Global Social Platforms 2016: A Country-by-Country Review of Social Network Usage - eMarketer
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Global Social Platforms 2016: A Country-by-Country Review of Social Network Usage

eMarketer Report

By: eMarketer

Published: April 06, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

With every passing year, social networking plays a more essential role in the digital lives of consumers worldwide, but the platforms they use differ by country and demographic. This report examines usage of the leading social networks in Asia-Pacific, Europe, Latin America, the Middle East and Africa, and North America.

  • Facebook remains the largest social network in most major markets, with the exception of China, Japan and Russia, where homegrown platforms predominate.
  • Young people are pioneering the uptake of social networks in countries where internet access is limited. In more digitally developed markets, they lead in adoption of alternative social platforms.
  • Mobile use of social platforms is on the rise, both in emerging and mature markets. Messaging apps have also grown in popularity and are competing with social networks for users in China, Japan, Germany and Netherlands, among others.

"eMarketer estimates that 67.4% of internet users worldwide will use a social network in 2016—a rate expected to near 70% by 2019."

Table of Contents

Global Social Platforms by Country

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Asia-Pacific

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Europe

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Latin America

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The Middle East and Africa

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North America

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195 charts are included in the full report:

Global Social Platforms 2016: A Country-by-Country Review of Social Network Usage

Social Network Users and Penetration Worldwide, 2014-2019 (billions, % change and % of internet users)

Global Social Platforms by Country

Monthly Active Mobile-Only vs. Total Mobile Facebook Users Worldwide, Q2 2014-Q4 2015 (millions, % change vs. prior quarter and % change vs. same period of prior year)

Asia-Pacific

Internet Users in Select Countries in Asia-Pacific Who Visit Social Networks at Least as Often via Smartphone as Desktop/Laptop, March 2015 (% of respondents)

Australia

Top 10 Social Media Sites Among Internet Users in Australia, Ranked by Total Visits, week ending Jan 16, 2016 (millions and % of total visits)

Consumers in Australia Who Use Social Networks, by Demographic, May 2015 (% of respondents in each group)

Frequency with Which Internet Users in Australia Check/Update Social Network Pages, by Age, April 2015 (% of respondents in each group)

Social Media Sites/Apps Used Daily by Internet Users in Australia, by Demographic, July 2015 (% of respondents in each group)

Devices Used by Social Media Users in Australia to Access Social Media, 2014 & 2015 (% of respondents)

Share of Time Spent with Smartphones Among Smartphone Users in Australia, by Activity, Sep 2015 (% of total)

China

Leading Social Media Sites/Chat Apps Among Social Media Users in China, 2013-2015 (% of respondents)

Consumers in China Who Use Social Media, by Age, 2014 & 2015 (% of respondents in each group)

Daily Time Spent with Media Among Internet Users in China vs. Worldwide, by Age, July 2015 (hours)

Daily WeChat Usage Metrics Among WeChat Users in China, by Demographic, Oct 2015

Social Media Users in China Who Access Social Media Sites/Chat Apps via Smartphone, 2013-2015 (% of respondents)

Primary Device Used by Qzone Users in China to Access Qzone, by Age, Sep 2015 (% of total)

India

Top 10 Social Media Sites Among Internet Users in India, Ranked by Unique Visitors, Nov 2014 & Nov 2015 (millions and % change)

Social Media Users in India, by Geographic Locale, April 2014 & April 2015 (millions and % change)

Demographic Profile of Social Network Users in India, Nov 2014 (% of total)

Reasons for Using Mobile Internet According to Mobile Internet Users in Urban vs. Rural India, Dec 2015 (% of respondents)

Demographic Profile of Mobile Internet Users in Urban India, by Activity, June 2015 (% of respondents)

Indonesia

Top 5 Social Media Sites/Apps Among Internet Users in Indonesia, July 2015 (% of respondents)

Demographic Profile of Social Network Users in Indonesia, Oct 2014 (% of total)

Social Media Usage Among Mobile Internet Users Ages 16-35 in Indonesia, by Site/App, Jan 2016 (% of respondents)

Top 5 Countries, Ranked by Path Users, Q1 2015 (% of respondents)

Mobile Activities Conducted at Least Once per Day by Mobile Device Users in Indonesia, by Demographic, Dec 2015 (% of respondents in each group)

Japan

Social Media Sites Used by Internet Users in Japan, June 2015 (% of respondents)

Top 10 Social Media Sites in Japan, Ranked by Unique Visitors, Dec 2015 (millions)

