Social networking has become a central online activity in Latin America, reaching 114.5 million people in the region in June 2011. Facebook is the dominant social network, reaching over 91 million visitors in Latin America. Countries in Latin America show high levels of engagement on social networks, with Argentina, Chile, Colombia, Venezuela, and Peru ranking among the top 25 global markets for time spent on social networking sites. While males and females make up nearly equal portions of social networking users in Latin America, females account for a greater share of time spent on the sites.
1) Over 50% of the global population is active on social media, with platforms like social networks and video/photo sharing sites growing rapidly while more traditional sites decline.
2) Microblogging and social networking are the fastest growing forms of social contribution, indicating a shift to real-time sharing over static or long-form content creation.
3) Social media adoption is highest in emerging markets like Brazil, China, Russia, Philippines, and India, where over 50% of internet users participate monthly on social platforms.
This document discusses social media usage trends in the Arab world and its impact on societal and cultural change. It finds that social media usage continues to grow exponentially in the region and is now used for civic engagement, political participation, business, and social change, not just entertainment. A survey explores perceptions of how social media is influencing Arab identity and culture. Growth rates and user demographics of Facebook, Twitter, and LinkedIn in the Arab world and globally are also discussed.
This document summarizes statistics and trends regarding social networking sites from January to March 2011. It discusses how social media is influencing online shopping, tracking regional dialects on Twitter, and user activity on social networking sites and organizations. It also summarizes business news about Facebook, Twitter, LinkedIn and other sites, including revenue, user growth, and new products. Finally, it outlines how various companies are using social media for marketing purposes, including Toyota's Facebook poll on naming multiple Prius cars and foodservice operators using sites like Facebook to engage customers.
Social media has become deeply ingrained in our lives and influences many aspects of communication and business. Statistics show that social networking sites could soon have more users than India's population, and people spend around 6 hours per month on social platforms. Social media is now used across various sectors for tasks like public policy, marketing, health outreach, and more. It has become an important tool for public figures, organizations, and individuals to engage with audiences.
A paper, written for the States of Jersey, describing the impact of Social Media on politics: ranging from the Obama case, filtering to the UK "social" election and on to local governments.
This document summarizes the findings of a survey on Arab women's use of social media and its potential role in empowering women and increasing civic engagement. Some key findings:
1) Arab women make up only 1/3 of social media users in the Arab region, much lower than the global average of 50%. The largest barrier to women's social media use is societal and cultural constraints.
2) Men's and women's social media usage trends and purposes are largely similar, including networking, accessing information/jobs, and activism.
3) Most respondents felt social media could enhance women's participation in legal, political, economic and civic arenas, though its impact may be limited without broader gender equality and
Kaplan and haenlein 2010 Users of the world, unite! The challenges and opport...Twittercrisis
This document provides a definition and classification of social media. It begins by discussing the history and evolution of social media, from early bulletin board systems and personal homepages to modern platforms like Facebook, YouTube, and Wikipedia. The document distinguishes social media from related concepts of Web 2.0 and user-generated content. It then proposes a classification of social media applications according to their degree of social presence/media richness and level of self-disclosure/self-presentation. Major categories include collaborative projects, blogs, content communities, social networking sites, and virtual worlds. The classification is intended to help structure the rapidly evolving field of social media.
Political sites and blogs are increasingly influential in elections by providing relentless coverage of campaigns. They engage users through commenting features, allowing people to post entries and comments. This fosters debate and keeps discussions alive. Data shows some political sites now get as many visitors as mainstream news sites. Their partisan commentary may contribute to an "echo chamber" effect where like-minded views reinforce each other. Campaigns are recognizing the importance of these sites and targeting them with online ads.
1) Over 50% of the global population is active on social media, with platforms like social networks and video/photo sharing sites growing rapidly while more traditional sites decline.
2) Microblogging and social networking are the fastest growing forms of social contribution, indicating a shift to real-time sharing over static or long-form content creation.
3) Social media adoption is highest in emerging markets like Brazil, China, Russia, Philippines, and India, where over 50% of internet users participate monthly on social platforms.
This document discusses social media usage trends in the Arab world and its impact on societal and cultural change. It finds that social media usage continues to grow exponentially in the region and is now used for civic engagement, political participation, business, and social change, not just entertainment. A survey explores perceptions of how social media is influencing Arab identity and culture. Growth rates and user demographics of Facebook, Twitter, and LinkedIn in the Arab world and globally are also discussed.
This document summarizes statistics and trends regarding social networking sites from January to March 2011. It discusses how social media is influencing online shopping, tracking regional dialects on Twitter, and user activity on social networking sites and organizations. It also summarizes business news about Facebook, Twitter, LinkedIn and other sites, including revenue, user growth, and new products. Finally, it outlines how various companies are using social media for marketing purposes, including Toyota's Facebook poll on naming multiple Prius cars and foodservice operators using sites like Facebook to engage customers.
Social media has become deeply ingrained in our lives and influences many aspects of communication and business. Statistics show that social networking sites could soon have more users than India's population, and people spend around 6 hours per month on social platforms. Social media is now used across various sectors for tasks like public policy, marketing, health outreach, and more. It has become an important tool for public figures, organizations, and individuals to engage with audiences.
A paper, written for the States of Jersey, describing the impact of Social Media on politics: ranging from the Obama case, filtering to the UK "social" election and on to local governments.
This document summarizes the findings of a survey on Arab women's use of social media and its potential role in empowering women and increasing civic engagement. Some key findings:
1) Arab women make up only 1/3 of social media users in the Arab region, much lower than the global average of 50%. The largest barrier to women's social media use is societal and cultural constraints.
2) Men's and women's social media usage trends and purposes are largely similar, including networking, accessing information/jobs, and activism.
3) Most respondents felt social media could enhance women's participation in legal, political, economic and civic arenas, though its impact may be limited without broader gender equality and
Kaplan and haenlein 2010 Users of the world, unite! The challenges and opport...Twittercrisis
This document provides a definition and classification of social media. It begins by discussing the history and evolution of social media, from early bulletin board systems and personal homepages to modern platforms like Facebook, YouTube, and Wikipedia. The document distinguishes social media from related concepts of Web 2.0 and user-generated content. It then proposes a classification of social media applications according to their degree of social presence/media richness and level of self-disclosure/self-presentation. Major categories include collaborative projects, blogs, content communities, social networking sites, and virtual worlds. The classification is intended to help structure the rapidly evolving field of social media.
Political sites and blogs are increasingly influential in elections by providing relentless coverage of campaigns. They engage users through commenting features, allowing people to post entries and comments. This fosters debate and keeps discussions alive. Data shows some political sites now get as many visitors as mainstream news sites. Their partisan commentary may contribute to an "echo chamber" effect where like-minded views reinforce each other. Campaigns are recognizing the importance of these sites and targeting them with online ads.
This document provides an overview of a presentation on social media given by Sanjiv Choudhary. The presentation covers topics such as the definition of social media, classifications of social media, differences between social media and traditional media, popular social networking sites and their market share, and how various organizations use social media as a marketing and customer relationship management tool. The presentation concludes by stating that social, mobile, analytics, and cloud computing (SMAC) will be important for the future of the IT industry and marketing.
This document summarizes UK online media trends in March 2011. It discusses how social media surpassed entertainment as the top online activity in the UK. It also looks at which retailers are effectively leveraging Facebook's marketing potential, finding that large retailers like eBay, Amazon and Argos receive significant traffic from Facebook, as do fashion brands like ASOS, Topshop, Next and New Look. In addition, it covers several "fast movers" in online searches and traffic in February/March 2011 related to events like the 2011 UK census, Rihanna's controversial music video, and the viral success of singer Rebecca Black's song "Friday".
China's social media and mobile providers set to shake the tech world v3Intelligencia Limited
The days of China simply being a country that copies, pirates and counterfeits American and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space and this competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral.
This document provides a summary of key findings from a 2010 survey of 1,173 nonprofit professionals about their organization's use of social networks. Some of the main findings include:
- Facebook continued to be the most widely used commercial social network, with 86% of nonprofits reporting a presence there, up from 74% in 2009. However, average community size on Facebook dropped from over 5,000 to 2,440 members.
- Twitter saw significant growth, with usage by nonprofits increasing from 43% in 2009 to 60% in 2010. The average number of followers on Twitter also increased dramatically from 286 to 1,792.
- Around 22% of nonprofits reported operating their own "house social networks
The document discusses the history and current state of social media and social networking. It begins by defining social networking services and describing some major current platforms like Facebook, LinkedIn, Twitter, and Instagram. It then covers the history of communication technologies leading up to early social media sites in the late 20th century. Today, billions in revenue are generated through advertising on major social platforms. The impact of social media on politics and its growing importance for financial advisors are also addressed.
