A forecast from eMarketer has predicted that in 2017 one-third of the global population will use social media at least once a month. This number represents more than 70% of the world’s internet population; an increase of 8.2% over 2016. However, one reason for this increase is due to eMarketer not including WeChat or Snapchat in its survey as they are classed as messaging apps, whilst Facebook and Twitter have recently introduced similar chat features to snatch users from these companies. Aside from this, growth is encouraged by the ever-increasing availability of smartphones across the world, particularly in emerging markets. Due to this, the number of social media users logging on with mobile device is expected to grow from 81% this year, to nearly 87% by 2021.