Tumblr 7%
Note(s): United States; Q3 2020; 15 years and older; 2,000+ respondents

Reach of leading social networking sites used by teenage and young adult online users in the United States as of 3rd
quarter 2020
Reach of social media used by U.S. teens and young adults 2020
Reach
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
YouTube 77%
Instagram 63%
Facebook 50%
Snapchat 48%
Twitter 47%
Reddit 39%
TikTok 26%
Pinterest 23%
WhatsApp 19%
LinkedIn 19%
Tumblr 10%
Note(s): United States; Q3 2020; 15 to 25 years

Reach of leading social networking sites used by Generation X online users in the United States as of 3rd quarter
2020
Leading social networks of U.S. Generation X 2020
46-55 years Total online users (15+)
80% 76%
72% 71%
70%
70%
60%
51%
50% 47%
39% 40% 40% 40%

40%
Reach
35%
32%
30%
22% 22%
19%
20% 16% 17%
11% 12%
10% 7% 7%
5%
0%
YouTube Facebook Instagram Twitter Pinterest LinkedIn Reddit Snapchat WhatsApp TikTok Tumblr
Note(s): United States; Q3 2020; 46 to 55 years

Reach of leading social networking sites used by Baby Boomer and Senior online users in the United States as of 3rd
quarter 2020
Reach of leading social networks of U.S. Baby Boomers 2020
Reach
Total online users (15+) 56+ years
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

72%
YouTube 67%
71%
Facebook 78%
51%
Instagram 32%
40%
Twitter 26%
35%
Pinterest 40%
32%
LinkedIn 31%
22%
Reddit 8%
22%
Snapchat 5%
19%
WhatsApp 13%
12%
TikTok 2%
7%
Tumblr 3%
Note(s):Q3 2020; 56 years and older

Most popular social networks of teenagers in the United States from fall 2012 to fall 2020
Favorite social networks of U.S. teens 2012-2020
Fall 2012 Spring 2013 Fall 2013 Spring 2014 Spring 2015 Fall 2015 Spring 2016 Fall 2016
Snapchat - - - - 11% 17% 24% 35%
TikTok - - - - - - - -
Instagram 12% 17% 27% 30% 29% 29% 23% 24%
Twitter 27% 30% 31% 27% 21% 18% 16% 13%
Discord - - - - - - - -
Facebook 42% 33% 27% 23% 12% 13% 15% 13%
Reddit - - - - - - - -
Other 2% 4% 2% 4% 8% 8% 5% -
Pinterest 2% 2% 2% 2% 2% 1% 1% 1%
Tumblr 3% 4% 5% 5% 4% 3% 2% -
Google+ 6% 5% 4% 4% 1% 1% 1% 1%
Note(s): United States; fall 2012 to fall 2020; Fall 2020 n = 9,800; most recent wave average age 15.8 years
24 Source(s): Piper Sandler; ID 250172 Leading platforms
Usage behavior
Daily time spent on social networking by internet users worldwide from 2012 to 2020 (in minutes)
Daily social media usage worldwide 2012-2020
160
145 145
142
140 134
128
120
111
104
100 95
90
Minutes per day
80
60
40
20
0
2012 2013 2014 2015 2016 2017 2018 2019 2020
Note(s): Worldwide; 2012 to 2020; 16-64 years; social media and messaging
26 Source(s): GlobalWebIndex; We Are Social; DataReportal; Hootsuite; ID 433871 Usage behavior
Average monthly time spent with leading social platforms in the United States from 2018 to 2020 (in minutes)
Average monthly time spent on social platforms in the United States 2018-2020
Facebook + Messenger Facebook TikTok Snapchat

Instagram Twitter Reddit LinkedIn
1,000
928
908
900
800
700650
Average monthly minutes
595
600 555
500
400 339
312
300259
200
94
100 59
56 69
40
29
0
2018 Aug 2020
Note(s): United States; 2018 to YTD August 2020; Desktop, mobile web, and app
27 Source(s): comScore; Activate; ID 1226909 Usage behavior
Average daily time spent on social networks by users in the United States from 2018 to 2022 (in minutes)
Average daily time spent on social networks in the U.S. 2018-2022
70
65 65 65
60
56
54
50
Daily social media minutes
40
30
20
10
0
2018 2019 2020 2021* 2022*
Note(s): United States; January 2021; 18 years and older; users, not total population
28 Source(s): eMarketer; ID 1018324 Usage behavior
Average daily time spent on selected social networks by adults in the United States from 2017 to 2022, by platform
(in minutes)
Average daily time spent on social media by U.S. adults 2017-2022
Facebook Instagram Snapchat TikTok Twitter
40 39
38
36
36 35
34 33 33 33 33
Daily social media minutes
32
32 31 31
30
30 29 29
28 28 28
28
26 26 26
26 25 25
24 23 23
22
22
20
2017 2018 2019 2020 2021* 2022*
Note(s): United States; January 2021; 18 years and older; Who use at least once per month
29 Source(s): eMarketer; ID 324267 Usage behavior
Daily engagement rate of selected mobile social media apps among Android users in the United States as of June
2020
Daily engagement rate of U.S. mobile social users 2020
70%
62.5%
61%
60%
55.4%
53.2%
50% 47.4%
44.9% 44.6% 43.6%
Share of daily active users
40%
30%
20.9% 20.7%
20%
10%
0%
Facebook Instagram Snapchat Facebook TikTok Reddit Twitter WhatsApp Pinterest Tumblr
Messenger
Note(s): United States; June 2020; Android users only; DAU / Possession Ratio; official apps only, excluding 3P clients
30 Source(s): App Ape; ID 290492 Usage behavior
Most popular reasons for internet users worldwide to use social media as of 1st quarter 2021
Leading social media usage reasons worldwide 2021
0% 10% 20% 30% 40% 50% 60%

Staying in touch with friends and family 48.6%
Filling spare time 36.3%
Reading news stories 35.2%
Finding funny or entertaining content 30.9%
Seeing what's being talked about 29.3%
Finding inspiration for things to do and buy 27.5%
Finding products to purchase 26.1%
Sharing and discussing opinions with others 24.9%
Watching live streams 23.7%
Making new contact 23.6%
Seeing content from your favorite brands 22.9%
Work-related networking and research 22.7%
Finding like-minded communities and interest groups 22%
Posting about your life 21.1%
Watching or following sports 21.1%
Note(s): Worldwide; Q1 2021; 16 to 64 years; internet users

31 Source(s): Hootsuite; DataReportal; GlobalWebIndex; We Are Social; ID 715449 Usage behavior
Which of these things have you done on social media in the past 4 weeks?
Social media activities in the U.S. 2020
0% 10% 20% 30% 40% 50% 60%
Liked posts by other users 60%
Commented on posts 54%
Sent private messages 54%
Posted pictures / videos 45%
Followed people 42%
Shared posts by other users 39%
Posted texts / status updates 38%
Liked company posts 24%
Followed companies 21%
Shared company posts 12%
I have used social media only passively 10%
I don't use social media 9%
Note(s): United States; 13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020; 18-64 years; 25110 respondents
32 Source(s): ; ID 997048 Usage behavior
Which one social networking site do you use most often?
Most frequently accessed social network of U.S. users 2021
Percentage of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Facebook 47%
Instagram 18%
Snapchat 8%
TikTok 7%
Twitter 5%
Pinterest 4%
Others 11%
Note(s): United States; January 2021; 12 years and older; 1,507 respondents; social media users
33 Source(s): Edison Research; Triton Digital; MediaVillage; ID 265071 Usage behavior
Share of users in the United States who have considered leaving selected social media platforms as of 3rd quarter
2020
U.S. social users who considered leaving select social networks 2020
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Facebook 45%
Tumblr 40%
Snapchat 34%
Twitter 32%
TikTok 29%
Instagram 22%
Pinterest 19%
LinkedIn 19%
WhatsApp 16%
Reddit 15%
YouTube 7%
Note(s): United States; Q3 2020; 15 years and older; among users of respective social network
34 Source(s): AudienceProject; ID 262145 Usage behavior
Facebook
Leading countries based on Facebook audience size as of July 2021 (in millions)
Countries with the most Facebook users 2021
Number of Facebook users in millions
0 50 100 150 200 250 300 350 400

India 340
United States 200
Indonesia 140
Brazil 130
Mexico 98
Philippines 88
Vietnam 71
Thailand 54
Egypt 47
Bangladesh 46
Pakistan 45
Colombia 38
United Kingdom 38
Turkey 37
France 33
Note(s): Worldwide; July 2021; 13 years and older; based on addressable audience only
36 Source(s): We Are Social; DataReportal; Hootsuite; Facebook; ID 268136 Facebook
Number of Facebook users in the United States from 2017 to 2025 (in millions)
United States: number of Facebook users 2017-2025
250
232.96 235.15
228.27 230.63
223.03 225.61
217.04 219.86
213.03
200
150
100
50
0
2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*
Note(s): United States; 2017 to 2020; internet users who access their Facebook account via any device at least once per month
37 Source(s): Statista; ID 408971 Facebook
Facebook usage penetration in the United States from 2017 to 2026
Facebook: online reach in the United States 2017-2026
90%
80% 75.61% 76.87%

73.13% 74.45%
70.59% 72.04%
70% 66.4% 66.8% 67.4%
65.5%
60%
Share of population
50%
40%
30%
20%
10%
0%
2017 2018 2019 2020 2021 2022* 2023* 2024* 2025* 2026*

38 Source(s): Statista; ID 183460 Facebook
Number of monthly active Facebook users in the United States and Canada as of 2nd quarter 2021 (in millions)
Facebook: number of monthly active users in North America 2010-2021
280
260
240
220
200
180
160
140
120
100
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
'10 '10 '10 '10 '11 '11 '11 '11 '12 '12 '12 '12 '13 '13 '13 '13 '14 '14 '14 '14 '15 '15 '15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18 '18 '18 '18 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21
Note(s): North America, Canada, United States; Q1 2010 to Q2 2021

