中国台湾社交媒体使用情况市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSSocialmediainTaiwanCHAPTER

01OverviewNumberofsocialnetworkusersinselectedcountriesin2022and2027(inmillions)Socialnetworkusersinselectedcountriesin2022and2027Socialnetworkusersinmillions2027*600202202004008001,0001,2001,4001,212.381,177.5ChinaIndiaUnitedStatesIndonesiaBrazil1,021.96755.47327.22302.25261.7217.53188.35165.45126.37RussiaJapanMexicoPhilippinesVietnam115.05113.03101.98122.0798.2192.6884.0781.6372.2976.58TurkeyUnitedKingdom67.1165.2361.674Description:Accordingtorecentprojections,thenumberofsocialmediausersinChinareached1.02billionin2022,andisexpectedtoreach1.21billionby2027.India,rankingsecondintermsofusernumbers,reached755millionsocialmediausersin2022,andisestimatedtoreach1.17billionby2027.Overall,theUnitedStateshasthethirdlargestsocialnetworkaudience,followedbyIndonesiaandBrazil.ReadmoreNote(s):Worldwide;2022;internetuserswhouseasocialnetworksiteatleastonceamonth;*ForecastChinadataexcludesHongKongInternetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonth.

ReadmoreSource(s):ActivesocialnetworkpenetrationinselectedcountriesandterritoriesasofJanuary2023Socialmedia:activeusagepenetrationinselectedcountriesandterritories2023Shareofpopulation60%0%20%40%80%100%120%UAESouthKoreaHongKongNetherlandsCanada105.5%92%89.9%88.1%85.7%Spain85.6%85.1%84.7%84.7%84.5%84.4%84.4%83.8%GermanySingaporeNorwayTaiwanUKChileDenmark5Description:AsofJanuary2023,theUAEhadthehighestsocialmediapenetrationrateoftheselectedcountriesandterritories.BahrainandQatarfollowed,with98.7percentand96.8percentsocialmediareach,respectively.Theworldwidesocialmediapenetrationratestoodat59.4percentasofearly2023.Nigeria,Kenya,andGhanasawmuchlowersocialmediareachthantheglobalaverage.

ReadmoreNote(s):Worldwide;January2023;ActivesocialmediausersaspercentageofthetotalpopulationSource(s):DataReportal;Meltwater;WeAreSocialNumberofinternetusersinTaiwanfromJanuary2012toJanuary2023(inmillions)NumberofinternetusersinTaiwan2012-2023252021.721.521.521.121.220.419.618.818.218.317.816.8151050Jan2012Jan2013Jan2014Jan2015Jan2016Jan2017Jan2018Jan2019Jan2020Jan2021Jan2022Jan20236Description:AsofJanuary2023,thenumberofinternetusersinTaiwanamountedtoaround21.7million,accountingfor91percentoftheisland'stotalpopulation.Onaverage,netizensinTaiwanspentovereighthoursusingtheinternetonadailybasis.

ReadmoreNote(s):Taiwan;January2012toJanuary2023Source(s):APJII;CIA;CNNIC;DataReportal;Eurostat;GSMAIntelligence;GWI;ITU;Kepios;Meltwater;TaiwanNationalStatistics;WeAreSocialNumberofsocialmediausersinTaiwanfromJanuary2014toJanuary2023(inmillions)NumberofsocialmediausersinTaiwan2014-2023252021.4212120.219.71919181615151050Jan2014Jan2015Jan2016Jan2017Jan2018Jan2019Jan2020Jan2021Jan2022*Jan2023*7/statistics/1296612/taiwan-social-media-usersAsofJanuary2023,thenumberofsocialmediausersinTaiwanamountedtoaround20.2million,accountingfor85percentoftheisland'stotalpopulation.YouTube,Facebook,andInstagramwerethemostpopularsocialmediaplatformsinTaiwan.

ReadmoreNote(s):Taiwan;January2014toJanuary2023;*Changestodatasourcesandsignificantbaserevisionstosourcedatamaymeanthatfiguresarenotcomparablebetweencertainyears.Socialmediausersmaynotrepresentuniqueindividuals.

