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Social media prakash devarakonda

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Prakash devarakonda Social Media and Social Enterprise strategy

Prakash devarakonda Social Media and Social Enterprise strategy

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  • 1. Vision and thought leadership on: SocialMediaPrakash DevarakondaVice president – SMACCSocial Media Strategy
  • 2. Agenda Approach Recommendation, Key Insights & Implications for Our client Regional Summaries, Country Summaries & Select Country Snapshots Top Social Media Channels by Country Online, Broadband, Mobile & Facebook Penetration Rates Appendix Prakash Devarakonda 2
  • 3. ApproachMy self and my global team developed a perspective on international social media. While initially focused on ninecountries, the team’s scope was later expanded to include 18. Sources In-Scope Countries Findings World wide web eMarketer Approach comScore Initial Countries: • Australia Internet World Stats Recommendati • China on, Key Insights Forrester • Japan & Implications • Korea to Our client Nielson Online • Malaysia • Singapore Informa Telecoms & Media • Taiwan Regional Summaries, • Russia Thailand Country Norton Online Living • Mexico Summaries & Select Country Wetpaint Snapshots Additional Countries: asiadma.com • India • France Top Social Media.Asia • Germany Media Site by ogilvypr.com • Ireland Country • Italy International Telecommunication Union (ITU) • Portugal • Spain Internet, Millward Brown Mẽxico • United Kingdom Broadband, • Mobile & Brazil ` CheckFacebook.com Facebook Penetration Rates Kantar Media Research Group Prakash Devarakonda Note: Because findings were generated from multiple sources there are some discrepancies 3 between data sources. eMarketer data was used when possible.
  • 4. Agenda Approach Recommendation, Key Insights & Implications for Our client Regional Summaries, Country Summaries & Select Country Snapshots Top Social Media Channels by Country Online, Broadband, Mobile & Facebook Penetration Rates Appendix Prakash Devarakonda 4
  • 5. Recommendation, Key Insights & ImplicationsOur Client should gain management control of its Social Media strategy and execution because it couldserve as an important component to Our client’s brand building efforts. Key Insights and Considerations Our client’s Social Media Approach Should: • Adapt to market, regional, cultural, and demographic • Social media is very popular worldwide and reaches differences. 770 MM people worldwide and continues to experience double digit growth in all regions. • Monitor brand discussions and engage end consumer. • Consumers worldwide spend on average 6 hours a • Implement a test and learn marketing strategy and month on social media channels. evolve over time. • A diverse range of companies are testing the waters Asia- Europe/ and incorporating into marketing strategy. Japan Pacific Americas • AirAsia has an extensive range of initiatives from blogs, promotions and new route announcements on Facebook and a dedicated YouTube channel. China • Baskin Robbins launched its promotion for a new ice cream cake in South Korea on Big Bang, one of Target the most popular sites. Korea blogging forums Mobile Other • For Our client, assuming management of social media oriented Countries marketing could be highly impactful: – Enables direct control over brand building in this Mobile • Allow anonymous channel contributions or oriented – Creates opportunity for direct dialogue with highly pseudonyms due engaged end consumers to privacy concerns Target blogging – Provides the ability to capture customer data forums Prakash Devarakonda 5
  • 6. Agenda Approach Recommendation, Key Insights & Implications for Our client Regional Summaries, Country Summaries & Select Country Snapshots Top Social Media Channels by Country Online, Broadband, Mobile & Facebook Penetration Rates Appendix Prakash Devarakonda 6
  • 7. Asia-Pacific – Summary 628.8 million internet users (2010) 60.8% of internet 198.9 million users are social broadband network users households (2008) Internet, Broadband & Mobile: (2010) • In 2009, Asia was home to 41.0% of the world’s online population. • This region has the highest percentage of households with broadband connections. • By 2013 more than 50.0% of the world’s mobile subscriptions will come from this region. • In 2008 there were 158.4 million 3G subscribers – expected to reach 564.0 million by the end of 2013. Social Media: 172.0 million • This is the biggest region in the world for social networking 18.0% penetration mobile phone with approximately169.0 million unique visitors. rate for broadband internet users • 50.0% of all social network users live in this region. households (2010) (2008) 2.4 billion mobile phone subscribers: 63.0% (2010) Prakash Devarakonda Note: Reference Sources Page 7
  • 8. Asia-Pacific – Country Summaries Australia • The government announced that they are investing in a national India high-speed network to be completed by 2017. • Internet and broadband penetration rates are low. • Mobile subscriptions have reached saturation – with a • India ranks #3 in the world in terms of mobile internet traffic. penetration rate of approximately105.6%. • A minority of Indians use the internet but those who do tend to be • More than one-fourth of social network users have accessed a social media users. social network from their mobile device. • Over half of the population are spectators – meaning they read • Approximately 89.6% of internet users have visited a social blogs, watch videos, or listen to podcasts. network. • Two-thirds of all social media users are spectators – meaning they read blogs, listen to podcasts, read customer Malaysia ratings/reviews, or consume other social content. • Malaysia’s National Broadband Initiative will bring broadband to the whole nation. • Approximately 86.0% of internet users are social media users. China • China’s internet and mobile populations are the largest in the world and are rapidly growing. • There is a push to further develop broadband infrastructure. Singapore • 3G service has low penetration, primarily due to the cost. • Internet usage yields a 53.7% penetration rate, whereas, mobile • Local social media channels dominate. yields a 135.0% penetration rate. • Forums are more popular than social networks. • Social media penetration among internet users is approximately • In 2008, internet users in China had more online friends then 77.0%. offline friends – not the case in any other country. • The top website category, ranked by market share of visits, is social networking and forums. Japan • Japanese consumers are early adopters of most next generation South Korea technologies, including broadband and 3G. • Highest internet penetration rate among the Asia-Pacific • Japan is a very mobile oriented country. countries. • Over 80.0% of online Japanese adults use social media. • Broadband penetration is over 90.0%. • Japanese users are concerned with their reputations, making • High mobile penetration rate. them less likely to express a strong opinion under their own • Social media adoption is among the highest in the world. name. • Blogging is a very popular form of social media. Prakash Devarakonda Note: Reference Sources Page 8
  • 9. China – Social Media Snapshot Key Findings Channels Internet • According to 2010 data, China has the greatest number of internet users – 518.0 million, In order of Weekly Unique yielding a penetration rate of approximately 38.9%. Visitors, popularity: December 2008: • The number of internet users is expected to increase to 840.0 million by 2013. • China ranks #1 in Asia in terms of the number of internet users. QQ* - Broadband • According to 2010 data, China has 116.7 million broadband households. 51 14.0 MM • There is a push to further develop infrastructure to support this technology. Xaonei 9.5 MM Mobile • According to 2010 data, China has the most mobile subscribers in the world – 855.5 million. (rebranded to • It is estimated that mobile subscriptions will have a compound annual growth rate of 12.9% renren) through 2013. • Surveys found that expense is currently the largest barrier to 3G penetration. Chinaren 7.0 MM • 29.0% of mobile phone subscribers have a phone capable of 3G services. Kaixin001 3.5 MM • 27.0% of mobile phone subscribers use the mobile internet. • Mobile internet users account for nearly one-half of the internet users in China. MySpace 2.0 MM • In 2009, the smartphone penetration rate in terms of total mobile users was 10.0%. 5460.Net 1.0 MM • This penetration rate is expected to increase to 21.0% by 2014. Wangyou 1.0 MM Social • Social media was quickly accepted in China, and is now mainstream. Media • When developing a social media strategy in China, success requires a strong focus on local ipart.cn 1.0 MM social media brands and mobile platforms. • Forums are more popular than social networks. 360quan 0.9 MM • 40.0% of the online adults are creators – meaning they publish a blog, publish a webpage, cyworld.com.cn 0.8 MM upload videos and/or music they created, or write articles and/or stories and post them. • User-generated content competitions are very popular in China. Notable: • In 2009, 70.0% of daily internet users ages 16–54 created a social media profile. • Fenbei • In March 2008, internet users in China had more online friends than offline friends. • Mop • China is the only country where that was the case. • Tuduo • International sites such as Facebook, Twitter, YouTube and many blogs are repeatedly blocked • Baidu Space due to the “Great Firewall” in China attempting to censor pornographic and/or politically • Yoka sensitive materials. • bbs.trends.com.cn • Facebook has had difficulty working with official censorship; 14K active users in October 2009, • bbs.libaclub.com.cn down from 1.0 MM in July 2009. • tianya.cn • t.sina.com.cn Prakash Devarakonda *eMarketer does not track QQ’s traffic 9 Note: Reference Sources Page because it is an instant messaging platform.
