Global social media statistics research summary 2022 [June 2022] (2023)

Our compilation of the latest social media statistics of consumer adoption and usage of social networking platforms

Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research summary for 2022.

Networks vary in popularity with different demographics and they're still evolving. Research by Global WebIndex that we reference in this article shows that globally,

59% of the world's population uses social media. The average daily usage is 2 hours and 29 minutes (July 2022).

We'll keep this post updated during 2022 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We'll be pointing to new data on the popularity of social media from Global Web Index (worldwide), Pew Internet Surveys (US) and OfCom (UK), and most recently the Datareportal July 2022 global overview.


This post will apply the latest reports to our answers in 7 key areas crucial to understanding consumer use of social networks:

  • Q1. What is the overall popularity of social media compared to internet use globally?
  • Q2. Which are the most popular social networks by demographics (age and gender)?
  • Q3. Which are the fastest-growing social networks?
  • Q4. How do social users interact with brands when selecting products and services?
  • Q5. What are the different engagement metrics based on consumer behavior when using social media?
  • Q6. How do consumers interact with different post formats in social media?
  • Q7. What are the most popular times for consumers to use social media suggesting the best times to post?

Q1. What is the overall popularity of social media compared to internet use globally?

Datareportal regularly updates its massive global compendium of social media statistics, which gives some great insights into the world of social media. It's a great download for including slides for your presentations.

How many people use social media?

As per the Datareportal July 2022 global overview we can see that social media growth has continued to increase:

  • More than half of the worldnow uses social media (59%)
  • 4.70 billion people around the world now use social media, 227 million new users have come online within the last 12 months
  • The average daily time spent using social media is 2h 29m.

The full report from Datareportal contains a huge amount of insight collated from different data providers across 200+ slides. It provides country-specific data for the vast majority of the world, so you might want to check out the slides of the countries in your core markets to get a better idea of the current state of social in the areas you operate. In this post, we focus on the social media data which starts at slide 78 in the report.

This chart, by Datareportal, summarises the importance and growth of social media today.

Post-pandemic marketing update

In addition to business as usual, a special report by Datareportal in July 2020, examines changes in social media usage during the beginning of the COVID-19 lockdown period. Notably a monumental increase in online and digital activities.

The increase came after a couple of years where growth had seemed to slow down, this behavior was attributed to changes in user behavior due to the lockdown. However, with growth continuing in 2022, there may be more at play than just the initial lockdown trends.

Global social media statistics research summary 2022 [June 2022] (2)


Q2. Which are the most popular social networks by demographics (age and gender)?

The best source for getting stats on the biggest social media platforms is direct from company statements and earning announcements.

Notably, of the top 4 social media platforms, 3 are owned by Meta. Facebook is the most-used platform in total - but as marketers, we know it's crucial to consider different trends of usage for different demographics, as we'll see below.

The rapid growth TikTok underwent in 2021 (resulting in a 142% increase YOY) saw it ranked the sixth most-used platform in July 2022.

With Elon Musk's proposed acquisition of Twitter we can expect changes to the platform including how Twitter regulates/empowers freedom of speech values for consumers and businesses.

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What does this mean for your social media marketing strategy? We've got templates and tools to support you and your marketing team to reach and convert more customers on social media. Apply a data-driven approach to create a winning marketing strategy.

Global Facebook demographics

Since it is still the top dog, I'll share the Facebook demographics from Sprout Social Media's 2022 report. But you can get this breakdown for each channel and more in the report.

As we can see, from the Facebook data, the biggest demographic on Facebook is males aged 25-34. For females also this age range represents the largest user pool.

Global social media statistics research summary 2022 [June 2022] (5)

United States Social network popularity

The Pew Research Center news usage research is a very strong recent source showing US social media statistics trends in usage for news. Interestingly the number who 'often' get news from social media is down in 2021, but still, nearly half of those surveyed use social media to get news often or sometimes.

More interestingly, the stats breakdown below shows which social media channels are used by which genders, ages, education level, race, and political affiliations. For example, Facebook is a regular source of news to nearly double the amount of women to men. Nearly two thirds of Snapchat's regular news consumers are aged 18-29.

