Facebook hit 2 billion users, but growth is slowing

Plus: TikTok's next act, YouTube to invest in 'Shorts,' and LinkedIn to launch audio events February 3, 2022 /ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc= [Facebook hit 2 billion users, but growth is slowing](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) The forecast: Facebook passed 2 billion users worldwide in 2021 and is poised to hit 2.10 billion by the end of this year. But despite boasting a massive user base, growth on the platform declined dramatically in 2021 and will slow to a trickle in years to come. Dive deeper: - Facebook added about 96 million users worldwide in 2021, making last year the first time the social network failed to add over 100 million users. - In 2021, growth was fastest in the Middle East and Africa (8.0%) and in the Asia Pacific regions (7.1%) as an increase in internet users led to an increase in Facebook users. Facebook's growth was slowest in North America (0.7%) and Europe (1.4%). - 2022 will mark the highest level of Facebook internet user penetration worldwide before internet user growth starts to outpace Facebook growth. [Read the full article.](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) [Webinar: The Future of Email and Marketing Automation](=/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) In the work-from-anywhere era, marketers must engage customers across their home and work lives. In this webinar, we will explore how marketers are adjusting email and marketing automation strategies to meet customers’ demands. Join eMarketer’s live Meet the Analyst Webinar, presented by Adobe. [Register Now](=/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) /ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc= [Podcast: TikTok's next act, YouTube to invest in 'Shorts,' and LinkedIn to launch audio events](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) On today's episode, we discuss what the next, most important initiatives will be for TikTok. We then talk about what YouTube plans to do with its short-form video format "Shorts" and whether LinkedIn's audio events will work out. Tune in to the discussion with our analyst Debra Aho Williamson. ["Behind the Numbers" is made possible by MNTN. Listen in.](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) [chart-image](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) [The countries where ecommerce is most popular](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) In China, ecommerce sales will make up a substantial share of 2022's total retail sales at 46.3%, while the UK and South Korea will round out the top 3, with 36.3% and 32.2% ecommerce shares, respectively. [Get more beyond the chart](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) [chart-image](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) /ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc= ©2022 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. [Unsubscribe](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) | [Change email address](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) | [Update preferences](/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) | [Advertise](=/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) [Select "Research Submissions"](=/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](=/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=). =/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc= =/ODY3LVNMRy05MDEAAAGCXt_PTW_6iFmRCIeDGMlnyBjwcblwV3iN7QzGv_BYpuDCmKnNb4NZMyZewtp2AiPPCqpQEoc=