Global social media research summary 2018

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
8 min read

Our compilation of the most recent social media statistics of consumer adoption and usage

Social networks are actually so more developed, that there surely is a core ‘top 5’ social networks that don’t change much from year-to-year. But, as we’ll see in this article, the most famous social media sites vary a whole lot by degree of usage in various countries and demographics. Understanding these differences in popularity of different social networks is actually important when targeting specific audiences. When you compare the most famous social networks you need to review them by active account usage, not only the amount of user accounts. We’ll also see in this summary that some social networks are growing quicker than others although some are actually in decline.

2018 social media stats update

We’ll keep this post updated during 2018 because the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We’ll be pointing to new data around social media channel penetration in america from Pew Internet, and also interactions predicated on research by Trackmaven, but first, we present the answers for some of the main element questions marketers should think about when choosing how exactly to invest their amount of time in social media. Because it continues to be early in the entire year, many graphs will need to depend on stats from Q4 2017 before stats for Q1 2018 are released.

Q1. What’s the entire popularity of SOCIAL MEDIA MARKETING globally?

Each year, WE HAVE BEEN Social update their massive global compendium of stats gives some very nice insights in to the world of social media. It is a great download for presentations. It’s particularly interesting what lengths some countries are diverging when it comes to social media use, and surprising that Western Countries are in fact lagging a good way behind in adoption rates.

Some of the main element takeaways from their Global Digital Report 2018 include:

  • The amount of internet surfers worldwide in 2018 is 4.021 billion, up 7 percent year-on-year
  • The amount of social media users worldwide in 2018 is 3.196 billion, up 13 percent year-on-year
  • The amount of cellular phone users in 2018 is 5.135 billion, up 4 percent year-on-year


Annual growth continues apace, especially in active mobile social users – 39% penetration up 5% from 2017.

Share of website traffic by device highly favours mobile at 52% (+4% year-on-year change), whilst Desktop remains in second place with only 43% of device share to all or any webpages, down by 3% year-on-year.


Northen, Western and South Europe and THE UNITED STATES have the biggest internet penetration with between 74%-94% internet surfers in comparison to total population.


The global upsurge in social media usage since January 2017 is 13%. Saudi Arabia gets the largest year-on-year upsurge in social media users since January 2017 (32%), a 17% increase when compared to global average. Other countries with the biggest social media usage increase includes India, Indonesia and Ghana as technology is improving and social media becomes easy to get at to more of the populace. U.A.E, South Korea and the united kingdom have the slowest increase with <5%.

With Facebook getting the most daily active users in comparison to other social networks it is critical to know how your articles may potentially perform and what features to utilize to optimize the reach of content. There exists a 10.7% average post reach vs page like and 26.8% average paid post reach vs total reach. Facebook is a good social platform for organic and paid opportunities with an enormous potential reach – remember to focus on content to business personas to get quality leads.

The full report from we have been social includes a lots of of data across 200+ slides. It offers country-specific data for almost all the world, so you may want to browse the slides of the countries in your core markets to obtain a better notion of the existing state of social in the areas you operate.

Q2. Which will be the hottest social networks?

The latest insight from the comScore panel within their 2018 Global Digital Future in Focus compares the popularity of social networks by share of time (for December 2017), suggests your options.

Most popular social networks predicated on share of minutes

You can easily see it is a sea of Facebook blue, which means this shows that regardless of the negative media hype about Facebook it will remain a significant audience channel for quite a while.

In the united kingdom you can observe that Instagram makes up about around 10% of social media minutes, if you aren’t already exploiting the most recent Instagram ad techniques, then it’s worth looking at these, see our digital media cheatsheet for additional information.

This compilation of the most popular social networks worldwide made by Statista provides clear picture of the amount of active users (in millions) with Facebook ruling supreme. This will not be a shock to anyone! With over 2 billion active users it holds almost all market share. Google’s YouTube is second with Facebook-owned, WhatsApp and Messenger not far behind. Facebook’s Instagram platform has less than 1 / 2 of the visits of

Following out of this, we’ve predominantly APAC favoured platforms, with QQ, WeChat and Qzone all with over 600 million active users, highlighting the selection of social platform offerings in the APAC. We then visit a cluster of predominantly western social media networks in Tumblr, Instagram, and Twitter.

Q3. Which will be the fast-growing social networks?

