Our new Digital 2022 Global Overview Report – published in partnership with We Are Social and Hootsuite – reveals that most of the connected world continues to grow
At almost 8, 000 words, this article’s a bit of a beast, so get yourself comfortable, and prepare for a full-on feast of facts and figures.
As always, I’d like to start by saying a very big thank you to the world-class data partners who’ve made this year’s reports possible, especially:
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Just before we get into the numbers, I’d like to encourage all readers to review our detailed notes on data, to understand how changes in data sources and methodologies may impact this year’s numbers.
You’ll find our Digital 2022 Global Overview Report in the SlideShare embed below (click here if that’s not working for you), but read on below for my complete analysis of this year’s top findings.
This year marks the tenth anniversary of the first global report in our Global Digital Reports series, so we can now look back over a full decade of digital data.
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If you’d like to indulge in a bit of nostalgia, you can find our first Global Overview Report here, while all subsequent reports in the series are also available in our free library.
Note that considerably more data is available today than it was at the time we produced many of our earlier reports though, so some of the figures I’ll cover below may not match those that we published in previous reports.
Kepios analysis reveals that internet users have more than doubled over the past 10 years, climbing from 2.18 billion at the start of 2012 to 4.95 billion at the start of 2022.
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That results in a compound annual growth rate (CAGR) of 8.6 percent for the past decade as a whole, but –as you can see in the chart below – annual growth rates have fluctuated meaningfully from one year to another.
The latest data suggest that internet users grew by 192 million over the past 12 months, resulting in annual growth of just 4.0 percent in 2021.
However, we strongly suspect that this lower growth figure is more likely the consequence of challenges associated with collecting and reporting data during the ongoing COVID-19 pandemic, and that these numbers don’t reflect the actual growth in internet users over the past year.
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As a result, there’s a very good chance that we’ll report higher numbers for growth between 2021 and 2022 once newer data becomes available.
Higher than the 1.48 billion figure we published in 2012, and means that social media users have grown at a CAGR of 12 percent over the past decade.
Social media user growth has continued at a double-digit rate of 10.1 percent over the past 12 months too, but I confess I’m surprised that the growth rate between 2021 and 2022 has remained above pre-pandemic levels.
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For context, the latest data indicate that 424 million users started their social media journey over the past year, equating to an average of more than 1 million new users per day, or roughly 13½ new users
However, anyone who had been wavering about joining social media before the pandemic struck would have been most likely to join during the early days of lockdown in 2020, so I’m hesitant to attribute any meaningful share of growth over the most recent 12 months to some kind of “COVID effect”.
Moreover, with social media users now equating to 58.4 percent of the world’s total population, we should expect to see growth rates start to decelerate over the next few years, and this may well be the last time that we report double-digit annual growth in social media users.
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The good news is that we should see social media users reach the equivalent of 60 percent of the global population sometime in 2022 though, so even if growth rates do subside, the overall reach potential of social media should still offer plenty to get excited about.
Data reveal that the number of people who remain “unconnected” to the internet has now dropped below 3 billion for the first time.
This marks a significant milestone in the world’s journey towards equal digital access, and has particular relevance as the role of connected devices has moved from luxury to lifeline, especially during the COVID-19 pandemic.
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More than 1 billion people remain offline across Southern Asia, while almost 840 million people are yet to come online across Africa.
For context, the median age of the population plays an important role in shaping adoption levels across many parts of Africa, with more than half of the populations of several countries in the region still below the age of 20.
For example, in the Central African Republic – where internet adoption remains stubbornly low – barely 1 in 7 people currently has access to electricity, and the vast majority of people still don’t have access to basic sanitation either.
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Furthermore, the excellent State of Mobile Internet Connectivity 2021 report from GSMA Intelligence reveals that 1 in 4 people across lower- and middle-income countries is still unaware of the existence of mobile internet.
So, while the UN may have designated internet access a “basic human right”, there’s still a long way to go to ensure that everyone has equal access to what is arguably the most important innovation of our age.
When it comes to the world’s “favourite” social media platforms, GWI’s latest data reveals that Instagram has now overtaken Facebook to claim
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It’s still a close call though: 14.8 percent of global internet users identify Instagram as their favourite platform, compared with 14.5 percent for Facebook.
However, yet another Meta platform –WhatsApp – tops the global rankings, with 15.7 percent of working-age internet users choosing the messenger app as their favourite social platform.
Interestingly, WeChat gains enough votes to rank fourth at a global level, despite a whopping 99 percent of the platform’s votes coming from users within Mainland China.
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China is home to roughly 20 percent of the world’s total internet users though, so it’s perhaps unsurprising that the country’s social media users have such a big impact on these global rankings.
That doesn’t quite match the excitement TikTok generates in the media, but it’s worth noting that the number of people choosing TikTok as their favourite social platform has jumped by 71 percent in the past 90 days, and TikTok’s overall share of the vote has increased by 180 basis points in just 3 months.
Furthermore, App Annie reports that TikTok was the most-downloaded mobile app in 2021, and the platform continues to enjoy strong growth in ad reach too (more on that below).
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As a result, we might expect to see TikTok make even bigger gains in these rankings over the coming months, so be sure to follow our quarterly Statshot reports in 2022 to keep track of its progress.
One of the top stories at the start of the COVID-19 pandemic was how much more the world came to depend on the internet, especially as countries entered lockdown.
However, despite fluctuations in movement restrictions over the past two years, the latest data show that people are in fact spending more time than ever using connected tech.
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Research from GWI reveals that the “typical” global internet user now spends almost 7 hours per day using the internet across all devices.
For context, if we assume that the average person sleeps for roughly 7 to 8 hours per day, the typical internet user now spends more than 40 percent of their waking life online.
The amount of time we spend online continues to climb too, with the daily average increasing by 4 minutes per day (+1.0 percent) over the past year.
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That may not sound like a big increase, but added up across all of the world’s internet users, those 4 extra minutes per day will equate to more than 5 billion additional days of internet use in 2022.
South Africans now spend the greatest amount of time online each day, with the country’s working-age internet users saying that they spend an average of 10 hours and 46 minutes using connected tech every day.
Filipinos, Brazilians, and Colombians aren’t far behind, with the average internet user in those countries each spending more than 10 hours per day online.
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At the other end of the scale, Japanese users spend the least amount of time online each day, with the national average still below 4½ hours per day.
It’s also interesting to note that China sits quite far down these rankings, with the country’s internet users saying they spend an average of 5 hours and 15 minutes per day online.
At an average of 2 hours and 27 minutes per day, social media accounts for the largest single share of our connected media time, at 35 percent of the total.
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The time we spend using social media has grown again over the past year too, up by 2 minutes per day (+1.4 percent).
Our analysis suggests that this is largely because people have embraced a variety of new online activities over the past two years, so –relatively –social media now accounts for a smaller share of total online time than it did when people did fewer things online.
However, with the world set to spend