39 Source(s): Facebook; ID 247614 Facebook
Distribution of Facebook users in the United States as of July 2021, by age group and gender
Facebook user share in the United States 2021, by age and gender
Female Male
14% 13.2%
12.5%
12%
9.8% 9.8%
10%
8.3% 8.3%
Percentage of users
8% 7.6%
6.4% 6.4%
6%
6%
4.5% 4.2%
4%
2% 1.7%
1.2%
0%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Age group
Note(s): United States; July 2021; 13 years and older

40 Source(s): NapoleonCat; ID 187041 Facebook
Percentage of U.S. adults who use Facebook as of February 2021, by gender
Facebook usage reach in the United States 2021, by gender
90%
80% 77%
70%
61%
60%
50%
40%
30%
20%
10%
0%
Men Women
Note(s): United States; January 25 to February 8, 2021; 18 years and older

41 Source(s): Pew Research Center; ID 246220 Facebook
Percentage of U.S. adults who use Facebook as of February 2021, by age group
Facebook usage reach in the United States 2021, by age group
90%
80% 77%
73%
70%
70%
60%
50%
50%
40%
30%
20%
10%
0%
18-29 30-49 50-64 65+

42 Source(s): Pew Research Center; ID 246221 Facebook
Frequency of Facebook use in the United States as of 3rd quarter 2020
Facebook usage frequency in the United States 2020
0% 20% 40% 60% 80% 100% 120%
Daily 73%
Weekly 93%
Monthly 98%
Note(s): United States; Q3 2020; 15 years and older; among Facebook users
43 Source(s): AudienceProject; ID 199266 Facebook
Instagram
Number of Instagram users in the United States from 2019 to 2023 (in millions)
Instagram: number of users in the United States 2019-2023
140
127.2
123.1
118.9
120 114.6
107.2
Number of active Instagram users in millions
100
80
60
40
20
0
2019 2020 2021* 2022* 2023*

45 Source(s): eMarketer; ID 293771 Instagram
Instagram penetration rate in the United States from 2018 to 2023
U.S. Instagram usage rate 2018-2023
45%
39.7% 40.1% 40.4%

40% 38.9%
37.8%
35.9%
35%
30%
Share of internet users
25%
20%
15%
10%
5%
0%
2018 2019* 2020* 2021* 2022* 2023*

46 Source(s): eMarketer; Forbes; ID 293778 Instagram
Percentage of U.S. adults who use Instagram as of February 2021, by gender
Instagram usage reach in the United States 2021, by gender
50%
45% 44%
40%
36%
35%
Share of U.S. internet users
30%
25%
20%
15%
10%
5%
0%
Men Women
Gender

47 Source(s): Pew Research Center; ID 246195 Instagram
Percentage of U.S. adults who use Instagram as of February 2021, by age group
Instagram usage reach in the United States 2021, by age group
80%
71%
70%
60%
48%
50%
40%
29%
30%
20%
13%
10%
0%
18-29 30-49 50-64 65+
Age group

48 Source(s): Pew Research Center; ID 246199 Instagram
Distribution of Instagram users in the United States as of July 2021, by age group
Instagram user share in the United States 2021, by age group
35%
31.4%
30%
25.7%
25%
Share of Instagram users
20% 18.2%
15%
11%
10%
6%
5% 4.1% 3.6%
0%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Note(s): United States; July 2021; 13 years and older

49 Source(s): NapoleonCat; ID 398166 Instagram
Distribution of Instagram users in the United States as of July 2021, by gender
Instagram user share in the United States 2021, by gender
70%
60%
50%
Percentage of users
40%
30% 57.9%
20% 42.1%
10%
0%
Female Male
Note(s):July 2021; 13 years and older

50 Source(s): NapoleonCat; ID 530498 Instagram
Frequency of Instagram use in the United States as of 3rd quarter 2020
Instagram usage frequency in the United States 2020
120%
100% 97%
90%
80%
63%
60%
40%
20%
0%
Daily Weekly Monthly
Note(s): United States; Q3 2020; 15 years and older; among Instagram users
51 Source(s): AudienceProject; ID 308152 Instagram
Spotlight: advertising on Instagram

Social network advertising spending in the United States from 2016 to 2022 (in billion U.S. dollars)
Social network ad spend in the U.S. 2016-2022
60
56.85
50 48.94
40.34
Spending in billion U.S. dollars
40
36.22
30 28.85
21.08
20
15.63
10
0
2016 2017 2018 2019 2020 2021* 2022*
Note(s):2016 to 2020; includes paid advertising appearing within social networks, social network games and social network applications; excludes spending by marketers
that goes toward developing or maintaining a social network presence
53 Source(s): eMarketer; ID 736971 Spotlight: advertising on Instagram
Social media advertising spending growth in the United States from 2018 to 2025
Digital Market Outlook: social media ad spend change in the U.S. 2018-2025
40%38%
35% 32.8%
30%
25%
Year-on-year growth
22.4%
20%
16.7%
15%
10.7%
10%
7.6%
6.8%
6.1%
5%
0%
2018 2019 2020 2021* 2022* 2023* 2024* 2025*
Note(s): United States; 2019 and 2020

54 Source(s): Statista Digital Market Outlook; Statista; ID 459689 Spotlight: advertising on Instagram
Leading industries of U.S. brands on social media in 2019, by share of voice
Engagement share of voice of U.S. brands 2019, by industry
Share of voice
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Publishing 43%
Media & Entertainment 29%
Sports & Recreation 15%
Retail 7%
Consumer Goods 4%
Auotmotive 1%
Travel & Leisure 1%
Finance 1%
Note(s): United States; 2019; Metric: total social actions; platforms: Facebook, Twitter, Instagram
55 Source(s): Shareablee; ID 536531 Spotlight: advertising on Instagram
Leading publishers in the United States on social media in 2020, based on user engagement (in million actions)
Leading U.S. publishers on social media 2020, by user engagement
Number of total actions in millions
0 500 1,000 1,500 2,000 2,500 3,000 3,500
The Shade Room 3,300
Official WorldStarHipHop 1,000
Complex 926
National Geographic 801.9
Barstool Sports 723.8
E-News 696.8
the Dodo 555.2
5-Minute Crafts 474.9
National Geographic - Traveler 399.2
HoodClips 330
Note(s): United States; 2020; reactions, comments, shares, retweets and likes on owned content published by brands on Facebook, Twitter and Instagram
Leading celebrities in the United States on social media in 2019, based on total cross-platform actions (in millions)
Leading U.S. celebrities on social media 2019, by cross-platform actions
Number of actions in millions
0 500 1,000 1,500 2,000 2,500 3,000
Kylie Jenner 2,600
Ariana Grande 1,700
Cristiano Ronaldo 1,700
Kim Kardashian West 1,400
BTS 1,400
Dwayne The Rock Johnson 1,200
Cardi B 1,100
Justin Bieber 932.3
Donald J. Trump 911.6
Hugo Gloss 907.8
Note(s): United States; 2019; total cross-platform actions on Facebook, Twitter and Instagram
Leading social media networks used by small businesses to advertise in the United States in 2021
Leading social media used by small businesses for advertising in the U.S. 2021
0% 10% 20% 30% 40% 50% 60% 70%
Facebook
YouTube
Instagram
Snapchat
TikTok
Note(s): United States; 2021; 415 respondents

58 Source(s): The Manifest; ID 208971 Spotlight: advertising on Instagram
Social media advertising spending in the United States from 2019 to 2021 (in billion U.S. dollars)
Social media ad spend in the U.S. 2019-2021
60
50 47.9
41.47
Spending in billion U.S. dollars
40
36.2
30
20
10
0
2019* 2020** 2021***
Note(s): United States; 2019 and 2020

59 Source(s): Statista; MediaPost; Winterberry Group; ID 246341 Spotlight: advertising on Instagram
Share of consumers whose purchasing decisions were influenced by social media advertising in the United States as
of September 2020
Share of U.S. consumers influenced by social media ads 2020
No 49%
Yes 51%
Note(s): United States; September 2020; >1,000

60 Source(s): Allocadia; Propeller Insights; ID 427336 Spotlight: advertising on Instagram
Social media advertising spending in the United States from 2017 to 2025 (in million U.S. dollars)
Digital Market Outlook: social media ad spend in the U.S. 2017-2025
80,000
75,758.68
71,435.73
70,000 66,911.31
62,188.41
60,000 56,179.55
Spending in million U.S. dollars
50,000 48,121.27
39,299.5
40,000
29,603.7
30,000
21,449.39
20,000
10,000
0
2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*
Note(s): United States; 2019 to 2020; forecast adjusted for expected impact of COVID-19
Social media advertising spending in the United States from 2017 to 2025, by device (in million U.S. dollars)
Digital Market Outlook: social media ad spend in the U.S. 2017-2025, by device
Desktop Mobile
80,000
70,000
60,000
Spending in million U.S. dollars
50,000
66,036.4
40,000 61,021.94
57,139.11
53,033.39
47,705.06
30,000
40,352.28
31,914.57
20,000
22,694.78
15,576.63
10,000
7,384.93 7,768.99 8,474.49 9,155.02 9,772.21 10,413.8 9,722.28

5,872.76 6,908.92
0
2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*
Note(s): United States; 2019 to 2020; forecast adjusted for expected impact of COVID-19
Effectiveness of selected types of influencers according to communications professionals in the United States as of
September 2020
Effectiveness of various types of influencers in the U.S. 2020
80%
73%
70%
64%
60% 56%
54% 53% 52%
50% 48%
40%
30%
20%
10%
0%
Mainstream journalists Everyday consumers Employees Micro influencers Bloggers Celebreties Corporate excecutive
Note(s): United States; August 12 to September 14, 2020; 314 respondents; top 4 box / among senior level communication and marketing professionals (agency and in-
house)
63 Source(s): Cision; PRWeek; ID 1196771 Spotlight: advertising on Instagram
Spotlight: COVID-19 impact

