2020全球数字报告：38亿人正在使用社交媒体（中英双语 ...

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作者 SIMON KEMP | 30 JANUARY 2020    译者 Yooloo | 2020-3.27
We Are Social 与 Hootsuite 合作发布的最新《2020全球数字报告》显示：数字、移动和社交媒体已成为全世界人们日常生活中不可或缺的一部分。
现在，超过45亿人使用互联网，而社交媒体用户已突破38亿大关。全球近60％的人口已经上网，最新趋势表明，到今年年中，全球超过一半的人口将使用社交媒体。但是，仍然存在一些重要的挑战，并且仍然需要做很多工作，以确保世界各地的所有人都能公平，平等地使用改变生活的数字连接。

Our new Digital 2020 reports – published in partnership with Hootsuite – show that digital, mobile, and social media have become an indispensable part of everyday life for people all over the world. More than 4.5 billion people now use the internet, while social media users have passed the 3.8 billion mark. Nearly 60 percent of the world’s population is already online, and the latest trends suggest that more than half of the world’s total population will use social media by the middle of this year. Some important challenges remain, however, and there’s still work to do to ensure that everyone around the world has fair and equal access to life-changing digital connectivity.

2020年的数字化：基础的数据

数字化在我们生活中的作用达到了新的高度，与以往相比，更多的人花费更多的时间在网上做更多的事情：

• 全球使用互联网的人数已增长至45.4亿，与2019年1月相比增长了7％（2.98亿新用户）。
  
• 到2020年1月，全球社交媒体用户达到38亿，自去年同期以来，这一数字增长了9％以上（3.21亿新用户）。
  
• 在全球范围内，现在有超过51.9亿人使用手机，在过去的一年中，用户数量增加了1.24亿（2.4％）。
  

Digital in 2020: the essential headline numbers
· Digital’s role in our lives has reached new heights, with more people spending more time doing more things online than ever before:
· The number of people around the world using the internet has grown to 4.54 billion, an increase of 7 percent (298 million new users) compared to January 2019.
· Worldwide, there are 3.80 billion social media users in January 2020, with this number increasing by more than 9 percent (321 million new users) since this time last year.
· Globally, more than 5.19 billion people now use mobile phones, with user numbers up by 124 million (2.4 percent) over the past year.

今年, 你花费在线上的时间可能超过100天

现在，普通的互联网用户每天在线花费6个小时43分钟。 比去年同期减少了3分钟，但仍相当于每年每个互联网用户的连接时间超过100天。 如果我们每天允许大约8个小时的睡眠，则意味着我们目前的醒来时间中有40％以上是通过互联网度过的。
更重要的是，到2020年，全球互联网用户将在线累计花费12.5亿年，其中有三分之一以上的时间都使用社交媒体。 但是，人们在网上花费的时间因国家/地区而异，菲律宾的互联网用户每天平均花费9个小时45分钟，而日本每天只有4个小时22分钟。

You'll probably spend more than 100 days online this year
The average internet user now spends 6 hours and 43 minutes online each day. That’s 3 minutes less than this time last year, but still equates to more than 100 days of connected time per internet user, per year. If we allow roughly 8 hours a day for sleep, that means we currently spend more than 40 percent of our waking lives using the internet.
What’s more, the world’s internet users will spend a cumulative 1.25 billion years online in 2020, with more than one-third of that time spent using social media. However, the amount of time that people spend online varies from country to country, with internet users in the Philippines spending an average of 9 hours and 45 minutes per day online, compared to just 4 hours and 22 minutes per day in Japan.

完全访问权限：连接未连接的用户

自从首次提及“下一个十亿”以来，已有超过20亿人上网，但全球总人口中只有40％以上（约32亿）仍未连接到互联网。 这些“无联系”的人中有超过10亿居住在南亚（占总数的31％）。 非洲国家占总数的27％，整个非洲大陆仍有8.7亿人无法上网。

Getting to full access: connecting the unconnected
More than 2 billion people have come online since the first mention of ‘The Next Billion’, but just over 40 percent of the world’s total population – roughly 3.2 billion people – remains unconnected to the internet. More than 1 billion of these ‘unconnected’ people live in Southern Asia (31 percent of the total). Countries in Africa account for 27 percent of the total, with 870 million people yet to come online across the continent as a whole.

年龄在决定这些地区的互联网访问水平方面起着重要作用：非洲总人口的一半以上都在20岁以下，而南亚地区则有4.6亿以下13岁以下的人。
但是，性别也是一个关键因素，国际电联的数据显示，与男性相比，女性更容易“无联系”。 在我们最新的社交媒体数据中，数字性别差距也很明显。 尤其是，如今的南亚女性使用社交媒体的可能性是男性的三倍，这为该地区更广泛的互联网连接提供了有意义的见解。

Age plays a significant role in determining levels of internet access across these regions: more than half of Africa’s total population is below the age of 20, and there are more than 460 million people below the age of 13 across Southern Asia.
However, gender is also a critical factor, with data from the ITU showing that women are more likely to be ‘unconnected’ compared to men. The digital gender gap is also apparent in our latest social media data. In particular, women in Southern Asia are three times less likely to use social media today compared to men, offering meaningful insight into broader internet connectivity in the region.

更令人担忧的是，来自GSMA Intelligence的研究表明，当今生活在印度的所有妇女中，有一半以上没有意识到移动互联网的存在。
联合国报告说，这种不平衡的主要原因是“根深蒂固的社会规范和做法”。 但是，无论原因如何，连接未连接者都将在很大程度上取决于改善妇女的数字可及性，尤其是在发展中经济体中。
这里有很多工作要做，品牌可以提供帮助。 如果您想了解更多有关此重要主题的信息，则GSMA Intelligence全面的《移动性别差距报告》将详细探讨许多潜在的问题和挑战，而其出色的“移动连接指数”则可以在本地国家/地区层面提供更丰富的见解。
Even more worryingly, research from GSMA Intelligence suggests that more than half of all women living in India today are unaware of the existence of mobile internet.
The United Nations reports that much of this imbalance stems from “deeply ingrained social norms and practices.” Regardless of the cause, however, connecting the unconnected will depend heavily on improving digital accessibility for women, especially in developing economies.
There’s lots of work to do here, and it’s work that brands can help with. If you’d like to learn more about this important topic, GSMA Intelligence’s comprehensive Mobile Gender Gap Report explores many of the underlying issues and challenges in detail, while their excellent Mobile Connectivity Index offers richer perspectives at a local country level.


