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WORLDWIDE

SOCIAL
NETWORK
USERS
eMarketer’s Estimates and
Forecast for 2016–2021
JULY 2017
Corey McNair
Contributors: Marcus Johnson, Cindy Liu, Monica Peart

Read this on
eMarketer for iPad
WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND
FORECAST FOR 2016–2021
eMarketer estimates 2.46 billion people will use a social network at least once a month in 2017, which will represent
one-third of the world’s population and an 8.2% gain over 2016.

■■ At least 71.0% of internet users worldwide will access


social networking sites regularly this year. Asia-Pacific
will lead the way, representing 55.1% of social network
users, with China alone accounting for over 46%.

■■ Mobile phone adoption and improved mobile coverage


will drive overall social network user growth. The
number of mobile social network users worldwide
will reach 2.01 billion this year, up 10.7% from 2016.
Roughly four in five social network users will use a
mobile device to access a social network.

■■ Facebook is far and away the most popular social


network worldwide. Nearly 1.50 billion people will log
in to Facebook in 2017, accounting for 60.8% of social
network users. Approximately 87.2% of Facebook users
will access the platform via a mobile device this year.

■■ More than 260 million people worldwide will use Twitter


KEY STAT: In 2017, one-third of the world’s population and
regularly this year, up 4.0% from 2016. While the 71.0% of internet users will access social media. Among
audience is growing, Twitter continues to feel pressure those users, 60.8% will be on Facebook and 10.6% will
from competing social platforms. The share of social use Twitter.
network users worldwide who use the platform will
contract from 11.0% in 2016 to 10.6% in 2017.
CONTENTS
■■ According to Snap Inc.’s Q1 2017 results, their Snapchat
platform has 166 million daily active users worldwide. 2 Worldwide Social Network Users: eMarketer’s Estimates
eMarketer will provide estimates for monthly active and Forecast for 2016–2021
users worldwide in our next update of social network 3 Worldwide Overview
users: We expect 70.4 million individuals in the US and 5 Asia-Pacific
13.6 million in the UK will use Snapchat in 2017.
8 Central and Eastern Europe
WHAT’S IN THIS REPORT? This report includes eMarketer’s 9 Latin America
forecast for social network users, Facebook users,
10 The Middle East and Africa
Twitter users, mobile phone social network users
and mobile phone Facebook users worldwide. The 11 North America
projections, which run through 2021, include breakouts 13 Western Europe
by region and country. eMarketer’s data on worldwide
social network users can be found in this report’s 14 Editorial and Production Contributors
accompanying spreadsheet.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 2
WORLDWIDE OVERVIEW
This year, 2.46 billion individuals, or one-third of the
global population and 71.0% of internet users, will
access social networks at least once a month, up 8.2%
from 2016. Mobile phone adoption and expanding
mobile coverage will drive that growth.

Most user growth will be driven by the widespread


availability of affordable smartphones, accessible Wi-Fi
coverage and expanding 3G and 4G networks. Individuals
taking advantage of these developments in Asia-Pacific,
Latin America and the Middle East and Africa will largely
be new internet users who are signing up for social media
for the first time. In 2017, 81.8% of social network users
worldwide will log on via a mobile phone. By 2021, that
share will grow to 86.7%.
For much of the world, social networks are a way to
stay connected with friends and family. In recent years, eMarketer has significantly raised its estimates for China
leading platforms Facebook and Twitter have faced throughout the forecast based on new data showing
competition from Snapchat and messaging apps like social network user growth outperforming expectations,
WeChat (which eMarketer does not include in its social specifically among those 45 and older. We have also raised
network definition) that have adopted overlapping features projections for the number of social network users in
and services. To distance themselves from competitors, India based on new data for the country. Altogether, these
Facebook and Twitter have placed an emphasis on changes have generated a significant increase in estimates
developing video content. In addition, Facebook has not for the number of social network users worldwide.
shied away from developing features that mirror those of
the competition, as when Facebook developed its version
of Snapchat’s “Stories” feature for its platforms. This shift Behind the Numbers
in focus has been successful in retaining social network eMarketer’s forecasts and estimates are based on
users. More than ever, internet users are turning to social an analysis of quantitative and qualitative data from
networks as part of their daily fill of media content. research firms, government agencies, media firms and
public companies, plus interviews with top executives
However, increased video content hasn’t added new at publishers, ad buyers and agencies. Data is weighted
social network users, it’s just reinforced existing based on methodology and soundness. Each eMarketer
usage. North America and Western Europe—and urban forecast fits within the larger matrix of all its forecasts,
areas with widespread mobile bandwidth to support with the same assumptions and general framework used
streaming—will see social network user growth of only to project figures in a wide variety of areas. Regular
re-evaluation of available data means the forecasts reflect
2.9% and 3.4%, respectively.
the latest business developments, technology trends and
economic changes.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 3
FACEBOOK USERS TWITTER USERS
Nearly 1.50 billion people, or roughly 61% of social Twitter’s user base will total 260.4 million people
network users and one-fifth of the world’s population, will worldwide in 2017, capturing 10.6% of social network
access Facebook at least monthly this year. This estimate, users and 3.5% of the world’s population. Its user base
higher than what eMarketer previously forecast, is based will increase 4.0% this year, higher than eMarketer
on higher-than-anticipated user growth. previously estimated due to uptake in Brazil, France,
Germany and Japan.

