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For example, almost 3 in 10 of us (28.3 percent) now buy groceries online every week, with the absolute number of online grocery shoppers increasing by 10 percent in just the past 6 months. However, TikTok has seen the biggest gains across the top 5 over the past 12 months. Kepios analysis reveals that internet users have more than doubled over the past 10 years, climbing from 2.18 billion at the start of 2012 to 4.95 billion at the start of 2022. Global Digital Media Spend by Format January 2022 DataReportal. Daily Time Spent With Social Media as a Share of Total Internet Time January 2022 DataReportal. So, while the UN may have designated internet access a basic human right, theres still a long way to go to ensure that everyone has equal access to what is arguably the most important innovation of our age. In a more encouraging finding for the felines, Twitter users appear to have become a little less extreme in their animal views over the past year, but dog lovers still outnumber cat lovers on the platform by a factor of almost 4 to 1. For context, if we assume that the average person sleeps for roughly 7 to 8 hours per day, the typical internet user now spends more than 40 percent of their waking life online. Research from GWI reveals that the typical global internet user now spends almost 7 hours per day using the internet across all devices. The global total has grown by 1.8 percent over the past year, with 95 million new mobile users since this time last year. Perhaps unsurprisingly given the rapid rise of platforms like Netflix and Spotify, TV and music streaming subscriptions are the most popular forms of paid digital content. Youll find our Digital 2022 Global Overview Report in the SlideShare embed below (click here if thats not working for you), but read on below for my complete analysis of this years top findings. This is one of the more contentious questions in marketing, and sadly there are no simple answers. Top 20 YouTube Search Queries in 2021 January 2022 DataReportal. Dig deeper: read more about TikToks rise and audience profile by clicking here. For context, ads in Instagrams home feed reach almost all (96.6 percent) of Instagrams active user base each month, so these placements remain the surest way to reach the largest Instagram audience. Change in Daily Time Spent Using Social Media January 2022 DataReportal. As a result, we might expect to see TikTok make even bigger gains in these rankings over the coming months, so be sure to follow our quarterly Statshot reports in 2022 to keep track of its progress. However, once again, the story varies considerably by geography. Related: explore the rise of cross-cultural content in our in-depth analysis. The latest figures published in Bytedances advertising resources indicate that TikToks ad reach increased by 60 million users (+7.3 percent) in just the past 90 days, taking worldwide ad reach to roughly 885 million by the start of 2022. A similar pattern has played out on TikTok, where #dog posts now exceed 205 million, compared to just 137 million for #cat posts. However, yet another Meta platform WhatsApp tops the global rankings, with 15.7 percent of working-age internet users choosing the messenger app as their favourite social platform. As with all social media audience data in our Global Digital Reports, users may not represent unique individuals, but either way, its clear that TikTok has already made a huge impression around the world, and is also an increasingly popular choice. Representativeness of Advertising by Age and Gender January 2022 DataReportal. However, the more interesting finding is that the Marketplace audience tends to be considerably older than the Facebook audience as a whole. Dig deeper: discover what YouTube users have been watching in our more granular analysis. Users over the age of 35 account for more than half (50.9 percent) of Marketplaces global ad audience, yet they account for just 40.9 percent of Facebooks overall ad audience. Global mobile users: More than two-thirds (67.1 percent) of the worlds population now uses a mobile phone, with unique users reaching 5.31 billion by the start of 2022. Japan sits at the bottom of the rankings, with just 1 in 24 respondents in the country saying that they feel represented in the ads that they see and this despite Japanese brands spending more than USD $47 billion on advertising in 2021. Social media user growth has continued at a double-digit rate of 10.1 percent over the past 12 months too, but I confess Im surprised that the growth rate between 2021 and 2022 has remained above pre-pandemic levels. Meanwhile, slightly less than 800 million users also see ads in Instagrams Explore tab each month. Global Social Media Overview January 2022 DataReportal. In line with overall platform demographics, Facebook Marketplace attracts a larger male audience, with men accounting for 55 percent of the Marketplace audience. Contact us directly at advertising@industrydive.com.About this email: You are receiving this message as part of your complimentary newsletter subscription to Social Media Today. However, all eyes will doubtless be on TikTok, which currently sits in sixth place in these active user rankings. Global Digital Overview January 2022 DataReportal. Indeed, GWIs data highlight the fact that all over the world older people feel particularly