Digital 2024 Global Overview Report DataReportal Global Digital Insights

Digital 2024: Global Overview Report

2024 has just begun, but it is already looking like a calendar year of digital milestones.

The massive new report Global Digital Overview 2024, published in partnership with Meltwater and We Are Social, is packed with a ton of striking headlines and trends, including:

Major new personalities in social media
Major new personalities in social media
Changes in the world's "favorite" social media platform
Instagram vs TikTok rivalry intensifies
TV viewership declines
New milestones for LinkedIn, Snapchat, Weibo
Global digital ad spend
Shocking data on TikTok hashtags

We have more data, information, and surprises for you to enjoy.

The ultimate collection of digital data

It's not just the number of users that grew this year.

At over 550 pages, this report is the most detailed global overview report we've ever published:

⚠️ Important notes

Before you dive into this latest data, here are a few things you should know:

Since last year's report, we've made significant changes to how we report social media user identities in each country. This allows us to report accurate data on changes over time. However, please use the change values published in this year's report and do not attempt to calculate change values using data from previous reports, as this will result in inaccurate results.
For Internet users in particular, we have revised the sources for various data points, which may result in completely different data than those published last year. However, these new figures are based on the latest data and are therefore the most representative and reliable figures.
We continue to find inconsistent trends in the data published by the advertising tools of various social platforms. We explore some of these anomalies in the full analysis below, but caution is advised when analyzing social media audience data, especially trends for X (Twitter) and TikTok.
Due to changes in TikTok's data collection methodology, the latest global data is not comparable to previous reports. However, the good news is that the data that can now be reported covers more countries.
Due to the major changes to the e-commerce dataset category category, this year's report data cannot be compared with the seemingly similar data announced.

Top 10 takeaways

Do you need a simple idea? This CUMPER SUMMARY VIDEO will deliver the top 10 points in just 10 minutes from this year's report:

The complete Digital 2024 Global Overview Report

You can see the full text of this year with the following Embred (click here if you can not see it), but to see a detailed analysis of what these numbers mean, click here. Please please.

The state of digital in January 2024

First, let's look at the latest titles on the spread and use of digital in the world:

According to World Population Prospects, the United Nations is currently living 808 million people on the earth. The world's population has increased by 74 million since last year, which is equivalent to an increase of 0. 9 % a year.
The number of unique mobile phones reaches 5. 61 billion in early 2024. According to the latest GSMA intelligence data, 69. 4%of the world's total population uses mobile equipment, and the total population will increase 138 million (+2. 5%) by the beginning of 2023.
At present, more than 66 % of the population on the earth use the Internet, and the latest data is 5. 35 billion in the world. Internet users have increased 1. 8%in the past 12 months, with 97 million new users in early 2023.
According to Kepios's analysis, active social media users' IDs exceed 5 billion, and the latest users are equivalent to 62. 3%of the world's population. In the past year, the world's total number of users has increased 266 million, and the annual growth rate has reached 5. 6%.

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This is the perfect snapshot for posting social media (you can copy and paste resolutions!), But what can you learn from this year's abundant data collection?

Now, sit down and start a comprehensive analysis of digital numbers in 2024.

5 billion social media user identities

The top story of this year's report is that it has more than 5 billion social media users currently active, with a total of 5. 04 billion in early 2024.

The new giant milestone of this social media is ahead of Facebook's 20th birthday, but the history of social media is Marvard University in 2004. It is worth pointing out that it had begun long before launching TheFacebook. com from the dormitory room.

In fact, social media paths to acquire 5 billion users have begun more than 50 years ago.

Dig Depepter: In this special Deep Dive article, see all history of social media, including major platforms and milestones.

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Social media use continues to grow

The latest IDs of social media users have increased by 5. 6%in the past year, and in 2023 new users have begun to use social media for the first time.

This impressive figure is that a new social media user with 8. 4 people on average has increased over a second of the year.

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In addition, the recruitment rate will accelerate further in the last three months of 2023, and according to the Kepios analysis, the average of the last three months will be 9. 4 new users per second.

The number of 50. 4 billion people does not represent unique individuals because the same person may manage multiple "user identity", but according to our analysis, using social media. The number of people should not be much different from this user identity as a whole.

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Time spent using social media

However, impressive numbers are not limited to the number of users.

According to GWI's latest surveys, "typical" social media users are currently spending 2 hours and 23 minutes a day on social media.

This average is 8 minutes shorter than what we reported last year, but according to our data analysis, the change in GWI methodology is more important here rather than the actual change of user behavior. It may be a factor.

