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This partnership supports the expansion of our offering and reflects our commitment to providing our clients with advanced technology-driven solutions that enable contextualized, relevant communication while respecting the user experience. It further consolidates the broad range of integrated solutions developed by 5 Sens Advertising to optimize brand performance.

A strategic convergence in service of brands

Through this partnership with Relead, 5 Sens Advertising It expands its scope of action by integrating a solution that enables engagement as close as possible to audiences’ real-life behaviors. This approach is part of a controlled proximity strategy, grounded in a nuanced understanding of everyday contexts and consumption patterns.

The collaboration makes it possible to turn public Wi-Fi access into a strategic touchpoint. Advertising messages are delivered in a targeted manner to users present in identified locations such as malls, cafés, restaurants, hotels, coworking spaces, and other partner venues—thereby strengthening both the impact and relevance of the communication.

Proximity is understood here as the alignment of place, time, and content. Campaigns are deployed in contexts where the audience is genuinely present and receptive, with messages tailored to the immediate situation.

The solution is built on rigorous targeting that combines micro-geolocation, strategic time slots, and creative adaptation based on the venue, language, and offer. Exposure frequency is controlled to preserve the quality of the user experience, in line with principles of transparency, consent, and data protection.

A performance-driven solution

The integration of Relead into the 5 Sens Advertising offering is a structured lever designed to optimize marketing performance, relying on measurable, controllable mechanisms that are fully integrated into the existing communication ecosystem.

• Accurate, contextual targeting: campaigns are activated exclusively in selected locations, at the moment of Wi-Fi login, when audience receptivity is at its highest.
• Seamless, non-intrusive experience: formats are naturally embedded into the user journey, without disruption or overexposure, fostering high-quality visibility.
• Data-driven management: access to detailed indicators such as impressions, display rate, clicks, redirects, and conversions, enabling continuous optimization.
• Stronger local footprint: targeted communication in venues frequented daily by audiences, fostering consideration and intent to act.
• Coherent omnichannel integration: alignment with existing initiatives (digital platforms, CRM, social media, search and social campaigns) to ensure strategic continuity.
• Responsible, compliant framework: adherence to regulatory requirements and data-protection standards, ensuring ethical and transparent use.

Use cases and activation scenarios

The solution enables campaigns to be deployed in line with on-the-ground realities and local behaviors, following several segmentation approaches :

• By immediate proximity: targeting users in locations frequented by the audience to drive direct footfall to the point of sale.
• By geographic area: tailoring messages to regional, seasonal, and contextual specificities.
• By demographic profile: personalizing content based on the dominant profiles associated with each venue.
• By usage behavior: contextualizing campaigns based on the environment visited and the time of connection.
• By thematic audience: interest-based targeting inferred from venues and how they are used.

Benefits for clients

This partnership delivers concrete benefits for advertisers :

• High-value local campaigns integrated into controlled contexts.
• Traceable, optimizable activations built on reliable operational data.
• A user-respectful experience, aligned with real-life usage patterns.
• Rapid deployment, supported by 5 Sens Advertising’s expertise and a network of qualified partner venues.

Conclusion

We are announcing our partnership with Relead as a defining milestone in the evolution of our proximity communication offering. This alliance enables the integration of a high-performing technology lever in support of a strategic approach grounded in relevance, measurement, and the quality of the relationship between the brand and its audience.

Each connection point thus becomes a space for targeted, consistent, and efficient communication, helping to strengthen the impact of the activations deployed.

Contact

As part of this partnership, 5 Sens Advertising provides strategic consulting support to assess and deploy solutions tailored to business objectives and catchment areas, including a strategic scoping phase covering target audiences, locations, messaging, performance indicators, and the operational timeline.

L’article 5 Sens Advertising × Relead : une nouvelle génération de publicité Wi-Fi de proximité est apparu en premier sur 5 Sens, agence de communication tunisie.

