EMarketer Global Social Platforms 2016-A Country-By-Country Review of Social Network Usage

GLOBAL SOCIAL
PLATFORMS
2016
A Country-by-Country Review
of Social Network Usage
APRIL 2016
Jasmine Enberg
Contributors: Daiane Bobka, Man-Chung Cheung, Osbaldo Franco, Jeane Han, Jennifer Jhun,
Angela Kim, Natalie Marin-Sharp, Corey McNair, Marcus Plieninger, Dustin Sodano
Read this on
eMarketer for iPad
GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF

SOCIAL NETWORK USAGE
With every passing year, social networking plays a more essential role in the digital lives of consumers worldwide,
but the platforms they use differ by country and demographic. This report examines usage of the leading social
networks in Asia-Pacific, Europe, Latin America, the Middle East and Africa, and North America.
Facebook remains the largest social network in most

major markets, with the exception of China, Japan and
Russia, where homegrown platforms predominate.
Young people are pioneering the uptake of social
networks in countries where internet access is limited.
In more digitally developed markets, they lead in
adoption of alternative social platforms.
Mobile use of social platforms is on the rise, both in
emerging and mature markets. Messaging apps have
also grown in popularity and are competing with social
networks for users in China, Japan, Germany and
Netherlands, among others.
WHATS IN THIS REPORT? This report provides a

country-by-country overview of the top social platforms,
who is using them and what devices they use to
access them.
Social Network Users and Penetration Worldwide,

2014-2019
billions, % change and % of internet users
1.87
2.39
2.22
2.04
2.72
2.55
64.0%
65.6%
67.4%
68.6%
69.3%
69.9%
11.8%
9.3%
8.8%
2014
2015
2016
7.7%
2017
6.7%
2018
6.5%
2019
Social network users
% change
% of internet users
Note: internet users of any age who use a social network via any device at
least once per month
Source: eMarketer, April 2016
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KEY STAT: eMarketer estimates that 67.4% of internet

users worldwide will use a social network in 2016a rate
expected to near 70% by 2019.
CONTENTS
2 Global Social Platforms 2016: A Country-by-Country
Review of Social Network Usage
3 Global Social Platforms by Country
4 Asia-Pacific
26 Europe
57 Latin America
66 The Middle East and Africa
72 North America
78 Related eMarketer Reports
78 Related Links
80 Editorial and Production Contributors
GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE
2016 EMARKETER INC. ALL RIGHTS RESERVED 2
GLOBAL SOCIAL PLATFORMS

BY COUNTRY
With the exception of China, Russia and a few other
countries, Facebook continues to dominate the social
network scene in major markets worldwide. The
popularity of newer social networks like Instagram
is increasing rapidly, but users tend to adopt those
platforms in addition to Facebook, rather than
as replacements.
Young consumers have been at the forefront of this trend,
and TNS estimated in November 2015 that the average
social network user 16- to 24-years-old accessed at least
five different social platforms weekly.
Messaging apps, which eMarketer does not include in
its definition of a social network, have served to further
complicate the global social landscape as their popularity
has increased. Many of those services now offer features
that rival and overlap with those of social networks, and
in some markets their user bases are larger than that
of Facebook. In Japan, for example, the messaging app
Line is the leading social platform, while some sources
indicate that in both Germany and the Netherlands,
WhatsApps reach may be wider than that of parent
company Facebooks flagship network.
Social network users have also become more
mobile-centric. Facebook data from Q4 2015 showed
that the platform had a total of 1.4 billion monthly active
mobile users worldwide, representing a year-over-year
increase of 21.3%. The number of monthly mobile-only
users grew by 13.2% to 823 million in the same time
period. [Editors Note: eMarketers estimates for
Facebook usage are lower than the companys, as they
exclude business, duplicate and nonhuman accounts.]
Monthly Active Mobile-Only vs. Total Mobile Facebook

Users Worldwide, Q2 2014-Q4 2015
millions, % change vs. prior quarter and % change vs. same
period of prior year
Mobile-only
Facebook users
(millions)
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
399
456
526
581
655
727
823
% change vs. prior

quarter
17.0% 14.3% 15.4% 10.5% 12.7% 11.0% 13.2%
Total mobile
Facebook users
(millions)
1,070 1,124 1,189 1,248 1,314 1,385 1,442
% change vs. prior

quarter
6.2%
5.0%
5.8%
5.0%
5.3%
5.4%
4.1%
% change vs. same 30.6% 28.6% 25.8% 23.8% 22.8% 23.2% 21.3%
period of prior year
Source: Facebook, "Quarterly Earnings Slides Q4 2015"; eMarketer
calculations, Jan 27, 2016
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Facebooks Free Basics app, which grants users free

mobile access to certain websites, is likely to have
driven some of the growth in mobile use of the platform.
The websites included in the service vary by market,
but all include Facebook as well as news, health and
government services. The app has had its share in
controversy, however, and was recently banned by the
governments in both Egypt and India.
Worldwide, the number of social network users continues
to rise, and they have more platforms to choose from
than ever before. Whats more, consumers across the
globe are dedicating more time to social networking.
GlobalWebIndex estimated in September 2015 that nearly
30% of time spent online worldwide during Q2 2015 was
devoted to social network activity.
AUSTRALIA
ASIA-PACIFIC
In Asia-Pacific, global and local social platforms
continue to compete for users. Facebook dominates
in the Southeast Asian countries and several
other regional markets, but a government ban in
China has prevented it from taking a hold over the
entirety of Asia-Pacific. Still, the platform has made
important gains, most notably in South Korea, where
multiple sources suggest that Facebook has ousted
KakaoStory as the countrys top social network.
Asia-Pacific is one of the most mobile-centric regions
in the world when it comes to social network usage.
According to Google and TNSs Consumer Barometer,
at least six in 10 internet users in all Asia-Pacific markets
measured, except Australia, Japan and South Korea,
said they visited social networks at least as often via
smartphone as they did on a computer.
Internet Users in Select Countries in Asia-Pacific Who
Visit Social Networks at Least as Often via
Smartphone as Desktop/Laptop, March 2015
% of respondents
Thailand
85%
Malaysia
84%
Indonesia
72%
Singapore
71%
India
62%
Philippines
60%
Vietnam
60%
South Korea
50%
Australia
46%
24%
Note: n=8,829 who access the internet via desktop/laptop, tablet or

smartphone; via browser or app
Source: Google and TNS, "Consumer Barometer," June 2015
206992
Key Insights:
Younger users are the most likely of Australias internet

users to use social networks.
Facebooks dominance among social network users
cuts across demographic groups.
Australias social network audience is larger on
smartphones than on computers.
Excluding YouTube, which eMarketer defines as a

video-viewing platform rather than a social network, the
second most popular social network platform, based on
Experians research, was reddit with a 5.0% share of
visits, followed by Twitter with a 3.6% share. Instagram
and LinkedIn were tied at 1.7% each, while Pinterest took
a 1.1% share. All other social networks measured were
responsible for less than 1% of visits that month.
Top 10 Social Media Sites Among Internet Users in
Australia, Ranked by Total Visits,
week ending Jan 16, 2016
millions and % of total visits
Total
visits
66%
China
Japan
Facebook is the dominant social network in Australia,

drawing 39.4% of website visits in January 2016,
according to Experian Marketing Services.
www.eMarketer.com
But mobiles popularity in the region also makes it

impossible to examine social network use without taking
into account mobile messaging apps. In both developed
and emerging markets, platforms that blur the line
between simple chat apps and social networks continue
to draw large numbers of users. In some markets
messaging apps have become more popular than many
of the major social networks.
% of total
visits
1. Facebook
132.6
39.4%
2. YouTube
89.8
26.7%
3. reddit
16.8
5.0%
4. Twitter
12.2
3.6%
5. Instagram
5.7
1.7%
6. LinkedIn
5.7
1.7%
7. Pinterest
3.8
1.1%
8. Tumblr
3.0
0.9%
9. Steam Community
2.9
0.9%
10. Whirlpool Forums
2.4
0.7%
Source: Experian Marketing Services, Jan 16, 2016

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Usage
Social network user penetration in Australia is high.
eMarketer estimates that 51.7% of the population and
67.6% of the countrys internet users will use a social
network at least once per month in 2016rates that
place Australia third and second in Asia-Pacific by those
measures, respectively.
According to a May 2015 survey by Sensis, social

networking in Australia was most common among young
adults. Sensis found that 87% of consumers ages 18 to
29 used a social network during the survey period, as did
86% of consumers ages 30 to 39. User penetration fell
to 65% among the 40-to-49 age group and even lower
among consumers over 50.
Frequency with Which Internet Users in Australia

Check/Update Social Network Pages, by Age,
April 2015
% of respondents in each group
4%
14-25
79%
3%
26-31
83%
58%
Male
68%
8% 6%
11%
11%
20%
49-67
41%
68%
6%
32-48
Consumers in Australia Who Use Social Networks,

by Demographic, May 2015
Gender
Female
11%
14%
12%
33%
68+
34%
8%
18%
39%
Total
Age
18-29
30-39
86%
40-49
65%
50-64
Employment status
Student
84%
Employed full-time
82%
Home duties
Total
75%
64%
41%
68%
Note: via desktop/laptop, mobile phone or tablet

Source: Sensis, "e-Business Report 2015: The Online Experience of Small
and Medium Enterprises," July 30, 2015
196548
Weekly
Monthly
10%
20%
I'm not on any social networks
204405
48%
Employed part-time
Daily
11%
Note: numbers may not add up to 100% due to rounding

Source: Deloitte, "Media Consumer Survey 2015: Australian media and
digital preferences," Aug 11, 2015
54%
65+
Retired
59%
87%
www.eMarketer.com
April 2015 polling by Deloitte drew a similar conclusion.

It showed that internet users in Australia ages 14 to 31
were the most active on social networks, with at least
nine in 10 checking or updating their profiles a minimum
of once per week. This share dropped to 69% among
those in the 32-to-48 age group.
Whats more, 33% of internet users ages 49 to 67 told
Deloitte that they did not use a social network at all in
April 2015, and this share rose to 39% among those ages
68 and up.
www.eMarketer.com
According to EY Sweeneys Digital Australia 2015-2016

report, Facebook is the leading platform across all
demographic groups in the country. At least half of
internet users in each age range surveyed used Facebook
every day in July 2015, with daily user penetration peaking
at 78% among respondents ages 18 to 34. The platform
was the most popular choice among both genders, used
daily by 68% of female respondents and 58% of male
respondents during the polling period.
Social Media Sites/Apps Used Daily by Internet Users
in Australia, by Demographic, July 2015
Gender
Age
Female
Male
18-34
35-44
45-54
55-69
Facebook
68%
58%
78%
60%
57%
54%
Google+
13%
15%
10%
13%
12%
22%
Instagram
12%
10%
25%
8%
4%
3%
Pinterest
9%
3%
9%
6%
4%
5%
Twitter
6%
11%
13%
10%
7%
3%
Snapchat
5%
3%
11%
2%
1%
0%
LinkedIn
3%
10%
8%
8%
5%
4%
Tumblr
2%
2%
6%
1%
1%
1%
Flickr
1%
2%
2%
2%
0%
0%
Meetup
1%
1%
2%
0%
0%
0%
Myspace
0%
1%
2%
1%
0%
0%
Other
2%
2%
1%
2%
2%
3%
Source: EY Sweeney, "Digital Australia: State of the Nation 2015-16"

commissioned by EY, Feb 4, 2016
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Beyond Facebook, EY Sweeneys research also revealed

that Instagram, Twitter and Snapchat were most
commonly used by 18- to 34-year-old internet users, while
the oldest respondents surveyed, those ages 55 to 69,
were the most likely to use Google+.
Mobile
With 67% of the population expected to be smartphone
users in 2016, Australia is on par with some of the
most advanced mobile markets in the world, based on
eMarketer estimates. Its no wonder, then, that social
network users there are already more likely to use that
device than any other to access social platforms.
According to EY Sweeney, 61% of social media users
ages 18 to 69 used a smartphone to visit a social platform
last year, compared with 46% who used a laptop and
39% who used a desktop computer to do so. Tablets
were the least common social network access device,
used by 29% of respondents.
Devices Used by Social Media Users in Australia to
Access Social Media, 2014 & 2015
% of respondents
Smartphone
The IAB/Nielsen study also found that 39% of the time

smartphone users in Australia spent on their phones
during the research period was dedicated to social
networking. Social media activities accounted for 27% of
time spent on tablets as well, making it the most popular
activity on both devices.
Share of Time Spent with Smartphones Among
Smartphone Users in Australia, by Activity, Sep 2015
% of total
Social
39%
Entertainment (excludes gaming)
15%
Gaming
12%
Messaging
6%
Productivity
4%
Commerce
3%
Search
3%
Health
2%
56%
News & info

2%
61%
Other
Laptop
14%
51%
46%
Desktop
Source: Nielsen and Interactive Advertising Bureau Australia (IAB Australia),

"The Mobile Story: Nielsen Mobile Ratings," Nov 23, 2015
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37%
39%
CHINA
Tablet
29%
29%
2014
2015
Note: 2015 n=586; ages 18-69 who used social media in the past year
Source: EY Sweeney, "Digital Australia: State of the Nation 2015-16"
commissioned by EY, Feb 4, 2016
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September 2015 data from the Interactive Advertising

Bureau Australia (IAB Australia) and Nielsen supports
EY Sweeneys findings. It shows that 11.6 million
consumers in Australia accessed social media via
smartphone that month, while 8.9 million did so via
computer and 6.2 million did so on a tablet.
Chinas social media market is unique, due mainly to the

governments ban on Facebook, Instagram, Twitter and
other platforms. Yet social network use in the country
is soaring, and internet users there have a variety of
homegrown platforms to choose from.
Key Insights:
Messaging app WeChat is more popular than any other

social platform in China.
Social media use increased among consumers of all
ages in China last year.
Chinas social media users commonly access their
accounts via smartphone.
Holding company Tencent remains a major player in

Chinas social media scene. Two of its platforms, WeChat
and Qzone, led the pack of top social media services in
the country last year, according to a January 2016 report
from Kantar. WeChat, a messaging app with wide-ranging
functionalities that include photo sharing and bill paying,
was used by 75.9% of the countrys social media users
last year, up from 71.8% in 2014. More than half (50.5%)
also used social network Qzone in 2015, but its usage
was significantly lower than two years earlier (72.5%).
Leading Social Media Sites/Chat Apps Among Social
Media Users in China, 2013-2015
% of respondents
2013
2014
2015
WeChat*
64.5%
71.8%
75.9%
Qzone
72.5%
53.0%
50.5%
Weibo
58.8%
39.9%
35.0%
Forum/BBS
24.3%
16.8%
12.9%
Renren (formerly Xiaonei)
25.4%
15.0%
12.4%
Friend**
10.0%
Douban
7.0%
4.8%
4.8%
Momo
4.0%
4.3%
1.0%
1.4%
6.9%
6.7%
4.9%
LinkedIn
Other
Note: 2013 n=12,221; 2014 n=13,341; 2015 n=13,512; *also known as

Weixin; **a social network within Alipay
Source: Kantar, "2016 China Social Media Impact," Jan 28, 2016
204761
User growth took place in every age group, but the

most notable jump was seen among those ages 36 to
45, Kantar found. Still, social media users in China were
most likely to be younger, with penetration rates reaching
71.5% among 16- to 25-year-olds and 60.2% among
26- to 35-year-olds. Penetration dropped noticeably among
older consumers, though, with only 9.8% of respondents
ages 55 and older visiting social media in the day prior to
the 2015 survey.
Consumers in China Who Use Social Media, by Age,
2014 & 2015
16-25
52.8%
71.5%
26-35
44.1%
60.2%
36-45
32.5%
53.3%
46-55
18.1%
31.6%
56+
5.1%
9.8%
www.eMarketer.com
WeChats rise has affected the use of microblogging

platform Sina Weibo. Kantar found that the share of
Chinas social media users on that platform fell from
39.9% in 2014 to 35.0% last year, but Weibo still
ranked third on its list. On the other hand, Renren, once
considered Chinas answer to Facebook, saw its user
share more than halve between 2013 and 2015, falling
to 12.4%.
Usage
Social network use in China is expanding quickly.
According to Kantar, 50.9% of consumers ages 15 to 69
in top-tier cities accessed social media on the day before
polling last year, corresponding to an increase of nearly 17
percentage points from 2014.
Total
34.0%
50.9%
2014
2015
Note: 2014 n=53,112; 2015 n=54,052; living in 60 tier 1-4 cities; accessed
social media on the day prior to the survey via desktop/laptop or mobile
phone
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Unsurprisingly, young internet users in China also spend

the most time with social media. TNSs Connected Life
report showed that internet users in the country ages
16 to 30 devoted 2.1 hours per day to social media in
July 2015, compared with 1.2 hours for those ages 31
to 45 and 0.9 hours for those ages 46 to 65. Time spent
with social media in China was distinctly lower than
the worldwide average, especially among the eldest
age group.
Daily Time Spent with Media Among Internet Users in

China vs. Worldwide, by Age, July 2015
hours
China
Worldwide
16-30 31-45 46-65
16-30 31-45 46-65
Social media
2.1
1.2
0.9
2.4
1.6
2.6
Digital video/TV
1.9
1.5
1.4
1.9
1.6
1.2
TV
0.6
1.1
1.8
1.3
1.3
2.3
Radio
0.1
0.1
0.3
0.2
0.2
0.5
Newspapers & magazines
0.1
0.1
0.3
0.1
0.1
0.3
Social Media Users in China Who Access Social Media

Sites/Chat Apps via Smartphone, 2013-2015
% of respondents
85.0%
86.9%
2014
2015
71.5%
Source: TNS, "Connected Life" as cited in press release, Nov 19, 2015
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Looking just at WeChat usage, engagement in China was

highest among adults ages 26 to 35, according to Kantar.
It found that WeChat users in that age group used the
platform roughly 15.2 times daily in October 2015 and
spent an average of 50 minutes doing so. On the other
hand, those ages 16 to 25 logged on to the platform more
times per day than WeChat users ages 36 to 45 did, but
spent less time using it.
Daily WeChat Usage Metrics Among WeChat Users in
China, by Demographic, Oct 2015
Average number of
sessions per day
2013
Note: living in 60 tier 1-4 cities

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An October 2015 report from Tencent Penguin Intelligence

supported Kantars findings. It showed that more than
half of Qzone users accessed their accounts using only a
smartphone in September 2015, with this share rising to
83% among those ages 20 and under.
Average daily time

spent (minutes)
Gender
Female
14.9
53
Male
14.2
45
Primary Device Used by Qzone Users in China to

Access Qzone, by Age, Sep 2015
% of total
20 and under
Age
16-25
14.3
37
26-35
15.2
50
36-45
13.3
45
Total
14.5
48
83% 6%
11%
21+
56%
Smartphone only
10%
Desktop/laptop only
34%
Both
Note: n=18,500; among the 87.1% of mobile users who use WeChat; on
days when the user opens the app at least once
Source: Tencent Penguin Intelligence, "Post-95 Generation Social Media

Preference Report," Oct 27, 2015
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Mobile
Given the mobile nature of many of the top social
platforms in China, its no surprise that mobile devices
are commonly used for social networking. According to
Kantar, nearly 87% of social media users in the country
accessed a social media site or messaging app via
smartphone last year. This was up slightly from 2014.
INDIA
Facebook is the leading social network in India, drawing
47.4 million unique visitors to its site in November 2015,
according to comScore.
Key Insights:
www.eMarketer.com
Facebook is by far the top social network in India, and

its user base continued to grow last year.
Social network users in India tend to be young men or
college students.
Mobile internet users in urban India are more likely

than those in rural areas to use the mobile web for
social networking.
Still, IAMAIs research showed that rural Indias social

media user base had doubled in one year, suggesting that
consumers there are quick to sign up for social networks
once they get online.
Leaving aside blogging sites Blogger and WordPress,

LinkedIn was the second most popular social platform
in India, with 8.8 million visitors that month, according
to comScore, followed at some distance by Google+,
Twitter, Pinterest and Tumblr.
Social Media Users in India, by Geographic Locale,

April 2014 & April 2015
millions and % change
118.0
(35%)
Top 10 Social Media Sites Among Internet Users in

India, Ranked by Unique Visitors, Nov 2014 & Nov 2015
% change
Nov 2014
Nov 2015
1. Facebook
46.2
47.4
3%
2. Blogger
18.5
16.0
-14%
3. LinkedIn
10.4
8.8
-15%
4. Google+
9.2
3.9
-57%
5. WordPress
5.5
3.4
-38%
6. Twitter
2.8
7. Pinterest
2.5
2.2
-10%
8. Stack Exchange (with history)
1.9
2.2
12%
9. Tumblr
2.6
1.7
-35%
10. ScoopWhoop
1.5
1.5
-1%
Note: ages 15+; home and work locations; desktop only

Source: comScore Media Metrix, Jan 20, 2016
203761
87.4
25.0
(100%)
12.5
April 2014
Urban
Source: Internet & Mobile Association of India (IAMAI) and IMRB

International, "Social Media in Rural India 2014" as cited by MxM India;
eMarketer calculations, June 10, 2015
191980
www.eMarketer.com
Facebook was the only platform measured by comScore

that saw growth in its user base in India, recording a 3%
gain. Google+ saw the sharpest decline, losing 57% of its
unique visitors in one year.
Usage
eMarketer estimates that only 14.1% of Indias population
will use a social network in 2016. This is a reflection
of limited internet usage in the country, rather than an
aversion to social networking per se. This year, 29.4%
of the population is expected to be online and over half
(55.4%) of those internet users will use social networks.
April 2015
Rural
www.eMarketer.com
At least some of Indias social networking growth

may be attributed to Facebooks Free Basics app,
which launched in the country in February 2015. The
service provided free mobile internet access to select
websites, including Facebook, but was shut down by
Indias government in February 2016 in a ruling in favor of
net neutrality.
According to UM, social network users in India tend to
be young and male. Men accounted for 81% of social
network users surveyed for UMs Wave 8 study in
November 2014, while women represented just 19%.
Over half (56%) of respondents were ages 16 to 24,
compared with just 5% who were in the oldest age group
polled, ages 45 to 54.
Despite rapidly expanding internet access, internet usage

in India, and consequently social network usage, remains
concentrated in cities. The Internet & Mobile Association
of India (IAMAI) and IMRB International found there were
118 million social media users in urban India in April 2015,
and that nearly half of them lived in the countrys top four
metropolitan areas. In comparison, there were just 25
million social media users in rural India during the same
time period.
Demographic Profile of Social Network Users in India,

Nov 2014
% of total
45-54
5%
Communication
80.0%
35-44
11%
Female
19%
Reasons for Using Mobile Internet According to

Mobile Internet Users in Urban vs. Rural India,
Dec 2015
% of respondents
37.0%
Social networking
74.0%
Male
81%
16-24
56%
25-34
28%
39.0%
Entertainment
30.0%
52.0%
Gender
Age
Note: managed/created profile or visited a friend's social network page in

the past 6 months
Source: UM, "Wave 8," March 2015
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IAMAIs study revealed a similar result. One-third (34%)

of social media users in its survey were college students
and 27% were young men. Just over one in 10 (12%)
were school-age children.
Mobile
With 684.1 million mobile phone users in 2016, India is
the worlds second largest mobile market, after China,
eMarketer estimates.
Mobile phones have become the first point of access
to the internet for many, and mobile internet usage is
growing fast. IAMAI and IMRB International estimated in
February 2016 that there were roughly 306 million mobile
internet users in India at the end of last year, and that this
number would climb to 371 million in June.
Online shopping
13.0%
1.0%
Online ticketing
11.0%
0.4%
Urban
Rural
Note: there were 219 million mobile internet users in urban India and 87
million in rural India in 2015
International, "Mobile Internet in India 2015," Feb 3, 2016
206346
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The demographic breakdown of mobile social media

users in India was similar to that of social media users
overall. One-third of mobile internet users who accessed
social media sites on their phones were male or female
college students. Another 28% were employed young
men, IAMAI found. Interestingly, unemployed women
were somewhat more likely than working women to use
mobile social media, at 14% and 8%, respectively.
IAMAIs research also showed that social networking was

the second most common online activity performed by
Indias mobile internet users. Three-quarters (74%) of urban
users there polled by IAMAI said they used the mobile
internet to access social networks, second only to mobile
web use for communication in general. Among rural
mobile internet users, only entertainment activities (52%)
were more popular than using social networks (39%).
INDONESIA
Mobile Internet Activities Among Mobile Internet

Users in Urban India, by Demographic, June 2015
Children/teens (1)
Facebook is the top social network in Indonesia.

