……且使用率呈现增长形式
…and social media growth rates are accelerating

We Are Social 携手 Hootsuite 发布最新《2020年10月全球数字领域简报》,为您揭示一个更加互联的世界。
We Are Social and Hootsuite are here with the new Digital 2020 October Global Statshot Report, revealing an ever more connected world.

目前,全世界每个月有超过40亿人使用社交媒体,并且除去睡眠时间,人们的日常时间有15%花费在这些社交平台上。
To begin with, more than 4 billion people around the world now use social media each month, where people spend 15 % of their waking life using social platforms.

查看完整十月份报告请点击这里!
See the complete October Statshot here! 

继续向下阅读我们的深度解读
And read our in-depth analysis below.

本季度报告中的热门话题包括:

  • 社交媒体的使用率在短短3个月内就跃升了12%
  • 我们使用连接设备的时间持续增加
  • Instagram 继续保持强劲增长,但它并不孤单
  • 明确的“年龄差距”定义了工作场所的数字化使用
  • 营销人员们可能面临错过一些当今最大的数字化方面的机会

Top stories in this quarter’s report include:

  • Social media adoption has jumped by more than 12 percent in just 3 months
  • The time we spend using connected devices continues to rise
  • Instagram continues to enjoy strong growth, but it’s not alone
  • A clear ‘age gap’ defines digital use in the workplace
  • Marketers may be missing out on some of today’s biggest digital opportunities 

The Essential Headlines
基本要点

首先,目前全世界有三分之二的人都在使用移动电话(67%),而使用互联网的人数几乎占据了所有人口的60%.
与此同时,社交媒体的渗透率已经跃升近53%,其中99%的用户通过移动设备使用社交媒体。
To start with, two-thirds of the world now uses a mobile phone (67 %), while almost 60 % of all the people on Earth now use the internet.

Meanwhile, social media penetration has jumped to almost 53 %. Among those, 99 % use social media via mobile devices.

Social media adoption accelerates
社交媒体的普及率增长

在过去的12个月里,除去已有的41.4亿社交媒体用户外,还有4.5亿的新用户加入,年增长率已经超过12%.
Besides the 4.14 billion social media users, 450 million new users joined in just over the past 12 months. That’s an annual growth of more than 12 percent. 

并且数字仍在加速增长。与前3个月相比,7月到9月之间使用社交媒体的人数增加了1.8亿。
And it’s accelerating. 180 million more people used social media between July and September compared to the previous three months.

Screen time increases
屏幕使用时间增加

人们现在每天在社交平台上花费接近2.5小时,占据我们日常联络时间的三分之一以上。
如果叠加在一起,就意味着全世界每天都有超过100亿个小时花费在社交媒体上。
然而我们的电视行为正在发生变化,流媒体服务在电视总时间中所占的份额越来越重。
People are spending now almost 2½ hours per day on social platforms, more than one-third of our connected time.

Added together, this means that the world now spends more than 10 billion hours per day using social media.

Our TV behaviors are changing though, with streaming services accounting for an increasingly important share of total TV time.

Social platforms see strong growth
社交平台强劲增长

社交媒体平台的数据也在增长。在过去三个月中,Instagram的广告受众增加了超过7600万人,在十月份达到了11.6亿人。
Social media platforms are growing as well.  Instagram’s advertising audience has grown by more than 76 million over the past three months, reaching 1.16 billion people in October.

与之相比,同一时期Facebook的全球广告受众仅增长了4500万人。
For context, Facebook’s global advertising audience grew by just 45 million during the same period.

Twitter的工具还显示,截止至10月的三个月内,用户数量有了惊人的增长,但是新增的2700万用户甚至无法追回上一季度该平台流失的6100万用户的一半。
尽管印度禁止了TikTok, 但该平台在2020年7月至9月期间仍设法在印度以外地区增加了8000多万新用户。 目前,全球用户已超过7亿。
Twitter’s tools also reported impressive audience growth over the three months to October, but the addition of 27 million users doesn’t even recover half of the 61 million users that the platform lost during the previous quarter.

Although India banned TikTok, the platform still managed to add more than 80 million new users outside of India between July and September 2020. The worldwide audience is now more than 700 million.

Special focus: digital in the workplace
特别关注:工作场所的数字化

出于疫情的原因,员工之间发现了新的沟通方式。 电子邮件仍然是使用最多的平台,但超过4/5的16至24岁的员工表示,他们通过WhatsApp以及Slack等社交媒体应用程序与同事联系。
With the pandemic employees are discovering new ways of communication. Email is still the most used platform, but more than 4 in 5 workers aged 16 to 24 say that they connect with colleagues via social media apps like WhatsApp and Slack.