现在，移动设备占互联网使用量的一半

GlobalWebIndex发现，现在手机占我们在线消费的一半以上，该公司的数据显示，手机在互联网时间中所占的比例为50.1％。
现在，全球92％的互联网用户通过移动设备进行连接，这一数字可能低于某些人的预期，但是各种数据表明，计算机继续在我们的互联生活中发挥重要作用。尽管移动技术无处不在，但四分之三的16至64岁的互联网用户仍然通过笔记本电脑和台式机上网。
此外，来自Statcounter的数据显示，目前所有网页请求中约有53％来自手机，但计算机仍占总数的44％。所有这些数据表明，大多数人仍然使用各种不同的设备来上网。结果，平衡的设备策略仍然必不可少。
此外，人们在不同的时间和不同的需求使用不同的设备，因此营销人员在制定计划时必须超越技术考虑因素，以了解每种设备的各种用例和上下文。

Mobile now accounts for half of internet use
GlobalWebIndex finds that mobile phones now account for more than half of all the time we spend online, with the company’s data putting mobile’s share of internet time at 50.1 percent. With 92 percent of the world’s internet users now connecting via mobile devices, this figure may be lower than some might expect, but various data points confirm that computers continue to play an important role in our connected lives.  Despite mobile’s ubiquity, three-quarters of internet users aged 16 to 64 still go online via laptop and desktop computers. Furthermore, data from Statcounter reveal that roughly 53 percent of all web page requests now come from mobile phones, but that computers still account for 44 percent of the total. All of this data points to the fact that most people still use a variety of different devices to go online. As a result, a balanced device strategy is still essential. Moreover, people use different devices at different times and for different needs, so marketers must go beyond technical considerations to understand the various use cases and contexts for each device when building their plans.

应用程序是热点所在

App Annie与我们分享的数据显示，移动应用程序现在占我们使用移动设备每11分钟中的10分钟，而网页浏览仅占我们移动时间的9％。但是，考虑到今天的移动用户可以使用的应用程序范围，这也许不足为奇。 GlobalWebIndex的数据表明，我们几乎在生活的各个方面都在使用应用程序，无论是与家人和朋友保持联系，在沙发上放松，管理我们的财务，变得健康，甚至是寻找爱情。
值得注意的是，帮助人们找到爱情也是一件大事。 Tinder在2019年创造了比任何其他非游戏应用程序更多的收入，而全球的寂寞之心在2019年间在所有约会应用程序上总共花费了22亿美元-是两年前在同一类别上花费的两倍。尽管“渐进式网络应用程序”的兴起，我们对应用程序的热爱也丝毫没有减弱的迹象。 App Annie报告称，2019年全球智能手机用户下载了超过2000亿个移动应用程序，在过去12个月中在应用程序和与应用程序相关的购买上总共花费了1200亿美元。结合爱立信的最新数据，这些数字表明，现在平均用户每台已连接智能手机的年均花费超过21美元。
App Annie的最新2020年移动状态报告还显示，游戏占移动应用下载量的最大份额-占总数的五分之一以上-并推动了全球70％的消费者在移动应用上的支出。但是，就使用手机所花费的总时间而言，游戏并不是最大的类别，我们将在下一部分中进行探讨。

Apps are where it's at
Data shared with us by App Annie reveal that mobile apps now account for 10 out of every 11 minutes we spend using mobile devices, with web browsing only responsible for 9 percent of our mobile time. However, when we consider the extent of app offerings available to today’s mobile users, this is perhaps unsurprising. Data from GlobalWebIndex show that we’re using apps in almost every aspect of our lives, whether it’s staying in touch with family and friends, relaxing on the couch, managing our finances, getting fit, or even finding love.  It’s worth noting that helping people find love is big business too.
Tinder generated more revenue than any other non-game app in 2019, while the world’s lonely hearts spent a total of US$2.2 billion on all dating apps during the course of 2019 – twice as much as they spent in the same category two years ago.

Our love affair with apps shows little sign of slowing either, despite the rise of ‘progressive web apps’. App Annie reports that the world’s smartphone users downloaded more than 200 billion mobile apps in 2019, spending a total US$120 billion on apps and app-related purchases over the past 12 months. Combined with recent data from Ericsson, these figures suggest that the average user now spends an annual average of more than US$21 per connected smartphone.
App Annie’s new State of Mobile 2020 report also reveals that games account for the greatest share of mobile app downloads – more than 1 in 5 of the total – and drive 70 percent of worldwide consumer spend on mobile apps. However, games are not the biggest category when it comes to the share of total time spent using mobiles, as we’ll explore in the next section.

我们都是社交动物

人们每天花在手机上的3.7个小时中，大约有一半是花在社交和通讯应用上，这意味着这些平台在我们的移动时间中所占的比例与所有其他移动活动所占的比例相同。
在移动设备和计算机上，GlobalWebIndex报告显示，我们现在平均每人每天使用社交媒体花费2个小时24分钟，自去年这个时间以来每天增加2分钟。
此外，各国的情况是不同的。 菲律宾人仍然是世界上“社交”最多的人，年龄在16至64岁之间的普通互联网用户每天在社交平台上花费近4个小时。但是，与另一个国家的情况截然不同日本的互联网用户平均每天使用社交媒体仅花费45分钟。
但是，我们将所有社交时间都花在哪里了-TikTok有多大？ 这些都会在接下来得到展示......
We really are social animals

Roughly half of the 3.7 hours that people spend using mobile phones each day is spent using social and communications apps, meaning that these platforms account for the same share of our mobile time as all of our other mobile activities put together. Across mobile devices and computers, GlobalWebIndex reports that we now spend an average of 2 hours and 24 minutes per person, per day using social media, up by 2 minutes per day since this time last year.
Once again, the story varies by country. Filipinos are still the world's most 'social' people, with the average internet user aged 16 to 64 spending almost 4 hours per day on social platforms. It's a very different picture at the other end of the scale though, with internet users in Japan spending an average of just 45 minutes per day using social media. But where exactly are we spending all of that social time – and just how big is TikTok? All will be revealed below…

Facebook仍然占主导地位

尽管在过去几年中遇到了种种挑战，但在社交方面，Facebook仍然是热门话题。公司收益公告中报告的用户数量趋势表明，该平台应该已经超过了历史性的每月25亿活跃用户（MAU）标记，并且在2019年大多数国家/地区的用户数量持续稳定增长。但是，由于各种原因，营销人员无法使用Facebook广告吸引所有这些用户，该平台自己的自助广告工具表明，目前可寻址的Facebook受众总数为19.5亿，约占MAU总数的80％。在过去的一年中，Facebook的观众人数也有所下降。与几个月前相比，其自助服务广告工具在2020年初的印度，西班牙和韩国的覆盖率显着降低。但是，总的来说，仅在过去三个月中，Facebook的受众范围就增长了1％。至关重要的是，营销人员现在可以使用Facebook来覆盖全球18岁及以上的成年人中的三分之一，以及全世界18至34岁的成年人中的一半以上。

Facebook still dominates
Despite various challenges over the past few years, Facebook is still top of the pops when it comes to social. Trends in user numbers reported in the company's earnings announcements suggest that the platform should have already passed the historic 2.5 billion monthly active users (MAU) mark, and user numbers continued to grow steadily across most countries during 2019.

