Digital 2022: July Global Statshot Report

Team Locowise posted on 21 July 2022

Locowise is a proud data partner of the Global Digital Reports, published by Datareportal in partnership with We Are Social and Hootsuite.

The latest quarterly update from Datareportal is now live and shares a wealth of data exploring what people are doing online. These insights are essential to developing knowledge and supporting marketing strategies. Within the report, you can discover what users are looking for online, the engagement you can expect to receive on social media platforms, and much more.

Full report here

Users

Although the number of users continues to grow, there is a deceleration in the growth rate compared to what we saw during the height of the Covid-19 pandemic. Although, this is arguably inevitable as the majority of the world’s population is now connected.

The number of users now online are:

Active social media users are up 5.1% with a year-on-year change of +227 million

In total, there are 4.70 billion social media users

Social media users vs the total population are 59.0%

Internet users as a percentage of the population 63.1%

So, how are people using digital platforms and what are they looking for? ?

What are users looking for?

Whatsapp is cited as the most users’ favorite social media platform at 16.4%, followed by Instagram at 15.0% of users

78.6% of TikTok users are looking for funny or entertaining content, and 33.8% of users are researching brands and products

The countries with the highest use of social media for work activities are Kenya, Nigeria, and South Africa

57.5% of internet users aged 16 to 64 have purchased a product or service online

17.6% of internet users aged 16 to 64 have used a buy now, pay later service

Only 26% of survey respondents from the USA have trust in the news. The highest level of trust is from users in Finland at 69%

When visiting websites and apps, the top types are:

Chat and messaging: 95.5%
Social networks: 95.2%
Search engines or web portals: 82.6%

Engagement

The average time spent using social media is 2 hours 29 minutes, this is a year-on-year change of 3.5% (+5 minutes)

The average number of social media platforms used each month is 7.4

The lowest engagement for post types on Facebook is links (0.03%) and the highest is for photo posts at 0.12%

The pages on Facebook with the highest engagement rate are pages with fewer than 10,000 fans at 0.31%. The lowest engagement rate is for pages with more than 100,000 fans at 0.05%

The average number of page posts per day on Facebook is 1.68

The average number of main feed posts per day from Facebook business accounts is 1.54. Photo posts make up the highest percentage of main feed posts at 56.9%

Instagram engagement is highest on average of carousel posts at 0.73%

For Instagram business accounts with fewer than 10,000 followers the engagement rate is highest at 0.75%, and lowest for accounts with more than 100,000 followers at 0.50%

Ad Reach

The total potential ad reach on Instagram is 1.44 billion

India, USA, and Brazil are the countries with the largest Instagram advertising audience

The potential reach of ads on TikTok is 1.02 billion

Countries with the largest TikTok advertising audience are the USA, Indonesia, and Brazil

The potential reach of ads on LinkedIn is 849.6 million

Countries with the largest LinkedIn advertising audience are the USA, India, and China

The potential reach of ads on Twitter is 486.0 million

Countries with the largest Twitter advertising audience are the USA, Japan, and India

The potential reach of ads on Pinterest is 251.8

Countries with the largest Pinterest advertising audience are the USA, Brazil, and Mexico

For more of these insights, read the full report.