US Social Media and Messaging Usage: Key Insights on TikTok, Text-Based Platforms, and In-App Messaging
The notion that social media is on the decline is far from accurate. The landscape continues to evolve and expand, with new entrants like Instagram Threads, established players seeking a comeback such as Twitter and Facebook, and one platform, TikTok, defying potential bans while reaching new usage milestones. Furthermore, projections indicate that the number of social media users in the US will soon rival TV viewership, debunking any notion of social platforms fading away.
TikTok is set to surpass 100 million monthly users in 2023, accomplishing this feat in just six years since its US launch—two years faster than Instagram.
Based on platform statements, the total number of social media users in the US stood at 240 million in 2020, signifying active engagement from 72.3% of Americans on a monthly basis. The most popular platforms in the United States are YouTube, with 81.9% usage, and Facebook, with 73.4% usage among internet users aged 16 to 64.
Social media penetration in the US is calculated by comparing the total number of active social network users to the overall population, including individuals aged 13 and above.
Overall, 72.3% of the entire US population possesses social network accounts, resulting in a substantial figure of 231.47 million individuals.
Notably, social media usage in America is more prevalent among women, particularly on Snapchat and Pinterest, while men tend to gravitate towards platforms like YouTube and Twitter.
With 70% of the US population actively maintaining social media accounts, there has been a year-on-year growth rate of 3.1% from 2019 to 2020. The US market experienced a significant milestone in 2005, reaching a 5% penetration rate. It took less than six years to penetrate 50% of America's population by 2011.