Must Read - 2020 Social Media Trends report from Hootsuite and We Are Social
The year that saw the spread of COVID-19, and the resulting major changes in consumer behaviour than what we have experienced in many years, it’s a good time to hit the stats to find out how the numbers look for social consumption in 2020.
Overview
The world’s internet users spend an average of 6 hours and 43 minutes online each day. That’s 40% of their waking life.
Mobile devices account for more than half of all time spent online, but most internet users still use a combination of mobiles and computers to access the internet.
Social media still accounts for half of all the time we spend using mobile devices. That’s 2 hours and 24 minutes on average using social media across all devices each day.
88% of Australians are on the internet, 71% are active on social media (+4.3% year on year)
Facebook is the world’s favourite social media, followed by Youtube, What’s App, FB messenger, Wechat, Instagram, Ticktok, Reddit, Snapchat, Twitter and Pinterest
In Australia, Facbook Messenger is the most active messenger app
In 2019, 84% of Australian internet users searched online for a product or service to buy, 76% visited an online retail store on the web, 70% purchased a product online, 33% made an online purchase via mobile device, 47% made an online purchase via desktop or laptop
17.9 million Australians purchased consumer goods online in 2019, an average of $1,738 USD per annum (+12%)
Businesses are mostly buying digital search ads, followed by social media ads, and digital banner ads. Social media is the fastest-growing media spend (+7.1% year on year)
Consumers are discovering brands – 42% search engines, 42% ads on tv, 38% word of mouth, 26% ads on social media, 25% in-store displays, 24% product brochures or catalogues, 24% brand or product websites, 22% ads on websites, 22% TV shows or films, 18% direct mail or email
Monthly traffic rankings: Google 1, Youtube 2, Facebook 3, Google AU 4, Wikipedia 5, Netflix 6.
Media consumption: 88% of Australians watch online videos, 33% watch vlogs, 58% stream music, 32% listen to online radio stations, 31% listen to podcasts
30% of Australian internet users aged 16 to 64 use voice search or voice commands
71% of Australians use social media (+4.3% year on year) - 98% via mobile
The highest use of social media in Australia is by 25-34-year-olds, followed by 34-44-year-olds
96% of Australians visited or used a social network or messaging service in the past month, 82% actively contributed to social media in the past month.
Australians have an average of 6.7 social media accounts per internet user
80% of Australians used Youtube in the past month, 80% used Facebook, 65% used FB messenger, 53% Instagram, 33% WhatsApp, 29% Twitter, 28% Pinterest, 27% Snapchat, 27% Linked In, 8% tiktock
In Australia, the following are the top 10 mobile apps – 1 Facebook messenger, 2 Facebook, 3 Instagram, 4 Whatsapp, 5 Spotify, 6 Snapchat 7, Netflix, 8 eBay, 9 Commbank, 10 Microsoft Outlook
Active Facebook users up 7.8% year on year
53.3% female, 46.7% male, 97.6% via mobile, 37.4% via mobile and desktop
80% of Australians use Facebook
Average number of actions per week per user:
posts liked - 17
comments - 10
shares - 1
adverts clicked - 21
40.2% of pages use paid media
Average paid reach versus organic reach 33.7%
Organic reach per post in Australia is 7.6%
Average engagement per post 3.10%, per video 5.35%, per image 5.10%, per page link 2.83%, per status only 3.12%
Users up 4.3%
46% of Australians use Instagram
56.8% female, 43.2% male
The average engagement rate for all posts is. 1.49%
Average for video posts 1.87%
Average for photo posts 1.11%
Average comments for video posts 0.06%
Average for photo posts 0.08%
Average monthly growth in followers +2.75%
Average number of posts per day 1.7 on feeds
Photo posts account for 75% of posts, video 21%.
Average number of stories each month 13.1
Australian users up 0% per quarter
56% of Australians use the platform
45.5% female, 54.5% male
SnapChat
Users up 5.9% quarter on quarter
32% of Australians on SnapChat
Most 25-34 and 18-20
54.7% female, 45.1% male
Twitters Audience down 3.8% quarter on quarter
41.1% female, 58.9% male
30% of Australians use Twitter
Highest use by males 25-34yrs and 35-49 years, and females 18-24 years
Users up 12%
72% female, 20% male
Most popular age groups 25-34yrs and 35-44 yrs
Youtube
2 billion users worldwide
45% female, 55% male
Sociial Trends
Social self care – less digital consumption. A better relationship with it, eg. Instagram removed public likes. Brands supporting healthier digital habits
Reality anxiety – fake news. People feel disassociated from truth and clarity. Brands rewarded for championing transparency in the name of social good
Regulated spaces – new rules and restraints in digital spaces
Building confidence – employees key to customer trust. Genuine internal voices critical force for building external trust (53% of global consumers see employees as the most credible source for learning about companies. People connect with people, not brands.
Providing connection – Consumers want less corporate content and more meaningful connections. Private channels on the rise but public channels key for brand discovery. Need to find a balance. Emotional content on public feeds while building deeper relationships in private channels.
Enabling convenience – Compress the consumer journey from days to just hours or minutes. Deliver seamless interactions customers expect, by deepening your understanding of their needs and habits. Make the journey faster and easier based on customer information and measurement.
