Social

GWI’s flagship report on the

latest trends in social media
 04 Discover our data
Methodology
06 Key insights & definitions
08 The psychology of social media All figures in this report are drawn from GWI’s May-November 2020, which are carried out in
– how has the pandemic enhanced or online research among internet users aged the U.S. and UK only. Our September Zeitgeist
altered key attitudes toward social media? 16-64. We only interview respondents aged study is the only exception, as it covers the
16-64 and our figures are representative of the following 7 countries: Brazil, China, France,
14 Tracking time spent online populations of each market, not its total Germany, India, UK, and the U.S.
– are we spending as long on social population. Note that in many markets in Latin
sites as we did during lockdowns? America, the Middle-East and Africa, and the Throughout this report we refer to indexes.

In this
Asia-Pacific region, low internet penetration Indexes are used to compare any given group
22 Lining up the leading platforms rates can mean online populations are more against the average (1.00), which unless oth-
– which platforms have seen recent young, urban, affluent and educated than the erwise stated refers to the global average. For

report
increases or drops in popularity? total population. example, an index of “1.20” means that a given
group is 20% above the global average, and an
32 Keeping tabs on behavioral trends Each year, GWI interviews over 688,000 internet index of “0.80” means that an audience is 20%
– how have online social behaviors fluctuated users aged 16-64 via an online questionnaire for below the global average.
and changed over the last year? our Core dataset. A proportion of respondents
complete a shorter version of this survey via China is excluded from most of the global
44 The deal with social shopping mobile, hence the sample sizes presented in charts featured in this report which track spe-
GWI’s Social flagship provides – how is the momentum for social commerce the charts throughout this report may differ as cific/named platforms, though we do have a
the most important insights on looking, and which platforms and industries some will include all respondents and others will dedicated section to it on page 30. This is due to
the world of social media, from have emerged as its leading players? include only respondents who completed GWI’s the unique nature of the Chinese social media
keynotes on how attitudes are Core survey via PC/laptop/tablet. industry, which maintains its own diverse eco-
changing, to the very latest fig- 56 Appendix system of homegrown social platforms and
ures for platform engagement. When reading this report, please note that we has official restrictions on many global social
This is done with a particular 58 Notes on methodology use a mixture of data from our ongoing quarterly services. For additional detail on social media
focus on how COVID-19 has global research, and insights from our Zeitgeist usage in China, please consult our China
influenced crucial trends. 62 More from GWI research and recontact studies throughout Market Snapshot.

03
 Each of the

Discover the graphs is

numbered

data on our More information can be

found in the Appendix

platform
section at the end of
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
k
question on our Platform, ea of
Sn iew
where you can investigate ev ew
pr ur n orm
all data by demographics, o tf
pla
over time, and among your
own audiences.
Just click this icon
to explore the data
on the platform

Source Information
about the source
Base and base

05
Key
insights Influencers
retain a
Social media
usage during strong
hold on Entertaining
widespread and
Initial lockdowns consumers,
but there’s inspirational
lockdown has now fallen Facebook content is
spikes in and stabilized. demand for
people using remains the unfiltered the key to
social sites to world’s most content. profitable
connect are popular social social
still trending. network. commerce.
The Q2 spike we saw in social media It’s true Instagram has taken the reins 2020 sparked a widespread shift in Our data associates those who use
In 2019, social networking had become usage hasn’t been maintained. from Facebook among Gen Zs by focus, which can be seen in the ideals social media to access content like
less about connecting than consum- Lockdown habits are therefore establishing its place as their favorite of influencer followers. Compared to livestreams and stories with an eager-
ing content. Yet, lockdowns initially unlikely to leave a permanent mark and most-used app. Yet, a high pro- the average, they’re much more likely to ness to buy on platforms. With this
breathed some life back into the more on engagement. This does depend on portion of this generation still use say learning new skills and contributing in mind, it’s little wonder Instagram
“social” elements of social media, and age, however; boomers continue to use Facebook on a weekly basis, and it to their community is important, and decided to expand Checkouts to IGTV
our latest wave of data shows a con- social media more than they did at the remains the leading global platform have a varied list of passions beyond and Reels, having previously rolled it
tinuation of this trend. start of 2020. to date. travel and beauty. out to Stories.

07
 Where the world’s most hopeful social networkers are based 1

01 % of internet users in the following regions who think social media is good for society

The psychology
of social media
45 43 41 27 21

Usage remains high, but trust hangs low

The morality of social media European and North American section of the site dedicated to
has long been debated, and internet users show the least news-reading in the U.S. and UK,
our data shows that positiv- positivity toward social media will congregate articles from
ity toward the impact of social in general. These regions have various prestigious outlets to
networking is generally on the also seen slight but consist- promote authoritative journal-
low side. But ultimately, 95% ent drops since Q2 2020, with ism and fight disinformation.
of the online population con- recent events highlighting the
tinue to use social websites potential real-world conse- While agreement over the ben-
or apps. quences of social networking. efits of social media is stronger
in MEA, Latin America, and
Among other things, consumers Platforms now have an oppor- APAC, no region sees positive Middle East Latin Asia Pacific Europe North
have come to depend on them tunity to stand out in this sentiment go above 50%. The and Africa America America
for connecting, entertainment, part of the world and take tactics that drive success in
and news updates; so the dis- the lead in changing public Western countries will even-
cussion should really center opinion. For example, YouTube tually serve as examples of
around how platforms can and TikTok are rewarding cre- best practices, even in areas
earn back the trust of their ators for endorsing prosocial boasting some of the world’s
steady user base. usage; and Facebook News, a most hopeful networkers. GWI Core Q4 2020 180,852 internet users aged 16-64

The psychology of social media 09

Putting the meaningful back into social media

Up until the end of 2019, our data highlights the importance of partner-
showed social media becoming less ing with influencers when targeting this
about connecting than consum- demographic.
ing content. But back in August, we
observed the pandemic breathing Using networks to see what’s trend-
some life back into the more “social” ing is also on par with reading news
elements of social media – with people stories, which accounts for this gener-
relying on these platforms to replace ation’s enhanced appetite for apps like
the physical interactions they’d lost. Snapchat and Reddit. While they often
passively consume content, many want
And our latest wave of data shows to participate in emerging trends and
a continuation of this trend: keeping long to impress their followers.
in touch with loved ones is now cited
as the top reason for logging on. This So despite the return of more “tra-
is even the case among Gen Zs, who ditional” incentives for using social
consume content on these platforms media, we should be aware of how
in much larger doses. it continues to evolve – which is
well-demonstrated by Gen Z. A good
Though, they do subvert the general example is livestreaming, with around
order in some cases. They’re the only 1 in 4 consumers now listing them as
generation equally as likely to use social a leading motivation, even with China
media to follow famous people as to excluded; such figures were unheard of
receive updates from brands – which pre-pandemic.

