GlobalWebIndex has released its report on social media trends for 2018. It comes alongside the ‘Devices’ report, which GDI began to cover yesterday.
The report finds that 98% of digital consumers (aged 16-64 from outside China) are social media users, including 94% of 55-64 year olds. Users spend an average on 2 hours 22 minutes on social platforms and messengers combined.
Facebook and YouTube both count around 80% of internet users in their MAU, while WhatsApp and Facebook Messenger both count around 60%. LinkedIn, Snapchat, Skype and Pinterest all had 20-30% of digital consumers in their MAU.
In China, WeChat was the app with the highest MAU – around 80% of digital consumers use the platform. Baidu Tieba and Qzone boast 72% and 55% respectively. 23% of Chinese consumers are active on Facebook.
A country-by-country breakdown provides some interesting insights. Only 66% of Swiss internet users are active on Facebook, for example, compared with 82% of Danes.
93% of Indian consumers use YouTube, versus 55% of Ghanaian and Nigerian consumers. The figure rises to 96% in Colombia and The Philippines.
Only 1% of Japanese consumers report using Facebook Messenger, despite 37% using the social platform. 49% use Twitter and 33% use Instagram.
In the USA, only 18% of consumers use Facebook Messenger. This is significantly different from the UK, where 59% use the service.
GDI will be covering more chapters from both GlobalWebIndex reports in the coming week. Follow us on Facebook and Twitter to stay updated!
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