Change in user engagement with selected social media platforms in the United States from 2018 to August 2020
U.S. social platform user engagement growth 2020
Twitter 78%
LinkedIn 38%
Reddit 19%
Instagram 8%
Facebook + Messenger 2%
Facebook -9%
Note(s): United States; 2018 to YTD August 2020; desktop, mobile web, and app
65 Source(s): comScore; Activate; ID 265069 Spotlight: COVID-19 impact
Which social media network is your preferred outlet to check on COVID-19 updates?
Social network preference for COVID-19 updates in the U.S. 2020, by age group
Facebook Instagram Twitter Youtube TikTok Twitch Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
18-24 yr olds 33% 15% 22% 13% 2%

0% 14%
25-34 yr olds 46% 8% 18% 21% 0% 7%
35-44 yr olds 43% 7% 17% 24% 0% 8%
45-54 yr olds 40% 5% 33% 17% 0% 5%
55-64 yr olds 32% 9% 18% 27% 0% 14%
65+ 67% 17% 0% 17%
Note(s): United States; March 27-31, 2020; 18 years and older; 511 respondents
66 Source(s): Shareablee; ID 1207378 Spotlight: COVID-19 impact
Share of social media users in the United States who believe they will use select social media more if confined at
home due to the coronavirus as of March 2020
Estimated U.S. social media usage increase due to coronavirus home isolation 2020
Believe usage will increase Believe usage will decrease
70%
63.7%
62.3%
60%
50%
43.1%
40%
34.4%
32.5%
30%
25.2% 24.7%
20%
15.4%
12.4%
9.8%
10%
3.3% 3.8% 4.5%
1.9% 2.1% 2.9% 2.9% 2.9% 2.4% 3.1%
0%
YouTube Facebook Instagram Twitter Pinterest Snapchat Blogs LinkedIn TikTok Twitch
Note(s): United States; March 12, 2020; 425 respondents; regular social media users
67 Source(s): Izea; ID 1106343 Spotlight: COVID-19 impact
Share of social media users in the United States who believe they will use Facebook more if confined at home due to
the coronavirus as of March 2020
Estimated U.S. Facebook usage increase due to coronavirus home isolation 2020
40% 38%
35%
30% 28.3%
25.2%
25%
20%
15%
10%
6.4%
5%
1.4% 0.7%
0%
Significantly more Slightly more Stay the same Slightly less Significantly less I don't use
Note(s): United States; March 12, 2020; 425 respondents; regular social media users
68 Source(s): Izea; ID 1106338 Spotlight: COVID-19 impact
Share of adults in the United States who have used digital communication services to connect with others during the
coronavirus outbreak as of March 2020
COVID-19 impact on digital communications in the U.S. 2020
0% 10% 20% 30% 40% 50% 60% 70% 80%
Used e-mail or messaging services to communicate with other 76%
Searched online for information about the coronavirus 70%
Used social media to share or post information about the coronavirus 37%
Used video calling or conferencing services to attend a work meeting 25%
Used the internet or e-mail to connect with doctors or other medical professionals 16%
Note(s): United States; March 19 to 24, 2020; 11,537 respondents

69 Source(s): Pew Research Center; ID 1108828 Spotlight: COVID-19 impact
COVID-19 impact on digital communications in the U.S. 2020 by age
18-29 30-49 50-64 65+
Used e-mail or messaging services to communicate with other 80% 80% 71% 74%
Searched online for information about the coronavirus 82% 79% 64% 52%
Used social media to share or post information about the 44% 41% 34% 28%
coronavirus
Used video calling or conferencing services to attend a work 32% 33% 22% 9%
meeting
Used the internet or e-mail to connect with doctors or other 16% 19% 14% 15%
medical professionals
Note(s): United States; March 19 to 24, 2020; 11,537 respondents

70 Source(s): Pew Research Center; ID 1109016 Spotlight: COVID-19 impact
Share of adults who socialize with friends and family virtually during the coronavirus pandemic in the United States as
of March 26, 2020, by gender
Effect of COVID-19 on virtual socializing in the U.S. 2020, by gender
50%
46%
45%
42%
40% 38%
35%
30%
25%
20%
15%
10%
5%
0%
Total Male Female
Note(s): United States; March 24 to 26, 2020; 18 years and older; 2,200 respondents
71 Source(s): Morning Consult; ID 1108550 Spotlight: COVID-19 impact
Share of individuals using TikTok during the coronavirus outbreak in the United States in 2020
TikTok usage during COVID-19 in the United States 2020
Before COVID-19 During COVID-19
30%
28%
25%
20%
15%
12%
10%
10%
5% 4%
0%
15-25 years Total
Note(s): United States; September 11, 2019 to May 22, 2020; 15-25 years; 21,000*
72 Source(s): AudienceProject; ID 1207831 Spotlight: COVID-19 impact
Most shared COVID-19 related content type on social media by Generation Z and Millennials worldwide in 2021
Most shared coronavirus content on social media worldwide 2021
50%
45% 43.9%
40%
36.7%
35%
30% 28.5% 28.3%

25% 24.1%
23%
20%
15%
10%
5%
0%
Scientific content Information relevant to Information that is Articles Videos Images
themselves concerning
Note(s): Worldwide; October 24, 2020 to January 7, 2021; 18-40 years; 23,483*
73 Source(s): WHO; Wunderman Thompson; The University of Melbourne; ID 1229884 Spotlight: COVID-19 impact
References
Digital population in the United States as of January 2021 (in millions)
United States: digital population as of January 2021
Description
Source and methodology information
As of January 2021, there were approximately 269.5 million mobile internet users in the United States,
Source(s) We Are Social; Hootsuite; DataReportal representing over 90 percent of all active internet users nationwide. Meanwhile it was found that among the
240 million individuals that used social media, over 233 million accessed their accounts via mobile.
Conducted by DataReportal
Survey period January 2021
Region(s) United States
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by We Are Social; Hootsuite; DataReportal
Publication date February 2021
Original source Digital 2021: The United States Stats of America, page 17, page 26 and 44
Website URL visit the website
Notes: n.a.
Back to statistic
75 References
Global social network penetration rate as of January 2021, by region
Social media: global penetration rate 2021, by region
Description
As of January 2021, Western and Northern Europe ranked first, both with a social media penetration rate of 79
Source(s) We Are Social; DataReportal; Hootsuite percent, followed by Northern America with 74 percent. The global average penetration rate was 53.6 percent.
The most popular social network worldwide is Facebook with more than 2.7 billion monthly active users. Social
Conducted by DataReportal networking usage has also become increasingly mobile - in January 2020, mobile social media had a 98 percent
usage rate in the United States, and 99 percent reach in Mexico.
Region(s) Worldwide
Age group n.a.
Special characteristics Social media users as a share of total population
Published by We Are Social; DataReportal; Hootsuite
Publication date January 2021
Original source Digital 2021: Global digital overview, page 81
Notes: The source adds the following information: ""Users" may not represent unique
individuals, so figures may exceed internet penetration values." Data are not
comparable with previous reports.
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76 References
Active social network penetration in selected countries and territories as of January 2021
Social media: active usage penetration in selected countries and territories 2021
Description
This statistic displays the share of internet users in selected countries visiting social networking sites as of
Source(s) We Are Social; DataReportal; Hootsuite January 2021. Based on a comparison of companies' earning announcements, and platforms' self-service
advertising tools, South Korea ranked second with a social media usage penetration of over 89 percent. Social
Conducted by DataReportal media usage has also become increasingly mobile, in large part thanks to social apps. As of October 2019,
WhatsApp was one of the most popular mobile messenger app worldwide with over 1.6 billion monthly active
Survey period January 2021 users. As of January 2020, the mobile social media penetration in Asian countries was high due to mobile-first
connectivity in these markets.
Region(s) Worldwide
Age group n.a.
Special characteristics Active social media users as percentage of the total population
Published by We Are Social; DataReportal; Hootsuite
Notes: n.a.
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77 References
Number of social network users in selected countries in 2020 and 2025 (in millions)
Social network users in selected countries in 2020 and 2025
Description
According to recent projections, over 1.1 billion Chinese internet users will access social networks in 2025, up
Source(s) Statista from 926.8 million social network users in 2020. China is the biggest social media market worldwide, ahead of
second-ranked India with close to 350 million current social media users.
Conducted by Statista
Social media user development
Survey period 2020
Social network usage has been constantly undergoing double-digit growth which is projected to last until 2016
Region(s) Worldwide after which it will slow down to single-digit growth until 2017. Social networking growth has been heavily
influenced by mobile device usage development and increasing mobile internet penetration rates worldwide.
Number of respondents n.a. Social network users benefit from an expanded network and the ability to connect and keep in touch with
others . Social networking is one of the most popular online activities worldwide and social media companies
Age group n.a.
such as Facebook, Twitter and Weibo are very influential in terms of online interaction and digital marketing.
Special characteristics internet users who use a social network site at least once a month
Social networking is also a growing force in the area of e-commerce as the niche of social commerce is slowly
Published by Statista expanding because of increased social feature integration on e-commerce sites . Consumers can login to
websites with social network IDs to simplify their registration and unify their online experience. Facebook is the
Publication date July 2020 most popular social login network ID , followed by Google and Yahoo.
Original source Statista Key Market Indicators Social network usage is closely linked with concerns regarding online privacy . As of July 2013, more than 66
percent of US internet users had a photo of themselves online. Recently, internet users have been rethinking
Website URL visit the website the common display of sensitive data such as date of birth or email addresses and have increasingly begun to
commit to online privacy and anonymity management methods .
Notes: * Forecast China data excludes Hong Kong Internet users who use a social
network site via any device at least once per month.
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78 References
Number of social network users in the United States from 2017 to 2026 (in millions)
United States: number of social network users 2017-2026
Description
In 2021, there were some 295 million social network users in the United States, the equivalent of about three
Source(s) Statista quarters of the country's population.
Survey period 2017 to 2021
Age group n.a.
Special characteristics internet users who use a social network site via any device at least once
per month
Published by Statista
Publication date July 2021
Original source Statista Key Market Indicators
Notes: *Forecast
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79 References
Social network user penetration in the United States from 2017 to 2026
United States: social network penetration 2017-2026
Description
This statistic provides information on the social network penetration in the United States from 2017 to 2026. In
Source(s) Statista 2026, it is expected that 94.4 percent of the population in the United States will be accessing social networks,
up from 66.4 percent in 2018.
Age group n.a.
Notes: * Forecast. Individuals who use a social network site via any device at least
once per month.
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80 References
Percentage of U.S. population who currently use any social media from 2008 to 2021
Share of U.S. population who use social media 2008-2021
Description
How many people are on social media?
Source(s) Edison Research; Triton Digital
Social media usage is one of the most popular online activities and in 2021, 82 percent of the population in the
Conducted by Edison Research; Triton Digital United States had a social networking profile, representing a two percent increase from the 80 percent usage
reach in the previous year. This equals approximately 223 million U.S. social media users as of 2020 .
Global social media access
Number of respondents 1,507

