82% of connected consumers in the world’s 22 largest markets today claim to use social media, according to TGI Global Quick View consumer data. Three quarters use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we will explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- How are social networks used across different markets?
Unraveling the Mystery of The Circleville Letters.pptx
Global trends in social media - Latest insights from TGI Global Quick View Consumer Data
1. Global trends in social media
Latest insights from TGI Global Quick View Consumer Data
2. TGI Global Quick View : international data on connected consumers
A sample of over 60,000 internet users, aged 16+ in 22 major markets economies around the world
Argentina (1 500)
Australia (2 250)
Brazil (2 500)
Canada (3 000)
China (4 000)
Denmark (1 500)
France (4 000)
Germany (4 000)
Great Britain (6 000)
India (2 750)
Italia (3 000)
Japan (2 250)
Mexico (2 500)
Norway (1 500)
Poland (2 250)
Russia (3 000)
South Africa (1 500)
South Korea (2 250)
Spain (3 000)
Sweden (1 500)
Turkey (2 000)
USA (5 000)
3. Digital Media Preferences
Online activities
Online preferences
Audio-streaming category insights
Video-streaming category insights
Social platforms category insights
Topics of interest
TGI Global Quick View – understanding key digital behaviours
Online Personality Insights
Demographics
Personality classifications
Value classifications
Social-media persona
E-commerce persona
Online Purchase and
Brand Preferences
Purchase categories
Online vs. offline preferences
Preference reasons
Key global brands
Key global retailers
4. 4
Social Media in 2019
82% of connected consumers in the world’s 22 largest
markets today claim to use social media, according to TGI Global
Quick View consumer data.
Three quarters use social media at least once a day, highlighting
how big a part of our lives social media has become.
In this report we will explore:
• What are the most used social networks globally?
• Which countries are particular hotspots for social media engagement?
• How are social networks used across different markets?
5. 5
Social media users & Digital
Digital devices used by social media users throughout the world
82%
…claim to use social networks
Smart or connected TV
42%
Smartphone
89%
Tablet
45%
Smart Watch
13%
Desktop/laptop
81%
52%
are men
48%
are
women
Source: TGI Global Quick View
*based on connected consumers in 22 countries
6. 6
Social media penetration
Penetration rate of social networks country by country
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
Globally,
Three
quarters of
connected consumers use
social media at least
once a day.
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
8. 8
0
40
80
120
160
200
Argentina
Australia
Brazil
Canada
China
Denmark
France
GB
Germany
India
Italy
Japan
Mexico
Norway
Poland
Russia
South Africa
South Korea
Spain
Sweden
Turkey
USA
Average connected consumer
I spend a lot of my time online on social media
I enjoy expressing my views online, in social networks,
blogs, forums
I often express my opinion on brands online
What place do social networks play in the lives of Internet users? (2/2)
Brazilians are
2X
more likely to spend time
online on social media, or express
their views online
than the average
connected consumer
South Koreans are
70%
less likely to spend time online
on social media, or express their
views online than the average
connected
consumer
whereas
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
9. 9
Age distribution of social media users
throughout the world
16-24 25-34 45-54 45-64 55+
24% 29% 23% 15% 10%
Over a quarter of
25-34 years old
connected consumers say
they use social media to
keep in touch with
communities, common
interest groups
and clubs.
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
10. 10
What are their main online activities?
2. Instant
messaging/chatting
87%
Argentina
95% Brazil
94%
Turkey
94%
Mexico
93%
China
96%
3.Reading / Writing
blogs
70%
Turkey
88% China
88%
Brazil
82%
Argentina
81%
South
Korea
91%
4. Online dating
54%
Turkey
80% Brazil
70%
Mexico
59%
South
Korea
58%
China
87%
1. Social networking
98%
Russia
99% Argentina
99%
Poland
99%
Brazil
99%
South
Korea
99%
5. Professional
networking
63%
Brazil
82% China
82%
Argentina
73%
Italy
72%
Turkey
58%
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
11. 31
11
Are they interested in brands on social networks?
