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Media Measurement: Social Media Trends by Country and Age

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Media Measurement: Social Media Trends by Country and Age

  1. 1. SOCIAL MEDIA TRENDS by AGE and COUNTRY
  2. 2. SOCIAL MEDIA TRENDS: ABOUT THIS REPORT This report outlines trends observed within social media by age and geography. The research was completed between June and July 2011. Countries covered: - Australia - Italy - Brazil - Ireland - Canada - Japan - China - Mexico - Denmark - Spain - France - Sweden - Germany - UK - India - US
  3. 3. MEDIA TRENDS: AGE Which social media sites do Under 18’s use? Kaixin001
  4. 4. SOCIAL MEDIA TRENDS: AGE Engaging with Target Audiences – Under 18s • HIDDEN - Young people can become ‘hidden’ in the statistics. For example, although Facebook is restricted to over 13’s, many younger children use the site by claiming that they are older • SOCIAL GAMING - Younger people’s use of social media is often more focused on gaming • BLOGGING – Blogging is not just an adult pursuit. A recent US study from PEW Research found that 35% of girls and 20% of boys aged 12-17 blogged
  5. 5. SOCIAL MEDIA TRENDS: AGE Which social media sites do 18-30 year olds use? Tencent Weibo
  6. 6. MEDIA TRENDS: AGE Engaging with Target Audiences – 18-30 year olds • WIDESPREAD - People aged between 18 and 30 years old are present on a huge range of social media sites. • GLOBAL - The challenge for any company is to locate relevant communities of interest. Many of these communities of interest will cross national borders.
  7. 7. SOCIAL MEDIA TRENDS: GEOGRAPHY How does the % of the population online vary by country? Figures are from Internet World Stats, March 31st 2011 (http://www.internetworldstats.com/)
  8. 8. SOCIAL MEDIA TRENDS: GEOGRAPHY Which countries use social networking the most? Figures are from Global Web Index, March 31st 2011 (http://www.internetworldstats.com/)
  9. 9. SOCIAL MEDIA TRENDS: GEOGRAPHY Which were the top sites across the 16 countries? These are the amalgamated figures for the top ten sites for each country by number of unique users
  10. 10. SOCIAL MEDIA TRENDS: GEOGRAPHY How does the use of social media differ by culture? Blogging and online video is popular Many social networks/forums are anonymous Social gaming is key Q&A sites are popular Information sharing is prominent, with accuracy and expertise viewed as important Strong blog culture Short updates and chat, via microblogs and social networks such as Facebook are most popular. Blogging is less prominent These are the amalgamated figures for the top ten sites for each country by number of unique users
  11. 11. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Australia? Top 10 Social Media Sites in Australia 60% of all internet users in Australia use Facebook (bandt.com). In Australia 28% Video and photo-sharing sites are of the sites users are under the age of 17; 18% are aged 18-34 prominent amongst the top social media sites for Australia, with (socialmedianews.com.au) YouTube, Flickr and Vimeo appearing amongst the top sites. According to Comscore, 79% of the internet population watches video online Another more surprising site featured is DeviantArt, which showcases user generated art The chart above shows the top ten social media sites in Australia based on the total number of unique users as found using alexa.com and Goole Adplanner
  12. 12. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Brazil? Top 10 Social Media Sites in Brazil Facebook is used by 29% of Orkut is the most popular the online population in social networking site in Brazil, although this accounts Brazil, although the number of for only 11% of the total people using Facebook is population in the country, as increasing rapidly internet penetration is fairly low (socialbakers.com) According to recent figures from ComScore, 24% of Brazil’s internet population over the age of 15 use Twitter. The percentage of the population using Twitter is the third highest globally The chart above shows the top ten social media sites in Brazil based on the total number of unique users using alexa.com and Google Adplanner. Figures for Facebook and Orkut have been sourced from socialbakers.com and Comscore respectively
  13. 13. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Canada? Top Social Media Sites in the Canada In February 2011, 67% of In October 2010, 50% of Canada’s total population people in Canada used viewed more than 5.1 billion Facebook. 29% of Canadian videos online, with the average Facebook users were aged 18- viewer watching 232 videos 24 years (socialbakers.com). (comscore.com). 18% of people in Canada LinkedIn was one of used Twitter in April 2011 Canada’s fastest growing (comscore.com), with social media platforms in English-speaking users 2010, with a 35% increase averaging 33.4 hours in unique visitors online a week and (comscore.com). Francophones 23.8 hours Older Canadians are becoming increasingly (bbm.ca). engaged with social media, with a 35% increase in unique visitors aged 55+ in 2010 (comscore.com). The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Google Adplanner
