why
SOCIAL MEDIA?
Socia l med ia use ou nd th e wor ld JAN SOCIAL MEDIA USEar AROUND THE WORLD 2020
JANUARY 2020
BASED ONnumber THE NUMBER OF MONTHLY ACTIVE USERS OF TOP SOCIAL MEDIA PLATFORMS IN EACH COUNTRY TERRITORY on the of monthly active users of top social media platforms country or OR territory JAN BasedSOCIAL MEDIA USE AROUND THEin each WORLD 2020 BASED ON THE NUMBER OF MONTHLY ACTIVE USERS OF TOP SOCIAL MEDIA PLATFORMS IN EACH COUNTRY OR TERRITORY
TOTAL NUMBER OF ACTIVE SOCIAL TOTAL TOTAL NUMBER MEDIA USERSOF ACTIVE ACTIVE SOCIAL SOCIAL MEDIA MEDIA USERS USERS
3.80 3.80 BILLION 3.80 BILLION
BILLION
77 77
SOCIAL MEDIA PENETRATION (USERS SOCIAL MEDIA SOCIAL MEDIA vs. TOTAL POPULATION*) PENETRATION (USERS PENETRATION (USERS VS. TOTALPOPULATION*) POPULATION*) vs. TOTAL
49% 49% 49%
ANNUAL GROWTH IN THE TOTAL NUMBER OF ANNUAL GROWTH IN ANNUAL GROWTH IN SOCIAL MEDIA USERS THE NUMBER OF OF THE TOTAL TOTAL NUMBER SOCIAL USERS SOCIAL MEDIA USERS
+9.2% +9.2% +9.2%
TOTAL NUMBER OF SOCIAL MEDIA USERS ACCESSING TOTAL NUMBER OF SOCIAL SOCIAL TOTAL OF VIANUMBER MOBILE PHONES USERS ACCESSING ACCESSING MEDIA USERS VIA MOBILE MOBILEPHONES PHONES VIA
3.75 3.75 BILLION 3.75 BILLION
BILLION
PERCENTAGE OF TOTAL SOCIAL MEDIA USERS PERCENTAGE OF TOTAL PERCENTAGE OF TOTAL ACCESSING VIA MOBILE SOCIALMEDIA MEDIAUSERS USERS SOCIAL ACCESSINGVIA VIAMOBILE MOBILE ACCESSING
global glo wb we index e ex
99% 99% 99%
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL (ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARETOTAL FOR TOTAL POPULATION, REGARDLESS OFCOMPARABILITY AGE. COMPARABILITY AND BASE LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR POPULATION, REGARDLESS OF AGE. ADVISORY: ADVISORY: SOURCE ANDSOURCE BASE CHANGES. CHANGES. SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST DATA AVAILABLE IN JANUARY 2020). *NOTES: PENETRATION FIGURES ARE FOR TOTAL POPULATION, REGARDLESS OF AGE. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
According to 2020 social media statistics, there are now 3.8 billion active social media users around the globe. 99% of social media users accessing via mobile/smartphone (that’s 3.75 billion).
Global digit al grow th JAN GLOBAL DIGITAL GROWTH 2020
The year-on-year change in essential indicators of digital adoption THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION
TOTAL TOTAL POPULATION POPULATION
UNIQUE UNIQUE MOBILE MOBILE PHONE PHONE USERS USERS
INTERNET USERS
ACTIVE SOCIAL ACTIVE SOCIAL MEDIA USERS USERS
+1.1% +1.1%
+2.4%
+7.0%
+9.2%
20202019 JANJANUARY 2020 vs. JAN
20202019 JANJANUARY 2020 vs. JAN
20202019 JANJANUARY 2020 vs. JAN
20202019 JAN JANUARY 2020 vs. JAN
+82 MILLION +82 MILLION
+124 MILLION +124 MILLION
+298 MILLION +298 MILLION
+321 MILLION +321 MILLION
VS. JANUARY 2019
9
JANUARY 2020
VS. JANUARY 2019
VS. JANUARY 2019
SOURCES: NATIONS;LOCAL LOCALGOVERNMENT GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS SOURCES: POPULATION: POPULATION: UNITED UNITED NATIONS; BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY BODIES;APJII; APJII; KEPIOS KEPIOS ANALYSIS; ANALYSIS;SOCIAL SOCIALMEDIA: MEDIA:PLATFORMS’ PLATFORMS’SELF-SERVICE SELF-SERVICE ADVERTISING ADVERTISINGTOOLS; TOOLS; COMPANY COMPANYANNOUNCEMENTS ANNOUNCEMENTS REGULATORYAUTHORITIES AUTHORITIESAND AND GOVERNMENT GOVERNMENT BODIES; ANDAND EARNING EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ALL ANALYSIS. LATEST AVAILABLE DATA IN2020. JANUARY 2020. COMPARABILITY ADVISORY: AND BASE CHANGES. REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. LATESTALL AVAILABLE DATA IN JANUARY COMPARABILITY ADVISORY: SOURCE AND BASESOURCE CHANGES.
