2020 global trends

in social media

Latest insights from TGI Global Quick View

Consumer Data (Fieldwork: March / April 2020)
TGI Global Quick View : international data on connected consumers
A sample of over 67,000 internet users, aged 16+ in 25 major markets economies around the world
▪ Argentina ▪ Spain
▪ Australia ▪ Sweden
▪ NEW! Belgium ▪ Taïwan
▪ Brazil ▪ Turkey
▪ Canada ▪ USA
▪ France
▪ Germany
▪ Great Britain
▪ India
▪ NEW! Indonesia
▪ Italia
▪ Japan
▪ Mainland China
▪ Mexico
▪ NEW! Netherlands
▪ Norway
▪ Poland
▪ Russia
▪ NEW! Singapore
▪ South Korea

2
TGI Global Quick View – understanding key digital behaviours
1. Streaming &
Social Networking
Usage for top audio streaming, paid
& free video content and social
networking platforms –Spotify,
Netflix, Disney +, Amazon Prime
Video, YouTube, Facebook,
Instagram or TikTok.
6. Sports & Club
Following
Interest on sports and following of
top competitions and clubs – i.e.
UEFA Champions League,
Premier League, NBA, NFL,
MLB, Liverpool or LA Lakers.
Purchase of sports brands – i.e.
Nike, Adidas, PUMA, Reebok.
2. Online News
& Podcasts
Engagement with top online for
news and podcast usage – i.e.
Buzzfeed, Apple News, Google
News, New York Times, The
Guardian, Financial Times,
CNN.com or BBC.com.
7. Travel & Leisure
Frequency, usage of airline
brands and outings visited – i.e.
Delta, Emirates, Disneyland
Paris, museums, national
parks or music festivals.
Commuting length and method.
3. Ad-blocking &
Technology Attitudes
Usage of ad-blocking software and
attitudinal statements towards
technology – including preference
for keeping up with latest tech, wait
until it becomes cheaper or
predilection for ease of use.
8. Financial Services
Usage on services offered by
top financial brands – i.e.
Allianz, American Express,
BBVA, HSBC Bank, ING,
Santander, Mastercard, Visa,
Apple Pay, PayPal.
4. Out Of Home
Advertising
Consumer recall on a wide range of
OOH sites – including roadside
billboards, bus shelters, shopping
malls, railway stations, underground
or the site of buses and trams.
9. Mobile Phones
Usage of main mobile service
providers - i.e. 3, EE, Orange,
Vodafone - and preference on
payment for mobile data plan
and allowance.
Wave 2020 Data Coverage
5. Online activities
Consumer key online activities in
relation to communication;
information; shopping, retail and
finance; entertainment.
10. COVID-19 impact
on consumer behaviour
Perceptions on present and
future changes on media habits
and frequency, following of
news, TV series and film,
gaming, activities and lifestyle
statements.
3
Social Media in 2020

More than 7 out of 10 connected adults

use social media at least once a day,
highlighting how big a part of our lives
social media has become.
80%
of connected consumers in the
In this report we will explore:
world’s 25 largest markets
▪ What are the most used social
today claim to use social media,
networks globally? according to TGI Global Quick
View consumer data.
▪ Which countries are particular hotspots
for social media engagement?

▪ Who are the heavy social media users?

What are their habits and interests?

4
Social media users & Digital
Digital devices used by social media users throughout the world

80%
…claim to use social networks

49,5% 50,5%

93% 83% 47,5% 49% 17%

Smartphone Desktop/laptop Tablet Smart or Smart Watch
connected TV

Source: TGI Global Quick View

*based on connected consumers in 25 countries
5
Social media penetration
Penetration rate of social networks country by country (%)

Globally, 72% of connected consumers use social media at least once a day.

100
89 86,5
90 85 84,5 83,5 82 81 78,5 78
80 77
72 72 72
68 68 67 66 66 65
70 63 61
60 55 53
49
50 45
40
30
20
10
0

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries
6
Age distribution of heavy social media users throughout the world

Over a quarter of
16-34 years old
connected consumers
worldwide are social
media heavy users
(they say they use
social media at least
once a day).

