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- Share of U.S. adults who say they use the internet almost constantly by age:
- 18-29: 63%
- 30-49: 54%
- 50-64: 33%
- 65+: 14%
(Source: Pew Research Center; 2026)
- Percentage of U.S. adults who use different social media:
- YouTube - 84%
- Facebook - 71%
- Instagram - 50%
- TikTok - 37%
- WhatsApp - 32%
- Reddit - 26%
- Snapchat - 25%
- X (Twitter) - 21%
- Threads - 8%
- BlueSky - 4%
- Truth Social - 3%
(Source: Pew Research Center, Americans’ Social Media Use 2025)
- Preferred social media of U.S. adults, based on living area:
- Urban - YouTube, 85%; Facebook, 71%; Instagram, 55%
- Suburban - YouTube, 87%; Facebook, 71%; Instagram, 54%
- Rural - YouTube, 79%; Facebook, 71%; Instagram, 37%
(Source: Pew Research Center, Americans’ Social Media Use 2025)
- Percentage of U.S. adults who said they have purchased a product or service because of an ad they saw on social media, by generation:
- Gen Z - 50%
- Millennial - 38%
- Gen X - 42%
- Baby Boomer - 40%
(Source: YouGov Surveys, April 16, 2025 – May 13, 2025)
- 58% of Americans are daily social media users.
(Source: YouGov Profiles, June 2025)
- 21% of Gen Zers are daily social media users.
(Source: YouGov Profiles, June 2025)
- Percentage of U.S. adults who say they ever use social media at the same time as consuming other media content, such as watching TV or listening to the radio or a podcast:
- Gen Z - 72%
- Millennials - 80%
- Gen X - 70%
- Baby boomers - 56%
(Source: YouGov Surveys, April 16, 2025 – May 13, 2025)
- For sports highlights, these are the most used social media platforms:
- YouTube - 87%
- Facebook - 69%
- Instagram - 62%
- TikTok - 51%
- X - 41%
- Snapchat - 27%
(Source: Crowd React Media, The State Sports Media 2025)
- 96% of U.S. adults say they have access to internet.
(Source: Pew Research Center, Internet, Broadband Fact Sheet 2025)
- Percentage of U.S. adults who say they use the internet, by race and ethnicity:
- White - 96%
- Black - 94%
- Hispanic - 97%
- Asian - 99%
(Source: Pew Research Center, Internet, Broadband Fact Sheet 2025)
- Individuals ages 65+ account for 10% of those that do not use the internet.
(Source: Pew Research Center, Internet, Broadband Fact Sheet 2025)
- Percentage of U.S. adults who say they subscribe to home broadband, by age:
- 18-29 - 71%
- 30-49 - 87%
- 50-64 - 79%
- 65+ - 70%
(Source: Pew Research Center, Internet, Broadband Fact Sheet 2025)
- Marketing leaders say social media drives:
- Awareness, 64%
- Customer acquisition, 60%
- Customer loyalty, 58%
- Revenue, 56%
- Decision making, 54%
(Source: Sprout Social, The Impact of Social Media Marketing, 2025)
- 67% of homeowners have usage of the internet.
(Source: 2025 MRI-Simmons Spring Doublebase)
- Social media platforms that drive the most business impact:
- Facebook - 70%
- YouTube - 68%
- TikTok - 64%
(Source: Sprout Social, The Impact of Social Media Marketing, 2025)
- Percentage of U.S. adults who say they have a lot of/some trust in the information they see on social media, by age:
- 18-29 - 50%
- 30-49 - 41%
- 50-64 - 33%
- 65+ - 24%
(Source: Pew Research Center, survey in Sept. 8-14, 2025)
- 53% of consumers say they often or sometimes get news from social media.
- 46% rarely or never do so.
(Source: Pew Research Center, survey in Aug. 18-24, 2025)
- 38% of U.S. adults say they regularly get news on Facebook, and 35% say the same about YouTube.
(Source: Pew Research Center, survey in Aug. 18-24, 2025)
- 71% of sports audiences follow sports personalities on social media.
(Source: Crowd React Media, The State Sports Media 2025)
- A total of 417 million cellular mobile connections were active in the United States of America in late 2025.
