Social Media Statistics
June 11, 2022
4.20 B of people actively use social networks
53.6% of the world's population use social networks
98% of users use social networks via phone
2.85 B users have Facebook, the most popular social network in the world
2 h 25 m on average users spend on social networks
40.8% of traffic on the Internet is created by bots
The world doesn't stand still, new social networks are entering the
market, and the old giants are constantly updating their features
In this article, we have gathered the most important basic statistics that really matter in 2021 for successful social networking. We've analyzed the major trends in social media marketing, selected the most important facts, added stats, and are ready to share our insights with you.
According to various studies, more than 50% of the world's
population in general and 95% of today's youth in particular
cannot imagine their life without communication in social
networks. These web resources have firmly taken their niche in
the daily lives of billions of people, easily and quickly
satisfying the most natural social need of any sentient being -
the need to communicate. But what was the very first social
network in the world?
There are two opinions about what kind of web project we should consider to be the first social network. Supporters of both versions are right in their own way because both of these sites are, to some extent, prototypes of modern social networks.
And the first version says that the very first social networking resource is the American portal Classmates.com. The project was launched in 1995 by Randy Conrads and gave everyone the opportunity to find their classmates, and coworkers.
Nevertheless, Classmates cannot be considered the first social network in the modern sense because originally, the site did not provide the possibility of creating personal profiles but simply gave access to the lists of those who studied at a certain educational institution.
Proponents of the second version assume that the first social network in the modern sense is SixDegrees.com, created by Andrew Weinreich in 1997. This project initially provided users with the opportunity to both create personal profiles and lists of their friends. Later, in 1998, the project team implemented a search function by pages, which made it much easier to find old acquaintances and add new ones.
Unfortunately, SixDegrees.com did not survive to this day and was closed in 2001. According to its creator, the capabilities of this social network were far ahead of their time because, at that time, too few Americans had more or less stable access to the Internet.
However, Classmates.com still exists and unites more than 50 million users from the United States, Canada, France, Sweden, Germany, and Austria.
Here are the key statistics and trends for the Digital 2021 report:
The number of social network users has increased by more than 13% in the last year. By the beginning of 2021, almost half a billion new users had registered on social networks. On average, more than 1.3 million new accounts were created every day, which is approximately 15.5 new users per second.
The main statistic regarding social media usage is shown below:
According to data presented in the annual Digital 2021 report, the growth of social media users from 2016 to 2021 was:
If we relate the number of active users to the total population of these regions, we get these figures:
If we relate the number of active users to the total population of these countries, we get the following figures:
Countries with the Highest Number of Social Media Users to the Population
Сountries with the Lowest Number of Social Network Users to the Population
The average social media user now spends 2 hours and 25 minutes each day on these platforms, which is about one day a week minus time for sleep. That could be interacting with brands, mindlessly scrolling, watching YouTube videos. Millennials spend about 2 hours and 40 minutes a day on social media. Generation Z spends 2 hours and 55 minutes. This time has been growing all the time. By comparison, in 2012, users spent an average of only 1.5 hours on social media.
It's also important to understand how their time is distributed:
Also, according to WeAreSocial, about 40.4% of people use social network chats to communicate with their colleagues.
The Most Active Users of Social Networks: by Time Online
4 h 15 m
3 h 45 m
3 h 42 m
3 h 42 m
3 h 41 m
The most Inactive Users of Social Networks: by Time Online
1 h 24 m
1 h 24 m
1 h 22 m
1 h 8 m
At the same time, women of all ages, on average, spend more time on social networks than men.
16-24 years old
25-34 years old
35-44 years old
45-54 years old
55-64 years old
Growth in the amount of time spent on social networks by the average user:
1 h 51 m
2 h 8 m
2h 15 m
2 h 22 m
2 h 25 m
2 h 25 m
According to data provided by Imperva, about a quarter of Internet traffic is bad bot activity. The number of such bots has increased by 6.2% since last year.
57.1% of bad bots are able to mimic human behavior, generate
random IP addresses, and so on. Attacks by such bots target the
same region they originate from. The United States, China, and the
United Kingdom top the list of countries from which most of the
"bad bots" traffic comes and where most of the attacks are aimed.
On social networks, bots can spread aggressive, misleading information. Also, bots often post various links to other unverified or dangerous sources.
The Digital 2021 report names the top reasons for using social media, among them:
For the year 2021, PewResearch shares the data given below.
