Social GWI’s flagship report on the latest trends in social media 04 Discover our data Methodology 06 Key insights & definitions
08 The psychology of social media All figures in this report are drawn from GWI’s May-November 2020, which are carried out in – how has the pandemic enhanced or online research among internet users aged the U.S. and UK only. Our September Zeitgeist altered key attitudes toward social media? 16-64. We only interview respondents aged study is the only exception, as it covers the 16-64 and our figures are representative of the following 7 countries: Brazil, China, France, 14 Tracking time spent online populations of each market, not its total Germany, India, UK, and the U.S. – are we spending as long on social population. Note that in many markets in Latin sites as we did during lockdowns? America, the Middle-East and Africa, and the Throughout this report we refer to indexes. Asia-Pacific region, low internet penetration Indexes are used to compare any given group 22 Lining up the leading platforms rates can mean online populations are more against the average (1.00), which unless oth- In this – which platforms have seen recent young, urban, affluent and educated than the erwise stated refers to the global average. For increases or drops in popularity? total population. example, an index of “1.20” means that a given group is 20% above the global average, and an report 30 Keeping tabs on behavioral trends Each year, GWI interviews over 688,000 internet index of “0.80” means that an audience is 20% – how have online social behaviors fluctuated users aged 16-64 via an online questionnaire for below the global average. and changed over the last year? our Core dataset. A proportion of respondents complete a shorter version of this survey via China is excluded from most of the global 40 The deal with social shopping mobile, hence the sample sizes presented in charts featured in this report which track spe- GWI’s Social flagship provides – how is the momentum for social commerce the charts throughout this report may differ as cific/named platforms, though we do have a the most important insights on looking, and which platforms and industries some will include all respondents and others will dedicated section to it on page 28. This is due to the world of social media, from have emerged as its leading players? include only respondents who completed GWI’s the unique nature of the Chinese social media keynotes on how attitudes are Core survey via PC/laptop/tablet. industry, which maintains its own diverse eco- changing, to the very latest fig- 52 Appendix system of homegrown social platforms and ures for platform engagement. When reading this report, please note that we has official restrictions on many global social This is done with a particular 54 Notes on methodology use a mixture of data from our ongoing quarterly services. For additional detail on social media focus on how COVID-19 has global research, and insights from our Zeitgeist usage in China, please consult our China influenced crucial trends. 58 More from GWI research and recontact studies throughout Market Snapshot.
03 Each of the graphs is Discover the numbered More information can be data on our found in the Appendix section at the end of platform this report
Each chart from our ongo- ing global research in this report contains a hyper- link that will bring you straight to the relevant question on our Platform, Sneakiew of where you can investigate ev pr all data by demographics, our new platform over time, and among your own audiences. Just click this icon to explore the data on the platform
Source Information about the source Base and base
05 Key insights Influencers Social media retain a usage during strong hold on Entertaining widespread and Initial lockdowns consumers, but there’s inspirational lockdown has now fallen Facebook content is spikes in and stabilized. demand for people using remains the unfiltered the key to social sites to world’s most content. profitable connect are popular social social still trending. network. commerce.
The Q2 spike we saw in social media It’s true Instagram has taken the reins 2020 sparked a widespread shift in Our data associates those who use In 2019, social networking had become usage hasn’t been maintained. from Facebook among Gen Zs by focus, which can be seen in the ideals social media to access content like less about connecting than consum- Lockdown habits are therefore establishing its place as their favorite of influencer followers. Compared to livestreams and stories with an eager- ing content. Yet, lockdowns initially unlikely to leave a permanent mark and most-used app. Yet, a high pro- the average, they’re much more likely to ness to buy on platforms. With this breathed some life back into the more on engagement. This does depend on portion of this generation still use say learning new skills and contributing in mind, it’s little wonder Instagram “social” elements of social media, and age, however; boomers continue to use Facebook on a weekly basis, and it to their community is important, and decided to expand Checkouts to IGTV our latest wave of data shows a con- social media more than they did at the remains the leading global platform have a varied list of passions beyond and Reels, having previously rolled it tinuation of this trend. start of 2020. to date. travel and beauty. out to Stories.
07 Where the world’s most hopeful social networkers are based 1 01 % of internet users in the following regions who think social media is good for society The psychology of social media
45 43 41 27 21
Usage remains high, but trust hangs low
The morality of social media European and North American section of the site dedicated to has long been debated, and internet users show the least news-reading in the U.S. and UK, our data shows that positiv- positivity toward social media will congregate articles from ity toward the impact of social in general. These regions have various prestigious outlets to networking is generally on the also seen slight but consist- promote authoritative journal- low side. But ultimately, 95% ent drops since Q2 2020, with ism and fight disinformation. of the online population con- recent events highlighting the tinue to use social websites potential real-world conse- While agreement over the ben- or apps. quences of social networking. efits of social media is stronger in MEA, Latin America, and Among other things, consumers Platforms now have an oppor- APAC, no region sees positive Middle East Latin Asia Pacific Europe North have come to depend on them tunity to stand out in this sentiment go above 50%. The and Africa America America for connecting, entertainment, part of the world and take tactics that drive success in and news updates; so the dis- the lead in changing public Western countries will even- cussion should really center opinion. For example, YouTube tually serve as examples of around how platforms can and TikTok are rewarding cre- best practices, even in areas earn back the trust of their ators for endorsing prosocial boasting some of the world’s steady user base. usage; and Facebook News, a most hopeful networkers. GWI Core Q4 2020 180,852 internet users aged 16-64
The psychology of social media 09 Putting the meaningful back into social media
Up until the end of 2019, our data highlights the importance of partner- showed social media becoming less ing with influencers when targeting this about connecting than consum- demographic. ing content. But back in August, we observed the pandemic breathing Using networks to see what’s trend- some life back into the more “social” ing is also on par with reading news elements of social media – with people stories, which accounts for this gener- relying on these platforms to replace ation’s enhanced appetite for apps like the physical interactions they’d lost. Snapchat and Reddit. While they often passively consume content, many want And our latest wave of data shows to participate in emerging trends and a continuation of this trend: keeping long to impress their followers. in touch with loved ones is now cited as the top reason for logging on. This So despite the return of more “tra- is even the case among Gen Zs, who ditional” incentives for using social consume content on these platforms media, we should be aware of how in much larger doses. it continues to evolve – which is well-demonstrated by Gen Z. A good Though, they do subvert the general example is livestreaming, with around order in some cases. They’re the only 1 in 4 consumers now listing them as generation equally as likely to use social a leading motivation, even with China media to follow famous people as to excluded; such figures were unheard of receive updates from brands – which pre-pandemic.
