How many Facebook users are there in Japan now

The number of social media users today is higher than the global population in 1971

Today, 3.8 billion people worldwide use social media - that is more than the entire world population in 1971. In 2020, these 3.8 billion people will represent almost half of the world's population.

The number comes from the Digital 2020 report by Hootsuite and We Are Social, which tracks digital and social media trends around the world. The three most important statistics from this report:

  • In 2019, 321 million new users entered social media. At the beginning of 2020 the total is no longer 3.48 billion, but at 3.8 billionSocial media users (a growth of 9%).
  • 4.5 billion people use the internet today - an increase of 298 million new users (or 7%) over the previous year.
  • Meanwhile, more than 5.19 billion a smartphone, that is 2.4% (or 124 million people) more than last year.

A big thank you to our data partners who contributed to this year's reports, including:

The complete Digital 2020 report contains detailed data on global internet behavior and user demographics. Here are some of the essential stats you should know as a social media professional.

We spend an average of 2 hours and 24 minutes a day on social media

In the past 12 months, people have spent 1.75 trillion hours on cell phones. About half of that time, they used social media and communication apps.

As GlobalWebIndex reports, we currently spend an average of 2 hours and 24 minutes per person per day on social media - that is two minutes more per day than last year.

Of course, these numbers vary from country to country. Filipinos are the most social media-focused people in the world - the average Internet user between the ages of 16 and 64 spends almost four hours a day on social media platforms.

At the other end of the scale are Japanese Internet users who spend an average of 45 minutes on social media a day.

Facebook continues to dominate

Despite various problems in recent years, Facebook is still at the top of the social media charts. The number of users rose steadily in most countries in 2019 as well.

For various reasons, however, marketers cannot reach all of these users with Facebook advertising. The platform's own self-service advertising tools indicate that the total target group that can be reached on Facebook now has 1.95 billion users - around 80% of the monthly active users.

Some target groups on Facebook have also shrunk in the past year. The platform's self-service advertising tools had lower reach for India, Spain and South Korea at the end of 2019.

Overall, Facebook's target group reach has increased by 1% in the past three months.

The most important aspect: marketers today can use Facebook to reach a third of all adults over the age of 18 around the world - and more than the half of all adults between 18 and 34 years of age. And the, although the platform in China is still blocked.

Teens flock to TikTok

TikTok was probably good for most social media headlines in 2019 - with some of the numbers published being huge (and often misinterpreted). A pitch presentation from TikTok that leaked to AdAge a few months ago provides more clarity.

In any case, it cannot be denied: TikTok is with his 800 million monthly users really big.

However, 500 million of these active users (more than 60%) live in China. With 300 million active users per month outside of China, the platform is more comparable to Snapchat or Twitter in terms of the size of the target group we can reach.

Recent data from App Annie also suggests that Chinese users are responsible for 80% of the total time spent on TikTok. Another 10% comes from India. That means: China and India together account for around 9 out of 10 minutes spent on TikTok worldwide.

That alone is enough to secure TikTok in sixth place in the app world rankings in 2019 according to monthly active users.

Perhaps there is an even more interesting story hidden behind these numbers: audience demographics. In the mentioned pitch from TikTok it is also stated that 27% of the users of this platform are between 13 and 17 years old. This is the end of one of the hottest discussions in the marketing press: A new generation has clearly chosen TikTok.

To shed light on this from a different point of view: Today, TikTok has almost worldwide double as many users between the ages of 13 and 17 as Facebook - and more than three times as many as Snapchat. The majority of these teenage users are likely to live in China. But that doesn't change the fact that TikTok leads this age group.

However, it is important to emphasize that TikTok is popular with teenagers Not has ensured that Facebook loses its younger target group - just as little as the other western platforms. The number of teenagers worldwide using Facebook every month has actually increased in the past few months. Advertisers can now reach 5% more users between the ages of 13 and 17 on Facebook than in early 2019.

Reddit, Pinterest, and Sina Weibo are also growing fast

The number of monthly active Reddit users has increased by 30% (100 million new users) since the same point last year. According to the company's latest reports, the platform now attracts 430 million users a month.

Pinterest reports similar successes: the number of active users rose by 29% in the past year. The platform has gained more than 70 million monthly active users (MAUs) in the past 12 months and now has 322 million MAUs.

The company has also added a number of new countries to its targeting options. The potential advertising reach increased by 12% in a quarterly comparison (period October 2019 to January 2020).

Sina Weibo is also happy about impressive growth. Recent trends suggest that the number of MAUs on this platform is likely to exceed half a billion mark within the next few months.

There is a digital gender gap - also on social media

Globally, women are 28% more likely than men to have no access to the Internet. That imbalance is in South Asia - where women 2.4 times more often Are "not connected" than men - even bigger.

The digital gender gap is also reflected in our current social media data. In South Asia, women are three times less likely to use social media today than men. And on average, 55% of men use social media, compared to 45% of women.

More worrisome is GSMA Intelligence research, which suggests that more than 50% of all women currently living in India are know nothing of the existence of the mobile internet.

The United Nations reports that this imbalance is due in large part to “Deeply rooted social norms and practices“Is due. Regardless of the cause, trying to connect people with no access to social media will depend a lot on creating digital accessibility for women - especially in developing countries.

27% of all internet users discover new products through social media ads

According to GlobalWebIndex, search engines are the primary source for discovering new brands and products. TV commercials follow immediately afterwards. However, younger users are more likely to turn to social media when actively searching for brands and products.

In the same report, 43% of Internet users between the ages of 16 and 64 say they use social media networks when looking for products to buy.

However, social commerce did not catch on to the extent that many marketers had hoped for. As GlobalWebIndex noted in the latest report on e-commerce trends:

"While social media networks often play a central role in the first steps in the buying process, only 12% of all Internet users state that they would move a 'buy' button on a social network to check out online."

Marketers should consider the full scope of the consumer purchase cycle as they develop their plans - from initial discovery to purchase, and even post-purchase activity.

The most common emoji on Twitter is the tearful laughing face

There's not much to say about that - except that people had a lot to laugh about on Twitter last year.

This is an edited version of the full "Digital 2020" analysis by Simon Kemp, which you can access DataReportal can read.

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By Simon Kemp

Simon is the founder of Kepios, a marketing strategy consultancy, as well as the Global Consultant for We Are Social. Simon's marketing guides and reports have been read by tens of millions of people all over the world, and he was recently recognized as one of Asia's Most Influential Digital Marketers by CMO Asia magazine.