We Are Social:2017年全球数字报告

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近日,“Hootsuite”和“We Are Social”两家机构进行了一次有关全球社交网络的调查《2017年全球数字报告》(DIGITAL IN 2017 GLOBAL OVERVIEW),该系列报告收集互联网,社会媒体和世界各地的移动数据。2017调查发现,全球各种社交网络的总用户规模为30.28亿人,而全世界的人口总量目前也只有75亿人。这意味着全世界有四成的人口在使用社交网络,另外全球的互联网用户之前已经达到了38亿人,这也意味着只有比较少的网络用户尚未接触到社交网络平台。

上述报告指出,移动互联网用户在社交网络用户中占到了绝大多数比例,活跃用户高达27.8亿人。统计的数据来自多种渠道和社交网络平台本身。而且社交网络的总用户规模还在增长当中。就在今年四月份,全球社交网络用户增加了4%,相当于1.21亿人。大概每天增加100万人。

2017社交网络的整体洞察
报告还提出了2017社交网络的整体洞察:社交功能渐渐赶超搜索功能。虽然消费者在研究、评估产品服务时更多地依赖于搜索,但在年轻消费群体中,社交功能的使用量开始挑战搜索。此外,视频将成为市场营销的重要方式。

全球社交媒体使用洞察
消费者大多通过移动社交APP研究品牌、搜集信息,90%的脸书用户通过移动APP进入品牌平台。1/4的用户使用移动APP进行产品研究,所以移动应用领域显示了发展的机会。在移动APP的冲击下,传统网站与用户的关联度不断降低。社交网络如同一个“有着围墙的花园”,它们延长用户在应用内逗留时长,增加用户参与线上互动及产品购买的可能性。

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DIGITAL IN 2017 GLOBAL OVERVIEW
A COLLECTION OF INTERNET, SOCIAL MEDIA, AND MOBILE DATA FROM AROUND THE WORLD
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WELCOME TO DIGITAL IN 2017
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GLOBAL OVERVIEW
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KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
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YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
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EACH REGION’S SHARE OF THE WORLD’S POPULATION, GLOBAL INTERNET AND SOCIAL MEDIA USERS, AND GLOBAL MOBILE CONNECTIONS
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HOOTSUITE’S PERSPECTIVE: 2017 TRENDS
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DIGITAL IN 2017: WE ARE SOCIAL’S ANALYSIS
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