Social Media User Metrics in Asia-Pacific, Japan and Worldwide, May 2014 & May 2015

Mobile Social Media/Messaging Apps Used by Internet Users in Japan, by Age, Sep 2015 (% of respondents in each group)

Smartphone Users in Japan Who Use Select Social Networks/Chat Apps, by Demographic, Nov 2015 (% of respondents in each group)

Smartphone Social Media/Messaging App Users in Japan Who Use Line, by Frequency, Sep 2015 (% of respondents)

Usage of Select Line Apps Among Line Users in Japan, by Frequency, Sep 2015 (% of respondents)

Malaysia

Top 5 Social Media Sites/Apps Among Internet Users in Malaysia, July 2015 (% of respondents)

Digital Activities of Internet Users in Malaysia, Aug 2014 (% of respondents)

Alternative Social Media Sites Used by Facebook Users in Malaysia, Aug 2014 (% of respondents)

Smartphone App Usage Share in Malaysia, by Category, Q3 2015 (% of total)

Philippines

Top 5 Social Media Sites/Apps Among Internet Users in the Philippines, July 2015 (% of respondents)

Social Networks Used by Internet Users in Manila, by Demographic, June 2015 (% of respondents)

Singapore

Top 5 Social Media Sites/Apps Among Internet Users in Singapore, July 2015 (% of respondents)

Social Media/Messaging App User Penetration in Singapore, by Platform, Q4 2015 (% of population)

Social Media Sites/Apps Most Commonly Used by Their Children According to Parents in Singapore, May 2015 (% of respondents)

Mobile Device Users in Singapore Who Have Accessed Social Networks via Mobile Device, by Age, 2014 (% of respondents in each group)

South Korea

Social Networks Used by Social Network Users* in South Korea, Dec 2014 & Dec 2015 (% of respondents)

Social Network Used Most Frequently by Social Network Users in South Korea, Dec 2015 (% of respondents)

Demographic Profile of Social Network Users in South Korea, 2013-2015 (% of respondents in each group)

Internet Users* in South Korea Who Use Social Networks, by Age, Dec 2015 (% of respondents in each group)

Frequency with Which Social Media Users in South Korea Access Social Media for Personal Purposes, Oct 2015 (% of respondents)

Frequency with Which Social Network Users* in South Korea Use Social Networks, Dec 2015 (% of respondents)

Primary Device Used to Access Social Networks by Social Network Users* in South Korea, Dec 2015 (% of respondents)

Devices Used to Access Social Media According to Social Media Users in South Korea, by Demographic, Oct 2015 (% of respondents in each group)

Thailand

Top 5 Social Media Sites/Apps Among Internet Users in Thailand, July 2015 (% of respondents)

Social Network Users and Penetration in Thailand, by Age, March 2015 (millions, % of internet users in each group and % of population in each group)

Social Networks Used by Internet Users in Thailand, by Demographic, May 2015 (% of respondents in each group)

Frequency with Which Smartphone Users in Thailand Conduct Select Smartphone Activities, Aug 2015 (% of respondents)

Vietnam

Leading Social Media Sites/Apps Used by Social Media Users in Vietnam, Sep 2015 (% of respondents)

Leading Leisure Activities Among Internet Users in Vietnam, by Age, Sep 2015 (% of respondents in each group)

Daily Time Spent Using Social Media Among Social Media Users in Vietnam, by Age, Sep 2015 (% of respondents in each group)

Sites/Apps Used by Consumers in Vietnam, by Age, March 2015 (% of respondents in each group)

Primary Device Used to Access Facebook According to Facebook Users in Vietnam, Oct 2015 (% of respondents)

Leading Content Categories Accessed via Mobile Device by Smartphone/Tablet Users in Vietnam, Oct 2015 (% of respondents)

Europe

Social Media User Penetration in Denmark, by Site/App, 2015 (% of internet users)

Daily Social Media User Penetration in Denmark, by Site/App, 2014 & 2015 (% of internet users)

Social Network User Penetration in Denmark, by Age, May 2015 (% of internet users in each group)

Facebook User Penetration in Denmark, by Age, Jan 2015 (% of internet users in each group)

Snapchat User Penetration in Denmark, by Age, Jan 2015 (% of internet users in each group)

Mobile Phone Internet Activities of Mobile Phone Users in Denmark, May 2015 (% of mobile phone users)

Finland

Social Media Sites/Apps Used by Internet Users in Finland, May 2015 (% of respondents)

Social Media User Penetration in Finland, by Site/App, Feb 2015 (% of internet users)

