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The rise of s-commerce – GWI launch Global Media Landscape Report

by Anthony Weaver

London (UK) 1st December: The latest Global Media Landscape report, launched by GWI today, reveals the current picture of how consumers spend their media time. A key finding from the flagship report is how s-commerce may be the new wave of the future as social media usages continue to develop and evolve to meet consumer demands.

Consumers around the world now use social channels for shopping, catching up on the news, finding and researching the products they buy, and watching TV. The report finds that YouTube has become the new media norm for young consumers, with 80% of Gen Z and 73% of Millennials globally using the platform for watching TV. Some other key stats show:

·         Social media is the dominant channel for the news – 58% of consumers in Q2 2022 globally consumed news via social media

·         TV viewing habits are more competitive than ever – When it comes to TV viewing, it’s no longer a simple case of linear vs online TV battling it out for consumers’ attention. Global internet users still favour live TV (91%) and subscription services (73%) but video and social platforms such as YouTube are gaining traction here too, especially among younger generations. YouTube is the new media norm for young consumers globally, with 80% of Gen Z and 73% of Millennials using the platform for watching TV. 

·         Move over ecommerce, s-commerce has arrived – Since 2015, the number of people using social media for product searches has risen by 43%. There’s been a 7% increase in TikTok users who follow brand accounts since Q4 2020 and among users of the platform, 46% of Gen Z and Millennials admit to making an impulse purchase online at least every 2-3 weeks.

Jason Mander, Chief Research Officer at GWI, commented: “Our report uncovers the trends set to influence the global media landscape in the year ahead, with social media dominating the scene. Over the last few years, TV consumption habits have seen a rise in online and streaming TV and now, social platforms are starting to gain traction here too. Heavily influenced by the younger generations of Gen Z and Millenials, social media is continuing to gain momentum as consumers spend more time online. It’s no surprise we’re using social media platforms to not only get our daily news fix and watch TV, but for almost all phases of our online shopping journey too”.

The report represents more than 900,000 consumers and offers thousands of data points into consumer media usage patterns and behaviours of internet users around the world.

GWI’s latest Global Media Landscape report can be accessed here.

About GWI

GWI is an audience insights technology company. Its SaaS platform and custom data products are trusted by the world’s biggest brands, media organizations, and agencies on a daily basis to gain a deep understanding of their audiences at speed.

The company’s flagship survey represents 2.7 billion people globally. Through a combination of survey data and analytics, clients can gather in-depth insights into behaviors, attitudes, and interests from rich data sets including GWI Kids, GWI Sports, GWI USA, GWI Gaming, GWI Travel and GWI Work.


All figures in this report are drawn from GWI’s online research among internet users ages 16-64. Our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent and educated than the total population.

Each year, GWI interviews over 900,000 internet users aged 16-64 via an online questionnaire for our Core dataset. A proportion of respondents complete a shorter version of this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GWI’s Core survey via PC/ laptop/tablet.

When reading this report, please note that we focus on data from our ongoing global quarterly research, but also refer to our monthly Zeitgeist studies across 9 markets.

Throughout this report we refer to indexes. Indexes are used to compare any given group against the average (1.00), which unless otherwise stated refers to the global average. For example, an index of “1.20” means that a given group is 20% above the global average, and an index of “0.80” means that an audience is 20% below the global average.

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