Digital Portal releases a yearly report for the world and each country on their digital activities. The report lists several statistics about the country's digital behaviour, specifically focusing on time spent online, social media platforms used and e-commerce data.
Here is what this year’s report reveals about local consumer behaviour and what marketers should know about advertising to them:
Where are Trinidad and Tobago consumers spending their time online?
There is one trend that tends to always stay the same throughout these reports year to year and that is the top two most visited websites. This year like the last 5 years those websites are Google and YouTube. What has changed however are the other websites in the top 5 most visited websites. Following these two are:
These statistics are particularly important for local markets to note because it reveals why investing in Google Ads and Facebook ads are worth investing in due to the sheer volume of daily users these platforms have daily.
Another interesting component of this data set is that Amazon has jumped from 6th place to 3rd. Showing an immense shift in local online purchasing power and an increase in online sales.
What are the most popular social media platforms in Trinidad and Tobago in 2022?
In 2022 there are 1,10 million active social media users in Trinidad and Tobago. This means that almost 75% of the population is on social media. For reference in 2021, there were 940,000 active users across social media platforms.
When it comes to Facebook data the report notes that due to changes in Meta the numbers from the last reports should not be compared to this year's report. Therefore, we will assess this year’s findings independently.
Facebook continues to have the highest number of active users with 754,700 users. Proving once again why advertising on the platform has continued to be beneficial to local companies. Facebook allows reach to a large demographic of the population, thus there is the capacity to refine or target a specific audience.
One of the key bits of information within the Facebook dataset is that 98.6% of users are accessing Facebook via their mobile phones versus 1.4% who only use laptops and desktops or even 20.2% who use both. This is important to note when targeting specific devices but also something to consider when thinking about the consumer's digital journey when purchasing from websites. Many local companies push for Facebook advertising but do not invest in creating a mobile-friendly website. The two must coexist for optimal performance and an increase in sales.
In second place for most active users is Instagram with 631,000 users who can potentially be reached through ads on the platform. A 2021 report by Napoleon Cat reported that the platform is particularly popular amongst locals between the ages of 25 to 34 with 180 000 users.
Following these two platforms with the most active users is LinkedIn with 450,000 people that can potentially be reached through ads on the platform. Last on the list is Twitter with 129.6 thousand users that can be potentially reached through their advertising.
During the pandemic, there has been an increase in local e-commerce stores. In 2022 with an increase in website visitors to Amazon it would be expected that trends in e-commerce and digital financial transactions would have increased. Surprisingly the dataset reveals that not much has changed and in some cases has decreased over the last year.
● Credit card ownership has remained the same at 16.0%, which has not changed since 2020.
● 60.8% of the population owns a debit card.
● A new statistic has been added which states that 64.1% of the population has made or received a digital payment in the last year.
● However, 16.5% of the population has made a purchase on the internet in the past year and only 10% of the population has used the internet to pay bills in the last year.
What does this mean?
Despite the increase in online stores, not all offer different payment options for debit card owners or non-credit card owner’s consumers. The increase in digital purchases online is a great sign that progress is being made in the financial digital space. However, there is a lot of space to grow and some considerations still have to be made to ensure that local businesses don’t limit their online sales to only credit card owners.
What have you taken away from this year’s digital report of Trinidad and Tobago? Tell us in the comments or better yet be a guest contributor and respond to our article- Send us an email at email@example.com