TikTok Good points 8 New Customers Each Second (And Different Thoughts-Blowing Stats)


If you happen to anticipated digital to return to “enterprise as standard” in 2022, you might need to reset these expectations.

Our new Digital 2022 Global Overview Report—revealed in partnership with Hootsuite and We Are Social—reveals that many of the linked world continues to develop quicker than it did earlier than the pandemic.

Social community consumer numbers. Time spent on these platforms. Social advert spend. They’re all rising. Learn on for the juicy particulars.

Top 10 takeaways

This video offers a handy summary of this year’s essential headlines and trends.

Social media users grew 10% in last year

Meanwhile, social media users have seen even faster growth than internet users over the past decade.

Today’s total of 4.62 billion social media users is 3.1x higher than the 1.48 billion figure we published in 2012, and means that social media users have grown at a compound annual growth rate of 12% over the past decade.

chart showing social media users over time

Social media consumer development has continued at a double-digit charge of 10.1% over the previous 12 months too, however I confess I’m shocked that the expansion charge between 2021 and 2022 has remained above pre-pandemic ranges.

For context, the newest knowledge point out that 424 million customers began their social media journey over the previous yr, equating to a mean of greater than 1 million new customers per day, or roughly 13.5 new customers each single second.

chart showing an overview of social media use

Nonetheless, anybody who had been wavering about becoming a member of social media earlier than the pandemic struck would have been most certainly to affix throughout the early days of lockdown in 2020, so I’m hesitant to attribute any significant share of development over the newest 12 months to some type of “COVID impact”.

Furthermore, with social media customers now equating to 58.4% of the world’s whole inhabitants, we should always count on to see development charges begin to decelerate over the subsequent few years, and this could be the final time that we report double-digit annual development in social media customers.

The excellent news is that we should always see social media customers attain the equal of 60% of the worldwide inhabitants someday in 2022 although, so even when development charges do subside, the general attain potential of social media ought to nonetheless provide a lot to get enthusiastic about.

Social customers have a brand new 2nd favourite

Relating to the world’s “favourite” social media platforms, GWI’s newest knowledge reveals that Instagram has now overtaken Fb to say second place within the worldwide rankings.

It’s nonetheless a detailed name although: 14.8% of worldwide web customers determine Instagram as their favourite platform, in contrast with 14.5% for Fb.

Nonetheless, one more Meta platform, WhatsApp, tops the worldwide rankings, with 15.7% of working-age web customers selecting the messenger app as their favourite social platform.

chart showing favorite social media platforms

Apparently, WeChat features sufficient votes to rank fourth at a worldwide stage, regardless of a whopping 99% of the platform’s votes coming from customers inside Mainland China.

China is dwelling to roughly 20% of the world’s whole web customers although, so it’s maybe unsurprising that the nation’s social media customers have such a big effect on these world rankings.

Nonetheless, you might be extra shocked to see TikTok sitting at simply 4.3% of the overall vote.

That doesn’t fairly match the joy TikTok generates within the media, however it’s value noting that the variety of individuals selecting TikTok as their favourite social platform has jumped by 71% previously 90 days, and TikTok’s total share of the vote has elevated by 180 foundation factors in simply three months.

Moreover, App Annie experiences that TikTok was the most-downloaded cell app in 2021, and the platform continues to take pleasure in robust development in advert attain too (extra on that later).

chart showing App Annie's app download rankings

In consequence, we count on to see TikTok make even greater features in these rankings over the approaching months, so you’ll want to come again to see our quarterly Statshot experiences in 2022 to maintain observe of its progress.

Time spent on social continues to rise

One of many prime tales initially of the COVID-19 pandemic was how rather more the world got here to rely on the web, particularly as international locations entered lockdown.

Nonetheless, regardless of fluctuations in motion restrictions over the previous two years, the newest knowledge present that persons are in truth spending extra time than ever utilizing linked tech.

At a mean of two hours and 27 minutes per day, social media accounts for the biggest single share of our linked media time, at 35% of the overall.

The time we spend utilizing social media has grown once more over the previous yr too, up by 2 minutes per day (+1.4%).

chart showing daily time spent using social media

Nonetheless, social media’s share of total web time has really fallen barely because the begin of the COVID-19 pandemic.

