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Since its inception in 1996, social media has reached more than half of the world population.
Social network platforms’ total user base in the last decade grew from 970 million in 2010 to 5.24 billion users in January 2025.
The spectacular year-on-year adoption of new users on the platforms is, however, slowing down. It now relies on the continuous growth in the number of people with internet access and smartphones, particularly in developing regions.
So, how big is social media and how has it evolved today?
Let’s dive right in:
As of January 2025, there are over 5.24 billion people using social media worldwide, and the average user accesses 6.83 social media platforms monthly.
All social networks report growth data on the number of monthly active users (MAU’s) rather than the number of accounts, as this data is more accurate for measuring actual use and territory penetration.
The current percentage of people using social media is 63.9% of the world’s total population.
However, when we look into platform penetration rates from people in eligible audiences, 94.24% of 5.56 billion global internet users.
Key Statistics:
According to the Global Web Index, the average number of social media platforms users aged 16+ access regularly on a monthly basis is 6.83 worldwide.
That rises up to 7.71 platforms among audiences aged 16-24 years old. The study of 53 countries with internet users aged 16+ shows Japan had the lowest average number of social platforms used at 2.49, comparably the UAE had the highest with 8.62 per internet user.
5 Highlights for Backlinko’s audience:
38.3% of all internet users worldwide use social media for work purposes.
In the U.S., only 25.4% of people actively use social media in their jobs, compared with the highest by country in Nigeria at 65.2%, or the lowest at 8.3% in Japan.
5 Highlights for Backlinko’s audience:
The current global average gender split of social media users is 54.6% men versus 45.4% women.
Which gender uses social media more by region?
Which gender uses social media more by platform?
As you can see from the data above, social network usage is different for men and women globally when examining location. Perhaps the most notable gap in gender differences is where we look at the use by platform.
When looking at the top 8 social platforms, most index higher in male users. Pinterest dominates with female audiences.
Source: DataReportal
In 2025, there are 5.24 billion people actively using social media in the world, and this is an increase of 4.1% year-on-year from 5.04 billion in 2023.
Back in 2015, there were only 2.08 billion users – that’s a 2.52x increase in users in just ten years.
10 Year Social Media Growth Statistics:
The rise of social media began back in 1996 with the release of the networking site Bolt (now closed). Shortly after, in 1997, Six Degrees was released where users could add friends and make profiles. Following that, services like AOL Instant Messenger, Live Journal, and Friendster launched all paving the way for the leader, Facebook, in 2004.
Timeline: Early days of social media
Sources: DataReportal, Wikipedia
Social media penetration = active users vs. total population.
According to Kepios analysis from 2025, the most active country is the U.A.E., with 100.3% of its population using social media (due to duplicates and “fake users”, the number of social media users may be overcounted and not represent unique individuals). The average adoption rate globally is 63.9%.
Key Statistics by the total population
According to recent estimates, the number of active social media users in the US is 253 million in 2025, meaning 73% of Americans are on social media.
The US social media penetration is calculated by the total number of active social network users versus the total population.
In America, social media is more prevalent among women, in particular, Snapchat and Pinterest, whereas men are using sites like YouTube and X (Twitter) more.
The percentage of social media use versus the total population by race for the entire US population is:
Unsurprisingly, the percentage of Americans using social media by age is primarily Gen Z and Millennials.
Sources: Pew Research, DataReportal
In 2024, Facebook is the leading social network with 3,065 billion active social media users worldwide.
YouTube, WhatsApp, and Instagram follow this with over 2 billion, then, WeChat, TikTok, and Facebook Messenger all having 1 billion or more users.
Similar to the global ranking, Meta-owned social networks – Facebook and Instagram lead the ranking with the highest number of monthly active users in the US, at 177.5 and 138.5 million, respectively.
Sources: DataReportal, eMarketer
In Q3 2024, the average time spent on social media per day is 2 hours 21 minutes globally for users aged 16+ on any device.
In comparison, the time spent on networks by the average person in the US is 2 hours and 9 minutes, 12 minutes less than the global average.
Key Statistics:
Below, we have the average daily time spent on social media in hours and minutes in select 10 countries; the data source is the Global Web Index.
5 Highlights for Backlinko’s audience:
Below, we have the growth in time spent on social media in minutes; the data source is from all internet users from 53 countries, aged 16 and over, and on any device.
