Digital 2022 Report
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Digital 2022 Report
- 6. 2.0% Theworld’smost-usedsocialplatforms Rankingofsocialmediaplatformsbyglobalactiveuserfigures(inmillions) Facebook1 YouTube 2 WhatsApp1* Instagram2 WeChat1 TikTok 1 FBMessenger 2 Douyin3 QQ 1 SinaWeibo 1 Kuaishou1 Snapchat 2 Telegram1 Pinterest1 Twitter2 Reddit1* Quora 1* 2,910 2,562 2,000 1,478 1,263 1,000 988 600 574 573 573 557 550 444 436 430 300 Sources:Kepiosanalysisof (1)companyannouncements ofmonthlyactiveusers;(2)Platforms’self-serviceadvertisingresources;(3)Companyannouncementsofdailyactiveusers (notethatmonthlyactiveuserfiguresmaybehigher).Advisory:Users maynotrepresentuniqueindividuals.Comparability:Platforms identifiedby(*)havenothavepublished updateduserfiguresinthepast12months,sofiguresareless representative.Basechanges andmethodologychanges;datamaynotbedirectlycomparablewithpreviousreports.
- 9. Favoritesocialmediaplatforms Percentageofinternetusersaged16to64whosaythateachoptionistheir“favorite”socialmediaplatform WhatsApp Instagram Facebook WeChat Douyin TikTok Twitter FBMessenger Telegram Line Pinterest QQ Snapchat Kuaishou iMessage Discord 15.7% 14.8% 14.5% 11.4% 5.1% 4.3% 3.3% 2.6% 2.0% 1.8% 1.8% 1.0% 1.3% 1.4% 1.6% 1.0% Source: GWI(Q32021).SeeGWI.comforfull details.Notes:Onlyincludes users aged16to64.Surveyrespondents couldchoosefromotheroptions notshownonthischart,sovalues maynotsumto100%.YouTubeisnotavailableasananswerforthis question in GWI’s survey.WereportGWI’s values forTikTokin Chinaseparatelyas Douyin,asperByteDance’s corporatereporting.Comparability:Versionsof thischartthatfeaturedin ourprevious reports didnotincludedataforChina,sovalues arenotcomparable.
- 12. Socialmediaplatformaudienceoverlaps Facebookusers YouTubeusers WhatsAppusers Instagramusers TikTokusers Telegramusers Snapchatusers Twitterusers Redditusers Pinterestusers LinkedInusers 0.7% 0.9% 1.5% 0.1% 0.1% 0.2% 0.0% 0.2% 0.1% 0.2% 0.2% Uniqueto platform 100.0% 79.0% 81.0% 82.9% 84.6% 83.2% 83.1% 83.7% 81.2% 82.7% 87.8% Alsousing Facebook 74.7% 100.0% 76.8% 77.8% 80.5% 81.5% 79.2% 80.1% 81.8% 79.8% 77.8% Alsousing YouTube 72.7% 72.4% 100.0% 76.4% 73.7% 86.9% 79.3% 75.5% 69.6% 77.5% 82.6% Alsousing WhatsApp 78.1% 77.5% 80.2% 100.0% 83.9% 87.6% 89.6% 87.6% 82.1% 86.2% 83.3% Alsousing Instagram 47.8% 45.8% 46.4% 50.4% 100.0% 52.4% 60.1% 54.9% 54.6% 56.5% 49.1% Alsousing TikTok 42.0% 44.8% 48.9% 47.0% 46.9% 100.0% 52.6% 52.3% 51.1% 49.9% 55.4% Alsousing Telegram 31.9% 30.0% 34.0% 36.6% 40.9% 40.0% 100.0% 40.8% 49.8% 43.6% 41.8% Alsousing Snapchat 48.8% 51.3% 49.0% 54.2% 56.6% 60.4% 61.8% 100.0% 71.6% 58.9% 64.7% Alsousing Twitter 14.4% 16.7% 13.8% 15.5% 17.1% 18.0% 23.0% 21.8% 100.0% 23.8% 25.1% Also using Reddit 36.1% 39.0% 37.7% 40.0% 43.6% 43.1% 49.6% 44.1% 58.6% 100.0% 50.9% Also using Pinterest 31.5% 30.7% 33.0% 31.7% 31.2% 39.3% 39.0% 39.8% 50.7% 41.8% 100.0% Also using LinkedIn Source:GWI(Q32021).SeeGWI.comforfull details.Notes:Onlyincludes users aged16to64.DoesnotincludedataforChina.Values representtheusers oftheplatformidentifiedin theleft-handcolumnwhoalsousetheplatformidentifiedin therowatthetopofeachcolumn.Percentages in the“uniquetoplatform”column representuserswhosaytheydonot useanyothersocial networksormessengerservice,includingplatforms notfeaturedin this table.Comparability:Surveychanges. Percentageofusersofeachplatformaged16to64outsideofChinawhoalsouseothersocialmediaplatforms
