GWI-社会媒体：屏幕背后（英）-42页_3mb

Key Insights: Social Media Trends

• Global Usage: Average daily time on social media has plateaued since the pandemic, with North America and baby boomers as exceptions. Generation Z is decreasing screen time and focusing on real-world goals.

• Top Platforms: WhatsApp is the most liked globally, holding steady; TikTok is growing rapidly in appeal across generations. Instagram dominates Gen Z usage.

• Generational Shifts: Younger groups (e.g., Gen Z) are reducing social media engagement for activities like weekend meetups, while using it more for content discovery and authenticity-driven interactions.

• Market Differences: China stands out with apps like WeChat and Xiaohongshu leading social commerce. Western markets show evolving behaviors, such as increased news consumption on TikTok.

• Behavioral Trends: Short-form videos, voice notes, and livestreams are driving engagement. Video content generates higher shares, and audio formats like voice notes are popular, especially among younger users.

• Social Commerce: Platforms like Xiaohongshu and livestreams in APAC are boosting sales. Influencer authenticity and UGC are key for trust. Gen Z increasingly discovers products organically on social media.

• Methodology Note: Data from GWI includes over 950,000 respondents across 52 markets, with focus on internet penetration and generational analysis.