Facebook activity via mobile devices has become so Twitter is trying to stave off slowing growth by investing
pervasive that the company has stopped breaking out in video content. At the May 2017 NewFronts annual
mobile users in their quarterly earnings as of Q1 2017. marketing conference, Twitter announced 16 live
eMarketer expects 87.2% of Facebook users (1.31 billion streaming deals, including pacts with the PGA Tour,
people) will use a mobile phone to access the platform BuzzFeed and Viacom. Building off its presence as a news
this year. By 2021, mobile’s share of Facebook users will delivery platform, Twitter also announced a partnership
reach 91.7%. with Bloomberg to stream news 24/7 year-round.

Facebook Lite, a simplified version of its app for Android However, beyond North America, Japan, Mexico and
devices that uses less data, has enabled access to the the UK, Twitter is not that popular. Twitter user growth is
platform in developing markets. The app is expected to expected to grow fastest in the Middle East and Africa
be a contributor to growth, mostly in the Middle East and throughout the forecast, primarily due to its small base.
Africa and less urbanized parts of Asia-Pacific.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 4
ASIA-PACIFIC activity in the world. eMarketer predicts Malaysia and the
Philippines will have some of the world’s highest social
network penetration rates among internet users in 2017,
For the first time in 2017, one-third of the population
at 94.0% and 86.7%, respectively. Indonesia, Thailand and
in Asia-Pacific—or 1.36 billion people—will use a Vietnam will overindex as well.
social network at least once per month. Roughly four
in five of these social network users will use a mobile In advanced digital markets like Australia, Hong Kong,
device to visit a social site. New Zealand, Singapore, Thailand and Taiwan, at least
three-quarters of internet users will use social networks
at least once a month. Penetration rates will be lowest
in Japan and South Korea, where internet users spend
more time on messaging apps like Line and KakaoTalk,
respectively. Japan’s aging population will result in just
over half of internet users (51.0%) accessing social
networks regularly, while two-thirds of internet users in
South Korea will use social networks monthly.

Mobile phones are the primary entry point for social


networking in Asia-Pacific. eMarketer estimates that
nearly 80% of social network users will use a mobile
phone to visit a social site in 2017. Usage via mobile
devices will be most widespread in Hong Kong, New
Zealand and Taiwan—in fact, New Zealand will lead the
region and the world by this metric. These countries
feature a large urban population and developed mobile
broadband networks. In Indonesia, Malaysia, the
Philippines, Thailand and Vietnam, mobile phones are
Recent growth in social network users in Asia-Pacific has critical for social network access as these devices are
been driven by the production of affordable smartphones typically the way people first access the internet.
and decreasing data plan costs. In Southeast Asia, young
internet users are taking advantage of these low costs
and generating some of the most frequent social network

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 5
China’s social network landscape is unlike any other
country due to the government’s ban on Facebook,
Instagram, Twitter and other platforms. In their
place, homegrown messaging platform WeChat is
overwhelmingly the most popular social network in the
country. China will account for 46.1% of social network
users in Asia-Pacific this year, totaling 626.0 million
people. At least four out of five (81.1%) internet users will
log in to their social media account monthly in 2017. The
user base is expected to grow steadily throughout the
forecast period, spurred by increased mobile adoption and
older generations making their way onto platforms.