In any case, this latest number suggests that humanity will spend a total of 500 million years using social media in 2024.

Dig Depepter: If you want to know more about the time spent on social media (including time spent on individual platforms), see the deep dive article.

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Understand the whole picture, click here and read all of this year's 2024 digital report. Also, read past reports in the library and compare the tendency in chronological order.

Social media use by country

However, the spread and use of social media still vary greatly from country to country.

Countries along the west of Persian Bay have the highest ratio of social media users to the population.

This phenomenon may be explained why some countries in the area have issued a number of social media penetration that appears to exceed the population and Internet data.

In any case, however, according to the latest numbers, UAE's social media user identity accounts for 112. 3 % of the country's population.

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This number may seem impossible, but this abnormal situation is caused by the artificial inflation of social media users' identity of duplicate accounts and "fake" accounts, or the population figures. It is unknown whether it simply indicates the total number of people who are currently living or working in the country.

Therefore, we decided to report on these ratios so that the readers can conclude on their own.

Bahrain, Kuwait, Qatar, and Saudi Arabia are also particularly high in social media, and South Korea is the first to be ranked in a country other than the Gulf Country in the latest rankings.

On the other hand, North Korea has the lowest level of social media, as the government continues to block out the digital blockage so that the people cannot access the Internet.

Eritria and Turkmenistan governments also impose severe restrictions on the use of social media, indicating that social media spread in these countries is significantly low.

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Internet growth continues

According to the latest numbers, the Internet has been spreading in 2023, but its speed has slowed slightly compared to the last few years.

However, since Internet users are rapidly approaching the status of "Super Majority", which accounts for tw o-thirds of the world's population, the number of people in offline is decreasing, and such growth has slowed. Is expected.

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According to the latest data by ITU, GSMA Intelligence, Ultratat, and each local government, Internet users have increased by 1, 8%in the past 12 months, and the number of new users has increased 97 million, early 2024. The total number of users reaches 5. 350 million.

However, as I mentioned every year, the collection and reporting of Internet users are complicated, so many countries have not yet published the latest numbers, so the latest numbers are actually in recent months. It is highly likely that the total number and growth rate are underestimated.

For your reference, the latest increase in the number of Internet users is very close to what we reported last year.

Therefore, the actual growth of Internet users from 2023 to 2024 is expected to be higher than 1. 8%suggested from available data.

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More than 1 in 3 still offline

However, despite these wonderful numbers, more than 2. 7 billion people around the world remain unable to connect to the Internet, and India alone has more than 680 million "un connected".

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In addition, the latest numbers, according to the latest numbers, continues to have a difficulty in Internet penetration in the whole area of the world, exceeding 25 %, and only Central Africa is less than 50 %.

In the latter half of this article, the increase in Internet penetration in India has led to a 50 % penetration rate of South Asia as a whole this year.

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As we have already seen, North Korea's overall digital blockade means that the country will continue to sink at the bottom of the Internet penetration ranking this year.

African countries account for seven out of the lower 10 countries, only 10 % of the Central African Republic.

Overall, nine countries have an Internet penetration rate of 20 %, and 54 countries and regions out of 233 countries and regions with data are less than 50 %.

Dig Depepter: "Unrelated" has more nuances. Click here for comprehensive analysis of all the latest data and trends.

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Connected time creeps back up

Last year, one of our top articles was that people used the Internet.

At that time, the average Internet use time per day was decreasing by 5 % a year, and we thought that this would suggest a fundamental change in how people use connected technology.

However, according to the latest data, this trend has reversed. < SPAN> However, as I mentioned every year, many countries have not yet published the latest figures because the collection and reporting of the number of Internet users are complicated, so the latest numbers are the latest numbers. It is highly likely that the total number and growth rate of the month are underestimated.

For your reference, the latest increase in the number of Internet users is very close to what we reported last year.

The time we spend online

Therefore, the actual growth of Internet users from 2023 to 2024 is expected to be higher than 1. 8%suggested from available data.

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However, despite these wonderful numbers, more than 2. 7 billion people around the world remain unable to connect to the Internet, and India alone has more than 680 million "un connected".

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In the latter half of this article, the increase in Internet penetration in India has led to a 50 % penetration rate of South Asia as a whole this year.

Time online by country

As we have already seen, North Korea's overall digital blockade means that the country will continue to sink at the bottom of the Internet penetration ranking this year.

African countries account for seven out of the lower 10 countries, only 10 % of the Central African Republic.

