As traders, it is easy to find comfort in your lanes and return to data that confirms our assumptions about what will work or not. In 2020, she proved that in order to be a leader, you must find opportunities to be a challenger. The best way to do this is to constantly burst your own balloon and keep an open mind.
New author’s report Hootsuite, in partnership with We are social, offers a comprehensive insight into the state of the Internet, mobile devices, social networks, e-commerce and more. Featuring data from over 220 countries and territories, plus detailed regional reports and quarterly updates, there is no better tool this year for insights into digital planning.
You can download the full report here, but below is a peek insight and high – level topics divided into a nearly 300 – page report.
Using social media around the world: in a nutshell
Digital 2021 shows that 4.66 billion people use the Internet worldwide today, as of January 2021, which is 316 million (7.3 percent) more than at this time last year. That’s close to 60 percent of the world’s population.
In terms of time spent, the average Internet user spends nearly 7 hours a day using the Internet, an increase of nine percent over last year. A week is the equivalent of two full days of coming out of a seven-day window.
Why do you need to know that? Director of Hootsuite Tom Keizer explains. “Providing a global perspective to demographic data and usage patterns on these platforms helps our customers focus their digital strategies and connect with their audiences in the most relevant and authentic way,” he said.
Misconceptions about multichannel
Looking into the world of social media, Facebook remains the world’s most used platform, followed by YouTube and WhatsApp. But the burning question became: how do you decide where to be and when to show up?
Despite common misconceptions, a multi-channel strategy does not have to include every single platform to work. In fact, 98% of users of any social network also use at least one other social platform.
That means you don’t have to be everywhere to reach your audience. Instead, you can focus on one or two platforms and still reach the right audience.
Don’t overlook the silver surfers
As the Hootsuite report reveals, baby boomers are the fastest growing segment in several audiences of the best social platforms. The report found that users over the age of 50 are growing faster than any other age group on Facebook and Snapchat.
Where do younger demographics flow? Gaming and streaming platforms. More than 90 percent of Internet users Gen Z say they play games, compared to 67 percent of those aged 55 to 64.
E-commerce trends and new search behaviors
A whopping 77 percent of Internet users between the ages of 16 and 64 now say they buy something online every month, and food and personal care are the fastest growing category of consumer e-commerce. This shift shapes search behavior in deep and fundamental ways.
Specifically, nearly half (45 percent) of global Internet users now say they turn to social media when researching products or services. That number is even higher among Generation Z users, who report that they are more likely to search for brands on social media than through search engines.
“Consumers are increasingly connecting with brands in the same way as they are with their friends and family members, through social and messaging apps,” Keizer added.
To be a leader, think like a challenger brand
In 2020, especially at the beginning of the pandemic, he proved that the analysis of conversations on social networks while they are taking place in real time brings a dividend. The ability to use them to detect creativity and turn in response to evolving behaviors and trends will remain a key competitive advantage at a time when public opinion is subject to regular fluctuations.
Look no further than the story of the 90-year-old cranberry juice company, Ocean Spray, and how quickly it became a disorder when the viral TikTok stormed the social scene. Morality to Apply 2021: Challenge your preconceived notions and rethink your tried and true strategies.
The brands that will win this year and later are the ones that dare to step outside their comfort zones and take advantage of new growth opportunities in spaces they may not have thought they would look like. The future does not fit into the containers of the past and the sooner we realize this, the more effectively we will be in finding paths to success.