The document discusses social media and its use among different demographics. It provides statistics that show over half of social media users are women, and they use social media more actively than men at a 55% to 45% ratio. While both men and women see benefits from social media use, the findings suggest women experience more positive changes related to health, social connectedness, and empowerment. The document also discusses challenges in assessing social media use among women in developing countries due to lack of reliable data and defines the evolution of the web from Web 1.0 to Web 2.0 to the emerging Web 3.0 or Semantic Web.
Paradigm in Traditional Marketing: Social Media & Gen YToni Gardner
The document discusses how social media applications can impact online customer relationship management, customer satisfaction, and trust as Generation Y becomes the majority consumer base. It reviews literature on social media technologies like Facebook, Twitter, YouTube, and their roles. Generation Y has different characteristics than older generations as they grew up with technology. The document suggests companies should understand Gen Y and use social media to attract and engage them.
The document provides an overview of social media and theoretical perspectives on social media. It discusses functionalist, conflict, and interactionist perspectives. It covers topics like social media addiction, statistics on Pakistani social media users, types of cyber crimes, and laws related to cyber crimes. The document contains an introduction to social media, definitions, types of social media, and an overview of the growth of social media users worldwide and in Pakistan. It examines the perspectives on both the positive and negative impacts of social media.
This document discusses the cultural dimensions of social and mobile media. It provides background on the growth of diverse communities and social media usage. Key insights include: the growth of the US Hispanic population and their widespread adoption of social media and mobile devices. Hispanics outpace other groups in social media engagement and are more likely to use mobile for activities like texting. The document also explores language preferences of Hispanics on platforms like Twitter and Facebook and spending behaviors during the holiday season.
This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.
This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.
Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of
COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.
More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis.
Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers. These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social
audiences onto other networks.
We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID. As a result, social networks will become an increasingly important source for talent spotting, as well as a
key avenue for content and information consumption.
This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities. Social media is already an important part of digital media habits and digital marketing strategies. In 2021,
that importance looks set to continue and grow even further.
The document provides an overview of Facebook including:
- Facebook has over 1.23 billion monthly active users globally and generates over $7 billion in annual revenue primarily from advertising.
- Key executives and leaders at Facebook include Mark Zuckerberg, Sheryl Sandberg, and Mike Schroepfer.
- Facebook has acquired companies like Instagram, WhatsApp, and Oculus VR to expand its user base and services.
- While Facebook dominates the social media market, it faces challenges around monetizing mobile users, competing with Google, and ensuring continued growth.
Navigating the Social Media Landscape In ChinaGravity Media
China's relatively strong economy and its growing middle class means more Chinese citizens have money to travel and spend, according to tourism experts. The middle class in China numbered 247 million people in 2011, or 18% of the population, and is projected to grow to more than 600 million by 2020.
To bring it home to the United States, Chinese tourists spend an average of $2,932 per visit to California, compared with $1,883 for other overseas visitors, according to the latest statistics by the U.S. Office of Travel and Tourism Industries. A big chunk of their spending — about 33% — goes for gifts and souvenirs.
So, reaching this audience before they get to the United States can be a big priority for many brands and marketers. Given the internet firewalls, it can be near impossible to reach Chinese people in China. Facebook and Twitter are pretty much nonexistent; however there are in-country options to consider. We break it down for you.
The document discusses various ideas proposed by a group to address privacy issues with Facebook. The three solutions proposed are:
1) Facebook should establish a philanthropic foundation to fund social good causes and improve its reputation.
2) Facebook should expand its VoIP calling functionality worldwide to help users stay connected and save on international calling costs.
3) Facebook should develop a new web browser that integrates Facebook and email functionality to create a more personalized browsing experience. Photos and features of "Facebook Home" browser concept are shared.
Z kanelis profit nature of platforms-gzZachKanelis
This document advocates for teaching digital literacy in schools to help students understand and navigate profit-driven online platforms. It argues that platforms prioritize profits over user interests by collecting personal data, using algorithms and moderation to encourage interactions for advertising revenue. While platforms provide useful services, students need skills to critically evaluate information affected by these business practices. The document proposes including digital literacy in curriculums to help students find reliable sources and identify paid advertising amid vast online information. Challenges to implementation include evolving technology and time constraints, but resources exist to help educators prioritize teaching critical digital skills.
The document discusses using social media for alumni relations and university development. It provides background on the evolution of social media and defines key terms. It analyzes how President Obama's 2008 campaign successfully used social media to engage supporters and raise funds, serving as a model for higher education institutions. Experts recommend universities build relationships through social media to connect with alumni where they are online.
Digital me - Social Media and Internet Market in Brasildigitalmebrasil
Brazil has the fifth largest social media population in the world. Facebook has become the dominant social network, growing its user base 192% over the previous year. Social media engagement is high, with Brazilians spending an average of 5 hours on Facebook and visiting 27 times per month. E-commerce is also growing rapidly, projected to reach $18.7 billion in 2012, with over 30% of internet users making online purchases. Social media plays a large role in influencing purchasing decisions.
Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing.
The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.
Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.
Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.
In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively.
Diversify Your Channels:
The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences.
Align Your Content:
Different platforms lend themselves to different conversations. Twitter, with its fluid real-time feed, is the sensible forum for news and sports. Tablets are tactile, and the device of choice for users looking to swipe through Pins and videos. Master the characteristics of the various channels and devices, and align your media and content strategies accordingly.
Facebook led social media in redefining communication in the digital world in 2011. Online video viewing significantly increased, with over 100 million Americans watching daily. Digital advertising continued shifting to online platforms, while e-commerce sales grew 12% due to price and convenience. The rise of smartphones and tablets also fueled increased content consumption across various devices.
U.S. Digital future in focus 2012 (comScore) -Feb12Retelur Marketing
Motivados por la ola de innovación de los dispositivos digitales y las nuevas plataformas tecnológicas de software, las cuales, los consumidores han adoptado rápidamente, introduciéndolas en sus hábitos de consumo digitales. 2011 marcó un emocionante año para la industria de medios digitales y marcó un año aún más trascendental por delante. (inglés)
Herramientas para generar contenidos en internetRenata Cabrales
La presentación contiene un listado de links a sitios web orientados a servir de plataforma (herramientas y aplicaciones) para generar contenidos en internet.
El documento presenta el programa académico del V Congreso WAPOR Latinoamérica, el cual incluye sesiones de jóvenes investigadores y sesiones académicas con paneles sobre temas relacionados con los medios, la política y la opinión pública durante tres días, con traducción simultánea al español y portugués. El congreso contará con presentaciones académicas, una plenaria y una ceremonia de inauguración y clausura.
The document discusses the growth of e-commerce in Latin America, noting that online spending in the region is projected to more than double by 2014 with Brazil remaining the largest market. It provides details on the state of e-commerce in several Latin American countries like Brazil, Mexico, Argentina, and Chile, highlighting rising internet penetration and the popularity of online shopping. Key factors for success in Latin America e-commerce are also examined, including using local languages and payment methods.
This document provides an overview of a presentation on social media given by Sanjiv Choudhary. The presentation covers topics such as the definition of social media, classifications of social media, differences between social media and traditional media, popular social networking sites and their market share, and how various organizations use social media as a marketing and customer relationship management tool. The presentation concludes by stating that social, mobile, analytics, and cloud computing (SMAC) will be important for the future of the IT industry and marketing.
This document summarizes UK online media trends in March 2011. It discusses how social media surpassed entertainment as the top online activity in the UK. It also looks at which retailers are effectively leveraging Facebook's marketing potential, finding that large retailers like eBay, Amazon and Argos receive significant traffic from Facebook, as do fashion brands like ASOS, Topshop, Next and New Look. In addition, it covers several "fast movers" in online searches and traffic in February/March 2011 related to events like the 2011 UK census, Rihanna's controversial music video, and the viral success of singer Rebecca Black's song "Friday".
China's social media and mobile providers set to shake the tech world v3Intelligencia Limited
The days of China simply being a country that copies, pirates and counterfeits American and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space and this competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral.
This document provides a summary of key findings from a 2010 survey of 1,173 nonprofit professionals about their organization's use of social networks. Some of the main findings include:
- Facebook continued to be the most widely used commercial social network, with 86% of nonprofits reporting a presence there, up from 74% in 2009. However, average community size on Facebook dropped from over 5,000 to 2,440 members.
