譯者：暢遠(yuǎn) （2021/02/10）作者：SIMON KEMP （2021/01/27）

近十億的新社交媒體用戶们妥。累計(jì)使用互聯(lián)網(wǎng)時(shí)間13億年。電子商務(wù)消費(fèi)上萬(wàn)億美元唠摹。

如果您正在查找最新的數(shù)字觀點(diǎn)和社交媒體統(tǒng)計(jì)信息灸蟆，那么你可以在這篇報(bào)告中找到脂男。

我們與社交媒體We Are Social和Hootsuite合作發(fā)布的新的數(shù)字2021報(bào)告系列表明晴竞，在過(guò)去的一年中蛙卤，互聯(lián)技術(shù)已成為人們生活中更為重要的組成部分，社交媒體，電子商務(wù)颤难，流媒體內(nèi)容和視頻游戲都在過(guò)去12個(gè)月里有了顯著的增長(zhǎng)神年。COVID-19還帶來(lái)了一系列新的挑戰(zhàn)和機(jī)遇，因此2021年的數(shù)字化絕不是``一如既往''行嗤。在今年的報(bào)告中可以看到的一些關(guān)鍵主題如下：

人們搜索信息和品牌的方式發(fā)的變化已日；

線上受眾人口的不斷發(fā)展；

電子商務(wù)的重要性迅速增長(zhǎng)栅屏；

為什么移動(dòng)必不可少飘千，但不是唯一答案；為什么既琴？和

為什么是時(shí)候改變指導(dǎo)社交媒體營(yíng)銷“組合”的指標(biāo)了占婉。

在我們了解這些數(shù)字之前泡嘴，我要感謝所有使今年的報(bào)告成為可能的數(shù)據(jù)合作伙伴和提供商甫恩，尤其是：GWI、Statista酌予、App Annie磺箕、The ITU、GSMA Intelligence抛虫、Semrush松靡、SimilarWeb、Locowise建椰、Kenshoo雕欺。

我還要提醒您注意有關(guān)我們方法更改的重要說(shuō)明，您將在報(bào)告的第6頁(yè)上找到這些說(shuō)明棉姐。數(shù)字2021年全球概覽報(bào)告(見(jiàn)文末)屠列。以下是我對(duì)今年的熱門新聞分析。

基本概要

以下是2021年1月全球“數(shù)字狀態(tài)”的標(biāo)題統(tǒng)計(jì)數(shù)據(jù)和趨勢(shì)：

人口：2021年初伞矩，世界人口為78.3億笛洛。根據(jù)聯(lián)合國(guó)報(bào)告，這一數(shù)字目前以每年1％的速度增長(zhǎng)乃坤，這意味著自2020年初以來(lái)苛让，全球總?cè)丝谠黾恿?000萬(wàn)。

移動(dòng)端：如今有52.2億人使用手機(jī)湿诊，占世界總?cè)丝诘?6.6％狱杰。自2020年1月以來(lái)，單個(gè)移動(dòng)用戶增長(zhǎng)了1.8％（9300萬(wàn)）厅须，而移動(dòng)連接總數(shù)已增加了7200萬(wàn)（0.9％）仿畸，到2021年初將達(dá)到80.2億。

互聯(lián)網(wǎng)：2021年1月九杂，全球有46.6億人使用互聯(lián)網(wǎng)颁湖，比去年同期增加了3.16億（7.3％）宣蠕。目前，全球互聯(lián)網(wǎng)滲透率為59.5％甥捺。但是抢蚀，COVID-19對(duì)互聯(lián)網(wǎng)用戶數(shù)量的報(bào)告產(chǎn)生了重大影響，因此實(shí)際數(shù)字可能更高镰禾。

社交媒體：現(xiàn)在全球有42億社交媒體用戶皿曲。在過(guò)去的12個(gè)月中，這一數(shù)字增長(zhǎng)了4.9億吴侦，同比增長(zhǎng)超過(guò)13％屋休。目前，社交媒體用戶的數(shù)量相當(dāng)于世界總?cè)丝诘?3％以上备韧。

但是除了這些有趣的細(xì)節(jié)之外劫樟，這些數(shù)據(jù)還告訴我們哪些關(guān)于人們?cè)谏暇W(wǎng)時(shí)的事情呢？

您可以在下面找到有關(guān)本年度所有主要趨勢(shì)的便捷摘要织堂，但是如果您想更詳細(xì)地研究這些故事中的任何一個(gè)-以及此處未包括的其他一些故事叠艳，請(qǐng)查看我們的Digital 2021報(bào)告和分析的完整集合。

社交媒體采用激增

過(guò)去一年易阳，社交媒體用戶數(shù)量增長(zhǎng)了13％以上附较，到2021年初，近十億新用戶使全球總數(shù)達(dá)到近42億潦俺。

到2020年拒课，平均每天有超過(guò)130萬(wàn)新用戶加入社交媒體，相當(dāng)于每秒鐘約有15.5萬(wàn)新用戶事示。

現(xiàn)在早像，典型的社交媒體用戶每天在社交媒體上花費(fèi)2個(gè)小時(shí)25分鐘，大約相當(dāng)于他們一周中的一個(gè)白天很魂。

加起來(lái)扎酷，到2021年，全球社交媒體用戶將在社交媒體上花費(fèi)總計(jì)3.7萬(wàn)億小時(shí)遏匆，相當(dāng)于人類共同生存的時(shí)間超過(guò)4.2億年法挨。

