Marketing Analytics Market Outlook

According to our latest research, the global marketing analytics market size in 2024 stands at USD 5.8 billion, demonstrating robust momentum driven by the increasing adoption of data-driven decision-making across industries. The market is projected to register a CAGR of 13.2% from 2025 to 2033, reaching an estimated market size of USD 17.1 billion by 2033. This accelerated growth is primarily attributed to the proliferation of digital channels, the surge in big data, and the imperative for organizations to achieve higher ROI from their marketing investments. The marketing analytics market is evolving rapidly, with advanced analytics tools enabling businesses to gain actionable insights, optimize campaigns, and enhance customer engagement across diverse sectors.

One of the most significant growth factors for the marketing analytics market is the exponential increase in data generation from multiple digital touchpoints. The rise of omnichannel marketing strategies has resulted in vast and complex datasets, encompassing customer interactions from social media, websites, mobile applications, and email campaigns. Businesses are increasingly leveraging marketing analytics solutions to aggregate, process, and analyze this data in real time, gaining deeper insights into customer behavior, preferences, and purchase patterns. The ability to transform raw data into actionable intelligence is empowering marketers to personalize campaigns, improve targeting accuracy, and maximize conversion rates, thereby fueling the demand for sophisticated analytics platforms.

Another critical driver is the growing emphasis on measuring marketing effectiveness and optimizing marketing spend. As organizations face mounting pressure to justify marketing budgets and demonstrate tangible ROI, marketing analytics tools have become indispensable. These solutions enable marketers to track key performance indicators (KPIs), attribute revenue to specific channels, and identify underperforming campaigns. The integration of artificial intelligence and machine learning into marketing analytics platforms is further enhancing predictive capabilities, allowing businesses to forecast trends, automate campaign adjustments, and refine customer segmentation. This technological evolution is driving widespread adoption across both large enterprises and small and medium businesses.

The surge in regulatory requirements and data privacy concerns is also shaping the marketing analytics market. With the implementation of stringent data protection regulations such as GDPR and CCPA, organizations are compelled to adopt analytics solutions that ensure compliance while maintaining data integrity and security. Modern marketing analytics platforms are incorporating advanced data governance features, encryption, and anonymization techniques, enabling businesses to harness the power of analytics without compromising customer trust. This focus on compliance, coupled with the increasing need for transparency in marketing practices, is accelerating the adoption of analytics tools across regulated industries such as BFSI and healthcare.

Regionally, North America dominates the marketing analytics market, accounting for the largest share in 2024, followed closely by Europe and Asia Pacific. The United States, in particular, is at the forefront due to the presence of major analytics vendors, high digital adoption, and substantial marketing expenditure by enterprises. However, the Asia Pacific region is poised for the fastest growth over the forecast period, driven by rapid digital transformation, expanding e-commerce ecosystems, and increasing investments in marketing technology. Latin America and the Middle East & Africa are also witnessing steady growth as organizations in these regions recognize the strategic value of data-driven marketing.

Component Analysis

The marketing analytics market is segmented by component into software and services, each playing a vital role in the overall ecosystem. The software segment dominates th