- Twitter saw significant growth, with usage by nonprofits increasing from 43% in 2009 to 60% in 2010. The average number of followers on Twitter also increased dramatically from 286 to 1,792.
- Around 22% of nonprofits reported operating their own "house social networks
The document discusses the history and current state of social media and social networking. It begins by defining social networking services and describing some major current platforms like Facebook, LinkedIn, Twitter, and Instagram. It then covers the history of communication technologies leading up to early social media sites in the late 20th century. Today, billions in revenue are generated through advertising on major social platforms. The impact of social media on politics and its growing importance for financial advisors are also addressed.
The document discusses social media and its use among different demographics. It provides statistics that show over half of social media users are women, and they use social media more actively than men at a 55% to 45% ratio. While both men and women see benefits from social media use, the findings suggest women experience more positive changes related to health, social connectedness, and empowerment. The document also discusses challenges in assessing social media use among women in developing countries due to lack of reliable data and defines the evolution of the web from Web 1.0 to Web 2.0 to the emerging Web 3.0 or Semantic Web.
Paradigm in Traditional Marketing: Social Media & Gen YToni Gardner
The document discusses how social media applications can impact online customer relationship management, customer satisfaction, and trust as Generation Y becomes the majority consumer base. It reviews literature on social media technologies like Facebook, Twitter, YouTube, and their roles. Generation Y has different characteristics than older generations as they grew up with technology. The document suggests companies should understand Gen Y and use social media to attract and engage them.
The document provides an overview of social media and theoretical perspectives on social media. It discusses functionalist, conflict, and interactionist perspectives. It covers topics like social media addiction, statistics on Pakistani social media users, types of cyber crimes, and laws related to cyber crimes. The document contains an introduction to social media, definitions, types of social media, and an overview of the growth of social media users worldwide and in Pakistan. It examines the perspectives on both the positive and negative impacts of social media.
This document discusses the cultural dimensions of social and mobile media. It provides background on the growth of diverse communities and social media usage. Key insights include: the growth of the US Hispanic population and their widespread adoption of social media and mobile devices. Hispanics outpace other groups in social media engagement and are more likely to use mobile for activities like texting. The document also explores language preferences of Hispanics on platforms like Twitter and Facebook and spending behaviors during the holiday season.
This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.
This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.
Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of
COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.
More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis.
Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers. These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social
audiences onto other networks.
We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID. As a result, social networks will become an increasingly important source for talent spotting, as well as a
key avenue for content and information consumption.
This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities. Social media is already an important part of digital media habits and digital marketing strategies. In 2021,
that importance looks set to continue and grow even further.
The document provides an overview of Facebook including:
- Facebook has over 1.23 billion monthly active users globally and generates over $7 billion in annual revenue primarily from advertising.
- Key executives and leaders at Facebook include Mark Zuckerberg, Sheryl Sandberg, and Mike Schroepfer.
- Facebook has acquired companies like Instagram, WhatsApp, and Oculus VR to expand its user base and services.
- While Facebook dominates the social media market, it faces challenges around monetizing mobile users, competing with Google, and ensuring continued growth.
Navigating the Social Media Landscape In ChinaGravity Media
China's relatively strong economy and its growing middle class means more Chinese citizens have money to travel and spend, according to tourism experts. The middle class in China numbered 247 million people in 2011, or 18% of the population, and is projected to grow to more than 600 million by 2020.
To bring it home to the United States, Chinese tourists spend an average of $2,932 per visit to California, compared with $1,883 for other overseas visitors, according to the latest statistics by the U.S. Office of Travel and Tourism Industries. A big chunk of their spending — about 33% — goes for gifts and souvenirs.
So, reaching this audience before they get to the United States can be a big priority for many brands and marketers. Given the internet firewalls, it can be near impossible to reach Chinese people in China. Facebook and Twitter are pretty much nonexistent; however there are in-country options to consider. We break it down for you.
The document discusses various ideas proposed by a group to address privacy issues with Facebook. The three solutions proposed are:
1) Facebook should establish a philanthropic foundation to fund social good causes and improve its reputation.
2) Facebook should expand its VoIP calling functionality worldwide to help users stay connected and save on international calling costs.
3) Facebook should develop a new web browser that integrates Facebook and email functionality to create a more personalized browsing experience. Photos and features of "Facebook Home" browser concept are shared.
Z kanelis profit nature of platforms-gzZachKanelis
This document advocates for teaching digital literacy in schools to help students understand and navigate profit-driven online platforms. It argues that platforms prioritize profits over user interests by collecting personal data, using algorithms and moderation to encourage interactions for advertising revenue. While platforms provide useful services, students need skills to critically evaluate information affected by these business practices. The document proposes including digital literacy in curriculums to help students find reliable sources and identify paid advertising amid vast online information. Challenges to implementation include evolving technology and time constraints, but resources exist to help educators prioritize teaching critical digital skills.
The document discusses using social media for alumni relations and university development. It provides background on the evolution of social media and defines key terms. It analyzes how President Obama's 2008 campaign successfully used social media to engage supporters and raise funds, serving as a model for higher education institutions. Experts recommend universities build relationships through social media to connect with alumni where they are online.
Digital me - Social Media and Internet Market in Brasildigitalmebrasil
Brazil has the fifth largest social media population in the world. Facebook has become the dominant social network, growing its user base 192% over the previous year. Social media engagement is high, with Brazilians spending an average of 5 hours on Facebook and visiting 27 times per month. E-commerce is also growing rapidly, projected to reach $18.7 billion in 2012, with over 30% of internet users making online purchases. Social media plays a large role in influencing purchasing decisions.
Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing.
The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.
Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.
Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.
In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively.
Diversify Your Channels:
The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences.
Align Your Content:
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Social media are online platforms that allow users to share content and engage in dialogue. They have transformed passive media consumers into active content producers by democratizing the sharing of knowledge and information. This document discusses the growth and impact of various social media platforms like Facebook, YouTube, and Twitter. It also provides statistics on how social media usage has increased and notes that organizations should leverage social media to engage with customers and constituents.
This document provides an overview of social media and strategies for using social media. It defines key terms like Web 2.0, social media, and social networks. It provides statistics on popular social media sites like Facebook, LinkedIn, and Twitter. It then discusses developing a social media strategy to build brand awareness in communities and connect with people in order to generate leads and prospects. The document emphasizes going where potential customers are online and participating in conversations.
This document discusses the rise of the internet and social media as dominant communication platforms. Some key points:
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- The internet and mobile devices have enabled citizen journalism and user-generated content to a degree never seen before. Billions of photos, videos, tweets and emails are shared daily on various platforms.
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Social media mining extracts information from social media sources like Facebook, Twitter, and YouTube to understand phenomena and improve services. It addresses challenges from vast, noisy, distributed, unstructured, and dynamic social media data. Common data mining tools and techniques are used to analyze social media data for applications like personalization, targeted marketing, community analysis, and sentiment analysis. Research issues include privacy and developing methods to effectively handle large-scale social media data.
Gillian Cook & Shaad Hamid Social Media Presentation at Oxford Brookes Univer...ShaadHamid
The rise of social media has led many brands to adopt social media strategies. The document discusses the growth of popular social networks like Facebook, Twitter, YouTube, and Google+ and how brands can benefit from a social media presence. It provides tips on setting goals and tactics for social media channels to increase brand awareness, customer engagement, and sales. The key recommendation is to align social media strategies with overall business goals and have the proper organizational structure in place to support social initiatives.
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GALA joint presentation to a select group of exporters at the Washington State Department of Commerce on social media strategies for Latin America with a focus on Brazil.
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HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
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Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
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Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
Estado del Social Media en Latam
1. The Rise of Social Networking
in Latin America
How Social Media is Shaping Latin America’s Digital Landscape
For further information please contact:
Sarah Radwanick, comScore, Inc.
+1 206 268 6310
press@comscore.com
SEPTEMBER 2011
2. The Rise of Social Networking in Latin America September 2011
Executive Summary:
Social networking is central to the online experience across Latin America, reaching millions of people
and providing a level of engagement that is rarely matched by any other online activity. Tapping into
innate need to interact and communicate, social networking provides an opportunity for
consumers to actively connect to one another while also creating a channel that brands can utilize to
engage with consumers in a two-way relationship.
This report examines the state of providing insights
into trends at a global, regional and market level. The report also analyzes how social media has shaped
the larger digital environment through its influence on other social web activities and its role in the
dissemination of marketing messages. Several of the report s key findings are summarized below:
In June 2011, 114.5 million people in Latin America visited a social networking site, representing
96.0 percent of the entire online population in the region. Social networking is not only big in Latin
America, it is also growing -- with the audience climbing 16 percent in the past year.
