US social network user growth has slowed to a crawl, and that means the social platforms will compete fiercely for users and engagement. Marketers should optimize their spending to take advantage of shifting consumer behaviors.
The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.
Asia-Pacific will no longer produce huge increases in new social network users, but the sheer scale of the region means it should remain front and center for social media marketers. Facebook will remain on top, but TikTok, Instagram, and Snapchat are making waves.
TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.
Among US social network users, those ages 18 and older will spend an average of 1 hour, 40 minutes per day on those platforms in 2022, the same amount as last year. This figure is peaking after pandemic restrictions fueled a rapid rise in social media use over the past two years, and it will decline by 2 minutes next year.