Global Social Media Research Summary: 2025 Penetration & Impact

by Imed Bouchrika, Phd

Co-Founder and Chief Data Scientist

Share

The number of people that utilize the internet had a meteoric rise between 2009 and 2019. A simple example: in 2009, Asia had around 764.4 million people who used the internet; ten years later, that figure had increased to 2.3 billion (IWS, 2020). By the end of 2019, there were 4.5 billion individuals all over the world utilizing the internet. Among those,  3.484 billion of them users are actively engaged on social media sites (Kemp, 2019).

There is no denying the success of many social media platforms. Not only can it be seen in the quantity of platforms that exist, but it can also be seen in the revenue that social websites and applications generate. For instance, Facebook has 2.4 billion monthly active users during the second quarter of 2019, making it the platform with the most users overall (Market.us, 2020). During the same time span, the technological behemoth brought in more than $16 billion in income.

This global social media research summary explores how social media has grown, which sites are the most popular, and how it has permeated the different facets of peoples’ lives.

Global Social Media Research Summary: Table of Contents

1. Rise of Social Media Use Eclipsing Visits to Other Sites?
2. Favorite Social Media Platforms and Their Demographics
3. How Can Social Media Skills Enhance Career Opportunities?
4. How People Use Social Media
5. How Does Social Media Influence Educational Decisions?
6. Can Social Media Enhance Professional Skill Development?
7. Social Favorites
8. The Impact of Social Media
9. How Does Social Media Foster Digital Literacy and Career Adaptability?
10. How Does Social Media Impact Mental Health in Different Demographic Groups?
11. What Are the Legal and Privacy Challenges of Social Media?
12. How Do Social Media Algorithms Influence User Engagement?
13. How Can Users Verify the Credibility of Social Media Information?

Rise of Social Media Use Eclipsing Visits to Other Sites?

In 2019, three social media platforms made it to the top 10 most visited websites globally, according to SimilarWeb, a digital insights company, as reported by We Are Social & Hootsuite (2019). Facebook.com took the third spot, Twitter.com was in the seventh spot, while Instagram.com landed on the tenth spot. Additionally, VK.com, a Russian social media site, was in the sixteenth spot. Reddit.com also made it to the top 20.

However, the story is different with Alexa.com. While Facebook.com remained the third most visited website in 2019, Twitter.com is in the eleventh place and Instagram.com is in the seventeenth place. Reddit.com and VK.com are in the 15th and 16th spots, respectively. China’s Weibo.com made it as the 18th most visited website.

Other websites, especially the perennial leaders like Google, Wikipedia, etc., still remain among the most visited. However, social media sites are competing toe-to-toe with these leading sites as they continue to expand their audience base.

Penetration Rate

As of 2019, Market.us (2020) revealed that Eastern Asia has the highest social media penetration rate at 70% among the 10 regions with the highest penetration rates. On the other hand, Western Europe has the lowest social media penetration rate at 53% despite having an 80% internet penetration rate (Kemp, 2019). Central America sits in the middle at 62%. Some regions did not make it to the top 10 like the Middle East and the African regions.

The same site showed that when it comes to using social media on mobile, Eastern Asia still tops the bill at 70%, followed by Northern America at 61%. Central America remains in the middle at 59% and Western Europe stayed at the bottom with 45%.

Favorite Social Media Platforms and Their Demographics

Among the popular social media research topics on the Internet nowadays is the list of popular social media platforms. There may be more than 200 social media sites or apps at present, but only a handful of these have a wide following. StatCounter (2020) shows that by the end of December 2019, Facebook remained the leading social media platform worldwide with a share of 64.22%. It is followed by Twitter with a 12.96% market share.

In addition, the micro-blogging site eclipsed Pinterest at the close of 2019, as the image-sharing service’s share of users dipped to 10.97%. YouTube stayed steady throughout the year and ended at 3.79% though it was overtaken by Instagram. The photo and video sharing social network’s share of the market rose to 7.05%. Meanwhile, Reddit and Tumblr stayed at the bottom of the rung with 0.27% and 0.37%, respectively. Other social media services have a combined share of 0.37%.