ReadmoreSource(s):DataReportal;Meltwater;WeAreSocialShareofrespondentsusingsocialmediainTaiwanasofMay2023SocialmediapenetrationinTaiwan202380%71.12%70%60%50%40%30%20%15.33%13.11%10%0%UsedHaven'tusedNointernetusers8Description:Accordingtoa2023survey,approximately71percentofrespondentsansweredthattheyhadusedsocialmediainTaiwan.Comparatively,around13percentofrespondentssharedthattheyhavenotusedsocialmediainthatyear.

ReadmoreNote(s):Asia,Taiwan;May2to20,2023;2,153respondents;in6municipalitiesand16cities/countiesinTaiwanSource(s):TWNICPenetrationrateofleadingsocialmediaplatformsinTaiwanin2022PenetrationrateofmajorsocialmediainTaiwan2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%YouTubeFacebookInstagramPTT84.3%82.9%39.4%20.2%Dcard18.2%17.7%TwitterTikTok15.9%12.8%10.7%G.twDiscordXiaohongshu(RED)Others4.1%3.2%9Description:A2022internetsurveyfoundthatYouTubewasthemostpopularsocialmediainTaiwan,withabout84.3percentofrespondentsusingtheplatform.Facebookwastrailingbehindwithapenetrationrateofalmost83percent.InstagramandlocalbulletinboardsystemPPTfollowedwithawidemargin.ReadmoreNote(s):Taiwan;September5to16,2022;3,034respondents;18yearsandolderSource(s):Website(rwnews.tw;)CHAPTER

02UsageAveragenumberofsocialmediaplatformsusedperinternetuserinamonthintheAsia-Pacificregionin2023,bycountryorterritoryAveragenumberofsocialmediaplatformsusedperinternetuserAPAC2023,bycountryNumberofplatforms0123456789IndonesiaPhilippinesIndia87.97.8MalaysiaSingaporeHongKongChina7.676.76.66.5NewZealandThailandVietnam6.56.5AustraliaTaiwan6.26SouthKoreaJapan4.43.511Description:Inthefirstquarterof2023,internetusersinIndonesiaweretypicallyactiveoneightdifferentsocialmediaplatformsmonthly.Incontrast,internetusersinJapanwereactiveonanaverageof3.5socialmediaplatformsinamonthduringthesametimeperiod.ReadmoreNote(s):Asia,APAC;Q12023;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialFrequencyofusingsocialmediainTaiwanasofMarch2022,byuseractivenessFrequencyofusingsocialmediainTaiwan2022100%92.39%90%80%70%60%50%40%30%20%10%0%84.75%49.82%Activeusers(alwaysonline)Lessactiveusers(onlineseveraltimesaday)Leastactiveusers(onlineonceadayorless)12Description:Accordingtoa2022survey,approximately92.4percentofactiveinternetusersinTaiwansaidthattheywereusingsocialmedia.Comparatively,nearly50percentoftheinternetuserswhowereonlyonlineonceadayorlessreportedtobeusingsocialmedia.ReadmoreNote(s):Asia,Taiwan;February14toMarch15,2022;2,228respondents;18yearsandolder;covering22countiesandcitiesinTaiwanSource(s):TWNICAveragedailytimespentonmediainTaiwanasof3rdquarter2022,byactivity(inminutes)DailytimespentonmediainTaiwanQ32022,byactivityTimespentinminutes100