According to estimates, the number of worldwide social media users reached 4.2 billion in January 2021. The
Age group 12 years and older
overall most popular social network based on active users is the American market leader Facebook. In January
2021, Facebook had some 2.74 billion accounts, followed by YouTube and WhatsApp with roughly 2.3 billion
Special characteristics currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or
and two billion users respectively. The regions with the highest penetration of social media users are Western
LinkedIn and Northern Europe.
Published by Edison Research
Publication date March 2021

Social media audiences in the United States
Original source The Infinite Dial 2021
Although knowing how many people use social media is a powerful indicator of the tremendous influence such
Website URL visit the website websites and apps have in our day to day life, how people are using them and who these users are is also
telling. A report on social media usage released in 2019 shows that among Americans, younger online
Notes: *2008-2012: Ever use Facebook, Twitter, or LinkedIn audiences were more likely to use social networks than older generations. Social media users in the United
States use different social networks for a wide range of purposes . In a February 2019 survey, Instagram was the
top social network for viewing photos whereas Facebook was more popular for sharing content.
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81 References
Percentage of adults in the United States who use social networks as of February 2019, by gender
Share of U.S. adults who use social media 2019, by gender
Description
This statistic shows the share of adults in the United States who were using social networks as of February 2019,
Source(s) Pew Research Center sorted by gender. During that period of time, 78 percent of adult women and 65 percent of adult men used
social networking sites.
Conducted by Pew Research Center
Survey period February 2019
Special characteristics who use at least one social media site
Published by Pew Research Center
Publication date June 2019
Original source Social Media Fact Sheet
Notes: n.a.
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82 References
Percentage of adults in the United States who use social networks as of February 2019, by age group
Share of U.S. adults who use social media 2019, by age
Description
Source(s) Pew Research Center sorted by age group. During that period of time, 90 percent of adults between the ages of 18 and 29 years used
social networks.
Notes: n.a.
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83 References
Percentage of adults in the United States who use social networks as of February 2019, by ethnicity
Share of U.S. adults who use social media 2019, by ethnicity
Description
Source(s) Pew Research Center sorted by ethnicity. During that period of time, 70 percent of Hispanic adults used social networking sites.
Notes: n.a.
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84 References
Percentage of adults in the United States who use social networks as of February 2019, by income
Share of U.S. adults who use social media 2019, by income
Description
Source(s) Pew Research Center sorted by income. During that period of time, 68 percent of adults with an income of less than 30,000 U.S.
dollars used social networks. In 2019, almost three quarters of the United States' population had a social media
Conducted by Pew Research Center profile .
Notes: n.a.
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85 References
Percentage of adults in the United States who use social networks as of February 2019, by urbanity
Share of U.S. adults who use social media 2019, by urbanity
Description
This statistic shows the share of adults in the United States who were using social networks as of January 2018,
Source(s) Pew Research Center sorted by urbanity. During that period of time, 66 percent of adults living in rural communities used social
networking sites.
Notes: n.a.
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86 References
Percentage of adults in the United States who use social networks as of February 2019, by educational background
Share of U.S. adults who use social media 2019, by education
Description
Source(s) Pew Research Center sorted by educational background. During that period of time, 79 percent of adults who had graduated college
used social networks. In 2019, almost three quarters of the U.S. population had a social media profile .
Notes: n.a.
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87 References
Most popular social networks worldwide as of July 2021, ranked by number of active users (in millions)
Global social networks ranked by number of users 2021
Description
What is the most popular social media platform worldwide?
Source(s) We Are Social; Various sources (Company data); Hootsuite; DataReportal
Conducted by Various sources (Company data); DataReportal

Market leader Facebook was the first social network to surpass one billion registered accounts and currently
Survey period July 2021 sits at more than 2.85 billion monthly active users. The company currently also owns four of the biggest social
media platforms, all with over one billion monthly active users each: Facebook (core platform), WhatsApp,
Region(s) Worldwide Facebook Messenger, and Instagram. In the first quarter of 2021, Facebook reported over 3.51 billion monthly
core Family product users .
Age group n.a.

The United States and China account for the most high-profile social platforms
Special characteristics social networks and messenger/chat app/voip included; figures for TikTok
does not include Douyin Most top ranked social networks with more than 100 million users originated in the United States, but services
like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in
Published by We Are Social; Hootsuite; DataReportal
their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing
an international version of its network: a little app called TikTok .
Original source Digital 2021: July Global Statshot Report, page 75
Website URL visit the website How many people use social media?
Notes: *Platforms have not published updated user figures in the past 12 months, The leading social networks are usually available in multiple languages and enable users to connect with friends
figures may be out of date and less reliable **Figure uses daily active users, so or people across geographical, political, or economic borders. In 2022, Social networking sites are estimated to
reach 3.96 billion users and these figures are still expected to grow as mobile device usage and mobile social
monthly active user number is likely higher
networks increasingly gain traction in previously underserved markets.
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88 References
Leading social media websites in the United States in May 2021, based on share of visits
U.S. market share of leading social media websites 2021
Description
In May 2021, Facebook accounted for nearly 71.8 percent of all social media site visits in the United States,
Source(s) StatCounter confirming its position as the leading social media website by far. Other social media platforms, despite their
popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined:
Conducted by StatCounter image sharing social network Pinterest ranked second with 12.4 percent of all U.S. social media site visits, while
microblogging platform Twitter accounted to 9.15 percent of the total visits in the country. As of January 2021,
Survey period May 2021 the United States hosted the second-largest Facebook audience worldwide , with 190 million people subscribed
to the platform.

Facebook: mobile vs desktop usage
Age group n.a.
Special characteristics desktop, mobile & tablet combined
Published by StatCounter At the beginning of 2021, 81 percent of Facebook users across the globe were using the platform’s social
networking services exclusively via mobile phone , while only 1.7 percent reported using their desktop or laptop
Publication date June 2021 devices. In May 2021, three Facebook Inc products occupied the leading positions as most downloaded social
networking apps on the Apple App Store in the United States . Facebook’s social media platform ranked first
Original source statcounter.com with 2.7 million downloads, while Facebook-owned instant-messaging services Messenger and WhatsApp
followed with 2.3 million and 1.3 million downloads respectively.
Notes: n.a.
Social media evolution
Between 2012 and 2020, the daily time spent on social networks worldwide experienced a constant increase,
with users reaching an average of 145 minutes per day in 2019 and maintaining the same engagement levels
throughout 2020. However, users’ favorite platforms have changed since 2019, and the power balance appears
to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to
slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms
like Snapchat, TikTok, and YouTube.
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89 References
Which social networks do you use regularly?
Social network usage by brand in the U.S. 2020
Description
The displayed data on social network usage by brand shows results of the Statista Global Consumer Survey
Source(s) conducted in the United States in 2020. Some 82 percent of respondents answered the question "Which social
networks do you use regularly?" with "Facebook".
Conducted by
Survey period 13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020
Number of respondents 3777
Age group 18-64 years
Special characteristics respondents who use any kind of social media (except instant
messengers) regularly
Published by
Publication date November 2020
Original source Statista Global Consumer Survey
Notes: Multiple answers were possible.
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90 References
Percentage of female internet users in the United States who access selected social networks as of 3rd quarter 2020
Social networks: usage by female U.S. internet users 2020
Description
This statistic gives information on the percentage of female U.S. internet users who access selected social
Source(s) AudienceProject networks as of the third quarter 2020. During the survey period, it was found that 80 percent of female internet
users in the United States used Facebook.
Conducted by AudienceProject
Survey period Q3 2020
Number of respondents 2,000+
Published by AudienceProject
Publication date September 2020
Original source Insights 2020 - Apps & social media usage in the US, UK, & Nordics, page
25
Notes: n.a.
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91 References
Percentage of male internet users in the United States who access selected social networks as of 3rd quarter 2020
Social networks: usage by male U.S. internet users 2020
Description
This statistic gives information on the percentage of male U.S. internet users who access selected social
Source(s) AudienceProject networks as of the third quarter 2020. During the survey period, it was found that 64 percent of male internet
users in the United States used Facebook.
25
Notes: n.a.
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92 References
Reach of leading social networking sites used by teenage and young adult online users in the United States as of 3rd
quarter 2020
Reach of social media used by U.S. teens and young adults 2020
Description
This statistic gives information on the most popular social media sites used by teenage and young adult internet
Source(s) AudienceProject users in the United States as of the third quarter of 2020. During the survey period, it was found that 63
percent of responding internet users aged 15 to 25 years used social photo sharing app Instagram.

