Recent stats reveal where Bajan’s are spending their time online.
The recent Digital Report for 2021 by Hootsuite and We Are Social has revealed some interesting statistics about how and where the Bajan population spends their time online. The annual report always gives some interesting insights that can be very valuable to local marketers looking for more data on citizens' digital behaviour.
Here are some important stats from the 2021 Digital Report:
Google & Youtube continue to have the most traffic
Similar to other islands, Google and YouTube continue to be the two websites with the most traffic in Barbados. This has been a continual trend in recent years and shows that businesses who thought about investing in Google Ads (i.e YouTube Ads, Display Ads on Google affiliate websites, In-App Ads or Search Ads) should definitely look into it and even include it in their advertising plans especially if it fits within the companies overall marketing goals.
Facebook remains stagnant
Facebook did not see an increase in users last year. The report found that the 2021 number has remained the same, at 150,000 users. While the platform has continued to be the top-used social media app, its sister company Instagram is quickly becoming a close second.
Instagram continues to Grow
The 2020 report stated that Instagram had 110,000 “people that Instagram reports can be reached with adverts on Instagram”. The 2021 report now states that this number currently stands at 140,000. This is quite a significant jump and should the trend continue to the platform could surpass Facebook in terms of users.
Twitter sees a decrease in potential ad audience
Similar to stats seen in other islands like Trinidad and Tobago, Barbados has seen a decrease in Twitter users. The 2020 number was reported at 69,200 users. The 2021 report numbers currently stand at 35,200 users. Twitter seems to be one of the less frequented social media platforms for marketers, likely due to the continual low numbers seen regionally.
LinkedIn Numbers Continue Rising
LinkedIn has seen a general increase in users and engagement all over the world during 2020. This is due to the increase in job losses seen in many countries. Barbados has also seen this trend. 2020 numbers indicated a local LinkedIn audience of 100,000 users, currently, the 2021 number stands at 110,000.
What does this all mean?
It is always important to stay on top of what social media apps are worth investing in. Especially, for companies trying to find out what platforms fit within their overall marketing goals and have a significant number of users within the population. As with most social media marketing, there may be a period of trial and error however, it is worth investing in platforms that have a lot of users so that your ads can reach a significant portion of the population.
Join us on #ACMlive on Facebook, Youtube and LinkedIn, every Tuesday at 6.30 pm EST to learn more about digital marketing trends in the Caribbean!
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