The psychology of social media 11 The many faces of social media 2
% of internet users in each category who say the following are their main reasons for using social media
All internet users Gen Z (aged 16-23)
Keeping in touch with friends/family Seeing what's trending/being talked about Watching livestreams Finding like-minded communities 50 30 24 22 50 35 27 23
Filling spare time Finding inspiration for things Making new contacts Posting about your life 37 28 24 22 44 32 27 24
Reading news stories Finding products to purchase Seeing updates/content from favorite brands Watching/following sports 36 27 23 21 34 27 27 23
Finding content Sharing/discussing opinions with others Work-related networking/research Following celebrities or influencers 32 25 23 21 38 27 22 27
GWI Core Q4 2020 180,852 internet users aged 16-64, and 37,473 Gen Zs aged 16-23
The psychology of social media 13 02 Despite starting to plateau in 2019, time spent on social media gained Tracking time spent new ground in 2020 – climbing in Daily time spent on social media 32 of our 47 tracked markets
Average time spent using social networks on an average day in h:mm 3
2017 2018 2019 2020 2017 2018 2019 2020 2017 2018 2019 2020 2017 2018 2019 2020
Argentina 3:12 3:17 3:20 3:23 Greece – – – 1:50 New Zealand 1:49 1:42 1:46 1:51 Switzerland 1:18 1:19 1:18 1:22
Australia 1:39 1:34 1:46 1:48 Hong Kong 2:00 1:53 1:55 1:55 Nigeria 3:03 3:26 3:30 3:46 Taiwan 2:06 1:52 1:53 1:53
Austria 1:16 1:15 1:18 1:22 India 2:25 2:28 2:28 2:29 Philippines 4:00 4:08 4:00 4:05 Thailand 3:06 3:14 2:57 2:47
Belgium 1:31 1:31 1:34 1:41 Indonesia 3:26 3:23 3:18 3:19 Poland 1:42 1:45 1:54 1:56 Turkey 2:49 2:52 2:56 3:00
Brazil 3:40 3:39 3:40 3:41 Ireland 1:45 1:55 1:53 1:51 Portugal 2:13 2:12 2:10 2:19 UAE 2:56 3: 00 3:03 3:06
Canada 1:48 1:47 1:50 1:45 Israel – – 1:59 2:02 Romania – 2:34 2:20 2:18 UK 1:54 1:51 1:47 1:46
China 1:58 2:00 2:13 2:01 Italy 1:53 1:48 1:51 1:50 Russia 2:20 2:21 2:28 2:21 U.S. 2:02 2:05 2:01 2:08
Colombia – 3:34 3:46 3:40 Japan 0:46 0:40 0:44 0:48 Saudi Arabia 2:38 2:52 3:08 3:11 Vietnam 2:36 2:33 2:23 2:22
Denmark – 1:35 1:35 1:39 Kenya 2:50 2:59 3:16 3:33 Singapore 2:07 2:11 2:12 2:17
Egypt 3:06 3:05 3:02 2:51 Malaysia 3:06 3:03 2:56 3:03 South Africa 2:47 2:58 3:15 3:32
France 1:24 1:22 1:36 1:41 Mexico 3:11 3:14 3:21 3:25 South Korea 1:11 1:11 1:13 1:12 GWI Core Q1 2017-Q4 2020 Germany 1:13 1:08 1:19 1:24 Morocco 2:22 2:34 2:30 2:34 Spain 1:38 1:41 1:49 1:53 (averages of all waves conducted each year) Ghana 2:59 3:09 3:07 3:21 Netherlands 1:24 1:17 1:19 1:21 Sweden 1:54 1:49 1:49 1:49 370,051 (2017), 474,573 (2018), 598,185 (2019) and 714,817 (2020) internet users aged 16-64
Tracking time spent 15 Lockdown upticks in usage have stabilized 4
Average time spent by each demographic using social networks on an average day across 2020 in h:mm
2:22 2:29 2:25 2:22 1:56 2:02 2:01 1:59 2:06 2:08 2:04 2:04
North Global Europe America
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
3:31 3:38 3:36 3:33 3:14 3:24 3:19 3:19 2:14 2:21 2:15 2:11
The social usage journey throughout 2020 Latin Asia MEA Hot on the heels of Latin America, MEA This does depend on age, however. America Pacific now boasts some of the world’s most Younger consumers still spend the most active social media users, with coun- time on platforms, but their initial spikes tries like Kenya (+17 mins), South Africa were the first to settle down. In con- Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 (+17), Nigeria (+16), and Ghana (+14) trast, boomers are using social media having made the most headway from more than they did at the start of the a global perspective since 2019. year, with their Q2 peak largely being maintained. Holding a lot of purchas- 2:54 2:58 2:56 2:52 1:17 1:26 1:23 1:23 There was a universal uptick in Q2 ing power, this group’s heightened (April-June), as countries started going presence on social sites should be into lockdown; the global figure then fell, addressed by marketers in 2021. Gen Z Boomers before stabilizing. Restrictions did gen- (16-23) (57-64) GWI Core Q1-Q4 2020 erate noticeable increases in usage, but We cover the online habits of Gen X they were ultimately one-offs, and we’ve & boomers in more detail within our 714,817 internet users aged 16-64 since returned to pre-pandemic levels. annual Connecting the dots report. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Tracking time spent 17 % of internet users in each generation who 5 Social media’s say social media causes them anxiety impact on mental
wellbeing is Gen Z 19 most heavily (16-23) felt by younger The impact on mental health consumers An increase in time spent Snapchat’s “Here For You” about their usage levels, but Millennials 16 (24-37) on social media does have campaign. Such schemes less likely to have succeeded implications, as our data are well-positioned to suc- in cutting back. While their links higher levels of usage ceed as this generation feels awareness is relatively with enhanced feelings of more comfortable turning high, many would benefit anxiety. Overall, younger to social media (36%) than from further guidance. consumers feel the con- medical professionals (29%) Gen X 14 nection between social for support with their mental It’s up to brands to fill (38-56) media and mental health wellbeing. in the gaps and encour- most strongly. Gen Zs are age healthier habits. In more prone to anxiety in Understandably, demand 2020, TikTok asked leading general, and have been for digital wellbeing tools influencers to tell its users badly affected by the pan- has inched back up to to stop scrolling and go demic, so we can expect this pre-pandemic levels, and outside, and the platform’s Baby Boomers 12 tension to resonate in other companies are moving fast working with Barnardo’s (57-64) social interactions – includ- to make worthwhile invest- Children’s Charity to launch ing online ones. ments. Having the necessary a webinar on screen time. tools doesn’t guarantee This shows how social Various initiatives have successful results though. media companies can work taken steps to lighten Heavy networkers are more alongside brands to protect their emotional load, like likely than average to worry consumers. GWI Core Q4 2020 180,852 internet users aged 16-64