The app analytics market, valued at $7.29 billion in 2025, is experiencing robust growth, projected to expand at a compound annual growth rate (CAGR) of 21.09% from 2025 to 2033. This surge is driven by several key factors. The increasing adoption of mobile applications across diverse industries, coupled with the rising need for businesses to understand user behavior and optimize app performance, fuels the demand for sophisticated analytics solutions. Furthermore, advancements in data analytics technologies, including artificial intelligence (AI) and machine learning (ML), are enabling more insightful and actionable data analysis, further propelling market expansion. The diverse application of app analytics across marketing/advertising, revenue generation, and in-app performance monitoring across various sectors like BFSI, e-commerce, media, travel and tourism, and IT and telecom significantly contributes to this growth. The market is segmented by deployment (mobile apps and website/desktop apps) and end-user industry, with mobile app analytics currently dominating due to the widespread adoption of smartphones. The competitive landscape is characterized by a mix of established technology giants like Google and Amazon alongside specialized app analytics providers like AppsFlyer and Mixpanel. These companies are continuously innovating, integrating new technologies, and expanding their product offerings to cater to the evolving needs of businesses. While the North American market currently holds a significant share, the Asia-Pacific region is expected to witness substantial growth in the coming years driven by increasing smartphone penetration and digitalization initiatives. However, factors like data privacy concerns and the rising complexity of integrating various analytics tools could pose challenges to market growth. Nonetheless, the overall outlook for the app analytics market remains positive, indicating substantial opportunities for players across the value chain. Recent developments include: June 2024 - Comscore and Kochava unveiled an innovative performance media measurement solution, providing marketers with enhanced insights. This cutting-edge cross-screen solution empowers marketers to understand better how linear TV ad campaigns impact both online and offline actions. By integrating Comscore’s Exact Commercial Ratings (ECR) data with Kochava’s sophisticated marketing mix modeling, the solution facilitates the measurement of crucial metrics, including mobile app activities (such as installs and in-app purchases) and website interactions., June 2024 - AppsFlyer announced its integration of the Data Collaboration Platform with Start.io, an omnichannel advertising platform that focuses on real-time mobile audiences for publishers. Through this collaboration, businesses leveraging the AppsFlyer Data Collaboration Platform can merge their Start.io data with campaign metrics and audience insights, creating a more comprehensive dataset for precise audience targeting.. Key drivers for this market are: Increasing Usage of Mobile/Web Apps Across Various End-user Industries, Increasing Adoption of Technologies like 5G Technology and Deeper Penetration of Smartphones; Increase in the Amount of Time Spent on Mobile Devices Coupled With the Increasing Focus on Enhancing Customer Experience. Potential restraints include: Increasing Usage of Mobile/Web Apps Across Various End-user Industries, Increasing Adoption of Technologies like 5G Technology and Deeper Penetration of Smartphones; Increase in the Amount of Time Spent on Mobile Devices Coupled With the Increasing Focus on Enhancing Customer Experience. Notable trends are: Media and Entertainment Industry Expected to Capture Significant Share.

The Database Marketing market is experiencing robust growth, driven by the increasing need for personalized customer experiences and the availability of sophisticated data analytics tools. The market's expansion is fueled by the rising adoption of advanced technologies like AI and machine learning, enabling businesses to segment their audiences more precisely and deliver targeted marketing campaigns. This results in improved customer engagement, higher conversion rates, and ultimately, increased return on investment (ROI). The market is witnessing a shift towards multi-channel strategies, integrating database marketing efforts across various platforms like email, social media, and mobile applications. This omnichannel approach allows businesses to reach their target audience more effectively and create a cohesive brand experience. While data privacy regulations present a challenge, the market is adapting by emphasizing transparency and consent-based marketing practices. Key players are innovating to enhance data security and compliance, ensuring ethical and responsible use of customer data. We estimate the current market size (2025) at approximately $15 billion, with a Compound Annual Growth Rate (CAGR) of 12% projecting a market size of over $30 billion by 2033. This growth is projected across various segments, including software, services, and consulting, with significant contributions from North America and Europe. The competitive landscape is marked by both established players like Adobe (Marketo) and Oracle, and emerging companies focusing on niche solutions and specialized technologies. These companies are constantly innovating to offer advanced functionalities such as predictive analytics, customer journey mapping, and real-time personalization. The strategic partnerships and acquisitions within the industry indicate a dynamic and rapidly evolving market. To maintain a competitive edge, companies are prioritizing investment in research and development, focusing on improving their platforms' capabilities and expanding their service offerings to meet the evolving needs of businesses. The future of database marketing hinges on responsible data usage, continuous technological advancements, and a focus on delivering personalized and engaging customer experiences.

Install App dataset provides comprehensive, first-party app install intelligence across the APAC region, sourced from AI-driven OS-level keyboard and utility applications. It captures highly granular insights into mobile app installations, updates, and user behavior, enabling precise market analytics, attribution tracking, and growth optimization.

Each record includes hashed device and advertising identifiers, application metadata (package name, app version, category), and timestamped install/update events. The field is_new_install indicates whether the app installation is first-time or an existing reinstall/update, helping distinguish between new user acquisition and returning user activity — a critical signal for campaign performance and user lifecycle analytics.

Alongside app-level insights, the dataset provides detailed device intelligence — including manufacturer, model, OS type/version, language, and user agent — combined with IP-based location data (country, region, city) and daily server timestamps for freshness tracking.

All data is hashed, privacy-compliant, and refreshed daily, making it ideal for organizations seeking high-quality, real-world app install signals across Android and iOS ecosystems.

📊 Key Features • First-party, consented data from OS-level applications • Hashed identifiers (device_id, advertising_id) for privacy-safe integration • Install and update timestamps for temporal and behavioral analysis • is_new_install flag to separate new installs from reinstalls or app updates • Comprehensive app, device, and location attributes • Daily refreshed dataset ensuring data accuracy and timeliness

⚙️ Primary Use Cases • Mobile Attribution & User Acquisition Tracking – Identify new users vs. re-engaged ones via the is_new_install flag • Market Intelligence & Competitive Benchmarking – Analyze install trends across app categories and geographies • Audience Segmentation – Classify users by device type, OS version, and app install behavior • Ad Targeting Optimization – Refine lookalike and re-engagement audiences with verified install data • Product & Growth Analytics – Study retention, uninstall rates, and user churn patterns • App Store Strategy – Evaluate app update frequency and version distribution

📍 Industries Benefiting • Ad-Tech & Mar-Tech Platforms • Mobile App Publishers & Developers • Telecom Operators & Device OEMs • Market Research & Analytics Firms • E-commerce, Fintech & Gaming Companies • Media, Entertainment & OTT Platforms

With millions of verified app installs tracked across Android and iOS, this AI-powered, consent-based dataset delivers actionable insights into app discovery, engagement, and retention, driving smarter decisions in mobile marketing, audience intelligence, and growth analytics.

This first-party, anonymized mobile app usage dataset provides session-level behavioral intelligence across millions of devices in the APAC region. Designed for AdTech and MarTech applications, it delivers deep insights into how users interact with apps, their install and engagement behavior, device characteristics, and location patterns — all refreshed daily and privacy-compliant.

Core Features • MAID-based behavioral dataset with detailed app install, session, and engagement insights. • Location intelligence (country, region, city-level) for geo-based targeting. • Device intelligence (model, OS, carrier, user agent) for premium vs budget segmentation. • Freshness: Daily refreshed, session-level data. • Consent-first data collection, anonymized and compliant with GDPR/CCPA.

🎯 Key Use Cases 1. Precision Audience Building • Build custom segments based on real app usage and session frequency. • Example: “Users with 20+ sessions on Swiggy, Zomato & Blinkit in metro cities.” • Identify cohorts like brand switchers, category enthusiasts, or premium buyers. 2. Media Planning & Reach Forecasting • Estimate addressable audience size per app or category. • Cross-app overlap analysis (e.g., “60% of Hotstar users also have Prime Video”). • City or region-level reach availability for campaign planning. 3. Competitive Intelligence • Track competitor app adoption and engagement over time. • Measure user migration and churn trends between brands. • Generate market share insights based on install base. 4. Campaign Optimization • Build lookalike audiences from high-value converters. • Enable retargeting based on recency and frequency of app usage. • Exclude audiences already using a client’s app. 5. Creative Optimization • Analyze language preferences, device segments, and time-of-day usage to localize creatives and optimize ad delivery windows.

🏆 Competitive Advantages • Broader visibility than walled gardens like Meta or Google. • Richer insights than survey or panel data — 110M+ users vs. 100K samples. • Pre-install intent signals not captured by MMPs. • Real-time, session-level granularity unavailable in aggregator datasets.

