Our new Digital 2021 October Global Statshot Report published in partnership withWe Are SocialandHootsuite is packed with impressive milestones.
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Lets dig deeper into this quarters report to learn more.
But just how compelling is the TikTok marketing opportunity?
Well, the good news is that were (finally!)
able to report detailed figures for TikTok advertising reach around the world in this quarters report.
However, the available data clearly supports the hypothesis that TikTok is particularly popular amongst younger users.
Brazil comes in third, with more than72 millionusers in the same age group.
For example, TikTok looks like it’s particularly popular in the Middle East.
However, TikTok isnt alone in posting impressive ad reach figures this quarter.
However, that FMAP figure also includes WhatsApps 2 billion-plus users, and WhatsApp doesnt currently offer advertising placements.
GWIs latest data tells a slightly different story, with a greater degree of overlap across platforms.
For context, Q4 2020 CPMs were 31 percent higher than Q3 2020 values.
However, there doesnt appear to be any meaningful correlation between broader privacy fears and the use of VPNs.
Overall, men are significantly more likely to use a VPN than women are.
The evolution of search and brand discovery
The worlds online search behaviors are becoming ever more diverse and fragmented.
The use of voice search continues to increase, especially amongst smartphone users in low- and middle-income countries.
you might read that guide in full and for free byclicking here.
In addition to those two essential trends, marketers may also want to explore the themes outlined below.
This may make it seem like theres more complexity ahead, but my top tip isto embracethese changes.
Cybersecurity
Various reports have indicated that cybercrime has increased significantly in the past couple of years.
And for my final provocation this year, an anti-trend…
10.
But this constant focus on the future may be compromising our ability to perform in the present.
Similarly, the metaverse may well become a place where your audience spends an increasing share of its time.
Thats all for this quarters analysis, but Ill be back in January with our flagship Digital 2022 report.
Story bySimon Kemp
Simon is the CEO of Kepios, and chief analyst at DataReportal.
He uses data to help organisations all over the world make sense of what people are really doing online.
