The number of mobile connections in Rwanda increased by 4.1 per cent between 2021 and 2022, according to the Global System for Mobile Communications Association(GSMA). Data from GSMA Intelligence shows that there were 10.57 million cellular mobile connections in Rwanda at the start of 2022. GSMA Intelligence’s numbers indicate that mobile connections in Rwanda were equivalent to 78.7 per cent of the total population in January 2022. The number of social media users in Rwanda at the start of 2022 was 927,500, equivalent to 6.9 per cent of the total population. Kepios analysis reveals that social media users in Rwanda increased by 78,000 or 9.1 per cent between 2021 and 2022. Facebook users Data published in Meta’s advertising resources indicates that Facebook had 696,300 users in Rwanda 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. The company’s revised audience figures mean that Facebook’s ad reach in Rwanda was equivalent to 5.2 percent of the total population at the start of 2022. Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached over 107,000 users in Rwanda in early 2022. Instagram users Numbers published in Meta’s advertising tools indicate that Instagram had over 309,800 users in Rwanda in early 2022. This figure suggests that Instagram’s ad reach in Rwanda was equivalent to 2.3 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 3.5 percent of the “eligible” audience in Rwanda will use Instagram in 2022. Instagram’s ad reach in Rwanda at the start of 2022 was equivalent to 8.8 per cent of the local internet user base regardless of age. In early 2022, 36.7 per cent of Instagram’s ad audience in Rwanda was female, while 63.3 percent was male. LinkedIn users Figures published in LinkedIn’s advertising resources indicate that LinkedIn had over 260.000 “members” in Rwanda in early 2022. 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. The company’s advertising reach figures suggest that LinkedIn’s audience in Rwanda was equivalent to 1.9 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 3.5 per cent of the “eligible” audience in Rwanda uses LinkedIn in 2022. LinkedIn’s ad reach in Rwanda was equivalent to 7.4 per cent of the local internet user base (regardless of age) at the start of the year. In early 2022, 35.3 per cent of LinkedIn’s ad audience in Rwanda was female, while 64.7 percent was male. Twitter users Numbers published in Twitter’s advertising resources indicate that Twitter had over 162.300 users in Rwanda in early 2022. This figure means that Twitter’s ad reach in Rwanda was equivalent to 1.2 percent of the total population at the time.