  • 10. Japan – Social Media Snapshot Key Findings Channels Thousands of Internet • According to 2010 data, there are 93.4 million internet users, yielding a penetration rate of Unique In order of popularity: 73.7%. Visitors, June • Japan ranks #2 in Asia in terms of the number of internet users. 2008: Broadband • Japanese consumers are early adopters of most next generation technologies, including YouTube 21,701* broadband and 3G. Mixi 12,738 • According to 2010 data, there are 32.5 million broadband households, yielding a penetration rate of 66.8% MySpace 1,245 • Japan ranks #3 in the world in terms of the number of broadband households. Orkut 638 Mobile • Japan is a very mobile oriented country. • In 2009, there were 112.8 million mobile phone subscribers. Facebook 583 • In Q3 2009, Japan ranked #2 in the world in terms of the number of 3G subscriptions. GREE 455 • In 2009, there were more than 97.5 million 3G subscribers. • With near complete 3G coverage the Japanese utilize their mobile devices to access enhanced Notable: content particularly through the mobile internet. Lococom • Although the number of 3G subscriptions is high, consumers have been slow to adopt Kanshin-kukan smartphones. Mobage-town • In 2009, the smartphone penetration rate in terms of total mobile users was 4.0%. Nico-Nico Douga • This penetration rate is estimated to increase to 8.0% by 2014. Twitter *Thousands of Unique Visitors, February 2009 Social • Social media is considered mainstream, and users are highly engaged. Media • Over 80.0% of online adults regularly use social media. • 47.0% of social media users prefer blogging to social networks. • In February 2010, social networks had a reach of 42.3% • 36.0% of users ages 18+ had a social networking profile vs. the average of 49.0% from 12 key countries in Asia, Europe and Americas. • Users are concerned with their reputations, making them less likely than those in the West to express a strong opinion under their own name. • This issue is addressed by allowing anonymous contributions or pseudonyms. • In 2009, Japan ranked #8 in the world for the number of tweets, accounting for 1.47% of all tweets. Prakash Devarakonda Note: Reference Sources Page 10
  • 11. South Korea – Social Media Snapshot Key Findings Channels Audience Internet • According to 2010 data, there are 36.9 million internet users, yielding a penetration rate In order of popularity: Reach, February of 75.9% 2010: • South Korea ranks #3 in Asia in terms of the number of internet users. • South Korea has the highest internet penetration rate in the Asia-Pacific Region. CyWorld 54.2% • According to 2010 data, there are 15.3 million broadband households, yielding a Notable: Broadband NateON penetration rate of 90.2%. MySpace Mobile • In 2009, there were 46.8 million mobile subscribers, yielding a penetration rate of 96.0%. • In Q3 2009, South Korea ranked #3 in the world in terms of the number of 3G subscriptions – over 35.5 million. • In 2009, there were 27.7 million mobile internet users. • In 2009, South Korea had a smartphone penetration rate in terms of total mobile users of 14.0%. • By 2014, this penetration rate is estimated to increase to 30.0%. Social • Social Media adoption in South Korea is among the highest in the world. Media • In 2008, South Korea had 9.4 million social networking site users – approximately 23.7% of the population. • In 2009, approximately 61.4% of internet users in South Korea were social networking users. • Local social networks are the most successful. • Blogging is a very popular form of social media in South Korea. • 92.1% of internet users are blog readers. • 71.7% of internet users are blog writers. • In April 2007 is was found that 81.0% of internet users in South Korea trust consumer opinions posted online and 87.0% of internet users trust word-of-mouth advertising, which are the highest percentages worldwide. • In response, South Korean companies are increasingly interested in using blogs as marketing tools to communicate with their customers rather than using them as PR platforms. Prakash Devarakonda Note: Reference Sources Page 11
  • 12. Europe – Summary 338.2 million internet users (2010) 10.0% of internet Internet: 140.7 million users are blog • In 2009, Europe was home to 24.1% of the worlds internet broadband writers population. households (2009) Social Media: (2010) • When looking at all internet users: 53.0% are In-actives – meaning they do not participate in social media. 40.0% are Spectators – meaning they read blogs, watch generated videos, etc. 19.0% are Critics – meaning they post ratings/reviews of products or services, comment on others blogs, etc. • From 2008 to 2009 there was an increase in overall social media engagement levels throughout Europe. However, changes differ in each country: 74.6% of internet 938.1 million • Italians showed the greatest relative growth in new users are social mobile phone Joiners and Critics. network users subscriptions • Online UK consumers showed growth across all profiles. (2008) (2009) • Spanish Joiners and Creators grew, though overall activity grew more slowly. • The French significantly increased their Joiner behaviors. 112.0 million mobile phone social network users (2010) Prakash Devarakonda Note: Reference Sources Page 12
  • 13. Europe – Country Summaries France Italy • In 2009, there were an estimated 27.3 million • Lowest internet and broadband penetration social network users, yielding a penetration rate among the in-scope European countries. of 69.5%. • Highest mobile penetration rate among all of the • France’s Facebook population makes up over in-scope countries. 4.0% of the site’s global audience. • Mobile social networking usage presents a high potential for growth. • In 2008, 40.0% of internet users created a social network profile. Germany • Mobile penetration is one of the highest in the Portugal world – approximately 135.0%. • Internet penetration is relatively high in • Approximately 12.8% of mobile internet users comparison to the other in-scope countries. accessed a social networking site via mobile. Spain • Mobile subscriptions have reached saturation, with a penetration rate of 117.0%. Ireland • Approximately 16.7% of all mobile internet users • Internet and broadband penetration rates are are mobile social network users. relatively low in comparison to the other in- • In 2009, 13.0% of internet users were blog scope countries. writers. • By the end of 2009 there were over 5.3 million 2G & 3G subscriptions, yielding a penetration United Kingdom rate of 119.0%. • Mobile penetration is relatively high – • Social networking is the fourth most popular approximately130.0%. online activity. • Approximately 30.9% of all mobile internet users are mobile social network users. Prakash Devarakonda Note: Reference Sources Page 13