India’s social network user base will reach 261.7 million


people in 2017, representing nearly one-fifth of the
region’s audience. Among the population in India, only
20.4% will access social networks regularly.

Many of the trends in social network penetration rates in


Asia-Pacific reflect the region’s growing internet uptake.
Figures in India, Thailand and Vietnam will be lower
than more developed digital markets. However, these
countries will see the fastest growth in social network
users in the region, as broadband infrastructure advances
and new internet users sign up for social media.
■■ In terms of overall penetration across Asia-Pacific, less
eMarketer has increased its estimates for Asia-Pacific than half of social network users (41.3%) will access
in 2017 based on larger-than-expected Facebook usage
Facebook in 2017. This regional average is suppressed
and faster-than-expected WeChat user growth among
by China’s Facebook ban. Without China, at least 76.7%
those ages 45 and older in China. Based on new data,
projections for the number of social network users in of Asia-Pacific will use Facebook this year.
India have also been raised.
■■ Facebook will quickly add users in countries in
Southeast Asia this year. A large segment will be young

FACEBOOK USERS internet users who gain access via affordable mobile
phone and data plans. More than 90% of Facebook
■■ Like most of the rest of the world, Facebook is a fixture users in Southeast Asia will access the network via
for most countries in Asia-Pacific. eMarketer estimates mobile phone regularly in 2017. Facebook will be nearly
at least 90% of social network users in Australia, synonymous with mobile in Indonesia, Malaysia and
Hong Kong, Indonesia, Malaysia, New Zealand, the the Philippines, where 97.2%, 94.3% and 96.1% of
Philippines, Singapore, Taiwan, Thailand and Vietnam will Facebook users will access the site from a mobile
access Facebook this year. Though some competing phone, respectively.
apps in those countries are growing large audiences,
they have yet to catch up to Facebook. Note that China ■■ Facebook is also widely used in more mature digital
is not included in eMarketer’s estimates for Facebook markets like Hong Kong, Singapore and Taiwan, which
usage because the platform is blocked there. already have high adoption among younger internet
users. Older generations are increasingly signing up to
connect with family and friends, and this will primarily
drive growth in these countries.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 6
■■ Facebook’s penetration rate among social network Twitter audience. Twitter is more popular than Facebook
users in Japan (40.0%) and South Korea (49.7%) in Japan: 47.3% of social network users will access the
will be depressed due to a general preference for platform compared with Facebook’s 40.0%. Because
messaging apps Line and KakaoTalk, respectively. In Twitter enables users to be anonymous if they want to
Japan, Facebook is viewed primarily as a professional be, it is popular in a nation where people particularly
networking platform, and tends to skew older in value their privacy. Additionally, the use of Kanji in
audience. This was one motivating factor for Facebook’s Japan means that much more can be expressed in a
unsuccessful bid for popular face filter app Snow—to Tweet than can be expressed in English. eMarketer has
connect with younger users. increased its estimates for Twitter users in Japan based
on new data reporting growing penetration.
■■ India will be home to 182.9 million Facebook users
in 2017, more than any other country in Asia-Pacific. ■■ Only 4.2% of social network users in India will access
However, only 69.9% of social network users will Twitter this year, but its 11.0 million users will give it the
access the platform this year—the third lowest second largest user base in the region. Twitter adoption
penetration rate among Asia-Pacific markets covered will be faster in India than the rest of Asia-Pacific,
by eMarketer. Initial uptake of Facebook was hindered growing 13.5% by the end of the year. A key growth
by high-bandwidth demands—especially for mobile factor has been the launch of Twitter Seva, a service
devices. In place of Facebook, many internet users that monitors and responds to tweets sent by users
in India relied on WeChat and its bandwidth-saving about government-related grievances. Video has also
light messaging service. Most rural areas have since proven popular with users. eMarketer estimates that
improved their bandwidth infrastructure, but WeChat is Twitter will maintain steady growth in India, increasing
still popular in the market. Following the rollout of the by 11.1% in 2018.
data-friendly Facebook Lite, overall adoption has picked
■■ In April 2017, Twitter launched a less data-intensive
up and will drive user growth of 20.0% this year.
version of its social network called Twitter Lite.
Twitter’s goal is to increase penetration in emerging
TWITTER USERS markets with slower internet connections like India and
Indonesia. Because of this, steady growth will continue
■■ Asia-Pacific is one of the most important regions to
in these markets.
overall Twitter user growth. eMarketer estimates Asia-
Pacific’s Twitter audience will total 75.2 million this
year, up 5.7% from 2016. This represents the largest
user base in the world and the second fastest regional
growth rate (after the Middle East and Africa).

