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. In total, the latest numbers suggest that the world will spend more than 12 trillion hours online in 2022 alone. GWIs latest numbers show that almost 1 in 4 internet users aged 16 to 64 now uses social media for work-related activities. However, anyone who had been wavering about joining social media before the pandemic struck would have been most likely to join during the early days of lockdown in 2020, so Im hesitant to attribute any meaningful share of growth over the most recent 12 months to some kind of COVID effect. Sources of Brand Discovery January 2022 DataReportal. As a result, we might expect to see TikTok make even bigger gains in these rankings over the coming months, so be sure to follow our quarterly Statshot reports in 2022 to keep track of its progress. Daily Time Spent Using the Internet by Country January 2022 DataReportal. Note that LinkedIn doesnt publish active user numbers, which is why were unable to include it in this list. To date, users have published more than 330 million posts to Instagram tagged with #dog, compared with just 257 million posts tagged with #cat. Global Social Media Users Over Time January 2022 DataReportal. Id recommend starting with this video, which offers a handy summary of this years essential headlines and trends. Global Social Media Ad Spend in 2021 January 2022 DataReportal. Intelligencer Weekend Reader Required Reading for Political Compulsives 1. Statistas data also reveals that the worlds ecommerce shoppers now spend an average of more than USD $1,000 per person, per year on online consumer goods purchases. Overview of Global Online Travel Spend in 2021 January 2022 DataReportal. Many of our lockdown-inspired behaviours have also endured, even as people venture back out into the world. This trend is also evident in our ranking of the platforms most-subscribed channels, as well as our updated ranking of the platforms all-time most viewed videos both of which youll find in the full report. The amount of time we spend online continues to climb too, with the daily average increasing by 4 minutes per day (+1.0 percent) over the past year. 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. Global LinkedIn Overview January 2022 DataReportal. For context, the median age of the population plays an important role in shaping adoption levels across many parts of Africa, with more than half of the populations of several countries in the region still below the age of 20. Ownership of Cryptocurrency by Age and Gender January 2022 DataReportal. However, canines dogged success over the past year isnt just down to the #dogsofinstagram. YouTube ads now reach more than three-quarters of adults aged 18 and above across most of the Western world, and more than 90 percent of all adults in a total of 14 countries. As a result, please avoid comparing social media users and advertising audience figures in this years reports with figures published in our previous reports. Time Spent with Social Media Platforms January 2022 DataReportal. Meanwhile, the time spent using Instagram has increased by 10 percent year on year, equating to almost 1 additional hour of use per month. Facebooks monthly active user base grew by a solid 6.2 percent (+170 million users) over the past year, despite already reaching more than half of its total potential audience by age and accessibility (note that Facebook is still blocked in China). Change in Global Social Media Ad Spend Over Time January 2022 DataReportal. However, TikTok has seen the biggest gains across the top 5 over the past 12 months. a more aspirational lifestyle)? Interestingly, WeChat gains enough votes to rank fourth at a global level, despite a whopping 99 percent of the platforms votes coming from users within Mainland China. Meta hasnt published any official updates to global WhatsApp user numbers in the past year, but its likely that the platform still ranks third, with at least 2 billion active users per month. Dig deeper: stay up to date with all the latest social media stats via our dedicated platform pages. Weekly Online Purchases by Country January 2022 DataReportal. Learn more in our detailed analysis. In other words, hundreds of millions of people around the world may still not even know that the internet exists. Related: explore insights into social media marketing effectiveness in Hootsuites Social Media Trends 2022 report. That means that on average just 7 fans in every 10,000 will react to, comment on, or share any given post. Cryptocurrencies are particularly popular across developing economies, especially in countries where conventional currencies are more prone to big fluctuations in exchange rates. Dig deeper: click here to explore the demographics of Instagrams various ad audiences. Overview of Global Internet Connection Speeds January 2022 DataReportal. At the same time, while the underlying tech is undoubtedly here to stay, people will come to realise that NFTs are nothing more than certificates of digital ownership, and ultimately its the assets they represent that determine their actual value. Additional data: for a comprehensive look at the latest ecommerce stats and trends, check out Shopifys excellent new Future of Commerce reports, which our Global Digital Reports team also contributed to. However, active user numbers still provide valuable benchmarks, especially when it comes to understanding a platforms momentum. In line with this increase in overall spend, Q4 social media CPMs jumped by 21.7 percent year on year, with advertisers around the world paying an average of USD $9.13 for 1,000 social media ad impressions across the last 3 months of 2021. Data published in Metas Q3 2021 investor earnings announcement confirms that Facebook is still the worlds most-used social media platform, with 2.91 billion users as of October 2021 (the latest official figure at the time of writing). Our Digital 2022 Global Overview Report also includes data for some of Instagrams individual environments, which will be particularly useful for marketers exploring opportunities such as short video formats and social search. As a result, I hope well see the NFT conversation shift away from irrational speculation, and put greater emphasis on helping the worlds creators derive enduring value from their hard work. 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. However, people still pay for downloads too, with more than 1 in 5 internet users saying that theyve paid to download music within the past 30 days. 12 trillion hours spent online, a new milestone in internet adoption, and new records for social media use. Well take a closer look at Instagram Shop in the social commerce section later in this article. Meanwhile, despite accounting for roughly 1 in 5 of the worlds connected population, China is still home to more than 400 million of the worlds unconnected. For example, in the Central African Republic where internet adoption remains stubbornly low barely 1 in 7 people currently has access to electricity, and the vast majority of people still dont have access to basic sanitation either. We may see some turbulence in the world of decentralised finance (DeFi) over the next few months, with the value of cryptocurrencies continuing their wild swings. For example, in Turkey where the local lira has lost roughly half of its value versus the US dollar over the past year ownership of cryptocurrencies has almost doubled (+86 percent) in the past twelve months, from 10 percent to 18.6 percent. Our latest analysis reveals that ads on YouTube now reach more than 2 billion users, with that figure increasing by a hefty 11.9 percent (+271 million users) over the past 12 months. Whats more, these figures only account for users in around 75 of the worlds larger economies, so theres a very good chance that the total reach of YouTube ads is considerably higher than these published figures suggest. However, this figure is considerably higher across many developing economies.

