Social Media Data Every B2C Social Media Marketer Must Know

Nearly 250 million Americans use social media every day, spending over two hours scrolling, watching, and shopping on their favorite apps. For B2C businesses, this creates a considerable challenge. They need to be active on almost seven different platforms to keep up with where their customers hang out online.

The numbers are mind-blowing. Social shopping is about to grow from $123 billion today to almost $1 trillion in just eight years. That means an increasing number of people are buying products directly through social media instead of going to stores or websites. From Facebook’s 254 million users watching videos all day, to Instagram Reels taking over everyone’s feeds, to X (formerly Twitter) offering super cheap ads that many brands don’t trust—each platform has its own rules, trends, and opportunities. Understanding what works on each platform isn’t just helpful anymore; it’s absolutely necessary if businesses want to succeed online.

Global Social Media Overview

1. Roughly 246 million Americans actively use social media, which is around 72.5% of the population.
2. The average active user spends 141 minutes daily on social media.
3. B2C marketers must manage 6.84 social platforms per user.
4. Stellar Market Research reports that the United States social commerce market was valued at $123.41 billion in 2024 and is projected to surpass $976 billion in 2032 with a CAGR of 29.5%.

Platform Specific Data

Facebook

1. Facebook is the largest social network with 253.56 million projected US users by the end of 2025.
2. According to Statista, 24.2% of Facebook users are 25-34 years old.
3. The largest income bracket for Facebook users is $70,000-$99,000, with 74% of the segment engaging on the platform.
4. Reels generate 3.5 billion shares per day across Meta’s two platforms (Facebook & Instagram).
5. Video posts earn 135% higher organic reach than photo posts.
6. Users spend 60% of their time watching video content.
7. The average user spends 30.9 minutes on Facebook per day.
8. Facebook advertising remains affordable with average CPM rates at $5.61 and CPC at $1.72 for traffic campaigns.
9. The platform delivers strong performance metrics, with an 8.78% average conversion rate across all industries.
10. Mobile dominance continues with 98.5% of users accessing Facebook via mobile devices. However, only 81.8% use mobile exclusively.
11. Facebook’s 2025 algorithm updates prioritize AI-driven content discovery, with over 20% of feed content now recommended from people, groups, or accounts users don’t follow.

Instagram

1. Instagram commands 172.6 million users in the United States, which represents 50.1% of the population; 28.3% of users are between the ages of 25-34.
2. The platform shows a relevant female skew in the United States at 55.4% female users, which contrasts with global patterns and creates a unique targeting opportunity for beauty, fashion, and lifestyle brands.
3. Vidico reports that reels now represent 38.5% of all posts and earn 2x higher reach than other formats. This success comes at a cost–traditional feed engagement has dropped 44% since the introduction of Reels.
4. Reels that run 60-90 seconds perform best and earn 24% more shares than shorter content.
5. Creators who post 4+ Reels per week see 23% higher engagement.
6. Advertising costs mirror Instagram’s premium positioning, with CPM costing $3.50-$5.00 and CPC typically 2x higher than Facebook.
7. While CPM can cost up to $5.00 in the United States, it delivers a strong purchase intent with 29% of users purchasing directly via the native Instagram platform, with 61% using the platform for product discovery.
8. The creator economy is thriving with influencer marketing spend projected at $3.17 billion for 2025.

X (previously Twitter)

1. The recently rebranded social network has 104 million active users in the United States, which represents roughly 17% of the 586 million X users worldwide.
2. X’s userbase is predominantly male at 60.9%, of which 58.3% fall in the 18-34 age range.
3. The average user aged 18+ in the United States spends roughly 34.1 minutes on X/Twitter per day.
4. The most engaged users remain highly active, with 52% using the platform daily.
5. At least 33% of posts are political in nature.
6. X offers the lowest advertising costs among the major platforms, with CPM averaging $6.46 and CPC at $0.38. This is due, in part, to lack of trust and brand safety concerns: only 12% of senior marketers trust X ads, and 4% believe X ads are safe for their brand.
7. Video content has bloomed as X’s growth driver, comprising 80% of user sessions with a 29% year-over-year increase in daily video views.

Closing Thoughts

The facts are clear: social media has completely changed how businesses connect with customers. With Americans spending over two hours a day on social platforms and buying more products through these apps than ever before, companies can’t afford to ignore social media or treat all platforms the same way. What matters now is understanding that each platform is different. Facebook users love video content, which gets way more views than regular photos. Instagram might cost more for ads, but nearly one in three users actually buy products they see there. X has super cheap advertising, but many companies worry it’s not safe for their brand. The biggest takeaway? Social shopping is exploding—growing almost eight times bigger in the next eight years. Businesses that win will be the ones that create great videos, work with influencers their customers trust, and figure out how to manage being on seven different platforms without losing their minds. It’s a lot of work, but for companies that get it right, social media offers incredible opportunities to reach customers where they already spend their time.