940 million social media users in the world

72% of Internet users are part of at least one social network, which translates to 940 million users worldwide. These are the results of a global study among 2,800 Internet users. Eastern Europe and Asia are the regions with the lowest use (4 out of 10), while South America has the highest usage in terms of percentage (95%). Globally, Facebook remains the most popular online platform (51% use Facebook), followed by MySpace (20%) and Twitter (17%).

72% are members of two social network sites
The majority of surfers are members of two or more social network sites; this usually entails two sites used for private purposes. 16% are members of a professional network, of which LinkedIn is the most popular.

“It is becoming difficult for new social sites to recruit members. The majority of surfers are happy with their current situation and do not want to become members of a new platform. Furthermore, they do not intend to reduce their use of their current sites. There is therefore a certain degree of stability in this market,” explains Steven Van Belleghem, Managing Partner of InSites Consulting.
Twice per day and 195 friends
Users of social media log in on average twice per day. On professional sites this percentage is significantly lower, where the average is nine times per month. Different types of users exist: there are those who log in often though rarely write anything themselves and mainly observe others (14%). There is another group of 26% who frequently log in and write something every time they do.
The average social media user has 195 friends, in which South America is highest with an average of 360 friends, followed by Portugal with 236 friends and the United States with 200 friends.
Unfriending is a popular activity
58% of social media users have unfriended a friend. South American users are highest in this category too – 81% have removed people from their social network.

You might also be interested in

$-sign tree THUMB

How to be sustainable in an unaffordable world

Written by Josh Barazetti-Scott / Lewis Barker

Sustainability has an increasing importance in our daily lives that brands can no longer ignore. Find out how we can help you better understand your consumer.

Young man flicking fingers ZA Gen Z consumers

Gen Z in South Africa – 80% would pay more for brands with a positive impact

Written by Joeri Van den Bergh

What shapes Gen Z in South Africa, and what do they expect from brands? Read on to discover more.

Man with shopping bags and coffee

Five principles for excellent customer experience

Written by Tom De Ruyck

Customer experience (CX) is the next battleground for brands to differentiate themselves. Discover five key principles to excel in CX here.