数字2021全球概览报告（英）-299页_47mb

Digital 2021: Global Overview Report Summary

Core Content

The Digital 2021: Business as Unusual report provides an overview of how digital technologies have evolved globally in 2020 and early 2021, highlighting significant changes in internet, social media, mobile devices, and e-commerce usage. It emphasizes the impact of the COVID-19 pandemic on digital behavior and infrastructure, and outlines future trends for 2021.

Main Points and Key Insights

1. Digital Growth and Adoption

• Internet User Growth:

  • The global internet user base reached 4.66 billion in early 2021, representing 59.5% of the global population.
  • Internet users now spend an average of 6 hours and 54 minutes per day online, with 92.6% accessing the internet via mobile devices.
  • Mobile users now spend more time online than watching television, making smartphones the "first screen" for many.

• Social Media Growth:

  • Social media users increased by over 13%, with 4.2 billion users globally by early 2021.
  • 7 in 10 internet users now seek product and service information beyond search engines.

• E-commerce Expansion:

  • More than 75% of the world's internet users make online purchases monthly.
  • The value of global e-commerce revenue reached trillions in 2020, and the trend is expected to continue beyond the pandemic.

2. Demographics and Trends

• Age Groups:

  • Users over 65 experienced the fastest growth on Facebook.
  • Women aged 55–64 are more likely to make online purchases than men aged 16–24.

• Global Population Essentials:

  • Total global population: 7.83 billion.
  • Female population: 49.6%.
  • Median age: 31 years.
  • Urban population: 56.4%.
  • Literacy rates:
    • Overall: 86.5%.
    • Male: 89.9%.
    • Female: 83.0%.

3. Digital Consumption and Behavior

• Time Spent on Digital Activities:
  • Internet usage: 6h 54m/day.
  • Social media usage: 2h 25m/day.
  • Music streaming: 1h 31m/day.
  • Podcasts: 2h 02m/day.
  • TV and video streaming: 3h 24m/day.
  • Video games: 1h 12m/day.
  • Smart home devices: 12.3% of users.
  • Smart watches: 23.3% of users.

4. Digital Infrastructure and Connectivity

• Internet connection speeds have increased by almost 50% compared to the previous year.
• 3.2 billion people still lack internet access, with women in developing nations being underrepresented online.
• Internet adoption varies by region:
  • Highest adoption: BAHRAIN, ICELAND, KUWAIT, NORWAY, QATAR, U.A.E. (all over 99%).
  • Lowest adoption: NORTH KOREA (less than 0.1%), ERITREA (6.9%), SOUTH SUDAN (8.0%), etc.

5. Challenges and Opportunities

• The internet is now politicised, with some countries implementing total internet blocks and others using targeted restrictions.
• Privacy and political sovereignty are emerging as key concerns.
• Despite challenges, digital technologies continue to play a central role in daily life, offering new opportunities for businesses and individuals in 2021.

Key Information

• Data Sources: The report has updated data sources and calculation methods, which means figures are not comparable with previous reports.
• Social Media Users vs. Internet Users: Social media user numbers may exceed internet user numbers because they include non-human entities like groups and organizations.
• Digital Trends for 2021:
  • Humanising digital communications and emphasising purpose in marketing will be crucial.
  • Brands should focus on understanding and adapting to customer needs through real-time data and insights.
  • Cross-channel engagement and intimate in-feed formats will become more important for brand interaction.

Conclusion

2020 was a year of digital transformation, driven by the need for remote connectivity and online activity due to the pandemic. The report highlights the expansion of digital adoption, the evolution of user behavior, and the increasing role of digital in daily life. While challenges like internet access inequality and political restrictions persist, the opportunities for innovation and engagement in the digital space continue to grow, especially through social media, e-commerce, and mobile technologies.

Summary Table

Appendix: Data Sources and Notes

• The internet user figures do not include data from social media platforms.
• Social media user numbers may include non-human entities.
• Data is not comparable with previous reports due to updated sources and methodologies.
• Comparability advisory is included in footnotes and alerts beneath charts where applicable.