1、FLAGSHIP REPORT 2019 GlobalWebIndexs flagship report on the latest trends in social media Social ContentsIntroduction Key Insights 03 Social Media Engagement 04 Social Media Behaviors 14 Social Entertainment 17 Notes on Methodology 29 More from GlobalWebIndex 31 GlobalWebIndex Social Media Flagship

2、provides the most important insights into the world of social media, from the very latest figures for social media engagement to the key trends within the social space and a comprehensive view of which social platforms are most popular. Among others, this report covers the following topics in detail

3、: How much time per day are digital consumers devoting to social media? How are the behaviors of social media users changing? Which social platforms are most popular (among the total online population and key audiences)? How are consumers using social media to engage with brands? How are social medi

4、a services evolving as content and commerce platforms? Definitions of Engagement GlobalWebIndex defines consumer engagement with social platforms as: Members: People who say they have an account on the platform in question. Visitors/Users: People who say that, within the last month, they have visite

5、d or used a social platforms website or app via any device. Key Insights In Q1 2019, time spent on social media has decreased or stayed the same compared to 2018 data in 20 out of the 45 markets we survey. This is likely a result of many internet users having a better awareness of the time they spen

6、d looking at screens, and the proliferation of digital wellbeing tools. The opportunities for social engagement, at all times of the day and in various locations, have facilitated the evolution of social platforms into entertainment hubs. Its no longer about “social” activities in the purest sense,

7、but more purposeful activities, particularly those based around content consumption. The emergence of more image-centric and ephemeral platforms like Snapchat and Instagram, which have both been the fastest growing platforms outside of China that we track, gave people the opportunity to re-establish

8、 their networks, allowing them to pick and choose who theyre most comfortable sharing content with. In the West, relatively smaller and more specialized social platforms like Instagram and Pinterest are best positioned to successfully and seamlessly integrate different stages of the purchase journey

9、. These platforms nurture the areas where social and commerce activities overlap the most, namely the research stage, where video can better bridge the online-offline shopping experience gap. In 2018, video calling increased for nearly all demographics, including students as well as professionals. A

10、ll age groups are increasing their number of video calls, but Gen Z are the ones to watch, as they could define how the trend develops in 2019. Social services like Houseparty and Squad point towards a possible new frontier in social media, where entertainment and communication are more closely inte

11、rlinked in virtual hangout spaces. Social Flagship Report 2019 Social Media Engagement Social Media being an internet user means being a social media user Globally, digital consumers are now spending an average of 2 hours and 23 minutes per day on social networks and messaging. A look at the trended

12、 data here suggests that we might be approaching saturation in social media consumption. In Q3 2018, we started to see time spent on social media plateau across a handful of countries where time spent online has simultaneously either stayed the same or decreased. This is likely a result of many inte

13、rnet users having a better awareness of the time they spend looking at screens, as well as the perceived negative effects associated with social media usage, and wanting a digital detox as a result. This trend has continued. In Q1 2019, time spent on social media has decreased or stayed the same com

14、pared to 2018 data in 20 out of the 45 markets we survey. Across the globe, 16-24s are devoting the most time per day to social media just under three hours, on average. The importance of messaging apps to this demographic is a key reason behind this, as is the centrality of smartphones to their dig

15、ital lives. Additionally, it is important to note that this consumption is simultaneous rather than sequential; 72% of 16-24s say they use social media while they are watching TV. Daily Time Spent on Social Media Average h:mm spent engaging with/connected to social networks during a typical day 06SO

16、CIAL MEDIA ENGAGEMENT Question: Roughly how many hours do you spend engaging with/connected to social networks or services during a typical day? Source: GlobalWebIndex 2012-2019 (avg of all waves conducted in each year) Base: 1,778,895 Internet Users aged 16-64 Time Spent by Market Younger groups ar

17、e the most enthusiastic about social media, and the internet populations of fast-growth markets tend to be younger than most mature markets. This provides clear context for why the topline figures for daily time spent on social media differ so significantly between countries, from a high of 4 hours

18、in the Philippines, to much lower figures of around 1 hour 15 minutes in some European countries. If we examine the habits of 16-24s in isolation, we see many mature markets posting high numbers with this age group in the UK, Romania, Portugal and Ireland spending well over 3 hours on social media d

