Social media has for long been touted as a significant medium to reach onliners competing with the likes of search and display. However, a recent Global Web Index (GWI) study indicates that, in the 34 countries that GWI monitors, 97 percent of online adults aged 16-64 say they have visited or used a social network within the last month.
In short, almost every internet user can now be reached via this medium, with the figure at almost 100 per cent in some fast-growth markets. The Middle East and North Africa region exhibits a very high trend as well.
There’s little difference by gender or income but, as expected, there is an age-based correlation to be seen — the younger someone is, the more likely they are to be visiting networks. Even so, arguably the most important takeaway here is the high figures seen across all age groups.