111117mediameasurementsocialmediatrendsbycountryandage-111124070719-phpapp02

7/29/2019 111117mediameasurementsocialmediatrendsbycountryandage-111124070719-phpapp02

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SOCIAL MEDIA TRENDS by

AGE and COUNTRY


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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

- Brazil

- Canada

- China- Denmark

- France

- Germany

- India

- Italy

- Ireland

- Japan

- Mexico- Spain

- Sweden

- UK

- US


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Kaixin001

Which social media sites do Under 18s use?

MEDIA TRENDS: AGE


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Engaging with Target Audiences Under 18s

SOCIAL MEDIA TRENDS: AGE

HIDDEN - Young people can become hidden in the statistics. For example, although

Facebook is restricted to over 13s, many younger children use the site by claiming that they

are older

SOCIAL GAMING - Younger peoples use of social media is often more focused on gaming

BLOGGINGBlogging is not just an adult pursuit. A recent US study from PEW Researchfound that 35% of girls and 20% of boys aged 12-17 blogged


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Which social media sites do 18-30 year olds use?

SOCIAL MEDIA TRENDS: AGE

Tencent Weibo


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Engaging with Target Audiences 18-30 year oldsMEDIA TRENDS: AGE

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.


7/27Figures are from Internet World Stats, March 31st 2011 (http://www.internetworldstats.com/)

How does the % of the population online vary by country?

SOCIAL MEDIA TRENDS: GEOGRAPHY


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Figures are from Global Web Index, March 31st 2011 (http://www.internetworldstats.com/)

Which countries use social networking the most?



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These are the amalgamated figures for the top ten sites for each country by number of unique users

Which were the top sites across the 16 countries?



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These are the amalgamated figures for the top ten sites for each country by number of unique users

How does the use of social media differ by culture?


Blogging and online video is popular

Many social networks/forums are anonymousSocial 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


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The chart above shows the top ten social media sites in Australia based on the total number of unique users as found using alexa.comand Goole Adplanner

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%

of the sites users are under the

age of 17; 18% are aged 18-34

(socialmedianews.com.au)

Another more surprising site

featured is DeviantArt, which

showcases user generated art

Video and photo-sharing sites are

prominent amongst the top social

media sites for Australia, with

YouTube, Flickr and Vimeo

appearing amongst the top sites.

According to Comscore, 79% ofthe internet population watches

video online


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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

What are the key social media platforms in Brazil?


Top 10 Social Media Sites in Brazil

Facebook is used by 29% of

the online population in Brazil,

although this accounts for only

11% of the total population in

the country, as internet

penetration is fairly low

(socialbakers.com)

Orkut is the most popular

social networking site in

Brazil, although the number of

people using Facebook is

increasing rapidly

According to recent figures

from ComScore, 24% of

Brazils internet population

over the age of 15 use Twitter.

The percentage of the

population using Twitter is the

third highest globally


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The chart above shows the top ten social media sites in June 2011 asfound using alexa.com and Google Adplanner

What are the key social media platforms in Canada?


Top Social Media Sites in the Canada

Older Canadians are becoming increasingly

engaged with social media, with a 35%increase

in unique visitors aged 55+ in 2010

(comscore.com).

In October 2010, 50%of

people in Canada used

Facebook. 29%of Canadian

Facebook users were aged 18-

24 years (socialbakers.com).

In February 2011, 67%ofCanadas total population

viewed more than 5.1 billion

videos online, with the average

viewer watching 232 videos

(comscore.com).

LinkedIn was one of

Canadas fastest growing

social media platforms in

2010, with a 35% increase

in unique visitors

(comscore.com).

18%of people in Canada

used Twitter in April 2011

(comscore.com), with

English-speaking users

averaging 33.4 hours

online a week and

Francophones 23.8 hours

(bbm.ca).


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The chart above shows the top ten social media sites in China based on the total number ofunique users found using alexa.com and Google AdPlanner

What are the key social media platforms in China?


