Key stat: Among social media platforms, Facebook (excluding Facebook Messenger), Instagram, and TikTok users spent less time on the social media apps in June 2024 compared with the year prior, per data by Comscore. Facebook Messenger saw the biggest YoY increase (18.2%) in time spent during the same period, with users spending 31.2 minutes more in June 2024.

Beyond the chart:

• This year, more than three-quarters (76.5%) of mobile phone messaging app users will use Facebook Messenger’s app at least once per month, per our June 2024 forecast.
• Facebook Messenger’s high user penetration means there is a sizable, engaged audience when Meta fully rolls out sponsored messages, which are similar to SMS marketing.

Use this chart: Social media advertisers can use this chart to guide channel investments, draw usage trends, and illustrate the growth of communication-based apps such as Reddit and Facebook Messenger.

Related EMARKETER reports:

• US Social Media and Messaging Usage (Subscription required)
• US Social Network Forecasts 2024(Subscription required)

Note: Data was provided to EMARKETER by Comscore.