Demographic Profile of Social Network Users in Finland, Spring 2015 (% of population in each group)

Top 10 Social Media Sites/Apps Among Teen/Young Adult Internet Users in Finland, Dec 2015 (% of respondents)

Demographic Profile of Mobile Phone vs. Tablet Social Network Users in Finland, Spring 2015 (% of population in each group)

France

Social Media Sites/Apps Used by Internet Users in France, Jan 2016 (% of respondents)

Top 5 Social Media Sites/Apps Among Internet Users in France, July 2015 (% of respondents)

Demographic Profile of Social Network Users in France, 2009-2015 (% of population in each group)

Social Network User Penetration in France, by Age, Jan 2016 (% of internet users in each group)

Top 5 Social Media Sites/Apps Used by Internet Users in France, by Demographic, Q4 2015 (% of respondents in each group)

Demographic Profile of Child/Teen Social Network Users in France, by Site/App, Jan 2016 (% of respondents in each group)

Devices Used Most Frequently to Access Social Networks According to Internet Users in France, Sep 2015 (% of respondents)

Devices Used to Access Social Networks Among Internet Users in France, by Demographic, Q4 2015 (% of respondents in each group)

Top 15 Mobile Apps in France, Ranked by Unique Visitors, Dec 2015 (millions)

Germany

Top 5 Social Media Sites/Apps Among Internet Users in Germany, July 2015 (% of respondents)

Planned Change in Facebook Usage Among Facebook Users in Germany, Jan 2016 (% of respondents)

Internet Users in Germany Who Use Social Media, 2011-2015 (% of respondents)

Internet Users in Germany Who Use Social Media, by Demographic, Q4 2015 (% of respondents in each group)

Social Media Sites/Apps Used by Consumers in Germany, by Age, Nov 2015 (% of respondents in each group)

Social Network Activities of Teen Social Network Users in Germany, by Gender, June 2015 (% of respondents in each group)

Social Media Users in Germany, by Device, 2014 & 2015 (% of respondents)

Social Media Users in Germany Who Access Social Media via Mobile Device, by Age, 2012-2015 (% of respondents in each group)

Ireland

Social Networks on Which Consumers in Ireland Have an Account vs. Use Daily*, Jan 2016 (% of respondents)

Demographic Profile of Social Media/Messaging* Users in Ireland, July 2015 (% of respondents in each group)

Social Media Sites/Messaging Apps Used by Consumers in Ireland, Ages 16-24 vs. Total, Aug 2015 (% of respondents in each group)

Demographic Profile of Mobile Phone Social Media Users in Ireland, July 2015 (% of respondents in each group)

Italy

Top 5 Social Media Sites/Apps Among Internet Users in Italy, July 2015 (% of respondents)

Internet User Metrics in Italy, by Site Category, Nov 2015

Demographic Profile of Social Network Users in Italy, 2015 (% of respondents in each group)

Frequency with Which Teen Internet Users in Italy Access Social Media, Nov 2015 (% of respondents)

Usage of Select Mobile Communication Methods Among Internet Users in Italy, by Age, H2 2015 (% of respondents in each group)

Internet Users in Italy Who Primarily Use Their Mobile Phone to Check Social Networks, by Age, H2 2015 (% of respondents in each group)

The Netherlands

Top 10 Social Media Sites/Apps Used by Internet Users in the Netherlands, 2014 & 2015 (% of respondents)

Social Media Users in the Netherlands, by Site/App, Jan 2016 (millions)

Internet Users in the Netherlands Who Expect to Use Select Social Media Sites/Apps More vs. Less in 2016 (% of respondents)

Average Number of Times per Week that Social Media Users in the Netherlands Visit Select Social Networks, Dec 2013, Dec 2014 & Dec 2015

Social Networks Used by Internet Users in the Netherlands, by Age, June 2015 (% of respondents in each group)

Smartphone vs. Tablet Activities of Internet Users in the Netherlands, Dec 2015 (% of respondents)

Norway

Social Media Users and Penetration in Norway, by Site/App, Q4 2015 (millions and % of internet users)

Social Media Sites/Apps Used by Internet Users in Norway, by Frequency, Q2 2015 (% of respondents)

Social Media User Penetration in Norway, Q2 2013 & Q2 2015 (% of population)

Demographic Profile of Facebook Users in Norway, Q4 2015 (% of internet users in each group)

Demographic Profile of Snapchat Users in Norway, Q4 2015 (% of internet users in each group)

Devices Used to Access Social Media Sites Among Social Media Users in Norway, 2013-2015 (% of respondents)