  • 14. France – Social Media Snapshot Key Findings Channels Internet • According to 2010 data, there are 38.9 million internet users, yielding a penetration rate Skyrock Network (Most Popular) of 60.0%. Notable: Broadband • According to 2010 data, there are 18.8 million broadband households , yielding a Facebook penetration rate of 67.1%. MySpace Netlog Mobile • According to 2010 data, there are 60.9 million mobile phone subscribers, yielding a Badoo penetration rate of 96.0%. Hi5 • In 2009, France ranked #8 in the world in terms of the number of 3G subscriptions – over Trombi 15.6 million. Orkut • In 2009, it was estimated that there were 0.7 million mobile social network users – Flickr approximately 12.6% of mobile internet users. Bahu • In 2009, the smartphone penetration rate in terms of total mobile users was 16.0%. L’Internaute Copainsdavant • By 2014, this penetration rate is estimated to increase to 33.0%. Social • In 2009, there were an estimated 27.3 million social network users, yielding a Media penetration rate of 69.5%. • France ranked #2 in the world in terms of gains in Facebook users from March 2010 to April 2010. France saw a 7.8% change, equivalent to 1,242,000 users. • As of May 2010, there were over 18.7 million Facebook members from France, making up 4.06% of Facebook’s global audience. • In September 2009, it was estimated that 11.0% of internet users in France write blogs. Prakash Devarakonda Note: Reference Sources Page 14
  • 15. Italy – Social Media Snapshot Key Findings Channels Internet • According to 2010 data, there are 27.5 million internet users, yielding a penetration rate Penetration Rate Among of 47.3%. In order of popularity: Respondents*, July 2009: Broadband • According to 2010 data, there are 11.7 million broadband households, yielding a penetration rate of 48.4%. Facebook 90.0% • In 2009, the most popular Web 2.0 activities among broadband households were: Wikipedia, online encyclopedia (80.0%); YouTube, online video sites (78.0%); social Windows Live Spaces 23.0% networking sites (68.0%); upload photos or videos (37.0%); participate in blogs (24.0%); MySpace 16.0% personal blog (13.0%); and virtual world (5.0%). Netlog 11.0% Mobile • According to 2010 data, there are 95.9 million mobile subscribers, yielding a penetration rate of 165.0%. Flickr 5.0% • Mobile penetration rates in Italy are among the highest in the world. • In 2009, Italy ranked #4 in the world in terms of the number of 3G subscriptions – over LinkedIn 5.0% 27.8 million. XING 4.0% • In 2009, the smartphone penetration rate in terms of total mobile users was 36.0%. • By 2014, this penetration rate is estimated to increase to 67.0%. Last.fm 2.0% • In Q1 2009, mobile internet was the 3rd most popular mobile activity. Plaxo 2.0% • In 2009, it was estimated that there were 1.2 million mobile social network users in Italy – approximately 16.1% of all mobile internet users. Twitter 2.0% Social • In September 2009, there were over 17.8 million unique visitors to social networking Bebo 1.0% Media sites. • In 2008, 40.0% of internet users created a social network profile. FriendFeed 1.0% • Among European countries, Italy has seen the highest relative growth in online users Hyves 1.0% who are Critics – meaning they contribute to forums, edit wikis and/or post blog entries. • As a result, engagement marketing that encourages users to contribute feedback such as Skyrock 1.0% comments, images and video can be successful. Note: n=+32,000, ages 15+ • Facebook is the king among social networks, with a 90.0% penetration rate in July 2009. • Italy was ranked #4 in the world in terms of gains in Facebook users from March 2010 to April 2010. Italy saw a 6.1% change in users, equivalent to approximately 898,000 users. • Censoring of web sites has become a hot issue in Italy in recent months and although Italy has seen a high adoption rate of social networking sites, these legal proceedings may have a significant impact on future usage. Prakash Devarakonda Note: Reference Sources Page 15
  • 16. Latin America – Summary 140.6 million internet users (2010) Internet & Broadband: • Internet and broadband penetration rates are lower than in other regions, however, infrastructure is continually improving. 76.3% penetration Social Media: 34.2 million rate for mobile • In February 2010, social networking was the second most broadband phone subscribers popular internet activity, with an audience reach of 81.9%. households (2008) Blogging was the eighth most popular, with an audience (2010) reach of 61.6%. • Worldwide, Latin American social networking site users are the most likely to trust Facebook with private information. 552.0 million mobile phone subscribers (2010) Prakash Devarakonda Note: Reference Sources Page 16
  • 17. Latin America – Country Summaries Brazil • Internet and broadband penetration rates in Brazil are growing faster than in any of the other countries in Latin America. • There are more mobile subscribers than in any other country in Latin America. • Social Networking is the most popular Web 2.0 activity. Mexico • Infrastructure has limited the growth of internet usage, however, technology is rapidly improving. • Mobile access is not a major gateway to the internet. • Social networking and blogging are very popular Web 2.0 activities. Prakash Devarakonda Note: Reference Sources Page 17
