Statista analysis indicates that

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In other words, COVID-19 significantly reshaped global advertising investments, and that shift to digital appears to have endured. However, as expected, digital advertising spending varies considerably between countries. At the high end of the spectrum, our analysis of Statista data suggests that companies spent a combined annual total of nearly $880 per Internet user to reach online audiences in the United States in 2022. But at the other end of the rankings, brands only spent a combined annual total of USD$5.26 per internet user to reach online audiences in India last year, and that figure drops to just USD$1, 43 per user in Ghana. Within the world of digital advertising, social media platforms appear to have been the biggest beneficiaries of the shift to digital.

social media's share of global digital advertising spending has grown from about a quarter of the phone numbers in mexico total in 2019 to more than a third in 2022. That's impressive enough, but the absolute spending figures tell an even more compelling story. Data published in Advertising and Media Insights from Statista shows that global spending on social media ads has more than doubled since the COVID outbreak, to reach USD$226 billion in 2022.





And that brings us clearly to the impact that confinement had on the habits of social media users. Increases in social media usage were one of the biggest stories during the COVID-19 lockdowns, with nearly all the big platforms reporting impressive growth across most key metrics. But did the sudden and dramatic changes we witnessed during the second quarter of 2020 translate into lasting digital behaviors ? Well, generally the answer to that question is "yes," but there are some caveats. Social Network Users Continue to Grow The simplest claim for lasting impact lies in the total number of social media users.