However, for various reasons, marketers can't reach all of these users using Facebook advertising, and the platform's own self-service advertising tools indicate that the total addressable Facebook audience now stands at 1.95 billion, or roughly 80 percent of total MAUs.


Facebook has seen a few audience declines over the past year too. Its self-service advertising tools reported notably lower reach figures for India, Spain, and South Korea at the start of 2020 compared to just a few months earlier.
However, overall, Facebook's audience reach has grown by 1 percent in the past 3 months alone.
Critically, marketers can now use Facebook to reach one-third of all the world's adults aged 18 and above, and more than half of all the world's adults aged 18 to 34.


说到TikTok

TikTok可能是媒体在2019年的头号社交故事，一些巨大的数字经常被歪曲为头条新闻。但是，几个月前AdAge推出的TikTok广告销售平台可以让您更清楚地了解正在发生的事情。 首先，无可否认：TikTok很大。每月有8亿活跃用户。 但是，这些活跃用户中有5亿（占总数的60％以上）生活在中国。这意味着该平台在中国境外每月大约有3亿活跃用户。 此外，来自App Annie的最新数据表明，中国用户占2019年使用TikTok的总时间的80％，而印度用户占总时间的10％。这意味着，中国和印度的用户在使用TikTok的过程中，每10分钟大约要花费9欧元。 但是，不管国家/地区差异如何，TikTok在2019年的月度活跃用户中都排名全球移动应用程序排名的第六位。就上下文而言，TikTok仍然落后于WhatsApp，Facebook，微信和Instagram，但它已经领先于所有其他社交平台。但是，需要强调的是，这些数据并不表示TikTok的成功是以牺牲西方任何社交网络为代价的。实际上，Facebook，Instagram和Snapchat在过去几个月中都报告了广告受众群体的增长，甚至在13至17岁的用户中也是如此。

Time for TikTok
TikTok was probably the media’s top social story in 2019, with some huge – and often misrepresented – numbers hitting the headlines. However, a TikTok advertising sales deck leaked by AdAge a couple of months ago offers more clarity on what’s been going on. First up, there’s no denying it: TikTok is big. 800 million monthly active users big. However, 500 million of these active users – more than 60 percent of the total – live in China. That means that the platform has roughly 300 million monthly active users outside of China. Furthermore, the latest data from App Annie suggest that Chinese users account for 80 percent of the total time spent using TikTok in 2019, while users in India account for a further 10 percent of the total. That means that users in China and India are responsible for roughly 9 in every 10 minutes spent using TikTok around the world. Regardless of country differences, however, TikTok climbed to sixth place in the global mobile app rankings by monthly active users for 2019. For context, TikTok is still behind WhatsApp, Facebook, WeChat and Instagram, but it’s already ahead of all the other social platforms. However, it’s important to stress that the data do not indicate that TikTok’s success has come at the expense of any of the Western social networks. In fact, Facebook, Instagram, and Snapchat have all reported increases in their advertising audience reach over the past few months, even amongst users aged 13 to 17.

强劲的增长不仅限于TikTok

尽管媒体对围绕TikTok的所有炒作分散了注意力，但其他一些社交平台也发布了一些令人印象深刻的数字，这些数字似乎已经被人们忽略了。 增长最快的是Reddit，该公司报告的每月活跃用户数量自去年同期以来已增长了30％（1亿新用户），该公司的最新报告显示该平台现在每月吸引4.3亿用户。 同时，Pinterest也取得了类似的成功，在过去一年中，其活跃用户总数增长了29％。在过去的12个月中，该平台已经吸引了超过7000万新月活跃用户（MAU），到2020年初，MAU总数达到3.22亿。 该公司还在其广告定位选项中增加了一些新的国家/地区，从而使报告的潜在广告覆盖率在2019年10月至2020年1月之间比上一季度增长了12％。 新浪微博也一直保持令人瞩目的增长，最近的趋势表明，该平台的MAU数量将在未来几个月内突破五亿美元大关。该平台在11月报告的4.97亿MAU受到了每年5100万新用户的增长的推动，相当于同比增长11％。

Strong growth isn't limited to TikTok
While the media has been distracted with all the hype surrounding TikTok, some other social platforms have been posting some impressive numbers that seem to have slipped under the radar.
Top of the growth charts is Reddit, whose reported monthly active user numbers have surged by 30 percent (100 million new users) since this time last year, with the company’s latest reports revealing that the platform now attracts 430 million users each month. Meanwhile, Pinterest has enjoyed similar success, growing its total active user base by 29 percent over the past year. The platform has attracted more than 70 million new monthly active users (MAUs) over the past 12 months, to reach a total MAU figure of 322 million at the start of 2020.
The company has also added a number of new countries to its advertising targeting options, resulting in a quarter-on-quarter increase in reported potential advertising reach of 12 percent between October 2019 and January 2020.

