Number of leading social media users worldwide from 2017 to 2028 forecast

Social media usage is one of the most popular online activities. In 2024, over five billion people worldwide used social media, a number projected to increase to over six billion by 2028.

Who uses social media?

Social networking is one of the most popular digital activities worldwide, and it is no surprise that social networking penetration across all regions is constantly increasing.

As of January 2023, the global social media usage rate was 59 per cent. This figure is anticipated to grow as less developed digital markets catch up with other regions in terms of infrastructure development and the availability of affordable mobile devices.

Most of social media’s global growth is driven by the increasing usage of mobile devices. 

Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, a 40-minute increase since 2015.