Digital 2022 Report
•
2 recomendaciones•1,571 vistas
Những nội dung từ tổng quan đến chi tiết về lĩnh vực kỹ thuật số, ứng dụng mạng xã hội, hành vi kỹ thuật số và hơn thế nữa.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Digital 2022 Report
Similar a Digital 2022 Report (20)
Más de MarketingTrips
Más de MarketingTrips (17)
Último
Último (20)
Digital 2022 Report
- 6. 2.0% Theworld’smost-usedsocialplatforms Rankingofsocialmediaplatformsbyglobalactiveuserfigures(inmillions) Facebook1 YouTube 2 WhatsApp1* Instagram2 WeChat1 TikTok 1 FBMessenger 2 Douyin3 QQ 1 SinaWeibo 1 Kuaishou1 Snapchat 2 Telegram1 Pinterest1 Twitter2 Reddit1* Quora 1* 2,910 2,562 2,000 1,478 1,263 1,000 988 600 574 573 573 557 550 444 436 430 300 Sources:Kepiosanalysisof (1)companyannouncements ofmonthlyactiveusers;(2)Platforms’self-serviceadvertisingresources;(3)Companyannouncementsofdailyactiveusers (notethatmonthlyactiveuserfiguresmaybehigher).Advisory:Users maynotrepresentuniqueindividuals.Comparability:Platforms identifiedby(*)havenothavepublished updateduserfiguresinthepast12months,sofiguresareless representative.Basechanges andmethodologychanges;datamaynotbedirectlycomparablewithpreviousreports.
- 9. Favoritesocialmediaplatforms Percentageofinternetusersaged16to64whosaythateachoptionistheir“favorite”socialmediaplatform WhatsApp Instagram Facebook WeChat Douyin TikTok Twitter FBMessenger Telegram Line Pinterest QQ Snapchat Kuaishou iMessage Discord 15.7% 14.8% 14.5% 11.4% 5.1% 4.3% 3.3% 2.6% 2.0% 1.8% 1.8% 1.0% 1.3% 1.4% 1.6% 1.0% Source: GWI(Q32021).SeeGWI.comforfull details.Notes:Onlyincludes users aged16to64.Surveyrespondents couldchoosefromotheroptions notshownonthischart,sovalues maynotsumto100%.YouTubeisnotavailableasananswerforthis question in GWI’s survey.WereportGWI’s values forTikTokin Chinaseparatelyas Douyin,asperByteDance’s corporatereporting.Comparability:Versionsof thischartthatfeaturedin ourprevious reports didnotincludedataforChina,sovalues arenotcomparable.
- 12. Socialmediaplatformaudienceoverlaps Facebookusers YouTubeusers WhatsAppusers Instagramusers TikTokusers Telegramusers Snapchatusers Twitterusers Redditusers Pinterestusers LinkedInusers 0.7% 0.9% 1.5% 0.1% 0.1% 0.2% 0.0% 0.2% 0.1% 0.2% 0.2% Uniqueto platform 100.0% 79.0% 81.0% 82.9% 84.6% 83.2% 83.1% 83.7% 81.2% 82.7% 87.8% Alsousing Facebook 74.7% 100.0% 76.8% 77.8% 80.5% 81.5% 79.2% 80.1% 81.8% 79.8% 77.8% Alsousing YouTube 72.7% 72.4% 100.0% 76.4% 73.7% 86.9% 79.3% 75.5% 69.6% 77.5% 82.6% Alsousing WhatsApp 78.1% 77.5% 80.2% 100.0% 83.9% 87.6% 89.6% 87.6% 82.1% 86.2% 83.3% Alsousing Instagram 47.8% 45.8% 46.4% 50.4% 100.0% 52.4% 60.1% 54.9% 54.6% 56.5% 49.1% Alsousing TikTok 42.0% 44.8% 48.9% 47.0% 46.9% 100.0% 52.6% 52.3% 51.1% 49.9% 55.4% Alsousing Telegram 31.9% 30.0% 34.0% 36.6% 40.9% 40.0% 100.0% 40.8% 49.8% 43.6% 41.8% Alsousing Snapchat 48.8% 51.3% 49.0% 54.2% 56.6% 60.4% 61.8% 100.0% 71.6% 58.9% 64.7% Alsousing Twitter 14.4% 16.7% 13.8% 15.5% 17.1% 18.0% 23.0% 21.8% 100.0% 23.8% 25.1% Also using Reddit 36.1% 39.0% 37.7% 40.0% 43.6% 43.1% 49.6% 44.1% 58.6% 100.0% 50.9% Also using Pinterest 31.5% 30.7% 33.0% 31.7% 31.2% 39.3% 39.0% 39.8% 50.7% 41.8% 100.0% Also using LinkedIn Source:GWI(Q32021).SeeGWI.comforfull details.Notes:Onlyincludes users aged16to64.DoesnotincludedataforChina.Values representtheusers oftheplatformidentifiedin theleft-handcolumnwhoalsousetheplatformidentifiedin therowatthetopofeachcolumn.Percentages in the“uniquetoplatform”column representuserswhosaytheydonot useanyothersocial networksormessengerservice,includingplatforms notfeaturedin this table.Comparability:Surveychanges. Percentageofusersofeachplatformaged16to64outsideofChinawhoalsouseothersocialmediaplatforms