正如我們?cè)谇皫啄晁吹降模瑖?guó)家之間存在很大的差異幅聘。

GWI報(bào)告稱凡纳，菲律賓人仍然是世界上最大的社交媒體消費(fèi)者，每天平均使用社交平臺(tái)花費(fèi)4個(gè)小時(shí)15分鐘帝蒿，比排名第二的哥倫比亞人整整半小時(shí)荐糜。

另一方面，日本用戶表示他們每天在社交媒體上的花費(fèi)少于一小時(shí)，但今年的51分鐘這一數(shù)字仍比我們?nèi)ツ晖卺槍?duì)日本用戶的報(bào)告高出13％暴氏。

2. 手機(jī)已成為我們的“第一屏”

來(lái)自App Annie的數(shù)據(jù)顯示延塑，如今，全球Android用戶每天在手機(jī)上花費(fèi)的時(shí)間超過(guò)4小時(shí)答渔。

總體而言关带，這意味著在過(guò)去12個(gè)月中，Android用戶在手機(jī)上累計(jì)花費(fèi)了超過(guò)3.5萬(wàn)億小時(shí)沼撕。

App Annie的2021年移動(dòng)狀態(tài)報(bào)告還顯示宋雏，與現(xiàn)場(chǎng)電視相比，移動(dòng)設(shè)備現(xiàn)在占用的人的時(shí)間更多务豺。

GWI的數(shù)據(jù)講述了一個(gè)類似的故事磨总。 該公司的最新研究發(fā)現(xiàn)，如今全球典型的互聯(lián)網(wǎng)用戶每天在手機(jī)上使用互聯(lián)網(wǎng)的時(shí)間為3小時(shí)39分鐘笼沥，而每天觀看電視的時(shí)間總計(jì)為3小時(shí)24分鐘蚪燕。這意味著普通互聯(lián)網(wǎng)用戶現(xiàn)在在手機(jī)上使用連接服務(wù)的時(shí)間比觀看電視的時(shí)間長(zhǎng)大約7％。

但是敬拓，正如我們將在下面看到的那樣邻薯，移動(dòng)設(shè)備仍然僅占我們每日上網(wǎng)時(shí)間的一半左右。

3. 在線時(shí)間猛增

總體而言乘凸，現(xiàn)在平均每個(gè)互聯(lián)網(wǎng)用戶每天在所有設(shè)備上使用互聯(lián)網(wǎng)的時(shí)間將近7個(gè)小時(shí)，相當(dāng)于每周在線時(shí)間超過(guò)48個(gè)小時(shí)累榜，即每7整2天营勤。

假設(shè)平均每個(gè)人每天睡眠7到8個(gè)小時(shí)，這意味著我們現(xiàn)在約有42％的睡眠時(shí)間是在網(wǎng)上度過(guò)的壹罚，而使用互聯(lián)網(wǎng)的時(shí)間幾乎與睡眠時(shí)一樣多葛作。

數(shù)字還顯示，人們每天花在網(wǎng)上的時(shí)間比往年更多猖凛。

GWI的最新發(fā)現(xiàn)表明赂蠢，2020年第三季度普通互聯(lián)網(wǎng)用戶每天在線花費(fèi)比2019年第三季度多16分鐘，同比增長(zhǎng)4％辨泳。

如果整個(gè)2021年互聯(lián)網(wǎng)使用率保持在這些水平虱岂，那么今年全球互聯(lián)網(wǎng)用戶將在網(wǎng)上花費(fèi)近12萬(wàn)億小時(shí)，這意味著人類的綜合時(shí)間超過(guò)13億年菠红。

但是第岖，正如我們?cè)谌ツ甑膱?bào)告中所看到的那樣，不同國(guó)家/地區(qū)的人們?cè)诰W(wǎng)上花費(fèi)的時(shí)間差異很大试溯。菲律賓人報(bào)告說(shuō)蔑滓，他們?cè)诰W(wǎng)上花費(fèi)的時(shí)間最多，平均每天接近11個(gè)小時(shí)。巴西人键袱，哥倫比亞人和南非人也表示燎窘，他們平均每天在線花費(fèi)10個(gè)小時(shí)以上。另一方面蹄咖，日本人報(bào)告的在線時(shí)間最少荠耽，每天少于4.5小時(shí)。有趣的是比藻，中國(guó)的數(shù)字也處于較低水平铝量，每天僅5個(gè)小時(shí)22分鐘，比全球平均6個(gè)小時(shí)54分鐘少1.5個(gè)小時(shí)银亲。

4. 在線搜索行為正在發(fā)生變化

查找信息是人們上網(wǎng)的主要原因慢叨，全球近三分之二的互聯(lián)網(wǎng)用戶都說(shuō)這是他們的主要?jiǎng)訖C(jī)之一。

但是务蝠，GWI的最新研究表明拍谐，世界范圍內(nèi)的搜索行為正在不斷發(fā)展，這種變化的行為對(duì)希望吸引數(shù)字受眾的任何人都具有重要的意義馏段。