  • 18. Brazil – Social Media Snapshot Key Findings Channels Thousands of Internet • According to 2010 data, there are 72.2 million internet users, yielding a penetration rate of Unique 35.9%. In order of popularity: Visitors, • Brazil ranks #1 in Latin America in terms of the number of internet users. September 2009: Broadband • According to 2010 data, there are 12.6 million broadband households, yielding a penetration Orkut 22,845 rate of 23.6%. • The number of internet users in Brazil is growing faster than any other country in Latin America Windows Live 9,894 as broadband penetration is expected to increase as improvements are made to the Profile infrastructure. Twitter 5,242 Mobile • According to 2010 data, there are 186.0 million mobile subscribers, yielding a penetration rate of 92.5%. Windows Live 2,228 • Brazil ranks #1 in Latin America in terms of the number of mobile subscribers. People • In 2009, Brazil ranked #14 in the world for the number of 3G subscriptions – approximately 7.0 Facebook 1,827 million. • According to 2010 data, there are 31.6 million mobile internet users. Fotolog 1,691 • In 2009, 26.0% of Brazilians had accessed social networks from their mobile devices. Sonico 1,632 • In 2009, the smartphone penetration rate in terms of total mobile users was 1.0%. • By 2014, this penetration rate is estimated to increase to 2.0%. Via6 1,506 Social • Brazilians are adopting social media faster than any other world market. Multiply 1,337 Media • The most popular Web 2.0 activities are: social networking sites, chat rooms, or message boards; creating personal content for others to see (i.e., websites, videos, photos, music or Ning 1,102 blogs); online virtual worlds (i.e., Second Life). • 70.0% of internet users surveyed participate in social networks, with usage rates peaking at 82.0% for respondents ages 16-24. • In 2009, Brazil ranked #3 in the world for the number of tweets, accounting for 6.73% of all tweets. Prakash Devarakonda Note: Reference Sources Page 18
  • 19. Agenda Approach Recommendation, Key Insights & Implications for Our client Regional Summaries, Country Summaries & Select Country Snapshots Top Social Media Channels by Country Online, Broadband, Mobile & Facebook Penetration Rates Appendix Prakash Devarakonda 19
  • 20. Most Popular Social Media Channels Facebook is a clear global leader… Asia-Pacific Europe Australia China Japan France Germany Ireland Malaysia Portugal India Singapore Italy Spain South Korea United Kingdom Latin America North America Brazil Mexico United States Prakash Devarakonda 20
  • 21. Agenda Approach Recommendation, Key Insights & Implications for Our client Regional Summaries, Country Summaries & Select Country Snapshots Top Social Media Channels by Country Online, Broadband, Mobile & Facebook Penetration Rates Appendix Prakash Devarakonda 21
  • 22. Internet Penetration Prakash Devarakonda Note: Reference Sources Page 22
  • 23. Broadband Penetration Prakash Devarakonda Note: Reference Sources Page 23
  • 24. Mobile Penetration Prakash Devarakonda Note: Reference Sources Page 24
  • 25. Asia-Pacific – Penetration Rates Prakash Devarakonda Note: Reference Sources Page 25
  • 26. Europe – Penetration Rates Prakash Devarakonda Note: Reference Sources Page 26
  • 27. Latin America – Penetration Rates Prakash Devarakonda Note: Reference Sources Page 27
  • 28. Facebook Penetration*Percent of global audience as of June 2010 Prakash Devarakonda Note: Reference Sources Page 28
  • 29. Agenda Approach Recommendation, Key Insights & Implications for Our client Regional Summaries, Country Summaries & Select Country Snapshots Top Social Media Channels by Country Online, Broadband, Mobile & Facebook Penetration Rates Appendix Prakash Devarakonda 29
  • 30. Australia – Social Media Snapshot Key Findings Channels Internet • According to 2010 data, there are 14.8 million internet users, yielding a penetration rate of Penetration Rate Among 68.8%. In order of popularity: Respondents*, 2009: Broadband • According to 2010 data, there are 6.5 million broadband households, yielding a penetration rate of 75.8%. Facebook 75.0% • In April 2009, the government announced that it would invest A$43 billion to develop a national high-speed network by 2017. YouTube 70.0% Mobile • In 2009, there were 25.2 million mobile subscribers, yielding a penetration rate of 105.6%. Wikipedia 65.0% • In 2009, Australia ranked #9 in the world in terms of the number of 3G subscriptions – MySpace 48.0% approximately 13.6 million. • Over one-fourth of social network users surveyed by Nielson have accessed a social network Yahoo! Answers 37.0% on their mobile device. • Facebook has the farthest reach among mobile users – more than 9 out of 10 mobile Friends Reunited 35.0% social networkers have visited the site from their mobile device. Twitter 34.0% Social • Internet users in Australia are among the regional leaders in social networking adoption. Flickr 33.0% Media • In February 2010, approximately 89.6% of internet users in Australia visited a social network. Yahoo! Groups 33.0% • Australian online adults who use social media are more likely to be university educated, well Whirlpool forums 28.0% paid and working full-time than those who do not. • Two-thirds of all social media users are spectators – meaning they read blogs, listen to Photobucket 28.0% podcasts, read customer ratings/reviews, or consume other social content. • 58.0% of women are spectators and 44.0% are joiners – meaning they maintain a profile Blogger/Blogspot 24.0% on a social networking site. Bebo 23.0% • The following social media categories are most popular with Australian social networking site users in the listed age group: LinkedIn 22.0% • Blogging: 50+ years of age Spaces/Windows 18.0% • Facebook: 35-59 years of age Live Spaces • MySpace: 2-17 years of age • Twitter: 35-49 years of age *Internet users who have ever visited the site. • In 2009, Australia ranked #5 in the world in terms of the number of tweets, accounting for 2.63% of all tweets. Prakash Devarakonda Note: Reference Sources Page 30
  • 31. India – Social Media Snapshot Key Findings Channels Thousands Internet • According to 2010 data, there are 63.3 million internet users, yielding a penetration rate of 5.4%. of unique In order of popularity: visitors in Broadband • According to 2010 data, broadband penetration is also low, with an estimated 8.3 million December broadband households, yielding a penetration rate of 4.6%. 