全球社交媒体广告营销行业市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSSocialmediaadvertisingandmarketingworldwideCHAPTER

01OverviewSocialmediaadvertisingspendingworldwidefrom2017to2027(inbillionU.S.dollars)Socialmediaadspendworldwide2017-2027300250200150247.29238.88230.01219.75207.08189.55180.96132.7697.510073.2851.32500201720182019202020212022202320242025202620274Description:In2022,theamountspentonsocialmediaadvertisingworldwidestoodat189.55billionU.S.dollars.AccordingtotheNote(s):Includespaidadvertisingappearingwithinsocialnetworks,socialnetworkgamesandsocialnetworkapplications;excludesspendingbymarketersthatgoestowarddevelopingormaintainingasocialnetworkpresenceSource(s):

DigitalMarketInsightsDigitalMarketOutlookadvertisingspendinginthissegmentisestimatedtoincreasetoover247billionby2027.

ReadmoreSocialnetworkadvertisingspendingperuserworldwidefrom2017to2025,bydevice(inU.S.dollars)Socialnetworkadspendingperuserworldwide2017-2025,bydeviceSocialMediaAdvertisingDesktopSocialMediaAdvertisingMobile353025201510533.0630.9429.0927.1425.0422.3719.0515.0410.854.646.876.846.646.436.225.765.945.4402017201820192020202120222023202420255Description:In2020,theamountspentonsocialmediaadvertisementperuserworldwideincreasedto28.30U.Sdollars.Themajorityofthiswasspentonthemobileadvertisementsegmentofthemarket,withperuserspendingofaround22.4U.Sdollars.Accordingtothe

DigitalMarketOutlookadvertisingspendingperuserinthissegmentisestimatedtoincreasetoover33U.Sdollarsby2025.ReadmoreNote(s):Includespaidadvertisingappearingwithinsocialnetworks,socialnetworkgamesandsocialnetworkapplications;excludesspendingbymarketersthatgoestowarddevelopingormaintainingasocialnetworkpresenceSource(s):

DigitalMarketInsightsLeadingmarketsworldwidein2023,bysocialmediaadvertisingspending(inmillionU.S.dollars)Largestsocialmediaadvertisingmarketsworldwide2023SpendinginmillionU.S.dollars30,000

40,000010,00020,00050,00060,00070,00080,000UnitedStatesChina72,33071,380UnitedKingdomJapan9,7597,775GermanyAustraliaCanada3,8443,7163,5432,9322,7662,3172,0451,8381,705FranceSouthKoreaBrazilItalyMexicoSpain6Description:In2023,itisestimatedthattheUnitedStatesmarketwasthelargestintermsofsocialmediaadvertisingexpenditure,with72billionU.S.dollars.ChinaandtheUnitedKingdomrankedsecondandthird,with71.38billionand9.7billionUSDinsocialmediaadspending.ReadmoreNote(s):WorldwideSource(s):DigitalMarketInsightsVolumeofsocialmediaadvertisingspendingworldwidefrom2ndquarter2022to3rdquarter2023(indexedto2ndquarter2022)Socialmediaadspendgrowthworldwide2021-20221.61.351.41.21.00.80.60.40.20.01.171.0110.96Q22022Q32022Q42022Q12023Q220237Description:Inallthreequartersbetweenthethirdquarterof2022andthefirstquarterof2023,socialmediaadvertisingspendingworldwidewashigherthaninthesecondquarterof2022.Inthesecondquarterof2023,itwasfourpercentlowerthaninthebasequarter.ReadmoreNote(s):Worldwide;Q22022toQ22023Source(s):SkaiExpectedchangeindigitalmediabudgetsworldwidein2023,byformatGrowthofdigitalmediabudgetsworldwide2023,byformatShareofrespondentsSignificantincrease(<+10%)Slightdecrease(between0and-10%)Slightincrease(between0and+10%)Significantdecrease(<-10%)Maintain2022budgets80%0%20%40%60%100%120%AdvancedTV/connectedTVPaidsocialRetailmediaGaming/Metaverse/eSportsInfluencermarketingDigitalout-of-homeDigitaldisplayPaidsearchDigitalaudioIn-app8Description:DuringasurveypublishedinOctober2022,10percentofrespondingglobalbrandsstatedtheywereplanningtosignificantlyincreasetheirretailmediabudgetsin2023.Another36percentsaidtheywereplanningtoslightlyincreasethem.