常規(guī)搜索引擎仍然是其中必不可少的組成部分轩拨，有98％的受訪者表示，他們每月都使用搜索引擎院喜。

但是亡蓉，十分之七的受訪者表示，他們現(xiàn)在至少使用一種工具（基于文本的搜索引擎除外）來(lái)每月在線查找信息喷舀。

語(yǔ)音界面是最受歡迎的替代方法砍濒，全球45％的互聯(lián)網(wǎng)用戶表示在過(guò)去30天內(nèi)使用了語(yǔ)音搜索或語(yǔ)音命令。

同時(shí)硫麻，全球?qū)⒔种坏幕ヂ?lián)網(wǎng)用戶每月也在其手機(jī)上使用圖像識(shí)別工具爸邢，例如Pinterest Lens和Google Lens等工具在拉丁美洲和東南亞尤為受歡迎。

但是拿愧，不斷演變的搜索行為中最有趣的趨勢(shì)可能是社交搜索的興起杠河。

現(xiàn)在，大約有45％的全球互聯(lián)網(wǎng)用戶表示浇辜，他們?cè)诓檎矣嘘P(guān)他們打算購(gòu)買的產(chǎn)品或服務(wù)的信息時(shí)會(huì)轉(zhuǎn)向社交網(wǎng)絡(luò)券敌。

但是，這一數(shù)字在年輕用戶中甚至更高奢赂，Z世代用戶表示陪白，與在搜索引擎上尋找品牌相比，他們更可能在社交媒體上搜索品牌膳灶。

5. 多設(shè)備策略仍然是必不可少的

現(xiàn)在咱士，移動(dòng)電話占全球上網(wǎng)時(shí)間的53％立由，但數(shù)據(jù)清楚地表明，其他設(shè)備在我們的生活聯(lián)系中仍然發(fā)揮著重要作用序厉。

GWI數(shù)據(jù)顯示锐膜，十分之九的互聯(lián)網(wǎng)用戶通過(guò)智能手機(jī)上網(wǎng)，但三分之二的人還表示他們使用筆記本電腦或臺(tái)式計(jì)算機(jī)訪問(wèn)互聯(lián)網(wǎng)弛房。

值得強(qiáng)調(diào)的是道盏，手機(jī)現(xiàn)在是所有國(guó)家/地區(qū)中使用最廣泛的互聯(lián)網(wǎng)設(shè)備，但是手機(jī)和計(jì)算機(jī)之間的差距通常很小文捶，尤其是在西歐荷逞。

同時(shí)，來(lái)自StatCounter的最新數(shù)據(jù)表明粹排，計(jì)算機(jī)仍然在全球網(wǎng)絡(luò)活動(dòng)中占了重要的份額种远。

在2020年12月提供的網(wǎng)頁(yè)中，有40％以上是通過(guò)筆記本電腦和臺(tái)式機(jī)設(shè)備上運(yùn)行的Web瀏覽器請(qǐng)求的顽耳，盡管與2019年12月相比坠敷，這些設(shè)備的總體份額略有下降。

6. 更具戰(zhàn)略意義的社交媒體營(yíng)銷方法

Kepios對(duì)GWI收集的數(shù)據(jù)的分析表明射富，任何給定社交媒體平臺(tái)的用戶中至少有98％還使用至少一個(gè)其他社交平臺(tái)膝迎。各個(gè)社交平臺(tái)也有很大的受眾重疊，其中85％的16-64歲的TikTok用戶說(shuō)他們使用Facebook胰耗，而幾乎95％的同一年齡段的Instagram用戶說(shuō)他們也使用YouTube限次。

盡管受眾重疊的一般概念可能不足為奇，但這些重疊的程度與營(yíng)銷人員特別相關(guān)宪郊。

關(guān)鍵要點(diǎn)是掂恕，品牌并不需要在每個(gè)平臺(tái)上都活躍起來(lái)，事實(shí)上弛槐，數(shù)據(jù)顯示，僅存在于一個(gè)或兩個(gè)較大的平臺(tái)上依啰，就可以吸引幾乎全球所有的社交媒體用戶乎串。

從上面內(nèi)容來(lái)看，現(xiàn)在至少有6個(gè)平臺(tái)的月活躍用戶超過(guò)10億速警，而至少有17個(gè)平臺(tái)的月活躍用戶超過(guò)3億叹誉。

但是，這并不意味著營(yíng)銷人員應(yīng)該只專注于這些較大的平臺(tái)闷旧。

確實(shí)长豁，數(shù)據(jù)支持對(duì)社交媒體采用更具戰(zhàn)略性，基于投資組合的方法的觀點(diǎn)忙灼。

營(yíng)銷人員應(yīng)該將精力集中在其他因素上匠襟，而不是將注意力全部集中在覆蓋率上钝侠，例如每個(gè)平臺(tái)的內(nèi)容格式提供的特定創(chuàng)意機(jī)會(huì)宵距，或更多“小眾”平臺(tái)上提供的不同參與機(jī)會(huì)疟游。

因此，不要被平臺(tái)用戶分散注意力惨好，而是試著問(wèn)自己：

我想吸引誰(shuí)啃勉？

他們可能因?yàn)槭裁丛蚴褂蒙缃幻襟w忽舟？

哪個(gè)平臺(tái)與他們的動(dòng)機(jī)最相關(guān)？

我如何使用這些渠道來(lái)實(shí)現(xiàn)預(yù)期的結(jié)果淮阐？

7. 深入研究在線受眾人口數(shù)據(jù)