Despite Snapchat's dominance, Facebook continues to be the more widely used social networking site used by
Region(s) United States teenagers and young adults7. A total of 50 percent of respondents currently use Facebook, compared to 48
percent of respondents who stated that they used Snapchat. Yet when teens, whose average age was 16, rated
Number of respondents n.a. their most important social network , Snapchat, Instagram, and Twitter where given more important ratings than
Facebook. These social networks are being increasingly visited via mobile devices.
Age group 15 to 25 years
26
Notes: total survey n=2,000+
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93 References
Reach of leading social networking sites used by Generation X online users in the United States as of 3rd quarter
2020
Leading social networks of U.S. Generation X 2020
Description
This statistic presents a ranking of the most popular social networks of U.S. Gen X internet users as of the third
Source(s) AudienceProject quarter of 2020. Overall, only 11 percent of responding U.S. Generation X online users stated that they used
photo sharing app Snapchat, compared to 22 percent of the general online population.
24 and 26
Notes: total survey n = 2,000+
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94 References
Reach of leading social networking sites used by Baby Boomer and Senior online users in the United States as of 3rd
quarter 2020
Reach of leading social networks of U.S. Baby Boomers 2020
Description
This statistic presents a ranking of the most popular social networks of Baby Boomer and Senior internet users
Source(s) AudienceProject as of the third quarter of 2020. Overall, only 32 percent of U.S. Boomer and Senior respondents stated that
they used photo sharing app Instagram, compared to 51 percent of the general online population.
24 and 26
Notes: total survey n=2,000+
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95 References
Most popular social networks of teenagers in the United States from fall 2012 to fall 2020
Favorite social networks of U.S. teens 2012-2020
Description
During a fall 2020 survey, it was found that Snapchat was the most important social network for 34 percent of
Source(s) Piper Sandler U.S. teens. Fast-growing social video app TikTok was ranked second with 29 percent of teenagers in the United
States stating it to be their favorite, ahead of legacy platforms Facebook and Twitter.
Conducted by Piper Sandler
Teens and the internet in the United States
Survey period fall 2012 to fall 2020
It is no secret that the young really know what’s what when it comes to new technologies these days. Especially
Region(s) United States those born in the internet era and who only know of analog telephones and cameras from stories of their
elders seem to be constantly online and always following the latest tech trends. In fact, a recent survey shows
Number of respondents Fall 2020 n = 9,800 that some 92 percent of American teens accessed the internet on a daily basis , where 56 claim to connect
several times a day, and 24 percent are connected almost constantly to the internet. Furthermore, the move
Age group n.a.
from desktop computers to mobile devices insured that teenagers would be some of the most fervent users of
mobile internet , anytime, anywhere.
Special characteristics most recent wave average age 15.8 years
Published by Piper Sandler
Publication date October 2020
Original source Taking Stock with Teens Fall 2020, page 19
Notes: Original question: "What is your favorite social platform?" Values may not add
up to 100 percent due to rounding. The source does not provide exact data
regarding the age of respondents. No Fall 2014 data regarding the survey
question. Data regarding previous periods are from earlier releases.
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96 References
Daily time spent on social networking by internet users worldwide from 2012 to 2020 (in minutes)
Daily social media usage worldwide 2012-2020
Description
How much time do people spend on social media?
Source(s) GlobalWebIndex; We Are Social; DataReportal; Hootsuite
As of 2019 and 2020, the average daily social media usage of internet users worldwide amounted to 145
Conducted by GlobalWebIndex; DataReportal minutes per day, up from 142 minutes in the previous year. Currently, the country with the most time spent on
social media per day is the Philippines, with online users spending an average of three hours and 53 minute on
Survey period 2012 to 2020 social media each day. In comparison, the daily time spent with social media in the U.S. was just two hours and
three minutes.
Region(s) Worldwide
Global social media usage
Currently, the global social network penetration rate is nearly 54 percent. Western Europe had a 79 percent
social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle
Africa closed the ranking with ten and eight percent usage reach, respectively.
Special characteristics social media and messaging
Published by We Are Social; DataReportal; Hootsuite People access social media for a variety of reasons . Users like to find funny or entertaining content and enjoy
sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends.
Global impact of social media
Social media has a wide-reaching and significant impact on not only online activities but also offline behavior
Website URL visit the website and life in general . During a global online user survey in February 2019, a significant share of respondents
stated that social media had increased their access to information, ease of communication, and freedom of
Notes: Original question: Roughly how many hours do you spend engaging expression. On the flipside, respondents also felt that social media had worsened their personal privacy,
with/connected to social networks or services during a typical day? Figures increased a polarization in politics and heightened everyday distractions.
were converted to minutes. Data regarding 2012 to 2013 from previous
publications
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97 References
Average monthly time spent with leading social platforms in the United States from 2018 to 2020 (in minutes)
Average monthly time spent on social platforms in the United States 2018-2020
Description
As of August 2020, U.S. social platform users spent the most time on Facebook and Facebook Messenger, with
Source(s) comScore; Activate an average of 15 and a half hours a month spent on the two Facebook services combined. There was a slight
decrease in the average monthly time spent with Facebook, although the app itself still ranked second, with
Conducted by comScore; Activate nearly ten hours monthly.
Survey period 2018 to YTD August 2020
Age group n.a.
Special characteristics Desktop, mobile web, and app
Published by Activate
Original source Tech and Media Outlook 2021, page 13
Notes: Average monthly time spent per user on desktop, mobile web, and app. As of
August 2020
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98 References
Average daily time spent on social networks by users in the United States from 2018 to 2022 (in minutes)
Average daily time spent on social networks in the U.S. 2018-2022
Description
In 2020, the average daily time spent on social media by U.S. users amounted to 65 minutes. This duration is set
Source(s) eMarketer to stay stable in the upcoming years. The daily minutes in 2020 are strongly related to social distancing due to
COVID-19 and thus spending more time with social platforms in order to stay connected.
Conducted by eMarketer
Special characteristics users, not total population
Published by eMarketer
Original source emarketer.com
Notes: *Forecast Time spent with each medium includes all time spent with that
medium, regardless of multitasking; Includes usage via desktop/laptop
computers and mobile (smartphones and tablets)
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99 References
Average daily time spent on selected social networks by adults in the United States from 2017 to 2022, by platform
(in minutes)
Average daily time spent on social media by U.S. adults 2017-2022
Description
As of January 2021, the average time spent by day by American users on Facebook was 33 minutes, and that
Source(s) eMarketer was the platform with the largest amount of time spent daily, followed by TikTok and Twitter. A factor that played
a major role in the time spent on social media was the coronavirus outbreak.
Special characteristics Who use at least once per month
Notes: *Forecast Time spent with each medium includes all time spent with that
medium, regardless of multitasking; for example, 1 hour of multitasking on
Facebook while using Snapchat is counted as 1 hour for Snapchat and 1 hour
for Facebook.
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100 References
Daily engagement rate of selected mobile social media apps among Android users in the United States as of June
2020
Daily engagement rate of U.S. mobile social users 2020
Description
As of June 2020, it was found that 43.6 percent of U.S. Android users who had installed WhatsApp were also
Source(s) App Ape daily active users. According to App Ape, mobile Facebook app audiences in the United States showed the
highest daily app engagement rate with almost 62.5 percent.
Conducted by App Ape
Survey period June 2020
Age group n.a.
Special characteristics Android users only; DAU / Possession Ratio; official apps only, excluding
3P clients
Published by App Ape
Original source appa.pe
Notes: n.a.
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101 References
Most popular reasons for internet users worldwide to use social media as of 1st quarter 2021
Leading social media usage reasons worldwide 2021
Description
This statistic presents the primary reasons for internet users worldwide to use social media as of the first
Source(s) Hootsuite; DataReportal; GlobalWebIndex; We Are Social quarter of 2021. During the survey period, almost five in ten respondents stated they used social media to stay
in touch with friends and family. Filling spare time and reading news stories also appeared to be among the
Conducted by GlobalWebIndex; DataReportal main reasons for using social media, while almost 21 percent of respondents reported using them to follow
celebrities or influencers.
Region(s) Worldwide
Special characteristics internet users
Published by GlobalWebIndex; We Are Social; GlobalWebIndex; We Are Social;

Hootsuite; DataReportal
Original source Digital 2021: July Global Statshot Report, page 73
Notes: According to the source: "Respondents could select multiple answers."
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102 References
Which of these things have you done on social media in the past 4 weeks?
Social media activities in the U.S. 2020
Description
The displayed data on social media activities shows results of the Statista Global Consumer Survey conducted in
Source(s) the United States in 2020. Some 60 percent of respondents answered the question "Which of these things have
you done on social media in the past 4 weeks?" with "Liked posts by other users".
Conducted by
Survey period 13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020
Published by
Original source Statista Global Consumer Survey
Notes: Multiple answers were possible.
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103 References
Which one social networking site do you use most often?
Most frequently accessed social network of U.S. users 2021
Description
This statistic presents the most frequently accessed social network of U.S. users as of January 2021. During the
Source(s) Edison Research; Triton Digital; MediaVillage survey period, it was found that Instagram was the most frequently used social network of 18 percent of social
media users in the United States.
Conducted by Edison Research; Triton Digital
Special characteristics social media users
Published by Edison Research; Triton Digital; MediaVillage
Original source The Infinite Dial 2021
Notes: n.a.
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104 References
Share of users in the United States who have considered leaving selected social media platforms as of 3rd quarter
2020
U.S. social users who considered leaving select social networks 2020
Description
Overall, 45 percent of Facebook users in the United States have considered leaving the social network. During
Source(s) AudienceProject the third quarter 2020 survey, it was found that the social network was ranked first among platforms that U.S.
users were considering leaving. Twenty-two percent of Instagram users felt the same, having considered
Conducted by AudienceProject quitting the photo sharing app.
Special characteristics among users of respective social network
53
Notes: Original question: Which social media have you considered stop using?
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105 References
Leading countries based on Facebook audience size as of July 2021 (in millions)
Countries with the most Facebook users 2021
Description
What is the county with the most Facebook users?
Source(s) We Are Social; DataReportal; Hootsuite; Facebook
There are over 340 million Facebook users in India alone, making it the leading country in terms of Facebook
Conducted by DataReportal; Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked
third in terms of largest population worldwide . Apart from India, there are several other markets with more
Survey period July 2021 than 100 million Facebook users each: The United States, Indonesia, and Brazil with 200 million, 140 million, and
130 million Facebook users respectively.
Region(s) Worldwide

