Global social media research summary 2020

Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research summary for 2020 . Networks vary in popularity with different demographics and they’re still evolving. Research by Global WebIndex that we reference in this article shows that globally,

Social media users are now spending an average of 2 hours and 24 minutes per day multinetworking across an average of 8 social networks and messaging apps.

Just five years ago TikTok hadn’t launched, but now it features in our top 10 of the most popular social networks. Understanding these differences in popularity and understanding consumer behaviour and preference when using different social networks is important when targeting specific audiences.

This post uses statistics from different sources to answer these key questions which are important to understanding consumer use of social networks:

Q1. What is the overall popularity of social media compared to internet use globally?
Q2. Which are the most popular social networks by demographics (age and gender)?
Q3. Which are the fastest-growing social networks?
Q4. How do social users interact with brands when selecting products and services?
Q5. What are the different engagement metrics based on consumer behaviour when using social media?
Q6. How do consumers interact with different post formats in social media?
Q7. What are the most popular times for consumers to use social media suggesting the best times to post?

2020 social media stats update

We’ll keep this post updated during 2020 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We’ll be pointing to new data on the popularity of social media from Global Web Index (worldwide), Pew Internet Surveys (US) and OfCom (UK).

Q1. What is the overall popularity of social media compared to internet use globally?

Each year, near the start of the year, Datareportal update their massive global compendium of stats which gives some great insights into the world of social media. It’s a great download for including slides for your presentations. It’s particularly interesting how far some countries are diverging in terms of social media use, and surprising that Western Countries are lagging a fair way behind in adoption rates.

2020 social media stats update

Q1. What is the overall popularity of social media compared to internet use globally?

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