Sina Weibo has also been enjoying impressive growth, with recent trends suggesting that the platform’s MAU numbers should pass the half-billion mark within the next few months. The 497 million MAUs that the platform reported in November was buoyed by an annual increase of 51 million new users, equating to year-on-year growth of 11 percent.
亚洲的影响力

反映我们在Digital 2019 Q4 Digital Statshot报告中强调的趋势，Digital 2020报告中的各种数据点表明互联网的重心正在逐步向东方移动。在最新数据中，这种趋势更加明显，亚洲应用程序和网站在全球活动中所占的份额越来越大。特别是，世界顶级网站的最新排名说明了亚洲电子商务平台的急剧崛起。在最新列表中，Alexa [注：不是语音助手]将中国的天猫在全球网站排名中排名第三-领先于Facebook和百度，比其西方最大竞争对手亚马逊高10位。在前20个站点中，Alexa包括5个中国电子商务站点，其中4个属于阿里巴巴。值得注意的是，Alexa使用每月网站流量的3个月滚动平均值来确定其排名，并且最新数据包括“双十一”前后的活动。这个巨大的在线购物节（相当于中国的黑色星期五或网络星期一）在整个亚洲越来越受欢迎，因此，中国的电子商务巨头在全球范围内变得越来越知名也许并不奇怪。

The influence of the East
Mirroring a trend that we highlighted in our Digital 2019 Q4 Digital Statshot report, various data points in our Digital 2020 reports show that the internet’s centre of gravity is moving progressively eastward. This trend is even more visible in the latest data, with Asian apps and websites commanding an ever-increasing share of global activity. In particular, the latest rankings of the world’s top websites illustrate the dramatic rise of Asia’s ecommerce platforms. In its latest list, Alexa [note: not the voice assistant] places China’s Tmall in third place in the global website rankings – that’s ahead of both Facebook and Baidu, and 10 place higher than its top Western competitor, Amazon. Across the full top 20 sites, Alexa includes 5 Chinese ecommerce sites, 4 of which belong to Alibaba. It’s worth noting that Alexa uses a 3-month rolling average of monthly website traffic to determine its rankings, and the latest data include activity around Singles’ Day. This huge online shopping festival – the Chinese equivalent of Black Friday or Cyber Monday – is increasingly popular throughout Asia, so it’s perhaps not surprising that China’s ecommerce giants are becoming much more visible at a global level.

但是，在全球范围内突破的不仅仅是中国的电子商务网站：

• 中国最大的搜索引擎百度在Alexa的最新列表中排名第五，在类似网站的相似排名中排名第四。
  
• QQ是微信母公司腾讯拥有的流行信使平台，目前在Alexa的排名中排名第六。
  
• 搜狐占据Alexa排名的第七位，搜狐是一家提供新闻，搜索，游戏和其他各种服务的流行在线门户。
  
• 中国互联网安全公司奇虎360以其防病毒软件，流行的网络浏览器和移动应用商店而闻名，在Alexa上排名第十。
  

在最新的移动应用排名中，亚洲的影响力也在不断提高。 App Annie报告称，2019年全球使用量最大的10个非游戏应用中有6个属于中国公司，而按月活跃用户排名的前10大游戏中有4个是由中国公司开发的。
就背景而言，到2020年初，东亚和东南亚约占全球互联网用户总数的三分之一（1.5比45亿）。此外，在过去12个月中，该地区首次有超过5000万新用户上线，这些受众将在塑造亚洲及以后地区互联网发展的下一阶段中发挥越来越重要的作用。

However, it’s not just China’s ecommerce sites that are breaking through at a global level:
· Baidu, China’s top search engine, ranks fifth in Alexa’s latest list, and fourth in a similar ranking from SimilarWeb.
· QQ, a popular messenger platform owned by WeChat’s parent company, Tencent, currently claims the sixth spot in Alexa’s rankings
· Seventh spot in Alexa’s rankings is occupied by Sohu, a popular online portal that offers news, search, gaming, and various other services.
· Qihoo 360, a Chinese internet security company that is best known for its antivirus software, popular web browser, and mobile app store, takes Alexa’s tenth spot.
Asia’s rising influence is also evident in the latest rankings of mobile apps. App Annie reports that 6 of the world’s 10-most used non-game apps in 2019 belong to Chinese companies, while 4 of 2019’s top 10 games by monthly active users were developed by Chinese companies.
For context, Eastern and Southeastern Asia account for roughly one-third of the world’s total internet user population at the start of 2020 (1.5 vs 4.5 billion). What’s more, with more than 50 million new users coming online for the first time in the region over the past 12 months, these audiences will play an increasingly influential role in shaping the next phase of the internet’s growth – in Asia and beyond.

语音继续增长

GlobalWebIndex的最新数据显示，语音接口的使用在过去一年中增长了9％以上，全球43％的16至64岁的互联网用户现在每月在任何设备上使用语音搜索和语音命令。就上下文而言，如果该数字适用于整个全球互联网用户群，则相当于每月将近20亿活跃用户。
但是，必须强调的是，语音的提升不仅与智能扬声器设备的使用有关。现在，全球三分之一的互联网用户每月在手机上使用语音界面，但在亚洲，这一数字更高：40％的印度互联网用户表示，过去一个月他们在手机上使用了语音界面，而42％在中国，印度尼西亚的比例高达48％。
这些国家拥有世界上最大的互联网人口，因此，预计语音控制将在未来几个月内进入越来越多的移动应用程序中，尤其是因为世界各地的人们越来越多地在购物过程中使用语音搜索。

Voice continues to grow
The latest data from GlobalWebIndex show that use of voice interfaces has grown by more than 9 percent over the past year, with 43 percent of the world’s internet users between the ages of 16 and 64 now using voice search and voice commands on any device each month. For context, if that figure were applicable to the entire global internet users base, it would equate to almost 2 billion monthly active users.
However, it’s important to stress that the rise of voice isn’t only about the use of smart speaker devices. One in three global internet users now use voice interfaces on their mobile phones each month, but these figures are even higher in Asia: 40 percent of Indian internet users say they used a voice interface on their phone in the past month, compared to 42 percent in China, and an impressive 48 percent in Indonesia.
With these countries home to some of the world’s largest internet populations, expect voice control to find its way into an increasing number of mobile apps over the coming months, especially because people around the world are increasingly using voice search as part of their shopping journey.

令人担忧的互联网

隐私仍然是全球互联网用户的重要问题，最新研究发现，与去年同期相比，我们今天更加关注。 GlobalWebIndex报告显示，有64％的互联网用户担心公司如何使用其数据，高于2019年初的63％。
人们也越来越不信任他们在互联网上看到和听到的事物。路透新闻研究机构调查的结果显示，全球18岁以上的成年人中有56％的人表示“对”互联网上的真实或伪造“感到担忧”，而去年这一比例为54％。同时，自我们的Digital 2019报告以来，全球每月使用工具阻止广告的16至64岁年龄段的人数也有所增加。 GlobalWebIndex报告显示，过去一个月中，年龄在16至64岁之间的所有互联网用户中有近一半使用了广告拦截器，高于12个月前这次报告的47％。但是，值得强调的是，GlobalWebIndex的调查受访者对互联网上广告数量之多感到沮丧，认为这是他们使用广告屏蔽工具的主要动机，而不是与隐私权相关的动机。此外，今年报告中的各种数据点都突出了我们所谓的“数字隐私悖论”。毫无疑问，我们中的许多人确实越来越关注我们的数字隐私，但是我们也越来越有可能采用专门设计用于创建和共享有关我们生活的更亲密数据的设备和技术。例如，Statista报告说，全球拥有至少一台智能家居设备的家庭数量在过去一年中增加了三分之一，这表明有数千万人有意识地决定平均每年在设备上花费550美元主动聆听并跟踪他们在自己家里的私隐中所做的事情。

The worried wide web
Privacy remains an important issue for internet users around the world, and the latest research finds that we’re more concerned today than we were this time last year. GlobalWebIndex reports that 64 percent of internet users are worried about how companies use their data, up from 63 percent at the start of 2019.

