Adults in Taiwan are still using Facebook more than any other social network platforms. A survey about internet usage in 2020 reported around 94.2 percent of surveyed Taiwanese social media users from different age groups used Facebook. Instagram and Twitter followed with a huge discrepancy. The shares of respondents were below 40 percent and seven percent respectively.
Facebook dominates the social network landscape in Taiwan. The U.S. tech giant stated the island has one of the world’s highest per capita penetration rate, reaching almost 19 million monthly active users in 2018. With a high audience reach and user engagement, the platform is regarded as an essential marketing channel, especially among small and medium-sized business. However, its instant messenger is still facing a serious competition against Line, which has been the most popular chat app in the island for the past years.
Social media on the island
In 2018, the penetration of social media reached 89 percent, totaling around 21 million active users. Social media has become an important part of many Taiwanese lives. It is not only widely used by the younger generation, but also other age groups. A majority of people are actively engaged with social networking sites. A digital usage study found respondents from Taiwan owned an average of 8.4 social media accounts and spent almost two hours per day on those platforms. Advertisers have scoped out the marketing potentials on social media. In 2018, over 510 million U.S. dollars were spent on social media advertising. The figure was very likely to surpass 670 million U.S. dollars by 2020.
Leading platforms among social media users in Taiwan as of August 2020
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TWNIC. (December 11, 2020). Leading platforms among social media users in Taiwan as of August 2020 [Graph]. In Statista. Retrieved September 27, 2021, from https://www.statista.com/statistics/966613/taiwan-social-media-use-by-platform/
TWNIC. "Leading platforms among social media users in Taiwan as of August 2020." Chart. December 11, 2020. Statista. Accessed September 27, 2021. https://www.statista.com/statistics/966613/taiwan-social-media-use-by-platform/
TWNIC. (2020). Leading platforms among social media users in Taiwan as of August 2020. Statista. Statista Inc.. Accessed: September 27, 2021. https://www.statista.com/statistics/966613/taiwan-social-media-use-by-platform/
TWNIC. "Leading Platforms among Social Media Users in Taiwan as of August 2020." Statista, Statista Inc., 11 Dec 2020, https://www.statista.com/statistics/966613/taiwan-social-media-use-by-platform/
TWNIC, Leading platforms among social media users in Taiwan as of August 2020 Statista, https://www.statista.com/statistics/966613/taiwan-social-media-use-by-platform/ (last visited September 27, 2021)