In the previous year, the numbers were different although Facebook was still the leader of the pack at 71.85%. Pinterest was the second-largest social media platform with 12.31% of the market share and Twitter was third with 8.65%. YouTube was larger than Instagram, while Reddit and Tumblr had slightly more users (StatCounter, 2020).

Who are the people that make up the users of these social media services and what kind of people are they? GlobalWebIndex (2019) stated that by the end of Q3 2018, people across the world spent, on average, around 2 hours and 18 minutes on social media. And people in Latin America are the ones who spend the most time on social media; they average 3 hours and 27 minutes per day. The same site reported that by generation, those in the Gen Z spectrum are the most social, as they spend 2 hours and 55 minutes on average on social media platforms. A large percentage of users on YouTube and Instagram are Gen Z’ers, at 89% and 74%, respectively.

In 2019, more Boomers are active on Facebook compared to Millennials, Gen Xers, and Gen Zers. Meanwhile, the younger generations are moving towards more media-heavy platforms like Instagram and YouTube. A report by Cox (2019) showed that only 52% of Baby Boomers actively use YouTube while there were 89% of Gen Zers, 86% of Millennials, and 68% of Gen Xers who also use this top video-sharing site. Additionally, there are more male users of social media across all age ranges, except for ages 45 to 65 and above. To illustrate, among social media users who are 25 to 34 years old, 19% are male while 13% are female. In the 18 to 24 years old range, 16% are male and 11% are female.

How Can Social Media Skills Enhance Career Opportunities?

Professionals are increasingly leveraging social media expertise as a strategic asset in today's competitive landscape. Mastering skills such as content optimization, data analysis, and strategic communication not only bolsters brand presence but also facilitates cross-functional collaboration and customer engagement. Advanced education, through specialized programs like a digital marketing degree online, can equip individuals with the innovative techniques and industry insights necessary to capitalize on emerging opportunities in the digital ecosystem.

How People Use Social Media

The way people use social media has changed over the years. It used to be a platform for friends and loved ones to connect easily over long distances. Now, social media has become a place as well for brands to engage with their audiences. But how exactly do users utilize the platforms available to them?

Most members of every generation open their social media accounts at least once a day (Cox, 2019). Because of this, social media has become a part of their daily routine. Millennials and Gen Zers are likely to use social media multiple times a day but the former can be seen dividing their time across different platforms.

Engagement with Family and Peers

According to academic research by Gilsenan (2019) shows that the primary reason for social media use across the world is to keep up with the news (40%). In the US and the UK, however, it is different; according to them, the main reason they use social media is to communicate with family and friends while staying informed about current affairs only comes second. Globally, including those in the UK and the US, the third reason is to find entertaining content.

Other reasons include the following:

• Being one with the community
• Searching for solutions to a problem
• Looking for inspiration
• Promoting one’s professional endeavors
• Creating a wider social and professional network.

Engagement with Brands

Increasingly, social media also becomes a way for consumers to discover new brands (28%) and for learning more about products they are interested in (42%). Indeed, 74% of people follow brands on social media and 96% interact with them (Fogel, 2019).

These days, people also expect to receive customer service via the brands’ social pages. A report by Microsoft (2019) showed that 18% of consumers expect immediate responses regarding their complaints on social channels. Twenty-eight percent and 37% were willing to wait for an hour or for a day, respectively. Meanwhile, 17% of respondents said they did not expect a response at all. If their experience with customer service is less than expected, consumers would not hesitate to change brands.

The Best Times to Post Updates

Finding the best times to post on social media, Powers (2019) broke down the ideal schedules to post on Facebook, LinkedIn, Twitter, and Instagram. Her findings were similar to those posted by Sprout Social, a social management solution provider. For marketers on Facebook, the best day to post is on Wednesday between 11 a.m. and 1 p.m. The worst day to post anything on the platform would be on Sunday, as the least amount of engagement has been recorded on that day.