detached from advertising, with just 1 in 9 global internet users aged 55 to 64 (10.8 percent) saying that they recognise themselves in the advertising that they see. That means that on average just 7 fans in every 10,000 will react to, comment on, or share any given post. Here are the key figures you need to understand the state of digital today: Global population: The worlds population stands at 7.91 billion in January 2022, with the annual growth rate of 1.0 percent suggesting that this figure will reach 8 billion sometime in mid-2023. Global Internet Overview January 2022 DataReportal. Cryptocurrency Ownership by Country January 2022 DataReportal. Regular readers will be pleased to hear that the battle for the internet continues, but for the third year in a row data suggests that dogs may once again have had the upper hand paw in 2021. Following the success of Squid Game, Money Heist, and Lupin, expect the unexpected when it comes to digitally distributed culture. The best advice I can offer is to invest both time and resources in understanding not only what your specific audiences life looks like, but also in understanding peoples hopes, dreams, and fears. Related: explore insights into social media marketing effectiveness in Hootsuites Social Media Trends 2022 report. a more aspirational lifestyle)? Related: make sense of todays mobile internet landscape with the help of GSMA Intelligences State of Mobile Internet Connectivity report. Paying for Digital Content by Country January 2022 DataReportal. However, if we focus only on those countries for which data are available, a far more impressive story emerges. Reels havent quite gained the same momentum as Stories yet, but data reveals that 675 million Instagram users still see ads in the platforms dedicated video tab each month. However, its important to stress that this figure doesnt include users below the age of 18, who likely make up a sizeable share of the platforms total active user base [note: due to what the company describes as data security requirements, Bytedances tools only show ad reach data for audiences aged 18 and above, although marketers can still target ads to users aged 13 and above]. Global LinkedIn Overview January 2022 DataReportal. Why Republicans Stopped, A Saturday morning briefing on innovation & society. Weekly Online Grocery Purchases by Country January 2022 DataReportal. However, its worth noting that TikToks active user base roughly doubled between December 2019 and September 2021, and with the platform still claiming top spot in the global app download charts, its almost certain that TikToks monthly active users continue to grow (more on that below). GWIs latest data reveals that more than 1 in 4 internet users aged 16 to 64 (27.6 percent) discover new brands, products, and services via social media ads, which is only slightly less than the figure for TV ads (31.1 percent). TikTok users also clock in an average of 19.6 hours per month using the TikTok Android app, but because the platform has fewer overall users, TikTok only comes fifth in these rankings by cumulative time spent across all users. Instagram Stories Overview January 2022 DataReportal. Social media users: big changes in platform reporting mean that various numbers included in this years reports are not directly comparable with figures for the same data points featured in our previous reports. TikToks ad audience also continues to grow at an eye-watering pace. As we predicted in our Digital 2021 reports, the increases in ecommerce adoption that weve seen since the start of the COVID-19 pandemic show no signs of abating, even as movement restrictions come and go. TikToks users now clock in an extra 6 hours and 20 minutes per month using the platforms Android app compared with this time last year, equating to a year-on-year increase of 48 percent. Average revenue per user (ARPU) for online consumer goods purchases now exceeds USD $3,000 per year in Hong Kong and the United States, but remains below USD $100 in Nigeria. Meanwhile, TikTok users aged 18 and above in the United States now equate to more than half (50.3 percent) of all American adults. Our Digital 2022 Global Overview Report also includes data for some of Instagrams individual environments, which will be particularly useful for marketers exploring opportunities such as short video formats and social search. In addition to paid placements, its also worth noting that just under 1 in 4 working-age internet users (23.2 percent) actively likes or follows a brand on social media every month, while nearly 1 in 8 (12.2 percent) says that they (re)share brands social media posts at least once per month. Its also interesting to note that China sits quite far down these rankings, with the countrys internet users saying they spend an average of 5 hours and 15 minutes per day online. However, canines dogged success over the past year isnt just down to the #dogsofinstagram. As a result, please avoid comparing social media users and advertising audience figures in this years reports with figures published in our previous reports. And all that time adds up to serious money, too. Related: could social commerce help Meta build an alternative to its ad-funded model? For example, the latest data from Locowise indicates that Facebook pages can now expect an average engagement rate of just 0.07 percent. So, as you put the finishing