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Report: Digital 2022

Social agency We Are Social, in association with social media management company Hootsuite, has released a report called Digital 2022 on the subject of global digital and social media trends. According to the report, social media usage worldwide was up 10% in 2021 compared to the previous year to 4.62 billion users. Respondents claimed to spend an average of two hours and 27 minutes using social media services daily. Facebook remains the most-used service, with YouTube in second place, followed by Whatsapp, Instagram and TikTok.

According to the report, as of January 2022 there were 4.95 billion Internet users globally, or 62.5% of the world population, an increase of four percent from the previous year. Average daily time spent using the Internet was approximately seven hours per day, an increase of one percent.

In Canada, 96.5% of the population uses the Internet, for an average of six hours and 45 minutes per day. Also, 87.1% of Canadians are social media users, with a daily time expenditure of one hour and 53 minutes. Nineteen percent of Canadian respondents follow social media influencers, while 19.3% use Internet voice assistants and 20.7% use some kind of smart home device and 51.1% make an online purchase each week. Ninety-one percent use streaming video services each month, while 55.4% use the Internet to research products ahead of purchase. Nine point six percent of respondents reported owning a cryptocurrency.

"Canada has a higher percentage of the total population actively online than many countries including the US, Germany, France and Japan," said Coby Shuman, managing director of We Are Social Canada. "It has high social media usage, again, greater than in the US, and, also, significant smart device penetration. Like many countries, it has experienced a significant acceleration of a number of key Internet and social trends over the past year, many as a result of the pandemic, of which a significant proportion are now set to continue if not further accelerate. This will create significant opportunities for brand owners throughout 2022."

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