Facebook – the most used social media
With more than 2.85 billion monthly active users, Facebook is the most popular social media worldwide . With
Special characteristics based on addressable audience only
an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through
Published by We Are Social; DataReportal; Hootsuite advertising.
Original source Digital 2021: July Global Statshot Report, page 73 Facebook usage by device
Website URL visit the website As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile
devices . In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile
Notes: Internet users who access their Facebook account via any device at least once phone. Facebook is not only available through mobile browser as the company has published several mobile
per month. All values are estimates. Figures relate to addressable audience apps for users to access their products and services. Facebook and its core group of products regularly rank
only, and may not include all users for each location or language. among the most downloaded apps worldwide .
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106 References
Number of Facebook users in the United States from 2017 to 2025 (in millions)
United States: number of Facebook users 2017-2025
Description
In 2025, the number of Facebook users in the United States is expected to reach 235.15 million, up from over
Source(s) Statista 223 million in 2020. As of the first quarter of 2020, the social network was accessed by 2.6 billion users on a
monthly basis .
Age group n.a.
Special characteristics internet users who access their Facebook account via any device at least
once per month
Notes: * Forecast.
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107 References
Facebook usage penetration in the United States from 2017 to 2026
Facebook: online reach in the United States 2017-2026
Description
In 2021, an estimated 71 percent of Americans used Facebook regularly and in 2026, the share of the
Source(s) Statista population using the social network is projected to increase to roughly 77 percent. As of July 2021, the United
States is the country with the second-largest Facebook audience .
Age group n.a.
Notes: *Forecast. Individuals who access their Facebook account via any device at
least once per month.
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108 References
Number of monthly active Facebook users in the United States and Canada as of 2nd quarter 2021 (in millions)
Facebook: number of monthly active users in North America 2010-2021
Description
As of the second quarter of 2021, Facebook had a combined 259 million monthly active users in the United
Source(s) Facebook States and Canada.
Conducted by Facebook Facebook user data – additional information
Survey period Q1 2010 to Q2 2021 Facebook’s data use policy or privacy policy as it is also known, highlights the company’s guidelines concerning
user privacy, information and how they are likely to be used. It also highlights the difference between public and
Region(s) North America, Canada, United States private data and the websites and third part apps which are integrated into its services.
Federal agencies and governments have the right to request user data from Facebook. This issue was
Age group n.a.
highlighted in late 2014, when Facebook came under attack from the British press for not releasing relevant
information on the men responsible for the supposed pre planned murder on the British soldier Lee Rigby. In
the second half of 2020, the number of user data requests issued to Facebook from the United States
Published by Facebook amounted to 61,262. This figure was higher than any other country, and India ranked second with 40,300 data
requests.
Original source Facebook Quarterly Earnings Slides Q2 2021, page 3
Notes: Facebook measures monthly active users as users that have logged in during
the past 30 days.
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109 References
Distribution of Facebook users in the United States as of July 2021, by age group and gender
Facebook user share in the United States 2021, by age and gender
Description
As of July 2021, female users aged 25 to 34 years were the biggest group of Facebook users in the United
Source(s) NapoleonCat States, accounting for 13.2 percent of the social network's user base.
Conducted by NapoleonCat
Survey period July 2021
Published by NapoleonCat
Publication date August 2021
Original source napoleoncat.com
Notes: n.a.
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110 References
Percentage of U.S. adults who use Facebook as of February 2021, by gender
Facebook usage reach in the United States 2021, by gender
Description
This statistic shows the share of adults in the United States who were using Facebook as of February 2021,
Source(s) Pew Research Center sorted by gender. During that period of time, 77 percent of female respondents stated that they used the social
networking site.
Survey period January 25 to February 8, 2021
Publication date April 2021
Original source pewinternet.org
Notes: n.a.
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111 References
Percentage of U.S. adults who use Facebook as of February 2021, by age group
Facebook usage reach in the United States 2021, by age group
Description
This statistic shows the share of adults in the United States who were using Facebook as of February 2021,
Source(s) Pew Research Center sorted by age group. During that period of time, 77 percent of respondents between 30 and 49 years used the
social networking site.
Notes: n.a.
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112 References
Frequency of Facebook use in the United States as of 3rd quarter 2020
Facebook usage frequency in the United States 2020
Description
This statistic presents the frequency of users in the United States accessing Facebook. As of the third quarter of
Source(s) AudienceProject 2020, it was found that 73 percent of U.S. Facebook users accessed the social platform on a daily basis.
Facebook is the most popular social media site in the United States.
Special characteristics among Facebook users
27
Notes: n.a.
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113 References
Number of Instagram users in the United States from 2019 to 2023 (in millions)
Instagram: number of users in the United States 2019-2023
Description
This statistic shows a forecast of the number of active Instagram users in the United States from 2019 to 2023.
Source(s) eMarketer How many active users are on Instagram? In 2023, the photo sharing site is projected to reach 127.2 million
monthly active users in the United States, up from 107.2 million users in 2019.
Social network reach
The internet has brought about many changes in how people around the world communicate, especially
Region(s) United States through one of its most powerful inventions: social media. According to a recent study, internet users worldwide
spend an average of over 145 minutes per day on one of the many social media platforms. Such websites and
Number of respondents n.a. apps are increasingly used not just for social sharing, but also as means to building reputation, finding career
opportunities or monetary income. As of January 2021, an estimated 54 percent of the world’s population was
Age group n.a.
using social networking , with West and Northern Europe having the highest penetration rate – 79 percent of
the respective region's populations. Eastern Asia placed first in a global ranking of mobile social media
penetration according to geographical region.
Industry leaders
Publication date May 2021
Facebook is by far the most popular social network with over 2.8 billion global monthly active users but
Original source emarketer.com Instagram, the mobile photo and video-sharing application launched in 2010, is quickly growing in popularity.
Instagram was bought by Facebook back in 2012. As of of June 2018, there are an estimated 1 billion Instagram
Website URL visit the website monthly active users worldwide . There are an estimated 115 million Instagram users in the United States alone,
a number which is forecast to grow to over 127 million in 2023.
Notes: * Forecast Internet users who access social network via any device at least
once per month.
According to the company, the secret to their success is their unique visual storytelling approach to social
media. Users registered with the platform can upload pictures and videos, to which they can also apply filters,
frames and other effects. They can also attach captions, tags of other people/accounts, whether friends,
celebrities or companie [...] For more information visit our Website
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114 References
Instagram penetration rate in the United States from 2018 to 2023
U.S. Instagram usage rate 2018-2023
Description
In 2019, 37.8 percent of the U.S. online population accessed the photo sharing service Instagram. By 2023, the
Source(s) eMarketer; Forbes total number of Instagram users in the United States is expected to be over 120.3 million. With more than 1
billion monthly active users , Instagram is one of the most popular social networks worldwide.
Age group n.a.
Published by eMarketer; Forbes
Notes: * Forecast. Internet users who access their Instagram account via any device at
least once per month.
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115 References
Percentage of U.S. adults who use Instagram as of February 2021, by gender
Instagram usage reach in the United States 2021, by gender
Description
This statistic shows the share of adults in the United States who were using Instagram as of February 2021,
Source(s) Pew Research Center sorted by gender. During that period of time, 44 percent of female and 36 percent of male respondents stated
that they used the photo sharing app.
Notes: n.a.
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116 References
Percentage of U.S. adults who use Instagram as of February 2021, by age group
Instagram usage reach in the United States 2021, by age group
Description
As of February 2021, 71 percent of U.S. adults aged between 18 and 29 years used the photo sharing app
Source(s) Pew Research Center Instagram. Furthermore, it was found that 44 percent of female adults in the United States used Instagram
compared to only 36 percent of adult men.

Instagram usage in the United States
Instagram is one of the most popular social networks in the United States with a 40 percent usage reach
Number of respondents n.a. among the adult population. Social media juggernaut Facebook has a 68 percent population reach. Whereas
Facebook and Snapchat usage are projected to either decline or stagnate until 2021, Instagram user
engagement is estimated to increase from 26 to 29 minutes per day . The number of Instagram users in the
United States is also set to keep growing over the coming years – in 2019, there were approximately 107.2
million monthly active U.S. Instagram users with forecasts estimating almost 120.3 million monthly users in
Published by Pew Research Center 2023.
Original source pewinternet.org Teens and Instagram
Website URL visit the website Instagram usage is also widely spread among teenagers in the United States: in 2018, three quarters of female
U.S. teenagers aged 13 to 17 years accessed the social network, along with 69 percent of male teens. The social
Notes: n.a. network is more popular among older teens than younger ones , although this may simply be due to parental
restrictions around smartphone usage and media consumption.
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117 References
Distribution of Instagram users in the United States as of July 2021, by age group
Instagram user share in the United States 2021, by age group
Description
As of July 2021, 31.4 percent of U.S. Instagram users were between 25 and 34 years old. The second-largest
Source(s) NapoleonCat user group was 18 to 24 year olds with a 25.7 percent share. Overall, roughly 58 percent of Instagram
audiences in the United States were female .