touches to those 2022 plans, be sure to put aside some time and money for active exploration of what matters to your audiences, and what ad representativeness might look like on their terms. For context, average monthly time per user has remained relatively stable across Facebook, YouTube, and WhatsApp over the past year. Global Social Media Ad CPMs Over Time January 2022 DataReportal. As a result, theres a very good chance that well report higher numbers for growth between 2021 and 2022 once newer data becomes available. The Battle for the Internet Continues January 2022 DataReportal, Simon is DataReportals chief analyst, and CEO of, Digital, Digital 2022, Australia, Oceania, APAC, ANZ, Local, Digital, Digital 2022, Analysis, Global, Specialist, Simon Kemp, Social Media, Digital 2022 Deep Dive. The latest data suggest that TikTok has been adding an average of more than 650,000 new users every day over the past 3 months, which equates to almost 8 new users every second. That may not sound like a huge amount, but to put those figures in context, worldwide consumer spend on mobile apps now equates to roughly 0.2 percent of total global GDP. Dig deeper: click here to learn more about what future digital growth rates might look like. For context, the latest data indicate that 424 million users started their social media journey over the past year, equating to an average of more than 1 million new users per day, or roughly 13 new users every single second. However, this gap exists across other Meta products too, and our analysis suggests that Facebooks overall ad reach only equates to about 72 percent of the platforms total monthly active user figure [find some potential explanations here]. At the same time, while the underlying tech is undoubtedly here to stay, people will come to realise that NFTs are nothing more than certificates of digital ownership, and ultimately its the assets they represent that determine their actual value. Bytedance announced that the platform had passed 1 billion monthly active users back in September 2021, but the company has been characteristically tight-lipped since then, so that figure remains the latest official number. Data reveal that the number of people who remain unconnected to the internet has now dropped below 3 billion for the first time. For context, the median age of the population plays an important role in shaping adoption levels across many parts of Africa, with more than half of the populations of several countries in the region still below the age of 20. Dig deeper: Explore local data for time spent across the top 5 platforms in the full Digital 2022 report. And the good news is that weve got lots of numbers to dig into, Global Digital Growth January 2022 DataReportal. However, active user numbers still provide valuable benchmarks, especially when it comes to understanding a platforms momentum. Social Media Today is a product of Industry Dive, Inc. 1255 23rd Street NW, Suite 550 Washington DC 20037. Median Age of the Population by Country January 2022 DataReportal. Fewer than 1 in 20 internet users aged 55 to 64 owns any cryptocurrency today, and this finding may have important implications for policy makers exploring the potential for digital currencies. At the better end of the scale, GWI reports that people in China are the most likely to say that they feel represented in ads, with just over 1 in 4 (26.8 percent) answering in the affirmative. YouTube has closed the gap with Facebook over the past year though, with the platforms audience growing almost twice as fast as Facebooks. Furthermore, the excellent State of Mobile Internet Connectivity 2021 report from GSMA Intelligence reveals that 1 in 4 people across lower- and middle-income countries is still unaware of the existence of mobile internet. The latest data suggest that internet users grew by 192 million over the past 12 months, resulting in annual growth of just 4.0 percent in 2021. To celebrate, well offer a bumper collection of insights into how the internet impacts daily lives around the world, so be sure to check back for that analysis in late April. Dig deeper: read our complete analysis of mobile and fixed connections speeds by clicking here. Cryptocurrencies are particularly popular across developing economies, especially in countries where conventional currencies are more prone to big fluctuations in exchange rates. Indeed, Meta reports that more than 1 billion Facebook users access Marketplace each month, so there seems to be quite a big gap between total Marketplace users, and the share of those users that sees ads within Facebooks commerce environment. And even more disturbingly, that average falls to just 0.05 percent for pages with more than 100,000 fans. Ownership of Cryptocurrency by Age and Gender January 2022 DataReportal. Related: click here to learn more about how the worlds online video and music habits are changing. Consumer spending on apps continues to increase too, with 2021 revenue increasing by almost 19 percent compared with the total for 2020. Metas own data suggests that more than a quarter of a billion new users joined Instagram during 2021, pushing the platforms global ad reach to almost 1.5 billion users by the start of 2022. We may see some turbulence in the world of decentralised finance (DeFi) over the next few months, with the value of cryptocurrencies continuing their wild swings.