According to TNS, 53% of the countrys internet users
ages 16 to 65 used the platform daily during July 2015.
Unemployed female
adults (5)
College students (2)
Older male adults (6)
Employed male young adults (3)
Key Insights:
Employed female adults (4)
Play online games
9%
36%
32%
3%
10%
9%
Download music
8%
34%
28%
8%
12%
10%
Watch online movies
8%
29%
32%
7%
15%
10%
Download apps
7%
36%
26%
10%
12%
9%
Accessing social media websites
7%
33%
28%
8%
14%
10%
Shopping/buying
7%
30%
31%
8%
17%
9%
Browse news websites
7%
29%
32%
8%
11%
14%
Online communication via email
6%
33%
29%
10%
9%
13%
Online chatting
6%
32%
27%
8%
16%
10%
Video calling
6%
31%
30%
7%
11%
14%
Note: includes 8 metropolitan areas (Ahmadabad, Bangalore, Chennai,

Delhi, Hyderabad, Kolkata, Mumbai and Pune) and 27 cities; (1) male and
female respondents ages <18 who are attending/completed school and not
attending college; (2) male and female respondents ages 16+ who are
studying in college/university; (3) male respondents ages 19-35 who are
employed; (4) female respondents ages 19+ who are employed; (5) female
respondents ages 19+ who are unemployed; (6) male respondents ages
35+
International, "Mobile Internet in India 2015," Feb 3, 2016
206347
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Social networks are facing competition from mobile

messaging apps in India. According to TNSs Connected
Life report, WhatsApps daily user base was already
larger than Facebooks in July 2015, accessed at that
frequency by 56% of Indias internet users compared
to 51% for Facebook. Facebook Messenger was also
relatively popular, used by 28% of the countrys internet
users daily.
Facebook is used by more than half of internet users in

Indonesia every day.
Kakao-owned social platform Path remains popular.
The vast majority of mobile internet users in
Indonesia access a social network at least daily on a
mobile device.
YouTube and Twitter were tied for second place in the

TNS study, each used by 20% of internet users every day
during the survey period. Under one-fifth of respondents
were daily users of Google+ (18%) and Instagram (17%).
Top 5 Social Media Sites/Apps Among Internet Users
in Indonesia, July 2015
% of respondents
1. Facebook
2. YouTube
20%
3. Twitter
20%
4. Google+
5. Instagram
18%
17%
Note: ages 16-65; use daily via desktop or mobile

Source: TNS, "Connected Life," Jan 28, 2016
206467
Homegrown messaging platform Hike also continues

to have a following in India. We Are Social reported in
January 2016 that 8% of internet users in the country
used Hike during Q4 2015, placing it among the countrys
top 10 social platforms that quarter, ahead of LinkedIn
(7%), Instagram (7%) and WeChat (6%).
53%
www.eMarketer.com
Usage
Accessed by 79.8% of its internet users at least monthly
in 2016, Indonesia has the highest social network user
penetration rate in Southeast Asia, eMarketer estimates.
The widespread use of social platforms is due in part to
the countrys young internet user base.
UMs Wave 8 report from March 2015 contains the
most recent demographic data available about social
network users in Indonesia. According to the research,
millennials were the vast majority of social network users
in the country. In October 2014, 86.8% were ages 16
to 34, compared with 13.2% being ages 35 to 54. Men
accounted for 59.1% of social network users that month,
while women made up 40.9%.
A June 2015 report from GlobalWebIndex also showed

that Indonesia was the leading country in terms of Path
users last year. Some 15% of internet users there ages
16 to 64 had accessed the platform in the month ahead
of Q1 2015 polling, a much higher share than in any other
country measured.
Demographic Profile of Social Network Users in

Indonesia, Oct 2014
% of total
35-44
11.3%
Female
40.9%
Male
59.1%
45-54
1.9%
16-24
53.8%
25-34
33.0%
Top 5 Countries, Ranked by Path Users, Q1 2015

% of respondents
1. Indonesia
Gender
3%
Age
Note: managed/created a profile or visited a friend's social network page in

the past 6 months; excludes LinkedIn
Source: UM, "Wave 8," March 1, 2015
193274
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A January 2016 survey by research firm JakPat showed

that teens and young adults in Indonesia were still avid
Facebook users. Some 87.5% of mobile internet users
ages 16 to 35 said they accessed the platform via any
device during the week leading up to polling, compared
with 69.2% for Instagram and 41.3% for Twitter.
Photo-sharing and messaging service Path was also
popular, used by 36.3% of respondents during the same
time frame.
Social Media Usage Among Mobile Internet Users
Ages 16-35 in Indonesia, by Site/App, Jan 2016
% of respondents
Facebook
87.5%
Instagram
69.2%
Twitter
41.3%
Path
36.3%
Google+
7.5%
5.8%
6.6%
15%
2. Saudi Arabia
3. India 2%
2%
1%
4. Vietnam
5. Philippines
Note: ages 16-64; in the past month via any device

Source: GlobalWebIndex, "Indonesia GWI Market Report Q1 2015" as cited
in company blog, June 2, 2015
190842
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Mobile
Indonesia is quickly becoming a mobile-first nation, and
roughly half (49%) of respondents in a June 2015 survey
by Google and TNS Australia considered smartphones
to be their primary internet access device. As a result,
mobile social media usage in the country is high.
According to JakPats Mobile Behavior Report, 84.5% of
mobile internet users in Indonesia ages 15 and up used
a mobile device to access a social network at least once
per day during December 2015. This made it the countrys
most popular mobile activity, ahead of searching on the
web (75.6%) and playing games (52.6%).
20.1%
LinkedIn
Snapchat
Other
Note: n=1,033; in the past week; accessed via any channel

Source: JakPat, "Indonesia Social Media Trend 2016," Jan 20, 2016
204301
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San Francisco-based Path, which was acquired by South

Korea-based Kakao in May 2015, seems to have found its
sweet spot in Indonesia. According to Techcrunch, most
of the platforms active users worldwide were located
there at the time of the sale.
Mobile Activities Conducted at Least Once per Day by

Mobile Device Users in Indonesia, by Demographic,
Dec 2015
Gender
Age
Total
Male Female 15-19 20-29 30-39
40+
Social networking
81.1%
87.8%
83.6% 85.0% 83.9% 79.0% 84.5%
Searching on
the internet
76.4%
74.8%
71.0% 75.0% 80.0% 79.0% 75.6%
Playing games
60.3%
45.1%
52.3% 53.2% 51.7% 40.4% 52.6%
Accessing email
50.1%
53.5%
31.6% 51.6% 63.0% 64.9% 51.8%
Listening to music
44.5%
48.0%
55.5% 47.8% 35.7% 38.6% 46.2%
Text messaging
44.1%
45.4%
34.8% 44.9% 48.8% 56.1% 44.7%
Getting news alerts 45.3%
36.6%
31.6% 40.2% 48.5% 50.9% 40.9%
Reading
33.7%
30.1%
34.5% 32.4% 28.5% 31.6% 31.9%
Watching videos
or movies
29.1%
26.7%
28.4% 28.0% 27.9% 21.1% 27.9%
Getting directions
22.7%
22.5%
18.4% 23.4% 22.9% 17.5% 22.6%
Use while
watching TV
10.4%
9.9%
13.9%
9.5% 10.1% 10.5% 10.1%
Note: n=2,801
Source: JakPat, "Mobile Behavior Report 2015," Jan 6, 2016
203064
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While at least three-quarters of mobile internet users

in every age group surveyed used a mobile device for
social networking every day, usage was highest among
respondents ages 20 to 29 (85.0%). Females were more
likely than males to be mobile social network users, at
87.8% and 81.8% of mobile internet users, respectively.
Besides messaging, Line users use the platform to post

updates to their timelines and to make phone calls.
Though Line fulfills many social networking functions,

eMarketer doesnt consider messaging apps social
networks. Of the platforms studied by JustSystems that
meet eMarketers definition of a social network, Facebook
was the most popular, used by 37.7% of respondents.
Twitter was not far behind, used by 35.4%.
Social Media Sites Used by Internet Users in Japan,
June 2015
% of respondents
YouTube
Line
45.7%
Facebook
37.7%
Twitter
35.4%
Google+
mixi
18.0%
14.0%
11.0%
4.4%
2.8%
Instagram
Pinterest
LinkedIn
Note: n=1,100 ages 15-69; via any device

Source: JustSystems, "Monthly Mobile and Social Media Survey: June 2015
Edition," July 13, 2015
193284
JakPats research also showed that mobile internet users

in the country preferred to use apps over mobile browsers
to access social networks. Nearly three-quarters (73.1%)
of respondents said they logged on to Facebook via its
mobile app, compared with 56.8% who did so using a
browser on their mobile device. For Twitter, 41.2% used
the platforms app, while 22.7% visited its mobile site.
70.0%
www.eMarketer.com
December 2015 research by comScore, which does not

track Line usage, showed that there were 24.3 million
unique desktop visitors to Facebook in Japan that month.
Twitter was nearly as popular, with 21.1 million visitors in
the same timeframe. Local social network mixi accrued
5.4 million visitors via desktop, ahead of global players like
Tumblr, Google+ and Pinterest.
JAPAN
The largest social network in Japan isnt a traditional social
network, but the mobile messaging app Line. According
to data from JustSystems, 45.7% of internet users ages
15 to 69 used the platform in June 2015.
Key Insights:
Multiple sources show that Twitter has nearly as many

users as Facebook in Japan.
Social media users in Japan spend less time on social
platforms than the average for Asia-Pacific.
Top 10 Social Media Sites in Japan, Ranked by Unique

Visitors, Dec 2015
millions
1. Facebook and Facebook Messenger
24.3
At 50.5% of internet users in 2016, eMarketers estimate

for social network use in Japan is closest to that of the
Pew Research Center. Bear in mind that eMarketers
figure excludes use of mobile messaging apps such as
Line, however.
2. Twitter
21.1
3. pixiv
8.3
Mobile
Internet users in Japan have wide access to mobile
devices, and they are quickly becoming the primary
method for accessing social networks. According
to a December 2015 survey by GMO Japan Market
Intelligence for ThinkAgent, 20.3% of internet users had
fully switched over to using smartphones and tablets
from computers for social networking.
4. mixi
5.4
5. Tumblr
3.8
6. Google+
2.8
7. Hatena Bookmark
1.9
8. MGBA.jp (Mobage by DeNA)
1.5
9. Ameba Pigg
1.4
10. Pinterest
1.2
Note: ages 18+; via desktop only
Source: comScore Media Metrix, Feb 18, 2016
206245
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Usage
While both internet and mobile user penetration in
Japan are high, uptake of social media is not quite as
widespread. According to a February 2016 report from
the Pew Research Center, a slim majority (51%) of the
countrys digital users accessed a social network in
May 2015.
May 2015 data from comScore showed that social media
user penetration in Japan, at 76.8% of internet users, was
lower than the worldwide average of 82.6%. Social media
users in Japan also spent less time on such platforms
than the average for both Asia-Pacific and worldwide.
Social Media User Metrics in Asia-Pacific, Japan and
Worldwide, May 2014 & May 2015
May 2014
JustSystems October 2015 report showed that internet

users in Japan were more likely to access Line than any
other social or messaging platform via mobile device.
Three-quarters (74.5%) of respondents said they used the
messaging app in September 2015, compared with 43.1%
who used Twitter and 42.7% who used Facebook. User
penetration was highest among internet users ages 15 to
19 for both Line and Twitter, while mobile Facebook use
was most common among those ages 20 to 29 (52.6%).
Mobile Social Media/Messaging Apps Used by
Internet Users in Japan, by Age, Sep 2015
15-19
20-29
30-39
40-49
50-59
Total
Line
85.9%
77.3%
73.3%
65.0%
67.9%
74.5%
Twitter
67.8%
49.2%
33.8%
32.7%
26.0%
43.1%
Facebook
28.9%
52.6%
48.6%
40.4%
42.3%
42.7%
Instagram
19.3%
19.0%
16.9%
13.5%
8.5%
15.9%
Google+
19.0%
14.2%
15.9%
14.2%
14.6%
15.7%
mixi
6.4%
20.8%
18.6%
15.4%
9.3%
14.3%
Tumblr
3.9%
6.0%
4.1%
3.5%
1.6%
3.9%
Pinterest
2.3%
5.7%
3.7%
2.7%
1.2%
3.3%
LinkedIn
1.6%
4.8%
3.4%
2.7%
1.6%
2.9%
Snapchat
3.5%
6.0%
2.0%
0.8%
0.8%
2.8%
Other
5.5%
9.4%
10.5%
20.4%
18.3%
12.3%
Note: n=1,444
Source: JustSystems, "SNS Usage Survey," Oct 6, 2015
199165
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May 2015
Average
minutes
per visitor
% of
internet
users
Average
minutes
per visitor
% of
internet
users
Japan
157.9
80.9%
119.3
76.8%
Asia-Pacific
151.6
82.7%
126.3
74.1%
Worldwide
321.8
86.9%
249.5
82.6%

Source: comScore Inc., "2015 Japan Digital Audience Report," Oct 28, 2015
199966
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December 2015 research by Mobile Marketing Data

Lab and Colopl broke down mobile social media use in
Japan by age and gender. It found that at least eight in 10
respondents in each demographic group surveyed used
Line in November 2015, with user penetration rising to
99% among female smartphone users ages 15 to 19.
Just 26% of those teen female respondents also used
Facebook, compared with 83% for Twitter and 34% for
Instagram. In fact, Twitter user penetration was higher
than that of Facebook among all respondents except
males ages 40 to 59.
Part of Lines appeal is that it offers a variety of

functionalities besides simple messaging. The most
popular alternative feature in JustSystems survey was
the Sticker Shop, where users can download virtual
stickers similar to emojis to use during chat sessions.
The Sticker Shop was used frequently or occasionally by
65.7% of Line users in Japan. Over half (56.7%) at least
occasionally used Lines timeline, which works in much
the same way as Facebooks. Notably, 19.9% said they
frequently used Lines fixed-rate calling service, Line Call,
and another 32.2% did so occasionally.
Smartphone Users in Japan Who Use Select Social

Networks/Chat Apps, by Demographic, Nov 2015
Usage of Select Line Apps Among Line Users in Japan,

by Frequency, Sep 2015
% of respondents
Line
Twitter
Instagram
Facebook
Female
Frequently
Aware of it, but never used
Occasionally
Not aware of the service
15-19
99%
83%
34%
26%
20-39
94%
57%
31%
47%
40-59
92%
42%
20%
41%
Timeline
22.4%
34.3%
10.5%
12.9%
19.9%
15-19
95%
76%
17%
26%
Official Account
21.7%
28.0%
10.5%
19.2%
20.6%
20-39
89%
60%
19%
48%
Sticker Shop
21.3%
44.4%
7.7%
14.0%
12.6%
40-59
83%
52%
16%
53%
Free coins
20.3%
22.4%
8.7%
22.4%
26.2%
Line News
20.3%
16.4%
10.5%
25.5%
27.3%
Line Call
19.9%
32.2%
7.7%
25.2%
15.0%
Line Games
19.6%
20.6%
12.9%
22.7%
24.1%
Line Weather
15.4%
12.6%
7.3%
28.0%
36.7%
Aillis (Line cinema)
14.0%
11.5%
9.8%
21.7%
43.0%
Line Manga
12.2%
12.2%
4.9%
24.8%
44.8%
Line Dress-Up Shop
11.2%
22.0%
9.8%
28.3%
28.7%
Line @
10.8%
12.6%
6.6%
24.5%
45.5%
Line Music
10.5%
11.2%
16.4%
40.6%
21.3%
Line Mall
10.5%
10.1%
7.7%
34.6%
37.1%
Line Play
10.1%
11.9%
9.8%
28.0%
40.2%
Line Creators Market
9.4%
16.1%
4.9%
24.8%
44.8%
Line Blog
9.1%
9.4%
5.2%
25.9%
50.3%
Line Schedule
8.7%
11.5%
4.5%
25.5%
49.7%
Male
Note: among those who use social networks/chat apps

Source: Mobile Marketing Data Lab and Colopl, "State of Smartphone Users
Survey: 2015 Edition" as cited in press release, Feb 19, 2016
205886
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In addition to being the most popular social service

in Japan overall, mobile social media users access
Line frequently. According to JustSystems, 97.2% of
smartphone social media or messaging app users used
the platform at least once per week during September
2015. More than three-quarters (75.5%) did so daily, while
just 2.9% said they logged on to Line less than once
weekly or not at all.
Smartphone Social Media/Messaging App Users in
Japan Who Use Line, by Frequency, Sep 2015
% of respondents
2-3 days
per week
8.0%
4-6 days
per week
11.3%
1 day per week

2.4%
No longer using
Note: n=286 ages 15-59; numbers may not add up to 100% due to rounding
199168
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MALAYSIA
<1 day per

week/never
2.9%
Every day of the week

75.5%
Facebook is by far the most popular social network

in Malaysia. According to data from TNS, 73% of the
countrys internet users ages 16 to 65 used the platform
daily in July 2015.
Key Insights:
199167
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Facebooks reach in Malaysia is twice that of the

second most popular social network, Google+, provided
YouTube isnt considered a social network.
Just under half (48.4%) of Facebook users in Malaysia

are registered on another social network as well.
Digital Activities of Internet Users in Malaysia,

Aug 2014
% of respondents
Social media is one of the top app categories in

the country.
Getting information
88.2%
Social media/online community
87.1%
Communication by text*
81.1%
Leisure
73.2%
Education
61.1%
Government services
60.4%
Downloading/upgrading software
53.7%
Shopping/reservation
38.0%
Financial activities
35.1%
Internet telephone
34.2%
Digital job application
32.1%
Excluding YouTube (53%) from the rankings, Google+

came next after Facebook, used every day by 36% of
internet users in Malaysia polled by TNS in July 2015.
Instagram and Twitter followed with daily user penetration
rates of 25% and 19%, respectively.
in Malaysia, July 2015
% of respondents
1. Facebook
73%
2. YouTube
53%
3. Google+
36%
4. Instagram
5. Twitter
27.8%
File-sharing
25.0%
Maintain homepages/blogs
20.7%
Operating a home business
15.0%
Other
0.6%
Note: n=2,402; *text-based communication that uses internet (e.g., email

or chat apps)
Source: Malaysian Communications and Multimedia Commission (MCMC),
"Internet Users Survey 2014," Sep 2, 2015
25%
19%
197088

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Usage
eMarketer estimates that 74.9% of internet users in
Malaysia will regularly access a social network in 2016.
But due to limited internet availability, social network user
penetration among the population will reach just 36.9%
this year.
www.eMarketer.com
MCMCs research also found that Facebook dominated

Malaysias social network scene. Of the 86.8% of social
media users there with a Facebook profile in August
2014, more than half (51.6%) said it was the only social
platform they had registered for. Among those who did
have an account on another social network, Instagram
(30.3%) was most popular, followed by Twitter (22.7%)
and Google+ (14.2%).
The latest third-party data on social network use in

Malaysia is from a September 2015 report by the
Malaysian Communications and Multimedia Commission
(MCMC). It showed that 87.1% of internet users in the
country logged on to social media or an online community
in August 2014, up from 84.4% in 2011. Using social
media was the most common online activity after finding
information (88.2%).
Alternative Social Media Sites Used by Facebook

Users in Malaysia, Aug 2014
% of respondents
Smartphone App Usage Share in Malaysia, by

Category, Q3 2015
% of total
Instagram
Utilities
30.3%
21%
Twitter
Social networking
22.7%
19%
Google+
Games
14.2%
16%
foursquare
4.0%
Photography
LinkedIn
3.7%
Entertainment
Myspace
3.1%
Music
Tumblr
2.1%
Sports
1%
14%
13%
13%
Other
Lifestyle
1%
5.9%
None
51.6%
Note: among the 86.8% of internet users who have a Facebook account
Source: Malaysian Communications and Multimedia Commission (MCMC),
"Internet Users Survey 2014," Sep 2, 2015
197092
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Mobile
Malaysia is an increasingly mobile-centric market.
eMarketer estimates 89.0% of social network users
will access their accounts via mobile phone this year.
As smartphone adoption rises, mobile social usage will
grow as well, expanding to 93.0% of the countrys social
network users in 2019.
Data on mobile social media use in Malaysia is sparse.
However, geolocation platform Nears Q3 2015 ranking
of the top smartphone app categories in the country
provides some insight. It shows that 19% of apps used
by smartphone users on its platform that quarter were for
social networking. This made it the second most popular
app category after utilities (21%).
News
1%
Other
1%
Note: among approximately 368,000 smartphone users observed via
Near's geolocation platform, broader industry metrics may vary
Source: Near, Nov 2015
200479
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PHILIPPINES
Facebook is the most popular social network in the
Philippines, but its lead is not quite as strong as in other
markets in Southeast Asia. According to TNS, 45% of
internet users there ages 16 to 65 accessed the platform
daily during July 2015.
Key Insights:
Facebook is the dominant social network in the

Philippines, but less than half of the countrys internet
users access it every day.
Nearly all internet users in the countrys capital, Manila,
use social media.
Mobile social media use in the Philippines is not as high
as in other countries in Southeast Asia.
YouTube, which came next in TNSs study, was used

every day by 21% of internet users polled. Some 14%
used Google+ each day, followed by Instagram (6%) and
Twitter (5%).

in the Philippines, July 2015
% of respondents
1. Facebook
45%
2. YouTube
21%
3. Google+
6%
5%
14%
4. Instagram
5. Twitter
Mobile

206470
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Usage
Internet access is still far from universal in the Philippines.
Just 39.8% of the population will use a social network
this year, compared with 75% of internet users,
eMarketer estimates. The countrys internet users tend
to be in urban areas, and this contributes to a tilt in social
network usage among city-dwellers.
An October 2015 report from the World Wide Web
Foundation said 98% of internet users in the Philippines
capital, Manila, used a social network in June 2015. Nearly
all (97%) of these internet users were on Facebook, while
33% used Google+ and 7% used Instagram or Twitter.
Gender
Total
Age
Female Male
Mobile internet users in the Philippines are fond of

social networking via those devices. According to mobile
platform Opera Mediaworks State of the Mobile Web
report, 86% of page views on its mobile browser in the
Philippines were of social networking sites during June
2015. Facebook was the most-visited site, though Twitter,
Tumblr and Pinterest were all among the top 20.
Still, mobile social media use in the Philippines is not
quite as common as it is in other markets in Southeast
Asia. This is due mainly to a lag in smartphone adoption.
eMarketer estimates that 80.5% of social network users
in the Philippines will access their accounts via mobile
phone in 2016, compared with 92.7% in Indonesia and
92.0% in Singapore, for example.
SINGAPORE
Social Networks Used by Internet Users in Manila,

by Demographic, June 2015
% of respondents
18-29 30-39 40-60
Facebook
97%
95%
98%
97%
92%
97%
YouTube
42%
69%
54%
40%
34%
48%
Google+
29%
45%
37%
29%
24%
33%
Viber
10%
8%
10%
9%
7%
9%
Twitter
7%
7%
8%
6%
2%
7%
Instagram
6%
8%
8%
5%
5%
7%
WhatsApp
4%
2%
3%
4%
2%
3%
WeChat
3%
4%
3%
5%
2%
Pinterest
1%
1%
<1%
Tumblr
1%
1%
1%
<1%
Other
7%
7%
8%
5%
7%
7%
Don't use social media
2%
2%
1%
3%
3%
2%
Facebook is the leading social network in Singapore.

According to TNS, nearly two-thirds (64%) of internet
users there ages 16 to 65 visited the platform daily during
July 2015.
Key Insights:
3%
Note: n=448
Source: World Wide Web Foundation, "Women's Rights Online: Translating
Access into Empowerment," Oct 20, 2015
200763
Facebook was the most popular network across the

board, but there were some demographic differences in
the user bases of other social platforms. Males (45%)
were more likely than females (29%) to use Google+,
while Instagram usage was highest among internet users
ages 18 to 29. Twitter user penetration was relatively even
among both genders and age groups, though there was a
drop off to just 2% among respondents ages 40 to 60.
www.eMarketer.com
The dominant social networks in Singapore are a mix of

global and regional players.
Facebook is the social platform of choice for children
and teens in Singapore.
Young adults are the most likely to log on to a social
network via mobile device.
YouTube took second place in TNSs survey, used by 43%

of internet users every day during the survey period,
followed by Instagram (25%). Twitter and Google+ were
tied with a daily user penetration rate of 17% each.

in Singapore, July 2015
% of respondents
1. Facebook
64%
2. YouTube
43%
3. Instagram
25%
4. Twitter
17%
5. Google+
17%

206471
www.eMarketer.com
A January 2016 report from We Are Social painted a

somewhat more diverse picture of Singapores social
media scene than TNS report did. Its list of top social
media sites and messaging apps, based on Q4 2015 data
from GlobalWebIndex, included global players such as
Facebook and Instagram, but also Japan-based Line and
China-based WeChat.
Demographic data on social media users in Singapore is

hard to come by, though McAfees Teens and the Screen
2015 report offered some insight into social network use
among the countrys youth. According to their parents,
88% of internet users ages 8 to 16 used Facebook in
May 2015, compared with 73% for WhatsApp, 54% for
YouTube and 47% for Instagram. One-third (33%) also
used Twitter, McAfee found.
Social Media Sites/Apps Most Commonly Used by
Their Children According to Parents in Singapore,
May 2015
% of respondents
Facebook
WhatsApp
WhatsApp
46%
Facebook
43%
Facebook Messenger
Instagram
14%
Line
14%
LinkedIn
14%
Skype
13%
Twitter
13%
WeChat
12%
Source: We Are Social, "Digital in 2016," Jan 27, 2016

204243
54%
Instagram
47%
Twitter
33%
21%
Note: n=501 with children/teens ages 8-16

Source: Intel Security, "Teens and the Screen 2015" conducted by MSI
International, Oct 29, 2015
206588
www.eMarketer.com
Mobile
Social networking was the most common mobile activity
in Singapore in 2014the last year for which data is
availableaccording to the most recent annual survey
by the Infocomm Development Authority of Singapore
(IDA). It showed that 63% of consumers in the country
had visited a social network via mobile device that year,
putting it ahead of mobile messaging (55%), email (54%)
and general web browsing (52%).
26%
18%
Google+
73%
YouTube
Skype
Leading Social Media Sites/Messaging Apps Used by

Internet Users in Singapore, Q4 2015
% of respondents
88%
www.eMarketer.com
Given that 74.3% of the population in Singapore was

ethnically Chinese in 2015, according to the Singapore
Department of Statistics, its no surprise that WeChat
appeared on the list. What is perhaps more surprising is
that it did not rank higher.
Mobile users ages 15 to 34 were the most likely (78%) to

access a social network on their device in 2014, the IDA
found. Over two-thirds (68%) of those ages 35 to 49 also
used a social network during the period, compared with
51% of those ages 50 to 59 and 36% of those ages 60
and up.
Usage
Thanks to a strong digital infrastructure, consumers in
Singapore are well connected. eMarketer estimates that
more than three-quarters (76.0%) of the population will
use the internet in 2016 and that 74.6% of those users
will access a social network at least once per month.
Mobile Device Users in Singapore Who Have Accessed

Social Networks via Mobile Device, by Age, 2014
7-14
39%
15-24
78%
25-34
78%
35-49
68%
50-59
60+
77.1%
73.8%
KakaoStory
58.3%
51.0%
Band
32.4%
63%
Note: who have used a mobile device in the past 3 months

Source: Infocomm Development Authority of Singapore (IDA), "Annual
Survey on Infocomm Usage in Households and by Individuals for 2014,"
Nov 26, 2015
206594
Facebook
51%
36%
Total
Social Networks Used by Social Network Users* in

South Korea,
Dec 2014 & Dec 2015
% of respondents
www.eMarketer.com
40.1%
Instagram
16.7%
28.1%
Twitter
22.1%
SOUTH KOREA
Local photo-sharing platform KakaoStory long dominated
the social network scene in South Korea, but recent
research shows that Facebook has moved into the
top spot.
Key Insights:
Facebook has become the most popular social network

in South Korea, surpassing homegrown KakaoStory
in popularity.
Band and Instagram were the fastest-growing social
platforms in the country last year.
Social network users in South Korea overwhelmingly
use mobile devices to access their accounts.
14.7%
Dec 2014
Dec 2015
Note: n=1,627 ages 12+; *who use both desktop/laptop and mobile
internet
Source: Nasmedia, "2016 Netizen Profile Research Summary Report," Feb
22, 2016
205959
www.eMarketer.com
Data from DMC Media, cited by the Korea Herald,

supported Nasmedias findings. It showed that Facebook
was the primary social platform for over half (59.8%) of
social network users in South Korea during December
2015. KakaoStory took second place (17.1%), followed by
Instagram (10.3%), Band (8.2%) and Twitter (2.4%).
Social Network Used Most Frequently by Social
Network Users in South Korea, Dec 2015
% of respondents
Instagram
10.3%
According to a February 2016 report from Nasmedia,

73.8% of social network users ages 12 and up used
Facebook in December 2015, compared with 51.0% who
used KakaoStory. The private social networking app Band
came next (40.1%), followed by Instagram (28.1%) and
Twitter (14.7%).
KakaoStory
17.1%
Band
8.2%
Twitter
2.4%
Facebook
59.8%
Source: DMC Media as cited in The Korea Herald, Dec 22, 2015
205893
www.eMarketer.com
Though Facebook is now clearly in the lead, use of

the platform actually declined compared to December
2014, based on Nasmedias research. On the flip side,
Band user penetration increased by nearly 8 percentage
points, while Instagrams user base had grown by over 11
percentage points.
Usage
At 65.3%, South Korea will have the lowest social
network user penetration among internet users in
Asia-Pacific this year, eMarketer estimates. Nevertheless,
the country has the regions third-highest social network
user penetration rate among the total population (56.8%),
due mainly to widespread internet access.
According to Korea Internet & Security Agency (KISA) and
the Ministry of Science, ICT and Future Planning (MSIP)s
annual report, roughly equal shares of men and women
in South Korea used a social network in 2015. Consumers
ages 20 to 29 (89.0%) were the most likely to be social
network users, but sizable shares of every age group but
the two oldest ranges used a social network in the same
timeframe as well.
Demographic Profile of Social Network Users in South
Korea, 2013-2015
2013
2014
2015
Gender
Female
56.2%
60.9%
65.1%
Male
54.1%
60.5%
64.7%
6-19
52.0%
58.6%
58.8%
20-29
87.5%
87.8%
89.0%
30-39
74.0%
77.4%
80.6%
40-49
48.7%
59.1%
67.4%
50-59
25.3%
38.4%
49.3%
60-69
11.1%
17.7%
28.4%
70-79
3.4%
7.3%
11.3%
Total
55.1%
60.7%
64.9%
Internet Users* in South Korea Who Use Social

Networks, by Age, Dec 2015
12-19
86.1%
20-29
86.2%
30-39
77.3%
40-49
79.9%
50+
76.1%
Total
81.4%
Note: n=2,000; *who use both desktop/laptop and mobile internet

22, 2016
205958
www.eMarketer.com
Social network users in South Korea are active users of

the platforms they are signed up for. According to KISA
and MSIPs research, 90.1% of social network users ages
6 and up accessed a social platform at least once per
week during October 2015. Over half (51.8%) did so at
least daily.
Frequency with Which Social Media Users in South
Korea Access Social Media for Personal Purposes,
Oct 2015
% of respondents
Age
At least once
per month
6.4%
Less than once a month

