Social Media Users Report: Latest stats and trends through 2024 by platform and location

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The onset of the coronavirus pandemic ramped up social media usage across all major platforms across the globe—and there’s no sign of a decline anytime soon.

But just how many people actually use social media? Insider Intelligence analyzed social network usage trends across multiple platforms and localizations. Here are some of the key social media stats to help navigate this shifting landscape.

How many people use social media?

Over three billion people, or 80.7% of internet users worldwide, will use a social network at least once per month in 2020. This is nearly 150 million more global social network users than Insider Intelligence’s pre-pandemic estimate. 

Social Media Users in Asia-Pacific

The number of people engaging with social media in the Asia-Pacific will reach 1.89 billion this year. India will be the biggest contributor to Asia-Pacific’s growth for all four main social platforms, with Instagram and Snapchat both recording dramatic rises.

While Chinese-controlled social media platforms like WeChat are still the dominant networks, several more niche—think microblogging and video—sites have made huge leaps in their market share and are projected to keep growing.

For example, Chinese microblogging service Sina Weibo estimated that it had 45.1% of internet users in the country on the platform. Additionally, Douyin (a video-sharing platform similar to TikTok) will see user numbers leap by 24.3% in 2020—more than triple the growth rate we projected before the pandemic.

Social Media Users in Latin America (LATAM)

The Instagram user growth is likely due to increases in penetration among social network users in both Argentina and Brazil; in 2020, Instagram users are expected to make up at least 37% of the population in both of these countries.

Social Media Users in North America

Since most people in North America who engaged with social media in 2020 already did so in previous years , the number of users is rising slowly. Estimated annual growth of 3.5% will take social network user numbers to 235.8 million in 2020. 

Social networking was higher in the United States than in North America overall, and social network penetration is highest among 25- to 34-year-olds.

Social Media Users in Central & Eastern Europe

Social network penetration in Central and Eastern Europe will approach 85% in 2020. The number of social network users in the region, including Russia, will reach over 251 million. The high social network penetration among internet users is likely thanks to Russia.

VK, a platform similar to Facebook, is the leading social network in Russia. Insider Intelligence estimates that 60.9 million people in Russia will use VK at least once per month in 2020. Additionally, Russia is one of Instagram’s top 10 markets worldwide—and in terms of user numbers, instagram will continue to outpace Facebook in Russia through 2024.

Social Media Users in Western Europe

The number of social network users in Western Europe will rise 6.7% in 2020, reaching 240.6 million people. Instagram will see a major jump in Western European markets—over 55% of all social network users in Western Europe are expected to be monthly Instagram users in 2020.

And while the UK is home to one-sixth of Western Europe’s social network users, Germany is also proving to be a major contributor. Insider Intelligence reports that social network penetration in Germany has finally surpassed 60% of internet users. 

Social Media Users in Africa

Social networking is still less widespread in the Middle East and Africa than in other regions—yet user numbers will increase an estimated 13.4% in 2020, reaching almost 260 million. Nigeria will see the steepest national rise in social network usage in 2020 for the region, with user numbers expected to jump an estimated 27.5%.

Global Social Media Strategy

While there is no one-size-fits-all social media strategy that can be implemented worldwide, marketers and advertisers should work to understand the major regional differences among platforms and social networking trends across the globe.

Having a firm grasp on where various countries stand with social media penetration and usage will help industry leaders stand out in their respective markets. 

 

Want to learn more? 

Insider Intelligence’s Global Social Network Users 2020 Report updates previous forecasts for social network usage worldwide in key regions and markets. It also looks at the statuses of the major platforms and explores trends shaping the landscape.

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