GWI’s flagship report on the latest trends in social mediaSocial
Discover our dataKey insightsTime spent on social media How has it changed over the course of the pandemic? Did lockdowns create lasting habits? Which communication styles can help brands keep consumers engaged?The top performing platformsWhich apps are becoming more popular? What keeps their users coming back?The main differences between marketsWhat trends are taking hold in China, and will they move West? What can other markets teach us about the future of social media?Keeping tabs on behavioral trendsWhich audiences prefer short-form content over longer videos? How are Stories and AR tools evolving?Speaking of social commerceAre influencers going out of fashion? Is social commerce taking off?More from GWIAppendixNotes on methodology05 070921293753656769In this reportGWI’s Social flagship provides the most important insights on the world of social media, from keynotes on how attitudes are changing, to the very latest fig-ures for platform engagement. It offers an update on long-stand-ing trends, but also highlights any noteworthy changes over the past year.Methodology & definitions All figures in this report are drawn from GWI’s online research among internet users aged 16-64. Our figures are representative of the online populations of each market, not its total population. Note that in many mar-kets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low inter-net penetration rates can mean that online populations are more young, urban, affluent, and educated than the total population.Each year, GWI interviews over 700,000 internet users aged 16-64 via an online questionnaire for our Core dataset. A pro-portion of respondents complete a shorter version of this survey via mobile; hence the sample sizes presented in the charts may differ as some will include all respondents, and others will include only respondents who completed GWI’s Core survey via PC/laptop/tablet.When reading this report, please note that we focus on data from our ongoing global quarterly research, but also draw on other research: GWI Zeitgeist, GWI USA, GWI Work, and GWI Custom. GWI Zeitgeist is a recontact study that we carry out monthly in 9 markets; GWI USA surveys over 20,000 internet users in the U.S. aged 16+ each quarter; GWI Work is conducted in 17 coun-tries, and interviews over 28,000 business professionals aged 16-64; and GWI Custom is a recontact study that we carry out in the U.S. and UK only. Throughout this piece of work, we refer to indexes. Indexes are used to compare any given group against the average (1.00), 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.China is exc...