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200050250300350400450434500UsingtheinternetWatchingTV(broadcastandstreaming)Usingsocialmedia165126Readingpressmedia(onlineandphysicalprint)ListeningtomusicstreamingservicesUsingagamesconsole103865251ListeningtopodcastsListeningtobroadcastradio3813Description:Inthethirdquarterof2022,internetusersaged16to64yearsinTaiwanspentmorethansevenhoursperdayonaveragebrowsingtheinternet.TimespentonwatchingTVandvideostreamingapproachedthreehours,whileanothertwohoursweredirectedtosocialmedia.ReadmoreNote(s):Taiwan;Q32022;16to64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingreasonsforusingsocialmediaservicesinTaiwanasof3rdquarter2022PrimaryreasonsforusingsocialmediainTaiwan2022Shareofinternetusers20%0%10%30%40%50%60%KeepingintouchwithfriendsandfamilyFillingsparetime52.2%46.1%Seeingwhat'sbeingtalkedaboutFindingcontent33.4%32.7%Readingnewsstories25.8%23.5%FindinginspirationforthingstodoandbuySeeinbgcontentfrombrandsSharingopinions22.8%22.2%Postingaboutyourlife21.6%FollowingcelebratiesandinfluencersFindingproductstopurchaseAvoidingmissingout(FOMO)MakingnewcontactsWork-relatednetworkingorresearchWatchingorfollowingsports20.2%19.4%17.6%16%15.1%13.5%14Description:Asofthethirdquarterof2022,thenumberofsocialmediausersinTaiwanamountedtoaround20million,accountingfor85percentofthedemocraticisland'stotalpopulation.Keepingintouchwithacquaintanceswastheprimaryreasonforusingsocialmediaplatforms,with52percentofsurveyedinternetusersinTaiwansayingso.ReadmoreNote(s):Taiwan;Q32022;16to64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofinternetusersfollowingsocialmediaaccountsinTaiwanasof3rdquarter2022,bytypeMostfavoredtypesofsocialmediaaccountsinTaiwan2022Shareofsurveyedinternetusers15%

20%

25%0%5%10%30%35%40%45%50%Friends,familyandpeopleyouknowRestaurants,chefs,andfoodiesTVshows/channels46.7%27.5%27.3%Actors,comedians,andperformersBands,singers,andmusiciansInfluencersandexpertsBrandsyoupurchaseWork-relatedcontactsBrandsyou'recinsideringpurchasingEntertainment&Memes24.4%24.3%19.8%19.7%18.4%18.2%17.4%15.5%15.2%14.4%EventsyouareattendingGamingexperts/studiosMagazines/publicationsyoureadTravelwritersandcompaniesWork-relatedcompanies14.4%14.1%15/statistics/1296631/taiwan-popular-social-media-accounts-followedAsofthethirdquarterof2022,around47percentofTaiwaneseinternetusersfollowedsocialmediaaccountsoftheiracquaintances.Additionally,around27percentofusershadapenchantforTVshowsorfood-relatedsocialmediaaccounts.

ReadmoreNote(s):Taiwan;Q32022;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingsourcesofnewsinTaiwanasofFebruary2023,bymediatypeMainnewssourcesinTaiwan2023,bymediatype90%78%80%70%60%50%40%30%20%10%0%56%52%17%Online(incl.socialmedia)TVSocialmediaPrint16Description:ThisstatisticshowstheleadingsourcesofnewsinTaiwanasofFebruary2023,bymediatype.Duringthesurveyperiod,78percentofrespondentsinTaiwansaidtheyaccessnewsonline,includingviasocialmedia.

ReadmoreNote(s):Taiwan;JanuarytoFebruary2023;2,037respondentsSource(s):ReutersInstitutefortheStudyofJournalism;UniversityofOxford;YouGovShareofinternetusersusingsocialmediatodobrandresearchinTaiwanasof3rdquarter2022,bychannelSocialmediausagewhenresearchingforbrandsinTaiwan2022Shareofinternetusers0%10%20%30%40%50%60%70%70.8%80%AnykindofsocialmediaplatformSocialnetworks40.3%ForumsandmessageboardsMessagingandlivechatservicesVlogs27.7%13.5%11.8%11.1%9.1%6.4%Q&AsitesMicro-blogsOnlinepinboards17Description:Inthethirdquarterof2022,thenumberofsocialmediausersinTaiwanamountedtoaround20million,accountingfor85percentoftheisland'stotalpopulation.SocialnetworkwastheleadingsourceforTaiwanesetofindinformationaboutbrandsandproducts.Over70percentofinternetusersagedbetween16and64yearsusedsocialmediaservicestodobrandresearch.

