Worldwide Social Network Users Update: eMarketer's Estimates and Forecast for 2016–2021, with a Focus on Instagram - eMarketer
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Worldwide Social Network Users Update: eMarketer's Estimates and Forecast for 2016–2021, with a Focus on Instagram

eMarketer Report

By: eMarketer

Published: January 08, 2018

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

Executive Summary

In 2017, eMarketer estimates one in three people—2.48 billion—worldwide used a social network. Rising social network use in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa drove an 8.7% gain over 2016.

  • Social media use in digitally advanced markets in North America and Western Europe is widespread. Future growth will primarily come from widening and improving internet access in developing markets, thanks to increasingly affordable smartphone models and government investments in mobile broadband coverage.
  • Mobile phones are the primary device used by new internet users to go online and to access social media. Last year, 74.7% of mobile phone internet users worldwide used their device to access social media. Overall social media use is primarily a mobile activity, and 82.5% of social network users worldwide used a mobile device for access at least once a month.
  • Nearly 594 million people worldwide used Instagram regularly in 2017, representing about a quarter (24.0%) of total social network users. Penetration among social network users and the population as a whole was highest in North America and Western Europe.
  • Facebook is by far the top social network in the world. More than 1.54 billion people, or 62.2% of social network users, went on Facebook at least once a month in 2017.

"In 2018, 698.7 million individuals worldwide will use Instagram at least once per month, representing 26.4% of social network users. By 2021, this share will surpass 30%."

Table of Contents

eMarketer’s Latest Estimates

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10 charts are included in the full report:

Worldwide Social Network Users Update: eMarketer’s Estimates and Forecast for 2016–2021, with a Focus on Instagram

Instagram Users and Penetration Worldwide, 2016-2021 (millions, % change and % of social network users)

eMarketer’s Latest Estimates

Social Network Users and Penetration Worldwide, 2016-2021 (billions, % change and % of internet users)

Instagram Users and Penetration Worldwide, 2016-2021 (millions, % change and % of social network users)

Asia-Pacific

Instagram User Penetration in Asia-Pacific, by Country, 2016-2021 (% of social network users)

Central and Eastern Europe

Instagram Users and Penetration in Central and Eastern Europe, 2016-2021 (millions, % change and % of social network users)

Latin America

Instagram Users and Penetration in Latin America, by Country, 2016-2021

Middle East and Africa

Instagram Users and Penetration in the Middle East and Africa, 2016-2021 (millions, % change and % of social network users)

North America

Instagram Users and Penetration in North America, by Country, 2016-2021

Western Europe

Facebook Users and Penetration Worldwide, 2016-2021 (billions, % change and % of internet users)

Twitter Users and Penetration Worldwide, 2016-2021 (millions, % change and % of internet users)