Hootsuite: 2022 Global Web Overview Report (300 pages)

Hootsuite and We Are Social have teamed up to release a 300-page “2022 Web Overview” report, highlighting the most notable global trends in digital trends and social media.

As many countries around the world have re-entered lockdown due to the coronavirus and its variants, the report shows that social media user growth continues to trend upward. There are now 4.62 billion social media users worldwide, an increase of more than 10% year-on-year, with 424 million new users. The number of social media users is now equivalent to more than 58% of the world's total population.

People now also spend more time on social media every day than the year before, at 2 hours and 27 minutes. Facebook remains the most used social platform in the world, followed by YouTube and WhatsApp.

More than 560 million Facebook users now see ads on the platform each month, and 187 million Instagram users see ads on Instagram.

WhatsApp is the world's "most popular" social media platform. Instagram has surpassed Facebook to become the world's second largest social media, with 14.8% of Internet users worldwide considering Instagram their favorite platform.

At the same time, TikTok's advertising audience continues to grow rapidly, with advertising coverage reaching approximately 885 million people aged 18 and above worldwide.

Global trends in social media, cryptocurrency, internet and e-commerce:

• Instagram’s ad reach has grown 21% over the past year to more than 257 million users. Ads on Instagram are viewed by nearly 1.5 billion users each month.
• The number of people owning cryptocurrency has grown by more than a third (+37.8%) since this time last year. More than one in ten working-age internet users now own some form of cryptocurrency, rising to two in ten in Thailand.
• Since the start of the COVID-19 pandemic, e-commerce penetration has continued to climb with no signs of slowing down, with nearly 6 in 10 working-age internet users (58.4%) now shopping online weekly.
• Only one in six working-age internet users (17.3%) say they feel represented in ads, regardless of the medium they use. Older users feel particularly alienated by ads, with one in nine internet users aged 55-64 globally saying they recognise themselves in ads.
• The report also highlights the role of social media advertising in the marketing mix, with more than a quarter (27.6%) of internet users aged 16-64 discovering new brands, products and services through social media advertising.

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