Today Meltwater and We Are Social present the Digital Report 2024. A 550-page annual report that highlights the latest data and trends in digital matters, social networks, games, connected objects, mobile devices, e-commerce… And all that in the world. What should we remember? We share with you the main lessons!
More than 5 billion social media users worldwide!
During an exceptional year in which the digital world was transformed again, a new milestone was reached… Today we have more than 5 billion (5.04 billion) active users on the network. social media. That’s 62.3% of the world’s population! In fact, this figure has increased by 266 million over the past year. Which then represents an annual growth of 5.6%.
- Average time spent on social networks
The typical social media user today spends 2 hours and 23 minutes a day on social media platforms (1 hour 48 minutes for the French). He also uses almost 7 different platforms per month.
- The most visited platforms
The platform Android users spend the most time on is TikTok, with an impressive average time of 34 hours per month. Which is equivalent to more than an hour a day of using the platform. YouTube comes in second with an average usage time of more than 28 hours per month, still on Android.
Note also that the average time spent on TikTok increased by 3h46 per user per month (+12%). Although the average time spent instagram increased by more than 4 hours (+34%) compared to last year.
But Instagram wins the award as people’s favorite platform in the world! 16.5% of Internet users aged 16 to 64 consider it their favorite platform. Thus displacing WhatsApp, last year’s favorite, to second place with 16.1%.
The report mentions that TikTok’s total global advertising audience is now almost as large as Instagram’s. With an audience of 1.56 billion users each month (1.65 billion at the beginning of 2024 for Instagram).
Popular uses!
1. Connected for longer!
The report reports that the typical Internet user currently spends 6 hours and 40 minutes online every day. This represents an increase of 3 minutes per day (+1% year over year). He also spends less time today watching television content: 3h06 a day, 17 minutes less compared to last year. So a drop of 8.2%, but it’s still more than the time spent on the social networks !
2. Subscribe to TV/streaming services
Furthermore, 30% of connected people between 18 and 64 years old around the world pay each month for a TV or movie streaming service (35% in France). And 22.5% of them pay for a streaming music service (22.6% in France).
3. Investment in digital advertising
Digital advertising spending increased 10% from last year, with nearly $720 billion spent on online ads in 2023. Social media advertising spending increased 9.3% to $207 billion, and investments in influence activities increased by 17%.
Elsewhere, Facebook, which will celebrate its 20th anniversary on February 4, increased its global advertising reach by more than 200 million in the last 12 months, representing year-on-year growth of 10.5%. Linkedin, Snapchat, Pinterest and Discord are also doing very well.
4. What do we listen to online?
It’s Miley Cyrus’ song. flowers », which was the most streamed on Spotify in 2023. The most streamed artist during the same period was Taylor Swift. And 20.6% of Internet users around the world listen to podcasts every week (15.8% in France).
5. What about video games?
More than 83% of online people between 18 and 64 years old play video games worldwide (84% in France). Shooting games are also the most popular across all age groups.
6. Most popular hashtag on TikTok
After a robust analysis of TikTok hashtags, Digital 2024 reports that content tagged with #fyp has accumulated a total of 55½ billion views. Which makes it the most popular hashtag on the platform!
To find out more, download the 2024 Digital Report!