Tracking time spent 19 Gaming vs online dating 6
% in each group who have played a game online with their real-life friends and/or have used an online dating service on any device in the last month
Gaming Online dating
39 41 31 47 18 33 9 20
Engagement with the siblings of social media: gaming and online dating
During the pandemic, both gaming October. Among other new features, the and online dating platforms started to latest PS5 controller includes a micro- resemble fully-fledged social media. phone that lets users chat in-game without a headset, which hints at where A survey we conducted in May 2020 industry players are likely to make future uncovered demand among potential investments. Ultimately, it’s best to online daters for game setups, synchro- stay on the ball; as, like social media, nized movies, and virtual speed dating engagement with games consoles has events. Apps like Hinge and Bumble were seen its initial Q2 spike level off. quick to add in-app video chat features and encourage people to get imaginative Both industries have prioritized devel- with online dates. Virtual speed dating oping or marketing their most social events on Facebook groups even man- and inclusive offerings. Facebook aged to spice up this year’s Valentine’s Gaming has created a series spot- Day in the West. lighting over 100 inspiring women, who openly discuss their time in the indus- Gen Z Millennials Gen X Boomers The gaming industry opted for similar try to help others feel more at home (16-23) (24-37) (38-56) (57-64) tactics, as consumers used video games on the app; and Tinder launched an to socialize during lockdowns – with a interactive series called Swipe Night fifth of gamers in the U.S. and UK citing to highlight the conversational power of this as a main reason for playing in shared experiences. GWI Core Q4 2020 180,852 internet users aged 16-64
Tracking time spent 21 Weekly usage of social media 7 03 % of internet users in each category who use the following platforms weekly
All internet Gen Z Millennials Gen X Boomers Lining up the users (16-23) (24-37) (38-56) (57-64) leading platforms Facebook Instagram
TikTok
Pinterest Facebook remains resilient
Despite reports of Facebook deleters content consumption and trending Want a closer look at how Snapchat growing in ranks, it remains the world’s topics above news stories. Facebook engagement most popular social network. is changing? Try the LinkedIn Yet, social media users of all ages are platform for free. Breaking down platform engage- paying more attention to whether ment by generation also reveals more platforms tackle the threat of mis- Reddit nuance. While a high proportion of information and work to promote Gen Zs still use Facebook on a weekly social justice. Facebook is respond- basis, it falls significantly behind ing by testing changes to its News Feed Tumblr Instagram in popularity. A quick that would downrank political con- glance back at their motivations for tent, and has been active in removing using social media explains this; they conspiracy theories discouraging stray from the standard by ranking vaccination. GWI Core Q4 2020 156,747 internet users outside China aged 16-64
Lining up the leading platforms 23 Every market has its favorite The top in each age bracket 8 % in each generation who say % in each market who say the following is their favorite service the following is their favorite service
Argentina WhatsApp 38 Ireland WhatsApp 28 Singapore WhatsApp 37
Australia Facebook 29 Israel WhatsApp 50 South Africa WhatsApp 41 Gen Z 24 Austria WhatsApp 39 Italy WhatsApp 42 South Korea Kakao Talk 58 (16-23)
Belgium Facebook 26 Japan LINE 36 Spain WhatsApp 43
Brazil WhatsApp 39 Kenya WhatsApp 44 Sweden Facebook 24 Millennials 17 Canada Facebook 26 Malaysia WhatsApp 33 Switzerland WhatsApp 43 (24-37)
China WeChat 46 Mexico Facebook 39 Taiwan LINE 51
Colombia WhatsApp 39 Morocco Instagram 26 Thailand Facebook 45 Gen X 20 Denmark Facebook 34 Netherlands WhatsApp 46 Turkey Instagram 40 (38-56)
Egypt Facebook 41 New Zealand Facebook 30 UAE WhatsApp 35
France Facebook 29 Nigeria WhatsApp 41 UK Facebook 22
Germany WhatsApp 43 Philippines Facebook 49 USA Facebook 28 Baby Boomers 21 (57-64) Ghana WhatsApp 44 Poland Facebook 43 Vietnam Facebook 49
Greece Facebook 35 Portugal Facebook 31
Hong Kong WhatsApp 41 Romania Facebook 41 Want our latest market and regional India WhatsApp 30 Russia VK 26 insights? Our market snapshots offer an easy way to discover the GWI Core Q4 2020 Indonesia WhatsApp 41 Saudi Arabia WhatsApp 26 digital consumer in your area. 180,852 internet users aged 16-64
Lining up the leading platforms 25 Trend in action 51% of U.S./UK consumers use YouTube Will 2021 be to research or find YouTube’s year? products to buy
Outside China, YouTube comes up its sleeve. Shorts, its TikTok-like before every other TV, video, or functionality, already gets 3.5 billion film service we track when it views each day. Like YouTube Kids, comes to monthly engagement. this feature is set to see higher con- sumption figures in coming years, YouTube Kids, the company’s should the service succeed in rais- stand-alone app built for chil- ing more awareness. dren, was only launched in late 2019. It therefore scores relatively The platform is also working to low for monthly engagement, but enhance its ecommerce capabil- has seen considerable success in ities by enabling creators to tag Asian countries like Vietnam and the products showcased in their the Philippines. videos. This move will facilitate broader opportunities for shop- In spite of these offerings, ping within the app and expand YouTube still has several tricks its use cases.
