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International Social Media Trends


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international social media market

Published in: Technology
  • Truly, a great presentation, nicely structured......I will use some bits and the stats in order to describe recent trend while I am explaining current Internet usage trends in Germany....
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International Social Media Trends

  1. 1. International social media trends Conversational PR Clare Hamilton-Eddy March 5th 2009
  2. 2. Introduction PURPOSE?  Overview of some global social media trends   Social networks  Blogging  Micro-blogging  Mobile Good starting reference point for latest trends, stats, sites  Help with pitches 
  3. 3. From the outset BROADBAND: availability, speeds, costs = crucial More than 17 million households in the UK, or 67.2% of the total population, will  subscribe to various broadband technologies in 2009 Globally, average broadband take-up was 56 per cent of households in 2007,  compared with 12 per cent in 2002  The UK is above average, with 60 per cent of households connected  The Netherlands leads the way with 81 per cent  Canada = 66 per cent / Sweden and US = 62 per cent and 61 per cent  Limited broadband access/high prices have slowed high penetration in some markets (eg Italy/Spain) but situations are rapidly changing  BUT: there are also signs that growth rates in the broadband sector are slowing. Only the USA and Germany have seen a higher growth rate in 2007 than in 2006  eMarketer Oct 2008
  4. 4. Clocking up the hours How much time are we spending online? The US leads the way at just over 15 hours per week in 2007 - up from 11 hours in  2004 The UK is second at nearly 14 hours per week, an increase of nearly 6.5 hours a  week in 2004 Canadians are the biggest social networkers with 55 per cent of internet users visiting  a social networking site. More women than men are using the internet   Some 56 per cent of Italian women use the internet compared to 44 per cent of Italian men  Japanese and Spanish women follow at 55 per cent, with the UK and France having an equal gender split. Women in the US are bucking this trend, at 48 per cent compared with 52 per cent of men using the internet.
  5. 5. Global overview: internet users Internet users:  China: 253m  United States: 228m  Japan: 107m  India: 63m  Germany: 57.5m  Brazil: 50.8m  UK: 41.1m  France: 36.1m Full list can be viewed here: 
  6. 6. Global overview: social networks 2007  Myspace  Facebook        LinkedIn  Twitter = 22 
  7. 7. Social network map - November 2008
  8. 8. A closer look FACEBOOK Currently available in 15 languages  Canada has more active users than anyone else, outside US   with more than 7million The UK is the third largest country   just under 7million users Remaining top 10 countries (in order): Australia, Turkey, Sweden, Norway, South  Africa, France, Hong Kong  presentation YOUTUBE Currently in 19 regions across the globe in multiple languages  US, Japan, UK, Italy, Spain, Netherlands, Ireland, France, Poland, Brazil, Canada,  Mexico, Australia, Hong Kong, Taiwan, New Zealand, Germany, Russia, Korea LINKEDIN More than 30 million people use LinkedIn, widely-regarded as one of the  more well-know social networking site for white-collar professionals  November 08 Metrics in Action
  9. 9. A quick look at Germany…
  10. 10. Germany cont. Germans are very loyal to their social networks. Over 70 % said they will  remain long-term active users on their current network 85 % of all Germans who use the internet are members of social networks  The majority said they intend to use social networks via mobile phones in the  near future Youtube, Clipfish, MyVideo and MySpace = most popular German sites  StudiVZ and Xing are extremely popular as is (like Twitter)   People using all these networks are between 23 and 47  StudiVZ: now one of the leading social platforms in Germany with about 13 million members  PWC study, April 2008 Facebook currently has 2 million members  Social media trend for 2009? Consolidation – large companies are going to  buy up the small ones  Ehssan Dariani, owner and founder of StudiVZ
  11. 11. A quick look at France 2009: 7 million users – fast growth 2009: 4 million bloggers Over 50% of French bloggers use Sky Rock as their blog platform 2009: 10 million users – slower growth 2009: 20,000 users only
