▷ [ETUDE] The uses of the French on social networks

In recent years, social networks have become THE new mass media. If they used to serve as a complement to other media before, they are now taking center stage and reaching a large number of users around the world. Faced with such enthusiasm, an interesting study on the way the French behave on social networks has recently been published. In addition to following a certified training on social mediait allows you to better develop your strategy on social networks…

Social networks promoted thanks to mobile

According to the 2022 digital report published by We Are Social and Hootsuite, nearly 60% of the world’s population use social networks and spend about 2.5 hours a day there. The number of Internet users worldwide is estimated at 5 billion and 92% of them use their mobile to connect, both on social networks and for other activities on the web.

The uses of social networks have thus evolved with the rise of the Internet and mobile phones. If they were previously used to train, grow your network of friends and communicate between peers, they have become much more than simple entertainment platforms since the Covid-19 pandemic. Those who were reluctant and undecided even ended up taking the plunge, since it was impossible to meet physically during this period.

In 2022, social networks serve as information media for 7% of French people, including 14% of young people under 35. According to them, compared to traditional media, they are more practical and relevant in terms of information and communication.

5 Types of Most Active Social Media Users in 2022

With the many social platforms, increasingly competitive with each other, uses tend to diversify. But generally speaking, most users become more active and showcase their potential to create their personalized content to find their own audience.

Before determining the different types of social network users, Dentsu published a study to take into account these many developments. The large international communication group conducted its study with 420,000 individuals around the world, including 15,000 French people aged 15 to 75.

The dentsu data labs, its insights and analyzes department, has thus defined various profiles of socionauts by considering their evolution over time as well as their characteristics in terms of media use and personality.

The results obtained made it possible to identify five types of users:

  • Connectors: 38%;
  • Passives: 21%;
  • Spectators: 18%;
  • Commentators: 14%;
  • Authors: 9%.

The connectors

Connectors are the most numerous, as they represent 38% of those surveyed. Although they generally only communicate in their private sphere, they use instant messaging and spontaneously share content. If the rate of connectors was 22% in 2019, a considerable increase was recorded from 2020 with 36% of respondents.

Passives

Passives, those who rarely log on to social media, make up 21% of respondents. When browsing the posts, they do not react, but just look at the photos, videos and messages posted by other users. Compared to 2019, the number of passives decreased from 26% to 21%.

The viewers

In 2019, spectators had a rate of 23%. Since 2021, this figure has fallen to 18%. So there are fewer and fewer people who just look at photos, videos or other content on social media without interacting.

Commentators

Commentators who were 15% in 2019 have increased to 14%. Very active, they take part in discussion groups, share and publish their point of view. However, they rarely participate in content creation.

The authors

Authors stagnate around 10 to 9% between 2015 and 2022. They regularly produce content that they publish and share with their network of numerous subscribers. Authors are often present on different platforms. Today, they have many tools that allow them to create different types of original and authentic content. Note that Instagram and TikTok have largely contributed to the emergence of this new generation of creators.

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▷ [ETUDE] The uses of the French on social networks


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