Social media usage by social media segments Q1 2023 Available for: US, UK, Canada, Australia, Germany, France, Sweden, Japan, India, Mexico

• Overview:

This dataset contains survey data regarding social media engagement across over 25 social segments. It includes the following services: Facebook, Facebook Messenger, WhatsApp, Snapchat, Twitter, Instagram, YouTube, Discord, TikTok, and Twitch.

Key benefits:

• Inform your social media strategy  
• Set realistic expectations for your social media campaigns
• Understand the relative positioning of social platforms, particularly which groups they cater to
• Understand the ratios between weekly and daily active usage of social media, and see how this varies for different types of consumer
• Determine the optimum place to market your new product
• Understand for what purpose consumers use different social platforms 

Examples of questions answered:

• “What percentage of Australians use Snapchat every day?”
• “What percentage of Snapchat users are female, compared to TikTok users?”
• “How does active usage of YouTube vary across age groups? How does this compare to TikTok?”
• “Which social media is most likely to be used for content creation?”
• “Which platforms are those who shop or browse products on social media most likely to use?”

Key segments included:

By demographics:

Age, gender, age within gender, and income.

By platform:

Facebook, Facebook Messenger, WhatsApp, Snapchat, Twitter, Instagram, YouTube, Discord, TikTok, and Twitch.

By service:

Weekly active users (WAUs) and daily active users (DAUs) of all tracked services.

Tags

Companies

Roles

This report is relevant to the following roles: