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Digital 2021: The state of the internet

On Wednesday 3rd March 2021, Chief Strategy Officer Mobbie Nazir and Global Head of Research & Insight Paul Greenwood took attendees through the Digital 2021 report.

To read the full report, head over to wearesocial.com/digital-2021
Watch the webinar recording here: https://youtu.be/l9g2KOZ0kjg

To learn more about how to apply the takeaways from this presentation to your brand, get in touch with enquiries@wearesocial.net.

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Digital 2021: The state of the internet

  1. 1. 3RD MARCH 2021
  2. 2. Mobbie Nazir CHIEF STRATEGY OFFICER Paul Greenwood HEAD OF RESEARCH & INSIGHT
  3. 3. We Are Global Over 850 social experts all over the world
  4. 4. The most pioneering brands in the world OUR CLIENTS
  5. 5. Our network powers our global insights engine
  6. 6. OVER 39 MILLION VIEWS 10 YEARS 195 COUNTRIES wearesocial.com/digital-2021
  7. 7. OUR PARTNERS
  8. 8. 2020 THE BIG NUMBERS
  9. 9. WHAT DOES THIS DATA MEAN FOR BRANDS?
  10. 10. Gaming is the world’s biggest social platform 4BN Number of active gamers in 2020 BRAND IMPLICATION 1
  11. 11. BRAND IMPLICATION 1
  12. 12. The Gaming Metaverse Gaming has moved beyond a niche occupation to a mainstream Global culture. But people aren’t simply using these universes to play games anymore. Games are becoming entertainment hubs and incorporating innovative ways for players to socialize within the game’s virtual environment. Even if you are not a Gamer, you are likely a spectator of its culture. 87% The FaZe Clan: gamer-focused talent hub to global entertainment behemoth. LGBTQ+ community came together on Animal Crossing to celebrate Pride 2020. Why it matters? ● Driving the future of entertainment culture ● Not all play - social spaces where people connect and hang-out ● Merging of real world and gaming worlds Inception, Batman Begins, and The Prestige are the three Nolan flicks that streamed at Fortnite Party Royale. Of global internet users are gamers. GDR 2021. BRAND IMPLICATION 1
  13. 13. TikTok jumps into the top 10 social media platforms BRAND IMPLICATION 2 +61% Growth in the number of active users in 2020
  14. 14. BRAND IMPLICATION 2
  15. 15. TikTok: Major Player There’s been many false dawns of the latest social media platform about to the take on the established big 4 that have burned brightly and fizzled out quicker than any one could say Yik Yak. However 2020 was the year of TikTok defied the odds and established itself as a major league social media player with huge growth. 700M TikTok users aged 13+ in 2020 Justin Bieber live streamed concert broke TikTok records in On Valentines day. Pringles tapped into the TikTok dance challenges and generated 4BN views TikTok, home to viral dance trends and funny memes ,can also be serious place tackling issues systematic racism and the Coronavirus. Why it matters? ● Natural affinity to music and younger audiences ● Broadening circles, people follow experts not friends ● Delivers major numbers with lo-fi / homemade content is very now BRAND IMPLICATION 2
  16. 16. Voice is the new frontier for social media BRAND IMPLICATION 3 45% % of Global internet audience using Voice interfaces monthly
  17. 17. BRAND IMPLICATION 3
  18. 18. Speak Your Mind From Clubhouse to Discord to Twitter, 2020 was all about giving people a voice. Audio-social apps have launched before, but never in a time of mass isolation and screen fatigue. This is part of a longer-term trend towards audio. Podcast listenership has steadily risen in the last decade and tech companies such as Google and Amazon continue to invest in development of voice-enabled devices. Netflix recreating audio only content to reach new audiences. 10M Why it matters? ● Live audio represents long overdue addition to current text, video and image based experiences ● Building on growth in popularity of live-UGC content platforms such as Twitch ● For social-audio based content to grow broadcasts will need to be worth listening to Users of Clubhouse up from 2M in Jan 21) BRAND IMPLICATION 3 Discord positioning itself byond gaming to appeal to broader cultures with new brand tagline Elon Musk broke the Internet with his interview of Robinhood CEO on Clubhouse following Gamestop frenzy