ReadmoreNote(s):Taiwan;Q32022;16to64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofinternetuserswhousesocialmediaforworkpurposesintheAsia-Pacificregionasofthefirstquarterof2023,bycountryorterritoryShareofinternetusersusingsocialmediaforworkAPACQ12023,bycountryShareofrespondents0%5%10%15%20%25%30%35%40%45%50%IndiaPhilippinesVietnam45.2%44.9%44.1%IndonesiaChina42.3%41.1%40.8%MalaysiaSingaporeAustraliaHongKongTaiwan32.4%31.1%30.4%30.2%28.7%27.8%NewZealandThailandSouthKoreaJapan16.4%8.3%18Description:Inthefirstquarterof2023,45.2percentofinternetusersinIndiausedsocialmediaforworkpurposes.Incomparison,just8.3percentofinternetusersinJapanusedsocialmediaforworkpurposesthatyear.

ReadmoreNote(s):Asia,APAC;Q12023;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03YouTubeKeyusagefiguresofYouTubeinTaiwanasofJune2022KeyusagefiguresofYouTubeinTaiwan2022Key

figuresNumberofadultusers*(inmillions)Averagedailytimespentperuser(inminutes)Peakusagetime18858to11p.m.20Description:AsofJune2022,YouTubehadreachedabout18millionadultusersinTaiwan.Whenitcomestomakingpurchasedecisions,moreandmoreTaiwaneseconsumersfindthevideosharingsiteparticularlyusefulinconductingbrandresearch.

ReadmoreNote(s):Taiwan;June2022;*Agedabove18yeas.ReadmoreSource(s):Google;Website(.tw)YouTubeadvertisingpenetrationinTaiwanin2022,bydemographicgroupYouTubeadreachinTaiwan2022,byaudiencegroupAd

audience

shareTotalpopulationInternetusersPopulationaged18andaboveFemale*84.5%93.2%87.5%50.7%49.3%Male*21Description:In2022,YouTubeadvertisingwasestimatedtoreacharound20.2millionpeopleinTaiwan,representingabout85percentofthedemocraticisland'stotalpopulation.AmongYouTubeadviewersaged18andabove,femalesaccountedforabout50.7percent.ReadmoreNote(s):Taiwan;2022;*AsapercentageoftotalYouTubeadreachaged18andabove.Audiencefiguresmaynotrepresentuniqueindividuals,andmaynotmatchequivalentfiguresforthetotalactiveuserbase.

ReadmoreSource(s):DataReportal;Google;Kepios;Meltwater;WeAreSocialNumberofsubscribersoftheleadingYouTubersinTaiwanasofOctober13,2023(inmillions)MostsubscribedYouTubersinTaiwan2023Numberofsubscribersinmillions0MuseAsia12345676.16JayLeePaintingSongsongandErmaoYesRanger5.815.734.87RomanandSharonVidolTV4.43.95ThisGroupofPeople(TGOP)Omeleto3.583.583.533.52PanPianoNamewee22Description:JayLee,aspecializedwatercolorpainterfromSouthKorea,wasthemostpopularYouTuberinTaiwan.HisYouTubeChannel,JayLeePainting,hasattractedabout5.81millionsubscribersasofOctober13,2023.Othermost-subscribedchannelsinTaiwanincludeSongsongandErmao,YesRanger,andVidolTV.ReadmoreNote(s):Taiwan;October13,2023Source(s):NoxInfluencerNumberofmonthlyviewsoftheleadingYouTubersinTaiwanasofOctober13,2023(inmillions)MostviewedYouTubersinTaiwan2023Numberofmonthlyviewsinmillions050100150200250300350400450RomanandSharonTVBSNEWS416.7281.65Andy&Popo183.56PeiqiQue106.07UniversityStoriesETtoday69.2960RealUltramanShortvideoChinaLiaoningTVOfficialSizeA459.2355.1554.4754.38ENZOYEH-OWLLaLa23Description:TheYouTubechannel,RomanandSharon,hadreached416.7millionmonthlyviewsinTaiwan,asofOctober13,2023.Othermost-viewedchannelswereTVBSNEWS,Andy&Popo,PeiqiQueandUniversityStories.

