Discover 2024's biggest consumer trends. Our Connecting the dots report is out now.
For our midweek chart, we preview insights from our new GWI Social report (you can download a summary version here) by looking at the continued rise of time devoted to social networking.
Globally, the typical digital consumer is now spending an average of 1 hour and 49 minutes per day on social networks / messaging services. That means about 1 in every 3 minutes spent online is devoted to some form of networking or messaging activity.
As would be expected, figures are highest for younger age groups as well as among the digitally engaged audiences typically found in fast-growth markets. But while countries like the US and UK tend to lag behind, this trend should still cause some pause for thought the next time a headline proclaims the “end of networking” or that the “social bubble has burst”. In reality, networks are capturing even more time than they were before, helped by the rise of multi-networking, the shift to mobile-first forms of consumption and the integration of ever more activities (e.g. video, shopping, news) inside social media.
Clients can find out more about the latest social media trends by reading the full GWI Social report here.
