Hootsuite and We Are Social report shows internet users top five billion

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Hootsuite, the global leader in social media management, and We Are Social, the socially-driven creative agency, have released the Digital 2022 April Global Statshot Report, providing an in-depth look at the latest digital and social media trends from around the world. . Drawing on the most notable global data, the quarterly report revealed that there are now five billion internet users worldwide.

The increase in the number of internet users worldwide represents a growth of almost 200 million since the same time last year, and the figures indicate that 63% of the total world population now uses the internet. Despite this significant growth, there were still 2.9 billion people who were not using the internet in April 2022, representing 37% of the world’s population.

“As global internet adoption increases, we are seeing increased access to information, social media and technology,” said Maggie Lower, CMO, Hootsuite. “This growth is powerful, and I’m excited to continue to follow the steady increase in internet adoption and its impact on how people connect through its various mediums, including social media.”

Social media users have also grown by over 30 million since the start of 2022, with over 4.65 billion social media users worldwide today. Social media growth has slowed over the past three months compared to the increased quarterly growth seen at the start of the pandemic. However, the ways people use social media have evolved significantly in recent years.

One of the new additions to this quarter’s report explores user activities on different social media platforms. For example, seven out of 10 Facebook users say they use the platform to communicate with friends and family, making it the most popular activity on Facebook. In comparison, only 15% of TikTok users say they use the platform for this mode of communication.

Unsurprisingly, the majority (77%) of TikTok users say they use the platform to search for fun and entertaining content. Meanwhile, Instagram and Snapchat users seem to be the most interested in posting their own content; nearly seven in 10 (69.9%) Instagram users say they post photos and videos on Instagram, compared to just one in three (33.9%) TikTok users who post videos on the platform. Keeping up with current news and events is the platform’s main activity among LinkedIn and Twitter users.

“For marketers looking to develop a more robust social strategy, it’s important to recognize that users of different social media platforms have their own use cases for each channel,” Lower added. “Brands don’t need to be active and curating content for every social media channel to be successful. Instead, successful marketing teams need to identify the best platforms that attract an audience that resonates with their brand and lean in to engage with them.

The role of digital in the workplace is also at the heart of the Q2 report. The latest data reveals that email has shown tremendous resilience, with almost 95% of survey respondents confirming that email remains an essential part of their working lives.

The data also shows that working professionals rely on a wide variety of channels to learn about new offerings that might be relevant to their work. About eight in 10 B2B decision makers say social media plays an influential role in their research, surpassing traditional online and offline channels, such as trade news outlets, in terms of influence throughout the buying journey B2B.

Surprisingly, the same decision makers said they were more likely to use Facebook (61.4%), Instagram (53.6%) and WhatsApp (48.9%) than LinkedIn (36.9%) when they were looking for potential B2B suppliers and partners. TikTok also emerged as a resource in the B2B world, with 13.9% of decision makers who use social media as part of their buying journey saying they visit the platform when researching potential suppliers.

The April Q2 Statshot report also includes data on social media, e-commerce, cryptocurrency and e-learning:

Contrary to popular belief, audience data from Facebook reveals that marketers can now reach 2.8 million more teens on the platform compared to January 2022, which equates to quarter-to-quarter growth. the other 1.3% among this demographic group.

TikTok’s ad audience reach grew faster in the first three months of 2022 than in the last three months of 2021. TikTok saw a quarter-over-quarter increase of 9.6% advertising reach.

TikTok is now the highest-grossing mobile app in the world, with users spending $840 million in the first quarter of this year alone, thanks to the new feature allowing users to tip creators.

After a decline in global reach at the end of 2021, global Pinterest ad reach stood at 235 million in April 2022, indicating quarter-over-quarter growth of 4.1%.

China is now home to 21.6% of the world’s 4.65 billion social media users.

E-commerce adoption rates continue to rise, with 57% of respondents saying they’ve shopped online in the past 30 days, demonstrating just how important e-commerce has become to internet users around the world.

Nearly half (46.4%) of working-age internet users globally now watch online tutorials, how-to videos and educational content every week.

Social activities, such as chatting and social media, top the ranking of the types of online channels people visit, with 95% of working-age internet users saying they’ve used at least one of these properties in the past 30 last days.

View and download the report at hootsuite.com/resources/digital-trends-q2-update

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