ReadmoreNote(s):Worldwide;asofOctober2022;amongbetween39and43globalbrands,dependingonformatSource(s):Ebiquity;WorldFederationofAdvertisersChangeinadvertisingrevenueofselectedsocialmediaplatformsworldwidein2023Growthofsocialmediaadrevenueworldwide2023,byplatform60%50%40%30%20%10%0%55%17%16%15%7%5%-10%-20%-30%-40%-30%TikTokPinterestSnapchatLinkedInTencentFacebookX(Twitter)9Description:AdvertisingrevenuegeneratedbyTikTokwasexpectedtoincreaseby55percentin2023.Thatwouldmakeitthefastest-growingsocialmediaplatformamongthesevenmarketleaderspresentedinthedataset.AsofAugust2023,X's(Twitter's)adrevenuewasexpectedtoshrinkby30percentinthatcalendaryear.ReadmoreNote(s):Worldwide;August2023;forecastSource(s):Socialmediaanalyticsmarketsizeworldwidefrom2021to2028(inbillionU.S.dollars)Socialmediaanalyticsmarketvalueworldwide2021-20283025201526.321.7718.0214.9212.3510.231058.467.01020212022*2023*2024*2025*2026*2027*2028*10Description:In2021,theglobalsocialmediaanalyticsmarketwasvaluedatroughlysevenbillionU.S.dollars.Itwasexpectedtogrowto8.5billionin2022andsurpass26billiondollarsin2028.Socialmediaanalyticstoolsareused,amongothers,tomanagecustomerexperience,aswellasmarketingmanagement,andtogaincompetitiveintelligence.ReadmoreNote(s):Worldwide;2021;*Forecast.Anexponentialdevelopmentofthevalueswasassumedtoestimatetheannualvaluesbetween2021and2028,whichwereprovidedbythesource.

ReadmoreSource(s):TheInsightPartnersCHAPTER

02UsageLeadingsocialmediaplatformsusedbymarketersworldwideasofJanuary2023Socialmediaplatformsusedbymarketersworldwide2023100%89%90%80%70%60%50%40%30%20%10%0%80%64%54%44%26%FacebookInstagramLinkedInYouTubeTwitterTikTok12Description:AsofJanuary2023,Facebookwasthemostcommonlyusedsocialmediaplatformamongmarketersworldwide.Accordingtoaglobalsurvey,89percentofrespondingsocialmediamarketersusedthenetworktopromotetheirbusiness,whileanother80percentdidsoviaInstagram.ReadmoreNote(s):Worldwide;January2023;2,133respondentsSource(s):Frankwatching;SocialMediaExaminerFrequencyofsocialmediaaduseamongmarketersworldwideasofJanuary2023,byplatformUseofsocialmediaadsamongmarketersworldwide2023,byplatformOftenSometimesNever100%90%80%70%60%50%40%30%20%10%0%FacebookInstagramYouTubeLinkedInTwitterTikTok13Description:Duringa2023survey,67percentofrespondingmarketersfromacrosstheworldstatedtheyoftenorsometimesusedFacebookadsintheirwork.Accordingtotheresultsofthissurvey,Facebookwasthemostusedadplatform.Instagramrankedsecond,with52percentofrespondentssayingtheyoftenorsometimesusedadsonthisplatform.ReadmoreNote(s):Worldwide;January2023;2,133marketers;mostparticipantswerebasedintheUSA,Canada,theUK,India,andAustraliaSource(s):SocialMediaExaminerPlannedchangesinuseofselectedsocialmediaformarketingpurposesworldwideasofJanuary2023Futureuseofsocialmediaamongmarketersworldwide2023,byplatformIncreaseStaythesameDecreaseNoplanstoutilize100%90%80%70%60%50%40%30%20%10%0%FacebookInstagramYoutubeLinkedInTwitterTikTok14Description:Duringaglobal2023survey,66percentofrespondingmarketersstatedtheywouldincreasetheirusageofInstagraminthenearfuture;43percentsaidtheywouldincreasetheusageofTikTokadvertising,butasmanyas45percentwerenotplanningtousethemobilevideosharingappformarketingpurposes.ReadmoreNote(s):Worldwide;January2023;2,133marketersSource(s):SocialMediaExaminerPlannedchangesinuseofselectedvideoplatformsforsocialmediamarketingpurposesworldwideasofJanuary2023Futureuseofvideoamongsocialmediamarketersworldwide2023,byplatformPlanningtoincreaseactivityinnext12months59%Planningtodecreaseactivityinnext12monthsNoplanstouseStaythesame70%60%50%40%30%20%10%0%56%55%48%43%38%37%31%31%

