According to estimates by US market research firm eMarketer, one in three people worldwide were using social networks in 2017, a staggering 2.48 billion people. Social network usage is rising in emerging markets such as Asia Pacific, Latin America, the Middle East and Africa, with an increase of 8.7% in 2016.
Social media usage is very high in digitally advanced markets such as North America and Western Europe. In the future, the growth of social media users will mainly come from developing markets that are expanding and improving Internet access, thanks to the popularity of cheap smartphones and government investment in mobile broadband.
Smartphones are the main device used by the new generation of Internet users to access the Internet and social media. Overall, social media use is a continuous behavior, with 82.5% of social network users worldwide using mobile devices to access social media at least once a month.
Meanwhile, in 2017, Instagram had nearly 594 million active users worldwide, accounting for about one-quarter (24.0%) of the total number of social network users. In North America and Western Europe, Instagram users have the highest penetration rate among social media users and the overall population.
The following data are user data of representative social media in the world.
60% of users said they would learn about new product information on Instagram.
More than 200 million Instagram shooters visit at least one merchant’s homepage every day.
There are 1.6 billion likes on pictures on Instagram every day.
40% of users said that video marketing is more effective than plain text.
Instagram’s engagement rate is much higher than Facebook and 20% higher than Pinterest.
In addition, Facebook is currently the largest social media in the world.
In 2017, more than 1.54 billion people (accounting for 62.2% of the total number of social network users) logged into Facebook at least once a month.
Professional analysts pointed out that the average number of active users on Facebook per day is 1.256 billion, an increase of 18% over the same period last year. 95% of B2B operators regard Facebook as their preferred social media.