It’s no secret that social media is big business. In fact, more than 3 billion people are projected to be using social media by 2021. It’s become embedded into all of our lives. Through our recent Social for Everyone project, we looked at why.

We spoke to over 40,000 people in 35 markets through a combination of online surveys, journals, and face-to-face interviews with both social media users and influencers. And we learned that it’s not all about cat videos, memes and funny snaps. Connecting with family and friends drives people to social media more than anything.

To see a summary of our findings and hear what our participants had to say, check out this video!