Overall, nine countries have a lower internet penetration rate of 20 %, and 54 countries and regions out of 233 countries with data are less than 50 %.

Dig Depepter: "Unrelated" has more nuances. Click here for comprehensive analysis of all the latest data and trends.

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Last year, one of our top articles was that people used the Internet.

At that time, the average Internet use time per day was decreasing by 5 % a year, and we thought that this would suggest a fundamental change in how people use connected technology.

However, according to the latest data, this trend has reversed. However, as I mentioned every year, the collection and reporting of Internet users are complicated, so many countries have not yet published the latest numbers, so the latest numbers are actually in recent months. It is highly likely that the total number and growth rate are underestimated.

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Time online by age

Therefore, the actual growth of Internet users from 2023 to 2024 is expected to be higher than 1. 8%suggested from available data.

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The latest numbers are even more bright news, and the Internet penetration rate in the whole area of the world has exceeded 25 %, and the penetration rate is less than 50 % in Central Africa.

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As we have already seen, North Korea's overall digital blockade means that the country will continue to sink at the bottom of the Internet penetration ranking this year.

African countries account for seven out of the lower 10 countries, only 10 % of the Central African Republic.

Overall, nine countries have a lower internet penetration rate of 20 %, and 54 countries and regions out of 233 countries with data are less than 50 %.

Dig Depepter: "Unrelated" has more nuances. Click here for comprehensive analysis of all the latest data and trends.

The world’s online activities

Last year, one of our top articles was that people used the Internet.

At that time, the average Internet use time per day was decreasing by 5 % a year, and we thought that this would suggest a fundamental change in how people use connected technology.

However, according to the latest data, this trend has reversed.

Let's start with the total time spent online.

According to ongoing GWI research, the typical internet user now spends 6 hours and 40 minutes online each day.

This is almost a 1% increase from this time last year, when internet users reported spending an average of 6 hours and 36 minutes a day using connected technology.[Note: Note: The time values in the chart have been rounded from more detailed data, so the difference appears to be 4 minutes, but is actually closer to 3 minutes].

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Generational differences

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Assuming an average of 400 minutes per user per day, the world has spent a total of 780 trillion minutes online this year, equivalent to roughly 1. 5 billion human years.

However, averages vary widely by region.

At the top end, South Africans continue to spend the most time online, with the typical South African user reporting an average of 9 hours and 24 minutes online per day.

Assuming the average person sleeps 7-8 hours a day, this figure suggests that the internet is taking up around 60% of South Africa's connected population's waking hours.

By comparison, South Africa's internet penetration rate is currently 75%.

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And Filipinos round out the top three, with the typical South East Asian island user spending 8 hours and 52 minutes online per day.

Why we go online

But the other side is quite different.

Japanese people spend an average of just under 4 hours online per day, more than an hour less per day than any other country in the GWI survey.

Meanwhile, Denmark is second from the bottom, with Danes reporting that they spend an average of just 5 hours and 8 minutes a day online.

South Koreans also spend an average of 5 hours and 19 minutes a day online, third from the bottom.

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But Portugal presents a clear contradiction to this "rule".

This Western European country has one of the oldest populations in the world, but its internet users say they spend an average of 7. 5 hours online per day, significantly higher than the global average of 6 hours and 40 minutes.

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There's no doubt that culture plays an important role in shaping these averages, but "culture" is too vague a concept to allow for objective comparisons between countries.

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With GWI data, you can see how connection activity varies by region, age, and gender.

Read more: Find out how connectivity and login times vary by device in a comprehensive analysis of all the latest data.

But what do people do during those 400 minutes online?

Here again, there is a lot to be said.

Overall, social media remains the most popular form of connected entertainment, with over 97% of working-age internet users accessing a social network or messaging platform each month.

94. 7 percent of internet users ages 16-64 say they used at least one of these platforms in the past 30 days.

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Is internet use becoming less “purposeful”?

Search engines come in third, with just over four in five respondents (80. 7%) saying they use a service like Google or Bing each month.

Shopping comes in fourth, with exactly three-quarters of all internet users engaging in some form of e-commerce activity each month.

And location-based services like maps and parking apps rounded out the top five, with just over half of GWI respondents saying they use these sites and apps regularly.

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However, by age, these scores have subtle differences.

For example, young people tend to use online music platforms than maps and location information services.

On the FLIP platform, the music platform is ranked only for 55 and 6 4-yea r-old users.

