2020 global trends in social media - Latest insights from TGI Global Quick View Consumer Data

1. 2020 global trends
in social media
Latest insights from TGI Global Quick View
Consumer Data (Fieldwork: March / April 2020)

2. TGI Global Quick View : international data on connected consumers
A sample of over 67,000 internet users, aged 16+ in 25 major markets economies around the world
 Argentina
 Australia
 NEW! Belgium
 Brazil
 Canada
 France
 Germany
 Great Britain
 India
 NEW! Indonesia
 Italia
 Japan
 Mainland China
 Mexico
 NEW! Netherlands
 Norway
 Poland
 Russia
 NEW! Singapore
 South Korea
 Spain
 Sweden
 Taïwan
 Turkey
 USA
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3. TGI Global Quick View – understanding key digital behaviours
Interest on sports and following of
top competitions and clubs – i.e.
UEFA Champions League,
Premier League, NBA, NFL,
MLB, Liverpool or LA Lakers.
Purchase of sports brands – i.e.
Nike, Adidas, PUMA, Reebok.
Frequency, usage of airline
brands and outings visited – i.e.
Delta, Emirates, Disneyland
Paris, museums, national
parks or music festivals.
Commuting length and method.
Usage on services offered by
top financial brands – i.e.
Allianz, American Express,
BBVA, HSBC Bank, ING,
Santander, Mastercard, Visa,
Apple Pay, PayPal.
Usage of main mobile service
providers - i.e. 3, EE, Orange,
Vodafone - and preference on
payment for mobile data plan
and allowance.
Perceptions on present and
future changes on media habits
and frequency, following of
news, TV series and film,
gaming, activities and lifestyle
statements.
Usage for top audio streaming, paid
& free video content and social
networking platforms –Spotify,
Netflix, Disney +, Amazon Prime
Video, YouTube, Facebook,
Instagram or TikTok.
Engagement with top online for
news and podcast usage – i.e.
Buzzfeed, Apple News, Google
News, New York Times, The
Guardian, Financial Times,
CNN.com or BBC.com.
Usage of ad-blocking software and
attitudinal statements towards
technology – including preference
for keeping up with latest tech, wait
until it becomes cheaper or
predilection for ease of use.
Consumer recall on a wide range of
OOH sites – including roadside
billboards, bus shelters, shopping
malls, railway stations, underground
or the site of buses and trams.
Consumer key online activities in
relation to communication;
information; shopping, retail and
finance; entertainment.
1. Streaming &
Social Networking
2. Online News
& Podcasts
3. Ad-blocking &
Technology Attitudes
4. Out Of Home
Advertising
5. Online activities
6. Sports & Club
Following
7. Travel & Leisure 8. Financial Services 9. Mobile Phones 10. COVID-19 impact
on consumer behaviour
Wave 2020 Data Coverage 3

4. Social Media in 2020
More than 7 out of 10 connected adults
use social media at least once a day,
highlighting how big a part of our lives
social media has become.
In this report we will explore:
 What are the most used social
networks globally?
 Which countries are particular hotspots
for social media engagement?
 Who are the heavy social media users?
What are their habits and interests?
80%
of connected consumers in the
world’s 25 largest markets
today claim to use social media,
according to TGI Global Quick
View consumer data.
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5. Social media users & Digital
Digital devices used by social media users throughout the world
Source: TGI Global Quick View
*based on connected consumers in 25 countries
93% 83% 47,5% 49% 17%
Smartphone Desktop/laptop Tablet Smart or
connected TV
Smart Watch
49,5% 50,5%
80%
…claim to use social networks
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6. Social media penetration
Penetration rate of social networks country by country (%)
89 86,5 85 84,5 83,5 82 81 78,5 78 77
72 72 72
68 68 67 66 66 65 63 61
55 53
49
45
0
10
20
30
40
50
60
70
80
90
100
Globally, 72% of connected consumers use social media at least once a day.
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries
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7. Age distribution of heavy social media users throughout the world
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries
16-24 55+
7%29%
35-44
20%
25-34
30%
45-54
13%
Over a quarter of
16-34 years old
connected consumers
worldwide are social
media heavy users
(they say they use
social media at least
once a day).