Latin Americans are strongly engaged with social networking. Half of the top 10 worldwide
markets by time spent on social networking sites are in Latin America with Argentina leading the
region at 10 hours per month in June 2011.
The Latin American social networking audience is nearly equal in its composition of males and
females, but females account for a larger share of social networking time spent (53.6 percent)
compared to males (46.4 percent). This trend was most significant in Brazil where females
accounted for 58.7 percent of all social networking time spent.
Facebook.com strongly led the social networking market in Latin America reaching more than 91
million visitors. Windows Live Profile ranked #2 with more than 35.5 million visitors in the region.
Orkut held the #3 spot with 34.4 million visitors, largely driven by t
while Twitter.com ranked #4 with 24.3 million visitors.
Five of the top 10 markets by Facebook.com reach are in Latin America. Facebook reached 90.9
percent of all online users in Chile, ranking as the most penetrated market in Latin America.
In Brazil, Orkut ranked as the most-visited social networking destination, reaching 35.7 million
visitors, an increase of 20 percent from June 2010. Facebook.com, which is the second largest
social networking site in Brazil, witnessed strong growth increasing 192 percent to 24.5 million
visitors.
PAGE 2
3. The Rise of Social Networking in Latin America September 2011
Orkut visitors in Brazil are far more engaged than their Facebook counterparts. An average visitor
to Orkut spent 4.3 hours on the site in June 2011, while a visitor to Facebook.com spent 1.6
hours during the month.
In Mexico, video viewing on Facebook more than doubled since the beginning of 2011 to 33
million videos viewed on the site in June 2011.
Venezuela is the only country in Latin America in which Twitter.com rises to the second place in
the social networking ranking. One in four online users in Venezuela visited Twitter.com in June
(26.5 percent reach).
Recently launched Google+ reached 28 million visitors worldwide in the first 33 days of its public
existence (June 29, 2011 to July 31, 2011). Brazil ranked as the sixth largest market for the site
globally, contributing 793,923 visitors.
Slideshare.net, the presentation sharing site, is incredibly popular among Latin American
markets. Peru led all markets across the globe with 15.5 percent of its online audience visiting the
site in June 2011, followed by Venezuela and Colombia, which both saw upwards of 10 percent
of their online populations take to the site during the month.
not only apparent through the
popularity of social networking, but also through other socially-based categories such as blogs,
personals, group-buying and classifieds, which are also helping to shape the online experience.
Social media has emerged over the past several years to redefine the way we think about the
dissemination of marketing messages. In particular, Facebook has facilitated the ability for
consumers to identify brands of interest and connect with them has enabled sharing between
brands and consumers in new ways: brands and their consumers can now create two-way
relationships and share content, news, and feedback.
PAGE 3
4. The Rise of Social Networking in Latin America September 2011
Table
of
Contents
Social Networking A Global Phenomenon ............................................................................................................. 5
Includes: Worldwide social networking analysis, leading brands, top markets
Latin America A Closer Look at Regional Trends ................................................................................................. 8
Includes: Social networking growth, demographic analysis, top regional brands
Market Highlights ....................................................................................................................................................... 12
Brazil ........................................................................................................................................................................ 12
Mexico ..................................................................................................................................................................... 15
Argentina ................................................................................................................................................................. 17
Chile......................................................................................................................................................................... 19
Venezuela ................................................................................................................................................................ 20
Peru ......................................................................................................................................................................... 22
Colombia ................................................................................................................................................................. 24
The Introduction of Google+ ................................................................................................................................... 26
A Social Web .............................................................................................................................................................. 27
Includes: Blogs, Personals, Coupons, Classifieds
Social Networking On-the-Go ................................................................................................................................... 30
Includes: Mobile social networking usage
The Role of Social Networking in the Marketing Mix ............................................................................................. 32
Includes: Role of Facebook in reaching consumers
The Future of Social Networking in Latin America ............................................................................................... 34
PAGE 4
5. The Rise of Social Networking in Latin America September 2011
Social Networking A Global Phenomenon
Worldwide Social Networking Audience Surpasses 1 Billion People
Across the globe, social networking continues to grow as new users adopt the activity as a routine part of
their online experience. In June 2011, 1.1 billion people (age 15 and older accessing from a home or work
location) visited a social networking site worldwide, an increase of 22 percent from June 2010. Globally,
81.4 percent of all Internet users visit social networking destinations, representing one of the top online
activities worldwide.
Global Social Networking Visitors (000)
Source: comScore Media Metrix, Jun-‐2010 to Jun-‐2011, Worldwide Visitors Age 15+
Home/Work Location
Total Worldwide Internet Visitors Social Networking Worldwide Visitors
1,500,000 +10%
1,400,000
1,300,000
+22%
1,200,000
1,100,000
1,000,000
900,000
800,000
700,000
600,000
500,000
Jun-‐2010 Aug-‐2010 Oct-‐2010 Dec-‐2010 Feb-‐2011 Apr-‐2011 Jun-‐2011
Facebook Reigns as Top Global Social Network
A look at the top social networking brands worldwide revealed that, perhaps unsurprisingly,
Facebook.com ranked as the top social network by a wide margin. In June 2011, 734.2 million people
visited Facebook.com globally, an increase of 33 percent from the previous year. Meanwhile Twitter.com
climbed its way to the #2 position reaching 144.4 million visitors (up 56 percent), followed by Windows
Live Profile at 119.5 million visitors. Professional social network LinkedIn.com reached more than 84
million visitors globally to secure the #4 spot, followed by Chinese site QQ.com Microblogging with 74.8
million visitors.
PAGE 5
6. The Rise of Social Networking in Latin America September 2011
Top 10 Global Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Worldwide Visitors Age
15+ Home/Work
Facebook.com 734,240
Twitter.com 144,441
Windows Live Profile 119,467
LinkedIn.com 84,356
QQ.com Microblogging 74,821
MySpace 71,526
Renren.com 66,073
Vkontakte 61,035
Orkut 51,754
Yahoo! Pulse 37,600
Latin America Ranks among Most Engaged Social Networking Markets
The regional analysis of visitors to the Social Networking category revealed that Asia Pacific, home to the
largest online audience of the five global regions, contributed 32.5 percent of worldwide visitors to the
category. Europe followed with 30.1 percent of social networkers, while North America accounted for 18.1
percent. Latin America represented 10.2 percent of all social networking visitors in June 2011, while the
Middle East Africa was home to 9.1 percent of audience. When looking at the share of
time spent on social networks, Europe accounted for 38.1 percent of all social networking minutes,
followed by North America where 21.4 percent of all social networking minutes emerged. Although Asia
Pacific is home to the largest social networking population by visitors, the region accounted for just 16.5
percent of all social networking minutes, while Latin America accounted for 12.8 percent of all social
networking minutes globally.
PAGE 6
7. The Rise of Social Networking in Latin America September 2011
% Share of Social Networking Visitors and Minutes by Region
Source: comScore Media Metrix, Jun-‐2011, Worldwide Visitors Age 15+
Home/Work
Europe North America Asia Pacific Latin America Middle East -‐ Africa
9.1% 11.2%
10.2% 12.8%
32.5% 16.5%
21.4%
18.1%
38.1%
30.1%
Share of Visitors Share of Minutes
Globally, Internet users averaged 5.4 hours on social networking sites during the month of June. A look at
the top markets based on the average number of hours spent social networking revealed that half of the
top 10 markets were Latin American countries, demonstrating the vast engagement visitors in these
markets have with social networks. Argentin line users averaged 10 hours on social networking sites
in June to rank third overall, while Chileans averaged 8.7 hours. Colombians ranked seventh with 8.4
hours per visitor in the Social Networking category, while Venezuelans ranked eighth at 8.0 hours.
Visitors in Mexico (7.1 hours) and Peru (6.6 hours) also ranked among the top tier. Brazilians exhibited
relatively lower engagement than its Latin American neighbors at 4.9 hours, ranking as the #25 market
overall.
PAGE 7
8. The Rise of Social Networking in Latin America September 2011
Top 25 Global Markets by Average Hours per Visitor Spent on
Social Networking Sites
Source: comScore Media Metrix, Jun-‐2011, Worldwide Visitors Age 15+
Home/Work
Worldwide 5.4
Israel 11.8
Russian Federation 10.6
Argentina 10.0
Turkey 9.3
Chile 8.7
Philippines 8.4
Colombia 8.4
Venezuela 8.0
Canada 7.2
Mexico 7.1
Spain 7.1
Peru 6.6
United States 6.3
Malaysia 6.0
Italy 6.0
Indonesia 6.0
Puerto Rico 5.9
United Kingdom 5.9
Germany 5.7
Portugal 5.2
Norway 5.1
Netherlands 5.1
Sweden 5.1
Poland 5.1
Brazil 4.9
Latin America A Closer Look at Regional Trends
Latin American Social Networking Audience Grows 16.5 Percent in Past Year
In June 2011, 114.5 million people in Latin America visited a social networking site, representing 96.0
percent of the entire online population in the region. Social networking is not only big in Latin America, it
is growing -- with the audience climbing 16 percent from the previous year.
