GWI-2020年社交媒体营销趋势（英文）-2020.8-32页_6mb

Social Media Trends Report Summary (2020)

Core Content Overview

This report from GlobalWebIndex provides an in-depth analysis of the evolving role of social media in the post-COVID-19 era. It covers changes in social media usage, engagement patterns, and the broader impact of the pandemic on digital behavior.

Key Insights

• Social media as a news source: Staying up-to-date with news and current events is the most common reason for using social media, with the pandemic accelerating this trend globally.
• Entertainment usage: Digital consumers are using social media for entertainment more than before, with the "social" elements of the platforms experiencing a resurgence.
• Gen Z and baby boomers: Gen Z has been more active on social media during the pandemic but is showing signs of reverting to previous habits. Baby boomers, on the other hand, are diversifying their social media behaviors.
• Livestreaming potential: Livestreaming is gaining traction, with 23% of consumers planning to continue watching more videos post-outbreak, suggesting it may become a significant part of social media usage in the future.
• Social commerce challenges: While social media ads have helped build brand engagement during the pandemic, the inclusion of a "buy" button has not significantly increased purchase intent, with only 13% of users indicating it would influence their buying decisions.

Post-COVID Perspectives

• Increased connectivity: Social media has become a crucial tool for maintaining social connections, especially for younger generations and those in lockdown.
• Shift in behavior: There has been a noticeable shift in how people use social media, with a greater emphasis on meaningful interactions and community support.
• Digital wellbeing concerns: Concerns about digital wellbeing have taken a backseat, with users spending more time online due to the pandemic. However, this trend is not universal and varies by demographic and region.

Social Media Engagement

• Time spent on social media: The average daily time spent on social media has plateaued globally, but there have been increases in certain markets like Kenya, South Africa, and Nigeria.
• Age-specific trends: Gen Z tends to revert to old habits after the initial surge in social media use during the pandemic, while baby boomers continue to adopt new behaviors.
• Multi-networking: The average number of social media accounts held by users has remained relatively stable, but there is a growing trend among baby boomers. In regions like Asia-Pacific and Latin America, users maintain a broader range of accounts.

The Social Media Landscape

• TikTok's rise: TikTok is emerging as a significant player in the social media landscape, particularly among younger demographics, with the potential to become a new "family video" platform.
• Platform diversity: The report highlights the diversity of social media platforms, noting that users in certain regions and age groups are more likely to have accounts on a variety of platforms.

Methodology

• Data sources: The report uses data from GlobalWebIndex's online research of internet users aged 16-64 across 46 markets for the quarterly global research.
• Custom studies: Additional data comes from custom coronavirus studies in 20 countries, and recontact studies in the UK and the U.S.
• Indexes: Indexes are used to compare different demographic groups against the global average, with 1.00 representing the global average and deviations indicating higher or lower engagement.

Conclusion

The report emphasizes the evolving role of social media in people's lives, particularly in the context of the pandemic. It suggests that while social media has become more central for news consumption and community building, there are still challenges in terms of trust and the effectiveness of social commerce. The shift toward more honest and community-led engagement is seen as a positive development, with the potential to reshape future social media interactions.