Every marketer has limited time for social media marketing, so which fastest growing social network in the event you focus your time and efforts on? This comparison of increases in monthly active users demonstrates although Facebook is declining in a few demographics, it and Instagram remain growing rapidly. Snapchat in addition has had significant growth.

Q3. Just how do social users connect to brands on social?

Knowing how exactly to behaviour / post on social media can be important as that is reflective of one’s brand personality and therefore influencers social uses to get or unfollow! Social media marketing is increasingly used as a person service platform where customers and potential prospects want answers quickly and in real-time. Only 27%of social media user respondents will undoubtedly be prompted to get products after seeing behind the scenes content shared on brand social pages.

Brand social actions

51% said they would unfollow brands on social media should they posted irritating posts and 27% said they might mark/report the brand and page as spam and block them. That is why posting relevant, interesting content that resonates together with your market and social users is essential in retaining your Reach and Engagement with potential prospects.

Q4. That is probably the most engaging social network?

Another factor which determines enough time we placed into social media marketing may be the engagement of the audience. Here we again start to see the dominance of Facebook – it is also got the best engagement with time in accordance with this insight from the US consumer panel from comScore.

social engagement

comScore in addition has published a far more recent update on engagement in the united kingdom comparing Facebook vs Twitter vs Instagram vs Pinterest vs Snapchat.

The above chart from Comscore shows engagement with regards to time allocated to the platform vs reach on the list of millennial demographic. It’s interesting to observe how effectively Facebook dominates, but additionally interesting to observe how well Snapchat and Instagram are doing in terms monthly usage per visitor. For more Snapchat stats, see our post on Snapchat Marketing Statistics.

Facebook dominates social landscape

Facebook’s dominance is actually extraordinary. Not merely does it take the very best spot, it’s other platforms also take 2nd and 3rd respectively. Facebook Messenger comes with an impressive 47 penetration, and Instagram (also owned by Facebook)  comes 2nd for engagement.

In this recent chart from Pew Internet below, we are able to see when it comes to active daily use Facebook can be in the lead. 76% of users sign in daily, whilst 51% do for Instagram (owned by Facebook). Twitter manages just 42% of users login in daily, only over half the Facebook figure.

Q5. Do you know the different interaction rates in social media?

TrackMaven analysed 51 million posts from 40,000 different companies over 130 industries to determine which social networks achieve the best engagement per follower. The outcomes show that Instagram absolutely dominates with regards to interactions per 1,000 followers. Actually, it really is so higher compared to the other channels we’ve had to add another chart merely to show the difference between Facebook, LinkedIn and Twitter!

social engagment per 1000 followers

Facebook Twitter LinkedIn Engagement

As you can view, Instagram dominates, however when it involves another networks Facebook includes a considerable lead on Twitter and LinkedIn. That is in large part because people have a tendency to post much more on Twitter since it does not have an algorithm that only serves posts to a little portion of an audience. It has turned Twitter right into a little bit of fire hose of content where companies need to share more often to be heard through the noise. It has led to lower engagement per post.

US Social media marketing adoption

US consumer technology adoption specialists Pew Research Center released a fresh group of data on US SOCIAL MEDIA MARKETING US on October 8th which ultimately shows the most recent social media trends and what lengths it has permeated society. Considering data from days gone by a decade, it charts the meteoric rise of social media.

10 years back on 7% of the united states population used a number of social networking sites. Given that figure has increased almost tenfold, to 65%. Of these who make an online search a massive most 76% of American’s use social media.

Pew social media trends 2005-2015

Social Media is continuing to grow massively, but it’s growth is currently needs to plateau. Interestingly the over 65s segment are actually driving growth, as other age ranges have plateaued completely and use is hardly growing everything. On the list of 50-64 age cohort, use hasn’t increased since 2013. 
Pew social media trends by generation

Social network popularity by country

This is a superb visualisation of the popularity of social networks in line with the interviews in the GWI report. In the event that you choose your country it’s probably way behind the countries where these four core social networks are hottest. Indonesia, Philippines, Mexico, India and Brazil come in the very best 10 for every with significantly higher degrees of use compared to the US, UK and Europe.

2015 Social networking popularity by country

Use of social networks by different demographics

This chart is striking for the similarity of usage across different age ranges. It implies that the social networks are actually at a stage of maturity where they provide opportunities to attain all age and gender groups. The exceptions to the are Instagram and Tumblr which are clearly favored by younger age ranges.

Demographic usage of social networks - age and gender

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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