Data Point: Multi Networking On Social Approaches Peak

Social media users are comfortable in maintaining a presence across more than one platform; while digital consumers had an average of around four social accounts back in 2013, this figure has now doubled to around eight.

This growth is not only a result of the widening choice of available networks, but can also be attributed to a degree of specialization – with users choosing particular platforms for various behaviors (e.g. swapping services for messaging, sending photos or watching video content).

That acknowledged, 2017 marks the first year that Global Web Index has observed no visible growth in the average number of social media accounts per digital consumer. The rise of the mobile-only internet user is likely to have a major influence here.

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