Top 10 Social Media sites in China

Facebook, Twitter, YouTube,Foursquare and most recently,

Google+, have been blocked in

China. Chinese equivalents of

these sites are favoured

Qzone is a hugely popular nick-

name based social networkingsite. According to Bshare,

members of this social network

are more likely to share content

than users of any other site

(resonancechina.com)

51.com is one of the oldest

Chinese social networking sites,

which is popular outside of the

major cities

PengYou, (meaning Friends in

English), is a real-name social

networking site. It competes with

RenRen, another real-name network

very similar to Facebook. Brands

campaigns and Facebook pages are

not free to companies wishing to use

RenRen for PR and marketing

Tencent Weibo and Sina

Weibo are microblogging

sites. Whilst Tencent

Weibo had more users on

paper, Sina Weibo is seen to

more popular, with higher

account usage rates. Sina

accounts for 87% of page

views in the microblogging

market (technode.com)


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The chart above shows the top ten social media sites in Denmark based on the total number of uniqueusers found using alexa.com and Google AdPlanner

What are the key social media platforms in Denmark?


Top 10 Social Media Sites in DenmarkYouTube is the fourth most

visited website in Denmark,

however, no statistics could be

found on the number of unique

users for the site

Facebook is by far the most

popular social media site in

Denmark; almost 50% of the

population use the site

(socialbakers.com). 41% of usersare 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, andshare photos and videos


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The chart above shows the top ten social media sites in France based on the total number of unique usersfound using alexa.com and google adplanner.com

What are the key social media platforms in France?


Top 10 Media Sites in France

French internet users spend an

average of4.1 hours per month

on social networks

(comscore.com)

Facebook is the top social

network in terms of the

number of unique users. At

the beginning of June 2011

the site had 22.5 million

users in France

(insidefacebook.com)

Skyrock is the third most

visited site; France accounts

for more than half of

Skyrock users globally

(publicintelligence.net). Two

of the top four sites are video

sharing sites.

In March 2011 there were 2.4

million Twitter users in

France (semiocast.com).

There is a low level Twitter

penetration in the internet

population compared to otherEuropean countries such as

the UK and the Netherlands

(comscore.com)

49% of French internet

users have an account with

Copains dAvant, a site

where former school and

university students can

connect, but it has low daily

traffic, indicating that manyof the accounts are inactive


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The chart above shows the top ten social media sites in June 2011 as found using alexa.com and GoogleAdplanner

What are the key social media platforms in Germany?


Top Social Media Sites in Germany

Germany has the tenth highest

number of Facebook users in

the world (socialbakers.com).

31%of the online populationuse the site. 17%of user are

under 18 and 54% are aged 18-

34

Gutefrage.net, an online advice

site, where users can freely

exchange tips and information,

is very popular

Xing is the most popular

professional network in

Germany, in contrast to

most of the other 16

countries, where Linkedinis preferred

The VZ networks (StudiVz,

MeinVZ and SchulerVZ)

dominated social networking

in Germany until early 2010,

when Facebooks popularitybegan to increase


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The chart above shows the top ten social media sites in June 2011 as found using alexa.comand Goggle AdPlanner

What are the key social media platforms in India?


Top Social Media Sites in India

Facebook is the top socialnetwork and is growing

rapidly. The sites

membership increased by

166% between May 2010 and

June 2011

(insidefacebook.com).

In May 2011, 40%ofOrkuts

100 million active users were

based in India

(theatlantic.com). Its

popularity is waning, however,

as Facebook becomes more

prevalent

LinkedIn launched in

India in 2009, and by June

2011 had grown its

subscriber base to 10

million (business-

standard.com). The site is

particularly popular with

younger professionals(average user age 31)

Bharatstudent.com, Indias

largest student and youth

community platform has

recently joined forces with

Facebook. Facebook accounts

will be integrated into

bharatstudent.com in an effortto boost the number of users


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The chart above shows the top ten social media sites in Ireland based on the total number of unique usersfound using alexa.com and Google AdPlanner

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

place for people to discuss a

multitude of topics from an

Irish perspective

43% of the Irish population and

66% of the online population use

Facebook (socialbakers.com).

55%of the sites 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)


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The chart above shows the top ten social media sites in Italy based on the total number of unique users asfound using alexa.com and Google Adplanner

What are the key social media platforms in Italy?


