Big stories in this years report include:
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Once youve finished watching that, read on below for the full report.
you might also find my comprehensive analysis of key trends over the past decade inthis in-depth article.
Dig deeper:click hereto learn more about what future digital growth rates might look like.
However, the latest data also reveal that theres plenty more work to do.
However, basic infrastructure challenges remain an important consideration too.
Related:click hereto learn more about the worlds top motivations for going online.
However, you may be more surprised to see TikTok gain just 4.3 percent of the total vote.
Dig deeper:take a closer look at how social media favorites vary by age and gender inthis article.
In total, the latest numbers suggest that the world should spend more than1212 trillion hoursonline in 2022 alone.
Dig deeper:click hereto see how social media time compares with time spent watching TV.
Social media time by platform
But how does that social media time break down by platform?
However, TikTok has seen the biggest gains across the top 5 over the past 12 months.
However, active user numbers still provide valuable benchmarks, especially when it comes to understanding a platforms momentum.
Note that LinkedIn doesnt publishactiveuser numbers, which is why were unable to include it in this list.
Dig deeper:stay up to date with all the latestsocial mediastats via our dedicatedplatform pages.
Meanwhile, slightly less than 800 million users also see ads in Instagrams Explore tab each month.
Well take a closer look at Instagram Shop in the social commerce section later in this article.
Dig deeper:click hereto explore the demographics of Instagrams various ad audiences.
TikToks rapid rise continues
TikToks ad audience also continues to grow at an eye-watering pace.
And whats more, despite stereotypes, TikTok isnt just popular with younger users.
Dig deeper:read more about TikToks rise and audience profile byclicking here.
Dig deeper:discover what YouTube users have been watching in our moregranular analysis.
Related:click hereto learn more about how the worlds online video and music habits are changing.
However, this figure is considerably higher across many developing economies.
Related:click hereto learn which social media platforms drive the greatest share of web traffic.
But alongside all of these positive findings, there are also some more worrying trends in this years data.
And even more disturbingly, that average falls to just 0.05 percent for pages with more than 100,000 fans.
Related:explore insights into social media marketing effectiveness in HootsuitesSocial Media Trends 2022report.
However, this poor result may in part be due to Japans high median age.
But therein lies one of the many challenges in interpreting and acting on this data.
Should advertising actuallyreflectthe audience that its aimed at, or should it offer an alternative perspective (e.g.
a more aspirational lifestyle)?
This is one of the more contentious questions in marketing, and sadly there are no simple answers.
Related:learn about the latest cultural themes shaping advertising effectiveness in We Are SocialsThink Forward 2022report.
Many of our lockdown-inspired behaviours have also endured, even as people venture back out into the world.
Meanwhile, spending in the grocery category has grown even faster than user numbers have.
However, once again, the story varies considerably by geography.
Theres some more optimistic news for travel brands in this years data, too.
But the latest data also reveal that ecommerce isnt just about getting the latest and greatest.
Related:could social commerce help Meta build an alternative to its ad-funded model?
Learn more in ourdetailed analysis.
And all that time adds up to serious money, too.
Additional data:find more great mobile insights in App Annies excellentState of Mobile 2022report.
For context, 29 Mbps is more than fast enough to stream a 4K video without any buffering.
Dig deeper:read our complete analysis of mobile and fixed connections speeds byclicking here.
However, crypto ownership is still heavily male-skewed, and older audiences are also underrepresented.
Dig deeper:learn more about cryptocurrency trends in GWIs excellent Connecting the Dotsreport.
Related:explore the rise of cross-cultural content in ourin-depth analysis.
However, canines dogged success over the past year isnt just down to the#dogsofinstagram.
Dont hate the messenger.
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.
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