- Social media users reach 5.07 billion.
- Users are going online "on purpose" and advertisers are looking for new markets.
- Choose a specific platform for your product audience.
- CPM is still the acquisition strategy for most marketers.
Social media users reach 5.07 billion
for nearly four-fifths of the mobile phones
in use today. Internet users
grew by 3.5%
by October 2022
, with 171 million
new users in the last 12 months
bringing global internet penetration to 63.5%
. Social media users
have grown by 190 million
over the past year
to reach 4.74 billion
by early October 2022
, and social media users
are now equivalent to 59.3%
of the world's total population of users worldwide.
Data from Google Trends also shows that searches for "TikTok"
have grown steadily in recent months. more than half of the platform's total active user base.
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Considering similar trends on Facebook, Instagram and WhatsApp Web
, it is likely that many of these searches are conducted by people who want to use TikTok
content from a web browser, rather than people who simply want to learn what TikTok
is about, or download the app.
This "social networking" phenomenon is not unique to TikTok
, as most of the top social platforms
continue to attract billions of visitors to their websites each month, with YouTube
having the largest number of visitors to its website, with 5 billion
separate devices accessing YouTube
in August 2022. WhatsApp
is also hugely popular, attracting more unique visitors than many of the world's top websites.Twitter
's sites also continue to attract over 1 billion
visitors per month. Reddit
's site also attracts over 1 billion visitors per month, although the platform reports only 50 million
daily users, suggesting that many of the platform's visitors are not registered or logged in.
Users are going online "on purpose" and advertisers are looking for new markets
The average amount of time users spend on the internet
per day has decreased in recent months around the world, and in internet growth markets such as the Middle East and Latin America
. We believe this is mainly due to increased user anxiety and distrust of news caused by social media
, especially as social media accounts for an increasing share of overall online time
In addition, there has been a massive decline in the number of mobile and app advertisers, with the largest declines in Europe
and the US
, however, in the Middle East, South America, South Asia and other emerging markets
there has been a 10% increase
in advertisers. Asia
Pacific has some of the most engaged mobile gamers, with 70%
pre-registering for games and average session lengths exceeding the global average of 30 minutes by as much as four minutes
Although people's motivations for using the Internet have not changed much since the COVID era, survey results show that users are spending their time online more "selectively" and that people are increasingly concerned about where and how they spend their time online.
need to be more purposeful
in their campaigns and content and actively add value to their audience's online experience.
Particularly on social media
, there is a risk of not provoking users with irrelevant content.
Choose a specific platform for your product audience
remains by far the most widely used social media platform in the world, and it still has hundreds of millions more active users than its next closest competitor.
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The amount of time users spend on Facebook
applications increased from an average of 19.4
hours per month in Q1 2022 to an average of 19.7
hours per month in Q2. This shows that Facebook still accounts for over 70%
of all web traffic referrals from social media.Meta
remains the main source of paid mobile growth
, especially for non-gaming apps. Social platforms follow Instagram
more closely when it comes to gaming apps.
Marketers are placing twice as many ads on Facebook
for adults aged 18 and over
as they are on TikTok
. Of course, the data for teens may look a little different, as TikTok's tools don't report data for users under 18, so it's hard to be sure.
If your product isn't targeted at teens, then you're better off focusing on your specific audience.
Looking at the broader app market, smartphone users
spent a total of $32.4 billion
on mobile apps in the last three months, with over 90%
of consumer spending on mobile apps going to 1,800 publishers, which represent less than 1% of the 185,000 developers on the Google Play and iOS store
CPM is still the acquisition strategy for most marketers
(Monthly Active User) decreased by 2 million
users between April 2022 and June 2022
, representing just 0.1% of the global total and well below the 4.1% decline in ad reach reported over the same period.
This is significantly below the potential range reported by the Meta tool a few months ago. Marketers
should therefore take a closer look at the latest ad reach data for their brand-specific audiences in order to understand and quantify what paid media campaigns may be offering.
When it comes to user acquisition, marketers still prefer CPMs
. Ad spend for non-gaming apps
rose to $9 in the second half of this year, up 64%
from the first half of 2021, and $19 for gaming apps
In October 2022, Instagram Reels ads
now reach 758.5 million users, 0.5% more than the 754.8 million users reported by Meta's ad
planning tool in July.
The global audience for Facebook Reels ads
has grown by almost 50% in the last three months, and the number of users seeing ads in the Instagram Reels
feed has also increased, albeit by a much smaller margin.
The potential ad reach data published in Meta's planning tool
is heavily influenced by the number of people who have shown ads on its various platforms in the last 30 days
. The decline in Meta's ad
reach across platforms is influenced by the number of advertisers and the scale of investment, which may indicate a decline in Meta's
share of the overall social media advertising market