2009: • It is estimated that this penetration rate will increase to 14.1% by 2013. Orkut 12,869 Mobile • According to 2010 data, there are 604.1 million mobile subscribers, yielding a penetration rate of Facebook 4,044 51.5%. • “India became the world’s largest market in terms of net additions in 2008 for the first time BharatStudent 3,269 with102.0 million new mobile subscriptions over the 12-month period, ahead of China.” –Nick Jotiskchy, Informa Telecoms & Media hi5 2,012 • According to 2010 data, there are 12.1 million mobile internet users. Ibibo 990 • India ranks #3 in the world in terms of mobile internet traffic. MySpace sites 741 Social • Although a minority of Indians use the internet, those who do tend to be social media users. • The “Norton Online Living Report 2009” found that 71.0% of internet users surveyed in India LinkedIn 513 Media had a profile on a social network. PerfSpot 433 • However, comScore found that only 60.3% of internet users had visited a social network during December 2008. BIGADDA 385 • The #1 social media channel in India, Orkut, was also ranked the fourth most-used website in India. Fropper 248 • Social media use is skewed toward young, well-educated men with high incomes. • Men are 3 times more likely to be social media users than women. • The adult (defined as 15+ years) literacy rate in India is 54.0% for women and 77.0% for men. • The most common activity among social media users in India is consuming content. • 55.0% of social media users in India are spectators – meaning they read blogs, watch videos, or listen to podcasts. Of these, watching videos is the most common. • The second most common activity is creating content. • 39.0% of social media users in India are creators – meaning they publish a blog, publish a webpage, upload videos or music they created, or write articles or stories and post them. • In 2009, India ranked #10 in the world for the number of tweets, accounting for 0.97% of all tweets. Prakash Devarakonda Note: Reference Sources Page 31
  • 32. Malaysia – Social Media Snapshot Key Findings Channels Internet • As of 2009, there were 16.9 million internet users, yielding a penetration rate of Thousands of Unique Visitors & 65.7%. In order of popularity: Penetration Rates, November 2009: Broadband • According to 2010 data, there are 1.3 million broadband households. • This number will only increase, as Malaysia’s National Broadband Initiative Facebook 5,739 61.6% (NBI) puts in place a national strategy that will bring broadband to the whole nation. Friendster 2,258 24.0% • In 2008, there were 27.7 million mobile phone subscribers. MySpace Sites 1,469 15.6% Mobile • In 2009, Malaysia ranked #13 in the world in terms of the number of 3G Betawave Social Sites 1,122 11.9% subscriptions – over 7.2 million. Windows Live Profile 1,058 11.3% Social • Approximately 86.0% of internet users are social media site users. Media • Malaysia was ranked #8 in the world in terms of gains in Facebook users, from Twitter 470 5.0% March 2010 to April 2010. Malaysia saw a percentage change of 12.8%, Multiply 379 4.0% equivalent to 652,640 users. • Approximately 24.9% of the Malaysian population, ages 15+, read or Wretch.cc 315 3.4% write blogs. Deviantart 314 3.3% Zedge.net 293 3.1% Digg 287 3.1% Scribd 273 2.9% Ning 248 2.6% Hi5 210 2.2% Aimini.net 151 1.6% Notable: Baidu Space YouTube Prakash Devarakonda Note: Reference Sources Page 32
  • 33. Malaysia – Social Media Case Study Case Study Background • When AirAsia, an airline in Malaysia, launched six new routes to India, the company used social media tools such as Facebook to communicate to customers, and position India as a hip and cool travel destination. Strategy • AirAsia created a Facebook fan-page to share updates on new promotions and to allow employees and fans to communicate. • AirAsia developed a “Travel Wish List” application. This app encouraged users to join their fan page – members were eligible to win free airline tickets. • AirAsia created a link on Facebook to direct fans to their Twitter page. • AirAsia started a blog that contained travel-related stories and announcements posted by readers and employees. • AirAsia maintains a channel on YouTube, AirAsiaGroup. Result • Through social media AirAsia is able to engage and interact with more people which allowed the airline to break a world record – selling one million tickets in two days. Prakash Devarakonda Note: Reference Sources Page 33
  • 34. Singapore – Social Media Snapshot Key Findings Channels Thousands of Internet • In 2008, there were 2.6 million internet users, yielding a penetration rate of Unique Visitors, & 53.7%. In order of popularity: Penetration Rate, September 2009: Broadband • According to 2010 data, there are 1.0 million broadband households, yielding a penetration rate of 85.8%. Facebook 1,837 67.4% Friendster 509 18.7% Mobile • In 2009, there were 6.9 million mobile phone subscribers, yielding a penetration rate of 135.0%. Windows Live Profile 491 18.0% • In 2008, social networking was the 6th most popular mobile activity, with 11.0% of mobile user respondents saying they participate in it. Betawave Social Sites 271 9.9% Twitter 269 9.9% Social • In 2009, there were 2.1 million social network users, yielding a penetration rate of Media 77.0%. Multiply 224 8.2% • According to April 2010 data, 81.0% of internet users are social media site users. • The top website category, ranked by market share of visits, is social deviantART 162 5.9% networking and forums. MySpace Sites 126 4.6% • Blogs and personal websites rank 6th. Digg 95 3.5% Buzz 79 2.9% Zedge.net 77 2.8% Wretch.cc 67 2.5% Ning 59 2.2% Aimini.net 57 2.1% Hi5 53 1.9% Orkut 48 1.8% Windows Live People 48 1.8% LinkedIn 43 1.6% Baidu Space 40 1.5% Prakash Devarakonda Note: Reference Sources Page 34
  • 35. Singapore – Social Media Case Study Case Study Background • LG One was tasked to promote the LG Lollipop in Singapore, targeted at teenagers and parents. It had previously been launched in Korea in 2009, where LG created a song titled “Lollipop” and hired the popular Korean bands Big Bang and 2NE1 to sing it. The bands already had a following in Singapore, thus the market already had prior knowledge of the phone. Strategy • Since Facebook is the most commonly visited website by LG’s target market, it was only logical to focus some efforts there. However, Facebook was used as a marketing tactic in unison with traditional media outlets. • LG ran commercials and contests on the radio, and also ran ads in 8 Days magazine. • The LG team rolled out two online contests, one to vote for the next LG Lollipop color, and the other allowing users to enter a contest by deigning their own “emoticons” for the phone’s exterior LED cover. • LG partnered with the BoysLikeGirls Asia Tour 2010 for their January 28 show and gave away pairs of tickets to the first 250 people who bought the LG Lollipop with StarHub. Result • Awareness of the brand was raised, as reflected by the increase in search interest results. This showed that LG One effectively managed to increase visibility of the brand enough to persuade a significant amount of people to start searching for more information regarding the phone. Prakash Devarakonda Note: Reference Sources Page 35