31%27%24%22%16%16%15%14%11%8%6%5%3%LinkedIn3%TikTok2%InstagramYouTubeFacebookTwitter15Description:Duringaglobalsurveyofsocialmediamarketersreleasedin2023,56percentofrespondingindustryprofessionalsstatedtheywouldincreasetheirvideoactivitiesonInstagraminthefollowing12months,while59percentsaidtheyplannedtodosoonYouTube.ReadmoreNote(s):Worldwide;January2023;2,133respondents;amongmarketersSource(s):SocialMediaExaminerMarketingchannelsusingautomationworldwideasofFebruary2023Marketingchannelsusingautomationworldwide2023Shareofrespondents0%10%20%30%40%50%60%70%EmailmarketingSocialmediamanagementPaidads63%50%40%ContentmanagementLandingpages35%29%SMSmarketing28%CampaigntrackingAccount-basedmarketingPushnotificationsLivechat26%24%22%21%20%Workflows/visualizationSEOefforts18%SalesfunnelcommunicationsDynamicwebformsLeadscoring16%16%14%16Description:DuringaFebruary2023globalsurveyamongmarketingdecision-makers,63percentsaidtheyusedautomationintheiremailmarketingefforts.Halftherespondentsreportedusingitforsocialmediamanagement,while40percentsaidtheyautomatedtheirpaidadsefforts.ReadmoreNote(s):Worldwide;February6to12,2023;391respondents;amongmarketingdecision-makersSource(s):Ascend2;ResearchPartnersLeadingdigitalconsumerengagementtacticsaccordingtomarketersworldwideasofJune2022Leadingdigitalconsumerengagementtacticsworldwide2022Shareofrespondents30%

40%0%10%20%50%60%70%80%90%100%Pre-producedvideoLivestreamvideo89%89%Interactivecontent83%Influencermarketing72%User-generatedcontent(UGC)68%17Description:Duringa2022surveycarriedoutamongmarketingleadersworldwide,89percentofrespondentsstatedtheyusedpre-producedvideosasadigitalconsumerengagementtactic.Another89percentwerealsorelyingonthelivestreamvideoformatasadigitalengagementtechnique.User-generatedcontent(UGC)wasusedby68percentofglobalmarketersintheironlineengagementefforts.ReadmoreNote(s):Worldwide;June30toAugust8,2022;6,000respondents;amongfull-timemarketingleadersfromB2B,B2C,andB2B2CcompaniesSource(s):SalesforceResearchCHAPTER

03Effectiveness&metricsLeadingbenefitsofusingsocialmediaformarketingpurposesworldwideasofJanuary2023Benefitsofsocialmediamarketingworldwide2023100%90%80%70%60%50%40%30%20%10%0%86%76%64%56%55%IncreasedexposureIncreasedtrafficGeneratedleadsDevelopedloyalfansImprovedsales19Description:Increasedexposureisthemostcommonlycitedadvantageofusingsocialmediaformarketingpurposesamongglobalindustryprofessionals.Thisisunsurprisinggiventhehugeappealofhavingbillionsofactiveusersasapotentialadvertisingaudience.Improvedtraffic,leadgenerationandgrowingfanloyaltyarefurtherreasonswhymarketersseevalueinemployingsocialnetworksintheircampaigns.Facebook,InstagramandLinkedInarethetopthreemostusedsocialplatforms[...]

