GlobalWebIndex Social Platforms Report Preview - September 2012
 

GlobalWebIndex Social Platforms Report Preview - September 2012

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The following report is an extract from a series of reports available for GWI clients to download and non GWI clients to purchase via www.globalwebindex.net/reports ...

The following report is an extract from a series of reports available for GWI clients to download and non GWI clients to purchase via www.globalwebindex.net/reports

The data in this report is sourced from GWI.7 – the GlobalWebIndex 7th Wave of research and past waves, providing a unique understanding about social platforms and how to develop credible global or local strategies.

1. Adoption Trends: Global Trends in Social Platform Adoption
Develop global, regional and local social priorities
Drive insights into engagement and adoption
2. Demographic Divide: Detailed Demographics on Users
Learn how to tailor your strategy
Explore mainstreaming of social platforms
3. Multi-device Behaviour : Consumer Behaviour and Actions by
PC, Mobile, and Tablet by platform
Design platform specific strategy
Quantify key platform behaviours
4. Brand Opportunity: Brand Engagement by Platform

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    GlobalWebIndex Social Platforms Report Preview - September 2012 GlobalWebIndex Social Platforms Report Preview - September 2012 Presentation Transcript

    • S O C I A L P L A T F O R M S G L O B A L R E P O R T S E P T E M B E R 2 0 1 2
    • ABOUT GLOBALWEBINDEX All of the data in this report is sourced from the GlobalWebIndex (GWI) provided exclusively to subscribing clients of the GlobalWebIndex or through direct purchase of this report via globalwebindex.net. GWI have to date delivered 7 waves of research since July 2009 based on over 150K interviews of internet users in 31 markets – covering 87% of the global internet market. The latest set of data was fielded in Q2 2012 and released in August 2012, making the data in this report E N A B L I N G C H A N G E the most up to date global dataset available. Most insights in here are completely unique. They will challenge your perceptions. Referencing: • You can use this data in your day to day work, simply source as the “GlobalWebIndex: Social Platform Adoption Trends – September 2012” • All data in this report unless otherwise stated, represents the percentage of the internet population aged 16-64.
    • SOCIAL PLATFORMS: ADOPTION TRENDSThe following report is an extract from a series of reports available for GWIclients to download and non GWI clients to purchase viawww.globalwebindex.net/reportsThe data in this report is sourced from GWI.7 – the GlobalWebIndex 7thWave of research and past waves, providing a unique understanding aboutsocial platforms and how to develop credible global or local strategies.1. Adoption Trends: Global Trends in Social Platform Adoption• Develop global, regional and local social priorities• Drive insights into engagement and adoption2. Demographic Divide: Detailed Demographics on Users• Learn how to tailor your strategy• Explore mainstreaming of social platforms3. Multi-device Behaviour : Consumer Behaviour and Actions byPC, Mobile, and Tablet by platform• Design platform specific strategy• Quantify key platform behaviours4. Brand Opportunity: Brand Engagement by Platform• Identify relevant content by platforms
    • FACEBOOK USED BY OVER 40% OF GLOBAL INTERNET POPULATION 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Facebook Google+ Qzone (China Only) Sina Weibo (China Only) Tencent Weibo (China Only) Twitter RenRen (China Only) Kaixin (China Only) LinkedIn 51.com (China Only) INCREASINGLY COMPETITIVE MARKET Badoo Other Pinterest Google+ is growing rapidly in adoption thanks to integration with all Google Tumblr services, while China demonstrates its scale and hyper social consumer Viadeo base by dominating 6 of the top 10 social platforms vkontakte (Russia Only) Odnoklassniki (Russia Only) Amazingly twitter is only the third largest micro-blogging service in the world Mixi (Japan Only) lagging behind both Sina Weibo and Tencent Weibo. Me2Day (South Korea Only) Tuenti (Spain Only) This demonstrates the growing divide between China and the rest of the Koprol (Indonesia Only) Mig33 (Indonesia Only) world Sonico (Mexico Only) Plurk (Taiwan Only) Copains dAvant (France Only) Nate Connect (South Korea Only) Hyves (Netherlands Only) MeinVZ (Germany Only) StudiVZ (Germany Only) Mxit (South Korea Only) Enyny (Taiwan Only) BlueWorld (South Korea Only) My Genius (South Africa Only) Social Press (South Korea Only) MoTribe (South Africa Only) Social platform active usage by service. % of all global internet usersSource: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
    • FACEBOOK HAS 650m ACTIVE USERS 0 100 200 300 400 500 600 700 Facebook Google+ Qzone (China Only) Sina Weibo (China Only) Tencent Weibo (China Only) Twitter RenRen (China Only) Kaixin (China Only) LinkedIn 51.com (China Only) Badoo FACEBOOK IS DOUBLE THE SCALE Other Pinterest Tumblr Facebook has over 650m active users, with Google+ now up to 333m, thanks to integration Viadeo with the wider Google product. However Google’s success is not a rival to Facebook (see vkontakte (Russia Only) intro). It is also worth noting why this number is lower than Facebook’s published figure. Odnoklassniki (Russia Only) Primarily our research measures “active contribution” and not visits to the site, check ins our Mixi (Japan Only) shares. we also won’t capture duplicate or fake accounts. Me2Day (South Korea Only) Tuenti (Spain Only) Beyond the major global players and outside of China, only Russia has enough scale and local Koprol (Indonesia Only) service development to drive large numbers of users. Even “other service” only generates Mig33 (Indonesia Only) 59m, on a global basis. Sonico (Mexico Only) Plurk (Taiwan Only) Copains dAvant (France Only) This underlines Facebook’s success. The vast majority of markets lack the scale and critical Nate Connect (South Korea Only) mass to develop services that can rival Facebook, which is personal and localised to all users Hyves (Netherlands Only) across the world, by its users. The barriers to market entry for “general social services” MeinVZ (Germany Only) become bigger. StudiVZ (Germany Only) Mxit (South Korea Only) Enyny (Taiwan Only) BlueWorld (South Korea Only) My Genius (South Africa Only) Social Press (South Korea Only) MoTribe (South Africa Only) Social platform active usage by service. 31 market universe estimatesSource: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets equal to approximately 88% of the internet populationSource: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
