140+ Social Media Statistics that Matter to Marketers in 2020

140+ Social Media Statistics that Matter to Marketers in 2020

Social media statistics are a key ingredient in any social media marketing strategy. And by ingredient we mean they’re like the cilantro in your salsa: you could use dried-out flakes, but—why would you? If you’re looking to impress, you want to source the freshest available.

Behold, our list of the latest social media statistics. For each of the world’s biggest, or trendiest, platforms, this list has the latest:

  • updates on size, growth, and demographics;
  • insights on how people are accessing, using, and behaving on the platform;
  • actionable numbers on how brands can succeed there.

Source note: Our stats are collected from third-party surveys, whitepapers, and financial reports from the platforms themselves. If you’re looking to dig deeper, we’d recommend starting with these solid gold resources:

  • Hootsuite’s Social Media Trends 2020
  • The Global State of Digital 2020
  • GlobalWebIndex’s Social 2020

Table of contents

General social media statistics

Social media advertising statistics

Instagram statistics

Facebook statistics

Twitter statistics

YouTube statistics

Pinterest statistics

LinkedIn statistics

Snapchat statistics

Download the complete Digital 2020 report to learn where to focus your social marketing efforts and how to better target your audience. The full study also includes more easy-to-understand data visualizations and shareable graphics.

General social media statistics

Let’s start with some numbers on the state of social media in 2020.

Most of the world is now on social

  • 97% of digital consumers have used social media in the past month
  • 84% of people with access to the internet use social media
  • 50% of the global population is using social media: that’s 3.8 billion people (an increase of 9.2% since 2019)
    • Central America and Eastern Asia have the highest social media saturation at 84% each
    • In Europe, Northern Europe has the highest percentage of social media users (79%), versus Southern (66%), Western (62%) and Eastern Europe (57%)
    • Northern Africa has the highest social uptake in Africa at 55%, followed by Southern Africa at 49%. Eastern (13%), Middle (10%), and Western (21%) Africa have the most room for growth

Source: Digital 2020

  • India has had the biggest increase in social media users since 2019, with 130 million new users, a 48% year-over-year increase
  • China owned the second-largest increase in social users in 2019, with 15 million (up 1.5%)
  • 90% of Americans between 18-29 use social media

Chart: % of U.S. adults who use at least one social media siteSource: Pew Research

Time spent on social media is nearing saturation

  • Last year, people spent 2 hours and 24 minutes on social media every day, across devices (that means about 1 of every 3 hours spent on the internet is on social platforms)
  • Worldwide, people aged 16–24 spend closer to 3 hours a day on social
  • In 22 out of 46 markets surveyed by GlobalWebIndex, time spent on social decreased or stayed the same
  • 1 in 4 internet users have tracked their screen time or capped time for certain apps
  • Time spent on social increased by 1.4% in 2019, compared to 6% in 2018 (and 15% in 2016)

Graph: Evolution of Time Spent on Social MediaSource: Digital 2020

Social media is interwoven in our daily lives

  • 99% of users in 2019 accessed social media on mobile
  • The average social media user has 8.3 different social accounts
    • This number lifts to 9.4 social accounts for people aged 16-24
  • 43% of internet users use social media for work purposes
  • 43% of internet users use social media when researching things to buy
  • Finding “funny and entertaining” content is the fastest-growing reason for using social

Chart: Motivations for Using Social MediaSource: GlobalWebIndex

Video is still the top media format on social

  • 90% of internet users say they watch video online at least once a month
  • 60% of people say they’ve watched a video on Facebook, Twitter, Snapchat or Instagram in the last month
  • Vlogs are more popular than podcasts

Chart: Online Content ActivitiesSource: Digital 2020

  • Social video ads are forecast to be one third of social ad spending in 2020

People are going private

  • 63% of people say messaging apps are where they feel most comfortable sharing and talking about content
  • WhatsApp (1.6 billion users) and Facebook Messenger (1.3 billion) are the 3rd and 4th biggest social platforms, respectively
  • 50% of marketers say that the shift to private social channels have them rethinking their content strategy

Social media advertising statistics

  • Social ad spending is forecast to increase 20% to $43 billion USD in 2020
  • 52% of online brand discovery happens in public social feeds
  • 27% of internet users say they find new products through paid social ads (following word-of-mouth, TV ads, and search engines)
  • 13% of social media users say that a “buy” button would increase their likelihood of purchasing on social

Chart: The Social Path to PurchaseSource: GlobalWebIndex

    • Weak social ads create negative emotional response in less than a second: before the viewer blinks.
    • 72% of B2B marketers who use paid channels online used paid social in 2019
    • Split testing ads improves cost-per-acquisition by 72%, according to Facebook
    • The average Facebook user has clicked 12 ads in the last 30 days.

