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Global trends in social media
Latest insights from TGI Global Quick View Consumer Data
TGI Global Quick View : international data on connected consumers
A sample of over 60,000 internet users, aged 16+ in 22 m...
Digital Media Preferences
 Online activities
 Online preferences
 Audio-streaming category insights
 Video-streaming c...
4
Social Media in 2019
82% of connected consumers in the world’s 22 largest
markets today claim to use social media, accor...
5
Social media users & Digital
Digital devices used by social media users throughout the world
82%
…claim to use social ne...
6
Social media penetration
Penetration rate of social networks country by country
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%...
7
0
40
80
120
160
200
France
GB
USA
Germany
Australia
Canada
Russia
Sweden
Italy
Denmark
Argentina
Spain
Japan
Poland
Norw...
8
0
40
80
120
160
200
Argentina
Australia
Brazil
Canada
China
Denmark
France
GB
Germany
India
Italy
Japan
Mexico
Norway
Po...
9
Age distribution of social media users
throughout the world
16-24 25-34 45-54 45-64 55+
24% 29% 23% 15% 10%
Over a quart...
10
What are their main online activities?
2. Instant
messaging/chatting
87%
Argentina
95% Brazil
94%
Turkey
94%
Mexico
93%...
31
11
Are they interested in brands on social networks?
Join or take part in an online community
discussion about brands (...
12
Top 10 most used social networks
5%
6%
6%
7%
10%
11%
16%
28%
41%
48%Facebook
Youtube
Instagram
Twitter
Moments
(WeChat)...
13
LATAM
79%
Mexico
82%
Argentina
75%
Brazil
78%
North America
59%
USA
59%
Canada
59%
APAC
27%
EMEA
54%
Nordics
63%
India
...
4
21
5 6
3
14
Sharing updates or photos of what
I’m doing in my life
South Africa 65%
Mexico 61%
Poland 61%
India 60%
Aust...
15
LATAM
81%
Mexico
80%
Argentina
75%
Brazil
75%
North America
43.5%
USA
46%
Canada
43%
APAC
30%
EMEA
38%
Nordics
41%
Indi...
5
1
6
2
4
3
16
Sharing updates or photos of what
I’m doing in my life
South Korea 15%
India 12%
Germany 9%
Japan 9%
Italy ...
17
LATAM
55%
Mexico
44%
Argentina
53%
Brazil
60%
North America
29%
USA
29%
Canada
30%
APAC
14%
EMEA
34%
Nordics
37%
India
...
4
2
5
31
6
18
Sharing updates or photos of what
I’m doing in my life
Turkey 48%
Brazil 34%
Argentina 34%
Sweden 27%
Spain ...
19
LATAM
32.5%
Mexico
38%
Argentina
30%
Brazil
31%
North America
20%
USA
21%
Canada
17%
APAC
11%
EMEA
14%
Nordics
11%
Indi...
4
2 3
65
1
20
Sharing updates or photos of what
I’m doing in my life
Japan 19%
South Africa 6%
GB 5%
Spain 5%
South Korea ...
21
China
68%
Région APAC
30%
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 ...
1 2 3
22
Keeping up with what my friends and
family are doing
49% 48% 31%
57%58% 58%
54 6
Sharing updates or photos of wha...
23
TGI Global Quick View provides you with international data on the connected consumer to profile your audience.
The ques...
24
We are a global leader in connected intelligence. Our data and insights
provide clients with a holistic understanding o...
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Global trends in social media - Latest insights from TGI Global Quick View Consumer Data

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82% of connected consumers in the world’s 22 largest markets today claim to use social media, according to TGI Global Quick View consumer data. Three quarters use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we will explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- How are social networks used across different markets?

Published in: Marketing
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Global trends in social media - Latest insights from TGI Global Quick View Consumer Data

  1. 1. Global trends in social media Latest insights from TGI Global Quick View Consumer Data
  2. 2. TGI Global Quick View : international data on connected consumers A sample of over 60,000 internet users, aged 16+ in 22 major markets economies around the world  Argentina (1 500)  Australia (2 250)  Brazil (2 500)  Canada (3 000)  China (4 000)  Denmark (1 500)  France (4 000)  Germany (4 000)  Great Britain (6 000)  India (2 750)  Italia (3 000)  Japan (2 250)  Mexico (2 500)  Norway (1 500)  Poland (2 250)  Russia (3 000)  South Africa (1 500)  South Korea (2 250)  Spain (3 000)  Sweden (1 500)  Turkey (2 000)  USA (5 000)
  3. 3. Digital Media Preferences  Online activities  Online preferences  Audio-streaming category insights  Video-streaming category insights  Social platforms category insights  Topics of interest TGI Global Quick View – understanding key digital behaviours Online Personality Insights  Demographics  Personality classifications  Value classifications  Social-media persona  E-commerce persona Online Purchase and Brand Preferences  Purchase categories  Online vs. offline preferences  Preference reasons  Key global brands  Key global retailers
  4. 4. 4 Social Media in 2019 82% of connected consumers in the world’s 22 largest markets today claim to use social media, according to TGI Global Quick View consumer data. Three quarters use social media at least once a day, highlighting how big a part of our lives social media has become. In this report we will explore: • What are the most used social networks globally? • Which countries are particular hotspots for social media engagement? • How are social networks used across different markets?
