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Social Media Breakdown: 2025 Edition
Let's dive into the realm of popular social media platforms: Facebook, Messenger, Twitter (now X), Pinterest, LinkedIn, WhatsApp, and Email. Here's a lowdown on the features, user stats, and typical usage patterns for each platform as of 2025.
Facebook- Monthly Active Users (MAUs): A whopping 2.9 billion[5].- Core Features: Social networking, friend connections, sharing posts/photos/videos, Groups, Facebook Marketplace, targeted advertising tools, and Facebook Watch for video content[5].- Usage: Primarily used for personal messaging and connection with loved ones, averaging 72.1% of all users[1].- Engagement: Engagement rates are decent but lower compared to Instagram, due to the sheer volume of content[1].
Messenger- Monthly Active Users: Over 1 billion users, tightly integrated with Facebook accounts[3].- Core Features: Instant messaging, voice/video calls, group chats, multimedia sharing, and seamless integration with Facebook[3].- Usage: Average visit duration is about 17 minutes and 39 seconds, suggesting active and prolonged user interaction[4].
Twitter (now X)- Monthly Active Users: Current estimates float around 450 million, though the 2025 figure isn't specific[3].- Core Features: Microblogging, real-time news, social activism, hashtags, and trending topics[2].- Usage: Users typically spend about 15 minutes and 25 seconds per visit, with a faster pace of consumption and quick scanning of content[4].
Pinterest- Monthly Active Users: The exact number for 2025 isn't known, but our data suggests over 400 million active users globally[3].- Core Features: Visual discovery, bookmarking, and sharing sharable content related to home decor, fashion, recipes, and more[1].- Usage: Users engage with Pinterest for inspiration and creating boards, making it an excellent platform for content sharing and shopping discovery[1].
LinkedIn- Monthly Active Users: Estimated to be over 900 million worldwide[3].- Core Features: Professional networking, job search, company pages, career development, content sharing related to work and industry, skill endorsements, and LinkedIn Learning[2].- Nature: The network maintains a more closed and professional environment geared towards career and business connections[2].
WhatsApp- Monthly Active Users: A hefty 2 billion active users worldwide[3].- Core Features: Instant messaging, voice/video calls, group chats, and super-secure end-to-end encryption[3].- Usage: The platform topples other social media platforms with an impressive average visit duration of 29 minutes and 16 seconds per visit, and 3.58 pages visited per session[4].- Use: Primarily for personal and group communication around the world, with many businesses utilizing WhatsApp for customer service and marketing.
Email- Not a social media platform, but a vital communication tool.- Features: Still widely used for personal and business exchanges, newsletters, and marketing campaigns, with rich media and archive capabilities[2].- Role: Important for formal correspondence, but less real-time and instant compared to social media platforms.
Quick Comparison
| Platform | MAUs (2025) | Core Features | Average Visit Duration | Primary Usage Focus ||-------------|-----------------|-----------------------------|-----------------------|----------------------|| Facebook | 2.9 billion | Social networking, Ads | Lower engagement (vs visual-centric platforms) | Social connection and brand reach || Messenger | ~1 billion | IM, voice/video calls | 17m 39s | Real-time private communication || Twitter (X) | 450+ million | Microblogging, news | 15m 25s | Real-time info, public discourse || Pinterest | 400+ million | Visual discovery, bookmarking | Not specified | Inspiration, shopping discovery || LinkedIn | 900+ million | Professional networking | Not specified | Career, business networking || WhatsApp | 2 billion | IM, voice/video calls | 29m 16s | Personal messaging, groups || Email | N/A | Long-form communication | Varies | Formal communications around business |
This breakdown showcases Facebook and WhatsApp dominating in user numbers and messaging usage, with WhatsApp leading in longest average engagement per visit. Twitter offers platform for real-time communication, social activism, and news. LinkedIn is the go-to platform for career and business connections. Pinterest is popular for visual content discovery and shopping. Emails remain essential for formal business communications.