There will be 3.86 billion monthly social network users this year, equal to almost half (48.3%) of the world’s population. Despite concerns about content moderation and data privacy that have plagued Facebook, Twitter, and TikTok—to name just a few—the social audience is still on the rise.
- Asia-Pacific is home to almost 60% of the world’s social users. In 2023, it will have more than five times the number of users as second-ranked Latin America—and more users than all other regions combined. The top five countries for social media penetration among internet users will be in Asia—the Philippines, China, Vietnam, Malaysia, and Thailand. In the Philippines, 98.6% of internet users will be on social this year, 11.6 percentage points higher than the regional average.
- Social media usage in Asia-Pacific is unique. For example, in China, many Western platforms are blocked, paving the way for homegrown sites like Douyin to proliferate. In India, TikTok was banned in 2020, leading to a higher rate of penetration for Snapchat. Additionally, the penetration rate for social users in India is relatively low due to the country’s more rural population and slower adoption of devices with internet connectivity. Social users in India will grow 6.9% in 2023, outpacing the region as a whole by a wide margin.
- In the West, social user growth is flattening more than in other regions. In North America and Western Europe, growth rates will be in the low single digits this year—1.9% and 1.8%, respectively—as social nears a penetration ceiling. In these markets, TikTok is accounting for much of the remaining growth, offsetting the declines for Facebook and Twitter.
- The Middle East and Africa will be the fastest-growing region, at 5.4%. Slower to adopt social media early on and with limited access in developing countries, the region is now playing catch-up.