eMarketer senior forecasting analyst Oscar Orozco joins global director of public relations Douglas Clark to discuss how the coronavirus pandemic is affecting eMarketer’s forecasts on time spent with social media, including revised numbers for Facebook, Instagram and Snapchat.

The pandemic accelerated the increase in time spent with mobile activities in the US. Most of these gains will stick as people return to a more normal life in 2021.

TikTok Eclipses Facebook in Time Spent Among Users. Last year’s increase in time spent with social networks was driven most strongly by increased time on TikTok (up 41.2%), Twitter (up 25.0%), and Instagram (up 11.1%) among each platform’s users.

Facebook and Instagram claim the most users and time spent in Canada, but emerging platforms indicate a shift may come in the years ahead. Social Media Minutes Continue to Inch Upward. Time spent with social media among Canada’s adult population will surpass three-quarters of an hour this year, at 46 minutes daily.

Smartphone time spent: Includes all internet and non-internet activities* on smartphones except for voice calls on the cellular network. Calls through VoIP or video chat apps, such as Skype, are included. Tablet time spent: Includes all internet and non-internet activities* on tablets. Print time spent: Includes offline magazines and newspapers. Radio time spent: Excludes digital radio.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

Much like the Instagram trend, the visually immersive content on the platform drew housebound users in. In 2019, the average daily time spent on the platform per UK adult was just 1.5 minutes. In 2020, that leapt to 5.4 minutes and will approach 7 minutes by 2022.

Our own estimates see Hispanics overindexing for Twitter and Instagram. Useful for phone calls to relatives and friends abroad, WhatsApp has an exceptionally large Hispanic following. Social usage naturally helps to shape Hispanic consumers’ shopping decisions, but with variation among Hispanic cohorts.

These time spent forecasts showed the biggest positive shifts compared with our pre-pandemic estimates:. Time Spent with Smartphones. Smartphone time spent among adults was in line to tick up to 2:40 per day, but instead it will leap to 3:06. That’s almost 26 unexpected additional minutes per day staring at our phones. Time Spent with Subscription OTT Video Services.

Instagram. Seven in 10 Instagram buyers said they visit the social platform at least twice a day; and as on Facebook, they spend a median of 40 more minutes per day on the app than nonbuyers. Almost half of buyers said they have increased their time spent on Instagram. Pinterest.