Our evaluation means that that is largely as a result of individuals have embraced a wide range of new on-line actions over the previous two years, so, comparatively, social media now accounts for a smaller share of whole on-line time than it did when individuals did fewer issues on-line.

chart showing social media's share of total online time

Nonetheless, with the world set to spend greater than 4 trillion hours utilizing social media in 2022, there’s little doubt that social media nonetheless performs a central function in our on a regular basis lives.

Social customers spend essentially the most time on YouTube

However how does that social media time break down by platform?

Nicely, the excellent news is that the fantastic of us at App Annie have shared some nice knowledge with us this yr that reveals how a lot time individuals spend utilizing the Android apps of a number of prime social platforms.

For context, handsets operating Android account for roughly seven in 10 smartphones in use world wide right this moment, so—whereas these figures could not embody all social media customers—they nonetheless present wealthy insights into how the world really makes use of social media platforms.

Total, App Annie’s knowledge exhibits that YouTube accounts for the best whole time spent utilizing social media apps on Android telephones, and it additionally clocks the very best common time per consumer.

App Annie’s analysis signifies that the everyday YouTube consumer now spends virtually a full day, 23.7 hours, monthly utilizing YouTube’s cell app, however do not forget that the platform probably additionally sees significant exercise on its web site, in addition to by way of embeds on third-party web sites.

chart showing time spent with social media apps

Fb comes second by way of whole, cumulative time spent utilizing social media apps, with Android customers averaging 19.6 hours within the platform’s app every month.

TikTok customers additionally clock in a mean of 19.6 hours monthly utilizing the TikTok Android app, however as a result of the platform has fewer total customers, TikTok solely comes fifth in these rankings by cumulative time spent throughout all customers.

WhatsApp comes third by way of whole time spent, with customers spending a mean of 18.6 hours monthly utilizing the messenger app on Android telephones.

Instagram ranks fourth, however customers spend significantly much less time utilizing the app every month in contrast with the remainder of the highest 5, at simply 11.2 hours monthly.

At 11.6 hours monthly, LINE additionally sees spectacular common use charges, however with significantly fewer customers total, it solely locations ninth within the world rankings by whole time spent.

For context, common month-to-month time per consumer has remained comparatively secure throughout Fb, YouTube, and WhatsApp over the previous yr.

In the meantime, the time spent utilizing Instagram has elevated by 10% yr on yr, equating to virtually one further hour of use monthly.

Nonetheless, TikTok has seen the most important features throughout the highest 5 over the previous 12 months.

TikTok’s customers now clock in an further 6 hours and 20 minutes monthly utilizing the platform’s Android app in contrast with this time final yr, equating to a year-on-year enhance of 48%.

It’s essential to emphasize that these figures differ significantly by geography although, and native rankings can look fairly completely different to this world image.

chart showing time spent using TikTok's mobile app

Fb nonetheless the most-used social platform

Insights into individuals’s “favourite” platforms and the time they spend utilizing each are maybe essentially the most consultant knowledge factors for entrepreneurs getting ready a social media plan.

Nonetheless, lively consumer numbers nonetheless present helpful benchmarks, particularly relating to understanding a platform’s momentum.

Information revealed in Meta’s Q3 2021 investor earnings announcement confirms that Fb remains to be the world’s most-used social media platform, with 2.91 billion customers as of October 2021 (the newest “official” determine on the time of writing).

Fb’s month-to-month lively consumer base grew by a strong 6.2% (+170 million customers) over the previous yr, regardless of already reaching greater than half of its whole potential viewers by age and accessibility. [Note that Facebook is still blocked in China.]

YouTube has closed the hole with Fb over the previous yr although, with the platform’s viewers rising virtually twice as quick as Fb’s.

YouTube now has a minimum of 2.56 billion lively customers, which equates to roughly 88% of the newest Fb whole.

chart showing the world's most-used social platforms

Nonetheless, observe that the figures we publish for YouTube are based mostly on the platform’s advert viewers, whereas the figures for Fb signify whole month-to-month lively customers.

Meta hasn’t revealed any official updates to world WhatsApp consumer numbers previously yr, however it’s probably that the platform nonetheless ranks third, with a minimum of 2 billion lively customers monthly.

Instagram ranks fourth at a worldwide stage, and has seen a number of the quickest development of any platform previously yr (you’ll discover extra detailed evaluation of Instagram’s development later on this article).

WeChat closes out the highest 5, with China’s favourite social media platform now claiming 1.26 billion month-to-month lively customers.

Nonetheless, all eyes will probably be on TikTok, which presently sits in sixth place in these lively consumer rankings.