■■ Instagram and Snapchat—Twitter’s closest competition


in the region—continue to grow their user bases. Those
apps have succeeded based on their highly visual
content. Similar to Facebook’s focus on digital video,
Twitter has invested heavily in video content on its
platform. According to a February 2017 Campaign Asia
interview with Aliza Knox, Twitter’s Asia-Pacific vice
president, video view growth in Asia-Pacific outpaced
the rest of the world during the past six months.

■■ More than 25 million people in Japan will use Twitter


regularly in 2017, capturing one-third of Asia-Pacific’s

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 7
CENTRAL AND EASTERN EUROPE FACEBOOK USERS
Over three-quarters of internet users in Central and ■■ With the major exception of Russia, Facebook’s
Eastern Europe will access social networks regularly penetration rate of internet users in Central and Eastern
this year. Of those social network users, 73.2% will Europe is rather high, at 58.7%. Though the platform’s
log on via mobile devices. While VK is dominant in overall regional penetration rate of 41.3% is depressed
Russia, Facebook remains the leading social platform by VK’s presence in Russia, 107.1 million people in
for the rest of the region. Central and Eastern Europe will access Facebook
this year.

■■ VK is the primary social platform for much of Russia’s


75.0 million social network users. However, users
are finding their way to Facebook. The percentage of
people using Facebook in Russia will increase 13.5%
this year, more than double the growth rate of Central
and Eastern Europe as a whole (5.8%). By the end of
2017, Russia will represent 9.7% of Facebook users in
the region, or 10.4 million people.

■■ Russia’s social network users tend to use Facebook


mostly for connecting with friends outside of Russia
who are not on VK. Russia’s Facebook penetration rate
of 11.0% among internet users will be the lowest of any
country worldwide.

TWITTER USERS
■■ Twitter has yet to gain traction in Central and Eastern
eMarketer estimates Russia will account for 38.0% of Europe. Just 8.4 million people, or 3.3% of internet
social network users in Central and Eastern Europe this users, will access the platform. Of that audience,
year. Among internet users in Russia, 79.5% will access Russia will account for nearly half (48.9%).
social platforms at least monthly. In recent years, mobile
internet access has been a driver of social network ■■ The number of Twitter users in Central and Eastern
activity. In fact, Russia’s mobile social network user Europe is expected to remain nearly flat throughout
growth rate—14.5%—will be the highest in all of Europe the forecast period. Twitter’s user base in the region
this year. However, most new mobile users are not new will expand by 2.4% this year. By 2021, user growth
to social networks in general: overall social network user
will fall below 1.0% in both Central and Eastern Europe
growth in Russia will be 3.6%.
and Russia.

■■ Russia will register some of the lowest Twitter


penetration rates of any country measured by
eMarketer. Only 4.4% of internet users and 5.5% of
social network users in the country will access the
platform this year.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 8
LATIN AMERICA
Roughly four in five internet users in Latin America—
more than 290 million people—will visit a social
network at least once a month this year, giving it the
highest penetration rate of any region included in
eMarketer’s forecast. Of those social network users,
over 90% will gain access via mobile devices.