ReadmoreNote(s):October13,2023Source(s):NoxInfluencerDistributionoftrendingYouTubevideosinTaiwanin2021,bycategoryMosttrendingYouTubevideocategoriesinTaiwan2021Film&Animation9%Music12%Entertainment32%People&Blogs19%News&Politics28%24Description:InTaiwan,entertainmentwasthemostpopulartypeofcontentonYouTube,accountingforbout32percentofthetrendingvideosin2021.VidolTV,YesRanger,andThisGroupofPeople(TGOP)weresomeofthemostsuccessfulYouTubechannelsinTaiwanspecializinginentertainmentvideos.ReadmoreNote(s):Taiwan;January1toNovember15,2021Source(s):NoxInfluencer;YouTubeCHAPTER

04FacebookFacebookusagepenetrationrateinTaiwanfrom2018to2022,withaforecastuntil2027FacebookonlinereachinTaiwan2018-202790%85.1%84.2%82.2%80.8%79%80%70%60%50%40%30%20%10%0%76.3%74.1%72.3%71%69.9%201820192020202120222023*2024*2025*2026*2027*26Description:In2022,around79percentofthepopulationinTaiwanhadusedFacebook.Withaninternetadoptionrateat91.5percent,therewereabout21.8millioninternetusersontheisland.ReadmoreNote(s):Taiwan;2018to2022;*Forecast.ReadmoreSource(s):FacebookadvertisingpenetrationinTaiwanasof4thquarter2022,bydemographicgroupFacebookadreachinTaiwan2022,byaudiencegroupAd

audience

share67.8%TotalpopulationPopulationaged13andaboveFemale*76.1%50.2%Male*49.8%27Description:Asofthelastquarterof2022,Facebookadvertisingwasestimatedtoreacharound16.2millionpeopleinTaiwan,nearly68percentofitstotalpopulation.AmongsuchFacebookadviewers,femaleandmaleuserswereevenlydistributed.

ReadmoreNote(s):Taiwan;Q42022;*Asapercentageoftotaladaudience.Audiencefiguresmaynotrepresentuniqueindividuals,andmaynotmatchequivalentfiguresforthetotalactiveuserbase.

ReadmoreSource(s):DataReportal;Meltwater;MetaPlatforms;WeAreSocialNumberofFacebookactiveusersinTaiwanfromDecember2018toDecember2022(inmillions)NumberofFacebookactiveusersinTaiwan2018-20222521.6120.5819.2919.1919.2820151050Dec'18Dec'19Dec'20Dec'21Dec'2228Description:InDecember2022,Facebookhadabout21.6millionactiveusersfromTaiwan.HalfoftheTaiwaneseFacebookuserswerebetween25and44yearsoldandovertwo-thirdofusersaccessedtheplatformonlyviamobilephones.

ReadmoreNote(s):Taiwan;December2018toDecember2022;userswhohadloggedinandusedtheplatformwithinthelast30daysSource(s):OOSGAPenetrationrateofFacebookinTaiwanasofMarch2022,bygenderFacebookuseinTaiwan2022,bygender60%53.37%49.83%50%40%30%20%10%0%MaleFemale29/statistics/966663/taiwan-facebook-use-by-genderAccordingtoa2022internetusagesurvey,about52percentoftheadultpopulationinTaiwanhadusedFacebookinthelastthreemonths.ThepenetrationrateofFacebookwashigheramongfemalerespondentsthantheirmalecounterparts.

ReadmoreNote(s):Taiwan;February14toMarch15,2022;2,228respondents;18yearsandolder;insixmunicipalitiesand16countiesandprovincialcitiesinTaiwanSource(s):TWNICPenetrationrateofFacebookinTaiwanasofMarch2022,byagegroupFacebookuseinTaiwan2022,byagegroupShareofrespondents0%10%20%30%40%50%60%70%80%90%18-29years30-39years40-49years50-59years60-69yearsOver70years35.89%72.51%78.65%58.69%35.51%11.65%30Description:Facebookhadahigherpenetrationrateamongmiddle-agedpeopleinTaiwan.AsperthesurveyresultsinMarch2022,over70percentoftherespondentsagedbetween30and49yearshadusedthesocialmediainthelastthreemonths.Facebook'susageratewasmuchloweramongthoseunder30yearsold.ReadmoreNote(s):Taiwan;February14toMarch15,2022;2,227respondents;18yearsandolder;insixmunicipalitiesand16countiesandprovincialcitiesinTaiwanSource(s):TWNICNumberoffansofthemostpopularcelebrityFacebookpagesinTaiwanasofNovember11,2023(inmillions)Most-followedFacebookcelebritypagesinTaiwanNovember2023Numberoffansinmillions2.0

