Have people changed after social media platforms

Facts and figures on the mass phenomenon of social media

The world uses social media. Or more precisely: half the world. Almost 50 percent of the global population is like on social networks Facebook, YouTube, Instagram, WhatsApp and Co. active. In general, global internet usage continues to rise, as the current analysis of We are social and Hootsuite occupied. Almost 60 percent of the world's population is now online.

In its latest annual report “Digital 2020” on social media and digital trends in collaboration with Hootsuite, provider of social media management, the social media creative agency We Are Social even goes so far as to declare digital people to be “social beings” .

The most important results at a glance:
  • 49 percent of the total population or 3.8 billion people currently use social media. "Compared to the previous year, that means an increase of 321 million social media users and thus an increase of nine percent," the report says.
  • Women make up only 45 percent of global social media users. The study authors point to "the persistent gender gap in social media use".
  • With three hours and 53 minutes a day on social media, people in the Philippines are the most active. "The global average of daily usage time of social networks is two hours and 24 minutes. That corresponds to more than a third of the total internet usage time", analyze We Are Social and Hootsuite.
  • Facebook, YouTube and WhatsApp are ahead with users. They are the most frequently used networks in the world. TikTok, in seventh place, now has 800 million active users per month, of which 500 million are from China.
  • We Are Social and Hootsuite believe that the target group for advertising on the major social platforms has grown. In detail: The data from Facebook show a growth of one percent in the last quarter, while the advertising audience on the subsidiary platform Instagram grew by almost six percent in the same period. "After this Pinterest added a number of other countries to the targeting options, the numbers here even rose by twelve percent ", according to the annual report" Digital 2020 ".
Grid usage continues to increase
  • In general: The number of Internet users continues to grow worldwide. According to the report, 4.54 billion people are now online - almost 60 percent of the world's population. 298 million new Internet users were added last year.
  • With 93 percent of the total population, Germany ranks 10th in a global comparison of web usage.
  • "Globally, around 3.2 billion people still have no access to the Internet," regret the study authors.
  • The average internet user will be online six hours and 43 minutes a day this year. "That adds up to more than 100 days," they say.
  • The front runners are the residents of the Philippines, who spend an average of nine hours and 45 minutes a day online. Germans spend four hours and 52 minutes on the Internet, closely followed by Japan with four hours and 22 minutes.
  • Google and YouTube are again the most visited websites worldwide this year according to We Are Social and Hootsuite. Yahoo! is still very popular and has more traffic than Amazon or various adult websites.

User behavior is changing
  • "Digital 2020" also cites braking factors for further digital growth. People's concerns about the transfer of their data are "great worldwide". Almost two-thirds (64 percent) of Internet users between the ages of 16 and 64 are concerned about how companies use their data. "Fake news worries 56 percent of users over the age of 18. 49 percent of users between the ages of 16 and 64 use ad blockers every month," it says.
  • Online shopping is booming - and increasingly mobile: According to the analysis, 74 percent of Internet users between the ages of 16 and 64 bought a product online last month, 52 percent of them using their mobile phones. "The smartphone has now become the favorite device for online shopping. Online shoppers spent more than three trillion US dollars in the B2C segment in 2019, which is an increase of nine percent compared to the previous year," it says.
  • Consumers are also increasingly paying digitally, i.e. on the Internet or on the move via smartphone apps. The report cites figures: "With an annual transaction volume of 4.14 trillion US dollars in 2019, this corresponds to an increase of 15 percent compared to the previous year. The global use of cryptocurrencies is also increasing - by 5.6 percent of Internet users in the Age from 16 to 64 years in the previous year to 7.4 percent in 2020. "
  • Voice changes the search: The use of voice interfaces increased by more than nine percent in the past year, We Are Social and Hootsuite record. In figures: "43.2 percent of Internet users between the ages of 16 and 64 use voice search every month and give voice commands to different devices. In the previous year, this figure was 39.5 percent." In Germany, however, voice search is less popular at 21 percent.
The Internet as an entertainment medium
  • The number of households worldwide with at least one smart home device rose by a third to 134.1 million last year. "Eleven percent of Internet users now have a smart home device. The front runners are Great Britain and the USA: 17 percent and 16 percent, respectively, between the ages of 16 and 64 have a corresponding device at home," according to the analysis.
  • And: The Internet is now firmly integrated into our television habits. "Two thirds of the world's Internet users between the ages of 16 and 64 stream television content," We Are Social and Hootsuite emphasize in their work. Other popular entertainment sources on the Internet are music streaming (70 percent) and podcasts (41 percent).
  • Online entertainment is booming: According to "Digital 2020", four out of five Internet users between the ages of 16 and 64 play video games every month. An hour and ten minutes per day are therefore spent in front of the game consoles on average. 20 percent also saw a live stream of other players in the past month, and another 14 percent have attended an eSports tournament in the past 30 days.

The complete "Digital 2020" study by We Are Social and Hootsuite can be found here.

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