- 15. Socialmediaadvertisingoverview Socialmedia’sshare oftotaldigital advertisingspend Year-on-year changein socialmedia’sshareoftotal digitaladvertisingspend Year-on-yearchange insocialmedia advertisingspend Annualspend on socialmedia advertising(USD) 33.1% $154.0 BILLION +0.5% +15BPS +17.4% +$23BILLION Source:StatistaDigital MarketOutlook.Seestatista.comformoredetails.Notes:Figures representestimates forfull-year2021,andcomparisons withequivalentvaluesforthe previouscalendaryear.Financial valuesareinU.S.dollars.Does notincludeadvertisingrevenues associatedwithemailmarketing,audioads,influencermarketing,sponsorship, productplacement,orcommission-basedaffiliatesystems.Percentagechangevalues arerelative(i.e.an increaseof20%fromastartingvalueof50%wouldequal60%,not70%). “BPS”valuesrepresentbasispoint,andindicateabsolutechange.Comparability:Basechanges arenotcomparablewithprevious reports. Socialmedia’sshareofthedigitaladvertisingmarket
- 18. TikTok:Advertisingaudienceoverview Thepotentialaudienceaged18+thatmarketerscanreachwithadsonTikTok Potentialreachofads onTikTok(age18+only) 884.9 MILLION 17.9% TikTokadreachage18+ vs.Totalinternetusers 15.9% TikTokad reach age18+ vs. Totalpopulation 11.2% TikTokad reach age18+ vs. Population age18+ 57.0% Quarter-on-quarter change in TikTokad reach +7.3% +60MILLION FemaleTikTokad reach vs. TotalTikTokad reach Year-on-yearchange inTikTokadreach [N/A] 43.0% MaleTikTokadreach vs.TotalTikTokadreach Sources:ByteDance’sadvertisingresources;Kepiosanalysis.Advisory:Audiencefigures maynotrepresentuniqueindividuals,andmaynotmatchequivalentfiguresforthetotal activeuserbase.Notes:Dataarenotavailableforall locations;figures basedon availablelocations only.Figures usethemidpointofpublishedranges.ByteDance’sadvertising resourcesonlypublish audiencedataforusersaged18andabove,butallowmarketers totargetads tousers aged13andabove.ByteDance’s advertisingresourcesonlypublish genderdatafor“female”and“male”.
- 19. TikTok:Advertisingaudienceprofile ShareofTikTok’sadvertisingaudienceaged18+byagegroupandgender Female Male Female Male Female Male Female Male Female Male 18-24yearsold 55+years old 45-54yearsold 35-44yearsold 25-34yearsold 25.0% 17.9% 17.6% 13.6% 7.0% 5.8% 3.5% 2.8% 2.0% 1.4% Source:ByteDance’sadvertisingresources.Advisory:Audiencefigures maynotrepresentuniqueindividuals,andmaynotmatchequivalentfigures forthetotalactiveuserbase. Notes:Dataarenotavailableforall locations;figuresbasedon availablelocations only.Figures usethemidpointofpublishedranges.ByteDance’s advertisingresourcesonlypublish audiencedataforusersaged18andabove,butallowmarketers totargetads tousers aged13andabove.Percentages shown hererepresentshareofaudienceaged18andabove only.ByteDance’sadvertisingresourcesonlypublish genderdatafor“female”and“male”,butvalues donotsumtototalusers,sopercentages maynotsumto100%.
- 22. Weeklyonlineshoppingactivities Percentageofinternetusersaged16to64whoengageinselectedecommerceactivitieseachweek Purchasedaproduct orserviceonline Ordered groceries viaan onlinestore 58.4% Bought asecond-hand itemviaan onlinestore 14.4% 28.3% Used an onlineprice comparison service 24.6% Usedabuynow, paylaterservice 17.8% Source:GWI(Q32021).Figuresrepresentthe findingsofabroadglobalsurveyofinternetusersaged16 to64.See GWI.com forfulldetails.
- 26. Topchannelsforonlinebrandresearch Percentageofinternetuserswho useeachchannelasaprimarysourceofinformationwhenresearchingbrands 46.1% 49.6% 16to24 yearsold Searchengines Socialnetworks 25to34 yearsold Searchengines Socialnetworks 47.9% 46.8% Source:GWI(Q32021).Figuresrepresentthefindingsofabroadglobalsurveyofinternetusersaged16 to64.See GWI.com forfulldetails. 35to44 yearsold Searchengines Socialnetworks 49.4% 42.9% 45to54 yearsold Searchengines Socialnetworks 54.1% 36.1% 55to64 yearsold Searchengines Socialnetworks 57.0% 28.4%