05 Discover our data

07 Key insights

09 Time spent on social media

How has social media usage evolved? Why
do different generations use social networks,
and have attitudes changed over time?

23 Breaking down the top platforms Methodology

& definitions

In this
Which social platform is the most widely
used? Which is the most well-liked? Do the top
platforms have their own unique selling point? All figures in this report are drawn others will include only respondents

report
from GWI’s online research among who completed GWI’s Core survey via
35 Differences between markets internet users aged 16-64 or 16+. Our PC/laptop/tablet.
What’s distinctive about China’s social figures are representative of the online
media market? Are Western markets populations of each market, not its When reading this report, please
moving in this direction? total population. Note that in many note that we use a mixture of data
markets in Latin America, the Middle from our ongoing global quarterly
45 Navigating behavioral trends East and Africa, and the Asia-Pacific research, GWI USA, GWI Work, GWI
How are users consuming content on social region, low internet penetration rates Zeitgeist, GWI Custom, and GWI Kids.
media today? How can brands lean into can mean that online populations are GWI USA is a quarterly online study
behavioral trends in this space? more young, urban, affluent, and edu- among internet users aged 16+ in the
cated than the total population. US, representing Americans across
59 Sizing up social commerce all 50 states. GWI Work is our B2B
How’s social media used for product Each year, GWI interviews over data set that gives us a detailed view
discovery? Are influencers still influencing? 950,000 internet users aged 16-64 into the lives of business profession-
How’s the livestream industry performing? in 52 countries via an online ques- als across 18 markets. GWI Zeitgeist
tionnaire for our Core data set. A is a monthly recontact study of Core
73 More from GWI proportion of respondents complete that we carry out in 12 markets. GWI
a shorter version of this survey via Custom is a recontact study that we
75 Appendix mobile; hence the sample sizes pre- carry out in the US and UK only. And
sented in the charts may differ as GWI Kids represents 8-15 year-old
Click the lines 77 Notes on methodology some will include all respondents, and internet users in 18 markets.
to navigate

4
Discover our data
Each of the

Discover the graphs is

numbered

data on our More information can

be found in the Appendix

platform
section at the end of
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
question on our platform,
where you can investigate
all data by demographics,
over time, and among your
own audiences.
Just click this icon
to explore the data
on the platform

Source Information
about the source
Base and base
Key
insights WhatsApp
is the
“favorite”, Reasons Social
but TikTok for logging media is a
is chasing on are key tool for
Daily social changing Video discovery
media usage in the West and audio
hits a ceiling are king
globally
WhatsApp retains its position as
the world’s favorite platform, but The way Western consumers see social How we discover new brands and prod-
rarely gets the attention it deserves. media and engage with certain plat- Over the last year, the number of social ucts is constantly evolving, and now
Since the pandemic peak, average Meanwhile, TikTok’s growth shows no forms is shifting. The number of Western media users who watch videos on a more Gen Z say they find products on
daily time spent on social media has signs of slowing, with the number of TikTokers saying they use the platform range of platforms has grown. Other social media than on search engines,
leveled off or declined across most consumers saying it’s their top pick to keep up-to-date with the news has audio formats are gaining traction and millennials aren’t far behind. With
regions. Only North America’s figures doubling in the last two years. It’s very jumped by 41% in two years, while more too, with Gen Z embracing voice notes. consumers preferring product discov-
go against the grain, with usage con- important for brands to know which turn to it for information about products Brands might benefit from including ery to happen more organically online,
tinuing to rise here. Baby boomers are platforms are trending, but also be and brands (+52%). Platform use cases more audio formats in their market- brands should aim to keep up with
also an outlier, which is another reason aware of platform usage overlaps, aren’t static, so it’s key for brands to stay ing, such as an informative video on what’s culturally important to their
why brands should keep them in mind which remind us that it’s the quality on top of consumers’ perceptions in rel- social media or the ability to provide target audience, and the questions
during strategy discussions. of their engagement that matters. evant markets. customer feedback via a voice note. they’re asking.

8
01
Time spent on
social media

10
Time spent on social media has hit a ceiling Usage has peaked across most world regions 1

Of the 48 markets we’ve tracked since changed by more than 6 minutes in The world wide Average time spent using social networks per day in h:mm (by region)
Q1 2022, users’ daily time spent on either direction in any given wave over ebb: Has social
social media decreased in 36. This is the past 3 years. North America is the media, and the
only the second time we’ve seen global only outlier, with usage continuing to internet as a LatAm MEA APAC NorthAm Europe Change in minutes
since lockdown peak
usage drop year-on-year since we tick upward past its lockdown peak. whole, reached
started tracking it in 2012, with aver- a tipping point? 3:32 3:37 3:38 3:32 -6
age daily usage in Q1 2023 also falling Overall though, it’s fair to say the
below that of 2019. pandemic-induced boom has largely 3:15 3:12 3:25 3:10 -14
leveled out. The key takeaway for 2:14 2:14 2:18 2:16 -6
These shifts suggest that time spent brands and businesses is that changes 2:07 2:01 2:12 2:13 +5
on social media has reached a ceiling. are less about how long online consum- 1:56 2:03 2:05 2:01 -2
While we see more drastic fluctuations ers spend on social media, and more
in emerging regions like the Middle East about how and where they’re choosing
& Africa, no other regions’ daily use has to spend their time.

