RS232 is full duplex normally, both sides can transmit at the same time, with large signal swing as noted above. Data rate is very slow, 1 Mbit would be fast for RS232.
USB 2 (USB 1.1 not used much) is simplex, one side transmits over the D+/D- wires (like 2-wire RS485 does), the other side can then transmit back over the same 2 wires. USB can also be very high speed, 12 Mbits to 400 Mbits, with small signal swing, 0.4V.
Also - RS232 voltage levels are uncommon (not rare) on Arduino projects. Almost everything is TTL. Usually people use a MAX232 or similar to interface between TTL and RS232 voltage levels.
Inaccurate marking (mainly describing TTL serial as RS232) is very common.
TTL and RS232 are otherwise the same protocol.
USB is totally different protocol, uses differential signaling, and has a protocol for negotiating with the host and telling it that it's a serial adapter (or a mouse, or a flash drive, or whathaveyou), and it's much, much faster.