However, there’s still hope for cat lovers: a Google search for ‘dog’ at the start of 2020 delivered a total of 6.76 billion results, but a search for ‘cat’ returned a total of 6.82 billion.

Cats also still rule Reddit, where r/cats is home to 1.70 million users, compared to 1.29 million for r/dogs.

We’ll share updates on this important story as and when we get them.

Let the debates commence.

Looking forward: the decade ahead

We’ll publish a few more articles that dig deeper into some of the more nuanced findings in this year’s reports over the coming weeks, and we’ll also share more detailed data for local countries starting in mid-February [note: you can get started with our most recent numbers in our complete report library].

But how can we translate these findings into more efficient and effective plans? Let’s finish with three top tips.

1. Go beyond your bubble

Internet behaviours are changing, with influences from around the world shaping the expectations and preferences of people in all corners of the globe. It’s no longer enough to watch what’s going on in your own backyard (or valley); global marketers who want to stay ahead of the curve need to broaden their horizons, and look to other parts of the world for insight and inspiration.

Our 240+ local country reports will be a good place to start, but you can also take simpler, more everyday steps to learn. Digital and social platforms make it easier than ever to connect with – and learn from – people all over the world, whether they’re domain experts on LinkedIn and Twitter, or everyday people on Instagram.

Top tip: don’t just rely on research; go out onto the web and into social media and watch what’s happening for yourself.

2. Prioritise people

Many of the marketers I speak with around the world ask me whether TikTok will overtake Facebook, whether VR will become “a thing”, or whether the data I see point to a “next big thing.”

We strive to offer insight on all of these issues through our regular Global Digital Reports, but my answer to all of these questions is the same: focus your attention on people, not technology.

Almost without exception, the companies and brands that succeed over the long-term are those that successfully satisfy people’s wants, needs and desires – not those who’ve jumped on a bandwagon, created an isolated ‘viral’ campaign, or jumped at every shiny new toy without a clear strategy.

Understanding people will serve you well regardless of the latest trends in technology, fashion, or business.

My advice here is similar to the advice I shared above: take a few minutes each day to go onto public social media platforms and learn about what your audience cares about. You don’t need creepy, invasive data for this – just search for a few relevant hashtags on Instagram, Twitter, or LinkedIn, and you’ll quickly start to learn what really matters to your audience.

Don’t just search for product-related hashtags, though. Try exploring cultures too, by constantly asking yourself what’s different about what you’re seeing compared to what you expected.

3. Focus

Staying on top of the latest tech trends is one of the biggest causes of stress for marketers everywhere. Hopefully our Global Digital Reports help, but maybe a better answer is less, not more.

Do you really need to try that niche new platform with a couple of million users, or might you be better focusing your efforts (and budgets) on one or two proven platforms with billions of active users?

Will that shiny new toy really propel your brand to perpetual success, or is it just a pleasant distraction from quarterly planning? More importantly, is it a sustainable solution that justifies a steep learning curve (VR, anyone?)

On the flipside, can you really justify ignoring the big trends, just because they don’t appeal to you on a personal level? Gaming, voice interfaces, and esports are all hugely popular with global audiences, yet continue to be underrepresented in the media coverage, in marketing plans, and in brands’ budgets.

Top takeaway: in 2020, use data-driven insights to identify a handful of technologies and platforms that really matter to your brand’s success, and not simply to add the latest fads to your roadmap.

I’ll be back over the coming days with some deeper-dive analysis, but that’s all for this year’s headline summary. I hope you’ve found these numbers and insights useful, and that they’ll help you to deliver another year of impressive digital growth all of your own.