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Social media

Social media has become an increasingly important part of our lives. What benefits could social media bring for businesses?
© Coventry University. CC BY-NC 4.0

Social media has become an increasingly important part of our lives. We use it to stay in touch with friends, to keep up to date with the latest news, to find funny or entertaining content, to buy products and to do business.

In the UK, the NHS has used Twitter throughout the pandemic to keep people informed and give them medical advice.

A report from Reuters Institute (2020) has found that use of social media during COVID-19 has greatly increased, as shown below.

Facebook usage has increased by 46%. YouTube 27%. WhatsApp 20%. Instagram 13%. Facebook Messenger 12%. Twitter 11%. LinkedIn 4%. Snapchat 3%. Line 2%. Viber 2%. Note, online survey based on people aged 18 and above in 40 countries around the world (not including China) who have consumed news content in a past month. Advisory: Figures represent the basic average (mean) across all survey respondents and have not been weighted to reflect the total population or number of internet users in each country.

Furthermore, consumer behaviour has changed with an increase in the use of e-commerce businesses for purchasing goods.

81% of people surveyed searched online for a product or service to buy using any device. 90% visited an online retail site or store using any device. 67% used a shopping app on a mobile phone or tablet. 74% purchased a product online using any device. 52% purchased a product online via a mobile phone. Source is GlobalWebIndex (Q1 2020). Figures represent the findings of a broad survey of internet users aged 16 to 64. See for more details. Advisory: due to a technical issue, data for Vietnam is not available for this data point for this period. As a result, the global average cited here is not directly comparable to the averages for the same data point published in previous reports.

Your task

What benefits do you think social media could bring for businesses? Share and discuss this with your peers below.

Further reading

Kemp, S. (2020, July 21). Digital 2020: July global statshot. DataReportal. Web link


GlobalWebIndex. (2020.). Web link

Reuters Institute. (2020). Digital news report. University of Oxford. Web link

© Coventry University. CC BY-NC 4.0
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