Social media services: consumer survey

24 November 2023 | Research

Ben Taylor

Survey report | PPTX and PDF (24 slides); Excel | Future Comms

"Meta remains the incumbent social media provider for users worldwide; TikTok’s growth is a popular platform for people under 35." 


This report focuses on aspects of Analysys Mason’s annual consumer survey that relate to the behaviour and preferences of consumers worldwide in their use of social media services BeReal, Facebook, Instagram, Threads, TikTok and X (Twitter).

Topics analysed

  • Analysis of the correlation between BeReal, Facebook, Instagram, Threads, TikTok and X (Twitter) penetration and gender, age and urban/rural living
  • Insight into the penetration of social media across Asia, Europe, North America, the Middle East and Sub-Saharan Africa
  • Historical trends of social media penetration broken down to a country level, using previous Analysys Mason consumer survey data

Survey data coverage

The survey was conducted in association with Dynata in July 2023. The survey groups were chosen to be representative of the mobile-internet-using population in Europe, North America, Asia–Pacific, the Middle East and South Africa. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents in each country.

Geographical coverage

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