Source: DataReportal
Conclusion
There you have it for my rise of social media statistics roundup.
In terms of technology adoption, it’s mind-blowing to see how quickly social media adoption rate grew across the world.
Furthermore, there’s a growing number of new social media networks adding more users.
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Rob McLister: Here’s everything you’ve ever wanted to know about reverse mortgages, including the best rates, updated daily
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Canada’s mortgage market is changing all the time, but we keep track of the best rates. Bookmark this page to find the best reverse mortgage rates, updated daily, based on data from MortgageLogic.news. Postmedia and Imaginative.Online Inc., parent of MortgageLogic.news, are compensated by certain mortgage providers when you click on their links in the chart below.
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When you’re an equity-rich, 55-year-old-plus homeowner and you need cash, and your only other liquidity plan involves winning the lottery, a reverse mortgage can feel like divine intervention.
Reverse mortgages let you convert home equity into cold, hard, tax-free cash. They require no monthly payments whatsoever (interest owed is added to the value of the loan) and as long as you keep your home maintained and your property taxes and insurance paid, lenders won’t ask you to pack your bags or pay them back early.
And here’s the kicker: if home prices plunge, lenders guarantee you’ll never owe more than your home is worth at the time it’s sold.
Once the black sheep of personal finance, reverse mortgages are now lower cost than in the old days, and far more mainstream. In fact, a 2023 Deloitte study found that 17 per cent of soon-to-retire homeowners were ready to tap their home equity to bridge a savings shortfall.
Reverse mortgage proceeds can be used for virtually anything. You can:
Naturally, reverse mortgages aren’t the only fish in the home loan sea. Here’s how the main options compare:
Note that some banks and brokers offer cash rebates to offset some of these fees. At a minimum, always ask for an appraisal rebate, as reverse mortgages have healthy profit margins and whoever is selling you one can spare the change.
Speaking of reverse mortgage sellers, there are three main providers of reverse mortgages in Canada: HomeEquity Bank, Equitable Bank and Bloom Finance. All three are sound, reputable companies, but each has its quirks. An experienced mortgage broker can help you compare them.
For now, read on to see:
Older Canadians can’t rely as much on their ability to generate income. That sometimes leads to cash flow issues that make even Tim Hortons coffee seem expensive.
For many, reverse mortgages are the last fiscally viable option to live a comfortable life, but to qualify, there are three key requirements:
Depending on your age, property and location, you can get anywhere from 15 per cent to 59 per cent of your home value.
If there’s another mortgage already parked on your title, reverse lenders will politely decline or make you pay it off. If you have a mortgage on your home for 60 per cent of its value, for example, a reverse mortgage is out of the question.
On the other hand, if you have an existing mortgage and qualify for a big enough reverse mortgage, you can use the new reverse mortgage to pay off the other loan, thus eliminating its payments.
Also, the home must be where you actually live — not a rental or Airbnb that you check on once a month.
If the condition of your home would scare off an appraiser or resale buyer, a reverse mortgage company won’t want it either.
The property must be in good repair with a minimum value of $200,000 to $300,000.
Location matters, and some lenders have location restrictions. For example:
And yes, if your town’s claim to fame is a blinking yellow light, you might not qualify. Some companies want a minimum population (e.g., 10,000 or 100,000-plus) before they’ll lend.
You may not have mortgage payments, but you still need to pay your property taxes, insure the place and keep it from resembling a fixer-upper on a reality show. The lender will make sure you can afford to do that.
Failing to pay property taxes, insurance, or maintain the home can lead to default.
Unless promptly cured, the lender can swoop in to foreclose faster than a hawk on a field mouse.
The best strategy is to stash enough cash away for retirement so that your home doesn’t have to double as an ATM.
Yet, there are four specific times when a reverse mortgage is especially ill-advised:
A HELOC is essentially a giant credit card tied to your house. It lets you borrow as you need to, as opposed to taking a big lump-sum at the beginning that you may not need.
HELOCs are usually at least one percentage point cheaper rate-wise and offer the lowest possible interest-only payments. Albeit, HELOCs only come with floating rates, whereas reverse mortgages and regular mortgages offer fixed-rate options.