27 China’s main social players 9
% of internet users in China who visit the following services weekly
Changes in China
WeChat has long been at the forefront greater mark on the social space. In 2019, of China’s list of homegrown platforms WeChat had a 47 percentage-point lead due to its multi-functionality. on Douyin; since then, the rift has closed between WeChat and its contenders. While keeping in touch with friends According to Bytedance, Douyin sur- and family is currently the top reason passed 600 million daily active users last for using social media in China, the August, which is a 50% increase from gap between this motive and others 400 million in January – with the plat- is much lower. For example, the per- form adding free movie streaming, an centage difference between the former e-wallet, and live podcasts to its list of and watching livestreams is 15 points in offerings in 2020. China, and 39 in the U.S. – a sign that social media fulfils a much wider brief Livestreaming-specific apps like Yizhibo here than in the West. once created a precedent for WeChat and Douyin, who quickly integrated this Tencent dreams of WeChat becoming technology into their platforms. And now, an app that covers all bases; and 46% of audio-focused social apps like Dizhua, Chinese consumers say it’s their favorite Tiya, and Yalla have risen in popularity platform, putting it miles ahead of the alongside Clubhouse’s growing visibility next competitor, Douyin (15%). in the West. With Clubhouse blocked WeChat Douyin Tencent Baidu Sina Qzone Meipai Douyin in China, there’s fresh opportunity for (TikTok) QQ Tieba Weibo Huoshan That being said, Douyin (the Chinese homegrown solutions to bring the audio- version of TikTok) is starting to leave a chat phenomenon into the mainstream. GWI Core Q4 2020 24,105 internet users in China aged 16-64
Lining up the leading platforms 29 % of each platforms’ users who have done 10 Stories the following in the last month 04 aren’t just for Viewed a Story Keeping tabs on Snapchatters Snapchat Created a Story behavioral trends Swiped up on Stories to see more
Where we’re at with Stories Created Stories Instagram Stories may be short-lived, but they can Swell – a brand selling stylish, reusable leave a lasting impression on viewers and water bottles and containers – uses polls Swiped up on Stories to see more brand followers by showcasing the people to share pertinent information by quizzing and meaning behind an organization in a their audience on eco-friendly topics and more laid-back and authentic way. revealing some surprising answers. And Reacted to polls/questions on Stories these tools can also be used for customer If brands want their Snapchat was the first to introduce ephem- feedback, market research, or purely for eral content, and its users still have the entertainment. audience to know Posted polls/questions on Stories highest engagement rate with this format; something, they though it’s achieved popularity among Instagram is developing a vertical Stories should wrap exciting, Instagram and Facebook users as well. In feed, similar to that of TikTok, and looking memorable content fact, more Instagram users create their to make them more desktop-friendly. around that something Used Facebook Stories own Stories each month than Snapchat As it continues to innovate, and other Facebook users. platforms follow suit, Stories’ ability to and repeat, repeat, enhance brand-consumer relationships repeat With additional features like Q&As, polls, and drive meaningful conversations – Christina Moravec, and shopping tags, Instagram Stories will only strengthen. It’s up to brands to GWI Core Q4 2020 Marketing Manager are particularly beneficial for brands and create inspiring, topical, and ongoing 43,829 Snapchat users, 107,584 Instagram users, and influencers as they drive participation. narratives. at Zylo 132,764 Facebook/Facebook Messenger users aged 16-64
Keeping tabs on behavioral trends 31 The latest AR has to offer 11
% of each platforms’ users who have done the following in the last month
Used filters/geofilters Used filters Used an effect
The future of AR in social media marketing
Many of us remember Pokémon GO taking Instagram and TikTok users aren’t far the world by storm in 2016, and the latest behind Snapchat’s in terms of enthusi- word from Sensor Tower is it’s even more asm. TikTok effects have helped various successful now than during the launch. influencers and brands in their efforts to go The app’s augmented reality (AR) features viral. Michael DiBenigno, the cofounder of are its main selling point, which gives us an AR startup, teamed up with a Chicago some context into the demand for such professor to produce content on the spread technology and what it could do for of COVID-19 in the U.S. Their video, which social media. heavily leant on AR, generated 2.2 million views, 323,000 likes, and 3,500 comments. Lenses and filters are tools that enable users to customize images by transforming the What’s more, AR is particularly useful in way they look and the world around them. the current climate. Due to the COVID-19 On Snapchat, geofilters even augment hot pandemic, only 22,000 fans were permitted spots within local communities. to watch this year’s Super Bowl in person. As a result, several brands adopted AR effects Our audience of filter users over-index most to create immersive and shareable experi- for being interested in things like urban art ences. Pepsi, for example, added QR codes and they travel much more than the average. to its packaging, allowing fans to access Used Lenses They’re also keen for brands to enhance their exclusive videos and custom filters when online image, so features addressing this scanned. AR therefore has the potential group’s impulse to celebrate their lifestyle to enhance other campaigns, as well as and share cultural experiences are posi- support creators. GWI Core Q4 2020 tioned to do well. 107,584 Instagram users, 43,829 Snapchat users, and 65,522 TikTok users aged 16-64