PAGE 8
9. The Rise of Social Networking in Latin America September 2011
Latin America Social Networking Visitors (000)
Source: comScore Media Metrix, Jun-‐2010 to Jun-‐2011, Latin America
120,000 Visitors Age 15+ Home/Work Location
115,000
110,000
105,000
100,000
95,000
90,000
85,000
Jun-‐2010 Aug-‐2010 Oct-‐2010 Dec-‐2010 Feb-‐2011 Apr-‐2011 Jun-‐2011
Demographic Profile of Social Networking Users in Latin America
Analysis of the audience composition of social networkers in Latin America revealed that males and
females are almost equally likely to utilize social networking sites, with males accounting for 50.9 percent
of site visitors and females representing 49.1 percent. When looking at engagement, however, females
account for a larger share of minutes (53.6 percent) than males (46.4 percent). This trend was most
significant in Brazil where females accounted for 58.7 percent of all time spent on social networking sites
during the month of June.
PAGE 9
10. The Rise of Social Networking in Latin America September 2011
Gender Profile of Social Networking Users in Latin America
Source: comScore Media Metrix, Jun-‐2011, Latin America Visitors Age 15+
Home/Work
Males Females
49.1% 53.6%
50.9%
46.4%
% Composition Unique Visitors % Composition Minutes
Further analysis of visitors by age segment, revealed that those age 15-24 accounted for the largest
share of social networking visitors at 33.1 percent, while those age 25-34 accounted for 28.8 percent and
visitors age 35-44 represented 20.3 percent of social networkers. Visitors age 15-24 clearly demonstrated
the strongest engagement on social networks, accounting for nearly half (48.0 percent) of all time spent
on these sites during the month. This trend was most significant in Venezuela where visitors age 15-24
accounted for 3 of every 5 social networking minutes (58.2 percent).
% Composition Visitors & Minutes Social Networking by Age
Source: comScore Media Metrix, Jun-‐2011, Latin America Visitors Age 15+
Home/Work
Persons: 15-‐24 Persons: 25-‐34 Persons: 35-‐44 Persons: 45-‐54 Persons: 55+
6.5% 4.6%
8.4%
11.3%
15.4%
20.3%
23.6%
28.8%
48.0%
33.1%
% Composition Unique Visitors % Composition Minutes
PAGE 10
11. The Rise of Social Networking in Latin America September 2011
Latin Americans Embrace Facebook as Top Social Networking Destination
Facebook.com is a strong leader in the Latin American social networking market reaching more than 91
million visitors in June, up 52 percent in the past year. The Facebook.com audience was nearly three
times the size of the next largest site, Windows Live Profile, which reached 35.6 million visitors in the
region. Orkut held the #3 spot with 34.4 million visitors, driven popularity in Brazil.
Meanwhile, Twitter.com ranked as the fourth largest site with 24.3 million visitors (up 59 percent) as Latin
Americans continued to embrace tweeting.
Top 10 Social Networking Sites by Visitors (000) in Latin America
Source: comScore Media Metrix, Jun-‐2011, Latin America Visitors Age 15+
Home/Work
Facebook.com 91,074
Windows Live Profile 35,581
Orkut 34,417
Twitter.com 24,354
Badoo.com 8,829
Slideshare.net 8,185
Sonico.com 7,727
LinkedIn.com 7,286
MySpace 6,551
Fotolog.com 5,577
Although the largest Facebook.com markets by audience size are the United States, Germany and India,
many of the most highly penetrated markets for the social networking giant are in Latin America. In fact,
five of the top 10 markets for Facebook.com penetration are in the region. Facebook.com reached 90.9
percent of all online users in Chile, ranking as the third most highly penetrated market globally behind the
Philippines and Turkey. Argentina, Colombia and Peru immediately followed Chile, with all markets
seeing Facebook.com reach more than 89 percent of their Internet populations, while the site reached
86.9 percent of online users in Venezuela.
PAGE 11
12. The Rise of Social Networking in Latin America September 2011
Top 10 Markets for Facebook.com by % Reach of Visitors
Source: comScore Media Metrix, Jun-‐2011, Argentina Visitors Age 15+
Home/Work Location
Philippines 93.5%
Turkey 92.5%
Chile 90.9%
Argentina 89.9%
Colombia 89.5%
Peru 89.3%
Israel 88.6%
Malaysia 88.2%
Venezuela 86.9%
Indonesia 86.7%
Market Highlights
In this section we will examine the leading social networking trends across individual markets in Latin
America with analysis for Brazil, Mexico, Argentina, Chile, Venezuela, Peru and Colombia.
Brazil: Orkut Leads the Market, but Facebook Growing Fast
Brazil is home to 43.9 million social networking visitors (June 2011), reaching 90.8 percent of the entire
online population. A total of 12.5 billion minutes were spent on social networking sites in June, accounting
for 18.3 percent of all online minutes during the month. A social networker averaged 4.7 hours on these
sites during the month, ranking as one of the most engaging online activities.
Brazil Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Brazil Visitors Age 6+ Home/Work Location
43.9 Million Total Social Networking Audience
90.8% Online Population Visiting Social Networks
12.5 Billion Total Minutes for Social Networking Category
18.3% Percent of all Online Minutes
4.7 Hours Average Time Spent per Visitor during Month
Orkut Top Social Networking Site
PAGE 12
13. The Rise of Social Networking in Latin America September 2011
Brazil is home to one of the most unique social networking environments in the world and one of the
few market where Facebook.com does not lead the Social Networking category. This leading position has
been held by Orkut, a Google-owned social networking destination that built large audiences bases both
in Brazil and India. Orkut ranked as the most-visited social networking destination in June 2011 with 35.7
million visitors, an increase of 20 percent from last year. Facebook.com, which is the second largest
social networking site in Brazil, witnessed exceptionally strong growth as it surged 192 percent to 24.5
million visitors in June 2011. Windows Live Profile secured the #3 spot with 14.6 million visitors, while
Twitter.com reached 12 million visitors as the fourth largest social networking site.
Brazil: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Brazil Visitors Age 6+ Home/Work
Location
Orkut 35,689
Facebook.com 24,468
Windows Live Profile 14,595
Twitter.com 12,022
LinkedIn.com 3,261
Tumblr.com 3,217
Formspring.me 3,077
Badoo.com 3,028
Yahoo! Meme 1,910
Vostu.com 1,844
Although Orkut still maintains a relatively wide lead ahead of Facebook.com in Brazil, Facebook.com is
year, Facebook.com has seen its Brazilian
audience grow from just 8 million visitors to more than 24 million visitors. An analysis of cross visitation
between the two sites shows that 21.1 million people visited both Orkut and Facebook.com during June
2011. This demonstrates that many consumers are adding Facebook.com to their existing social
networking portfolio, but may not be ready to choose one brand over the other as their primary social
network.
PAGE 13
14. The Rise of Social Networking in Latin America September 2011
Brazil: Orkut and Facebook.com Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Brazil Visitors Age 6+ Home/Work Location
Orkut Facebook.com 21.1 Million People
Visited Both Orkut and
40,000 Facebook.com in June
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Jun-‐2010 Aug-‐2010 Oct-‐2010 Dec-‐2010 Feb-‐2011 Apr-‐2011 Jun-‐2011
When looking at engagement in Brazil, Orkut visitors are still far more engaged compared to Facebook
visitors, the social networking leader in this market. An average visitor to
Orkut spent 4.3 hours on the site in June 2011, while a visitor to Facebook.com spent 1.6 hours during
the month. Visitors age 15-24 averaged the most time on both Orkut (5.5 hours) and Facebook.com (1.8
hours).
