The Global Divergence of Social Networking - GlobalWebIndex - September 2011


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We have a great new info-graphic which shows the changing number of social networkers over the last 5 waves, by market and key demographics. Change has been demonstrated by circle size and colour.

What is immediately apparent growing divergence between markets, which is being driven by a number of factors:

The online market expanding as a whole (particularly apparent in China)

Massive adoption of social networking in BRIC markets, in all demographics. Again this particularly apparent in China where local players such as RenRen, Kaixin and QZone have been growing hugely at the expense of blogging platforms or traditional BBS networks. This shift happened later in China

Saturation of social networking in certain markets and demographics i.e US 16-24s

The core fact is that the online world becomes more and more fragmented, a theme that plays strongly in our Wave 5 trends. We believe that this become more apparent over time as saturated markets, such as US, UK and Germany, flatline or start to decline in terms of social media contribution, while fats growing markets bring new people online who are eager to adopt and use social media.

One key thing to note is that we are only displaying data from markets that have been on all five waves, so markets such as Argentina, South Africa, Saudi Arabia or Indonesia are not included.

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The Global Divergence of Social Networking - GlobalWebIndex - September 2011

  1. 1. THE GLOBAL DIVERGENCE OF SOCIAL NETWORKING Area and colour represent change in the number of social networkers per demographic group in each country (millions) Change in no. of social networkers (millions) Canada 20+ 10 - 20Netherlands 5 - 10 4-5 3-4 Australia 2-3 1-2 UK 0-1 -0.1 - -0.5 Japan -0.6 - -1.0 -1.1 - -1.5 Italy -1.6 - -2.0 -2.1 - -2.5 Spain INTRODUCTION The infographic shows the change in the actual Germany number of social networkers for each demographic group in the country where the two intersect. Immediately noticeable is the sheer market size in China, which has seen vast growth France in social networking across every demographic from Wave 1 in July 2009 to Wave 5 in June 2011. As we move away from China and look at other Mexico countries, however, the picture becomes mixed. Some striking facts emerge in countries such as the USA where the number of social networkersSouth Korea aged 16 – 24 has fallen in the past two years but has grown in all other age groups. What is clear is that social networking is growing in every market, but there are shifts in users’ underlying situations. Russia Take, for example, the marked increase in the number of unemployed social networkers in the US. Brazil This is clearly indicative of the underlying economic environment in the country but is of importance to brands because their spending power is likely to be significantly reduced making India advertising to that group of people less effective. Marketers and brands must adapt to these shifts accordingly in order to reach their targeted set of consumers and guarantee a return on their social USA media activities. The GlobalWebIndex is here to provide that tailored solution to ensure your social media and online investments don’t go to waste. China To discover the insights behind the infographic and to explore the massive depth of data, visit e e 24 34 44 54 64 ts e es d p le ed ed t ts ed el er r r er r er er r r en ke ke ne ge be al al on rie hi n ng n ev rtn nc ag ag gl ow oy oy m M re ns re to to to to to ud or or ow a em ar al in tl Si la an an an pa Fe pl pl pa pa w w io id 16 25 35 45 55 St M /s or ng ee m em m ny m lm lm t /w e e ds la ith pp ith e ne vi im tim Fr am pa ed im re or en ve ve w Li lf Su w U t Se ni om t rc Te a ll rt ng le le fri ng ll Fu Se Pa o In Fu C id try iti ith iv vi ab M D Li En w oh ng C vi Li Find out more /// designed by mail ///