3.1%
Never
0.4%
At least once per week

38.3%
At least once per day

51.8%
Source: Korea Internet & Security Agency (KISA) and Ministry of Science,
ICT and Future Planning (MSIP) - South Korea, "2015 Survey on the Internet
Usage - Executive Summary," Dec 30, 2015
202928
www.eMarketer.com
Nasmedias December 2015 polling also found that social

network use in South Korea was most common among
internet users ages 20 to 29 (86.2%), but penetration
among users ages 10 to 19 was roughly the same
(86.1%). Overall, 81.4% of internet users surveyed used a
social network during the period.
Note: ages 6+
Usage," Feb 26, 2016
206598
www.eMarketer.com
Nasmedias research suggests that social network users

in South Korea may be using those platforms even more
frequently. More than two-thirds (69.6%) of respondents
in its survey said they accessed social networks at least
four times per day, with 38.0% doing so 10 or more
times. Among those ages 10 to 19, the share logging on
at least 10 times daily rose to nearly half (48.5%).
Frequency with Which Social Network Users* in

South Korea Use Social Networks, Dec 2015
% of respondents
Devices Used to Access Social Media According to

Social Media Users in South Korea, by Demographic,
Oct 2015
Smartphone
Desktop
Notebook
Tablet
Gender
Male
93.6%
40.8%
12.0%
3.1%
Female
93.2%
33.4%
9.5%
2.5%
6-19
93.0%
33.1%
6.6%
2.0%
20-29
94.1%
45.9%
18.6%
4.1%
30-39
92.6%
42.0%
14.2%
3.9%
40-49
93.7%
33.8%
7.5%
2.1%
Note: n=1,627 ages 12+; numbers may not add up to 100% due to
rounding; *who use both desktop/laptop and mobile internet
22, 2016
50-59
94.1%
27.8%
4.5%
1.2%
60-69
93.0%
22.5%
2.1%
0.8%
70+
76.8%
33.8%
3.0%
2.3%
205960
Total
93.4%
37.2%
10.8%
2.8%
3 times or less per day

30.5%
10+ times per day

38.0%
Age
4-6 times per day

21.8%
7-9 times
per day
9.8%
www.eMarketer.com
Mobile
Usage," Feb 26, 2016
There are few markets that can compete with South

Korea when it comes to mobile social media usage.
According to Nasmedia, 84% of social networkers
said their access to those sites was mobile-only or
predominantly mobile at the end of last year. Some
12.7% used a computer and mobile devices equally, while
1.5% used only a computer for social networking.
206601
Primary Device Used to Access Social Networks by

Social Network Users* in South Korea, Dec 2015
% of respondents
Predominantly
desktop/laptop
1.8%
Mobile and
desktop/laptop
equally
12.7%
Desktop/laptop only
1.5%
THAILAND
Facebook is overwhelmingly the top social network in
Thailand. It was used daily by 78% of the countrys
internet users ages 16 to 65, according to July 2015 data
from TNS.
Key Insights:
Mobile only
27.8%
Predominantly mobile
56.2%
Note: n=1,627 ages 12+; *who use both desktop/laptop and mobile
internet
Source: Nasmedia, "2016 Netizen Profile Research Summary Report,"
Feb 22, 2016
205961
www.eMarketer.com
www.eMarketer.com
More than three-quarters of internet users in Thailand

use Facebook every day.
Still, internet users ages 35 and up are more likely to be
using Line than Facebook.
Nine in 10 smartphone users in Thailand at least
occasionally access social media on their devices.
YouTube (51%) was the second most popular social

platform in Thailand, based on TNS research. Instagram
(20%) and Google+ (16%) came next, while Twitter trailed
with just 4% of internet users on the platform each day
during the polling period.
According to KISAs and MSIPs October 2015 polling,

there are few age differences in mobile social media
use in South Korea. At least three-quarters of every age
group surveyed, including those ages 70 and up, used a
smartphone to access a social network during October
2015. Overall, 93.4% of social network users turned to
that device to log on to their accounts, compared with
37.2% who used a computer to do so.

in Thailand, July 2015
% of respondents
1. Facebook
78%
2. YouTube
3. Instagram
4. Google+
4%
51%
20%
16%
5. Twitter

206472
www.eMarketer.com
Usage
Social Networks Used by Internet Users in Thailand,

by Demographic, May 2015
Facebook Line Google+ Instagram Twitter WhatsApp
Thailand has a significant rural population with limited

access to digital infrastructure, which means overall
internet and social network user adoption in the country
is low in absolute terms. eMarketer estimates just under
43% of the population were internet users last year.
According to the National Statistical Office of Thailands
report for 2015, just 32.5% of the countrys total
population used a social network during March 2015.
But as in many other markets in Southeast Asia, internet
users in the country tend to be the kind of young, urban
adults who are the likely to sign up for social networks.
Unsurprisingly, social networking among internet users
in Thailand is very high. A National Statistical Office of
Thailand survey found 88.6% of the countrys internet
users used a social network in March 2015, with this
share rising above 96% among those ages 20 to 34.
Social Network Users and Penetration in Thailand, by
Age, March 2015
millions, % of internet users in each group and % of
population in each group
Social network
users (millions)
% of
population
% of
internet users
6-10
0.6
15.6%
40.8%
11-14
2.0
58.5%
72.5%
15-19
3.7
79.3%
92.6%
20-24
3.3
65.9%
96.5%
25-29
3.0
62.6%
96.9%
30-34
2.6
53.7%
96.4%
35-39
2.2
41.2%
95.4%
40-49
2.7
24.5%
93.5%
50-59
1.3
14.2%
88.6%
60+
0.3
3.4%
86.5%
21.8
32.5%
88.6%
Total
While Facebook is without question the leading social

network in Thailand, older internet users were more
likely to be using Line, a September 2015 report from
the Electronic Transactions Development Agency (ETDA)
showed. Some 81.6% of internet users ages 51 to 69
used the mobile messaging platform in the three months
ahead of May 2015 polling, compared with 75.6% who
used Facebook. Even among respondents ages 35 to 50,
Line was slightly more popular than Facebook.
Gender
Female
92.6%
89.3%
72.8%
45.8%
19.7%
3.3%
Male
92.0%
87.3%
60.2%
32.6%
17.6%
3.6%
<14
91.5%
71.9%
66.0%
57.5%
27.5%
0.7%
15-34
94.9%
88.3%
64.9%
49.8%
23.2%
3.2%
35-50
90.5%
92.5%
70.9%
23.0%
11.4%
4.5%
51-69
75.6%
81.6%
75.7%
10.2%
5.6%
3.3%
Age
Note: in the past 3 months

Source: Electronic Transactions Development Agency (ETDA), "Thailand
Internet User Profile 2015," Sep 2, 2015
195680
www.eMarketer.com
At least six in 10 internet users in each demographic

group studied by ETDA used Google+, with user
penetration reaching 75.7% among those ages 51 to 69.
Instagram usage was most common among females
(45.8%) and internet users ages 14 and under (57.5%).
Twitter was used by less than one-fifth of internet users in
Thailand overall during the survey period.
Mobile
Social networking in Thailand is primarily a mobile activity.
eMarketer estimates that 87.5% of the countrys social
network users will access their accounts via mobile
phone in 2016.
A November 2015 report from Experian Marketing
Services and WBR Digital also showed that mobile social
network use in Thailand was widespread. Nearly 80% of
smartphone users ages 18 to 55 said they visited social
media platforms on their devices often or very often in
August 2015. Another 12% said they did so occasionally,
compared with 9% who did so seldom or never.
Source: National Statistical Office of Thailand, "2015 Household Survey on

the Use of Information and Communication Technology," Dec 16, 2015
204538
www.eMarketer.com
Frequency with Which Smartphone Users in Thailand

Conduct Select Smartphone Activities, Aug 2015
% of respondents
1%
Chat
46%
1%
Social media
34%
12%
42%
18%
61%
1%
25%
Banking
9%
Shopping
9%
Very often
38%
25%
Zing Me
34%
11%
Instagram
28%
23%
Often
26%
21%
26%
Occasionally
17%
34%
Seldom
8%
Never
Note: ages 18-55; numbers may not add up to 100% due to rounding
Source: Experian Marketing Services and WBR Digital, "Digital Consumer
View 2015 (Asia)," Nov 16, 2015
200661
61%
9%
News
www.eMarketer.com
VIETNAM
As in the rest of Southeast Asia, Facebook is the leading
social network in Vietnam, but various homegrown
platforms also maintain a presence.
Key Insights:
YouTube
Zalo
31%
98%
8%
Internet
Facebook
11% 7%
34%
45%
Leading Social Media Sites/Apps Used by Social

Media Users in Vietnam, Sep 2015
% of respondents
Nearly all social media users in Vietnam are

on Facebook.
Social networking is the most popular leisure activity
among Vietnams internet users.
More than half of Vietnams Facebook users access
their account via smartphone.
According to a September 2015 report from DI Marketing,

98% of social media users in Vietnam used Facebook
that month. Excluding YouTube (61%) and the local chat
app Zalo (61%), local social platform Zing Me came next,
used by 34% of respondents. Instagram (22%), Google+
(18%) and Twitter (17%) followed, while the rest of the
social platforms examined were used by less than 10% of
Vietnams social media users during the polling period.
22%
Google+
18%
Twitter
17%
Pinterest
6%
Flickr
6%
LinkedIn
4%
Tumblr
4%
Myspace
2%
Other
2%
Note: n=1,161
Source: DI Marketing, "How Vietnamese Use Social Networks," Sep 16,
2015
206617
www.eMarketer.com
Zing Me, which is owned by the same company that

owns Zalo, once had more users than Facebook, though
the latter has been in the lead since 2012. According to
BDG Asia, Zing Me continues to attract users mainly
because it is connected to other Zing-branded services,
such as music streaming and gaming.
Usage
Internet users in Vietnam are avid users of social
networks. DI Marketings survey found that 97% of
internet users in the country visited a social network
during their free time in September 2015. This share rose
to 100% among those under age 18 and dropped only to
93% among those over age 30. The second most popular
leisure activity, watching TV, was not nearly as common,
and was conducted by 71% of total respondents during
the survey period.
Leading Leisure Activities Among Internet Users in

Vietnam, by Age, Sep 2015
Sites/Apps Used by Consumers in Vietnam, by Age,

March 2015
<18
18-25
26-30
31+
Total
100%
98%
98%
93%
97%
Watch TV
83%
65%
72%
80%
71%
Listen to music
88%
75%
64%
60%
69%
Watch movies
71%
64%
59%
62%
63%
Play games
71%
62%
64%
52%
61%
Sleep
53%
64%
54%
49%
57%
Gather with friends
41%
54%
56%
47%
52%
Read a book
55%
44%
49%
50%
47%
Shopping
31%
43%
51%
47%
45%
Note: in the past week via desktop/laptop or mobile device

Source: Broadcasting Board of Governors (BBG) and Gallup, "The Changing
Media Landscape in Vietnam," Sep 10, 2015
Eat/drink
40%
45%
42%
29%
40%
199176
Play sports
29%
22%
29%
29%
26%
Study language
14%
15%
15%
16%
15%
Take classes
14%
9%
19%
16%
13%
3%
5%
7%
6%
6%
Zing Me use was also highest (47.4%) among consumers

ages 15 to 24, followed by those in the 25 to 34 age
range (25.8%). Just 3.8% of consumers 35 and older
used the platform in March 2015.
Social network surfing
Other
Note: n=1,196
Source: DI Marketing, "How Vietnamese Use Social Networks," Sept 16,
2015
197921
www.eMarketer.com
The research also showed that social media users in

Vietnam spent a fair share of time on such platforms.
Seven in 10 respondents dedicated an hour or more to
social networking every day in September 2015.
<18
18-25
26-30
31+
9%
7%
11%
12%
9%
30-60 minutes
29%
17%
22%
30%
22%
1-2 hours
33%
27%
22%
22%
25%
2-3 hours
17%
20%
22%
12%
19%
3-5 hours
9%
16%
14%
15%
15%
5+ hours
3%
13%
9%
10%
11%
35+
(n=1,858)
Total
(n=3,000)
Google
71.3%
50.1%
14.4%
35.3%
Facebook
72.8%
40.9%
7.8%
29.9%
YouTube
59.7%
39.9%
8.2%
27.0%
Zing Me
47.4%
25.8%
3.8%
18.5%
Zalo
40.5%
29.3%
4.8%
18.4%
Yahoo
17.2%
11.9%
2.4%
7.9%
www.eMarketer.com
Mobile
Total
Note: n=1,161; numbers may not add up to 100% due to rounding

Source: DI Marketing, "How Vietnamese Use Social Networks," Sept 16,
2015
197923
25-34
(n=713)
As in other mobile-centric countries, mobile devices are

the principal access method for social network users in
Vietnam. According to October 2015 data from Break
Field Co., over half (57%) of Facebook users surveyed in
Vietnam primarily used an iPhone or Android phone to
access the platform. Roughly one-third (34%) mainly used
a desktop or laptop computer, while 4% mostly used
a tablet.
Daily Time Spent Using Social Media Among Social

Media Users in Vietnam, by Age, Sep 2015
30 minutes
15-24
(n=429)
www.eMarketer.com
According to a September 2015 report from the

Broadcasting Board of Governors (BBG) and Gallup, social
network users in Vietnam tended to be young. Nearly
three-quarters (72.8%) of consumers ages 15 to 24 used
Facebook in March 2015, compared with 40.9% of those
ages 25 to 34 and 7.8% of those ages 35 and up.
Primary Device Used to Access Facebook According

to Facebook Users in Vietnam, Oct 2015
% of respondents
iPhone
30%
Android
27%
Desktop/laptop (at home)
26%
Desktop/laptop (business or school)
8%
Feature phone
3%
iPad
2%
Tablet (non-iPad)
2%
Other
3%
Note: n=101; numbers may not add up to 100% due to rounding
Source: Break Field Co survey as cited in company blog, Nov 24, 2015
202737
www.eMarketer.com
Whats more, social media was the top content category

among mobile device users surveyed in Vietnam by
InMobi and YouGov in October 2015. Some 73% of
smartphone and tablet users ages 16 and up said they
accessed social media at least weekly on their device,
followed by entertainment (72%) and maps (54%).
Leading Content Categories Accessed via Mobile
Device by Smartphone/Tablet Users in Vietnam,
Oct 2015
% of respondents
Social media
73%
Entertainment
72%
Maps
54%
Utility/productivity
50%
Games
45%
News
43%
Weather
37%
Finance
34%
Shopping
Other
DENMARK
Facebook is the top social network in Denmark by a long
shot. According to a July 2015 report from Mindshare
Denmark, 75% of internet users there ages 15 to 70
had a Facebook profile last year, putting it well ahead
of the second most popular platform besides YouTube,
LinkedIn (31%).
26%
10%
Note: n=500 ages 16+; at least weekly

Source: InMobi and YouGov, "Mobile Media Consumption in Vietnam: A
New Wave Takes Shape," Oct 29, 2015
200162
Use of social networks in Europe varies by market,

but overall user penetration on the continent is high.
With the exception of Russia, Facebook is the leader
in every country examined, but there is no consistent
second-place platform.
Key Insights:
36%
Sports
EUROPE
www.eMarketer.com
Consumers in Denmark have been slow to adopt social

networks other than Facebook, but young internet
users are breaking that trend.
Roughly two-thirds of Denmarks internet users used a
social network last year.
Social networking is one of the top mobile internet
activities in the country.
Google+ came next in Mindshares survey, with 27%

of respondents registered for the platform, followed by
Snapchat (22%) and Instagram (20%). Some 16% of
internet users in Denmark had a Twitter account, while
10% had a Pinterest profile. Fewer than 10% were signed
up for the rest of the platforms measured.
Daily Social Media User Penetration in Denmark, by

Site/App, 2014 & 2015
% of internet users
Social Media User Penetration in Denmark, by

Site/App, 2015
% of internet users
2014
2015
Facebook
59%
62%
Snapchat
11%
15%
Instagram
9%
11%
Facebook
75%
YouTube
33%
LinkedIn
31%
Google+
27%
Snapchat
22%
4%
4%
3%
3%
Pinterest
1%
2%
reddit
1%
2%
Tumblr
1%
1%
Vine
0%
1%
Note: ages 12+

Source: TNS Gallup Denmark, "Social Media Life" as cited by DR (Danish
Broadcasting Corporation), "Medieudviklingen 2015," Jan 21, 2016
Instagram
20%
203819
Twitter
16%
www.eMarketer.com
Usage
Pinterest
10%
Both local and regional sources place social network

usage in Denmark at around two-thirds of internet users.
Eurostat found that 67% of internet users in the country
used a social network during Q2 2015, while Statistics
Denmarks annual survey showed that 65% of internet
users were on a social network in May 2015. That was in
line with eMarketers estimate of 66.8% for 2015.
Tinder
5%
Tumblr
5%
WhatsApp
5%
foursquare
1%
Note: n=1,229 ages 15-70 who have a social media profile
Source: Mindshare Denmark, "Reklameanalysen 2015" as cited in company
blog, July 28, 2015
194085
Twitter
LinkedIn
www.eMarketer.com
Facebook also dominates in terms of daily users.

According to TNS Gallup Denmarks Social Media Life
cited by DR (Danish Broadcasting Corporation), 62% of
the countrys internet users ages 12 and older were on
the platform every day in 2015. Snapchat moved up to
second place in TNS Gallups study, with 15% of internet
users polled using the app daily. It was followed by
Instagram (11%), Twitter (4%) and LinkedIn (3%).
Social Network User Penetration in Denmark, by Age,

May 2015
% of internet users in each group
16-24
89%
25-34
84%
35-44
75%
45-54
65%
55-64
50%
65-74
75-89
Total
34%
23%
65%
Source: Statistics Denmark, "IT-anvendelse i befolkningen 2015," Dec 7,

2015
202379
www.eMarketer.com
As in many mature markets, social networking in

Denmark is not overly weighted toward younger users.
Based on Statistics Denmarks research, 89% of the
countrys internet users ages 16 to 24 used a social
network during May 2015, as did 84% of those ages 25
to 34. While there was some drop-off, user penetration
remained at 50% or above up to age 65. Almost a
quarter (23%) of internet users ages 75 to 89 used a
social network.
Facebook user demographics in Denmark mirror those

of the countrys overall social network users. The latest
data available is from a January 2015 survey conducted
by Userneeds for the Danish Business Authority and
The Danish Society of Engineers (IDA); it showed that
Facebook usage was highest among young internet
users, but half of internet users ages 65 to 70 were also
on the platform.
Facebook User Penetration in Denmark, by Age,
Jan 2015
18-24
30-34
89%
35-39
81%
75%
45-49
66%
50-54
60-64
65-70
Total
30-34
25%
35-39 7%
40-44
8%
45-49
8%
2%
1%
11%
55-59
60-64
65-70
Total
19%
Note: n=2,000
Source: Danish Business Authority and The Danish Society of Engineers
(IDA), "Befolkningens adfrd p nettet" conducted by Userneeds, March
31, 2015
www.eMarketer.com
Mobile
61%
53%
50%
71%
Note: n=2,000
Source: Danish Business Authority and The Danish Society of Engineers
(IDA), "Befolkningens adfrd p nettet" conducted by Userneeds, March
31, 2015
203909
48%
203912
63%
55-59
67%
25-29
3%
91%
40-44
18-24
50-54
92%
25-29
Snapchat User Penetration in Denmark, by Age,

Jan 2015
www.eMarketer.com
While its clear that Facebooks dominance cuts across

all age groups in Denmark, newer social networks
have gained traction among young internet users.
Snapchat and Instagram were especially popular among
respondents ages 18 to 24 in the Danish Business
Authoritys survey, used by 67% and 45%, respectively.
Use of both of these platforms dropped sharply with age.
For example, Snapchat penetration was only in single
digits among respondents ages 35 to 39.
Mobile adoption is very high in Denmark, with 85.0% of

the population expected to use a mobile phone in 2016,
eMarketer estimates. Mobile users there are also fond of
using their devices to access social networks.
According to Statistics Denmark, social networking was
the second most popular mobile phone internet activity in
Denmark in May 2015. Some 79% of mobile phone users
said they used a social platform on their phone, behind
only sending or receiving email (89%).
Mobile Phone Internet Activities of Mobile Phone
Users in Denmark, May 2015
% of mobile phone users
Send or receive email
89%
Use social networks
79%
Read or download news

Play or download games
22%
16%
74%
43%
Listen to podcasts
Read or download ebooks
Note: ages 16-89

Source: Statistics Denmark, "IT-anvendelse i befolkningen 2015," Dec 7,
2015
202183
www.eMarketer.com
In June 2015, Mindshare Denmark reported a

somewhat lower figure for mobile social network user
penetration: 58% of internet users. Nevertheless, it
was the second most common mobile internet activity
among those measured, bested only by mobile
payments/banking (60%).
FINLAND
Social Media User Penetration in Finland, by Site/App,

Feb 2015
% of internet users
Facebook is Finlands dominant social network, used

monthly by 60% of internet users ages 15 to 79,
according to May 2015 data from Aller Media Finland.
Facebook
67%
Key Insights:
Research from Tampere Research Centre for Journalism,

Media and Communication (COMET) suggests that
Suomi24s reach may be much wider. Roughly one-quarter
(26%) of internet users ages 18 and up said they had
used the platform in the week leading up to the February
2015 survey. Twitter and Google+ were used by 15%
each, followed by Instagram (14%), LinkedIn (12%) and
Pinterest (8%).
YouTube
65%
Some local social platforms, such as Suomi24, are still

popular in Finland.
WhatsApp
32%
Suomi24
Young internet users are the most likely to use newer

social networks, but they havent abandoned Facebook.
Mobile social media use in Finland is less common than
in other Nordic countries.
Excluding YouTube, LinkedIn was the second most

popular social platform in the country, used monthly by
15% of respondents in Aller Medias survey. Instagram
and Twitter tied for third place, each drawing in 13% of
internet users.
60%
YouTube
53%
LinkedIn
15%
Instagram
13%
Twitter
13%
Suomi24
14%
LinkedIn
12%
Pinterest
8%
Muro BBS
6%
Tumblr
3%
None of these
8%
192648
www.eMarketer.com
Usage
Pinterest
Note: ages 15-79; use monthly

Source: Aller Media Finland, "Diginatiivin media-arki 2015," Dec 17, 2015
202775
15%
Instagram
Note: n=1,509 ages 18+; used for any purpose in the past week
Source: Tampere Research Centre for Journalism, Media and
Communication (COMET), "Uutismedia verkossa 2015," June 16, 2015
12%
8%
15%
Google+
reddit
3%
Social Media Sites/Apps Used by Internet Users in

Finland, May 2015
% of respondents
Facebook
26%
Twitter
www.eMarketer.com
Finland is unique among the Nordic countries in that

some homegrown social platforms still have sizable
followings. One of these is Suomi24, a profile-based
discussion forum with chat and email functions, used
monthly by 12% of internet users polled by Aller Media.
The social media market in Finland is still growing.

According to Statistics Finlands annual survey, 53% of
the countrys population had used a social network in the
three months leading up to spring 2015 polling. This was
up from 51% in 2014 and 47% in 2013.

Finland, Spring 2015
% of population in each group
Top 10 Social Media Sites/Apps Among Teen/Young

Adult Internet Users in Finland, Dec 2015
% of respondents
Gender
Female
1. YouTube
55%
Male
2. Facebook
51%
16-24
93%
25-34
87%
70%
45-54
51%
55-64
65-74
5%
Total
35%
42%
4. Twitter
24%
5. Snapchat
6. Google+
21%
16%
7. reddit
14%
8. Twitch
14%
9. Tumblr 13%
19%
12%
75-89
10. Pinterest
Note: ages 15-35; use at least weekly

Source: Nyt and TNS Gallup Finland as cited in press release, Feb 2, 2016
53%

Source: Statistics Finland, "Use of information and communications
technology by individuals 2015," Nov 26, 2015
201324
80%
3. Instagram
Age
35-44
82%
www.eMarketer.com
Social network usage in Finland is most common among

younger age groups. Statistics Finland found that 93% of
consumers ages 16 to 24 used a social network during
the polling period, as did 87% of those ages 25 to 34.
User penetration dropped to 70% among those ages 35
to 44 and continued to decline steadily with age.
Despite the growing popularity of newer social platforms,
Facebook still leads among all age groups. Excluding
YouTube, even young internet users in Finland were
nearly twice as likely to use Facebook as use any other
social network, according to a February 2016 report by
TNS Gallup for Nyt.
205121
www.eMarketer.com
Mobile
At 86.4% of the population in 2016, Finland will have
the second highest mobile phone penetration rate in the
world after Nordic neighbor Norway this year, eMarketer
estimates. Due in part to loyalty toward homegrown
mobile manufacturer Nokia, smartphone adoption is
not quite as high, at 69.0% of mobile phone users. As
a result, mobile social network usage lags behind other
similar markets.
Statistics Finlands spring 2015 survey found that 45% of
the countrys population had accessed a social network
using a mobile phone in the three months leading up to
polling. Like social network users overall, mobile phone
social network users in the country tended to be young.
The survey showed that 80% of internet users polled

in Finland ages 15 to 35 used Facebook weekly in
December 2015, compared with 42% for Instagram and
24% for Twitter. Snapchat was used by another 21%
of respondents.
Demographic Profile of Mobile Phone vs. Tablet Social

Network Users in Finland, Spring 2015
Mobile phone
Tablet
Gender
Excluding YouTube (25.4%), Google+ was the next

most popular social network in Harris Interactives
ranking, used by 19.6% of internet users during the
polling period. Twitter (16.4%) was next, followed by
LinkedIn (14.2%), Snapchat (11.6%), Instagram (10.5%)
and Pinterest (6.9%). Homegrown social networks Viadeo
and Copains dAvant were used by 6.5% and 4.8% of
internet users, respectively.
Female
46%
24%
Male
44%
22%
16-24
91%
32%
25-34
82%
37%
35-44
63%
36%
45-54
39%
24%
55-64
21%
14%
65-74
10%
8%
Facebook
75-89
2%
1%
YouTube
25.4%
Total
45%
23%
Google+
19.6%
Age

Source: Statistics Finland, "Use of information and communications
technology by individuals 2015," Nov 26, 2015
201322
www.eMarketer.com
A February 2015 survey by Buzzador placed mobile

social network usage via smartphone much higher (75%)
among internet users in Finland. Still, this was the lowest
penetration rate of all the Nordic countries. Some 85% of
web users in Denmark used a smartphone to log on to a
social platform during the polling period, compared with
86% in Norway and 87% in Sweden, according to the
Buzzador data.
FRANCE
Facebook is the leading social network in France.
According to January 2016 polling by Harris Interactive,
57.0% of internet users ages 15 and over had used the
platform in the previous month.
Key Insights:
Facebook is the top social network in France, but

several local platforms maintain a presence in
the country.