The psychology of social media 11

The many faces of social media
2

% of internet users in each category who say the following are their main reasons for using social media

All internet users Gen Z (aged 16-23)

Keeping in touch with friends/family Seeing what's trending/being talked about Watching livestreams Finding like-minded communities
50 30 24 22
50 35 27 23

Filling spare time Finding inspiration for things Making new contacts Posting about your life
37 28 24 22
44 32 27 24

Reading news stories Finding products to purchase Seeing updates/content from favorite brands Watching/following sports
36 27 23 21
34 27 27 23

Finding content Sharing/discussing opinions with others Work-related networking/research Following celebrities or influencers
32 25 23 21
38 27 22 27

GWI Core Q4 2020 180,852 internet users aged 16-64, and 37,473 Gen Zs aged 16-23

The psychology of social media 13

02 Despite starting to plateau in 2019,
Tracking time spent time spent on social media gained
new ground in 2020 – climbing in
Daily time spent on social media 32 of our 47 tracked markets
Average time spent using social networks on an average day in h:mm 3

2017 2018 2019 2020 2017 2018 2019 2020 2017 2018 2019 2020 2017 2018 2019 2020

Argentina 3:12 3:17 3:20 3:23 Greece – – – 1:50 New Zealand 1:49 1:42 1:46 1:51 Switzerland 1:18 1:19 1:18 1:22

Australia 1:39 1:34 1:46 1:48 Hong Kong 2:00 1:53 1:55 1:55 Nigeria 3:03 3:26 3:30 3:46 Taiwan 2:06 1:52 1:53 1:53

Austria 1:16 1:15 1:18 1:22 India 2:25 2:28 2:28 2:29 Philippines 4:00 4:08 4:00 4:05 Thailand 3:06 3:14 2:57 2:47

Belgium 1:31 1:31 1:34 1:41 Indonesia 3:26 3:23 3:18 3:19 Poland 1:42 1:45 1:54 1:56 Turkey 2:49 2:52 2:56 3:00

Brazil 3:40 3:39 3:40 3:41 Ireland 1:45 1:55 1:53 1:51 Portugal 2:13 2:12 2:10 2:19 UAE 2:56 3: 00 3:03 3:06

Canada 1:48 1:47 1:50 1:45 Israel – – 1:59 2:02 Romania – 2:34 2:20 2:18 UK 1:54 1:51 1:47 1:46

China 1:58 2:00 2:13 2:01 Italy 1:53 1:48 1:51 1:50 Russia 2:20 2:21 2:28 2:21 U.S. 2:02 2:05 2:01 2:08

Colombia – 3:34 3:46 3:40 Japan 0:46 0:40 0:44 0:48 Saudi Arabia 2:38 2:52 3:08 3:11 Vietnam 2:36 2:33 2:23 2:22

Denmark – 1:35 1:35 1:39 Kenya 2:50 2:59 3:16 3:33 Singapore 2:07 2:11 2:12 2:17

Egypt 3:06 3:05 3:02 2:51 Malaysia 3:06 3:03 2:56 3:03 South Africa 2:47 2:58 3:15 3:32

France 1:24 1:22 1:36 1:41 Mexico 3:11 3:14 3:21 3:25 South Korea 1:11 1:11 1:13 1:12
GWI Core Q1 2017-Q4 2020
Germany 1:13 1:08 1:19 1:24 Morocco 2:22 2:34 2:30 2:34 Spain 1:38 1:41 1:49 1:53
(averages of all waves conducted each year)

Ghana 2:59 3:09 3:07 3:21 Netherlands 1:24 1:17 1:19 1:21 Sweden 1:54 1:49 1:49 1:49 370,051 (2017), 474,573 (2018), 598,185 (2019)
and 714,817 (2020) internet users aged 16-64

Tracking time spent 15

 Lockdown upticks in usage have stabilized 4

Average time spent by each demographic using social networks on an average day across 2020 in h:mm

2:22 2:29 2:25 2:22 1:56 2:02 2:01 1:59 2:06 2:08 2:04 2:04

North
Global Europe
America

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

3:31 3:38 3:36 3:33 3:14 3:24 3:19 3:19 2:14 2:21 2:15 2:11

The social usage journey throughout 2020

Latin Asia
MEA
Hot on the heels of Latin America, MEA This does depend on age, however. America Pacific
now boasts some of the world’s most Younger consumers still spend the most
active social media users, with coun- time on platforms, but their initial spikes
tries like Kenya (+17 mins), South Africa were the first to settle down. In con- Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
(+17), Nigeria (+16), and Ghana (+14) trast, boomers are using social media
having made the most headway from more than they did at the start of the
a global perspective since 2019. year, with their Q2 peak largely being
maintained. Holding a lot of purchas- 2:54 2:58 2:56 2:52 1:17 1:26 1:23 1:23
There was a universal uptick in Q2 ing power, this group’s heightened
(April-June), as countries started going presence on social sites should be
into lockdown; the global figure then fell, addressed by marketers in 2021. Gen Z Boomers
before stabilizing. Restrictions did gen- (16-23) (57-64)
GWI Core Q1-Q4 2020
erate noticeable increases in usage, but We cover the online habits of Gen X
they were ultimately one-offs, and we’ve & boomers in more detail within our 714,817 internet users aged 16-64

since returned to pre-pandemic levels. annual Connecting the dots report. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Tracking time spent 17