Keeping tabs on behavioral trends 33 The distinct stamp of social platforms 12
% of each platforms’ monthly visitors who mainly use the service for the following
Facebook/Messenger Instagram
1 Message friends/family 1 Post/share photos or videos 2 Post/share photos or videos 2 Find funny/entertaining content 3 Keep up-to-date with news/the world 3 Follow/find information about products/brands
Pinterest Reddit
1 Follow/find information about products/brands 1 Find funny/entertaining content 2 Find funny/entertaining content 2 Keep up-to-date with news/the world 3 Post/share photos or videos 3 Follow/find information about products/brands
Linkedin TikTok
1 Keep up-to-date with news/the world 1 Find funny/entertaining content 2 Follow/find information about products/brands 2 Post/share photos or videos 3 Post/share photos or videos 3 Keep up-to-date with news/the world
Snapchat Twitter
1 Post/share photos or videos 1 Keep up-to-date with news/the world 2 Find funny/entertaining content 2 Find funny/entertaining content 3 Message friends/family 3 Follow/find information about products/brands
GWI Core Q4 2020 167,125 social networkers aged 16-64
Keeping tabs on behavioral trends 35 % of Pinterest users who have used 13 Pinterest: the site for the following in the last month a place for aspirational Home décor/design inspiration shoppers Recipe/food/meal ideas
The power of Pinterest
Around 4 in 10 Pinterest users log onto in DIY and environmental issues. Pins that Style/clothing/beauty inspiration the site to research brands and products, appeal to their dreams of a wholesome making discovery a lot more likely. What’s home and planet are therefore primed for more, the majority seek purchase and life- success. style inspiration, which has been in high Health/fitness inspiration demand during the pandemic. This makes In a similar vein, U.S. Pinners are especially it an ideal spot for brands hoping to bolster eager when it comes to food inspiration. their online sales. With 1 in 5 Americans using food box ser- vices, there’s an excellent opportunity for Home décor, food, and fashion are the top CPG brands to demonstrate what can be Travel inspiration categories among Pinners. As expected, inter- achieved using their products. est in these categories is much higher among women, but men take the lead when it comes Ecommerce-driven brands in the above- to seeking fitness, travel, and family inspi- mentioned industries ultimately stand Wedding/party/event inspiration ration; so sellers operating across the latter to benefit from investing in Pinterest, three industries shouldn’t overlook them when particularly as it continues to introduce creating content for the site. features that facilitate buying and sell- ing. Last May, the platform enabled Shopify And even more Gen Zs are monthly users, merchants to feed their whole product which puts them above other generations. catalog directly into shoppable Pins, and Compared to other 16-23 year olds, this product tagging for influencers on their group over-indexes most for being interested Story Pins is reportedly in the works. GWI Core Q4 2020 52,430 Pinterest users aged 16-64
Keeping tabs on behavioral trends 37 Going live, % of each platforms’ users who have done the following in the last month 14
and growing TikTok Watched a livestream
bonds Participated in a trend
Participated in a brands' Hashtag Challenge
Used Facebook Groups How livestreams empower online communities Facebook
The pandemic created a gap for virtual live example for local retailers or D2C brands. Used Facebook Live events to fill, as many began craving human connection. A report we published in July on Companies should be thinking along these Used Facebook Events virtual interactions showed its long-term lines, and aim to create online communi- potential, with 51% in the U.S. and UK saying ties centered around the themes or interests they planned to communicate online to the most relevant to them. Creating enclosed same extent once restrictions were lifted. spaces will encourage people to open up Reddit Joined communities and share experiences, enhancing brand In the same way users know those in their loyalty in the process. Watched or created a broadcast Reddit community or Facebook group share similar interests, livestreams tend Selecting appropriate influencers to host Created posts/public broadcasts to draw in like-minded crowds. livestreams builds trust, while finding ways for viewers to participate before, during, and Early on Bon Appetit’s Test Kitchen crew after an event through activities like chal- hosted a livestream from their kitchens and lenges and Q&As will drive social interaction LinkedIn Attended an event or webinar living rooms, filled with cooking challenges, and sentiments of belonging. This is largely games, and company updates. And on a the appeal behind the trending invite-only, smaller scale, the Facebook group Come audio-based app, Clubhouse, which pro- Dine Online With Me offered livestreams vides an intimate setting for communities GWI Core Q4 2020 and tutorials, while encouraging members to across the spectrum. 65,522 TikTok users, 132,764 Facebook/Messenger users, share their creations, which serves as a good 22,138 Reddit users, and 45,062 LinkedIn users aged 16-64
Keeping tabs on behavioral trends 39 Brand discovery 15 Brand research 16 05 % in each category who typically find out % who mainly use the following when about new brands via the following looking for more information on brands