France, Jan 2016
% of respondents
57.0%
Twitter
16.4%
LinkedIn
14.2%
Snapchat
11.6%
Instagram
10.5%
Pinterest
6.9%
Viadeo
6.5%
Copains d'avant
4.8%
SoundCloud
2.1%
Dailymotion
2.0%
Tumblr
1.9%
Skyrock
1.1%
Twitch
1.1%
Vine
0.5%
Periscope
0.4%
We Heart It
0.2%
Myspace
0.1%
Note: ages 15+; in the past 30 days

Source: Harris Interactive, "Social Life 2016," March 15, 2016
206817
www.eMarketer.com
TNSs Connected Life report also put Facebook in

the lead based on daily usage. Nearly half (48%) of
internet users ages 16 to 65 in France said they used
the platform every day in July 2015, compared with 12%
who used Google+, 9% who used Twitter and 7% who
used Snapchat.
Snapchat and Instagram have gained ground among

young social network users.
Internet users in France still prefer to access social
networks via computer.

in France, July 2015
% of respondents

France, 2009-2015
2009
2010
2011
2012
2013
2014
2015
Female
22%
37%
40%
44%
46%
50%
53%
Male
24%
35%
39%
40%
43%
46%
50%
12-17
52%
77%
84%
80%
76%
77%
79%
18-24
65%
76%
81%
84%
86%
88%
92%
25-39
34%
55%
59%
64%
68%
72%
81%
40-59
10%
24%
26%
31%
36%
40%
44%
60-69
4%*
7%*
16%
16%
19%
26%
26%
Usage
70+
1%*
1%*
3%*
4%*
4%
7%
11%
Internet users in France are not particularly heavy users

of social networks compared with the rest of Western
Europe. The country will have the lowest social network
user penetration in the region, at 54.7% of internet users
in 2016, eMarketer estimates.
15%
22%
26%
28%
33%
32%
38%
16%
26%
30%
32%
35%
39%
42%
29%
43%
50%
49%
50%
57%
67%
27%
52%
53%
57%
58%
62%
66%
5+
38%
55%
60%
59%
64%
69%
70%
Total
23%
36%
40%
42%
45%
48%
52%
1. Facebook
48%
2. YouTube
20%
3. Google+
4. Twitter
12%
Age
9%
7%
5. Snapchat

206460
Gender
www.eMarketer.com
Q2 2015 research by Eurostat also showed that social

network use was lower in France than in other Western
European markets. It found that just 45% of internet
users ages 16 to 74 had used a social network during
the previous three months. By comparison, 71% of
UK internet users used a social network in the same
timeframe, as did 65% of those in both Germany
and Spain.
Social network users in France tend to be young adults.
According to a November 2015 report from the Autorit
de Rgulation de Communications lectroniques et des
Postes (ARCEP) and Conseil gnral de lconomie, de
lindustrie, de lnergie et des technologies (CGEIET),
92% of consumers ages 18 to 24 used a social network
last year. Some 81% of 25- to 39-year-olds also used a
social network, but penetration dropped sharply to 44%
among the 40-to-59 cohort.
Household size
Note: *figures are based on small sample sizes

Source: Autorit de Rgulation des Communications lectroniques et des
Postes (ARCEP) and Conseil gnral de l'conomie, de l'industrie, de
l'nergie et des technologies (CGEIET), "Baromtre du Numrique: dition
2015" conducted by Centre de Recherche pour l'tude et l'Observation des
Conditions de Vie (CRDOC), Nov 27, 2015
185717
www.eMarketer.com
Harris Interactives January 2016 polling drew a similar

conclusion, though user rates were higher than in
ARCEPs report due partly to the fact that the survey base
was internet users. Nearly all (97%) respondents ages 15
to 24 had registered for a social network, compared with
76% of those ages 35 to 49. Overall, 78% of respondents
ages 15 and up had signed up for a social network as
of January.
Social Network User Penetration in France, by Age,
Jan 2016
15-24
97%
25-34
89%
35-49
50+
76%
67%
Source: Harris Interactive, "Social Life 2016," March 15, 2016

206816
www.eMarketer.com
According to Q4 2015 data from Mdiamtrie, Facebook

is used by internet users of all ages in France. Snapchat
has caught on among young internet users, with
penetration reaching 43.7% among those ages 15 to 24
by that point. Twitter, Google+ and Instagram were also
used by more than one-third of respondents in that age
group. LinkedIn was more commonly used among older
respondents and at least one-fifth of internet users ages
25 and up used homegrown social site Copains davant,
Mdiamtrie found.
Top 5 Social Media Sites/Apps Used by Internet Users
in France, by Demographic, Q4 2015
Gender
Male
Female
1. Facebook
60.4% Facebook
65.3%
2. Google+
24.1% Google+
19.1%
3. Copains d'avant
20.6% Copains d'avant
18.7%
4. Twitter
20.0% Twitter
16.7%
5. LinkedIn
16.3% LinkedIn
12.8%
Age
25-34
15-24
35-49
Male
Female
11-14
15-18
11-14
15-18
Snapchat
63.4%
82.0%
79.5%
83.5%
Facebook
62.6%
93.1%
47.2%
82.6%
Google+
55.0%
59.8%
43.5%
46.9%
Instagram
50.2%
55.9%
67.8%
73.0%
Twitter
37.0%
47.9%
23.3%
39.9%
Tinder
11.4%
4.4%
Note: among respondents registered on each platform

Source: Gnration Numrique, "Les 11-18 ans et les rseaux sociaux," Feb
9, 2016
206289
www.eMarketer.com
Mobile
Uptake of mobile devices in France is fairly strong.
eMarketer estimates that 70.8% of internet users there
will use a smartphone this year and that this share will
climb to 83.9% in 2019. Still, research shows that internet
users in the country prefer to use computers to access
social networks.
50+
1. Facebook 81.8% Facebook 75.1% Facebook 58.7% Facebook 53.3%

2. Snapchat 43.7% Google+
25.4% Copains
d'avant
24.5% Copains
d'avant
22.3%
3. Twitter
39.4% Twitter
23.1% Google+
19.6% Google+
16.6%
4. Google+
33.8% Copains
d'avant
20.7% LinkedIn
15.8% LinkedIn
14.4%
16.8% Twitter
14.3% Twitter
10.9%
5. Instagram 33.4% LinkedIn
Demographic Profile of Child/Teen Social Network

Users in France, by Site/App, Jan 2016
Total
1. Facebook
62.9%
2. Google+
21.6%
3. Copains d'avant
19.6%
4. Twitter
18.3%
5. LinkedIn
14.6%
Nearly half (47%) of internet users polled by Omnicom

Media Group and SFR in September 2015 said they most
frequently logged on to social platforms using a computer.
Some 29% said they usually used a smartphone,
compared with 10% who mostly used a tablet.
Devices Used Most Frequently to Access Social
Networks According to Internet Users in France,
Sep 2015
% of respondents
Desktop/laptop
Source: Mdiamtrie, "Web Observatoire: Rseaux Sociaux T4 2015," Feb

19, 2016
Smartphone
205869
Tablet
www.eMarketer.com
A January 2016 survey by Gnration Numrique also

showed that Snapchat has risen in popularity among
youth in France, especially female teens. Nearly eight in
10 (79.5%) female social network users ages 11 to 14 said
Snapchat was their primary social platform, compared
with 63.4% of males in the same age range. Instagram
came next among girls (67.8%), while Facebook was
more popular among boys (62.6%).
47%
29%
10%
Note: n=1,043 ages 15-60

Source: Omnicom Media Group and SFR, "7me Baromobile 2015," Nov 21,
2015
200993
www.eMarketer.com
There were some differences in terms of age, however. In

Q4 2015 Mdiamtrie found older internet users favored
computers over smartphones, while the opposite was
true for those ages 15 to 24. Tablets were most likely to
be used by respondents ages 25 to 34 (24.4%).
Devices Used to Access Social Networks Among

Internet Users in France, by Demographic, Q4 2015
Desktop/
laptop
Smartphone
Male
57.0%
38.4%
Female
54.7%
40.0%
15-24
65.2%
75.1%
25-34
62.5%
35-49
53.2%
50+
Total
Tablet
Total
16.8%
1.6%
72.9%
16.9%
2.0%
73.3%
Key Insights:
20.7%
2.0%
94.8%
59.9%
24.4%
3.6%
86.8%
39.7%
16.7%
3.2%
71.6%
51.3%
16.5%
12.4%
60.0%
55.9%
39.2%
16.8%
1.8%
73.1%
Age
Note: *small sample size of 15-60 responses in each demographic group;

no response shown for ages 50+ due to a statistically non-significant
sample of fewer than 15 responses
Source: Mdiamtrie, "Web Observatoire: Rseaux Sociaux T4 2015," Feb
19, 2016
205868
www.eMarketer.com
Consumers in France who do use smartphones for social

networking are typically visiting Facebook. According to
a separate February 2016 report from Mdiamtrie, that
platform drew the largest number of unique visitors (25.0
million) from France to its mobile site in December 2015,
ahead of Google (13. million) and French video-sharing
site Dailymotion (13.3 million).
1. Facebook
Excluding YouTube, Google+ was the second most

popular social network in TNSs July 2015 Connected
Life study. However, its lead was small, used daily by
8% of web users, while Instagram and Twitter were used
every day by 7% and 6%, respectively.
7%
6%
13.3
5. Orange
12.7
6. Apple
8.8
8. Leboncoin.fr
8.8
9. SFR
207012
7.8
6.8
12. Le Monde
11. AccuWeather.com
6.4
5.6
4. Instagram
5. Twitter
www.eMarketer.com
Facebook users in Germany are increasingly employing

the platform to discuss political events and opinions,
according to a January 2016 survey by the Munich
Digital Institute commissioned by Werben & Verkaufen
(W&V). The research found that users news feeds
were becoming less about entertainment and more
about politics, leading a fair share to cut down on
Facebook usage.
8.5
10. PageJaunes
20%

12.2
7. Amazon
43%
2. YouTube
13.8
4. Dailymotion
13. France Tlvisions
5.6
5.2
Source: Mdiamtrie, "L'Audience de l'Internet Mobile en France en

dcembre 2015" as cited in press release, Feb 15, 2016
205939
Social media users in Germany are more likely to

access their accounts via smartphone or tablet than by
a desktop computer.
3. Google+ 8%
14.3
3. Google
Nine in 10 consumers in Germany ages 16 to 29 used

WhatsApp in November 2015.
1. Facebook
25.0
2. Samsung
One in five Facebook users in Germany say they plan to

decrease their use of the platform.

in Germany, July 2015
% of respondents
Top 15 Mobile Apps in France, Ranked by Unique

Visitors, Dec 2015
millions
14. King
Facebook is the most popular social network in Germany,

but some sources suggest WhatsApp may now have
more users.
Connected
TV*
Gender
15. Shazam
GERMANY
www.eMarketer.com
In fact, 20.7% of users polled by Munich Digital Institute

said they expected to use Facebook less in the future.
Just 1.8% said they planned to use it more, while 77.5%
said their level of usage would remain the same.
Planned Change in Facebook Usage Among Facebook

Users in Germany, Jan 2016
% of respondents
Will use more
1.8%
Will use less

20.7%
Social media use in Germany is relatively evenly spread

across demographic groups. User penetration was
highest among web users ages 14 to 19 in Faktenkontors
Q4 2015 survey, but 86% of respondents ages 30 to 39
were also using social media, as were 69% of 50- to
59-year-olds.
Internet Users in Germany Who Use Social Media,
by Demographic, Q4 2015
Same
77.5%
Gender
Female
Note: n=1,271 ages 13+

Source: Munich Digital Institute, "Facebook als Schlachtfeld: Die Umfrage"
commissioned by Werben & Verkaufen (W&V), Jan 19, 2016
204012
www.eMarketer.com
Usage
81%
Male
79%
Age
14-19
96%
20-29
According to a January 2016 report from Faktenkontor,

Toluna and Institut fr Management- und
Wirtschaftsforschung (IMWF), there will be little further
growth in Germanys social media market overall. Eight
in 10 internet users ages 14 and up were already using
social media last year, while just 4% were planning
to start. The remaining 16% were not on any social
platforms and had no plans to join any.
95%
30-39
86%
40-49
79%
50-59
69%
60+
63%
Total
80%
Note: n=3,518
Source: Faktenkontor, "Social Media-Atlas 2015/2016" conducted in
collaboration with Toluna and Institut fr Management- und
Wirtschaftsforschung (IMWF), Jan 13, 2016
204430
Internet Users in Germany Who Use Social Media,

2011-2015
% of respondents
29%
7%
64%
2011
Use
26%
5%
70%
20%
6%
75%
25%
16%
4%
7%
68%
Though not primarily considered a social network,

its worth noting that WhatsApp has a user base that
has surpassed that of Facebook, its parent company,
in Germany. Nearly two-thirds (64%) of consumers
surveyed by Gothaer Versicherungsbank in November
2015 used WhatsApp, compared with 47% who used
Facebook. WhatsApp user penetration was highest
among respondents ages 16 to 29 (90%), but its reach
was wider than Facebooks among all age groups.
80%
Social Media Sites/Apps Used by Consumers in

Germany, by Age, Nov 2015
2012
2013
Plan to use
2014
2015
Do not use
Note: 2011 n=4,230; 2012 n=3,500; 2013 n=34,26; 2014 n=3,450; 2015
n=3,518; ages 14+
204429
www.eMarketer.com
www.eMarketer.com
16-29
30-44
45-59
60-69
Total
WhatsApp
90%
73%
53%
31%
64%
YouTube
87%
70%
46%
30%
60%
Facebook
79%
55%
29%
18%
47%
Instagram
36%
11%
3%
2%
13%
Xing
11%
22%
10%
4%
13%
Twitter
17%
10%
7%
6%
10%
5%
7%
6%
3%
6%
LinkedIn
Source: Gothaer Versicherungsbank, "Wie digital ist Deutschland?" in

cooperation with forsa, Jan 14, 2016
204386
www.eMarketer.com
A June 2015 survey by GfK for Medienpdagogischer

Forschungsverbund Sdwest (MPFS) offered some
insight to why teens in Germany may be so fond of
WhatsApp. Both male and female social network users
ages 12 to 19 said that they used social networks to send
messages to others, performed by 85% and 86% at least
several times per week, respectively. Another 64% of
female respondents and 65% of male respondents said
they chatted within the siteboth of which are primary
functions of WhatsApp.
Social Network Activities of Teen Social Network
Users in Germany, by Gender, June 2015
Female
Male
Sent messages to others
86%
85%
Use the "like" button
66%
62%
Chat within site
64%
65%
Check other users' profiles
52%
37%
Comment on others' posts
26%
30%
Look up people/contacts
26%
26%
Play games
18%
35%
Post photos/videos
15%
12%
Post links
12%
22%
Update current status
9%
6%
Post on someone else's wall
6%
5%
Note: n=850 ages 12-19; conducted daily or several times per week
Source: Medienpdagogischer Forschungsverbund Sdwest (MPFS),
"JIM-Studie 2015: Jugend, Information, (Multi-) Media" conducted by GfK,
Nov 27, 2015
201794
www.eMarketer.com
Mobile
Smartphone user penetration in Germany is relatively
high, and social media users there tend to use that device
to access their accounts. Two-thirds (66%) of respondents
in Faktenkontors survey said they used a smartphone
to do that last year, compared with 31% who used only
a desktop computer. Logging on via tablet also grew in
popularity, done by 34% in 2015 compared to 28% the
previous year.
Mobile vs. Desktop Social Media Users in Germany, by
Device, 2014-2015
% of respondents
2014
2015
Smartphone
64%
66%
Tablet
28%
34%
Desktop only
33%
31%
Total mobile users
67%
69%
Social media users ages 14 to 19 were the most likely

(90%) in Germany to use a mobile device to log on to a
social platform, Faktenkontor found. A nearly equal share
(89%) of those ages 20 to 29 also said they had used a
smartphone or tablet to do the same last year.
Social Media Users in Germany Who Access Social
Media via Mobile Device, by Age, 2012-2015
2012
2013
2014
2015
14-19
73%
82%
93%
90%
20-29
68%
79%
85%
89%
30-39
59%
65%
78%
79%
40-49
52%
47%
56%
63%
50-59
38%
31%
41%
54%
60+
26%
21%
30%
30%
Total
55%
57%
67%
69%
Note: 2012 n=2,438; 2013 n=2,555; 2014 n=2,363; 2015 n=2,817

204456
www.eMarketer.com
The popularity of mobile devices for social media use is

hardly a surprise, given the widespread use of WhatsApp.
Faktenkontor also counted the messaging app as a social
network in its research and found that 65% of social
media users used it somewhat actively, compared with
34% for Facebook.
IRELAND
As in most of Europe, Facebook is the leading social
network in Ireland. According to Ipsos MRBI, 63% of the
countrys consumers ages 15 and up had a Facebook
profile in January 2016.
Key Insights:
Nearly three-quarters of Facebook users in Ireland

log on every day, as do roughly half of the countrys
Instagram users.
Young consumers are more likely than the rest of
Irelands population to use social networks other
than Facebook.
More women than men in Ireland use a mobile phone
to access social networks.

Wirtschaftsforschung (IMWF); eMarketer calculations, Jan 13, 2016
204431
www.eMarketer.com
Facebooks reach was more than double that of the

second most popular social network in Ipsos MRBIs
survey, Twitter (31%). LinkedIn came in a close third
(28%), followed by Google+ (25%), Instagram (22%) and
Pinterest (15%). Less than one in 10 consumers in Ireland
had a Tinder or Tumblr account.
Demographic Profile of Social Media/Messaging*

Users in Ireland, July 2015
Gender
Male
63%
Female
62%
Age
Social Networks on Which Consumers in Ireland Have

an Account vs. Use Daily*, Jan 2016
% of respondents
Have an
account
Use daily*
Facebook
63%
74%
18-24
25-34
35%
28%
18%
Google+
25%
23%
Instagram
22%
48%
ABC1
Pinterest
15%
12%
C2DEF
2%
www.eMarketer.com
Facebook also had the largest number of daily users

among the social networks measured by Ipsos MRBI.
Roughly three-quarters (74%) of Facebook users in
Ireland said they accessed the site at least once per
day. Instagram climbed to second place in terms of daily
usage, with 48% of the photo-sharing apps users logging
on each day. Twitter trailed at 35%, followed by Google+
(23%), LinkedIn (18%) and Pinterest (12%).
Usage
According to Eurostats December 2015 report, two-thirds
(66%) of internet users in Ireland used a social network in
Q2 2015. This was up from 63% a year earlier and 61% in
2013, indicating that social network adoption there is still
on the rise.
Data from Red C and the Commission for
Communications Regulation (ComReg) Ireland is in line
with the Eurostat figures, showing social media user
penetration at 62% in July 2015. Its figure also included
messaging apps such as WhatsApp, but was based only
on consumers who had a fixed broadband subscription.
61%
55-64
31%
203822
75%
45-54
Twitter
Note: ages 15+; *among those who have an account

Source: Ipsos MRBI, "Social Networking Tracker," Jan 25, 2016
82%
35-44
LinkedIn
Tumblr
90%
65+
35%
23%
Socioeconomic status
Total
66%
59%
62%
Note: n=794 who are fixed broadband subscribers; *e.g., Facebook,

LinkedIn, Twitter, WhatsApp
Source: Commission for Communications Regulation (ComReg) - Ireland,
"ICT Consumer Survey" conducted by Red C, Nov 19, 2015
203861
www.eMarketer.com
The survey also showed that women and men in Ireland

were almost equally likely to be social media users,
at 62% and 63%, respectively. In terms of age, social
networking was most common among young adults, and
there was a significant drop-off among older generations.
The eir Connected Living Survey conducted by
Behaviour & Attitudes (B&A) drew similar conclusions. It
found that 94% of consumers ages 16 to 24 were social
media users in August 2015, compared with 68% of total
consumers ages 16 and over.
Facebook was still the most popular social network
among consumers ages 16 to 24, but they also showed
a great affinity for newer social networks, the eir survey
found. Two-thirds of respondents in that age group used
Snapchat and 58% used Instagram. In comparison,
those platforms were used by 23% and 22% of total
respondents, respectively.
Social Media Sites/Messaging Apps Used by

Consumers in Ireland, Ages 16-24 vs. Total, Aug 2015
16-24
Total (ages 16+)
Facebook
92%
60%
Facebook Messenger
85%
47%
Viber
61%
40%
WhatsApp
59%
36%
Google+
43%
32%
Snapchat
67%
23%
Instagram
58%
22%
Twitter
36%
20%
LinkedIn
16%
15%
Pinterest
23%
13%
ITALY
Italys social media market is dominated by Facebook.
According to data from TNS, 68% of internet users ages
16 to 65 used the platform daily in July 2015.
Note: total n=1,013 ages 16+; n=139 ages 16-24

Source: eir (formerly eircom), "Connected Living Survey" conducted by
Behaviour & Attitudes (B&A), Nov 10, 2015
204062
A June 2015 report from Carat Ireland and iReach showed

that smartphones accounted for the greatest share (38%)
of time spent on social media in Ireland. In comparison,
33% of social media time took place on laptops,
compared with 17% on desktop computers and 12%
on tablets.
www.eMarketer.com
Key Insights:
Mobile
Like social media users in general, mobile social media
users in Ireland skew young. According to Red Cs
July 2015 polling for ComReg, 84% of mobile phone
subscribers ages 18 to 24 accessed social platforms on
their phones. This share fell to 56% among those ages 35
to 44 and to 19% among the 55-to-64 age group. In all,
45% of respondents said they logged on to their social
media accounts via mobile phone, with women doing so
at a somewhat higher rate than men (49% vs. 42%).
Demographic Profile of Mobile Phone Social Media
Users in Ireland, July 2015
Gender
Female
Visitors to social networks spend more time using them

than visitors to other website categories.
The majority of internet users in Italy do not typically
use their mobile phones to access social networks.
Excluding YouTube, the leading social platforms in Italy

after Facebook, based on TNSs study, were Google+
(19%), Instagram (16%) and Twitter (14%).
in Italy, July 2015
% of respondents
1. Facebook
49%
Male
The top social networks in Italy are the same as in most

of Western Europe, with Facebook in the lead.
68%
2. YouTube
42%
32%
3. Google+
Age
18-24
84%
25-34
72%
35-44
56%
45-54
65+
206461
19%
ABC1
Total
51%
41%
45%
Note: n=1,005 mobile phone subscribers

Source: Commission for Communications Regulation (ComReg) - Ireland,
"ICT Consumer Survey" conducted by Red C, Nov 19, 2015
203860
16%
14%
www.eMarketer.com
Usage
7%
C2DEF
5. Twitter

40%
55-64
4. Instagram
19%
Social network user penetration in Italy trails most

markets in Western Europe, according to a December
2015 report from Eurostat. It showed that 58% of
internet users in the country used a social network during
Q2 2015. Only France (45%) ranked lower among the
Western European countries included.
www.eMarketer.com
November 2015 data from Audiweb and Nielsen showed

that internet users in Italy who visit social networks
spend a significant amount of time using them, especially
when compared to other website categories. Roughly
12 hours and 45 minutes were dedicated to social
networking per person during the research period, while
1 hour and 55 minutes were spent watching videos or
movies online, for example.
Internet User Metrics in Italy, by Site Category,
Nov 2015
Unique
% of
% of
Time per
visitors internet population
person
(millions) users
(hrs:mins:secs)
Demographic Profile of Social Network Users in Italy,

2015
Participate in social
networks*
Join a professional
network**
6-10
13.2%
11-14
56.3%
15-17
78.6%
6.5%
18-19
84.5%
6.8%
20-24
82.9%
13.6%
25-34
75.4%
19.4%
35-44
58.3%
16.6%
45-54
44.6%
11.9%
55-59
34.7%
10.5%
Male
Search
26.6
92.1%
48.1%
01:48:03
60-64
29.8%
10.0%
General interest
portals &
communities
25.9
89.7%
46.8%
01:13:01
65-74
27.3%
7.5%
75+
15.4%
4.2%
54.9%
13.4%
Social networks
25.2
87.3%
45.6%
12:45:02
Total male
Software
manufacturers
24.5
85.1%
44.4%
02:45:03
Female
Internet tools/web
services
24.1
83.5%
43.6%
00:51:54
Videos/movies
23.7
82.2%
42.9%
01:55:11
Email
22.1
76.8%
40.1%
02:14:32
Mass merchandiser
21.9
75.9%
39.6%
01:49:18
Cellular/paging
20.7
71.8%
37.5%
09:31:49
Current events &

global news
20.4
70.8%
37.0%
01:09:19
6-10
11.4%
11-14
56.7%
15-17
83.0%
6.1%
18-19
90.0%
6.3%
20-24
86.7%
13.3%
25-34
75.9%
17.2%
35-44
56.9%
11.7%
45-54
47.0%
8.5%
Note: ages 2+
Source: Audiweb and Nielsen as cited in press release, Jan 11, 2016
55-59
35.7%
5.5%
60-64
29.4%
4.5%
204892
65-74
26.3%
3.4%
75+
23.3%
5.1%
Total female
57.5%
10.5%
www.eMarketer.com
Istituto nazionale di statisticas (Istat) annual report broke

out social network usage in Italy by internet users who
use platforms such as Facebook and Twitter, and those
who use professional ones such as LinkedIn. It found that
users of the former type were most likely to be young
women, with the penetration rate reaching 90.0% among
female internet users ages 18 to 19 last year.
Professional social network users were most likely to
be males ages 25 to 34 (19.4%), though they were
followed relatively closely by females in the same age
group (17.2%).
Total
6-10
12.3%
11-14
56.5%
15-17
80.7%
18-19
87.2%
6.6%
20-24
84.8%
13.4%
25-34
75.6%
18.3%
35-44
57.6%
14.2%
45-54
45.8%
10.3%
55-59
35.2%
8.2%
60-64
29.6%
7.7%
65-74
26.9%
6.1%
75+
17.9%
4.5%
Total
56.1%
12.0%
6.3%
Note: among those who have used the internet in the past 3 months; *e.g.,
create a user profile, post messages or other on Facebook, Twitter;
**create a profile, post messages or other contributions on LinkedIn, Xing,
etc.
Source: Istituto nazionale di statistica (Istat), "Cittadini, imprese e ICT," Dec
21, 2015
203169
www.eMarketer.com
Istats research also showed that internet users in Italy

start using social networks at a young age. Some 12.3%
of respondents ages 6 to 10 said they had used a social
network in the previous three months and this share shot
up to 56.5% among those ages 11 to 14.
Usage of Select Mobile Communication Methods

Among Internet Users in Italy, by Age, H2 2015
A November 2015 survey by Doxakids drew a similar

conclusion. Despite the 13-year-old age minimum for
many social networks, it found that 48% of 12-year-old
internet users in Italy were on Facebook, compared
with 32% for Instagram, 19% for Google+ and 9%
for Snapchat.
Doxakids also looked at the frequency with which teens
in the country used social networks, finding that 70%
of 12- to 18-year-olds were either always connected or
logged on several times per day.
Frequency with Which Teen Internet Users in Italy
Access Social Media, Nov 2015
% of respondents
4-5 times
per week
7%
Less often
11%
Always connected
25%
Once per day

13%
Several times per day
45%
Note: ages 12-18; numbers may not add up to 100% due to rounding
Source: Doxakids, "Il tempo del web: Adolescenti e genitori online," Feb 9,
2016
205771
www.eMarketer.com
Mobile
Young adults in Italy are the most likely to be using
a mobile phone for social networking. According to
Deloittes Global Mobile Consumer Survey, 76% of
internet users ages 18 to 34 studied in Italy used a social
network to communicate via mobile phone in the week
ahead of being polled in H2 2015.
18-24
25-34
35-44
45-54
55-64
65+
Instant messaging
81%
82%
74%
64%
48%
37%
Social networks
76%
76%
63%
45%
35%
28%
Text messages
73%
75%
74%
76%
70%
64%
Voice calls
70%
77%
75%
78%
82%
82%
Email
55%
68%
58%
53%
41%
37%
Note: in the past 7 days

Source: Deloitte, "Global Mobile Consumer Survey 2015: The Italian Cut,"
Dec 4, 2015
205656
While older generations in Italy still prefer more traditional

means of communicating, they are starting to take up
newer methods. Deloitte found that the use of voice
calls and text messages by internet users ages 65 and
up fell for the first time in 2015, while social network
usage climbed from 18% in 2014 to 28% last year. Use of
mobile messaging services also rose from 26% to 37%
in the same time period.
Still, the majority of all web users surveyed by Deloitte
said they did not primarily use their mobile phone to
check social networks. Under half (45%) of respondents
ages 18 to 24 said they regularly chose their mobile
phone over other devices to access their accounts, and
this share fell to 38% among those ages 45 to 54 and to
25% among those ages 65 and older.
Internet Users in Italy Who Primarily Use Their Mobile
Phone to Check Social Networks, by Age, H2 2015
18-24
45%
25-34
44%
35-44
43%
45-54
38%
55-64
65+
Total
28%
25%
38%
Source: Deloitte, "Global Mobile Consumer Survey 2015: The Italian Cut,"
Dec 4, 2015
205657
www.eMarketer.com
www.eMarketer.com
THE NETHERLANDS
Netherlands. According to data from Multiscope, 76%
of internet users in the country had a Facebook profile in
December 2015.
WhatsApp
9.8
Facebook
9.6
YouTube
Key Insights:
Social Media Users in the Netherlands, by Site/App,