On the other hand, older people tend to use emails compared to modern youth, but nearly half of the 16 to 2 4-yea r-old Internet users still use e-mail every month. It is noteworthy to be there.

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According to the GWI's latest survey, this ranking is reversed in all other age groups, and it is honestly surprising that social networks are listed at the top of this younger activity.

However, as seen in the overall data, the difference between the two is very small, and the main obstacles here are very popular in both age groups.

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The quarterly and customized consulting services that close the update allows you to understand the latest trends and lead data to insight, action, and results. See Kepies. com for details.

Decline in TV time

In particular, this data has a contradiction.

Nearly 61 % of the respondents of Workers GWI answered that the reason for using the Internet was to "search for information," which is the most common motivation worldwide.

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However, this ranking seems to be inconsistent with the results of the dataset surveyed above that social media is much higher than search engines, regarding the most frequently used online services.

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Figures to watch

About half of social media users say that one of the main reasons for using social platforms.

However, the fact that about half of the cohort does not choose this option is probably more.

Similarly, the fact that 38. 5% of respondents said they use social media to “fill their free time” is particularly telling.

Overall, the key takeaway from this data is that social media is now heavily involved not just in social connection but also in entertainment, as the rise of platforms like Tiktok confirms.

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When we look at the main reasons people use the internet, “watching videos, TV shows, and movies” ranked third with 52. 3% of respondents.

30. 2% of social media users said they visit social platforms to “find content,” such as articles and videos.

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Beware of “media buckets”

While many certainly find intrinsic value in watching content for its own sake, it’s also true that entertainment content is one of the primary topics of conversation among friends and family.

This may help explain why entertainment content has such a large audience on “social media” and why platforms like Tiktok are gaining so much momentum.

As the ever-desperate Cory Doctorow put it:

"Content is not king. If I put you on a desert island and gave you the choice of bringing friends or a movie, you would choose your friends. Conversation is king. Content is just something to talk about."

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India rising

When trying to understand the decline in online time we saw at the end of last year, one of the hypotheses we explored with the GWI trends team was that people might have become more "intentional" and more "considerable" in their online activities.

As GWI reports in its own data analysis:

"There are only so many hours in a day, and people want to know that their time online is not being wasted."

But if this was once the primary motivator for changes in our online behavior, we might conclude that over the past year, people have become content to waste a little more time online.

But also, a more cynical take might be that people have tried to achieve more online during 2023.

In any case, according to the GWI data, the average number of reasons to connect to the Internet has risen again over the past year, from a low of 7, 04 in Q3 2022 to 7, 22 in the most recent data (Q3 2023).

[Aside: This average value depends heavily on the options in the GWI survey. In the graph below, respondents can choose from the same 19 options in each survey "wave", so the fluctuations in the average value represent a comparison over time.]

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Interestingly, among the available options, the top categories also showed the largest relative increases over the past year, with "looking for information," "communicating with friends and family," and "watching videos, TV shows, and movies" all showing the strongest growth.

However, despite the overall increase in the average, some categories have declined this year, most notably "gaming."

Of course, gaming remains a hugely popular activity, but the number of people who say that gaming is one of their main reasons for going online has fallen by nearly 4% over the past year.

Learn more: Want to know more about what people are actually doing online, including the most "bad" online activities? Click here to read our comprehensive analysis.

TikTok vs. Instagram

GWI's latest data shows that while the amount of time internet users spend online each day is increasing slightly, those who are connected to the internet are watching less TV.

The firm's research, conducted in Q3 2023, shows that a typical internet user is watching 17 minutes less TV content per day compared to the same period last year, which represents an 8. 2% decrease year-over-year.

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Note that this total covers all viewing types, including broadcast, cable, and streaming.

It's worth pointing out that a change in GWI's methodology could have contributed to this change, but our analysis of data before and after the methodology change found that it wasn't the primary driver of this decline.

As a result, people appear to be watching less TV than they did last year.

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What's more, GWI data shows that average daily TV viewing time is back up to levels last seen in 2017.

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Globally, people are now spending roughly the same amount of time watching TV content online as they did in Q3 2019, just before the COVID-19 pandemic hit.

But over the same four-year period, the amount of time spent watching “traditional” TV, i. e. linear broadcast content, has fallen by 14 minutes per day, from an average of 1 hour 58 minutes in Q3 2019 to 1 hour 44 minutes in Q3 2023.

But it’s important to emphasize that the figure of more than three hours per day means that TV still occupies a fundamentally important place in internet users’ days.

