Digital 2022: Global Overview Report
Dig deeper: click here to explore the demographics of Instagram’s various ad audiences. Related: click here to learn which social media platforms drive the greatest share of web traffic. Dig deeper: take a closer look at how social media favourites vary by age and gender in this article. We’ve also got a look back at the first ten years of the Global Digital Reports series. Meanwhile, Meta hasn’t published an “official” monthly active user (MAU) number for Messenger since September 2017, so we’ve decided to use the platform’s latest ad audience reach figure in these rankings, instead of that older MAU headline. Social media user growth has continued at a double-digit rate of 10.1 percent over the past 12 months too, but I confess I’m surprised that the growth rate between 2021 and 2022 has remained above pre-pandemic levels. Facebook comes second in terms of total, cumulative time spent using social media apps, with Android users averaging 19.6 hours in the platform’s app each month. It’s still a close call though: 14.8 percent of global internet users identify Instagram as their favourite platform, compared with 14.5 percent for Facebook. Search engines are still the top source of new brand discovery for the world’s internet users though, with 31.7 percent of GWI’s sample saying that they’ve learned about new brands via an online search. Con tent h as been created by GSA Content Gen er ator D emoversion.
Filipinos and South Africans are also considerably more likely to use social media for work than the global average, with more than one-third of internet users aged 16 to 64 in both countries saying that social media plays a role in their professional activities. As with all social media audience data in our Global Digital Reports, “users” may not represent unique individuals, but either way, it’s clear that TikTok has already made a huge impression around the world, and is also an increasingly popular choice. For example, data from Statista shows that global social media ad spend exceeded USD $150 billion in 2021, with social media ads accounting for roughly one-third (33.1 percent) of total digital spend. For context, the latest data indicate that 424 million users started their social media journey over the past year, equating to an average of more than 1 million new users per day, or roughly 13½ new users every single second. In total, the latest numbers suggest that the world will spend more than 12½ trillion hours online in 2022 alone. App Annie’s new State of Mobile 2022 report reveals that the typical mobile user now spends an average of 4 hours and 48 minutes per user, per day using their phone. Th is article has been w ritten by GSA Content Gener ator Demover sion !
However, it’s worth noting that TikTok’s active user base roughly doubled between December 2019 and September 2021, and with the platform still claiming top spot in the global app download charts, it’s almost certain that TikTok’s monthly active users continue to grow (more on that below). So, while the UN may have designated internet access a “basic human right”, there’s still a long way to go to ensure that everyone has equal access to what is arguably the most important innovation of our age. Fewer than 1 in 20 internet users aged 55 to 64 owns any cryptocurrency today, and this finding may have important implications for policy makers exploring the potential for digital currencies. Similarly, while social listening may not make the media headlines it used to, I firmly believe that regular social listening can provide some of the most powerful insights into what people actually care about. Insights into people’s “favourite” platforms and the time they spend using each one are perhaps the most representative data points for marketers preparing a social media plan. At an average of 2 hours and 27 minutes per day, social media accounts for the largest single share of our connected media time, at 35 percent of the total.
18 percent), reaching a total of USD $3.85 trillion for the year as a whole. The value of online hotel bookings has increased even faster though, with global revenues up by 45 percent compared with last year. 37.8 percent) since this time last year. Instagram has been posting impressive quarterly growth rates for some time now, and our analysis of the company’s ad reach numbers indicates growth of almost 60 percent over the past 2 years. Dig deeper: discover what YouTube users have been watching in our more granular analysis. South Africans now spend the greatest amount of time online each day, with the country’s working-age internet users saying that they spend an average of 10 hours and 46 minutes using connected tech every day. Well, the good news is that the wonderful folks at App Annie have shared some great data with us this year that reveals how much time people spend using the Android apps of several top social platforms. Statista’s data also reveals that the world’s ecommerce shoppers now spend an average of more than USD $1,000 per person, per year on online consumer goods purchases.
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