Social media: consumer survey

This report focuses on aspects of Analysys Mason’s annual consumer survey that relate to smartphone users’ behaviour, preferences and plans in Europe, North America, Asia, the Middle East and South Africa. It focuses on respondents’ usage of social media services BeReal, Facebook, Instagram, Threads, TikTok and X.

This report provides:

• analysis of the correlation between the penetration of social media services and gender and age
• insight into the penetration of social media services across Asia, Europe, North America, the Middle East and Sub-Saharan Africa
• an examination of the performance and take-up of X Premium by country and age
• historical trends in social media penetration broken down to a country level, using previous Analysys Mason consumer survey data

Survey data coverage

The survey was conducted in associated with Dynata in July 2024. The survey groups were chosen to be representative of the mobile-internet-using population. We set quotes on age, gender and geographical spread to that effect. There were a minimum of 750 respondents per country.

Geographical coverage

• Western Europe (WE): France, Germany, Ireland, Italy, Norway, Spain, Sweden and the UK
• Central and Eastern Europe (CEE): Poland and Turkey
• North America (NA): Canada and the USA
• Developed Asia–Pacific (DVAP): Australia and New Zealand
• Emerging Asia–Pacific (EMAP): Malaysia
• Middle East and North Africa (MENA): Saudi Arabia and the UAE
• Sub-Saharan Africa: South Africa