Global social media trends 2020

Social media use is rarely out of the news for courting controversy of one kind or another. In recent weeks it has seen itself under particular scrutiny as big brands including Diageo, Coca Cola, Unilever and Starbucks have pledged to suspend social media advertising amidst concerns around hate speech appearing on some platforms. 

It remains to be seen in full what reaction this will prompt, but the saga highlights the huge role and influence of social media in society.

It is therefore crucial for marketers to understand how consumers engage with social media today and what the fluctuations are across different markets worldwide.

Discover key global trends in social media with our new report. Built on our latest TGI Global Quick View consumer data, the report explores:

  • Penetration by country and most used social networks
  • Top attitudes and online activities of heavy social media users
  • Attitudes to social media – variations by market

See below for some highlights from the report. For the full report simply fill in the form on the right to download.


Findings from the report include:

  • 80% of connected consumers across the 25 markets claim to use social media
  • Britain finds itself at the lower end of the spectrum, with claimed use lower in only South Korea and Japan
  • Those who use social media once a day or more are more likely than the average connected consumer to say they like to keep up with the latest fashions and that they love to buy new gadgets and appliances
  • Connected consumers in China are particularly likely to agree 'Social media is something I don't think I could live without'
  • Connected consumers in Brazil are 49% more likely than those across the 25 markets to spend a lot of their time online on social media
  • 17% of connected consumers say they interact with brands on social media

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