STAT PACK: Social Media Usage in the United States

SInce the first social media platform in 1997, usage of social media has skyrocketed. Get the latest stats and data in our STAT PACK!

Long before Facebook dominated the social media scene, other sites connected people online, including SixDegrees.com (1997), Hot or Not (2000), Friendster (2002), and, of course, Myspace (2003), according to HootSuite. Since then, many platforms have come and gone, while others have launched, evolved, and stood the test of time. In this STAT PACK, we’ll show you how prevalent social media usage is in the U.S., what platforms are the most popular (hint: Meta owns 4 of the top 5), what platforms different age groups use, the average daily and monthly time spent on social media, top reasons people use social media, and industry estimates of how usage will grow through 2026, and more. In this report, you’ll get charts and graphs on the following:

Overview

United States: digital population as of January 2021
Social media: global penetration rate 2021, by region
Social media: active usage penetration in selected countries and territories 2021
Social network users in selected countries in 2021 and 2025
United States: number of social network users 2017-2026
United States: social network penetration 2017-2026
Share of U.S. population who use social media 2008-2021
Share of U.S. adults who use social media 2019, by gender
Share of U.S. adults who use social media 2019, by age
Share of U.S. adults who use social media 2019, by ethnicity
Share of U.S. adults who use social media 2019, by income
Share of U.S. adults who use social media 2019, by urbanity
Share of U.S. adults who use social media 2019, by education

Leading platforms

Global social networks ranked by number of users 2021
U.S. market share of leading social media websites 2021
Social network usage by brand in the U.S. 2021
Social networks: usage by female U.S. internet users 2020
Social networks: usage by male U.S. internet users 2020
Reach of social media used by U.S. teens and young adults 2020
Leading social networks of U.S. Generation X 2020
Reach of leading social networks of U.S. Baby Boomers 2020
Favorite social networks of U.S. teens 2012-2020

Usage behavior

Daily social media usage worldwide 2012-2020
Average monthly time spent on social platforms in the U.S. 2018-2020
Average daily time spent on social networks in the U.S. 2018-2022
Average daily time spent on social media by U.S. adults 2017-2022
Daily engagement rate of U.S. mobile social users 2020
Leading social media usage reasons worldwide 2021
Social media activities in the U.S. 2021
U.S. social media brands used most often 2015-2021
U.S. social users who considered leaving select social networks 2020

Facebook

Countries with the most Facebook users 2021
United States: number of Facebook users 2017-2026
United States: Facebook usage penetration 2017-2026
Facebook: number of monthly active users in North America 2010-2021
United States: Facebook users 2021, by age and gender
Facebook usage reach in the United States 2021, by gender
Facebook usage reach in the United States 2021, by age group
Facebook usage frequency in the United States 2020

Instagram

Instagram: number of users in the U.S. 2020-2023
U.S. Instagram usage rate 2018-2023
Instagram usage reach in the U.S. 2021, by gender
Instagram usage reach in the U.S. 2021, by age group
U.S. Instagram users 2021, by age group
U.S. Instagram users 2021, by gender
Instagram usage frequency in the U.S. 2020

Spotlight: advertising on Instagram

Social network ad spend in the U.S. 2016-2022
Digital Market Outlook: social media ad spend change in the U.S. 2018-2025
Engagement share of voice of U.S. brands 2019, by industry
Leading U.S. publishers on social media 2020, by user engagement
Leading U.S. celebrities on social media 2019, by cross-platform actions
Leading social media used by small businesses for advertising in the U.S. 2021
Social media ad spend in the U.S. 2019-2021
Share of U.S. consumers influenced by social media ads 2020
Digital Market Outlook: social media ad spend in the U.S. 2017-2025
Digital Market Outlook: social media ad spend in the U.S. 2017-2025, by device
Effectiveness of various types of influencers in the U.S. 2020

Spotlight: COVID-19 impact

U.S. social platform user engagement growth 2020
Social network preference for COVID-19 updates in the U.S. 2020, by age group
Estimated U.S. social media usage increase due to coronavirus home isolation 2020
Estimated U.S. Facebook usage increase due to coronavirus home isolation 2020
COVID-19 impact on digital communications in the U.S. 2020
COVID-19 impact on digital communications in the U.S. 2020 by age
Effect of COVID-19 on virtual socializing in the U.S. 2020, by gender
TikTok usage during COVID-19 in the U.S. 2020
Most shared coronavirus content on social media worldwide 2021

View or download the report now:

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Dana E. Neuts

Dana Neuts is Subscription Insider's Editorial Director, covering our daily subscription news as well as member features, case studies, premium content, and reports. Dana is also a writer, editor, marketer and communications professional. Her work has appeared in AARP Bulletin, The Seattle Times, Seattle Business, 425 Business, 425 Magazine, South Sound Magazine, Northwest Travel and more. Her specialties include business writing, community news, senior issues, travel and, of course, subscriptions!