The 2021 Children and parents: media use and attitudes report published by OfCom (UK) is interesting if your business is involved in marketing to children or youth markets or you want to understand future adult use of social media. Notably, 44% of 8-11 year olds use social media apps/sites, swiftly increasing to 87% of 12-15 year olds.

Here's a snapshot of two of the four age groups featured.


Q3. Which are the fast-growing social networks?

Every marketer has limited time for social media marketing, so which fastest growing social network should you focus your efforts on?

The fastest growing social media network in 2021 was TikTok, with 18.3% YOY growth, over 87.1% growth in 2020, as measured by US Social Network User Growth.

With the 'Rise of Social media' interactive tool from 'Our World in Data' you can see the growth of the main networks between 2004 (when Myspace became the first platform to gain 1 million users) up to the end of 2019.

A summary of global social media growth

The number of social media users globally grew from 4.2 billion in January 2021 to 4.62 billion in January 2022. This accounts for a 10.1% growth YOY of global social media usage.

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Now in double-digits, social growth in 2021-22 is notably higher than the pre-pandemic slump we saw in 2018 -2020, with new platforms and innovations contributing to the upward trend.

Continued social media growth gives digital marketers even more opportunities to connect with new audiences in new ways.

Social media vs internet users: opportunities for growth

This chart shows the total number of Internet users as of July 2022. Whilst 63.1% of the world's population are internet users, 4.1% of those are still not active social media users.

Social media platforms today are evolving and developing to meet an ever wider variety of consumer wants and needs.

Surely the value that social media usage can add to consumers' lives is more evident than ever before.

With 5.1% YOY growth in active social media users as of July 2022, savvy marketers are continuing to tap into opportunities arising from the growth of social media usage and marketing.

2022 analysis of regional use of social media shows the wide variation of social media penetration:

  • 71% in Eastern Asia
  • 78% in North America
  • 78% in Southern America
  • 84 and 83% in Northern and Western Europe respectively.
  • This falls to 45% in Southern Asia, 16% in Western Africa, and 9% in Middle Africa. However, some of these countries may see more social media usage in 2022, which would increase the global total.

As you can see, the makeup of our international social media users is varied. This useful infographic demonstrates the share of global social media users - with Eastern Asia representing 27.7% of global social media users.


Q4. How do social users interact with brands when selecting products and services?

One of the challenges of social media marketing is that by its nature, social media are peer-to-peer, involving conversations between friends, families and colleagues. Given this, brands must be sensitive to how they use social media.

The research from GlobalWebIndex in their social media trends 2021 report shows how/why visitors use different social media services. Instagram, Pinterest, Linkedin, Reddit and Twitter users all report 'follow/find information about products/brands' in their top 3 motivations.

Platform-specific social media marketing planning

Our new Organic Social Media Learning Path modules (released May 2022) are dedicated to helping marketers optimize their organic Instagram marketing with a strategic approach, integrated across the marketing funnel.

Our bite-sized modules contain tools and templates designed to help you address the systematic issue of businesses using social media platforms to create standalone posts rather than planning a strategy.

Our Social Media Learning Path has modules with dedicated help for:

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  • LinkedIn organic marketing
  • Instagram organic marketing
  • Facebook organic marketing

This example plan, taken from our Facebook module, demonstrates how a joined-up approach can strengthen each stage of the funnel, across the RACE Framework of reach, act, convert, and engage.

Core Module

Global social media statistics research summary 2022 [June 2022] (18)

Optimize your organic Instagram marketing

Part of the Social media marketing Toolkit

Discover the latest tips and tactics to reach, engage and convert your customers through organic Instagram marketing

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Q5. What are the best benchmarks for different platforms' engagement rates?

Social media statistics benchmarking tool Rival IQ produces these useful sector-by-sector benchmarks of social media engagement metrics including:

  • Posts per day
  • Posts per week
  • Engagement rate
  • Top hashtags by engagement rate

These include useful sector benchmarks for Facebook, Instagram, and Twitter you can compare against. Here is a sample of the insights from their 2022 report.

