Adoption of Meta-owned services: consumer survey

29 November 2023 | Research

Ben Taylor

Survey report | PPTX and PDF (25 slides); Excel | Future Comms


"Facebook Messenger struggles in countries where WhatsApp is the most popular Meta-owned service."

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This report focuses on aspects of Analysys Mason’s Consumer survey that relate to smartphone users' behaviour and preferences in Europe, North America, the Middle East and North Africa, emerging and developed Asia–Pacific and South Africa. It focuses on respondents’ usage of Meta-owned services (Facebook, Facebook Messenger, Instagram and WhatsApp).

Topics analysed

  • Trends in penetration of each Meta service in several regions and multiple countries, from 2019 to 2022
  • The ranked preferences of users of Meta services in 21 countries in 2022
  • An analysis of penetration split by gender and age
  • Insights into the early adoption of Threads
  • Insights into the percentage of Facebook users who claim they are willing to pay for a premium social media or communication platform service

Survey data coverage

Our surveys were conducted in association with Dynata and ODR in July 2023. The survey groups were chosen to be representative of the mobile-internet-using population. We set quotas on age, gender and geographical spread to that effect. There were a minimum of 750 respondents per country.

Geographical coverage

  • Western Europe (WE): France, Germany, Ireland, Italy, Norway, Spain, Sweden and UK
  • Central and Eastern Europe (CEE): Poland and Turkey
  • North America (NA): Canada and USA
  • Developed Asia–Pacific (DVAP): Australia and New Zealand
  • Emerging Asia–Pacific (EMAP): Malaysia
  • Middle East and North Africa: Kuwait, Oman, Saudi Arabia and UAE
  • Sub-Saharan Africa: South Africa

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Consumer survey

Analysys Mason's annual consumer survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans

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