19、aily. But the highest engagement in Europe is in Russia, with 16-24s here typically spending over 4 hours per day on social media. Russias own unique ecosystem of social platforms could be key here, in particular Vkontakte (VK) which, through its TV, music and payment services, provides a greater in

20、filtration into the everyday life of its users similar to that of WeChat in China. Despite Western platforms having an official presence in Russia, home-grown networks VK and Odnoklassniki, boast significantly higher figures than Facebook and Instagram both for membership and monthly visitation. But

21、 the effects arent down to age alone. Even among 16-24s, certain markets primarily in Asia and Latin America stand out for their occupation with social media. Particularly notable are Argentina (4:17), the Philippines (4:16) and Colombia (4:12). LatAm markets are in the top eight most engaged countr

22、ies on social media. 07SOCIAL MEDIA ENGAGEMENT Time Spent by Market 2000182019 Philippines2:493:063:253:414:074:004:084:01 Brazil2:412:402:503:183:453:403:393:45 Colombia-3:343:36 Nigeria-3:033:263:36 Argentina2:422:492:503:133:313:123:173:27 Indonesia2:122:212:262:503:023:263:

23、233:15 UAE2:212:292:483:013:242:563:003:11 Mexico2:352:502:533:143:333:113:143:10 South Africa1:582:072:162:422:502:472:583:10 Egypt-3:173:063:053:06 Kenya-2:502:593:06 Saudi Arabia2:232:182:352:552:562:382:523:06 Turkey1:562:172:252:342:572:492:523:05 Ghana-2:593:093:03 Malaysia2:392:532:482:593:18

24、3:063:033:01 Thailand1:592:342:412:492:463:063:142:51 Romania-2:342:28 Russia1:401:461:491:522:172:202:212:28 India1:441:572:032:152:302:252:282:25 Morocco-2:222:342:23 Vietnam1:471:572:072:162:342:362:332:23 China1:191:171:241:271:451:582:002:19 Portugal-1:542:132:132:122:18 200152016201

25、720182019 Singapore1:121:291:361:381:582:072:112:10 USA1:221:341:401:432:042:022:051:57 Hong Kong1:341:261:271:291:392:001:531:52 Ireland-1:241:111:221:381:451:551:51 Sweden1:131:131:221:331:371:541:491:51 Taiwan1:281:301:411:502:032:061:521:51 UK1:111:141:191:291:421:541:511:50 Canada1:121:291:291:

26、271:411:481:471:49 Poland1:021:121:131:171:401:421:451:47 Italy1:331:491:471:582:021:531:481:46 Australia1:151:131:111:101:361:391:341:43 New Zealand-1:431:491:421:43 Spain1:301:301:261:381:431:381:411:43 Denmark-1:351:33 France1:011:051:111:171:231:241:221:28 Belgium-1:151:331:311:311:24 South Kore

27、a0:470:470:581:051:041:111:111:20 Netherlands0:560:591:021:101:161:241:171:18 Switzerland-1:181:191:18 Austria-1:161:151:17 Germany0:581:041:041:081:071:131:081:15 Japan0:230:180:170:200:330:460:400:45 Daily Time Spent on Social Media Average h:mm spent engaging with/connected to social networks dur

28、ing a typical day 08SOCIAL MEDIA ENGAGEMENT Question: Roughly how many hours do you spend engaging with/connected to social networks or services during a typical day? Source: GlobalWebIndex 2012-2019 (avg conducted across each wave of research) Base: 1,778,895 Internet Users aged 16-64 Social Satura

29、tion Social media users are comfortable maintaining a presence across a number of platforms; while the average internet user had about 4 social media accounts in 2013, the figure has now risen to 8.1. This multi-networking is a response to the widening choice of platforms, but it is also being cause

30、d by a degree of specialization, where some users are turning to particular platforms to carry out certain types of networking behaviors, like Twitch or Pinterest. Just as time spent on social media is beginning to plateau, online consumers seem to be close to maxing out the number of platforms they

31、 have an account with. 2017 marked the first year that we observed no appreciable growth in the average number of social media accounts per internet user, and this trend has continued into 2019. There are many factors that have influenced this plateauing, including the growth in internet usage among

32、 older consumers who tend to be less likely to multi-network, and the stagnation of user growth on certain key platforms. However, the most important trend to understand regarding this peak in multi-networking is the rise of the mobile-only internet user who focus their social engagement on a select