Among the most downloaded applications in the first half of 2023, TikTok claimed the top spot. This reflects its growing popularity among users worldwide. The video-sharing app TikTok gained one position to lead the ranking, dethroning Instagram, which slipped one place. Facebook and WhatsApp maintain their third and fourth positions respectively, demonstrating their consistent presence among the most downloaded apps.
CapCut, moving up one spot, now occupies the fifth position, while Snapchat dropped one place to sixth. Telegram, Messenger, and WhatsApp Business retained their respective positions, ranking seventh, eighth, and ninth. Finally, Spotify rounds off the top 10, remaining steady in the tenth position.
These statistics highlight the evolution of user preferences in app downloads, reflecting the dynamism and competition of the current digital landscape.

Investments in Applications Are on the Rise Again

After a period of slowdown in consumer spending on mobile applications observed in the first half of 2022, the market is now entering a recovery phase. Between 2019 and 2021, spending saw significant growth, largely driven by the effects of the pandemic. However, with the end of lockdowns, this trend was temporarily interrupted.

In the first half of 2023, consumer spending is rising again, indicating renewed dynamism. According to data.ai, $67.5 billion was spent on mobile applications worldwide, across iOS and Google Play platforms, marking a 5.3% increase compared to the first half of 2022.

TikTok set a new record in consumer spending, reaching $2.1 billion in the first half of 2023.

Regarding non-gaming consumer spending, TikTok continues to stand out, showing 31% growth compared to the previous year. Similarly, Disney+ recorded a strong increase of 33%, YouTube 39%, and Duolingo 48% compared to the previous year.

Top Most Used Applications in 2023: Facebook Dominates, WhatsApp and Instagram in Pole Position!

In 2023, the Facebook app proudly maintains its position as the most used platform, confirming its continued popularity and influence in the digital world. With billions of active users worldwide (2.934 billion monthly active users), Facebook remains a major cornerstone of communication and online social interactions.

In second place, we find WhatsApp, the globally renowned instant messaging app, offering a convenient and secure platform for individual and group conversations, thereby strengthening social and familial bonds.

Just behind, in third place, Instagram shines as a preferred platform for sharing visual moments and stories, allowing users to creatively express themselves through appealing images and videos.

Facebook Messenger ranks fourth among the most frequently used applications. In fifth place is TikTok, followed by Telegram, Amazon, Spotify, Twitter, and finally Snapchat.

This hierarchy of the most used applications reflects the diversity of user preferences and needs, as well as the constant evolution of the technological and social landscape we navigate today.

L’article Les 10 applications les plus téléchargées au premier semestre 2023 est apparu en premier sur 5 Sens, agence de communication tunisie.

Key Digital Figures

Key trends in the digital landscape

According to the latest data from the digital report, an interesting trend is emerging: users appear to be spending less time online. This is reflected in an overall decline in average usage across different media over the past year. More specifically, time spent on the internet has fallen by 2.2%, while time spent on social media has decreased by 2%.

However, despite this decline in average usage time, the number of internet and social media users continues to grow, with increases of 2.1% and 3.7% respectively. These figures can be interpreted as the result of the ongoing expansion of the user base, even as online time is being distributed more evenly.

An interesting observation concerns device usage. Smartphone use shows a slight increase of 0.8%, highlighting their growing importance in our digital daily lives. By contrast, personal computer usage has fallen by 3.4%, while tablet usage has seen an even sharper decline of 7.8%. This shift underscores changing user preferences, with smartphones increasingly favored as the primary gateway to online services.

These data provide a compelling snapshot of current digital habits and highlight the importance of understanding how user behaviors are evolving in order to better adapt digital strategies and offerings. They underscore a digital world in continuous transformation.

Time Spent on Digital Media

Internet: a world where two-thirds of the population are connected

The latest data from the report reveal compelling statistics on global internet usage. Here are the key figures to remember :

In July 2023, there were 5.19 billion internet users worldwide, representing 64.5% of the global population. This highlights the growing importance of digital connectivity on a global scale.

The average daily time spent online is estimated at 6 hours and 40 minutes. These figures demonstrate the pervasive role of digital platforms in the daily lives of many people worldwide.

Internet access via smartphones is predominant, with 95.3% of global users using them as their primary means of connection. By contrast, access via personal computers has declined, with only 63.4% of users opting for this option. This trend highlights the growing preference for smartphones as the main gateway to the online world.