  19. 19. The average person spend roughly 42% of their waking lives online 48 hrs Of time spent online per week. BRAND IMPLICATION 4
  20. 20. BRAND IMPLICATION 4
  21. 21. Deeper Connections People have changed how they use the internet and social media. As people around the world digitised their lives in 2020, every interaction changed. Online replaced IRL connections. People from all walks of life are now maintaining and creating deeper connections online. 12TN Hours spent online in 2020 Why it matters? ● People are looking for more intimate ways of connecting and expect a richer form of online connection from brands ● Social isn’t for entertainment - every interaction changed - family Facetimes, socialising on Zoom, homeschooling for children or simply wfh ● Brands should create connect at deeper level Cardi B charges $4.99 for her Only Fans BTS content and earns £8M dollars per month Spotify horoscope-inspired playlists, “Cosmic Playlists” feature a selection of music specifically chosen with each zodiac sign in mind.mic TikTok Therapy - @the.truth.doctor is reaching an anxious Gen Z audience on their own terms: short video clips, replete with dance moves, raps, and meme-esque captions. BRAND IMPLICATION 4
  22. 22. Older age groups are the fastest-growing segments amongst top platforms +25% Facebook saw users over the age of 65 increase by roughly 25 percent over the past year BRAND IMPLICATION 5
  23. 23. BRAND IMPLICATION 5
  24. 24. Generations Unite The internet has been rife with culture wars often split down generational lines. With new social media users coming from older generations in most markets, there’s been potential for further clashes. However, what we've seen in the last year is faced with unparalleled challenges, generations are coming together to bridge that divide through tech and social. 13.2% Growth in social users: GDR 2021. Why it matters? ● New audiences to consider on social ● Spirit of collaboration across the generations - a social behaviour to tap into to create change. ● Use intergenerational family dynamics to drive engagement and conversation IINA Stores printed the faces of people’s loved ones onto baked goods as a way to keep them connected during the pandemic. Oatly enlisted teens to help convince their fathers to make the switch from animal’s milk to plant-based. Caribu is a video-based platform focused on fun, games, and intergenerational interaction. BRAND IMPLICATION 5
  25. 25. At least 6 platforms have more than 1BN monthly active users 8.4 Average number of social accounts a typical social media user has. BRAND IMPLICATION 6
  26. 26. BRAND IMPLICATION 6
  27. 27. Community Matters The number of accounts a user “owns” grew across all markets. As a result, it’s easier to reach broad audiences on a couple of platforms. And brands are streamlining social ecosystems focusing on mass reach platforms and investing more in intimate social networks for community building. 98% Of the users of any given social media platform also use at least one other Strava has developed from a running / cycling app to be become a fully fledged social network. IP-led communities are prevalent in the gaming world, with Discord a popular platform for likes Dying Light. Netflix has a stable of community first accounts such as The Most serving its LGBTQ+ dedicated community content that reflects them. Why it matters? ● Mature approach to using social media as a marketing platform from forward thinking brands ● Niche / smaller platforms getting a seat at the table ● Challenging the idea of paid media thinking that’s been dominant in social marketing BRAND IMPLICATION 6
  28. 28. DEEPER CONNECTIONS GENERATIONS UNITE TIK TOK MAJOR PLAYER SPEAK YOUR MIND GAMING METAVERSE COMMUNITY MATTERS
  29. 29. IN 2021 SOCIAL NETWORKS GOT COMPETITIVE AGAIN
  30. 30. wearesocial.com/digital-2021
  31. 31. ANY QUESTIONS?
  32. 32. THANK YOU For more information on how we can help your brand use these implications, get in touch enquiries@wearesocial.net
  33. 33. ENDS
  34. 34. APPENDIX SLIDES
  35. 35. APPENDIX SLIDES
  36. 36. APPENDIX SLIDES
