That is equal to 50% of the online population of the continent – with 80% of them accessing the social network on mobile. “We know that a one-size-fits-all approach won’t work when it comes to building products and solutions that address diverse local needs around the world, which is why we’re committed to crafting solutions specifically for high-growth markets,” says the company. What that means in effect is that the social network is deftly adapting for a userbase that is heavily mobile-centric as that is the only way they can access their accounts. Its Android app has been shrunk so that it does not chew through mobile data as quickly and it uses bandwidth targeting for users on feature phones. Such “transmission efficiency” is leading the way in how digital services (and the music industry) should adapt to the technological and demographic specifics of individual markets.