Russia

Top 5 Social Media Sites/Apps Among Internet Users in Russia, July 2015 (% of respondents)

Social Media Sites on Which Social Media Users in Russia Have an Account, June 2015 (% of respondents)

Consumers in Russia Who Use Social Media Sites, by Frequency, June 2015 (% of respondents)

Social Network Users in Russia, by Site and Demographic, Nov 2015 (% of internet users in each group)

Social Network User Metrics in Russia, by Site, Nov 2015

Top 10 Mobile Sites/Apps in Russia, Ranked by Unique Audience, Jan 2015 (millions)

Top 10 Mobile Apps in Russia, Ranked by Unique Audience, Jan 2015 (millions)

Spain

Top 5 Social Media Sites/Apps Among Internet Users in Spain, July 2015 (% of respondents)

Internet Users in Spain Who Use Social Networks, by Site, Oct 2015 (% of respondents)

Social Network Users in Spain, by Demographic, 2015 (% of internet users in each group)

Timeframe in Which Internet Users in Spain Last Accessed Social Media, Dec 2015 (% of respondents)

Average Daily Time Spent Using Social Media According to Social Media Users in Spain, Dec 2015 (% of respondents)

Daily Social Network Users in Spain, by Device, Oct 2015 (% of respondents)

Leading Smartphone Apps/Types of Smartphone Apps Used by Smartphone Users in Spain, 2014 & 2015 (% of respondents)

Sweden

Social Media Sites/Apps Used by Consumers in Sweden, Aug 2015 (% of respondents)

Social Networks Used by Internet Users in Sweden, April 2015 (% of internet users)

Demographic Profile of Social Media Users in Sweden, Q1 2015 (% of internet users in each group)

Facebook User Penetration in Sweden, by Age, April 2015 (% of internet users)

Instagram User Penetration in Sweden, by Age, April 2015 (% of internet users)

Mobile Phone Social Media Users in Sweden, 2010-2015 (% of mobile phone users)

Turkey

Top 10 Social Networks Among Internet Users in Turkey, Ranked by Real Users, Dec 2015

Social Network User Metrics in Turkey, by Demographic, Dec 2015

Share of Time Spent Online with Select Content/Site Categories Among Desktop Internet Users in Turkey, by Age, July 2015 (% of total)

United Kingdom

Top 5 Social Media Sites/Apps Among UK Internet Users, July 2015 (% of respondents)

Social Media Sites Actively Used by UK Social Network Users, May 2014, Sep 2014 & April 2015 (% of respondents)

Frequency with Which Social Network Users in Great Britain Use Social Networks, by Demographic, April 2015 (% of respondents in each group)

UK Social Media Users Who Use Social Media More vs. Less*, by Demographic, April 2015 (% of respondents in each group)

Demographic Profile of Social Network Users in Great Britain, by Site/App, Nov 2015 (% of respondents)

Social Media Sites/Apps Used by UK Teen Social Media Users, June 2014 & June 2015 (% of respondents)

UK Social Network Audience, by Device, April 2015 (millions of unique visitors)

Share of Time Spent Online Among UK Internet Users, by Category and Device, June 2015 (% of total)

UK Mobile Users and Average Time Spent, by Site/App, June 2015

Latin America

Social Media Users in Select Countries in Latin America, Dec 2015 (millions)

Top 10 Social Networks in Latin America, Ranked by Unique Visitors, Dec 2015 (millions)

Argentina

Top 10 Social Media Properties in Argentina, Ranked by Unique Visitors, Dec 2015 (thousands, % of internet users and % of social media users)

Demographic Profile of Social Media Users in Argentina, Dec 2015 (% of total)

Mobile Social Media Users in Argentina, by Device and OS, Dec 2015 (thousands and % of total)

Brazil

Top 5 Social Media Sites/Apps Among Internet Users in Brazil, July 2015 (% of respondents)

Demographic Profile of Social Media Users in Brazil, June 2015 (% of total)

Social Media Sites/Apps Used by Internet Users in Brazil, by Demographic, Dec 2014 (% of respondents in each group)

Average Monthly Time Spent with Social Networks in Select Countries/Regions, June 2015 (hours per visitor)

Devices Used to Access the Internet vs. Social Media According to Internet Users in Brazil, July 2015 (% of respondents)

Top 10 Most Frequently Used Mobile Apps Among Smartphone Owners in Brazil, by Gender, April 2015 (% of respondents in each group)

Mexico

Top 10 Social Media Sites Among Social Media Users in Mexico, Dec 2015 (% of respondents)

