06th April 2020
This is it. The ultimate list of Social Media Statistics that you need to know in 2020.
We’ve scoured the web and compiled everything we could find into one complete record, full of sources.
Here we go…
General Social Media Stats
- There are 5.16 billion unique mobile phone users in the world.
- 4.57 billion people are using the internet.
- There are 3.81 billion active social media users worldwide.
- From January 2019 to January 2020, the global active social media users increased by 321 million (+9.21%).
- In Australia there were 22.31 million internet users in January 2020. In context, the Australian population is 24.6 million. This means Australia has an internet penetration of 88% in January 2020
- Between 2019 and 2020, the number of Australian internet users increased by 265,000,000 (+1.2%)
- In January 2020, Australia had 18 million social media users.
- Between April 2019 and January 2020, social media users increased in Australia by 735,000,000 (+4.3%)
- Social media penetration in Australia is currently at 71%.
- 45 percent of internet users now say they use voice search and voice commands each month, compared to the 43 percent reported in January 2020.
- Roughly three-quarters of internet users between the ages of 16 and 24 say they used a webmail service to read or send emails in the past month.
- Only 23% of social marketers use social data to measure ROI and 16% use social data for competitive insights.
- As for which types of content consumers want to engage with, 68% say they prefer to interact with images while 50% like to engage with video content.
- The majority of both social marketers (74%) and consumers (68%) said they planned to use Facebook more in the coming year; additionally, 53% of social marketers and 34% of consumers plan on using Twitter more.
- As social marketers target younger audiences, they need to keep an eye on the change in platform usage. Facebook reigns supreme with Millennials and older, but members of Generation Z prefer YouTube (87%) and Instagram (85%).
- Half of consumers say they’re most likely to use social media during a major personal milestone and 45% say they’re on social media during a sporting event.
The Impact of COVID-19
- Increased usage has been most pronounced across younger age groups, but a third of internet users aged 45 to 64 also told GlobalWebIndex that they’re spending more time using social media as a result of coronavirus lockdowns.
- Women are more likely to have increased their social media activities compared to men, with almost two-thirds of women aged 16 to 24 saying they’re spending more time using social media in recent weeks.
- Despite already spending more time on social media than any other country, the Philippines has seen the greatest number of people reporting an increase in the amount of time they’re spending on social platforms.
- In Italy – one of the first Western countries to experience a complete lockdown – the number of group calls on Facebook Messenger involving three or more users increased by more than 1,000 percent in March alone, while people across the country have also increased the time they spend using Facebook-owned apps by more than 70 percent since the lockdown began.
- Despite lingering concerns about privacy, teleconferencing service Zoom has been a clear winner, with the company revealing that it’s had as many as 200 million daily active users in recent weeks – 20 times more than pre-pandemic levels.
- GlobalWebIndex finds that tutorials and how-to videos are amongst the top kinds of content that consumers want more of during the COVID-19 crisis, and these may represent a particularly compelling opportunity for B2B brands.
- “Coronavirus” was the third most frequently entered search query across the whole of Q1, but the query topped the rankings in March, generating more than twice as many searches as the perennial top term, “Google.”
The Brand Effect
- 96% of people talking about brands on social media aren’t following those brands.
- 19% of people will unfollow a brand based on poor hashtag usage
- 91% of users want brands to be authentic with their social media content
- 89% of consumers say they will buy from a brand they follow on social media and 84% will choose that brand over a competitor.
- 75% of consumers say they’ll increase their spending with brands they follow on social.
- 69% of social marketers say increasing brand awareness is their number one goal for social media.
- 57% of consumers will follow a brand on social media to learn about new products and services.
- 47% of consumers follow brands to stay up to date on company news
- 40% of consumers want to learn about promotions and discounts.
- 44% of consumers also say customer service distinguishes a brand from its peers.
- Average brand response rates by industry reveal that legal and real estate businesses have the highest average response rate (29%) while sports have the lowest (7%).
- 40% of consumers expect brands to respond within the first hour of reaching out on social media, while 79% expect a response in the first 24 hours.
- 54% of consumers welcome brand posts during sporting events.
- Consumers are very uninterested in seeing brand posts during a natural disaster (14%).
Global Most Used Social Media Platforms
The figures below are based on monthly active users, active user accounts, advertising audiences and unique monthly visitors.
