As marketers, it’s easy to find comfort in our respective lanes and fall back on data that validates our assumptions about what will work or not. 2020 proved that you need to find challenges in order to be a leader. This can be done by continually bursting your bubble and being open-minded.
A new report from HootsuiteIn partnership with We are socialThis comprehensive report provides an overview of the state and future of the internet, mobile devices and social media. This tool is the best for digital planning insights in this year’s digital world. It includes data from more than 220 countries and territories as well as detailed regional reports and quarterly updates.
The full report can be downloaded hereBelow is a glimpse at some of the high-level insights, themes, and themes shared in the report’s nearly 300 pages.
Social media usage worldwide: at a glance
Digital 2021 shows there are now 4.66 Billion people using the internet worldwide as of January 2021. This is an increase of 316 million (7.3%) compared to last year. This is close to 60 percent of the world’s population.
The average internet user spends seven hours per day on the internet, which is nine percent more than last year. This is equivalent to two days of internet use per week, or seven days.
Why is it important to know? Hootsuite CEO Tom KeiserExplains. “Providing the global perspective on demographics and usage patterns on these platforms helps our customers focus their digital strategies and connect with their audience in the most relevant and authentic way,” he said.
Multi-channel thinking: Misconceptions
Looking to the world of social media, Facebook remains the world’s most used platform, followed by YouTube and WhatsApp. The question is: How do I decide where and when I should be?
Contrary to popular belief, a multichannel strategy doesn’t have to include every platform. In fact, 98% users of any social network also use at minimum one other platform.
That means you don’t have to be everywhere to reach your audience. Instead, you can choose to focus on just one platform and still reach the right audience.
Don’t overlook the silver surfers
As Hootsuite’s report reveals, baby boomers are the fastest-growing segment on several of the top social platforms’ audiences. The report revealed that Snapchat and Facebook users over 50 are growing at a faster rate than any other age group.
Where are the younger generations flocking to? Gaming and streaming platforms. Gen Z internet users report that more than 90% of them play games, compared to only 67% of those 55-64.
Trends in ecommerce and new search behavior
A staggering 77 per cent of internet users aged 16-64 say that they shop online each month. Personal care and food are the fastest-growing ecommerce categories. This shift is changing search behavior in fundamental and profound ways.
Nearly half (45%) of global internet users say that they now use social media to search for products and services. This figure is even higher among Gen Z users, who report that they’re more likely to search for brands on social than via search engines.
“Increasingly, consumers connect with brands in the same way they do with their friends and family members, via social and messaging apps,” added Keiser.
Think like a challenger brand to be a leader
Particularly in the wake of the pandemic, 2020 proved that it pays to analyze conversations on social media in real time. This will continue to be a key competitive advantage in a period when public opinion is susceptible of fluctuating frequently.
Ocean Spray, a 90 year old cranberry juice manufacturer, tells the story of how it became a disruptor in the social media world after a TikTok viral video went viral. The lesson for 2021 is to challenge your preconceived notions, and rethink your tried-and-true strategies.
Brands that dare not to be comfortable and look for new growth opportunities in areas they may not have previously considered will win this year. The future cannot be contained in the old boxes and we must act quickly to find new paths to success.