The chart below examines usage frequency on the top 5 social platforms (you can find more detail in our new GWI Social report, a free summary of which is available here).

Outside of China, Facebook can claim the most frequent engagement rates: more than half (54%) of its active users are logging in more than once a day – a figure which puts it 20 percentage points ahead of second-placed Twitter. And, significantly, if we re-base this to be among the total online population, it is some 25% of internet users aged 16-64 who are logging on to Facebook multiple times each day.

That more than half of Facebook’s active audience is connecting so frequently is a testament to how ingrained it has become within daily lives, but also of the ongoing migration of social networking behaviors from PC/laptop to mobile platforms; the nature of smartphone internet usage means that many users are checking in multiple times a day, albeit for relatively short periods.

By region, it is users in LatAm who are ahead for this behavior; by country, users in Malaysia, the Philippines and Mexico are the most engaged – giving yet more evidence of the pronounced levels of enthusiasm for social networking which are typically found in fast-growth markets.

To download the full version of the new GWI Social Q3 report, please visit our Insight Store.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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