Facebook engagement rates

The 2021 median average engagement rate per post (by follower) on Facebook is 0.064%, across all industries. Sports Teams see the highest engagement, achieving an average of 0.27%, followed by Influencers with 0.23% and Higher Education with 0.15%.

At the lower end of the spectrum, Health & Beauty, and Tech & Software receive an average 0.02% engagement rate.

Instagram engagement rates

Engagement rates are significantly higher on Instagram compared to Facebook. As you can see the 2021 average median engagement rate per post (by follower) is more than 10x higher, despite engagement on Instagram dropping approx 30% between 2020-21.

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What does this mean for your social media marketing strategy? Savvy Smart Insights members are utilizing our marketing training to master digital channels, whilst integrating their planning and marketing strategy. We've got marketing solutions to support you with your paid, owned and earned media and more. Get started today.

Q6. How do consumers interact with different post formats in social media?

Marketers know intuitively that the right type of visuals and videos are more effective in gaining engagement.

This is supported by observed interaction rates. According to LinkedIn, Images typically result in a 2x higher comment rate and Video gets 5x more engagement on LinkedIn, Live Video gets 24x more.

This is also supported by this data from this Social Bakers social media trends report:

Videos longer than a minute achieved the highest median interactions and median reach on Facebook, according to Socialbakers data.

In fact, for both reach and interactions, there was a correlation that showed the longer a video was, the further it reached and the more interactions it received.

Socialbakers’ metrics for video length are very short (less than 11.882 seconds), short (more than 11.882 and less than 24.362 seconds), medium (more than 24.362 and less than 61.248 seconds), long (more than 61.248 seconds and less than five minutes), and very long (more than five minutes).

Q7. What are the most popular times for consumers to use social media suggesting the best times to post?

Testing different frequency of updates and timing is another aspect of social media optimization based on consumer behaviour.

Each network tends to have a ‘sweet spot’ for frequency based on their algorithms. It used to be beneficial to post several times a day on Facebook for many brands, but with decrease organic reach, a single update tends to be more effective. We find a higher frequency on LinkedIn or Twitter tends to be more effective.

Sprout Social's 2022 social media strategy builder compares the best times to post on social media. Compare these to your patterns of posting and consider how you could post differently.

Each network tends to have a ‘sweet spot’ for frequency based on their algorithm and the most common times for consumer usage. It used to be beneficial to post several times a day on Facebook for many brands, but with decreased organic reach, a single update tends to be more effective.

We find a higher frequency on LinkedIn or Twitter tends to be more effective. The results from Instagram and Facebook show a clear preference for around midweek at midday, so you should consider this when scheduling your post updates.

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What is the biggest social media in the world 2022? ›

The latest statistics show that Facebook continues to reign strong as the king of social media, with 2.94 billion active users in 2022. That means that around three out of every four of the 3.96 billion social media users are active Facebook users.

What is the future of social media 2022? ›

In 2022, social media companies are investing in livestream shopping, audio content, the creator economy and more. Take this moment to update your social media marketing strategy.

Which country uses social media the most 2022? ›

Number of Social Media Users by Country
  • 926.84 million -China.
  • 349.97 million – India.
  • 198.96 million – Indonesia.
  • 223.03 million – United States.
  • 141.45 million – Brazil.

What percentage of the world uses social media? ›

Analysis from Kepios shows that there are 4.70 billion social media users around the world in July 2022, equating to 59.0 percent of the total global population. Social media user numbers have continued to grow over the past 12 months too, with 227 million new users joining social media since this time last year.

Which social media is most used in the world? ›

With nearly 3 billion monthly users, Facebook is inarguably the largest and most popular social media platform in the world.

How social media influences the world? ›

Due to this, social media impacts society in the following ways: Generating visibility around social, ethical, environmental and political views or issues. Spreading educational material quickly and efficiently. Providing companies with new marketing opportunities.

