Saturday, 02 March

2022: Ghana had 8.80m social media users & 44.90m mobile connections – Meltwater

Technology
Data published in Meta’s advertising resources indicates that Facebook had 7.05 million users in Ghana in early 2022.

There were 8.80 million social media users in Ghana as of January 2022, a report by Meltwater says.

The number of social media users in Ghana at the start of 2022 was equivalent to 27.4 per cent of the total population, but it’s important to note that social media users may not represent unique individuals, the report noted.

Kepios analysis reveals that social media users in Ghana increased by 600 thousand (+7.3 per cent) between 2021 and 2022.

Facebook users in Ghana in 2022

Data published in Meta’s advertising resources indicates that Facebook had 7.05 million users in Ghana in early 2022.

However, Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook – so the figures, according to Meltwater, “are not directly comparable with figures published in our previous reports”.

It said the company’s revised audience figures mean that Facebook’s ad reach in Ghana was equivalent to 22.0 percent of the total population at the start of 2022.

However, Facebook restricts the use of its platform to people aged 13 and above, so it’s also worth highlighting that 32.5 per cent of the “eligible” audience in Ghana used Facebook in 2022.

For additional context, Facebook’s ad reach in Ghana was equivalent to 41.5 per cent of the local internet user base (regardless of age) in January 2022.

At the start of 2022, 39.7 per cent of Facebook’s ad audience in Ghana was female, while 60.3 per cent was male.

Instagram users in Ghana in 2022

Numbers published in Meta’s advertising tools indicate that Instagram had 2.20 million users in Ghana in early 2022.

This figure suggests that Instagram’s ad reach in Ghana was equivalent to 6.9 per cent of the total population at the start of the year.

However, it noted that Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that 10.1 per cent of the “eligible” audience in Ghana uses Instagram in 2022.

It’s also worth noting that Instagram’s ad reach in Ghana at the start of 2022 was equivalent to 12.9 per cent of the local internet user base (regardless of age).

In early 2022, 43.2 per cent of Instagram’s ad audience in Ghana was female, while 56.8 per cent was male.

Facebook Messenger users in Ghana in 2022

Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 1.03 million users in Ghana in early 2022.

However, Meta made important changes to the way its advertising resources report audience reach data at the end of 2021 – including making significant revisions to its base audience data for Facebook Messenger – so the figures “are not directly comparable with figures published in our previous reports”.

The company’s revised audience numbers suggest that Facebook Messenger’s ad reach in Ghana was equivalent to 3.2 per cent of the total population at the start of the year.

Facebook Messenger restricts the use of its platform to people aged 13 and above though, so it’s also worth highlighting that ads reach 4.8 per cent of Facebook Messenger’s “eligible” audience in Ghana in 2022.

For additional context, Facebook Messenger’s ad reach in Ghana is equivalent to 6.1 per cent of the local internet user base (regardless of age).

At the start of 2022, 34.9 per cent of Facebook Messenger’s ad audience in Ghana was female, while 65.1 per cent was male.

Meta’s advertising resources only publish audience gender data for “female” and “male” users.

LinkedIn users in Ghana in 2022

Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 1.80 million “members” in Ghana in early 2022.

However, note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media platforms.

As a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published “on this page, or in our Digital 2022 reports”.

The company’s advertising reach figures suggest that LinkedIn’s audience in Ghana was equivalent to 5.6 per cent of the total population at the start of 2022.

LinkedIn restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that 9.8 per cent of the “eligible” audience in Ghana uses LinkedIn in 2022.

For additional context, LinkedIn’s ad reach in Ghana was equivalent to 10.6 percent of the local internet user base (regardless of age) at the start of the year.

In early 2022, 32.9 per cent of LinkedIn’s ad audience in Ghana was female, while 67.1 per cent was male.

Twitter users in Ghana in 2022

Numbers published in Twitter’s advertising resources indicate that Twitter had 919.7 thousand users in Ghana in early 2022.

This figure means that Twitter’s ad reach in Ghana was equivalent to 2.9 per cent of the total population at the time.

However, Twitter restricts the use of its platform to people aged 13 and above, so it may be helpful to know that 4.2 per cent of the “eligible” audience in Ghana uses Twitter in 2022.

For additional context, Twitter’s ad reach in Ghana was equivalent to 5.4 percent of the local internet user base (regardless of age) at the start of the year.

Mobile connections in Ghana in 2022

Data from GSMA Intelligence shows that there were 44.90 million cellular mobile connections in Ghana at the start of 2022.

However, the report noted that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so, it’s not unusual for mobile connection figures to significantly exceed figures for total population.

GSMA Intelligence’s numbers indicate that mobile connections in Ghana were equivalent to 140.0 per cent of the total population in January 2022.

The number of mobile connections in Ghana increased by 2.6 million (+6.2 per cent) between 2021 and 2022.

Source: Classfmonline.com