Jan 2016
millions
7.2
LinkedIn
Facebook is the leading social network in the

Netherlands, but eMarketer projects that use of the
platform will edge lower this year.
4.2
Google+
3.6
Twitter
Internet users ages 18 to 24 are more likely than

those ages 25 and up to visit all social platforms,
except Pinterest.
2.6
Instagram
2.1
Pinterest
Chatting via WhatsApp is a more common smartphone

activity than social networking.
Other than WhatsApp, LinkedIn (45%) took second

place in Multiscopes survey, followed by Twitter (28%),
Google+ (22%) and Pinterest (18%). Some 15% had an
Instagram profile, while just 5% had a Snapchat account.
Top 10 Social Media Sites/Apps Used by Internet
Users in the Netherlands, 2014 & 2015
% of respondents
Tumblr
0.3
foursquare
0.1
WeChat
0.1
Note: ages 15+
Source: Newcom Research & Consultancy, "Nationale Social Media
Onderzoek 2016," Jan 24, 2016
2014
2015
1. Facebook
74%
76%
2. WhatsApp
59%
68%
3. LinkedIn
45%
45%
4. YouTube
29%
31%
5. Twitter
27%
28%
6. Google+
23%
22%
7. Pinterest
13%
18%
8. Instagram
11%
15%
9. Picasa
9%
8%
10. Snapchat
2%
5%
Note: 2014 n=8,849; 2015 n= 7,677

Source: Multiscope as cited in press release, Dec 14, 2015
204017
2.0
Snapchat
1.0
www.eMarketer.com
WhatsApp, which has social features but is primarily

a mobile messaging app, has made significant gains
in the Netherlands. Multiscopes report showed
that WhatsApps user base was nearing the size of
Facebooks, while January 2016 data from Newcom
Research & Consultancy suggested that its reach was
already wider, at 9.8 million users ages 15 and older,
compared with Facebooks 9.6 million.
204641
www.eMarketer.com
All of the other social platforms measured by Newcom

trailed far behind both Facebook and WhatsApp. LinkedIn
had 4.2 million users during the survey period, followed
by Google+ (3.6 million), Twitter (2.6 million), Instagram
(2.1 million) and Pinterest (2.0 million).
Usage
At 72.3% of internet users or 62.2% of the population
in 2016, the Netherlands will have the highest social
network user penetration rate in Western Europe,
eMarketer estimates. It is also one of the few markets
in the region where eMarketer predicts a decline in
Facebook penetration among social network users
between 2015 (86.4%) and 2016 (86.2%).
Multiscopes December 2015 report indicated a decrease
in Facebook usage as well. Some 14% of internet users
polled said they expected to use the platform less this
year than they did in 2015, compared with 6% who
planned to use it more.
Internet Users in the Netherlands Who Expect to Use

Select Social Media Sites/Apps More vs. Less in 2016
% of respondents
Social Networks Used by Internet Users in the

Netherlands, by Age, June 2015
LinkedIn
Facebook
20%
94%
7%
74%
WhatsApp
Instagram
18%
35%
2%
11%
YouTube
LinkedIn
32%
12%
29%
4%
Twitter
Twitter
12%
29%
16%
21%
Facebook
Google+
6%
24%
14%
More
23%
Pinterest
Less
18%
Note: n=7,677
Source: Multiscope as cited in press release, Dec 10, 2015
204015
23%
www.eMarketer.com
Still, Facebook remains the Netherlands most frequently

used social network. According to data from GfK
Netherlands, social media users there visited the platform
just shy of 23 times in December 2015, and around
two-thirds (64%) said that they published at least one
post per week. In comparison, Instagram was visited an
average of 15.3 times in the same time period, and 52%
of users published a minimum of one post weekly.
Average Number of Times per Week that Social Media
Users in the Netherlands Visit Select Social
Networks, Dec 2013, Dec 2014 & Dec 2015
Dec 2013
Dec 2014
Dec 2015
Facebook
24.1
23.0
22.9
Instagram
15.3
9.4
13.8
6.0
Twitter
Pinterest
Note: ages 13+

Source: GfK Netherlands, "GfK Trends in Digitale Media" as cited by
Stichting Promotie Televisiereclame (SPOT), Dec 15, 2015
202399
www.eMarketer.com
As in most other markets, social network users in the

Netherlands tend to be young. An October 2015 report
from Ruigrok NetPanel showed that user penetration was
higher among 18- to 24-year-old internet users than those
ages 25 and older for each social network included in its
survey, except Pinterest. Instagram had the largest age
gap, with 35% of respondents ages 18 to 24 using the
photo-sharing service, compared with 11% of those ages
25 and up.
Total
96%
86%
18-24
25+
Note: n=1,359
Source: Ruigrok NetPanel, "What's Happening Online? 2015," Oct 20, 2015
204362
www.eMarketer.com
Mobile
The vast majority of internet users in the Netherlands will
use a smartphone (79.8%) or tablet (66.1%) this year,
based on eMarketer estimates. With such broad access
to mobile devices, its no surprise that consumers there
are using them for social networking.
According to GfK Netherlands December 2015 survey,
67% of internet users in the Netherlands had used a
smartphone to visit social media. Another 60% had
used a tablet to do the same, making it the third most
common online activity on that device after surfing
the web and email. Chatting on WhatsApp (72%) was
somewhat more common than using social media on
smartphones, however.
Smartphone vs. Tablet Activities of Internet Users in

the Netherlands, Dec 2015
% of respondents
Tablet
Smartphone
Surf the internet
87%
81%
Email
70%
76%
Social media
60%
67%
Games
58%
46%
Banking
38%
47%
Take or look at photos
36%
69%
Watch videos
36%
28%
Make digital purchases
35%
22%
Watch TV
30%
11%
Read a book
18%
5%
Chat via WhatsApp
16%
72%
Listen to music (excluding the radio)
14%
27%
Listen to the radio
14%
19%
GPS/navigation
9%
42%
Mobile access card/payment
4%
13%
Make calls
3%
80%
SMS
3%
68%
Note: ages 13+

Source: GfK Netherlands, "GfK Trends in Digitale Media" as cited by
Stichting Promotie Televisiereclame (SPOT), Dec 15, 2015
202397
www.eMarketer.com
Still, social media accounted for the largest share of

time spent on mobile internet activities, according to
GfK Netherlands Digital Audience Measurement
(DAM) report. From July to September 2015, roughly
three-quarters of time spent online via mobile device was
dedicated to social networking.
NORWAY
Facebook is by far the leading social network in Norway.
According to a January 2016 report from Ipsos Norway,
79.2% of internet users ages 18 and over had a profile on
the platform in Q4 2015.
Key Insights:
Some 47.1% of respondents in Ipsos Norways survey

had an account on the second most popular platform,
Snapchat, and 37.5% had an Instagram profile. Google+
(30.3%) came next, followed by LinkedIn (28.7%)
and Twitter (26.6%). Roughly one in 10 (10.7%) had a
Pinterest profile during the quarter.
Social Media Users and Penetration in Norway, by
Site/App, Q4 2015
millions and % of internet users
Social media
users (millions)
% of internet
users
Facebook
3.2
79.2%
Snapchat
1.9
47.1%
Instagram
1.5
37.5%
Google+
1.2
30.3%
LinkedIn
1.2
28.7%
Twitter
1.1
26.6%
Pinterest
0.4
10.7%
Note: n=1,702 ages 18+ who have a profile on each site/app

Source: Ipsos Norway, "Ipsos tracker om sosiale medier Q4 2015" as cited
in press release, Jan 28, 2016
204102
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Facebook was also the most frequently used social

network in Norway, according to a September 2015
report from TNS Gallup Norway. Over two-thirds (69%) of
internet users ages 15 and up used the platform at least
daily during Q2 2015, it said. A third used Snapchat at
least once per day during the same time period, and 22%
used Instagram. The share of daily users dropped below
10% for all other social platforms measured.
Norway, by Frequency, Q2 2015
% of respondents
Several times
per day
Daily
Weekly
Facebook
48%
21%
10%
Snapchat
24%
9%
8%
Instagram
14%
8%
8%
Twitter
3%
4%
8%
Google+
2%
3%
7%
Facebook is the top social network in Norway, both in

terms of reach and frequency of use.
LinkedIn
1%
1%
10%
Pinterest
1%
1%
5%
Flickr
0%
1%
2%
Snapchat has risen to second place, and user

penetration in Norway is especially high among
young adults.
Tumblr
0%
1%
2%
Vine
0%
1%
2%
Origo
0%
1%
1%
Myspace
0%
1%
0%
Ello
0%
0%
1%
Smartphones are the most common device used by

Norways social media users to access their accounts.
Note: ages 15+

Source: TNS Gallup Norway, "Medieutviklingen: Fra de store medietrendene
til wearbles & IoT," Sep 17, 2015
200853
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Usage
eMarketer projects that 68.0% of internet users or 59.2%
of the population in Norway will access a social network
in 2016. But further adoption will slow from 2.6% this
year to 2.1% in 2019.
In October, Statistics Norway reported a higher figure
than eMarketer for social network user penetration in the
country, at 73% of the population in Q2 2015. However,
its figure reflected consumers ages 16 to 74 who had
visited a social network in the preceding three months,
while eMarketers estimate includes consumers of all
ages who visit a social network at least monthly.
Based on Ipsos Norways survey, older internet users

are well represented on Facebook. Some 78% of
respondents ages 40 to 59 had a Facebook profile during
Q4 2015, as did 61% of those ages 60 and over. Still,
Facebook users in Norway were most likely to be young
and female, with user penetration reaching 96% among
women ages 18 to 29.
Demographic Profile of Facebook Users in Norway,
Q4 2015
18-29
96.0%
94.0%
95.0%
Social Media User Penetration in Norway,

Q2 2013 & Q2 2015
% of population
30-39
96.0%
90.0%
93.0%
68%
73%
40-59
81.0%
75.0%
78.0%
60+
65.0%
57.0%
61.0%
Total
82.0%
77.0%
Q2 2013
Note: ages 16-74; in the past 3 months

Source: Statistics Norway, "ICT usage in households, 2015, 2nd quarter,"
Oct 1, 2015
199668
79.2%
Q2 2015
www.eMarketer.com
According to Statistics Norway, most of the countrys

growth in social media use can be attributed to uptake
among older generations. The research showed that user
penetration among internet users ages 65 to 74 rose
from 22% in Q2 2013 to 37% in Q2 2015. Among those
ages 55 to 64, it increased from 42% to 54% in the same
time period.
Female
Male
Total
Note: n=1,702 who have a Facebook profile

204103
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Snapchat is a particularly popular social platform in

Norway. There too, young women are the most avid
users, though a notable share of young men have also
signed up for the photo-sharing service. Data from Ipsos
Norway revealed that 92% of female web users ages 18
to 29 used Snapchat during Q4 2015, compared with 88%
of men in the same age range.
Demographic Profile of Snapchat Users in Norway,

Q4 2015
Devices Used to Access Social Media Sites Among

Social Media Users in Norway, 2013-2015
% of respondents
2013
2014
2015
Smartphone
29%
48%
56%
Desktop/laptop
36%
43%
38%
Tablet
10%
20%
20%
18-29
92.0%
84.0%
88.0%
Note: ages 18+; used yesterday

Source: Ipsos Norway, "Mediadgnet 2015," Nov 19, 2015
30-39
62.0%
203136
61.0%
www.eMarketer.com
According to a February 2015 survey by Buzzador,

smartphones were already the preferred device for social
networking in Norway early last year. Its research showed
that 86% of internet users in the country had ever used
a smartphone to log on to social media, compared with
69% who had used a computer and 55% who had used a
tablet to do so.
62.0%
40-59
49.0%
33.0%
41.0%
60+
19.0%
10.0%
15.0%
Total
RUSSIA
51.0%
43.0%
47.1%
Female
Male
Total
Note: n=1,702 who have a Snapchat account

204112
www.eMarketer.com
Mobile
With 87.2% of the population expected to use a
mobile phone in 2016, based on eMarketer estimates,
Norway will have worlds highest rate of mobile phone
penetration. Smartphone usage will be high too, at 74.0%
of the population this year. And as the countrys affinity
for mobile-only Snapchat attests, consumers in Norway
are more likely to use a mobile phone than other devices
to access social networks.
In a separate survey conducted by Ipsos Norway in
October 2015, 56% of social media users ages 18 and
over said they had used a smartphone to visit social
media the day before polling. One in five said they had
used a tablet, and 38% said they had used a computer.
Russias social media landscape is drastically different

from most others in Europe in that homegrown social
networks are still far more popular than imports
like Facebook.
Key Insights:
VK (Vkontakte) is the dominant social network

in Russia, followed by a second local platform,
Odnoklassniki.ru.
VKs user base is younger than that of Odnoklassniki.
Facebook trails well behind VK in terms of mobile users.
According to TNSs Connected Life report, local

platform VK is the leading social network in Russia, used
daily by 55% of internet users ages 16 to 65 in July
2015. Another Russian platform focused on connecting
classmates, Odnoklassniki, followed at 33%. Facebook
was used every day by just 17% of the countrys internet
users, which was similar to the share who used Google+
daily (16%).

in Russia, July 2015
% of respondents
1. VK
Consumers in Russia Who Use Social Media Sites,

by Frequency, June 2015
% of respondents
55%
2. Odnoklassniki.ru
33%
3. YouTube
I am not
registered for
any social
media sites
45%
28%
4. Facebook
17%
5. Google+
16%
I am constantly
using them
23%
I sometimes use them
25%

206965
www.eMarketer.com
June 2015 research by the Levada Center, commissioned

by Bazeleevs, confirmed Facebooks standing behind
local platforms in Russia. In its survey, 72% of social
media users ages 18 and up said they had signed up for
Odnoklassniki, compared with 66% who had registered
for VK. Some 22% of respondents said they had a
Facebook profile, followed closely by a third local service,
Moi Mir (18%). Less than 10% had an Instagram or
Twitter account.
Social Media Sites on Which Social Media Users in
Russia Have an Account, June 2015
% of respondents
Odnoklassniki.ru
72%
VK
66%
Facebook
22%
My World
9%
8%
3%
I have an account, but don't use them

7%
Note: ages 18+
Source: Levada Center commissioned by Bazelevs as cited in press release,
Aug 10, 2015
203712
www.eMarketer.com
However, the majority of those who had registered

for a platform used it frequently. Nearly half (48%) of
respondents said they sometimes or constantly used
social media, compared with just 7% who had an account
but didnt use it.
Young adults in Russia are the most likely to use social
networks overall, but there are differences in age
distribution per platform. November 2015 research by
TNS Russia showed that VK usage was highest among
internet users ages 18 to 24 (93.8%), followed by those
ages 12 to 17 (91.9%). Odnoklassniki was most popular
among 55- to 64-year-old internet users (57.4%).
18%
Instagram
Social Network Users in Russia, by Site and

Demographic, Nov 2015
Twitter
Other
VK
Odnoklassniki.ru
Note: ages 18+

Source: Levada Center commissioned by Bazelevs as cited in press release,
Aug 10, 2015
Gender
Female
81.1%
55.0%
203713
Male
79.5%
42.3%
12-17
91.9%
36.5%
18-24
93.8%
35.3%
25-34
85.1%
48.1%
35-44
77.6%
55.0%
45-54
71.1%
54.7%
55-64
62.3%
57.4%
Total
80.3%
48.9%
www.eMarketer.com
Usage
Social network use is widespread among internet users
in Russia. eMarketer expects 79.2% will use a social
network in 2016, and that this share will rise to 80.2%
in 2019.
Social network use among the overall population is
significantly lower. According to the Levada Centers
survey, 45% of consumers in the country were not
registered on any social media platforms as of June 2015.
Age
Note: home and work locations; desktop only

Source: TNS Russia, "Web Index," Jan 27, 2016
204978
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Internet users in Russia spend more time using VK than

they do Odnoklassniki. According to TNS Russia, the
average daily time dedicated to VK per person via desktop
computer in November was 41 minutes, compared with
34 minutes for Odnoklassniki.
Social Network User Metrics in Russia, by Site,

Nov 2015
Average minutes spent per day
VK
Odnoklassniki.ru*
41
34
14.5
7.2
26.9%
13.5%
23.2
12.8
43.2%
23.9%
Average daily reach

Social network users (millions)
% of population
Average weekly reach
% of population
% of population
29.2
17.8
54.3%
33.1%
Note: ages 12-64; home and work locations; desktop only; *excludes
Odnoklassniki Reels
Source: TNS Russia, "Web Index," Jan 27, 2016
204983
1. Google.com/Google.ru
12.7
2. Yandex
11.0
3. VK
10.8
4. YouTube
Monthly reach
Top 10 Mobile Sites/Apps in Russia, Ranked by Unique

Audience, Jan 2015
millions
www.eMarketer.com
Demographic data on Facebook users in Russia is sparse,

but a May 2015 report from Gemius provided some
insight. Its average monthly usage data for 2014 showed
that Facebook penetration was highest among internet
users ages 25 to 34 (26%), followed by those ages 35 to
44 (23%). Nineteen percent of internet users ages 18 to
24 also used the platform, as did 19% of those ages 45
to 54.
Mobile
Mobile phone internet adoption in Russia lags behind
many other countries in Europe. eMarketer estimates that
45% of the population and 62.4% of mobile phone users
will access the web via mobile phone this year.
9.8
5. Mail.ru
9.4
6. Wikipedia
6.7
7. Facebook
6.5
8. WhatsApp
6.5
9. Viber
6.1
10. Instagram
5.2
Note: ages 12-64 living in cities with population of 700,000+

Source: TNS Russia, "Web Index Mobile" as cited in press release, Feb 25,
2015
205852
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In terms of mobile apps alone, VK took the lead with

8.4 million monthly users. After YouTube and Google
came WhatsApp, with roughly 6.5 million users, followed
by messaging and VoIP app Viber (6.1 million). Instagram
had around 4.7 million app users during the same time
period. Facebook did not make this list.
Top 10 Mobile Apps in Russia, Ranked by Unique
Audience, Jan 2015
millions
1. VK
8.4
2. YouTube
Those who are using their phones to go online, however,

are likely to be visiting social networks. The most recent
data available, from TNS Russia, showed that VK was the
third largest mobile platform in the country in January
2015, drawing 10.8 million people ages 12 to 64 to its
app or mobile site that month. Facebook had 6.5 million
visitors in the same time period, while Instagram had
5.2 million.
7.8
3. Google.com/Google.ru
7.4
4. WhatsApp
6.5
5. Viber
6.1
6. Instagram
4.7
7. Google Maps
4.5
8. Skype
9. 2GIS
10. Mail.ru
4.4
4.0
3.9
Note: ages 12-64 living in cities with population of 700,000+

Source: TNS Russia, "Web Index Mobile" as cited in press release, Feb 25,
2015
205853
www.eMarketer.com
SPAIN
Facebook is the top social network in Spain. According
to data from TNS, 60% of the countrys internet users
ages 16 to 65 were on the platform daily in July 2015.
Less than half that number (23%) used the second most
popular social network, Twitter, each day.
Internet Users in Spain Who Use Social Networks,

by Site, Oct 2015
% of respondents
Facebook
81%
7%
12%
Twitter
43%
34% 1%
22%
LinkedIn
27%
Key Insights:
Social networking is most common among young and

female internet users in Spain.
Nearly three-quarters of daily social network users in
Spain access their accounts via more than one device
every day.
Google+ came next in TNSs ranking, with 18% of

internet users in Spain on the platform every day during
the polling period. Instagram followed at 14%.
in Spain, July 2015
% of respondents
1. Facebook
60%
2. YouTube
32%
3. Twitter
5. Instagram
23%
18%
14%

206462
42%
9%
Instagram
Facebooks popularity has remained relatively stable in

Spain, while homegrown platform Tuentis user base
has declined over the past few years.
4. Google+
22%
www.eMarketer.com
An October 2015 survey by The Cocktail Analysis and

Arena Media also put Facebook in the lead. It showed
that 81% of internet users in Spain ages 18 to 60 had an
active Facebook profile, down slightly from 83% one year
earlier. Under half (43%) had an active Twitter account,
compared with 27% for both Instagram and LinkedIn.
27%
Pinterest
13%
Tuenti
6%
54% 4%
15%
15%
46%
39%
51% 4%
Flickr
5%
12%
55%
Tumblr
5%
9%
50%
Have active profile

Inactive profile or closed
26%
28%
36%
Know of it, but never had a profile

Don't know it
Note: n=1,004 ages 18-60

Source: The Cocktail Analysis and Arena Media, "Observatorio de redes
sociales VII Ola," Dec 16, 2015
205371
www.eMarketer.com
The popularity of local platform Tuenti has fallen over the

past few years. In October 2015, 45% of internet users
in Spain had been registered for the service, but only
6% were active users, The Cocktail Analysis found. At its
peak in 2011, 36% of internet users in the country had an
active Tuenti profile.
Part of the reason for the decline in usage can be
attributed to Tuentis ongoing move away from a social
networking model toward mobile service operations. In
February 2016, the Telefonica-owned company announced
that while it would not shut down its social platform,
Tuentis focus would be on continuing to grow its mobile
service user base.
Usage
eMarketer estimates that 61.4% of internet users or
41.7% of the population in Spain will use a social network
at least once per month in 2016. A February 2016 survey
by nPeople for the Interactive Advertising Bureau Spain
(IAB Spain) placed social network usage in Spain higher,
at 80% of internet users in December 2015, but this was
based on those who had accessed a social network in the
month ahead of polling.
Social network use in Spain is weighted fairly heavily

toward young people, as it is in most other countries.
According to an annual survey by Instituto Nacional de
Estadistica Spain (INE), 90.5% of internet users ages 16
to 24 used a social network in May 2015, as did 80.6%
of those ages 25 to 34. By comparison, user penetration
was less than half (49.4%) for respondents ages 45 to 54
and as low as 37.4% among 65- to 74-year-olds.
Timeframe in Which Internet Users in Spain Last

Accessed Social Media, Dec 2015
% of respondents
Past year
2.1%
Past 30 days
3.8%
Longer ago/
never
6.1%
Past 7 days
10.7%
Social Network Users in Spain, by Demographic, 2015

Gender
Female
67.3%
Male
62.2%
Age
16-24
90.5%
25-34
80.6%
35-44
67.0%
45-54
55-64
65-74
Total
49.4%
40.9%
37.4%
64.7%

Source: Instituto Nacional de Estadstica (INE) - Spain, "Encuesta sobre
Equipamiento y Uso de Tecnologas de Informacin y Comunicacin en los
Hogares: Ao 2015" in collaboration with Instituto de Estadstica de
Catalua (Idescat) and Red.es - Spain, Oct 1, 2015
205559
www.eMarketer.com
Yesterday
77.2%
Note: n=17,928; numbers may not add up to 100% due to rounding

Source: Asociacin para la Investigacin de Medios de Comunicacin
(AIMC) - Spain, "Navegantes en la Red: 18a Encuesta AIMC a usuarios de
Internet" sponsored by ODEC and in collaboration with Samsung, March 8,
2016
207158
www.eMarketer.com
In terms of time spent, over one-quarter (25.7%) of

respondents in Spain who had used a social network
the month prior to being polled had dedicated an hour
or more to the activity per day during the survey period.
Most common was spending between 15 and 30 minutes
on social networks, cited by 28% of social network users
in AIMCs survey.
Average Daily Time Spent Using Social Media
According to Social Media Users in Spain, Dec 2015
% of respondents
There were some differences in gender as well. The

INE found that more women than men in Spain used
social networks, at 67.3% and 62.2% of internet
users, respectively.
<15 minutes
A December 2015 study by Asociacin para la

Investigacin de Medios de Comunicacin (AIMC)
Spain found that social network users in Spain logged on
frequently. Nearly 88% had accessed a social network in
the week ahead of being surveyed. Only 12% had done
so less frequently or never.
2-4 hours
23.1%
15-30 minutes
28.0%
30 minutes-1 hour
22.5%
1-2 hours
13.9%
7.5%
3.1%
1.2%
0.7%
4-8 hours
8+ hours
Don't know/no response
Note: n=16,449 who accessed social media in the past 30 days

Source: Asociacin para la Investigacin de Medios de Comunicacin
(AIMC) - Spain, "Navegantes en la Red: 18a Encuesta AIMC a usuarios de
Internet" sponsored by ODEC and in collaboration with Samsung, March 8,
2016
207009
www.eMarketer.com
Mobile
According to The Cocktail Analysis and Arena Media, the
single most popular device for social networking among
daily social network users in Spain was a smartphone,
used by 83% of respondents in October 2015. But
computers were used by 76%, followed by tablets
(40%) and smart TVs (25%), so smartphones have not
completely replaced other devices for social network use.
SWEDEN
Daily Social Network Users in Spain, by Device,

Oct 2015
% of respondents
Smartphone
83%
Desktop/laptop
76%
Tablet
Smart TV
40%
Key Insights:
25%
Source: The Cocktail Analysis and Arena Media, "Observatorio de redes

sociales VII Ola," Dec 16, 2015
205372
As in the rest of the Nordic countries, Facebook is the

most popular social network in Sweden. According to
data from TNS Sifo, 57% of consumers ages 16 to 80
used the platform at least once per week in August 2015.
www.eMarketer.com
The same study also found that 74% of daily social

network users in Spain used multiple devices to access
their accounts each day. Over one in five (22%) used
threecomputer, smartphone and tabletbut the
most common combination was a computer and
smartphone (47%).
A report from the Interactive Advertising Bureau Spain
(IAB Spain), Elogia and Repsol showed that Facebook
was the most common social network app in Spain, used
by 48% of smartphone users ages 18 to 55 last year. It
was not nearly as popular as WhatsApp (75%), however.
Twitter and Instagram were used by 22% and 16%,
respectively.
Leading Smartphone Apps/Types of Smartphone Apps
Used by Smartphone Users in Spain, 2014 & 2015
% of respondents
Facebook still takes the top spot in Sweden, but newer

social networks are gaining ground.
Instagram is already more popular than Facebook
among Swedens teen internet users.
Internet users in Sweden are nearly as likely to use a
computer as a mobile phone to access social media.
Excluding YouTube, Instagram was the second most

popular social platform in Sweden, according to TNS Siros
survey, being used at least weekly by 30% of consumers.
Snapchat (14%), LinkedIn (8%) and Twitter (8%) followed,
while Kik and Pinterest were used by 5% and 4% of
respondents, respectively.
Social Media Sites/Apps Used by Consumers in
Sweden, Aug 2015
% of respondents
Facebook
57%
2014
2015
WhatsApp
72%
75%
Facebook
50%
48%
Instagram
Snapchat
Weather apps
8%
25%
Games
18%
23%
Twitter
26%
22%
Email
14%
20%
Banking
YouTube
47%
30%
14%
8%
LinkedIn
Twitter 8%
5%
Kik Messenger
7%
19%
Gmail
18%
16%
Instagram
14%
16%
YouTube
10%
16%
Google Maps/GPS
6%
16%
Note: ages 16-80; use at least weekly

Source: TNS Sifo, "ORVESTO Konsument 2015:2" as cited in press release,
Oct 2, 2015
Other messaging apps
14%
203926
Candy Crush Saga
7%
12%
Chrome
9%
11%
Flashlight
10%
Photography/photo editor
10%
Note: 2015 n=1,134; ages 18-55

Source: Interactive Advertising Bureau Spain (IAB Spain), "VII Estudio Anual
de Mobile Marketing" conducted in partnership with Elogia and sponsored
by Repsol, Sep 29, 2015
198042
www.eMarketer.com
4%
Pinterest
www.eMarketer.com
IIS (Internetstiftelsen i Sverige)s annual research also put

Facebook in the lead. Seven in 10 internet users ages
12 and up said they had visited the platform as of April
2015. Instagram came in second again, but trailed at
40% of internet users, followed by Twitter and LinkedIn,
tied at 22% each. Another 21% of respondents had
visited Snapchat.
Social Networks Used by Internet Users in Sweden,

April 2015
% of internet users
Facebook User Penetration in Sweden, by Age,

April 2015
% of internet users
Facebook
12-15
70%
Instagram
16-25
40%
LinkedIn
22%
26-35
Twitter
22%
36-45
Snapchat
78%
94%
84%
74%
46-55
21%
56-65
Note: ages 12+; ever visit each site

Source: IIS (Internetstiftelsen i Sverige) (formerly .SE (Stiftelsen fr
Internetinfrastruktur), "Svenskarna och internet 2015," Nov 12, 2015
201091
69%
55%
66-75
www.eMarketer.com
Usage
50%
76+
30%
Total
eMarketer expects 57.3% of Swedens population and

68.9% of its internet users to use a social network in
2016. Eurostat reported a similar figure for social network
user penetration in the country, at 69% of internet users
in Q2 2015, down marginally from the year before.
Social network users in Sweden tend to skew young and
female, according to a November 2015 report by Statistics
Sweden. Some 91% of 16- to 24-year-old internet users in
the country said they used social media during Q1 2015,
with the penetration rate reaching 100% among women
in that age group. Males were only more likely than
females to use a social network in the 75 to 85 age range,
at 8% and 3%, respectively.
70%
Note: have ever visited Facebook

201087
www.eMarketer.com
Instagram has surged in popularity in Sweden, and

young people are driving adoption of the platform.
According to IIS, internet users ages 12 to 15 were
already more likely to be using the photo-sharing service
than Facebook as of April 2015, with penetration at 85%
and 78%, respectively.
Instagram User Penetration in Sweden, by Age,
April 2015
% of internet users
12-15
85%
16-25
Demographic Profile of Social Media Users in

Sweden, Q1 2015
26-35
55%
36-45
Female
Male
Total
46-55
16-24
100%
82%
91%
56-65
25-34
96%
72%
84%
35-44
77%
71%
74%
66-75
45-54
65%
58%
61%
76+ 6%
55-64
45%
32%
38%
Total
65-74
27%
21%
24%
75-85
3%
8%
5%
Total
63%
53%
58%
Note: there were approximately 4.5 million social media users ages 16-85
in Q1 2015
Source: Statistics Sweden, "Use of computers and the internet by private
persons in 2015," Nov 25, 2015
201256
67%
www.eMarketer.com
Facebook usage in Sweden was most common among

young adults, IISs April 2015 survey showed. Nearly all
(94%) internet users ages 16 to 25 used the platform
during the polling period, as did 84% of 26- to 35-year-olds.
40%
30%
18%
10%
40%
Note: have ever visited Instagram

201089
www.eMarketer.com
Instagram was popular among older teens and young

adults as well. IIS found that 67% of 16- to 25-year-old
internet users had ever used the platform, as had 55% of
those ages 26 to 35.
Mobile
TURKEY
With 81.6% of the population expected to use a mobile

phone this year, based on eMarketer estimates, mobile
use in Sweden is not quite as ingrained as in the rest
of the Nordic countries. Still, mobile phone users there
are using their devices to access social networks to a
high degree.
Facebook is far and away the top social network in Turkey.