2.50.00.51.01.53.03.54.044.55.0JayChouMaydayAshinG.E.M.4.33.7WangLeehomJeremyLinJJLin3.43.43.33.3RainieYangTsaiIng-wenHebeTienTiaLee3.232.931Description:TaiwanesesuperstarJayChouwasthemostfollowedcelebrityamongFacebookusersinTaiwan.HisFacebookpageamassedover4.3millionfansasofNovember11,2023.Ashin,thevocalistoftheTaiwanesebandMayday,remainedsecondwithfourmillionfollowers.TheHongKongsinger-songwriterG.E.M.trailedbehind.ReadmoreNote(s):Taiwan;asofNovember11,2023Source(s):FanpageKarmaShareofFacebookpagefansengagedinpagepostsinTaiwanasofNovember2022,byposttypeFacebookpostsengagementinTaiwan2022,byposttypeShareoftotalpagefans0.1%

0.1%0.0%0.0%0.0%0.1%0.1%0.1%0.2%0.2%0.2%Photoposts0.18%VideopostsLinkposts0.05%0.05%StatuspostsAllposttypes0.04%0.08%32/statistics/1296654/taiwan-facebook-post-engagement-by-content-formatAsofNovember2022,about0.08percentofFacebookpagefollowersinTaiwanwereengagedinrespondingactivities,namelyreactions,comments,andsharestopageposts.Amongallcontentformats,photopostsenjoyedthehighestengagementrate.ReadmoreNote(s):Taiwan;September1toNovember30,2022Source(s):DataReportal;Locowise;Meltwater;WeAreSocialCHAPTER

05InstagramInstagramadvertisingpenetrationinTaiwanasof4thquarterof2022,bydemographicgroupInstagramadreachinTaiwanQ42022,byaudiencegroupAd

audience

shareTotalpopulationInternetusersPopulationaged13andaboveFemale*42.2%46.6%47.4%55%Male*45%34Description:Asofthelastquarterof2022,Instagramadvertisingwasestimatedtoreacharound10.1millionpeopleinTaiwan,representingroughly42percentofthedemocraticisland'stotalpopulation.AmongInstagramadviewerslivinginTaiwan,femalesaccountedfor55percent.ReadmoreNote(s):Taiwan;Q42022;*Asapercentageoftotaladaudience.Audiencefiguresmaynotrepresentuniqueindividuals,andmaynotmatchequivalentfiguresforthetotalactiveuserbase.

ReadmoreSource(s):DataReportal;Meltwater;MetaPlatforms;WeAreSocialNumberofInstagramactiveusersinTaiwanfromDecember2018toDecember2022(inmillions)NumberofInstagramactiveusersinTaiwan2018-2022121010.889.378.788.06876420Dec'18Dec'19Dec'20Dec'21Dec'2235Description:InDecember2022,Instagramhadabout10.9millionactiveusersfromTaiwan.Thesocialmediahadahigherpenetrationrateamongfemalethanmaleusers.Overtwo-thirdsoftheTaiwaneseInstagramuserswereunder34yearsold.