Download report

Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023

GWI Core Q1 2020-Q1 2023 2,732,988 internet users aged 16-64

Time spent on social media 12

Daily time spent 2

on social media by market

- 2:38 3:05 2:40 2:29 2:29

Average time spent using social
networks per day in h:mm (2018-2023)
Bulgaria Egypt India

2:20 2:26 1:48 1:55 1:23 1:46 3:23 3:14

Global Canada France Indonesia

3:18 3:08 - 3:34 1:08 1:33 1:56 1:59

Argentina Chile Germany Ireland

1:35 1:53 2:01 2:04 3:10 3:20 - 2:11

Australia China Ghana Israel

1:16 1:25 3:34 3:28 - 1:59 1:49 1:43

Austria Colombia Greece Italy

1:32 1:30 - 1:47 1:53 1:55 0:40 0:47

Czech
Belgium Hong Kong Japan
Republic

3:39 3:49 1:36 1:49 - 1:39 2:59 3:32

Brazil Denmark Hungary Kenya

Time spent on social media 14

 3:04 2:52 4:09 3:38 2:59 3:34 3:14 2:35

Malaysia Philippines South Africa Thailand

3:15 3:10 1:45 1:52 1:12 1:11 2:53 2:56

Mexico Poland South Korea Turkey

2:34 2:16 2:13 2:28 1:42 1:52 3:01 2:44

Morocco Portugal Spain UAE

1:17 1:31 2:34 2:26 1:50 1:52 1:52 1:46

Netherlands Romania Sweden UK

1:43 2:04 2:22 2:22 1:20 1:36 2:05 2:16

New Zealand Russia Switzerland USA

3:26 3:44 2:52 2:50 1:53 1:53 2:33 2:17

Nigeria Saudi Arabia Taiwan Vietnam

- 1:53 2:11 2:11

Norway Singapore ( - ) No data available for this market at the time GWI Core Q1 2018-Q1 2023 3,805,746 internet users aged 16-64

Time spent on social media 16

 The social and Baby boomers’ online usage sees the biggest growth
The number of baby
3

mobile boom(er)

boomers saying they Average time that each generation spends using the following per day in h:mm
While other generations’ social media

follow influencers use has shown signs of reaching a ceiling,

baby boomers are telling us a different

has risen by 12% story. Regional lockdowns and isolation Gen Z Baby boomers Change in
created barriers that pushed many baby minutes since

since Q1 2021 boomers to increase their time on social Q1 2020

and mobile. They were forced to play
“digital catch-up” to remain connected
4:16 4:27 4:26 4:25 +9
with family and friends and get their
1:52 2:05 2:25 2:27 +35
basic essentials, among other things. But
years on, instead of their usage return-

Mobile
ing to pre-pandemic levels, their time
spent on both social media and mobile
has continued to rise. This shows us just
how sticky their digital behaviors have
become – it wasn’t just a lockdown fad.
Q1 2020
2019 Q1 2021
2020 Q12021
2022 Q1 2022
2023

Keeping in touch with friends and family

is their stand out reason for using social
media, but since 2021, more baby 2:54 2:55 2:52 2:51 -3
boomers are turning to social platforms 1:17 1:20 1:27 1:31 +14

Social media
to watch sports (+9%), find products
to purchase (+8%), follow celebrities
(+7%), and watch livestreams (+5%).
While many still have a lingering unease
with online networks over privacy, others
are starting to look to social media for
the same reasons as younger users. For Q1 2020
2019 Q1 2021
2020 Q12021
2022 Q1 2022
2023

brands and marketers, it’s important to

ditch stereotypes around older consum-
ers’ digital behaviors and meet them
where they’re at. GWI Core Q1 2020-2023 202,877 Gen Z born between 1997-2007 and 61,927 baby boomers born between 1959-1963

Time spent on social media 18

 Gen Z have % of Gen Z social media users in the US 4

who say the following (sorted by % change)

become more
focused on % change since Q1 2022 Q1 2023

real-world goals “
Swapping URL for IRL II try
try to
to limit
limit my
my time
time on
on social media +15 33
social media
Across every region worldwide, Gen Z to describe themselves as social or
spend more time on social media outgoing (37% vs 41% of older gener-
Being financially
Being financially secure
secure is a
than their older counterparts – an ations). To make up for this, some are Pinterest’s mission is is a aspiration
top aspiration +11 44
top
average of 2h 51 mins everyday. While on a path of self-discovery; nearly 2 in to bring everyone the
they’re unlikely to be knocked off the 3 say they’re seeking out new activi- inspiration to create
top spot, some are looking to cut ties/hobbies compared to 2019, and a life they love. We not only I'm using
I'm using social
social media
media less
less than I used +11 25
than I used to to
down on their time online and spend nearly half are making more of an allow, but encourage users
it in the real world. effort to build new friendships/rela- to put down their phones
tionships. Platforms are well-aware and bring their ideas to Having a
Having a routine
routine is
is important +9 37
In 2023, Gen Z are 30% more likely to of this, offering users insight into their life, because we believe important to to
meme
worry about the amount of time they time online or nudging them to take that time well spent online
spend on social media, and these breaks – even TikTok has no problem enhances your life IRL. Trying new
Trying new things
things is
+8 40
feelings are translating into actual reminding users to snooze. important to to
is important meme
behaviors. In the US, a third are now
actively trying to limit their time on And this trend has no end in sight. Exploring the
the world
world is
Exploring
social media, and their fear of miss- Since 2021, talking to friends online on is important +6 44
important to to
meme
ing out (FOMO) is creeping down. Plus, weekends has dropped 13% among
Gen Z are the only generation whose 12-15s, while seeing friends in-person
daily time on social media has fallen has increased by 28%. Content has II feel
feel left
left out
out if
if II don't
don't check
check
−6 20
social media regularly
since Q1 2021. always been “something to talk about”,
but it’s possible that the modern “net-
Key years of their youth were disrupted work effect” of platforms is more about DARON SHARPS,
by the pandemic and it had a notice- having a common talking point in real life Pinterest, Global thought
able impact on their lifestyle. As of (IRL), with sites like TikTok driving young leadership research lead GWI USA Q1 2022 & Q1 2023
Q1 2023, Gen Z are the least likely people to pursue passions like reading. 7,020 US Gen Z social media users born between 1997-2007