我們?cè)诮衲甑膱?bào)告中加入了許多新圖表叮阅，可按年齡和性別深入分析相關(guān)活動(dòng)。

這些圖表中最具啟發(fā)性的圖表之一表明了電子商務(wù)的如何根據(jù)不同的人群而變化泣特。

從GWI數(shù)據(jù)中得出的明顯結(jié)論是浩姥，嬰兒潮一代的互聯(lián)網(wǎng)用戶使用電子商務(wù)的可能性僅比Z代和千禧一代的互聯(lián)網(wǎng)用戶少。

此外群扶，年齡在55至64歲之間的女性互聯(lián)網(wǎng)用戶實(shí)際上比年齡在16至24歲之間的男性互聯(lián)網(wǎng)用戶更有可能在網(wǎng)上購(gòu)物及刻。

有趣的是，有相當(dāng)大的年紀(jì)較大的互聯(lián)網(wǎng)用戶在玩視頻游戲竞阐。

也許不足為奇的是缴饭，老一輩人的游戲采用率沒(méi)有Z一代人高，在Z世代中骆莹，超過(guò)90％的互聯(lián)網(wǎng)用戶說(shuō)他們?cè)谕嬗螒颉?/p>

但是颗搂，GWI的數(shù)據(jù)仍然顯示，全球55-64歲的互聯(lián)網(wǎng)用戶中有三分之二以上都在玩視頻游戲幕垦。

在最新的社交媒體數(shù)據(jù)中丢氢，另一個(gè)與年齡相關(guān)的趨勢(shì)表明，在某些頂級(jí)平臺(tái)的受眾群體中先改，年紀(jì)大的組是增長(zhǎng)最快的細(xì)分市場(chǎng)疚察。

例如，F(xiàn)acebook看到65歲以上的用戶在過(guò)去一年中增長(zhǎng)了約25％仇奶，幾乎是整體平均水平（13％）的兩倍貌嫡。

令人驚訝的是，50歲以上的用戶也是Snapchat增長(zhǎng)最快的人群该溯。

在過(guò)去的三個(gè)月中岛抄，廣告客戶可以在Snapchat上接觸的50歲及以上的用戶數(shù)量增長(zhǎng)了約25％，該年齡段的男性用戶增長(zhǎng)了三分之一狈茉。

請(qǐng)注意夫椭，這些Snapchat數(shù)據(jù)代表季度增長(zhǎng)，而上述Facebook數(shù)據(jù)則顯示了年度增長(zhǎng)氯庆。

另外值得注意的是蹭秋，這些數(shù)字代表相對(duì)增長(zhǎng)扰付，而不是用戶數(shù)量絕對(duì)增長(zhǎng)的份額。

在上述內(nèi)容中感凤，過(guò)去25至34歲的用戶在過(guò)去一年中仍然是Facebook新用戶中最多的群體悯周，盡管該用戶已經(jīng)是該平臺(tái)的最大人群。

無(wú)論如何陪竿，相對(duì)增長(zhǎng)數(shù)據(jù)仍然表明禽翼，更多的老用戶正在加入社交平臺(tái)。

這些不斷變化的人口統(tǒng)計(jì)信息可能會(huì)為營(yíng)銷人員帶來(lái)新的機(jī)會(huì)族跛，并為平臺(tái)和發(fā)行商帶來(lái)新的收入來(lái)源闰挡。

8. 在線商店和電子商務(wù)的興起

電子商務(wù)的興起是2020年最突出的數(shù)字事件之一，COVID-19大流行迫使全世界的消費(fèi)者開(kāi)始接受在線購(gòu)物礁哄。

在全球范圍內(nèi)长酗，將近77％的16至64歲的互聯(lián)網(wǎng)用戶表示他們?nèi)缃衩吭露紩?huì)在網(wǎng)上購(gòu)買商品。

印度尼西亞的互聯(lián)網(wǎng)用戶最有可能進(jìn)行電子商務(wù)購(gòu)物桐绒，GWI調(diào)查中該國(guó)87％以上的受訪者表示夺脾，他們?cè)谶^(guò)去一個(gè)月內(nèi)在網(wǎng)上購(gòu)買了商品。

另外茉继，埃及只有57％的互聯(lián)網(wǎng)用戶表示在過(guò)去30天內(nèi)進(jìn)行了在線購(gòu)買咧叭。

同時(shí)，人們近幾個(gè)月來(lái)一直在購(gòu)買商品也值得玩味烁竭。

Statista報(bào)告顯示菲茬，2020年，時(shí)尚與美容類別在全球B2C電子商務(wù)收入中占最大份額派撕，超過(guò)6,650億美元婉弹。

這是我們正在進(jìn)行的全球數(shù)字報(bào)告系列中的第一次，“旅行”類別并未獲得最大的收入份額终吼，突顯了最近幾個(gè)月來(lái)旅行和旅游品牌的困難程度镀赌。

的確，據(jù)Statista報(bào)告际跪，旅行佩脊，出行和住宿類別的在線收入比去年同期下降了50％以上，導(dǎo)致每年的消費(fèi)者支出減少了超過(guò)五萬(wàn)億美元垫卤。

另一方面，其他許多類別的電子商務(wù)收入在2020年都將強(qiáng)勁增長(zhǎng)出牧。

食品和個(gè)人護(hù)理是2020年增長(zhǎng)最快的消費(fèi)者電子商務(wù)類別穴肘，其中COVID-19鎖定和社交疏離措施是在線雜貨店購(gòu)物大幅增長(zhǎng)的催化劑。