People are also increasingly distrustful of the things that they see and hear on the internet. 56 percent of adults aged 18+ around the world surveyed by The Reuters Institute for the Study of Journalism said that they were “concerned” about what is real or fake on the internet, up from 54 percent in the previous year’s study. Meanwhile, the number of people around the world aged 16 to 64 who use tools to block ads each month has also increased since our Digital 2019 reports. GlobalWebIndex reports that nearly half of all internet users aged 16 to 64 used an ad blocker in the past month, up from the 47 percent that they reported this time 12 months ago.

However, it’s worth highlighting that GlobalWebIndex’s survey respondents cite frustrations with the sheer number of adverts on the internet as their primary motivation for using ad blocking tools, ahead of motivations related to privacy concerns. Moreover, various data points in this year’s reports highlight what we might call a ‘digital privacy paradox’. There’s little doubt that many of us really are increasingly concerned about our digital privacy, but we’re also increasingly likely to adopt devices and technologies that are specifically designed to create and share even more intimate data about our lives. For example, Statista reports that the number of homes around the world with at least one smart home device increased by a third over the past year, indicating that tens of millions of people have consciously decided to spend an average of US$550 a year on devices that actively listen to and track the things that they do in the privacy of their own homes.

游戏是一件严肃的事情

全世界每个年龄在16至64岁的互联网用户中，有超过五分之四的人每月都会玩视频游戏，如果将这一数字应用于互联网用户总数，则相当于全球游戏社区总数超过35亿。大多数游戏玩家在他们的智能手机上玩游戏（占所有互联网用户的69％），但是25％的互联网用户也表示在专用游戏机上玩游戏。这些“专用”的游戏玩家平均每天花费70分钟在主机游戏上，而对于泰国，菲律宾和沙特阿拉伯的主机游戏，每天则花费90多分钟。人们也越来越愿意在游戏上花钱。 NewZoo报道称，2019年游戏玩家在游戏上的支出超过1500亿美元，同比增长近10％。同样，Statista报告称，2019年互联网用户在在线游戏购买上的支出超过830亿美元，同比增长约5％。手机游戏也是一项大生意，App Annie报告称，2019年全球手机用户在游戏应用和游戏相关的应用内购买上的支出超过650亿美元，占消费者在移动应用总支出中的70％以上在过去的12个月中。值得注意的是，应用内购买已成为游戏行业中越来越重要的部分，GlobalWebIndex报告称，过去16到64岁的所有互联网用户中有8％在过去一个月中购买了某种形式的与游戏相关的``DLC''（可下载内容）单独。人们还花费更多时间观看其他人玩游戏。在过去30天内，五分之一的16至64岁的互联网用户观看了其他人的游戏直播，而七分之一的用户观看了电竞比赛。西方的许多商人仍然对电子竞技持怀疑态度，这也许是因为他们很少看到证据表明他们在自己的生活中很受欢迎。但是，这些数据提供了无可辩驳的证据，表明世界各地有成千上万的人已经每月观看其他人在玩游戏。






Games are a serious business

More than 4 in 5 internet users aged 16 to 64 around the world play video games every month, which would equate to a total global gaming community of more than 3.5 billion people if we applied that figure to the total internet user population. The majority of gamers play games on their smartphones (69 percent of all internet users), but 25 percent of internet users also report playing games on dedicated gaming consoles.
These more ‘dedicated’ gamers spend an average of 70 minutes per day playing console games, but this rises to more than 90 minutes per day for console gamers in Thailand, the Philippines, and Saudi Arabia.
People are increasingly willing to spend money on games, too. NewZoo reports that gamers spent more than US$150 billion on games in 2019, an increase of almost 10 percent compared to the previous year. Similarly, Statista reports that internet users spent more than US$83 billion on online game purchases in 2019, up by roughly 5 percent year-on-year.
Mobile games are also big business, with App Annie reporting that the world’s mobile users spent more than US$65 billion on game apps and game-related in-app purchases in 2019, accounting for more than 70 percent of total consumer spend on mobile apps in the past 12 months.
It’s worth noting that in-app purchases are an increasingly important part of the gaming industry, with GlobalWebIndex reporting that 8 percent of all internet users aged 16 to 64 purchased some form of game-related “DLC” (downloadable content) in the past month alone.
People are also spending more time watching other people playing games. 1 in 5 internet users aged 16 to 64 watched a live-stream of someone else’s gameplay during the past 30 days, while 1 in 7 watched an esports tournament.
Many marketers in the West remain skeptical of esports, perhaps because they see little evidence of their popularity in their own lives. However, the data offer irrefutable evidence that hundreds of millions of people around the world already watch other people playing games every month.

视频仍然是用来看的

爱立信的最新数据表明，到2020年，全球移动互联网用户将消耗超过半万亿千兆字节的移动数据，其中大约三分之二用于流媒体和下载视频内容。有趣的事实：如果您试图将所有数据存储在3英寸的软盘上，则需要一堆从太阳延伸到木星之外的磁盘。
视频的规模也不仅仅是数据消耗。 GlobalWebIndex报告显示，现在90％的16至64岁的互联网用户每月都在观看在线视频，如果将这一数字应用于全球所有互联网用户，这将占世界总人口的一半以上。
YouTube仍占据着全球在线视频观众最多的份额，我们的计算表明，大约有30亿人每月观看至少一个YouTube视频[注意：YouTube本身每月报告20亿观看者]。
但是，通过互联网流式传输电视内容的人数也继续增加。 GlobalWebIndex的最新数据显示，三分之二的16至64岁的互联网用户现在通过某种形式的订阅服务（例如Netflix）观看电视内容。
付费视频订阅服务也受到移动用户的欢迎。 App Annie报告称，视频应用程序在2019年按消费者支出排名的全球前十大非游戏应用程序中占5个。其中三个应用程序-腾讯视频，爱奇艺和优酷-主要面向中国的互联网用户，从Statista表示，该国的互联网用户最愿意为数字内容付费。