Time spent on social media 20

How different generations see social media 5

% of social media users in each generation who say the following are their main reasons for using platforms

Gen Z Millennials Gen X Baby boomers

Keeping in touch with friends/family 46 49 55 60 Get the scoop

on today’s
Filling spare time 42 38 36 34 “it” consumer
Finding content (e.g. articles, shows, videos, memes, etc) 34 31 28 24 with our latest
Gen Z report
Seeing what's trending/what's being talked about 32 30 27 22

Reading news stories 31 36 39 41

Finding inspiration (e.g. places to visit, things to buy, etc) 29 28 26 22

Finding products to purchase 25 28 27 25

Following celebrities or influencers 25 22 16 12

Making new contacts 24 24 21 17

Seeing updates/content from your favorite brands 24 25 21 15

Download report
Watching live streams (e.g. events, shows, etc) 24 25 22 18

Watching/following sports 24 24 21 18

Avoiding missing out on things 23 21 17 15

Sharing/discussing opinions with others 23 25 23 23 More Gen Z want

Posting about your life (e.g. food, pets, vacations, etc) 21

21
22

25
18

22
15

14
to see what’s being
talked about than
Work-related networking/research

Finding like-minded communities/interest groups 20 21 21 20

Supporting/connecting with good causes 16 16 14 13 read news stories

GWI Core Q1 2023 225,744 social media users aged 16-64

Time spent on social media 22

02
Breaking down
the top platforms

24
 Despite increased competition, Facebook still leads the pack 6

% outside China who say they’ve used or visited the following platforms in the past week

All internet users Gen Z Millennials Gen X Baby boomers

Facebook

WhatsApp

Instagram

Facebook Messenger

TikTok

Separating hype Twitter

from reality
Telegram Messenger
People love to read about trending and our Work data set shows a drop are benefiting from experimenting
apps, and marketers get very excited by in the number of business profession- on WhatsApp - creating community Snapchat
them. It’s very useful to track changes, als saying their company uses the groups, offering one-on-one consulta-
but sometimes the most important platform in the last year. But brands tions, and sending promotional blasts Pinterest
story is what’s not changing. The media should think twice before jumping to subscribers.
can often overstate things by showing ship in favor of a hot new platform LinkedIn
incredibly high growth percentages, because it’s still incredibly popular. Another thing that can pull focus is
Apple iMessage
rather than how platforms are per- short-form content. It’s a huge trend, but
forming overall. Next up, WhatsApp is the second big- interestingly, it’s not at the expense of
Discord
gest platform worldwide, and also one longer content. While 45% of consum-
The first thing to note is Facebook that often doesn’t get the attention it ers are on TikTok, 67% are on YouTube.
LINE
isn’t dying out; it’s still the most widely deserves. This is partly because it’s not Not only that, but Instagram Live can
used app worldwide and has a lot of as big in the US market, with only 9% last up to four hours, and Reels are get-
Reddit
staying power among younger con- of workers here saying their company ting longer too. The point is that things
sumers. The number of monthly users has a work-related account on the app. don’t just move in one direction, and it’s
has dipped slightly since Q4 2020, Brands, especially international ones, useful to vary up content length. GWI Core Q1 2023 216,646 internet users outside China aged 16-64

Breaking down the top platforms 26

 WhatsApp % of social media users outside of China 7

who say the following is their favorite platform

and Instagram % change

since Q1 2021
remain fan
favorites WhatsApp 21 -1

Instagram 21 +5

WhatsApp is the world’s “favorite” Facebook 20 -14

Consumers’ list of favorite plat- their favorite app, the number of baby
TikTok 9 +100
forms also points to the dominance boomers who list it as their top pick
of WhatsApp, which has held the has more than doubled since 2021.
top position for another year run- According to Dr Reuben Ng, the author Twitter 5 -6
ning. WhatsApp is especially popular of “Not Too Old for TikTok”, an increas-
among older groups, so it’s wrong to ing number of accounts belong to Facebook
3 -11
assume that companies with young users aged 60 and older with millions Messenger
target audiences are the only ones that of followers – creators who are using
Telegram
stand to benefit from reaching out to the platform to defy ageist stereotypes. 3 0
Messenger
customers on this platform.
It’s ultimately important to know which
Pinterest 2 -16
On the other hand, Instagram is the platforms resonate with a target
favorite among Gen Z by a significant audience, rather than jumping to con-
margin. Like we noted with Facebook, clusions. Each audience is unique and Snapchat 2 +12
new players aren’t diminishing its pop- worth exploring, and our generational
ularity; it’s still very much at the heart analysis shows why it’s worth taking
LINE 2 -15
of their social media experience. the time to dissect this. Contrary to
what we might expect, WhatsApp has
TikTok has continued to gain more strong appeal across the board, with
appeal over time. And while Gen Z TikTok’s likeability increasing among GWI Core Q1 2021 & Q1 2023
are by far the most likely to say it’s both younger and older groups. 350,083 social media users outside China aged 16-64

Breaking down the top platforms 28

 Why social media
overlaps are important

As we’ve pointed out, marketers with

limited budgets often feel FOMO when
there’s a shiny new platform on the
scene. And here, we’re going to offer
another reason why they shouldn’t:
platform usage overlaps.

People have multiple accounts that

they log into regularly. On average,
Gen Z and millennials use over 6 social
media and messaging apps monthly
(6.7 and 6.5, respectively), Gen X use
5.8, and baby boomers, 4.9.

Generally speaking, SMEs don’t need

to get worked up over the quantity of
platforms they use as no newcomer has
an isolated audience. For example, 7 in
10 BeReal users are also on Facebook.
More importantly, brands should be
selective in their choices, considering
how their communication strategy and
tone of voice suits each platform to
get the most out of their social media
engagement. It’s not the quantity of their
interactions that matters, it’s the qual-
ity. The best tried-and-tested approach
is to tell a well-adapted story across a
few key platforms, rather than blasting
the same creative across every channel.