 5
Social media’s % of internet users in each generation who
say social media causes them anxiety

impact
on mental
wellbeing is Gen Z 19
most heavily
(16-23)

felt by younger
The impact on mental health
consumers Millennials 16
An increase in time spent Snapchat’s “Here For You” about their usage levels, but
(24-37)
on social media does have campaign. Such schemes less likely to have succeeded
implications, as our data are well-positioned to suc- in cutting back. While their
links higher levels of usage ceed as this generation feels awareness is relatively
with enhanced feelings of more comfortable turning high, many would benefit
anxiety. Overall, younger to social media (36%) than from further guidance.
consumers feel the con- medical professionals (29%) Gen X 14
nection between social for support with their mental It’s up to brands to fill (38-56)
media and mental health wellbeing. in the gaps and encour-
most strongly. Gen Zs are age healthier habits. In
more prone to anxiety in Understandably, demand 2020, TikTok asked leading
general, and have been for digital wellbeing tools influencers to tell its users
badly affected by the pan- has inched back up to to stop scrolling and go
demic, so we can expect this pre-pandemic levels, and outside, and the platform’s Baby Boomers 12
(57-64)
tension to resonate in other companies are moving fast working with Barnardo’s
social interactions – includ- to make worthwhile invest- Children’s Charity to launch
ing online ones. ments. Having the necessary a webinar on screen time.
tools doesn’t guarantee This shows how social
Various initiatives have successful results though. media companies can work
taken steps to lighten Heavy networkers are more alongside brands to protect
their emotional load, like likely than average to worry consumers. GWI Core Q4 2020 180,852 internet users aged 16-64

Tracking time spent 19

 Gaming vs online dating 6

% in each group who have played a game online with their real-life friends
and/or have used an online dating service on any device in the last month

Gaming Online dating

39 41 31 47 18 33 9 20

Engagement with the siblings of

social media: gaming and online dating

During the pandemic, both gaming October. Among other new features, the
and online dating platforms started to latest PS5 controller includes a micro-
resemble fully-fledged social media. phone that lets users chat in-game
without a headset, which hints at where
A survey we conducted in May 2020 industry players are likely to make future
uncovered demand among potential investments. Ultimately, it’s best to
online daters for game setups, synchro- stay on the ball; as, like social media,
nized movies, and virtual speed dating engagement with games consoles has
events. Apps like Hinge and Bumble were seen its initial Q2 spike level off.
quick to add in-app video chat features
and encourage people to get imaginative Both industries have prioritized devel-
with online dates. Virtual speed dating oping or marketing their most social
events on Facebook groups even man- and inclusive offerings. Facebook
aged to spice up this year’s Valentine’s Gaming has created a series spot-
Day in the West. lighting over 100 inspiring women, who
openly discuss their time in the indus- Gen Z Millennials Gen X Boomers
The gaming industry opted for similar try to help others feel more at home (16-23) (24-37) (38-56) (57-64)
tactics, as consumers used video games on the app; and Tinder launched an
to socialize during lockdowns – with a interactive series called Swipe Night
fifth of gamers in the U.S. and UK citing to highlight the conversational power of
this as a main reason for playing in shared experiences. GWI Core Q4 2020 180,852 internet users aged 16-64

Tracking time spent 21

 Weekly usage of social media 7

03 % of internet users in each category who use the following platforms weekly

Lining up the All internet

users
Gen Z
(16-23)
Millennials
(24-37)
Gen X
(38-56)
Boomers
(57-64)

leading platforms Facebook 67 59 71 70 64

Instagram 59 72 62 49 33

Twitter 32 36 33 29 21

TikTok 22 26 25 17 9

Facebook remains resilient Pinterest 21 24 20 19 18

Despite reports of Facebook deleters stray from the standard by ranking Want a closer look at how
growing in ranks, it remains the world’s content consumption and trending Facebook engagement Snapchat 18 29 19 10 4
most popular social network, with topics above news stories. is changing? Try the
over two-thirds of all internet users platform for free. LinkedIn 17 14 19 18 15
visiting it on a weekly basis. Yet, social media users of all ages are
paying more attention to whether
Breaking down platform engage- platforms tackle the threat of mis- Reddit 7 10 8 5 3
ment by generation also reveals more information and work to promote
nuance. While a high proportion of social justice. Facebook is respond-
Gen Zs still use Facebook on a weekly ing by testing changes to its News Feed Tumblr 4 4 5 3 2
basis, it falls significantly behind that would downrank political con-
Instagram in popularity. A quick tent, and has been active in removing
glance back at their motivations for conspiracy theories discouraging
using social media explains this; they vaccination. GWI Core Q4 2020 156,747 internet users outside China aged 16-64

Lining up the leading platforms 23

 Some old and fresh faces 8

% of internet users who visit or use the following services weekly

59 42 23 12 11 9 8

Where messaging services fit in

For messaging services, WhatsApp North America, 15% of social network-

remains at the top of the leader- ers are monthly users of either Discord
board. The gap between the former or Signal, which was personally rec-
and Facebook Messenger has widened ommended by Tesla CEO Elon Musk.
since Q1 2020, but both retain a sub- According to data from Apptopia, the
stantial lead over the next competitor: app was downloaded almost 1.3 million
Telegram Messenger. times on the 11th of January, so we’re
likely to see upticks in our Q1 2021 wave
This doesn’t mean we rule out the of data.
competition. Despite being founded
WhatsApp Facebook Telegram iMessage Skype LINE Discord
way back in 2013, Telegram has wit- iMessage also has the potential to rise Messenger
nessed a lot of new sign-ups. Between through the ranks. Unlike the other
Q4 2019 and Q3 2020, usage of the apps, it’s only available to Apple device
app increased by 61%. owners, 3 in 10 of whom use this service
on a weekly basis outside China. With
And new dark social platforms are 41% of consumers considering the
emerging, intensifying competi- iPhone for their next purchase, this
tion within the messaging space. In service is also one to watch. GWI Core Q4 2020 156,747 internet users outside China aged 16-64

Lining up the leading platforms 25

 The top in each age bracket
Every market has its favorite
9

% in each generation who say

% in each market who say the following is their favorite service the following is their favorite service

Argentina WhatsApp 38 Ireland WhatsApp 28 Singapore WhatsApp 37

Australia Facebook 29 Israel WhatsApp 50 South Africa WhatsApp 41

Gen Z 24
Austria WhatsApp 39 Italy WhatsApp 42 South Korea Kakao Talk 58 (16-23)

