Social Network Users Pass 2 bln Worldwide – Study

The number of social network users last year passed 2 billion for the first time, with Facebook accounting for 68 percent, a global report by Strategy Analytics revealed.

Ad spend on social networks grew 41 percent worldwide to over USD 15.3 billion, accounting for 11 percent of global digital ad spend. Facebook accounted for three-quarters of global social network ad spend in 2014, while Twitter accounted for 8 percent. For this year, ad spend on social networks is expected to grow by 29 percent to USD 19.8 billion. Strategy Analytics noted that while Facebook currently dominates the global social network market, its absence in China has allowed local social networks such as QZone and Tencent Weibo to gain traction on the Chinese digital advertising market.

In a regional breakdown, nearly half (46%) of social network users live in the Asia Pacific region. China accounts for almost 25 percent of global social network users with 495 million users in 2014.

North America had the highest ratio of social network users to its population (64%) last year, followed by Western Europe with 55 percent. The US accounts for the largest share of global social network ad spend (41%), totaling USD 6.2 billion last year, up 35 percent from the year before. The UK is the second largest market for social network ad spend, accounting for 8.2 percent of global social network ad spend, with China coming in third with 8 percent.

The US had the highest social network ad spend per social network user at USD 31.37 in 2014. This is expected to grow 27 percent to USD 39.84 this year.


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