The world is more connected today than ever before.
Nearly two-thirds of the global population are connected to the internet via the matrix. There are over 4.4 billion users on multiple devices. These devices are used for both work and play, and social media has changed the way that we interact online and offline.
Global Web Index’s infographic today compares key regional and generational differences in social media use, using data from almost 114,000 internet users. It highlights how ubiquitous social media is in our daily lives.
Note that China is not included in the usage data for specific social networks.
Social media from generation: From age to age
What is the effect of social media on different generations?
Baby boomers
The Boomers are currently last in almost every category and metric regarding technology and social media usage. This generation wasn’t as enamored with technology as today’s youth.
Boomers, however, are the most active on social media platforms. This group has seen an increase in usage of Instagram, WhatsApp, and other social media platforms by 59% and 44%, respectively, since 2016, more than twice the global average.
Generation X
The Gen X generation, also known as the “MTV Generation”, was the last generation to be born before the Internet really took off. This group was characterized by an explosion of new technologies in its early years, including wireless phones and personal computers.
Gen Xers spend on average nearly two hours per day on social media — less than Millennials or Gen Z but more than Boomers.
Millennials
Millennials are showing a decrease in their time on social media. From 2017-to 2018, Millennials spent less time on social media, averaging 2 hours 38 minutes per week. This is a sign that Millennials are looking for real-life experiences and more engagement from brands they interact online with, as opposed to passive scrolling.
This evolution is also influenced by other factors. Nearly half of Millennials say that they have overspent to impress their friends and family because of their social media activity.
Generation Z
Gen Z is the first generation in history to have never lived in a world without the Internet. Gen Z is more active on social media than Millennials, spending 2 hours 55 minutes per day online.
The number of social media accounts that Generation Z-ers use is highest in North America, Latin America, and Europe. Many people are moving away from Facebook and Instagram in favor of more multimedia-heavy websites like YouTube and Instagram.
Social media using the numbers
As a measure of success, social media platforms use the number of unique users each month to determine their success. Below is a snapshot showing the active users of five major social media platforms.
Monthly Active User (MAU), July 2019,
Facebook: 2.4 Billion
YouTube: 2 Billion
WhatsApp: 1.6 Billion
Instagram: 1 Billion
Twitter: 330 Million
What happens in a minute of social media is even more remarkable.
41.6 Million Messages Sent over Facebook Messenger or WhatsApp
347.222 people are scrolling Instagram
87.500 people posting on Twitter
Watching 4.5 Million Videos on YouTube
The role of social media in retail
Social media is more than just keeping us connected with our friends. You can access career tools, connect with your favorite companies, keep up with global events and even find love.
Social media has made e-commerce a global phenomenon. Social media is being used more than ever to research products, engage brands, and make online purchases. Instagram, for example, now has one-click shop capabilities that enable users to purchase what they see right away with just a tap.
However, the influencer market has seen the most growth in eCommerce. These stars-studded internet personalities have huge online followings, and companies are paying attention.
Major brands reported that 72% of them outsourced a large portion of their marketing to online influencers in 2018. The following makes them feel like they are getting a recommendation from a friend and increases their likelihood of buying quickly.
Social media growth
Even though social media usage is declining, it continues to grow despite the slowing rate of growth. The average person used social media for three minutes more per day in 2017 than in 2018, and he or she added 0.8 new accounts to his/her account.
Social media is an industry with many facets that appeal to many cultures, ages, and personalities. While social media activity is slowing, it’s possible that we will see greater opportunities to connect with others as a result of a growing global population.
