Visualizing Social Media Use by Generation
Our world has never been more connected than it is today.
Nearly two-thirds of the world’s population is plugged into the matrix, with over 4.4 billion internet users across multiple device types. We use these devices for work and for play—and social media has altered the way we interact both online and offline.
Today’s infographic from Global Web Index compares key generational and regional differences of social media use based on data from nearly 114,000 internet users, highlighting how pervasive social media has become in our lives.
Note: China is excluded from the usage data regarding specific social networks and apps.
From Age to Age: Social Media by Generation
How does the use of social media vary by generation?
Boomers currently rank last in nearly every category and metric when it comes to technology and social media use. This generation didn’t grow up inundated with technology in the way today’s youth are.
However, Boomers are showing the greatest increase in activity on social media platforms. For example, usage of Instagram and WhatsApp is up 59% and 44% respectively for this group since 2016, which is more than double the global average.
Also known as the ‘MTV Generation’, the Gen X group was the last generation to grow up before the Internet truly took off. The early years of this group were marked by a burst of new technologies, from wireless phones to personal computers.
On average, Gen Xers spend nearly two hours on social media per day—less than Millennials and Gen Z, but more than Boomers.
Perhaps surprisingly, Millennials show a slow down in the time spent on social media. From 2017-2018, screen time for Millennials on social media decreased by one minute, to 2 hours 38 minutes per day. This trend points to Millennials seeking real-life experiences and better engagement from the brands they interact with online, rather than passive scrolling.
Other factors also play a role in this evolution─nearly 50% of Millennials admit that their activity on social media has caused them to overspend to impress their networks.
Gen Z is the first group in history that has never known a world without the Internet. Immersed in the online world since birth, Gen Z surpasses Millennials in daily activity on social media with 2 hours 55 minutes spent per day.
North American, Latin American, and European Generation Z-ers lead in the number of social accounts they’re actively using. Many are also moving away from platforms like Facebook in favor of multimedia-heavy sites such as YouTube and Instagram.
Social Media by the Numbers
Social media sites measure the number of unique users on the platform each month as a metric of success. Below is a snapshot of the five major social media sites shown in today’s graphic and their active user count.
Monthly Active Users (MAU) as of July 2019
- Facebook: 2.4 billion
- YouTube: 2 billion
- WhatsApp: 1.6 billion
- Instagram: 1 billion
- Twitter: 330 million
Even more striking is what happens in a social media minute:
- 41.6 million messages sent over Facebook Messenger and WhatsApp
- 347,222 people are scrolling Instagram
- 87,500 people posting to Twitter
- 4.5 million videos on YouTube being watched
Social Media’s Role in Retail
Social media has evolved from simply keeping us connected to our friends. Users can now access career tools, engage with their favorite companies, stay current with global events, and find love.
Across all regions and generations, social media has propelled e-commerce into the limelight. More than ever before, social media sites are being used for product research, brand engagement, and online purchases. For example, Instagram now offers one-click shop features that allow users to buy what they see immediately, with a simple tap on their screens.
The greatest growth in e-commerce, however, has been the influencer industry. These star-studded internet personalities boast massive online followings from a wide range of demographics—and companies are taking notice.
In 2018, 72% of major brands stated that they were outsourcing a significant portion of their marketing resources to online influencers. Followers feel as though they’re getting a product recommendation from a friend, making them more likely to buy quickly.
Social Media Growth
Despite the rate of social media growth slowing down, social media use is still growing. From 2017 to 2018, the average person increased usage by three minutes per day, while becoming a new user of 0.8 social media accounts.
Social media is a broad, multi-faceted, and complex industry that appeals to a wide range of cultures, age groups, and personalities. While growth in social media activity may be slowing down, a growing global population may mean we’ll see more opportunities to stay connected.
An Investing Megatrend: How Emerging Wealth is Shaping the Future
Emerging markets are ascending on the global stage and wielding more economic power—and it’s drastically altering the investment landscape.
Globalisation is a rising tide that lifts all boats.
In an increasingly connected world, countries are engaging with global markets more than ever before. As a result, global wealth is shifting towards emerging markets. This megatrend—a global trend with sustained impacts—is profoundly influencing everyday life, society, and business.
