Social Media Usage

In the highly diverse social media landscape of today, "social media usage" should be understood as an umbrella term for vastly different platforms such as Facebook, Instagram, Twitter or WeChat. All of these have distinct groups of users and can be used for distinct communication, marketing and ... business purposes. As usage also differs depending on country, age, and gender, social media usage statistics, reports and trend forecasts have to cover a range of topics from country specific statistics, such as the percentage of citizens using a social medium e.g in the US, the UK or China, to broad statistical overviews for e.g. Asia, Latin America or North America. eMarketer's reports, charts, interviews and forecasts provide you with data and insights to answer a variety of questions such as:Show More ▼
  • Is social media use declining?
  • What social media do millennials use?
  • Which social media are used for which business and marketing purposes?
  • How much time do users spend on social media?

More On: Social Media Usage

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Pinterest Surpassed Snapchat as No. 3 Social Media App in the US and Will Stay Ahead

Jan 14, 2020

Pinterest surpassed Snapchat as the third-biggest social media platform in the US in 2019, and it will continue to stay ahead in the coming years, according to our latest social user estimates.

Facebook’s Year in Review: Grading Its Progress on Three Big Questions

Facebook’s Year in Review: Grading Its Progress on Three Big Questions

Dec 16, 2019

At the end of last year, we asked three important questions about Facebook in 2019.

Global Twitter Users 2019

Global Twitter Users 2019

Dec 12, 2019

Twitter’s plateauing user growth has been evident for the past few years. But its user base is stable and ticking upward. We expect it to maintain its substantial influence worldwide as a platform for political discourse and real-time events coverage.

Global Snapchat Users 2019

Global Snapchat Users 2019

Dec 12, 2019

Snapchat will have 293.0 million users in 2019, up 14.3% on the previous year and outpacing the growth rates of Facebook, Instagram and Twitter. Growth has returned to core developed markets, while the pace of growth in developing markets is significant.

Global Instagram Users 2019

Global Instagram Users 2019

Dec 12, 2019

Instagram will remain the world’s second-largest social network in 2019, with 788.4 million users. Growth will primarily come from emerging or developing economies, including Russia and India, but every country that we track will add new users in 2019.

Social Media Update: December 2019

Social Media Update: December 2019

Dec 12, 2019

For this update, we look at Instagram's test to remove likes, the launch of Facebook Pay, Twitter's new feature that allows users to hide replies and Snapchat's new longer video ad format, as well as an update on political advertising. It also includes a preview of our latest social network user forecast, which will be discussed in detail in our upcoming social network users report collection, publishing on December 12.

Facebook Losing Users in Germany and France Faster than Anticipated

Dec 11, 2019

Facebook users in France and Germany are leaving the platform even faster than expected. For the second forecast in a row, we have downgraded Facebook user growth in both countries, as younger users shift to other platforms. In France this year, Facebook will experience a decline in users for the first time, whereas Germany experienced its first drop in users in 2018.

Ten Key Digital Trends for 2020

Ten Key Digital Trends for 2020

Dec 09, 2019

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Worldwide Snapchat Usage to Grow More than 14% This Year

Nov 19, 2019

Following a redesign in early 2018 that prompted some US users to leave the platform and stifled growth elsewhere, Snapchat is making a comeback. New features and a rebuilt Android platform are giving the social network new momentum. In its latest forecast on worldwide social network users, eMarketer has upgraded its estimates for Snapchat users for 2019 through 2023.

Social Media Update: November 2019

Social Media Update: November 2019

Nov 06, 2019

This is the first installment in an ongoing series of monthly updates on the major social media platforms. The goal of each update is to provide a summary of key developments and what they mean for marketers.

eMarketer’s November Social Media Update

Nov 06, 2019

Last month, Facebook CEO Mark Zuckerberg sat through a congressional hearing over the company’s Libra cryptocurrency efforts, Instagram launched a standalone messaging app for users, and Twitter banned political advertising on its platform—and that was just a tiny portion of what made the news.