与此同时, 年龄在25至34岁的人实际上比16至24岁的人通过使用社交媒体与同事交流的可能性更低。
这些发现对世界各地的企业组织都有重要影响,因为它们突出了不同年龄段的人在沟通方式上的重要差异。
Meanwhile, people aged 25 to 34 are actually less likely to use social media to communicate with their colleagues than people aged 16 to 24.

These findings have critical implications for organizations everywhere because they highlight important differences in the ways that people of different ages communicate.

Video games: marketing’s biggest missed opportunity?
电子游戏:营销错失的最大机会?

全球约有7/8的互联网用户玩游戏,这意味着大约35亿人。 其中四分之三的人在他们的智能手机上玩游戏。
Roughly 7 in 8 internet users around the world play games, which means around 3½ billion people. Of these, three-quarters are playing games on their smartphone.

超过三分之二的婴儿潮一代玩电子游戏,年龄在55至64岁的女性比同年龄段的男性更有可能成为游戏玩家。
更重要的是,电子游戏在女性中的普及率仅比男性地几个百分点。
More than two-thirds of connected Baby Boomers play video games, with women aged 55 to 64 even more likely to be gamers than their male peers.

And more, video game adoption amongst women only trails men by a couple of percentage points.

因此,如果你正在寻找2021年的新机遇,我们强烈建议你花一些时间探索电子游戏能提供什么。
So, if you’re looking for new opportunities in 2021, we’d strongly encourage you to spend some time exploring what video games have to offer.

Digital ads: still a bargain?
数字广告:还是便宜货?

随着搜索和社交媒体的支出同比下降,数字广告支出在第二季度又遭受了一次打击。
Digital ad spend took another knock in Q2, with both search and social media spend seeing year-on-year declines.

然而,目前已经有复苏的现象出现。今年第二季度社交媒体广告的点击总量比2019年第二季度增长了33%,而搜索广告的点击量则增加了28%.
此外,单个广告单位的成本实际上在同一时期已大幅下降。
However, there are already signs of recovery. The total number of clicks on social media ads in the second quarter of this year was 33 percent higher than Q2 2019 levels, while clicks on search ads increased by 28 percent.

And what’s more, the cost of individual ad units actually decreased significantly during the same period.

Looking ahead: 5 trends for 2021
展望未来:2021年的5个趋势

这是我们2020年的最后一次数字领域简报,所以让我们用展望明年来总结一下。
This is our last Statshot report for 2020, so let’s wrap things up by looking ahead to next year.

营销人员在2021年能期待什么? 以下是我们正在关注的一些趋势:
What can marketers expect in 2021? Here are some of the trends we’re watching:

1. 不断发展的搜索行为:我们期望语音搜索、图像搜索和社交搜索在未来几个月中发挥更重要的作用。
1. Evolving search behaviors: We expect voice search, image search, and social search to play an even more important role over the coming months.

2. 数字受众人口结构的再平衡:COVID-19作为催化剂让更多的老年人上网,因此企业组织现在可以使用数字化来接触比以往任何时候都更广泛的受众。
2. A rebalancing of digital audience demographics: with COVID-19 acting as a catalyst to bring more older people online, organizations can now use digital to reach a wider variety of audiences than ever before.

3. 电子商务全球化程度的提高:即使对较小的商家来说,跨境物流也变得越来越容易负担得起,我们可以期望看到消费者在网上购物时能寻找到优惠以及独家产品。
3. Increased globalization in e-commerce: With affordable cross-border logistics increasingly within reach even for smaller merchants, we can expect to see shoppers looking for deals and unique products wherever the web takes them.

4. 有用的增强现实功能:随着主流品牌越来越多地使用AR功能-以及苹果积极宣传其新iPhone12的AR性能-也许2021年将是AR最终成熟的一年.
4. Useful augmented reality: With major brands increasingly harnessing AR functionality – and with Apple actively touting the AR performance of its new iPhone 12 – perhaps 2021 will be the year AR finally comes of age. 

5. 下一个颠覆性创新:距离社交媒体和智能手机推动的最后一波大规模营销风暴已经过去了十多年,感觉“下一件大事”早就应该出现了。 因此,我们希望真正的颠覆者会做出意想不到的事情。
5. The next disruptive innovation: it’s been well over a decade since social media and smartphones drove the last wave of large-scale marketing disruption, and it feels like the ‘next big thing’ is long overdue. Therefore, we’re hoping the real disruptor will be something unexpected.