Mary Meeker published her annual report on the Internet, providing marketers with an overview of our global situation in terms of using social media and online advertising expenses, among other trends. While overall Internet usage is growing, social media usage is shrinking – but this is not slowing down online advertising spend.
More than 50% of the world's population is now online. Between 2009 and 2018, the percentage of Internet users in the world rose from 24% to 51%, more than double in just under ten years. According to the report, the number of Internet users in the world is 3.8 billion, up 6% over the previous year.
Of all Internet users, more than a quarter (26%) of Internet users are part of the network. Category "constantly online", up from 21% in 2015. Of course, 63% of adults say they want to limit their personal use of the smartphone.
The growth in the use of social media is slowing down. The number of people who connect daily to social media networks is decelerating. As recently as 2016 and 2017, social platforms have grown as much as 6% from one year to the next. Last year, this growth slowed, with the use of social media increasing only 1% between 2018 and 2019.
Instagram and YouTube experiencing growth the fastest. Facebook has the highest percentage of Internet users who connect to a social platform at least once a day – but that number has actually dropped from 31% in 2017 to 30% last year . However, on YouTube, the daily use of the site has increased from 22% in 2017 to 27% of Internet users in 2018.
Instagram has increased the daily use from the site of 13% in 2017 to 19% in 2017. And while the number of netizens who log on daily to WhatsApp has only increased slightly between 2017 and 2018 (23% to 25%), the Facebook-owned email application ranks third. rank of social platforms consulted daily.
Spending on Internet ads continues to grow. The report did not break down advertising spending by platform, but rather provided a general overview of year-on-year growth in Internet advertising spend for desktops and devices mobile. Growth is strong at 22%, but what is most clear is the speed with which mobile advertising has exploded in the last five years compared to spending on computer advertising.
As advertising spend grows, overall Internet advertising revenue on six major platforms slows. The report looked at revenue figures from Google, Facebook, Twitter, Amazon, Snapchat and Pinterest. On a year-over-year basis, growth has been relatively slow.
In terms of The report of Mary Meeker confirms the conclusions published by eMarketer in February : sharing of advertising revenue between online advertising platforms, followed by Facebook, followed by Facebook, with platforms like Amazon, Twitter, Snapchat and Pinterest well behind, but gaining momentum.
Why we should care. The report does not contain much granular data on market knowledge, but it offers marketers a high-level overview of what is happening online from a global perspective. The number of people who find their way online is steadily increasing, but the use of social media is stagnating. This could lead marketers to pay more attention to proprietary channels, such as email marketing.
There is no reason for marketers to have unthinking reactions with respect to social media strategy. However, knowing that future results will not make social growth and return on investment once offered could help marketers better plan for their future.
About the Author
Amy Gesenhues is an editor-in-chief of Third Door Media, who presents the latest news and updates from Marketing Land, Search Engine Land and MarTech. Today & # 39; hui. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO and Sales and Marketing Management Magazine. Read more articles from Amy.