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.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

Not only that, Brazil will also have the ninth-largest digital ad market in the world, ahead of South Korea ($4.09 billion; KRW4.766 trillion) and behind France ($5.51 billion; €4.93 billion). Given digital’s rapid acceleration across Latin America, our core six countries will all secure a spot in this year’s top 10 fastest-growing digital ad markets worldwide for the first time.

According to mobile app tracker App Annie, there was 54% growth in average time spent on Snapchat per user in South Korea from March 1–14, 2020, compared with Q4 2019. Italy saw a 36% increase, and Japan was up 23%. Additionally, the pandemic contributed to increases in communication on Snapchat.

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