Over the past two decades, social media has transformed from niche online communities into a global network of over 5.8 billion users [Statista]. What started as a way to stay in touch has become a powerful driver of communication, commerce, and culture.
Voici un fait amusant :
The average social media user scrolls through about 300 feet of content on their phone every day, that’s roughly the height of The Statue of Liberty! That’s how deeply social platforms are now stitched into our daily lives, reshaping how we connect, learn, and buy. [Source]
Mais avec la multiplication des plateformes, l'évolution des fonctionnalités et le changement de comportement des utilisateurs, comment garder une longueur d'avance ?
Les réponses se trouvent dans les données. Et pour comprendre ce que ces données signifient réellement pour les spécialistes du marketing, ce blog est votre guide de référence pour savoir ce qui fonctionne, ce qui s'estompe et ce qui est à venir dans le monde des médias sociaux.
So, whether you are planning your next campaign, refining your content strategy, or just love a good stat fix, let us break down the numbers that matter.
Les médias sociaux sont désormais une constante mondiale. À partir d'octobre 2025, 5,66 milliards de personnes sont actifs sur les plateformes sociales, ce qui est 68,7% de la population mondiale. Ce phénomène n'est pas seulement répandu, il est presque universel parmi les utilisateurs de l'internet, avec 94,2% d'utilisateurs de l'internet now on social media. [Statista]
Here’s how the market has evolved and what it means in real numbers:
- Les utilisateurs des médias sociaux ont augmenté de 4,87% en glissement annuel, adding an average of 7.8 new users every second. [DataReportal Global Digital Report 2025]
- Over the past decade, the growth has been remarkable from over 2 billion users in 2015 to 5.66 billion today. Social media adoption has more than doubled in ten years. [DataReportal Global Digital Report 2025]
| Année | Utilisateurs en milliards | Croissance en glissement annuel (%) |
| 2025 | 5.31 | +5.4% |
| 2024 | 5.04 | +5.9% |
| 2023 | 4.76 | +3.0% |
| 2022 | 4.62 | +10.0% |
| 2021 | 4.20 | +13.2% |
| 2020 | 3.71 | +7.2% |
| 2019 | 3.46 | +8.1% |
| 2018 | 3.20 | +14.7% |
| 2017 | 2.79 | +20.8% |
| 2016 | 2.31 | +11.1% |
| 2015 | 2.08 | — |
- Le temps moyen passé quotidiennement sur les médias sociaux est de 2 hours and 21 minutes. [Statista Daily Uses Stats]
- Un utilisateur typique visite activement 6.75 social platforms per month. [DataReportal Global Digital Report 2025]
- Le monde dépense collectivement plus de 15 milliards d'heures per day on social media. [DataReportal]
- Chine (1,1 milliard), Inde (491 millions) et États-Unis (253 millions). are the top three countries by total social media users. [World Population Review]
Social media penetration by country:
| Pays | Pénétration des médias sociaux |
| Arabie Saoudite | 111.2% |
| EAU | 109.7% |
| Corée du Sud | 95% |
| Singapour | 90.6% |
| Chine | 90.3% |
| Malaisie | 85% |
| Hong Kong | 84.4% |
| Pays-Bas | 83.3% |
| Canada | 82.1% |
| Philippines | 81.9% |
- Les médias sociaux ne cessent de croître. De plus de 5,4 milliards d'utilisateurs en 2025, le nombre devrait passer à plus de 2 milliards d'ici la fin de l'année. 6.6 billion users by 2030. [Statista SM Platforms]
With billions logging in daily and spending hours across multiple platforms, the real question becomes, where are they actually spending that time, and how is that time turning into sales?
Quelles sont les plateformes qui retiendront l'attention des consommateurs en 2026 ?
Social media isn’t just where people scroll it’s where they discover, engage, and shop. For marketers, this shift is critical. This year, platforms like TikTok, Instagram, and Facebook are not only driving traffic but also influencing real buying behavior.
Here are the key signals that show where consumer attention and buying intent is strongest:
- Génération Z leans into TikTok (55%) while Millennials prefer Facebook (52%). [SocialPilot TikTok Trends Report 2025]
- As per Our TikTok Trends Report 2025 analysis of 1.5 million posts, TikTok isn’t just a content platform, it’s a discovery engine. With 1.59 billion monthly users and 135M in the U.S. alone, TikTok is where Gen Z now searches, shops, and sets cultural norms.