Instagram usage in the United States
Instagram is one of the most popular social networks worldwide. The photo sharing app most recently reported
Number of respondents n.a. 500 million daily active users and one billion monthly active users worldwide . As of 2020, there were an
estimated 112 million monthly active Instagram users in the United States , and this figure is projected to
increase to nearly 120.3 million in 2023.
Instagram and marketing
Due to its visual nature, Instagram is a popular social network for brands and celebrities to engage with online
Original source napoleoncat.com audiences and fashion and beauty are two especially popular content categories on Instagram. The most
popular Instagram influencers in this segment include reality TV personalities Kim Kardashian as well as sisters
Website URL visit the website Kylie and Kendall Jenner . Kylie Jenner has managed to leverage her TV and Instagram fame into a successful
makeup brand, making her the highest earning celebrity under 30 on the 2018 Forbes Celebrity 100 list . Her
Notes: n.a. annual income during the 12 months ending June 2018 amounted to 166.5 million U.S. dollars.
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118 References
Distribution of Instagram users in the United States as of July 2021, by gender
Instagram user share in the United States 2021, by gender
Description
The statistic presents the distribution of Instagram users in the United States as of July 2021, broken down by
Source(s) NapoleonCat gender. As of the measured period, women accounted for 57.9 percent of Instagram users in the United States.
Original source napoleoncat.com
Notes: n.a.
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119 References
Frequency of Instagram use in the United States as of 3rd quarter 2020
Instagram usage frequency in the United States 2020
Description
As of the third quarter of 2020, it was found that 63 percent of Instagram users in the United States accessed
Source(s) AudienceProject the photo sharing app on a daily basis. Overall, 97 percent of responding Instagram users claimed that they
used Instagram on a monthly basis.
Special characteristics among Instagram users
27
Notes: n.a.
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120 References
Social network advertising spending in the United States from 2016 to 2022 (in billion U.S. dollars)
Social network ad spend in the U.S. 2016-2022
Description
Every year billions of dollars are spent on advertising on social media in the United States. In 2020 the amount
Source(s) eMarketer reached 40 billion U.S. dollars, and included paid advertising on social networks as well as games and
applications on social media. By 2022, advertisers are expected to spend over 56 billion dollars on promoting
Conducted by eMarketer their products on social networks. Facebook commands the lion’s share of these expenditures (more than 80
percent), followed by LinkedIn and Pinterest with four and two percent respectively.
Social network advertising – a closer look  
Studies show that a little over 90 percent of U.S. companies are and will be using social media for marketing
Number of respondents n.a. purposes2. In 2017, social messaging and video were thought to be the trends of the future in relation to social
media advertising and believed to have the biggest effect on marketing strategies. Lo and behold, advertising
Age group n.a.
spending on social video has been growing ever since, and is expected to amount to nearly 15 billion U.S dollars
in 2021. Even in this respect, Facebook has the lead, especially when it comes to influencer marketing. In fact, all
Special characteristics includes paid advertising appearing within social networks, social network
tiers of influencers - from microinfluencers to celebrities - post the majority of their videos on Facebook. The
games and social network applications; excludes spending by marketers second choice of platform to share their videos is YouTube, which despite being 'the' video sharing platform is
that goes toward developing or maintaining a social network presence not as popular yet among influencers most probably due to smaller user reach.
Notes: * Forecast. Figures for periods prior to 2018 come from previous reporting.
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121 References
Social media advertising spending growth in the United States from 2018 to 2025
Digital Market Outlook: social media ad spend change in the U.S. 2018-2025
Description
The social media ad spend in the U.S. grew by 22.4 percent in 2020 compared to the previous year. However,
Source(s) Statista Digital Market Outlook; Statista 2021 growth is expected to decrease to 16.7 percent. An overview of all Digital Markets can be found here .
Statista’s Digital Market Outlook offers forecasts, detailed market insights and essential performance indicators
Conducted by Statista Digital Market Outlook of the most significant areas in the “Digital Economy”, including various digital goods and services. Alongside
revenue forecasts for 50 countries worldwide, Statista offers additional insights into consumer trends and
Survey period 2019 and 2020 demographic structure of digital consumer markets.
Age group n.a.
Original source Digital Market Outlook
Notes: * Estimate. Social advertising includes all ad spending generated by online

social networks such as Facebook, Twitter or LinkedIn. Ads in social networks
can appear as sponsored posts within organic content or besides the
newsfeed. Social media advertising does not include ads within online games
no [...] For more information visit our Website
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122 References
Leading industries of U.S. brands on social media in 2019, by share of voice
Engagement share of voice of U.S. brands 2019, by industry
Description
The graph shows leading industries of U.S. brands on social media in 2019, by share of voice. As of the
Source(s) Shareablee measured period, publishing accounted for 43 percent of social media actions, while trailing from behind was
media and entertainment with a reported amount of 29 percent.
Conducted by Shareablee
Survey period 2019
Age group n.a.
Special characteristics Metric: total social actions; platforms: Facebook, Twitter, Instagram
Published by Shareablee
Original source The State of Social Media in the U.S. in 2019, page 12
Notes: Values may not add up to 100 percent due to rounding. The sum of all
reactions, likes, comments, shares, retweets or favorites received on content
posted by a property on Facebook, Twitter and Instagram.
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123 References
Leading publishers in the United States on social media in 2020, based on user engagement (in million actions)
Leading U.S. publishers on social media 2020, by user engagement
Description
In 2020, The Shade Room was the most popular media publishing brand in the United States on social media,
Source(s) Shareablee generating almost 3.3 billion total cross-platform social media actions on owned content. Second ranked Official
WorldStarHipHop accounted for one billion cross-platform actions.
Survey period 2020
Age group n.a.
Special characteristics reactions, comments, shares, retweets and likes on owned content
published by brands on Facebook, Twitter and Instagram
Original source The State of Social Media in the U.S. in 2020- Fact Pack, page 22
Notes: n.a.
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124 References
Leading celebrities in the United States on social media in 2019, based on total cross-platform actions (in millions)
Leading U.S. celebrities on social media 2019, by cross-platform actions
Description
The graph shows leading U.S. leading celebrities in the United States on social media in 2019, based on total
Source(s) Shareablee cross-platform actions on social media. As of the measured period, Kylie Jenner had the highest user
engagement with 2.6 billion cross-platform actions, while second-placed Ariana Grande had a user engagement
Conducted by Shareablee total of 1.7 billion cross-platform actions.
Survey period 2019
Age group n.a.
Special characteristics total cross-platform actions on Facebook, Twitter and Instagram
Original source The State of Social Media in the U.S. in 2019, page 60
Notes: n.a.
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125 References
Leading social media networks used by small businesses to advertise in the United States in 2021
Leading social media used by small businesses for advertising in the U.S. 2021
Description
During a survey of small business in the U.S. who were utilizing social media for advertising purposes, 66
Source(s) The Manifest percent of respondents said they used Facebook, while 42 percent indicated using YouTube. All in all some 55
percent of small businesses in the country were advertising on social media at that time.
Conducted by The Manifest
Survey period 2021
Age group n.a.
Published by The Manifest
Original source themanifest.com
Notes: The source does not provide information on the exact survey date
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126 References
Social media advertising spending in the United States from 2019 to 2021 (in billion U.S. dollars)
Social media ad spend in the U.S. 2019-2021
Description
In 2021, social media advertising spending in the United States was projected to amount to 47.9 billion U.S.
Source(s) Statista; MediaPost; Winterberry Group dollars, out of over 198 billion total online media advertising spending forecast for that year.
Conducted by Statista; Winterberry Group
Survey period 2019 and 2020
Age group n.a.
Original source mediapost.com
Notes: * Figure retrieved from an earlier publication. ** Figure calculated by Statista

based on data provided by the source. *** Forecast.
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127 References
Share of consumers whose purchasing decisions were influenced by social media advertising in the United States as
of September 2020
Share of U.S. consumers influenced by social media ads 2020
Description
During a September 2020 survey fielded in the United States, 51 percent of respondents stated that their
Source(s) Allocadia; Propeller Insights purchasing decisions were influences by social media ads; 49 percent said they were not. Social network
advertising spending in the U.S. was estimated at 40.3 billion U.S: dollars in 2020.
Conducted by Propeller Insights
Survey period September 2020
Number of respondents >1,000
Age group n.a.
Published by Allocadia
Publication date December 2020
Original source allocadia.com
Notes: n.a.
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128 References
Social media advertising spending in the United States from 2017 to 2025 (in million U.S. dollars)
Digital Market Outlook: social media ad spend in the U.S. 2017-2025
Description
The social media ad spend in the U.S. is expected to grow from 48.12 billion U.S. dollars in 2020 to 75.75 billion
Source(s) Statista Digital Market Outlook; Statista in 2025. An overview of all Digital Markets can be found here . Statista’s Digital Market Outlook offers forecasts,
detailed market insights and essential performance indicators of the most significant areas in the “Digital
Conducted by Statista Digital Market Outlook Economy”, including various digital goods and services. Alongside revenue forecasts for 50 countries worldwide,
Statista offers additional insights into consumer trends and demographic structure of digital consumer markets.
Age group n.a.
Special characteristics forecast adjusted for expected impact of COVID-19

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129 References
Social media advertising spending in the United States from 2017 to 2025, by device (in million U.S. dollars)
Digital Market Outlook: social media ad spend in the U.S. 2017-2025, by device
Description
The mobile social media ad spend in the U.S. is expected to grow from 40.35 billion U.S. dollars in 2020 to 66.03
Source(s) Statista Digital Market Outlook; Statista billion in 2025. An overview of all Digital Markets can be found here . Statista’s Digital Market Outlook offers
forecasts, detailed market insights and essential performance indicators of the most significant areas in the
Conducted by Statista Digital Market Outlook “Digital Economy”, including various digital goods and services. Alongside revenue forecasts for 50 countries
worldwide, Statista offers additional insights into consumer trends and demographic structure of digital
Survey period 2019 to 2020 consumer markets.
Age group n.a.
Special characteristics forecast adjusted for expected impact of COVID-19

