社交媒体的现状：全球趋势与平台行为

Methodology Data featured in this report comes fromMorning Consult Intelligence. The platform helps you understand your audience, brand,competitors and market in a way traditional research companies can’t.Surveys are conducted online daily and results are •Global platform usage data (Sections1)is based on surveys conducted on a continuous basis from approximately Q4 2017through Q1 2026, depending on when Morning Consult commenced tracking in each market.TikTok is tracked in 46 countries.FacebookandInstagram aretracked across 45countries;Snapchat across 14 countries; Reddit and X across 8 countries each;Pinterest across 6 countries. LinkedIn, Bluesky, and Threads are tracked in the United States only. Country-level sample sizes vary; •Social media activities data (Section2)is based on surveys conducted from June 2025 through April 2026 among respondentsin six markets: the United States, Canada, United Kingdom, Germany, France, and Spain. Activities are reported among accountholders of each respective platform.Across all platforms and markets, sample sizes range from approximately n=266 to n=13,172, Key Takeaways Facebook still dominates globally—but its grip varies Generationaldivides aredramaticin the West,less so dramatically by region.Facebook istheundisputed global leader.But in Latin America and parts of Southeast Asia, Instagram andTikTok have closed the gap significantly, and in several markets elsewhere.In Germany, the UK, and the US, TikTok's Gen Z vs.Boomer usage gap exceeds 50 percentage points. In Mexico andBrazil, that same gap is under 20 points. Social media in high- TheUS is the world's most behaviorally active social media TikTok is growing fast in Southeast Asia and Latin America. market.Across every platform and every activity tracked—fromcontent creation to sponsored post engagement to communitybuilding—US users consistently out-engage every other market. TikTokadoption in Southeast Asia and Latin America was alreadyabove 40% when Morning Consult began tracking, and hascontinued climbing—Vietnam, Thailand, and Indonesia now sit KeyTakeaways, Cont. What users do on platforms varies as much as whether they usethem.Platform penetration rates tell only part of the story. Spain'sX users share content at twice the rate of French users. Canada'sTikTok users create far less than Americans despite similar usage Thenew challengers haven't broken through.Threads peaked at19.7% weekly usage in the US in Q3 2025 and has since declinedto 15.9%. Bluesky surged to 14.3% in early 2025—almost certainlydriven by X turbulence—and has since fallen back to 9.5%. Spainpunches above its weight as Europe's most engaged social media market.Across nearly every platform and activitytracked, Spain consistently outperforms its European peers.Spanish users lead Europe on TikTok engagement, Instagram linksticker clicks, X share post activity, and Snapchat story interaction. Social MediaAdoptionand UsageAcrossthe MostPopular Social Media PlatformbyCountry Amongst Facebook, Instagram andTikTok The platform with the highest share of weekly or more frequent users as of Q1 2026 TikTok Adoption Across the Globe % of general population using TikTok weekly or more often | Q1 2026| Where TikTok is Growing the Fastest % of general population using TikTok weekly or more| Linesbegin when Morning Consult tracking commenced in each market TikTok's ascent has been swift but unevenacross markets. In Southeast Asia andLatin America—the regions that define itsglobal ceiling—weekly usage was alreadyabove 40% when Morning Consult begantracking in 2020 and 2021, and hasclimbed steadily since, with Vietnam and TikTok’s Generational Divide Across the Globe In higher-income markets, TikTok is the most age-stratified platform in the world—but the pattern Germany, the United Kingdom and the UnitedStates all show a Gen Z vs. Boomer gap of morethan 40 points. The pattern holds across Northern Latin American countries are an exception—Mexico has the flattest TikTok curve anywhere—81% Gen Z, 63% Boomers, just an 18pp gap. Brazil DidElonMusk’sAcquisitionofTwitterandRebrandtoXChange Its Adoption? Not Really. % of general population usingXweekly or more | Lines begin when Morning Consult tracking commenced in each market Despitewall-to-wall media coverage ofadvertiser boycotts, mass user defections, andplatform chaos following Elon Musk'sacquisition in October 2022, weekly usagefigures in the US and UK barely moved. The US Whatthe data does show is a clear andsustained decline in India, by far X's heaviestmarket—usage there has slid from a peak ofaround 63% in early 2019 to 47% in Q1 2026, atrajectory that predates the acquisition and NewcomersBlueskyandThreadsAre Struggling to Gain Traction in the United States % of general population usingThreadsorBlueskyweekly or more Two platforms launched with enormous hype, and neitherhas delivered on it—but their failure modes are quitedifferent. Threads arrived in July 2023 r