Brunei Darussalam ranked top five globally in Instagram advertisement reach rate in terms of population ratio aged 18 and above with 85.3 per cent (287,050 people), after Bahrain, United Arab Emirates, Turkiye, and Kazakhstan.
This is according to Digital 2024, an annual report on social media and digital trends worldwide by Meltwater, a global leader in media, social and consumer intelligence, and We Are Social, a socially-led creative agency.
As for digital adoption and use in Brunei Darussalam, January 2024 reported 449.7 thousand Internet users in the Sultanate where 301.0 thousand were also social media users (about 66.3 of the population).
Cellular mobile phone connections were at 617.3 thousand, up by 3.4 per cent (over 20,000 people). This amounted to some 135.9 per cent when compared to the population.
Meanwhile, globally, the report indicated that social media users have reached 5.04 billion.
This equates to 62 per cent of the world’s population. Generally a social media user spends about two hours and 23 minutes each day on their social media platform.
TikTok topped the average time per Android user of any social platform globally, with 34 hours per month or equivalent to more than an hour per day using the platform.
It was followed by YouTube in second spot, with the average user spending just over 28 hours per month on its Android app. As for world’s favourite social platform, Instagram topped the chart, taking over from WhatsApp.
Digital 2024 indicated that 16.5 per cent of Internet users between the ages of 16 and 64 chose Instagram as their most liked platform, pushing WhatsApp into second place with 16.1 per cent. The report also stated that Facebook grew its global ad reach by over 200 million over the past 12 months, up by 10.5 per cent year-on-year growth. LinkedIn, Snapchat, WeChat, and Pinterest also recorded strong user growth year-on-year.
Digital ad spend grew by 10 per cent year-on-year, with almost USD720 billion spent on digital ads in 2023.
Social ad spend rose by 9.3 per cent to USD207 billion, and investment in influencer activities rose by 17 per cent. – Azlan Othman
