Social Media Users by Platform
There are almost 3.5 billion social media users in the world today, representing roughly 45 percent of the world’s total population.
Most social platforms don’t permit use by younger people though, so if we only consider people over the age of 13, the latest data suggest that 57 percent all eligible audiences are already using social media today.
The average social media user has an account on more than 9 different social media platforms, and spends an average of 2 hours and 15 minutes on social media each day. That figure varies considerably across cultures, however, with people in the Philippines spending more than 4 hours per day on social media, while people in Japan spend an average of just 36 minutes on social platforms.
Facebook remains the world’s most widely used social media platform, but there are now six social media platforms that claim more than one billion monthly active users each. Four of these six platforms are owned by Facebook.
A total of 19 social media platforms now have 200 million or more monthly active users*:
Facebook has 2.32 billion monthly active users.
YouTube has 1.90 billion monthly active users.
WhatsApp has 1.50 billion monthly active users.
Facebook Messenger has 1.30 billion monthly active users.
WeChat (Weixin) has 1.08 billion monthly active users.
Instagram has 1.00 billion monthly active users.
QQ has 803 million monthly active users.
QZone has 531 million monthly active users.
TikTok (Douyin) has 500 million monthly active users.
Sina Weibo has 446 million monthly active users.
Reddit has 330 million monthly active users.
Twitter has 321 million monthly active users.
LinkedIn² has approximately 300 million monthly active users.
Baidu Tieba¹ has 300 million monthly active users.
Skype¹ has 300 million monthly active users.
Snapchat³ has roughly 287 million monthly active users.
Viber¹ has 260 million monthly active users.
Pinterest has 250 million monthly active users.
Telegram has 200 million monthly active users.
Social media platform preferences vary from one country to another though, so it’s important to dig deeper into the data to understand what’s happening at a local level. For example, the map below – based on some great data from SimilarWeb – shows how messenger preferences vary around the world:
If you’d like to know more about social media use in individual countries, including local social media platform rankings and audience profiles by age and gender, take a look at our complete collection of local reports.
And if you’d like to stay up to date with all the latest developments in social media use around the world, sign up for our newsletter using the form below to receive notifications whenever we publish new reports.
¹ These platforms have not published updated user figures in the past 12 months, so the user figures published here may not be as reliable as the user figures we’ve included for other platforms in this list.
² LinkedIn no longer publishes monthly active user data, so the figure we’ve reported here is based on SimilarWeb’s report of the number of unique monthly visitors to LinkedIn’s website.
³ Snapchat normally publishes daily active users (DAU) rather than monthly active users (MAU), so the figure we’ve reported here is an extrapolation of the company’s latest DAU figures, based on MAU/DAU ratios published by Snapchat in previous company earnings announcements.
* Note that the figures quoted on this page represent each platform’s total user base, and may not match the figures we report in our various global and local reports for each platform’s addressable advertising audience.