  • 36. South Korea – Social Media Case Study Case Study Background & • Baskin Robins leveraged one of South Korea’s most popular bands, Big Bang, and launched a user-created Strategy content (UCC) contest that allowed consumers to express themselves while also promoting its new ice cream cake “Dream House.” • To encourage more participation, the public was asked to vote on the UCC’s. • Both creators and voters had the opportunity to win prizes that ranged from iPods to pieces of clothing from the band members. Result • An unofficial media source reported a 135.0% increase in sales as a result compared to the previous year. Prakash Devarakonda Note: Reference Sources Page 36
  • 37. France – Social Media Case Study Case Study Background • Louis Vuitton partnered with Ogilvy PR’s Digital Influence team in Paris to generate positive word of mouth about the brand among online “influencers.” • The campaign was not supported by global marketing nor a traditional public relations launch. Goals • To drive users to Louis Vuitton’s website via organic search. • To lead users to associate the brand with high quality and emotional values. • To gather verbal testimonials and “buzz” for the website, which would in turn generate further interest in Louis Vuitton among key audiences – including the media and affluent customers. Strategy • Ogilvy used the launch of the new French Louis Vuitton website to start a conversation among relevant online influencers. • Exclusive access to the website was given to forty French bloggers specializing in fashion, trends and communication one week before the launch. • The bloggers were asked to provide feedback that could be integrated into the website before the launch. Result • A flood of positive feedback was received, including thirty-five posts in highly influential blogs featuring positive and enthusiastic coverage of the site. • Organic search results improved, with the blog posts consistently appearing in the twenty results for branded and campaign-relevant terms. Prakash Devarakonda Note: Reference Sources Page 37
  • 38. Germany – Social Media Snapshot Key Findings Channels Internet • According to 2010 data, there are 49.7 million internet users, yielding a Thousands of In order of popularity: Unique Visitors, penetration rate of 60.4%. March 2010: Broadband • According to 2010 data, there are 25.2 million broadband households, yielding a Facebook 12,072 penetration rate of 62.8%. StayFriends 6,954 Mobile • According to 2010 data, there are 111.1 million mobile subscribers, yielding a penetration rate of 135.0%. wer-kennt-wen 6,135 • In 2009, Germany ranked #6 in the world for the number of 3G subscriptions – over 22.6 million. studiVZ 4,009 • In 2009, the smartphone penetration rate in terms of total mobile users was meinVZ 3,662 17.0%. • By 2014, this penetration rate is estimated to increase to 33.0%. Notable: • In 2009, it was estimated that there were 1.1 million mobile social network users – MySpace approximately 12.8% of all mobile internet users. Orkut MSN Spaces Social • In 2009, Germany ranked #7 in the world for the number of tweets, accounting for Media 1.58% of all tweets. Prakash Devarakonda Note: Reference Sources Page 38
  • 39. Ireland – Social Media Snapshot Key Findings Channels Internet • In 2008 there were 2.0 million internet users, yielding a penetration rate of 49.6%. Penetration Rate Among In order of popularity: Respondents*, Broadband • In 2009, there were approximately 0.89 million broadband households. November 2009: Mobile • In 2008 there were 5.4 million mobile subscribers. LinkedIn 45.0% • In Q4 2009, there were over 5.3 million 2G & 3G subscriptions, yielding a penetration rate of 119.0%. Facebook 42.0% Social • According to data from January 2010, the most popular online activities are (% of Twitter 40.0% Media respondents): YouTube 21.0% • Sending and receiving email (91.0%) • Do research/get information (64.0%) Bebo 11.0% • Online shopping (53.0%) • Social networking sites such as Facebook, Bebo and MySpace (52.0%) Wikipedia 9.0% • Online banking (51.0%) Notable: • Make travel/holiday bookings (50.0%) MySpace • Watching YouTube Videos (48.0%) Note: Top social networking sites among marketers. • Access information for education (38.0%) n=138 • Download music (e.g., for iPod of MP3 player) (33.0%) • Email, upload or store photographs (33.0%) • Use instant messenger (e.g., MSN) (26.0%) • Play online games (21.0%) • Watching online video (21.0%) • Downloading movies (14.0%) • Streaming movies/TV shows (14.0%) • Online gambling/betting (6.0%) • Other (2.0%) Prakash Devarakonda Note: Reference Sources Page 39
  • 40. Portugal – Social Media Snapshot Key Findings Channels Internet • In 2008, there were 7.8 million internet users, yielding a penetration rate of 73.8%. Notable: Hi5 Broadband • In 2008, there were 1.6 million broadband households. Mobile • In 2008, there were 14.9 million mobile subscribers. • In 2009, Portugal ranked #17 in the world in terms of the number of 3G subscriptions – approximately 5.2 million. Social • Portugal was ranked #6 in the world in terms of gains in Facebook users from March Media 2010 to April 2010. Portugal saw a 20.9% change in users, equivalent to approximately 301,760 users. Prakash Devarakonda Note: Reference Sources Page 40
  • 41. Spain – Social Media Snapshot Key Findings Channels Thousands of Internet • According to 2010 data, there are 24.1 million internet users, yielding a penetration In order of popularity: Unique Visitors, rate of 59.5%. December 2008: Broadband • According to 2010 data, there are 8.7 million broadband households, yielding a Tuenti 5,644 penetration rate of 56.1%. Facebook 4,316 Mobile • According to 2010 data, there are 54.9 million mobile subscribers, yielding a penetration rate of 117.0%. Fotolog 3,351 • In 2009, Spain ranked #7 in the world for the number of 3G subscriptions – Hi5 1,997 approximately 22.0 million. • In 2009, it was estimated that there were 1.1 million mobile social network users in Metroflog 1,937 Spain – approximately 16.7% of all mobile internet users. Sonico 1,629 Social • In September 2009, there were approximately 19.0 million social network users. MySpace sites 1,462 Media • Spain ranked #10 in the world in term of gains in Facebook users from March 2010 to April 2010. Spain saw a 6.7% change, equivalent to 584,880 users. Badoo 1,249 • In 2009, 13.0% of Spanish internet users were blog writers. Netlog 339 Skyrock 289 Prakash Devarakonda Note: Reference Sources Page 41
