Facebook founder Mark Zuckerberg’s (so far) five-year project to expand access to the Internet in emerging markets makes plenty of business sense when you look at the latest report by the Pew Research Center — which shows social media use has plateaued across developed markets but continues to rise in the developing world. In 2015-16, roughly four-in-ten adults across the emerging nations surveyed by Pew said they used social networking sites, and as of 2017, a majority (53%) use social media.