The social networks They continue to gain more and more participation in daily life, in fact, there are those who first thing they do when they wake up is to see some of these platforms or, there are even entrepreneurs who have managed to consolidate their businesses through this channel.
(Silicon Valley, before the beginning of a new era?).
Thus, in the last year, the number of users on the networks has increased by 10.1%. The above was evidenced by the report ‘The Global State of Digital 2022’, presented by Hootsuite, a platform that helps manage social networks.
According to this report, almost 500 million users joined social networks in 2021, “which raised the world total to 4.62 billion.” Now, another of the findings is that people also divide their time “on an average of 7.5 different social platforms.”
Regarding the top 5 of the most used networks, it stood out, in the first place, Facebook (2,910 million), followed by YouTube (2,562 million), WhatsApp (2,000 million), Instagram (1,478 million) and WeChat (1,263 million). It should be noted that the TikTok platform (1 billion) has been growing in the last year.
Compared to the “most popular” social networks, for an audience between 16 and 64 years old, WhatsApp stood out, in first place, Instagram, in second position, and Facebook, closing the top 3.
One point that the report reflected is that Instagram proved to be “more popular” among womenespecially for those who are in the age range of 16 to 24 years (25.6%), and in the range of 25 to 34 years (17.8%), while the participation of men in these ranges were 22.8% and 13.8%, respectively.
(Colombian ‘Tiktoker’ was arrested for stealing $88 million worth of jewelry.)
Another of the “most popular” networks among the audience was WhatsApp, and it was striking that the population over 45 years of age prefer this platform. Thus, 17.2% of women between 45 and 54 years old indicated that they feel comfortable with this network, while acceptance among women between 55 and 64 years old was 20.4%.
On the men’s side, in the range of 45 to 54 years old, acceptance was 19.3%, while between 55 and 64 years old, acceptance was 19.4%.
Turning to the line of the type of social network accounts followed, the first place went to friends, family and acquaintances with 45.58%; followed by actors, comedians and other interpreters 29.9%; in third place for meme and entertainment accounts with 28.9%; fourth position was for bands, singers and other musicians 28.4%; and fifth place for restaurants, chefs and food personalities at 25.1%.
Use in Colombia
At the country level, the report also highlighted that, on average, the time Colombians spend on social networks per day is 3 hours 46 seconds, while in countries such as Brazil and Argentina the times are 3 hours and 41 seconds and 3 hours and 20 minutes, respectively.
Regarding the use of social networks, 65.1% of users, between 16 and 64 years old, use these platforms in the country to find information about brands and products. While 34.8% of users use social networks for activities related to work.
(Dating applications, a market that is on the rise after the pandemic).
In the influencer tracking In networks, the report also highlighted that Colombia is in third place in the region of countries where users follow more content creators, after Brazil (44.3%) and Argentina (34.2%).
On the 13+ ad side, Facebook reported a reach rate of 84.1%, while on Instagram the reach rate was 43.8%. Finally, the report highlighted that the rate of reach in advertising on YouTube, for those over 18, was 63%.
johana lorduy
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