PAGE 14
15. The Rise of Social Networking in Latin America September 2011
Brazil: Average Hours per Visitor on Orkut and Facebook.com
Source: comScore Media Metrix, Jun-‐2011, Brazil Visitors Age 15+ Home/Work
5.5 Location
Orkut Facebook.com
4.3
3.8 3.8 3.9
3.7
1.8
1.6 1.6 1.5
1.3 1.4
Total Audience Age: 15-‐24 Age: 25-‐34 Age: 35-‐44 Age: 45-‐54 Age: 55+
Mexico: Online Video Plays a Role in Social Networking
Mexico is home to 20.7 million social networking visitors, representing 90.8 percent of the entire online
population. A total of 8.8 billion minutes were spent on social networking sites in June, accounting for
27.1 percent of all online minutes, with an average visitor spending 7.1 hours on these sites during the
month.
Mexico Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Mexico Visitors Age 6+ Home/Work
Location
20.7 Million Total Social Networking Audience
90.8% Online Population Visiting Social Networks
8.8 Billion Total Minutes for Social Networking Category
27.1% Percent of all Online Minutes
7.1 Hours Average Time Spent per Visitor during Month
Facebook Top Social Networking Site
PAGE 15
16. The Rise of Social Networking in Latin America September 2011
The Social Networking category was led by Facebook.com in Mexico, which grew 62 percent in the past
year to 18.5 million visitors in June 2011. Windows Live Profile ranked as the second largest site in the
market with 7 million visitors, followed by Twitter.com which reached nearly 3.3 million visitors (up 37
percent).
Mexico: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Mexico Visitors Age 6+
Home/Work Location
Facebook.com 18,480
Windows Live Profile 7,050
Twitter.com 3,258
Myspace 1,963
Slideshare.net 1,572
Fotolog.com 1,460
Badoo.com 1,362
Sonico.com 1,347
Metroflog.com 1,327
Deviantart.com 970
Video viewing continues to be a popular and growing activity across Mexico with four out of five online
users viewing online video during June at an average of 10 hours of viewing during the month. One of the
top properties for video viewing in Mexico is Facebook.com, which saw viewers watch a total of 33 million
videos on the site during June 2011, more than doubling since January 2011 as visitors grew increasingly
engaged with video content on the social networking site.
PAGE 16
17. The Rise of Social Networking in Latin America September 2011
Mexico: Videos (000) Viewed on Facebook.com
Source: comScore Video Metrix, Jun-‐2011, Mexico Viewers Age 6+,
40,000 Home/Work Location
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Jan-‐2011 Feb-‐2011 Mar-‐2011 Apr-‐2011 May-‐2011 Jun-‐2011
Argentina: The Most Engaged Social Networking Market in Latin America
An average social networking visitor in Argentina averaged 10 hours per month on social networks,
making it the most engaged population of social media users in the region and the third most engaged
market in the world. In June, 12.5 million people visited a social networking destination in Argentina,
reaching 95.4 of the entire online market.
Argentina Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Argentina Visitors Age 15+ Home/Work Location
12.5 Million Total Social Networking Audience
95.4% Online Population Visiting Social Networks
7.5 Billion Total Minutes for Social Networking Category
32.2% Percent of all Online Minutes
10.0 Hours Average Time Spent per Visitor during Month
Facebook Top Social Networking Site
PAGE 17
18. The Rise of Social Networking in Latin America September 2011
Facebook.com topped the list as the most-visited social network in Argentina with 11.8 million visitors in
June 2011, followed by Windows Live Profile with 3 million visitors. Twitter.com ranked third with 2.4
million visitors, while Fotolog.com reached 1.6 million visitors and professional social networking site
LinkedIn topped 1 million visitors during the month.
Argentina: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Argentina Visitors Age 15+
Home/Work Location
Facebook.com 11,758
Windows Live Profile 3,059
Twitter.com 2,391
Fotolog.com 1,607
LinkedIn.com 1,055
Sonico.com 996
Badoo.com 982
Slideshare.net 841
Yahoo! Pulse 705
Myspace 702
In Argentina, social networking accounted for the largest share of online minutes at 32.2 percent in June
2011, nearly doubling from its share from last year. The growth in share of minutes for the Social
Networking category has largely come at the expense of Portals, which were the top category by total
minutes last year, but have sharply declined in share in the past year, currently accounting for 24.1
percent of total time spent online. Instant Messengers also saw their share of minutes decline from 23.2
percent in June 2010 to 14.2 percent share in June 2011. As more online users continue to seek leisure
content online, the Entertainment category grew to 9.0 share of total minutes, while E-mail witnessed a
slight decline to 7.1 percent share.
PAGE 18
19. The Rise of Social Networking in Latin America September 2011
Argentina: Top Categories by Share of Total Online Minutes
Source: comScore Media Metrix, Jun-‐2011, Argentina Visitors Age 15+
Home/Work Location
37.3%
Jun-‐10 Jun-‐11
32.2%
24.1% 23.2%
16.5%
14.2%
10.4%
9.0%
7.4% 7.1%
Social Networking Portals Instant Messengers Entertainment e-‐mail
Chile: The Most Highly Penetrated Market in Latin America for Facebook
In June 2011, 6.9 million Chileans visited a social networking site, representing 94.0 percent of the online
population. Social networking accounted for 32.2 percent of time spent online during the month with
visitors averaging 8.7 hours social networking in this highly engaged market.
Chile Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Chile Visitors Age 15+ Home/Work Location
6.9 Million Total Social Networking Audience
94.0% Online Population Visiting Social Networks
3.6 Billion Total Minutes for Social Networking Category
32.2% Percent of all Online Minutes
8.7 Hours Average Time Spent per Visitor during Month
Facebook Top Social Networking Site
PAGE 19
20. The Rise of Social Networking in Latin America September 2011
The social networking markets in Chile and Argentina closely resemble one another. In Chile,
Facebook.com led the category with 6.7 million visitors, up 8 percent from the previous year. The social
networking giant reached 90.9 percent of all Chileans online, ranking as the most highly penetrated
market in Latin America and #3 market globally for Facebook.com penetration. Windows Live Profile
secured the #2 position with 1.4 million visitors, while Twitter reached nearly 1.2 million visitors to rank as
the third largest social networking destination in the market. Fotolog.com audience hit 1.1 million
visitors, reaching 15.2 percent of Chileans online, the top market globally for penetration of this photo-
blogging site.
Chile: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Chile Visitors Age 15+ Home/Work
Location
Facebook.com 6,676
Windows Live Profile 1,443
Twitter.com 1,166
Fotolog.com 1,117
Bligoo.com 761
Slideshare.net 638
LinkedIn.com 584
Badoo.com 508
Myspace 491
Mimejorfrase2.info 381
Venezuela: Twitter Usage Continues to Soar
Venezuela is home to one of the most highly penetrated social networking markets in the region with 96.0
percent (3.1 million people) visiting social networks in June 2011. Social networking accounted for 34.7
percent of all online minutes in Venezuela with visitors averaging 8 hours on these sites during the month.
PAGE 20
21. The Rise of Social Networking in Latin America September 2011
Venezuela Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Venezuela Visitors Age 15+ Home/Work Location
3.1 Million Total Social Networking Audience
96.0% Online Population Visiting Social Networks
1.5 Billion Total Minutes for Social Networking Category
34.7% Percent of all Online Minutes
8.0 Hours Average Time Spent per Visitor during Month
Facebook Top Social Networking Site
Facebook led the Venezuelan social networking market with 2.8 million visitors, growing 38 percent from
the previous year. Twitter.com ranked as the second largest social networking site in the country,
reaching 851,000 visitors. Venezuela is the only country in Latin America in which Twitter.com rises to the
second place in the social networking ranking. Windows Live Profile ranked third with 720,000 unique
visitors, followed by Badoo.com (389,000) and Slideshare.net (383,000).
Venezuela: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Venezuela Visitors Age 15+
Home/Work Location
Facebook.com 2,792
Twitter.com 851
Windows Live Profile 720
Badoo.com 389
Slideshare.net 383
Sonico.com 291
Fotolog.com 179
Scribd.com 166
Bligoo.com 137
Myspace 128
PAGE 21
22. The Rise of Social Networking in Latin America September 2011
One in four online users in Venezuela visited Twitter.com in June (26.5 percent reach), as Venezuelans
exhibited a strong propensity to engage on the site. Venezuela ranked as the third most highly penetrated
Twitter market worldwide behind the Netherlands and Brazil. Venezuela is home to a relatively young
online audience (more than 70 percent of the online population is under age 35) and Twitter.com visitors
resemble these age characteristics. Those age 15-24 accounted for nearly half (47.9 percent) of visitors
to Twitter.com in June 2011, while persons age 25-34 accounted for 25.7 percent of visitors.
Venezuela: Twitter Demographic Percent Composition by
Unique Visitors
Source: comScore Media Metrix, Jun-‐2011, Venezuela Visitors Age 15+
Home/Work Location
6.7%
Persons: 15-‐24
7.3%
Persons: 25-‐34
12.4% 47.9% Persons: 35-‐44
Persons: 45-‐54
Persons: 55+
25.7%
Peru: The Importance of Sharing
or 96.0 percent of the online population.