Recent social networking growth in the region has


been spurred by young urban internet users purchasing
inexpensive smartphones and creating new accounts.
Mexico will post the fastest social network user growth
rate in Latin America this year at 9.1%—just below its
overall smartphone user growth rate of 12.3%. In 2017,
roughly 90% of social network users in Latin America will
use a mobile device to access social sites. By 2021, that
This year, for the first time, over half of the people in
share will reach 96.0%.
Brazil and Mexico will access a social network at least
monthly (that was already the case in Argentina). Social
network users in Brazil will reach 107.1 million this year,
the largest number of any country in Latin America and FACEBOOK USERS
the fourth highest worldwide, after China, India and the
■■ Facebook is the most dominant social network in Latin
US. Mexico’s social network users will total 66.3 million,
followed by Argentina with 23.8 million. While Argentina America—more so than in any region, because there is a
will have a smaller number of social network users, that’s lack of homegrown social competition. Nearly 280 million
due to the country’s overall smaller population. people will access the platform this year, representing
96.2% of social network users in the region.

■■ Facebook is the primary social network in Brazil. In


2017, the country will have 101.1 million Facebook
users, representing 36.2% of all Facebook users in
Latin America. Since the shutdown of Orkut, Google’s
locally popular social networking app, in September
2014, Facebook has asserted itself as the primary social
platform in Brazil. Penetration among social network
users in Brazil is comparable to other countries in the
region. By 2018, more than half of Brazil’s population
will access Facebook at least once a month.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 9
■■ This year, for the first time, more than half the
THE MIDDLE EAST AND AFRICA
population (51.7%) in Mexico will use Facebook.
Spurred by smartphone uptake, Facebook will see The social network audience in the Middle East
steady user growth of 9.1% in the country to reach and Africa will continue to grow rapidly. eMarketer
63.9 million people in 2017. projects social network users in the region will
climb to 197.6 million this year from 174.7 million in
■■ In Argentina, Facebook is almost synonymous with
2016. The region will also have the fastest growth
social networking—98.8% of social network users
worldwide in 2017, climbing 13.1%.
will access Facebook monthly this year, the highest
percentage in the region. Argentina is one of the more
urbanized countries in Latin America with widespread
mobile coverage: 53.1% of the population, or 23.5
million people, will use Facebook regularly this year.

TWITTER USERS
■■ Twitter has established a presence in Latin America as
a source for breaking news. eMarketer expects one-
quarter of social network users in the region, or 72.7
million people, will access Twitter on a monthly basis. Social network adoption in the Middle East and Africa largely
follows internet access growth, so social network activity
Like Facebook, most Twitter activity will occur in urban
will come from countries with higher telecom development,
areas with mobile broadband coverage.
which tend to be more urbanized and have widespread
mobile infrastructure. Saudi Arabia, the United Arab Emirates
■■ Twitter’s user growth of 4.7% in Latin America will be
(UAE) and (to a lesser degree) Egypt have seen notable
low relative to Facebook and overall social media in
growth in 3G and 4G network coverage. Roughly 73% of
2017. According to Fiamma Zarife, managing director of internet users in both Saudi Arabia and the UAE will use a
Twitter Brazil, the country was the third fastest growing social network at least monthly this year, while 78.3% of
market for the company in 2016. eMarketer expects internet users in Egypt will do so. All other countries in the
Twitter user growth in Latin America will grow fastest region will have a social network penetration rate among
in Brazil (5.1%), driven by smartphone adoption. By internet users below 70% throughout the forecast period. In
2017, 62.0% of internet users in the region will access social
2021, Twitter user growth in Latin America will slow to
media regularly.
2.0%—but still higher than worldwide growth of 1.8%.
Social networking via mobile phones has grown
■■ Mexico, which was a relatively early adopter of Twitter,
dramatically over the past few years. In 2013, 63.2% of
will have the highest share of Twitter usage in Latin social networkers in the Middle East and Africa used a
America. This year, 36.3% of Mexico’s social network mobile device to access their accounts—by 2017, this
users will use Twitter regularly. Argentina will not be share will reach 84.1%.
too far behind, at 31.3%, followed by Brazil with 27.2%.
The uncertain political climate in much of the region
Other countries in Latin America (12.9%) will lower
has fueled social use, enabling people to share stories
Twitter’s social network user penetration rate in the
and keep up with the news. According to a March 2017
region as a result of competing apps. ASDA’A Burson-Marsteller survey of adults ages 18 to 24
in 16 countries in the Middle East and North Africa, 35%
of respondents identified Facebook as a daily source for
news, while 31% cited online news and 30% said TV
news channels. Not only are young adults in the region
getting information from Facebook, but 64% also said
that they use Facebook to share news articles.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 10
FACEBOOK USERS NORTH AMERICA
■■ Facebook is the leading social network platform in all Social networking will be more common among
major markets in the Middle East and Africa. eMarketer individuals in North America than the rest of the
estimates 184.3 million people will have an active world. Over 212 million people will log on to social
Facebook account this year, representing 57.8% of networks this year, amounting to 70.0% of internet
internet users. users and 58.5% of the population.