Bytedance introduced that the platform had handed 1 billion month-to-month lively customers again in September 2021, however the firm has been characteristically tight-lipped since then, in order that determine stays the newest “official” quantity.

Nonetheless, it’s value noting that TikTok’s lively consumer base roughly doubled between December 2019 and September 2021, and with the platform nonetheless claiming prime spot within the world app obtain charts, it’s virtually sure that TikTok’s month-to-month lively customers proceed to develop (extra on that beneath).

In the meantime, Meta hasn’t revealed an “official” month-to-month lively consumer (MAU) quantity for Messenger since September 2017, so we’ve determined to make use of the platform’s newest advert viewers attain determine in these rankings, as an alternative of that older quantity.

Notice that LinkedIn doesn’t publish lively consumer numbers, which is why we’re unable to incorporate it on this record.

Instagram retains rising and rising and rising

The most recent knowledge revealed in Meta’s promoting sources exhibits that Instagram’s advert attain has jumped by a powerful 21% over the previous yr, regardless of important changes in how the corporate experiences its advert viewers numbers.

Meta’s personal knowledge means that greater than 1 / 4 of a billion new customers joined Instagram throughout 2021, pushing the platform’s world advert attain to virtually 1.5 billion customers by the beginning of 2022.

chart showing Instagram's advertising audience

What’s extra, Instagram’s viewers grew by greater than 6% (+85 million customers) in simply the previous 90 days, which means that its development charges proceed to speed up

Instagram has been posting spectacular quarterly development charges for a while now, and our evaluation of the corporate’s advert attain numbers signifies development of virtually 60% over the previous 2 years.

chart showing Instagram's advertising reach

Our Digital 2022 Report additionally consists of knowledge for a few of Instagram’s particular person ‘environments’, which shall be significantly helpful for entrepreneurs exploring alternatives akin to quick video codecs and social search.

For context, advertisements in Instagram’s “dwelling feed” attain virtually all (96.6%) of Instagram’s lively consumer base every month, so these placements stay the surest solution to attain the biggest Instagram viewers.

Nonetheless, advertisements in Instagram Tales now attain greater than 1 billion customers every month, and—with the format’s further performance and inventive choices—the Tales setting represents an ever extra compelling alternative.

chart showing Instagram Stories audience overview

In the meantime, barely lower than 800 million customers additionally see advertisements in Instagram’s Discover tab every month.

This discovering could have added relevance for entrepreneurs launching new manufacturers and merchandise, as a result of customers looking the Discover tab usually tend to be in search of new content material, concepts, and inspiration.

Reels haven’t fairly gained the identical momentum as Tales but, however knowledge reveals that 675 million Instagram customers nonetheless see advertisements within the platform’s devoted video tab every month.

chart showing Instagram Reels audience overview

We’ll take a more in-depth take a look at Instagram Store within the social commerce part later on this article.

TikTok’s fast rise isn’t slowing anytime quickly

TikTok’s advert viewers additionally continues to develop at an eye-watering tempo.

The most recent figures revealed in Bytedance’s promoting sources point out that TikTok’s advert attain elevated by 60 million customers (+7.3%) in simply the previous 90 days, taking worldwide advert attain to roughly 885 million by the beginning of 2022.

Nonetheless, it’s essential to emphasize that this determine doesn’t embody customers beneath the age of 18, who probably make up a sizeable share of the platform’s whole lively consumer base. [Note: due to what the company describes as “data security requirements”, Bytedance’s tools only show ad reach data for audiences aged 18 and above, although marketers can still target ads to users aged 13 and above.]

The most recent knowledge recommend that TikTok has been including a mean of greater than 650,000 new customers every single day over the previous three months, which equates to virtually eight new customers each second.

chart showing TikTok advertising audience overview

And what’s extra, regardless of stereotypes, TikTok isn’t simply widespread with youthful customers.

Advert viewers knowledge for TikTok customers aged 18 and above signifies that greater than three-quarters of all adults in Saudi Arabia, the United Arab Emirates, and Kuwait already use the platform.

In the meantime, TikTok customers aged 18 and above in the US now equate to greater than half (50.3%) of all American adults.

chart showing TikTok ad reach rate ranking

As with all social media viewers knowledge in our World Digital Studies, “customers” could not signify distinctive people, however both method, it’s clear that TikTok has already made an enormous impression world wide, and can be an more and more widespread selection.

