The State of the Internet 2021

The digital sphere is in a constant state of flux, and it’s our job as digital marketers to stay ahead of the game and ensure our clients are aware of the latest developments and the tools they should utilise to drive their business to new heights.

Each year, in conjunction with Hootsuite, We Are Social conducts an in-depth analysis of data and insights on social, e-commerce, internet, and mobile usage worldwide. It’s a fairly comprehensive document, but we’ve highlighted some of the key points you need to know.

Key Takeaways from We Are Social’s 2021 State of the Internet Report

How are people using the internet?

• Globally, more than 4.7 billion people now use the internet, and over 3.8 billion use social media.
• We spend an average of 7 hours online each day, that’s more than many people spend asleep and translates to42% of our lifetime.
• Mobile is the predominant medium used, so it’s more important than ever to make sure your website is optimised for use on mobile devices.
• While Facebook, Instagram, and Twitter are still the leading social media platforms, niche platforms, such as the running app Strava, are now gaining a seat at the table.

Who is using social media?

• The past year has witnessed a significant shift in the social demographic of social media users.
• It’s a myth that social media is only used by the younger generations – last year, the number of Facebook users aged 65 and over increased by 25%, while Snapchat’s fastest growing market is the over-50s.
• The internet and social media no longer divide people – as different generations come on board and families spend time on social media together, there is a need for more intergenerational content.

What are the emerging trends?

Games

The games market is no longer considered a niche – in fact, it is now the world’s largest social platform and is driving the future of entertainment culture. Virtual versions of real-time events are being organised within gaming platforms, for example.

TikTok

TikTok jumped into the top 10 of social media platforms in 202,0 with usage up by 61%. There are now more than 700 million TikTok users worldwide. However, it’s no longer just about creating amateur music videos; it’s now being used to share content surrounding more serious issues.

Social-audio

With the number of podcast listeners steadily rising, a trend has emerged for audio-social platforms where discussion is the key focus. An example is part talkback radio, part conference call, part House party, social networking app Clubhouse, which has over 10 million users.

A shift in focus

Due to the lack of social interaction we experienced in real life in 2020, the internet became one of the few ways we could interact. We’ve had to completely digitise our lives, and this has led people to look for deeper ways of connecting online. Online relationships are no longer viewed as superficial; as a result, brands need to provide richer, more intimate content.

Next Steps

If you’re thinking of taking advantage of some of the key trends emerging in the digital landscape, get in touch with Air Social today and let us help you take your digital marketing to new heights. We have experts in both organic and paid social media, brilliant web designers & developers, and clever SEO people to raise your online profile.

Call us on 01483 789 434 to secure our digital expertise.