Video is still the one to watch

The latest data from Ericsson suggest that the world’s mobile internet users will consume more than half a trillion gigabytes of mobile data during 2020, with roughly two-thirds of that total being used to stream and download video content. Fun fact: if you tried to store all of that data on 3” floppy disks, you’d need a stack of disks that stretched from the Sun to somewhere beyond Jupiter.
Video’s scale isn’t just about data consumption, either. GlobalWebIndex reports that 90 percent of internet users aged 16 to 64 now watch online videos each month, which would translate to more than half of the world’s total population if we applied that figures across all of the world’s internet users.
YouTube still commands the greatest share of the world’s online video viewers, and our calculations indicate that roughly 3 billion people watch at least one YouTube video each month [note: YouTube itself reports 2 billion signed-in viewers each month].
However, the number of people streaming TV content via the internet also continues to rise. GlobalWebIndex’s latest data show that two-thirds of internet users aged 16 to 64 now watch TV content via some form of subscription service (e.g. Netflix).
Paid video subscription services are popular with mobile users too. App Annie reports that video apps accounted for 5 of the world’s top 10 non-game apps ranked by consumer spend in 2019. Three of these apps – Tencent Video, iQiyi, and Youku – cater primarily to internet users in China, reinforcing a finding from Statista that the country’s internet users are the most willing to pay for digital content.

势不可挡的购物

全球约有四分之三的16至64岁的互联网用户每月都会在网上购买商品，GlobalWebIndex发现，在印度尼西亚，泰国和波兰，电子商务的采用率是互联网用户中最高的。
跨地区采用的分布情况表明，经济发展并不是电子商务使用的主要决定因素，而其他因素则更为重要，例如，满足当地购物者的语言需求和文化偏好的站点。
在全球范围内，电子商务消费者更倾向于通过移动设备而非笔记本电脑进行购买，尽管数据表明，大多数人都将两种设备都用于在线购物，具体取决于他们购买的产品类型和购物活动的背景。
同时，Statista的最新数据显示，2019年全球电子商务支出显着增长，尽管-正如人们可能预期的那样-增长率因类别而异。旅行是在线消费者支出中最大的类别，是Statista追踪的类别中同比增速最慢的类别，全球年收入增长了约8％，达到1.19万亿美元。
在线购买的家具和家电同比增长最快，2019年全球消费者收入为3167亿美元，比2018年增长19％。时尚与美容以及电子和物理媒体类别也取得了令人瞩目的增长，2018年至2019年这两个类别的消费者电子商务收入均增长了18％。
在全球范围内，现在的电子商务购物者每年平均在在线消费品上花费近500美元，尽管Statista报告说，每个国家/地区的花费差异很大，从韩国的平均每人1,441美元到每人仅20美元菲律宾人。
在过去的12个月中，每用户平均年收入（ARPU）增长了9％，但南亚的增长速度要快得多。最新数据显示，印度电子商务在消费品上的平均支出与2018年相比增加了43％，但仍低于50美元。
但是，这些数字是根据绝对支出得出的，不考虑平均收入或每个国家的整体经济实力的差异。通过将电子商务的ARPU与人均GDP进行比较，我们可以更清楚地了解电子商务在哪些国家获得了最大的发展势头。
如上文所述，中国的电子商务网站已经是世界上访问量最大的在线目的地之一，因此，中国在GDP调整后的ARPU率方面处于领先地位，这不足为奇。但是，尽管绝对电子商务ARPU的数字相对较低，但埃及和印度尼西亚在按GDP调整后的平均值中均排名较高，而加纳，肯尼亚和印度的排名也高得多。

No stopping shopping
Roughly three-quarters of the world’s internet users aged 16 to 64 buy something online each month, with GlobalWebIndex finding that ecommerce adoption rates are highest amongst internet users in Indonesia, Thailand, ad Poland.
The distribution of adoption across geographies suggests that economic development is not the primary determinant of ecommerce use, and that other factors are more important, such as sites that cater to the language needs and cultural preferences of local shoppers.
Worldwide, ecommerce consumers are more likely to purchase through a mobile device than through a laptop, although the data reveal that most people use both devices for their online shopping, depending on the type of product they’re buying and the context of their shopping activities.
Meanwhile, the latest data from Statista shows that worldwide ecommerce spend grew significantly during 2019, although – as one might expect – growth rates varied by category. Travel, the largest category by online consumer spend, saw the slowest year-on-year growth amongst the categories that Statista tracks, with global annual revenues up by roughly 8 percent to reach US$1.19 trillion.
Online purchases of Furniture & Appliances saw the fastest year-on-year growth, with 2019 worldwide consumer revenues of US$316.7 billion marking a 19 percent jump compared to 2018 spend. The Fashion & Beauty and Electronics & Physical Media categories also saw impressive gains, with consumer ecommerce revenues in both categories increasing by 18 percent between 2018 and 2019.
At a global level, the average ecommerce shopper now spends almost US$500 on online purchases of consumer goods each year, although Statista reports that this varies significantly by country, from an average of US$1,441 per person in South Korea, to just US$20 per person in the Philippines.
Average annual revenues per user (ARPU) grew by 9 percent over the past 12 months, but growth in Southern Asia was much faster. The latest data show that average ecommerce spend on consumer goods in India has increased by 43 percent compared to 2018 figures, but is still below US$50.
However, these figures are based on absolute spending, and don’t factor differences in average income or each country’s overall economic strength. By comparing ecommerce ARPU to GDP per capita, we get a more representative perspective of the countries in which ecommerce is gaining the greatest momentum.
As we detailed above, China’s ecommerce websites are already amongst the world’s most-visited online destinations, so it might not come as a surprise that China leads the way in GDP-adjusted ARPU rates. However, despite relatively low figures for absolute ecommerce ARPU, Egypt and Indonesia both rank highly for these GDP-adjusted averages, while Ghana, Kenya, and India also find themselves much higher up the rankings.