  14. 14. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in China? Top 10 Social Media sites in China Qzone is a hugely popular nick- Facebook, Twitter, YouTube, F name based social networking oursquare and most site. According to recently, Google+, have been Bshare, members of this social blocked in China. Chinese network are more likely to share equivalents of these sites are content than users of any other favoured site (resonancechina.com) Tencent Weibo and Sina PengYou, (meaning Friends in Weibo are microblogging English), is a real-name social sites. Whilst Tencent networking site. It competes with Weibo had more users on RenRen, another real-name network paper, Sina Weibo is seen to very similar to Facebook. Brands more popular, with higher campaigns and Facebook pages are account usage rates. Sina not free to companies wishing to use accounts for 87% of page 51.com is one of the oldest RenRen for PR and marketing views in the microblogging Chinese social networking market (technode.com) sites, which is popular outside of the major cities The chart above shows the top ten social media sites in China based on the total number of unique users found using alexa.com and Google AdPlanner
  15. 15. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Denmark? Top 10 Social Media Sites in Denmark YouTube is the fourth most visited website in Denmark, however, no Facebook is by far the most statistics could be found on the popular social media site in number of unique users for the Denmark; almost 50% of the site population use the site (socialbakers.com). 41% of users are between the ages of 18 and 34 Amino.dk is forum for entrepreneurs and the self- employed. Arto.dk is an online community where people can chat with friends, play games, and share photos and videos The chart above shows the top ten social media sites in Denmark based on the total number of unique users found using alexa.com and Google AdPlanner
  16. 16. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in France? Top 10 Media Sites in France Facebook is the top social Skyrock is the third most network in terms of the visited site; France accounts number of unique users. At for more than half of the beginning of June 2011 Skyrock users globally the site had 22.5 million (publicintelligence.net). Two users in France of the top four sites are video (insidefacebook.com) sharing sites. 49% of French internet In March 2011 there were 2.4 users have an account with million Twitter users in Copains d’Avant, a site France (semiocast.com). where former school and There is a low level Twitter university students can penetration in the internet connect, but it has low daily population compared to other traffic, indicating that many European countries such as French internet users spend an of the accounts are inactive the UK and the Netherlands average of 4.1 hours per month (comscore.com) on social networks (comscore.com) The chart above shows the top ten social media sites in France based on the total number of unique users found using alexa.com and google adplanner.com
  17. 17. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Germany? Top Social Media Sites in Germany Germany has the tenth highest Gutefrage.net, an online advice number of Facebook users in site, where users can freely the world (socialbakers.com). exchange tips and 31% of the online population information, is very popular use the site. 17% of user are under 18 and 54% are aged 18- 34 Xing is the most popular The VZ networks professional network in (StudiVz, MeinVZ and Germany, in contrast to SchulerVZ) dominated social most of the other 16 networking in Germany until countries, where Linkedin early 2010, when Facebook’s is preferred popularity began to increase The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Google Adplanner
  18. 18. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in India? Top Social Media Sites in India In May 2011, 40% of Orkut’s Facebook is the top social 100 million active users were network and is growing based in India rapidly. The site’s (theatlantic.com). Its membership increased by popularity is 166% between May 2010 and waning, however, as Facebook June 2011 becomes more prevalent (insidefacebook.com). LinkedIn launched in India in 2009, and by June Bharatstudent.com, India’s 2011 had grown its largest student and youth subscriber base to 10 community platform has million (business- recently joined forces with standard.com). The site is Facebook. Facebook accounts particularly popular with will be integrated into younger professionals bharatstudent.com in an effort (average user age 31) to boost the number of users The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Goggle AdPlanner
  19. 19. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Ireland? Top 10 Social Media sites in Ireland Internet forum boards.ie is hugely popular, offering a 43% of the Irish population and place for people to discuss a 66% of the online population use multitude of topics from an Facebook (socialbakers.com). Irish perspective 55% of the site’s users site are aged between 18 and 34 Between February and May 2011, the number of Irish over 15s with a Twitter account increased from 7 to 11% (www.ipsosmrbi.com) The chart above shows the top ten social media sites in Ireland based on the total number of unique users found using alexa.com and Google AdPlanner