According to data from Interactive Advertising Bureau
Turkey (IAB Turkey), the platform drew 16.7 million unique
visitors to its site in December 2015.
According to a December 2015 report from the Swedish

Post and Telecom Authority (PTS), 69% of mobile phone
users ages 16 to 75 had logged on to social media using
a mobile phone in the six months leading up to polling, up
from 55% in 2013.
Mobile Phone Social Media Users in Sweden,
2010-2015
% of mobile phone users
33%
Men and young adults account for the majority of

Turkeys social network users.
Internet users in Turkey spend nearly one-third of their
Twitter had 4.6 million visitors during December,

according to IAB Turkeys research, which only included
visits made via computer. Instagram took third place at
3.9 million.
Excluding the local blogging platform Blogcu from
consideration, the next two spots were taken up by Turkish
online communities, Eksi Szlk and uludag szlk. They
had 2.8 million and 2.1 million visitors, respectively.
22%
2013
2015
Note: n=1,637 ages 16-75 who use a mobile phone for private purposes; in
the past 6 months
Source: Swedish Post and Telecom Authority (PTS), "Svenskarnas
anvndning av telefoni och internet - PTS individunderskning 2015," Dec
10, 2015
202274
Facebook prevails as the leading social network in

Turkey, despite temporary bans recently imposed by
the government.
time online using Facebook.
55%
2011
69%
2010
Key Insights:
Top 10 Social Networks Among Internet Users in

Turkey, Ranked by Real Users, Dec 2015
Real
Page
users
views
(millions) (millions)
www.eMarketer.com
PTS found that 72% of internet users in the country had

accessed social media on a computer in the same time
period. This was unchanged from 2013, indicating that any
growth in Swedens social media usage is now coming
from mobile.
% reach
Average
time spent
per visitor
(hr:mins:secs)
16.7
3,086.5
8:09:27
78.6%
2. Twitter
4.6
96.4
0:43:41
21.7%
3. Instagram
3.9
32.6
0:09:58
18.4%
4. Blogcu.com
3.2
20.0
0:07:09
15.1%
5. Eksisozluk.com
2.8
36.0
0:17:49
13.2%
6. Uludagsozluk.com
2.1
16.0
0:07:31
10.0%
7. WordPress
2.1
4.4
0:01:28
9.9%
8. Tumblr
1.7
34.3
0:18:55
8.2%
9. MsXLabs.org
1.5
1.9
0:00:18
6.9%
10. Change.org
1.1
2.9
0:01:04
5.2%
1. Facebook
Note: ages 12+; via desktop/laptop only

Source: Interactive Advertising Bureau Turkey (IAB Turkey), "Internet
Audience Measurement December 2015," Feb 11, 2016
205125
www.eMarketer.com
Usage
Social media use in Turkey has been restricted at
least twice by the government in the past two years.
Facebook, Twitter and YouTube were blocked during the
lead-up to local elections in March 2014 and again last
year after an image of a Turkish prosecutor held hostage
was circulated online. Both bans were later lifted,
however, and internet users in Turkey remain avid users of
social networks.
According to the Turkish Statistical Institute, 80.7% of the
countrys web users ages 16 to 74 had created a profile
or been active on a social network in the three months
leading up to April 2015. Men were more likely than
women to do so, at 83.1% and 77.6%, respectively.
Share of Time Spent Online with Select Content/Site

Categories Among Desktop Internet Users in Turkey,
by Age, July 2015
% of total
Entertainment
39%
Social networking
31%
26%
22%
9% 5%
18%
16%
18%
10%
Retail
23%
News/information
17%
15-24
27%
35%
24%
25-34
32%
35-44
9% 5%
18%
45-54
197231
www.eMarketer.com
comScores report also examined time spent on

various websites and properties individually, finding
that 29% of the total time internet users ages 6 and
up spent online via desktop that month was devoted
to Facebook. This put the platform ahead of Google
sites (15%), Microsoft sites (2%), Turkish newspaper
Milliyet Gazetecilik Ve Yayincilik (2%) and a local online
marketplace, Sahibinden.com (2%).
Social Network User Metrics in Turkey, by

Demographic, Dec 2015
Mobile
% of total
Page views
(millions)
% of total
10.0
55.8%
2,567.5
73.1%
7.9
44.2%
943.2
26.9%
12-17
3.7
20.5%
360.8
10.3%
18-24
4.5
25.0%
635.4
18.1%
25-34
4.5
25.2%
757.4
21.6%
35-44
2.7
15.3%
941.7
26.8%
45-54
1.5
8.6%
399.1
11.4%
55+
1.0
5.4%
416.4
11.9%
17.9
100.0%
3,510.7
100.0%
Gender
Male
Female
Age
Total
Note: via desktop/laptop only; numbers may not add up to 100% due to
rounding
Source: Interactive Advertising Bureau Turkey (IAB Turkey), "Internet
Audience Measurement December 2015," Feb 11, 2016
205122
Mobile internet use in Turkey has seen strong growth

in recent years. Eurostat reported in December 2015
that 74% of internet users had accessed the internet via
mobile phone during Q2 2015. This was up from 58% one
year earlier and 24% in 2012.
While there is little third-party data about whether mobile
web users in Turkey are using the mobile internet for
social networking, Facebooks own figures give some
insight into the countrys mobile social user base. In
Q2 2015, 85% of Facebook users in the country logged
on to the platform using a mobile device that quarter,
according to company figures cited in September 2015 by
Daily Sabah.
www.eMarketer.com
A July 2015 comScore study, which looked at time spent

online across different content categories by desktop
internet users in Turkey, showed that those ages 15
to 24 accounted for the most time spent on social
networks (31%). Internet users ages 25 to 34 made up
another 22%, while those ages 55 and older represented
only 10%.
55+

Source: comScore Media Metrix as cited in comScore Inc., "2015 Turkey
Digital Future in Focus," Sep 17, 2015
IAB Turkeys research also showed that more men than

women in Turkey used social networks. Males accounted
for 55.8% of social network users in the country during
December 2015, while females made up 44.2%. In terms
of age, young adults were the most likely to use social
networks, with internet users ages 18 to 34 representing
50.2% of social network users that month.
Real users
(millions)
8%
UNITED KINGDOM
Social network use in the UK closely parallels that in the
US. Facebook is the dominant social platform, used daily
by 53% of UK internet users ages 16 to 65 polled by TNS
in July 2015.
Key Insights:
Facebook is the top social platform in the UK, and its

user base continued to grow slightly last year.
Social Media Sites Actively Used by UK Social

Network Users, May 2014, Sep 2014 & April 2015
% of respondents
May 2014
Sep 2014
Facebook
80%
80%
82%
YouTube
42%
48%
49%
Twitter
30%
35%
35%
Google+
19%
25%
21%
Instagram
12%
15%
19%
LinkedIn
12%
17%
15%
Snapchat
7%
11%
14%
Pinterest
10%
10%
12%
2%
3%
4%
Vine
Teens and young adults are pioneering the adoption of

newer social networks.
devices, except for LinkedIn and Pinterest.

The second most popular social network in TNSs survey
was Twitter, used by 19% of UK web users every day
in July. Photo-sharing services Instagram and Snapchat
were used daily by 13% and 11%, respectively.
Top 5 Social Media Sites/Apps Among UK Internet
Users, July 2015
% of respondents
53%
2. YouTube
26%
3. Twitter
4. Instagram
5. Snapchat
197764
www.eMarketer.com
eMarketer estimates 69.5% of UK internet users and

57.2% of the countrys population will use a social
network in 2016. Growth is still fairly strong compared
with other markets in Western Europe, at 3.8% this year.
An August 2015 report from the Office for National
Statistics (ONS) UK provided a breakdown of social
network use by demographic group and frequency. It
showed that 79% of UK users had accessed a social
network daily or almost daily in the three months leading
up to its April 2015 polling. Women were more likely than
men to do so, at 81% and 76%, respectively, but the
most significant differences were seen with age.
19%
Frequency with Which Social Network Users in Great

Britain Use Social Networks, by Demographic,
April 2015
13%
11%

206464
Note: ages 11+; used at least once in the past 30 days

Source: Harris Interactive UK, "SocialLife6," Aug 2015
Usage
UK internet users are more likely to use apps than

browsers to visit social networks on their mobile
1. Facebook
April 2015
An April 2015 survey by Harris Interactive also found that

Facebook was the most popular platform in the UK. It
showed that 82% of social network users there had used
the platform in the previous month, compared with 35%
for Twitter, 21% for Google+ and 19% for Instagram.
Some 15% had used LinkedIn and 14% had used
Snapchat in the same timeframe.
Less than
once a week
Every day
or almost
every day
At least once
a week, but
not every day
Female
81%
15%
4%
Male
76%
19%
5%
16-24
88%
10%
2%
25-34
85%
13%
2%
35-44
77%
18%
6%
45-54
67%
26%
7%
55-64
68%
25%
7%
65+
60%
26%
14%
Total
79%
16%
4%
www.eMarketer.com
Gender
Age
Note: in the past 3 months; numbers may not add up to 100% due to
rounding
Source: Office for National Statistics (ONS) - UK, "Internet Access Households and Individuals, 2015," Aug 6, 2015
194644
www.eMarketer.com
The youngest respondents (ages 16 to 24) used social

networks most frequently, with 88% doing so every day
during the survey period. This share dropped to 60%
among those ages 65 and older.
Demographic Profile of Social Network Users in Great

Britain, by Site/App, Nov 2015
% of respondents
LinkedIn
Twitter
Facebook
Google+
Instagram
Gender
UK social network users have increased their use of

social platforms overall, according to Harris Interactives
research. More than one-third (35%) of users polled said
they used social networks more in April 2015 than they
did a year earlier. Growth in usage was especially high
among those ages 11 to 15, but even one-quarter (24%)
of respondents ages 65 and up said they used social
more than they had a year prior.
UK Social Media Users Who Use Social Media More vs.
Less*, by Demographic, April 2015
Male
61%
54%
49%
44%
42%
Female
39%
46%
51%
56%
58%
15-24
11%
29%
23%
24%
40%
25-34
21%
27%
23%
21%
26%
35-44
18%
19%
19%
21%
18%
45-54
28%
15%
17%
20%
10%
55+
21%
10%
18%
14%
6%
Age
AB
54%
40%
28%
27%
34%
C1
34%
29%
29%
23%
33%
C2
9%
18%
22%
21%
15%
DE
4%
13%
21%
28%
18%
Note: in the past 3 months; numbers may not add up to 100% due to
rounding
Source: Ipsos MORI, "Tech Tracker: Q4 2015," Dec 15, 2015
More
Less
Male
35%
11%
202977
Female
34%
13%
As in many other markets in the region, it is young

consumers in the UK who have been the quickest to
adopt newer social networks. Instagram penetration
was highest among respondents ages 15 to 24 in Ipsos
MORIs survey, at 40% during Q4 2015. One-quarter
(26%) of those ages 25 to 34 had also used the platform
during the time period.
Gender
Age
11-15
51%
5%
16-24
45%
11%
25-34
37%
12%
35-44
31%
14%
45-54
29%
14%
55-64
26%
14%
65+
24%
14%
Total
35%
12%
Note: *compared to 12 months ago

Source: Harris Interactive UK, "SocialLife6," Aug 31, 2015
205764
www.eMarketer.com
According to Ipsos MORIs Tech Tracker for Q4 2015,

women in Great Britain were more likely to use Instagram
and Google+, while men were more likely to use LinkedIn
and Twitter. Males and females were about equally
represented on Facebook, accounting for 49% and 51% of
the platforms users during the polling period, respectively.
www.eMarketer.com
A June 2015 survey by the Office of Communications

(Ofcom) UK looked at social media use among UK
teens ages 12 to 15. It found that over half (53%) of
social media users in that age group were on Instagram,
compared with 43% who were on Snapchat. Facebook
(87%) was still the most-used platform, though user
penetration had fallen 9 percentage points in a year.
Social Media Sites/Apps Used by UK Teen Social

Media Users, June 2014 & June 2015
% of respondents
June
2014
June
2015
Facebook
96%
87%
Instagram
36%
53%
Snapchat
26%
43%
YouTube
22%
33%
Twitter
28%
27%
WhatsApp
20%
23%
Google+
7%
8%
Vine
6%
8%
Pinterest
3%
6%
Tumblr
7%
5%
Note: ages 12-15

Source: Office of Communications (Ofcom) - UK, "Children and Parents:
Media Use and Attitudes Report," Nov 20, 2015
201609
www.eMarketer.com
Mobile
UK internet users are likely to use smartphones and
tablets to access social media. According to comScore
data cited by the Office of Communications (Ofcom)
UK, the UK audience for all social networks measured
was already larger on mobile devices than on computers
in April 2015. The data also showed that social network
apps drew more unique visitors that month than mobile
sites did, except on LinkedIn and Pinterest.
UK Social Network Audience, by Device, April 2015
millions of unique visitors
ok
itt
dI
er
bo
e
ac
e
nk
am
gr
le
g
oo
a
st
In
Pi
14.2
11.1
5.9
Tw
Li
16.2
15.4
st
re
e
nt
Mobile*
(browser & app)
30.5
Desktop & laptop**
30.1
9.1
8.9
8.6
3.7
4.7
Smartphone***
(browser & app)
26.0
11.8
9.6
10.3
8.6
4.0
Smartphone***
(app)
22.0
7.3
1.2
7.6
7.2
2.3
Smartphone***
(browser)
19.7
7.0
9.1
3.4
2.9
2.4
Total
40.7
21.6
20.7
20.2
14.1
9.4
Note: *includes Android and iOS smartphones and iPads; Android tablets
included for tagged entities only; **home and work; ***includes Android
and iOS devices
Source: comScore MMX Multi-Platform, MMX and MoMX as cited in Office
of Communications (Ofcom) - UK, "The Communications Market Report,"
Aug 6, 2015
194726
www.eMarketer.com
Social media use accounted for 21.4% of time spent

online via mobile phone or tablet by UK internet users in
June 2015, the Internet Advertising Bureau UK (IAB UK),
the UK Online Measurement Co (UKOM) and comScore
found. This made it the single largest mobile internet
category that month. In comparison, social networking
made up just 9.8% of time spent online via desktop in the
same time period.
Share of Time Spent Online Among UK Internet Users,
by Category and Device, June 2015
% of total
Mobile/tablet
Social media
Desktop
21.4%
9.8%
Games
8.6%
2.3%
Entertainment
8.3%
18.5%
Instant messaging
6.7%
0.8%
News/information
4.8%
2.2%
Retail
3.6%
4.0%
Search
2.2%
1.7%
Lifestyle
1.2%
0.9%
Business/finance
1.0%
1.3%
Email
0.8%
5.0%
Other
41.4%
53.5%
Source: Internet Advertising Bureau UK (IAB UK)/UKOM/comScore MMX

Multi-Platform as cited in press release, Sep 2, 2015
196782
www.eMarketer.com
The top social network in the UK in terms of mobile

users is Facebook. According to comScore, the platform
accrued 32.0 million mobile visitors in June 2015,
compared with 18.0 million for Twitter, 13.0 million for
Instagram and 7.0 million each for Pinterest and Snapchat.
Time spent was also highest on Facebook, with users
devoting 20 hours to the platforms mobile site or app
that month.
UK Mobile Users and Average Time Spent, by
Site/App, June 2015
Mobile users
(millions)
Average time
spent per user
(hours)
Facebook
32.0
20.0
Twitter
18.0
2.0
WhatsApp
16.0
5.0
Instagram
13.0
3.0
Pinterest
7.0
1.0
Skype
7.0
7.0
Snapchat
7.0
5.0
Spotify
7.0
2.0
Uber
0.9
0.3
Note: ages 18+; mobile browser and app

Source: comScore Mobile Metrix as cited in comScore Inc., "2015 UK Digital
Future in Focus," Sep 22, 2015
197560
www.eMarketer.com
LATIN AMERICA
Internet users in Latin America are heavy users of
social networks. eMarketer estimates that 74.7% of
internet users in the region will use a social network
at least once per month in 2016, a rate second only to
that of Central and Eastern Europe.
In absolute figures, Brazil has the regions largest number
of social media users: 58.4 million in December 2015,
according to comScore. Mexico had less than half of that
number (24.0 million), followed by Argentina (18.3 million)
and Colombia (11.5 million).
24.0
Argentina
Colombia
7.0
Chile
6.9
1.5
18.3
11.5
22.8
4. Twitter
18.3
5. Wordpress
17.7
6. Taringa!
17.7
9. Google+
8.0
Note: ages 15+; home and work locations; desktop/laptop only

Source: comScore MMX as cited by Portada, Feb 22, 2016
205585
www.eMarketer.com
ARGENTINA
Uruguay

Source: comScore MMX, Jan 28, 2016
204604
61.2
3. LinkedIn
10. Pinterest
7.4
Venezuela 10.4
Peru
140.6
2. Blogger
8. Tumblr
11.0
58.4
Mexico
1. Facebook
7. Nametests.com
13.0
Social Media Users in Select Countries in Latin

America, Dec 2015
millions
Brazil
Top 10 Social Networks in Latin America, Ranked by

Unique Visitors, Dec 2015
millions
www.eMarketer.com
Geography plays an important role in social network

usage in many countries in Latin America. In Brazil and
Peru, for example, social network users mainly live in
and around cities, where access to the internet is most
readily available. Still, consumers in rural areas who do
have internet access take up social networking quickly,
though the platforms they choose to use vary from region
to region.
Overall, Facebook dominates the social network scene
in Latin America. Besides Argentinas Taringa!, a social
platform where users share content on topics such as
recipes to sports, there are few, if any, local platforms
with significant followings. According to comScore data
cited by news service Portada, there were 140.6 million
unique visitors to Facebook in Latin America in December
2015. LinkedIn had 22.8 million visitors, followed by
18.3 million for Twitter, 17.7 million for Taringa!, 11.0 million
for Tumblr, 8.0 million for Google+ and 7.4 million
for Pinterest.
Facebook is the leading social network in Argentina,

drawing 15.2 million unique visitors via desktop to its site
in December 2015, according to comScore.
Key Insights:
Eight in 10 internet users in Argentina use Facebook

every day.
Over half of social media users in the country are under
age 35.
There were more visitors to social media sites via
Android smartphones than iPhones in December 2015.
Taringa!, a local social network, ranked second to

Facebook in comScores tally, with 5.9 million desktop
visitors in December 2015. Excluding the blogging
platform Blogger, Twitter took third place with 3.1 million
visitors, followed by LinkedIn with 2.2 million.
Top 10 Social Media Properties in Argentina, Ranked

by Unique Visitors, Dec 2015
thousands, % of internet users and % of social media users
Total unique
visitors
(thousands)
% of social
media users
% of
internet users
15,205
82.4%
80.5%
2. Taringa!
5,892
31.9%
31.2%
3. Blogger
5,458
29.6%
28.9%
4. Twitter
3,128
17.0%
16.6%
5. LinkedIn
2,204
11.9%
11.7%
6. WordPress
1,274
6.9%
6.7%
7. Tumblr
1,191
6.5%
6.3%
8. Upsocl
837
4.5%
4.4%
9. Nametests.com
811
4.4%
4.3%
10. Pinterest
768
4.2%
4.1%
1. Facebook
Note: ages 15+; home and work locations; desktop only; there are 18.4
million social media users in Argentina
Source: comScore MMX; eMarketer calculations, Jan 28, 2016
204598
www.eMarketer.com
TNSs Connected Life report showed that daily use of

Facebook in Argentina is much higher than that of any
other social network. Eight in 10 internet users ages 16
to 65 polled said they were on the platform every day in
July 2015. Roughly half that amount (42%) said they used
the second most popular platform, Google+, each day,
followed by Twitter at 23%.
Usage
Social networking is one of the top digital activities in
Argentina. According to a report from computer security
service CertiSur and market research firm DAlessio
IROL, 77% of internet users ages 18 and up used a
social network in Q2 2015, putting it behind only sending
or receiving personal email (98%) and searching for
information for work or school (95%). An equal share
(77%) said they used online banking.
comScores data shows Argentinas social media user
base was evenly divided between men and women
last year. In December 2015, 50.3% of desktop social
media users ages 15 and up were female, while 49.7%
were male. In terms of age, consumers ages 15 to 34
accounted for 56.3% of social media users that month,
while 19.0% were in the 35-to-44 age group.
Demographic Profile of Social Media Users in

Argentina, Dec 2015
% of total
55+
12.9%
Female
50.3%
Gender
15-24
29.5%
45-54
11.9%
Male
49.7%
35-44
19.0%
25-34
26.8%
Age
Note: home and work locations; desktop only; total social media users in
Argentina=18.4 million; numbers may not add up to 100% due to rounding
204589
www.eMarketer.com
Despite Facebooks popularity in Argentina, other platforms

are also gaining ground. April 2015 polling by research firm
Carrier y Asociados found that the share of internet users
with an Instagram profile grew by 11 percentage points in
one year to 17%. Among those ages 31 and under, 28%
had signed up for the photo-sharing service.
Mobile
While mobile phone usage in Argentina is high,
smartphones are not quite as common. eMarketer
estimates that 51.9% of mobile phone users and 37.1%
of the countrys population will use a smartphone in 2016.
As a result, mobile social media usage is not as high as in
other markets with wider access to smartphones.
Social media was the fifth most popular mobile site
category among smartphone and tablet users in
Argentina during December 2015, according to comScore.
There were 5.3 million smartphone visitors to social sites
during the time period, with the majority of mobile social
network users (83.9%) using Android-powered phones.
Another 453,000 visits took place via tablet, with Android
devices (4.2%) holding a slight lead over iPads (3.7%).
Mobile Social Media Users in Argentina, by Device

and OS, Dec 2015
thousands and % of total
Mobile social media
users (thousands)
% of total
Tablet
5,276
92.1%
453
7.9%
5,049
88.1%
681
11.9%
By OS
Android
iOS
By OS and device
Android phone
4,807
83.9%
iPhone
470
8.2%
Android tablet
242
4.2%
iPad
Total
211
3.7%
5,729
100.0%
Note: via browser only; numbers may not add up to total due to rounding
Source: comScore Mobile Metrix; eMarketer calculations, Jan 28, 2016
204595
Facebook is the dominant social network in Brazil.