Manulife’s One HELOC is one of the best reverse mortgage substitutes because, unlike most HELOCs, it also doubles as a bank account. That means depositing income into the HELOC can effectively satisfy the monthly interest-only payments.
Manulife also has more flexible qualifying options than some HELOC providers.
Pro tip: Cap your HELOC limit at 75–80 per cent of what you’d qualify for with a reverse mortgage.That way, if all else fails, you can pay off the HELOC with a reverse mortgage if needed.
One catch with HELOCs: lenders can yank the credit line if they get cold feet or your finances nosedive. I’ve never heard of Manulife calling in its line of credit if the borrower is paying as agreed, but anything’s theoretically possible. Reverse mortgages don’t come with this risk.
While we’re on the topic of HELOCs, we should mention there’s one reverse mortgage lender that offers a HELOC-like option. The company is Bloom Finance.
Bloom’s Home Equity Prepaid Mastercard lets you draw funds when needed, with no readvance fees — unlike most reverse mortgage companies. Over a decade, that flexibility could save you thousands, but it depends on how you borrow and what the rates are at the time.
The upfront costs of a reverse mortgage (e.g., closing costs, appraisal fees and interest) may outweigh the benefits, making other financial options more cost effective.
You may also face stiff prepayment penalties if you bail from a reverse mortgage before three to five years.
Skip basic upkeep, tax or insurance payments and it’s like sending your lender a formal invitation to call in your loan.
Compound interest doesn’t just take a bite — it goes full buffet on your home equity.
Depending on rates, appreciation and how much you borrow, the loan could vacuum up every dollar of equity within 20 to 25 years. And keep in mind, the average 65-year-old still lives for at least 20 more years — plenty of time for interest to turn a nest egg into an empty shell.
You can see the latest reverse mortgage rates updated daily on this page. They’re usually at least one to two percentage points above regular mortgage rates for a similar term. That’s the cost of easy qualification and the luxury of no payments.
Always consult a broker who specializes in reverse mortgages and has worked with all three major providers. That way, you’re comparing more than just brochures — which matters since the lenders’ rates, fees and fine print vary.
Pro tip: Brokers get paid a commission. Ask the broker to explain how their commission differs among lenders and how it might affect their recommendation. That way you know if there might be conflicts of interest — and maybe even haggle your way to a small cash rebate.
Plan on at least the following:
Reverse mortgage lenders often run promos that can reduce fees substantially. Make sure you ask the lender or broker what is currently on offer.
With most mortgage lenders, the loan salesperson can “buy down” (reduce) the interest rate by sacrificing some of their commission.
We’re unaware of any reverse mortgage lender that allows this.
You can take money out via:
Instalments rack up less interest than lump-sum withdrawals.
Unscheduled advances generally entail a $50 fee, but not when using Bloom’s Mastercard.
Reverse mortgages often close in as few as three to four weeks. That assumes your independent counsel deems a reverse mortgage suitable, and there are no snags with your property valuation.
If you have an open reverse mortgage, there is no penalty, but the rate is higher.
For closed versions, there may be a prepayment penalty ranging from three-months’ interest to five per cent of the approved loan amount, depending on how early the breakup happens. If you pay off the loan at the end of the term in five years, there is no penalty.
Some lenders show mercy if you’re heading to long-term care — splitting the penalty so your exit doesn’t sting quite as much. And if you pass away with the mortgage still in place, there’s no penalty — though I wouldn’t call that a “loophole” worth planning for.
Nope. Reverse mortgage proceeds don’t count as income, so your income-tested government benefits — such as Old Age Security (OAS) or the Guaranteed Income Supplement (GIS) — are unaffected. In other words, no OAS or GIS clawbacks.
Reverse mortgage loans must be paid off before assets are divvied up by heirs. And the steeper the interest rate, the quicker that equity gets torched — leaving less behind for the next generation.
But hey, it’s the homeowners’ own hard-earned money, not a trust-fund starter kit, right kids?
Downsizing could be a better call if your goal is to leave the kids more than just property tax bills and your stamp collection. But keep in mind, selling and moving isn’t free. Get ready for:
When the last borrower passes, the estate has to settle the loan before anyone inherits so much as a throw pillow.
Somewhere around 71, say lenders.
In general, you should always shop around and it never hurts to try and play one lender against another. Equitable Bank has even started throwing down the gauntlet by advertising: “We’ll beat any reverse mortgage rate posted in Canada.”
