8 Key Takeaways From The Digital 2024: International Overview Report


For 2023, DataReportal labored with We Are Social, Meltwater, and knowledge companions like Semrush and Similarweb to create the Digital 2024: International Overview Report.

The 561-page report analyzes nearly all the pieces about how individuals across the globe use the web. It comprises key statistics that ought to give entrepreneurs perception into successfully utilizing their advertising and promoting budgets in 2024.

Listed here are the highest takeaways for search engine marketing, PPC, and social media advertising with international digital insights.

1. Digital Promoting Spend Will increase Nearly 11% YoY

Digital advert spending, comprising 70% of the $1.03T complete advert spending in 2023, exhibits a year-on-year enhance of 10.6%.

With generative AI altering the panorama of SERPs and advert alternatives, manufacturers ought to adapt and discover new methods to achieve customers. It seems manufacturers are doing that, with the most important enhance in spending YoY going to on-line influencers and digital audio.

Nonetheless, on-line search and video advert spending contribute to over half of the full digital promoting spend.

This positions Google Adverts, with Gemini-powered instruments, important for manufacturers to achieve customers in Google SERPs, on YouTube, and all through the Show Community.

2. Search Promoting Spend Will increase 11% – Alongside With CPC

Search promoting – 38.8% of the full digital promoting spend – grew 11% YoY.

Search promoting impressions have elevated, whereas click-through charges have stayed regular at nearly 2%.

Sadly, CPC search advert prices proceed to climb, with a slight enhance of two.3% YoY.

3. Half Of Customers Select Search For Model Analysis

Is search engine marketing lifeless? No – the method will at all times adapt to present traits, algorithm adjustments, and new expertise.

Entrepreneurs ought to proceed investing in search since customers select search engines like google and yahoo for model analysis, main to buying choices.

Search additionally leads as how nearly one-third of customers uncover new manufacturers, merchandise, and companies.

It’s price noting that whereas Google dominates the search market share, Bing is on the rise, with a rise of 11.2% YoY.

It may very well be due to Bing’s advances in integrating generative AI chat with search and Bing because the browser characteristic for ChatGPT customers.

4. The Significance Of Social Media Content material Will increase

Entrepreneurs ought to notice that following search engines like google and yahoo, social media is available in second for channels used for model analysis.

Mixed with the truth that posts from social networks are rising in Google SERPs, social media advertising is one other essential space for model advertisers to spend money on.

Screenshot from Semrush, February 2024
Screenshot from Semrush, February 2024

Along with the elevated search visibility, customers work together with manufacturers most via social media by watching movies, following, utilizing a social share button on the model’s web site, clicking on promoted content material, and asking manufacturers questions on social channels.

5. Social Hashtags That Drive Engagement

Google hasn’t simply seemingly elevated the variety of social media posts in search outcomes. SERPs additionally embrace engagement metrics like views, feedback, and likes.

Screenshot from Google, February 2024

Thankfully, you may enhance engagement with content material on some platforms like TikTok utilizing a well-liked or trending hashtag.

Whereas some hashtags overlap, the top-used hashtags on Instagram supply distinctive choices for Reels and pictures.

Conversely, B2B entrepreneurs could discover a few of the most adopted hashtags on LinkedIn work extra successfully to spice up visibility and engagement.

In the event you use the search field on most social platforms, you may get extra data for hashtags in your trade. Fb, proven under, contains the variety of posts and variety of individuals following the hashtags for well-liked phrases.

Screenshot from LinkedIn, February 2024

6. High Video Content material & YouTube Search Phrases

With video from YouTube, TikTok, and different social networks peppered all through Google SERPs, it will likely be essential for manufacturers to spend money on video content material to seize their goal buyer’s consideration.

Screenshot from Google, February 2024

The next forms of movies are the most well-liked.

For instance, with its new electrical automobile mannequin, Nissan created a four-hour music video to achieve lo-fi lovers.

Mix the highest forms of movies watched with the checklist of YouTube’s most searched key phrases and trends for extra content material inspiration.

7. Key phrases That Drive Purchases

Shopper electronics and style are high of Google’s most searched buying phrases.

As well as, particular key phrases that assist customers discover the most effective offers doable will even drive purchases.

To make sure that your ecommerce website seems in search outcomes for individuals intent to buy, search for methods to make the most of content material with key phrases that may enhance conversions.

For instance, in case your retailer affords coupon codes, you need to extremely think about making a web page devoted to present affords in your web site.

Screenshot from Google, February 2024

Along with boosting gross sales, it may assist you acquire further visibility in search, as promo codes and associated phrases have a excessive search quantity.

Screenshot from Semrush, February 2024

8. Digital Experiences Should Be Cellular Pleasant

Because the quantity of people that entry the Web with cellphones every year grows, the quantity who entry it by way of laptop computer or desktop decreases.

It doesn’t matter if persons are at work or residence – they now want cellular gadgets. Design each digital expertise with cellular efficiency in thoughts, from web site redesigns to electronic mail advertising campaigns.

Most smartphone customers will use an Android system, making your person expertise between your web site and app within the Google Play retailer.

Greater than half of all on-line guests from any system will possible use Google Chrome. To make sure your adverts proceed to achieve the fitting viewers, advertisers ought to keep present with the most recent advert concentrating on choices as soon as Chrome depreciates third-party cookies.


Because the advertising panorama evolves, entrepreneurs are inspired to spend money on mobile-friendly digital experiences, social media content material, and protected generative AI instruments for model advertisers and enterprises. We hope these insights from DataReportal’s Digital 2024: Global Overview Report assist you form a worthwhile advertising technique for 2024.

In-post photos from DataReportal until in any other case specified.

Featured picture: 1st footage/Shutterstock


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