《益普索Synthesio:2023年社交媒体使用报告(英文版)(13页).pdf》由会员分享,可在线阅读,更多相关《益普索Synthesio:2023年社交媒体使用报告(英文版)(13页).pdf(13页珍藏版)》请在三个皮匠报告上搜索。
1、2023 SOCIAL MEDIA USAGE REPORTAn Ipsos.Digital and Ipsos Synthesio report The social media landscape is constantly evolving as users habits change,new platforms emerge,and policies and regulations affect our daily usage.Over the past year,weve seen significant changes:Elon Musks takeover of Twitter
2、had real implications for advertisers and users,platforms like TikTok and Instagram continued to shift creators focuses to video content,and influencer marketing became even more important(reaching an estimated market size of$16.4 billion USD).Meanwhile,ongoing debates around privacy,the impact of s
3、ocial media on mental health and adolescents,and big techs role in controlling the spread of misinformation continued to spark controversy.In a new study,we used FastFacts,Ipsos.Digital ad-hoc survey solution,to ask 5000+respondents across 5 markets US,Canada,France,China,and Japan about their socia
4、l media usage habits.The results show which social platforms and networking sites they use,their primary purposes for using the platforms,and which types of content they find most useful.2INTRODUCTIONAmong respondents that say they access social media platforms at least monthly,YouTube and Facebook
5、appear at the top of the list.Across the five surveyed countries,an average of 71%say they use YouTube at least monthly,with 43%saying they use it multiple times per day.On Facebook,50%of surveyed users in the US,Canada,France,and Japan say they use the platform multiple times per day.In China,its n
6、o surprise that one of the worlds most popular social media messaging apps WeChat is used by 96%of respondents.Younger users between the ages of 18 and 34 tend to access the platform more frequently throughout the day,with 91%saying they use it multiple times per day,versus 85%in the 35-to 65-year-o
7、ld category.3Figure 1 Platforms used at least monthly by respondents Source:Ipsos.Digital FastFacts survey launched March 2023 with samples of 5,000 respondents that use social media monthly across 5 markets:US,Canada,Japan,France,ChinaYOUTUBE AND FACEBOOK ARE MOST USED*IN US,CANADA,FRANCE;YOUTUBE I
8、N JAPAN;WECHAT AND DOUYIN IN CHINA Which of the following do you typically use at least one per month?4Despite the ongoing Twitter controversy,an average of 49%of social media users in US,Canada,France,and Japan say they use the platform at least once per month.Looking even closer at Twitter usage a
9、mong surveyed respondents,51%in Japan say they access the platform multiple times per day,compared to 29%in the US,33%in France,and 30%in Canada.Respondents in the 18 to 34 age group are more likely to access Twitter multiple times per day than those in the 35 to 65 age group.When we look at another
10、 social media giant,Metas Instagram,which was recently projected to have 1.35 billion users by the end of 2023,we see similar patterns.The majority of respondents access the platform multiple times per day(48%),with only 21%of users saying they access it once per day.The frequency of use also varies
11、 by age,with younger respondents aged 18 to 34 more likely to use Instagram multiple times per day(57%)compared to those ages 35 to 65(42%).Lastly,an average of 39%of respondents across the US,Canada,France,and Japan say they use TikTok at least once per month.Younger respondents aged 18 to 34 are s
12、ignificantly more likely to access the platform multiple times per day(51%)than older respondents(38%).Frequent usage throughout the day is also more common on female respondents(49%)than males(40%).The chart below shows the age and gender demographic breakdown of respondents who say they use the fo
13、llowing social media platforms or networking sites multiple times per day.Figure 2 Platforms used multiple times per day by age and gender(Shown:top 8 platforms used monthly,average across 5 markets)Source:Ipsos.Digital FastFacts survey launched March 2023 with samples of 5,000 respondents that use
14、social media monthly across 5 markets:US,Canada,Japan,France,ChinaHow often do you typically use the following platform?(Multiple times per day responses shown)To better understand the motivations for turning to social media,we asked users their primary purposes for using each platform.While the res
15、ults vary widely across sites,some common themes rang true:to stay in touch with friends and family,Facebook Messenger(82%on average across 5 countries),WeChat(79%),WhatsApp(79%)emerged as the go-to platforms.For entertainment and amusement,users turn to video platforms including YouTube(69%),TikTok
16、(68%),and Douyin(58%).And to research new products to try and buy,RED and Douyin stand out among Chinese users,while Pinterest is the most popular across US,Canada,France,and Japan.5Figure 3 Top 3 platforms by use case(based on averages across 5 countries)Source:Ipsos.Digital FastFacts survey launch
17、ed March 2023 with samples of 5,000 respondents that use social media monthly across 5 markets:US,Canada,Japan,France,ChinaPRIMARY PURPOSES FOR USING SOCIAL MEDIA PLATFORMSAND NETWORKING SITESFor each of the following,which best describes your purpose for using the platform?(Select all that apply)St
18、ay in touch with my friends and familyPost personal content or share my opinionPost professional or work-related content for others to seeEntertainment or amusement in my spare timeFollow news and current eventsResearch new products to try or buyFollow influencers or celebritiesFind inspirational or
19、 educational contentWatch live streamsMeet new people Figure 4 Top usage purposes by social media platform or networking site 6Responsible tourismGrowing own foodBamboo toothbrushesFor each of the following,which best describes your purpose for using the platform?(Select all that apply)Responsible t
20、ourismGrowing own foodSource:Ipsos.Digital FastFacts survey launched March 2023 with samples of 5,000 respondents that use social media monthly across 5 markets:US,Canada,Japan,France,China7Responsible tourismGrowing own foodSource:Ipsos.Digital FastFacts survey launched March 2023 with samples of 5
21、,000 respondents that use social media monthly across 5 markets:US,Canada,Japan,France,ChinaFigure 5 Top usage purposes by social media platform or networking site For each of the following,which best describes your purpose for using the platform?(Select all that apply)Chinese-only response options
22、shown74As brands build their own audiences on owned social channels,partner with creators and influencers,and launch paid advertising campaigns across social platforms,understanding which types of content are most useful for consumers is critical to making better business decisions.Its also importan