购物是一种体验，而不是目的
“全渠道”已成为零售行业的流行语，这是正确的：所有证据都表明，全球购物者在购物时对“在线”和“离线”的区分越来越少。诸如“点击并收集”之类的混合行为正在增加，而陈列室（消费者在在线购买产品之前先在实体世界的商店中参观）也是一种越来越普遍的做法。
总体而言，GlobalWebIndex报告称，搜索引擎是全球互联网用户发现新品牌和新产品的主要来源，略高于电视广告。
同时，在所有年龄在16至64岁之间的在线购物者中，搜索引擎是积极研究品牌，产品和服务的人们的首选，GlobalWebIndex的调查受访者中有超过一半（53％）表示他们使用这些工具。
但是，该公司还报告称，年轻用户在研究品牌和产品时更倾向于使用社交媒体，发现社交网络已经取代搜索引擎成为16岁至24岁人群最受欢迎的在线研究方法。
社交媒体在购买过程中的作用不断扩大，全球43％的16至64岁的互联网用户现在表示，他们在研究购买商品时会使用社交网络。
但是，社交商务并未像许多营销人员所希望的那样流行。正如GlobalWebIndex在其最新的“商务趋势”报告中所述，
“尽管社交网络通常在购买路径的初始步骤中扮演着核心角色，但只有12％的互联网用户表示，社交网络上的“购买”按钮会促使他们在线结帐。”
作者继续指出，
“目前，通过社交网络购买普通商品和服务的热情有限。但是，强大的品牌内容和灵感可以改变。”
这里的关键要点是，在“完成销售”方面没有灵丹妙药，营销人员最好考虑一下消费者购买周期的整个范围-从最初的发现到购买，甚至是购买后的活动–在制定计划时。
此外，营销人员最好不要再考虑“在线”和“离线”。大多数购物者表明，他们同样乐意平等地（通常同时）使用互联设备和物理世界资产，这些越来越明显的是，这些“行”仅存在于营销人员的预算和预算中。

Shopping is a journey, not a destination
“Omnichannel” has become a buzzword in the retail industry, and rightly so: all the evidence indicates that the world’s shoppers are making less and less of a distinction between ‘online’ and ‘offline’ when it comes to their shopping. Blended behaviours such as ‘click and collect’ are on the rise, and showrooming – where consumers visit physical world stores before buying products online – is also an increasingly common practice.
Overall, GlobalWebIndex reports that search engines are the primary source of discovery for new brands and products for the world’s internet users, slightly ahead of television adverts.
Meanwhile, across all online shoppers aged 16 to 64, search engines are the first choice for people who are actively researching brands, products and services to buy, with more than half (53 percent) of GlobalWebIndex’s survey respondents saying that they use these tools.
However, the company also reports that younger users are more likely to turn to social media when they’re researching brands and products, finding that social networks have already overtaken search engines as the most popular method of online research for people aged 16 to 24.
Social media’s role in the purchase journey continues to expand, with 43 percent of internet users around the world aged 16 to 64 now saying that they use social networks when researching things to buy.
But social commerce hasn’t caught on to the extent that many marketers might have hoped. As GlobalWebIndex stated in their recent Commerce trends report,
“While social networks often play a central role in the initial steps on the path to purchase, only 12 percent of internet users say that a ‘buy’ button on a social network would drive them to check-out online.”
The authors go on to note that,
“At present, enthusiasm about buying ordinary goods and services via social networks is limited. However, this is something that robust branded content and inspiration can change.”
The key takeaway here is that there is no silver bullet when it comes to “closing a sale”, and marketers would do well to consider the full scope of the consumer purchase cycle – from initial discovery through to purchase, and even post-purchase activities – when devising their plans.
Moreover, marketers would do well to stop thinking in terms of ‘online’ and ‘offline’. With most shoppers demonstrating that they’re equally happy to engage with connected devices and physical-world properties in equal measure – often simultaneously – it’s increasingly clear that these ‘lines’ only exist in marketers’ heads and budgets.

最后...

每年，当我们制作这些报告时，我们都会在数据中发现一些有趣的东西。在以前的版本中，表情符号是人们在Twitter上使用最多的表情符号（我们也在今年的报告中也包括了该表情符号），或者发现了Yahoo!仍然比色情片更受欢迎（剧透警报：现在仍然如此）。


但是，今年有趣的事实是互联网存在的根本原因，它标志着互联网重心的根本转变，可以说与东方的影响力一样激进。
如果您从90年代（啊）开始上网，您可能知道互联网实际上是发明来分享小猫的照片的。但是，一些最前沿的数据的最新趋势表明情况可能正在发生变化。
Google趋势数据显示，人们搜索狗的频率几乎是2019年搜索猫的频率的两倍。作为参考，2019年“狗”的平均搜索指数为90，而“猫”的平均搜索指数为52。


同样，Twitter的广告定位工具报告说，该平台的超过2.5亿用户对狗“感兴趣”，而对猫则只有25万，这相差一千倍。
在Instagram上，狗甚至胜过猫。快速搜索显示，使用#dog已向该平台发布了近2.5亿个帖子，而#cat仅发布了2亿个帖子。 Doug the Pug的追随者也比脾气暴躁的猫（RIP）还要多。
但是，对于爱猫人士仍然抱有希望：2020年初，Google对“狗”的搜索带来了67.6亿个搜索结果，而对“猫”的搜索却总共返回了68.2亿个结果。
猫还是仍然统治着Reddit，那里的r / cat拥有170万用户，而r / cat的用户为129万。
我们将在获得这些重要消息时与他们分享最新消息。让辩论开始。

And finally…
Every year when we’re producing these reports, we spot something fun in the data. In previous editions that’s been which emoji people use most on Twitter (we’ve included that in this year’s report too), or the discovery that Yahoo! is still more popular than porn (spoiler alert: it still is).
However, this year’s fun fact goes to the very heart of why the internet exists, and marks a fundamental shift in the internet’s centre of gravity that’s arguably as radical as the rising influence of the East.
If you’ve been online since the 90s (ahem), you may know that the internet was in fact invented to share pictures of kittens. However, recent trends in some of our most cutting-edge data reveal that things may be changing.
Data from Google Trends reveals that people searched for dogs almost twice as frequently as they searched for cats in 2019. For reference, the average search index for ‘dog’ in 2019 was 90, compared to an average of 52 for ‘cat’.
Similarly, Twitter’s ad targeting tools report that more than 250 million of the platform’s users are “interested” in dogs, compared to just 250,000 who are interested in cats – that’s a thousand-fold difference.
Dogs even outperform cats on Instagram. A quick search reveals almost 250 million posts have been published to the platform using #dog, compared to just 200 million for #cat. Doug the Pug also has more followers than Grumpy Cat (RIP).
However, there’s still hope for cat lovers: a Google search for ‘dog’ at the start of 2020 delivered a total of 6.76 billion results, but a search for ‘cat’ returned a total of 6.82 billion.
Cats also still rule Reddit, where r/cats is home to 1.70 million users, compared to 1.29 million for r/dogs.
We’ll share updates on this important story as and when we get them. Let the debates commence.