Breaking down the top platforms 30

Overlaps in social
8

media audiences
% of each platform’s users who also use the following at least monthly

Facebook -
0 82 81 95 83 81 81 83 87 83
Example

78% of Facebook users, also use Instagram at least once a month Instagram 78 -
0 80 80 81 84 86 88 84 88

WhatsApp 73 76 -
0 72 73 86 78 80 82 76

Facebook Messenger 70 62 59 -
0 67 63 66 68 70 65
For a better reading
experience try our full TikTok 51 52 50 56 -
0 56 60 59 52 59
interactive graph

Interactive graph
Telegram Messenger 43 48 51 46 48 -
0 52 53 57 55

Pinterest 32 37 35 36 39 39 -
0 44 49 40

Snapchat 32 36 34 36 37 38 42 -
0 41 40

LinkedIn 29 30 31 32 29 36 41 36 -
0 39

GWI Core Q1 2023 Twitter 47 53 48 51 55 59 57 58 65 -

0
206,273 social media users of 10 apps outside China aged 16-64

Breaking down the top platforms 32

Each platform’s USP
9

The social fabric of the top performing platforms 69% of Instagrammers say they use
% of users of each social platform who say they mainly use it for the following the app to post their own content,
reasons/want to see the following type of content on the app compared to 26% of TikTokers

Top 3 use cases for each platform The content users most want to see on there

Facebook TikTok Snapchat Instagram Twitter Reddit

Message friends/family Find funny/entertaining content Post/share photos or videos Post/share photos or videos Keep up-to-date with news/the world Find funny/entertaining content
69 62 41 69 59 38
Follow/find information
Post/share photos or videos Follow/find
about information
products about products and brandsMessage friends/family
and brands Find funny/entertaining content Find funny/entertaining content Keep up-to-date with news/the world
61 26 41 66 37 34
Follow/find information Follow/find information Follow/find information
Keep up-to-date with news/the world Post/share photos or videos Find funny/entertaining content Follow/find
about information
products about products and brandsabout
and brands Follow/find information
products about products and brandsabout
and brands Follow/find information
products about products and brands
and brands
53 26 36 58 36 29

Funny Funny Funny Funny Informative Informative

44 60 41 50 53 54
Informative Creative Creative Creative Relevant Helpful/How-to Guides
42 45 37 46 36 40
Creative Relaxing Engaging Informative Funny Relevant
35 37 31 41 33 39

GWI Zeitgeist April 2023 11,580 weekly users on 6 platforms aged 16-64 in 11 markets

Breaking down the top platforms 34

03
Differences
between
markets

36
Getting to grips Even though many social platforms and its competitors starting to close, But WeChat isn’t the only platform faster than WeChat or Douyin since women, who are more likely to say
with China struggle to get going in China, it’s a but it’s managed to hold strong. The that’s rising. Xiaohongshu - known 2021. Its popularity has also bal- they use social media to find prod-
great place for brands to get stuck platform apparently saw a 23% as Little Red Book or “RED” inter- looned among China’s Gen Z, with ucts and follow beauty experts.
in, with big names like Chanel, Nike, boom during Chinese New Year, nationally - is a social ecommerce the number saying they use it daily But 48% of its user base is male,
and Gucci making it work. Here are and 9x more consultations on its app that allows users to discover growing 25% in this time frame. and this audience has a wide vari-
the latest must-knows on China’s “WeChat customer service” feature and share product reviews, rec- ety of interests like film, fashion,
unique social media landscape. since 2022. Our data shows 80% of ommendations, and experiences. RED was initially focused on female and fitness. RED is now the go-to
Chinese WeChatters use WeChat Brands have been betting big on beauty products. And like Discord’s app for lifestyle content and shop-
WeChat, China’s go-to super app, is Pay monthly, 61% scan a QR code the platform, and it’s easy to see relationship to the gaming sector, ping, and it’s a great channel for
still the most popular overall. In 2021, on the app, and 42% use its Mini why. The number of consumers its roots are still very visible. RED’s brands operating in recovering
we noticed the gap between WeChat Programs to access third-party sites. saying they use it daily has risen audience skews toward young sectors like travel.

Xiaohongshu has made headway ...and has a lot of room to grow 10

% change in the number of consumers in China who say they use the following platforms daily Xiaohongshu (RED) users’ top over-indexing interests, compared to other Chinese consumers

+22 +14 +13 Average internet user (index 1.00) IDX

Baidu Tencent QQ Sina Qzone

Tieba Weibo Fashion 1.39 31
0
Films/cinema 1.35 47

Xiaohongshu Douyin Fitness & exercise 1.34 40

WeChat Kuaishou
(RED) (Weixin) (TikTok) -14 -18 -22 -34
Beauty/cosmetics 1.33 33

Travel 1.33 48
GWI Core Q1 2021 & Q1 2023 49,489 Chinese internet users aged 16-64, and 23,953 Xiaohongshu (RED) users

