Consumers overwhelmingly use social media to keep up with the times

Key stat: Nine in 10 consumers worldwide use social media to keep up with trends and cultural moments, according to a January report from Sprout Social.

Beyond the chart:

• The average US consumer will spend one hour and 27 minutes (1:27) a day with social networks, per our January forecast.
• Facebook will have the most social network users (177.9 million) in the US in 2025, per our May 2024 forecast, followed by Instagram (148.7 million), TikTok (117.9 million), and Snapchat (94.1 million).

Use this chart: Marketers can use this chart to defend social initiatives and having a continued social presence, particularly if they want to be a part of cultural trends. To take full advantage of social's place in consumers' lives, marketers should consider pairing social efforts with influencer campaigns or reactive content to stay part of the cultural conversation.

Related EMARKETER reports:

• The Rise of Political and News Creators (EMARKETER subscription required)
• Social Trends to Watch in 2025 (EMARKETER subscription required)

Methodology: Data is from the January 2025 Sprout Social report titled "The 2025 Sprout Social Index: What Consumers Want on Social." 4,044 consumers worldwide who followed at least five brands on social media, 900 social media practitioners involved in managing their brand's social media strategy, and 322 marketing leaders who oversee social media teams were surveyed online during September 13-27, 2024 by Glimpse. Respondents represented Australia, Canada, the UK, and the US.