■■ Facebook usage among the general population is


considerably lower than among internet users. Just
12.4% of people in the Middle East and Africa will use
Facebook at least once a month this year. Only in the
UAE will more than half of the population (56.4%) use
Facebook regularly, followed closely by Saudi Arabia, at
48.5%. Egypt’s rate will reach 32.9%.

■■ Mobile is the leading method for Facebook access in


the Middle East and Africa. eMarketer estimates that
77.5% of Facebook users in the region will use a mobile
device to access the platform this year.

TWITTER USERS
■■ The Middle East and Africa will continue to have the
smallest Twitter audience in the world. Just 6.3 million
people will use the network at least monthly this year,
representing 3.2% of the region’s social network users
and 0.4% of the population. The number of US social network users will reach
191.1 million in 2017, while Canada’s total will hit 21.2
■■ Twitter is primarily accessed via mobile devices in the
million. For the first time, more than two-thirds of the
Middle East and Africa. It’s not a coincidence, then, that US population (67.0%) will be social network users,
most Twitter activity will take place in urban areas with whereas Canada’s share will near 58%. Growth will stay
developed mobile broadband infrastructure, particularly in the low single digits for each country throughout the
those in Egypt, Saudi Arabia and the UAE. forecast period.

Social network users in North America prefer to access


social platforms via mobile devices. Nearly nine in 10
(89.3%) of social network users in the US and Canada
will use a mobile phone to log in to their accounts.
The biggest factors driving growth include smartphone
adoption, improving mobile internet coverage and video
consumption. By the end of 2017, 52.2% of people in
North America will use a mobile phone to social network.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 11
Mobile-driven Snapchat has garnered a considerable ■■ Twitter is more popular in Canada than the US. One-
audience in the US. More than 70 million people will quarter of internet users and 35.2% of social network
use the platform regularly in 2017, accounting for one- users in Canada will use Twitter regularly in 2017. In
quarter of internet users (25.8%) and mobile phone users
the US, these figures will reach 19.5% and 27.9%,
(26.6%). Young generations have taken to its combination
respectively. Twitter has tended to be used more
of visuals and chatting. Given its potential for growth
among older social network users, the user base in the frequently as a news source in Canada than the US.
US will expand 14.2% this year.
■■ Twitter recently announced a slate of video content
partnerships to help drive platform engagements.

FACEBOOK USERS Aiming to appeal to audiences in Canada, Twitter signed


a deal with Major League Baseball to live stream one
■■ Facebook remains far and away the largest social out-of-market game per week this season. Despite the
network in North America. More than half of the deals, user growth will increase only 0.9% in Canada
population in the US (52.5%) and Canada (51.8%) will and 1.9% in the US this year.
access the site regularly this year.

■■ Smartphones will be the primary mode of access


for Facebook users in North America. Although the
platform has become more data-intensive, with
increasing video content, mobile coverage in North
America has managed to keep up with streaming
demands. At least 88.0% of US Facebook users will
regularly access via mobile phone, while 90.8% in
Canada will do so.

■■ The number of Facebook users and social network


users in North America will rise at the same rate this
year (2.9%). Essentially, anyone signing up for a social
network for the first time is signing up to Facebook.

■■ In 2017, 89.7% of social network users in North


America will go on Facebook at least once a month.
By 2021, this share will slip to 89.0% due to increased
competition from social platforms that have gained
a sizable young audience, including Instagram
and Snapchat.