Generally, yes.
Yes, if you qualify.
That depends on the interest rate and home appreciation, among other things.
Say you borrow $200,000 on a $500,000 home, the home appreciates at two per cent annually, and your interest rate averages six per cent.
According to HomeEquity Bank’s calculator, you’d still have $90,567 left after 20 years — assuming nothing goes sideways with rates, valuations or reality.
In practice, the average reverse mortgage lasts only seven to 12 years.
As an industry average, it’s somewhere around 50 per cent — kind of like splitting a pie with a very hungry banker.
Robert McLister is a mortgage strategist, interest rate analyst and editor of MortgageLogic.news. You can follow him on X at @RobMcLister.
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For the latest mortgage rate changes, check this page daily.
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Social Media Statistics

Discover the latest social media statistics to refine your strategy, uncover new opportunities and stay ahead in 2025.
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Published on February 20, 2025
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Summary
Social media went through a monumental shift in 2024.
AI-generated content flooded feeds, engagement became harder to earn and algorithms started favoring interactions over reach.
In 2025, the shift will be even bigger.
Audiences will demand more authenticity. Platforms will double down on real conversations. And brands that fail to adapt will struggle to scale their engagement and growth. The marketers who win won’t be the ones posting the most, but the ones making data-driven decisions.
Knowing platform-specific demographics and usage patterns as well as the overall state of the industry can help you tailor your social media marketing strategy to boost engagement and ROI.
Let’s look at the top social media statistics to guide your presence in 2025.
We all know social media is ingrained in daily life, but how people use it is changing. While growth may seem slow, that’s only because most of the world is already online.
Here’s a quick snapshot of the top social media demographics and usage stats.
With users juggling nearly seven platforms a month, brands can’t afford a single-channel approach. A tailored presence on multiple social networks is key to maximizing reach and engagement across the board. While much of the following content is globally applicable, delving into our UK social media statistics can provide valuable insights if you’re targeting that market, thanks to unique cultural nuances.
Social media advertising is no longer a backup plan – it’s crucial for visibility. Paid ads now dominate social feeds, driving brand awareness, sales and engagement.
Learn more about social advertising and ROI stats to inform your strategy.
As more businesses invest in ads, competition is increasing. Brands that want strong ROI will need to work harder. Prioritizing audience targeting, creativity and strategic budgeting will separate winners from those just burning through ad dollars.
Whether or not brands should focus on Facebook is a tough question that really depends on your individual Facebook metrics. But the platform’s near-universal adoption, strong marketing appeal and ability to drive direct purchases remains unmatched.
The following Facebook statistics can clue you in further.
While Instagram remains a top destination for product discovery, its overall engagement rate has dropped. At the same time, younger users increasingly rely on Instagram for customer service interactions, showing a shift toward more functional use.
Below are the top social media statistics for Instagram.
Brands on Instagram should focus more on ecommerce features, quick-response messaging and interactive formats like Stories and Reels. Engagement might be dipping, but those who adapt their Instagram strategy can still tap into its high-value audience.
LinkedIn continues to grow as the go-to platform for professionals and B2B marketing. With a high concentration of decision-makers and business leaders, it remains an ideal space for thought leadership and lead generation.
Here are some LinkedIn statistics you should know.
Spurred by the widespread career changes over the past few years, the platform doesn’t look to slow down any time soon. Brands targeting young professionals should prioritize high-quality content, industry insights and personal branding in their LinkedIn marketing.
Pinterest is often underestimated, yet it consistently delivers diverse, high-intent users who are actively searching for products and brands.
Here are some top Pinterest statistics to look out for.
Consumers want to see more brand content on Pinterest, which means there’s a huge opportunity for marketers to invest in SEO-driven Pins, Pinterest advertising to capture an engaged audience ready to buy.
Reddit’s growth trajectory and increasing ad revenue marks its value as a niche marketing goldmine. Let’s look at the top Reddit statistics marketers need to know.
The platform’s users demand authenticity and real conversations rather than promotional content. Brands must practice Reddit social listening, contribute meaningfully to discussions and avoid anything that feels like a hard sell.
Threads is still finding its place, but its growth proves that users are interested in a new kind of text-based social experience. Here are some Threads statistics to be aware of.