Belgium Facebook 26 Japan LINE 36 Spain WhatsApp 43

Brazil WhatsApp 39 Kenya WhatsApp 44 Sweden Facebook 24

Millennials 17
Canada Facebook 26 Malaysia WhatsApp 33 Switzerland WhatsApp 43 (24-37)

China WeChat 46 Mexico Facebook 39 Taiwan LINE 51

Colombia WhatsApp 39 Morocco Instagram 26 Thailand Facebook 45

Denmark Facebook 34 Netherlands WhatsApp 46 Turkey Instagram 40

Gen X 20
(38-56)

Egypt Facebook 41 New Zealand Facebook 30 UAE WhatsApp 35

France Facebook 29 Nigeria WhatsApp 41 UK Facebook 22

Germany WhatsApp 43 Philippines Facebook 49 USA Facebook 28 Baby Boomers 21

(57-64)

Ghana WhatsApp 44 Poland Facebook 43 Vietnam Facebook 49

Greece Facebook 35 Portugal Facebook 31

Hong Kong WhatsApp 41 Romania Facebook 41

Want our latest market and regional
India WhatsApp 30 Russia VK 26 insights? Our market snapshots
Indonesia WhatsApp 41 Saudi Arabia WhatsApp 26
offer an easy way to discover the GWI Core Q4 2020

digital consumer in your area. 180,852 internet users aged 16-64

Lining up the leading platforms 27

Trend in action

51% of U.S./UK
consumers use YouTube
Will 2021 be to research or find
YouTube’s year? products to buy

74% of internet users outside China In spite of these offerings, YouTube

watch YouTube on a monthly basis, still has several tricks up its sleeve.
putting it above other popular TV, Shorts, its TikTok-like functionality,
film, and video services like Netflix already gets 3.5 billion views each day.
and Amazon Prime Video. This is Like YouTube Kids, this feature is set
partly down to most of its content being to see higher consumption figures in
free to view, but even YouTube Premium coming years, should the service suc-
(its paid subscription service) is turn- ceed in raising more awareness.
ing heads: just under a fifth of YouTube
viewers use the service. The platform is also working to enhance
its ecommerce capabilities by enabling
YouTube Kids, the company’s stand- creators to tag the products show-
alone app built for children, was only cased in their videos. This move will
launched in late 2019. It therefore scores facilitate broader opportunities for
relatively low for monthly engagement shopping within the app and expand
(11%), but has seen considerable suc- its use cases.
cess in Asian countries like Vietnam
(21%) and the Philippines (17%).

29
 China’s main social players 10

% of internet users in China who visit the following services weekly

77 64 58 53 43 27 20 18

Changes in China

WeChat has long been at the fore- Tencent dreams of WeChat in January – with the platform
front of China’s list of homegrown becoming an app that covers adding free movie streaming,
platforms due to its multi-func- all bases; and 46% of Chinese an e-wallet, and live podcasts
tionality. 43% of WeChatters consumers say it’s their favorite to its list of offerings in 2020.
use the Mini Programs feature platform, putting it miles ahead
each month, which allows them of the next competitor, Douyin Livestreaming-specific apps like
to do things like transfer money, (15%). Yizhibo once created a prece-
monitor health, and book tick- dent for WeChat and Douyin,
ets within the app. That being said, Douyin (the who quickly integrated this
Chinese version of TikTok) technology into their platforms.
While keeping in touch with is starting to leave a greater And now, audio-focused social
friends and family is currently the mark on the social space. In apps like Dizhua, Tiya, and
top reason for using social media 2019, around 3 in 10 used the Yalla have risen in popularity
in China, the gap between this app on a weekly basis, placing alongside Clubhouse’s growing
motive and others is much it 47 percentage-points behind visibility in the West. With 64%
lower. For example, the per- WeChat; since then, the rift of WeChatters sending an
centage difference between has closed between WeChat audio message each month,
WeChat Douyin Tencent Baidu Sina Qzone Meipai Douyin
the former and watching lives- and its contenders. According and Clubhouse blocked in (TikTok) QQ Tieba Weibo Huoshan
treams is 15 points in China, and to Bytedance, Douyin sur- China, there’s fresh opportu-
39 in the U.S. – a sign that social passed 600 million daily active nity for homegrown solutions to
media fulfils a much wider brief users last August, which is a bring the audio-chat phenome-
here than in the West. 50% increase from 400 million non into the mainstream. GWI Core Q4 2020 24,105 internet users in China aged 16-64

Lining up the leading platforms 31

 11
Stories
04
% of each platforms’ users who have done
the following in the last month

aren’t just for

Keeping tabs on Snapchatters Viewed a Story
Snapchat
54

behavioral trends
Created a Story
34

Swiped up on Stories to see more

24

Where we’re at with Stories

Created Stories
Instagram
43
Stories may be short-lived, but they can Swell – a brand selling stylish, reusable
leave a lasting impression on viewers and water bottles and containers – uses polls
Swiped up on Stories to see more
brand followers by showcasing the people to share pertinent information by quizzing
41
and meaning behind an organization in a their audience on eco-friendly topics and
more laid-back and authentic way. revealing some surprising answers. And Reacted to polls/questions on Stories
these tools can also be used for customer
If brands want their 29
Snapchat was the first to introduce ephem- feedback, market research, or purely for
eral content, and its users still have the entertainment.
audience to know Posted polls/questions on Stories
highest engagement rate with this format; something, they 17
though it’s achieved popularity among Instagram is developing a vertical Stories should wrap exciting,
Instagram and Facebook users as well. In feed, similar to that of TikTok, and looking memorable content
fact, more Instagram users create their to make them more desktop-friendly.
around that something Used Facebook Stories
own Stories each month than Snapchat As it continues to innovate, and other Facebook
users. platforms follow suit, Stories’ ability to
and repeat, repeat, 39
enhance brand-consumer relationships repeat
With additional features like Q&As, polls, and drive meaningful conversations
and shopping tags, Instagram Stories will only strengthen. It’s up to brands to
– Christina Moravec, GWI Core Q4 2020
are particularly beneficial for brands and create inspiring, topical, and ongoing Marketing Manager 43,829 Snapchat users, 107,584 Instagram users, and
influencers as they drive participation. narratives. at Zylo 132,764 Facebook/Facebook Messenger users aged 16-64