- 15. Socialmediaadvertisingoverview Socialmedia’sshare oftotaldigital advertisingspend Year-on-year changein socialmedia’sshareoftotal digitaladvertisingspend Year-on-yearchange insocialmedia advertisingspend Annualspend on socialmedia advertising(USD) 33.1% $154.0 BILLION +0.5% +15BPS +17.4% +$23BILLION Source:StatistaDigital MarketOutlook.Seestatista.comformoredetails.Notes:Figures representestimates forfull-year2021,andcomparisons withequivalentvaluesforthe previouscalendaryear.Financial valuesareinU.S.dollars.Does notincludeadvertisingrevenues associatedwithemailmarketing,audioads,influencermarketing,sponsorship, productplacement,orcommission-basedaffiliatesystems.Percentagechangevalues arerelative(i.e.an increaseof20%fromastartingvalueof50%wouldequal60%,not70%). “BPS”valuesrepresentbasispoint,andindicateabsolutechange.Comparability:Basechanges arenotcomparablewithprevious reports. Socialmedia’sshareofthedigitaladvertisingmarket
- 18. TikTok:Advertisingaudienceoverview Thepotentialaudienceaged18+thatmarketerscanreachwithadsonTikTok Potentialreachofads onTikTok(age18+only) 884.9 MILLION 17.9% TikTokadreachage18+ vs.Totalinternetusers 15.9% TikTokad reach age18+ vs. Totalpopulation 11.2% TikTokad reach age18+ vs. Population age18+ 57.0% Quarter-on-quarter change in TikTokad reach +7.3% +60MILLION FemaleTikTokad reach vs. TotalTikTokad reach Year-on-yearchange inTikTokadreach [N/A] 43.0% MaleTikTokadreach vs.TotalTikTokadreach Sources:ByteDance’sadvertisingresources;Kepiosanalysis.Advisory:Audiencefigures maynotrepresentuniqueindividuals,andmaynotmatchequivalentfiguresforthetotal activeuserbase.Notes:Dataarenotavailableforall locations;figures basedon availablelocations only.Figures usethemidpointofpublishedranges.ByteDance’sadvertising resourcesonlypublish audiencedataforusersaged18andabove,butallowmarketers totargetads tousers aged13andabove.ByteDance’s advertisingresourcesonlypublish genderdatafor“female”and“male”.
- 19. TikTok:Advertisingaudienceprofile ShareofTikTok’sadvertisingaudienceaged18+byagegroupandgender Female Male Female Male Female Male Female Male Female Male 18-24yearsold 55+years old 45-54yearsold 35-44yearsold 25-34yearsold 25.0% 17.9% 17.6% 13.6% 7.0% 5.8% 3.5% 2.8% 2.0% 1.4% Source:ByteDance’sadvertisingresources.Advisory:Audiencefigures maynotrepresentuniqueindividuals,andmaynotmatchequivalentfigures forthetotalactiveuserbase. Notes:Dataarenotavailableforall locations;figuresbasedon availablelocations only.Figures usethemidpointofpublishedranges.ByteDance’s advertisingresourcesonlypublish audiencedataforusersaged18andabove,butallowmarketers totargetads tousers aged13andabove.Percentages shown hererepresentshareofaudienceaged18andabove only.ByteDance’sadvertisingresourcesonlypublish genderdatafor“female”and“male”,butvalues donotsumtototalusers,sopercentages maynotsumto100%.
- 22. Weeklyonlineshoppingactivities Percentageofinternetusersaged16to64whoengageinselectedecommerceactivitieseachweek Purchasedaproduct orserviceonline Ordered groceries viaan onlinestore 58.4% Bought asecond-hand itemviaan onlinestore 14.4% 28.3% Used an onlineprice comparison service 24.6% Usedabuynow, paylaterservice 17.8% Source:GWI(Q32021).Figuresrepresentthe findingsofabroadglobalsurveyofinternetusersaged16 to64.See GWI.com forfulldetails.
- 26. Topchannelsforonlinebrandresearch Percentageofinternetuserswho useeachchannelasaprimarysourceofinformationwhenresearchingbrands 46.1% 49.6% 16to24 yearsold Searchengines Socialnetworks 25to34 yearsold Searchengines Socialnetworks 47.9% 46.8% Source:GWI(Q32021).Figuresrepresentthefindingsofabroadglobalsurveyofinternetusersaged16 to64.See GWI.com forfulldetails. 35to44 yearsold Searchengines Socialnetworks 49.4% 42.9% 45to54 yearsold Searchengines Socialnetworks 54.1% 36.1% 55to64 yearsold Searchengines Socialnetworks 57.0% 28.4%