(Source: Data Reportal, Digital 2026: The United States of America, 2025)
- In the U.S., there are 254 million social media identities, equating to 73% of the population.
(Source: Data Reportal, Digital 2026: The United States of America, 2025)
- There were 324 million individuals using the internet in the United States at the end of 2025. Online penetration stood at 93.1%.
(Source: Data Reportal, Digital 2026: The United States of America, 2025)
- Social media marketers’ greatest fears:
- Audiences shifting their social media usage to private/closed networks - 52%
- Company leadership not trusting my team to determine what content performs best on social media- 41%
- Managing a brand crisis on social media - 39%
- Burnout and creative fatigue - 33%
- Getting replaced by AI/Getting laid off because my organization doesn’t understand the value of my role - 32%
(Source: Sprout Social Index, Edition XX, 2025)
- 90% of consumers use social media to keep up with trends and cultural moments.
(Source: Sprout Social Index, Edition XX, 2025)
- What consumers are most concerned about brands doing on social media:
- Posting AI-generated content without disclosing it - 52%
- Mishandling my personal data - 52%
- Posting content around social/political issues that don't align with my own views - 30%
- Staying active on platforms with poor content moderation policies - 26%
- Partnering with influencers whose values don't align with my own - 25%
(Source: Sprout Social Q3 2025 Pulse Survey)
- 43% of consumers say they’re more likely to buy from brands that speak out about causes or topics in the news.
- This goes up to 63% for Gen Z and Black consumers, and 61% for Asian consumers.
(Source: Sprout Social Q3 2025 Pulse Survey)
- Social media platforms used to post/comment about sports:
- Facebook - 71%
- Instagram - 52%
- YouTube - 48%
- X - 34%
- TikTok - 32%
- Snapchat - 21%
- Reddit - 13%
(Source: Crowd React Media, The State of Sports Media 2025)
Internet Service Providers used in Households:
- Xfinity/Comcast – 21%
- Spectrum – 20%
- AT&T Internet – 13%
- Verizon/Fios by Verizon – 9%
- Cox – 4%
- CenturyLink – 3%
- Optimum – 3%
- Frontier – 2%
- America On-Line (AOL) – 1%
(Source: 2025 MRI-Simmons Spring Doublebase)
Percentage of U.S. users of each social media platform who say they regularly get news there:
- X (Twitter) - 57%
- TikTok - 55%
- Facebook - 53%
- Instagram - 41%
- YouTube - 41%
- Reddit - 35%
(Source: Pew Research Center survey of U.S. adults conducted Aug. 18-24, 2025)
Percentage of U.S. adults who say they regularly get news from each social media site:
- Men:
- Facebook - 32%
- Instagram - 18%
- TikTok - 15%
- X (Twitter) - 16%
- YouTube - 41%
- Women:
- Facebook - 43%
- Instagram - 23%
- TikTok - 24%
- X (Twitter) - 8%
- YouTube - 29%
- Ages 18-29:
- Facebook - 41%
- Instagram - 40%
- TikTok - 43%
- X (Twitter) - 21%
- YouTube - 41%
- 30-49:
- Facebook - 55%
- Instagram - 26%
- TikTok - 25%
- X (Twitter) - 12%
- YouTube - 37%
- 50-64:
- Facebook - 36%
- Instagram - 11%
- TikTok - 10%
- X (Twitter) - 11%
- YouTube - 35%
- 65+
- Facebook - 27%
- Instagram - 5%
- TikTok - 3%
- X (Twitter) - 5%
- YouTube - 25%
(Source: Pew Research Center survey in Aug. 18-24, 2025)
Demographics of regular social media news consumers in the U.S.:
- White:
- X (Twitter) - 10%
- Facebook - 34%
- Instagram - 13%
- TikTok - 14%
- YouTube - 28%
- Black:
- X (Twitter) - 19%
- Facebook - 41%
- Instagram - 35%
- TikTok - 30%
- YouTube - 48%
- Hispanic:
- X (Twitter) - 12%
- Facebook - 51%
- Instagram - 35%
- TikTok - 36%
- YouTube - 51%
- Asian:
- X (Twitter) - 14%
- Facebook - 35%
- Instagram - 27%
- TikTok - 17%
- YouTube - 54%
(Source: Pew Research Center survey of in Aug. 18-24, 2025) |