Keeping tabs on behavioral trends 33

 The latest AR has to offer 12

% of each platforms’ users who have done the following in the last month

Used filters/geofilters Used filters Used an effect

The future of AR in social media marketing

Many of us remember Pokémon GO taking Instagram and TikTok users aren’t far
the world by storm in 2016, and the latest behind Snapchat’s in terms of enthusi-
word from Sensor Tower is it’s even more asm. TikTok effects have helped various
successful now than during the launch. influencers and brands in their efforts to go
The app’s augmented reality (AR) features viral. Michael DiBenigno, the cofounder of
are its main selling point, which gives us an AR startup, teamed up with a Chicago
40 27 24
some context into the demand for such professor to produce content on the spread
technology and what it could do for of COVID-19 in the U.S. Their video, which
social media. heavily leant on AR, generated 2.2 million
views, 323,000 likes, and 3,500 comments.
Lenses and filters are tools that enable users
to customize images by transforming the What’s more, AR is particularly useful in
way they look and the world around them. the current climate. Due to the COVID-19 30
On Snapchat, geofilters even augment hot pandemic, only 22,000 fans were permitted
spots within local communities. to watch this year’s Super Bowl in person. As
a result, several brands adopted AR effects
Our audience of filter users over-index most to create immersive and shareable experi-
for being interested in things like urban art ences. Pepsi, for example, added QR codes
and they travel much more than the average. to its packaging, allowing fans to access Used Lenses
They’re also keen for brands to enhance their exclusive videos and custom filters when
online image, so features addressing this scanned. AR therefore has the potential
group’s impulse to celebrate their lifestyle to enhance other campaigns, as well as
GWI Core Q4 2020
and share cultural experiences are posi- support creators.
tioned to do well. 107,584 Instagram users, 43,829 Snapchat users, and 65,522 TikTok users aged 16-64

Keeping tabs on behavioral trends 35

 The distinct stamp of social platforms
13

% of each platforms’ monthly visitors who mainly use the service for the following

Facebook/Messenger Instagram
1 Message friends/family 1 Post/share photos or videos
2 Post/share photos or videos 2 Find funny/entertaining content
3 Keep up-to-date with news/the world 3 Follow/find information about products/brands

Pinterest Reddit
1 Follow/find information about products/brands 1 Find funny/entertaining content
2 Find funny/entertaining content 2 Keep up-to-date with news/the world
3 Post/share photos or videos 3 Follow/find information about products/brands

Linkedin TikTok
1 Keep up-to-date with news/the world 1 Find funny/entertaining content
2 Follow/find information about products/brands 2 Post/share photos or videos
3 Post/share photos or videos 3 Keep up-to-date with news/the world

Snapchat Twitter
1 Post/share photos or videos 1 Keep up-to-date with news/the world
2 Find funny/entertaining content 2 Find funny/entertaining content
3 Message friends/family 3 Follow/find information about products/brands

GWI Core Q4 2020 167,125 social networkers aged 16-64

Keeping tabs on behavioral trends 37

 14
Pinterest: % of Pinterest users who have used
the site for the following in the last month

a place for
aspirational Home décor/design inspiration

shoppers
49

89% Recipe/food/meal ideas

The power of Pinterest 46

Around 4 in 10 Pinterest users log onto interested in DIY and environmental issues.
the site to research brands and products, Pins that appeal to their dreams of a whole-
Design/lifestyle Style/clothing/beauty inspiration
making discovery a lot more likely. What’s some home and planet are therefore primed
inspiration (net) 46
more, the majority seek purchase and life- for success.
style inspiration, which has been in high
demand during the pandemic. This makes In a similar vein, U.S. Pinners are especially
it an ideal spot for brands hoping to bolster eager when it comes to food inspiration, and Health/fitness inspiration
their online sales. 56% visit the site for recipe or meal ideas. 34
With 1 in 5 Americans using food box ser-
Home décor, food, and fashion are the top vices, there’s an excellent opportunity for
categories among Pinners. As expected, inter- CPG brands to demonstrate what can be
Travel inspiration
est in these categories is much higher among achieved using their products.
27
women, but men take the lead when it comes
to seeking fitness, travel, and family inspi- Ecommerce-driven brands in the above-
ration. 1 in 4 men outside China now visit mentioned industries ultimately stand
Pinterest monthly, so sellers operating across to benefit from investing in Pinterest, Wedding/party/event inspiration
the latter three industries shouldn’t overlook particularly as it continues to introduce 20
them when creating content for the site. features that facilitate buying and sell-
ing. Last May, the platform enabled Shopify
And even more Gen Zs are monthly users merchants to feed their whole product
(2 in 5), which puts them above other gen- catalog directly into shoppable Pins, and
erations. Compared to other 16-23 year product tagging for influencers on their
olds, this group over-indexes most for being Story Pins is reportedly in the works. GWI Core Q4 2020 52,430 Pinterest users aged 16-64

Keeping tabs on behavioral trends 39

Trend in action

How TikTok
is trending
TikTok’s speedy rise to fame has been Biden has since paused all legal action
well-documented. Between Q4 2019 against the platform, and the nation
and Q2 2020, weekly usage of the app currently posts above-average weekly
rose from 7% to 21% outside China, engagement figures.
as video-sharing platforms drew in
new audiences. A blog posted in May With this matter closed, TikTok is plan-
spotlights 10 TikTok families spear- ning an aggressive expansion into
heading a burgeoning culture of fun, American ecommerce, where it will
household videos among families seek- take on Facebook. Among other things,
ing to reconnect during lockdowns. it aims to roll out livestream shopping
and a mobile version of TV shopping
Weekly engagement with TikTok saw channels, both of which are already
a small drop in Q3, which seemed to established features on the Chinese
signal a steady return back to old num- version.
bers. Yet, now at 22%, the platform is
still holding its own. As the inspiration behind Instagram
Reels and YouTube Shorts, the app has
Last year, the Trump administration already thrown several new ingredients
sought to ban TikTok in the U.S. over into the mix, and will continue to force
privacy concerns. But President Joe its rivals to move in 2021 and beyond.
41