On average, working-age internet users spend more time watching TV content than using social media, and despite the recent decline, TV is expected to continue to play a central role in people’s daily lives for many years to come.

So my advice is to stop treating media activities as “competing” with each other.

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It’s complicated…

But strong research shows that marketing campaigns that leverage many different types of media tend to produce the best results.

At the end of the day, audiences don't care if you call what they consume "television," "social media," or some other arbitrary industry term.

They just want to be entertained, stimulated, inspired, and feel connected.

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Meanwhile, India's internet population is also booming.

Conducting the surveys needed to capture internet usage across India is difficult due to the country's sheer size, so it's hard to determine the exact rate.

Also, surveys have come up with very different results on things like the size of India's total population.

However, according to a highly acclaimed study conducted by Kantar and IAMAI, India's connected population grew by 9. 7% from 2021 to 2022.

Meanwhile, an analysis of data from various organizations revealed that more than half of India's total population is online, with over 750 million users.

The Internet penetration rate in India is still behind the global average of 66. 2 %, but recent research has steadily shrinked.

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Even more options

This is clearly a great news for Indians, but this increase will have a significant impact on foreign Internet users.

In particular, as Indian content gains momentum on global platforms such as Netflix and Spotify, the role of India in the formation of online culture is expected to increase dramatically.

Understanding this trend requires more context.

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This year, Tiktok datasets have been greatly expanded, and you can report more countries than before.

This data is obtained directly from bytedance, as well as the previous dataset, but covers a wider range of markets.

However, this is a data reported by Bytedance to marketing staff through its resources, so we decided to report it "as it is."

Third-party perspective

So what is this new data telling?

Perhaps one of the most impressive things obtained from this new data is that Tiktok's global total number of users is almost the same as Instagram.

According to the data reported in the advertising resources, Tiktok advertisements are now reaching 1. 56 billion users around the world.

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This is only 5. 5%lower than the last Instagram numbers published in Meta's advertising resources, with 165 billion global advertising reach of the platform in early 2024.

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However, as in the previous dataset, bytedance reports only advertising audience data for users over the age of 18.

Comparing time and frequency

Also, if these two platforms are limited to users in this adult group, the number of advertisements between them is similar to 15. 6 billion.

However, there is another decisive difference between the two companies' data. The number of viewers reported by bytedance does not cover all countries, while Meta covers.

By comparing only countries where Tiktok data is available, these numbers reported on this platform suggest that Tiktok ads can reach a wider range of audiences than Instagram ads.

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However, there are more things in this story than these numbers suggested.

First, there are several important differences.

Since Tiktok is still blocked in India, the platform has not reported an advertisement in India.

However, India is still the largest market for Instagram, and according to the latest data on Meta, Instagram advertisements are reaching about 363 million audiences in the country.

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Next, if you are limited to users over the age of 18, the advertising AD of Instagram reported in the United States is still higher than Tiktok (162 million or 1448 million).

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For example, in West Asia, Tiktok reports 149 million adult advertising expenses, more than 20 % higher than the same group reported by Instagram.

Similarly, Tiktok's adult advertising expenses on the African continent are 72%higher than Instagram (144 million).

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A complex web

In other words, as is often the case, different platforms can provide different profits and benefits depending on what the trader is trying to achieve.

For me, the most important thing gained from this data is that marketers can be selected from more attractive options.

In addition, this data indicates that both platforms are growing at a great price.

According to the Instagram Reched data reported in Meta resources, the global reach of the platform has increased by 334 million in the past year, an increase of 25. 3 % yea r-o n-year.

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The recent change in datasets has not been able to show accurate numbers on tiktok global growth, but comparing data in the same country has increased Tiktok's reach of 26, 4%.

But can we receive the numbers of these platforms at face value?

See what some independent data speaks.

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First of all, the analysis of Mobile App Intelligence by Data. ai says that although there are some important similarities, each company's advertising data is quite different.

According to Data. ai reports, as of the end of the second quarter of 2023, Tiktok's active use r-based, although a very small difference, has already surpassed Instagram in all major North American markets.

Search your feelings

In the hig h-level economic sphere of Southeast Asia, Tiktok was far behind Instagram.

However, Instagram still leads Tiktok in a large European economy country, leading in major South American markets.

As a whole, the data of Data. ai suggests that Instagram still leads Tiktok, but has a decrease in use of data in medium and lo w-income countries, so it is advantageous for Instagram. It seems that the result was a result.

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Data. aii usage data provides a more valuable perspective.

According to the company's analysis, Tiktok has the longest use time per user between July and September, 2023, and the typical Android users recorded 34 hours a month. 。

In other words, the world as a whole, a typical Tiktok user uses this platform for an average of one hour on average.

Yes and…

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However, as usual, it is important to keep in mind that a significant proportion of YouTube activity is performed on a web browser, and youTube is a to p-social app, even based on the application of the application. It accounts for the most total time (thanks to more use r-based).

Data. ai data reveals that the time for typical Instagram users to use the platform android app is less than half of the Tiktok users using the Tiktok app.

According to Data. ai analysis, the average time for Instagram users to use the app is 15 hours and 50 minutes per month, equivalent to an average of about 31 minutes per day.

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The average usage time of Tiktok has increased by 3 hours and 46 minutes per user (12 % increase), whereas Instagram has increased by more than 4 hours per user per user (up 34 %).

Interestingly, however, both apps have the same monthly usage rate, and over 6 out of users are opening apps every day.

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Facebook in 2024

Interestingly, however, Instagram users tend to open apps slightly higher than Tiktok users.

According to data in the third quarter of 2023, the average number of Android users opened the Instagram app is 347, 8 times, whereas Tiktok an average of 343, 7 times per month.

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As you can see, Tiktok's typical session is much longer than Instagram's typical session.

According to Data. ai, the tiktok session in the third quarter of last year was 5 minutes 56 seconds, twice the average of 2 minutes and 44 seconds of Instagram.

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Since Instagram and Tiktok are emphasized in home experience, comparing the traffic on both sites may not be a very typical method, especially considering that the two sites are different.

Plenty of room for Facebook to grow

However, such a comparison provides another valuable perspective.

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According to PlayWeb, Instagram. com's monthly total number of visitors is three times as tiktok. com, and visitors spend a lot of time on Instagram. com sites.

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On the other hand, Semrush data tells a slightly different story, although the result is the same.

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According to Semrush data, people spend more time on Instagram sites than tiktok. com's Dot-Com domain.

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Again, the data on Similarweb and Semrush has shown a significant growth of web traffic on both sites in the past year.

So, take into account the complexity of this story and look at the last two data points before concluding.

However, despite the continued use of Tiktok, Instagram is still more comfortable than the Bytedance platform in the affinity with a certain important indicator.

According to the latest GWI data, Instagram is now the "favorite" social media platform, and 16. 5 % of the Internet users between the ages of 16 and 64 are more than any other platform. It is.

This is more than twice as much as 7. 4 % of tiktok.

Digital dominates ad spend

Meta's largest platform has been selected as 12, 8%of the world's Internet users.

However, Tiktok's approval rating has risen, and the current 7, 4%has increased 21%(+1, 3 points) since last year.

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In reality, both Instagram and Tiktok provide a very exciting opportunity for marketing staff, so the simple answer should be aggressive.

The best choice depends on various factors, such as audiences, goals, and types of messages you want to convey, but both Instagram and Tiktok provide a variety of creative opportunities to marketing staff. We provide the opportunity to reach the above users.

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Broadening search

GWI's further big data has revealed that more than half of Instagram users use tiktoks every month, and more than 80 % of Tiktok users use Instagram.

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In other words, the most common user behavior is to use both platforms every month, that is, that in other words, it is likely that each platform will reach many same people.

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But now that Instagram and Tiktok are growing rapidly, does this mean that Facebook is dead?

Changes in Facebook's advertising in the past year may not be dramatic as Tiktok and Instagram changes, but Meta still reports the sound growth of Facebook in 2023.

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Social media ad spend increases

Furthermore, Facebook's advertising reach is much higher than Instagram and Tiktok.

According to META's business resources, marketing representatives can now reach about 2. 2 billion users on Facebook ads, which are more than 40 % of all Internet users around the world.

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In any case, this is an impressive performance, and Zack and the team must celebrate this as part of the Facebook 20th anniversary event on February 4.

However, it is worth noting that this advertisement number is not all about all, and that Facebook advertisements are not all those who use the platform.

Comparing the latest advertising reach data and the monthly active user data announced at Meta's 3rd quarterly 2023 financial results briefing, Facebook advertisements are only 71. 9 % of active users on the platform. Not reached.

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The robots rule

Last month, the reason why more than 850 billion of Facebook's monthly active users did not see advertisements on the platform is not clear in this data alone, but Facebook displays advertisements on a mobile app notification stream. Don't forget that you don't display ads in people's profiles.

In other words, from these numbers, it is clear that Facebook still has the potential to grow business, as well as gaining profits from existing active users.

