Historical reference: these USA social media statistics describe 2019. They are not current audience estimates. This page has been revised to use a clearly defined primary survey and to separate platform use from advertising reach.
USA social media statistics 2019 are useful for understanding an earlier stage of the digital landscape. They can support a historical comparison, but only when the population, question and measurement period are clear. A percentage of adults who report using a platform is not the same as the audience an advertiser can reach.
USA social media statistics 2019: platform use
The following figures come from Pew Research Center’s 2019 survey results and methodology. They represent U.S. adults who said they ever used each platform, rather than daily users or advertising accounts.
| Platform | Share |
|---|---|
| YouTube | 73% |
| 69% | |
| 37% | |
| 28% | |
| 27% | |
| Snapchat | 24% |
| Twitter, its name in 2019 | 22% |
| 20% | |
| 11% |
The survey interviewed 1,502 adults by telephone from 8 January to 7 February 2019. Its population covered adults aged 18 and over in the 50 U.S. states and the District of Columbia. Read the linked methodology for sampling and weighting details.
What the figures tell us
YouTube and Facebook had the broadest reported use among the platforms in this survey. However, a smaller national share does not mean a platform was irrelevant to a particular audience.
Pew’s analysis published in April 2019 highlights age differences. Among 18- to 29-year-olds, 67% reported using Instagram and 62% reported using Snapchat. Those subgroup figures answer a different question from the all-adult table above.
For historical campaign analysis, this distinction matters. A campaign aimed at a specific age group should not be judged solely against the national average. The relevant audience may have used platforms quite differently.
Platform use is not advertising reach
A survey asks people about their behaviour. An advertising tool estimates an audience available under its own settings and definitions. These measures can both be useful, but they should not be mixed into one ranking without explanation.
For example, a count of accounts potentially reachable by an ad cannot automatically be described as a count of unique residents. Likewise, a percentage of respondents should not be converted into an audience count using an unrelated population estimate.
This revised page uses one consistent survey basis for the main table. It does not combine the earlier article’s advertising estimates with these adult-use percentages.
How to compare 2019 with another year
Before drawing a trend line, check that the two measurements are comparable. A change in the question or survey method can affect the result. Keep the source notes with the figures so the comparison remains understandable.
- Population: all adults, internet users, teenagers or another group?
- Question: ever use, daily use or a different behaviour?
- Period: when did the fieldwork take place?
- Method: how were respondents selected and interviewed?
- Platform coverage: were the same services included?
Do not fill a missing platform entry with zero. A blank can mean the platform was not included in that survey. It does not establish that nobody used it.
What UAE businesses can learn from this archive
For a UAE brand reviewing past activity in the United States, these figures provide background rather than a ready-made media plan. They do not describe the UAE population or today’s U.S. market.
Current social media marketing decisions need current audience evidence, a relevant message and a way to evaluate outcomes. Use historical data to understand context, then check the audience you actually want to reach.
The same applies to format choices. A platform’s overall popularity does not establish that a specific video or static post will perform well. Our guide to video engagement explains how the message and execution influence the result.
Frequently asked questions
Are these the latest USA social media statistics?
No. This page intentionally covers early 2019. The year remains in its title and URL so readers can recognise it as an archive.
Can the percentages be added together?
No. People can use more than one platform. Adding the shares does not produce a total number of unique social media users.
Why might another report show different percentages?
It may use a different population, question, fieldwork period or method. Compare those details before assuming that one figure contradicts another.
The Media Lab helps businesses build content and campaigns around a defined audience. Discuss your campaign goals with our team if you need to turn audience research into a practical plan.