One of the main reasons why 59.2% of users go online is to search for information. This pursuit of knowledge remains the leading motivation for using the web, underscoring its crucial role in accessing answers and resources.

Google Chrome dominates the browser market with a 62.58% market share. This success illustrates users’ strong preference for Chrome as their primary browsing tool.

As a search engine, Google continues to reign supreme with an impressive 92.64% market share. This overwhelming dominance underscores the trust users place in Google for their online searches.

The most visited website in the world is google.com, with an impressive 88.1 billion visits per month. It ranks ahead of other web giants such as youtube.com and facebook.com, demonstrating Google’s considerable influence in the global digital landscape.

Rapid growth: social media more powerful than ever

Since the pandemic, there has been a significant increase in the number of social media users worldwide, with a notable rise of 3.7% in just one year, bringing the total to 4.88 billion users. Among them, 46.4% are women, while 53.6% are men. These figures reflect the continued growth in social media adoption, which is playing an increasingly central role in people’s daily lives.

Regarding time spent on social media, the global average is estimated at 2 hours and 26 minutes per day. This highlights the strong appeal and influence of these platforms, encouraging users to devote a significant share of their daily time to them.

The five main reasons for using social media illustrate users’ needs and interests :

Staying in touch with friends and family is the leading motivation for 48.6% of respondents. This highlights the crucial role social media plays in maintaining meaningful social and emotional connections, particularly in an increasingly connected world.

Passing the time is a major reason for 37.3% of users. Social media offers a wide variety of content and entertainment that captures users’ attention and encourages them to spend their leisure time on these platforms.

Reading the news is also an important activity for 34.6% of users. Social media has become a key source of information and storytelling, enabling people to discover and share stories that interest them.

Discovering content is a key motivation for 29.8% of respondents. Social media has become a hub for discovering diverse content, enabling users to access a wide range of media, posts, and creative work.

Keeping up with trends appeals to 28.4% of users. Social media plays a key role in the rapid spread of trends, news, and popular topics, making it a preferred source for staying up to date.

A Comprehensive Overview of Social Media Usage

The power of social media in discovering new brands

According to We Are Social, social media has become an increasingly attractive playground for brands. It now ranks as the third leading source of brand discovery, just behind search engines and television advertising. Around 27.7% of internet users aged 16 to 64 report discovering brands through advertising placements on social platforms.

Among these platforms, Instagram stands out as the most effective leader: more than 62% of its users say they research future purchases or view brand content on the platform. This dominance makes Instagram an essential tool for brands seeking to reach their target audience and generate interest among potential consumers.

Gen Z prefers TikTok for getting information

TikTok stands out as the social platform where users spend the most time, averaging 31 hours and 14 minutes per user per month. YouTube (27 hours and 21 minutes) and Facebook (18 hours and 22 minutes) complete the top three.

In addition, the report highlights TikTok’s growing use for news and information: 11% of respondents in the Digital News Report survey (RISJ) say they use the platform to follow current events, a figure slightly below Twitter (12%). Among 18–24-year-olds, this proportion rises to 20%.

The number of people using TikTok as a source of information has risen remarkably—up by 60% in just one year. This trend underscores TikTok’s growing role as a channel for news and informational content.

Usage of TikTok Among Generation Z

Threads: the new rising star among platforms

The major social media development in recent months has been the arrival of Threads, Meta’s new app designed to compete with Twitter. The report notes that Threads saw phenomenal success, reaching 150 million downloads and 100 million active users worldwide in just one week.

According to We Are Social, this remarkable breakthrough is largely driven by Threads’ integration with Instagram. However, Meta’s main challenge will be to retain users on a separate platform. GWI data indicate that Instagram users are more drawn to entertaining, playful content than to following the news. By contrast, Twitter’s primary use remains keeping up with current events.

It will be interesting to observe how usage motivations evolve for this new Threads service, and whether Meta succeeds in retaining users by offering a distinctive and engaging experience.

L’article Évolution du paysage numérique : Internet et réseaux sociaux – Juillet 2023 est apparu en premier sur 5 Sens, agence de communication tunisie.

