Today's by We Are Social and Published Digital Report 2019 provides companies with all the social media statistics on global user behaviour they need for informed digital strategies in the areas of the Internet, social media, mobile and e-commerce. A special report supplements the survey with regional findings for Germany.
Worldwide 4.39 billion People online, well over half the world's population and 367 million more (9.1 percent) . The number of Internet users is growing by an average of more than one million new users per day.
The 2019 Regional Report shows almost 80 million internet users in Germany, with penetration at 96 per cent.
What does this development mean for social media?
As the number of internet users grows, so does the number of social media users worldwide. 3.48 billion . More than 9 out of 10 of these users access social media via mobile devices. Almost half (46 percent) of German Internet users are active on social media as of January 2019. The share of active users accessing social media platforms via mobile devices is 36 percent.
Global Social Media Statistics 2019: Key insights at a glance
- 3.48 billion People are currently using social media, up 9% on the previous year.
- 3.26 billion As of January 2019, people are accessing social media via mobile devices, an increase of more than 10% over the previous year.
- 2019 4.39 billion People use the Internet, up 9% compared to 2018.
- The number of individual (unique) mobile users has increased by 2% to 5.11 billion has risen.
- Worldwide, users spend approximately 6.5 hours online , a little less than in 2018 (almost 7 hours), which could be explained by the high number of new arrivals.
But what are the nearly 4.4 billion users actually doing in these 6.5 online hours?
As expected, one of the most visited websites is Google, which tops the ranking. Alphabet subsidiary YouTube came in second, followed by Facebook in third place.
Social media platforms play a major role in both companies - Facebook is one, Google operates one. Interestingly, despite an eroding user base, Twitter continues to show strong results in the website rankings.
45% of the world's population uses social media
The global number of social media users has grown to nearly 3.5 billion by the start of 2019. The addition of 288 million new users in the last 12 months has increased global penetration to 45 percent. However, social media use is far from uniform across the world, with penetration rates still in the single digits in parts of Africa.
China accounts for most of the new social media users added in the past 12 months. A total of nearly 100 million new users have flocked to social media since last year. Current statistics suggest that social media is now used by more than a billion people in China, but we suspect that this figure is a little too high due to duplicate accounts. India also saw strong growth, with more than 60 million users registering on social networks for the first time in 2018.
In Germany, the number of social media users has not grown in the past year. But 38 million active social media users make up 46 per cent of the total.
The growth of social media users over the last five years is even more striking than the figures for internet usage: the total number of global social media users has increased since our Digital Reports 2014 almost doubled. This year's total of 3.49 billion is also just under 2 billion higher than the 1.48 billion we recorded in our First Global Digital Report from January 2012.
Most social media users are in their 30s.
The global social media audience has grown up during this time, with the age group in their thirties now making up the largest share of global users. But older audiences are also more represented, with Facebook's various platforms reporting that the number of users over 55 exceeds that of users under 18.
People spend more time on social media
The average time spent on social media is up slightly from last year, with people spending two hours and 16 minutes on social media - about a third of their total online time and a seventh of their waking time.
But the amount of time spent on social media activities varies widely culturally. Users in Japan spend an average of just 36 minutes a day on social media. At the other end of the scale, Filipinos continue to spend the most time on social media, with this year's average of 4 hours 12 minutes an increase of 15 minutes per day (6 percent) over the average of Last year means.
Compared to five years ago, the average time spent on social media has increased considerably: people now spend an average of 40 minutes a day (40% longer) on social media compared to 2014.
In Germany, internet users currently spend just over an hour a day on social media.
The average internet user now maintains almost nine accounts on social media platforms, but is not necessarily active on all of them every month.
The German Internet user maintains an average of 5.1 accounts. 72% of them were active on social media in the last month.
Worldwide, the data suggest that more than 800 million people now use social media for their work. More than a quarter of users say they have used social media professionally in the past month. in Germany already 10%.
Facebook will remain the world's number one social media platform in 2019, with YouTube coming in at number one in Germany
2018 has been a difficult year for Facebook. But the social media giant was able to maintain its position as the world's preferred platform at the start of 2019. Despite continued negative reporting due to new data abuse scandals, there is little to suggest that people are leaving the platform in significant numbers. In Germany, Facebook is currently in third place with 63% of Internet users who say they use the platform.
In fact, Facebook's monthly MAU (Monthly Active Users) numbers have steadily increased over the past 12 months, and in the latest Balance Sheet Statement , there is talk of user growth of almost 10 percent year-on-year.
YouTube is in second place in this year's global annual ranking. This platform should be the next to break the 2 billion user mark. As of January 2019, YouTube is in first place in Germany with 76 percent of active Internet users.
Instagram and WeChat (Weixin in China) have surged into the prestigious one-billion-user club in the past 12 months. Instagram is in 5th place in Germany: 33 percent of local Internet users use the visual platform, followed by Pinterest in 6th place with 21 percent.
Also revealing are the places 10 and 11: When it comes to business platforms, XING (11 percent) and LinkedIn (10 percent) are in a head-to-head race for users in Germany. LinkedIn has more than 600 million active users as of 2019. How both professional networks will develop in the German market in 2019 remains exciting.
Twitter has disappointed in 2018 as the platform launches in 2019 with a loss of 4 million users compared to the previous year.
China's Sina Weibo, on the other hand, has proved that microblogging is alive and well. The platform has seen user growth of almost 20 per cent in the past 12 months.
Like Twitter, Snapchat is suffering from user decline and its advertising audience on the platform has shrunk significantly in recent months. In Germany, the platform is currently in 9th place with 14% of Internet users who say they use the platform, while Twitter is in 8th place with 19%.
WhatsApp and Facebook Messenger lead in messaging
As we do in our , messaging is one of the big topics this year. The crisis of trust on social media has led to users sharing in smaller and more private circles, and messaging is on the rise.
The latest social media statistics from SimilarWeb show that WhatsApp and Facebook Messenger are among the most used apps in 208 of the 234 countries and regions for which data is currently available.
In Germany, WhatsApp is currently in second place with a convincing 75 percent of Internet users using this app, followed by Facebook Messenger in fourth place with 37 percent. The just announced and already criticized Plans Facebook's move to dovetail WhatsApp with its own Messenger (and Instagram) is likely to get things moving again. Facebook, as we explain in our Social Media Trends Report 2019, needs to rebuild trust. Whether the strategy of merging the three apps will work remains to be seen in 2019.
For Android users in 10 countries around the world is incidentally Viber is the first choice. WeChat and LINE, on the other hand, are only in demand in their home countries.
In this blog post, we've covered just a small snippet of all the exciting social media data we've compiled for you in our Digital Report 2019 and the latest Regional Report for Germany, including a detailed analysis of each social media platform.
The reports cover global and Germany-wide Internet and mobile growth. Companies, social media managers and teams will find all the essential behavioural statistics in the areas of internet, social media and mobile that they need for a comprehensive understanding of the market and an informed digital strategy in 2019.