Shifting Economic Power
Today’s infographic from iShares by BlackRock explains how emerging markets are classified, along with which countries are growing the fastest—and how investors can follow the money.
What Is An Emerging Market?
Every economy goes through five distinct stages of growth:
- Traditional Society: Based on primary industries, such as subsistence farming.
- The Pre-Conditions of Take-off: Spread of technology creates a more productive agricultural economy.
- Take-off: Industrialisation begins, and technological breakthroughs occur.
- Drive to Maturity: More complex manufacturing, and large-scale infrastructure investment takes place.
- Age of Mass Consumption: Urban society and a tertiary industry dominate, as disposable income grows.
Emerging markets fall into the transitory stages between ‘Take-off’ and ‘Drive to maturity’ as their economies modernise. Today, such countries offer lots of promise, but also come with a range of challenges:
- Pro: Greater return potential, growing middle class, increasing consumption
- Risk: Political instability, lack of infrastructure, lack of market access
Between 2000–2018, emerging markets’ share of global wealth has more than doubled from 10% to 24%. China is a major player in this transformation.
China’s Economic Might
China’s impressive trajectory from agricultural economy to global superpower cannot be ignored. The nation is on track to overtake the U.S. in terms of gross domestic product (GDP, nominal) by the year 2030.
|Year||🇨🇳 China GDP||🇺🇸 U.S. GDP|
China’s enormous growth has a ripple effect on its GDP composition. A more affluent middle class is buying higher-priced discretionary goods—such as cars and electronics—boosting the country’s domestic consumption.
Investors must keep an eye out for other emerging markets that are emulating China’s example.
One Piece Of the Puzzle
China is just one case study—several other economies are also making strides on the world stage. Each country brings unique advantages, but also barriers to overcome.
|Country||Real GDP Growth (2019E)||Strengths||Weaknesses|
|🇮🇳 India||7.4%||✔ Rapidly growing economy|
✔ Vast working-age population
|✘ Red tape
✘ Lack of infrastructure
|🇨🇳 China||6.2%||✔ Good infrastructure |
✔ High R&D spending
|✘ Ageing population
✘ High debt
|🇮🇩 Indonesia||5.1%||✔ Cheap labour|
✔ Diversifying economy
|✘Wide income gap
✘ Lack of infrastructure
|🇲🇽 Mexico||2.5%||✔ Integrated with global economy|
✔ Cheap and qualified labour
|✘ Political unrest
✘ Reliant on U.S. ties
|🇧🇷 Brazil||2.4%||✔ Diversifying economy|
✔ Strategic location
|✘ High production costs
|🇳🇬 Nigeria||2.3%||✔ High FDI|
✔ Diversifying economy
|✘ Political unrest
✘ Lack of infrastructure
|🇷🇺 Russia||1.8%||✔ Natural resources|
✔ Educated workforce
|✘ Political unrest
✘ Lack of FDI
|🇹🇷 Turkey||0.4%||✔ Cheap labour|
✔ Strategic location
|✘ Political unrest
✘ Red tape
Source: Global Finance Magazine
With these major emerging markets in mind, how can investors tap into the global wealth shift?
Where Are the Opportunities?
There are several avenues for an investor to play into this megatrend: structural solutions, consumer goods, and international investment.
Emerging markets are increasingly gaining access to technology. Growth in connectivity is closely linked with improved productivity, and many countries are ripe for a surge in online users.
However, much can still be done to speed up technological adoption, such as boosting 3G/4G network volume and coverage, and lowering the cost of data and smartphones to be more economical.
By helping solve some of these structural constraints through technological innovation, investors can tap into the economic growth of emerging markets.
As disposable income increases, a sizeable middle class will seek out products that elevate the quality of life. In India, domestic consumption is estimated to hit $6 trillion by 2023—four times its 2018 level.
The region’s spending will likely be propelled by higher-priced goods, as well as a wider variety of choices across food, transport, and fitness categories.
Global brands that plan to expand into emerging markets, or companies with a proven track record in these areas, are potential winners for investment.