 1. Dominance of Video and Visual Content

Video continues to establish itself as the flagship content format thanks to its ability to capture and hold consumers’ attention. To maximize engagement, include subtitles, as most videos are watched without sound. Here is how to leverage this format effectively:

• Higher Engagement : Videos, through their visual and audio content, can convey emotions and information in an immersive way, outperforming text and static images.
• Ease of Consumption : They provide content that is easy to consume, ideal for those who prefer to avoid long articles.
• Mobile Compatibility : With the growing use of smartphones, video is the predominant format for mobile content, maximizing its reach and accessibility.
• Favorable Algorithms : Social platforms such as Facebook, Instagram, and TikTok prioritize this type of content in their algorithms, thereby increasing its organic visibility.
• Technological Advances : Video production is becoming increasingly accessible, democratizing the creation and sharing of video content.
• Visual Impact and Memorability : By their dynamic nature, videos create a strong visual impact and are more easily remembered.

2. Humanisation du Contenu

Human-centered marketing is gaining momentum, driven by storytelling, user-generated content (UGC), and the growing influence of creators and influencers. To meet the rising demand for authenticity among Gen Y and Gen Z, here is how you can humanize your communication :

• Creating User Profiles : Encourage users to sign up and create profiles to enable better interaction and personalize their experiences.
• Posts and Sharing : Allow users to freely publish content in the form of posts, videos, or images.
• Comments and Reactions : Make interaction easier through comments, shares, and reactions to increase engagement.
• Contests or Challenges : Encourage users to participate actively through specific contests or challenges.
• Collaborations and Co-Creation : Provide platforms for co-creating content with your users and influencers.
• Use of Hashtags : Leverage hashtags to group content around themes or campaigns, thereby boosting community participation.

3. Mobile In-Game Advertising

Mobile games represent a golden opportunity to reach a large and diverse audience. Invest in the following ad formats to maximize your reach :

• Interstitial Ads : These full-screen ads appear at key moments and effectively capture users’ attention.
• Rewarded Ads : Offer users the option to watch ads in exchange for rewards—an especially appealing model in the mobile gaming sector.

These strategies are particularly effective for B2C approaches, capitalizing on the time users spend playing mobile games.

4. Artificial Intelligence and Automation

Implementing artificial intelligence and automation helps optimize your resources and improve the effectiveness of your advertising campaigns. Adopt these technologies to transform your approach :

• Task Automation : Optimize your time and resources by automating repetitive tasks, allowing you to focus more on personalized interactions with prospects.
• Chatbots and AI-Powered Tools : These tools are becoming essential for delivering personalized customer service and improving the overall user experience.

These trends point to a shift toward advertising communication that is more visual, more interactive, and more people-focused, with a strategic use of advanced technologies to enhance campaign effectiveness and engagement. By adopting these practices, you give your company a significant competitive advantage in the market.

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Technology companies Meta, Amazon, and Alphabet are the main drivers of this growth. Together, they capture 43.6% of global advertising market share, thanks to their mastery of integrated digital solutions. For our communications agency, keeping abreast of these giants’ innovations is essential to designing impactful campaigns.

Ces entreprises ont su transformer le paysage publicitaire avec des plateformes dynamiques et innovantes. Meta exploite la puissance des réseaux sociaux pour offrir des campagnes ciblées personnalisées, Amazon intègre le Retail Media dans une stratégie massivement influente, tandis qu’Alphabet maintient une domination écrasante sur le marché de la recherche en ligne, représentant 84 % de ce secteur.

Regional Market Analysis : Diverse Opportunities

Each region has distinct dynamics, offering a range of opportunities for our communications agency.

• North America : With projected growth of 8.6%, reaching USD 348 billion, North America remains a mature market where technological innovation drives advertising spend. Even without political advertising, steady growth of 4% indicates sustained potential, which is crucial for our local strategies.
• Europe: In Europe, we anticipate growth of 5%, reaching USD 165 billion. The United Kingdom is expected to grow by 8%, while France (5.4%) and Italy (4%) also contribute positively. For our communications agency, these diverse European markets require tailored solutions that reflect cultural specificities.
• APAC (Asia-Pacific): While APAC is expected to see moderate growth of 2% to USD 272 billion, the region remains crucial for expansion strategies. Our agency is closely monitoring local platforms that are reshaping the landscape, driven by the widespread adoption of digital technologies.
• Latin America and MENA (Middle East and North Africa) : With projected growth of 6.2% and 4.2% respectively, these regions offer new engagement opportunities. Markets such as Brazil, Mexico, and the Gulf countries are showing increasing interest in digital, an area where our communications expertise could make a meaningful difference.