23、t to know where users turn for new product research.In the figures above,platforms like Pinterest and Reddit play a prominent role in finding new products to try or buy(38%of Pinterest users say its a primary purpose for using the platform,and 32%say the same about Reddit).When asked which types of
24、content users find most useful for discovering new products,users across the five countries cite reviews in online communities and forums(48%average across 5 countries)and posts from friends or family(43%).Figure 6 Social media content types ranked by usefulness in discovering new products to try or
25、 buy(None and Other response options not shown)USING SOCIAL MEDIA TO FIND NEW PRODUCTS TO TRY Source:Ipsos.Digital FastFacts survey launched March 2023 with samples of 5,000 respondents that use social media monthly across 5 markets:US,Canada,Japan,France,ChinaOR BUY Which type of social media conte
26、nt do you find most useful for discovering new products to try or buy?10Split by country,we see interesting nuances across the five markets.In China,social media users find reviews in online communities or forums(66%)most helpful,followed by posts by the brand.In the US and Canada,users also cite po
27、sts from friends or family(44%and 46%respectively)as useful inputs for finding new products,following reviews and forums.In Japan,unpaid posts from creators and influencers rank first among the response options.Figure 7 Social media content types ranked by usefulness in discovering new products to t
28、ry or buy(None response option not shown)Source:Ipsos.Digital FastFacts survey launched March 2023 with samples of 5,000 respondents that use social media monthly across 5 markets:US,Canada,Japan,France,ChinaWhich type of social media content do you find most useful for discovering new products to t
29、ry or buy?4Interestingly,influencer ads or paid partnerships rank last in the list of content types.In China,41%of respondents say they find influencer ads useful,but only 24%in the US,20%in Canada and France,and 19%in Japan say the same.While this likely doesnt signify a decline in influencer marke
30、ting,it does allude to a trend we observe on social media:criticism of influencers for appearing inauthentic or untrustworthy.Across TikTok,YouTube,and other popular social media sites,a trend called“deinfluencing”has emerged.In an effort to build trust with their audiences,influencers are now dissu
31、ading their followers from buying“overhyped”and“over-advertised”products promoted by other influencers.The trend is most popular in the beauty in cosmetics space but has since spread to other categories too.To date,the hashtag#definfluencing has amassed over 535 million views on TikTok.Meanwhile,for
32、ums like Reddit where users can share real life experiences and get advice from their peers are seen as more legitimate sources of information.The thread r/BuyItForLife,for example,has more than 1.5 million members dedicated to recommending and sharing high quality,durable products from cookware to
33、washing machines.Figure 8 Social media posts related to deinfluencing and a lack of trust in influencers paid promotionsSource:Ipsos SynthesioTwitter userTwitter userAs brands continue to use social media to connect with audiences via owned channels,influencer marketing,paid advertising,and user-gen
34、erated content,its important to tune into the types of content that resonate most with audiences.And while the influencer marketing space is set to get even more crowded,finding creators and influencers that have honest,authentic connections with their audiences will be even more important.12As soci
35、al media continues to be an integral part of our lives,understanding consumer usage and behavior is essential for brands to connect with their audiences.By understanding where consumers are and why theyre there brands can improve their social media targeting,advertising,brand-building efforts,and mo
36、re.And with automated market research tools like FastFacts,finding answers to these types of questions is quicker and easier than ever.Yet this is just the beginning:with nearly 5 billion users globally,social media provides a goldmine of insights into consumers thoughts and preferences.Once brands
37、know where their target audiences are,they can use tools like Ipsos Synthesios AI-enabled consumer intelligence platform to collect and analyze social data.By combining insights from both social and survey data,brands can get a broad picture of social media usage and deeper context around their soci
38、al activity and conversations.CONCLUSIONAbout Ipsos SynthesioIpsos Synthesio is a pioneer in social listening and global leader in AI-enabled consumer intelligence.We help brands turn consumer-generated data into strategic,actionable insights by combining best-in-class technology,the latest advancem
39、ents in AI,and expert consultants.Our platform combines social,search,and survey data from more than 800 million data sources in 80+languages across 190+countries to provide the most complete,accurate picture of markets and consumers.Powered by the most advanced AI algorithms,our platform goes beyon
40、d social listening to deliver actionable insights from online and offline data sources,leveraging Ipsos decades of research expertise and award-winning analytical frameworks.Our global network of consultants brings industry expertise,local context,and market research rigor to enable brands to make b
41、usiness decisions with speed,agility,and confidence.We offer a suite of strategic insight reports and custom services to address key business questions-from market exploration to product intelligence,trend detection,and About Ipsos Digital Request a demoIpsos.Digital is a self-service research platf
42、orm that provides clients fast,simplified access to global research capabilities and insights across nearly 50 markets.The intuitive,end-to-end platform provides access to Ipsos high-quality online samples,and streamlines the research process with Ipsos-validated methodologies,questionnaire template
43、s,benchmarks,and more.Our ad-hoc survey solution,FastFacts,provides the simplest and quickest way to build and launch a survey to your target market and access high-quality data and insights.FastFactsempowers you to select your audience,build your survey,and see results directly in the Ipsos.Digital platform.Within hours or days,youll have everything you need to make quick,accurate business decisions.Request a demo