According to TNS, 77% of internet users ages 16 to 65
used the platform every day in July 2015.
Key Insights:
77%
53%
3. Google+
34%
4. Instagram
5. Twitter
28%
20%

206465
www.eMarketer.com
The orkut social network was once a key player in Brazils

social media market, with more users than Facebook until
late 2011. In September 2014, the Google-owned platform
shut down, securing Facebooks position as the countrys
leading social network.
www.eMarketer.com
BRAZIL
1. Facebook
2. YouTube
By device
Smartphone

in Brazil, July 2015
% of respondents
Facebook ousted Googles orkut as the top social

network in Brazil in 2011 and has been in the lead
ever since.
Social media users in Brazil are geographically
concentrated in urban regions.
Usage
Social networking is a common digital activity in
Brazil, and eMarketer expects nearly 78% of internet
users in the country will use a social network in 2016.
Still-expanding internet adoption will spur further social
network user penetration growth, eMarketer predicts.
Social network users in the country tend to be
concentrated in urban areas. According to June 2015 data
from comScore, nearly half (46.9%) of social media users
in home and work locations were in the Southeast, where
most of Brazils large cities are located, and nearly another
quarter (24.4%) were in the South.
Brazils internet users are most likely to access social

media via smartphone.
After YouTube, Google+ was the third most popular

social platform in Brazil, used by 34% of internet users
every day in TNSs study. Instagram and Twitter followed
with daily user penetration rates of 28% and 20%,
respectively.
Demographic Profile of Social Media Users in Brazil,

June 2015
% of total
Social Network Sites/Apps Used by Internet Users

in Brazil, by Demographic, Dec 2014
Gender
Female
51.8%
Male
48.2%
Age
6-14
4.3%
15-24
29.9%
25-34
25.3%
35-44
21.1%
45-54
12.5%
55+
6.9%
Region
Southeast
46.9%
South
24.4%
Northeast
16.0%
Midwest
9.2%
North
3.5%
Household size
be
oo
b
ce
Fa
u
uT
ra
g
ta
e+
er
itt
Yo
ns
Tw
l
og
st
re
e
nt
dI
ke
Go
Pi
n
Li
Age
15-19
100.0%
98.7%
64.9%
51.4%
22.6%
18.6%
14.7%
20-39
98.4%
89.8%
81.3%
63.4%
39.4%
32.3%
57.2%
40-85
97.7%
77.1%
41.7%
49.8%
69.4%
21.0%
54.0%
South
99.6%
88.7%
44.8%
42.1%
46.6%
29.1%
42.3%
North
99.2%
99.2%
42.5%
32.9%
38.7%
18.0%
32.0%
Midwest
99.0%
91.1%
50.3%
79.8%
69.8%
23.4%
80.3%
Northeast
98.1%
82.6%
45.8%
54.3%
54.4%
28.6%
35.9%
Southeast
97.4%
82.5%
70.3%
55.5%
44.9%
22.5%
57.7%
Region
A
95.4%
90.3%
78.0%
59.7%
36.6%
31.0%
70.6%
96.6%
94.9%
73.2%
59.2%
44.6%
32.2%
70.2%
99.4%
86.8%
67.4%
62.4%
58.2%
27.8%
54.3%
D/E
98.5%
73.0%
44.2%
41.4%
47.3%
18.0%
26.4%
2.0%
13.0%
25.0%
Note: n=927
Source: E.life Group, "Hbitos e Comportamento dos Usurios de Redes
Sociais no Brasil 2014," May 2015
33.0%
192245
5+
27.0%
Internet users in Brazil are heavier users of social

networks than their peers in Latin America overall.
According to comScores June 2015 data, visitors to social
networks in the country spent 8.8 hours using them that
month, compared with 6.1 hours across the region as a
whole. Whats more, they spent significantly more time
on social networks than internet users in North America
(5.2 hours), the Middle East and Africa (3.8 hours) and
Asia-Pacific (2.1 hours).
Note: home and work locations

Source: comScore Media Metrix as cited in comScore Inc. and Shareablee,
"The Impact of Brazil's Economy and Politics on Social Media," Aug 6, 2015
195610
www.eMarketer.com
Use of social networks in Brazil is also weighted toward

teens and young adults. comScore data shows that
55.2% of social media users in June 2015 were ages 15
to 34.
A May 2015 report from the E.life Group revealed that the
user bases of different social platforms in Brazil varied
by age and geographic location as well. Instagram users
were most likely to be ages 20 to 39 (81.3%) or located in
the southeast (70.3%), while Google+ users tended to be
older or residing in the Midwest (69.8%). LinkedIn user
penetration was highest in the Midwest (80.3%), where
Brazils capital city, Brasilia, is located. The only exception
to variations like these was Facebook, which was used by
at least 95% of internet users in all regions.
www.eMarketer.com
Average Monthly Time Spent with Social Networks in

Select Countries/Regions, June 2015
hours per visitor
Brazil
8.8
Latin America
6.1
Europe
6.1
North America
5.2
Middle East & Africa

Asia-Pacific
3.8
2.1
Note: ages 15+; home and work locations

Source: comScore Media Metrix as cited in comScore Inc. and Shareablee,
"The Impact of Brazil's Economy and Politics on Social Media," Aug 6, 2015
195609
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Mobile
July 2015 polling by IT firm Conecta found that computers
were the most popular access device for general internet
use, but that adult internet users in Brazil favored
smartphones for social networking. According to the
research, 54% of internet users in the country used a
smartphone to log on to their social accounts that month,
compared with 42% who used a computer to do so and
4% who used a tablet.
Devices Used to Access the Internet vs. Social Media
According to Internet Users in Brazil, July 2015
% of respondents
Desktop/laptop
92%
42%
Smartphone
80%
54%
Tablet
Top 10 Most Frequently Used Mobile Apps Among

Smartphone Owners in Brazil, by Gender, April 2015
Female
Male
Total
1. WhatsApp
89%
83%
86%
2. Facebook
82%
69%
76%
3. Instagram
45%
26%
36%
4. Facebook Messenger
32%
26%
30%
5. YouTube
28%
27%
27%
6. Gmail
20%
22%
21%
7. Chrome
13%
17%
15%
8. Banco Do Brasil
12%
17%
15%
9. Twitter
14%
15%
14%
10. Google
15%
11%
13%
Note: ages 16+; respondents listed their top 10

Source: Opinion Box, "2 Pesquisa anual sobre uso de apps mveis"
conducted in partnership with Mobile Time, May 4, 2015
189937
www.eMarketer.com
Messaging apps WhatsApp and Facebook Messenger,

both owned by Facebook, were also on the list.
WhatsApp, which took the top spot, was used by 86% of
smartphone users in Brazil.
33%
4%
Internet
MEXICO
Social media
Note: n=1,004 ages 18+

Source: Conecta, "Multimeios" as cited in press release, Sep 1, 2015
199224
www.eMarketer.com
Its no surprise, then, that use of social media apps

is common in Brazil. A separate survey conducted by
Conecta in December 2015 showed that 79.0% of
smartphone users there used Facebooks app, compared
with 37.0% who used the Instagram app and 14.0% who
used Twitters app. Snapchat was less popular, being used
by just 6.5% of respondents to Conectas poll. However,
messaging app WhatsApp surpassed them all, used by
93.0% of respondents.
Facebook is by far the most popular social network in

Mexico. According to data from Interactive Advertising
Bureau Mxico (IAB Mxico) and Millward Brown, 97% of
social media users ages 13 to 70 were on the platform in
December 2015.
Key Insights:
Three social networksFacebook, Instagram and

Twitteralso appeared in Opinion Box and Mobile Times
April 2015 ranking of the top smartphone apps in the
country. Female smartphone users were more likely than
males to use both Facebook and Instagram, while use of
Twitters app was relatively even among both genders, at
14% and 15%, respectively.
Nearly three-quarters of social media users in Mexico

consider Facebook their primary social platform.
Eight in 10 social media users in Mexico access a social
platform every day.
Social networking is the leading mobile phone internet
activity in Mexico.
Excluding YouTube, Twitter and Google+ tied for second

place in IAB Mexicos study, each used by 59% of
respondents. Instagram (44%) came next, followed by hi5
(19%), Pinterest (18%) and Myspace (17%).
Top 10 Social Media Sites Among Social Media Users

in Mexico, Dec 2015
% of respondents
1. Facebook
97%
2. YouTube
70%
3. Twitter
59%
4. Google+
59%
5. Instagram
6. hi5
Social network users in Mexico are frequent users of

the platforms they are signed up for. Based on GCEs
research, 93.2% of users accessed a social network at
least every other day in July 2015.
Social Network Users in Mexico, by Frequency,
July 2015
% of respondents
44%
Once per week

5.2%
19%
18%
17%
7. Pinterest
Every
other day
12.7%
8. Myspace
Once every other week

0.7%
Once per
month
0.9%
9. Ask.fm 16%
15%
10. Taringa!
Daily
80.5%
Note: n=950 ages 13-70

Source: Interactive Advertising Bureau Mxico (IAB Mxico) and Millward
Brown, "Estudio de Consumo de Medios y Dispositivos Entre Internautas
Mexicanos" sponsored by Televisa.com, March 10, 2016
207620
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A September 2015 report from Gabinete de

Comunicacin Estratgica (GCE) also showed that
Facebook far outranked all other social networks in
Mexico. Three-quarters (74.2%) of social media users
polled said it was their primary social platform, compared
with 12.4% who chose WhatsApp and 7.4% who picked
Twitter. Email was the main social platform for 3.4% of
social media users, while 1.8% said Google+ was.
Primary Social Platform Used by Social Media Users
in Mexico, July 2015
% of respondents
Email
3.4%
Twitter
7.4%
Google+
1.8%
Note: ages 18+

Source: Gabinete de Comunicacin Estratgica (GCE), "Qu tan conectado
est Mxico?" Sep 30, 2015
198027
As in the rest of Latin America, social network users in

Mexico are predominately young. comScore found that
nearly two-thirds (64.6%) in December 2015 were under
age 35, compared with 30% who were ages 35 to 54.
Just 5.4% of social media users that month were ages 55
and older.
Demographic Profile of Social Media Users in Mexico,
Dec 2015
% of total
55+
5.4%
YouTube
0.8%
45-54
11.7%
WhatsApp
12.4%
Female
50.6%
Facebook
74.2%
Note: ages 18+

Source: Gabinete de Comunicacin Estratgica (GCE), "Qu tan conectado
est Mxico?" Sep 30, 2015
198028
www.eMarketer.com
www.eMarketer.com
Usage
According to IAB Mxico, 93% of internet users ages
13 to 70 in Mexico had registered for at least one
social network by December 2015, up from 91% one
year earlier.
Male
49.4%
6-14
7.9%
15-24
33.7%
35-44
18.3%
25-34
23.0%
Gender
Age
Mexico=27.7 million
204590
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An IAB Mxico report released in October 2015 found that

socioeconomic status did not greatly affect registering
for social networks in Mexico. Some 91% of low-income
internet users ages 13 to 70 had signed up for a social
platform as of 2014. By comparison, IAB Mexico found
that 94% of affluent web users ages 26 to 70 had done
the same.
Low-Income* Social Media User Penetration in

Mexico, 2013 & 2014
% of low-income* internet users
Mobile Social Media Users in Mexico, by Device and

OS, Dec 2015
millions and % of total
Mobile social
media users
(millions)
No
9%
No
19%
By device
Smartphone
10.1
90.3%
1.1
9.7%
Android
7.8
69.7%
iOS
3.4
30.3%
Android phone
7.4
65.8%
iPhone
2.8
24.5%
iPad
0.6
5.8%
Android tablet
0.4
3.9%
11.2
100.0%
Tablet
Yes
81%
2013
Yes
91%
2014
Note: ages 13-70; ever signed up for a social media site; *socioeconomic
levels C-, D+, D and E
Source: Interactive Advertising Bureau Mxico (IAB Mxico) and Millward
Brown, "Estudio de Consumo de Medios y Dispositivos Entre Internautas
Mexicanos - Nivel Socioeconmico Bajo"; eMarketer calculations, Oct 12,
2015
201748
% of total
www.eMarketer.com
Mobile
According to Instituto Federal de Telecomunicaciones
(IFT) Mexico, social networking was the top mobile
web activity in the country, performed by 69% of mobile
phone internet users during July 2015. This placed it
ahead of mobile messaging (57%), mobile videos (43%)
and email (38%).
comScores research showed that there were 11.2 million
visitors to mobile social media sites in Mexico during
December 2015. Nine of 10 (90.3%) used a smartphone
to access these sites, compared with 9.7% who used
a tablet. Android devices were more than twice as
commonly used than iOS devices, at 69.7% and
30.3%, respectively.
By OS
By OS and device
Total
Note: via browser only

204596
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PERU
As in most of Latin America, Facebook is the top social
network in Peru. According to data from GfK Per, 90%
of internet users ages 18 and up used the platform in
October 2015.
Key Insights:
The vast majority of internet users in both rural and

urban Peru use Facebook.
More than half of smartphone owners in Lima use
Facebooks app.
Three-quarters of visitors from Peru to mobile social
media sites use an Android phone to access them.
Unlike in eMarketer estimates, YouTube was considered

a social network in GfK Pers survey, and it was used by
55% of respondents during the polling period. Google+
came in a close third place (53%), followed by Twitter
(17%), Instagram (8%) and LinkedIn (3%).
Social Media User Penetration in Peru, by Site/App,

Oct 2015
% of internet users
Facebook
55%
Google+
53%
Twitter
45-54
12.8%
17%
8%
Female
46.8%
Instagram
Male
53.2%
15-24
32.7%
35-44
20.2%
LinkedIn
Other
1%
55+
7.5%
90%
YouTube
3%
Demographic Profile of Social Media Users in Peru,

Dec 2015
% of total
25-34
26.8%
12%
None
Gender
Note: n=548 ages 18+

Source: GfK Per, "Uso de Internet en el Per," Jan 1, 2016
205683
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December 2015 research by comScore also found that

Facebook was the leading social network in Peru, with
5.9 million unique desktop visitors to the site that month.
LinkedIn followed with 1.7 million visitors, while Taringa!
had 1.2 million. Twitter, Tumblr, Pinterest and Google+ also
made the top 10, but each drew less than 10% of internet
users in Peru to their websites during December.
Top 10 Social Media Properties in Peru, Ranked by
thousands, % of internet users and % of social media users
Total unique
visitors
(thousands)
% of
internet
users
% of
social media
users
1. Facebook and Facebook

Messenger
5,913
81.4%
85.0%
2. LinkedIn
1,679
23.1%
24.1%
3. Taringa!
1,207
16.6%
17.4%
4. Twitter
510
7.0%
7.3%
5. Tumblr
397
5.5%
5.7%
6. Ask.fm
324
4.5%
4.7%
7. Pinterest
260
3.6%
3.7%
8. Google+
244
3.4%
3.5%
9. Scribd
221
3.0%
3.2%
10. deviantArt
126
1.7%
1.8%
Note: ages 15+; home and work locations; desktop only; there are 7.0
million social media users in Peru
Source: comScore MMX, Jan 28, 2016
204602
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Usage
According to the comScore data, there were 7.0 million
desktop social media users in Peru in December 2015.
Men accounted for 53.2% of them, while women
represented 46.8%. Broken out by age, 59.5% were
15-to-34 year-olds.
Age
Peru=7.0 million
204591
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Internet adoption outside of cities in Peru is limited. GfK

Pers survey found 81% of the population residing in
rural areas did not use the internet in October 2015. Yet,
even in urban Peru, nearly half (49%) of the residents
werent internet users either.
Use of different social platforms in Peru varies by region.
For example, 96% of internet users in the eastern part of
the country used Facebook, compared with 89% of those
in Lima. Internet users in Central Peru were more likely
than those in the city to use Google+, at 70% and 54%,
respectively. Instagram was most popular in the south
and east, at 14% of web users in each region.
Social Media Site/App Penetration in Peru, by Region,
Oct 2015
Center
East
Lima
North
South
Facebook
86%
96%
89%
92%
88%
Total
90%
YouTube
69%
38%
54%
51%
57%
55%
Google+
70%
37%
54%
58%
35%
53%
Twitter
25%
9%
16%
14%
21%
17%
Instagram
2%
14%
7%
8%
14%
8%
LinkedIn
1%
6%
3%
1%
3%
3%
Other
9%
26%
13%
8%
13%
12%
None
1%
3%
1%
Note: n=548
Source: GfK Per, "Uso de Internet en el Per," Jan 1, 2016
205741
www.eMarketer.com
Mobile
Social networking is one of the top smartphone activities
in urban Peru. According to May 2015 polling by Futuro
Labs, 74% of smartphone owners in metropolitan Lima
had accessed a social network using their device.
Smartphone owners in metropolitan Lima area were likely

to be logging on to their social accounts via app. Some
87% of respondents in Futuro Labs survey said they had
downloaded a social network app onto their phone.
In terms of usage, WhatsApp (68.9%) was the most
popular app, followed by Facebook (53.9%). Instagrams
app was used by 19.7% of smartphone owners in
urban Peru, compared with 17.9% for Twitter and 13.6%
for LinkedIn.
Mobile Social Media Users in Peru, by Device and OS,

Dec 2015
thousands and % of total
Mobile social media
users (thousands)
% of total
By device
Smartphone
1,634
92.7%
129
7.3%
1,412
80.1%
351
19.9%
1,334
75.7%
300
17.0%
Android tablet
78
4.4%
iPad
51
2.9%
1,763
100.0%
Tablet
By OS
Android
iOS
By OS and device
Leading Smartphone Apps Used by Smartphone Users

in Urban Peru*, May 2015
% of respondents
WhatsApp
68.9%
Facebook
53.9%
Spotify
27.6%
YouTube
20.0%
Instagram
19.7%
Twitter
Android phone
iPhone
Total
Note: via browser only

204597
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17.9%
Waze
16.9%
LinkedIn
13.6%
Pinterest
13.0%
Google+ 9.9%
Note: ages 15+; *Callao and Lima
Source: Futuro Labs, "Estudio del Usuario de Smartphone 2015-Q2," July
24, 2015
205844
www.eMarketer.com
comScores research looked at the number of mobile

social media users via browser in Peru, finding that
there were 1.8 million unique visitors to mobile social
sites in December 2015. The majority of visitors used an
Android phone (75.7%), while 17.0% used an iPhone. The
remaining 7.3% used either an iPad or Android tablet.
THE MIDDLE EAST AND AFRICA

Internet use and social network adoption go hand in
hand in the Middle East and Africa. While access to
the internet is far from universal, consumers who are
online are highly likely to also use social networks.
According to an April 2015 report from Northwestern
University in Qatar and Harris Interactive, 95% of
adult internet users in the region used a social media
or messaging platform last year, and 79% did so daily.
Internet Users in Select Countries in the Middle East
& Africa Who Use Social Media or Mobile Messaging
at Least Once a Day, 2015
% of respondents
Lebanon
96%
UAE
81%
Tunisia
77%
Saudi Arabia
Egypt
Qatar
Total
77%
74%
69%
79%
Note: ages 18+

Source: Northwestern University in Qatar, "Media Use in the Middle East"
conducted by Harris Interactive in conjunction with Pan Arab Research
Center (PARC), April 15, 2015
192107
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Facebook is the most widely used social network in

the Middle East and AfricaeMarketer estimates
205.6 million people in the region will use the platform
in 2016. Among them, 88.5% will visit Facebook using
a mobile phone, which is not surprising, as mobile
devices are the first point of internet access for many in
the region.
The rest of the leading social networks in the region vary
by country, but there are nevertheless some overarching
trends. Social network users in the Middle East and Africa
are fond of visual platforms, and photo-sharing services
have seen strong uptake. The report from Northwestern
and Harris Interactive showed that Instagram user
penetration climbed from 6% of adult internet users
in the Middle East in 2013 to 31% in 2015. Fuseware
and World Wide Worx reported in September 2015 that
Instagram was also the fastest-growing social platform in
South Africa last year.
Video-sharing platform YouTube, though not primarily

considered a social network, also ranked highly in
the Northwestern/Harris Interactive survey. By other
accounts, such as a report from Gemius and Ipsos, its
user base has even surpassed that of Facebook in both
Saudi Arabia and the United Arab Emirates.
Social Media/Mobile Messaging Platforms Used by
Internet Users in Select Countries in the Middle East
& Africa, 2015
% of respondents
Qatar
United Arab Emirates
Lebanon
Saudi Arabia
Tunisia
Total
Facebook
87%
81%
74%
86%
91%
93%
85%
WhatsApp
58%
97%
84%
93%
19%
97%
82%
YouTube
49%
50%
45%
54%
58%
77%
56%
Twitter
25%
18%
34%
76%
29%
49%
41%
Viber
34%
70%
50%
14%
41%
31%
40%
Skype
21%
27%
35%
29%
53%
56%
37%
Facebook Messenger
45%
28%
30%
28%
42%
45%
35%
Instagram
10%
23%
41%
40%
11%
40%
31%
Google+
13%
23%
9%
29%
16%
46%
25%
Line
18%
18%
12%
51%
5%
9%
20%
BlackBerry Messenger
(BBM)
4%
4%
14%
6%
0%
22%
10%
Google Chat/Hangouts
11%
6%
8%
7%
4%
18%
10%
Note: ages 18+

192106
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Mobile messaging and VoIP platforms have also made

gains in the Middle East and Africa, in part because they
allow users to place calls and send messages over the
internet at no extra charge. Many of these services, such
as WhatsApp, Viber and Skype, were more popular than
both Instagram and Google+ in the countries measured
by Harris Interactive.
EGYPT
Facebook is the most popular social network in Egypt,
drawing 87.0% of internet users to its platform in January
2016, according to Gemius and Ipsos.
Key Insights:
Egypt
With the exception of Facebook, internet users in Egypt

prefer messaging and VoIP apps to social networks.
Social media users in Egypt are more likely to be male
than female.
Already by 2014, roughly two-thirds of mobile internet

users in Egypt had used a phone to visit Facebook.
A significantly smaller share (27.5%) of internet users

in Egypt used Twitter, the second most popular social
network in Gemiuss study. Instagram (16.2%) came next,
followed by LinkedIn (9.2%) and Tumblr (9.0%).
Social Network User Penetration in Egypt, by
Platform, Jan 2016
% reach
Facebook
87.0%
Twitter
Instagram
16.2%
LinkedIn
9.0%
Tumblr
Demographic Profile of Instagram Users in Egypt,

March 2015
Gender
Male
27.5%
9.2%
There were also more men than women on almost every

social platform included in the study. A notable exception
was Instagram, which was used by roughly equal shares
of male (10%) and female (9%) respondents. In terms
of age, young adults were again the most likely to use
the photo-sharing platform, though user penetration was
distinctly higher among internet users ages 18 to 24
(17%) than those ages 25 to 34 (7%).
Female
18-24
25-34
206703
45+
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Usage
According to Northwestern University in Qatar and Harris
Interactive, Facebook users in Egypt were most likely
to be young adults as of March 2015. At least nine in 10
internet users ages 18 to 34 were on the platform at that
point, compared with 81% of those ages 35 to 44 and
74% of those ages 45 and up.
Demographic Profile of Facebook Users in Egypt,
March 2015
Gender
Male
90%
Female
83%
Age
18-24
91%
25-34
90%
35-44
81%
74%

206986
9%
Age
Note: includes desktop/laptop and mobile devices

Source: Gemius and Ipsos, "Ipsos/gemius Audience, January 2016," March
2016
45+
10%
www.eMarketer.com
35-44
17%
7%
2%
4%

206987
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Although Facebook is popular with internet users in

Egypt, the platform has faced some challenges from the
countrys government. In December 2015, Facebooks
Free Basics app, which provides free mobile access to
certain websites, was shut down by Egyptian authorities.
According to Facebook data cited by the BBC, 3 million
mobile users in Egypt had used the Free Basics service
since its launch a few months prior, with 1 million of
those going online for the first time.
Mobile
As evidenced by the number of users of the Free Basics
app, mobile phones are the primary internet access
method for many in Egypt. Of the 33.7 million internet
users in the country during October 2015, 26.1 million used
a mobile phone to go online, according to the Ministry of
Communications and Information Technology Egypt.
The latest data on mobile social media usage in Egypt is
from a September 2014 survey by On Device Research.
It showed that 65% of mobile internet users ages 16 and
up accessed Facebook on their phones at least once per
week that month, compared with 27% for Google+, 11%
for Twitter and 6% for Instagram.
Social Media Sites Accessed via Mobile Phone Among

Mobile Internet Users in Egypt, Saudi Arabia and the
United Arab Emirates, Sep 2014
% of respondents

in Saudi Arabia, July 2015
% of respondents
1. Facebook
Egypt
Saudi Arabia
United Arab
Emirates
Facebook
65%
39%
48%
Google+
27%
30%
28%
YouTube
25%
39%
40%
4. Twitter
Twitter
5. Google+
67%
2. YouTube
57%
3. Instagram
38%
34%
11%
30%
21%
Souq.com
9%
16%
16%
Instagram
6%
28%
24%

Wikipedia
5%
10%
12%
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4%
18%
LinkedIn
2%
7%
9%
Tumblr
1%
8%
5%
Pinterest
1%
6%
4%
None of the above
9%
3%
3%
Note: n=1,500 ages 16+; at least once per week

Source: On Device Research, "Super Malls and Market Stalls: How Mobile is
Influencing Shopping in MENA," Oct 14, 2014
181554
Facebook is the top social network in Saudi Arabia.

used the platform daily during July 2015.
Key Insights:
www.eMarketer.com
Gemius and Ipsos data from January 2016 even

suggested that YouTubes reach in Saudi Arabia was
actually greater than that of Facebook, used by 60.7%
and 39.5% of internet users that month, respectively.
Just over one-quarter (26.53%) used Twitter, while 6.9%
used Instagram.
www.eMarketer.com
SAUDI ARABIA
25%
More than nine in 10 female internet users in Saudi

Arabia used Facebook last year.
Saudi Arabias Facebook users are more likely to use
Arabic than English to communicate on the platform.
Social media is the second most downloaded app
category after games in Saudi Arabia.
Usage
Both internet and social network adoption in Saudi Arabia
are relatively high. A March 2015 study by Northwestern
University in Qatar and Harris Interactive found that 89%
of the population ages 18 and up were online last year. Of
those internet users, 77% used social media or mobile
messaging at least once per day.
Northwestern/Harris Interactive also provided a
demographic breakdown of Facebook users in Saudi
Arabia; it showed that women were more likely than
men to be on the platform. Some 92% of female internet
users used Facebook last year, compared with 80% of
males. In terms of age, at least eight in 10 adult internet
users in the country were Facebook users in 2015, with
the penetration rate rising to 88% among those ages 18
to 24.
Excluding YouTube, Instagram (38%) came next in TNSs

study, followed by Twitter (34%) and Google+ (25%).
Its worth noting that internet users in Saudi Arabia are
particularly fond of YouTube. The video-sharing platform
was used every day by over half (57%) of the internet
users polled in Saudi Arabia by TNS.
Mobile
Demographic Profile of Facebook Users in Saudi

Arabia, March 2015
Gender
Female
92%
Male
80%
Age
18-24
88%
25-34
86%
35-44
86%
45+
80%

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As in several other markets in the region, language

plays an important role in internet use in Saudi Arabia.
According to Northwestern/Harris Interactives survey,
85% of internet users there used Arabic online last year,
up from 77% in 2013. The use of English dipped from
28% to 25% during the same time period.
Languages Used Online Among Internet Users in Select
Countries in the Middle East & Africa, 2013 & 2015
% of respondents
Arabic
English
French
2015
2013
2015
2013
2015
2013
Egypt
96%
94%
24%
25%
1%
Lebanon
66%
89%
79%
56%
12%
11%
Saudi Arabia
77%
85%
28%
25%
0%
1%
Tunisia
97%
84%
38%
27%
85%
72%
Qatar
56%
60%
76%
65%
3%
2%
UAE
51%
50%
64%
70%
1%
1%
Total
69%
74%
55%
48%
15%
10%
Note: ages 18+

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A September 2015 report from The Online Project (TOP)

drew a similar conclusion for social media usage. Using
data collected from Facebooks advertising dashboard and
by tracking user engagement, it found that while English
and Arabic interfaces were equally popular, Facebook
users in Saudi Arabia were more likely to use Arabic to
post or comment.
Language is also a factor for mobile app users in Saudi

Arabia, according to an August 2015 report from On
Device Research and ArabNet. Some 81% of mobile
device users in the country said they had downloaded
Arabic-language apps as of May 2015. This was a higher
share than in any other market included in the study.
Mobile Device Users in Select Countries in the Middle
East & North Africa Who Download Arabic-Language
Mobile Apps, May 2015
% of respondents
Saudi Arabia
Jordan
70%
Egypt
67%
Lebanon
54%
United Arab Emirates
39%
Total
62%
Note: n=500 ages 16-45 in each country

Source: On Device Research and ArabNet, "App Economy - MENA," Aug 3,
2015
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The research also offered some insight into the types of

apps that mobile users in Saudi Arabia were downloading.
Social media was the second most popular app category
after games and ahead of sports, travel and photography
or video.
SOUTH AFRICA
Facebook is overwhelmingly the leading social network
in South Africa. According to December 2015 data
from comScore, there were 3.1 million unique desktop
and mobile visitors to the platform and its Facebook
Messenger app that month.
Key Insights:
81%
Facebook is the dominant social network in South

Africa, but Instagram was the fastest-growing last year.
Young internet users are more likely than older ones in
South Africa to use social networks.
Homegrown mobile social platform Mxit closed down
in 2015, after several years of declining user numbers.
LinkedIn was the second most popular social network

in South Africa, with 889,000 visitors in December 2015,
comScore found. Next came Pinterest (412,000)
followed by Twitter (372,000), Tumblr (319,000) and
Google+ (195,000).
Top 10 Social Media Sites in South Africa, Ranked by
thousands
1. Facebook and Facebook Messenger
3,120
2. LinkedIn
889
3. Pinterest
412
According to Fuseware and World Wide Worxs Social

