Hootsuite-2019年全球数字报告（英文）-2019.1-221页.pdf

ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USETHE INTERNET,MOBILE DEVICES,SOCIAL MEDIA,AND E-COMMERCEDIGITAL 2019每日免费获取报告1、每日微信群内分享7+最新重磅报告；2、每日分享当日华尔街日报、金融时报；3、每周分享经济学人4、行研报告均为公开版，权利归原作者所有，起点财经仅分发做内部学习。扫一扫二维码关注公号回复：研究报告加入“起点财经”微信群。3DIGITAL AROUND THE WORLD IN 2019SIMON KEMPREPORT AUTHORcommunity will spend a combined total of more than 1.2 billion years using the internet in 2019.Social media continues to account for the greatest share of that time,and the average user spends more time on social today than they did this time last year.The number of social media users around the world has increased by more than 280 million since January 2018,but there have also been some user declines across some of the worlds top social platforms.To help you make sense of this changing social landscape,weve included detailed data by platform across all of our reports.Mobile users grew by a more modest 100 million over the past year,but that slower growth is perhaps to be expected,given that two-thirds of the worlds population already uses a mobile.However,mobile has helped fuel strong growth in e-commerce over the past year,with m-commerce and mobile wallets playing an increasingly important role in the lives of people all across the globe.This years reports also take a closer look at some of the more recent additions to the digital landscape,including the growing use of voice control,and public adoption of cryptocurrencies.Best of all,were making this years full collection of 5,000+charts available for free.Youll find details of how to download everything over the next few pages,but be sure to check out the links to our wonderful data partners at the end of this report to find even more rich data and insights.But with that,lets get stuck into the numbers.Heres to another year of impressive digital growth in 2019!I say this in my introduction to our Global Digital Reports every year,but the past twelve months really have seen impressive growth across all things digital.This years collection of 230+reports reveals some striking new numbers in countries all across the globe,with developing economies showing some particularly strong growth.The big story in this years data is the accelerating growth in internet users.More than 360 million people came online for the first time during 2018,at an average rate of more than 1 million new users each day.57 percent of the worlds population is now connected to the internet,with trends indicating that all of the original Next Billion Users are now online.Were spending significant amounts of time online,too.The average internet user now spends more than 6 hours online each day,meaning that the worlds digital CLICK HERE TO READ OUR 2019 GLOBAL DIGITAL YEARBOOK REPORT,WITH HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLDESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLDDIGITAL 2019GLOBAL DIGITAL YEARBOOKCLICK HERE TO READ OUR 2019 GLOBAL DIGITAL YEARBOOK REPORT,WITH HEADLINE DIGITAL DATA FOR EVERY COUNTRY IN THE WORLDESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLDDIGITAL 2019GLOBAL DIGITAL YEARBOOKCLICK THE LINKS BELOW TO ACCESS OUR IN-DEPTH LOCAL REPORTSGLOBAL OVERVIEWBOTSWANADJIBOUTIGUINEALESOTHONEPALST.KITTS&NEVISTAJIKISTANDIGITAL YEARBOOKBRAZILDOMINICAGUINEA-BISSAULIBERIANETHERLANDSST.LUCIATANZANIAABKHAZIABRITISH VIRGIN IS.DOMINICAN REP.GUYANALIBYANEW CALEDONIAST.MARTINTHAILANDAFGHANISTANBRUNEIECUADORHAITILIECHTENSTEINNEW ZEALANDST.PIERRE&MIQUELONTIMOR-LESTELAND IS.BULGARIAEGYPTHONDURASLITHUANIANICARAGUAST.VINCENT&THE GRENADINESTOGOALBANIABURKINA FASOEL SALVADORHONG KONGLUXEMBOURGNIGERSAMOATOKELAUALGERIABURUNDIEQUATORIAL GUINEAHUNGARYMACAUNIGERIASAN MARINOTONGAAMERICAN SAMOACABO VERDEERITREAICELANDTFYR MACEDONIANIUESO