Primary Social Platform Used by Social Media Users in Mexico, July 2015 (% of respondents)

Social Network Users in Mexico, by Frequency, July 2015 (% of respondents)

Demographic Profile of Social Media Users in Mexico, Dec 2015 (% of total)

Low-Income* Social Media User Penetration in Mexico, 2013 & 2014 (% of low-income* internet users)

Mobile Social Media Users in Mexico, by Device and OS, Dec 2015 (millions and % of total)

Peru

Social Media User Penetration in Peru, by Site/App, Oct 2015 (% of internet users)

Top 10 Social Media Properties in Peru, Ranked by Unique Visitors, Dec 2015 (thousands, % of internet users and % of social media users)

Demographic Profile of Social Media Users in Peru, Dec 2015 (% of total)

Social Media Site/App Penetration in Peru, by Region, Oct 2015 (% of internet users in each group)

Leading Smartphone Apps Used by Smartphone Users in Urban Peru*, May 2015 (% of respondents)

Mobile Social Media Users in Peru, by Device and OS, Dec 2015 (thousands and % of total)

The Middle East and Africa

Internet Users in Select Countries in the Middle East & Africa Who Use Social Media or Mobile Messaging at Least Once a Day, 2015 (% of respondents)

Social Media/Mobile Messaging Platforms Used by Internet Users in Select Countries in the Middle East & Africa, 2015 (% of respondents)

Egypt

Social Network User Penetration in Egypt, by Platform, Jan 2016 (% reach)

Demographic Profile of Facebook Users in Egypt, March 2015 (% of respondents in each group)

Demographic Profile of Instagram Users in Egypt, March 2015 (% of respondents in each group)

Social Media Sites Accessed via Mobile Phone Among Mobile Internet Users in Egypt, Saudi Arabia and the United Arab Emirates, Sep 2014 (% of respondents)

Saudi Arabia

Top 5 Social Media Sites/Apps Among Internet Users in Saudi Arabia, July 2015 (% of respondents)

Demographic Profile of Facebook Users in Saudi Arabia, March 2015 (% of respondents in each group)

Languages Used Online Among Internet Users in Select Countries in the Middle East & Africa, 2013 & 2015 (% of respondents)

Mobile Device Users in Select Countries in the Middle East & North Africa Who Download Arabic-Language Mobile Apps, May 2015 (% of respondents)

South Africa

Top 10 Social Media Sites in South Africa, Ranked by Unique Visitors, Dec 2015 (thousands)

Top 5 Social Media Sites/Apps Among Internet Users in South Africa, July 2015 (% of respondents)

Demographic Profile of Internet Users in South Africa, Jan 2016 (% of total)

United Arab Emirates

Social Network User Penetration in the United Arab Emirates, by Platform, Jan 2016 (% reach)

Top 5 Social Media Sites/Apps Among Internet Users in the United Arab Emirates, July 2015 (% of respondents)

Demographic Profile of Social Network Users in the United Arab Emirates, by Site/App, March 2015 (% of respondents in each group)

North America

Facebook Monthly Active Users in North America, Q1 2014-Q4 2015 (millions)

Share of Time Spent with Social Media in Canada, the UK and the US, by Device and Platform, March 2015 (% of total)

Canada

Top 5 Social Media Sites/Apps Among Internet Users in Canada, July 2015 (% of respondents)

Weekly Time Spent with Select Media by Consumers in Canada, by Demographic, Sep 2014-Aug 2015 (hours)

Share of Time Spent Online with Select Content Categories Among Internet Users in Canada, by Device, June 2015 (% of total)

United States

Social Media Sites/Apps Used by US Consumers, Feb 2016 (% of respondents)

Top 10 Social Networks Among US Internet Users, Ranked by Market Share of Visits, Dec 2015

Demographic Profile of US Social Network Users, July 2015 (% of population in each group)

Demographic Profile of US Social Media Users, by Site/App, Oct 2015

Social Media Sites/Apps on Which US Millennial Internet Users Have an Account, by Demographic, Nov 2015 (% of respondents in each group)

Social Media Sites on Which US Millennial Social Media Users Spend the Most Time, Aug 2015 (% of respondents)

US Social Network Users, by Device, Q3 2014 & Q3 2015 (millions and % change)

Average Monthly Time Spent Using Mobile Social Media Apps Among US Mobile App Users, by Age, June 2015 (hours)

Facebook's Ranking in Share of Time Spent with Smartphone Apps Among US Smartphone Users, June 2015 (% of total)