YouTube’s advert attain passes 2.5 billion

Our newest evaluation reveals that advertisements on YouTube now attain greater than 2.5 billion customers, with that determine growing by a hefty 11.9% (+271 million customers) over the previous 12 months.

What’s extra, these figures solely account for customers in round 75 of the world’s bigger economies, so there’s an excellent probability that the overall attain of YouTube advertisements is significantly increased than these revealed figures recommend.

chart showing YouTube advertising audience overview

The out there knowledge signifies that YouTube advertisements now attain roughly one in three individuals on Earth, with that determine rising to 37.7% of adults aged 18 and above.

Nonetheless, if we focus solely on these international locations for which knowledge can be found, a much more spectacular story emerges.

YouTube advertisements now attain greater than three-quarters of adults aged 18 and above throughout many of the Western world, and greater than 90% of all adults in a complete of 14 international locations.

chart showing YouTube advertising reach rate age 18+

Past spectacular attain numbers, entrepreneurs may have an interest to be taught that music is more and more essential for YouTube’s world audiences, with 11 of the platform’s prime 20 search phrases over the previous yr relating on to music.

This development can be evident in our rating of the platform’s most-subscribed channels, in addition to our up to date rating of the platform’s all-time most seen movies, each of which you’ll discover within the full report.

chart showing top YouTube searches

1 in 4 now use social media for work

GWI’s newest numbers present that nearly one in 4 web customers aged 16 to 64 now makes use of social media for work-related actions.

Nonetheless, this determine is significantly increased throughout many growing economies.

On the prime of the dimensions, greater than 4 in 10 working-age web customers in Kenya (41.5%) say that they use social media for work-related analysis.

Filipinos and South Africans are additionally significantly extra probably to make use of social media for work than the worldwide common, with greater than one-third of web customers aged 16 to 64 in each international locations saying that social media performs a job of their skilled actions.

chart showing use of social media for work activities

The median age of the general inhabitants seems to play an essential function in shaping how probably individuals in a selected nation are to make use of social media for work, though it’s additionally value noting that Greece appears to buck this development.

chart showing median age of the population

Whereas we’re with regards to skilled social media, it’s additionally value noting that LinkedIn has had one other spectacular yr.

Our evaluation of information revealed within the platform’s promoting sources reveals that LinkedIn’s registered member base has elevated by 11% over the 12 months (+81 million members), taking the worldwide whole to greater than 808 million by the beginning of 2022.

chart showing LinkedIn's advertising audience overview

Social media advert spend up 17%

Numerous knowledge factors on this yr’s experiences reveal that spending on social media advertisements has jumped considerably over the previous 12 months.

For instance, knowledge from Statista exhibits that world social media advert spend exceeded USD $150 billion in 2021, with social media advertisements accounting for roughly one-third (33.1%) of whole digital spend.

chart showing social media advertising overview

In the meantime, the newest evaluation from Skai exhibits that advertisers spent 14% extra on social media advertisements in This fall 2021 than they did in the identical quarter of 2020.

chart showing social media advertising total spend

In step with this enhance in total spend, This fall social media CPMs jumped by 21.7% yr on yr, with advertisers world wide paying a mean of USD $9.13 for 1,000 social media advert impressions throughout the final three months of 2021.

chart showing social media advertising average CPM

Crucially although, due to the upper common value per impression, social media advertisers really delivered fewer whole impressions in This fall 2021 in contrast with the identical interval in 2020, regardless of spending extra total.

chart showing social media advertising impressions and CTR

Social performs main function in model discovery and analysis

Regardless of these rising advert prices, entrepreneurs shall be reassured to be taught that new analysis confirms the effectiveness of social media promoting.

GWI’s newest knowledge reveals that multiple in 4 web customers aged 16 to 64 (27.6%) uncover new manufacturers, merchandise, and providers by way of social media advertisements, which is just barely lower than the determine for TV advertisements (31.1%).

Search engines like google are nonetheless the highest supply of latest model discovery for the world’s web customers although, with 31.7% of GWI’s pattern saying that they’ve realized about new manufacturers by way of an internet search.

In the meantime, word-of-mouth suggestions additionally rank extremely for model discovery, so entrepreneurs could need to re-examine how straightforward it’s for audiences to share their model and its numerous on-line presences by way of messenger apps like WhatsApp and Telegram.

chart showing sources of brand discovery

Along with paid placements, it’s additionally value noting that just below one in 4 working-age web customers (23.2%) actively likes or follows a model on social media each month, whereas almost one in eight (12.2%) says that they share manufacturers’ social media posts a minimum of as soon as monthly.

chart showing online brand interactions

GWI’s analysis exhibits that manufacturers’ social media actions play an essential function at different levels within the buy cycle too.

