Hootsuite: Digital 2020 – more than half of all internet time is mobile

Social media management firm, Hootsuite and social agency, We Are Social, have released Digital 2020, their latest annual report on social media and digital trends.

Internet:
  • 4.54 billion people are now online, a year-on-year increase of 298 million – approaching internet penetration of 60%
  • The average internet user will spend 6 hours and 43 minutes per day online in 2020.
  • People in the Philippines top the daily usage charts, spending an average of 9 hours and 45 minutes per day online, compared to just 4 hours and 22 minutes in Japan.
  • Google and YouTube are once again the most visited websites, but Yahoo! still remains popular, with its website continuing to receive more traffic than Amazon.com and the world’s top ‘adult’ websites.

Data concerns are high globally, with almost two-thirds (64%) of internet users aged 16 to 64 saying they worry about how companies use their data. The report also shows that 56% of online internet users (over 18 years old) are concerned about fake news, while 49% of internet users aged 16 to 64 use ad blockers every month.

Social media
  • 49% of the world’s population (3.8 billion people) now uses social media, an increase of 321 million or 9% from 2019.
  • Social media users in the Philippines are the most active, averaging 3 hours and 53 minutes every day. The global average for daily time spent on social media is 2 hours 24 minutes, accounting for more than one-third of our total internet time.

The world’s most-used social platforms are Facebook, YouTube, and WhatsApp. TikTok, in 7th place, now has 800 million monthly active users, with 500 million of these users in China.

Hootsuite and We Are Social have also seen growth in advertising audience numbers across many major social platforms. Facebook’s data shows a 1% growth over the past quarter, while Instagram’s ad audience has risen by nearly 6% in the same time period. The standout performer is Pinterest, whose advertising audience numbers jumped 12% after it added a number of new countries to its advertising targeting options.

Mobile and ecommerce
  • There are now 5.19 billion unique mobile users globally and for the first time, more than half (50.1%) of all internet time is spent on mobile devices.
  • 5G is already making an impact, boosting the average mobile data connection speed in South Korea to more than 100Mbps, up from just 51Mbps this time last year.
  • Mobile apps now account for 10 out of every 11 minutes we spend using mobile devices, with web browsing only responsible for 9% of our mobile time.

When it comes to shopping, 74% of internet users aged 16 to 64 purchased a product online in the past month, while 52% made a purchase via a mobile phone. Mobile is now the top device for making online purchases. The world’s ecommerce users spent more than US$3 trillion on online B2C purchases in 2019, with shoppers spending an average of almost US$500 each on consumer goods alone – a year-on-year increase of 9%.

This data confirms what many of us had suspected—that more people will continually be connected with more tools, on more devices and platforms, and through more channels, fundamentally changing how, as a society, we engage with one another. It’s one thing to make the tangible connection; as marketers and brands, we need to take the time to understand how the content we produce connects on a different level with our audience, and also how we make use of the tools we have to connect those that are yet to engage through the internet.

Henk Campher, VP of Corporate Marketing, Hootsuite

 

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