Farandole of social media logos -

© Gerd Altmann / Pixabay

More than 53% of the planet's inhabitants have an account on a social network, a figure increasing by nearly half a billion (+ 13%) in 2020, a year marked by an explosion in digital uses against the backdrop of the health crisis .

The number of social network users has thus reached 4.2 billion, estimates the agency We Are Social, which publishes each year, in partnership with social network specialist Hootsuite, a compilation of various studies on digital trends.

Facebook remains at the top of the most used social networks

Each Internet user uses an average of 8 different social networks, but the first of them is undoubtedly Facebook, with 2.7 billion users in the third quarter of 2020. However, its audience has been aging for several years.

The penetration rate among the world population reaches 59.5%.

However, it hides significant disparities: more than 90% in North America and Western and Northern Europe, but from 24% to 62% depending on the region of Africa (where the number of Internet users is increasing the most. quickly), and 68% in East Asia, which accounts for nearly a quarter of the total number of Internet users.

India remains, however, the most important reservoir of digital growth with 1.1 billion people still not connected.

An average connection of 6 hours and 54 minutes per day on the Internet

Worldwide, Internet users are online for an average of 6 hours and 54 minutes per day, and they spend 2:25 on social networks, compared with an average duration of 3:24 watching television.

Another data, the global annual online advertising market now stands at $ 355.6 billion (up 6.5% over one year), including $ 152.7 billion for search engine advertising, and $ 97.7 billion for that on social media, according to the report.

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