The deal with All internet users Gen X & Boomers Social networks 45 social shopping Social media (net) 47 Consumer reviews 41 39
Social media in the early stages Ads seen on social media Question & Answer sites 28 21 24 Overall, search engines (34%) and unprecedented highs in places respect; as fondness for online ads seen on TV (33%) remain the like Kenya (73%), Nigeria (72%), social research peaks among Forums/message boards most common modes of brand and the Philippines (67%). With Instagram and Snapchat users, 17 discovery. Ads on social platforms a considerable number using with Pinners being the most likely Recommendations/comments on social media are only just behind, but carry even these sites to find products to to discover brands. 24 more weight when combined with buy, for purchase inspiration, or 21 our other social media-specific to see updates from their favorite In addition, brands should invest Messaging/live chat services options. brands, social media is clearly a in niche networks alongside the 16 space where advertising con- main players. Q&A sites, forums, Close to half typically find out tent isn’t just expected, but often and messaging apps are all Updates on brands' social media pages about new brands or products desired. common research spots. Industry 17 Online pinboards via social media ads, recommen- will dictate the right channel to 15 11 dations, or updates on brands’ The portion of consumers using some degree; travel enthusiasts pages – up from 32% in 2017. social networks to research brands favor Q&A and consumer review has increased by 5 points since sites when seeking information, What’s more, this figure wit- 2017, also inching its way up to while those with an interest in nesses jumps across MEA, APAC, half of all internet users. Though beauty stand out for their use of GWI Core Q4 2020 GWI Core Q4 2020 and Latin America, reaching not all platforms are equal in this online pinboards. 180,852 internet users aged 16-64 180,852 internet users aged 16-64
The deal with social shopping 41 Trend in action
The social justice stakes are higher
Like never before, consumers are calling advocacy, and those that don’t risk on brands to lead the fight against coro- growing stale or irrelevant. navirus, support the vulnerable, and take a stance on important social issues – Panda Express’ Instagram account is with social media being a prime vehicle a good example of highlighting a spe- for communication. Across 7 countries, cific brand purpose and reiterating it nearly as many want brands to focus over time. It consistently demonstrates on treating staff fairly (44%) and being solidarity and support for minorities vocal about social causes (41%), as on across the States. Last June, the com- producing high-quality products (49%). pany donated $1M in books written by authors of color to over 500 Boys & While some businesses are worried Girls Clubs, in the hopes of addressing about potentially alienating custom- perceptions at an early age; and its ers, the consequences of refusing to latest donation to Asian Americans open up this kind of dialogue are often Advancing Justice again promotes a greater, given a fifth of millennials fair and equitable society for all. would think twice about buying from a brand lacking in political or social We cover the kindness economy in more activism. Younger consumers increas- detail within our annual Connecting ingly expect companies to broadcast the dots report.
43 Gen Z follow influencers 17 almost as much as brands
% in each generation who subscribe to the following social media accounts
How the tide has changed for influencers Brands you purchase from/are considering purchasing from Influencers or other experts
A group of influencers came under seri- influencer followers were much more 33 28 36 23 31 16 22 9 ous fire in January after they traveled to likely than other consumers to say chal- Dubai for a photoshoot under the label lenging themselves, learning new skills, of “essential” work. Consequently, several and contributing to their community was reality stars lost thousands of followers, important to them. causing some to speculate about the kind of place influencers have in our post-pan- Influencer followers also have a varied list demic world. of passions beyond travel and beauty. They over-index for being interested in personal Ultimately, our data demonstrates the healthcare, wildlife, DIY, and volunteering. strong hold they have on consumers, par- The gap between personal healthcare and ticularly younger generations – with Gen beauty/cosmetics is actually wider among Zs being almost as likely to follow influ- influencer followers than the average, which encers as brands. Especially now typical underscores their emphasis on wellness and brand-building tools like physical retail have self-care. So it’s not that influencers have taken a backseat, and mental health is suf- less potential, but that followers want fering, influencers are a valuable tool to help more raw, unfiltered content, which they brands engage with customers in a more currently relate to better than glitzy human, empathetic, and personal way. backdrops.
Writer Chloe Combi argues 2020’s ideo- Influencers that offer lifestyle tips and Gen Z Millennials Gen X Boomers logical shifts caused young people to shift encourage people to open up and express (16-23) (24-37) (38-56) (57-64) their focus onto “true role models” and away their frustrations, while voicing their own, from polished influencers. This aligns with are best-placed to engage their followers in several aspects of our data; in Q4 2020, a meaningful way. GWI Core Q4 2020 180,852 internet users and 38,049 influencer followers aged 16-64
The deal with social shopping 45 Influencer followers have 18 a varied list of interests
% of influencer followers who are interested in...