- The US social commerce market reached $87 billion in 2025, growing 21.5% year-over-year, and is projected to surpass $100 billion in 2026 on its way to $150 billion by 2029. [Capital One Shopping Research]
- 48% of Gen Z consumers prefer discovering products through short-form videos like TikTok and Instagram Reels. [HubSpot State of Consumer Trends 2024]
- Instagram est la plateforme préférée des 60% of users for product research, and 37% use it to actually shop. [DataReportal Global Digital Report 2025]
- 87% des vendeurs say social selling has positively impacted their business. [HubSpot State of Sales Report]
- Les ventes sur les réseaux sociaux représentent aujourd'hui 17.11% of all online sales. [DataReportal Global Digital Report 2025]
- 67% of social media users have purchased something after seeing it in a brand’s social media post. [LendingTree Consumer Survey, December 2025]
- 35% of social media users shop on social platforms at least once a week. [Morning Consult, 2025]
- Le mobile continue de dominer : $577.6 billion in US mobile ecommerce sales in 2025, making up over 44% of all ecommerce sales. [Capital One Shopping eCommerce]
- Le social est le point de départ : 14% of consumers begin their online shopping journey on social media. [DataReportal Global Digital Report 2025]
- TikTok Shop captured 18.2% of total US social commerce in 2025, generating $15.82 billion in sales, a 108% year-over-year increase. [Capital One Shopping Stats]
Now that we know where consumers are spending and spending money, let’s break down who’s actually driving this behavior.
- Les médias sociaux continuent d'être dominés par des publics plus jeunes, avec over 70% of users globally falling between the ages of 18 and 34. [DataReportal Global Digital Report 2025]
- Gen Z (ages 18–24) alone makes up 36,2% de la base d'utilisateurs de TikTok, tandis que Le groupe démographique le plus important d'Instagram est âgé de 25 à 34 ans, comptabilisant 29.7% of U.S. users. [Statista US users]
Note: Visual discovery platforms like Pinterest and Instagram attract a higher share of female users, while networks like X, LinkedIn, and Bluesky are more male-dominant. Platform demographics continue to evolve as new features attract more diverse user segments.
People across the globe collectively spend plus de 15 milliards d'heures every day on social media, proof of how deeply integrated these platforms have become in how we connect, consume, and communicate. [DataReportal]
Examinons les comportements spécifiques qui déterminent la manière dont les utilisateurs s'engagent chaque jour sur les plateformes sociales :
- 50.2% of social media users primarily use platforms to keep in touch with friends and family. [DataReportal Global Digital Report 2025]
- Globally, users spend over 27 hours per month on the YouTube mobile app. [Statista time stats]
- The average Bluesky visit lasts 10 minutes and 35 seconds, compared to 12 minutes on X. [ExplodingTopics, citing SimilarWeb data, November 2024]
- 57% du trafic LinkedIn comes from mobile devices. [LinkedIn Business]
- 82-85% de Pinterest usage is on mobile. [Pinterest Business]
- Instagram users spend an average of 30 minutes daily on the app. [Statista Instagram Avg Time]
- Snapchat users also spend an average of 30 minutes per day on the app. [Snap Inc. investor report]
Now that we know how embedded social media is in everyday routines, the next step is understanding what truly captures users’ attention and keeps them engaged.
Quel type de contenu suscite le plus d'engagement ?
En 2026, la vidéo continue de dominer, Les contenus de courte durée sont en tête de peloton. Qu'il s'agisse de clips TikTok, de bobines Instagram ou de courts métrages YouTube, les utilisateurs s'engagent davantage avec des formats dynamiques et immersifs.
- Posts with videos on Instagram get 49% more engagement than photo posts. [SocialPilot TikTok Trends Report 2025]
- Sur LinkedIn, video drives 3-5x more engagement than other formats. [StoryKit Article]
- Educational creators on TikTok see engagement rates of up to 9.5%. [SocialPilot TikTok Trends Report 2025]
Note: Engagement rates vary widely by platform. Instagram leads due to interactive content formats, while TikTok and Pinterest benefit from personalized, discovery-driven use.