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LinkedIn members pass 1 billion

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According to the latest numbers, Facebook's monthly active users have increased by 91 million last year, up 3. 1 % a year.

Currently, the number of 3050 million people is already equivalent to 48 % of the 13 years old and over living on the earth, but 59. 6 % of those who can use Facebook are used every month after deducting China. It will be.

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LinkedIn still growing

However, the mainstream media continues to make this ridiculous scenario, and it is well known that this is wrong, but this incorrect clickbait may affect your leadership digital strategy. There is.

So we created a comprehensive answer to dispel this wrong information.

Find all of the latest data, trends and insights needed to correct those who claim that social media is dying. "

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According to the latest data, the global marketing representative spent a total of $ 720 billion in digital advertising in 2023, exceeding the same amount in 2022.

According to Statista, digital advertising costs have increased more than twice in the past five years, and the latest total has increased about 117 % from the amount reported in 2018.

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A network of young professionals

Statista also reports that digital share of advertising costs continues to grow.

According to the company's latest analysis, in 2023, 70 % of the total advertising costs were launched into digital channels, increasing from 67. 9 % in 2022.

Since Statista has revised its estimates for the past, these numbers are not correlated with the numbers published in last year's report.

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Search advertisements still account for the largest share of digital advertising costs, recording nearly $ 280 billion in 2023.

The number was 11%higher than the search advertising expenses of the 2022 marketing person in 2022, and last year the ratio of search advertising expenses increased to the overall advertising expenses.

Overall, 38. 8%of the advertisers' 2023 digital budgets were spent on search advertisements, an increase by on e-tenth points compared to 38. 7%in 2022.

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On the other hand, SKAI's analysis has increased the cost of the advertiser for search advertisements in the last three months of 2023 compared to the same period of the previous year.

However, the average click (CPC) of search advertisements (CPC) increased by nearly 14 % per year, and as a result, the total number of search impressions decreased significantly compared to the last three months of 2022.

LinkedIn hashtags losing favour

Meanwhile, despite the continued economic forecasts, marketing representatives spent a lot of social media advertisements in the last quarter of 2023 than in 2022.

According to SKAI data, advertisers increased "holiday" social media advertisements by about 15 % a year, and expenditures increased 26, 8 % from the previous quarter of the previous quarter.

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The state of WeChat

However, according to the company's analysts, social media, which accounts for the entire digital advertising expenses, decreased slightly last year.

The ratio of paid social media advertising costs in the overall online advertising expenses in 2023 was 28. 8%, 1. 1%(-33 basic points) compared to social advertising expenses in 2022.

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In general, in 2023, more than 80 % of the digital advertising budget was programmed, but this share has been relatively stable for the past three years.

According to STATISTA, $ 580 billion was spent on programming ads last year, an increase of 10, 7%($ 56 billion) compared to 2022.

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According to the numbers announced in Linkedin's business resources, marketers can now reach more than 1 billion Linkedin members using advertising products on the platform.

This number is probably the total of Link t-in's registered members, and the 1 billion numbers must not be confused with the monthly active user data we have reported about other social platforms.

However, this clarity does not reduce the importance of milestones, and this latest number has firmly enhanced the position of lin k-in as one of the world's leading professional network.

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Snapchat still growing

This suggests that about one in eight Linkedin members has just joined the platform in the past 12 months.

In addition, the spread of Linkedin seems to be accelerating more than the previous year in 2023, and last year has gained 33 million new users last year.

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According to the company's advertising data, the number of registered members is 210 million in India and 68 million in Brazil.

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It is also interesting that more than half (51. 6%) of Link t-in's advertising users are 25 to 34 years old.

Meanwhile, according to the company's data, members aged 18 to 24 are more than 35 years old.

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Weibo breaks 600 million

However, it is important to emphasize that Linkedin's active user base is much smaller than the number of "membership" suggests.

In fact, analyzing thir d-party data from the following companies shows that Linkedin's active users are much less than these numbers.

According to this estimate, Linkedin Maus is about 33 to 350 million, but this level is still enough to enter the latest ranking of similar titles in the world's top 20 websites. 。

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It is also worth noting that Linkedin's "not very active" users may still be a valuable marketing opportunity. This is because these irregular users are likely to visit the platform when they are actively looking for a job or a job change.

This "needs" is obviously attractive to the recruitment industry brand, but those who want to change one of the most important aspects of life will change in other aspects of life. Also, it may be more open.