33、 group of platforms. This can especially be found in African markets, where data packages tend to be restricted, or where data plans tend to subsidize data-use across certain platforms. While social media use has generally plateaued among many of the advanced economies surveyed, emerging nations see

34、m to be much heavier social media users. Indonesia, India and Egypt mark themselves out as the keenest on having a diverse social media portfolio. Multi-Networking Average number of social media accounts held by internet users8.1 GLOBAL AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS 6.4 GLOBAL AVERAGE NUMB

35、ER OF MOBILE ONLY SOCIAL MEDIA ACCOUNTS OVER TIME200019 Global Average4.34.86.37.68.08.68.5 Gen Z4.44.86.98.09.09.79.0 Millennials5.15.77.48.99.39.79.1 Gen X4.04.35.66.86.97.17.0 Baby Boomers2.62.83.54.35.05.15.0 09SOCIAL MEDIA ENGAGEMENT Question: On which of the following ser

36、vices do you have an account? Source: GlobalWebIndex 2013-2019 Base: 1,717,699 internet users aged 16-64 Question: On which of the following services do you have an account? Source: GlobalWebIndex Q4 2018 and Q1 2019 Base: 139,397 Internet Users aged 16-64 Multi-Networking: Market Insights AVERAGE N

37、UMBER OF ACCOUNTS IN Q1 2019 The Rise of Dark Social 38% in the UK and U.S. feel most comfortable sharing content on private messaging apps. Coined in 2012, “Dark Social” refers to nearly untraceable web traffic that comes from internet users sharing content directly and privately with each other, i

38、nstead of posting or sharing it publicly. It often takes place on private messaging apps and email, and it means that brands may be overlooking a huge portion of social sharing about their products. Internet users in the U.S. and UK are now more likely to be sharing information or content with their

39、 peers on private messaging apps compared to public social networks and even word-of-mouth. Dark social has quickly emerged as a major marketing channel that brands cant ignore. Its been well over a decade since Facebook took the mantle from Myspace as the top social platform on a global level. In t

40、hat time, how and why people use social media has drastically changed. The friend networks which may have been accrued on Facebook in that time will typically be very large and at times very impersonal, and people may not be comfortable with sharing their posts or updates which such a vast group of

41、people. The emergence of more image-centric and ephemeral platforms like Snapchat and Instagram, which have both been the fastest growing platforms outside of China that we track, gave people the opportunity to re-establish their networks, allowing them to pick and choose who theyre most comfortable

42、 sharing content with. These platforms have arguably given rise to a much more ostentatious undercurrent in social media, embodied in influencer culture. Against this undercurrent, private spaces, especially those fostered within private messaging apps like WhatsApp and Messenger, have flourished, g

43、iving people much more of a safe space reserved for close peers, family, or those who they share genuine connections and trust with. While private spaces absorbed a larger share of the “social” aspect of social media, public platforms have expanded on the “media” offering. More and more activities,

44、from sports viewing to news consumption have found a home on users newsfeeds as a result. Interacting directly with younger consumers in these spaces is one approach to deal with the challenge of dark social. Creating more relevant, shareable content that encourages sharing with friends and family i

45、n these private environments using “sharing buttons” is another. Whats essential in both these cases is that respect for users privacy is an undertone in any marketing tactic or campaign. The Reach of Dark Social % who say they typically share information or content with peers on the following chann

46、els 11SOCIAL MEDIA ENGAGEMENT Question: How do you tend to share information or content with friends/family? Source: GlobalWebIndex February 2019 Base: 3,139 Internet Users aged 16-64 in the UK and U.S. Social Media Motivations As weve just covered, the role that social media plays in the lives of i

47、ts users has evolved. Digital consumers are now more likely to say they use social to follow the news (40%) than they are to identify it as a platform for keeping in touch with friends (39%). Entertainment also now plays a key role in motivating digital consumers to engage with social media, ranking

48、 as the third most important reason for internet users (38%) but showing the highest growth. The opportunities for social engagement, at all times of the day and in various locations, have facilitated the evolution of social platforms into entertainment hubs. Its no longer about “social” activities

49、in the purest sense, but more purposeful activities, particularly those based around content consumption. This helps to explain why motivations like news consumption, finding entertaining content, researching products, and watching sports have seen increases in the past few years. 16-24s are the most likely audience to list finding funny or entertaining content (47%) as a main reason they use social media, followed by using social media to fill up spare time (46%) and to stay in touch with what their friends are