  37. 37. The Gaming Metaverse Gaming has taken over the world. Long before Covid and pandemics, there was a dynamic shift in how gamers and the online universes they inhabit influenced other spheres of culture. There’s been an evolution in how gamers and their crews operated within other cultures and, by extension with non-gaming brands. 87% Of global internet users are gamers. GDR 2021. The FaZe Clan: gamer-focused talent hub to global entertainment behemoth The LGBTQ+ community together on Animal Crossing to celebrate Pride 2020 Travis Scott serves a spectacular performance on Fortnight. Why it matters? ● Cultural incubator ● Revolutionised entertainment for audiences ● Crossover potential
  38. 38. TikTok x Music With its origins as musical.ly, Tik Tok has a natural affinity and heritage linked to music. 2020 was also the year of Tik Tok with huge growth. At the same time, in some markets, “traditional” music apps saw a decrease in active users. Did TikTok kill off music streaming? 700M TikTok users aged 13+ in 2020 Say So was Doja Cat’s first song to enter the top 20 and, though she only joined the app in Feb 2020, at least 8 of her songs have generated enough buzz since to be considered viral. ELF cosmetics tapped in the music dance trends on the platform - 90BN views. Pringles tapped into the TikTok dance challenges and generated 1BN views Why it matters? ● New platform with newer and younger audiences ● Broadening circles - user follow people they don’t know than close circles. ● Lo-fi / homemade content is very now
  39. 39. APPENDIX SLIDES Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
  40. 40. Global Overview Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
  41. 41. Global Overview Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
  42. 42. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
  43. 43. In 2021 we saw X, Y and Z; Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
  44. 44. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. 123XYZ Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
  45. 45. Deeper Connections People have changed how they use the internet and social media. Online replaced IRL connections. People from all walks of life are now maintaining and creating deeper connections online. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
  46. 46. Global Overview Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
  47. 47. DEEPER CONNECTIONS GENERATIONAL DIVIDES TIK TOK X MUSIC SPEAK YOUR MIND GAMING METAVERSE COMMUNITY MATTERS PEOPLE PLATFORM
  48. 48. HEADLINE A more strategic approach to social media marketing - crossover of platform use is standard 98% Ff the users of any given social media platform also use at least one other social platform
  49. 49. HEADLINE Social media adoption surges: user numbers jumped by more than 13% over the past year 4.2BN
  50. 50. HEADLINE Online search behaviours are changing -finding information is the main reason why people go online, 2/3 Of people say it’s the main reason people go online
  51. 51. HEADLINE A multi-device strategy is essential - mobiles dominant but data shows that other devices are important 53% Of time online is spent on mobile
  52. 52. HEADLINE Online time jumps: the average internet user spends almost 7 hours per day using the internet 48HRS Hours per weeks spent on the internet
  53. 53. HEADLINE A more strategic approach to social media marketing - crossover of platform use is standard 98% Ff the users of any given social media platform also use at least one other social platform
  54. 54. THE DATA
  55. 55. 77% E-COMMERCE 4.66 BILLION NETIZENS 4.2 BILLION USERS 4 HRS ON MOBILES 2 HR 25 MINS ON SOCAL 7 HRS ONLINE
  56. 56. 292 MN DOGS 230 MN CATS
  57. 57. BRAND IMPLICATION 2 “The old is out and the new has well and truly arrived” Chris Wildish, Kellogg’s, Director Content and Digital Innovation, Europe

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On Wednesday 3rd March 2021, Chief Strategy Officer Mobbie Nazir and Global Head of Research & Insight Paul Greenwood took attendees through the Digital 2021 report. To read the full report, head over to wearesocial.com/digital-2021 Watch the webinar recording here: https://youtu.be/l9g2KOZ0kjg To learn more about how to apply the takeaways from this presentation to your brand, get in touch with enquiries@wearesocial.net.

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