Meta’s newest platform is attracting users who engage in short, casual discussions rather than algorithm-driven content. Brands that experiment with Threads now can carve out a strong presence before competition intensifies.
TikTok isn’t slowing down. Even with bans and regulatory hurdles, people are still spending hours on the platform. Beyond watching entertaining videos, TikTok users are actively searching for, shopping and interacting with brands more than ever.
Here are some useful TikTok statistics to keep in mind.
TikTok isn’t just for “young people” anymore. Gen Z is getting older and still using the platform in full force, even as a search engine. The brands winning here aren’t overthinking it. They’re jumping on trends, creating content that feels real and letting creators take the lead. For a deeper dive into another platform popular with younger demographics, explore our latest Snapchat statistics.
If you’re already on the platform, make sure to watch your TikTok analytics and how to reach your audience.
X, previously known as Twitter, remains a go-to platform for real-time discussions, news, memes and customer service. While some advertisers have pulled back, user activity remains strong, particularly for those seeking updates and fast-paced interactions.
Take a look at the Twitter statistics below to understand more about marketing on the platform.
Even as user preferences shift, the platform appears to be growing, so marketers may not want to count it out yet. The brands that thrive here are actively engaging in trending topics, responding quickly and maintaining a strong brand voice.
YouTube is still the top platform for video content, outpacing competitors in watch time and engagement. Here are the top YouTube statistics to know about.
While short-form videos are growing, long-form content still holds strong on YouTube, showing that users want both quick entertainment and in-depth insights. Use both formats as part of your YouTube marketing strategy to maximize audience retention and discoverability.
Video continues to be an all-time favorite content type. It’s versatile, engaging and offers excellent ROI to marketers worldwide. Let’s look at some recent social media video statistics.
Marketers need to focus on snackable, mobile-friendly video formats like Reels, TikTok and YouTube Shorts. More importantly, brands need to find ways to create videos that entertain, educate or inspire in under 30 seconds.
Working with influencers is one of the best inbound marketing strategies being used today. More than ever, consumers are making purchase decisions based on influencer content.
Here are some influencer marketing statistics about which platforms marketers are leveraging, what they’re hoping to achieve and how they plan to execute influencer marketing in the future.
To maximize impact, brands should prioritize creators who align with their values and have strong connections with their audience rather than wide reach.
The key is to pick the best platforms and influencers for your brand, both of which can be automated using the right influencer marketing tools.
The concept of buying something you saw on social media is not new. From product recommendations to first impressions from brands, the impact of social media on consumers is well-documented. Learn more from these consumer behavior statistics.
Trust plays a huge role in buying decisions. People want social proof, fast customer service and transparent communication. Brands that engage, respond quickly and create genuine, user-generated content will earn loyalty.
Keeping up with the latest social media marketing statistics helps you refine your strategy and set smarter goals.
Are there emerging platforms worth exploring? Is it time to adjust your balance between organic content and paid ads? Should you double down on what’s already working?
These insights can help you find the answers. Taking the time to analyze them is worth it – bookmark this page if you haven’t already.
For more guidance, check out our social media management guide to build a strategy that keeps you ahead in 2025.
The most-used social media platform is Facebook with over 3 billion monthly active users. Facebook is followed by YouTube (2.5 billion users), Instagram and WhatsApp (tied at 2 billion monthly active users).
While time spent on social media has decreased slightly by a few minutes, the number of social media users globally continues to rise. As of January 2025, 206 million new users have joined social media since this time last year.
Yes! There are over 5.2 billion social media user identities, meaning 63.9% of the population has created at least one social media account. That’s a massive potential reach. As long as you create the right strategy and target the right people, you should see success with social media marketing.
Australian social media demographics to inform your strategy
Australian TikTok statistics to inform your strategy in 2025
Reddit statistics in 2025 and tactics to grow your brand
28 LinkedIn statistics that marketers must know in 2025
25 must-know Pinterest stats for marketers in 2025
25 YouTube stats marketers should know in 2025 [Updated]
28 TikTok statistics marketers need to know in 2025
45+ Twitter (X) stats to know in marketing in 2025
10 Australian social media trends for 2025
Social media statistics shaping Australia’s digital landscape in 2025
Social media statistics in the UK: What businesses need to know in 2025
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