Top 10 Social Networks in Italy

Facebook is the most popularsocial media site in Italy, with

66%of the online population

using the site (socialbakers.com).

50%of users are between 18 and

34 years old.

Badoo is a free to use social

network based around meeting

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% ofTweets globally


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The chart above shows the top ten social networks in Japan based on the total number of unique users usingwww.alexa.com ,www.google.com/adplanner and comscore.com

What are the key social media platforms in Japan?


Top 10 Social Media Sites in Japan

Video sharing sites

YouTube and Nico Nico

Douga are the top two

social media sites in

Japan. A researcher from

Nihon Gigei Inc. said

there are probably noother Japanese media that

grab at the hearts of

young people as firmly as

Nico Nico Douga does

(japantimes.co.jp).

Japanese was the secondlanguage to be added to

Twitter. Around a fifth of of

the internet population use the

microblogging service

(comscore.com)

Mixi is the most popular social

networking site in Japan.

Many people access the site via

a mobile phone, as 84% of

page impressions are delivered

to mobile users (Morgan

Stanley Research). Only those

with a valid Japanese phone

number may register.

2-Channel (2ch) is a huge Japanese forum

which does not require registration and allows

people to post anonymously.


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The chart above shows the top ten social networks in Mexico based on the total number of unique users as found usingalexa.com and Goolge Adplanner

What are the key social media platforms in Mexico?


Top 10 Social Media Sites in MexicoMexico was the third fastest

growing country on Facebook

in 2010, with the number of

users increasing by 192%

(socialbakers.com).

Twitter multiplied its reach

in Mexico by nine times in

the year leading up to

August 2010

(comscore.com). In the same

period, however, usage of

Hi5 declined.

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 of9.7 hours per month

(comscore.com).


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The chart above shows the top social media platforms in Spain based on the total number of unique users usingwww.alexa.com and www.google.com/adplanner

What are the key social media platforms in Spain?


Almost 50% of the online

population in Spain useFacebook (socialbakers.com).

54% of users are aged 18-34

According to Comscore, 82%

of internet users in Spain watch

online video, with both

YouTube and Dailymotion

appearing in the top ten sites

Tuenti, an invite-only social

networking site, the top site

in Spain until last year,

when it was overtaken by

Facebook. The sites chat

function is popular, but it is

not as easy to share links

and information as on

Facebook

Top Social Media Platforms in Spain


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The chart above shows the top ten social media sites in Sweden based on the total number of unique users found usingalexa.com and Google AdPlanner

What are the key social media platforms in Sweden?


Top 10 Social Media sites in Sweden

Some home-grown Swedish

social media sites, such as

lunarstorm, have shut down

due to the rise of global sites

such as Facebook, Twitter and

Linkedin

48% of the population of

Sweden use Facebook. 44%ofthe users are aged 18-34

(socialbakers.com)

Swedish site dayviews,

previously known as

bilddagboken, allows user

to document their day in

photos. It has around420,000 unique users

75% of Swedish young people

use YouTube at least once a

week (Kairos Furture, 2011)


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The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Goggle Adplanner

What are the key social media platforms in UK?


Top Social Media Sites in the United Kingdom

The UK has the fourth

highest number of Facebook

users in the world. 58%ofthe online population uses the

site (socialbakers.com). 50%

of users are aged between 18

and 34.

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

of online videos watched per

viewer (Comscore, April 2011)

Almost 15% of the online

population (aged 15+) are on

linkedin.com (Comscore,

March 2011). The majority

of users of the site are aged25+ and they are more likely

to be in the 30k+ income

bracket (linkhumans.com)


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The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Google Adplanner

What are the key social media platforms in US?


Top Social Media Sites in United States

Classmates.com (or Memory Lane,

as it has been rebranded) is a site

where people can find lost friends

Facebook is the top social

network in terms of the

number of unique users. 49%

of the population, and 64% of

the online population uses the

site (socialbakers.com). 49%

of Facebook users are aged

between 18 and 34

According to recent figures

from Pew Research Center,

13%of Americans online use

Twitter. 18% of 18-29 year

olds online use the

microblogging service, up

from 9%in November 2010


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