在全球范圍內(nèi)舔痕，該類別的年收入在2020年超過(guò)4000億美元评抚，比上一年增長(zhǎng)40％以上豹缀。

這些數(shù)字支持了我們?cè)凇?2020年7月數(shù)字化全球統(tǒng)計(jì)報(bào)告》中分享的發(fā)現(xiàn)，當(dāng)時(shí)許多互聯(lián)網(wǎng)用戶表示慨代，他們希望繼續(xù)采用在COVID-19封鎖期間采用的新的在線購(gòu)物行為邢笙。

無(wú)論如何，這種趨勢(shì)的影響應(yīng)該遠(yuǎn)遠(yuǎn)超出食品和個(gè)人護(hù)理類別侍匙。

雜貨店購(gòu)物往往是一種高頻活動(dòng)氮惯，這意味著最近幾個(gè)月人們有機(jī)會(huì)養(yǎng)成和嵌入新的在線購(gòu)物習(xí)慣。

正如大多數(shù)營(yíng)銷人員所知想暗，要激發(fā)這種行為改變（尤其是在高頻活動(dòng)中）可能非常困難妇汗，因此這些新習(xí)慣為品牌和零售商提供了重新定義現(xiàn)狀的無(wú)與倫比的機(jī)會(huì)。

9说莫、2021年值得期待的事情

希望您對(duì)今天的“數(shù)字現(xiàn)狀”有了深刻的了解杨箭。

但是未來(lái)又會(huì)怎樣呢？

基于我對(duì)正在進(jìn)行的全球數(shù)字報(bào)告系列中的數(shù)據(jù)的分析储狭，在接下來(lái)的幾個(gè)月中互婿，我將密切關(guān)注一些事情。

第三方Cookie的消亡：Google的Chrome瀏覽器將在2021年底終止對(duì)第三方Cookie的支持辽狈，因此我們可以預(yù)計(jì)今年廣告技術(shù)會(huì)發(fā)生重大變化慈参，尤其是隨著程序化平臺(tái)自身的自我重塑。

靈活的工作方式：“在家工作”在可預(yù)見(jiàn)的將來(lái)似乎仍將是許多人工作生活中不可或缺的一部分稻艰，因此我們應(yīng)該看到產(chǎn)品和服務(wù)的進(jìn)一步創(chuàng)新懂牧，旨在在未來(lái)幾個(gè)月內(nèi)幫助遠(yuǎn)程工作，尤其是在溝通和“團(tuán)隊(duì)凝聚力”領(lǐng)域尊勿。

數(shù)字化的顛覆：互聯(lián)的產(chǎn)品和服務(wù)將繼續(xù)撼動(dòng)現(xiàn)有類別并創(chuàng)造新的類別僧凤，但我將在2021年關(guān)注三個(gè)特別感興趣的行業(yè)：

醫(yī)療保健，特別是有助于精神健康的遠(yuǎn)程醫(yī)療和相關(guān)服務(wù)元扔；

金融躯保，保險(xiǎn)和跨境支付都是創(chuàng)新的強(qiáng)大競(jìng)爭(zhēng)者；

教育方面澎语，政府和慈善家齊心協(xié)力途事，為互聯(lián)教育創(chuàng)建了更有效的解決方案，而企業(yè)則將注意力集中在在線“技能提升”這一新興機(jī)會(huì)上擅羞。

重大技術(shù)突破：這已經(jīng)很長(zhǎng)時(shí)間了尸变，但是全球立法者都在暗示2021年可能是大型對(duì)決的一年。但是减俏，最大的問(wèn)題是召烂，谷歌，F(xiàn)acebook娃承，亞馬遜或阿里巴巴是否會(huì)戰(zhàn)勝它們奏夫，在政府強(qiáng)制之前怕篷，按自己的意愿進(jìn)行自我剝離。

便攜式數(shù)字身份：隨著WhatsApp條款和條件的最新更新酗昼，隱私再次成為人們關(guān)注的焦點(diǎn)廊谓，“去中心化”的數(shù)字登錄方法可能會(huì)備受關(guān)注÷橄鳎肯定值得一看的是Inrupt蒸痹，但肯定不是唯一的競(jìng)爭(zhēng)者。

10.最后……

如果沒(méi)有更新我們值得普立茲的報(bào)道互聯(lián)網(wǎng)上最激烈的戰(zhàn)斗之一碟婆，我們就無(wú)法完成今年的分析电抚。

盡管去年這個(gè)時(shí)候發(fā)出了警報(bào)，看來(lái)很多人還沒(méi)有收到備忘錄關(guān)于發(fā)明用于分享小貓圖片的互聯(lián)網(wǎng)竖共。

#TeamDog在過(guò)去12個(gè)月中成功在Instagram上發(fā)布了4,400萬(wàn)條#dog帖子蝙叛，而#TeamCat僅管理了3,300萬(wàn)條#cat新帖子。

這與Twitter上的情況類似公给，該平臺(tái)的廣告工具顯示借帘，今天有3.07億用戶對(duì)狗“感興趣”，而只有2300萬(wàn)用戶對(duì)貓“感興趣”淌铐。

與去年的千比（2.5億對(duì)25萬(wàn)）相比肺然，這是一個(gè)顯著的改善，但是在Twitter上腿准，愛(ài)狗的人數(shù)仍然比愛(ài)貓的人數(shù)多13到1际起。

今年，我們將再次在此故事中放上標(biāo)簽吐葱，因此請(qǐng)留意未來(lái)的pupdates街望。

到今天為止，所有這些快速任務(wù)可能已經(jīng)占用了您6個(gè)小時(shí)54分鐘的時(shí)間弟跑，因此灾前，我將在這里介紹今年的分析。

我將在幾周后再次收到我們的Digital 2021當(dāng)?shù)貒?guó)家/地區(qū)報(bào)告孟辑。

在此之前哎甲，如果您需要更多統(tǒng)計(jì)信息，請(qǐng)查看我們完整的報(bào)告

附原文

Close to half a billion new social media users. 1.3 billion years spent using the internet. Trillions of dollars spent on ecommerce.