  5. 5. 5 Social media users & Digital Digital devices used by social media users throughout the world 82% …claim to use social networks Smart or connected TV 42% Smartphone 89% Tablet 45% Smart Watch 13% Desktop/laptop 81% 52% are men 48% are women Source: TGI Global Quick View *based on connected consumers in 22 countries
  6. 6. 6 Social media penetration Penetration rate of social networks country by country 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0% Globally, Three quarters of connected consumers use social media at least once a day. Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  7. 7. 7 0 40 80 120 160 200 France GB USA Germany Australia Canada Russia Sweden Italy Denmark Argentina Spain Japan Poland Norway Brazil Mexico South Korea Turkey South Africa India China Average connected consumer I could happily live without social media Social media is something I don’t think I could live without What place do social networks play in the lives of Internet users? (1/2) The French are 2X more likely to claim they could happily live without social media than the average connected consumer while Chinese consumers are 2X more likely to claim they could NOT live without social media than the average connected consumer Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  8. 8. 8 0 40 80 120 160 200 Argentina Australia Brazil Canada China Denmark France GB Germany India Italy Japan Mexico Norway Poland Russia South Africa South Korea Spain Sweden Turkey USA Average connected consumer I spend a lot of my time online on social media I enjoy expressing my views online, in social networks, blogs, forums I often express my opinion on brands online What place do social networks play in the lives of Internet users? (2/2) Brazilians are 2X more likely to spend time online on social media, or express their views online than the average connected consumer South Koreans are 70% less likely to spend time online on social media, or express their views online than the average connected consumer whereas Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  9. 9. 9 Age distribution of social media users throughout the world 16-24 25-34 45-54 45-64 55+ 24% 29% 23% 15% 10% Over a quarter of 25-34 years old connected consumers say they use social media to keep in touch with communities, common interest groups and clubs. Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  10. 10. 10 What are their main online activities? 2. Instant messaging/chatting 87% Argentina 95% Brazil 94% Turkey 94% Mexico 93% China 96% 3.Reading / Writing blogs 70% Turkey 88% China 88% Brazil 82% Argentina 81% South Korea 91% 4. Online dating 54% Turkey 80% Brazil 70% Mexico 59% South Korea 58% China 87% 1. Social networking 98% Russia 99% Argentina 99% Poland 99% Brazil 99% South Korea 99% 5. Professional networking 63% Brazil 82% China 82% Argentina 73% Italy 72% Turkey 58% Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  11. 11. 31 11 Are they interested in brands on social networks? Join or take part in an online community discussion about brands (at least once a week) Seek information about a brand or product on blogs, forums or review sites (at least once a week) Brazil 29% Mexico 26% Turkey 25% China 25% South Africa 23% South Korea 21% USA 20% Argentina 17% Japan 16% GB 16% Turkey 40% Brazil 37% South Korea 33% Mexico 32% Argentina 32% Russia 30% China 30% Spain 25% Italy 23% USA 22% China 25% Turkey 22% Brazil 19% Mexico 17% Russia 17% USA 16% Italy 13% South Africa 13% GB 12% Canada 12% 19%25% 16% 2 Interact with a brand on social media (at least once a week) Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  12. 12. 12 Top 10 most used social networks 5% 6% 6% 7% 10% 11% 16% 28% 41% 48%Facebook Youtube Instagram Twitter Moments (WeChat) Snapchat Pinterest Weibo LinkedIn QQ space / Qzone10 23% of Facebook users are in the USA vs 14% are Indian & 11% are Brazilian Source: TGI Global Quick View *based on connected consumers in 22 countries
