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.
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?
An Investing Megatrend: How Demographics and Social Changes are Shaping the Future
As societies evolve, demographics and social change also evolve, reshaping the world and resulting in new investment opportunities.
For millennia, people have found support and community through defining factors, ranging from age and race to income and education levels.
However, these characteristics are not static—and drastic demographic changes are starting to create powerful ripple effects in the 21st-century economy.
The Impact of Demographics and Social Changes
Today’s infographic from BlackRock delves into the significant impact that demographics and human rights movements have on global markets. Of the five megatrends explored in this series, demographics are predicted to have the farthest-reaching impact.
What are Demographics?
Demographics are the characteristics of populations that change over time. These include:
- Birth and death rates
- Education levels
- Income levels
- Average family size
As a result, major demographic trends offer both unique challenges and opportunities for businesses, societies, and investors.
The Biggest Shifts
What are the biggest shifts in demographics that the world faces today?
1. Aging Population
The global population is aging rapidly─as fertility rates decline worldwide, those in the 65 years and older age bracket are steadily increasing in numbers.
2. Future Workforce
As the population continues to age, fewer people are available to sustain the working population. For the first time in recorded history, the number of people in developed nations between 20 to 64 years old is expected to shrink in 2020.
3. Immigration Increase
Immigration has been steadily increasing since the turn of the 21st century. Primary migration factors range from the serious (political turmoil) to the hopeful (better job offers).
In particular, areas such as Asia and Europe see much higher movement than others, causing a strain on resources in those regions.
4. Consumer Spending
A steadily aging population is slowly shifting the purchasing power to older households. In Japan, for example, half of all current household spending comes from people over 60, compared with 13% of spending from people under 40.
How Does Social Change Play a Part?
Demographics are the characteristics of people that change over time, whereas social change is the evolution of people’s behaviours or cultural norms over time.
Strong social change movements have often been influenced by demographic changes, including:
- Ending poverty and hunger
- Expanding healthcare in developing nations
- Reforming education quality and accessibility
- Championing gender and racial equality
Examples of major human rights movements include creating stronger environmental policies and securing women’s right to vote.
Opportunities for Investors
These changes pose some exciting opportunities for investors, both now and in the near future.
Global healthcare spending is predicted to grow from US$7.7 trillion in 2017 to over US$10 trillion in 2022. To meet the demands of age-related illnesses, companies will need solutions that offer quality care at much lower costs—for patients and an overburdened healthcare system.
With a declining working population, adapting a workforce’s skill set may be the key to keeping economies afloat.
As automation becomes commonplace, workers will need to develop more advanced skills to stay competitive. Newer economies will need to ensure that automation supports a shrinking workforce, without restricting job and wage growth.
By 2100, over 50% of the world will be living in either India, China, or Africa.
Global policy leadership and sales of education goods and services will be shaped less by issues and needs in the U.S., and more by the issues and needs of Africa, South Asia, and China.
—Shannon May, CoFounder of Bridge International Academies
In the future, education and training in these growing regions will be based on skills relevant to the modern workforce and shifting global demographics.
Spending power will continue to migrate to older populations. Global consumer spending from those over 60 years is predicted to nearly double, from US$8 trillion in 2010 to a whopping US$15 trillion in 2020.
Demographics and social changes are the undercurrents of many economic, cultural, and business decisions. They underpin all other megatrends and will significantly influence how the world evolves.
As demographics shift over time, we will see the priorities of economies shift as well─and these changes will continue to offer new opportunities for investors to make an impact for the future of a global society.
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