Social media user development Social network usage has been constantly undergoing double-digit growth which is projected to last until 2016 after which it will slow down to single-digit growth until 2017. Social networking growth has been heavily influenced by mobile device usage development and increasing mobile internet penetration rates worldwide. Social network users benefit from an expanded network and the ability to connect and keep in touch with others. Social networking is one of the most popular online activities worldwide and social media companies such as Facebook, Twitter and Weibo are very influential in terms of online interaction and digital marketing.
Social networking is also a growing force in the area of e-commerce as the niche of social commerce is slowly expanding because of increased
Social network usage is closely linked with concerns regarding online privacy. As of July 2013, more than 66 percent of US internet users had a photo of themselves online. Recently, internet users have been rethinking the common display of sensitive data such as date of birth or email addresses and have increasingly begun to commit to online privacy and anonymity management methods.