DIGITAL DATA 2021 FOR SRI LANKA ,LOCAL AND GLOBAL TRENDS IN NEXT NORMAL

Datareportal.com and we are social have shared the global digital data for year 2021 and Digital data on Sri Lanka . After reading all the reports published and comparing the data of past 3 years am happy to share some insights again based on the data and contents below as done during the past 3 years . The pandemic has enabled vast digital adoption and also introduced a new set of business challenges in the new normal environment . With work from home many people have shifted the time to digital devices and consuming digital content in various forms and social interactions .

We note based on above data growth in mobile internet users and active social media users . Compared to 2020 social media users have grown by 490 mio and overall internet penetration @ 59.5% or 4.66 bio but we will have 40% of world population with no access to internet mainly from Africa and Asia and another 34 % of population yet to be active on mobile. Social media users around 46% are yet to be active again mainly from Africa and Asia which means huge potential yet and the prediction for the next billion users to go online and be active on social media . With stagnation in mature markets , companies like Facebook , Google and Chinese search and messenger sites will explore opportunities for growth in these markets while India and China, Indonesia combined still have more than a billion yet to go online . 

With global pandemic and lockdown that was seen in phase 1 followed by second wave many people have shifted their habits to consuming digital content . Entertaining content such as movies, funny videos , how to videos , watching old classics have grown . This is a good insight for companies , content creators to focus on similar content in the new normal to engage customers from awareness to conversion . Since we know where consumers spend more time better targeting with appropriate content can be used to reach and engage such audiences . With attention span and to be non intrusive short form content under 15 seconds will help .

Chrome still commands the lead with 63% of world users accessing internet via google owned product while safari has grown to 19.3% from 17% which means more users of IOS devices accessing the web.What this means is that developers of websites and E commerce sites ,mobile apps need to consider the browsers used by public and optimise accordingly and be mindful of mobile internet penetration is growing a lot and we have a new OS launched in mid year 2020 by Huawei to compete with Android , Safari OS. When business test their digital products and ecommerce/web sites ensure testing is done to ensure compatibility to all such browsers . We need to be mindful that Safari and Firefox have commenced blocking 3rd party cookies by default and chrome intends doing so in a phased out manner by year 2022. This means certain targeting options may not be available in the long term.

In Sri Lanka chrome still commands followed by samsung internet , and safari , we also note microsoft edge showing a 275% growth . SL web developers and business need to be mindful of above data when carrying browser based testing for websites , digital applications and solutions .

Google still commands the search engine space and its important to have a clear search engine optimization strategy for your websites with appropriate keywords being used along with meta descriptions in place to increase organic search traffic growth to your website . There are multiple on page and off page search engine optimization tactics that can be deployed as well. Further advertising with google you can reach new and existing customers through search ads, display ads, and video ads . Google new discovery ad feature which allows to promote multiple products across YouTube,Gmail and other Google properties is a new option to consider as well. Working with experts and willingness to learn and evolve will be the best strategy and making appropriate investments for same.

Accessing the web by mobile has increased by 3% while desktop and laptops have decreased . What's important here to note is that when developing solutions , websites, content always design for mobile first and then for other bigger screens . Since most access Digital channels on mobiles today due to 4 G and 5 G and new way of life .

Android operating systems commands with 2% growth follows by ios which has declined , we will also see harmony operating system coming to the picture this year since Huawei phones are now run by harmony since late 2020 in the new versions . Business and developers should now develop mobile apps for all three operating systems in the future .

In Sri Lanka we note that mobile connections are more towards prepaid and many are accessing internet using broadband. Speed and consumption of data matters when developing solutions due to cost factor.

Majority continue to search online and google is still the main search engine and chrome the main browser , we note growth in voice based search and use of image recognition tools which means content needs to be optimised in the websites for voice and image based search primarily done via mobiles . Your SEO partners to be guided accordingly and strategies developed to target such search behavior.

Interesting insights shared this year on brand related activities and most business needs to have a mobile optimised website and develop video based content that's designed for both sound on and off in short and long form that can be promoted in relevant social media channels. Top 5 activities are important to understand and apply to your business as appropriate.

We noted earlier the importance of website , search engines and browsers , and its clear public use search engines and social network to carry our brand research followed by consumer reviews made in the website, social media channels and local listings . Appropriate Search engine optimizations (SEO )strategies , following by social media strategies and brand listening strategies needs to be in place to attract customers in their search journey with appropriate timely content with clear call to action and retargeting strategies .

Another new insight shared this year is the prefered channel for different age groups and its not surprising that millenials prefer social networks while the rest prefer search engines. Based on your customer base you need to have multiple digital marketing strategies to reach and engage convert to inbound funnel.

Search engines lead the way again as primary sources of brand discovery followed by ads on television which has declined by 2% compared to last year , followed by word of mouth, ads on social media and brand or product website . Integrated approach is needed to engage customers at all types of channels with focussed customized content that may need constant refining and experimentations as well .