ReadmoreNote(s):Worldwide;January2022;2,133respondents;55%oftheparticipantsliveintheUS,5%intheUK,5%inCanada,4%inIndiaand3%inAustralia.For43%ofmarketerssurveyed,socialmediaistheirprimaryresponsibility.And63%ofmarketersworkinB2C,37%inB2B.Source(s):Frankwatching;SocialMediaExaminerMosteffectivedigitaladvertisingformatsformobileappuseracquisitionaccordingtoappdevelopersworldwideasof2ndquarter2022Mosteffectiveadformatsformobileappuseracquisitionworldwide2022Shareofrespondents0%10%20%30%40%50%60%Video-full-screenVideo-social51%46%Video-in-feed41%Networkdisplay(banner,ontersitial,richmedia)Displaysocial37%34%33%ApplesearchadsOthersearch(Bing,Naver,Google,etc.)FreeappnetworksOn-devicesolutionsCrosspromotionpplatforms/partnersNativeads28%25%24%23%18%17%PodcastsOfferwalls(incentivized)TV/CTV/OTT15%9%Out-of-home8%20Description:Accordingtoa2022surveyofappdevelopersworldwide,full-screenvideoadswereconsideredthemosteffectiveadstoacquirenewappusers,with51percentofrespondentssignalingthisformat.Socialvideoadsrankedsecond,with46percentofrespondentsreportingthemasthemosteffectiveadformatsforappuseracquisition.In-feedvideoadsrankedthird,with41percentofappdevelopersfindingthemeffectivetogainnewusers.

ReadmoreNote(s):Worldwide;Q1andQ22022;142respondents;amongappdevelopers,publishers,andmarketersSource(s):DigitalTurbineVolumeofsocialmediaadvertisingimpressionsworldwidefrom4thquarter2021to3rdquarter2022(indexedto2ndquarter2022)Volumeofsocialmediaadimpressionsworldwide2022-20231.81.61.41.21.00.80.60.40.20.01.531.431.361.291Q22022Q32022Q42022Q12023Q2202321Description:Inthesecondquarterof2023,thevolumeofsocialmediaadimpressionswas36percenthigherthaninthesecondquarterof2022.Itwasalsothequarterwiththesecond-highestdifferencecomparedtothesecondquarterof2022inthepresentedperiod.ReadmoreNote(s):WorldwideSource(s):SkaiVolumeofsocialmediaadvertisingclicksworldwidefrom2ndquarter2022to2ndquarter2023(indexedto2ndquarter2022)Volumeofsocialmediaadclicksworldwide2022-20231.81.541.61.41.21.00.80.60.40.20.01.351.281.261Q22022Q32022Q42022Q12023Q2202322Description:Inthefourthquarterof2022,thevolumeofsocialmediaadimpressionswas54percenthigherthaninthesecondquarterof2022.Inthelastpresentedquarter,thevolumewas35percenthigherthanduringthesecondquarterof2022.

ReadmoreNote(s):WorldwideSource(s):SkaiSocialmediaadvertisingclickthroughrate(CTR)worldwidefrom2ndquarter2022to2ndquarter2023SocialmediaadsCTRworldwide2022-20231.6%1.38%1.36%1.36%1.35%1.4%1.2%1.0%0.8%0.6%0.4%0.2%0.0%1.2%Q22022Q32022Q42022Q12023Q2202323Description:Recentevaluationofsocialmediaadvertisingmetricsshowsthattheclick-throughrate(CTR)forsocialnetworksinthesecondquarterof2023reached1.36percent.Aquarterearlier,itstoodat1.2percent.

ReadmoreNote(s):Worldwide;Q22022toQ22023Source(s):SkaiSocialmediaadvertisingcost-per-mille(CPM)worldwidefrom2ndquarter2022to2ndquarter2023(inU.S.dollars)SocialmediaadsCPMworldwide2022-202387.536.79765432106.665.325.33Q22022Q32022Q42022Q12023Q2202324Description:Thecost-per-milleofadvertisingonsocialmediawas5.33U.S.dollarsinthesecondquarterof2023.Inotherwords,advertisershadtopaythismuchtohavetheiradsviewedbyathousandpotentialcustomers.SocialmediaCPMisusuallyhigherinthefinalquartersofeachyear.Thesurgeincostsispromptedbyincreaseddemandforadvertisingspaceduringthattime,asbrandscompetetowinoverprospectiveclients.