41
 15
Going live, % of each platforms’ users who have done the following in the last month

and growing TikTok Watched a livestream

bonds Participated in a trend

40

19
Participated in a brands' Hashtag Challenge
13

How livestreams empower online communities Facebook Used Facebook Groups

39
The pandemic created a gap for virtual live example for local retailers or D2C brands. Used Facebook Live
events to fill, as many began craving human 19
connection. A report we published in July on Companies should be thinking along these
Used Facebook Events
virtual interactions showed its long-term lines, and aim to create online communi-
19
potential, with 51% in the U.S. and UK saying ties centered around the themes or interests
they planned to communicate online to the most relevant to them. Creating enclosed
same extent once restrictions were lifted. spaces will encourage people to open up Joined communities
and share experiences, enhancing brand Reddit
34
In the same way users know those in their loyalty in the process.
Watched or created a broadcast
Reddit community or Facebook group
21
share similar interests, livestreams tend Selecting appropriate influencers to host
to draw in like-minded crowds. livestreams builds trust, while finding ways Created posts/public broadcasts
for viewers to participate before, during, and 20
Early on Bon Appetit’s Test Kitchen crew after an event through activities like chal-
hosted a livestream from their kitchens and lenges and Q&As will drive social interaction
Attended an event or webinar
living rooms, filled with cooking challenges, and sentiments of belonging. This is largely LinkedIn
17
games, and company updates. And on a the appeal behind the trending invite-only,
smaller scale, the Facebook group Come audio-based app, Clubhouse, which pro-
Dine Online With Me offered livestreams vides an intimate setting for communities GWI Core Q4 2020
and tutorials, while encouraging members to across the spectrum. 65,522 TikTok users, 132,764 Facebook/Messenger users,
share their creations, which serves as a good 22,138 Reddit users, and 45,062 LinkedIn users aged 16-64

Keeping tabs on behavioral trends 43

 Brand discovery 16 Brand research 17

05 % in each category who typically find out

about new brands via the following
% who mainly use the following when
looking for more information on brands

The deal with All internet users Gen X & Boomers Social networks

social shopping
45

Social media (net)

47 Consumer reviews
41
39

Ads seen on social media Question & Answer sites

Social media in the early stages
28 21
24
Overall, search engines (34%) and unprecedented highs in places respect; as fondness for online
ads seen on TV (33%) remain the like Kenya (73%), Nigeria (72%), social research peaks among
Forums/message boards
most common modes of brand and the Philippines (67%). With Instagram and Snapchat users,
discovery. Ads on social platforms a considerable number using with Pinners being the most likely 17
Recommendations/comments on social media
are only just behind, but carry even these sites to find products to to discover brands.
24
more weight when combined with buy, for purchase inspiration, or 21
our other social media-specific to see updates from their favorite In addition, brands should invest Messaging/live chat services
options. brands, social media is clearly a in niche networks alongside the 16
space where advertising con- main players. Q&A sites, forums,
Close to half typically find out tent isn’t just expected, but often and messaging apps are all Updates on brands' social media pages
about new brands or products desired. common research spots. Industry 17 Online pinboards
via social media ads, recommen- will dictate the right channel to 15 11
dations, or updates on brands’ The portion of consumers using some degree; travel enthusiasts
pages – up from 32% in 2017. social networks to research brands favor Q&A and consumer review
has increased by 5 points since sites when seeking information,
What’s more, this figure wit- 2017, also inching its way up to while those with an interest in
GWI Core Q4 2020 GWI Core Q4 2020
nesses jumps across MEA, APAC, half of all internet users. Though beauty stand out for their use of
and Latin America, reaching not all platforms are equal in this online pinboards. 180,852 internet users aged 16-64 180,852 internet users aged 16-64

The deal with social shopping 45

Trend in action

The social justice

stakes are higher

Like never before, consumers are calling advocacy, and those that don’t risk
on brands to lead the fight against coro- growing stale or irrelevant.
navirus, support the vulnerable, and take
a stance on important social issues – Panda Express’ Instagram account is
with social media being a prime vehicle a good example of highlighting a spe-
for communication. Across 7 countries, cific brand purpose and reiterating it
nearly as many want brands to focus over time. It consistently demonstrates
on treating staff fairly (44%) and being solidarity and support for minorities
vocal about social causes (41%), as on across the States. Last June, the com-
producing high-quality products (49%). pany donated $1M in books written by
authors of color to over 500 Boys &
While some businesses are worried Girls Clubs, in the hopes of addressing
about potentially alienating custom- perceptions at an early age; and its
ers, the consequences of refusing to latest donation to Asian Americans
open up this kind of dialogue are often Advancing Justice again promotes a
greater, given a fifth of millennials fair and equitable society for all.
would think twice about buying from
a brand lacking in political or social We cover the kindness economy in more
activism. Younger consumers increas- detail within our annual Connecting
ingly expect companies to broadcast the dots report.

47
 Gen Z follow influencers
18

almost as much as brands

% in each generation who subscribe to the following social media accounts

How the tide has changed for influencers Brands you purchase from/are considering purchasing from Influencers or other experts

A group of influencers came under seri- influencer followers were much more
33 28 36 23 31 16 22 9
ous fire in January after they traveled to likely than other consumers to say chal-
Dubai for a photoshoot under the label lenging themselves, learning new skills,
of “essential” work. Consequently, several and contributing to their community was
reality stars lost thousands of followers, important to them.
causing some to speculate about the kind
of place influencers have in our post-pan- Influencer followers also have a varied list
demic world. of passions beyond travel and beauty. They
over-index for being interested in personal
Ultimately, our data demonstrates the healthcare, wildlife, DIY, and volunteering.
strong hold they have on consumers, par- The gap between personal healthcare and
ticularly younger generations – with Gen beauty/cosmetics is actually wider among
Zs being almost as likely to follow influ- influencer followers than the average, which
encers as brands. Especially now typical underscores their emphasis on wellness and
brand-building tools like physical retail have self-care. So it’s not that influencers have
taken a backseat, and mental health is suf- less potential, but that followers want
fering, influencers are a valuable tool to help more raw, unfiltered content, which they
brands engage with customers in a more currently relate to better than glitzy
human, empathetic, and personal way. backdrops.