If you’re looking for the latest digital insights and social media stats, you’ll find them all here.

Our new Digital 2021 reports series – published in partnership between We Are Social and Hootsuite – shows that connected tech became an even more essential part of people’s lives over the past year, with social media, ecommerce, streaming content, and video games all seeing significant growth in the past 12 months.

COVID-19 also introduced a new set of challenges and opportunities though, so digital in 2021 will be anything but ‘business as usual’.

Some of the key themes to look for in this year’s reports include:

Changes in how people?search?for information and brands;

The evolving?demographics?of online audiences;

The rapidly growing importance of?ecommerce;

Why?mobile?is essential, but not the only answer; and

Why we need to change the?metrics?that guide our social media ‘mix’.

Just before we get stuck into the numbers, I’d like to say a very big thank you to all of the data partners and providers who’ve made this year’s reports possible, especially: GWI, Statista, App Annie, The ITU, GSMA Intelligence, Semrush, SimilarWeb, Locowise, Kenshoo.

I’d also like to draw your attention to the important notes on changes to our methodology, which you’ll find on page 6 of the report.Please read on below for my analysis of this year’s top stories.

Essential headlines

Here are the headline stats and trends for the global ‘State of Digital’ in January 2021:

Population:?the world’s population stood at?7.83 billion?at the start of 2021. The United Nations reports that this figure is currently growing by?1 percent?per year, which means that the global total has increased by more than?80 million?people since the start of 2020.

Mobile:?5.22 billion?people use a mobile phone today, equating to?66.6 percent?of the world’s total population. Unique mobile users have grown by?1.8 percent?(93 million) since January 2020, while the total number of mobile connections has increased by?72 million?(0.9 percent) to reach a total of?8.02 billion?at the start of 2021.

Internet:?4.66 billion?people around the world use the internet in January 2021, up by?316 million?(7.3 percent) since this time last year. Global internet penetration now stands at?59.5 percent. However, COVID-19 has significantly impacted the reporting of internet user numbers, so actual figures may be higher.

Social media:?there are now?4.20 billion?social media users around the world. This figure has grown by?490 million?over the past 12 months, delivering year-on-year growth of more than?13 percent. The number of social media users is now equivalent to more than?53 percent?of the world’s total population.

But beyond tasty trivia, what does all of this data tell us about what people are actually?doing?online?

You’ll find my handy summary of all this year’s top trends below, but if you’d like to dig into any of these stories in more detail – together with some other stories that aren’t included here – head over to?DataReportal.com, where you’ll find our complete collection of Digital 2021 reports and analysis.

1.Social media adoption surges

Social media user numbers jumped by more than?13 percent?over the past year, with nearly?half a billion?new users taking the global total to almost?4.2 billion?by the start of 2021.

On average, more than?1.3 million?new users joined social media every day during 2020, equating to roughly 15? new users?every single second.

The typical social media user now spends 2 hours and 25 minutes on social media each day, equating to roughly one waking day of their life every week.

Added together, the world’s social media users will spend a total of?3.7 trillion?hours on social media in 2021 – equivalent to more than 420 million years of combined human existence.

As we’ve seen in?previous years?though, there are significant differences between countries.

GWI?reports that Filipinos are still the world’s biggest consumers of social media, spending an average of 4 hours and 15 minutes per day using social platforms – a full?half an hour?more than second-placed Colombians.

At the other end of the scale, users in Japan say they spend less than an hour a day on social media, but this year’s figure of 51 minutes is still 13 percent higher than the figure we reported for Japanese users this time last year.

2.Mobiles have become our ‘first’ screen

Data from App Annie shows that Android users around the world now spend more than?4 hours each day?using their phones.

In total, that means Android users spent more than?3.5 trillion?cumulative hours using their phones over the past 12 months.

App Annie’s State of Mobile 2021 report also reveals that mobiles now account for a greater amount of people’s time than live TV.

GWI’s data tells a similar story. The company’s latest research finds that the typical global internet user now spends 3 hours and 39 minutes each day using the internet on their mobile phone, compared to a total of 3 hours and 24 minutes per day watching television.

For context, that means the average internet user now spends roughly 7 percent longer using connected services on their phone than they do watching TV.

However, as we’ll see below, mobile devices still only account for about half of our daily internet time.

3.Online?time jumps

In total, the average internet user now spends almost 7 hours per day using the internet across all devices, equating to more than 48 hours per week online – that’s 2 full days out of every 7.

Assuming that the average person sleeps for between 7 and 8 hours per day, this means that we now spend roughly 42 percent of our waking lives online, and that we spend almost as much time using the internet as we do sleeping.