    • ENGAGEMENT SPLIT: 200m+ FACEBOOK USERS DO NOT CONTRIBUTE ACCOUNT OWNERSHIP VISIT LAST MONTH ACTIVE LAST MONTH POST (TEXT) UPDATE 1.14bn 845m 653m 400m 76m 672m* 1.3bn** 336m*** 124m 517m 321m 262m *Google Accounts / Google+ Accounts **Google visitation. Plus.google.com is too integrated to segment as a URL *** Activity could be conducted on a variety of Google services connected through the G+ layerSource: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets equal to approximately 87% of the internet population
    • PINTREST HAS A SLIGHT FEMALE SLANT 36% 35% Male 38% 46% 44% 56% 62% 64% 65% Female 54% Age: 16 to 24 8% 5% 10% 4% 7% 23% 6% 29% 10% 9% 13% 32% 34% 14% 33% Age: 25 to 34 18% 15% Age: 35 to 44 20% 20% 22% Age: 45 to 54 34% Age: 55 to 64 30% 33% 34% 37% The male skew is driven at a global level. In established internet markets like Demographic profile of active account users the US, Facebook is more female than male.Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
    • G+ IS THE MOST MOBILE PLATFORM – TWITTER THE LEAST. PC STILL CORE 60% PC ONLY 50% PC ONLY 35% PC + MOBILE OR 38% PC + TABLET MOBILE 5% MOBILE OR OR TABLET TABLET ONLY 20m 12% MOBILE OR TABLET ONLY PC ONLY 392m 136m 167m 46% PC + MOBILE ONLY 28m 2m 36m MOBILE Active contribution by device based on universe 52% PC OR TABLET ONLY 3m 2m 2m ONLY estimates. Cross over and unique numbers TABLET MOBILE DRIVING SUPPLEMENTARY USAGE PC + MOBILE 176m 88m 92m PC + TABLET 18m 11m 12m Good news for Facebook. Mobile devices are not replacing PC (their advertising money spinner), they are simply adding MOBILE + TABLET 3m 2m 2m additional usage occasions with only 5% of active users dropping the PC. This emphasises the need for cross platform view of a user base and need to provide a platform agnostic PC + MOBILE + product. Cut down mobile products will not match user 2% MOBILE TABLET 33m 22m 24m OR TABLET expectations. ONLY TOTAL 653m 262m 336mSource: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets and are based on active usage in the past month by device. Estimates equal toapproximately 88% of the internet population
    • PASSIVE BRAND BEHAVIOURS LEAD "like" an brand page / product etc Followed a branded page “+1" an article page product etc. Shared photos from a brand Shared photos from a brand Shared photos from a brand Shared videos created by a brand “Tweet” an article, brand, product etc. Used an app created by a brand Used an app created by a brand Posted a positive comment Followed a branded page Posted a positive comment Shared videos created by a brand Bought a product or serviceSource: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us ifyou have done any of the last month? Ranked by penetration. Base = Active Facebook, Twitter, G+ Users on PC, Mobile and Tablet
    • G E T M O R E I N S I G H T
    • GET THE TREND REPORT FOR MORE INSIGHT: 12 PAGES OF WRITTEN INSIGHT Exploring key macro and structural trends on a global level: • Standard Social • Growing Globalisation • Facebook Still Rising • Google+: Mass by Stealth • Twitter: Towards Top Down Social • Passive: Broadcast Social • Competition Driving Supplementary Usage • Mobile Driving Extra Engagement: PC still safe • All About Photos • Positive Branding DOWNLOAD TODAY
    • GET THE DATA PACKS TO EXPLORE THE DETAIL Deepdive into countries and demographics for all social platforms • Question: On which of the following services have you contributed last month? • Question: On which of the following services have you created an account? • Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month? PC • Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month? Mobile • Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month? Tablet DOWNLOAD TODAYSource: GlobalWebIndex, GWI.7 Q2 2012.? Base = Total
    • GET THE ANALYSIS PLATFORM + CUSTOMISE TO YOUR TARGET AUDIENCE Uploaded and share photos Commented on a friend post Commented on a friend photo or video Messaged with friends on a one on one… Posted comment about my daily activities Clicked a button linked to the service that… Followed a group or like a page created… Brand Shared a link to an article Conscious Shared videos created by other internet… Stand Out Watched video clips created by other… From The Crowd Checked in at a location Look After Uploaded and share your own videos Appearance Image Posted a postive comment about a… Used an app created by a brand company Organised an event 18-34 MALE Audience 1 Posted a complaint about a company or… Asked a question to the public about a… How I spend Shared photos from a company or brand my time is Asked a friend about a product you were… more important than Bought a product or service the money I make Shared videos created by a brand or… Strive to Shared links to blogs Audience 2 achieve more Watched full Audience 1 None of the Above ACCESS TODAY 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Audience 2 % of Facebook active PC contributors who have done the following actionsSource: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us ifyou have done any of the last month? Base = Active Facebook. Users on PC.
    • T H I S D AT A I S A G L O B A L F I R S Tand provides subscribers with a unique vision on the impact and opportunities of social globalwebindex.net @globalwebindex