展望

我们将在接下来的几周内发表更多文章，以更深入地探讨今年报告中的一些更细微的发现，并且还将从2月中旬开始分享有关本地国家/地区的更详细的数据。
但是，我们如何将这些发现转化为更有效的计划？ 最后，我们总结三个重要提示。

Looking ahead
We’ll publish a few more articles that dig deeper into some of the more nuanced findings in this year’s reports over the coming weeks, and we’ll also share more detailed data for local countries starting in mid-February.
But how can we translate these findings into more efficient and effective plans? Let’s finish with three top tips.

走在风口前面

互联网的行为正在发生变化，来自世界各地的影响影响着世界各地人们的期望和偏好。 观看自己的后院（或山谷）里发生的事情已经不够了； 想要保持领先地位的全球营销人员需要拓宽视野，并寻求世界其他地方的洞察力和灵感。
我们的240多个本地国家/地区报告将是一个不错的起点，但您也可以采取更简单，更多日常步骤来学习。 不论是LinkedIn和Twitter上的领域专家，还是Instagram上的日常工作人员，数字和社交平台都比以往任何时候都更容易与世界各地的人们联系和学习。
最重要的提示：不要仅仅依靠研究; 参与到网络和社交媒体，观察自己真正发生了什么。

Go beyond your bubble
Internet behaviours are changing, with influences from around the world shaping the expectations and preferences of people in all corners of the globe. It’s no longer enough to watch what’s going on in your own backyard (or valley); global marketers who want to stay ahead of the curve need to broaden their horizons, and look to other parts of the world for insight and inspiration.
Our 240+ local country reports will be a good place to start, but you can also take simpler, more everyday steps to learn. Digital and social platforms make it easier than ever to connect with – and learn from – people all over the world, whether they’re domain experts on LinkedIn and Twitter, or everyday people on Instagram.
Top tip: Don’t just rely on research; go out onto the web and into social media and watch what’s happening for yourself.

更关注人

我与世界各地的许多营销人员都问我，TikTok是否会取代Facebook，VR是否会成为“一件事”，或者我看到的数据是否指向“下一件大事”。
我们通过定期的《全球数字报告》努力提供对所有这些问题的见解，但是我对所有这些问题的回答都是相同的：将注意力集中在人员而非技术上。
能够长期成功的公司和品牌几乎毫无例外地都是那些能够成功满足人们的需求，需求和欲望的公司和品牌，而不是那些跳入潮流，发起孤立的“病毒式”运动或跃跃欲试的公司和品牌。没有明确策略的新玩具。
不管技术，时尚或商业的最新趋势如何，了解人们都会为您服务。
我在这里的建议与我上面分享的建议类似：每天花几分钟进入公共社交媒体平台，了解您的受众关心的内容。您无需为此提供令人毛骨悚然的侵入性数据，只需在Instagram，Twitter或LinkedIn上搜索一些相关的主题标签，即可快速开始了解对您的受众真正重要的内容。
不过，不要只搜索与产品相关的主题标签。不断询问自己，所见所闻与预期相比有何不同，从而尝试探索文化。

Prioritise people
Many of the marketers I speak with around the world ask me whether TikTok will overtake Facebook, whether VR will become “a thing”, or whether the data I see point to a “next big thing.”
We strive to offer insight on all of these issues through our regular Global Digital Reports, but my answer to all of these questions is the same: focus your attention on people, not technology.
Almost without exception, the companies and brands that succeed over the long-term are those that successfully satisfy people’s wants, needs and desires – not those who’ve jumped on a bandwagon, created an isolated ‘viral’ campaign, or jumped at every shiny new toy without a clear strategy.
Understanding people will serve you well regardless of the latest trends in technology, fashion, or business.
My advice here is similar to the advice I shared above: take a few minutes each day to go onto public social media platforms and learn about what your audience cares about. You don’t need creepy, invasive data for this – just search for a few relevant hashtags on Instagram, Twitter, or LinkedIn, and you’ll quickly start to learn what really matters to your audience.
Don’t just search for product-related hashtags, though. Try exploring cultures too, by constantly asking yourself what’s different about what you’re seeing compared to what you expected.

焦点

紧跟最新技术趋势，是各地市场营销人员承受压力的最大原因之一。希望我们的《全球数字报告》有所帮助，但也许更好的答案是少而不是多。
您是否真的需要尝试使用拥有数百万用户的小众平台，还是您可以将精力（和预算）更好地集中在拥有数十亿活跃用户的一个或两个经过验证的平台上？
这个闪亮的新玩具会真正推动您的品牌获得永久性的成功吗，还是仅仅是从季度计划中分心呢？更重要的是，这是否是一种可持续的解决方案，可以证明高速发展的学习曲线（VR，有人吗？）
另一方面，您是否真的有理由无视大趋势而仅仅因为它们对您个人没有吸引力呢？游戏，语音界面和电子竞技在全球观众中都非常受欢迎，但在媒体报道，营销计划和品牌预算中的代表性仍然不足。
热门事项：在2020年，利用数据驱动的洞察力确定对品牌成功至关重要的少数技术和平台，而不仅仅是在路线图中添加最新时尚。

Focus
Staying on top of the latest tech trends is one of the biggest causes of stress for marketers everywhere. Hopefully, our Global Digital Reports help, but maybe a better answer is less, not more.
Do you really need to try that niche new platform with a couple of million users, or might you be better focusing your efforts (and budgets) on one or two proven platforms with billions of active users?
Will that shiny new toy really propel your brand to perpetual success, or is it just a pleasant distraction from quarterly planning? More importantly, is it a sustainable solution that justifies a steep learning curve (VR, anyone?)
On the flip-side, can you really justify ignoring the big trends, just because they don’t appeal to you on a personal level? Gaming, voice interfaces, and esports are all hugely popular with global audiences, yet continue to be underrepresented in the media coverage, in marketing plans, and in brands’ budgets.
Top takeaway: In 2020, use data-driven insights to identify a handful of technologies and platforms that really matter to your brand’s success, and not simply to add the latest fads to your roadmap.

-本文最初由我们的顾问Simon Kemp为TheNextWeb撰写。
-This article was originally written by our consultant, Simon Kemp, for TheNextWeb.

ivon

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sinreal

您好，请问有报告原文链接吗？谢谢大佬～

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