This is an abridged version of an article on Buffer and the full version can be found here with contributions from various sources credited at the end of this article.

The Most Essential (and Surprising) Social Media Statistics and Facts of 2019

Social media usage worldwide

  • The internet has 4.4 billion users
  • There are 3.499 billion active social media users

And as far as social media usage goes:

  • 45 percent of the world is on social media
  • If you have the internet, there’s an 80 percent chance you have a social media account, too.

Yes, and it gets even more mind-blowing.

  • On average, people have 7.6 social media accounts apiece
  • The average daily time spent on social is 142 minutes a day
  1. Facebook — 2.4 billion users
  2. YouTube — 1.9 billion users
  3. WhatsApp — 1.6 billion users
  4. Instagram (tie) — 1 billion users
  5. WeChat (tie) — 1 billion users
  6. TikTok — 800 million users
  7. LinkedIn — 610 million users
  8. Reddit — 542 million users
  9. Twitter — 330 million users
  10. Pinterest — 265 million users

Among U.S. residents, here’s the breakdown of Facebook usage by age:

  • 51% of 13-17 year olds use Facebook
  • 81% of 18-29 year olds use Facebook
  • 78% of 30-49 year olds use Facebook
  • 65% of 50-64 year olds use Facebook
  • 41% of 65+ year olds use Facebook

Thailand ranks in the world's top 10 for social media usage, with video becoming more popular and entertainment the topic most talked about on social media. "In 2017, there were 49 million Facebook users in Thailand, growth of only 4% year-on-year, the lowest on record," Mr Pnern said at the Thoth Zocial OBVOC in Thailand Awards 2018.

Thailand ranked eighth in number of Facebook users, with India, the US and Indonesia taking the top three. The peak time for Facebook use in Thailand is 6pm-11pm. Bangkok has 24 million Facebook users, followed by Chiang Mai and Chon Buri.

"Statistics found that when brands increase their post frequency by 52%, engagement increases by only 12%, so engagement per post has contracted 27%," Mr Pnern said. "Brands and advertisers have to spend more or work harder to get audience engagement."

Onebit Matter also found that the top three content formats by engagement were videos (2,556 engagements per post), photos (1,273) and links (1,199).

Moreover, the number on Facebook Messenger was flat, with 26 million Thai users, ranking seventh globally, while the US, India and Brazil were tops.

Instagram demographic statistics

Instagram tends to have some of the most highly-publicized of statistics as their announcements about usage tend to make headlines. You’ve probably heard some of the recent ones:

  • Instagram has 500 million daily active users
  • There are 400 million daily active users on Instagram Stories alone
  • The biggest demographic group on Instagram is males between 18 and 24 years old. In fact, the 18-to-24 age group makes up 75% of all users on Instagram.

The Pew numbers bear this out as well. Pew draws its demographic lines between 18 and 29 years old. According to their U.S. figures;

  • 64% of 18-29 year olds use Instagram
  • 40% of 30-49 year olds use Instagram
  • 21% of 50-64 year olds use Instagram
  • 10% of 65+ year olds use Instagram

While the U.S. is the country that uses Instagram the most, can you guess the rest of the top three?
Number two is Brazil and number three is India. Both have more than 60 million users. Thailand ranked 14th in terms of Instagram users in 2017.

There were 13,628,000 Instagram users in Thailand in September 2018, which accounted for 19.6% of its entire population. Instagram users are most engaged on the weekend; peak hours are 6pm-10pm. They prefer to post images (71%), carousel ads (24%) and videos (5%).

  • The majority of them were women - 62%.
  • People aged 18 to 24 were the largest user group (5 100 000).

The highest difference between men and women occurs within people aged 18 to 24, a growth of 24%, where women lead by 1,100,000.

Twitter demographic statistics

Again according to our friends at Pew, this is how Twitter ranks in terms of usage by age group:

  • 32% of 13-17 year olds use Twitter
  • 40% of 18-29 year olds use Twitter
  • 27% of 30-49 year olds use Twitter
  • 19% of 50-64 year olds use Twitter
  • 8% of 65+ year olds use Twitter

It’s interesting to see how the ages skew younger on Twitter, and those percentages are notable in contrast to Facebook and Instagram, which have huge percentages.

Twitter users seem to be night owls, with peak activity shifting to 1am in 2017 from 2016 peak hours of 8pm-midnight. The company also compared Twitter users in 2016 with 2017, finding that Twitter not only increased its user base but also gained more active users.

Twitter users tweeting brands increased by 124% last year. Total branded retweets rose by 101%.

This year, brands might diversify media spending to Twitter and Instagram because of their high engagement or increase Facebook payments to boost reach.

Brands needs to focus on new key measurements, not just number of likes, but they have to calculate spending for customers' acquisition costs.

LinkedIn demographic statistics

LinkedIn’s demographics have a couple interesting differences from the social networks we’ve covered already. First, here are the age demographics:

  • 29% of 18-29 year olds use LinkedIn
  • 33% of 30-49 year olds use LinkedIn
  • 24% of 50-64 year olds use LinkedIn
  • 9% of 65+ year olds use LinkedIn

Yes, and where things get interesting is when looking at the stats for education and income demographics.

  • 50% of adults who graduated college use LinkedIn
  • 45% of adults who make over $75,000 use LinkedIn
  • 41% of millionaires use LinkedIn

Obviously these numbers are at the top of the charts for social networks for these demographics, which makes sense with the career emphasis that is placed on LinkedIn.

Pinterest demographic statistics

As many of you know, Pinterest is associated with a majority-women audience. There’s lots of ways to look at the numbers behind this. These stats from Pew tell a pretty good story:

In the U.S.

  • 41% of women who are online use Pinterest.
  • 16% of online men use Pinterest

In regards to age:

  • 34% of 18-29 year olds use Pinterest
  • 34% of 30-49 year olds use Pinterest
  • 26% of 50-64 year olds use Pinterest
  • 16% of 65+ year olds use Pinterest

A couple of bonus stats we love about Pinterest is how well the platform ties into shopping. Over 175 billion items have been pinned on Pinterest, and nearly two in three pinners — 61% — have made a purchase after seeing something they like on Pinterest.

5 surprising social media statistics and facts

80% of brands are under the impression that they are doing social media customer service exceptionally well.

Only 8% of their customers agree.

90 percent of Instagram users are younger than 35.

(This is a good reminder that Snapchat and TikTok and other “young” social networks aren’t the only places that younger demographics spend their time.)

Today, more pictures are taken every two minutes than were taken during the entire 1800s.

On WordPress alone — which is the software we use to run our Buffer blogs — 70 million blog posts are published every month.

(Not exactly social-media-related, but wow, that’s a lot of content to be shared!)

U.S. adults spend an average of 1 hour and 16 minutes each day watching video on digital devices. And this includes a majority of the population: 78% of people watch online videos every week, and 55% watch everyday.


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