社会媒体：屏幕背后（英）

Discover our dataKey insightsTime spent on social mediaHow has social media usage evolved? Why do different generations use social networks, and have attitudes changed over time? Breaking down the top platforms Which social platform is the most widely used? Which is the most well-liked? Do the top platforms have their own unique selling point? Differences between markets What’s distinctive about China’s social media market? Are Western markets moving in this direction? Navigating behavioral trendsHow are users consuming content on social media today? How can brands lean into behavioral trends in this space?Sizing up social commerce How’s social media used for product discovery? Are influencers still influencing? How’s the livestream industry performing?More from GWIAppendixNotes on methodology05 070923354559737577In this reportMethodology & definitions All figures in this report are drawn from GWI’s online research among internet users aged 16-64 or 16+. Our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle East and Africa, and the Asia-Pacific region, low internet penetration rates can mean that online populations are more young, urban, affluent, and edu-cated than the total population.Each year, GWI interviews over 950,000 internet users aged 16-64 in 52 countries via an online ques-tionnaire for our Core data set. A proportion of respondents complete a shorter version of this survey via mobile; hence the sample sizes pre-sented in the charts may differ as some will include all respondents, and others will include only respondents who completed GWI’s Core survey via PC/laptop/tablet.When reading this report, please note that we use a mixture of data from our ongoing global quarterly research, GWI USA, GWI Work, GWI Zeitgeist, GWI Custom, and GWI Kids. GWI USA is a quarterly online study among internet users aged 16+ in the US, representing Americans across all 50 states. GWI Work is our B2B data set that gives us a detailed view into the lives of business profession-als across 18 markets. GWI Zeitgeist is a monthly recontact study of Core that we carry out in 12 markets. GWI Custom is a recontact study that we carry out in the US and UK only. And GWI Kids represents 8-15 year-old internet users in 18 markets.Click the lines to navigate 4Discover our dataEach chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our platform, where you can investigate all data by demographics, over time, and among your own audiences.Discover the data on our platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendix section at the end of this reportJust click this icon to explore the data on the platformKeyinsightsDaily social media usage hits a ceiling globallySince the pandemic peak, average daily time s