  12. 12. France cont. The French distinguish themselves, both statistically and anecdotally, ahead of  Germans, Britons and even Americans in their obsession with blogs 60 per cent of French Internet users visited a blog in May, ahead of Britain with 40  percent and little more than a third in the United States  Comscore Likewise, French bloggers spent more than an hour in June visiting France's top-  rated blog site, far ahead of the 12 minutes spent by Americans doing the same and less than 3 minutes for Germans  Nielsen/NetRatings More than three million Internet users, or more than 12 percent of those online in  France have created a blog  Médiamétrie French blogs stands out in other measurable ways   Longer, more critical, more ego-centric, more negative and more provocative than US/UK  CRM Metrix
  13. 13. The rest of Europe
  14. 14. It’s all about Twitter! Twitter is dominated by newer users - 70% of Twitter users joined in 2008   There are currently over 6m users signed up to Twitter An estimated 5-10 thousand new accounts are opened per day  35% of Twitter users have 10 or fewer followers  9% of Twitter users follow no one at all  There is a strong correlation between the number of followers you have and the  number of people you follow  Hubspot: Q4 08 report
  15. 15. The global rise of Twitter Twitter visitors up over 750% from last year: 
  16. 16. Global Twitter patterns
  17. 17. Going mobile Nearly half of social networking users (46%) have visited a social network on a  mobile device Out of those users, 70% have visited MySpace and 67% have visited Facebook  No other social network, including those specialized for mobile devices, even reached  15% adoption Based on these numbers, ABI Research concludes that consumers do not want  new social networks for mobile phones - they just want to interact with the social networks where they're already members Out of those users, only 1% had visited a social network on their phone only.  ABI Research (November 2008)  With the rise of smartphone-based computing, applications like Brightkite, Loopt, and  others are slowly growing their user base Bebo - quot;Bebo Open Mobilequot; whose goal is to provide the mobile industry with tools  designed to help integrate the site and its services into manufacturers' handsets – O2 as first UK carrier last month (Beta in December saw 60% growth in traffic in just four weeks)  Nokia currently in talks with Facebook Google recently announced a new mobile location-aware application called Latitude,  which lets you track your friends' whereabouts using your mobile phone
  18. 18. Mobile cont. Mobile social networking is helping drive mobile web usage into the mainstream in  Western Europe, where the number of users accessing social nets with their phones jumped 152 percent from November 2007 to November 2008  ComScore That translates into some 12.1 million users across the UK, France, Germany, Italy  and Spain all using their phones to access social nets Leading the way are the British with the highest penetration of mobile social  networking at 9 percent in the three months ending November 2008  Average penetration across all countries is 5 percent In the three-month average period ending November 2008, 34 percent of phone  owners in Western Europe who visited social networking sites accessed social media exclusive of all other mobile Web content  Comscore Women make up nearly half of the audience (48 percent) exclusively visiting social  nets, but only 32 percent who access other forms of mobile web content
  19. 19. *Includes top five countries listed. Mobile Mobile search via mobile device June 2007 – June 2008 US and Western Europe Source: ComScore Country June 2007 June 2008 Percent change  France 1,483 2,196 48%  Germany 1,316 1,837 40%  Italy 2,010 2,810 40%  Spain 923 1,293 40%  UK 3,454 4,497 30%  Europe 9,186 12,633 38%  US 12,353 20,793 68% 
  20. 20. Further afield: US 105 million Americans participate in social media  In 2008, 79.5 million people—41% of the US Internet user population—visited social  network sites at least once a month, an 11% increase over the previous year Seven million are considered quot;heavyquot; social media contributors   This is defined as people who participate in six or more activities and connect with at least 248 people on a one-to-many basis on a typical week. The most popular platforms include Facebook, YouTube, Flickr, LinkedIn, Twitter, Digg, and Yelp Time spent communicating online went from 27 percent of time online in 2006 to 32  percent in 2008  This includes activities such as e-mail, instant messaging, posting to blogs, and photo sharing Time devoted to entertaining activities online went from 49 percent of the time spent  online in 2006 to 20 percent two years later  Entertainment was defined as participating in online games, accessing videos, and accessing Web sites for fun 54 percent of micro-bloggers post content or quot;tweetquot; daily  NetPop Research, March 2009 
