GWI: 2020 Social Media Trends Report

GWI has released its latest “Social Media Trends Report”.

1. Social Saturation

Globally, Internet users spend an average of 2 hours and 24 minutes per day on social networks and instant messaging apps. Looking at the trend data in the report, you can see that although social media usage continues to climb, more and more markets are at a critical saturation point. In 2019, 22 of the 46 markets surveyed by GWI either spent less time on social media or remained the same compared to the previous year.

2. Entertainment

Entertainment is now the third most popular reason for using social media, but it is growing fastest. Respondents aged 16-24 are most likely to cite “finding interesting or entertaining content” as their main reason for using social media, followed by using social media to pass their free time and keep up to date with news and current events.

3. Facebook and YouTube dominate

Globally, Facebook remains the dominant social platform in terms of membership. Except in China, Facebook is the social platform with the most users, with YouTube in second place, followed by Facebook Messenger, which is far ahead of services such as WhatsApp, Instagram and Twitter.

4. The value of TikTok

Just under half (44%) of TikTok members outside of China fall into the 16-24 age bracket. 80% of users are either Gen Z or Millennials, and they want this to stay that way.

5. Share your experience through games

Surveys in the UK and US found that the third most common frustration with social media was a lack of actual human connection, and that this was actually the biggest frustration among men. Online games tend not to have this drawback, as they can foster more authentic connections through shared interests and skills. This means that the lines between gaming companies and social networks are becoming increasingly blurred.

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