A report by the GlobalWebIndex Social Media Flagship highlights the most significant insights into the world of social media. The report includes the social media trends along with the most popular platforms, time spent on the different mediums, and how the consumers engage with brands, amongst several other key points.
It is also observed that an average user spends 2 hours and 22 minutes per day on social networks and messaging platform. However, some markets are now showing a slight decrease in these figures.
Previous reports highlight that internet users usually keep 8.5 social media accounts for different purposes. However, since the past year, this trend has slowed down and now we see less number of accounts held per internet users, regardless of the age group.
A saturated market
The report shows that 98% of internet users are also using social media regularly. The adoption rate of the same is very high even amongst the age group between 55 and 64 (94%).It is also observed that an average user spends 2 hours and 22 minutes per day on social networks and messaging platform. However, some markets are now showing a slight decrease in these figures.
Not for the sole purpose of social
Today, social media platforms have evolved into multi-media platforms and digital media users are now using it for more reasons than for the sole purpose of communication. In fact, the report shows that the age group between 16 and 24 prefer using social media to fill up their spare time and find content that is entertaining or funny.
Social media for product research
Social media users are now also using the platforms for product and brand research. As per the report by GlobalWebIndex Social Media Flagship, 22% of digital consumers have liked or followed a brand on a social network in the past month. Additionally, the report shows that at least four in ten users log in to social networks to research new product or service – making social media the second-most important channel for marketing. In fact, for the demographic group between 16 and 24-year-olds, social media has substituted for search engine since 2017.A tight race between the messaging services
Close competition is also observed between the top messaging platforms with Facebook Messenger leading with 5-point for membership and WhatsApp leading with the same numbers but for the visitor rates. Snapchat comes on the third most visited messaging service. However, the service does not see many high figures in North America, especially amongst the Generation Z.Multi-networking lessens pace
Previous reports highlight that internet users usually keep 8.5 social media accounts for different purposes. However, since the past year, this trend has slowed down and now we see less number of accounts held per internet users, regardless of the age group.
