© Julian Christ/Unsplash
In January 2024, there were more than 5 billion (5.04 billion) of us active on social networks, or 62.3% of the world's population. This is indeed what a recent study carried out by the Digital Report 2024 led by We Are Social tends to demonstrate. A number which has increased by 266 million over the past year, an annual growth of 5.6%.
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France in retreat on social networks?
According to We Are Social, TikTok would be the most popular application (in terms of time spent each day), followed by YouTube and good old Facebook. Note that 16.5% of Internet users aged 16 to 64 consider Instagram their favorite platform, relegating WhatsApp, last year's favorite, to second place with 16.1%.
On average, worldwide, each user spends 2 hours and 23 minutes per day on social networks, and uses nearly 7 different platforms per month. And France in all this ? Well it remains a very good student, since the time devoted each day to social networks would be 1h48 “only” regarding our country.
© We Are Social/Meltwater
The best performer remains Japan, with an average of only 53 minutes per day devoted to social networks. In Kenya, South Africa, the Philippines and even Brazil, this average usage time exceeds 3h30.
The ancestor Facebook, which has just celebrated its 20th anniversary, has for its part increased its global advertising reach by more than 200 million over the last 12 months, representing growth of 10.5%. one year to the next. The king of advertising audiences remains Instagram, whose ads reach a global audience of 1.65 billion users each month, followed closely by TikTok, with 1.56 billion.
Still according to this same study, the typical Internet user would spend 6 hours and 40 minutes online every day, an increase of 3 minutes per day, or 1% of one year to the next. As for traditional television, today we devote 3h06 per day to it, or 17 minutes less than last year.
Incidentally, let us remember that since 2021, the finance bill for 2024 allows the Ministry of the Economy to recover an avalanche of online data, in order to better detect fraud. In addition to online sales platforms like Leboncoin or Vinted, the tax authorities can therefore comb through all your social networks in 2024.
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