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by Adam Gray | @AGSocialMedia | LinkedIn

This week our good friend Simon Kemp came out with his “state of the nation” report – 2018 Q4 Global Digital Statshot which for us is a fantastic tool to see how the macro shifts in behaviour influence what we and our clients do at a more micro level. (you can see the report here)

One of the things that I notice straight off the bat is that the indications are that social media has reached saturation level. Facebook and Google identified that this was starting to happen 3 years ago that there was a ceiling of the number of social media users and that the only meaningful chance they have of increasing their reach is to increase the number of people with internet access. This makes the growth of social channels both slower (which we are seeing) and far more costly as it becomes an infrastructure project.

So, in the last quarter the percentage of internet users who are active on social media has actually decreased slightly, but the number of social media users has [again] increased.

However, as common sense tells you, as the percentage of people on social media increases there are fewer and fewer people left to convert to social media users and therefore growth is bound to slow.

So, as of this month there are 4,176,000,000 internet users and of those 3,397,000,000 are ACTIVE social media users. That means just over 81.3% of people with an internet connection are active on social media. Now consider this. People over 75 generally aren’t active on social channels, and children under the age of 8 aren’t either so that means that those portions of society (all of whom have internet connections) are counted in the 18.7% that aren’t active on social.

So this means that pretty much everyone (certainly everyone we want to talk to from a business perspective) is there now.

Another interesting fact is this (millions):

  • Facebook 2,234
  • YouTube 1,900
  • China 1,415
  • India 1,354
  • Instagram 1,000
  • QZone 548
  • Douyin 500
  • Sina Weibo 431
  • Twitter 335
  • US 326

Of the top 10 most populous places on earth only 3 of them are now countries, the rest are social media networks (if we chose to include messenger apps in this list then there would only be 2 – China and India – ranking 4 & 5).

So where once you might say that “my customers aren’t on social media” or perhaps “my customers’ aren’t influenced by social media” this isn’t true. Now, EVERYONE is on social media and we are all influenced by it..

Given that all of the evidence seems to suggest this position, I would pose the following question to YOU.

As adoption of social media continues to increase, as dwell time on social networks keeps rising, as the influence that these networks has on people both micro (clothing purchasing) and macro (democratically electing leaders/referendums) continues to rise… Why would you make social media and how you and your company are perceived and act on an adjunct to your company, sales and communications strategies rather than central to them?

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