ReadmoreNote(s):Worldwide;Q22022toQ22023Source(s):SkaiCHAPTER

04MarketleadersLeadingmediaandentertainmentbrandsworldwidein2023,bybrandvalue(inbillionU.S.dollars)Mostvaluablemedia&entertainmentbrandsworldwide2023BrandvalueinbillionU.S.dollars200

3000100400500600GoogleFacebook537.1993.02Instagram58.9553.0553.0149.7648.5346.9744.35WeChatYoutubeNetflixLinkedInDisneyTikTok(TencentVideo)19.4526Description:In2023,Googlerankedasthemostvaluablemediaandentertainmentbrandworldwide,withabrandvalueofnearly537.2billionU.S.dollars.Facebookrankedsecond,valuedataround93billiondollars.PartoftheTencentGroup,WeChatand(TencentVideo)hadabrandvalueof53.5billionand19.5billiondollars,respectively.ReadmoreNote(s):Worldwide;2023Source(s):KantarBrandswiththehighestbrandvaluechangeworldwidein2023Fastestgrowingbrandsworldwide2023Brandvaluechange(2023vs.2022)0%5%10%15%20%25%24%30%AirtelPepsi17%Fanta15%BCA12%12%SpriteGatoradeUnitedHealthcareDior11%9%9%Coca-ColaJohnnieWalker8%8%27Description:In2023,Airtelwasthefastestgrowingbrandworldwide.TheIndiantelecomproviderregisteredanannualbrandvaluegrowthof24percent.Pepsirankedsecond,withagrowthrateof17percent.

ReadmoreNote(s):Worldwide;2023Source(s):KantarDigitaladvertisingrevenuesofmajorinternetcompaniesworldwidein2023and2027(inbillionU.S.dollars)Digitaladvertisingrevenueformajorinternetcompanies2023-2027RevenueinbillionU.S.dollars2027

2023150050100200250300350400340.18GoogleFacebookAmazonTikTok250.26127.27118.9670.8244.3553.9518.0416.71Tencent13.1816.33MicrosoftSearch&NewsAdvertising12.5411.51BaiduJD.comApple11.5116.2510.9913.736.5110.35LinkedInSnapchatTwitterPinterestSpotify5.918.85.362.73.315.133.272.241.7728Description:In2023,theforecastforFacebookdigitaladvertisingrevenuessawtheMetacompanygenerating119billionU.S.dollarsbytheendofthefiscalyear.TikTokwasprojectedtoseeitsonlineadvertisingrevenueshit18billionU.S.dollars.Bycomparison,LinkedInadvertisingrevenueswereforecastedtoreachapproximatelyathirdofthatamountfor2023.ReadmoreNote(s):Worldwide;August2023;forecastSource(s):VarioussourcesSocialmediaplatformswiththelargestreturnoninvestment(ROI)accordingtomarketersworldwideasofOctober2022SocialmediaplatformswithhighestROIworldwide202225%22%20%16%16%16%15%10%5%7%0%FacebookInstagramYouTubeTikTokLinkedIn29Description:AccordingtoasurveyreleasedinOctober2022andconductedamongB2BandB2Cmarketersworldwide22percentofrespondentssaidthatFacebookwasthesocialmediaplatformwiththehighestreturnoninvestment(ROI)thatyear.Interestingly,Instagram,YouTubeandTikTokallrankedsecondwith16percentofrespondents,followedbyLinkedInwith7percent.ReadmoreNote(s):Worldwide;asofOctober2022;1,200respondents;amongglobalmarketersfromacrossB2BandB2CcompaniesSource(s):HubSpotRevenueofselectedsocialmediacompaniesfrom2014to2022(inmillionU.S.dollars)Socialmediarevenueofselectedcompanies2022Meta**TwitterSnapchatYelpLinkedIn*140,000120,000100,00080,00060,00040,00020,000020142015201620172018201920202021202230Description:In2022,MetaPlatforms,formerlyFacebookInc.,hadatotalannualrevenueofover116billionU.S.dollars,downfrom117billionin2020.LinkedInreporteditshighestannualrevenuetodate,generatingover13billionUSD,whilstSnapchatreportedanannualrevenueof4.6billionUSD.ReadmoreNote(s):Worldwide;2014to2022;*InDecember2016,Microsoftfinalizedits$26billionacquisitionofLinkedIn.LinkedInresultsarenowpartofMicrosoft'sProductRevenueandServiceandOtherRevenuesegment.**In2021FacebookInc[...]

