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24% of people have clicked on a social media ad in the past month – millennials are most likely to click on social ads ( GWI, 2021).

49% of people said say they’re likely to buy from brands they see advertised online ( GWI, 2021).Global social media ad spend has jumped 50% in the last year ( GWI, 2021).Motivations for global social media usage: The largest demographic on Instagram remains women aged 18-24 ( Sprout Social, 2021).Gen Z are the group most engaged with online gaming (39%) while Millennials are the largest audience for online dating 47% ( GWI, 2021).The first cousins of social media – online gaming and online dating – are increasing popular amongst certain cohort.Average CTR on social media ads has increased slightly to 1.3% ( Sprout Social, 2021).TikTok was the most downloaded app in 2020 ( Apptopia, 2021).Despite this decline, Baby Boomers now use social media more than they did pre-pandemic ( GWI, 2021).The pandemic brought an initial spike in social media usage in 2020 however this has decline in the first few months of 2020 ( GWI, 2021).Year on year, Facebook remains the most used social media platform globally ( GWI, 2021), however, YouTube has overtaken Facebook in terms of engagement levels ( PwC, 2021).They also predict that this will be a long term trend given that many who WFH now plan to continue to do so after the pandemic. PwC have noticed that in particular, those who work from home are more likely to carry out an increased number of daily tasks online compared to those how work out of home. It will seem obvious, but over the last year many of us have truly embraced a digital lifestyle. These trends are, of course, mostly driven by the pandemic, but it’s important to distinguish which changes to online behaviour are short term and which are long lasting trends that will be sticking around post vaccine. Posted on 21st Apr 2021 by Jennifer MurphyĪs we move forward in 2021 there’s a number of digital and social media trends that are worth reflecting on.

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