Last but not least, investors can identify local winners in emerging wealth markets, through active or passive investing.
An active investment strategy would be to directly buy into individual company stocks, listed on a country’s stock exchange. Meanwhile, a passive investing strategy would be to seek out exchange-traded funds (ETFs) covering specific markets, and/or sectors within emerging markets. Many of these are also listed on major exchanges.
Diversifying either or both strategies across two or more countries can help mitigate risk. Investors can also choose index funds that broadly encompass all emerging markets.
As countries climb the economic ladder, the emerging wealth shift continues to gain momentum. By staying attuned to these macro changes, investors may unlock long-term growth from emerging markets.
The Global Inequality Gap, and How It’s Changed Over 200 Years
This visualization shows the global inequality gap — a difference in the standards of living around the world, as well as how it’s changed over 200 years.
How the Global Inequality Gap Has Changed In 200 Years
What makes a person healthy, wealthy, and wise? The UN’s Human Development Index (HDI) measures this by one’s life expectancy, average income, and years of education.
However, the value of each metric varies greatly depending on where you live. Today’s data visualization from Max Roser at Our World in Data summarizes five basic dimensions of development across countries—and how our average standards of living have evolved since 1800.
Health: Mortality Rates and Life Expectancy
Child mortality rates and life expectancy at birth are telltale signs of a country’s overall standard of living, as they indicate a population’s ability to access healthcare services.
Iceland stood at the top of these ranks in 2017, with only a 0.21% mortality rate for children under five years old. On the other end of the spectrum, Somalia had the highest child mortality rate of 12.7%—over three times the current global average.
While there’s a stark contrast between the best and worst performing countries, it’s clear that even Somalia has made significant strides since 1800. At that time, the global average child mortality rate was a whopping 43%.
Lower child mortality is also tied to higher life expectancy. In 1800, the average life expectancy was that of today’s millennial—only 29 years old:
Today, the global average has shot up to 72.2 years, with areas like Japan exceeding this benchmark by more than a decade.
Education: Mean and Expected Years of Schooling
Education levels are measured in two distinct ways:
- Mean years: the average number of years a person aged 25+ receives in their lifetime
- Expected years: the total years a 2-year old child is likely to spend in school
In the 1800s, the mean and expected years of education were both less than a year—only 78 days to be precise. Low attendance rates occurred because children were expected to work during harvests, or contracted long-term illnesses that kept them at home.
Since then, education levels have drastically improved:
|Mean Years of Schooling||Expected Years of schooling|
|Global Average||8.4 years||12.7 years|
|Highest||Germany 🇩🇪: 14.1 years||Australia 🇦🇺: 22.9 years|
|Lowest||Burkina Faso 🇧🇫: 1.5 years||South Sudan 🇸🇸: 4.9 years|
Research shows that investing in education can greatly narrow the inequality gap. Just one additional year of school can:
- Raise a person’s income by up to 10%
- Raise average annual GDP growth by 0.37%
- Reduce the probability of motherhood by 7.3%
- Reduce the likelihood of child marriage by >5 percentage points
Education has a strong correlation with individual wealth, which cascades into national wealth. Not surprisingly, average income has ballooned significantly in two centuries as well.
Wealth: Average GDP Per Capita
Global inequality levels are the most stark when it comes to GDP per capita. While the U.S. stands at $54,225 per person in 2017, resource-rich Qatar brings in more than double this amount—an immense $116,936 per person.
The global average GDP per capita is $15,469, but inequality heavily skews the bottom end of these values. In the Central African Republic, GDP per capita is only $661 today—similar to the average income two hundred years ago.
A Virtuous Cycle
These measures of development clearly feed into one another. Rising life expectancies are an indication of a society’s growing access to healthcare options. Compounded with more years of education, especially for women, this has had a ripple effect on declining fertility rates, contributing to higher per capita incomes.
People largely agree on what goes into human well-being: life, health, sustenance, prosperity, peace, freedom, safety, knowledge, leisure, happiness… If they have improved over time, that, I submit, is progress.
As technology accelerates the pace of change across these indicators, will the global inequality gap narrow more, or expand even wider?
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