Differences between markets 38

The global How Western consumers
media use social platforms is changing
landscape
in 2023:
Compared to Q1 2021, there’s Compared to people in emerging US, the number of Instagram users
Understand markets, those in the West are more watching or uploading Reels has
the media
been a rise in North Americans set in their social media ways. North risen by 46% since Q1 2021, overtak-
consumer Americans’ most distinctive reasons ing the percentage creating stories
of today
saying they use social to: for using platforms are keeping in in 2022.
touch, posting about their lives, and
filling up spare time. In APAC, on the And we can see similar things hap-
other hand, watching livestreams pening on Twitter. Since February
is the most stand out motivation, 2022, Western Twitter users have
while finding products is top among slightly different expectations
Latin Americans. Still, we’ve noticed around what they’d like to see on
changes over time. Like baby boom- the platform. The biggest climber is
Engage Find Watch ers, Western consumers are starting exciting material, with demand for
with content inspiration sports to use social media for a wider vari- inspirational tweets dropping the
Download report +11% +10% +10% ety of reasons and expanding their most. While informative, relevant
use cases for different sites. content is still their top priority, it’s
likely that many will rethink their rela-
We pointed out that each app has tionship with the app as it evolves.
its own niche but the way consumers Elon Musk has noted that video is
see and use social platforms isn’t a primary focus going forward, with
fixed, even in mature markets. The NBCUniversal’s current head of
number of Western TikTokers saying advertising Linda Yaccarino report-
they use the site to keep up-to-date edly set to take over as CEO. It’s
with the news has risen by 41% in possible that more video and exclu-
the last two years, alongside using it sive content will change the fabric
to find information about products of the app.
and brands (+52%). And it’s not just
newer apps like TikTok. It’s key for brands to keep track of
consumers’ perceptions, especially in
On Instagram, the balance is shift- the markets they operate in, as they
ing away from personal sharing and affect what consumers expect and
more toward entertainment. In the seek out in these spaces.

Differences between markets 40

 Privacy is more in demand in certain markets 11

% in each market who say they would prefer to set all their accounts to private

Singapore 50

Australia 49

UK 48

France 43
Some markets seek anonymity more than others
Germany 42
Partly because they don’t want their Brands rely heavily on user data There’s been a
whole lives to be on display, and
partly because of concerns around
personal privacy, many consumers
from social media platforms to
gather insights about their target
audience, track trends, and per-
24%
rise in Indonesians
USA 41

Canada 39
prefer to set some or all of their sonalize their marketing strategies. saying they prefer to
social media profiles to private. This When accounts are set to pri- be anonymous online
is especially true in certain APAC vate, brands may have limited or since Q1 2021 India 36
and Western markets, with 41% of no access to this valuable data,
Singaporeans saying they’d rather making it harder for them to under- Italy 34
be anonymous online. We also stand their customers and tailor
see this pattern among younger their marketing efforts effectively. Brazil 33
groups. Since Q1 2021, there’s been This is where detailed audience pro-
a 17% drop in the number of 12-15 files can help. Brands, particularly
Japan 33
year old social media users saying those in markets where anonymity
they post everything they do, rising is favored, will also need to focus on
to 23% in Australia, and 30% in building trust and fostering authen-
Malaysia. So, this trend seems to tic relationships to compensate for
be sticking around. this growing preference. GWI Zeitgeist March 2023 15,577 internet users aged 16-64 in 11 markets

Differences between markets 42

 Turning authenticity
into brand love
By Rob Gaige

When makeup-free selfies became are deep and passionate, and they’re
popular as far back as 2017, it felt excited when brands love what they
like a new wave of authenticity. At love as much as they do. Don’t posture
last, people showing who they really or pretend, truly love it. When you have
are! But on Reddit, the concept of conviction, you can’t fake it.
authenticity goes back to our crea-
tion in 2005. There’s no disputing the Second, listen to the community. You
performative nature of social media, are their guest. Participate. Don’t
but amidst that, there exists a counter dominate. Ask for their opinions!
trend for realness and vulnerability. For And yes, not everyone will agree with
every perfectly contoured cheekbone, you, but isn’t there significantly more
there’s an acne-ridden closeup. For value in receiving real feedback than
every perfect family photo, there’s a in constantly fighting for the attention
story of fertility struggles. of the uninterested?

So how does a brand navigate this? Finally, remember this isn’t about you.
How do you lean in to authenticity with- This is about a passion you and the
out overstepping? When do you present community share for a topic. Resist the
your best self and when do you open temptation to bring everything back to
yourself to a harsher light? your brand or your proof points. Stay in
the moment and geek out with them. ROB GAIGE,
First, believe in something–anything! That’s how you turn authenticity into Reddit, Director
On Reddit, our 100,000+ communities brand love. of global insights

Differences between markets 44

04
Navigating the latest
behavioral trends

46
Videos have grown in popularity
among social media users, with
the number of platform users who
watch videos increasing 5% since
Q1 2021 across a range of platforms
as per GWI data. Internally, we have
seen quarter-on-quarter growth of
Snapchat’s daily users and our work
over the past 3 years has revealed
that Snapchatters are paying more
attention to video and this includes
both branded content or ads on the The power of social videos
platform. Our work with Amplified
Intelligence and OMD showed that Videos are becoming more and more people and their views - something
brands can deliver purpose-driven popular in the eyes of social media which is doing wonders for the world
messages and get audiences to pay scrollers. For viewers, the growth of short- of ecommerce.
twice as much active attention to ads form video means it’s easier to digest
on Snapchat than other platforms, more information on the go - whether Seeing people interact with products
land their message, and drive impact. that’s news, reviews, or just general online is particularly helpful for indus-
entertainment. For brands, this is good tries like fashion, where shoppers may
news too, as social video is estimated not be able to try before they buy and
to generate 1200% more shares than may not want to rely entirely on written
text and image combined. It also allows reviews. This is where user-generated
brands to bring more personality and content (UGC) can be really helpful.
experiment with their content.
American shapewear and clothing
Younger groups are more likely to company Skims is a good example
say they trust online reviews, possi- of this. They post videos of real people
AARTI BHASKARAN,
bly because they’re more likely to seek showcasing their purchases on their
Snap Inc., Head of global
out products on vlogs, micro-blogs TikTok channel, which is a way for the
ad research & insights
and video sites, and lean less on tradi- brand to show off their clothes on real
tional search tools. Visual results can bodies, a move which is likely to build
be very persuasive as they show real trust among their customers.

