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2023年社交媒体使用报告.pdf
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2023-08-08
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2023年社交媒体使用报告.pdf
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2023 SOCIAL
MEDIA USAGE
REPORT
An Ipsos.Digital and Ipsos Synthesio report
The social media landscape is constantly evolving as users’ habits change, new platforms emerge, and
policies and regulations affect our daily usage. Over the past year, we’ve seen significant changes: Elon
Musk’s takeover of Twitter had real implications for advertisers and users, platforms like TikTok and
Instagram continued to shift creators’ focuses to video content, and influencer marketing became even
more important (reaching an estimated market size of $16.4 billion USD). Meanwhile, ongoing debates
around privacy, the impact of social media on mental health and adolescents, and big tech’s role in
controlling the spread of misinformation continued to spark controversy.
In a new study, we used FastFacts, Ipsos.Digital’ ad-hoc survey solution, to ask 5000+ respondents
across 5 markets – US, Canada, France, China, and Japan – about their social media usage habits. The
results show which social platforms and networking sites they use, their primary purposes for using the
platforms, and which types of content they find most useful.
2
INTRODUCTION
Among respondents that say they access social media platforms at least monthly, YouTube and
Facebook appear at the top of the list. Across the five surveyed countries, an average of 71% say they
use YouTube at least monthly, with 43% saying they use it multiple times per day. On Facebook, 50% of
surveyed users in the US, Canada, France, and Japan say they use the platform multiple times per day.
In China, it’s no surprise that one of the world’s most popular social media messaging apps WeChat is
used by 96% of respondents. Younger users between the ages of 18 and 34 tend to access the platform
more frequently throughout the day, with 91% saying they use it multiple times per day, versus 85% in
the 35- to 65-year-old category.
3
Figure 1 Platforms used at least monthly by respondents
Source: Ipsos.Digital FastFacts survey launched March 2023 with national representative samples of 1,000 across 5 markets: US, Canada,
Japan, France, China
YOUTUBE AND FACEBOOK ARE MOST USED* IN US, CANADA,
FRANCE; YOUTUBE IN JAPAN; WECHAT AND DOUYIN IN CHINA
Which of the following do you typically use at least one per month?
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