Join or take part in an online community
discussion about brands (at least once a week)
Seek information about a brand or product
on blogs, forums or review sites
(at least once a week)
Brazil 29%
Mexico 26%
Turkey 25%
China 25%
South Africa 23%
South Korea 21%
USA 20%
Argentina 17%
Japan 16%
GB 16%
Turkey 40%
Brazil 37%
South Korea 33%
Mexico 32%
Argentina 32%
Russia 30%
China 30%
Spain 25%
Italy 23%
USA 22%
China 25%
Turkey 22%
Brazil 19%
Mexico 17%
Russia 17%
USA 16%
Italy 13%
South Africa 13%
GB 12%
Canada 12%
19%25% 16%
2 Interact with a brand on social media
(at least once a week)
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
12. 12
Top 10 most used social networks
5%
6%
6%
7%
10%
11%
16%
28%
41%
48%Facebook
Youtube
Instagram
Twitter
Moments
(WeChat)
Snapchat
Pinterest
Weibo
LinkedIn
QQ space /
Qzone10
23%
of Facebook users are in
the USA
vs 14% are Indian
& 11% are Brazilian
Source: TGI Global Quick View
*based on connected consumers in 22 countries
14. 4
21
5 6
3
14
Sharing updates or photos of what
I’m doing in my life
South Africa 65%
Mexico 61%
Poland 61%
India 60%
Australia 51%
USA 50%
Denmark 50%
Canada 49%
Spain 49%
Argentina 48%
Posting videos about what I’m doing
South Africa 63%
India 57%
Mexico 51%
Australia 48%
Italy 45%
USA 44%
Canada 43%
Denmark 43%
GB 42%
France 40%
Mexico 77%
South Africa 71%
Poland 69%
Argentina 66%
Denmark 63%
Australia 62%
Brazil 62%
Canada 61%
India 61%
Italy 60%
Keeping up with what my friends and
family are doing
Mexico 76%
South Africa 71%
Poland 69%
Brazil 66%
Argentina 66%
Italy 62%
Denmark 61%
Australia 60%
India 59%
Canada 57%
Chatting with others
Poland 60%
South Africa 59%
Denmark 58%
Norway 57%
Italy 53%
Australia 53%
Nordics 52%
India 50%
Mexico 50%
Sweden 46%
Keeping up with news and live
events
What are the main uses of Facebook?
South Africa 56%
India 47%
Poland 45%
Australia 40%
Italy 39%
Norway 38%
Denmark 37%
USA 36%
Germany 35%
Canada 34%
Keeping up with bloggers, celebrities
or online personalities
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
16. 5
1
6
2
4
3
16
Sharing updates or photos of what
I’m doing in my life
South Korea 15%
India 12%
Germany 9%
Japan 9%
Italy 9%
Poland 8%
Sweden 7%
France 6%
Spain 6%
Brazil 6%
Posting videos about what I’m doing
Poland 34%
Russia 25%
Brazil 24%
Argentina 23%
South Korea 23%
Spain 22%
Germany 22%
Mexico 20%
Sweden 19%
Italy 19%
India 12%
South Korea 11%
Italy 9%
Germany 9%
Japan 8%
Brazil 7%
Poland 6%
Spain 6%
Sweden 6%
Russia 5%
Keeping up with what my friends and
family are doing
South Korea 11%
India 10%
Germany 9%
Japan 8%
Italy 7%
Sweden 6%
Poland 6%
Spain 6%
France 6%
Brazil 5%
Argentina 25%
India 24%
Brazil 23%
South Korea 23%
Mexico 22%
Spain 19%
Russia 18%
Sweden 18%
Germany 15%
Poland 15%
Keeping up with news and live
events
Mexico 29%
Russia 29%
Brazil 25%
India 24%
Japan 23%
Argentina 23%
South Korea 21%
France 21%
Spain 21%
Poland 20%
Keeping up with bloggers, celebrities
or online personalities
Chatting with others
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
What are the main uses of Youtube?
