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.
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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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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?
SOCIAL MEDIA TRENDS: GEOGRAPHY
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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