According to the latest Digital in 2019 report, produced by Hootsuite and We Are Social, more than one million new people go online every day, whilst 45% of the global population (nearly 3.5 billion people) are logging in to their favourite social platforms. Despite growing concerns over fake news, fake followers and the spectre of data privacy those numbers represent a 9% increase year-on-year.
The report, which indexes digital trends and social media use across 230 countries and territories, also found that:
- 2.026 billion mobile apps were downloaded in 2018.
- The average number of apps on a mobile device was 96, however, less than half (34 apps) are used in an average month.
- WhatsApp took the top spot as the app with the most active monthly users, followed by Facebook.
- In the UK, 81% have purchased a product or service online, with 45% making a purchase on a mobile device and 51% of internet users use mobile banking.
Although social media came under increased scrutiny and saw diminished trust among users in 2018, people around the world are spending more time on social—the global daily average is now 2 hours and 16 minutes, or one-seventh of their waking lives. But to capture the attention of customers, brands need to rethink how they engage on social. Businesses must be respectful of their customers’ privacy, while still creating personal 1:1 connections via content that’s important, interesting and timely to the audience while being genuine and authentic to their brands.
Penny Wilson, CMO of Hootsuite