Leading social media usage reasons worldwide 2023

A global survey conducted in the fourth quarter of 2023 found that the main reason for using social media was to keep in touch with friends and family, with over 49 percent of social media users saying this was their main reason for using online networks. Overall, 38 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.3 percent of respondents said they used it to read news stories. One in five users were on social platforms for the reason of following celebrities and influencers. 

The most popular social network

Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of January 2024, the social network had over three billion global users. YouTube, WhatsApp, and Instagram follow, but none of these well-known brands can surpass Facebook’s audience size. Moreover, as of the final quarter of 2023, there were almost four billion Meta product users.

Ever-evolving social media usage

The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.