  21. 21. US cont. Across the Web, social networking sites experienced a 13 percent gain in U.S.  audience from December 2007 to December 2008 Top Social Networking Sites by Unique Visitors, December 2008 Property December 2007 December 2008 Change (%) (000) (000) Total 183,619 190,650 4 Internet audience Social 120,201 135,715 13 networking audience 68,905 75,919 10 m Facebook 34,658 54,552 57 Flickr 13,540 20,698 53 Classmates 10,002 16,553 66 For full list, visit: Online* N/A 15,018 N/A * Buzznet 4,973 9,781 97 AOL 40 9,208 22,701 Community
  22. 22. US podcasts Podcast growth will continue at least through 2013, when there will be 37.6 million  people downloading podcasts on a monthly basis – more than double the 2008 figure of 17.4 million As a percentage of internet users, podcast downloaders will grow from 9% in 2008 to  17% in 2013 Males between 18 and 29 are the most common downloaders   Emarketers
  23. 23. Asia: China
  24. 24. Asia: China
  25. 25. Asia: China Chinese govt roles in Social media The focus has primarily been on internet content, and bloggers are affected. But, social media is  beyond blogging and can be contained in micro venues of social network pages, comments, and Twitter. As social media continues to pervade in China, it goes to reason that the government is looking at these outlets as well. It may only be a matter of time before it focuses attention here.
  26. 26. Asia: India India had 45.3 million active internet users and 62.5 million claimed internet users in  September 2008  IAMAI & IMRB International India’s mobile subscriber base topped 350 million users by end of 2008   Its network is the second largest in the world after China ITU Telecom Asia 
  27. 27. The global future? Filters: are rapidly becoming a pertinent issue for developers of social media  services. As a result, social aggregation platforms are in the perfect position to lead the pack  Challenge: not becoming too noisy New real-time web app launches that integrates Twitter, FriendFeed & more  iTunes adds social networking features; but it's still a closed development system  Facebook signs up to OpenSocial  Facebook Connect authentication will become dominant method for authentication on  the web Twitter will start to make more and more money  Twitter is going to continue to grow and eventually get acquired, while Facebook is  going to see further decline 
  28. 28. The global future •Uber blogs •blogs that combines different content streams into one large blog with one primary top level URL, will explode in 2009 •In 2009 big will be better. Not big networks of many sites, but big blogs that break out of the narrow niche focus that has been typical of commercial blogging until now, and instead go wide in content but focused on one brand and one URL. •Duncan Riley, December 2008 •Blog Posts to Become More Interactive RSS is fantastic but it's a pull in technology. It's not real time get to a point where Twitter and FriendFeed are mechanisms for this, where blog posts become a lot more interactive Matt Mullenweg
  29. 29. Summary Social media is a global phenomenon happening in all markets regardless of wider  economic, social and cultural development  If you are online you are using social media US / UK very much leading social media revolution, Europe playing catch up  However, emerging markets must not be ignored!  Asian markets are leading in terms of participation, creating more content than any  other region  China has the largest blogging community in the world with 42m bloggers, more than the US and Western Europe combined  India will soon be a force to be reckoned with – watch this space Facebook, Twitter, blogging here to stay  Mobile is the next big thing for 2009 as is social aggregation and filtering  That said, globally, (over 17 markets of the world) well over half the population (58%)  do not know what social networking is  Synovate 2009 Constant education, evolution…WATCH THIS SPACE 
  30. 30. Questions