Social media user snapshot Q1 2022

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20,000 foot view:  This report presents country-level snapshots into the social media usage, engagement habits, and ad tolerances of different social app users. It covers Facebook, Instagram, Twitter, Snapchat, YouTube, TikTok and Discord across MIDiA’s nine surveyed markets of the US, the UK, Australia, Canada, Germany, France, Sweden, South Korea and Brazil.

Key Insights: 

• All social apps experienced a spike in weekly active users (WAUs) in        2021, settling into continued growth from early stages of the pandemic
• Despite early marketing promise, social video remains niche. TikTok has only        WAU penetration globally, while Instagram’s Reels rests at        below Stories        just over a fourth of Instagram overall        and YouTube Shorts has        WAUs, lower than YouTube for games videos        and YouTube itself       
• All social media WAUs over-index slightly for overall ad resistance, while also over-indexing slightly for preferring relevant ads.Twitter users over-index highest for preferring polls / quizzes over repeated ad intrusions
       of all consumers spend        hours on social media per week, with an overall consumer average of        hours. However, the average number of hours rises for weekly active users of most social media platforms, peaking at        hours for Snapchat and Reddit WAUs. This goes yet higher for users of some platform features, with        for WAUs of Instagram Reels andStories. TikTok WAUs are the next runners up, at        hours
• Discord, while still niche at        WAU, demonstrates the preferences of consumers on community-focused apps, like Reddit and Twitch. These consumers exhibit a proclivity for creative behaviours, as well as stronger opinions on ads – both in terms of ad avoidance, like skipping, and preferring relevant advertising
• French consumers are hyper-engaged on social, strongly under-indexing both for viewing content without engaging and no activity. German consumers are privacy-conscious, over-indexing both for ad blocking and managing cookies on websites they visit

Companies and brands mentioned in this report:  Discord, Facebook, Instagram, Snapchat, TikTok, Twitter, YouTube