62% | 1.28 IDX 58% | 1.36 IDX 52% | 1.40 IDX 49% | 1.29 IDX
Travel Personal healthcare Fitness & exercise Wildlife/nature
47% | 1.43 IDX 46% | 1.47 IDX 45% | 1.41 IDX 33% | 1.50 IDX
DIY/home improvements Fashion Beauty/cosmetics Charities/volunteering
GWI Core Q4 2020 180,852 internet users and 38,049 influencer followers aged 16-64
The deal with social shopping 47 Sites with their own The top channels for clicking 19 ecommerce functionalities on sponsored or promoted posts
% of each platforms’ users who have % of each platforms’ users who have clicked used the following in the last month on a sponsored/promoted post in the last month
The social commerce race is speeding up TikTok (select markets only) Facebook Marketplace helps people Our Work dataset shows that 38% of discover, buy, and sell items within their knowledge workers say their company Facebook local communities. And the feature’s has a work-related Instagram account, Marketplace expansion into new markets has facil- a 20% increase since Q1 2019. And Reddit (select markets only) itated its evolution. around a third of this group say their profile is used for the purpose of sell- Facebook Marketplace recently ing. In response to the rising number of LinkedIn launched in Nigeria – joining other MEA organizations marketing on Instagram, countries like South Africa. It therefore the platform has introduced a profes- has the potential to go big in this part sional dashboard for businesses and of the world, while working to curb the creators. Twitter (select markets only) spread of coronavirus and bolster local businesses in the process. Alongside Facebook, TikTok and Instagram users come out on top Instagram Shopping was introduced when it comes to following brands Instagram Snapchat (select markets only) much later than Facebook Marketplace, and seeking information about prod- Shopping Bag and understandably hasn’t attained the ucts on social media. Both platforms same level of reach just yet. But there’s are hoping to claim a larger share of an appetite already developing for it, the ecommerce action, and only time particularly among millennials. will determine a victor. GWI Core Q4 2020 167,125 social networkers aged 16-64
The deal with social shopping 49 Social selling is bolstered by content 20
% of internet users in the following categories who say a “buy” button is a top purchase driver
22 22 20 19 16 13 When content and commerce collide
Our data shows that 13% of stories with an eagerness to social commerce as it matures social networkers would be most buy on platforms. A fifth of are best-positioned to suc- inspired to make a purchase by IGTV and Reels engagers show ceed in the future. It’s also Social Gaming IGTV/Reels Influencer Story feature All social a “buy” button. Yet, this just enthusiasm toward buying worth remembering that shop- livestreamers livestreamers users followers users networkers means they prioritize other through social sites, so it’s little ping experiences need to feel incentives like free delivery, not wonder Instagram has decided at home on specific apps; so that many wouldn’t be tempted to expand Checkouts to both brands will benefit from repur- to make unplanned purchases these features, having previously posing and adapting content to from brands telling compelling rolled out the ability to buy via fit the distinct vibe of each site. The main vibes on leading platforms stories on social media. Stories. For example, Guess’ Facebook % of each platforms’ users who want brands to be the following (sorted by over-index) Platforms are continuously While fashion categories like posts do things like highlight adding new functionalities and apparel and accessories nostalgic campaigns and inter- features that make content remain the most relevant, view models for those interested more shoppable – and these other lifestyle brands looking to in the culture of fashion, and Smart Trendy Exclusive Young 1.17 IDX | 52% 1.24 IDX | 38% 1.25 IDX | 31% 1.30 IDX | 32% are happening in line with market food & beverage, health often showcase its family aes- increased demand for social products, and home décor are thetic. In contrast, the brand’s entertainment. also key players. TikTok page is saturated with glamorous and creative clips of Our data associates those who As leading platforms offer influencers making good use of GWI Core Q4 2020 use social media to access increasingly innovative tools, the app’s effects, as well as host- 121,244 social networkers aged 16-64; 41,188 social livestreamers, 38,049 influencer followers, content like livestreams and those most able to leverage ing challenges like #InMyDenim. 9,474 gaming livestreamers, 40,913 IGTV/Reels users, and 89,376 Story users
The deal with social shopping 51 Appendix Survey questions used per chart
1 Which of the following do you 8 Which of these social networks 16 Which of the following online feel describes you? (I think would you say is your favorite? sources do you mainly use social media is good for society) when you are actively looking 9 How often do you visit or use for more information about 2 What are your main reasons for these services? (At least weekly) brands, products, or services? using social media? 10 What have you done on Snap 17 Which social media accounts 3 On an average day, how long chat/Instagram/Facebook in do you follow or subscribe to? do you spend on social media? the last month? 18 Which of these things are you 4 On an average day, how long 11 What have you done on Snap interested in? do you spend on social media? chat/Instagram/TikTok in the last month? 19 What have you done on the fol- 5 Which of the following do lowing social platforms in the you feel describes you? (I feel 12 Which platforms/services do last month? using social media causes me you use to do the following? anxiety) 20 When shopping online, which 13 What have you used Pinterest of these features would most Thinking about gaming, which 6 for in the last month? increase your likelihood of of these things have you done? buying a product? (Option to (Played a game online with your 14 What have you done on TikTok/ use “buy” button on a social real-life friends) | In the past Facebook/Reddit/LinkedIn in network) | Which of these do month, which of the following the last month? you want brands to be? things have you done on the internet via any device? (Used 15 How do you typically find out an online dating service/app) about new brands/products?