TWITTER USERS
■■ Twitter will account for less than one-third (31.9%) of
Facebook’s total users in North America this year. At
60.7 million people, this represents 28.6% of social
network users in the region—the highest share in
the world.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 12
WESTERN EUROPE Rates of mobile social networking vary throughout
Western Europe, but usage is generally high. Over 84%
of social network users in the region will use a mobile
Western Europe will have 207.1 million social network
phone to access those sites this year. Italy will have the
users in 2017, representing 63.4% of internet users. highest share of mobile social network users (93.5%)—
Germany and the UK will lead the way in the region, the country generally indexes high on mobile activities
with 38.2 million and 36.6 million social network like messaging, and young adults there are heavy social
users, respectively. media users. Rates in Denmark and France will be nearly
as high, at 92.6% and 91.0%, while Finland and Germany
will have the lowest rates in the region.

In the UK, Snapchat has shown traction: 37.1% of social


network users, or 13.6 million people, will use the
platform regularly this year. While Snapchat’s penetration
rate in the UK is similar to the US, the audience in the UK
is smaller. Therefore, the growth rate in the UK will be
higher, at 20.6% in 2017.

Like North America, social network growth in Western


Europe this year will be minor (3.4%), with most gains
driven by smartphone adoption.

FACEBOOK USERS
■■ The number of Facebook users in Western Europe will
hit 175.4 million in 2017. Although still used by 84.7% of
social network users, the platform has endured young
audiences departing for rival networks and messaging
apps like WhatsApp. It also faces stiff competition from
Twitter in the UK. Facebook’s usage rate is highest in
Italy, where 97.2% of social network users will access it
at least monthly this year. Aside from Finland, Germany
and the Netherlands, the percentage of Facebook users
among social network users will be above 88% for all
countries in the region.

Among internet users, social networking will be most


widespread in the Netherlands (72.5%), Norway (70.3%)
and Sweden (69.6%). Penetration rates will surpass
two-thirds in Denmark, Finland, Italy and the UK. On the
lower end, less than 60% of internet users in France and
Germany will access social networks regularly this year.
Social media is simply not that popular in Germany, where
its digital audience skews older, while France tends to
use messaging apps like WhatsApp for social activity.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 13
TWITTER USERS
■■ In 2017, Western Europe will have 37.1 million Twitter
users. Twitter has a modest presence in the region,
accounting for 17.9% of social network users and 8.7%
of the population. Growth will be minor, increasing
2.4% this year.

■■ The UK will have the most Twitter users in Western


Europe, totaling 12.5 million. A little more than one-
third of social network users in the UK will access the
platform regularly this year.

■■ France, Germany and Italy will have the smallest share


of Twitter users among both social network users
and the population at large. Less than 10% of people
living in those countries will use Twitter throughout the
forecast period.

■■ eMarketer has reduced its estimates for Twitter users in


Western Europe based on lower-than-expected growth
in the UK.

EDITORIAL AND
PRODUCTION CONTRIBUTORS
Michael Balletti Copy Editor
Katie Hamblin Chart Editorial Manager
Dana Hill Director of Production
■■ Western Europe will have the second lowest growth
Eden Kelley Chart Editor
rate of Facebook users after North America, at 3.0%.
Stephanie Meyer Senior Production Artist
Spain will have the fastest growth rate in the region, at Heather Price Managing Editor, Reports
3.9%, fueled by older audiences signing up. John Rambow Executive Editor, Reports
Erica Walker Copy Editor
■■ Over half of people in Denmark, Norway and Sweden
will use Facebook this year, followed closely by the
UK, at 49.3%. Germany will have a markedly lower
penetration rate, with 31.7% of its population using the
platform. Just over 41% of individuals in the region will
use Facebook at least monthly this year.

■■ At least 80% of Facebook users in the region will log


in via mobile phone this year. By 2021, this figure will
climb to 90.1%.

WORLDWIDE SOCIAL NETWORK USERS: EMARKETER’S ESTIMATES AND FORECAST FOR 2016–2021 ©2017 EMARKETER INC. ALL RIGHTS RESERVED 14
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