数字化 2024：全球概览报告

THE GLOBAL STATE OF DIGITAL IN 2024 that it’s never been easier to createengaging and persuasive content –including “fakes”.However, better connectivity also bringshope and opportunity. It’s never beeneasier for people everywhere to accessinformation, education, and community,while connected tech also empowers uswith a wealth of tools and services thatcan actively improve lives.So, let’s work together to ensure thatMeanwhile, despite ongoing economicchallenges, data suggests that onlinemarketing continued to thrive in2023, with digital ad spend enjoyingsome impressive gains. However, thebehavioural data suggest that people’sconnected behaviours are evolving, sowhile search remains the top destinationfor digital spend, marketers may wantto broaden their definition of “search”to include social platforms and AI tools.Looking ahead, we may see the the declines that we reported in 2023.It’s a different story for TV though, withthe latest data suggesting that globalviewing times have been decliningsteadily over recent months. We’re barely a few weeks into the year,but 2024 is already shaping up to be abumper year for digital milestones. Thebiggest headline in this year’s Digital2024 reports is that global socialmedia users have passed the 5 billionmark, with annual user growth stillcomfortably above 5 percent. However,this is just one of the many impressivenumbers and trends in this year’s data.Overall digital growth has slowed over centre of online gravity shift in 2024.In particular, the growth of India’sconnected population will have aneven greater influence on global digitaltrends this year, with the country’sbehaviours, interests, and passionsWe’re also seeing some intriguingchanges in the world’s social mediabehaviours. TikTok continues its rapidascent, with the platform’s reach andaverage time per user seeing impressivegains over the past year. Meanwhile,Instagram has overtaken WhatsApp tobecome the world’s “favourite” socialplatform, and Facebook continuesto grow, in stark contrast to click-baitheadlines.The top platforms aren’t the only ones recent years, but this is to be expectedas internet users reach “supermajority”status. However, while almost two-thirds of the world’s total population isnow online, 2.7 billion people remain“unconnected” at the start of 2024, andadoption rates across Sub-SaharanAfrica remain well below 50 percent.But user growth isn’t the only indicator digital is a force for good in 2024. Ihope that the data you’ll find in thisyear’s reports helps you identify newopportunities to inform, educate,entertain, connect, and inspire, and thatthe year ahead will bring meaningfulgrowth and digital success for us all.already shaping many of the culturaldatasets in this year’s findings.But the year ahead will likely see its share of challenges too. A seriesof high-stakes elections and risinggeopolitical tension may create theideal conditions for misinformation,while advances in generative AI meanenjoying strong growth though, and ournewly expanded social media datasetreveals some valuable insights intoLinkedIn, Snapchat, Weibo, Kuaishou,and Discord. Similarly, an explorationof the use of hashtags across platformsreveals some fascinating insights intothe interests and motivations of theworld’s social media users. of digital progress, and our extensivecollection of behavioural data alsoreveals important findings. In particular,it’s interesting to see that the amountof time that people spend online hasincreased again this year, following DataReportal EXPLORE MORE OF THE GLOBAL DIGITAL REPORTS SERIES DIGITAL BEHAVIOURS HAVE EVOLVED THISYEAR, CLICK HERE TO READ LAST YEAR’SDIGITAL 2023 GLOBAL OVERVIEW REPORT LOCAL COUNTRY HEADLINES REPORT, WITHESSENTIAL STATS FOR DIGITAL ADOPTIONIN EVERY COUNTRY AROUND THE WORLD IMPORTANT NOTES ON COMPARING DATAThe findings published in this report use thethevalues published in this report, ratherdo notnecessarily imply any change in the latest data available at the time of production.This may include revised figures for historicaldata points that were not available when weproduced previous reports in the Global DigitalReports series. From time to time, we may alsochange the data sources that we use to informspecific data points, and we may also changehow we calculate certain values. Similarly, ourdata partners may change the ways in whichthey source, calculate, or report the data thatthey share with us. As a result, findings publishedin this reportmay not correlatewith findingspublished in our previous reports, especiallywhere such findings represent change over time(e.g. annual growth). Where we report figuresfor change over time, such figures will use thelatest available data, so we recommend using than trying to recalculate such values using datafrom previous reports. When we’re aware of thepotential for historical mismatches, we includea note oncomparabilityin the footnotes ofeach relevant slide. Where we include suchadvisories, or where we rep