What is the future of social media analytics? ›

The Impacts of Social Media Analytics

In 2019, over 2.95 billion people were engaged in at least one form of social media. This number is expected to rise to 3.43 billion by 2023, making social media analytics an asset to the future of marketing.

Why is social media important 2022? ›

Social media allows marketers to connect and engage potential customers where they are at: LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some of the younger platforms like TikTok. With a strong social media strategy and the ability to create engaging content, marketers can engage their audience.

What's the future of social media? ›

The world will increasingly become one community. SMS text messaging will virtually disappear, perhaps only remaining for emergencies, as messaging apps take over. Cloud content will increase as people become comfortable with the concept and begin to release their psychological attachment to ownership.

How many social media users are there in the world 2022? ›

The number of social media users globally grew from 4.2 billion in January 2021 to 4.62 billion in January 2022. This accounts for a 10.1% growth YOY of global social media usage.

How much did social media usage increase in 2022? ›

The latest figures show that there are expected to be 3.96 billion social media users worldwide in 2022—a 4.8 percent increase from a year ago. It is also 1.1 billion more than the number of social users in 2017, which represents a whopping 38.5 percent jump in just six years.

What age group uses social media the most 2022? ›

Instagram demographics and usage
  • Number of monthly active users: 2 billion.
  • Largest age group: 25-34 (31.2%), with 18-24 close behind at 31%
  • Gender: 48.4% female, 51.8% male (no data on other genders)
  • Time spent per day: 29 minutes.
Mar 2, 2022

What is the fastest growing social media platform? ›

The latest data shows that the fastest-growing social network is TikTok. The ByteDance-owned company first made headlines for its rapid growth when it launched in 2018.

How effectiveness is social media marketing statistics? ›

Social media marketing is proven to be effective because between online consumers, 97% of them accessed social media at least once a month. Hence, for most consumers, it is their major source of product information.

What is the percentage of students who use social media? ›

Social media plays a big role in teen culture today. Surveys show that ninety percent of teens ages 13-17 have used social media. Seventy five percent report having at least one active social media profile, and 51% report visiting a social media site at least daily.

What are the top 5 social media platform? ›

The rankings on our list are based on the number of Monthly Active Users (MAUs).
  • 1. Facebook — 2.9 billion MAUs. ...
  • YouTube — 2.2 billion MAUs. ...
  • WhatsApp — 2 billion MAUs. ...
  • Instagram — 2 billion MAUs. ...
  • WeChat — 1.26 billion MAUs. ...
  • TikTok — 1 billion MAUs. ...
  • Sina Weibo — 573 million MAUs. ...
  • QQ — 538.91 million MAUs.

What social media is most popular by country? ›

Facebook has 2,9 billion monthly active and is the leading social network in 156 out of 167 countries (93%).

What are the 6 types of social media? ›

What Are the 6 Types of Social Media? The six types of social media, though this can be broken down in many ways, include social networking, bookmarking, social news, media sharing, microblogging, and online forum sites.

What is the impact of social media in our daily lives? ›

Multiple studies have shown that unlimited use of social media causes stress, bad moods and negative mental health. Many people wake up in the morning and immediately check their Instagram, Snapchat or Twitter.

How does social media improve our society? ›

The truth is that social media can also be beneficial for society. It can help individuals connect and deepen their relationships. Social media also encourages students to learn and grow. And it can empower businesses to build their audiences and boost their bottom line.

How does social media impact the economy? ›

An increase in SM penetration has a negative and significant effect on economic growth. In particular, a 1% increase in the number of SM users contributes to a decrease in GDP growth of between 0.02% – 0.06%.

What analytics are important for social media? ›

The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. These combined will give you a 360º view of your social media performance.

What are the benefits of social media analytics? ›

Social media analytics gives companies insights about their brand and also about what the competitors are doing. It gives companies a better understanding of the problems customers have with their products and services, how their customers use their products and the overall perception of the company.

What is the purpose of social media analytics? ›

Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions — and measure the performance of actions based on those decisions through social media.