18. 4
2
5
31
6
18
Sharing updates or photos of what
I’m doing in my life
Turkey 48%
Brazil 34%
Argentina 34%
Sweden 27%
Spain 26%
Italy 25%
Russia 22%
South Korea 21%
Mexico 20%
Canada 18%
Posting videos about what I’m doing
Turkey 38%
Brazil 29%
Argentina 28%
Spain 22%
Sweden 19%
Russia 18%
Italy 18%
South Korea 16%
Mexico 15%
Canada 11%
Turkey 39%
Brazil 20%
Sweden 19%
Russia 18%
Argentina 17%
South Korea 16%
Spain 16%
Italy 13%
Japan 9%
Canada 8%
Keeping up with what my friends and
family are doing
Turkey 33%
Spain 15%
Brazil 14%
Argentina 14%
South Korea 12%
Italy 11%
Sweden 8%
Canada 7%
Germany 7%
Japan 7%
Turkey 27%
Argentina 14%
Brazil 14%
South Korea 9%
Sweden 9%
Russia 9%
Spain 9%
Italy 8%
Germany 7%
Canada 5%
Keeping up with news and live
events
Turkey 41%
Argentina 29%
Brazil 28%
Sweden 26%
Spain 22%
Russia 21%
Italy 20%
Norway 19%
Denmark 18%
South Korea 18%
Keeping up with bloggers, celebrities
or online personalities
Chatting with others
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
What are the main uses of Instagram?
20. 4
2 3
65
1
20
Sharing updates or photos of what
I’m doing in my life
Japan 19%
South Africa 6%
GB 5%
Spain 5%
South Korea 5%
Mexico 4%
USA 4%
Brazil 4%
Canada 4%
Argentina 3%
Posting videos about what I’m doing
Japan 17%
GB 4%
Spain 4%
South Africa 4%
South Korea 4%
USA 4%
Mexico 3%
Brazil 3%
Canada 3%
France 3%
Japan 22%
Spain 6%
GB 5%
South Korea 5%
South Africa 4%
USA 4%
Brazil 4%
Mexico 3%
Argentina 3%
Canada 3%
Keeping up with what my friends and
family are doing
Japan 26%
Spain 9%
GB 8%
South Korea 7%
USA 6%
Brazil 6%
Mexico 6%
South Africa 5%
Canada 5%
Argentina 5%
Japan 27%
Spain 19%
GB 16%
Mexico 15%
Argentina 12%
Canada 12%
Brazil 11%
USA 11%
France 9%
South Korea 8%
Keeping up with news and live
events
Japan 17%
Spain 14%
Mexico 14%
GB 14%
Argentina 14%
USA 11%
Canada 11%
Brazil 11%
South Africa 7%
France 7%
Keeping up with bloggers, celebrities
or online personalities
Chatting with others
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
What are the main uses of Twitter?
21. 21
China
68%
Région APAC
30%
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
Moments (WeChat) penetration
Penetration rate of Moment (WeChat) by region/country
22. 1 2 3
22
Keeping up with what my friends and
family are doing
49% 48% 31%
57%58% 58%
54 6
Sharing updates or photos of what
I’m doing in my life Posting videos about what I’m doing
Chatting with others
Keeping up with news and live
events
Keeping up with bloggers, celebrities
or online personalities
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 22 countries
What are the main uses of Moments (WeChat)?
23. 23
TGI Global Quick View provides you with international data on the connected consumer to profile your audience.
The questionnaire itself was designed to collect data on the following areas:
1. General digital behaviours and preferences
2. Usage of digital media services
3. Attitudes and demographics to define various personality and identity classifications
4. Purchase categories (online and offline), and usage of global brands in key categories
We apply a common consumer segmentation to our international and country data so you can have an overview of behaviours across
markets and understand the local differences.
With TGQV, optimise your brand positioning, reach your client’s target audiences consistently across multiple markets & identify global
consumer trends and tap into local business opportunities.
Want to discover our TGI Global Quick View solutions?
Get a demo or a free trial
About TGI Global Quick View
TGI Global Quick View provides you with international data on the connected consumer to profile your audience.
The questionnaire itself was designed to collect data on the following areas:
1. General digital behaviours and preferences
2. Usage of digital media services
3. Attitudes and demographics to define various personality and identity classifications
4. Purchase categories (online and offline), and usage of global brands in key categories
We apply a common consumer segmentation to our international and country data so you can have an overview of behaviours across
markets and understand the local differences.
With TGQV, optimise your brand positioning, reach your client’s target audiences consistently across multiple markets & identify global
consumer trends and tap into local business opportunities.
Want to discover our TGI Global Quick View solutions?
Get a demo or a free trial
24. 24
We are a global leader in connected intelligence. Our data and insights
provide clients with a holistic understanding of the changing media
landscape. Our global coverage and local expertise enable clients to better
understand media audiences and their relationships with brands to optimise
investment. Where others see a fragmented reality, we see new
opportunities.
For more information, contact us.
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