The world is rapidly evolving with technological advancements, and social media is at the forefront of this revolution.
As of April 2023, the world’s population reached 8.03 billion, and the number of unique mobile subscribers and internet users is increasing at an exponential rate.
Social media platforms are also growing in popularity, with 4.80 billion active users reported globally.
- Social media use continues to rise globally, with over 5 billion internet users and 4.8 billion active social media users as of April 2023. Despite a slight decrease in overall time spent online, the typical internet user still spends an average of 6 hours and 35 minutes per day online.
- Video calls have become a permanent fixture in the workplace, with 87.5% of working-age professionals regularly using video calls for communication. Email remains a vital tool for workplace communication, with almost three-quarters of working professionals managing their inboxes daily.
- Social media platforms like TikTok, Instagram, and Snapchat are rapidly growing in popularity, with marketers using these platforms to reach audiences of all ages. B2B decision-makers are also turning to social media for research and communication, with YouTube and Instagram ranking high in importance for B2B marketing. Advertisers should stay up-to-date with platform changes and fluctuations in ad reach figures to make informed strategic decisions.
Despite the slight drop in the amount of time spent online, in April 2023, the average internet user still spends approximately 6 hours and 35 minutes per day online. Age plays a significant factor in the reasons why people go online, with younger users using the internet for entertainment and to stay in touch with friends and family. On the other hand, older users tend to use the internet to follow news and current events or learn new skills.
How we communicate
The COVID-19 pandemic has forced people to adopt new ways of communication, and video calls have become a staple in the workplace. In April 2023, 87.5% of working-age professionals report using video calls regularly, surpassing messenger platforms, text messages, and collaboration tools. Email is still an essential tool for workplace communication, with almost three-quarters of the world’s working professionals managing their inboxes daily.
A little B2B
Social media is playing an increasingly important role in B2B research activities, with YouTube being the preferred platform for decision-makers exploring potential B2B purchases. Instagram is more widely used among younger age groups, while older generations prefer Facebook and WhatsApp. TikTok has also made its way into B2B research activities, with almost a quarter of B2B decision-makers between the ages of 16 and 24 saying they use the platform to research work-related solutions.
In addition to B2B research, social media is also being used to contact suppliers. The April 2023 update tells us almost 3 in 10 working-age professionals worldwide use social media to contact suppliers, with younger people significantly more likely to use these channels.
Social Media at Work
Social media marketing is also on the rise, with more than half of the professionals surveyed in GWI’s latest Work survey reporting that their company uses at least one social media platform to share marketing messages. Facebook remains the top choice for marketing activities, while Instagram ranks second. However, very few companies are using YouTube for marketing, despite being the world’s second most widely used social platform.
Money Money Money
Despite the fluctuations in reported ad reach figures and changes to targeting options, social media remains a powerful tool for referral traffic. Facebook is the top social media referral source, followed by Instagram and Twitter. Social media is also an essential tool during the research phase of the B2B buyer journey, with word-of-mouth being essential.
And so?
In conclusion, social media’s influence is growing in every aspect of our lives. Whether it is personal communication or B2B research, social media has become an indispensable tool in today’s world. As businesses and marketers continue to embrace social media platforms, it is important to stay up to date with the latest trends and use multiple sources of data to inform decision-making. The future of social media is exciting, and it will be fascinating to see how this platform continues to evolve in the coming years.
Here are the top 10 statistics from Digital Report 2023 April Statshot:
- The world’s population reached 8.03 billion in April 2023.
- There are 5.48 billion unique mobile subscribers worldwide.
- There are 5.18 billion internet users globally.
- 4.80 billion people are active social media users.
- The typical internet user spends an average of 6 hours and 35 minutes per day online.
- “Finding information” remains the primary motivation for all age groups to go online.
- Video calls have surpassed messenger platforms, text messages, and collaboration tools like Slack in terms of popularity for workplace communications.
- Almost three-quarters of the world’s working professionals manage their inboxes daily, and more than 94 percent use email occasionally.
- YouTube is the top social media destination for B2B research, followed by Facebook and Instagram.
- Instagram has surpassed Twitter to become the second-largest source of social media referrals, with Facebook remaining the top social media referral source.
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