Past year growth of 9.2% or additional 321 million users joined on social media.
VS. JANUARY 2019
Dail y time spent WITH with MEDIA media JAN DAILY TIME SPENT
JANUARY 2020
amount of time each dayDAY that internet users aged 1616toTO64* 2020 The average THE AVERAGE AMOUNT OF TIME EACH THAT INTERNET USERS AGED 64*spend SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES JAN with DAILY TIME SPENT WITH MEDIA different kinds of media and devices 2020 THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
USING THE INTERNET USING THE
USING SOCIAL MEDIA USING
WATCHING TELEVISION* WATCHING
LISTENING TO MUSIC STREAMING SERVICES LISTENING TO
USING A GAMES CONSOLE USING A
INTERNET USING THE INTERNET
SOCIAL MEDIA USING
TELEVISION* WATCHING
MUSIC STREAMING LISTENING TO MUSIC SERVICES STREAMING SERVICES
GAMES CONSOLE USING A GAMES CONSOLE
6H 43M 6H 43M 43M 6H
SOCIAL MEDIA
2H 24M 2H 24M 2H 24M
TELEVISION*
global glo wb we index e ex
3H 18M 3H 18M 18M 3H
1H 26M 1H 26M 26M 1H
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
31
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND *NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY.
31
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY.
We spend an average of 2 hours and 24 minutes per day using social media.
global glo wb we index e ex
1H 10M 1H 10M 1H 10M
Socia l med ia behaviou rs JAN SOCIAL MEDIA BEHAVIOURS 2020
JANUARY 2020
PERSPECTIVES ON HOW INTERNET 1664 TO engage 64 ENGAGE WITH SOCIAL MEDIA on how internet usersUSERS agedAGED 16 to with social media JAN Perspectives SOCIAL MEDIA BEHAVIOURS 2020 PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA VISITED OR USED A SOCIAL NETWORK OR MESSAGING SERVICE IN THE PAST MONTH VISITED OR OR USED A SOCIAL VISITED SOCIAL NETWORK OR OR MESSAGING NETWORK SERVICE PASTMONTH MONTH SERVICE IN IN THE THE PAST
97% 97% 97%
ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH ACTIVELY ENGAGED ACTIVELY ENGAGEDWITH WITH OR CONTRIBUTED CONTRIBUTED TO OR TOSOCIAL SOCIAL IN THE THE PAST PASTMONTH MONTH MEDIA IN
87% 87% 87%
AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA AVERAGE AVERAGEAMOUNT AMOUNT OF TIME TIME PER PERDAY DAYSPENT SPENT USING SOCIAL SOCIALMEDIA MEDIA USING
global glo wb we index e ex
2H 24M 2H 24M 24M 2H
AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* AVERAGE NUMBER AVERAGE NUMBER OF OF SOCIAL MEDIA SOCIAL MEDIA ACCOUNTS ACCOUNTS PER INTERNETUSER* USER* PER INTERNET
8.6 8.6 8.6
90
SOURCE: (Q3 2019). FIGURES REPRESENT THE FINDINGS OFOF A BROAD SURVEY OF OF INTERNET USERS AGED 16 TO GLOBALWEBINDEX.COM FOR FOR MORE DETAILS. SOURCE:GLOBALWEBINDEX GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS A BROAD SURVEY INTERNET USERS AGED 16 64. TO SEE 64. SEE GLOBALWEBINDEX.COM MORE DETAILS. *NOTE: MAY NOT INDICATE ACTIVE USEUSE OF OF ALLALL ACCOUNTS EVERY MONTH. *NOTE:FIGURE FIGUREFOR FORSOCIAL SOCIALMEDIA MEDIAACCOUNTS ACCOUNTS MAY NOT INDICATE ACTIVE ACCOUNTS EVERY MONTH.