For Twitter, there are two best days: Wednesday and Friday. On either day, brands should post at 9 a.m. They should avoid Saturdays, as this day has been observed to produce the least engagement.

On Instagram, the best day overall for posting is also on Wednesday, though Fridays get high engagements, too. Accounts should put up their photos or videos at 11 a.m. on hump day and between 10 a.m. to 11 a.m. on Friday. Sunday is the worst day for any engagement on the platform, similar to Facebook.

Lastly, on LinkedIn, brands and personalities should take care to post updates on Wednesdays from 9 a.m. to 10 a.m. and 12 noon. Sundays also provide the lowest engagement for this platform.

On all social media sites, there are also less optimal days that get consistent engagement. Those days are weekdays, as these are the days when most people are online. Sundays are the least popular days for updates because, presumably, most of the online population goes offline to spend time with families and friends or go for outings and errands.

This is also where social media research tools can come in, as they allow brands and marketers to learn more about the behaviors of their audiences on the internet.

How Does Social Media Influence Educational Decisions?

Social media serves as a pivotal platform for prospective students to gather insights about academic programs and campus cultures that traditional channels may overlook. Influencers, alumni, and current students frequently share authentic experiences and advice, which can shape perceptions and guide decisions on higher education. These platforms facilitate transparent discussions about course quality, teaching methodologies, and institutional support, enabling clearer comparisons between conventional and digital learning environments. In addition, targeted content and real-time feedback allow individuals to assess program credibility and personal compatibility. For those exploring flexible learning options, you can apply for online colleges to find programs that align with your educational objectives.

Can Social Media Enhance Professional Skill Development?

Social media platforms now serve as dynamic hubs for acquiring industry insights and cultivating professional competencies. Through expert-led discussions and peer-sharing networks, professionals are exposed to practical trends and innovative practices that bridge traditional education with real-time skills development. Users can access bespoke content—from webinars to interactive workshops—and even explore targeted learning paths such as short certificate programs that pay well online to quickly upskill in high-demand areas. This integration of knowledge-sharing and professional networking not only enhances individual capabilities but also contributes to broader career advancement within competitive industries.

Social Favorites

There are accounts that always vie for users’ attention on different platforms but only a selected few truly catch people’s eyes enough to give them a like or a follow. Some accounts have understandably huge followings because they are celebrities or sports personalities or because they are familiar brands. Nevertheless, they are still doing something right to keep people from unliking or unfollowing them.

Top 10 Most Followed Accounts on Twitter

On Twitter, the most followed accounts are those of celebrities, with the exception of former US President Barack Obama, the YouTube account, and sportsman Cristiano Ronaldo (Learish, 2019).

1. Katy Perry (@katyperry) 109 million followers
2. Justin Bieber (@justinbieber) 105.8 million followers
3. Barack Obama (@BarackObama) 101.2 million followers
4. Rihanna (@rihanna) 86.7 million followers
5. Taylor Swift (@taylorswift13) 85.6 million followers
6. Lady Gaga (@ladygaga) 77.7 million followers
7. Ellen DeGeneres (@TheEllenShow) 77.3 million followers
8. YouTube (@teamyoutube) 71.5 million followers
9. Cristiano Ronaldo (@Cristiano) 71.4 million followers
10. Justin Timberlake (@jtimberlake) 65.5 million followers

Top 10 Most Followed Pages on Facebook

Facebook’s most-followed pages are a mixture of celebrities, news or current affairs, sports personalities, sports groups, and a food blog (Socialbakers, 2020).

