According to the data released by Hootsuite in the report that the company currently publishes on the use of digital and web in the world, in 2021 almost 60% of the world population uses the internet with a 9% increase over the past year. I am 4.66 billion users who surf the internet regularly, while the average duration of each session is about 7 hours, almost as much as a full-time working day.
Web 2021: here are the data
In the study conducted by Hootsuite it can be seen, without too many surprises, that in the last year the use of the web in the world has seen a sharp increase. A fact that, in all likelihood, is closely linked with the pandemic, which helped drastically change the habits of most people. Social media plays the lion’s share in this context.
I social media, in fact, they have registered the beauty of a billion new users in the last 3 years, with one overall growth of 13% compared to last year. At the publication of the report the global total of users almost reached 4.2 billion. An element that has led companies to invest in marketing campaigns designed specifically for these digital ecosystems.
In this regard it is not surprising that the budget dedicated to social advertising campaigns increased by 23.2% in 2020 and by 23.4% in 2021, with forecasts of a further increase in 2022. As regards users, on the other hand, mainly the baby boomer (born between 1946 and 1964) of female gender and on Instagram and Facebook platforms.
Finally, 45% of all internet users in the world use social media to search for products and services. Particularly inclined to take advantage of this function are the members of the Generation Z, and the percentage of people who buy food and household products online has also increased by 40%.
The effects of the pandemic
These data, Hootsuite points out in the report, are largely the effects of the Covid-19 pandemic, which has contributed to radically change our customs, solidifying habits that are now defined as definitively acquired by consumers. A striking example of this phenomenon is how much the services of online shopping we have seen a boom in the past couple of years.
Just think that 50% of all web users between the ages of 16 and 64 said they used a food delivery service in 2021, which, in some ways, puts the future of world catering into perspective. It is therefore evident that some solutions, also daughters of necessity, that emerged during the months of lockdown will hardly disappear in the years to come, even as they improve the daily life of most people.
This trend towards digitization of many aspects of our lives seems set to increase in 2022, when social media will once again be at the center of digital marketing strategies. From this point of view, the various companies are likely to focus not only on Facebook and Instagram, but also on TikTok and Snapchat, two potentially very profitable platforms.