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1、 FLAGSHIP REPORT 2020 Social GlobalWebIndexs flagship report on the latest trends in social media Whats inside? Each chart from our ongoing global research in this report contains a hyperlink that will bring you straight to the relevant question on our Platform, where you can investigate all data by
2、 demographics, over time and among custom audiences. You can find the corresponding question to each chart in the right hand column, starting from left to right. Any charts which do not contain a hyperlink are from a GWI custom study. Custom study data is not available to explore on our Platform. RE
3、CREATE CHARTS FOR YOURSELF 03 Introduction 04 Key insights 05 Post-COVID perspectives on social media 11 Social media engagement 16 The social media landscape 20 Social media behaviors 24 The social purchase journey 27 Key implications 28 Notes on methodology 30 More from GlobalWebIndex 02 SocIal In
4、troductionMethodology GlobalWebIndexs Social Media flagship report provides the most important insights on the world of social media, from keynotes on how attitudes are changing to the very latest figures for social media engagement. This is done with a particular focus on how COVID-19 is impacting
5、key trends. This report focuses on: Post-COVID perspectives on social media how has the pandemic built upon or reversed key attitudes toward social media? The social media landscape which social platforms are most popular, and have made the most headway in recent months? Social media behaviors how h
6、ave social media behaviors changed over the last year and since the outbreak? The social purchase journey how is the momentum for social commerce looking, both before we started seeing the pandemics impact on media habits, and since? All figures in this report are drawn from GlobalWebIndexs online r
7、esearch among internet users aged 16-64. We only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet p
8、enetration rates can mean online populations are more young, urban, affluent and educated than the total population. Each year, GlobalWebIndex interviews over 688,000 internet users aged 16-64 via an online questionnaire for our Core dataset. A proportion of respondents complete a shorter version of
9、 this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GlobalWebIndexs Core survey via PC/laptop/tablet. When reading this report, please note that we use a
10、mixture of different research: QUARTERLY GLOBAL RESEARCH We use our quarterly global data across 46 markets to lay out the trends apparent in the social space before the pandemics effects on media habits could be fully observed (January- March 2020). CUSTOM CORONAVIRUS RESEARCH Figures referring to
11、our COVID-19 research are drawn from Wave 4 of a custom recontact study fielded in 20 countries between May 19-26 2020. Countries included Australia, Brazil, Belgium, Canada, China, France, Germany, India, Ireland, Italy, Japan, New Zealand, the Philippines, Poland, Romania, South Africa, Singapore,
12、 Spain, the UK and the U.S. We also reference our first three waves of research, fielded between March 16-20 in 13 countries (Wave 1), March 31-April 2 in 17 countries (Wave 2), and April 22-27 in 17 countries (Wave 3). Our custom data considers where the pandemic has advanced or undercut key trends
13、. CUSTOM RECONTACT RESEARCH This research was conducted throughout April-June 2020 in the UK and U.S. only and develops on key findings from our global and coronavirus research. INDEXES Throughout this report we refer to indexes. Indexes are used to compare any given group against the average (1.00)
14、, which unless otherwise stated refers to the global average. For example, an index of “1.20” means that a given group is 20% above the global average, and an index of “0.80” means that an audience is 20% below the global average. 03 SocIal Key Insights 0102030405 Social media has become the bedrock
15、 of our digital news habits. Staying up-to-date with news and current events is the most commonly cited reason for using social platforms, and the COVID-19 pandemic has accelerated the global trend of relying on these sites for information updates. Digital consumers are using social media for entert
16、ainment purposes on a greater scale than before the outbreak. But recent events have given the more “social” elements of social media a new lease of life. Younger consumers are understandably using social media, messaging services and apps more due to the outbreak. But there are signs of Gen Z reverting back to old usage habits, as baby boomers continue to diversify their behaviors over the course of the pandemic. Many younger consumers h
