However, barriers remain to provide people around the world with fair and equal access to the digital universe that is changing our daily lives. We will tell you more about this in a review of the numbers and trends of the Internet for 2020. During February, we will supplement the report with data on the state of the digital sphere in Russia.
The most important figures from the Digital 2020 global report
The importance of digital technologies in our lives has reached new heights, and more and more people are spending more and more time on the Internet, solving more and more tasks there:
At the same time, the audience of social networks in Russia at the beginning of 2020 amounted
In these regions, there is a correlation between the level of Internet access and the age of users: more than half of the population of Africa under the age of 20 and more than 460 million people under the age of 13 in South Asia do not go online.
Gender also matters. According to the International Telecommunication Union (ITU), women are less likely to have Internet access than men. A gender gap is also observed among social media audiences. For example, women in South Asia today use social media three times less than men.
The UN reports that the main reason for this imbalance lies in “deeply rooted social norms and traditions.” Regardless of the reason, the number of “unconnected” will largely depend on the increasing accessibility of the digital sphere for women, especially in developing countries.
Considering that 92% of Internet users can access the Internet on mobile, this figure may seem surprisingly low to some, but there is plenty of evidence that computers continue to play an important role in our Internet use According to Statcounter statistics, about 53% of all searches on the Internet are made from mobile phones, while computers still account for 44% of the total.
From all this data, we can conclude that most people use several different devices to access the Internet
It is worth noting that applications that help people find love occupy a significant market share. In 2019, Tinder earned more than any non-gaming app. And last year, singles around the world spent a total of $2.2 billion on all dating apps. This is double what it was two years ago.
In the latest State of Mobile 2020 report, analysts from App Annie note that games account for the largest share of downloads (one in five) and 70% of mobile app spending worldwide. However, if we talk about the time that users spend in mobile applications, games are not the largest category.
Man to man – follower
Approximately half of the 3.7 hours a day that people spend with mobile in their hands, they spend on social networking applications and instant messengers. This means that we spend as much time on these platforms as on the rest of the mobile activity.
Interestingly, in January 2020, 87% of Russians had instant messengers installed on their smartphones, and 92% of mobile users had social media applications. The most popular mobile application in Russia in terms of the number of users is WhatsApp. It is followed by Viber, and the VKontakte application closes the top three. At the same time, it is in the VKontakte mobile application that Russians spend the most money. 77.9% of web traffic in Russia comes from Android (11% more than last year), while iOS accounts for 21.5%.
Facebook is still ahead of the curve
Over the past year, Facebook has also seen several cases of decline in audience activity. So, according to the platform’s own advertising tools, compared to several previous months at the beginning of 2020, a significant decrease in coverage was noted in India, Spain and North Korea. However, in the last 3 months alone, the total Facebook audience has grown by 1%.
It’s time for TikTok
Probably the main discovery of 2019 among social networks was TikTok. However, data from TikTok ads reported to AdAge a couple of months ago gives a clearer picture of what’s going on.
At the same time, it is important to emphasize that there is no data indicating that TikTok owes its success to any of the Western social networks. Facebook, Instagram and Snapchat have all reported growth in ad audiences over the past few months, even among users aged 13 to 17. For example, at the beginning of 2020 in Russia, the advertising audience of Instagram amounted to 44 million people, which is equal to 36% of the total population of the country.
Not only TikTok has grown
While the media sang the praises of TikTok, the interesting numbers that other social platforms have shown seem to have eluded the media radar. The most impressive growth came from Reddit, which saw a 30% increase in monthly active audience (+100 million new users) compared to last year.
Pinterest has a similar story, with its active user base growing 29% in the past year. Over the past 12 months, the platform has attracted more than 70 million new active users, and by the beginning of 2020, the total monthly active audience was 322 million.
The platform has added new countries for targeting, resulting in a 12% increase in potential advertising reach between October 2019 and January 2020.
Sina Weibo is also showing impressive growth, with the platform’s monthly active audience set to surpass half a billion in the next few months, based on recent trends. The company’s November announcement of 497 million active users indicates an increase of 51 million new users for the year (+11%).