Based on above most users of internet do so to seek information and to stay in touch, be connected . Further keeping up to date with news, events, carrying out research, watching video and movies, finding new ideas , product or brand research . Since we know the online behavior its important to have a clear content develop strategy that can be used to target users online based on each of such reasons for using the internet .

Reasons for using social media is similar to using the internet , however what's different is that many also follow influencers, celebrities, share information and images that are then used by such platforms to create personas and share to brands for targeting through ad options.

Facebook and family of apps lead the way still along with youtube . Telegram is the new kid on the block.

Google and youtube , google.lk , FB lead the way followed by Zoom due to covid and growth in ecommerce sites due to lock down and people shifting to a digital economy and buying online .

In 2020 we noted that mobile connections declined by 1.4 mio due to churn, internet users grew by 800,000 and social media users grew by 1.4 mio which would have created opportunities for brands to increase their activities via digital marketing . Since internet adoption by SL population is only 34% there is still room for more growth in the coming years . However we note growth in Digital economy and transformation efforts with support from all stake holders .

Facebook continues to dominate the social media space and has innovated to enable facebook shops and ecommerce resulting in small business , home based business to use the option rather than maintain websites .We will see more innovative solutions by facebook to support business pages and individuals this year too. We need to have a clear facebook marketing strategy to reach and engage intended audiences.

This is a new dashboard shared for the first time on messenger and a under utilised channel for developing solutions and targetting users . We need to look at a omnichannel approach to reach and target all target groups thru facebooks family of apps provided by facebook such as messenger . Its a basic requirement to utilise the customer support options provided by messenger as well and run messenger ads.

Globally business can reach almost 1 billion audiene through messenger via targetted options and to provide customer support services .

Instagram audiences have increased year on year and a very good channel to target millenials via mutliple ad targetting options .

Linkedin have cloned facebook , instagram features and has become a hybrid social media cum business networking app . Only draw back is the cost of advertising on the platform but has gain the reputation for the worlds largest recruitment site .

Whatsapp has grown to 2 bio users in quick time and now is evolving into payments space and also an interactive communication channel for business via chat bots and live chat options . Since its vastly used its a good channel for customer support and engagement.

We all know who owns youtube and the world number two most search site is you tube and business needs to use his medium to upload videos , optimise the tags and leverage the channels add options ,curate content on other sites and channels . If you don't have a you tube page yet you are loosing out the chance to create awareness and engagement. Further we will see new novel solutions being launched to support content creators to monitize this channel.

Tiktok has evolved and content creators continue to explore innovative and funny ways to engage audiences and followers . The depth of creativity on tiktok is amazaing and business should leverage this medium to engage relavant audiences.

This is a excellant dashboard with insights that validates that business need not leverage all social media channels . The data clearly states majoirty of users on reddit, snapchat, twitter, tiktok and pinterest are also on FB, IG and youtube hence focussing on main three channels is good enough to reach 85% of users on soial media .

With growth in ecommerce and digital economy we can expect more growth in online purchase , online transctions due to next normal environment and change in consumer behaviour . Brands and small business need to have proper strategies in place to reach , engage and sell products and services .

Due to lockdown and new normal , second wave all sectors except travel has seen double digit growth .

Very interesting and valuable data slide for all marketers and business heads We need to transform digitally and have an integrated Digital marketing and channel strategy now to create awareness and engagement based on the trends highlighted starting from SEO, Search and Display options ,Mobile Optimised website and re-marketing strategies , social media marketing , content marketing , managing online reviews , mobile and in app adverts , location based services and payment options .

Few other add formats to explore in year 2021 if relevant to your business are carousel Ad format which provides users with multiple options .Explore Single Product video ads across Facebook & Google for top performing products. Google ‘Shopping Ads’ is now available , so make use of it! Further get additional reach by utilizing the Shops features on Facebook and Instagram, Google “Discovery Ad” which allows to promote multiple products across YouTube,Gmail and other Google properties is getting good traction  and social proof matters; customers read comments more than your ad content, make use of it

Again willingness to learn , collaborate and test will only enable any business or professional to achieve business and personal goals .

Hope above data and interpretations will be useful to develop your own strategies and meet set objectives for year 2021 and beyond, and I welcome comments and feedback on same. If you wish to compare with my previous analysis done in year 2020, 2019,2018 please refer to links below :

1.    https://www.dhirubhai.net/pulse/digital-data-2018-sri-lanka-dinesh-jebamani/

2.    https://www.dhirubhai.net/pulse/digital-data-2019-sri-lanka-dinesh-jebamani

3. https://www.dhirubhai.net/pulse/digital-data-2020-sri-lanka-global-trends-dinesh-jebamani/

Source for data and interpreations are from :

https://datareportal.com/reports/digital-2021-sri-lanka

I wish to acknowledge the contribution by we are social and hootsuite with datareportal.com for the annual publications .

All the best for next normal 2021.

Dinesh

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