- Facebook – 2.4 billion
- YouTube – 2 billion
- WhatsApp – 1.6 billion
- Facebook Messenger – 1.3 billion
- Weixin/WeChat – 1.1 billion
- Instagram – 1 billion
- Douyin/Tik Tok – 800 million
- QQ – 730 million
- Qzone – 517 million
- Sina Weibo – 497 million
- Reddit – 430 million
- Snapchat – 382 million
- Twitter – 340 million
- Pinterest – 322 million
Internet and Social Media Penetration
- Northern Europe – 95%
- Western Europe – 92%
- Northern America – 88%
- Southern Europe – 83%
- Eastern Europe – 78%
- Western Asia – 72%
- Southern America – 72%
- Oceania – 70%
- South Eastern Asia – 66%
- Central America – 66%
- Eastern Asia – 63%
- Caribbean – 60%
- Southern Africa – 60%
- Central Asia – 54%
- Northern Africa – 53%
- South Eastern Asia – 48%
- Western Africa – 36%
- Eastern Africa – 23%
- Middle Africa – 22%
- Eastern Asia – 71%
- Northern America – 69%
- Northern Europe – 67%
- Southern America – 67%
- Central America – 64%
- South Eastern Asia – 61%
- Southern Europe – 59%
- Oceania – 57%
- Western Asia – 56%
- Western Europe – 54%
- Caribbean – 51%
- Eastern Europe – 49%
- Northern Africa – 39%
- Southern Africa – 36%
- Southern Asia – 27%
- Central Asia – 22%
- Western Africa – 13%
- Eastern Africa – 8%
- Middle Africa – 6%
Below is the average times internet users aged between 16 – 64 spend on different media devices.
- Using the internet – 6 hrs 43 mins
- Using social media – 2 hrs 23 mins
- Watching T.V – 3 hrs 18 mins
- Listening to music streaming services – 1 hr 26 mins
- Using a games console – 1 hr 10 mins
- On average, global internet users spend some 136 minutes per day surfing social networks.
Mobile Connections in Australia
- There are 32.9 million mobile connections.
- 31% of mobile connections are pre-paid.
- 69% of mobile connections are post-paid.
- 100% of mobile connections are broadband (3G – 5G)
Global Top Apps
- WhatsApp Messenger
- Facebook Messenger
- We Chat
- Tik Tok
How Australia uses Mobile Apps by Category
- Social networking apps – 86%
- Messenger apps – 81%
- Map apps – 74%
- Entertainment or video apps – 67%
- Shopping apps – 57%
- Banking apps – 47%
- Music apps – 46%
- Games – 40%
- Health and fitness apps – 26%
- Dating and friendship apps – 8.5%
Most Popular Australian Apps
The information below is based on monthly active users during 2019.
- Facebook Messenger
- WhatsApp Messenger
- Microsoft Outlook
Most Downloaded Australian Apps
The information below is based on number of downloads during 2019.
- Facebook Messenger
- Tik Tok
- WhatsApp Messenger
- Uber Eats
Australian Consumer Spend on Mobile Apps
- Optus sports
- Kayo sports
- Bigo Live
- YouTube music
- Google One
Australian E-commerce Stats
- Searched online for a product or service to purchase – 84%
- Visited an online retail store – 76%
- Purchased any type of product – 70%
- Made a purchase by either a laptop or desktop – 47%
- Made a purchase by a mobile phone – 33%
- Travel and accommodation – $19.9 billion
- Fashion and beauty – $6.93 billion
- Electronics and physical media – $3.86 billion
- Toys/DIY/hobbies – $3.84 billion
- Food and personal care – $3.02 billion
- Furniture and appliances – $3.05 billion
- Video games – $435 million
- Digital music – $327 million
- Search engines – 42%
- TV ads – 42%
- Word-of-mouth – 38%
- Social media ads – 26%
- In-store displays – 25%
- Product brochures – 24%
- Brand or product websites – 24%
- Ads on websites – 22%
- TV shows or films – 22%
- Direct mail or email – 18%
Most Searched Australian Google Queries
- 45% of consumers say they’re more likely to research a product or service when an employee posts about it, compared to only 32% saying they’ll do so if a celebrity posts about it.
- 50% of consumers say they follow brands on social media to learn about new products or services, while 48% say they follow to be entertained.
- 51% of consumers will unfollow a brand if the content shared is irrelevant. Meanwhile 78% will unfollow if they see too many ads or promotional posts from the brand.
- 23% of Australians watch video content on a T.V by casting it from a mobile phone.
- 23% of Australians scan QR codes.
- 22% of Australians use an image search tool.
- 25% of Australians use their mobile phone as a ticket or boarding pass.
- 45% of Australians transfer money to friends or family with a mobile app.
- When it comes to online transactions, 74% of women and 77% of men make purchases.
Feel the need for more statistics?
Looking for some platform specific stats? We got you.
Here are some of our previous general social media stat posts: