Today we showcase one of GWI’s new segmentations by profiling internet users based on their engagement with social networks.

Globally, it’s just 11% of online adults who are non-users of social media. In contrast, a significant 3 in 10 can be classified as heavy networkers.

However, this is a figure subject to considerable demographic variation. As we might expect, age is particularly crucial: the younger someone is, the more likely they are to be a social networker, with almost 4 in 10 16-24s falling into this “heavy” category.

Arguably more striking is the regional split for this trend – over half in Latin America are heavy social networkers, meaning digital consumers in this region are around twice as likely to be in this segment as those in APAC or Europe.

To download an explanation of GWI’s new segmentation, click here 

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