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130 References
Effectiveness of selected types of influencers according to communications professionals in the United States as of
September 2020
Effectiveness of various types of influencers in the U.S. 2020
Description
During a 2020 survey carried out among senior level communications and marketing professionals in the
Source(s) Cision; PRWeek United States, 73 percent of respondents selected mainstream jounaliss as one of the four most effective types
of influencers; everyday consumer were picked as one of top four by 64 percent of respondents.
Conducted by PRWeek
Survey period August 12 to September 14, 2020
Age group n.a.
Special characteristics top 4 box / among senior level communication and marketing
professionals (agency and in-house)
Published by Cision
Original source Comms Report 2020, page 9
Notes: n.a.
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131 References
Change in user engagement with selected social media platforms in the United States from 2018 to August 2020
U.S. social platform user engagement growth 2020
Description
As of August 2020, U.S. user engagement with Facebook had declined by nine percent compared to 2018.
Source(s) comScore; Activate Instagram made gains of eight percent during the measured period, and Twitter was the big winner with 78
percent increase in user engagement during that time.
Conducted by comScore; Activate
Survey period 2018 to YTD August 2020
Age group n.a.
Special characteristics desktop, mobile web, and app
Published by Activate
Original source Tech and Media Outlook 2021, page 14
Notes: Desktop users aged 2+ and mobile users aged 13+
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132 References
Which social media network is your preferred outlet to check on COVID-19 updates?
Social network preference for COVID-19 updates in the U.S. 2020, by age group
Description
Facebook was the most preferred social media platform to check on COVID-19 updates across all age groups in
Source(s) Shareablee the United States in March 2020. Respondents older than 65 years old resorted primarily to Facebook for
COVID-19 updates, at 67 percent.
Survey period March 27-31, 2020
Original source 2020: A year in Review, and what lies ahead..., page 13
Notes: The source does not provide any information regarding missing percentage
points to 100 percent.
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133 References
Share of social media users in the United States who believe they will use select social media more if confined at
home due to the coronavirus as of March 2020
Estimated U.S. social media usage increase due to coronavirus home isolation 2020
Description
During a March 2020 survey of social media users in the United States, 43.1 percent of respondents stated that
Source(s) Izea if confined to their homes during the coronavirus, they would use Instagram more during that period. YouTube
and Facebook were also popular social platforms that users were estimating to increase their usage during
Conducted by Izea physical distancing at home. Many counties and cities in the United States have called upon residents to stay at
home during the global coronavirus pandemic and subsequently, internet users turn to digital video and video-
Survey period March 12, 2020 on-demand platforms to keep them entertained . For further information about the coronavirus (COVID-19)
pandemic, please visit our dedicated Facts and Figures page.
Age group n.a.
Special characteristics regular social media users
Published by Izea
Original source Coronavirus Impact on Influencer Marketing, page 9
Notes: Original question: If confined to your home due to the Coronavirus, which
social media platforms do you believe you will use more or less during that
period? YOUTUBE 70 percent of respondents were female, 30 percent were
male
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134 References
Share of social media users in the United States who believe they will use Facebook more if confined at home due to
the coronavirus as of March 2020
Estimated U.S. Facebook usage increase due to coronavirus home isolation 2020
Description
During a March 2020 survey of social media users in the United States, 63 percent of respondents stated that if
Source(s) Izea confined to their homes during the coronavirus, they would use Facebook more during that period. Many
counties and cities in the United States have called upon residents to stay at home during the global
Conducted by Izea coronavirus pandemic and subsequently, internet users turn to digital channels including social media to keep
up to date with friends and family. Social media is also an important news channel for online users to stay
Survey period March 12, 2020 informed about developments regarding the coronavirus outbreak in the United States . For further information
about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.
Age group n.a.
Special characteristics regular social media users
Published by Izea
Original source Coronavirus Impact on Influencer Marketing, page 5
Notes: Original question: If confined to your home due to the Coronavirus, which
social media platforms do you believe you will use more or less during that
period? FACEBOOK 70 percent of respondents were female, 30 percent were
male
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135 References
COVID-19 impact on digital communications in the U.S. 2020
Description
Americans have turned to the internet for a wide range of responses to the coronavirus crisis. During a March
Source(s) Pew Research Center 2020 survey, 76 percent of responding adults stated that due to the COVID-19 outbreak, they had used e-mail
or messaging services to communicate with others. The internet is also a popular source of information
Conducted by Pew Research Center regarding the global pandemic - a total of 70 percent of respondents stated that they had searched online for
information about the coronavirus. However, despite being a widely used source of news, online is not
Survey period March 19 to 24, 2020 necessarily the most trusted source of coronavirus information . For further information about the coronavirus
(COVID-19) pandemic, please visit our dedicated Facts and Figures page.
Age group n.a.
Original source pewresearch.org
Notes: Original question: Have you done any of the following as a result of the
coronavirus outbreak?
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136 References
COVID-19 impact on digital communications in the U.S. 2020 by age
Description
Americans have turned to the internet for a wide range of responses to the coronavirus crisis. During a March
Source(s) Pew Research Center 2020 survey, 82 percent of responding 18 to 29 year olds stated that they had used the internet to search for
information about the coronavirus. However, only 52 percent of adults aged 65 years and above had done the
Conducted by Pew Research Center same. Telemedicine also has a relatively low usage rate across all age groups, despite the high infection rate of
COVID-19. For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts
Survey period March 19 to 24, 2020 and Figures page.
Age group n.a.
Original source pewresearch.org
Notes: Original question: Have you done any of the following as a result of the
coronavirus outbreak?
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137 References
Share of adults who socialize with friends and family virtually during the coronavirus pandemic in the United States as
of March 26, 2020, by gender
Effect of COVID-19 on virtual socializing in the U.S. 2020, by gender
Description
Many Americans are currently staying at home in order to flatten the curve of COVID-19 spread. As the majority
Source(s) Morning Consult of adults in the United States has stopped going to public places and meeting in-person during the coronavirus
pandemic, many have taken to socializing online. Overall, 42 percent of adults in the United States have
Conducted by Morning Consult socialized virtually with friends and family. Women were more likely than men to socialize digitally.
Survey period March 24 to 26, 2020
Region(s) United States For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and
Figures page.
Published by Morning Consult
Original source Morning Consult National Tracking Poll #200394, page 970
Notes: Original question: Which of the following best describes your current
behavior? I am not going to public places or interacting in-person, but I am
socializing with friends and family virtually
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138 References
Share of individuals using TikTok during the coronavirus outbreak in the United States in 2020
TikTok usage during COVID-19 in the United States 2020
Description
TikTok saw a significant increase in popularity during the coronavirus (COVID-19) outbreak in the United States,
Source(s) AudienceProject with a growth of 180 percent among 15-25 year old users after the pandemic broke out and people started
working and studying primarily from home.
Survey period September 11, 2019 to May 22, 2020
Number of respondents 21,000*
Original source Insights 2020: Media consumption behaviour before and during COVID-
19, page 24-25
Notes: The source adds the following information: "The period ´before COVID-19`
represents the period from September 11, 2019, to March 14, 2020, while the
period ´during COVID-19` represents the period from March 15, to May 22,
2020. This means that changes in media consumption behaviour are not
necessari [...] For more information visit our Website
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139 References
Most shared COVID-19 related content type on social media by Generation Z and Millennials worldwide in 2021
Most shared coronavirus content on social media worldwide 2021
Description
Nearly 44 percent of interviewed respondents representing Generation Z and Millennials stated that if they
Source(s) WHO; Wunderman Thompson; The University of Melbourne were to share any COVID-19 information on social media, they were most likely to share scientific content. The
corresponding figure for concerning information was 28.5 percent.
Conducted by WHO; Wunderman Thompson; The University of Melbourne
Survey period October 24, 2020 to January 7, 2021
Region(s) Worldwide
Number of respondents 23,483*
Published by WHO
Original source Social media & COVID-19, page 5
Notes: *Respondents in 24 countries: Argentina, Australia, Brazil, China,

Colombia,Egypt, France, India, Indonesia, Italy, Japan, Mexico, Morocco,
Nigeria, Peru,Philippines, Russia, South Africa, South Korea, Spain, Sweden,
Turkey, UnitedKingdom, United States with 1,000 responses from each country
except [...] For more information visit our Website
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140 References

Statista Deck 2021

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Social media usage in the United States

SOCIAL MEDIA USAGE IN THE UNITED STATES

Average daily time spent on social media by U.S. adults 2017-2022 29

Facebook usage frequency in the United States 2020 43

06 Spotlight: advertising on Instagram

Leading U.S. publishers on social media 2020, by user engagement 56

07 Spotlight: COVID-19 impact

COVID-19 impact on digital communications in the U.S. 2020 by age 70

Note(s): United States; January 2021

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Northern Europe 79%

Northern America 74%

Southern America 72%

Southern Europe 72%

Central America 71%

Southeastern Asia 69%

Eastern Asia 66%

Eastern Europe 65%

Western Asia 60%

Northern Africa 45%

Southern Africa 41%

0% 20% 40% 60% 80% 100% 120%

South Korea 89.3%

Hong Kong 85.6%

New Zealand 82%

Social network users in millions

0 200 400 600 800 1,000 1,200

70% 66.4% 66.8% 67.4%

Note(s): United States; 2017 to 2021

Number of active users in millions

Facebook Messenger* 1,300

Weixin / WeChat 1,242

Sina Weibo 530

Market share in percent

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Note(s): United States; Q3 2020; 15 years and older

0% 10% 20% 30% 40% 50% 60% 70% 80%

Note(s): United States; Q3 2020; 15 years and older; 2,000+ respondents

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Note(s): United States; Q3 2020; 15 to 25 years

46-55 years Total online users (15+)

39% 40% 40% 40%

Note(s): United States; Q3 2020; 46 to 55 years

Total online users (15+) 56+ years

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Note(s):Q3 2020; 56 years and older

Snapchat - - - - 11% 17% 24% 35%

Instagram 12% 17% 27% 30% 29% 29% 23% 24%

Twitter 27% 30% 31% 27% 21% 18% 16% 13%

Facebook 42% 33% 27% 23% 12% 13% 15% 13%

Facebook + Messenger Facebook TikTok Snapchat

Facebook Instagram Snapchat TikTok Twitter

0% 10% 20% 30% 40% 50% 60%

Filling spare time 36.3%

Reading news stories 35.2%

Finding funny or entertaining content 30.9%

Seeing what's being talked about 29.3%

Finding inspiration for things to do and buy 27.5%

Finding products to purchase 26.1%

Sharing and discussing opinions with others 24.9%

Watching live streams 23.7%

Making new contact 23.6%

Seeing content from your favorite brands 22.9%

Work-related networking and research 22.7%