90
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
An average of 8.6 social media accounts per user.
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES PERCENTAGE PERCENTAGEOF OFINTERNET INTERNET USERS USERSWHO WHOUSE USESOCIAL SOCIAL FORWORK WORKPURPOSES PURPOSES MEDIA FOR
global glo wb we index e ex
43% 43% 43%
Social media users by generation 90.4%
77.5%
48.2%
Millennials
Gen X
Baby Boomers
Millennials Gen X Baby Boomers (Emarketer, 2019)
Active social media users are composed of 48.2% Baby Boomers, 77.5% Generation X and 90.4% Millennials.
The world’s most-used social platforms
JANUARY 2020
on monthly active users, active user accounts, advertising audiences JAN BasedTHE WORLD’S MOST-USED SOCIAL PLATFORMS or unique monthly visitors (in millions) 2020 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, ADVERTISING AUDIENCES, OR UNIQUE MONTHLY VISITORS (IN MILLIONS)
2,449
FACEBOOK YOUTUBE
1,600
WHATSAPP*
1,300
FB MESSENGER*
1,151
WEIXIN / WECHAT
1,000
INSTAGRAM*
800
DOUYIN / TIKTOK
731
QQ QZONE SINA WEIBO REDDIT SNAPCHAT** TWITTER** PINTEREST KUAISHOU
95
2,000
517 497 430 382 340 322 316
DATA UPDATED DATA UPDATEDTO: TO: JANUARY 25, 2020 25 JANUARY 2020
SOURCES:KEPIOS KEPIOSANALYSIS; ANALYSIS; COMPANY STATEMENTS EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING (ALL LATEST AVAILABLE NOTES: PLATFORMS SOURCES: COMPANY STATEMENTS ANDAND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLSTOOLS (ALL LATEST AVAILABLE DATA).DATA). *NOTES: PLATFORMS IDENTIFIEDBY BY(*) (*)HAVE HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS. PLATFORMS IDENTIFIED BY (**) DO NOT PUBLISH FIGURES FOR TWITTER AND SNAPCHAT IDENTIFIED NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS. PLATFORMS IDENTIFIED BY (**) DO NOT PUBLISH MAU MAU DATA.DATA. FIGURES FOR TWITTER AND SNAPCHAT USEEACH EACHPLATFORM’S PLATFORM’SLATEST LATESTADVERTISING ADVERTISINGAUDIENCE AUDIENCEREACH, REACH,ASASREPORTED REPORTEDININEACH EACHPLATFORM’S PLATFORM’SSELF-SERVICE SELF-SERVICEADVERTISING ADVERTISINGTOOLS TOOLS(JANUARY (JANUARY2020). 2020). USE
TikTok is the newest and the world’s 7th most used social network with 800 million monthly active users, and is the number one most downloaded app.
The impact of positive customer experience
71%
of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family. (Forbes, 2018)
71% of consumers are more likely to recommend a brand to others if they have a positive experience with it on social media.
The king of social media
SEVERAL TIMES A DAY
ONCE A DAY
LESS OFTEN
NET DAILY
Facebook is the leading social platform, reaching
71%
of internet users. (Facebook, 2018)
Note: Respondents who did not give an answer are not shown. “Less often” category includes users who visit these sites a few times a week, every few weeks or less often. Source: Survey conducted January 8 – February 7, 2019. PEW RESEARCH CENTER
Facebook is the world’s most-used social platform and has 2.41
Roughly three-quarters of Facebook users visit
billion monthly active users. 74% of people use Facebook every
the site on a daily basis.
day.
