Social Media Report By

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 ongoing 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

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