  • 42. United Kingdom – Social Media Snapshot Key Findings Channels Thousands of Internet • According to 2010 data, there are 44.1 million internet users, yielding a penetration In order of popularity: Unique Visitors, rate of 72.0%. May 2009: Broadband • According to 2010 data, there are 18.5 million broadband households, yielding a Facebook 23,860 penetration rate of 69.7%. Bebo 8,546 Mobile • According to 2010 data, there are 79.7 million mobile subscribers, yielding a Windows Live Profile 6,891 penetration rate of 130.0%. • In 2009, the U.K. ranked #5 in the world in terms of the number of 3G MySpace sites 6,531 subscriptions – over 23.6 million. • In 2009, the smartphone penetration rate in terms of total mobile users was Twitter 2,670 17.0%. Digg 1,759 • By 2014, this penetration rate is estimated to increase to 32.0%. • In 2008 there were 8.1 million mobile internet users. Friends Reunited Group 1,629 • In 2009, it was estimated that there were 3.5 million mobile social network users – Tagged 1,625 approximately 30.9% of all mobile internet users. deviantART 1,453 Social • In 2009, the U.K. ranked #2 in the world for the number of tweets, accounting for Media 8.09% of all tweets. Buzznet 1,370 Prakash Devarakonda Note: Reference Sources Page 42
  • 43. Mexico – Social Media Snapshot Key Findings Channels Penetration Rate Internet • According to 2010 data, there are 30.4 million internet users, yielding a 27.0% Among penetration rate. In order of popularity: Respondents*, • Mexico ranks #2 in Latin America in terms of the number of internet users. February-April 2008: • Internet penetration in Mexico has been limited by infrastructure issues, however, technology is rapidly improving. Hi5 58.0% Broadband • According to 2010 data, there are 8.9 million broadband households, yielding a MySpace 34.0% penetration rate of 31.9%. Windows Live Spaces 31.0% Mobile • In 2009, there were 83.5 million mobile subscribers, yielding a penetration rate of 77.4%. Facebook 23.0% • Mobile access is not a major gateway to the internet. Sonico 12.0% • Only 7.0% of those who have mobile internet access use it. • In 2009, the smartphone penetration rate in terms of total mobile users was 3.0%. Metro Flog 11.0% • By 2014, this penetration rate is expected to increase to 12.0%. Blogger 9.0% Social • In 2008, there were approximately 5.1 million social networking users. • Approximately 73.0% of internet users. Flickr 8.0% Media • Mexico was ranked #5 in the world in terms of gains in Facebook users from Note: n=1,030, ages 14+ March 2010 to April 2010. Mexico saw a 10.4% change, equivalent to approximately 885,440 users. • According to the country director of Google Mexico, the country is one of the biggest consumers of YouTube in the world. • Blogging is another popular form of social media in Mexico. • 88.0% of internet users are blog readers. • 60.0% of internet users are blog writers. Prakash Devarakonda Note: Reference Sources Page 43
  • 44. United States of America United States of America 2010: Internet Penetration 221.0M internet users (71.2%)1 2010: Broadband Penetration 79.5M broadband households (67.3%)1 2010: 291.2M subscribers (78.0%)1 2010: Mobile Penetration 83.5M mobile internet users1 2010: 32.7M mobile social network users1 Facebook Penetration: 125,560,420 users June 2010 26.97% of the global audience2 Prakash Devarakonda Note: Reference Sources Page 44
  • 45. Asia-Pacific South Australia China India Japan Malaysia Singapore Taiwan Thailand Korea 2010: 18.7M 2010: 518M 2010: 2010: 2010: users1 2010: 14.8M 2009: 2008: 2.6M 2009: 16.1M Internet users 63.6M 93.4M 36.9M users 16.9M users users users Penetration (38.9%)1 users users users 2008: 15.1M (68.8%)1 (65.7%)2 (53.7%)1 (24.4%)2 (5.4%)1 (73.7%)1 (75.9%)1 users (65.7%)1 2010: 2010: 116.7M 2010: 2010: 2010: 6.5M 32.5M 2010: 1.0M 2010: 5.1M Broadband households 10.0M 2010: 1.3M 15.3M 2009: 891K households households households households Penetration (27.9%)1 households households2 household households2 (75.8%)1 (66.8%)1 (85.8%)1 (60.5%) 1 (4.6%)1 s (90.2%)1 2010: 2010: 2009: 2009: 855.5M 604.1M 112.8M 46.8M subscribers subscribers subscribers subscriber (64.3%)1 (51.5%)1 (72.6%)1 s (96.0%)1 2009: 25.2M 2008: 2009: 6.9M 2008: 25.4M Mobile 2008: 62.0M subscribers 27.7M subscribers subscribers Penetration 2010: 2010: 2009: 2009: subscribers3 (105.6%)1 subscribers3 (135%)1 (110.3%)1 372.8M 12.1M 87.5M 27.7M mobile mobile mobile mobile internet internet internet internet users1 users1 users1 users1 8,799,480 9,431,860 1,139,480 6,795,860 2,141,160 826, 160 6,585,860 3,627,580 45,760 users Facebook users users users users users users users users 0.01% of the Penetration: 1.91% of the 2.05% of 0.25% of 1.47% of 0.46% of 0.18% of 1.43% of the 0.79% of the global May 2010 global the global the global the global the global the global global global audience4 audience4 audience4 audience4 audience4 audience4 audience4 audience4 audience4 Prakash Devarakonda Note: Reference Sources Page 45
  • 46. Asian-Pacific Demographics South Australia China India Japan Malaysia Singapore Taiwan Thailand Korea % of % of Internet: Respondents in Respondents in Male: 53% Male: 68% Gender each group: Female: 47% Female: 32% - - - each group: - - Male: 71% Male: 80% Breakdown Female: 68% Female: 70% % of Respondents in each group: Males: % of Respondents in % of 3-9: 79.2% each group: Respondents in 10-19: 99.5% 6-12: 68.7% each group: 20-29: 98.9% 13-18: 3% 13-19: 94.7% 15-17: 92% 30-39: 94.6% 19-24: 29% 20-29: 94.8% 18-24: 90% 10-29: 62.8% 40-49: 74.9% Internet: Age 25-34: 85% 30-49: 30.6% 25-30: 32% 30-39: 94.7% - - 50-59: 42.9% - - Breakdown 31-40:22% 40-49: 91.7% 35-44: 80% 50+: 5.7% 60+: 16.5% 41-55: 11% 50-59: 81.2% 45-54: 74% Females: 55+: 3% 60-64: 63.0% 55-64: 58% 3-9: 79.5% 65-69: 36.9% 65+: 23% 10-19: 99.8% 70-79: 28.8% 20-29: 99.3% 80+: 15.4% 30-39: 96.5% 40-49: 79.2% 50-59: 46.5% 60+: 17.6% Facebook: Male: 50.4% Male: 46.0% Male: 58.9% Male: 68.9% Male: 47.8% Male: 51.8% Male: 50.0% Male: 52.5% Male: 44.3% Gender Female: 54.0% Female: 41.1% Female: 31.1% Female: 52.2% Female: 48.2% Female: 50.0% Female: 47.5% Female: Female: 55.7% 49.6% Breakdown <=13: 1.5% <=13: 0.5% <=13: 1.0% <=13: 0.4% <=13: 2.2% <=13: 1.3% 14-17: 9.8% <=13: 1.4% <=13: 0.9% <=13: 1.8% 14-17: 6.6% 14-17: 10.5% 14-17: 4.4% 14-17: 15.2% 14-17: 11.6% 18-24: 14-17: 12.3% 14-17: 7.4% 14-17: 13.0% 18-24: 39.6% 18-24: 48.6% 18-24: 28.3% 18-24: 38.2% 18-24: 30.0% 32.0% Facebook: 18-24: 25.4% 25-34: 41.1% 25-34: 27.9% 25-34: 41.2% 25-34: 30.3% 25-34: 32.8% 18-24: 40.8% 25-34: 18-24: 37.8% 25-34: 25.8% 25-34: 37.9% 25-34: 34.4% Age 35-44: 17.2% 35-44: 8.4% 35-44: 7.8% 35-44: 18.5% 35-44: 9.6% 35-44: 16.1% 35-44: 9.4% 40.5% 35-44: 9.2% 45-54: 1.9% 45-54: 2.9% 45-54: 5.2% 45-54: 3.4% 45-54: 5.6% 35-44: Breakdown 45-54: 10.7% 55-64: 0.8% 55-64: 1.0% 55-64: 1.4% 55-64: 0.7% 55-64: 1.6% 45-54: 2.6% 11.7% 45-54: 2.7% 55-64: 5.3% 55-64: 0.6% 55-64: 0.7% +65: 1.0% +65: 0.4% +65: 0.6% +65: 0.3% +65: 0.9% 45-54: 3.1% +65: 2.0% +65: 0.4% +65: 0.5% 55-64: 0.9% +65: 0.5% Prakash Devarakonda Note: Reference Sources Page 46