Navigating the latest behavioral trends 48

 Video % change in the number of each platform’s users 12

who say they’ve watched a video in the last month

content
gains
popularity
Instagram users +8

Twitter users +7

Facebook users +6

Snapchat users +6

Short-form video consumption continues to rise,

especially in younger generations, due to how easy it is to Reddit users +5
consume and share with others. Brands who want to win with
the seemingly elusive Gen Z and Alpha need to learn the language
of short-form video and be prepared to test and learn. Creative
assets need to be entertaining, relatable, digestible, and most
STEPHEN GRAY, of all - authentic. You don’t necessarily need high production GWI Core Q1 2021 & Q1 2023
Meta, Senior business value - but you do need to connect with consumers in a way that’s 290,534 Facebook users, 256,751 Instagram users, 155,327 Twitter
marketing insights researcher aligned with their expectations when watching short-form video. users, 53,571 Reddit users and 102,595 Snapchat users aged 16-64

Navigating the latest behavioral trends 50

 Voice notes have more appeal
Gen Z are
13

for younger generations

28% more % who do the following at least daily

likely than older

generations Gen Z Millennials Gen X Baby boomers
Voice notes: embracing audio in a texting era
to send voice 38 45 47 41 17 16 10 10
Tech fatigue is likely another reason
notes daily
While videos are growing in popularity,
other audio formats are gaining trac- why phone calls are losing their luster
tion too. Younger generations have often among younger generations, with
been criticized by their older counter- traditional calls increasingly seen as
parts for not picking up the phone for a a work-related activity. In addition to
call, and relying on text too much. that, the saturated media landscape
is feeding into this feeling of over-
There might be some truth to this: Gen whelm - people’s attention is spread
Z in the US and UK are the least likely very thinly. Voice notes have appeal
of all generations to make a voice call, because they don’t require individ-
but they’re the generation most likely to uals to carve out time to be on the
send voice notes at least daily - 28% phone, and in the fast-paced world
more likely than older generations. we live in today, it’s no wonder it’s an
attractive option.
It seems many feel that texting can
muddle the meaning behind a mes- For brands, it’s key to adapt to chang-
sage, perhaps something we can all ing communication preferences and
identify with, while calls trigger anxi- leverage the power of audio. This may
ety for some. Voice notes, on the other be incorporating audio formats into
Make a voice call Send a voice note
hand, offer an easier, low pressure their social media presence or con-
alternative in a world that’s growing tent. It may also come in the form
more familiar with different audio for- of allowing customers to ask queries
mats. It’s something which likely started or provide feedback in the form of a
growing in popularity during lockdowns, voice note - a way of catering to the GWI Custom December 2022
and has gained momentum since. fast-paced nature of modern life. 3,021 internet users in UK and US aged 16-64

Navigating the latest behavioral trends 52

 Content
14

creators I have shared my

own blog post or
I consider myself a
musician or audio
I have used a
paid-for membership
I have provided
ideas for a new

come in video in the last week creator site for following

creators/influencers
product/design
in the last month

all forms
in the last week

% of Gen Z and
millennials who say
Unlocking the power of content creators they do the following

Social media is a big way for budding Content creators have worked hard to 22 22 13 11
artists and creators to get their work separate themselves from influenc-
out there and start to build a following. ers, so they can often be seen as more
The number who consider themselves authentic and trustworthy, which is
an audio creator or have shared their pretty key at the moment.
own blog or video in the past week is
relatively high. This proportion climbs As a result, many followers want to
further if we look at Gen Z and mil- support creators in their work – 17%
lennials, who are more likely than their say they pay for a regular subscrip-
older counterparts to branch into the tion, while 14% say they send a virtual
creator economy. tip. Social platforms like TikTok,
YouTube and Instagram have
Content creators differ from influ- recently made it easier for fans to
encers - while influencers are social tip their favorite creators.
media personalities who influence
their followers to do or buy something, For brands, this highlights a potential
content creators create and distribute opportunity - consumers are clearly
their own content. Many established willing to pay for content they value GWI Core Q1 2023
creators have built up an audience and support. Brands could offer sub- 59,197 Gen Z aged 16-26 and
of engaged followers, which can be scriptions or enable fans to send virtual 81,921 millennials aged 27-40

handy for brands who are looking to tips to support favorite creators, which
reach a specific audience. could create new revenue streams.

Navigating the latest behavioral trends 54

Dipping into AI

ChatGPT has taken the world by storm While many have been using ChatGPT in conversations with friends, elimi-
since its release in November 2022. to help them with their productiv- nating the need to leave a chat in the
And artificial intelligence is developing ity, Snap has implemented the tool middle of a conversation to check
at such a speed that even Bill Gates into their app, making it look more something on Google.
says AI will “change the way people like a persona and another friend
work, learn, travel, get health care, and to chat with. This move makes sense Snap has clearly recognized the
communicate with each other”, and too, as 64% of ChatGPT users say they demand for it and acted, and once
that “businesses will distinguish them- chat to the bot the way they would a other social media sites incorporate
selves by how well they use it.” live person. AI into their platforms, they’ll set fur-
ther expectations for the entire online
This is where Snap noticed a gap in Snapchat says that My AI can rec- experience. So retailers should make
the market. The social media company ommend birthday gift ideas, plan a sure they’re investing in this tech to
integrated its own AI chatbot powered trip or a weekend, or suggest a recipe keep up with the times, which will pay
by ChatGPT into the Snapchat app. for dinner. The bot can also be used off in the long-run.

