The trend of increasing usage of social media on a global scale

Abstract

In the last decade, we have witnessed numerous changes in consumer behavior, largely due to the rapid development in digital technologies. These changes have been further accelerated by the epidemic, which forced individuals – consumers to adapt even in their private lives. Our environment has changed and continues to change: it is much more complex, unstable, and unpredictable. The economic crisis between 2009 and 2013, as well as the period associated with the Covid-19 pandemic, have visibly influenced consumer purchasing habits and communication between companies and consumers. The pandemic has changed everyday life in many aspects. The vast majority of consumers have become "digital". With the development of digital technology, social networks have also evolved, becoming a key channel for marketing communication. They are causing plenty of changes in marketing approaches, enabling companies to quickly acquire potential consumers and maintain communication with existing ones. In this article, through the analysis of secondary data sources, we depict the trend of using the most common social networks on a global level.