TOM&PRNCIPETRANSNISTRIAANDORRACAMBODIAESTONIAINDIAMADAGASCARNORFOLK IS.SAUDI ARABIATRINIDAD&TOBAGOANGOLACAMEROONESWATINIINDONESIAMALAWINORTHERN MARIANA IS.SENEGALTUNISIAANGUILLACANADAETHIOPIAIRANMALAYSIANORWAYSERBIATURKEYANTIGUA&BARBUDACAYMAN IS.FALKLAND IS.IRAQMALDIVESOMANSEYCHELLESTURKMENISTANARGENTINACENTRAL AFRICAN REP.FAROE IS.IRELANDMALIPAKISTANSIERRA LEONETURKS&CAICOS IS.ARMENIACHADFIJIISLE OF MANMALTAPALAUSINGAPORETUVALUARUBACHILEFINLANDISRAELMARSHALL IS.PALESTINEST.MAARTENUGANDAAUSTRALIACHINAFRANCEITALYMARTINIQUEPANAMASLOVAKIAUKRAINEAUSTRIACHRISTMAS IS.FRENCH GUIANAJAMAICAMAURITANIAPAPUA NEW GUINEASLOVENIAU.A.E.AZERBAIJANCOCOS(KEELING)IS.FRENCH POLYNESIAJAPANMAURITIUSPARAGUAYSOLOMON IS.U.K.BAHAMASCOLOMBIAGABONJERSEYMAYOTTEPERUSOMALIAU.S.A.BAHRAINCOMOROSGAMBIAJORDANMEXICOPHILIPPINESSOUTH AFRICAU.S.VIRGIN IS.BANGLADESHDEM.REP.OF CONGOGEORGIAKAZAKHSTANMICRONESIAPITCAIRN IS.SOUTH SUDANURUGUAYBARBADOSREP.OF CONGOGERMANYKENYAMOLDOVAPOLANDSPAINUZBEKISTANBELARUSCOOK IS.GHANAKIRIBATIMONACOPORTUGALSRI LANKAVANUATUBELGIUMCOSTA RICAGIBRALTARNORTH KOREAMONGOLIAPUERTO RICOSUDANVATICANBELIZECTE DIVOIREGREECESOUTH KOREAMONTENEGROQATARSURINAMEVENEZUELABENINCROATIAGREENLANDKOSOVOMONTSERRATRUNIONSVALBARD&JAN MAYENVIETNAMBERMUDACUBAGRENADAKUWAITMOROCCOROMANIASWAZILANDWALLIS&FUTUNABHUTANCURAAOGUADELOUPEKYRGYZSTANMOZAMBIQUERUSSIAN FEDERATIONSWEDENWESTERN SAHARABOLIVIACYPRUSGUAMLAOSMYANMARRWANDASWITZERLANDYEMENBONAIRE,ST.EUSTATIUS&SABACZECH REP.GUATEMALALATVIANAMIBIAST.BARTHLEMYSYRIAZAMBIABOSNIA&HERZEGOVINADENMARKGUERNSEYLEBANONNAURUST.HELENATAIWANZIMBABWE6GLOBAL OVERVIEW72019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE,INTERNET,AND SOCIAL MEDIA USEDIGITAL AROUND THE WORLD IN 2019PENETRATION:PENETRATION:PENETRATION:PENETRATION:URBANISATION:MOBILE SOCIALMEDIA USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSUNIQUEMOBILE USERSTOTALPOPULATION7.676 5.112 4.388 3.484 3.256 56%67%57%45%42%BILLIONBILLIONBILLIONBILLIONBILLION82019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTHJAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019MOBILE SOCIALMEDIA USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSUNIQUEMOBILE USERSTOTALPOPULATION+1.1%+2.0%+9.1%+9.0%+10%+84 MILLION+100 MILLION+367 MILLION+288 MILLION+297 MILLION9Click here to identify new opportunities and compare your strategy to other organizations with Hootsuites global study of 9,278 organizations.From using Instagram to research products to chatting with customer support on messaging apps,social media has become the heart of all digital customer touchpoints.We recommend that brands take action in three critical areas:Cambridge Analytica and fake news damaged consumer confidence in search engines,businesses,and social channels in 2018.To rebuild trust,brands must be clear why they are collecting data and use the data they do collect to create personalized,one-to-one experiences that offer new value to customers.REBUILD TRUST WITH CONSUMERS54%of organizations report that departments beyond marketing are now using social media.Marketing teams can increase their influence by guiding this expansion and advancing their organizations digital transformation.Begin by establishing common KPIs with other departments,using social to achieve broad business objectives like brand health,revenue,and customer retention.BREAK DOWN MARKETING SILOSToday,the average internet user has accounts on 8 different social and messaging services.To meet the demands of these consumers,organizations need to build a unified view of their customers across every touchpoint.Tying together data and working fluidly with other departments is a tough task.But cracking this code offers a giant leap ahead of your competitors in 2019.MAKE A UNIFIED VIEW YOUR IMPERATIVEHOOTSUITES PERSPECTIVE:DIGITAL IN 201910Download our Think Forward