30% 13%

16-24 35-44 55+

25-34 45-54

29% 20% 7%

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries
7
Social media heavy users (at least once a day)
Opinions: Top 5 statements

R AN K ED B Y : AF F I N I T Y I N D EX

122
120
121
120 120
120

119
24% 120
118
19% 20% 120
117
27%
116 26%
115
I love to buy new gadgets and It is important my household is I like to keep up with the latest I like to pursue a life of I try to keep up with
appliances equipped with the latest fashions challenge, novelty and change developments in technology
technologies

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries. 8
The affinity index shows the weight of social media heavy users compared to the total population.
Social media heavy users (at least once a day)
Interests: Top 5 topics

R AN K ED B Y : AF F I N I T Y I N D EX

130
128
128
126 125
124
122 41% 121
120 119 119
96%
118 69%
31% 34%
116
114
Professional networking (e.g. Social networking (e.g. Watch video posted on a social Watch TV shows/movies that I Use the voice-activated personal
LinkedIn) Facebook, Twitter) network (Facebook, Twitter) rent or buy online one-time assistant to search for
(iTunes, Amazon, Apple TV etc.) information (e.g. Siri, Google
Assistant, Cortana, Alexa)

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries. 9
The affinity index shows the weight of social media heavy users compared to the total population.
What place do social networks play in the lives of Internet users? (1/2)

Argentina Average connected consumer

Mainland China 240 Norway
Japan Turkey
200 I could happily live without social media
Singapore USA
160
Taiwan Canada Social media is something I don’t think I
120 could live without

India 80 Sweden

40
Indonesia Brazil
0
Chinese consumers are The Norwegians are
Poland Russia
2X while 45%
more likely to claim they more likely to claim they
South Korea France could NOT live without could happily live
social media than the without social media
average connected than the average
Italy Mexico consumer connected consumer

Belgium GB
Netherlands Australia
Spain Germany

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries
10
What place do social networks play in the lives of Internet users? (2/2)

Argentina Average connected consumer

USA 240 Australia
Turkey Brazil I spend a lot of my time online on social media
200
Sweden Belgium
160 I enjoy expressing my views online, in social networks,
blogs, forums
Spain 120 Canada I often express my opinion on brands online

80
South Korea Mainland China
40

0
South Koreans are Brazilians are
Singapore France
whereas
46% 49%
less likely to spend more likely to spend
Russia GB time online on social
time online on social
media, or express media, or 32% more to
their views online than express their views
Poland Germany the average connected online
consumer than the average
Netherlands India connected consumer

Norway Italy
Mexico Japan

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries
11
What are their main online activities?

1. 96% 2. 85% 3. 78% 4. 75% 5. 71%

Social networking Online shopping Reading news Instant messaging/chatting Watch video clips for free

▪ Indonesia 98% ▪ India 92% ▪ Brazil 84% ▪ China 88% ▪ Taiwan 86%

▪ Russia 98% ▪ Mainland China 90% ▪ Russia 88% ▪ Taiwan 88% ▪ Brazil 82%

▪ Japan 98% ▪ South Korea 90% ▪ Turkey 87% ▪ Singapore 86% ▪ Russia 85%

▪ Taiwan 97% ▪ Poland 90% ▪ Poland 85% ▪ Brazil 77,5% ▪ South Korea 79%

▪ Belgium 97% ▪ Indonesia 89% ▪ Italy 85% ▪ Norway 84% ▪ Japan 78%

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries
12
Are they interested in brands on social networks?

1. 17% 2. 23% 3. 19%

Join or take part in an online community Interact with a brand on social media (at least Ask questions about brands or products on
discussion about brands (at least once a week) once a week) blogs, forums or communities (at least once a
week)
▪ Turkey 16% ▪ Brazil 29%
▪ Brazil 21%
▪ Brazil 13% ▪ Mexico 30%
▪ China 31%
▪ South Korea 12 ▪ Turkey 21%
▪ India 39%
▪ Mexico 17,5% ▪ Mainland China 32%
▪ Indonesia 40%
▪ Singapore 12% ▪ South Korea 22%
▪ Mexico 23%
▪ Russia 16% ▪ USA 18,5%
▪ Taiwan 19%
▪ China 33% ▪ Argentina 18%
▪ Turkey 23%
▪ Spain 14% ▪ India 43%
▪ Argentina 18%
▪ Italy 14% ▪ Indonesia 47%
▪ Poland 15%
▪ USA 13% ▪ Taiwan 21%
▪ Spain 16%

Source: TGI Global Quick View

*based on heavy social media users (at least once a day) in 25 countries
13
TOP 10
Most used social networks

18,5% of Youtube users are in the 28% of Tik Tok users are Indian, 16% are in the USA,
USA. 14,5% are Indian & 10% are 15% are Brazilian. 34% belong to the 16-24 age group
Brazilian and 32% to the 25-34 age group. 16% of connected
adults report using the app at least once a day!