Navigating the latest behavioral trends 56

 BeReal isn’t necessarily all about authenticity 15

% of BeReal users who say they use it for the following

It's easy to use

34

It's fun
31
Let’s BeReal about social media
My friends use it
As we touched on before, the concept
of social media started as a way to
keep up with friends - think MySpace,
While the news tends to focus more on
the authentic side of BeReal, the top 3
reasons users give for engaging with
42%
say they’d be
Lets me see what my friends are doing
29

25
Facebook, and Bebo. But now, usage it are it’s easy to use, it’s fun, and their interested in
is evolving, with younger generations friends use it. So, a big string to BeReal’s using BeReal It helps me feel connected with others
going to social media platforms to get bow is its usability. The fact that it’s 24
advice, research brands, and find inter- easy to use (and fun) shows how well
esting content. BeReal has cut through the noise by The content feels more authentic
having one clear feature. 20
But BeReal is changing the game. It lets me revisit old memories
The app prompts users to take two The future for brands on this platform 18
pictures each day, one using the front is unclear at the moment, but it could
camera, and the other using the back help them build communities with I don't have to spend as much time on it compared to other social media apps
one. The idea is for the user to snap consumers. Beauty brand e.l.f was an 15
a picture of whatever they’re doing early adopter of the platform, posting
It doesn't have ads
at the time, along with a selfie show- a mixture of unfiltered moments at the
10
ing what they look like, and no filters headquarters, as well as communicat-
are allowed. ing with customers. It doesn't have filters
10
In our September 2022 Zeitgeist There are opportunities within other
research, 42% said they’d be interested industries here too, with skincare brands
in using BeReal, pointing to further Kiehl’s and fast food restaurant Chipotle
growth in the future. also joining the gang on BeReal. GWI Zeitgeist September 2022 205 BeReal users aged 16-64 in 12 markets

Navigating the latest behavioral trends 58

05
Sizing up social
commerce
#shop_popular_hat

#shop_new_ jacket

60
 SPONSORED

Social media as a discovery tool

Product and brand discovery is It’s a shift toward consumers say they like to be the center As seen on
evolving. More Gen Z say they allowing product discovery of attention, a 13% drop since social: How
discover products on social to happen more organically Q1 2022. This is likely because are consumers
media than they do on search online, rather than actively people change their style finding products
engines, and millennials aren’t seeking out information. during economic slowdowns. in 2023?
far behind. When the economy is unsta-
For brands, this means it’s key ble, people don’t fancy wearing
Social media is also increas- to keep up with what’s cultur- flashy outfits, and many can’t
ingly used as an inspiration ally important to their target afford them. The trend also
tool. Since Q1 2019, finding new audience, and what questions extends to beauty, wellness,
ideas or inspiration has jumped they’re asking. and homeware.
from 9th to 6th place in reasons
for using the internet, overtak- For example, #QuietLuxury The takeaway here is that social
ing product research in the has been trending on TikTok, media is becoming as impor-
process. Older consumers have gaining over 100 million views. tant (if not more in some cases) Download report
embraced the trend too - among The focus is on minimalist as search engines for product
baby boomers “finding products styles and a neutral palette, research. It’s also unlikely that
to purchase” as a reason to use a far cry from the maximalist we’ll change the direction we’re
social media has jumped from vibe of the Y2K era. The move headed, especially as younger
6th place in Q1 2021 to 4th place matches how people are feel- generations take more control
in Q1 2023. ing too; only 8% of Americans of the narrative.

Sizing up social commerce 62

 Where brand discovery happens Research essentials
Almost 3 in
16

10 Gen Z use % of internet users who typically find out about % of internet users who mainly use the following when looking for more information on brands
new brands/products via the following

social media to
find inspiration
Social media (net)
78

for things Social networks

45
Social media (net) 57
Video sites
22

Question & Answer sites

19

Ads seen on social media 28 Blogs on products/brands

18

Messaging/live chat services

15
Recommendations/comments on social media 22
Forums/message boards
14
Updates on brands' social media pages 15
Micro-blogs (e.g. Twitter)
14
Posts or reviews from expert bloggers 15
Vlogs (blogs recorded in video form)
Endorsements by celebrities or well-known individuals 14 12

Online pinboards (e.g. Pinterest)

Vlogs 11
9

GWI Core Q1 2023 241,138 internet users aged 16-64

Sizing up social commerce 64

The influence
of influencers

#Deinfluencing is the name For starters, trust comes with that are relevant to their life-
given to social media personali- high expectations. Younger gen- style. With the deinfluencing
ties recommending which hyped erations want to identify with trend gaining traction, authen-
products you shouldn’t buy, and influencers they follow with tic partnerships are more
sometimes suggesting alterna- 56% of Gen Z or millennials important now than they may
tives. The trend initially gained saying they follow influencers have been in the past.
traction due to its focus on more who have the same beliefs or
authentic content, and as an values as them. So, it’s impor- As baby boomers are more
antidote to overconsumption tant to consider the audience skeptical when it comes to
but it’s also taking hold due to the you’re looking to reach when influencer recommendations,
cost of living crisis - people are working alongside influencers. building trust is vital. Older
growing tired of expensive recom- consumers often feel under-
mendations. But this means that Consumers also have expecta- represented in advertising. But
deinfluencing is still influencing - tions of brands too. If a celebrity by featuring older influencers
just with a different slant. or influencer collaborating with and showcasing diverse body
a brand did anything offensive, types, brands can not only
Despite the trend, younger gen- 74% of consumers say the brand appeal to older consumers
erations still trust brand and should stop working with them but also meet the demands of
product recommendations from immediately. So it’s critical to younger generations like Gen
influencers, but there’s still some choose partnerships wisely and Z, who value authenticity and
way to go with older groups. act quickly. inclusivity. This approach can
Brands can still build trust in bridge the gap between gen-
older generations though, and Authenticity is key here - 53% erations and foster a sense of
appeal to younger consumers of consumers say celebrities connection and relatability.
in the process. should only endorse products