1. Cristiano Ronaldo 123.96 million likes
2. CGTN 111.75 million likes
3. Real Madrid CF 110.95 million likes
4. FC Barcelona 103.22 million likes
5. Shakira 99.25 million likes
6. Tasty 98.16 million likes
7. Vin Diesel 96.21 million likes
8. Leo Messi 90.82 million likes
9. People’s Daily, China 86.13 million likes
10. Eminem 86.03 million likes

Top 9 Most Followed Accounts on Instagram

Portuguese footballer Cristiano Ronaldo also reigns supreme on Instagram, as his account has the most followers on the social media platform. Other names on the list are celebrities and reality TV personalities like Beyoncé, Kim Kardashian West, and The Rock. Another sportsman on the list is Neymar Jr, an elite Brazilian footballer (Feldman, 2019).

1. Cristiano Ronaldo (@cristiano) 152.62 million followers
2. Selena Gomez (@selenagomez) 144.75 million followers
3. Ariana Grande (@arianagrande) 143.54 million followers
4. Dwayne Johnson (The Rock) (@therock) 129.72 million followers
5. Kim Kardashian West (@kimkardashian) 125.74 million followers
6. Kylie Jenner (@kyliejenner) 125.06 million followers
7. Beyoncé (@beyonce) 123.05 million followers
8. Taylor Swift (@taylorswift) 114.06 million followers
9. Neymar (@neymarjr) 110.17 million followers

Top 10 Most Followed Accounts on TikTok

TikTok is a fast-growing social media application that has a global audience. Unlike on other platforms, most of TikTok’s popular accounts are those of influencers. These social media personalities have presences on other sites as well, such as Instagram and YouTube (Bump, 2019).

1. TikTok Accounts (@TikTok, @TikTok_India, @LiveTV) 88 million followers
2. Loren Gray (@LorenGray) 34.6 million followers
3. Baby Ariel (@BabyAriel) 29.8 million followers
4. Zach King (@zachking) 25.3 million followers
5. Kristen Hancher (@kristenhancher) 23 million followers
6. Riyaz Alfreen (@Riyaz.14) 22.8 million followers
7. Gil Croes (@gilmhercroes) 21.8 million followers
8. Jacob Sartorius (@jacobsartorius) 21.1 million followers
9. Flighthouse (@Flighthouse) 20.4 million followers
10. Jannat Zubair Rahmani (@jannat_zubair29) 19.9 million followers

The Impact of Social Media

There is no denying that social media has integrated into the different facets of people’s lives. How it has impacted economics, politics, and society, whether positive or negative, are discussed as follows:

Economics

Social media has fueled the growth of eCommerce, as more people are using social platforms to search about brands and products as well as to make purchases. As such, companies are leveraging social media as a way to increase their digital footprint. Instagram, in particular, has made it easier for buyers to immediately purchase the items they encounter on a post (Viens, 2019).

Additionally, social media has allowed the rise of influencers. These internet personalities with a wide following have become marketing partners of brands. This is largely due to the varied demographic of their followers. In fact, 72% of major brands spent a large portion of their marketing budget on influencers in 2018.

Lahaye (2018) also elaborates that social media has been creating jobs, thus helping fuel the economy. Moreover, it has been democratizing information and allowing brands to reach audiences beyond the traditional limits of their marketing platforms.

Moreover, while Google and Facebook dominate 60% of online spending, they also create a complex online ecosystem that entrepreneurs can use to their advantage (Desjardins, 2017).

Politics

A headline in The Atlantic says, “Why Social Media Are Ruining Political Discourse". The author of the article points out that social media platforms like Facebook and YouTube have mechanisms that enable the proliferation of conspiracy theories and false information. Indeed, they have allowed political indoctrination.

With social media, the news is also more accessible and around the clock. It is easier for people to view the results of polls and be exposed to rumors. For instance, polls can sway the results of elections because of their “self-fulfilling prophecy." If people see that a certain candidate is winning or is favored by the majority to win, many people are likely to simply join the bandwagon and go with the popular choice. Their reason? They want to make their vote really count instead of wasting it by siding with the underdog.

There are some positives with social media in relation to politics, though. These platforms have bridged the distance between ordinary people and politicians and lawmakers. People can now interact directly with their senators, governors, mayors, even the President of their country (Satterfield, 2016).