Nearly one in four online minutes was spent in the Social Networking category, representing 1.5 billion
minutes in total.
PAGE 22
23. The Rise of Social Networking in Latin America September 2011
Peru Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Peru Visitors Age 15+ Home/Work Location
4.0 Million Total Social Networking Audience
96.0% Online Population Visiting Social Networks
1.5 Billion Total Minutes for Social Networking Category
22.3% Percent of all Online Minutes
6.6 Hours Average Time Spent per Visitor during Month
Facebook Top Social Networking Site
Facebook.com led the Peruvian market with 3.7 million visitors, followed by Windows Live Profile with 1.5
million visitors and Sonico.com with 807,000 visitors. Sonico reached nearly 20 percent of the online
population in Peru, ranking as the top global market for the social networking brand in terms of
penetration.
Peru: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Peru Visitors Age 15+ Home/Work
Location
Facebook.com 3,690
Windows Live Profile 1,517
Sonico.com 807
Slideshare.net 640
Twitter.com 539
Badoo.com 336
Scribd.com 306
LinkedIn.com 279
Bligoo.com 254
Fotolog.com 200
PAGE 23
24. The Rise of Social Networking in Latin America September 2011
Slideshare.net, the presentation sharing site, is incredibly popular among Latin American markets. Of the
10 most penetrated markets for Slideshare.net by percent reach of unique visitors, seven of the markets
are in the Latin American region. Peru led all markets across the globe with 15.5 percent of its online
audience visiting the site in June 2011, followed by Venezuela and Colombia, which both saw upwards of
10 percent of their online populations visit the site during the month.
Top 10 Markets for Slideshare.net by % Reach of Visitors
Source: comScore Media Metrix, Jun-‐2011, Visitors Age 15+ Home/Work
15.5% Location
11.9%
10.3%
8.7%
7.4%
6.4%
5.3%
4.4% 4.1%
2.6%
Colombia: One-Third of Online Time Spent on Social Networks
In visitors (96.0 percent) with users
averaging 8.4 hours on these sites during the month. Social networking ranked as the top content
category by share of minutes in Colombia with 32.1 percent of web time spent on social networking sites.
PAGE 24
25. The Rise of Social Networking in Latin America September 2011
Colombia Social Networking Snapshot
Source: comScore Media Metrix, Jun-‐2011, Colombia Visitors Age 15+ Home/Work Location
12.7 Million Total Social Networking Audience
96.0% Online Population Visiting Social Networks
6.4 Billion Total Minutes for Social Networking Category
32.1% Percent of all Online Minutes
8.4 Hours Average Time Spent per Visitor during Month
Facebook Top Social Networking Site
In June, 11.8 million Colombians visited Facebook.com, growing 26 percent from the previous year.
Windows Live Profile followed as the second largest social network with 4.4 million visitors, while
Twitter.com ranked third with 2.3 million visitors, more than doubling in the past year as more Colombians
embraced interacting in 140 characters or less.
Colombia: Top 10 Social Networking Sites by Visitors (000)
Source: comScore Media Metrix, Jun-‐2011, Colombia Visitors Age 15+
Home/Work Location
Facebook.com 11,798
Windows Live Profile 4,383
Twitter.com 2,274
Slideshare.net 1,361
Badoo.com 1,227
Sonico.com 1,206
Fotolog.com 628
Myspace 584
LinkedIn.com 537
Scribd.com 511
PAGE 25
26. The Rise of Social Networking in Latin America September 2011
Google+ Makes a Splash Worldwide
Analysis of the social networking market would not be complete without a look at the latest edition to the
global social networking stage: Google+. recently launched social networking site has been met
with positive reception across many global markets. In the first 33 days of its public existence (June 29,
2011 to July 31, 2011) nearly 28 million people worldwide visited Google+, an impressive number for its
first month on the market. The U.S. led all markets for visitors to Google+ with 7.8 million visitors, followed
by India with 3.8 million visitors and the UK with more than 1.1 million visitors. Brazil ranked as the sixth
largest market for the site, contributing 793,923 visitors.
Looking across Latin America, Mexico saw the largest audience for Google+ behind Brazil with 308,369
visitors, followed by Argentina (213,362 visitors) and Chile (201,572 visitors). Audience adoption of
Google+ will be an important trend to watch for the remainder of the year and into 2012, as the site
attempts to break into the well-established social networking market.
Top 10 Markets for Google+ by Visitors Google+ Visitors in Latin America
Source: comScore, Worldwide Home and Work Source: comScore, Worldwide Home and Work
Computers, June 29, 2011 -‐ July 31, 2011 Computers June 29, 2011 -‐ July 31, 2011
United States 7,840,395 Brazil 793,923
India 3,804,824
Mexico 308,369
United Kingdom 1,168,264
Canada 1,159,950 Argentina 213,362
Germany 980,863
Chile 201,572
Brazil 793,923
France 771,587 Colombia 200,912
Taiwan 632,828
Peru 93,550
Spain 537,012
Turkey 476,552 Venezuela 37,825
PAGE 26
27. The Rise of Social Networking in Latin America September 2011
A Social Web
through the popularity of
social networking, but also through other socially-based categories such as blogs, personals, group-
buying and classifieds, which are also helping to shape the online experience.
3 of 4 Latin American Online Users Visit Blogs
Blogs, which are the closest relative of social networking in terms of their conversational nature, are
readily embraced in Latin America. In June 2011, nearly 75 percent of the regional audience accessed
the Blogs category, averaging 22.7 minutes during the month. By far, Brazil was the most prolific market
for Blogs with 85.2 percent of its audience visiting the category for an average of 32.5 minutes per visitor
in June.
Blogs: % Reach of Online Population Blogs: Average Minutes per Visitor
Source: comScore Media Metrix, Jun-‐2011, Visitors Age Source: comScore Media Metrix, Jun-‐2011,
15+ Home/Work Location Visitors Age 15+ Home/Work Location
85.2%
Latin America 22.7
74.6% 77.3%
73.3% 72.3%
68.8% 68.1% 66.9% Brazil 32.5
Argentina 17.6
Peru 16.9
Chile 16.5
Mexico 16.3
Venezuela 15.3
Colombia 14.9
Colombians Lead Region in Online Dating
Seeking a connection on a more romantic level, 8.5 percent of Latin Americans online turned to
Personals sites during June 2011. Colombians demonstrated the greatest adoption of Personals sites
with 10.4 percent population visiting the category during the month, spending an
average of 48.1 minutes.
PAGE 27
28. The Rise of Social Networking in Latin America September 2011
Personals: % Reach of Online Population Personals: Average Minutes per Visitor
Source: comScore Media Metrix, Jun-‐2011, Visitors
Source: comScore Media Metrix, Jun-‐2011, Visitors
Age 15+ Home/Work Location
Age 15+ Home/Work Location
Latin America 27.4
10.4% Colombia 48.1
9.6% 9.4%
8.5% 8.7% Chile 44.8
8.2% 7.7%
Venezuela 35.8
5.6%
Peru 31.3
Mexico 25.0
Argentina 24.4
Brazil 20.4
Brazilians Most Likely To Access Coupon Sites
Coupon sites, specifically group-buying/daily deal sites, have started to take off across Latin America
adding a social angle to online shopping and deal-hunting. In June, 14.2 percent of regional visitors
accessed the Coupon category, with Groupon leading the region with 4.7 million visitors. Brazil far
surpassed all markets in the region with one-fourth of its audience turning to coupon sites during the
month. Although Groupon leads as the top coupon destination in Brazil by visitors, the strong category
usage in the market is fueled by a large number of local deal sites such as Clickon.com.br,
Apontaofertas.com.br and Peixeurbano.com.br to name a few, which are providing multiple options for
the deal savvy consumer.
PAGE 28
29. The Rise of Social Networking in Latin America September 2011
Coupons: % Reach of Online Population Coupons: Average Minutes per Visitor
Source: comScore Media Metrix, Jun-‐2011, Visitors Age Source: comScore Media Metrix, Jun-‐2011, Visitors
15+ Home/Work Location Age 15+ Home/Work Location
26.1% Latin America 5.9
Venezuela 6.9
Brazil 6.6
14.2% 14.5%
12.1% Colombia 6.1
7.9% Peru 5.7
6.6%
5.3%
Argentina 4.9
1.7%
Mexico 3.8
Chile 3.6
Chileans Connect via Classifieds
at an average of
11.7 minutes per visitor during the month. OLX, Inc. led the category with nearly 19 million visitors.
