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Mary Meeker: Social media usage is flat globally, mobile ad spend continues to climb

Mary Meeker: Social media usage is flat globally, mobile ad spend continues to climb

Daily social media usage increased by just 1% year-over-year, according to the annual report.

Mary Meeker has released her annual internet report, giving marketers a glimpse of where we are globally in terms of social media use and online ad spend, among other trends. While overall internet usage keeps growing, social media usage is flattening — but that’s not slowing down online ad spend.

More than 50% of global population is now online. Between 2009 and 2018, the percent of global internet users has grown from 24% to 51% — more than doubling in just under ten years time. According to the report, there are now 3.8 billion global internet users, up 6% year-over-year.

Of all the people going online, more than a quarter (26%) of internet users fit into the “constantly online” category, up from 21% in 2015. Not surprisingly, 63% of adults say they are trying to limit their personal smartphone use.

Social media growth is slowing. The number of those people logging into social media networks daily is decelerating. As recently as 2016 and 2017, social platforms saw as much as 6% growth year-over-year. In the past year, that growth has slowed with social media usage up just 1% between 2018 and 2019.

Instagram and YouTube growing fastest. Facebook has the highest percentage of internet users who are logging on to a social platform at least once a day — but that number actually dropped from 31% in 2017 to 30% last year. YouTube, however, saw daily site usage increase to 27% of internet users in 2018, and increase from 22% in 2017.

Instagram grew daily site usage from 13% of internet users in 2017 to 19% last year. And while the number of internet users signing on daily to WhatsApp has grown only slightly between 2017 and 2018 (23% to 25%), the Facebook-owned messaging app ranks third among social platforms being accessed by daily.


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