Social’s growth continues
In our analysis, we found that social media usage will continue to grow. 1 million new people joined social networks every single day in 2017. And nearly a quarter of a billion new users came online for the first time in 2017. This growth will continue—and we’ll see interesting uses of social media come from Africa which currently has the fastest growth rates, with the number of internet users across the continent increasing by more than 20 percent year-over-year.
By 2020, we’ll see the increased dominance of Instagram, especially among older demographics. “Instagram users are a lot older than people often imagine,” says Simon Kemp. “There are more 45 to 54 year-olds using Instagram than there are 13 to 17-year-olds.” As our CEO Ryan Holmes predicts, Instagram will quickly evolve over the next few years and become the new home for brands.