Reports Media & Marketing

Social media user snapshot Q1 2022

Report by Hanna Kahlert
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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            experienced a spike in weekly            users (WAUs) in            2021, settling            continued growth from early stages            the pandemic
  • Despite early            promise, social video remains niche.            has only            WAU penetration globally,            Instagram’s Reels rests at            below                       just over a fourth of            overall            and YouTube Shorts has            lower than YouTube for games                       and YouTube itself           
  • All social            WAUs over-index slightly for overall            resistance, while also over-indexing slightly            preferring relevant ads.Twitter users over-index            for preferring polls / quizzes            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            niche at            WAU, demonstrates the            of consumers on community-focused apps,            Reddit and Twitch. These consumers            a proclivity for creative behaviours,            well as stronger opinions on            – both in terms of            avoidance, like skipping, and preferring            advertising
  • French consumers            hyper-engaged on social, strongly under-indexing            for viewing content without engaging            no activity. German consumers are            over-indexing both for ad blocking            managing cookies on websites they           

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