The figures also show that people are spending more time online each day than they did in previous years.

The latest findings from GWI show that the typical internet user spent 16 minutes longer online each day in Q3 2020 than they did in Q3 2019, representing a year-on-year increase of 4 percent.

If internet use remains at these levels throughout 2021, the world’s internet users will spend almost 12 trillion hours online this year, which translates to more than 1.3 billion years of combined human time.

However, as we saw in last year’s report, there’s significant variation in the amount of time that people in different countries spend online.

Filipinos report spending the greatest amount of time online, at an average of almost 11 hours per day.

Brazilians, Colombians, and South Africans also say they spend an average of more than 10 hours per day online.

At the other end of the scale, the Japanese report spending the least amount of time online, at less than 4? hours per day.

Interestingly, the figure for China also falls at the lower end of the spectrum, at just 5 hours and 22 minutes per day – 1? hours less than the global average of 6 hours and 54 minutes.

4.Online search behaviours are changing

Finding information is the main reason why people go online, with almost two-thirds of the world’s internet users saying this is one of their top motivations.

However, the latest research from?GWI?shows that the world’s search behaviours are evolving, and this changing behaviour has important consequences for anyone hoping to engage a digital audience.

Conventional search engines are still an essential part of the mix, with a massive 98 percent of respondents saying that they use a search engine every month.

However, more than 7 in 10 respondents also say that they now use at least one tool?other?than text-based search engines to find information online each month.

Voice interfaces are the most popular alternative, with 45 percent of global internet users saying that they used voice search or voice commands in the past 30 days.

Meanwhile, almost a third of the world’s internet users also use image recognition tools on their mobiles each month, with tools like Pinterest Lens and Google Lens seeing particularly strong adoption across Latin America and Southeast Asia.

But perhaps the most interesting trend in evolving search behaviours is the rise of social search.

Roughly 45 percent of global internet users now say that they turn to social networks when looking for information about products or services that they’re thinking of buying.

However, this figure is even higher amongst younger users, with Gen Z users saying that they’re more likely to search for brands on social media than they are to look for them on search engines.

5.A multi-device strategy is still essential

Mobile phones now account for 53 percent of the time that the world spends online, but the data clearly shows that other devices still play important roles in our connected lives.

GWI data shows that 9 in 10 internet users go online via their smartphones, but two-thirds also say that they use a laptop or desktop computer to access the internet.

It’s worth highlighting that mobile phones are now the most widely used internet device in all countries, but the gap between mobiles and computers is often quite small, especially in Western Europe.

Meanwhile, the latest data from StatCounter shows that computers still account for a meaningful share of the world’s web activity.

More than 40 percent of web pages served in December 2020 were requested by web browsers running on laptop and desktop devices, although the overall share of these devices is down slightly compared to December 2019.

6.A more strategic approach to social media marketing

Kepios analysis of data collected by GWI shows that at least 98 percent of the users of any given social media platform also use at least one other social platform.

Individual social platforms are also subject to significant audience overlaps, with 85 percent of TikTok users aged 16 to 64 saying they use Facebook, and almost 95 percent of Instagram users in the same age group saying they also use YouTube.

While the general concept of audience overlap may not come as a surprise, the extent of these overlaps has particular relevance to marketers.

The key takeaway is that brands do?not?need to be active on every single platform, and in fact the data show that a presence on just one or two of the larger platforms offers the potential to reach almost all of the world’s social media users.

For context, at least 6 platforms now have more than 1 billion monthly active users, while at least 17 have more than 300 million.

However, this?doesn’t?mean that marketers should focus solely on these larger platforms.

Indeed, the data support the argument for a more strategic, portfolio-based approach to social media.

Rather than focusing all of their attention on reach, it’s time for marketers to explore other factors, such as the specific creative opportunities offered by each platform’s content formats, or the different engagement opportunities available on more ‘niche’ platforms.

So, rather than getting distracted by platform user numbers, try asking yourself:

Who?do I want to engage?

Why?might they be using social media?

Which?platform(s) will be most relevant to their motivations?

How?can I use these channels to achieve my desired outcomes?

7.Digging deeper into online audience demographics

We’ve included a wealth of new charts in this year’s reports that offer insights into connected activities by age and gender.

One of the most revealing of these charts shows how adoption of ecommerce varies by demographic.

And the obvious takeaway from this GWI data is that internet users in the Baby Boomer generation are only marginally less likely to use ecommerce than Gen Z and Millennial internet users.

Moreover, female internet users aged 55 to 64 are actually more likely to shop online than male internet users aged 16 to 24.

It’s also interesting to note that a significant share of older internet users play video games.

Perhaps unsurprisingly, gaming adoption rates amongst older generations aren’t as high as they are for Gen Z, where more than 90 percent of internet users say they play games.

However, GWI’s data still shows that more than two-thirds of internet users aged 55 to 64 around the world play video games.

Another age-related trend is evident in the latest social media data, which shows that older age groups are the fastest-growing segments amongst some of the top platforms’ audiences.

For example, Facebook saw users over the age of 65 increase by roughly 25 percent over the past year – that’s almost double the overall average of 13 percent.

Perhaps surprisingly, users over the age of 50 also represent Snapchat’s fastest-growing demographic.

The number of users aged 50 and above that advertisers can reach on Snapchat has grown by roughly 25 percent in the past 3 months, with male users in this age group increasing by a third.