96% of active Facebook users accessed the social media platform via mobile devices. (DataReportal, 2019)
MOBILE vs DESKTOP
Facebook is the most popular channel for businesses to share video content:
81%
(Buffer, 2019)
VIDEO USAGE ON FACEBOOK
Facebook is the most popular channel for businesses to share video content. 81% of businesses prefer to share their video content on Facebook, in comparison to other social media platforms. This beats giants like YouTube and Instagram as a channel on which to share video content.
INSTAGRAM One billion monthly active users 30M IPHONE USERS / ANDROID LAUNCH APRIL 3, 2012
1M ANDROID SIGNUPS IN 24 HOURS APRIL 4, 2012
LAUNCH ON IPHONE OCTOBER 2010
5M ANDROID USERS / ACQUIRED BY FACEBOOK APRIL 9, 2012
Instagram is the fastest-growing social media platform with over 1 billion users around the world.
Instagram helps
Instagram has
80%
1 billion
monthly active users and more than 500 million of them use the platform every day.
of Instagrammers decide whether to buy a product or service.
(Statista, 2018)
(Facebook, 2019)
INSTAGRAM’S IMPACT ON SHOPPERS
ACTIVE INSTAGRAM USERS
Instagram helps 80% of users decide whether to purchase products. People use Instagram to find what is popular and new, research a product before making a purchase and decide whether to buy the product or not.
25 million businesses
Instagram users will spend an average of 28 minutes per day on the platform in 2020
Instagram’s potential advertising reach is 849.3M users
200 million Instagram users visit at least one business profile daily
One-third of the most viewed Stories are from businesses
There are now 25 million business profiles on Instagram. Two-thirds of profile visits to businesses come from people who aren’t following that business.
INSTAGRAM Instagram can generate over
4x
more interactions on Instagram compared to Facebook.
500 million IG accounts use Instagram Stories every day, 1/3 of the most viewed IG Stories are from businesses. (Instagram, 2018)
(Socialbakers, 2018)
INSTAGRAM ENGAGEMENT MATTERS
INSTAGRAM STORIES USAGE
According to Forbes.com, while Facebook is King when it comes
500 million Instagram accounts use Instagram
to users, at 2 billion-plus, Instagram is King when it comes to
Stories every day. Not just that but 1/3 of the most
engagement. Average interaction on Instagram is up to 10 times
viewed IG stories are from businesses.
higher than on Facebook.
Why
SOCIAL MEDIA?
BUILDS BRAND AWARENESS
It only takes one potential member or customer to share your content or your page to get leads. Because with that share, a whole new group of people has the chance of stumbling upon your name while scrolling through a feed. To ‘put themselves out there’ and make themselves known to the consumers by producing useful and engaging content. COST EFFECTIVE
Social media is free. A profile can easily be created without much effort. Thinking that social media for businesses is useless, just because it’s free, is a thought far from the truth. If you know how to be successfully and consistently active on social media, you will undoubtedly see results for your business. Furthermore, your return on investment will go through the roof if your business is efficient at producing great social media content. EASY TO ENGAGE WITH CUSTOMERS Social media is a communication tool. Therefore meaning a specific tool you can use to communicate directly with customers. You can publicly communicate by commenting, or you can even reach out privately.
Why
SOCIAL MEDIA?
HUMANISE YOUR BRAND
A UK study from Trinity Mirror Solutions found that more than half of adults do not trust a brand until they see “real-world proof” that the brand is keeping its promises. This is where social media comes in— showcase how existing customers/members are using and benefiting from our products. REACH A LARGER AUDIENCE
Social media reaches people far and wide. Most people in our high-tech world have access to social media platforms. There are multiple platforms that you can use. If you take advantage of social media
top reasons
for your business on every platform, you’d be able to reach many potential consumers.
TO USE SOCIAL MEDIA
•
Relationship building
•
You can respond to complaints quickly
•
It allows your business to express personality
•
It builds brand loyalty and repeat business
•
It can help drive traffic to your website
•
People can easily recommend your service
•
It can help with SEO
•
The advertising ROI can be incredible
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