ReadmoreNote(s):Taiwan;December2018toDecember2022;userswhohadloggedinandusedtheplatformwithinthelast30daysSource(s):OOSGAPenetrationrateofInstagraminTaiwanasofMarch2022,bygenderInstagramuseinTaiwan2022,bygender16%14.88%14.06%14%12%10%8%6%4%2%0%MaleFemale36Description:Accordingtoa2022internetusagesurvey,about14.5percentoftheadultpopulationinTaiwanhadusedInstagraminthelastthreemonths.Thepenetrationrateofthesocialmediawasslightlyhigheramongfemalerespondentsthantheirmalecounterparts.ReadmoreNote(s):Taiwan;February14toMarch15,2022;2,228respondents;18yearsandolder;insixmunicipalitiesand16countiesandprovincialcitiesinTaiwanSource(s):TWNICPenetrationrateofInstagraminTaiwanasofMarch2022,byagegroupInstagramuseinTaiwan2022,byagegroupShareofrespondents0%10%20%30%40%50%60%18-29years30-39years40-49years50-59years60-69yearsOver70years55.28%16.42%4.98%1.25%0.63%0.46%37Description:InstagramhadahigherpenetrationrateamongtheyoungergenerationsinTaiwan.AsperthesurveyresultsinMarch2022,over55percentoftherespondentsagedbetween18and29yearshadusedthesocialmediainthelastthreemonths.Instagram'susageratewasmuchloweramongthoseover40yearsold.ReadmoreNote(s):Taiwan;February14toMarch15,2022;2,227respondents;18yearsandolder;insixmunicipalitiesand16countiesandprovincialcitiesinTaiwanSource(s):TWNICNumberofpostsofthemostactiveInstagramaccountsinTaiwanasofOctober14,2023(in1,000s)MostactiveInstagramaccountsinTaiwan2023Numberofpostsinthousands10

200AppleDaily(@appledailytw)304050607058.79TTshow(@ttshow.tw)43.88GROUPAStreetSneakerShop(@group_a_street_sneaker)joinus#nothingisordinary(@nothingisordinary_)Daxin(@tiger36052002)32.9230.0528.1827.9AsiaNo.1HairPlatform(@aheadhairmedia)ShinYeh(@shin.0608)23.5523.21LuckySEVENTEEN(@luckyseventeen_17)22.39SALA(@sala.mola.33)20.8138Description:AsofOctober14,2023,AppleDaily,anonlinenewspaper,hadthemostactiveInstagramaccountinTaiwan,havingcreatedaround58.79thousandposts.OtheractiveaccountswerefromTTshow,GROUPAStreetSneakerShop,andDaxin.

ReadmoreNote(s):Taiwan;October14,2023Source(s):NoxInfluencerNumberoffollowersoftheleadingInstagramaccountsinTaiwanasofOctober14,2023(inmillions)MostfollowedInstagramaccountsinTaiwan2023Numberoffollowersinmillions024681012141616.0918DJAMBERNA(@amberna_official)MR.KENNETHTONG(@mrkennethtong)JayChou(@jaychou)11.178.498.21TiaLee(@leeyufen)G.E.M.(@gem0816)7.32JolinCai(@jolin_cai)4.464.234.07ShowLo(@showlo)TagAFriend&ShareThisPage!(@make.up.vines)Nana(@nanaouyang)3.613.6KAIKO(@kaikaiko)39Description:AsofOctober14,2023,AmberNa,aDJfromMalaysia,hadthemostpopularInstagramaccountinTaiwanwitharound16millionfollowers.Othermost-followedaccountswerefromJayChou,TiaLee,andG.E.M..

ReadmoreNote(s):Taiwan;October14,2023Source(s):NoxInfluencerCHAPTER

06OthersDailynumberofuniquevisitorsandtotalvisitsonPTTBulletinBoardSystemfromDecember2011toDecember2022(inmillions)DailywebtrafficofPTT2011-2022TotalnumberofvisitsNumberofuniquevisitors9.08.07.06.05.04.03.02.01.00.08.466.226.136.015.386.025.795.745.655.65.75.455.55.55.365.26

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'2241Description:PTTBulletinBoardSystem,apopularonlineforumusedinTaiwan,recordedatotalnumberof4.9millionvisitsamong205,000uniquevisitorsonDecember31,2022.Asthelargestnon-commercialandopensourcebulletinboardsystembasedinTaiwan,PTTiscommonlyusedamongTaiwaneseinternetuserstodiscusslocalissuesandfindfriends.ReadmoreNote(s):Taiwan;December2011toDecember2022;webtrafficfiguresonthelastdateofthemonthSource(s):PTTBulletinBoardSystemShareofTwitterinsocialmediamarketinTaiwanfrom2012to2022MarketshareofTwitterinTaiwan2012-202225%20.58%20%15%11.35%9.11%10%6.07%5%1.55%1.13%20180.88%20120.89%20140.87%20170.