Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media usage in the United States - statistics & facts
The secret to reaching Facebook levels of success? Video content. The rise of video-centric platforms like YouTube and TikTok are direct rivals to the social media giant in the United States. Social media is used for fun, business, and shopping, and there may be changes on the horizon as TikTok and YouTube take on Meta.
According to internet users in the United States in March 2023, TikTok emerged as their preferred social media platform for viewing short-form videos. In addition, TikTok was the platform upon which U.S. users spent most of their time in 2023. An average of 53.8 minutes were spent per day on TikTok, 48.7 minutes on YouTube, and 34.1 minutes were spent on X/Twitter.
In April 2024, the U.S government passed legislation to ban the short-form video app TikTok unless it is sold to a government-approved buyer, for concerns around sensitive user data. In March 2024, 36 percent of U.S. citizens reported being very concerned about TikTok’s potential security and privacy risks, while 23 percent said they were not at all concerned. As a brand, TikTok enjoys an awareness rate of 91 percent in the United States, and a 43 percent popularity rate.
According to a survey conducted in 2023 among adults in the United States, the majority expressed apprehension regarding the data collection practices of social media companies. About 35 percent of people were very concerned about how social media sites collected their personal information.
Although Facebook is the most popular social media platform in the United States, YouTube and TikTok are the preferred platforms for video content. Additionally, public opinion is divided when it comes to issues of data privacy and the overall impact of online networks, even though usage of social media is widespread.
YouTube and TikTok challenge Facebook
In January 2024, Facebook was the most used social media platform in the United States, followed by YouTube and Instagram, respectively. March 2024 saw the largest share of social media website visits come from Facebook, followed by Pinterest and Instagram. When it comes to social apps in the United States, YouTube achieves the highest user penetration with 74 percent, while Facebook had a reach of 64 percent in April 2024.According to internet users in the United States in March 2023, TikTok emerged as their preferred social media platform for viewing short-form videos. In addition, TikTok was the platform upon which U.S. users spent most of their time in 2023. An average of 53.8 minutes were spent per day on TikTok, 48.7 minutes on YouTube, and 34.1 minutes were spent on X/Twitter.
Such a thing as bad publicity?
In the United States, YouTube is the leading social network for brand awareness. Overall, 94 percent of U.S. consumers have heard of the video-based platform, whilst 93 percent have heard of Facebook. Instagram, TikTok, and X/Twitter all have awareness rates of around 90 percent.In April 2024, the U.S government passed legislation to ban the short-form video app TikTok unless it is sold to a government-approved buyer, for concerns around sensitive user data. In March 2024, 36 percent of U.S. citizens reported being very concerned about TikTok’s potential security and privacy risks, while 23 percent said they were not at all concerned. As a brand, TikTok enjoys an awareness rate of 91 percent in the United States, and a 43 percent popularity rate.
Widespread usage and divided opinions
Social media users in the United States are concerned with how social media affects society, as well as their online privacy. In November 2023, 32 percent of Americans thought that social media was good for society, while 28 percent thought it was bad. Respondents aged between 18 and 29 years were the most likely age group to affirm that social media is beneficial to society.According to a survey conducted in 2023 among adults in the United States, the majority expressed apprehension regarding the data collection practices of social media companies. About 35 percent of people were very concerned about how social media sites collected their personal information.
Although Facebook is the most popular social media platform in the United States, YouTube and TikTok are the preferred platforms for video content. Additionally, public opinion is divided when it comes to issues of data privacy and the overall impact of online networks, even though usage of social media is widespread.
