The opportunities for social engagement, at all times of the day and in various locations, have facilitated the evolution of social platforms into entertainment hubs. The friend networks people may have been accrued on Facebook during that time will typically be very large, and at times, very impersonal, prompting users to question if they’re comfortable sharing their posts and updates which such a vast group of people.Īs a result, digital consumers are now more likely to say they use social to follow the news (40%) than they are to identify it as a platform for keeping in touch with friends (39%).Įntertainment also now plays a key role in motivating digital consumers to engage with social media, ranking as the third most important reason for internet users (38%), but showing the highest growth. In that time, how and why people use social media has drastically changed. It’s been well over a decade since Facebook took the mantle from Myspace as the top social platform on a global level. shows that internet users in these markets are more likely to be sharing content and information on private messaging apps than on public social media platforms. It usually takes place on private messaging apps and email, and it means that many brands may be overlooking a huge portion of social sharing about their products.ĭark social has since emerged as a major marketing channel brands can’t ignore. Consumers turn to ‘dark’ behavior.Ĭoined in 2012, “ Dark Social” refers to nearly untraceable web traffic that comes from internet users sharing content directly and privately with each other, instead of posting or sharing it publicly. ![]() ![]() ![]() Particularly notable are Argentina (4:17), the Philippines (4:16) and Colombia (4:12). This age group in the UK, Romania, Portugal, and Ireland are spending well over 3 hours on social media daily.īut, the effects aren’t down to age alone.Įven among 16-24s, certain markets – primarily in Asia and Latin America – stand out for their love of social media. If we examine the habits of 16-24s in isolation, we see many mature markets posting much higher figures compared to their older counterparts. In early 2019, time spent on social media either decreased or stayed the same, compared to 2018 data, in 20 out of the 45 markets we survey. This is likely a result of many internet users having a better awareness of the time they spend looking at screens, coupled with the perceived negative effects associated with social media usage, with people seeking a digital detox as a result. Throughout 2018, we started to see time spent on social media plateau across a handful of countries – where time spent online has either stayed the same or decreased. Globally, digital consumers are now spending an average of 2 hours and 23 minutes per day on social networks and messaging.Ī look at the trended data here suggests we might be approaching saturation in social media consumption. What’s more, screen time trackers reported finding more time to meditate and improved sleep quality.īut how is the average internet user changing their social media habits, if at all? Here are 4 key insights from our latest flagship report on the social media landscape. ![]() Google’s research demonstrated that 78% of people felt happier about their phone usage, since using their digital wellbeing app. These apps or functions focus on helping individuals be mindful of how they use the tech around them while providing tips and techniques for establishing healthy habits. Social media being put under a microscope has, in turn, contributed to the emergence of new digital wellbeing tools. Scrutinized over its addictiveness, its impact on youth, its lack of content moderation and its response to the circulation of misinformation, some consumers are now questioning the role social media plays in their lives. The social media industry has faced a bit of a reckoning over the past few years.
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