U.S. research reference
Small Business Social Media Statistics: U.S. 2026
A current, source-led reference for small-business owners, writers, and marketers looking for reliable context on social platform reach and online retail in the United States.
Last updated September 4, 2026
At a Glance
These figures are taken directly from public research by Pew Research Center and the U.S. Census Bureau. Each statistic links to its original source and carries a stable anchor for citation.
84%
of U.S. adults say they use YouTube.
Source: Pew Research Center, Social Media Fact SheetJune 18, 202571%
of U.S. adults say they use Facebook.
Source: Pew Research Center, Social Media Fact SheetJune 18, 202550%
of U.S. adults say they use Instagram.
Source: Pew Research Center, Social Media Fact SheetJune 18, 202537%
of U.S. adults say they use TikTok.
Source: Pew Research Center, Social Media Fact SheetJune 18, 202532%
of U.S. adults say they use WhatsApp.
Source: Pew Research Center, Social Media Fact SheetJune 18, 202526%
of U.S. adults say they use Reddit.
Source: Pew Research Center, Social Media Fact SheetJune 18, 2025$340.2B
in U.S. retail e-commerce sales were estimated for the second quarter of 2026.
Source: U.S. Census Bureau, Quarterly Retail E-Commerce SalesAugust 18, 202617.1%
of total U.S. retail sales came from e-commerce in the second quarter of 2026.
Source: U.S. Census Bureau, Quarterly Retail E-Commerce SalesAugust 18, 202612.2%
year-over-year growth was recorded for U.S. retail e-commerce sales in the second quarter of 2026.
Source: U.S. Census Bureau, Quarterly Retail E-Commerce SalesAugust 18, 20266.7%
year-over-year growth was recorded for total U.S. retail sales in the second quarter of 2026.
Source: U.S. Census Bureau, Quarterly Retail E-Commerce SalesAugust 18, 2026What These Numbers Mean for Small Businesses
The major social platforms still reach a meaningful share of American adults. The best channel for any one business depends on its customers, offer, and location, but the figures above make one point clear: social media remains an important place for customers to discover, compare, and remember businesses.
Online buying also continues to account for a significant share of retail activity. For retail brands, restaurants, and service businesses, a clear, current online presence supports the research customers do before they visit, order, book, or get in touch.
For practical help turning these numbers into a consistent content plan, explore KOS Marketing's social media marketing services for small businesses.
Methodology and Sources
This page summarizes publicly available U.S. research. Percentages and dollar figures are reported as published by the original source. Platform-use figures refer to U.S. adults, while retail e-commerce figures are seasonally adjusted estimates unless the Census Bureau notes otherwise.
- Pew Research Center, Social Media Fact Sheet, published or updated June 18, 2025.
- U.S. Census Bureau, Quarterly Retail E-Commerce Sales, published or updated August 18, 2026.
Cite this page: KOS Marketing. “Small Business Social Media Statistics: U.S. 2026.” Updated September 4, 2026. https://kosmarketinggoat.com/insights/small-business-social-media-statistics