Social Media, Chatbots, Messenger Marketing: stats you should know in 2020

1. The Internet

Worldwide, there are:

• 4.54 billion Internet users, which already makes up 59 percent of the world population (about 150 million more than last year);
• in Poland, 80.3 percent of residents use the Internet (2.3 percent more than last year);
• 5.19 billion unique users of mobile devices, i.e. 2/3 of the world’ population;
• as much as 3.80 billion social media users (more than 300 million new users in the last 12 months).

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite)

In comparison, last year there were:

• 4.388 billion Internet users, which made up 57 percent of the world population; 
• in Poland, 78 percent of residents used the Internet;
• 5.11 billion unique users of mobile devices,
• 3.484 billion social media users.

(Source: Digital in 2019 Global Overview, We Are Social, Hootsuite)

• On average, Internet users spend 6 hours and 43 minutes online. This totals over 100 days per user and 40 percent of their time during the day when they are plugged in. 
• Polish users spend 6 hours and 26 minutes online each day, with 2 hours actively using social media (last year they didn’t leave the Internet for 6 hours and 2 minutes each day.)

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• The number of Internet users in Poland amounts to 30.63 million out of almost 38-million population. This is as much as 81 percent of the country’s population.
• A total of 56.5 percent users connect to the Internet via smartphone, and 42.4 percent use laptops and desktops. Tablets and other devices represent respectively: 1.1 percent and 0.004 percent.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• The number of Internet users totaled 28.2 million (as of April 2019.)
• In Poland, the number of users accessing the Web via PCs and laptops amounted to 22.6 million (a year-on-year decrease.) 
• There were 24.4 million users accessing the Internet via smartphones.

(Source: Gemius/PBI, 2019)

• In comparison, the total number of Internet users in July 2018 stood at 26.9 million. 
• Using PCs and laptops, 22.6 million users accessed the Web, while 22.1 million used also mobile devices to do so (out of which 21.7 million used smartphones.) 

(Source: Gemius/PBI, 2018)

2. Social media

• Among Polish people, 19 million actively use social media. This amounts to 50 percent of the country’s total population.
• Among them, 97 percent access social media using a smartphone.
• And 99 percent use them regularly.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• In 2019, 18 million active users used social media (47 percent of the total population.)
• The average time spent on social media in Poland was 1 hour 45 minutes per day.

(Source: Digital in 2019 Global Overview, We Are Social, Hootsuite, 2019)

• Facebook remains the most popular social network in Poland. It has over 16 million users (2 million less than last year.)
• Among Polish users, 96 percent access Facebook via smartphone.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• There are 2.7 billion users using Facebook, WhatsApp, Instagram and Messenger each month.

(Source: Facebook, 2019)

• Facebook continues to be the most popular of the social media with over 2.449 billion unique users.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• A whopping 90.4 percent of Millennials, 77.5 percent of Generation X and 48.2 percent of baby boomers are active social media users.

(Source: eMarketer, 2019)

• Facebook is also the second most popular website in Poland. In only preceded by Google.

(Source: Statista, 2019)

• As many as 70 million businesses host a company page on Facebook.

(Source: Social Media Today, 2019)

• Twitter is used by 326 million active users each month.
• There are 500 million tweets sent daily on Twitter.

(Source: Omnicore, 2019)

• There are 590 million users of LinkedIn in over 200 countries.

(Source: Hootsuite, 2019)

• There are over 3.7 million registered users on LinkedIn in Poland.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• There were 3.5 million users of LinkedIn in Poland in 2019. 

(Source: NapoleonCat, 2019)

• Of the traffic on LinkedIn, 57 percent is through mobile.
• A total of 30 million businesses have a LinkedIn profile.

(Source: Hootsuite, 2019)

• One billion people use Instagram every month, and as many as 500 million use it daily.
• There are 25 million business profiles on Instagram. Over 200 million users visit at least one business profile every day.
• And more than 60 percent (over 600 million) users search and discover new products on Instagram.
• Eighty percent of users follow at least one business on Instagram.

(Source: Hootsuite, 2019)

• Instagram in Poland has 7.30 million users. 

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• In 2019, Instagram had over 7.1 million active users in Poland.

(Source: NapoleonCat, 2019)

• Almost 3.2 billion people worldwide used Facebook, YouTube, WhatsApp, Instagram or Twitter, with nearly 3 billion of them on mobile devices.
• Only in 25 countries did Facebook not rank among the most popular social media platforms.

(Source: Digital in 2018 Global Overview, We Are Social, Hootsuite, 2018)

• Facebook is used by 98 percent of B2C businesses surveyed and 89 percent of B2C businesses. 
• For 54 percent of B2B marketers, Facebook is their number one marketing platform.

(Source: Hootsuite, 2018)

• Among users, 96 percent voice their opinion about brands on social media and follow them there. 

(Source: Lyfe Marketing, 2018)

• Two million businesses claim to use Facebook to advertise their products and services

(Source: Hootsuite, 2018)

• Users spend 75 percent of their time on just a few apps, mostly in the IM and social media categories.