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8. Social media heavy users (at least once a day)
Opinions: Top 5 statements
121
120 120
118
117
115
116
117
118
119
120
121
122
I love to buy new gadgets and
appliances
It is important my household is
equipped with the latest
technologies
I like to keep up with the latest
fashions
I like to pursue a life of
challenge, novelty and change
I try to keep up with
developments in technology
RAN K ED BY : AFFI NIT Y INDEX
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries.
The affinity index shows the weight of social media heavy users compared to the total population.
24%
19% 20%
27%
26%
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9. Social media heavy users (at least once a day)
Interests: Top 5 topics
128
125
121
119 119
114
116
118
120
122
124
126
128
130
Professional networking (e.g.
LinkedIn)
Social networking (e.g.
Facebook, Twitter)
Watch video posted on a social
network (Facebook, Twitter)
Watch TV shows/movies that I
rent or buy online one-time
(iTunes, Amazon, Apple TV etc.)
Use the voice-activated personal
assistant to search for
information (e.g. Siri, Google
Assistant, Cortana, Alexa)
RAN K ED BY : AFFI NIT Y INDEX
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries.
The affinity index shows the weight of social media heavy users compared to the total population.
41%
96%
69%
31% 34%
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10. 0
40
80
120
160
200
240
Argentina
Norway
Turkey
USA
Canada
Sweden
Brazil
Russia
France
Mexico
GB
Australia
GermanySpain
Netherlands
Belgium
Italy
South Korea
Poland
Indonesia
India
Taiwan
Singapore
Japan
Mainland China
Average connected consumer
I could happily live without social media
Social media is something I don’t think I
could live without
Chinese consumers are
2X
more likely to claim they
could NOT live without
social media than the
average connected
consumer
The Norwegians are
45%
more likely to claim they
could happily live
without social media
than the average
connected consumer
while
What place do social networks play in the lives of Internet users? (1/2)
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries
10

11. 0
40
80
120
160
200
240
Argentina
Australia
Brazil
Belgium
Canada
Mainland China
France
GB
Germany
India
Italy
JapanMexico
Norway
Netherlands
Poland
Russia
Singapore
South Korea
Spain
Sweden
Turkey
USA
Average connected consumer
I spend a lot of my time online on social media
I enjoy expressing my views online, in social networks,
blogs, forums
I often express my opinion on brands online
South Koreans are
46%
less likely to spend
time online on social
media, or express
their views online than
the average connected
consumer
Brazilians are
49%
more likely to spend
time online on social
media, or 32% more to
express their views
online
than the average
connected consumer
whereas
What place do social networks play in the lives of Internet users? (2/2)
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries
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12. What are their main online activities?
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries
Social networking
 Indonesia 98%
 Russia 98%
 Japan 98%
 Taiwan 97%
 Belgium 97%
Instant messaging/chatting
 China 88%
 Taiwan 88%
 Singapore 86%
 Brazil 77,5%
 Norway 84%
Reading news
 Brazil 84%
 Russia 88%
 Turkey 87%
 Poland 85%
 Italy 85%
Online shopping
 India 92%
 Mainland China 90%
 South Korea 90%
 Poland 90%
 Indonesia 89%
Watch video clips for free
 Taiwan 86%
 Brazil 82%
 Russia 85%
 South Korea 79%
 Japan 78%
1. 4.3.2. 5.96% 75%78%85% 71%
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13. Are they interested in brands on social networks?
Source: TGI Global Quick View
*based on heavy social media users (at least once a day) in 25 countries
Join or take part in an online community
discussion about brands (at least once a week)
 Turkey 16%
 Brazil 13%
 South Korea 12
 Mexico 17,5%
 Singapore 12%
 Russia 16%
 China 33%
 Spain 14%
 Italy 14%
 USA 13%
Interact with a brand on social media (at least
once a week)
 Brazil 29%
 Mexico 30%
 Turkey 21%
 Mainland China 32%
 South Korea 22%
 USA 18,5%
 Argentina 18%
 India 43%
 Indonesia 47%
 Taiwan 21%
Ask questions about brands or products on
blogs, forums or communities (at least once a
week)
 Brazil 21%
 China 31%
 India 39%
 Indonesia 40%
 Mexico 23%
 Taiwan 19%
 Turkey 23%
 Argentina 18%
 Poland 15%
 Spain 16%
1. 2. 3.17% 23% 19%
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14. TOP 10
Most used social networks
Source: TGI Global Quick View
*based on connected consumers in 25 countries
67,5%71% 52% 32%
19%
2. Facebook1. Youtube 3. Instagram 4. Twitter
7. Tik Tok
18%
22%
5%21% 3%
8. Snapchat
6. Pinterest
9. Tumblr5. LinkedIn 10. Vkontakte/VK.com
18,5% of Youtube users are in the
USA. 14,5% are Indian & 10% are
Brazilian
28% of Tik Tok users are Indian, 16% are in the USA,
15% are Brazilian. 34% belong to the 16-24 age group
and 32% to the 25-34 age group. 16% of connected
adults report using the app at least once a day!