7 How often do you visit or use these services? (At least weekly)
53 Notes on methodology
Introduction UK and the U.S. Our custom year (with the exception the World Bank, the ITU, Sample size by Argentina 1,491 Morocco 1,008 All figures in this report are data considers where the of internet users in Egypt, the International Labour market Australia 3,995 Netherlands 1,241 drawn from GWI’s online pandemic has advanced or Saudi Arabia and the Organization, the CIA Austria 1,245 New Zealand 1,239 research among internet undercut key trends. UAE, where respondents Factbook, Eurostat, the US This report draws insights Belgium 1,248 Nigeria 974 users aged 16-64. Please are allowed to complete Bureau of Labor Statistics from GWI’s Q4 2020 wave Brazil 5,499 Philippines 2,988 note that we only interview Our research the survey at 6-month as well as a range of of research across 47 coun- Canada 4,780 Poland 2,008 respondents aged 16-64 and Each year, GWI interviews intervals). national statistics sources, tries, with a global sample of China 24,105 Portugal 1,243 our figures are representa- over 700,000 internet users government departments 180,852 respondents. Colombia 2,499 Romania 1,253 tive of the online populations aged 16-64 across 47 mar- Our quotas and other credible and Denmark 1,502 Russia 3,515 of each market, not its total kets. Respondents complete To ensure that our research robust third-party sources. population. an online questionnaire that is reflective of the online Egypt 1,675 Saudi Arabia 1,512 asks them a wide range population in each market, This research is also used France 5,018 Singapore 2,750 Figures referring to our of questions about their we set appropriate quotas to calculate the “weight” of Germany 4,983 South Africa 1,492 COVID-19 research are lives, lifestyles and digital on age, gender and edu- each respondent; that is, Ghana 896 South Korea 1,877 drawn from Wave 5 of a behaviors. We source these cation – meaning that we approximately how many Greece 1,278 Spain 4,998 custom recontact study, respondents in partnership interview representative people (of the same gender, Hong Kong 1,779 Sweden 2,494 among 15,271 internet with a number of indus- numbers of men vs women, age and educational attain- India 14,037 Switzerland 1,499 users, fielded in 18 coun- try-leading panel providers. of 16-24s, 25-34s, 35-44s, ment) are represented by Indonesia 5,012 Taiwan 2,244 tries between June 29-July Each respondent who takes 45-54s and 55-64s, and of their responses. Ireland 1,247 Thailand 3,766 2 2020. Countries included a GWI survey is assigned people with secondary vs Israel 1,511 Turkey 2,001 Australia, Belgium, Brazil, a unique and persistent tertiary education. Italy 4,995 UAE 1,782 China, France, Germany, identifier regardless of the India, Italy, Japan, New site/panel to which they To do this, we conduct Japan 4,878 UK 10,007 Zealand, the Philippines, belong and no respond- research across a range Kenya 993 USA 24,475 Poland, Romania, South ent can participate in our of international and Malaysia 2,835 Vietnam 2,682 Africa, Singapore, Spain, the survey more than once a national sources, including Mexico 4,303
55 Mobile survey GWI’s Core survey via PC/ Internet Western Europe and parts Internet Argentina 80 Morocco 67 respondents laptop/tablet. For more penetration rates of Asia Pacific such as penetration rates Australia 89 Netherlands 95 From Q1 2017 on, GWI has details on our methodology across GWI’s Japan, Australia and New (GWI’s Forecasts Austria 89 New Zealand 94 offered our Core survey on for mobile surveys and the markets Zealand. Where a market for 2020 based on Belgium 90 Nigeria 50 mobile. This allows us to questions asked to mobile GWI’s research focuses has a medium to low inter- 2018 ITU data) Brazil 75 Philippines 67 survey internet users who respondents, please down- exclusively on the internet net penetration, its online Canada 94 Poland 80 prefer using a mobile or load this document. population and because population can be very dif- This table provides GWI are mobile-only (who use internet penetration rates ferent to its total population; forecasts on internet pen- China 62 Portugal 79 a mobile to get online but Internet can vary significantly broadly speaking, the lower etration (defined as the Colombia 68 Romania 76 do not use or own any other penetration rates: between countries (from the country’s overall internet number of internet users Denmark 98 Russia 85 device). Mobile respond- GWI versus ITU a high of 90%+ in parts of penetration rate, the more per 100 people) in 2020. Egypt 54 Saudi Arabia 90 ents complete a shorter figures Europe to lows of c.20% in likely it is that its internet This forecasted data is France 86 Singapore 90 version of our Core survey, As GWI’s Core Research is parts of APAC), the nature users will be young, urban, based upon the latest inter- Germany 92 South Africa 64 answering 50 questions, conducted among 16-64 of our samples is impacted affluent and educated. net penetration estimates Ghana 50 South Korea 97 all carefully adapted to be year-olds, we supplement accordingly. This is the case throughout from the International compatible with mobile the internet penetration fore- much of LatAm, MEA and Telecommunication Union Hong Kong 92 Spain 90 screens. casts for a country’s total Where a market has a high Asia Pacific. (ITU) for each market India 45 Sweden 96 population (reproduced to internet penetration rate, that GWI conducts online Indonesia 42 Switzerland 96 Please note that the sample the right) with internet pen- its online population will be research in. Ireland 87 Taiwan 90 sizes presented in the charts etration forecasts for 16-64s relatively similar to its total Italy 77 Thailand 59 throughout this report may specifically. Forecasts for population and hence we Israel 88 Turkey 76 differ as some will include 16-64s will be higher than will see good representa- Japan 93 UAE 98 both mobile and PC/ our forecasts for total pop- tion across all age, gender laptop/tablet respondents ulation, since 16-64s are the and education breaks. Kenya 40 UK 96 and others will include only most likely age groups to be This is typically the case Malaysia 84 USA 90 respondents who completed using the internet. across North America, Mexico 71 Vietnam 70
57 Bought something Want more online in the last week Posted a comment answers? in a forum 1/4 buyers say blogs Need more answers? Our custom research gives you the are very influential power to ask whoever you want, whatever you want when researching a new product
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