Percentage of Americans who claim to use at least one social network (by age):
Less than $30K
$30K - $49.9K
$50K - $74,9K
$75K and more
For many years now, the most popular social network in the world
has been Facebook. As of January 2021, it had more than 2.8
YouTube has remained in second place for several years with more than 2 billion users.
Next are the messengers WhatsApp and Facebook Messenger, as well as Instagram. TikTok is seventh, and Twitter is sixteenth.
Don't look for Clubhouse, which was so hotly discussed recently. Its audience is about 10 million users, and it is not yet trending.
Statista has presented the list of the most popular social networks worldwide (by the number of active users).
Facebook is the largest online social networking platform. And its
popularity has continued to grow strongly, as has its base of
active users since its humble beginnings in a Harvard dorm room.
Although many people have publicly stated that they will delete their Facebook accounts for privacy reasons, the reality is that Facebook is still the dominant social network. Don't discount this platform, even if its organic reach has declined. It has been in the lead for more than a decade.
YouTube is a video hosting service that is considered to be a social networking site. It is the second most popular resource in this top list.
Instagram is one of the most popular social networks and one of the most interesting for marketers.
Although Twitter is a very popular and widely known social network, it is not even in the top 10 in terms of number of users.
Today, LinkedIn is an advanced platform that provides a convenient environment for connecting potential employees and employers. Its global reach allows it to target human resources and jobs around the world.
Social media marketing is a powerful way to increase brand
awareness, build a loyal follower base, attract new customers, and
increase sales through social media.
Social media promotion works equally effectively for small companies and startups as it does for large businesses (both B2C and B2B companies).
Below, we'll take a look at some basic statistics regarding social media marketing.
Social media users want to discover new products, and brands help them make purchasing decisions. This is especially evident on Pinterest and Instagram. 83% of Instagram users conduct brand search. A total of 87% of survey participants said they took an action, such as making a purchase on the platform, after seeing relevant information.
Users say they want more video:
The reality is that users expect a quick response to their request on social media. 79% of consumers want brands to respond to their inquiries within one business day. The faster they get a response or consultation, the better.
A growing number of teen users are gradually leaving Facebook.
Since 2015, there has been a drop from 71% to 67%.
On the other hand, other platforms are seeing rapid growth in teen engagement. Brands, trying to reach this audience, need to take note by investing more in platforms like Instagram and TikTok.
Influencers are just as important on social media as ever. While they are relevant across all platforms, Instagram is the most valuable platform for bloggers. 98% of marketers said Instagram was the most effective platform for influencer marketing. Almost 90% of all influencer campaigns include Instagram as part of the marketing mix.
Nearly 80% of total time spent on social media is on mobile platforms, often through mobile apps. Mobile devices accounted for more than 92% of Facebook's ad revenue in the second quarter of 2020, and YouTube reaches more adults from mobile devices alone than any television network.
InfluencerMarketingHub, the average earned media value per dollar spent is now
about $5.78. 91% of survey participants believe influencer
marketing is an effective form of marketing.
And here are the top reasons why users may unsubscribe from brands' social media pages. These could be poor product quality (49%), poor customer service (49%), quality content (45%), and over advertising (45%).
Because social media has become widely available relatively
recently in the context of history, there is not much research
that has examined the long-term effects of social media use. But
we have been able to gather comprehensive information regarding
this issue and are ready to present it to you.
Existing surveys confirm the link between active use of social media and depression, anxiety, loneliness, and so on.
A study from the University of Pennsylvania found that frequent use of social media increases feelings of loneliness and makes users feel isolated from the outside world.
Also, according to Etactics, among teens who spend more than 3 hours a day online, 13% report depression and 32% report anxiety.
More than 59% of U.S. high school students say they have experienced cyberbullying. It could have been negative offensive comments, spreading false defamatory information, or even harassment.
%of U.S. teens who say they have experienced … online
Etactics, about 10% of social media users in America may suffer from
social media addiction.
People are freer to express themselves both positively and negatively online than they are in real life. Every time people receive positive comments and compliments on social media, dopamine production is stimulated. This plays a major role in addiction occurrence.
94% of users worry when their phone is not in their hands or is far away, and 80% of them do not like it when someone else picks up their phone.
Etactics claims that reducing social media use significantly reduces anxiety, sleep problems, and feelings of isolation after as little as three weeks.
Armed with the knowledge of what each social network is and what its requirements are, you can create a good strategy for dealing with it.