Social media continues to transform how people communicate, work, and consume information. While there are many commercial reports about digital adoption, two of the most reliable sources for journalists and researchers are the Pew Research Center and the International Telecommunication Union (ITU). These organizations publish global case studies and longitudinal data on internet and social media adoption, free from commercial bias.
Key Statistics at a Glance
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5.3 billion people worldwide used the internet in 2024, representing 66% of the global population (ITU).
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Social media adoption reached 4.95 billion users worldwide in 2024 (ITU, Digital Adoption Statistics).
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In the United States, 72% of adults use at least one social media platform (Pew Research Center, 2023).
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Younger audiences continue to dominate: 95% of U.S. teens report using YouTube, while 67% use TikTok (Pew, Teen Social Media Study 2023).
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Growth has slowed in North America and Europe but continues rapidly in regions such as Sub-Saharan Africa, where mobile adoption drives access (ITU).
Global Growth of Social Media
The ITU reports show that between 2015 and 2025, social media adoption has nearly doubled. In 2015, fewer than 30% of the global population used a social platform regularly. By 2024, that number exceeded 60%.
This growth is strongly tied to mobile broadband expansion. Countries such as Nigeria, India, and Indonesia have shown the sharpest adoption curves, as low-cost smartphones and affordable data plans bring more users online.
Platform Adoption in the U.S.
Pew Research Center’s annual surveys provide case-level insights into which platforms are most dominant in the United States:
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YouTube: 83% of U.S. adults
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Facebook: 68%
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Instagram: 47%
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TikTok: 33%
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X/Twitter: 23%
Regional Differences
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Europe: Stable adoption, with WhatsApp and Instagram as dominant platforms.
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Latin America: WhatsApp penetration exceeds 85% in some countries (Brazil, Mexico).
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Sub-Saharan Africa: Internet penetration is lower overall, but social adoption is rising quickly, especially on Facebook and TikTok due to mobile-first access.
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Asia-Pacific: Platforms like WeChat, Line, and TikTok dominate, reflecting localized ecosystems.
Implications for Journalism and Media
Both Pew and ITU case studies emphasize that social media has become the primary source of news for younger demographics. However, this shift raises challenges around misinformation and content regulation. In Pew’s Digital News Report, over 50% of U.S. adults under 30 now say they regularly consume news through social platforms rather than traditional outlets.
For media organizations, this creates pressure to adapt distribution strategies — meeting audiences where they are, while also protecting trust and credibility.
Sources
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Pew Research Center: Social Media Fact Sheet 2023
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Pew Research Center: Teens, Social Media and Technology 2023
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International Telecommunication Union (ITU): Measuring Digital Development: Facts and Figures 2024