Sizing up social commerce 66

Trust in influencers tapers off with age Measuring the influencer impact 17

% who trust product/brand recommendations made by social media influencers the following amounts % who agree with the following statements (sorted by Gen Z)

Gen Z Millennials Gen X Baby boomers Gen Z Millennials Gen X Baby boomers

10 14 22 41 50 47 43 37 33 33 24 13 7 6 11 10 Influencer recommendations are more engaging than regular ads

52 49 37 19

I am likely to purchase a product recommended by influencers

45 45 33 14

I follow influencers who regularly promote products/brands

44 44 30 14

I am happy with the volume of promoted products/brands I see from influencers

42 41 32 19

Recommendations from influencers are more informative than from celebrities

41 40 31 18

Influencer recommendations are more trustworthy than regular ads

37 36 28 13

Influencers are knowledgeable about the products they recommend

37 40 32 21
Do not trust at all Trust a little Trust a lot/completely I don't know/no opinion

GWI Zeitgeist March 2023 15,577 internet users aged 16-64 in 12 markets

Sizing up social commerce 68

 Social commerce grows in Latin America sees the most 18

some regions more than others consumers clicking on social ads

% of platform users in each region who say % of social media users in each region who say
they’ve used Facebook Marketplace/Instagram they’ve clicked on a promoted/sponsored post
Shopping Bag in the last month on a network in the last month

% change since Q1 2021 Q1 2023

Unlocking
social shopping

The impact of social shopping Latin America lead the way Given consumers in APAC are
varies worldwide, and is evolv- when it comes to engagement the most likely to use ad-block-
NorthAm +16 39 27
ing continuously. Consumers with sponsored content and are ers, brands should approach
in Latin America come out on the biggest users of Facebook social shopping in a more
top for clicking on sponsored Marketplace and Instagram nuanced way - alternative
posts or ads on social media, Shopping Bag. This region pre- approaches like influencer col- 19
Europe +11 26
but social media users in sents an opportunity for brands laborations and UGC are likely
North America are most likely to drive conversions and sales to be more successful than tra-
to make in-app purchases. In through social media adver- ditional advertising methods on 28
contrast, social media users tising, so partnering with local social media. MEA 33
in APAC are most likely to use influencers and creating cultur-
an ad-blocker. ally relevant content will be key. Make-up brand Glossier excels
in integrating shopping on social 28
APAC -2 30
Latin America dominates With social media users in platforms. Their social storefront
Facebook Marketplace and North America being more is a place for product discovery
Instagram Shopping, but North likely to make in-app purchases, and integrates their social media
America shows significant brands should prioritize creat- posts to their online store. The LatAm -4 42 37
growth, with the number of con- ing seamless and convenient brand also collaborates with
sumers using either platform shopping experiences within influencers, posting videos of
growing 16% since Q1 2021. social platforms. Integrated their routines on YouTube, but
features where users can buy with a difference; they embrace
Bearing this in mind, brands directly from posts are likely to mentioning competitors in influ-
must tailor strategies to dif- further enhance the shopping encer collaborations, showcasing GWI Core Q1 2021 & Q1 2023 GWI Core Q1 2023
ferent markets. Consumers in experience for these users. authenticity and fearlessness. 335,289 platform users aged 16-64 225,744 social media users aged 16-64

Sizing up social commerce 70

 Where livestreams are most popular 19

% of social media users in each country who say they’ve watched a livestream in the last week

40% 37% 35% 33% 32% 32%

Indonesia Vietnam China Brazil Turkey Kenya

The future of
livestream shopping
Who are the keenest livestream watchers?
Livestream shopping took China Social platforms are also watchers are also 43% more
by storm, particularly during increasingly investing in this likely than average to say they % in each group who say they’ve watched a livestream in the last week (sorted by top over-index)
the pandemic when shoppers space. TikTok has started buy the premium version of
Average internet user (index 1.00) IDX
were grounded in their homes. testing TikTok Shop, a fea- products. This gives luxury
ture which allows users to retailers an opportunity to Interested in esports
Livestreams are still very pop- buy directly from the app. dip their toes in the world of 1.62 44
ular in APAC, with the biggest The feature has not yet fully livestreams and for potential Buys the premium version of products
proportions watching them in launched around the world, customers to see an interac- 1.43 39
Indonesia, Vietnam, and China. but has taken off in Indonesia. tion with a product before a Buys products or services to access the community built around them
There are new opportunities in YouTube’s also expanding its big purchase. 1.42 39
other markets too. The number shopping capabilities, with Follows influencers or other experts on social media
of social media users watching users being able to buy before Livestreams offer brands an 1.41 39
livestreams in the Netherlands leaving the platform. opportunity to connect on a Loyal to brands I like
and UAE has grown 9% and 6% more personal level with an 1.24 34
respectively since Q1 2021, and For brands, there’s a few key often impulsive audience who Look for expert opinions before buying expensive products
their popularity is also growing audiences to connect with. value influencer recommenda- 1.22 33
in the US. So while lockdowns Gamers, for example, should tions. They also offer a platform Gamers*
gave people the opportunity to be a target audience here as for collaborations with content 1.21 33
watch these videos, they’ve con- livestream watchers are 21% creators, allowing brands to tap
Millennials
tinued to build momentum since. more likely to be gamers and into their following and bridge 1.11 30
In fact, the global live shopping 62% more likely to be inter- the gap between digital and
market is projected to grow to ested in esports than the physical selling. *Gamers are defined as those who use games consoles, handheld devices, media streaming devices, PC/laptop, tablet or VR headsets to play games
more than $2 trillion by 2025. average consumer. Livestream GWI Core Q1 2023 225,744 social media users and 241,138 internet users aged 16-64

Vietnam Market Report & Marketing Research by CTO Vietnam Network

Sizing up social commerce 72