  20. 20. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Italy? Top 10 Social Networks in Italy Facebook is the most popular social media site in Italy, with 66% of the online population using the site (socialbakers.com). Badoo is a free to use social 50% of users are between 18 and network based around meeting 34 years old. new people, dating and flirting. It has 6 million members in Italy (badoo.com), although the recent unique users figures were found to be lower Twitter is less popular in Italy than some other major European countries. Sysomos.com found that Twitter users in Italy contributed less than 0.5% of Tweets globally The chart above shows the top ten social media sites in Italy based on the total number of unique users as found using alexa.com and Google Adplanner
  21. 21. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Japan? Top 10 Social Media Sites in Japan Japanese was the second language to be added to Video sharing sites Twitter. Around a fifth of of YouTube and Nico Nico the internet population use the Douga are the top two microblogging service social media sites in (comscore.com) Japan. A researcher from Nihon Gigei Inc. said ‘there are probably no other Japanese media that grab at the hearts of young people as firmly as Mixi is the most popular social Nico Nico Douga does’ networking site in Japan. (japantimes.co.jp). Many people access the site via a mobile phone, as 84% of page impressions are delivered to mobile users (Morgan 2-Channel (2ch) is a huge Japanese forum Stanley Research). Only those which does not require registration and allows with a valid Japanese phone people to post anonymously. number may register. The chart above shows the top ten social networks in Japan based on the total number of unique users using www.alexa.com ,www.google.com/adplanner and comscore.com
  22. 22. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Mexico? Top 10 Social Media Sites in Mexico Mexico was the third fastest growing country on Facebook in 2010, with the number of users increasing by 192% (socialbakers.com). An October 2010 survey of several Latin American markets found that people in Mexico consume the most online video content, with each user viewing an average of 9.7 hours per month Twitter multiplied its reach (comscore.com). in Mexico by nine times in the year leading up to August 2010 (comscore.com). In the same period, however, usage of Hi5 declined. The chart above shows the top ten social networks in Mexico based on the total number of unique users as found using alexa.com and Goolge Adplanner
  23. 23. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Spain? Top Social Media Platforms in Spain According to Comscore, 82% of internet users in Spain watch online video, with both YouTube and Dailymotion appearing in the top ten sites Almost 50% of the online population in Spain use Facebook (socialbakers.com). 54% of users are aged 18-34 Tuenti, an invite-only social networking site, the top site in Spain until last year, when it was overtaken by Facebook. The site’s chat function is popular, but it is not as easy to share links and information as on Facebook The chart above shows the top social media platforms in Spain based on the total number of unique users using www.alexa.com and www.google.com/adplanner
  24. 24. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in Sweden? Top 10 Social Media sites in Sweden 48% of the population of Some home-grown Swedish Sweden use Facebook. 44% of social media sites, such as the users are aged 18-34 lunarstorm, have shut down (socialbakers.com) due to the rise of global sites such as Facebook, Twitter and Linkedin 75% of Swedish young people Swedish site use YouTube at least once a dayviews, previously week (Kairos Furture, 2011) known as bilddagboken, allows user to document their day in photos. It has around 420,000 unique users The chart above shows the top ten social media sites in Sweden based on the total number of unique users found using alexa.com and Google AdPlanner
  25. 25. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in UK? Top Social Media Sites in the United Kingdom YouTube accounts for around 20% of visits to social networking sites in the UK (hitwise.com). The UK ranks third in Europe for the number The UK has the fourth of online videos watched per highest number of Facebook viewer (Comscore, April 2011) users in the world. 58% of the online population uses the site (socialbakers.com). 50% of users are aged between 18 and 34. Almost 15% of the online population (aged 15+) are on linkedin.com (Comscore, March 2011). The majority of users of the site are aged 25+ and they are more likely to be in the £30k+ income bracket (linkhumans.com) The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Goggle Adplanner
  26. 26. SOCIAL MEDIA TRENDS: GEOGRAPHY What are the key social media platforms in US? Top Social Media Sites in United States According to recent figures from Pew Research Facebook is the top social Center, 13% of Americans network in terms of the online use Twitter. 18% of 18- number of unique users. 49% 29 year olds online use the of the population, and 64% of microblogging service, up the online population uses the from 9% in November 2010 site (socialbakers.com). 49% of Facebook users are aged between 18 and 34 Classmates.com (or Memory Lane, as it has been rebranded) is a site where people can find lost friends The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Google Adplanner

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