More than format, user behavior across platforms reveals what truly hooks attention:
- TikTok leads for entertainment, 79,6% d'utilisateurs seek funny or engaging videos. [DataReportal Global Digital Report 2025]
- Instagram dominates visual sharing, 69,8% d'utilisateurs post photos or videos. Facebook remains a hub for connection, 72.1% use it to message friends and family. [DataReportal Global Digital Report 2025]
Social media has evolved into more than just a marketing channel, it’s now a core business engine. Over 87% of businesses report that social media has positively impacted their business. [HubSpot State of Sales Report]
Here are more business-driven stats:
- Facebook Marketplace is used by over 250 million sellers globally. [Meta official]
- 90% des utilisateurs d'Instagram follow at least one business account, and 61% use the platform to discover new products. [Meta official]
- LinkedIn is home to over 67 million companies, and 4 out of 5 users drive business decisions. [LinkedIn official]
- TikTok helped small and medium-sized businesses generate $14.7 billion in 2024 alone. [TikTok SMB Impact Report]
- According to SocialPilot’s 2025 TikTok Trends Report, business accounts that post weekly, especially with 31–60 second videos, outperform peers, achieving up to 2.11% reach and 3x more engagement than horizontal formats._
- Pinterest drives 33% more referral traffic to ecommerce sites than Facebook. Pinterest delivers 2x higher ROAS than other digital platforms. [Pinterest Business]
- Snapchat+ subscription revenue reached approximately $500 million annually. [Snap Inc. investor report]
- YouTube is used by 51.6% of marketers primarily for brand awareness, with 43.3% reporting improved product visibility. [HubSpot State of Marketing Report]
With social platforms now central to sales, service, and storytelling, the question is no longer, if your business should be online, but how effectively you’re using it.
Quelles plateformes offrent la meilleure portée publicitaire et le meilleur retour sur investissement ?
YouTube arrive en tête avec la plus grande portée publicitaire potentielle à 2,54 milliards d'utilisateurs, suivi de près par Facebook at 2.28 billion. [Meta official / YouTube Advertising]
Voici les principales statistiques publicitaires à connaître :
- Instagram’s ad revenue hit $71 billion by the end of 2025, with Reels between 60–90 seconds driving 24% more shares. [Statista Insta Ads]
- Pinterest delivers 2x higher ROAS than Facebook and Instagram ads and reaches 340 million people via advertising. [Pinterest Business]
- TikTok’s total global ad revenue is projected at $33.1 billion in 2025, up from $23.6 billion in 2024, with a 67% click-through rate on traffic campaigns. [Statista TikTok Ad]
- LinkedIn ads increase purchase intent by 33%, making it ideal for high-value B2B conversions. [LinkedIn Audience]
- Snapchat’s ad reach hit 709 million users, and its advertiser base more than doubled in Q4 2024. [Snap Inc. investor report]
- X (formerly Twitter) is expected to generate $2.26 billion in global ad sales in 2025, marking its first year of ad revenue growth since Elon Musk’s acquisition. [Reuters]
From massive reach to laser-focused B2B targeting, social platforms in 2026 aren’t just ad spaces, they’re business growth ecosystems.
Social media is already moving fast, but what’s coming next will challenge marketers to be sharper, faster, and more data-informed. With audiences fragmenting, AI reshaping creation, and commerce blending directly into content, the next wave is about smarter strategy, not more platforms.
1. L'essor des contenus générés par l'IA et par les créateurs
- 93% des spécialistes du marketing plan to increase or maintain investment in video content, especially short-form and AI-enhanced formats. [HubSpot State of Marketing Report]
- AI tools are reshaping content creation, recommendations, and campaign automation across every major platform.
- Le marché du commerce social aux États-Unis devrait dépasser les $150 billion by 2029. [Capital One Shopping Research]
- 67% of social media users say they’ve purchased a product they discovered in a brand’s social media post. [LendingTree Consumer Survey, December 2025]
3. La fragmentation favorise l'émergence de communautés de niche
- L'utilisateur moyen visite 6,8 plateformes mensuelles, seeking more tailored content experiences. [DataReportal Global Digital Report 2025]
- Les plateformes émergentes telles que Bluesky et Discord attirent un public à la recherche de liens plus étroits et de moins de bruit algorithmique.
4. La messagerie est le nouveau canal de commercialisation
- WhatsApp Business et Messager sont de plus en plus utilisés pour le service à la clientèle, la découverte de produits et les offres personnalisées.
- Private, one-on-one interactions are increasingly dominating engagement strategies.
5. Le retour sur investissement, l'attribution et l'efficacité des dépenses publicitaires occupent le devant de la scène
- As CPMs and CPCs rise, marketers are doubling down on performance analytics, attribution tracking, and channel-specific ROI.
- Ad budgets are shifting from broad reach to high-intent micro-targeting.
Conclusion
The aforementioned social media statistics are more than just numbers, they are signals. They show where your audience is, what they care about, and how they are interacting with brands in 2026. Whether you are planning your next campaign, testing ad formats, or rethinking your posting strategy, this data gives you the clarity to act with confidence.
Pour gérer efficacement toutes ces informations, il faut disposer de l'outil adéquat. C'est là que le Le site de SocialPilot social media management tool fits in, bringing scheduling, analytics, collaboration, and reporting together so you can turn trends and insights into real growth.
So go ahead, turn those stats into strategy and let us help you scale it.
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