Social media: global penetration rate 2024, by region

As of April 2024, Northern and Western Europe were the regions with the highest social network penetration rates globally, reaching 80.2 and 78.2 percent, respectively. Eastern Asia ranked third with a penetration rate of 74.9 percent, followed by Southern Europe with 73.5 percent. In contrast, Eastern and Middle Africa were the regions with the lowest reach, with 10.5 and 9.9 percent. Overall, the global average was 62.2 percent, which translates to almost six out of every ten people around the world using social networks. The regions below the global average were located in Africa and Asia, as well as Oceania and the Caribbean. Global social media useIn 2023, 4.89 billion people around the world were using social media, and the number of users is projected to continue rising to almost six billion by 2027. Meta’s Facebook is the most popular social media network globally, with more than three billion monthly active users (MAU). Meta Platforms owns four of the ten leading social media networks globally, each with more than one billion MAU: Facebook, WhatsApp, Instagram, and Facebook Messenger. Social Media Usage, by countryAs of January 2024, the UAE had the highest social media penetration rate out of selected countries and territories. Brazil and Morocco were close to the global average of 62.3 percent, with 66.3 and 55.7 percent, respectively, while Kenya reached only 23.5 percent. Although India’s active social media penetration rate was below average at 32.2 percent, the country had the second largest social media audience in the world, with 755 million social media users in 2022.

截至2024年4月，北欧与西欧是全球社交媒体渗透率最高的地区，分别达到80.2%和78.2%。东亚以74.9%的渗透率位列第三，其后为南欧，其渗透率为73.5%。与此形成鲜明对比的是，东非和中非是全球覆盖范围最窄的地区，渗透率分别为10.5%和9.9%。总体来看，全球平均渗透率为62.2%，这意味着全球大约每十个人中就有六人使用社交媒体。低于全球平均水平的地区主要分布在非洲、亚洲，以及大洋洲和加勒比地区。在全球社交媒体使用方面，2023年全球约有48.9亿人使用社交媒体，预计到2027年这一数字将上升至近60亿。Meta公司的Facebook是全球最受欢迎的社交媒体网络，拥有超过30亿月活跃用户（MAU）。Meta Platforms拥有全球十大领先社交媒体网络中的四家，每家都拥有超过10亿月活跃用户：Facebook、WhatsApp、Instagram和Facebook Messenger。就国家而言，截至2024年1月，阿拉伯联合酋长国是所选国家和地区中社交媒体渗透率最高的国家。巴西和摩洛哥的渗透率接近全球平均水平62.3%，分别为66.3%和55.7%，而肯尼亚的渗透率仅为23.5%。尽管印度的活跃社交媒体渗透率低于平均水平32.2%，但该国拥有全球第二大社交媒体受众，2022年社交媒体用户数量达到7.55亿。