71% 67,5% 52% 32% 22%

1. Youtube 2. Facebook 3. Instagram 4. Twitter 6. Pinterest

21% 19% 18% 5% 3%

5. LinkedIn 7. Tik Tok 8. Snapchat 9. Tumblr 10. Vkontakte/VK.com

Source: TGI Global Quick View

*based on connected consumers in 25 countries
14
Youtube penetration
Penetration rate of Youtube by region/country

Netherlands 60%
Sweden 69%
Norway 69% EMEA
Poland 80%
Russia 82% 67,5%

GB 58%
North America France 57%
61% Germany 55%
China 0%
Spain 75,5%
Italy 70% Japan 54%
Canada 64,5% Belgium 59% Taïwan 81%
USA 61% Turkey 81% Singapore 80%

APAC
Mexico 87% Indonesia 88%
Brazil 89% 73%
Argentina 87,5%
India 86,5%
South Korea 56%

Latam Australia 62%

88%

Source: TGI Global Quick View

*based on connected consumers in 25 countries 15
Facebook penetration
Penetration rate of Facebook by region/country

Netherlands
64,5%
Sweden 70% EMEA
Norway 77,5%
Poland 81% 67%
Russia 43%

GB 65%
North America
France 62%
65% Germany 53%
China 0%
Spain 71%
Italy 72% Japan 30%
Canada 67% Belgium 70% Taïwan 81%
USA 65% Turkey 66% Singapore 77%

APAC
Mexico 89% Indonesia 80%
Brazil 83% 65%
Argentina 82,5%
India 83%
South Korea 44%

Latam Australia 70%

85%

Source: TGI Global Quick View

*based on connected consumers in 25 countries 16
Instagram penetration
Penetration rate of Instagram by region/country

Netherlands 44%
Sweden 56%
Norway 59% EMEA
Poland 50%
Russia 55% 54%

GB 40%
North America
France 37%
41% Germany 36%
China 0%
Spain 58%
Italy 54% Japan 33,5%
Canada 42% Belgium 40% Taïwan 53%
USA 41% Turkey 75% Singapore 59%

APAC
Mexico 56% Indonesia 82%
Brazil 74,5% 56%
Argentina 71%
India 70%
South Korea 40%

Latam Australia 49%

67%

Source: TGI Global Quick View

*based on connected consumers in 25 countries 17
Tik Tok penetration
Penetration rate of Tik Tok by region/country

Netherlands 10%
Sweden 11%
Norway 16% EMEA
Poland 13%
Russia 16% 12%

GB 11%
North America France 9%
14% Germany 9%
China 46%
Spain 9%
Italy 9% Japan 8%
Canada 12% Belgium 8% Taïwan 15%
USA 14% Turkey 17% Singapore 18%

APAC
Mexico 24% Indonesia 29%
Brazil 35% 28%
Argentina 20%
India 45%
South Korea 5%

Latam Australia 15%

29%

Source: TGI Global Quick View

*based on connected consumers in 25 countries 18
About TGI Global Quick View
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TGI Global Quick View provides you with international data on the connected consumer
to profile your audience.

The questionnaire itself was designed to collect data on the following areas:
1. General digital behaviours and preferences
2. Usage of digital media services
3. Attitudes and demographics to define various personality and identity classifications
4. Purchase categories (online and offline), and usage of global brands in key
categories

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We apply a common consumer segmentation to our international and country data so you
can have an overview of behaviours across markets and understand the local differences.

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consistently across multiple markets & identify global consumer trends and tap into local
business opportunities.

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About Kantar

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provide clients with a holistic understanding of the changing media
landscape. Our global coverage and local expertise enable clients to
better understand media audiences and their relationships with brands
to optimise investment. Where others see a fragmented reality, we see
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