Social media usage in the United States - Statistics & Facts

North America has the one of the highest social network penetration rate in the world. While the global average penetration rate stood at 45 percent in 2019, North America’s social network penetration rate was at around 70 percent. In the United States, 79 percent of population had a social media profile. This means that there were around 244 million social network users in the country in 2018. This figure places the United States as the country with the third largest social network user base in the world, only behind China and India. Projections are optimistic, showing a constant increase in the number of social network users in the coming years. By 2023, the number of social network users in the United States is forecast to increase to approximately 257 million.

Facebook is by far the most popular social network website in the United States based on monthly active users, followed by Instagram. About 67.5 percent of the U.S. population were using Facebook in 2018. Despite strong gains from growing online markets, the United States still have the second-largest number of Facebook users in the world. Mobile is an important part of Facebook’s leading position in the market, as the social network is also the most popular mobile social networking app in the United States by reach, engagement and audience. Facebook users turn to the social networking platform for different reasons.

Despite Facebook's ubiquity, other social networking sites are gaining space amongst teenagers and young adults with especially Instagram and Snapchat both constantly growing in popularity amongst young American internet users. Snapchat is indeed the most frequently accessed social network of American teenagers. Teen and young adult users mainly access the platform to see snaps and stories from people they know, or to chat to people they know. Instagram is also very popular among social media users. The social network had almost 105 million users in the United States as of 2018, as is projected to reach 131 million users in 2022.

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