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Kuaishou use increasing

However, hashtags seem to be losing their influence on Linkedin.

Comparing the number of followers in this year's ranking and the number of followers of the same tag announced last year, all top tags have reduced the number of followers.

It is not clear whether this indicates the active deterioration of hashtags in the Linkedin algorithms, or whether the user is disgusted with "hash jack" or spam.

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Discord striking a chord

WeChat became China's largest social media platform at the end of 2016, and data shows it's only continuing to grow.

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While this growth rate may seem minuscule compared to the growth rates of Instagram and Tiktok, it's important to remember that the majority of Chinese internet users are already on Weixin.

According to data from CNNIC (in Mandarin), over 97% of China's internet-connected population uses instant messaging, and while there are other messaging options in China, Weixin is by far the most popular choice.

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The wonderful world of TikTok hashtags

Although Tencent lumps the two apps together in its reports, the benefits they offer are quite different.

WeChat is so intimately embedded in almost every aspect of daily life in China, online and offline, that foreign tourists often find it difficult to make payments or get by without it.

But without the benefit of these "network effects," WeChat has struggled to gain the same level of momentum outside its home market.

In fact, according to the latest data from GWI, more than 87% of the world's WeChat users are in China, while less than 5% of the working-age internet population outside China reported using WeChat in a given month.

It’s all for you

But despite these challenges, WeChat continues to grow, and even if its success in China is limited, at least its success is concentrated in the world's largest internet-connected market.

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And we're fixated on social media development as the next trend.

Following news of surpassing 750 million monthly active users last year, Snapchat hit a new milestone with its latest data, gaining more than 400 million daily active users.

According to the company's most recent investor call, the platform has added 100 million daily active users over the past two years, bringing its total user base to 406 million.

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Meanwhile, Snapchat's advertising has also seen strong growth over the past year.

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TikTok’s top tags

The reported numbers suggest that the growth of Snapchat's audience has been relatively flat for the past six months.

However, the number of 677 million is already a great number of viewers, and Snapchat is still a very attractive option for marketing staff.

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It’s not all in English…

The total number of active users on the platform was 655 million as of the end of the fiscal year in FY023, with a total of 3. 6 % higher than the same period of the previous year.

Weibo seems to be more dependent on home users than weChat, but according to the latest MAU companies, more than half of Chinese Internet users may already be using the platform every month.

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Furthermore, according to the latest data, weibo has greatly drawn QQ.

The QQ was a dominant social platform, but has lost 16 million active users in the past year.

…but it’s still (almost) all for you

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Kuaishou, on the other hand, is another platform that has gained great momentum in recent months, and the platform is currently more than 68 million monthly active users worldwide.

The domestic market of the platform is still most important, and in GWI's latest surveys, China still has more than thre e-quarters of Kuaishou's total number of users.

However, the "KWAI" app has gained a big viewer in Brazil, and its sister app "Snack Video" app (ostensibly is the same platform, but "wrapping paper" is different) with Indonesia and Pakistan. There is.

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The Community Platform Discord has not disclosed the latest number of users in the past year, but it seems that the number of active users in the platform has increased significantly in recent months. 。

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The company's website states that the number of monthly active users of Discord is 150 million, but according to the analysis of reliable thir d-party Kepios data such as Data. ai, Semilarweb, Discord is Discord every month. There may be more than 300 million active users.

Along with the continuous popularity in the game community, the rapid rise in the platform in recent months has also supported MIDJOURNEY, which has grown into one of the most popular AI image processing tools in the world.

In fact, Midjourney reigns in the millions of "server" rankings that Discord independently announced. This AI tool has more than 7 times the number of members of the second Limewire, and Limewire is also focusing on AI.

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One of the most attractive (and probably complex) datasets of this year's reports is about tiktok hashtags.

It is important to note that there is no "official" list of the top tags on this platform before entering the data, and there is no way to determine which tag is the most noticeable.

As a result, this survey requires a very broken manual survey, and you may have missed one or two hashtags that should appear in this ranking (aside: If you have missed it. Please tell me if there is).

However, this data is a treasure trove of insights and inspiration for cultural observers and marketing.

First, the obvious winner: #fyp.

Elim Poon - Journalist, Creative Writer

Last modified: 27.08.2024

For perspective, these user figures reveal that million people in Brazil did not use the internet at the start of , suggesting that. Everything you need to know about digital and social media use around the world in + pages of data, trends, and insights - all. Learn the story they're telling. Discover 's top global digital trends in this in-depth analysis by report author Simon Kemp.

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