For instance, greater than 4 in 10 working-age web customers say that they go to social networks particularly to analysis manufacturers and merchandise that they’re pondering of shopping for, with this determine rising to half of all web customers aged 16 to 24.

chart showing use of social networks for brand research

However alongside all of those constructive findings, there are additionally some extra worrying tendencies on this yr’s knowledge.

For instance, the newest knowledge from Locowise signifies that Fb pages can now count on a mean engagement charge of simply 0.07%.

That implies that, on common, solely seven followers in each 10,000 will react to, touch upon, or share any given submit.

And much more disturbingly, that common falls to only 0.05% for pages with greater than 100,000 followers.

chart showing Facebook Post Engagement Benchmarks

Associated: discover insights into social media advertising and marketing effectiveness in Hootsuite’s Social Media Trends 2022 report.

The representativeness of promoting

One other troubling discovering on this yr’s knowledge is that hardly one in six working-age web customers (17.3%) says that they really feel represented within the advertisements that they see, whatever the promoting medium.

chart showing representativeness of advertising

On the higher finish of the dimensions, GWI experiences that folks in China are the most certainly to say that they really feel represented in advertisements, with simply over one in 4 (26.8%) answering within the affirmative.

Nonetheless, only one in 9 Individuals has an analogous perspective, and the determine drops to only one in 11 for individuals within the UK.

Japan sits on the backside of the rankings, with only one in 24 respondents within the nation saying that they really feel represented within the advertisements that they see—regardless of Japanese manufacturers spending greater than USD $47 billion on promoting in 2021.

Nonetheless, this poor consequence could partially be on account of Japan’s excessive median age.

Certainly, GWI’s knowledge highlights the truth that, everywhere in the world, older individuals really feel significantly indifferent from promoting, with only one in 9 world web customers aged 55 to 64 (10.8%) saying that they acknowledge themselves within the promoting that they see.

chart showing representativeness of advertising

However therein lies one of many many challenges in deciphering and appearing on this knowledge.

Ought to promoting really replicate the viewers that it’s aimed toward, or ought to it provide another perspective (e.g. a extra “aspirational” way of life)?

This is among the extra contentious questions in advertising and marketing, and, sadly, there aren’t any easy solutions.

The very best recommendation I can provide is to take a position each time and sources in understanding not solely what your particular viewers’s life seems like, but additionally in understanding individuals’s hopes, goals, and fears.

Standard analysis shall be a useful instrument right here, and lots of the knowledge companions featured on this yr’s experiences will be capable to assist.

I firmly imagine that common social listening can present a number of the strongest insights into what individuals really care about.

So, as you place the ending touches to these 2022 plans, you’ll want to put apart some money and time for lively exploration of what issues to your audiences, and what “advert representativeness” would possibly appear like on their phrases.

Ecommerce continues to growth

As we predicted in our Digital 2021 experiences, the will increase in ecommerce adoption that we’ve seen because the begin of the COVID-19 pandemic present no indicators of abating, whilst motion restrictions come and go.

Information from GWI exhibits that just about six in 10 working-age web customers (58.4%) now purchase one thing on-line each week, with that determine persevering with to rise all through 2021.

chart showing weekly online purchases

A lot of our lockdown-inspired behaviors have additionally endured, whilst individuals enterprise again out into the world.

For instance, virtually three in 10 of us (28.3%) now purchase groceries on-line each week, with absolutely the variety of on-line grocery customers growing by 10% in simply the previous six months.

In the meantime, spending within the grocery class has grown even quicker than consumer numbers have.

Figures in Statista’s Digital Market Outlook present that on-line spend within the the Meals and Drinks classes grew by greater than 35% throughout 2021, with whole annual income throughout these two classes reaching $588 billion.

chart showing ecommerce consumer goods categories

Total, world revenues related to on-line purchases of “shopper items”—which embody groceries, vogue, electronics, and different home goods—elevated by greater than half a trillion US {dollars} throughout 2021 (+18%), reaching a complete of USD $3.85 trillion for the yr as a complete.

chart showing overview of consumer goods ecommerce

Statista’s knowledge additionally reveals that the world’s ecommerce customers now spend a mean of greater than USD $1,000 per individual, per yr on on-line shopper items purchases.

