Social users (More than 50% of the world is now using social media): These are the users who depend on internet content for all their media consumption. These users prefer getting content and news from social media links. These users are most reactive to content which is shared by close relatives and friends rather than a random source. This can be further classified as:
- Heavy mobile first users: More than 51% of global website traffic was generated on mobile phones in 2019. As attention spans are decreasing, which is leading to new trends like TLDR versions. (https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/)
- 99% social media users access using mobile.
- Mobile + Other digital users: There has been increase in voice search, with top 3 countries being India, Indonesia, and China.
- More users are using social media platforms to learn more about social media. These are now the second place to visit after search engines and their importance is increasing.
Direct Users: These are the users who prefer using specific websites and apps rather than a social media platform or search engine for getting information.
- People prefer personal emails from brands they care rather than getting random products on social media.
- People prefer searching on Amazon when they are looking for a new product rather than searching on Google or Bing.
Brands: Now it is possible to reach more than 1 billion people on Instagram through ads. LinkedIn crossed 700 million global users, growing more than 25 million over the last three months, as of July 2020.
- Brands are using social media increasingly because more people are searching for them here, and they are able to create brand focused content and also earn directly from their users.
- Presidents, Founders, CEOs, and senior members think automation, AI, and machine learning will accelerate and want to use them in the correct way. They want to use them for tasks that can be performed better and faster without any leak of information.