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However, levels of internet adoption continue to vary meaningfully around the world.
Internet adoption also remains relatively low across Southern Asia, which is home to the worlds largest unconnected population.
But that doesnt detract in any way from the value of this data.
However, despite these variations, one of Facebooks platforms is still the top choice across all demographic groups.
Looking beyond peoplesprimarymotivations though, its increasingly clear that social media is a top destination for entertainment.
But which platforms attract the largest audiences?
For context, many people around the world use more than one mobile rig (e.g.
This suggests that TikTok and Douyin now have a larger combined audience than either Instagram or WeChat.
Looking more broadly, at least 17 social media platforms now have at least 300 million monthly active users.
But just how bigarethose overlaps?
The simple answer:big.
Moreover, for many platforms, that figure is much,muchlower.
Meanwhile, the data for individual platform overlaps also make for interesting reading.
But aside from providing interesting trivia what does this data actuallytellus?
For marketers, the easy answer is thatusagecontext and motivationslikely matter far more than user numbers alone.
But its worth stressing that brands social media opportunity isnt limited to advertising.
But the more important story lies in geographic trends.
Friends and family come out top, but perhaps surprisingly fewer than half of all respondents selected this option.
However, the number of people following influencers varies considerably by geography.
And while were on the subject of influencers, its worth taking a quick look at vlogs (i.e.
blogs delivered in a video format) too.
For example, media reports of emails demise have largely exaggerated its fate.
The latest data show that roughly 4 in 5 internet users still use a webmail service (e.g.
Gmail) every month, with only China and Japan seeing usage rates below 75%.
In a similar vein, Yahoo!
Indeed, the latest data fromSemrushshows that Yahoo!
attracted more than half a billion unique users to its website in March 2021, suggesting that Yahoo!
still has a larger active user base than Snapchat.
Remember: its called a marketingmixfor a reason.
Story bySimon Kemp
Simon is the CEO of Kepios, and chief analyst at DataReportal.
He uses data to help organisations all over the world make sense of what people are really doing online.
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