2023-07-04-GWI-社会媒体_屏幕背后_42页_3mb

SoCi 2023 Trends Report Summary

Core Content Overview

This report by GWI provides an in-depth analysis of social media trends across global markets, focusing on usage patterns, platform preferences, and behavioral shifts among different generations and regions. It highlights how social media usage has reached a plateau in most regions, with notable exceptions, and explores the evolving role of platforms in content consumption and commerce.

Main Points

1. Global Social Media Usage Trends

• Ceiling Reached: Since the pandemic, average daily time spent on social media has leveled off or declined globally. Only North America shows continued growth in usage.
• Baby Boomers as an Outlier: Baby boomers are increasing their time on social media and mobile, with usage not returning to pre-pandemic levels. This indicates a lasting digital habit shift.
• Shift in Engagement: The focus is shifting from how long users spend online to how and where they choose to spend their time, emphasizing the importance of quality engagement over quantity.

2. Platform Preferences and Usage

• WhatsApp as the Favorite: WhatsApp remains the most favored platform globally, despite not being as popular in the US. It's especially popular among older users.
• TikTok's Growth: TikTok is gaining popularity, with the number of users who list it as their top platform doubling in two years. It's becoming more appealing to both younger and older demographics.
• Instagram for Gen Z: Instagram is the favorite platform among Gen Z, who use it heavily for content discovery and engagement.
• Platform Overlaps: Users engage with multiple platforms, and overlaps are common. For instance, 78% of Facebook users also use Instagram monthly. Brands should focus on selective engagement and tailor their communication strategy to each platform.

3. Behavioral Trends

• Gen Z's Shift to Real-World Engagement: Gen Z is spending more time in real life, with 30% more concern about their social media usage and a 13% drop in online social interactions on weekends.
• FOMO and Self-Discovery: Gen Z is increasingly aware of the time they spend online and are seeking new hobbies and friendships, indicating a shift towards real-world goals.
• Video and Audio Dominance: Video content continues to be a major part of social media usage, with Gen Z embracing voice notes and other audio formats.

4. Social Commerce and Influencer Impact

• Social Media as a Discovery Tool: More Gen Z users discover products on social media than on search engines, and millennials are not far behind.
• Influencer Engagement: Baby boomers are more likely to follow influencers and use social media for product discovery, with a 12% increase since 2021.
• Livestream Industry Growth: Livestreaming is becoming a significant part of social media engagement, with users turning to it for various purposes such as watching events or sports.

5. Market Differences

• China's Unique Landscape: WeChat is the dominant platform in China, with a 23% increase in usage during Chinese New Year and a 9x rise in customer service consultations since 2022.
• Xiaohongshu (Little Red Book): This platform is gaining traction, especially among Gen Z, and is becoming a key player in social commerce with 25% growth in daily users since 2021.
• Regional Variations: Usage patterns and preferences vary by region, with some emerging markets showing more fluctuation than others.

Key Insights

• Daily Social Media Usage: Has reached a ceiling globally, with the exception of North America.
• Platform Preferences: WhatsApp is the most favored, TikTok is growing rapidly, and Instagram is the top choice for Gen Z.
• Engagement Shifts: Western consumers are increasingly using social media for news and product information, while Gen Z is shifting towards real-world activities.
• Content Diversity: While short-form content is popular, longer content like YouTube videos and Instagram Live streams still hold significant value.
• Social Commerce: Platforms are becoming key for product discovery, with influencers and livestreaming playing a major role.
• Market Specifics: China's social media landscape is unique, with WeChat and Xiaohongshu leading in usage and engagement.

Conclusion

The report emphasizes the importance of understanding platform overlaps, generational differences, and regional trends to effectively engage users. It also highlights the evolving role of social media in content consumption and commerce, urging brands to adapt their strategies to meet the changing preferences of their target audiences.