1、GLOBAL DIGITAL OVERVIEW ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE DIGITAL 2020 SIMON KEMP CEO, KEPIOS REPORT AUTHOR As we start a new decade, its increasingly clear that digital, mobile, and social media have become an indispens

2、able part of everyday life for people all over the world. This latest edition in our ongoing series of Global Digital Reports reveals that more than 4.5 billion people across the globe now use the internet, while social media users have passed the 3.8 billion mark. Nearly 60 percent of the worlds po

3、pulation is already online, and the latest trends suggest that more than half of the worlds total population will use social media by the middle of this year. Some important challenges remain, however, and theres still work to do to ensure that everyone around the world has fair and equal access to

4、life-changing digital connectivity. In particular, roughly 40 percent of the worlds population remains unconnected to the internet, with the latest data indicating that women are more likely to be unconnected compared to men. The gender gap is particularly apparent in Southern Asia, where men are th

5、ree times more likely to use social media compared to women, providing a meaningful reference for the gender gap in the regions broader internet use. However, almost 300 million people came online for the first time over the past 12 months, with the majority of those new users living in developing e

6、conomies. The internet is also playing an ever more important role in our lives. With the worlds internet users spending an average of 6 hours and 43 minutes online each day, the typical user now spends more than 40 percent of their waking life using the internet, and humanity will spend a combined

7、total of 1.25 billion years using the internet during 2020. Mobile devices will account for more than half of all the time we spend online this year, but most internet users still use a combination of mobiles and computers to access the internet. When it comes to mobile activities, apps now account

8、for more than 90 percent of our total time spent. The data also reveal that were using apps in an increasingly varied range of everyday activities, but social media still accounts for half of all the time we spend using mobile devices. On average, the worlds internet users spend 2 hours and 24 minut

9、es using social media across all devices each day, accounting for more than one-third of our total internet time. Weve added a variety of new data points to this years reports compared to previous editions, including a closer look at some of the worlds most popular social media platforms, and the gr

10、owth of important categories like Smart Home, Ride Hailing, and Digital Advertising. However, the report youre reading now is just a collection of the global headlines; if youd like to dig deeper into the data on a country-by-country basis, the links on the next two slides should help you find what

11、you need. But with that, lets get stuck into the numbers. Heres to another year of impressive digital milestones! DIGITAL IN 2020: NEW DECADE, NEW MILESTONES DIGITAL 2020 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD GLOBAL DIGITAL YEARBOOK CLICK HERE TO READ OUR DIGITAL 2020 GLOBAL DIGITAL

12、YEARBOOK, WITH ESSENTIAL HEADLINE DATA FOR EVERY COUNTRY IN THE WORLD GLOBAL OVERVIEWBOTSWANADJIBOUTIGUINEALESOTHONEPALST. KITTS or (2) a base change, where either we or our data providers have made material changes to the ways in which we and / or they collect and / or report underlying data. Where

13、ver such changes occur, we have also endeavoured to re-base the historical data we use for annual or quarterly growth figures, but where we have been unable to re-base historical data, we have included an advisory in the footnotes of each relevant slide. Please see the complete list of data sources

14、at the end of this report for further details. IMPORTANT NOTES ON CHANGES TO DATA 2020 GLOBAL HEADLINES 8 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVE

15、RNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION:PENETRATION:PENETRATION:PEN

16、ETRATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 7.755.194.543.80 BILLIONBILLIONBILLIONBILLION 55%67%59%49% DIGITAL AROUND THE WORLD IN 2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE 9 JAN 2020 SOURCES: POPU

17、LATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNING

18、S REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019 TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS

19、 +1.1%+2.4%+7.0%+9.2% +82 MILLION+124 MILLION+298 MILLION+321 MILLION GLOBAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION 10 In the wake of increased mental health awareness, people are taking a more measured approach to their digital consumption. They dont want

20、 to be cut off from the internet. They just want a better relationship with it its why Instagram removed public likes. In 2020, brands will support consumers in creating and enforcing healthier digital habits SOCIAL SELF-CARE Historically, the internet has been exempt from the rules and restrictions

21、 of the physical world. But this culture of lawlessness has led to all kinds of negative IRL implications. As a result, platforms and authorities are creating new rules and laws to help mitigate some of the damage. In 2020, brands will need to adapt to a new range of rules and restraints in digital

22、spaces REGULATED SPACES Misinformation has reached new heights. Rising cynicism around the role of digital in political communications, accompanied by deepfakes being used by meme admins, artists and extremists to feed misinformation, is leaving people feeling disassociated from truth and clarity. I

23、n 2020, brands will be rewarded for championing transparency in the name of the greater social good REALITY ANXIETY SHIFTS IMPACTING THE ROLE OF DIGITAL IN OUR LIVES WE ARE SOCIALS PERSPECTIVE: DIGITAL IN 2020 11 From the arrival of 5G to the loud demands of voice, its easy to get lost in the ever-s