Advertising Channels: Evolution and Opportunities

The evolution of advertising channels offers our agency new opportunities to refine our strategies.

• Social Media : Expected to reach USD 241.8 billion in 2024, this channel remains the largest, accounting for 22.6% of total spend. Leveraging our expertise, we use precise targeting and the analytical capabilities of social platforms to maximize our clients’ return on investment.
• Search and Associated Challenges : With USD 223.8 billion—representing 21.8% of the global total—search remains essential. However, our communications agency anticipates challenges linked to the shift toward AI-powered search and omnichannel strategies within social commerce. We position ourselves as pioneers, exploring these forward-looking avenues early.
• Retail Media : Toward Accelerated Growth: Retail media accounts for 14.3% of investment, totaling USD 152.6 billion. Leveraging our expertise, we help advertisers navigate this fast-growing landscape effectively, dominated by Amazon, which captures 36.6% of spend.
• The Growth of Connected TV (CTV) : With a 19.6% increase, CTV is reshaping the television market, reaching USD 35.3 billion. Our agency incorporates these trends to deliver compelling content experiences tailored to new viewing habits on connected TV.

Traditional Media : Stability and the Need for Innovation

Despite the shift to digital, traditional media retains its value, accounting for 25.3% of global advertising spend, or USD 270.5 billion. For our agency, it is essential to reinvent these formats to maintain their relevance.

• Linear TV, Print, and Radio : Linear TV is seeing modest growth of 1.9%. However, print and radio require innovative strategies to counter the ongoing decline in their audiences. With a 3.4% decrease for magazines and a 2.3% decline for radio, we are developing new approaches capable of revitalizing these media.
• Out-of-Home Advertising and Cinema : These sectors are experiencing a resurgence, with growth rates of 7.2% and 6.1% respectively. Our communications agency is leveraging these trends to develop creative campaigns that capitalize on the lasting impact of these media.

Future Outlook for the Advertising Industry

In summary, 2024 is set to be a pivotal year for the global advertising market. For our communication agency, these trends require not only adaptability but also a continuous ability to innovate.

Digital technologies will remain at the heart of communication strategies. Our commitment is to deliver cutting-edge solutions by leveraging the opportunities offered by advanced search, retail media, and connected TV. In addition, traditional media—when strategically integrated—continues to add value by diversifying campaigns and strengthening their long-term impact.

We remain committed to navigating this evolving landscape, guided by a dedication to innovation and excellence. Our dedicated teams work to develop campaigns that not only adapt to current trends but also help shape the future of advertising communication.

In collaboration with our partners and clients, we forge new paths, ensuring that each message resonates powerfully with its target audience. Our efforts focus on creating lasting value, while also using our in-depth market knowledge to guide every step of the communication process, from concept development to execution.

This, of course, remains our priority as we enter a new era in which the boundaries between digital and traditional continue to blur, creating a world of near-infinite possibilities for any communications agency that is well prepared to embrace the future.

L’article Cap sur les 1000 milliards de dollars : L’évolution du Marché Publicitaire Mondial en 2024 est apparu en premier sur 5 Sens, agence de communication tunisie.

Among the most downloaded apps in the first half of 2023, TikTok claimed the top spot, reflecting its growing popularity among users worldwide. The video-sharing app moved up one place to lead the ranking, overtaking Instagram, which slipped by one position. Facebook and WhatsApp held steady in third and fourth place, demonstrating their consistent presence among the most downloaded apps. CapCut rose by one place to rank fifth, while Snapchat dropped by one place to sixth. Telegram, Messenger, and WhatsApp Business maintained their respective positions in seventh, eighth, and ninth place. Finally, Spotify rounded out the top 10, remaining stable in tenth position. These statistics highlight shifting trends in users’ app download preferences, reflecting the dynamism and competitiveness of today’s digital landscape.