Instagram statistics

Instagram Users

  • Instagram has more than 1 billion monthly active users
  • Instagram ads reach 928.5 million people
  • 500 million people open Instagram Stories and Instagram Explore every month

Demographics

  • 50.9% of Instagram users are women, and 49.1% are men (these are the only genders listed)
  • 35% of people on Instagram are between 25 and 34 years old

Chart: Profile of Instagram's Advertising AudienceSource: Digital 2020

Usage

  • Instagram is the world’s 7th most-visited website
  • People spend an average of 6 minutes and 35 seconds on Instagram each time they visit
  • 55% of U.S. Instagram users say they don’t watch TV on a weekly basis
  • Video gets better engagement than photos on Instagram:
    • average engagement rate for video posts: 1.87%
    • average engagement rate for photo posts: 1.11%
    • average engagement rate for all post types: 1.49%
  • #instagood continues to be the second-most popular hashtag of all time on Instagram. (Of course, the number one is #love.)

Brands on Instagram

  • 92% of all Instagram users say they’ve followed a brand, clicked on their website, or made a purchase after seeing a product/service on Instagram
  • The average business posts to Instagram 1.7 times per day, and posts 13.1 Stories per month
  • The average follower growth rate for a business account is 2.5% per month
  • Businesses post 79% photos and 21% videos to their feeds, on average

Check out our complete list of Instagram statistics over here. And don’t forget the latest Instagram demographics.

Facebook statistics

Users

  • Facebook has 2.5 billion monthly users
  • 1.95 billion of those users can be reached by ads (that’s 32% of everyone in the world over the age of 13)
  • 69% of U.S. adults use Facebook

Demographics

  • 44% of people reachable by ads on Facebook are women, and 56% are men (again, these are the only genders listed)
  • 32% of people on Facebook are between the ages of 25 and 34

Chart: profile of Facebook's advertising audienceSource: Digital 2020

Usage

  • “Facebook” is the world’s top Google search query
  • Facebook is the world’s 3rd most visited website, after Google and YouTube
  • People spend an average of 11 minutes and 26 seconds on Facebook each time they visit it
  • There are more than 10 million Facebook Groups, used by 1.4 billion people monthly
  • 79% of Facebook users access the platform only by phone; 19% access via phone and computer; and 1.9% only use a computer
  • Video posts earn the highest engagement of any type of content on Facebook

Infographic: Facebook Engagement BenchmarksSource: Digital 2020

Brands on Facebook

  • 140 million businesses use Facebook and its related apps (Messenger, WhatsApp, and Instagram)
  • 58% of people in the U.S. say they’ve become more interested in a brand after seeing it in Facebook Stories (300 million people use Facebook Stories every day)
  • 26.7% of Facebook Pages use paid media
  • The average organic reach for a Facebook post is 5.17% of a Page’s likes, while the average paid reach is 28.1% of total reach

Facebook Messenger

  • In 2019, people and businesses sent 10x as many messages to each other via Facebook Messenger than they did in 2016—over 20 billion every month
  • 64% of people say they’d rather use Facebook to message a business than call or email
  • In 2018, 56% of people said they are already Facebook messaging businesses across their buying journey

Learn more by reading our complete list of 2020 Facebook statistics.

Twitter statistics

Users

  • As of 2020, Twitter has 152 million monetizable daily users (up 21% year over year)
  • 22% of U.S. adults use Twitter

Demographics

  • 20.4% of Twitter’s daily users are based in the U.S., and the rest are international (Japan, Russia, and the U.K. round out the platform’s top markets)
  • Twitter’s monetizable audience is 62% men and 38% women
  • 29% of Twitter users are between 25 and 34 years old

Chart: Profile of Twitter's advertising audienceSource: Digital 2020

Usage

  • Twitter is the world’s 6th most-visited website
  • People spend an average of 10 minutes and 22 seconds on Twitter each time they visit it
  • 80% of tweets come from 10% of Twitter users, in the U.S. (Those users are statistically more likely to be women who are democrats and who tweet mostly about politics.)
    • In related news, @BarackObama took @KatyPerry’s top spot for follower count in 2020
  • The most popular emoji on Twitter in 2019 was the laugh-cry face (lol)

Top 5 emojis on Twitter in 2019Source: Digital 2020

Brands on Twitter

For a complete list of insights, take a look at our deep dive into Twitter statistics and Twitter demographics.