Note that these Snapchat figures represent?quarterly?growth, while the Facebook figures above showcase?annual?growth.

It’s also worth noting that these figures represent?relative?growth, not share of the?absolute?increase in user numbers.

For context, users aged 25 to 34 still accounted for the greatest number of new Facebook users over the past year, despite already being the platform’s largest demographic segment.

However, the relative growth figures still demonstrate that a greater number of older users are joining social platforms.

These evolving demographics may bring new opportunities for marketers, together with new revenue streams for platforms and publishers.

8.Online grocery and the rise of ecommerce

One of the standout digital stories in 2020 was the rise of ecommerce, with the COVID-19 pandemic driving consumers all over the world to embrace online shopping.

At a global level, nearly 77 percent of internet users aged 16 to 64 now say that they buy something online each month.

Internet users in Indonesia are the most likely to make ecommerce purchases, with more than 87 percent of the country’s respondents to?GWI’s survey saying that they bought something online in the past month.

At the other end of the spectrum, just 57 percent of internet users in Egypt say that they made an online purchase in the past 30 days.

Meanwhile, what people have been buying over recent months also makes for interesting reading.

Statista reports that the Fashion & Beauty category accounted for the largest share of global B2C ecommerce revenues in 2020, at more than US$665 billion.

This is the first time in our ongoing series of Global Digital Reports that the Travel category hasn’t claimed the largest share of revenue, highlighting just how difficult recent months have been for travel and tourism brands.

Indeed, Statista reports that online revenues in the Travel, Mobility & Accommodation category were down by more than 50 percent year-on-year, resulting in a drop of well over half a trillion US dollars in annual consumer spending.

On the other hand, many other categories saw strong growth in ecommerce revenues in 2020.

Food & Personal Care was the fastest growing consumer ecommerce category in 2020, with COVID-19 lockdowns and social distancing measures acting as a catalyst for significant increases in online grocery shopping.

Worldwide, the category saw annual revenues exceed US$400 billion in 2020, up by more than 40 percent compared to the previous year.

These numbers support findings that we?shared?in our Digital 2020 July Global Statshot Report, when many internet users said that they expected to continue with new online shopping behaviours that they’d adopted during COVID-19 lockdowns.

However, the impact of this trend should extend well beyond the Food & Personal Care category.

Grocery shopping tends to be a high-frequency activity, which means that people have had the chance to develop and embed new online shopping habits over recent months.

As most marketers know, it can be very difficult to inspire this kind of behaviour change – especially in high-frequency activities – so these new habits represent an unparalleled opportunity for brands and retailers to redefine the status quo.

9.What to look out for in 2021

Hopefully that’s given you a solid understanding of the ‘state of digital’ today.

But what does the future hold?

Based on my analysis of the data in our?ongoing series?of Global Digital Reports, here are some of the things that I’ll be monitoring closely over the coming months.

The demise of third-party cookies:?Google’s Chrome browsers will end support for third-party cookies at the end of 2021, so we can expect significant changes in ad tech this year, especially as programmatic platforms reinvent themselves.

Flexible working:?‘working from home’ looks like it will remain an enforced part of many people’s working lives for the foreseeable future, so we should see further innovation in products and services designed to help with remote working over the coming months, especially in the areas of communication and ‘team cohesion’.

Digital disruption:?connected products and services will continue to shake up existing categories and create new ones, but I’ll be watching three industries with particular interest in 2021:

Healthcare, especially telemedicine and connected services that help with mental wellbeing;

Finance,?with insurance and cross-border payments both strong contenders for innovation;

Education, with governments and philanthropists coming together to create more effective solutions for connected schooling, while corporates focus their attention on the burgeoning opportunities of online ‘upskilling’.

The big tech breakup:?this has been a long time coming, but lawmakers around the world are signalling that 2021 may be the year of the big showdown. However, the big question is whether Google, Facebook, Amazon, or Alibaba will beat them to it, spinning off component parts on their own terms before governments force them to do so.

Portable digital identities:?with privacy once again in the spotlight following the recent updates to WhatsApp’s terms and conditions, a ‘decentralised’ approach to digital sign-on may come to the fore.?Inrupt?is definitely one to watch, but it’s certainly not the only contender.

10.And finally…

We couldn’t finish this year’s analysis without an update to our?Pulitzer-worthy coverage of one of the internet’s most hotly contested battles.

Despite raising the alarm this time?last year, it appears that many people?still?haven’t received the memo about the internet being invented for sharing?pictures?of kittens.

#TeamDog managed to publish an additional 44 million #dog posts to Instagram in the past 12 months, while #TeamCat only managed 33 million new #cat posts.

It’s a similar story over on Twitter, where the platform’s advertising tools reveal that 307 million users are ‘interested’ in dogs today, compared to just 23 million who are ‘interested’ in cats.

That’s a marked improvement on last year’s thousand-to-one ratio (250 million vs. 250 thousand), but dog lovers still outnumber cat lovers on Twitter by a factor of 13 to 1.

We’ll be keeping tabs?tabbies?on this story again this year, so look out for future?pupdates.

All of this pun-ditry’s probably taken up enough of your 6 hours and 54 minutes for today though, so I’ll?paws?this year’s analysis there.

I’ll be back in a couple of weeks with the first of our Digital 2021 local country reports.

Until then, if you need any more stats, check out our complete Report.