Investment in apps is rising again

After a slowdown in consumer spending on mobile apps observed in the first half of 2022, the market is now in a recovery phase. Between 2019 and 2021, spending saw strong growth, largely due to the effects of the pandemic. However, with the end of lockdowns, this trend was temporarily disrupted. Nevertheless, in the first half of 2023, consumer spending is rising again, marking a renewed momentum.. Data from data.ai indicate that USD 67.5 billion was spent on mobile apps worldwide across iOS and Google Play, a 5.3% increase compared with the first half of 2022. TikTok set a new record for consumer spending, reaching USD 2.1 billion in the first half of 2023. In terms of non-gaming consumer spend, TikTok continued to stand out, posting 31% year-over-year growth. Similarly, Disney+ recorded a strong 33% increase, YouTube 39%, and Duolingo 48% year over year.

Top Most-Used Apps in 2023: Facebook Leads, with WhatsApp and Instagram Close Behind!

In 2023, Facebook proudly maintains its position as the most-used app, demonstrating its continued popularity and influence in the digital world. With billions of active users worldwide (2.934 billion monthly active users), Facebook remains a key pillar of online communication and social interaction. In second place, we find WhatsApp, a globally renowned instant messaging app that offers a convenient and secure platform for one-to-one and group conversations, thereby strengthening social and family ties. Close behind in third place, Instagram stands out as a preferred platform for sharing visual moments and stories, enabling users to express themselves creatively through engaging images and videos. Facebook Messenger ranks fourth among the most frequently used apps. In fifth place comes TikTok, followed by Telegram, Amazon, Spotify, Twitter, and finally Snapchat. This ranking of the most-used apps reflects the diversity of users’ preferences and needs, as well as the ongoing evolution of the technological and social landscape in which we live today.

L’article Les 10 applications les plus téléchargées au 1er semestre 2023 est apparu en premier sur 5 Sens, agence de communication tunisie.

Last Thursday, We Are Social presented the latest digital report in collaboration with Meltwater. This report compiles a range of data on digital trends from partners such as GWI, Statista, Data.ai, and others, providing an overview of the state of digital as of July 2023. Let us look at the current digital trends.

Les chiffres clés du digital

Major trends in the digital landscape

According to the latest data in the report on the digital landscape, an intriguing trend is emerging: users appear to be spending less time online. This is reflected in an overall decline in average usage across different media over the past year. Notably, time spent on the internet decreased by 2.2%, while time spent on social media fell by 2%.

However, despite this decline in average usage time, the number of internet and social media users continues to grow, with respective increases of 2.1% and 3.7%. This can be interpreted as the result of a steadily expanding user base, even as people distribute their time online more evenly.

An interesting observation concerns device usage. Smartphones saw a slight increase of 0.8%, highlighting their growing importance in our everyday digital habits. By contrast, personal computer usage fell by 3.4%, while tablets experienced an even sharper decline of 7.8%. This shift underscores changing user preferences, with a clear preference for smartphones as the primary means of accessing online services.

These figures offer a compelling snapshot of current digital habits and underscore the importance of understanding changing user behaviors in order to adapt digital strategies and offerings as effectively as possible. This highlights an increasingly dynamic digital world.

Le temps passé sur les médias digitaux

 

The Internet: A world where two-thirds of the population is connected

The report’s latest data reveals fascinating statistics on global internet usage. Here are the key figures to remember:

In July 2023, there were 5.19 billion internet users worldwide, representing 64.5% of the global population. This underscores the growing importance of digital connectivity on a global scale.

The average time spent online per day is estimated at 6 hours and 40 minutes. This figure highlights how pervasive digital usage is in the daily lives of many people around the world.

Accessing the internet via a smartphone is predominant, with 95.3% of users worldwide using it as their primary means of connection. By contrast, access via a computer is declining, with only 63.4% of users choosing this option. This trend highlights the growing preference for smartphones as the preferred gateway to the online world.

A major reason for going online for 59.2% of users is to search for information. This pursuit of knowledge remains the primary motivation for using the web, underscoring its crucial role in finding answers and resources.