🌍 Industries Served • Advertising & Media Agencies • DSPs & Ad Tech Platforms • Consumer Insights & Analytics Firms • Brand Marketing Teams • Market Research Companies

AI-Enhanced Ad Performance Forecasting Market Outlook

According to our latest research, the global AI-Enhanced Ad Performance Forecasting market size reached USD 2.47 billion in 2024, reflecting robust adoption across diverse industries. With a compound annual growth rate (CAGR) of 18.2% expected during the forecast period, the market is projected to surge to USD 12.13 billion by 2033. This remarkable growth is fueled by increased demand for data-driven advertising strategies and the proliferation of digital channels, driving organizations to leverage artificial intelligence for more accurate, real-time ad performance insights.

The primary growth factor for the AI-Enhanced Ad Performance Forecasting market is the exponential rise in digital advertising expenditure globally. As businesses shift their focus from traditional to digital platforms, the complexity and volume of advertising data have surged. This has created a pressing need for advanced analytics tools capable of processing vast datasets and delivering actionable insights. AI-powered solutions are uniquely positioned to address these requirements, offering predictive analytics, automated optimization, and granular reporting that empower advertisers to fine-tune campaigns, maximize ROI, and reduce wasted spend. Furthermore, the integration of AI with programmatic advertising platforms has enabled real-time bidding and dynamic creative optimization, further enhancing campaign outcomes and driving market expansion.

Another significant driver is the growing sophistication of AI algorithms and machine learning models, which have dramatically improved the accuracy and reliability of ad performance forecasts. Innovations in natural language processing, computer vision, and deep learning have enabled these systems to analyze unstructured data from multiple sources, including social media, video, and mobile, providing a holistic view of campaign performance. The ability to predict consumer behavior, identify emerging trends, and personalize ad content at scale has been a game-changer for advertisers seeking to engage increasingly fragmented audiences. As a result, organizations across industries such as retail, BFSI, healthcare, and media are investing heavily in AI-enhanced forecasting solutions to stay ahead in the competitive digital landscape.

Regulatory developments and privacy concerns have also influenced market dynamics, particularly in regions with stringent data protection laws such as Europe and North America. While these regulations pose challenges, they have also spurred innovation in privacy-compliant AI models and data management practices, ensuring that ad performance forecasting remains both effective and ethical. Additionally, the rise of first-party data strategies and the phasing out of third-party cookies have underscored the importance of AI in extracting value from proprietary datasets. Vendors are responding by offering solutions that enable secure, privacy-centric analytics, further boosting market adoption among privacy-conscious organizations.

From a regional perspective, North America continues to dominate the AI-Enhanced Ad Performance Forecasting market, accounting for the largest revenue share in 2024. This leadership is attributed to the presence of major technology vendors, high digital ad spending, and a mature ecosystem of advertisers and agencies. Europe follows closely, driven by rapid digital transformation and regulatory emphasis on data transparency. The Asia Pacific region, however, is emerging as the fastest-growing market, propelled by the digitalization of economies, burgeoning e-commerce sectors, and increasing mobile penetration. Latin America and Middle East & Africa are also witnessing steady growth, supported by rising internet adoption and expanding digital advertising landscapes.

Component Analysis

The AI-Enhanced Ad Performance Forecasting market is segmented by component into software and services, each playing a pivotal role in shaping the industry’s tr

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

Trade Area Analysis Software Market Outlook

According to our latest research, the global Trade Area Analysis Software market size reached USD 1.47 billion in 2024, with a robust year-on-year expansion driven by increasing digital transformation across industries. The market is projected to grow at a CAGR of 12.3% from 2025 to 2033, reaching a forecasted value of USD 4.15 billion by 2033. This accelerated growth is primarily fueled by the rising adoption of data-driven decision-making in retail, real estate, and financial services, as organizations strive to optimize location-based strategies and enhance competitive advantage.