Nevertheless, views on the influence of social media on politics are mixed. A report by Smith and colleagues (2019) shows that 44% of adults believe that social media is a good influence, while 28% disagree and 17% say it has no influence at all. The top five countries that view social media in a positive light when associated with politics are the Philippines, South Africa, Venezuela, Kenya, and Vietnam. Meanwhile, Tunisia, Lebanon, and Jordan have less trust in such online platforms when it comes to politics.

Society

In some countries, social media is perceived as a positive for society. For instance, Silver and co-researchers (2019) found that 80% of adult respondents in Vietnam said that social media was a good thing compared to the 6% who believed it was bad and the 12% who thought it could be both. The least optimistic about the impact of social media in society is India, with only 37% of adults believing that it can be good. Meanwhile, Venezuela is almost split in half since 42% are positive and 43% are negative, while 7% straddle both sides of the fence.

But what makes social media a positive driver in society? Cox (2019) reported that 41% of his respondents said that social media let them feel more connected with people. Compared to that, only 13% said that it made them feel disconnected. Additionally, 35% responded that it had no effect on their personal relationships and 11% were not sure of social media’s impact on their personal lives.

However, the mostly-positive views have not stopped people from deactivating their accounts. The number of social media users keeps on rising, but so does the number of people who deactivate their social media accounts. The same survey revealed that younger consumers aged 16 to 24 are more likely to close their accounts, albeit temporarily (48%) compared to the 30% of 55 to 64-year-olds who do so for the long term. Interestingly, more males (66%) are also more inclined to permanently close their accounts than females (46%) (Cox, 2019). This is due to various negative experiences, such as teenage cyberbullying.

There are many reasons why social media users deactivate their accounts. Many users do so because they:

• are no longer interested in what other people share (26%)
• wanted to spend more time on hobbies (25%)
• are concerned that what they post on social media can impact their future negatively (25%)
• think social media had become shallow or people have become image-driven on platforms (22%)
• do not like to become dependent on social media (21%).

How Does Social Media Foster Digital Literacy and Career Adaptability?

Social media platforms offer varied interactive experiences that sharpen digital literacy by exposing users to diverse content formats, global discussions, and real-time problem-solving scenarios. This immersive environment not only refines the ability to critically evaluate information but also encourages the development of skills vital for navigating rapidly evolving digital ecosystems. Professionals and learners alike are increasingly capitalizing on these opportunities to stay adept with technological trends and competitive market demands. For instance, individuals seeking to elevate their expertise and secure a competitive edge can explore certificate programs online for high paying jobs that provide practical training and industry-relevant insights, thereby reinforcing career adaptability in an ever-changing professional landscape.

How Does Social Media Impact Mental Health in Different Demographic Groups?

Social media’s influence on mental health is a growing area of concern and impacts various demographic groups differently. The increasing use of social media has been linked to both positive and negative effects on mental well-being, depending on factors like age, usage habits, and personal circumstances.

• Youth and Adolescents: Younger users, particularly teens and young adults, are often most affected by social media’s mental health impact. Research shows that adolescents who spend extended time on social platforms are at a higher risk for depression, anxiety, and low self-esteem. A key factor is the comparison culture fostered on platforms like Instagram and TikTok, where curated images and idealized lifestyles can lead to feelings of inadequacy.
• Adults: For adults, social media’s mental health effects vary based on the balance between personal and professional use. While many adults find social media a useful tool for staying informed and connected, excessive use can lead to increased stress, particularly related to professional networks like LinkedIn. Social media-driven "fear of missing out" (FOMO) is also a significant factor contributing to mental strain among adults.
• Seniors: Social media can positively impact older adults’ mental health by reducing feelings of loneliness and isolation. Platforms like Facebook provide seniors a way to connect with family and friends, and access to online communities helps improve their sense of belonging. However, misinformation on platforms can sometimes lead to confusion and anxiety among older adults.
• Positive Effects: Across all demographics, social media offers some mental health benefits, such as enhanced support networks, access to mental health resources, and a sense of community. Many users report feeling more connected and supported when they engage in mental health advocacy groups and discussions.
• Challenges and Solutions: The challenge lies in moderating use to avoid overexposure to potentially harmful content. Solutions include encouraging “digital detox” practices, promoting positive content, and educating users on managing online interactions healthily.

