Digital 2022: Global Overview Report
Instagram Shop has also started to gain momentum, with Meta’s tools reporting that advertisers can now reach more than 187 million users with ads in the Shop tab each month. The best advice I can offer is to invest both time and resources in understanding not only what your specific audience’s life looks like, but also in understanding people’s hopes, dreams, and fears. For context, if we assume that the average person sleeps for roughly 7 to 8 hours per day, the typical internet user now spends more than 40 percent of their waking life online. TikTok’s users now clock in an extra 6 hours and 20 minutes per month using the platform’s Android app compared with this time last year, equating to a year-on-year increase of 48 percent. Global mobile users: More than two-thirds (67.1 percent) of the world’s population now uses a mobile phone, with unique users reaching 5.31 billion by the start of 2022. The global total has grown by 1.8 percent over the past year, with 95 million new mobile users since this time last year. Meanwhile, the time spent using Instagram has increased by 10 percent year on year, equating to almost 1 additional hour of use per month.
While we’re on the subject of professional social media, it’s also worth noting that LinkedIn has had another impressive year. China is home to roughly 20 percent of the world’s total internet users though, so it’s perhaps unsurprising that the country’s social media users have such a big impact on these global rankings. Our Digital 2022 Global Overview Report also includes data for some of Instagram’s individual ‘environments’, which will be particularly useful for marketers exploring opportunities such as short video formats and social search. This finding may have added relevance for marketers launching new brands and products, because users browsing the Explore tab are more likely to be looking for new content, ideas, and inspiration. Dig deeper: learn more about cryptocurrency trends in GWI’s excellent Connecting the Dots report. Dig deeper: we’ll be taking a closer look at how people use connected tech at work in our upcoming Digital 2022 April Global Statshot report, so look out for that towards the end of April. To celebrate, we’ll offer a bumper collection of insights into how the internet impacts daily lives around the world, so be sure to check back for that analysis in late April.
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As a result, I hope we’ll see the NFT conversation shift away from irrational speculation, and put greater emphasis on helping the world’s creators derive enduring value from their hard work. Contrary to stereotypes, the world’s internet users are not averse to paying for digital content. Meanwhile, despite accounting for roughly 1 in 5 of the world’s connected population, China is still home to more than 400 million of the world’s “unconnected”. At the other end of the scale, Japanese users spend the least amount of time online each day, with the national average still below 4½ hours per day. In other words, hundreds of millions of people around the world may still not even know that the internet exists. As we predicted in our Digital 2021 reports, the increases in ecommerce adoption that we’ve seen since the start of the COVID-19 pandemic show no signs of abating, even as movement restrictions come and go. However, despite fluctuations in movement restrictions over the past two years, the latest data show that people are in fact spending more time than ever using connected tech. Based on Ericsson’s latest figures for the number of handsets in use around the world, that equates to an average of more than USD $27 per handset.
Bytedance announced that the platform had passed 1 billion monthly active users back in September 2021, but the company has been characteristically tight-lipped since then, so that figure remains the latest “official” number. Furthermore, App Annie reports that TikTok was the most-downloaded mobile app in 2021, and the platform continues to enjoy strong growth in ad reach too (more on that below). Ad audience data for TikTok users aged 18 and above indicates that more than three-quarters of all adults in Saudi Arabia, the United Arab Emirates, and Kuwait already use the platform. But alongside all of these positive findings, there are also some more worrying trends in this year’s data. There’s some more optimistic news for travel brands in this year’s data, too. However, this change in metrics doesn’t detract from the overall story: mobile connections are getting much faster, much more quickly. Users over the age of 35 account for more than half (50.9 percent) of Marketplace’s global ad audience, yet they account for just 40.9 percent of Facebook’s overall ad audience. Indeed, Meta reports that more than 1 billion Facebook users access Marketplace each month, so there seems to be quite a big gap between total Marketplace users, and the share of those users that sees ads within Facebook’s commerce environment. Artic le was c reated by GSA C ontent Gener ator Demoversion!
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