Here are the essential headlines for digital adoption and use in Mongolia in early 2023:
Facebook. 94 percent of internet users in Mongolia actively use it. According to the research MMCG Brand and Media Atlas in Mongolia, Facebook users are the number one and this number is still growing.
The most used social networks in Mongolia are:
Facebook 94%
Youtube 60%
Instagram 15%
We chat 14%
Twitter 12%
Viber 11%
Linkedin 1%
For your information, the Mongolian population is 3,42 million.
There were 2,974,000 Facebook users in Mongolia in September 2023, which accounted for 89.1% of its entire population.
Facebook users in Mongolia in 2023
Facebook’s ad reach in Mongolia was equivalent to 67.2 percent of the total population at the start of 2023.
However, Facebook restricts the use of its platform to people aged 13 and above, so it’s worth highlighting that 94.1 percent of the “eligible” audience in Mongolia will use Facebook in 2023.
For additional context, Facebook’s ad reach in Mongolia was equivalent to 79.7 percent of the local internet user base (regardless of age) in January 2023.
At the start of 2023, 52.4 percent of Facebook’s ad audience in Mongolia was female, while 47.6 percent was male.
Instagram users in Mongolia in 2023
Numbers published in Meta’s advertising tools indicate that Instagram had 774.6 thousand users in Mongolia in early 2023.
The company’s recently revised figures suggest that Instagram’s ad reach in Mongolia was equivalent to 22.6 percent of the total population at the start of the year.
However, Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that 31.7 percent of the “eligible” audience in Mongolia use Instagram in 2023.
It’s also worth noting that Instagram’s ad reach in Mongolia at the start of 2023 was equivalent to 26.8 percent of the local internet user base (regardless of age).
In early 2023, 61.3 percent of Instagram’s ad audience in Mongolia was female, while 38.7 percent was male.
Facebook Messenger users in Mongolia in 2023
Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 1.95 million users in Mongolia in early 2023.
The company’s recently revised audience numbers suggest that Facebook Messenger’s ad reach in Mongolia was equivalent to 57.0 percent 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 79.8 percent of Facebook Messenger’s “eligible” audience in Mongolia in 2023.
For additional context, Facebook Messenger’s ad reach in Mongolia is equivalent to 67.5 percent of the local internet user base (regardless of age).
At the start of 2023, 52.7 percent of Facebook Messenger’s ad audience in Mongolia was female, while 47.3 percent was male.
Facebook Messenger user growth in Mongolia
Data published in Meta’s planning tools show that Facebook Messenger’s potential ad reach in Mongolia decreased by 250 thousand (-11.4 percent) between 2022 and 2023.
On a quarterly basis, the company’s data reveal that the size of Facebook Messenger’s ad audience in Mongolia decreased by 100 thousand (-4.9 percent) between October 2022 and January 2023.
However, as we noted in the Facebook section above, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
Instagram user growth in Mongolia
Data published in Meta’s planning tools show that Instagram’s potential ad reach in Mongolia decreased by 80 thousand (-9.4 percent) between 2022 and 2023.
On a quarterly basis, the company’s data also reveal that the size of Instagram’s ad audience in Mongolia decreased by 39 thousand (-4.8 percent) between October 2022 and January 2023.
As we noted in the Facebook section above though, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
LinkedIn users in Mongolia in 2023
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 260.0 thousand “members” in Mongolia in early 2023.
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 2023 reports.
The company’s advertising reach figures suggest that LinkedIn’s audience in Mongolia was equivalent to 7.6 percent of the total population at the start of 2023.
LinkedIn restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that 12.0 percent of the “eligible” audience in Mongolia uses LinkedIn in 2023.
For additional context, LinkedIn’s ad reach in Mongolia was equivalent to 9.0 percent of the local internet user base (regardless of age) at the start of the year.
In early 2023, 45.9 percent of LinkedIn’s ad audience in Mongolia was female, while 54.1 percent was male.
LinkedIn user growth in Mongolia
Data published in LinkedIn’s planning tools show that LinkedIn’s potential ad reach in Mongolia increased by 20 thousand (+8.3 percent) between 2022 and 2023.
On a quarterly basis, the company’s data reveal that the size of LinkedIn’s ad audience in Mongolia remained unchanged between October 2022 and January 2023.
However, because LinkedIn’s ad audience figures are based on total registered members rather than monthly active users, it’s unclear whether these trends might reflect changes in active LinkedIn use too.
Twitter users in Mongolia in 2023
Numbers published in Twitter’s advertising resources indicate that Twitter had 151.0 thousand users in Mongolia in early 2023.
This figure means that Twitter’s ad reach in Mongolia was equivalent to 4.4 percent of the total population at the time.
However, it’s important to stress that these advertising reach figures are not the same as monthly active user figures, and there may be meaningful differences between the size of Twitter’s ad audience and its total active user base.
It’s also worth noting that Twitter restricts the use of its platform to people aged 13 and above, so these figures suggest that 6.2 percent of the “eligible” audience in Mongolia will use Twitter in 2023.
For additional context, Twitter’s ad reach in Mongolia was equivalent to 5.2 percent of the local internet user base (regardless of age) at the start of the year.
In early 2023, the company’s own data indicated that 27.8 percent of Twitter’s ad audience in Mongolia was female, while 72.2 percent was male.
However, it’s worth noting that Twitter infers its users’ gender, by analyzing signals such as the name that users enter in their profile, and their broader activity on the platform.
This contrasts with the gender data offered in the advertising tools of platforms like Facebook, which relies on the gender that users themselves enter in their own profile.
Moreover, our analysis suggests that Twitter’s inferences may not be particularly reliable in determining users’ gender, especially in countries where English is not the dominant language.
For example, consumer research findings published by GWI often offer quite a different picture of Twitter use by gender compared with Twitter’s audience data.
But the apparent distortions that frequently appear in Twitter’s inferred gender data may be due in large part to the high number of “non-human” accounts that feature in Twitter’s active user data (e.g. accounts that represent businesses, animals, musicians, etc.), especially because Twitter doesn’t currently separate these accounts from “real” human individuals in the ways that Facebook and Instagram do.
Regardless of the cause of these anomalies though, we advise caution when analyzing or interpreting Twitter’s reported figures for use by gender.
Twitter user growth in Mongolia
Data published in Twitter’s own ad planning tools show that Twitter’s potential ad reach in Mongolia increased by 19 thousand (+14.8 percent) between the start of 2022 and early 2023.
Meanwhile, the same data show that the number of users that marketers could reach with ads on Twitter in Mongolia decreased by 13 thousand (-8.2 percent) between October 2022 and January 2023.
However, please note that the figures published in Twitter’s planning tools appear to be liable to significant fluctuation – even over short periods – and these anomalies may impact the reliability and representativeness of this change data.
Mobile connections in Mongolia in 2023
Data from GSMA Intelligence shows that there were 4.80 million cellular mobile connections in Mongolia at the start of 2023.
However, note 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 Mongolia were equivalent to 140.2 percent of the total population in January 2023.
The number of mobile connections in Mongolia increased by 237 thousand (+5.2 percent) between 2022 and 2023.
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