(Source: Statista, 2018)

• In Q1 2018, Facebook had 2.2 billion monthly and 1.45 billion daily active users.

(Source: Facebook, 2018)

• While Facebook stands as the most popular social media service in Poland, it comes second only to Messenger among apps.

(Source: WirtualneMedia, 2018)

3. Instant messaging apps

• The number of WhatsApp users in the world totals 2 billion. That’s 400 million more than last year.

(Source: WhatsApp, 2020)

Among five most popular social media platforms, there are three instant messengers:

• WhatsApp with 1.6 billion* users,
• Messenger with 1.3 billion users,
• WeChat with 1.151 billion users.

*WhatsApp has released its own data on the number of users.

And the remaining big-name messaging apps have respectively:

• QQ Mobile – 731 million users,
• Skype – 300 million users,
• Viber – 260 million users,
• Telegram – 200 million users.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

4. Messenger marketing

• The world’s average Internet user spends 3 hours and 40 minutes in smartphone apps. They spend 50 percent of that time sending messages. 

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• Every month, people and businesses exchange 20 billion messages in the Messenger app.

(Source: Facebook, 2019)

• A total of 24 percent of marketers have planned to include messaging apps into their content strategy in the next year. 

(Source: HubSpot, 2018)

• By the end of 2018, 78 percent of smartphone users globally will be messaging on a monthly basis.

(Source: eMarketer, 2017)

• Every month, people and businesses have exchanged 8 billion messages in the Messenger app.

(Source: Facebook, 2018)

5. Chatbots

• 57 percent of businesses claim that a chatbot provides a great ROI with minimal investment.
• 47 percent of consumers declared their interest in buying a product through a chatbot.
• 69 percent of consumers prefer to use chatbots for the speed at which they can communicate with a brand.
• 90 percent of businesses reported resolving customer issues faster using bots.
• In 2018, the global chatbot market was worth USD 1.274 billion and forecast to grow at a CAGR of 34.75 percent, reaching USD 7.591 billion by 2024.

(Source: Chatbot Market – Growth, Trends, and Forecast (2020 – 2025))

• There are over 300,000 chatbots used in Messenger (Facebook reported the same number the previous year.)
• By 2025, the chatbot market is expected to reach over USD 1.25 billion.

(Source: Statista, 2018)

• The speed of receiving a reply lies among the most important reasons for using chatbots: only 11 percent of respondents expect an immediate response after filling out a form as compared to 39 percent who expect it from a 1-on-1 video call and 42 percent – from chatbots. 
• Thus, only 14 percent of people would rather fill out a form on a website than use a chatbot to contact a business.
• The expectation of customers in terms of response time from chatbots is almost identical to that of a face-to-face conversation.

(Source: State of Conversational Marketing, Drift, 2019)

People become more and more impatient about not being able to get answers to simple questions and 24/7 service.

Comparison of consumer frustrations in 2018 and 2019:

a) Not being able to get answers to simple questions:

• indicated by 31 percent of respondents in 2018 
• increased to 34 percent in 2019 

b) no service out of normal business hours:

• indicated by 16 percent of respondents in 2018
• increased to 18 percent in 2019

(Source: State of Conversational Marketing, Drift, 2019)

A growing number of younger people use chatbots as compared to the previous year. Among the respondents aged 18-24, 35 percent used chatbots in 2019 more compared to the previous year, in the age group 25-34 it was 27 percent, and 25-44 it totaled to 29 percent.

Advantages of using chatbots as indicated in survey:

• 42 percent of respondents pointed to ease of use as an advantage of chatbots;
• 40 percent of respondents indicated the 24/7 support availability (ranking highest of all other surveyed channels such as email, phone, video call);
• 30% pointed to the quick reply to simple questions.

(Source: State of Conversational Marketing, Drift, 2019)

Users want to use chatbots to:

• get their questions answered – 32 percent
• receive detailed answers or full explanations to their queries – 29 percent
• solve a problem or make a complaint – 27 percent
• access customer service – 27 percent
• pay bills – 23 percent
• book service (e.g. at a restaurant or hotel) – 22 percent
• make an appointment – 19 percent
• communicate with brands – 19 percent
• join a mailing list or news service – 18 percent
• make a purchase – 17 purchase
• find inspiration, ideas – 10 percent

(Source: State of Conversational Marketing, Drift, 2019)

People grow more comfortable when interacting with chatbots and have more confidence in their abilities. When asked “What would stop you from using a chatbot?” respondents answered:

• I prefer to talk to a human: 43 percent in 2018, and only 38 percent in 2019;
• I’m afraid of them making a mistake: 30 percent in 2018, down to 24 percent in 2019; 
• I prefer to fill in online forms: 26 percent in 2018, and only 14 percent in 2019; 

(Source: State of Conversational Marketing, Drift, 2019)

Sales companies indicated by 40 percent of respondents took the lead in engaging users via chatbot in the last year.