One of the most significant growth factors for the Trade Area Analysis Software market is the escalating demand for advanced geospatial analytics in retail and real estate sectors. As businesses increasingly prioritize optimal site selection and market expansion, the need for comprehensive, real-time trade area analysis has surged. Modern retailers and real estate developers are leveraging these platforms to gain insights into demographic trends, consumer footfall, and competitor locations, enabling them to make informed decisions that drive revenue growth. The integration of artificial intelligence and machine learning algorithms has further enhanced the predictive capabilities of these solutions, allowing users to anticipate market shifts and consumer behavior with greater accuracy. This evolution in technology is expected to sustain high demand for trade area analysis software throughout the forecast period.

Another key driver is the proliferation of cloud computing and SaaS-based deployment models, which have democratized access to sophisticated analytics tools. Small and medium enterprises (SMEs), previously constrained by high upfront costs and limited IT resources, are now able to adopt trade area analysis software through flexible, subscription-based models. This has expanded the addressable market considerably, fostering innovation and competition among solution providers. Furthermore, the increasing emphasis on omnichannel strategies in retail, where businesses seek to synchronize physical and digital touchpoints, has underscored the importance of precise trade area insights. As a result, organizations are investing heavily in software that can seamlessly integrate with other enterprise systems, such as CRM and ERP platforms, to deliver holistic, actionable intelligence.

The rising importance of customer analytics and personalized marketing is also contributing to market expansion. Companies across industries are seeking to leverage trade area analysis software to better understand their target audiences, tailor offerings, and optimize marketing spend. The software’s ability to analyze vast datasets—including mobile location data, transaction histories, and social media trends—enables businesses to identify high-potential customer segments and craft hyper-localized campaigns. This trend is particularly pronounced in sectors such as banking and financial services, where institutions are using trade area analysis to optimize branch networks, target new customer bases, and mitigate risks associated with market entry. The convergence of big data analytics and location intelligence is thus expected to remain a pivotal growth factor for the market in the coming years.

Regionally, North America continues to dominate the Trade Area Analysis Software market, accounting for the largest revenue share in 2024. This can be attributed to the region’s advanced technological infrastructure, high adoption rates among enterprises, and the presence of major industry players. However, Asia Pacific is emerging as the fastest-growing market, buoyed by rapid urbanization, rising investments in smart city initiatives, and increasing digitalization across developing economies. Europe also represents a significant market, driven by stringent regulatory requirements for data-driven decision-making and a mature retail landscape. Latin America and the Middle East & Africa, while still nascent, are expected to witness steady growth as businesses in these regions embrace digital transformation and seek to capitalize on untapped market opportunities.

Component Analysis

The Component segment of the Trade Area Analysis Software market is bifurcated into Software and Services, each playing a pivotal role in the overal

Apple is one of the most influential and recognisable brands in the world, responsible for the rise of the smartphone with the iPhone. Valued at over $2 trillion in 2021, it is also the most valuable...

During a 2024 survey among marketers worldwide, approximately 83 percent selected increased exposure as a benefit of social media marketing. Increased traffic followed, mentioned by 73 percent of the respondents, while 65 percent cited generated leads.

              The multibillion-dollar social media ad industry

              Between 2019 – the last year before the pandemic – and 2024, global social media advertising spending skyrocketed by 140 percent, surpassing an estimated 230 billion U.S. dollars in the latter year. That figure was forecast to increase by nearly 50 percent by the end of the decade, exceeding 345 billion dollars in 2029. As of 2024, the social media networks with the most monthly active users were Facebook, with over three billion, and YouTube, with more than 2.5 billion.

              Pros and cons of GenAI for social media marketing

              According to another 2024 survey, generative artificial intelligence's (GenAI) leading benefits for social media marketing according to professionals worldwide included increased efficiency and easier idea generation. The third place was a tie between increased content production and enhanced creativity. All those advantages were cited by between 33 and 38 percent of the interviewees. As for GenAI's top challenges for global social media marketing,
              maintaining authenticity and the value of human creativity ranked first, mentioned by 43 and 40 percent of the respondents, respectively. Another 35 percent deemed ensuring the content resonates as an obstacle.