YouTube statistics

Users

  • YouTube has more than 2 billion users visiting every month (and that doesn’t count people who aren’t logged in)
  • YouTube is the world’s 2nd most visited website, after Google
  • YouTube is the world’s 3rd most common Google search query
  • 33% of the world’s population (over the age of 13) use Youtube

Demographics

  • 45% of YouTube users are women, 55% are men
  • 81% of U.S. internet users between the ages of 15 and 25 use YouTube
  • 15% of YouTube’s traffic comes from the U.S.
  • Only 33% of popular YouTube videos are in English

Usage

  • People watch 1 billion hours of video on YouTube every day
  • 70% of YouTube watchtime happens on mobile
  • People spend an average of 23 minutes on YouTube each time they visit it

Brands on YouTube

  • In Q4 2019, Alphabet broke out YouTube’s ad revenue for the first time ever: over $15 billion, or 9% of its total revenue for 2019
  • 70% of what people watch on YouTube is determined by the YouTube algorithm
  • 80% of people who watched a YouTube video as part of their buying journey did so early on
  • 70% more YouTube users are engaging with creators and channels

We have an even longer list of the latest YouTube stats over here.

Pinterest statistics

Users

  • Pinterest has 335 million monthly users (up 26%, year-over-year)
  • 28% of Americans use Pinterest, making it the fourth most-popular social platform in the country
  • Pinterest has doubled in size since 2016 (when they had 160 million users)

Pinterest monthly active users growth since 2016Source: Pinterest

Demographics

  • 72% of Pinterest users are women, 20% are men, and 8% don’t specify their gender
  • Pinterest is growing faster internationally (35% growth) than in the U.S. (8% growth)
  • 41% of Pinterest users are between the ages of 25 and 34

Chart: Profile of Pinterest's advertising audienceSource: Digital 2020

Usage

  • Pinterest clocked 6x as many video views in 2019, compared to 2018
  • 85% of Pinterest use happens on mobile
  • Pinterest users have doubled the number of pins in three years, from 100 billion in early 2017 to 200 billion in early 2020

Brands on Pinterest

  • 75% of people on Pinterest are “very interested” in new products (compared to 55% of users on other social platforms)
  • People on Pinterest are 29% more likely to try a new product within 10 months of launch
  • Retail brands see a 2 times higher return on ad spend on Pinterest, compared to other social platforms

Learn more with our full list of Pinterest statistics.

LinkedIn statistics

Users

  • LinkedIn has 675 million monthly users, gaining two new members every second
  • 12% of the world’s population (over 13 years old) is on LinkedIn
  • 27% of Americans use LinkedIn

Demographics

  • 57% of LinkedIn users are men, and 43% are women
  • 70% of LinkedIn’s users are outside the U.S., including 211 million users in Europe, and 179 million in Asia Pacific
  • 61% of LinkedIn’s users are between 25 and 34 years old

Profile of LinkedIn's advertising audienceSource: Digital 2020

Brands on LinkedIn

  • 30 million companies are using LinkedIn
  • 97% of B2B marketers use LinkedIn for content marketing
  • 89% of B2B marketers use LinkedIn for lead generation
  • 62% of B2B marketers say LinkedIn generates leads (that’s twice as many as the next social platform)
  • Cost per lead on LinkedIn is 28% lower than on Google AdWords
  • 30% of a company’s engagement on LinkedIn comes from employees
  • Employees are 14 times more likely to share content from their employers than other types of content on LinkedIn

Here’s our full list of LinkedIn statistics for business.

Snapchat statistics

Users

  • Snapchat reports 218 million daily active users, as of early 2020 (up 17%, year over year)
  • 24% of Americans were using Snapchat at the beginning of 2019 (down from 27% in 2018)

Demographics

  • 61% of Snapchat users are women, and 38% are men
  • 90% of Americans between 13 and 24 use Snapchat
  • After the U.S., Snapchat’s biggest markets are India, France, and the U.K.
  • 82% of people on Snapchat are 34 or younger

profile of snapchat's advertising audienceSource: Digital 2020

Usage

  • Users spend an average of 30 minutes on Snapchat every day
  • 75% of Snapchat users engage with augmented reality every day
  • 20% of snaps use a lens that was created in Lens Studio by brands or users
  • Users are spending 35% more time in Snapchat’s Discover section every day

Brands on Snapchat

  • Snapchat users are 60% more likely to make an impulse purchase
  • 38% of Snapchat users aren’t on Instagram at all
  • 72% of Gen Z users on Snapchat are not reachable by TV ads

Tiktok statistics

Users

  • TikTok was the most-installed app in Q1 of 2019
  • 800 million monthly active users, making it the 6th most-used app

Demographics

  • 60% of Tiktok’s users are in China
  • 69% of Tiktok’s users are between 16 and 24 years old

Usage

  • Users spend 46 minutes per day on the app

Brands on Tiktok

  • People on Tiktok are 1.8x more likely to want brands to be “young” (they are also more likely to want brands to be “trendy/cool” “exclusive” and “bold”)

Infographic: TikTok users want brands to be...Source: GlobalWebIndex

 

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The post 140+ Social Media Statistics that Matter to Marketers in 2020 appeared first on Hootsuite Social Media Management.

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