2018社交媒体趋势（英文版）

报告摘要

Social Media Trends Summary (H1 2018)

Core Content Overview

This report by GlobalWebIndex provides an in-depth analysis of current social media trends, focusing on user behavior, engagement, and the evolving role of social platforms in entertainment and commerce. It includes key findings from research conducted on internet users aged 16-64 across 42 countries, with a global sample size of 97,317.

Key Insights

1. Social Media Usage Trends

98% of digital consumers are social media users, highlighting the widespread integration of social media into daily life.
Daily time spent on social media has increased to about 2 hours and 15 minutes, meaning 1 in every 3 minutes online is spent on social platforms.
16-24-year-olds spend the most time on social media, with Latin America and the Middle East and Africa having the highest regional engagement.
Multi-networking is becoming more common, with users holding an average of 8 social media accounts.

2. User Motivations

The main reasons users engage with social media include:
- Filling spare time (47%)
- Finding funny or entertaining content (45%)
- Staying in touch with friends (43%)
- Staying up-to-date with news (41%)
- Sharing photos or videos (36%)
Influencer marketing has a significant impact, especially on 16-24-year-olds, but only 18% of them discover new brands through celebrity or influencer endorsements.

3. Social Commerce and Brand Engagement

Social commerce is gaining traction in the research and brand interaction stages of the purchase journey.
However, actual purchases on social platforms remain low, with users more likely to move to retail sites for final transactions.
40% of internet users follow their favorite brands on social, while 25% follow brands they are considering purchasing from.

4. Social as an Entertainment Hub

54% of internet users outside China have watched a video on Facebook, Twitter, Snapchat, or Instagram in the past month.
Live video streaming is becoming a key asset for social platforms, blending entertainment and marketing.
Social media users are spending more time on music streaming services, with younger users showing even higher engagement.

5. Platform Usage by Region

The report includes average number of social media accounts by region, with multi-networking approaching its peak.
Regional differences are noted, with Latin America and the Middle East and Africa showing the highest engagement with social media.

Methodology Notes

Research Scope: The report is based on data from GWI's Core survey of 16-64 year-olds.
Sample Size: The Q4 2017 wave included 97,317 total respondents, with 80,267 on PC/laptop/tablet and 17,050 on mobile.
Quotas: GWI ensures representative samples by setting quotas for age, gender, and education to reflect the online population accurately.
Data Sources: Quotas are based on data from reliable third-party sources such as the ITU, World Bank, Eurostat, and others.
Mobile Surveys: From Q1 2017, GWI offers a mobile version of the survey with 50 adapted questions for mobile compatibility.

Internet Penetration Rates (2018 Forecast)

Country	Internet Penetration Rate
Argentina	77.1%
Australia	90.4%
Austria	86.3%
Belgium	89.0%
Brazil	65.9%
Canada	92.3%
China	58.4%
Egypt	45.2%
France	87.5%
Germany	91.9%
Ghana	45.6%
Hong Kong	91.8%
India	40.1%
Indonesia	32.7%
Ireland	84.0%
Italy	62.1%
Japan	95.8%
Kenya	37.9%
Malaysia	81.2%
Mexico	69.5%
Morocco	59.4%
Netherlands	90.4%
New Zealand	91.6%
Nigeria	32.5%
Philippines	60.8%
Poland	76.6%
Portugal	75.1%
Russia	81.3%
Saudi Arabia	81.3%
Singapore	84.3%
South Africa	60.9%
South Korea	94.5%
Spain	85.2%
Sweden	89.0%
Switzerland	90.6%
Taiwan	81.1%
Thailand	57.8%
Turkey	64.2%
UAE	93.4%
UK	96.1%
USA	79.0%
Vietnam	51.2%

Additional Information

GWI's Platform allows users to explore and analyze the data in this report, offering custom audience segments, demographic profiling, and behavioral insights.
Custom Solutions include brand health tracking, product testing, campaign measurement, and audience targeting.
GWIQ enables clients to segment visitors based on site behavior and profile them using existing data, with campaign validation and ad effectiveness surveys.
Trend Reports cover emerging topics such as ad-blocking, live-streaming, VPNs, and multi-networking.

Contact Information

GlobalWebIndex: www.globalwebindex.com
Jason Mander, Chief Research Officer: jason@globalwebindex.net | @therealjasonmander
Chase Buckle, Senior Trends Analyst: chase@globalwebindex.net | @Chase_Buckle
Phone: +44 207 731 1614
Email: hello@globalwebindex.com
Address: 25 Farrington Street, London, EC4A 4AB, UK

Summary

The report underscores the increased reliance on social media for both entertainment and commerce, with young users being the most active. While social commerce is on the rise, actual purchasing remains dominant on retail sites. Multi-networking is becoming more prevalent, and video content is reshaping the entertainment landscape on social platforms. The methodology ensures representative samples and accurate insights across various demographics and regions, with GWI's platform offering custom data analysis and audience profiling capabilities.