  13. 13. 13 LATAM 79% Mexico 82% Argentina 75% Brazil 78% North America 59% USA 59% Canada 59% APAC 27% EMEA 54% Nordics 63% India 74% Japan 18% China 0% South Korea 35% Australia 59% South Africa 72% Russia 24%GB 57% Norway 68% Sweden 59% France 55% Germany 45% Spain 61% Italy 66% Turkey 63% Denmark 64% Poland 68% Facebook penetration Penetration rate of Facebook by region/country Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  14. 14. 4 21 5 6 3 14 Sharing updates or photos of what I’m doing in my life South Africa 65% Mexico 61% Poland 61% India 60% Australia 51% USA 50% Denmark 50% Canada 49% Spain 49% Argentina 48% Posting videos about what I’m doing South Africa 63% India 57% Mexico 51% Australia 48% Italy 45% USA 44% Canada 43% Denmark 43% GB 42% France 40% Mexico 77% South Africa 71% Poland 69% Argentina 66% Denmark 63% Australia 62% Brazil 62% Canada 61% India 61% Italy 60% Keeping up with what my friends and family are doing Mexico 76% South Africa 71% Poland 69% Brazil 66% Argentina 66% Italy 62% Denmark 61% Australia 60% India 59% Canada 57% Chatting with others Poland 60% South Africa 59% Denmark 58% Norway 57% Italy 53% Australia 53% Nordics 52% India 50% Mexico 50% Sweden 46% Keeping up with news and live events What are the main uses of Facebook? South Africa 56% India 47% Poland 45% Australia 40% Italy 39% Norway 38% Denmark 37% USA 36% Germany 35% Canada 34% Keeping up with bloggers, celebrities or online personalities Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries
  15. 15. 15 LATAM 81% Mexico 80% Argentina 75% Brazil 75% North America 43.5% USA 46% Canada 43% APAC 30% EMEA 38% Nordics 41% India 73% Japan 28% China 0% South Korea 48.5% Australia 41% South Africa 26.5% Russia 55%GB 39% Norway 40% Sweden 43% France 36% Germany 34.5% Spain 54% Italy 51% Turkey 0% Denmark 37% Poland 55% Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries Youtube penetration Penetration rate of Youtube by region/country
  16. 16. 5 1 6 2 4 3 16 Sharing updates or photos of what I’m doing in my life South Korea 15% India 12% Germany 9% Japan 9% Italy 9% Poland 8% Sweden 7% France 6% Spain 6% Brazil 6% Posting videos about what I’m doing Poland 34% Russia 25% Brazil 24% Argentina 23% South Korea 23% Spain 22% Germany 22% Mexico 20% Sweden 19% Italy 19% India 12% South Korea 11% Italy 9% Germany 9% Japan 8% Brazil 7% Poland 6% Spain 6% Sweden 6% Russia 5% Keeping up with what my friends and family are doing South Korea 11% India 10% Germany 9% Japan 8% Italy 7% Sweden 6% Poland 6% Spain 6% France 6% Brazil 5% Argentina 25% India 24% Brazil 23% South Korea 23% Mexico 22% Spain 19% Russia 18% Sweden 18% Germany 15% Poland 15% Keeping up with news and live events Mexico 29% Russia 29% Brazil 25% India 24% Japan 23% Argentina 23% South Korea 21% France 21% Spain 21% Poland 20% Keeping up with bloggers, celebrities or online personalities Chatting with others Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries What are the main uses of Youtube?
  17. 17. 17 LATAM 55% Mexico 44% Argentina 53% Brazil 60% North America 29% USA 29% Canada 30% APAC 14% EMEA 34% Nordics 37% India 28.5% Japan 17% China 0% South Korea 27% Australia 28% South Africa 19% Russia 33%GB 28% Norway 37% Sweden 42% France 21% Germany 22% Spain 40% Italy 37% Turkey 68% Denmark 27% Poland 27% Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries Instagram penetration Penetration rate of Instagram by region/country
  18. 18. 4 2 5 31 6 18 Sharing updates or photos of what I’m doing in my life Turkey 48% Brazil 34% Argentina 34% Sweden 27% Spain 26% Italy 25% Russia 22% South Korea 21% Mexico 20% Canada 18% Posting videos about what I’m doing Turkey 38% Brazil 29% Argentina 28% Spain 22% Sweden 19% Russia 18% Italy 18% South Korea 16% Mexico 15% Canada 11% Turkey 39% Brazil 20% Sweden 19% Russia 18% Argentina 17% South Korea 16% Spain 16% Italy 13% Japan 9% Canada 8% Keeping up with what my friends and family are doing Turkey 33% Spain 15% Brazil 14% Argentina 14% South Korea 12% Italy 11% Sweden 8% Canada 7% Germany 7% Japan 7% Turkey 27% Argentina 14% Brazil 14% South Korea 9% Sweden 9% Russia 9% Spain 9% Italy 8% Germany 7% Canada 5% Keeping up with news and live events Turkey 41% Argentina 29% Brazil 28% Sweden 26% Spain 22% Russia 21% Italy 20% Norway 19% Denmark 18% South Korea 18% Keeping up with bloggers, celebrities or online personalities Chatting with others Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries What are the main uses of Instagram?