The global number of Facebook users was forecast to continuously increase between 2023 and 2027 by in total 391 million users (+14.36 percent). After the fourth consecutive increasing year, the Facebook user base is estimated to reach 3.1 billion users and therefore a new peak in 2027. Notably, the number of Facebook users was continuously increasing over the past years. User figures, shown here regarding the platform Facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

In 2024, Google ranked as the most valuable media and entertainment brand worldwide, with a brand value of 683 billion U.S. dollars. Facebook ranked second, valued at around 167 billion dollars. Part of the Tencent Group, WeChat and v.qq.com (Tencent Video) had a brand value of 56 billion and 17.5 billion dollars, respectively.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

As of February 2025, it was found that around 14.1 percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age formed approximately 16.6 percent of the platform's audience. The online audience of the popular social video platform was further composed of 14.6 percent of female users aged between 25 and 34 years, and 20.7 percent of male users in the same age group.

Social media companies are starting to offer users the option to subscribe to their platforms in exchange for monthly fees. Until recently, social media has been predominantly free to use, with tech companies relying on advertising as their main revenue generator. However, advertising revenues have been dropping following the COVID-induced boom. As of July 2023, Meta Verified is the most costly of the subscription services, setting users back almost 15 U.S. dollars per month on iOS or Android. Twitter Blue costs between eight and 11 U.S. dollars per month and ensures users will receive the blue check mark, and have the ability to edit tweets and have NFT profile pictures. Snapchat+, drawing in four million users as of the second quarter of 2023, boasts a Story re-watch function, custom app icons, and a Snapchat+ badge.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents.

              The global social media marketing segment

              According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

              Social media for B2B marketing

              Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

As of April 2024, it was found that men between the ages of 25 and 34 years made up Facebook largest audience, accounting for 18.4 percent of global users. Additionally, Facebook's second largest audience base could be found with men aged 18 to 24 years.

              Facebook connects the world

              Founded in 2004 and going public in 2012, Facebook is one of the biggest internet companies in the world with influence that goes beyond social media. It is widely considered as one of the Big Four tech companies, along with Google, Apple, and Amazon (all together known under the acronym GAFA). Facebook is the most popular social network worldwide and the company also owns three other billion-user properties: mobile messaging apps WhatsApp and Facebook Messenger,
              as well as photo-sharing app Instagram. Facebook usersThe vast majority of Facebook users connect to the social network via mobile devices. This is unsurprising, as Facebook has many users in mobile-first online markets. Currently, India ranks first in terms of Facebook audience size with 378 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

The global social media penetration rate in was forecast to continuously increase between 2024 and 2028 by in total 11.6 (+18.19 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 75.31 and therefore a new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years.

A league table of the 120 cryptocurrencies with the highest market cap reveals how diverse each crypto is and potentially how much risk is involved when investing in one. Bitcoin (BTC), for instance, had a so-called "high cap" - a market cap worth more than 10 billion U.S. dollars - indicating this crypto project has a certain track record or, at the very least, is considered a major player in the cryptocurrency space. This is different in Decentralize Finance (DeFi), where Bitcoin is only a relatively new player. A concentrated market The number of existing cryptocurrencies is several thousands, even if most have a limited significance. Indeed, Bitcoin and Ethereum account for nearly 75 percent of the entire crypto market capitalization. As crypto is relatively easy to create, the range of projects varies significantly - from improving payments to solving real-world issues, but also meme coins and more speculative investments. Crypto is not considered a payment method While often talked about as an investment vehicle, cryptocurrencies have not yet established a clear use case in day-to-day life. Central bankers found that usefulness of crypto in domestic payments or remittances to be negligible. A forecast for the world's main online payment methods took a similar stance: It predicts that cryptocurrency would only take up 0.2 percent of total transaction value by 2027.

During a January 2024 global survey among marketers, nearly 60 percent reported plans to increase their organic use of YouTube for marketing purposes in the following 12 months. LinkedIn and Instagram followed, respectively mentioned by 57 and 56 percent of the respondents intending to use them more. According to the same survey, Facebook was the most important social media platform for marketers worldwide.