ReadmoreSource(s):Facebook;LinkedIn;SnapInc.;Twitter;YelpMainsocialplatformsusedtopurchaseaproductinselectedcountriesworldwidein2023Leadingsocialcommerceplatformsworldwide2023,bycountryCountriesAustraliaAustriaFacebook60%39%53%64%47%53%56%59%46%47%58%55%50%Instagram39%42%44%32%41%43%48%41%47%48%42%47%37%TikTok42%23%35%14%28%35%42%20%23%32%42%32%35%YouTube47%27%36%32%30%52%56%38%35%37%37%30%31%BelgiumCzechRepublicFinlandFranceGermanyGreeceItalyNetherlandsNewZealandNorwayPoland31Description:Accordingtoa2023survey,themostpopularsocialmediaplatformsforbuyingproductsworldwidewereFacebookandInstagram.BothnetworksbelongtoparentcompanyMeta.Amongtheselectedcountries,CzechRepublic(64percent)andtheUnitedStates(62percent)usedFacebookthemosttoshopforproducts.Meanwhile,SpainandPortugalhadthemostsocialshoppersonInstagram(each57percent).

ReadmoreNote(s):Worldwide;Q22023;19,293respondents;18yearsandolderSource(s):Klarna;NepaCHAPTER

05ConsumersNumberofsocialmediausersworldwidefrom2017to2027(inbillions)Numberofglobalsocialnetworkusers2017-202775.8565432105.645.425.174.894.594.263.93.513.12.732017201820192020202120222023*2024*2025*2026*2027*33Description:Socialmediausageisoneofthemostpopularonlineactivities.In2022,over4.59billionpeoplewereusingsocialmediaworldwide,anumberprojectedtoincreasetoalmostsixbillionin2027.

ReadmoreNote(s):Worldwide;2017to2022;*ForecastInternetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonthReadmoreSource(s):NumberofsocialnetworkusersworldwideasofJanuary2023,byregion(inmillions)Numberofworldwidesocialmediausers2023,byregionNumberofactivesocialmediausersinmillions1,000

1,500

2,00005002,5003,0003,500AsiaEasternAsia2,941.011,246.98SouthernAsiaAmericas961.81819.29681.56EuropeSoutheastAsiaNorthAmericaAfrica527.23447.82427.05SouthAmericaCentral&WesternEuropeEasternEuropeSouthernEuropeWesternAsia316.78271.29191.31189.28173.934Description:AsofJanuary2023,EasternAsiaaccountedforover1.2billionsocialmediausers,whilstSouthernAsiahadover961millionsocialmediausers.Overall,around819millionpeoplewereusingonlinenetworksintheAmericas.Inaddition,681millionpeoplewereusingsocialmediaplatformsinEurope.ReadmoreNote(s):Worldwide;January2023Source(s):MostpopularsocialnetworksworldwideasofOctober2023,rankedbynumberofmonthlyactiveusers(inmillions)Globalsocialnetworksrankedbynumberofusers2023NumberofactiveusersinmillionsFacebookYouTube3,0302,491WhatsApp*Instagram2,0002,000WeChatTikTok1,3271,218FacebookMessengerTelegram1,036800750743673666599571SnapchatDouyin**KuaishouX/TwitterSinaWeiboQQPinterest46535Description:MarketleaderFacebookwasthefirstsocialnetworktosurpassonebillionregisteredaccountsandcurrentlysitsatmorethanthreebillionmonthlyactiveusers.MetaPlatformsownsfourofthebiggestsocialmediaplatforms,allwithoveronebillionmonthlyactiveuserseach:Facebook(coreplatform),WhatsApp,FacebookMessenger,andInstagram.Inthesecondquarterof2023,Facebookreportedover3.8billionmonthlycoreFamilyproductusers.

