Here are all of the posts tagged ‘SDMW’.
The team at GlobalWebIndex joined forces with We Are Social again for our new APAC Digital report, which we published last week. In this guest post, GWI’s Jason Mander shares his take on one of the hottest digital trends in APAC, and what it means for marketers.
As We Are Social’s new Digital, Social and Mobile in APAC 2015 report makes clear, Asia still lags (considerably) behind regions like North America and Western Europe when it comes to internet penetration rates. In places like India, for example, fewer than 1 in 5 adults are going online – which means internet populations in these countries tend to be skewed towards young, urban and affluent segments.
These demographic trends are one of the major reasons why fast-growth markets are typically at the forefront of many digital behaviours such as social networking engagement and mobile internet usage. But it also shows why mobiles are so key to the future of this region: each year, tens of millions of APAC consumers are coming online for the first time, and many will be doing so via mobile.
Of course, the migration away from PCs and laptops towards mobiles has been much documented. But GlobalWebIndex’s long-term data on this area shows just how rapidly the switch is occurring in APAC; as our chart below makes clear, the average time per day that digital consumers in APAC are spending online is on the rise, but this is being driven almost exclusively by mobiles.
In fact, while the last three years have seen little change in the amount of daily time captured by PCs/laptops, the figure for mobiles jumped from 1.44 in 2012 to 2.21 hours in 2014. In terms of share, that means mobiles now account for 34% of time spent online in APAC, up from 25% in 2012. This pattern shows no sign of slowing: each year, mobiles are becoming more and more important gateways to the internet.
Age-based patterns are particularly telling, here: the younger the individual, the more time they typically devote to the mobile web (with smartphones now accounting for 39% of total time spent online among 16-24s versus just 19% for 55-64s). In contrast, time devoted to linear TV and traditional radio increases in line with age, so it’s not simply that 16-24s are ahead for all media consumption behaviors. Rather, it’s that they’re leading the charge towards anything digital, and toward mobile usage in particular.
As always, generalisations are a dangerous thing, here. Across APAC, average time on the mobile internet per day is typically lowest in places such as Japan, Australia, Singapore and South Korea – where high internet penetration rates mean that online populations have much more balanced age profiles. But that mobiles are the devices carrying all the momentum in this region is beyond doubt.
Read the full Digital, Social & Mobile in APAC in 2015 report here.
Continuing our ongoing series of studies into digital usage around the world, today we’re delighted to bring you our latest report: Digital, Social & Mobile in APAC in 2015.
In much the same way as we saw in our recent Global Report, 2014 was an impressive year for all things digital in Asia-Pacific too, with all aspects of internet, social media and mobile use showing impressive growth.
To help marketers keep track of these impressive numbers – and understand what they mean for their brands – We Are Social has teamed up with the IAB in Singapore to bring you an in-depth study of digital in the world’s most populous region, including deep-dive analyses for 30 of the region’s key markets.
So what do the report’s 323 pages reveal? Read the rest of this entry »
The wonderful folks at GlobalWebIndex have been great partners to us over the years, most recently helping us to put together our incredibly popular report on digital stats from around the world. In this guest post, GWI’s Jason Mander shares his take on the rapidly evolving world of social media, and what it means for marketers.
Look through We Are Social’s comprehensive new Digital, Social and Mobile in 2015 report, and it’s clear why fast-growth markets are now so important to digital and social trends: regions such as APAC and LatAm contain online populations which are not only vast in size but which are growing at phenomenal year-on-year rates.
What’s more, GlobalWebIndex’s data shows that digital consumers in these fast-growth/emerging markets are some of the most engaged when it comes to online behaviour. We’ve been tracking the daily time that people spend on various forms of media since 2012; by asking our 170,000 annual respondents how long they typically devote to the internet as well as online and offline forms of TV, press and radio, we can build a detailed profile of daily media behaviors. The results show that the internet is capturing more and more of our time each day – with total hours spent online via PCs, laptops, mobiles and tablets growing from 5.55 in 2012 to 6.15 in 2014.
One of the drivers of this is still-increasing levels of engagement with social networks, which have climbed from a daily average of 1.61 to 1.72 hours over the period in question. This offers important food-for-thought given that some commentators still like to proclaim the “end of social networking”. In actual fact, we’re spending more time on networks now than in the earlier part of the decade – with the rise of the mobile internet, and the ability it affords us to connect to a still-widening range of networks at any time and from any location, being a major driver of this.
Click image to enlarge: Average number of hours per day spent using social networks, by country. NB: GlobalWebIndex have calculated these average times using data for all internet users (including those who do not use social media at all), whereas the figures in We Are Social’s Digital, Social, & Mobile 2015 report are averages based on the same source data, but which do not include the data for non-social media users.