What Are the Legal and Privacy Challenges of Social Media?

The rapid expansion of social media platforms has heightened concerns over data protection, regulatory compliance, and user consent. Industry stakeholders increasingly stress the importance of transparent data handling practices while navigating frameworks like the GDPR and CCPA. Addressing these challenges not only safeguards user privacy but also helps maintain trust in digital ecosystems. Additionally, professionals looking to deepen their expertise in this evolving landscape are turning to advanced education—gaining specialized insights into cybersecurity, legal responsibilities, and ethical content management through programs such as affordable masters degrees. Continuous adaptation to regulatory changes remains essential for organizations and individuals alike.

How Do Social Media Algorithms Influence User Engagement?

Social media platforms now rely on sophisticated algorithms to curate content and tailor user experiences. These systems analyze interaction patterns, historical engagement data, and individual preferences to determine which posts, videos, or advertisements should appear on each user's feed. This algorithm-driven process not only enhances the relevance of content but also raises concerns about the formation of echo chambers and bias in information exposure. For professionals looking to deepen their understanding of these mechanisms and acquire skills in data analysis and digital strategy, pursuing an associate degree online can provide a robust foundation in algorithmic insights and strategic digital media management.

How Can Users Verify the Credibility of Social Media Information?

Consumers and professionals must assess the reliability of social media content through systematic fact-checking and cross-referencing with authoritative sources. Utilizing established fact-checking organizations, comparing reports across multiple reputable outlets, and evaluating the transparency of platform moderation practices are critical steps. In addition, users should assess the expertise of content creators and verify data through official publications and industry reports. Leveraging these strategies not only enhances digital literacy but also mitigates the risks associated with misinformation. For those looking to advance their analytical skills and digital competence, pursuing fastest online degrees can provide targeted insights into the evolving landscape of digital communication.

Social Media and the Future

By 2025, the number of social media users is forecast to reach 4.41 billion (Clement, 2020). This means between 2020 and 2025 the number of users will increase by 926 million. Social networking is a popular activity on the internet, as can be seen by the amount of time people from different generations spend on various social sites. Generation Zers tend to spend the most time on social platforms.

But as the Millennials and Gen Xers grow older, they also reduce the time they spend on social media sites or apps, largely due to real-life responsibilities. On the other hand, more members of older generations are turning to social media. The latter trend can likely be because these platforms allow users to connect with family or friends who are halfway across the globe and whom they rarely or do not even see anymore.

Despite that, a fraction of social media users is removing these sites or apps either temporarily or for good from their lives. One of the main reasons is that it makes them feel disconnected in their relationships. This only shows that social media can both be a boon and a bane. However, it largely depends on the person using it, and what they choose to see on their personal timelines or feeds. Regardless of the cause, this makes for an interesting debate topic.

Key Insights

• Global Internet and Social Media Usage: Between 2009 and 2019, internet users surged from 764.4 million in Asia to 2.3 billion, contributing to a global total of 4.5 billion users by the end of 2019. Out of these, 3.484 billion actively engaged on social media platforms.
• Top Social Media Platforms: Facebook leads with 2.4 billion monthly active users, generating over $16 billion in revenue in Q2 2019. Other major platforms include Twitter, Instagram, VK, and Reddit.
• Demographics and Usage: Gen Z spends the most time on social media, averaging 2 hours and 55 minutes daily. Baby Boomers are more active on Facebook, while younger generations prefer Instagram and YouTube.
• Engagement Patterns: Social media is used for keeping up with news, communicating with family and friends, finding entertainment, and discovering brands. Users expect brands to provide customer service through social media channels.
• Optimal Posting Times: The best times to post on social media vary by platform but generally fall on weekdays, particularly Wednesdays. Sundays typically see the lowest engagement.
• Impact on Society: Social media has influenced economics by boosting eCommerce and the rise of influencers. Politically, it has made news more accessible but also facilitated the spread of misinformation. Socially, it connects people but can also lead to account deactivation due to negative experiences.