Writer Chloe Combi argues 2020’s ideo- Influencers that offer lifestyle tips and Gen Z Millennials Gen X Boomers
logical shifts caused young people to shift encourage people to open up and express (16-23) (24-37) (38-56) (57-64)
their focus onto “true role models” and away their frustrations, while voicing their own,
from polished influencers. This aligns with are best-placed to engage their followers in
several aspects of our data; in Q4 2020, a meaningful way. GWI Core Q4 2020 180,852 internet users and 38,049 influencer followers aged 16-64

The deal with social shopping 49

 Influencer followers have
19

a varied list of interests

% of influencer followers who are interested in...

62% | 1.28 IDX 58% | 1.36 IDX 52% | 1.40 IDX 49% | 1.29 IDX

Travel Personal healthcare Fitness & exercise Wildlife/nature

47% | 1.43 IDX 46% | 1.47 IDX 45% | 1.41 IDX 33% | 1.50 IDX

DIY/home improvements Fashion Beauty/cosmetics Charities/volunteering

GWI Core Q4 2020 180,852 internet users and 38,049 influencer followers aged 16-64

The deal with social shopping 51

 Sites with their own The top channels for clicking 20
ecommerce functionalities on sponsored or promoted posts

% of each platforms’ users who have % of each platforms’ users who have clicked
used the following in the last month on a sponsored/promoted post in the last month

Instagram
25

The social commerce race is speeding up Facebook

22
Facebook Marketplace local businesses in the profile is used for the pur-
helps people discover, buy, process. pose of selling. In response TikTok (select markets only)
and sell items within their to the rising number of
22
local communities. At the Instagram Shopping organizations market- 29% Facebook
start of 2020, a fifth of was introduced much ing on Instagram, the Marketplace
Facebook visitors used it later than Facebook platform has introduced Reddit (select markets only)
on a monthly basis; and Marketplace, and under- a professional dash- 20
the feature’s expansion standably hasn’t attained board for businesses and
into new markets has the same level of reach creators.
LinkedIn
facilitated its evolution. just yet. But there’s an
appetite already devel- Alongside Facebook, 19
Facebook Marketplace oping for it, particularly TikTok and Instagram
recently launched in among millennials. users come out on top Twitter (select markets only)
Nigeria – joining other when it comes to follow- 13
MEA countries like South Our Work dataset shows ing brands and seeking
Africa, where 46% of the that 38% of knowledge information about prod-
site’s users engage with it. workers say their com- ucts on social media. 12% Instagram Snapchat (select markets only)
It therefore has the poten- pany has a work-related Both platforms are Shopping Bag 12
tial to go big in this part Instagram account, a hoping to claim a larger
of the world, while work- 20% increase since Q1 share of the ecommerce
ing to curb the spread of 2019. And around a third action, and only time will
coronavirus and bolster of this group say their determine a victor. GWI Core Q4 2020 167,125 social networkers aged 16-64

The deal with social shopping 53

 21
Social selling is bolstered by content
% of internet users in the following categories who say a “buy” button is a top purchase driver

22 22 20 19 16 13
When content and commerce collide

Our data shows that 13% of stories with an eagerness to social commerce as it matures
social networkers would be most buy on platforms. A fifth of are best-positioned to suc-
inspired to make a purchase by IGTV and Reels engagers show ceed in the future. It’s also
Social Gaming IGTV/Reels Influencer Story feature All social
a “buy” button. Yet, this just enthusiasm toward buying worth remembering that shop- livestreamers livestreamers users followers users networkers
means they prioritize other through social sites, so it’s little ping experiences need to feel
incentives like free delivery, not wonder Instagram has decided at home on specific apps; so
that many wouldn’t be tempted to expand Checkouts to both brands will benefit from repur-
to make unplanned purchases these features, having previously posing and adapting content to
from brands telling compelling rolled out the ability to buy via fit the distinct vibe of each site. The main vibes on leading platforms
stories on social media. Stories.
For example, Guess’ Facebook % of each platforms’ users who want brands to be the following (sorted by over-index)
Platforms are continuously While fashion categories like posts do things like highlight
adding new functionalities and apparel and accessories nostalgic campaigns and inter-
features that make content
more shoppable – and these
remain the most relevant,
other lifestyle brands looking to
view models for those interested
in the culture of fashion, and
Smart Trendy Exclusive Young
1.17 IDX  |  52% 1.24 IDX  |  38% 1.25 IDX  |  31% 1.30 IDX  |  32%
are happening in line with market food & beverage, health often showcase its family aes-
increased demand for social products, and home décor are thetic. In contrast, the brand’s
entertainment. also key players. TikTok page is saturated with
glamorous and creative clips of
Our data associates those who As leading platforms offer influencers making good use of GWI Core Q4 2020
use social media to access increasingly innovative tools, the app’s effects, as well as host- 121,244 social networkers aged 16-64; 41,188 social livestreamers, 38,049 influencer followers,
content like livestreams and those most able to leverage ing challenges like #InMyDenim. 9,474 gaming livestreamers, 40,913 IGTV/Reels users, and 89,376 Story users

The deal with social shopping 55

Appendix
Survey questions used per chart

1  Which of the following do you 8  How often do you visit or use 17  Which of the following online
feel describes you? (I think these services? (At least weekly) sources do you mainly use
social media is good for society) when you are actively looking
9  Which of these social networks for more information about
2  What are your main reasons for would you say is your favorite? brands, products, or services?
using social media?
10  How often do you visit or use 18  Which social media accounts
3  On an average day, how long these services? (At least weekly) do you follow or subscribe to?
do you spend on social media?
11  What have you done on Snap­ 19  Which of these things are you
4  On an average day, how long chat/Instagram/Facebook in interested in?
do you spend on social media? the last month?
20  What have you done on the fol-
5  
Which of the following do 12  What have you done on Snap­ lowing social platforms in the
you feel describes you? (I feel chat/Instagram/TikTok in the last month?
using social media causes me last month?
anxiety) 21  When shopping online, which
13  Which platforms/services do of these features would most
6  Thinking about gaming, which you use to do the following? increase your likelihood of
of these things have you done?
buying a product? (Option to
(Played a game online with your 14  What have you used Pinterest use “buy” button on a social
real-life friends) | In the past for in the last month? network) | Which of these do
month, which of the following
you want brands to be?
things have you done on the 15  What have you done on TikTok/
internet via any device? (Used Facebook/Reddit/LinkedIn in
an online dating service/app) the last month?