Nonetheless, as soon as once more, the story varies significantly by geography.

Common income per consumer (ARPU) for on-line shopper items purchases now exceeds USD $3,000 per yr in Hong Kong and the US, however stays beneath USD $100 in Nigeria.

chart showing consumer goods ecommerce ARPU

There’s some extra optimistic information for journey manufacturers on this yr’s knowledge, too.

On-line journey revenues stay significantly decrease than they had been in 2019, however shopper spending has elevated steadily over the previous 12 months.

Statista’s Mobility Market Outlook experiences that world on-line spend on flights grew by USD $11 billion (+6.8%) in 2021, reaching a complete of USD $173 billion for the yr.

The worth of on-line lodge bookings has elevated even quicker although, with world revenues up by 45% in contrast with final yr.

The world spent $142 billion on on-line lodge bookings in 2021, with annual revenues growing by USD $44 billion in contrast with the general whole for 2020.

chart showing online travel and tourism ecommerce

However the newest knowledge additionally reveal that ecommerce isn’t nearly getting “the newest and best”.

Analysis from GWI reveals that ‘recommerce’ can be an more and more widespread selection, with one in seven web customers aged 16 to 64 (14.4%) shopping for a used or second-hand merchandise on-line every week.

Social commerce takes off

New additions to this yr’s experiences embody figures for advert attain on Fb Market and Instagram Store.

These figures solely signify the variety of customers that entrepreneurs can attain with advertisements in these environments, and so they could not signify the complete extent of every setting’s whole lively consumer base.

Certainly, Meta reports that greater than 1 billion Fb customers entry Market every month, so there appears to be fairly a giant hole between whole Market customers, and the share of these customers that sees advertisements inside Fb’s commerce setting.

Nonetheless, this hole exists throughout different Meta merchandise too, and our evaluation means that Fb’s total advert attain solely equates to about 72% of the platform’s whole month-to-month lively consumer determine. [Find some potential explanations on Data Reportal.]

What’s extra, these Market and Instagram Store figures nonetheless inform a compelling story, and additional exhibit that social commerce has already gained fast momentum.

For instance, advertisements in Fb Market now attain greater than 560 million customers every month, equating to greater than 1 / 4 of the platform’s whole advert attain.

chart showing Facebook Marketplace audience overview

In step with total platform demographics, Fb Market attracts a bigger male viewers, with males accounting for 55% of the Market viewers.

Nonetheless, the extra attention-grabbing discovering is that the Market viewers tends to be significantly older than the Fb viewers as a complete.

Customers over the age of 35 account for greater than half (50.9%) of Market’s world advert viewers, but they account for simply 40.9% of Fb’s total advert viewers.

Notice that Fb limits use of Market to customers aged 18 and above, which explains why figures within the lowest age bracket are so low.

chart showing Facebook Marketplace demographics

Instagram Store has additionally began to realize momentum, with Meta’s instruments reporting that advertisers can now attain greater than 187 million customers with advertisements within the Store tab every month.

Nonetheless, in distinction to the findings for Market above, the information point out that girls account for a a lot higher share of Instagram Store’s world advert viewers.

chart showing Instagram Shop audience overview

Uncover the newest knowledge and insights on social media, the web, cell, and different digital behaviors within the Digital 2021 Report.

Get the Report

Finest-in-class knowledge

As at all times, I’d prefer to say a very large thanks to the world-class knowledge companions who’ve made this yr’s experiences doable, particularly:

Essential notes in regards to the knowledge

I’d prefer to encourage all readers to overview our detailed notes on data, to grasp how adjustments in knowledge sources and methodologies could affect this yr’s numbers.

Alerts to spotlight embody:

  • Web customers: delays in reporting on account of COVID-19 could imply that figures for “year-on-year change” signify change over durations of multiple yr.
  • Social media customers: big changes in platform reporting imply that numerous numbers included on this yr’s experiences are indirectly comparable with figures for a similar knowledge factors featured in our earlier experiences. The place we’ve been in a position to calculate consultant development figures, we’ve included these development figures inside this yr’s experiences, however the place we haven’t included development figures, it’s probably that any comparisons with historic knowledge will ship incorrect values. In consequence, please keep away from evaluating social media customers and promoting viewers figures on this yr’s experiences with figures revealed in our earlier experiences.

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