Why is social media important in today's society? ›

In today's society, the use of social media has become a necessary daily activity. Social media is typically used for social interaction and access to news and information, and decision making. It is a valuable communication tool with others locally and worldwide, as well as to share, create, and spread information.

What is the conclusion of social media? ›

Social media has taken its position into the real world and has interfered with the lives of many. As users log on to their social media profiles, they are being removed away from the real world and placed into the virtual dimension.

How media will change in the future? ›

The future of digital media will evolve as new tools emerge, consumers make new demands, and the quality and accessibility of the technologies improve. The rise of mobile video, virtual reality (VR), augmented reality (AR), and the more refined use of data analytics will all influence the future of digital media.

How will social media help the future generation? ›

By being able to communicate instantly not only with friends in their local area but also those spread all over the world, online teens can boost friendships and strengthen the lines of communication. They can even make new friends from diverse countries and cultures, increasing their cultural awareness.

What is social media impact? ›

However, social media use can also negatively affect teens, distracting them, disrupting their sleep, and exposing them to bullying, rumor spreading, unrealistic views of other people's lives and peer pressure. The risks might be related to how much social media teens use.

What percentage of the world uses the Internet 2022? ›

As of April 2022, there were five billion internet users worldwide, which is 63 percent of the global population. Of this total, 4.65 billion or over 93 percent were social media users.

How social media affects mental health statistics? ›

Spending more than 3 hours on social media per day puts adolescents at a higher risk for mental health problems. 13% of kids ages 12-17 report depression and 32% report anxiety. 25% of 18 to 25-year-olds report mental illness. These age groups report high usage of social media.

What is social media research? ›

Social media research is the process of analyzing social media data to conduct quantitative (and at times qualitative) research in order to understand how audiences relate to topics, by using tools and data extraction techniques.

Did you know facts about social media Marketing 2022? ›

Social media usage statistics

As of January 2022, there are 3.96 billion total social media users across all platforms. The average person bounces between seven different social networks per month. The amount of time adults use social media across all platforms is now higher than ever — 95 minutes per day.

How much time does the average person spend on social media 2022? ›

According to the latest data, the average amount of time spent on social media worldwide is set to hit 147 minutes, or two hours and 27 minutes, a day in 2022. Not only is this a two-minute increase on 2021 numbers, but it is also the highest ever recorded.

How long does the average person spend on social media per day 2022? ›

How much time do people spend on social media? As of 2022, the average daily social media usage of internet users worldwide amounted to 147 minutes per day, up from 145 minutes in the previous year.

Is TikTok the most popular social media 2022? ›

The latest TikTok statistics show that, as of July 2022, the platform has over one billion monthly active users worldwide (DataReportal, 2022). That makes TikTok the seventh-most popular social media platform in terms of users, ahead of others that have been around much longer such as Snapchat, Pinterest, and Twitter.

What's the biggest social media platform 2021? ›

What are the Most Popular Social Media Apps for 2021? Top Apps, Trending, and Rising Stars
  1. 1. Facebook. With over 2.7 billion monthly active users (MAUs), Facebook is an absolute must for every brand. ...
  2. Instagram. Instagram is another critical platform for 2021. ...
  3. Twitter. ...
  4. TikTok. ...
  5. YouTube. ...
  6. WeChat. ...
  7. WhatsApp. ...
  8. MeWe.
Jan 5, 2021

What is the next big social media platform in 2021? ›


Clubhouse is a new social media network that rapidly gained popularity in late 2020 and early 2021. What makes it different from other social media networks is its unique offering as the first audio-only social media platform.

What are the top 5 social media platform? ›

The rankings on our list are based on the number of Monthly Active Users (MAUs).
  • 1. Facebook — 2.9 billion MAUs. ...
  • YouTube — 2.2 billion MAUs. ...
  • WhatsApp — 2 billion MAUs. ...
  • Instagram — 2 billion MAUs. ...
  • WeChat — 1.26 billion MAUs. ...
  • TikTok — 1 billion MAUs. ...
  • Sina Weibo — 573 million MAUs. ...
  • QQ — 538.91 million MAUs.


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