7  How often do you visit or use 16  How do you typically find out
these services? (At least weekly) about new brands/products?

57
Notes on
methodology

Introduction UK and the U.S. Our custom year (with the exception the World Bank, the ITU, Sample size by Argentina 1,491 Morocco 1,008
All figures in this report are data considers where the of internet users in Egypt, the International Labour market Australia 3,995 Netherlands 1,241
drawn from GWI’s online pandemic has advanced or Saudi Arabia and the Organization, the CIA Austria 1,245 New Zealand 1,239
research among internet undercut key trends. UAE, where respondents Factbook, Eurostat, the US This report draws insights Belgium 1,248 Nigeria 974
users aged 16-64. Please are allowed to complete Bureau of Labor Statistics from GWI’s Q4 2020 wave Brazil 5,499 Philippines 2,988
note that we only interview Our research the survey at 6-month as well as a range of of research across 47 coun- Canada 4,780 Poland 2,008
respondents aged 16-64 and Each year, GWI interviews intervals). national statistics sources, tries, with a global sample of
China 24,105 Portugal 1,243
our figures are representa- over 700,000 internet users government departments 180,852 respondents.
Colombia 2,499 Romania 1,253
tive of the online populations aged 16-64 across 47 mar- Our quotas and other credible and
Denmark 1,502 Russia 3,515
of each market, not its total kets. Respondents complete To ensure that our research robust third-party sources.
population. an online questionnaire that is reflective of the online Egypt 1,675 Saudi Arabia 1,512
asks them a wide range population in each market, This research is also used France 5,018 Singapore 2,750
Figures referring to our of questions about their we set appropriate quotas to calculate the “weight” of Germany 4,983 South Africa 1,492
COVID-19 research are lives, lifestyles and digital on age, gender and edu- each respondent; that is, Ghana 896 South Korea 1,877
drawn from Wave 5 of a behaviors. We source these cation – meaning that we approximately how many Greece 1,278 Spain 4,998
custom recontact study, respondents in partnership interview representative people (of the same gender, Hong Kong 1,779 Sweden 2,494
among 15,271 internet with a number of indus- numbers of men vs women, age and educational attain- India 14,037 Switzerland 1,499
users, fielded in 18 coun- try-leading panel providers. of 16-24s, 25-34s, 35-44s, ment) are represented by Indonesia 5,012 Taiwan 2,244
tries between June 29-July Each respondent who takes 45-54s and 55-64s, and of their responses.
Ireland 1,247 Thailand 3,766
2 2020. Countries included a GWI survey is assigned people with secondary vs
Israel 1,511 Turkey 2,001
Australia, Belgium, Brazil, a unique and persistent tertiary education.
Italy 4,995 UAE 1,782
China, France, Germany, identifier regardless of the
India, Italy, Japan, New site/panel to which they To do this, we conduct Japan 4,878 UK 10,007
Zealand, the Philippines, belong and no respond- research across a range Kenya 993 USA 24,475
Poland, Romania, South ent can participate in our of international and Malaysia 2,835 Vietnam 2,682
Africa, Singapore, Spain, the survey more than once a national sources, including Mexico 4,303

59
Mobile survey GWI’s Core survey via PC/ Internet Western Europe and parts Internet Argentina 80 Morocco 67
respondents laptop/tablet. For more penetration rates of Asia Pacific such as penetration rates Australia 89 Netherlands 95
From Q1 2017 on, GWI has details on our methodology across GWI’s Japan, Australia and New (GWI’s Forecasts Austria 89 New Zealand 94
offered our Core survey on for mobile surveys and the markets Zealand. Where a market for 2020 based on Belgium 90 Nigeria 50
mobile. This allows us to questions asked to mobile GWI’s research focuses has a medium to low inter- 2018 ITU data) Brazil 75 Philippines 67
survey internet users who respondents, please down- exclusively on the internet net penetration, its online
Canada 94 Poland 80
prefer using a mobile or load this document. population and because population can be very dif- This table provides GWI
are mobile-only (who use internet penetration rates ferent to its total population; forecasts on internet pen- China 62 Portugal 79
a mobile to get online but Internet can vary significantly broadly speaking, the lower etration (defined as the Colombia 68 Romania 76
do not use or own any other penetration rates: between countries (from the country’s overall internet number of internet users Denmark 98 Russia 85
device). Mobile respond- GWI versus ITU a high of 90%+ in parts of penetration rate, the more per 100 people) in 2020. Egypt 54 Saudi Arabia 90
ents complete a shorter figures Europe to lows of c.20% in likely it is that its internet This forecasted data is France 86 Singapore 90
version of our Core survey, As GWI’s Core Research is parts of APAC), the nature users will be young, urban, based upon the latest inter-
Germany 92 South Africa 64
answering 50 questions, conducted among 16-64 of our samples is impacted affluent and educated. net penetration estimates
Ghana 50 South Korea 97
all carefully adapted to be year-olds, we supplement accordingly. This is the case throughout from the International
compatible with mobile the internet penetration fore- much of LatAm, MEA and Telecommunication Union Hong Kong 92 Spain 90
screens. casts for a country’s total Where a market has a high Asia Pacific. (ITU) for each market India 45 Sweden 96
population (reproduced to internet penetration rate, that GWI conducts online Indonesia 42 Switzerland 96
Please note that the sample the right) with internet pen- its online population will be research in. Ireland 87 Taiwan 90
sizes presented in the charts etration forecasts for 16-64s relatively similar to its total Italy 77 Thailand 59
throughout this report may specifically. Forecasts for population and hence we
Israel 88 Turkey 76
differ as some will include 16-64s will be higher than will see good representa-
Japan 93 UAE 98
both mobile and PC/ our forecasts for total pop- tion across all age, gender
laptop/tablet respondents ulation, since 16-64s are the and education breaks. Kenya 40 UK 96
and others will include only most likely age groups to be This is typically the case Malaysia 84 USA 90
respondents who completed using the internet. across North America, Mexico 71 Vietnam 70

61
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