24、hifting landscape of digital. To build a strong, customer-centered strategy for 2020 and beyond, keep your focus on these universal customer needs that wont change: confidence, connection, and convenience. Click here for more Hootsuite insights into the Future of Customer Engagement. 53% of all glob

25、al consumers see employees as the most credible source for learning about companies, making genuine internal voices a critical force for building external trust. Businesses must embrace the inextricable link between employees and customer experience, building strong internal cultures and activating

26、employees as beacons of customer trust. BUILDING CONFIDENCEENABLING CONVENIENCE The data is clear: customers want less corporate content and more meaningful connections on social. While the rise of private channels is undeniable, public channels also remain key for brand discovery. Brands must learn

27、 to find a balance, reaching new customers with emotional content on public feeds while building deeper relationships in private channels. PROVIDING CONNECTION Social media continues to compress the customer journey from days to just hourseven minutes. To deliver the seamless interactions customers

28、expect, you must deepen your understanding of their needs and habits. Unify customer information and measurement across all digital channels to better identify where you can make the journey faster and easier. HOOTSUITES PERSPECTIVE: DIGITAL IN 2020 2020 REGIONAL OVERVIEWS 13 JAN 2020 SOURCES: POPUL

29、ATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS

30、 REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION:vs. POPULATION:PENETRATION:PENETRATION: TOTAL POPULATION MOBILE PHONE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 1.321.08453.2217.5 BILLIONBILLION

31、MILLIONMILLION 43%81%34%16% THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE OVERVIEW: DIGITAL IN AFRICA IN 2020 14 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; G

32、SMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO

33、 RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019. JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. APR 2019* TOTAL POPULATION MOBILE PHONE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS +2.5%+5.6%+10%+12% +32 MILLION+57 MILLION+42 MILLION+23 MILLION THE YEAR-ON-YEAR

34、 CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION ANNUAL CHANGE IN DIGITAL USE IN AFRICA 15 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIE

35、S; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION:vs. POPULATION:PENETRATION:PENETRATION:

36、 TOTAL POPULATION MOBILE PHONE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 1.021.05776.1678.5 BILLIONBILLIONMILLIONMILLION 81%103%76%67% THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE OVERVIEW: DIGITAL IN THE AMERICAS IN 2020 16 JAN 20

37、20 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEM

38、ENTS AND REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019. JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. APR 2019* TOTAL POPULATION MOBILE PHONE CONNECTIO

39、NS INTERNET USERS ACTIVE SOCIAL MEDIA USERS +0.8%+0.7%+2.3%+6.0% +8 MILLION+7 MILLION+18 MILLION+38 MILLION THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION ANNUAL CHANGE IN DIGITAL USE IN THE AMERICAS 17 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBIL

40、E: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVA

41、ILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION:vs. POPULATION:PENETRATION:PENETRATION: TOTAL POPULATION MOBILE PHONE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 4.304.432.422.14 BILLIONBILLIONBILLIONBILLION 48%103%56%50% THE ESSENTIAL HEADLINE DAT

42、A YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE OVERVIEW: DIGITAL IN ASIA-PACIFIC IN 2020 18 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTH

43、ORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 201

44、9. JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. APR 2019* TOTAL POPULATION MOBILE PHONE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS +0.8%+3.5%+9.2%+9.8% +35 MILLION+151 MILLION+204 MILLION+190 MILLION THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL

45、ADOPTION ANNUAL CHANGE IN DIGITAL USE IN ASIA-PACIFIC 19 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MED

46、IA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN JANUARY 2020. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION:vs. POPULATION:PENETRATION:PENETRATION: TOTAL POPULATION MOBILE PHONE CONNEC

47、TIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 849.51.09711.3470.5 MILLIONBILLIONMILLIONMILLION 74%128%84%55% THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND THE STATE OF MOBILE, INTERNET, AND SOCIAL MEDIA USE OVERVIEW: DIGITAL IN EUROPE IN 2020 20 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LO

48、CAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND REPORTS; CAFEBAZAAR; KEPIOS ANALY

49、SIS. COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.*NOTE: WE HAVE BEEN UNABLE TO RE-BASE SOCIAL MEDIA DATA FROM BEFORE APRIL 2019. JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. JAN 2019JAN 2020 vs. APR 2019* TOTAL POPULATION MOBILE PHONE CONNECTIONS INTERNET USERS ACTIVE SOCIAL MEDIA USERS +0.2%-0.5%+1.6%+4.4% +2 MILLION-5 MILLION+11 MILLION+20 MILLION THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION ANNUAL CHANGE IN DIGITAL USE IN EUROPE 21 JAN 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA