Hootsuite-2021年全球数字化报告（英文）-2021.1-299页_47mb

Digital 2021: Global Overview Report Summary

Core Content

The Digital 2021 report highlights the transformative impact of the digital landscape in 2020 and its continued evolution in 2021. The year was marked by significant changes in internet, social media, mobile device, and e-commerce usage, driven largely by the global response to the COVID-19 pandemic.

Main Points and Key Insights

1. Internet and Social Media Growth

• Global Internet Users: The total number of internet users reached 4.66 billion, representing 59.5% of the global population. This is a notable increase from previous years.
• Social Media Users: Over 4.2 billion people are active on social media, with a 13.2% increase from the previous year. This means almost half a billion new users joined the platforms.
• Mobile Dominance: Mobile users now spend more time online than watching television, making smartphones the "first screen" for many. 92.6% of internet users access the internet via mobile devices.
• E-commerce Surge: More than 75% of internet users make online purchases monthly, and the value of e-commerce revenue reached trillions of dollars in 2020. These habits are expected to persist beyond the pandemic.
• User Behavior Shifts: 70% of users now look beyond search engines for product and service information, indicating a shift in how consumers research and make purchasing decisions.

2. Internet Usage Trends

• Average Daily Internet Use: Internet users aged 16 to 64 spend an average of 6 hours and 54 minutes online per day.
• Time Spent on Different Media:
  • Television: 3 hours and 24 minutes
  • Music Streaming: 1 hour and 31 minutes
  • Social Media: 2 hours and 25 minutes
  • Reading Press Media: 2 hours and 2 minutes
  • Podcasts: 2 hours and 02 minutes
  • Video Games: 1 hour and 12 minutes

3. Demographic Shifts

• Age Groups: The fastest-growing digital audience is the 65+ age group, particularly on Facebook, and women aged 55-64 are more likely to make online purchases than men aged 16-24.
• Internet Penetration by Region:
  • Northern America: 90% of the population is online
  • Western Europe: 93%
  • Southern Europe: 86%
  • Central Asia: 68%
  • Eastern Asia: 42%
  • Southern Asia: 69%
  • South-Eastern Asia: 71%
  • Oceania: 71%
  • Lowest Adoption:
    • North Korea: Less than 0.1% of the population uses the internet
    • Eritrea: 6.9%
    • South Sudan: 8.0%
    • Comoros: 8.5%
    • Central African Republic: 11.4%
    • Somalia: 12.1%
    • Burundi: 13.3%
    • Niger: 13.6%
    • Kiribati: 14.6%
    • Liberia: 14.9%

4. Connectivity and Digital Access

• Unconnected Populations: Over 3.2 billion people globally still do not use the internet. The "Next Billion" refers to the large unconnected audiences in regions like India (55%), China (34.8%), and Nigeria (50%).
• Gender Gap: Women in developing nations are underrepresented online, highlighting a persistent digital divide.
• Digital Literacy: 86.5% of adults globally are literate, with female literacy at 83.0% and male literacy at 89.9%.

5. Digital Trends for 2021

• Burst Your Own Bubble: Brands should challenge assumptions about digital consumption and engage with older audiences, especially those on platforms like Facebook and Twitch.
• Stand Out with Purpose: Purpose-driven marketing is becoming increasingly important, with over a quarter of consumers buying a brand for the first time due to its values.
• Move with Customer Demand: Real-time insights and adaptability are critical for brands to stay relevant in a rapidly changing digital environment.

6. Changes in Data Sources and Methodology

• The report notes that social media data is no longer included in internet user figures, which means the numbers are not comparable to previous reports.
• The report also clarifies that social media user numbers may exceed internet user numbers due to the possibility of non-human accounts or multiple accounts per person.
• These changes aim to provide more accurate and relevant data for users and businesses.

Conclusion

The Digital 2021 report underscores a year of accelerated digital adoption, shifted consumer behaviors, and increased digital complexity. While the pandemic has reshaped how people interact with digital platforms, the underlying trends suggest that the digital world will continue to play a central role in daily life, offering both challenges and opportunities for brands and users alike.