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15. Youtube penetration
Penetration rate of Youtube by region/country
Mexico 87%
Brazil 89%
Argentina 87,5%
Canada 64,5%
USA 61%
Netherlands 60%
Sweden 69%
Norway 69%
Poland 80%
Russia 82%
China 0%
Japan 54%
Taïwan 81%
Singapore 80%
Australia 62%Latam
88%
North America
61%
EMEA
67,5%
APAC
73%
India 86,5%
South Korea 56%
Source: TGI Global Quick View
*based on connected consumers in 25 countries
GB 58%
France 57%
Germany 55%
Spain 75,5%
Italy 70%
Belgium 59%
Turkey 81%
Indonesia 88%
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16. Facebook penetration
Penetration rate of Facebook by region/country
Mexico 89%
Brazil 83%
Argentina 82,5%
Canada 67%
USA 65%
Netherlands
64,5%
Sweden 70%
Norway 77,5%
Poland 81%
Russia 43%
China 0%
Japan 30%
Taïwan 81%
Singapore 77%
Australia 70%Latam
85%
North America
65%
EMEA
67%
APAC
65%
India 83%
South Korea 44%
Source: TGI Global Quick View
*based on connected consumers in 25 countries
GB 65%
France 62%
Germany 53%
Spain 71%
Italy 72%
Belgium 70%
Turkey 66%
Indonesia 80%
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17. Instagram penetration
Penetration rate of Instagram by region/country
Mexico 56%
Brazil 74,5%
Argentina 71%
Canada 42%
USA 41%
Netherlands 44%
Sweden 56%
Norway 59%
Poland 50%
Russia 55%
China 0%
Japan 33,5%
Taïwan 53%
Singapore 59%
Australia 49%Latam
67%
North America
41%
EMEA
54%
APAC
56%
India 70%
South Korea 40%
Source: TGI Global Quick View
*based on connected consumers in 25 countries
GB 40%
France 37%
Germany 36%
Spain 58%
Italy 54%
Belgium 40%
Turkey 75%
Indonesia 82%
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18. Tik Tok penetration
Penetration rate of Tik Tok by region/country
Mexico 24%
Brazil 35%
Argentina 20%
Canada 12%
USA 14%
Netherlands 10%
Sweden 11%
Norway 16%
Poland 13%
Russia 16%
China 46%
Japan 8%
Taïwan 15%
Singapore 18%
Australia 15%Latam
29%
North America
14%
EMEA
12%
APAC
28%
India 45%
South Korea 5%
Source: TGI Global Quick View
*based on connected consumers in 25 countries
GB 11%
France 9%
Germany 9%
Spain 9%
Italy 9%
Belgium 8%
Turkey 17%
Indonesia 29%
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19. About TGI Global Quick View
TGI Global Quick View provides you with international data on the connected consumer
to profile your audience.
The questionnaire itself was designed to collect data on the following areas:
1. General digital behaviours and preferences
2. Usage of digital media services
3. Attitudes and demographics to define various personality and identity classifications
4. Purchase categories (online and offline), and usage of global brands in key
categories
Get a demo or a free trial
We apply a common consumer segmentation to our international and country data so you
can have an overview of behaviours across markets and understand the local differences.
With TGQV, optimise your brand positioning, reach your client’s target audiences
consistently across multiple markets & identify global consumer trends and tap into local
business opportunities.
Want to discover our TGI Global Quick View solutions?
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20. © Kantar
About Kantar
We are a global leader in connected intelligence. Our data and insights
provide clients with a holistic understanding of the changing media
landscape. Our global coverage and local expertise enable clients to
better understand media audiences and their relationships with brands
to optimise investment. Where others see a fragmented reality, we see
new opportunities.
For more information, contact us.
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