We are Social and Hootsuite have just presented the 2020 Internet and Social Networks Report in the world, with a lot of interesting data about users and evolution of the platforms in the world and in Portugal.
In this report they also advance important trends about Tik Tok, influencers, marketing strategies … which I share with you at the end of this post.
This is the summary in data:
Global data indicates that more than 3.8 billion people use social networks in the world.
Use Social Networks 2020
The growth in the number of users in recent years continue Portugal Mobile Database to be exponential.
Since 2015, the number of people using social media has almost doubled
Evolution of social networks
If we look at penetration by country, Spain ranks 30th, with 62%
Penetration of Social Networks Spain 2020
Social Media Report 2020
Without a doubt, Facebook continues to lead above the rest of social networks , followed by YouTube, WhatsApp, Messenger and Instagram
But pay attention to Instagram and following it very closely, the effect of Tik Tok is beginning to be noticed as I have been advancing in the last post, occupying the sixth place with 800,000 users , well above Snapchat, Twitter or Pinterest.
Social Media Data 2020
In this curious comparative map, you can see by country WhatsApp users versus Messenger users and how logically the use of Wechat is concentrated in China.
WhatsApp vs. Messenger
On average, we use:
8.6 social networks to which we dedicate 2 hours 24 minutes a day.
USERS FOR EACH OF THE SOCIAL NETWORKS
How much with an audience of more than 1,950 million active users. Curiously, at this time there are more male users than women.
In Spain at this time the number of users exceeds 21 million.
Facebook 2020 users
Although many had killed this network years ago and told us over and over again Brother Cell Phone List that it was dead, the truth is that, at least in the world, it does not stop growing in the number of users. Since 2014 it has incorporated more than 1 billion new users.
But a remarkable fact is that in Spain the use of Facebook has fallen by 4.5%
Evolution of Facebook 2014 2020
In hearings, as we have seen, use by men is higher, with the highest figures being between 18 and 34 years old, something that never ceases to surprise.
Facebook is used mainly from the mobile
facebook users 2020
The audience of Instagram shows a figure of 928.5 million users, very balanced between men and women.
Spain ranks 14th in the ranking with more than 16 million users
Instagram users 2020
Regarding the age of the audience, the highest percentage is between 18 and 34 years old.
Audience Instagram 2020
As for Linkedin, it already exceeds 663.3 million users, with more men than women.
Spain exceeds 13 million users occupying position 11 in the ranking.
Linkedin 2020 users
The average audience is between 25 and 34 years old
Linkedin 2020 users
Snapchat exceeds 381 million users worldwide, especially women.
Although it seems that few use Snapchat in Spain, the data shows us that there are more than 4.5 million users in our country, occupying position 18 in the ranking.
Snapchat users 2020
This is the network with the audience most distributed by age
Snapchat users 2020
As always, Twitter remains with those 339.6 million users, with a much higher percentage of men than women.
Spain Twitter occupies number 11 in the ranking with more than 7.5 million users
Twitter users 2020
The average age of Twitter users is much higher than that of the rest of the networks, standing between 25 and 49 years old.
Twitter data 2020
In the case of Pinterest it exceeds 169 million users with an overwhelming majority of women between 25 and 44 years old on average
In Spain this network has more than 6.8 million users and we occupy number 6 in the ranking.
Pinterest 2020 users
YouTube continues unstoppable, exceeding 2,000 million users, well compensated by men and women
Youtube Users 2020
The report is completed with data on other social platforms, mobile and ecommerce data
It seems that global influencers are losing their punch, especially because the lifestyle they reflect and what it is in reality are not in agreement. As a result, there is a growing backlash against influencer culture and the metrics that drive them.
Celebrities like Will Smith are exploiting platforms like YouTube and TikTok.
In 2020, brands will look beyond likes, followers and reach to generate real engagement and avoid fake influencers.
Users are increasingly willing to invest time and attention in the content and narratives that they consider to be of the greatest value. It is not about going back to traditional media, it is about longer and more complex content designed to be consumed on the platform and on smaller screens.
In 2020, brands will tell more complex stories through multiple touch points on social media. But in a mature digital frontie