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RESEARCH, ANALYSIS & TRENDS

Digital 2019 report finds social media fuels

growth despite industry challenges of 2018

Hootsuite, the leader in social media management, Instagram has a smaller user base than Facebook at
released in collaboration with We Are Social, the eighth approximately 1 billion active accounts, but it’s growing
annual report, Digital 2019, which examines digital at a faster rate. Instagram grew 4.4% in the final 3
trends and social media use across 230 countries and months of 2018, or by 38 million active users. The
territories, uncovered that more than one million new active advertising audience of Twitter and Snapchat
people go online every day, and that 45% of the world— declined by 2.7% and 12% respectively.
nearly 3.5 billion people annually—are logging in to their
favorite social platforms. That’s a near 9% released “Despite controversy around privacy, hacking, fake
increase year-over-year despite growing concerns of news and all the other negative aspects of online life,
fake news, fake followers and data privacy in 2018. the world continues to embrace the internet and social
media.” said Nathan McDonald, Co-Founder and Group
“Although social media came under increased scrutiny CEO of We Are Social. “Brands need to develop
and saw diminished trust among users in 2018, people creative, socially-led strategies to make the most
around the world are spending more time on social—the of changing habits—especially when it comes to
global daily average is now 2 hours and 16 minutes, or incorporating video and adapting to voice-controlled
one seventh of their waking lives.” noted Penny Wilson, devices.”
CMO of Hootsuite. “But to capture the attention of
customers, brands need to rethink how they engage on When it comes to messaging apps and the rise of
social. Businesses must be respectful of their customers’ messaging among users, Facebook also continues to
privacy, while still creating personal 1:1 connections via dominate. The company’s investment in WhatsApp
content that’s important, interesting and timely to the maintained its place as the global favorite in 133
audience while being genuine and authentic to their countries, while Facebook Messenger is number one in
brands.” 75 countries, including the United States. WeChat
remains the messaging app of choice for those in
Delivering content for mobile consumption has become China.
increasingly critical as the majority of active social Global internet and social media use is also propelling
users—3.25 billion—are accessing social networks e-commerce. More than 2.8 billion people purchased
through their mobile devices. However, which social consumer goods via e-commerce in the past year, up
networks people use—and the way they’re engaging 3.1%. 75% of internet users have bought something
with them—is changing. online in the past month, the majority from mobile
devices. Collectively, that led to $1.786 trillion USD in
Facebook retains its position as the most popular social global online consumer goods spending, a jump of 14%
media network worldwide. Brands can now reach 2.121 year-over-year. More and more digital e-commerce is
billion people around the world with Facebook ads. And happening on social as users enjoy the convenience of
although growth is slowing, Facebook is still expanding purchasing direct from their social feeds.
its user base. Looking at just the last quarter of 2018,
Facebook grew 1.7%, or by 37 million monthly active The 200-page Digital 2019 report is now available. ◊
users.

14 February 2019 - Strategic Social Media, Influencer Marketing & Paid Media