That said, engagement with social networking can vary significantly from country-to-country. Typically, it is highest in fast-growth/emerging nations where online populations are skewed towards young, urban and affluent demographics (all of these being characteristics which increase an individual’s likelihood of being a social networker).
The Philippines posts the highest figure of all (with a sizeable 3.42 hours), but LatAm countries follow very closely behind. It’s hardly a surprise that there’s a very strong correlation with usage of the mobile internet here; where the mobile web scores well, we typically see social networking accounting for large amounts of daily media time too.
At the other end of the spectrum, we find the lowest amounts of time being devoted to networks in a number of mature markets; here, internet penetration rates are normally very high, meaning the corresponding online populations have a much broader / higher age profile, and are more representative of the country’s total population.
In short, older segments are better represented in mature nations but are some of the least enthusiastic about social networking – something which has an obvious impact on national averages. Japan appears at the very bottom of the table, with just 0.30 hours spent on networking per day; the lack of enthusiasm for networks generally – and for Facebook in particular – are key local factors in this market. Behind this are other mature APAC markets such as Australia as well as most of the European countries tracked by GWI.
Given these geographic and demographic patterns, it’s hardly a surprise that internet users in fast-growth nations are also the biggest “multi-networkers” (those who maintain accounts on the highest number of social platforms). Indonesia tops the table here, with internet users typically being members of 7.39 networks, but it’s in China where people are most likely to actively use the greatest number of social networks (4.27 per internet user). That there are so many local platforms in China is a major contributor to this, as is the fact that leading global names such as Facebook are not as off-limits as is often assumed.
In some studies – especially those based on data from passively collected analytics – it’s still common to see Chinese usage of Facebook, Twitter and similar sites recorded as zero. This is a major mistake; there are in fact a number of ways that Chinese internet users are bypassing official restrictions on social networks, including accessing via apps (16% in China say that they have used the Facebook app in the last 30 days, and a look at the top apps being downloaded in China on a daily basis shows that Western social networks feature very prominently within the list).
Click image to enlarge: Average number of active social media accounts maintained by internet users, broken down by age and by country.
Significantly, VPN (Virtual Private Network) apps are also being widely downloaded in China – with these tools representing the other major access route for those Chinese users looking to bypass official restrictions. Close to a fifth of online adults in China in fact say they’ve used a VPN in order to access restricted websites or social platforms.
Not only does this trend underline the potential limitations of using passively collected, geo-located data in isolation – which can over-estimate the size of social audiences in markets such as the USA, Netherlands, South Korea and Sweden, where VPN and Proxy servers tend to be located – it also emphasizes the growing futility of attempting to prevent national audiences from accessing certain sites. Most clearly of all, though, it demonstrates why networking behaviors in China – as well as in many other fast-growth markets – are much more diversified and sophisticated than is often assumed.
2014 was a landmark year for growth across all things digital, and We Are Social’s new Digital, Social and Mobile in 2015 report indicates that this year will see even more impressive numbers.
Including stats for more than 240 countries around the world, and profiling 30 of the world’s biggest economies in detail, this report is the most comprehensive, free compendium of up-to-date digital statistics and data you’ll find.
So what do its 376 pages reveal?
As we’ve seen in our on-going series of Digital Statshot reports, mobile increasingly dominates the digital world, and we’re confident that ‘ubiquitous connectivity’ will gather even more pace during 2015, as cheaper handsets and more affordable data connections reach further around the world.
What’s more, with mobile-oriented services like WhatsApp, WeChat and Facebook Messenger achieving the top social media ranking spots in some of the world’s biggest economies, it’s clear that much of our digital behaviour is now converging around mobile devices.
Based on the trends within this data, we expect that mobile will help to push internet penetration beyond 50% of the world’s population during mid to late 2016.
Before that, though, we expect to see social media penetration reach one-third of the world’s population – likely by the end of 2015 – with new users in developing nations accounting for almost all of this growth.
In Context: 12 Months of Amazing Growth
The digital world passed some impressive milestones in 2014:
- Worldwide social media users exceeded 2 billion back in August;
- Worldwide penetration of mobile phones passed 50% in September;
- The number of global internet users passed 3 billion in early November;
- The number of active mobile connections surpassed the total world population just last month;
Excitingly, the numbers in our new 2015 report suggest that this growth shows no signs of slowing anytime soon:
You’ll find an amazing wealth of data and infographics designed for easy copy-paste into your own presentations in the SlideShare embed above, but read on for our additional insights into the numbers. Read the rest of this entry »
The digital world passed another huge milestone today, with InternetLiveStats reporting that the number of global internet users has just passed the 3 billion mark.
InternetLiveStats extrapolates its numbers from data provided by the ITU, the World Bank, and the United Nations, so the timing won’t be exact; however, the number remains a very useful guide to the continuing growth of the internet around the world.
Read on for our analysis of those numbers, and what they mean for marketers. Read the rest of this entry »