Media Landscape 2016 report, Instagram saw the
most user growth last year. The photo-sharing platforms
user base climbed from 1.1 million in 2014 to 2.7 million
in 2015. The number of Facebook users rose from
11.8 million to 13 million during the same time period.
Usage
In 2015, internet user penetration reached a milestone
in South Africa, with more than half (51.8%) of the
population internet users, eMarketer estimates. Internet
access will continue to expand, and eMarketer expects
56.3% of the population to be online in 2016.
Internet use in South Africa is highest among young
adults. According to the Interactive Advertising Bureau
South Africa (IAB South Africa) and Effective Measure,
61% of the countrys internet users in January 2016 were
ages 15 to 39.
4. Twitter
372
5. Tumblr
319
6. Google+
195
7. Goodreads
106
Demographic Profile of Internet Users in South Africa,

Jan 2016
% of total
8. FriendLife
78
60+
7%
9. Change.org
63
10. deviantArt
63
Male
49%
Note: ages 18+; includes desktop and mobile devices

Source: comScore Media Metrix, Feb 18, 2016
206246
Female
51%
www.eMarketer.com
July 2015 data from TNS put Facebook in the lead in

terms of daily usage as well. It showed that 48% of
internet users in South Africa ages 16 to 65 used the
platform every day that month, compared with 14% for
Google+, 12% for Twitter and 9% for Instagram.
in South Africa, July 2015
% of respondents
1. Facebook
48%
2. Google+
14%
3. Twitter
12%
9%
6%
15-19
5%
50-59
13%
20-29
31%
40-49
18%
30-39
25%
Gender
Age

Source: Interactive Advertising Bureau South Africa (IAB South Africa) and
Effective Measure, "South Africa Online January 2016," Feb 9, 2016
206597
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Since the young tend to be the first to adopt social

networks, its no surprise that social network user
penetration among internet users in South Africa is quite
high. The Pew Research Center found that 73% of digital
users accessed a social network in May 2015. Among
those ages 18 to 34, this share rose to 81%, compared
with 63% of respondents ages 35 and older.
4. Instagram
5. YouTube

206475
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Mobile
Social networking is a common mobile internet activity
in South Africa. According to a separate report by IAB
South Africa and Effective Measure from October 2015,
81% of mobile internet users in the country had accessed
a social network on their phones. It was less popular than
mobile messaging (90%), mobile search (90%) and email
(85%), however.
After a steady decline in user numbers, local mobile social
network Mxit announced that it was shutting down in
October 2015. In 2012, the platform had 9.3 million users,
according to Fuseware and World Wide Worx. By 2013,
that number had fallen to 4.9 million, and it dropped again
to 2.7 million last year.
Much of Mxits appeal was that it was built for feature
phones with internet access, allowing millions of
consumers without smartphones to use the platform. The
downside was that Mxit lost many of its users to services
like WhatsApp as they traded in their feature phones
for smartphones.
UNITED ARAB EMIRATES

As in many markets in the Middle East, Facebook
dominates social network use in the United Arab
Emirates. According to Gemius and Ipsos, more than
half (56.96%) of internet users were on the platform in
January 2016.
Key Insights:
The number of Facebook users in the UAE is more than

double that of Twitter.
Female internet users are more likely to use Instagram,
while males prefer Twitter.
Mobile internet users in the UAE were already using
their phones to visit social media in 2014.
Twitter came next in the Gemius study, drawing

19.0% of the UAEs internet users to its platform that
month. LinkedIn (18.9%), Instagram (9.4%) and Tumblr
(5.2%) followed.
Social Network User Penetration in the United Arab

Emirates, by Platform, Jan 2016
% reach
Facebook
57.0%
Twitter
19.0%
LinkedIn
18.9%
9.4%
6.4%
Instagram
Pinterest
5.2%
Tumblr
Note: includes desktop/laptop and mobile devices

Source: Gemius and Ipsos, "Ipsos/gemius Audience, January 2016," March
2016
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TNS also found that Facebook was the UAEs leading

social network, but its July 2015 polling suggested
that the platforms reach may be even wider. Over
three-quarters (76%) of internet users ages 16 to 65
queried said they used Facebook every day during the
research period.
in the United Arab Emirates, July 2015
% of respondents
1. Facebook
76%
2. YouTube
47%
3. Google+
23%
4. Instagram
5. Twitter
21%
14%

206476
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Excluding YouTube (47%), Google+ took second place

in TNSs study, used each day by 23% of internet users.
Instagram and Twitter had daily user penetration rates of
21% and 14%, respectively.
Usage
Thanks to widespread internet access, social media use
in the UAE is high. According to Northwestern University
in Qatar and Harris Interactive, 81% of internet users
ages 18 and up used social media or mobile messaging
at least once per day in 2015. Only Lebanon (96%) had a
higher user penetration rate among the countries included
in the study.
Though male and female internet users in the UAE were

equally likely to use Facebook last year, there were
some gender differences when it came to other social
platforms. Northwestern/Harris Interactive found that
Instagram use was higher among females (43%) than
males (37%), while Twitter was more commonly used by
men (55% vs. 43% for women).
Demographic Profile of Social Network Users in the
United Arab Emirates, by Site/App, March 2015
Facebook
Twitter
Google+
Instagram
Male
93%
55%
48%
37%
Female
93%
43%
44%
43%
18-24
90%
59%
38%
53%
25-34
95%
52%
49%
44%
35-44
94%
44%
47%
33%
45+
92%
39%
46%
25%
Gender
Age

206989
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The research also showed that at least nine of 10 internet

users in every age group were on Facebook last year,
with user penetration peaking at 95% among those ages
25 to 34. As is common in many markets, Instagram was
most popular among the youngest internet users polled,
but even one-quarter of those ages 45 and up used the
platform as well.
NORTH AMERICA
Social networking is widespread in North America.
eMarketer estimates that 70.0% of internet users in
the region, and 57.3% of the population, will use a
social network this year.
Digital users in North America are also highly engaged
on social platforms. According to a July 2015 comScore
report, social media was the leading digital media
category in Canada and accounted for 25% of total time
spent in March 2015. In the US, entertainment made up a
slightly larger share (23%) of total digital media time that
month, but social media still represented more than
one-fifth (21%).
Its hardly a surprise that Facebook is the largest social
network in North America. eMarketer projects that this
year, for the first time, over half (50.1%) of the population
in the US and Canada will use the platform. According to
Facebooks own figures, there were 219 million monthly
active users in the region during Q4 2015, representing a
year-over-year increase of 5.2%.
Facebook Monthly Active Users in North America,
Q1 2014-Q4 2015
millions
206
208
210
213
219
204
217
202
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Mobile
The UAE has one of the highest smartphone
penetration rates in the Middle East. According to the
Telecommunications Regulatory Authority (TRA), 67% of
mobile phones registered on the UAEs mobile networks
were smartphones at the end of Q2 2015.
Data from local research firm Ovum supports the TRAs
findings. It shows that 60% of mobile phone users in the
UAE used a smartphone at the end of 2014, compared
with 58% for Bahrain, 56% for Qatar and 50% for
Saudi Arabia.
On Device Researchs September 2014 survey indicated
that social media use on smartphones in the UAE was
already widespread at the end of that year. Only 3% of
mobile internet users ages 16 and up had not visited
any of the social media sites measured on a mobile
phone during the polling period. Roughly half (48%) had
accessed Facebook, compared with 28% for Google+
and 24% for Instagram.
2014
2015
Source: Facebook, "Quarterly Earnings Slides Q4 2015," Jan 27, 2016

206839
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When it comes to devices used to access social

networks, the US is somewhat more mobile-centric than
its neighbor to the north. The same comScore report
showed that mobile devices made up 76% of total social
media time in the US, compared with 71% in Canada.
Conversely, desktop computers accounted for 30% of
social media time in Canada and 24% in the US.
Share of Time Spent with Social Media in Canada, the

UK and the US, by Device and Platform, March 2015
% of total
Tablet
(app)
11%
Smartphone Tablet
(browser)
(browser)
5%
3%
Tablet
(app)
17%
Smartphone
(app)
57%
Desktop
24%
Tablet
(browser)
3%
Smartphone
(browser)
4%
Smartphone
(app)
47%
Desktop
30%
Facebooks lead in Canada is so strong that its user base

was more than triple that of the second most popular
social network in TNSs study, Twitter (16%). Daily user
penetration rates for Instagram and Google+ were
15% and 14%, respectively. TNS considered YouTube
a social network, and it was used every day by 33%
of respondents.
in Canada, July 2015
% of respondents
1. Facebook
Tablet
(browser)
4%
US
Smartphone
(browser)
4%
Canada
3. Twitter
5. Google+
206435
UK
Note: ages 18+; numbers may not add up to 100% due to rounding
Source: comScore Inc., "The Global Mobile Report: How Multi-Platform
Audiences & Engagement Compare in the US, Canada, UK and Beyond,"
July 8, 2015
Canadas social media market is similar to that of the

US, with Facebook the clear leader among platforms.
used the platform daily in July 2015.
Key Insights:
16%
15%
14%
www.eMarketer.com
An August 2015 report from market research company

Mintel also showed that Facebooks user base was much
larger than any other social network in Canada. Nearly all
social network users in the country (95%) were on the
platform, compared with 67% for Google+ and 47% for
each Twitter and LinkedIn.
www.eMarketer.com
CANADA
33%

Smartphone
(app)
47%
Desktop
30%
193213
2. YouTube
4. Instagram
Tablet
(app)
14%
57%
Almost all (95%) social network users in Canada

use Facebook.
Young adults in Canada spend the most time
social networking.
Three-quarters of time spent on social media in Canada
takes place on mobile devices.
Usage
eMarketer expects 69.6% of internet users in Canada, or
56.7% of the population, to use a social network at least
monthly in 2016.
Facebook appeals to consumers of all ages in Canada.
Mintel found that 70% of social network users ages 18
to 24 logged on to the platform daily in August 2015, with
57% doing so multiple times each day. Around half (49%)
of the oldest respondents in the studythose ages 65
and upalso said they used Facebook at least once a day.
Its no surprise then that internet users in Canada spend
more time on Facebook than on any other social platform,
according to comScore data cited in a November 2015
report by Thinktv (TVB). In all, internet users devoted
5.2 hours per week to Facebook during the studys
12-month research period, compared with 0.4 hours for
Instagram and 0.2 hours for Twitter. Women spent more
time using Facebook than men did, at 4.7 hours vs. 2.8
hours, respectively.
Weekly Time Spent with Select Media by Consumers

in Canada, by Demographic, Sep 2014-Aug 2015
hours
Gender
Age
Total ages 18+
Share of Time Spent Online with Select Content

Categories Among Internet Users in Canada, by
Device, June 2015
% of total
Sports
Female
Male
18-34
25-54
Linear TV*
29.4
26.7
19.0
23.2
28.0
Live linear TV*
27.0
24.8
17.2
20.9
25.9
PVR playback*
2.4
1.9
1.8
2.3
2.2
YouTube**
1.3
1.7
2.5
1.9
1.5
Netflix**
0.7
0.5
1.1
0.8
0.6
Facebook**
4.7
2.8
5.2
5.2
3.8
Instagram**
0.2
0.1
0.4
0.1
0.1
Twitter**
0.1
0.1
0.2
0.1
0.1
67%
TV
Digital video
66%
34%
Entertainment
Social media
Note: average weekly hours per capita; *data is from Numeris and Infosys
TV; Mon-Sun 2am-2am, 1 minute reach; **data is from comScore Media
Metrix and Multi-Platform
Source: Numeris, Infosys TV, comScore Media Metrix and Multi-Platform as
cited by Thinktv (formerly Television Bureau of Canada (TVB)), "Screen Time:
TV, Video and Social: Full Year 2014-2015," Nov 20, 2015
202887
33%
Newspapers
www.eMarketer.com
Mobile
Despite widespread access to mobile devices,
many consumers in Canada still prefer laptops for
social networking.
According to Mintel, roughly half (48%) of consumers
in Canada used two devices to access social media in
August 2015. Though laptops (68%) and smartphones
(61%) were both commonly used, 37% said laptops were
their primary device for checking their social accounts,
compared with 23% who chose smartphones. The share
who considered tablets to be their main access method
was just 10%.
Still, comScore data showed that internet users in Canada
tend to spend more time on social networks via mobile
device than computer. In June 2015, 75% of total time
dedicated to social media took place on smartphones and
tablets. This was much higher than mobiles share of time
spent on any other digital content category.
58%
42%
Lifestyle
53%
47%
Social media
25%
75%
Desktop
Mobile*
Note: *smartphone and tablet

Source: comScore Media Metrix Multi-Platform as cited in comScore blog,
Oct 7, 2015
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UNITED STATES
United States. According to Edison Research and Triton
Digital, 64% of US consumers ages 12 and up used
the platform in February 2016. No other social network
came close.
Key Insights:
Facebook accounted for nearly half (45.6%) of US social

media visits in December 2015.
US millennials still dedicate more of their social media
time to Facebook than any other social platform.
Facebook was the No.1 app for nearly half of US mobile
app users in June 2015.
Instagram took second place in Edison/Triton Digitals

survey, being used by 29% of respondents during the
polling period. Pinterest (25%) came next, followed by
Snapchat (23%), Twitter (21%) and LinkedIn (20%). The
remaining social networks were used by less than
one-fifth of the consumers surveyed.
Top 10 Social Networks Among US Internet Users,

Ranked by Market Share of Visits, Dec 2015
Social Media Sites/Apps Used by US Consumers,

Feb 2016
% of respondents
Facebook
1. Facebook
Instagram
2. YouTube
29%
Pinterest
21.9%
25%
Snapchat
3. reddit
4.9%
23%
Twitter
4. Twitter
4.8%
21%
LinkedIn
20%
Google+
5. Pinterest
1.6%
15%
9%
8%
WhatsApp
6. Instagram
1.5%
Kik Messenger
7. Tumblr
1.4%
Tumblr 8%
Vine
2%
8%
8. Yahoo Answers
1.1%
Tinder
Note: ages 12+

Source: Edison Research and Triton Digital, "The Infinite Dial 2016," March
10, 2016
206779
45.6%
64%
www.eMarketer.com
Facebook was also the leading social platform based

on research by Hitwise, accounting for 45.6% of social
media visits made by US internet users via desktop or
mobile during December 2015. YouTube, counted as
a social network in this study, earned a 21.9% share
of visits during the research period. Reddit (4.9%) and
Twitter (4.8%) drew roughly equal shares of visitors,
followed by Pinterest (1.6%) and Instagram (1.5%).
9. LinkedIn
1.1%
10. Yelp
0.8%
Note: desktop and mobile
Source: Hitwise, a division of Connexity, Jan 26, 2016
204788
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Facebook will hit an important milestone this year, based

on eMarketer estimates. For the first time, more than
half (50.3%) of the US population will use the platform,
equating to 162.9 million people. Of those, 53.8 million
will be mobile-only, and 92.4 million will use a combination
of computers and mobile devices to access the platform.
Note that eMarketers figure for Facebook user
penetration is lower than Facebooks own due to the fact
that nonhuman, duplicate and business accounts are
factored out of our estimate.
Usage
According to the Pew Research Center, 65% of the US
population used a social network in July 2015. Women
(68%) were somewhat more likely than men (62%) to do
so, and participation in social networks declined sharply
with age. Hispanics and whites were equally represented
on social networks, at 65% of the population in each
group, while 56% of blacks used a social network during
the polling period.
Demographic Profile of US Social Network Users,

July 2015
Gender
Female
68%
Male
62%
Age
18-29
90%
30-49
77%
50-64
51%
65+
35%
Household income
<$30K
56%
$30K-$50K
69%
$50K-$75K
72%
$75K+
78%
Race/ethnicity
Hispanic
65%
White
65%
Black
56%
Total
65%
Note: n=971
Source: Pew Research Center, "Social Media Usage: 2005-2015," Oct 8,
2015
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oo
in
b
ce
Fa
ra
ag
t
ns
at
ch
p
na
e
nk
Li
oo
b
ce
er
itt
Tw
Gender (% of total)*
Female
74%
56%
56%
53%
51%
50%
48%
Male
26%
44%
44%
47%
49%
50%
52%
Age (% of respondents in each group)

18-34
54%
94%
69%
49%
34%
30%
64%
35-49
57%
96%
47%
17%
13%
41%
65%
50+
ha
c
ap
er
itt
st
re
e
nt
bl
Fa
In
Sn
Tw
Pi
Tu
18-24
82%
50%
46%
42%
34%
19%
25-29
81%
39%
24%
34%
33%
8%
85%
58%
53%
47%
42%
20%
Age
Education level
58%
97%
24%
8%
7%
48%
49%
Social Media Sites on Which US Millennial Social

Media Users Spend the Most Time, Aug 2015
% of respondents
Snapchat
9%
Twitter
8%
Pinterest
10%
LinkedIn
2%
Facebook
57%
Instagram
13%
www.eMarketer.com
For the rest of the social platforms measured, only

Twitter had more male (52%) than female users (48%),
and only by a bit. LinkedIns user base was split evenly
between the two genders, while nearly three-quarters of
Pinterests users were female.
www.eMarketer.com
Whats more, an August 2015 study by Luth Research

found millennials were still highly engaged on the
platform. More than half (57%) of US social media
users ages 18 to 34 said that Facebook took up most of
their social media time. Instagram, chosen by 13% of
respondents, came in a distant second.
Note: read of the total Pinterest users surveyed, 74% were female and 26%
were male while 54% of social media users surveyed were Pinterest users
18-34; *among users of each site/app
Source: Ipsos on behalf of Pinterest as cited in press release, Jan 19, 2016
203601
am
gr
a
st
202311
dI
bl
um
Social Media Sites/Apps on Which US Millennial

Internet Users Have an Account, by Demographic,
Nov 2015
Source: Harvard University Institute of Politics, "Survey of Young Americans'

Attitudes Toward Politics and Public Service: 28th Edition" conducted by
GfK, Dec 10, 2015
Demographic Profile of US Social Media Users, by

Site/App, Oct 2015
es
Despite the perception that millennials may be moving

away from Facebook, November 2015 polling by GfK for
the Harvard University Institute of Politics showed that
about 82% of US internet users ages 18 to 29 had a
profile there. This was a much higher share than for any of
the other social platforms measured.
College students
Women made up the majority (56%) of US Facebook

users in October 2015, based on polling by Ipsos on
behalf of Pinterest. Use of the platform cut across all
ages, and at least nine of 10 social media users in each
age group surveyed used Facebook that month.
r
te
Instagram was most popular among the youngest social

media users, used by 69% of respondents ages 18 to 34.
The same was true for Snapchat (49%). By comparison,
Pinterest and LinkedIn were more likely to be used by
social media users ages 35 and older.
Note: ages 18-34; numbers may not total 100% due to rounding
Source: Luth Research, "Mastering the Millennial," Nov 18, 2015
201688
www.eMarketer.com
Still, Edison/Triton Digitals research suggested that a

shift may be occurring among US teens and younger
millennials. While 68% of consumers ages 12 to 24 used
Facebook in February 2016, a higher share (72%) used
Snapchat and 66% used Instagram.
29.6
25.4
55+
According to Nielsen, smartphones were the most

popular method used to access social networks during
Q3 2015. Some 156.5 million US social network users
visited a social platform weekly using that device type,
representing an increase of 16% from Q3 2014. Tablet
social network users saw greater year-over-year growth
(21%), but totaled just 57.8 million.
US Social Network Users, by Device,
Q3 2014 & Q3 2015
18.3
Total
25.6
Source: comScore Inc., "2015 US Mobile App Report," Sep 22, 2015
197165
www.eMarketer.com
comScores research also found that Facebook was the

leading app in terms of time spent that month. Nearly
half (48%) of US smartphone users said it was their
most-used app, and another 22% ranked it second.
Facebook's Ranking in Share of Time Spent with
Smartphone Apps Among US Smartphone Users,
June 2015
% of total
Smartphone
138.2
156.5 (13%)
Desktop/laptop
48%
87.9
73.4 (-16%)
Tablet
22%
9%
6%
47.6
4%
6 2%
57.8 (21%)
7 2%
Q3 2015
Note: ages 18+; access weekly

Source: Nielsen, "The Total Audience Report: Q3 2015" as cited in company
blog, Jan 6, 2016
202953
18-34
35-54
Mobile
Q3 2014
Average Monthly Time Spent Using Mobile Social

Media Apps Among US Mobile App Users, by Age,
June 2015
hours
www.eMarketer.com
US mobile users would rather use an app than a mobile

website for social networking, according to a July
2015 Adobe survey that found 71% preferred apps for
that activity.
1%
1%
1%
10
11+
4%
Note: ages 18+; read as Facebook was the most used app for 48% of
smartphone users and the second most used app for 22% of smartphone
users
Source: comScore Inc., "2015 US Mobile App Report," Sep 22, 2015
197162
www.eMarketer.com
Mobile app users in the US dedicated around 25.6 hours

to social media apps during June 2015, comScore found.
Unsurprisingly, those ages 18 to 34 spent the most time
using them, at 29.6 hours, compared with 25.4 hours for
those ages 35 to 54 and 18.3 hours for those ages 55
and up.
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Updated Estimates for 2015
E.life Group
Edison Research
Effective Measure
eir
Electronic Transactions Development Agency (ETDA)
Elogia
Eurostat
Experian Marketing Services
RELATED LINKS
EY Sweeney
Facebook
Adobe
Faktenkontor
Aller Media Finland
Fuseware
ArabNet
Futuro Labs
Arena Media
Gabinete de Comunicacin Estratgica (GCE)
Asociacin para la Investigacin de Medios de

Comunicacin (AIMC) Spain
Gallup
Audiweb
Autorit de Rgulation de Communications
lectroniques et des Postes (ARCEP)
Gemius
Gnration Numrique
GfK
BDG Asia
GfK Netherlands
Behaviour & Attitudes (B&A)
GfK Per
Break Field Co.
GlobalWebIndex
Broadcasting Board of Governors (BBG)
GMO Japan Market Intelligence
Buzzador
Google
Carat Ireland
Gothaer Versicherungsbank
Carrier y Asociados
Harris Interactive
CertiSur
Harvard University Institute of Politics
Colopl
Hitwise
Commission for Communications Regulation

(ComReg) Ireland
IIS (Internetstiftelsen i Sverige)
comScore Inc.
Infocomm Development Authority of Singapore (IDA)
Conecta
InMobi
Conseil gnral de lconomie, de lindustrie, de

lnergie et des technologies (CGEIET)
Institut fr Management- und Wirtschaftsforschung

(IMWF)
DAlessio IROL
Instituto Federal de Telecomunicaciones (IFT) Mexico
Daily Sabah
Instituto Nacional de Estadistica Spain (INE)
Danish Business Authority
Interactive Advertising Bureau Australia (IAB Australia)
Deloitte
Interactive Advertising Bureau Mxico
DI Marketing
DMC Media
Interactive Advertising Bureau South Africa (IAB

South Africa)
Doxakids
Interactive Advertising Bureau Spain (IAB Spain)
DR (Danish Broadcasting Corporation)
Interactive Advertising Bureau Turkey (IAB Turkey)
IMRB International
Internet Advertising Bureau UK (IAB UK)
Office of Communications (Ofcom) UK
Internet & Mobile Association of India (IAMAI)
Omnicom Media Group
Ipsos
On Device Research
Ipsos MORI
Opera Mediaworks
Ipsos MRBI
Opinion Box
Ipsos Norway
Ovum
iReach
Pan Arab Research Center (PARC)
Istituto nazionale di statistica (Istat)
Pew Research Center
JakPat
Red C
JustSystems
Repsol
Kantar
Ruigrok NetPanel
Korea Herald
Sensis
Korea Internet & Security Agency (KISA)
SFR
Levada Center
Shareablee
Luth Research
Statistics Denmark
Malaysian Communications and Multimedia

Commission (MCMC)
Statistics Finland
McAfree
Swedish Post and Telecom Authority (PTS)
Mdiamtrie
Tampere Research Centre for Journalism, Media and

Communication (COMET)
Medienpdagogischer Forschungsverbund Sdwest

(MPFS)
Millward Brown
Mindshare Denmark
Statistics Norway
Techcrunch
Telecommunications Regulatory Authority (TRA) United Arab Emirates
Ministry of Communications and Information

Technology Egypt
Tencent Penguin Intelligence
Ministry of Science, ICT and Future Planning (MSIP) South Korea
The Danish Society of Engineers (IDA)
Mintel
Mobile Marketing Data Lab
Mobile Time
Multiscope
Munich Digital Institute
Nasmedia
National Statistical Office of Thailand
Near
Newcom Research & Consultancy
Nielsen
Northwestern University in Qatar
nPeople
Nyt
Office for National Statistics (ONS) UK
The Cocktail Analysis

The Online Project (TOP)
ThinkAgent
Thinktv
TNS
TNS Australia
TNS Gallup
TNS Gallup Denmark
TNS Gallup Norway
TNS Russia
TNS Sifo
Toluna
Triton Digital
Turkish Statistical Institute
UK Online Measurement Co (UKOM)
UM
Userneeds
WBR Digital
We Are Social
Werben & Verkaufen (W&V)
World Wide Web Foundation
World Wide Worx
YouGov
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PRODUCTION CONTRIBUTORS
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GLOBAL SOCIAL

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF

Facebook remains the largest social network in most

WHATS IN THIS REPORT? This report provides a

Social Network Users and Penetration Worldwide,

Social network users

KEY STAT: eMarketer estimates that 67.4% of internet

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE

2016 EMARKETER INC. ALL RIGHTS RESERVED 2

GLOBAL SOCIAL PLATFORMS

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE

Monthly Active Mobile-Only vs. Total Mobile Facebook

% change vs. prior

17.0% 14.3% 15.4% 10.5% 12.7% 11.0% 13.2%

1,070 1,124 1,189 1,248 1,314 1,385 1,442

% change vs. prior

Facebooks Free Basics app, which grants users free

2016 EMARKETER INC. ALL RIGHTS RESERVED 3

Note: n=8,829 who access the internet via desktop/laptop, tablet or

Younger users are the most likely of Australias internet

Excluding YouTube, which eMarketer defines as a

Facebook is the dominant social network in Australia,

But mobiles popularity in the region also makes it

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE

10. Whirlpool Forums

Source: Experian Marketing Services, Jan 16, 2016

2016 EMARKETER INC. ALL RIGHTS RESERVED 4

According to a May 2015 survey by Sensis, social

Frequency with Which Internet Users in Australia

Consumers in Australia Who Use Social Networks,

Note: via desktop/laptop, mobile phone or tablet

I'm not on any social networks

Note: numbers may not add up to 100% due to rounding

April 2015 polling by Deloitte drew a similar conclusion.

According to EY Sweeneys Digital Australia 2015-2016

Source: EY Sweeney, "Digital Australia: State of the Nation 2015-16"

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE

2016 EMARKETER INC. ALL RIGHTS RESERVED 5

Beyond Facebook, EY Sweeneys research also revealed

The IAB/Nielsen study also found that 39% of the time

News & info

Source: Nielsen and Interactive Advertising Bureau Australia (IAB Australia),

September 2015 data from the Interactive Advertising

Chinas social media market is unique, due mainly to the

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE

Messaging app WeChat is more popular than any other

2016 EMARKETER INC. ALL RIGHTS RESERVED 6

Holding company Tencent remains a major player in

Renren (formerly Xiaonei)

Note: 2013 n=12,221; 2014 n=13,341; 2015 n=13,512; *also known as

User growth took place in every age group, but the

WeChats rise has affected the use of microblogging

GLOBAL SOCIAL PLATFORMS 2016: A COUNTRY-BY-COUNTRY REVIEW OF SOCIAL NETWORK USAGE

Unsurprisingly, young internet users in China also spend

2016 EMARKETER INC. ALL RIGHTS RESERVED 7

Daily Time Spent with Media Among Internet Users in

16-30 31-45 46-65

16-30 31-45 46-65

Newspapers & magazines

Social Media Users in China Who Access Social Media

Looking just at WeChat usage, engagement in China was

Note: living in 60 tier 1-4 cities

An October 2015 report from Tencent Penguin Intelligence

Average daily time