Users and habits

Let’s take a closer look at social media users and their behaviors to get a complete picture of why social media customer service is so important. There are over 2.85 billion Facebook users, 1 billion Instagram users, and 330 million Twitter users.

Most consumers use social media, with 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers using social media in some form. Our customer support stats indicate that globally, millennials and Gen Z-ers have an average of 8.8 social media accounts per person. Moreover, the average social media user spends 145 minutes (2 hours and 25 minutes) daily on social media.

Apart from interacting with friends and family, 55% use social media to look up information about businesses. In addition, 18% of users use social media as shopping platforms and complete purchases without navigating away from the respective social app.

Social media is also used for customer service by both B2B and B2C industries. However, B2B companies experience more engagement on LinkedIn and less on other channels like Instagram, Facebook, and Twitter.


Social media users:


Research 27 social



of customers look

for information about your business on social media.


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of Millennials
of Generation X

of Baby Boomers use social media in some form.




of U.S. social buyers completed their most recent purchase without leaving the social app.


Meditator graf standing woman


The average number of social media accounts a millennial or Gen Z-er has is



Global Web Index

Research inbox


An average person spends

145 min

2 hours and 25 minutes every day on social media.


Woman on social media statistic


The majority of customer service messages on social media are targeted at B2C industries.


companies experience more engagement on LinkedIn.


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