Google Chrome dominates the browser market with an estimated 62.58% market share. This success highlights its popularity and users’ preference for it as a web browsing tool.

As a search engine, Google continues to reign supreme with an impressive 92.64% market share. This overwhelming dominance underscores the trust users place in Google for their online searches.

The most visited website in the world is google.com, attracting an impressive 88.1 billion visits per month. It therefore outperforms other web giants such as youtube.com and facebook.com, demonstrating Google’s considerable influence in the global digital landscape.

Growing Stronger: Social media more powerful than ever

Since the pandemic, it is worth noting a clear increase in the number of social media users worldwide, with a significant rise of 3.7% in just one year, bringing the total to 4.88 billion users. Among them, 46.4% are women, while 53.6% are men. These figures demonstrate the continued growth in social media adoption, which is playing an increasingly central role in people’s daily lives.

As for time spent on social media, the global average is estimated at 2 hours and 26 minutes per day. This highlights the considerable appeal and influence these platforms have on users, prompting them to devote a significant share of their daily time to them.

The five main reasons for using social media reveal users’ needs and interests:

• Staying in touch with friends and family is the main reason for 48.6% of respondents. This underscores the essential role social media plays in maintaining meaningful social and emotional connections, especially in an increasingly connected world.
• For 37.3% of users, passing the time is a major reason for using social media. Social platforms offer a wide range of entertainment and content that captivates users, encouraging them to spend their leisure time there.
• Reading news stories is also an important activity for 34.6% of users. Social media has become a major source of information and narratives, where people can discover and share stories that interest them.
• For 29.8% of respondents, finding content is a key reason for using social media. Social platforms have become content discovery hubs, enabling users to access a wide range of media, posts, and creations.
• Keeping up with trends attracts 28.4% of users. Social media plays a key role in the rapid spread of trends, news, and popular topics, making it a go-to source for staying up to date.

Une vision globale de l’utilisation des réseaux sociaux

The power of social media in discovering new brands

According to We Are Social, social media has become an increasingly attractive playground for brands. It now ranks as the third leading source of brand discovery, just behind search engines and TV ads. About 27.7% of internet users aged 16 to 64 say they discover brands through paid placements on social platforms.

Among these platforms, Instagram stands out as the most effective leader: more than 62% of its users say they look for future purchases there or view brand content. This dominance makes Instagram an essential platform for brands seeking to reach their target audience and generate interest among potential consumers.

Generation Z Prefers TikTok for News and Information

TikTok ranks as the social platform where users spend the most time, with an average of 31 hours and 14 minutes per month per user. YouTube (27 hours and 21 minutes) and Facebook (18 hours and 22 minutes) complete the top three.

Moreover, the report highlights the growing use of TikTok for information purposes: 11% of respondents to the Digital News (RISJ) survey say they use the platform to follow the news, a share slightly lower than Twitter (12%). Among 18–24-year-olds, this figure rises to 20%. The number of people using TikTok as a news source increased by a remarkable 60% in just one year. This trend underscores TikTok’s growing role as a channel for news and informative content.

L’utilisation de TikTok chez la génération Z

Threads: The New Star of Social Platforms

The major social media disruption in recent months has been the arrival of Threads, Meta’s new app designed to compete with Twitter. The report states that Threads achieved phenomenal success, recording 150 million downloads and 100 million active users worldwide in just one week.

According to We Are Social, this remarkable breakthrough is due to Threads’ integration with Instagram. However, Meta’s main challenge will be retaining users on a different platform. GWI data highlights that Instagram users are more inclined to seek fun and entertaining content rather than follow the news. By contrast, Twitter’s primary use is to stay informed about current events. It will therefore be interesting to see how usage motivations evolve for the new Threads service and whether Meta succeeds in retaining users by offering a unique and appealing experience.

 

 

L’article L’évolution du digital : Internet et réseaux sociaux Juillet 2023 est apparu en premier sur 5 Sens, agence de communication tunisie.

L’article L’intelligence artificielle prendra le contrôle de l’humanité ! est apparu en premier sur 5 Sens, agence de communication tunisie.