  • 47. Europe France Germany Ireland Italy Portugal Spain U.K. 2008: 7.8M Internet 2010: 38.9M 2010: 49.7M 2008: 2.0M 2010: 27.5M 2010: 24.1M 2010: 44.1M users (73.8%)2 Penetration users (60.0%)1 users (60.4%)1 users (49.6%)2 users (47.3%)1 users (59.5%)1 users (72.0%)1 2010: 18.8M 2010: 25.2M 2009: 891K 2010: 11.7M 2010: 8.7M 2010: 18.5M Broadband 2008: 1.6M households households households2 households households households Penetration households2 (67.1%)1 (62.8%)1 (48.4%)1 (56.1%)1 (69.7%)1 2010: 79.7M subscribers 2010: 60.9M 2010: 111.1M 2008: 5.4M 2010: 95.9M 2008: 14.9M 2010: 54.9M Mobile (130%)1 subscribers subscribers subscribers3 subscribers subscribers3 subscribers Penetration (96.0%)1 (135%)1 (165%)1 (117%)1 2008: 8.1M mobile internet users1 18,701,820 16,859,560 10,489,480 25,909,280 9,637,120 users 1,573,620 users 2,400,460 users Facebook users users users users 2.09% of the 0.34% of the 0.52% of the Penetration: 4.06% of the 3.66% of the 2.28% of the 5.62% of the global global global May 2010 global global global global audience4 audience4 audience4 audience4 audience4 audience4 audience4 Prakash Devarakonda Note: Reference Sources Page 47
  • 48. European Demographics France Germany Ireland Italy Portugal Spain U.K. Internet: Male: 55% Male: 52% Gender See Below See Below - Female: 45% - See Below Female: 48% Breakdown % of Responders in % of Responders in % of Responders in each group: each group: each group: 15-25: 20% Male: Male: Male: <25: 24% 25-34: 19% Internet: Age 15-24: 46% 15-24: 43% 15-24: 51% - 25-54: 63% - 35-44: 23% Breakdown 25+: 52% 25+: 59% 25+: 59% 54+: 13% 45-54: 18% Female: Female: Female: 55+: 18% 15-24: 54% 15-24: 57% 15-24: 49% 25+: 48% 25+: 41% 25+: 41% Facebook: Male: 48.2% Male: 49.5% Male: 45.3 Male: 54.0% Male: 49.6% Male: 48.2% Male: 48.2% Gender Female: 51.2% Female: 50.5% Female: 54.7 Female: 46.0% Female: 50.4% Female: 51.8% Female: 51.8% Breakdown <=13: 2.3% <=13: 1.6% <=13: 1.2% <=13: 1.8% <=13: 2.0% <=13: 0.4% <=13: 1.2% 14-17: 16.4% 14-17: 16.1% 14-17: 11.5% 14-17: 15.2% 14-17: 13.7% 14-17: 9.7% 14-17: 12.7% Facebook: 18-24: 27.3% 18-24: 30.6% 18-24: 26.6% 18-24: 26.5% 18-24: 24.9% 18-24: 22.4% 18-24: 25.9% 25-34: 26.4% 25-34: 29.6% 25-34: 33.6% 25-34: 28.3% 25-34: 30.2% 25-34: 37.1% 25-34: 25.7% Age 35-44: 14.2% 35-44: 13.1% 35-44: 16.5% 35-44: 17.3% 35-44: 17.5% 35-44: 19.3% 35-44: 17.7% Breakdown 45-54: 8.2% 45-54: 6.3% 45-54: 6.7% 45-54: 7.9% 45-54: 7.7% 45-54: 7.8% 45-54: 10.2% 55-64: 3.9% 55-64: 1.9% 55-64: 2.8% 55-64: 2.3% 55-64: 3.0% 55-64: 2.4% 55-64: 4.7% +65: 1.2% +65: 0.8% +65: 1.1% +65: 0.8% +65: 1.0% +65: 0.9% +65: 1.9% Prakash Devarakonda Note: Reference Sources Page 48
  • 49. Latin America Brazil Mexico Internet 2010: 2010: Penetration 72.2M users (35.9%)1 30.4M users (27.0%)1 Broadband 2010: 2010: Penetration 12.6M households (23.6%)1 8.9M households (31.9%)1 2009: 2010: 83.5M subscribers (77.4%)1 186.0M subscribers (92.5%)1 Mobile Penetration 2007: 2010: 29.0% of subscribers have mobile internet 31.6M mobile internet users1 access2 Facebook 4,425,560 users 11,792,360 users Penetration: 0.96% of the global audience3 2.56% of the global audience3 May 2010 Prakash Devarakonda Note: Reference Sources Page 49
  • 50. Latin American Demographics Brazil Mexico Internet: Male: 41.0%4 Male: 61.0%4 Gender Female: 38.0%4 Female: 39.0%4 Breakdown % of Responders in each group: Breakdown = 100%:4 10-15: 59.0%4 14-25: 29.0%4 16-24: 69.0%4 Internet: Age 26-35: 37.0%4 25-34: 49.0%4 Breakdown 36-45: 20.0%4 35-44: 32.0%4 46-55: 10.0%4 45-59: 16.0%4 +56: 4.0%4 +60: 2.0%4 Facebook: Male: 46.1%3 Male: 49.6%3 Gender Female: 53.9%3 Female: 50.4%3 Breakdown <=13: 1.0%3 <=13: 2.3%3 14-17: 8.8%3 14-17: 21.1%3 Facebook: 18-24: 27.7%3 18-24: 36.1%3 25-34: 31.9%3 25-34: 25.1%3 Age 35-44: 16.0%3 35-44: 10.0%3 Breakdown 45-54: 9.8%3 45-54: 3.6%3 55-64: 3.7%3 55-64: 1.1%3 +65: 1.2%3 +65: 0.6%3 Prakash Devarakonda Note: Reference Sources Page 50
  • 51. Social Media User Segmentation Prakash Devarakonda
  • 52. Australia – Social Media User Segmentation Prakash Devarakonda 52
  • 53. China – Social Media User Segmentation Prakash Devarakonda 53
  • 54. India – Social Media User Segmentation Prakash Devarakonda 54
  • 55. Japan – Social Media User Segmentation Prakash Devarakonda 55
  • 56. Prakash Devarakonda 56
  • 57. Prakash Devarakonda Note: Reference Sources Page 57
  • 58. Prakash Devarakonda 58
  • 59. Prakash Devarakonda 59
  • 60. Prakash Devarakonda 60
  • 61. Prakash Devarakonda 61
  • 62. Sources Regional Summaries – Country Snapshots & Case Studies – China: Germany: Asia-Pacific: 1) eMarketer 1) eMarketer 1) eMarketer 2) Forrester 2) asiadma.com Ireland: Japan: 1) eMarketer 1) eMarketer Europe: 2) Forrester Italy: 1) eMarketer 1) eMarketer 2) Forrester South Korea: 1) eMarketer Portugal: Latin America: 2) comScore 1) eMarketer 1) eMarketer 3) Wetpaint 2) Internet World Stats Australia: 3) International Telecommunication Union (ITU) 1) eMarketer 2) Nielson Online Spain: 3) Forrester 1) eMarketer India: United Kingdom: 1) eMarketer 1) eMarketer 2) Informa Telecoms & Media 3) Norton Online Living Brazil: 4) comScore 5) Forrester 1) eMarketer 2) comScore Malaysia: 1) eMarketer Mexico: 2) Nielson Online 3) comScore 1) eMarketer 4) asiadma.com 2) Millward Brown México 5) Wetpaint Singapore: 1) eMarketer 2) asiadma.com 3) comScore 4) Media.Asia France: 1) eMarketer 2) ogilvypr.com Prakash Devarakonda 62
  • 63. Sources Penetration Rates & Demographics – United States: 1) eMarketer 2) CheckFacebook.com Asia-Pacific: 1) eMarketer 2) Internet World Stats 3) International Telecommunication Union (ITU) 4) CheckFacebook.com Europe: 1) eMarketer 2) Internet World Stats 3) International Telecommunication Union (ITU) 4) CheckFacebook.com Latin America: 1) eMarketer 2) Kantar Media Research Group 3) CheckFacebook.com Prakash Devarakonda 63