ReadmoreNote(s):Worldwide;October2023;socialnetworksandmessenger/chatapp/voipincluded;figuresforTikTokdoesnotincludeDouyin;*Platformshavenotpublishedupdateduserfiguresinthepast12months,figuresmaybeoutofdateandless[...]

ReadmoreSource(s):DataReportal;Meltwater;WeAreSocialMostpopularreasonsforinternetusersworldwidetousesocialmediaasof3rdquarter2022Leadingsocialmediausagereasonsworldwide2022Shareofrespondents10%

15%0%5%20%25%30%35%40%45%50%KeepingintouchwithfriendsandfamilyFillingsparetime47.1%36.2%34.2%ReadingnewsstoriesFindingcontent(E.g.articles,videos)Seeingwhat'sbeingtalkedaboutFindinginspirationforthingstodoandbuyFindingproductstopurchaseWatchinglivestreams30.3%28.8%27.3%25.9%23.7%23.4%SharinganddiscussingopinionswithothersMakingnewcontacts23%22.7%22%21.8%SeeingcontentforyourfavoritebrandsWork-relatednetworkingandresearchWatchingorfollowingsports36Description:Asurveyconductedinthethirdquarterof2022foundthatthemainreasonforusingsocialmediawastokeepintouchwithfriendsandfamily,withover47percentofsocialmediauserssayingthiswastheirmainreasonforusingonlinenetworks.Overall,36.2percentofsocialmediauserssaidthatfillingsparetimewastheirmainreasonforusingsocialmediaplatforms,whilstasimilarshareofrespondentssaidtheyusedittoreadnewsstories.Oneinfiveuserswereonsocialplatformsfor[...]

ReadmoreNote(s):Worldwide;Q32022;16to64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingsourcesofinspirationforonlineshoppersworldwidein2023Mainsourcesforonlineshoppinginspirationworldwide202340%35%35%30%25%20%15%10%5%24%15%15%13%0%MarketplacesBrowsingin-storeSearchenginesBrandwebsitesRetailersites37Description:In2023,marketplacesweretheprimarysourceofinspirationforonlineshoppingglobally.Accordingtoasurvey,35percentofonlineshopperssaidtheysoughtinspirationthroughsearchesonthischannel.Browsingin-storerankedsecond,withalmostonequarterofrespondentsusingitforthispurpose.ReadmoreNote(s):Worldwide;April6to20,2023;31,647respondents;16yearsandolder;consumerswhoshoponlineatleastonceamonthSource(s):Censuswide;WundermanThompsonCommerceLeadingonlinesourceswhereconsumersworldwidesearchforproductsin2023Leadingonlinesourcesforproductsearchesworldwide2023Shareofrespondents15%0%5%10%20%25%30%35%MarketplacesBrowsingin-storeSearchenginesBrandwebsitesRetailersites31%18%14%14%12%38Description:In2023,marketplacesweretheprimarysourceforstartingtosearchforproductsonlineworldwide.Accordingtoasurvey,roughlythreeoutoftenonlineshopperssearchedforproductsthroughthischannel.Browsingin-storerankedsecond,with18percentofrespondents,followedbysearchenginesandbrandwebsites,eachwith14percent.ReadmoreNote(s):Worldwide;April6to20,2023;31,647respondents;16yearsandolder;consumerswhoshoponlineatleastonceamonthSource(s):Censuswide;WundermanThompsonCommerceShareofshoppersthatpurchasedaproductafterseeingitonsocialmediainselectedcountriesworldwidein2023Consumerswhoboughtanitemafterseeingitonsocialmedia2023,bycountryShareofrespondents30%0%10%20%40%50%60%70%UnitedStatesAustraliaUnitedKingdomGreece58%54%44%43%42%41%41%40%39%38%37%SpainPortugalNewZealandGermanyItalyNorwayFranceSwedenPoland