GWI - Social media behind the screens

This report provides a comprehensive overview of social media usage and trends across 52 countries, with a global sample of 241,138 respondents. The report covers a range of topics, including time spent on social media, the most widely used and well-liked social platforms, and the unique selling points of each platform. It also explores how social media usage has evolved over time, why different generations use social networks, and how attitudes towards social media have changed. The report draws insights from a range of international and national sources, including the World Bank, the ITU, the International Labour Organization, the CIA Factbook, Eurostat, the US Bureau of Labor Statistics, as well as a range of national statistics sources, government departments, and other credible and robust third-party sources. The research is used to calculate the "weight" of each respondent, which is approximately how many people of the same gender, age, and educational attainment are represented by their responses. The report also includes information on social commerce, such as how users are consuming content on social media today and whether influencers are still influencing social media users in product discovery. Overall, this report provides a valuable resource for businesses and marketers looking to understand social media usage and trends, and how they can leverage this information to reach their target audience more effectively.