FAQ

1. What is the current number of global internet users? By the end of 2019, there were 4.5 billion internet users globally.
2. Which social media platform has the most monthly active users? Facebook leads with 2.4 billion monthly active users.
3. How much revenue did Facebook generate in Q2 2019? Facebook generated over $16 billion in revenue during the second quarter of 2019.
4. Which generation spends the most time on social media? Gen Z spends the most time on social media, averaging 2 hours and 55 minutes daily.
5. What are the primary reasons people use social media? People primarily use social media to keep up with news, communicate with family and friends, and find entertaining content.
6. What is the best day to post on Facebook for optimal engagement? The best day to post on Facebook for optimal engagement is Wednesday, particularly between 11 a.m. and 1 p.m.
7. How has social media impacted eCommerce? Social media has fueled the growth of eCommerce by making it easier for consumers to discover and purchase products directly through platforms like Instagram.
8. How has social media influenced political discourse? Social media has made news more accessible but has also facilitated the spread of misinformation and conspiracy theories. It has both positive and negative effects on political discourse.
9. What are some reasons people deactivate their social media accounts? People deactivate their social media accounts due to loss of interest, a desire to spend more time on hobbies, concerns about future impacts of their posts, the perceived shallowness of social media, and a desire to avoid dependence on these platforms.
10. What is the forecast for social media user growth by 2025?

The number of social media users is expected to reach 4.41 billion by 2025, an increase of 926 million from 2020.

References:

• Bump, P. (2019). The 18 most-followed TikTok brands and influencers. HubSpot Blog.
• Clement, J. (2020, November 24). Number of social media users worldwide. Statista.
• Cox, T. (2019, July 2). How different generations use social media. The Manifest.
• Desjardins, J. (2017, August 2). How does social media influence the economy? Forbes.
• Fogel, E. (2019, August 20). New study examines how brand engagement on social influences purchase behavior. Social Media Today.
• Feldman, S. (2019, March 4). Infographic: Instagram’s biggest names of 2019. Instagram, Trackalytics.
• Gilsenan, K. (2019, September 27). 2019 in review: Social media is changing, and it’s not a bad thing. GlobalWebIndex.
• IWS (2020). World internet users statistics and 2020 world population stats. Internet World Stats.
• Kemp, S. (2019, January 30). Digital 2019: Global internet use accelerates. We Are Social.
• Lahaye, F. (2018, April 2). The digital gold rush: How social media fuels the economy. Social Pro Daily.
• Learish, J. (2019, March 29). The most-followed Twitter accounts on earth, ranked. CBS News.
• Market.us (2020, June 25). Social media statistics and facts. Market.us.
• Microsoft. (2019). State of global customer service report. Microsoft E-Book Series.
• Powers, K. (2019, June 28). The Best Times to Post on Social Media. Chicago, IL: American Marketing Association.
• Satterfield, H. (2016, October 5). How social media affects politics. Sysomos.
• Smith, A., Silver, L., Johnson, C., & Jiang, J. (2019, May 13). People think technology impacts politics positively and negatively. In Publics in Emerging Economies Worry Social Media Sow Division, Even as They Offer New Chances for Political Engagement. Washington, DC: Pew Research Center.
• Socialbakers Editors (2020). Statistics of the top Facebook pages. Socialbakers.
• StatCounter (2020). Social media stats worldwide November 2020. StatsCounter Global Stats.
• Viens, A. (2019, October 2). This graph tells us who’s using social media the most. WEF Agenda. Cologny, Switzerland: World Economic Forum.