Social Media

140+ social media stats that matter to marketers in 2021

140-social-media-stats-that-matter-to-marketers-in-2021

We have the latest social media stats to keep your social marketing strategy informed. Knowing which way the wind is blowing on the world’s largest (and / or trendiest) social platforms is key to efficiently reaching your audience.

These numbers will give you:

  • The latest updates on growth, demographics, and benchmarks;
  • Insights into how people behave and what they want on each platform;
  • Actionable takeaways that can help you connect with your audience.

A note on sources: We collected these statistics from surveys, white papers, and third-party reports from the platforms themselves. Interested in digging deeper? Get started with Hootsuites Global State of Digital 2021 (including Simon Kemp’s review).

Download the full Digital 2021 report– including online behavioral data from 220 countries – to learn where to focus your social marketing efforts and how to better target your audience.

General social media statistics

The acceptance of social media rose sharply in 2020

Source: Global State of Digital 2021

  • The countries with the highest number of social media users added in 2020 were: China (+110 million), India (+78 million), the Philippines (+16 million) and Mexico (+11 million)
    • Brazil, Indonesia, and the United States each registered 10 million new social users
  • The saturation of social media varies regionally:
    • North America (74%) and Western / Northern Europe (79%) have the highest social media saturation rates in the world
    • Southeast Asia (69%) and East Asia (66%) lead Asia
    • South America (72%) and Central America (71%) have a slightly higher level of acceptance than Oceania (64%) and Eastern Europe (65%).
    • North (45%) and South (41%) Africa show the highest saturation on the continent

Social media users vs. total population

Source: Global State of Digital 2021

Check out individual regional reports to determine your target audience.

Statistics on social media usage

  • Globally, the average user spends 2 hours and 25 minutes a day on social media (out of a total of 7 hours on all devices).
    • Social media consumption drops to 2h07 in the US, 1h49 in the UK and 1h46 in Canada
    • The Philippines is the top consumer with people using social media on average 4h15 a day, while Japan uses the least social media at 51 minutes a day
  • 98.8% of users access social media from a mobile device (and users spend an average of 4 hours and 10 minutes on these devices every day).
  • The average user has accounts on 8.4 different social platforms
    • 98.7% to 100% of users on major social networks use other platforms

User overlap on social media platforms

Source: Global State of Digital 2021

Brands are well placed on social media

Use of social media for brand research

Source: Global State of Digital 2021

Social media advertising statistics

Impact on social media users' decisions to engage with ads

Source: eMarketer

Check out our full list of social media advertising stats here.

Instagram statistics

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Demographics

  • 49.2% of Instagram users identify as men; 50.8% than women
  • 63% of Instagram users are between 18 and 34 years old
    • Only 30% of Instagram users are older than 35 years
  • The world’s largest Instagram audiences are the United States, India (140 million each), Brazil (99 million), Indonesia (85 million), and Russia (56 million).

You can find all the details on Instagram demographics here.

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Brands

Our full list of 2021 Instagram stats can be found here.

Facebook statistics

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Demographics

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Brands

US adults who have made a purchase through social media platforms

Source: eMarketer

The full list of Facebook stats for 2021 can be found here.

Twitter statistics

user

Demographics

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Brands

Here is our full breakdown of Twitter stats and Twitter demographics.

YouTube statistics

user

Demographics

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Brands

Here is our full breakdown of YouTube stats.

Pinterest statistics

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Demographics

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Pinterest positivity seeks graphics

Source: Pinterest

Brands

Here’s our full breakdown of Pinterest stats.

LinkedIn statistics

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Demographics

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Brands

Social media platforms data protection and data protection

Source: eMarketer

Here’s our full breakdown of LinkedIn stats.

Snapchat stats

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Demographics

Snapchat advertising audience profile

Source: Global State of Digital 2021

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Brands

Here is our full breakdown of Snapchat stats.

TikTok statistics

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Demographics

The most popular social platform for US teenagers

Source: Marketing Charts

Parents of older children are more likely to say that children use social media websites

Source: Pew Research

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positive and negative feelings towards social media in the past year

Source: Vox

Visit popular social media sites for data

Source: Vox

Brands

Read our full list of the new TikTok stats here.

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Jeffrey Rabinowitz