  19. 19. 19 LATAM 32.5% Mexico 38% Argentina 30% Brazil 31% North America 20% USA 21% Canada 17% APAC 11% EMEA 14% Nordics 11% India 14% Japan 28% China 0% South Korea 14% Australia 12% South Africa 18% Russia 11%GB 23% Norway 11% Sweden 12% France 15% Germany 10% Spain 30% Italy 37% Turkey 0% Denmark 9% Poland 11% Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries Twitter penetration Penetration rate of Twittter by region/country
  20. 20. 4 2 3 65 1 20 Sharing updates or photos of what I’m doing in my life Japan 19% South Africa 6% GB 5% Spain 5% South Korea 5% Mexico 4% USA 4% Brazil 4% Canada 4% Argentina 3% Posting videos about what I’m doing Japan 17% GB 4% Spain 4% South Africa 4% South Korea 4% USA 4% Mexico 3% Brazil 3% Canada 3% France 3% Japan 22% Spain 6% GB 5% South Korea 5% South Africa 4% USA 4% Brazil 4% Mexico 3% Argentina 3% Canada 3% Keeping up with what my friends and family are doing Japan 26% Spain 9% GB 8% South Korea 7% USA 6% Brazil 6% Mexico 6% South Africa 5% Canada 5% Argentina 5% Japan 27% Spain 19% GB 16% Mexico 15% Argentina 12% Canada 12% Brazil 11% USA 11% France 9% South Korea 8% Keeping up with news and live events Japan 17% Spain 14% Mexico 14% GB 14% Argentina 14% USA 11% Canada 11% Brazil 11% South Africa 7% France 7% Keeping up with bloggers, celebrities or online personalities Chatting with others Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries What are the main uses of Twitter?
  21. 21. 21 China 68% Région APAC 30% Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries Moments (WeChat) penetration Penetration rate of Moment (WeChat) by region/country
  22. 22. 1 2 3 22 Keeping up with what my friends and family are doing 49% 48% 31% 57%58% 58% 54 6 Sharing updates or photos of what I’m doing in my life Posting videos about what I’m doing Chatting with others Keeping up with news and live events Keeping up with bloggers, celebrities or online personalities Source: TGI Global Quick View *based on heavy social media users (at least once a day) in 22 countries What are the main uses of Moments (WeChat)?
  23. 23. 23 TGI Global Quick View provides you with international data on the connected consumer to profile your audience. The questionnaire itself was designed to collect data on the following areas: 1. General digital behaviours and preferences 2. Usage of digital media services 3. Attitudes and demographics to define various personality and identity classifications 4. Purchase categories (online and offline), and usage of global brands in key categories We apply a common consumer segmentation to our international and country data so you can have an overview of behaviours across markets and understand the local differences. With TGQV, optimise your brand positioning, reach your client’s target audiences consistently across multiple markets & identify global consumer trends and tap into local business opportunities. Want to discover our TGI Global Quick View solutions? Get a demo or a free trial About TGI Global Quick View TGI Global Quick View provides you with international data on the connected consumer to profile your audience. The questionnaire itself was designed to collect data on the following areas: 1. General digital behaviours and preferences 2. Usage of digital media services 3. Attitudes and demographics to define various personality and identity classifications 4. Purchase categories (online and offline), and usage of global brands in key categories We apply a common consumer segmentation to our international and country data so you can have an overview of behaviours across markets and understand the local differences. With TGQV, optimise your brand positioning, reach your client’s target audiences consistently across multiple markets & identify global consumer trends and tap into local business opportunities. Want to discover our TGI Global Quick View solutions? Get a demo or a free trial
  24. 24. 24 We are a global leader in connected intelligence. Our data and insights provide clients with a holistic understanding of the changing media landscape. Our global coverage and local expertise enable clients to better understand media audiences and their relationships with brands to optimise investment. Where others see a fragmented reality, we see new opportunities. For more information, contact us. About Kantar

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