The 12th Global Media Intelligence (GMI) report has come out for the year 2022, and there are a lot of key insights that we’re able to take away from it. This report helps to take primary data from 44 different markets and show the current state of the digital world.
Whether it’s growing or lagging, this report shows key indicators to those that want to know the most advised way to approach certain markets digitally. This report is key as it also helps to reflect what a Covid and Post Covid landscape would look like.
Who conducted the survey?
The survey comes from Publicis Media-Starcom, a global media agency powerhouse with offices throughout the global, and GWI, which used to be known as GlobalWebIndex, a primary research provider. This extensive level of primary data helps provide some core information that’s provided consistently for this type of information. The consistency is from the 2021 report and will continue this way for the foreseeable future.
GWI, as the primary data researcher, gathers the data on a quarterly basis. They send out surveys across 44 markets, targeting a wide range of international internet users. The age range of these internet users ranges from 16 to 64. The wide range includes questions focused on their overall usage of digital components in their everyday lives and their lifestyles.
These surveys are built with minimums to ensure that the right amount of data is captured per market. Yet some markets are bigger, and in those markets, there is a cap on how many surveys can be received. For example, larger countries such as the US or China are going to be capped at 25,000. The minimum per market to collect the relevant amount of data is 1,250. To avoid duplicate data, each participant can only answer one of the surveys per year.
What the questions cover are behavioral attitudes toward their digital lifestyle. The questions are also not meant to be passive and work to get answers from how a participant sees the issue. Instead, it’s meant to capture not just behaviors but the participant’s attitude and perception of a digital lifestyle and how they can use it daily.
The surveys are smartly designed to ensure that the respondent’s time is respected, and they only see the questions that make sense for them to answer. It means that they may not get the full set of questions, but the subset of questions is relevant enough. Regardless, GWI makes sure all questions being asked have enough sample size to ensure relevancy.
All of this then gets weighted with demographic data and broken down to showcase each different market. Of course, based on internet penetration, there are going to be other representations of the population in general. Those with higher internet penetration will be able to show the broad population mix, while those in lesser market penetration areas will get their samples from a younger, more educated, and more urban demographic.
Three Key Takeaways
- Mobile is getting more popular
All regions that were being sampled have increased their time spent on mobile, with North America increasing its usage by almost an hour more. The next biggest increases were from three European regions (West, Central, and East), Latina America, and MENA (Middle East and Africa). These added up to about an hour more usage on mobile.
- Western Europe is at the bottom
Western Europe is lagging in how much time that is being spent on social media and messaging apps through different media activities. However, they do lag across all the channels when compared to all other markets reviewed.
- The only places that have had their social media usage increase is North America and Western Europe.
While Western Europe is lagging against all others, this region, along with North America, is the only one that has added time to how much they spend on social media channels. Western Europe increased by 11 minutes and North America by 15 minutes. Throughout the other regions, the time has decreased on average.
What does each of those takeaways mean for influencer marketers or creators/influencers?
For those in the influencer marketing business, this showcases that there has been growth slowly across the board, with a focus on mobile usage. That means those influencers would benefit the most from either entering their content into a mobile platform or expanding their existing mobile content even further. This means thinking with a mobile-first mentality and adjusting the content from there.
You can access the Global Media Intelligence Report for 2022 here.