report to dive into these trends and more.The constant evolution of digital continues,with new formats and platforms,enhanced by voice,AI and AR.Voice based search has increased,though interestingly more so in developing economies than developed.Platforms responding by developing features such as Snapchat voice recognition lenses and testing of voice commands for Facebook Messenger and Facebook Portal.EVOLUTION OF VOICEConsumer-level AR creation tools are gradually normalising this technology.AR advertising in the newsfeed points to a more immersive experience on social platforms,but until there are truly social features(allowing humans to interact)it wont be core to the experience.IMMERSIVE SOCIALWere in the midst of a revolution.As individuals become the gatekeepers to their own data,its essential that brands find access on the right terms.DEMOCRATISING DATAAs we converge and combine our behaviours and intelligence online,the ability for machine learning to find solutions to brand needs is becoming an essential advantage.COLLECTIVE AIWE ARE SOCIALS PERSPECTIVE:DIGITAL IN 2019112019 REGIONAL OVERVIEWS122019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE,INTERNET,AND SOCIAL MEDIA USEDIGITAL IN AFRICA IN 2019 PENETRATION:PENETRATION:PENETRATION:vs.POPULATION:URBANISATION:ACTIVE MOBILESOCIAL USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSMOBILE SUBSCRIPTIONSTOTALPOPULATION1.304 1.049 473.0 216.0 202.4BILLION BILLION MILLION MILLION MILLION 43%80%36%17%16%132019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH IN AFRICAJAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019ACTIVE MOBILESOCIAL USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSMOBILE SUBSCRIPTIONSTOTALPOPULATION+2.5%+5.2%+8.7%+13%+17%+33 MILLION+51 MILLION+38 MILLION+25 MILLION+30 MILLION142019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE,INTERNET,AND SOCIAL MEDIA USEDIGITAL IN THE AMERICAS IN 2019PENETRATION:PENETRATION:PENETRATION:vs.POPULATION:URBANISATION:ACTIVE MOBILESOCIAL USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSMOBILE SUBSCRIPTIONSTOTALPOPULATION1.020 1.058 798.4 673.1 610.5BILLION BILLION MILLION MILLION MILLION 81%104%78%66%60%152019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH IN THE AMERICASJAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019ACTIVE MOBILESOCIAL USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSMOBILE SUBSCRIPTIONSTOTALPOPULATION+0.9%+0.9%+7.7%+3.8%+5.0%+9 MILLION+10 MILLION+57 MILLION+25 MILLION+29 MILLION162019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE,INTERNET,AND SOCIAL MEDIA USEDIGITAL IN ASIA-PACIFIC IN 2019PENETRATION:PENETRATION:PENETRATION:vs.POPULATION:URBANISATION:ACTIVE MOBILESOCIAL USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSMOBILE SUBSCRIPTIONSTOTALPOPULATION4.250 4.416 2.210 1.997 1.931BILLION BILLION BILLION BILLION BILLION 48%104%52%47%45%172019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORSANNUAL DIGITAL GROWTH IN ASIA-PACIFICJAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019JAN 2018 JAN 2019ACTIVE MOBILESOCIAL USERSACTIVE SOCIALMEDIA USERSINTERNETUSERSMOBILE SUBSCRIPTIONSTOTALPOPULATION+0.8%+3.0%+10%+12%+13%+36 MILLION+127 MILLION+203 MILLION+218 MILLION+219 MILLION182019JANSOURCES:POPULATION:UNITED NATIONS;U.S.CENSUS BUREAU.MOBILE:GSMA INTELLIGENCE.INTERNET:INTERNETWORLDSTATS;ITU;WORLD BANK;CIA WORLD FACTBOOK;EUROSTAT;LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES;MIDEASTMEDIA.ORG;REPORTS IN REPUTABLE MEDIA.SOCIAL MEDIA:PLATFORMS SELF-SERVE ADVERTISING TOOLS;PRESS RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS;ARAB SOCIAL MEDIA REPORT;TECHRASA;NIKI AGHAEI;ROSE.RU.(ALL LATEST AVAILABLE DATA IN JANUARY 2019).THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE,INTERNET,AND SOCIAL MEDIA USEDIGITAL IN