Its important to stress that these figures vary considerably by geography though, and local rankings can look quite different to this global picture. This figure is equal to 58.4 percent of the worlds total population, although its worth noting that social media users may not represent unique individuals (learn why). GWI reports that more than 1 in 10 working-age internet users now owns some form of cryptocurrency, with that figure rising to more than 2 in 10 in Thailand. 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. Research from GWI reveals that the typical global internet user now spends almost 7 hours per day using the internet across all devices. Use of Social Networks to Research Brands January 2022 DataReportal. Theres some more optimistic news for travel brands in this years data, too. However, this poor result may in part be due to Japans high median age. Projects should move fast and maintain consistency Get high-quality content production with a studio network that scales Creating video and photography production isn't just a question of quantity. In particular, Im expecting to see AR find its way into rich music experiences (well beyond music videos), while a handful of brands will also move beyond hype and hot air to deliver some truly compelling experiences in online virtual worlds. . However, ads in Instagram Stories now reach more than 1 billion users each month, and with the formats additional functionality and creative options the Stories environment represents an ever more compelling opportunity.

As we predicted in our Digital 2021 reports, the increases in ecommerce adoption that weve seen since the start of the COVID-19 pandemic show no signs of abating, even as movement restrictions come and go. However, you may be more surprised to see TikTok gain just 4.3 percent of the total vote. Its 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. Change in Daily Time Spent Using Social Media January 2022 DataReportal. Conventional research will be an invaluable tool here, and many of the data partners featured in this years reports will be able to help. Daily Time Spent With Social Media as a Share of Total Internet Time January 2022 DataReportal. The latest data suggest that TikTok has been adding an average of more than 650,000 new users every day over the past 3 months, which equates to almost 8 new users every second. 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. However, yet another Meta platform WhatsApp tops the global rankings, with 15.7 percent of working-age internet users choosing the messenger app as their favourite social platform. Related: could social commerce help Meta build an alternative to its ad-funded model? Streaming platforms make it easier than ever for great content to travel around the world in an instant, fuelled by the social media water-cooler and ever more accurate algorithms. For context, 29 Mbps is more than fast enough to stream a 4K video without any buffering. Dig deeper: Explore local data for time spent across the top 5 platforms in the full Digital 2022 report. In other words - it's jam packed with all the biggest trends shaped by the pandemic. At 11.6 hours per month, LINE also sees impressive average use rates, but with considerably fewer users overall, it only places ninth in the global rankings by total time spent. Instagram ranks fourth, but users spend considerably less time using the app each month compared with the rest of the top 5, at just 11.2 hours per month. YouTube has closed the gap with Facebook over the past year though, with the platforms audience growing almost twice as fast as Facebooks. This marks a significant milestone in the worlds journey towards equal digital access, and has particular relevance as the role of connected devices has moved from luxury to lifeline, especially during the COVID-19 pandemic. 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. Online travel revenues remain considerably lower than they were in 2019, but consumer spending has increased steadily over the past 12 months. Dig deeper: click here to see how social media time compares with time spent watching TV. Global Spend on Online Consumer Goods Purchases by Product Category January 2022 DataReportal. Analysis from Ookla reveals that the median worldwide download speed via mobile connections increased by roughly a third over the past year, and more than half of the worlds mobile internet users now enjoy data connection speeds in excess of 29 megabits per second (Mbps). More than 1 billion people remain offline across Southern Asia, while almost 840 million people are yet to come online across Africa. Global social media users: There are 4.62 billion social media users around the world in January 2022. Global Digital Content Purchases by Content Type January 2022 DataReportal. Online Interactions with Brands Each Month January 2022 DataReportal. Where weve been able to calculate representative growth figures, weve included those growth figures within this years reports, but where we havent included growth figures, its likely that any comparisons with historical data will deliver incorrect values. Despite those rising ad costs, marketers will be reassured to learn that new research confirms the effectiveness of social media advertising.



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