(Source: State of Conversational Marketing, Drift, 2019)

• A total of 53 percent of service businesses expect to use chatbots within the next 18 months, which is a 136-percent increase, promising a major impact of this solution in the near future.
• Of the consultants with chatbots, 64 percent are able to spend most of their time solving complex problems, as compared to 50 percent of consultants without chatbots.

(Source: State of service, SalesForce 2019)

• Among customers, 58 percent say that new technologies like chatbots and voice search have changed their expectations of businesses.
• 54 percent of customers claim businesses need to change the way they engage them.
• 77 percent say that chatbots will change their expectations of businesses within the next five years.

(Source: State of the Connected Customer, SalesForce 2019)

• Of global users, 45 percent prefer chatbots as the primary means of communication for customer service.

(Source: Statista, 2018)

6. Voicebots

• Globally, the use of voice interfaces has increased by more than 9% over the past year.
• Each month, 43 percent of the world’s Internet users between 16 and 64 years old use voice search and voice commands on any device.
• If this figure applied to the entire global Internet user base, it would equal nearly 2 billion active users monthly.
• In Poland, 25 percent of Internet users use voice search every month. This is an increase by 7 percent as compared to last year. 

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

• Out of businesses who have implemented a voice assistant, 71 percent say it improves the customer experience. 
• Among users, 94 percent agree that voice search is easy to use. 
• By the same token, 49 percent of users say that it is not intuitive to use voice search technology. The problem arises with starting commands (how to ask? – do you know it?).
• Most commonly, we use Voice Assistants to manage banking (61%) or travel planning (52%).

(Source: Adobe 2019)

• Smart assistants are on the rise in the US, with nearly 112 million users in 2019.
• Based on forecasts, their popularity will continue to grow to 122.7 million users in 2021. These assistants are used willingly by both smartphone owners and smart speaker users.
• At present, the American market is basically dominated by 3 platforms: Siri by Apple, Amazon Alexa and Google Assistant (the last one is available in Poland in a local language version.)
• By the end of 2019, 97.9 million users will use voice assistants with their smartphones. This figure is expected to jump to 107.9 million by 2021.

(Source: eMarketer, 2019)

• By 2023, the availability of digital assistants on smartphones is expected to increase to 90 percent.

(Source: Strategy Analytics, 2018)

• The number of voice assistants will triple by 2023. Assuming the outlook is correct, their number will reach 8 billion worldwide. This would result in a figure greater than the current population of Earth. 

(Source: Juniper Research, 2018)

• Within three years, 40 percent of consumers will use a voice assistant instead of a mobile app or website.

(Source: Capgemini, Conversional Commerce Report Digital, 2018)

• The majority knows what voice assistants are. Only 10 percent of respondents state they have never heard of them.

(Source: PwC, 2018)

• Among the US respondents, 46 percent use voice assistants.  In India and China, it’s as much as 55 percent.

(Source: Voicebots Ahead, 2018)

• A whopping 81 percent of voice assistant users use them via smartphones.  25% do so through smart-speaker devices (e.g. Amazon Echo / Google Home.)

(Source: Capgemini, Conversional Commerce Report Digital, 2018)

• Voice assistants are used at home on smart speakers for activities such as multitasking, cooking or watching TV. 

(Source: PwC, 2018)

Among those using voice assistants:

• 82 percent use them to search for information: news, weather forecast, recipes, etc.;
• 67 percent use them to play music or stream movies;
• 36 percent have accessed customer service with them;
• 35 percent have purchased products such as groceries and clothing via voice assistants;
• 56 percent would be interested in making dining orders using voice assistants;
• 44 percent are interested in using voice assistants to perform banking transactions;
• Finally, four in five users say they are satisfied with their purchase using voice assistants.

(Source: Capgemini, Conversional Commerce Report Digital, 2018)

• By 2023, voice commerce sales will reach USD 80 billion annually.

(Source: Juniper Research, 2018)

Consumers accept listening to ads while using their voice assistant if:

• they have the option to skip the ad, if they don’t like it – 88%;
• they’re asked if they want to listen to the ad before it plays – 82%;
• ads don’t interfere with their previous activities (e.g. listening to music) – 81%;
• they can choose which ads they listen to – 80%;
• ads get personalized by comments/questions which users have previously asked voice assistants – 73%;
• ads refer to replies to inquiries (e.g., restaurant inquiry, paid advertiser reply) – 71%;
• they can communicate with an ad by talking to it – 70%;
• ads are linked to the liked brands on the user’s social media – 70%.

(Source: Consumer Intelligence Series: Prepare for the voice revolution, PwC, 2018)

• In-car voice assistant users increased by 8.7% from 77.1 million to 83.8 million, while daily active users rose by 7.6% from 27.6 million to 29.7 million.
• 129.7 million users who have used voice assistants while driving since January 2020 represents a 13.7-percent increase as compared to September 2018.

(Source: In Car Voice Assistant Consumer Adaptation Report, 2020)