It’s 2022! Yet another year has passed and we still don’t have actual hoverboards, but at least they exist somewhere in the metaverse.
2021 was a bit of a case of same but different for a lot of the world, and it’s always interesting to take a look back at, so we’ve gathered a collection of some marketing/ consumer stats from 2021 as a review of the year and it’s a great reminder of how much is evolving every year!
They’re listed below for some fun reading.
p.s. Some stats are global, or US related, and as with all stats, they may have different contexts and should not be compared with others. Sources are supplied and as much as we’ve tried, we can’t guarantee the accuracy of all facts.
Australia’s population was last recorded at 25,739,256 people at 30 June 2021. The annual growth was only 46,000 people (0.2%).
As of 31 Dec 2021 there were 395,504 COVID cases, 2,239 deaths related to the virus. That number has been increasingly sharply in the new year. 91.4% of people aged 16+ have been double vaccinated.
Treasurer Josh Frydenberg revealed in his December budget update that the Economic growth is forecast at 3.75 per cent for 2021/22, a downgrade from a previous estimate of 4.25 per cent, but is now expected to grow by 3.5 per cent in 2022/23 rather than by 2.5 per cent. For the calendar year, growth is seen at 4.5 per cent in 2021 and 4.25 per cent in 2022.
Internet users aged 16 to 64, globally, spent an average of nearly seven hours per day online ( three hours 40 minutes of mobile access, three hours 16 minutes desktop). Within those hours, they spent on average two and a half hours on social media; two hours reading content; and one hour listening to podcasts.
23% have a smartwatch or wristband.
The number of email users is set to grow to 4.3 billion users in 2022.
27% of the global online population is using voice search on mobile.
Australia’s most searched terms on Google in 2021? Mostly sports related – 1. NBA, 2. AFL, 3. Australia vs India, 4. NRL, 5. Euro 2021. While Cleo Smith was the most searched Aussie.
On Youtube, the video from MrBeast: “I Spent 50 Hours Buried Alive” was the most watched in 2021 with 151,138,078 views as of 8 Dec.
57.6% of the world’s population now uses social media. 400 million new users have come online within the last 12 months. The average daily usage is 2 hours and 27 minutes.
Facebook’s growth rate of Monthly Active Users (MAUs) continues to slow, rising just 6% on the same period (third QTR 2021) the year before to hit 2.9 billion. This marks the third consecutive quarter of decline for the metric, following a boost to engagement during the first wave of the pandemic in spring and summer 2020.
TikTok is the #1 global app in terms of downloads . The average TikTok user spends 52 minutes a day on the app . There are a billion monthly active TikTok users. 69% of TikTok users are teenagers. Tik Tok’s influencer engagement rates are far greater than Instagram’s (35% for mega-influencers compared to 3.86%)
YouTube records growing year-on-year watch time via TV devices
Global Consumer Spending in Mobile Apps Reached $133 Billion in 2021, Up Nearly 20% from 2020
The average number of social platforms (Facebook, Tik Tok, Instagram, WhatsApp etc) used each month per internet user is 6.7
2021 saw what WARC calls a ‘meteoric rise’ in the value of the market, growing 23.8% year-on-year to total $771 billion.
Amazon, Meta and Alphabet could account for half of a potential $1 trillion advertising market by 2025.
Travel ad spend set to grow at six times of overall ad market by 2023
The Metaverse market size is predicted to reach as much as $800 billion by 2024. It was worth $46 billion in 2020
100+ million people around the world use/own cryptocurrencies in 2021 and about 15,000 businesses are already accepting cryptocurrency payments.
The Westpac-Melbourne Institute Index of Consumer Sentiment for Australia declined 1% MoM to 104.3 in December 2021, amid mounting concerns around the newly emerging omicron variant and the continued circulation of COVID cases in the country. There was a clear difference in responses between the states hit hardest by the recent Delta outbreaks and the rest of Australia, with New South Wales and Victoria posting significant falls (down 3.6% and 3.5%, respectively), while sentiment was up in Queensland (3.4%), Western Australia (3.2%) and South Australia (7.1%).
Excluding groceries, 3 in 4 Australians (75%) shop online.
The average Aussie spends 4.4 hours each week browsing for online shopping purposes. Before you jump to any gender stereotypes, it’s men (4.8 hours) who are spending more time online shopping than women (4.1 hours)
Australians spent a total of $4.2 billion online in August 2021 according to Finder analysis of ABS data. This represents a 36% increase over the previous year and an incredible 114% increase over the same period in 2019.
Black Friday and Cyber Monday hit an all-time high. The strongest performers in the period for in-person purchases were technology retailers with sales up by 168% on 2019. Shoe store sales were up by 92% for the same period. The strongest performer in the period for online retailers was jewellery and watch stores with sales up by 312% on 2019.
Twenty-six smart objects are located near every human on earth. (IoT looks to be evolving quickly too – Empartner Marketing note)
As of 2021, more than 500 hours of video are uploaded to YouTube every minute.
47% of internet users globally use an ad-blocker today.
59% of consumers who say they have been more protective about their data in the last six months
67.9% say a product recommendation based on their purchase history was welcome.
67.7% liked getting a birthday email.61.6% think an email reminding them there’s an item in their cart is appropriate.
52.4% don’t mind seeing ads for a website that they visited recently.
61% of B2B marketers stated that SEO and organic traffic generate more leads than any other marketing initiative.
Gartner’s annual CMO Spend Survey, published in July 2021, has found global marketing budgets now equate to just 6.4% of overall company revenue, down from 11% in 2020. This marks the lowest ever recorded share as organisations continue to struggle with the effects of the coronavirus pandemic.
Most leaders gave their new strategies high marks for marketing effectiveness during the pandemic. About three-quarters (74%) ranked their efforts as a 5 or above, on a 7-point scale.
In 2021, the overall amount of data generated in the world was estimated to be around 79 zettabytes.
Global marketing-related data market is projected to reach $52.62 billion by 2021.
The worldwide market size of BI & analytics software applications could reach $17.6 billion by 2024. While worldwide spending on Big Data analytics solutions will be worth over $274.3 billion in 2022.
According to big data stats, cyber scams have gone up 400% at the start of the pandemic. Almost one in five Australian adults were victims of an online scam during the COVID-19 pandemi
Companies with leaders that are digitally savvy, outperform “comparable companies without.” A study found these companies “have 48% higher revenue growth and higher valuations (share price to sales ratio) and 15% higher net margins than the rest of the companies we studied.”
Technology is a priority business investment for 2022; 53% of IT buyers expect tech spending to grow – and budgets will grow on average by 26%
That’s a lot of stats, but also considerably little, relative to everything that occurred in what has been a pivotal year for businesses and marketing professionals. It’s been quite the ride, but there are certainly exciting opportunities and developments to look forward to.
We’ll be making some predictions soon on how marketing will evolve in 2022 so stay tuned for that!
In the meantime, we wish you a safe and amazing year ahead!