Chileans displayed the strongest interest in Classifieds with nearly 35 percent of online
audience visiting these sites during the month, at an average of 18.6 minutes per visitor.
Classifieds: % Reach of Online Population Classifieds: Average Minutes per
Source: comScore Media Metrix, Jun-‐2011, Visitors Age Visitor
15+ Home/Work Location Source: comScore Media Metrix, Jun-‐2011, Visitors
34.9% Age 15+ Home/Work Location
33.7%
32.4% Latin America 11.7
29.4% 29.2%
27.7%
26.2% 25.7% Chile 18.6
Mexico 13.3
Peru 11.6
Argentina 10.5
Colombia 8.7
Brazil 7.9
Venezuela 7.3
PAGE 29
30. The Rise of Social Networking in Latin America September 2011
Social Networking On-The-Go
Mobile Users Adopt Social Networking on their Handheld Devices
With the growth in smartphone adoption, mobile social networking has seen substantial growth in the past
year as consumers stay socially connected while on-the-go. While comScore does not currently measure
mobile usage in Latin America through its MobiLens product, analysis of relevant behaviors in the U.S.
and Europe are likely to reflect the broader global trends in mobile social networking adoption.
In the U.S., three of every five smartphone owners accessed social networking or blog destinations on
their mobile for the three-month average period ending June 2011, ranking as one of the most popular
mobile activities. The number of smartphone users accessing social networking or blog destinations on
their mobile (both browser and app) has grown 72 percent in the past year to reach an audience of 47.8
million visitors. Those users accessing social network or blogs almost daily meanwhile nearly doubled,
growing 90 percent to 28.1 million smartphone users.
U.S. Smartphone Users (000) that Accessed Social Networking/Blog
Source: comScore MobiLens, 3 mon. avg. ending Jun-‐2010 to Jun-‐2011, Smartphone
Audiece Age 13+ U.S.
60,000
Almost Every Day Ever in Month
50,000
+72%
40,000
30,000 +90%
20,000
10,000
0
Jun-‐2010 Aug-‐2010 Oct-‐2010 Dec-‐2010 Feb-‐2011 Apr-‐2011 Jun-‐2011
In Europe, which includes the UK, France, Germany, Italy and Spain for this analysis, mobile social
networking usage displayed similar trends to the U.S. with 2 of every 5 smartphone owners accessing
these sites during the month. More than 35.7 million smartphone owners in Europe accessed social
networking or blog destinations on their mobile, an increase of 80 percent from the previous year. Daily
usage surged as well with 17.9 million smartphone users accessing social sites on their device almost
daily in Europe, climbing 94 percent.
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31. The Rise of Social Networking in Latin America September 2011
Europe Smartphone Users (000) that Accessed Social Networking/Blog
Source: comScore MobiLens, 3 mon. avg. ending Jun-‐2010 to Jun-‐2011, Smartphone
Audiece Age 13+ Europe
Almost Every Day Ever in Month
40,000
35,000 +80%
30,000
25,000
20,000
+94%
15,000
10,000
5,000
0
Jun-‐2010 Aug-‐2010 Oct-‐2010 Dec-‐2010 Feb-‐2011 Apr-‐2011 Jun-‐2011
Facebook and Twitter are among the largest social networking sites globally and both brands have
developed a growing mobile audience as well. Half of U.S. smartphone owners and 31.7 percent of
European smartphone owners accessed Facebook on their device in June 2011, demonstrating the
brand s wide reach across digital platforms. Meanwhile, Twitter reached 12.5 percent of the smartphone
audience in the U.S. and 7.4 percent of the European smartphone audience
% Reach of Facebook and Twitter Among Smartphone Audiences
Source: comScore MobiLens, 3 mon. avg. ending Jun-‐2011, Smartphone
Audience Age 13+ U.S. and Europe
50.9%
Facebook Twitter
31.7%
12.5%
7.4%
U.S. Europe
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32. The Rise of Social Networking in Latin America September 2011
The Role of Social Networking in the Marketing Mix
Facebook Offers Global Marketing Channel for Brands
Social media has emerged over the past several years to redefine the digital media landscape and, in the
process, has changed the way we think about the dissemination of marketing messages.
In particular, Facebook has facilitated two unique consumer experiences of interest to brand marketers.
First, the ability for consumers to identify brands of interest and connect with them has enabled sharing
between brands and consumers in new ways: brands and their consumers can now create two-way
relationships and share content, news, and feedback. Social media has also facilitated innovative ways of
sharing information about brands between friends.
comScore recently released the study The Power of Like: How Brands Reach and Influence Fans
Through Social Media Marketing, which provides an in-depth analysis of how social media brand
impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The
study utilizes comScore Social Essentials, a breakthrough social measurement service that helps
marketers quantify the value of social media in their marketing mix.
In the U.S., the largest
which features the Newsfeed. In May 2011, 27 percent of engagement on Facebook.com occurred on the
homepage and Newsfeed, followed by profile viewing (21 percent), photo viewing (17 percent) and usage
of apps and tools (10 percent).
Share of Time Spent on Facebook.com by Content Section
Source: comScore Mediabuilder, U.S., May 2011
Homepage/Newsfeed
25% 27%
Profiles
Photos
Apps & Tools
10% All Other
21%
17%
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33. The Rise of Social Networking in Latin America September 2011
Understanding the importance of the Newsfeed to the Facebook user experience helps illustrate how and
where users are likely to see and digest information on the site. This implication is especially important for
brands with a presence on Facebook, since the Newsfeed offers the greatest opportunity to reach and
engage with current and potential customers.
ress their interest in a particular brand
for reasons that may include self-expression, communicating positive associations of that brand to others,
staying in communication with that brand, or receiving deals and promotions.
The chart below clearly illustrates how brands may be reaching Fans across the world with brand
impressions on Facebook. Of the three brands analyzed, Starbucks had the most diverse base of
exposed Fans across all five global regions, with Latin America accounting for 13.3 percent of the total.
Southwest has a more concentrated Fan base, which is understandable as it is a U.S. airline. Bing a
global brand enjoys a fairly diverse Fan base, though to a lesser extent than Starbucks. Starbucks,
which boasts 5,500 coffee houses in more than 50 countries, is clearly capitalizing on Facebook as a
million people worldwide.
Starbucks, Southwest & Bing: Percentage of Exposed Fans by Worldwide Region
Source: comScore Social Essentials, U.S., May 2011
0% 20% 40% 60% 80% 100%
Starbucks North America
Europe
Latin America
Asia Pacific
Southwest
Middle East -‐ Africa
Bing
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34. The Rise of Social Networking in Latin America September 2011
The Future of Social Networking in Latin America
Without a doubt, social networking is a key online activity across Latin America, demonstrated by its wide
reach among online populations and its highly engaging nature. Consumer usage of social networking to
interact with people and content across the web shows no signs of slowing any time in the near future
and continues to weave itself more tightly into the fabric of the web.
For brands, social media provides a channel where they can actively engage with current and potential
customers. Yet i -size-fits-all solution
and requires businesses to evaluate if social media is the ideal channel to reach their audience and
achieve its marketing objectives, and if so, which social media channels are most valuable to their
strategy. For many brands, social media affords an unprecedented opportunity to develop a two-way
relationship with customers that can be a key source in building brand awareness, loyalty and even sales.
Only time will tell how the social networking landscape will develop in Latin America as new players enter
the market and established brands seek to maintain audiences with new tools and features. It can safely
be assumed though that social networking will remain an integral part of the digital environment for the
foreseeable future as people continue to seek social connections on the web.
Data Notes and Sources
This report uses data from several comScore services including comScore Media Metrix, comScore Video
Metrix, comScore MobiLens, and comScore Social Essentials.
The majority of data used in this report is sourced from comScore Media Metrix for the data period June
2011. Unless otherwise noted, all data pertains to Internet users age 15 and older, accessing the Internet
on a PC or laptop from a Home or Work location.Data sourced from other comScore products are clearly
noted in the relevant charts.
comScore accurately measures worldwide consumer behavior through its proprietary panel design,
methodology. www.comscore.com .
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35. The Rise of Social Networking in Latin America September 2011
About comScore, Inc.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source
of digital business analytics. comScore helps its clients better understand, leverage and profit from the
rapidly evolving digital marketing landscape by providing data, analytics and on-demand software
solutions for the measurement of online ads and audiences, media planning, website analytics,
advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce,
and a broad variety of emerging forms of digital consumer behavior. comScore services, which now
include the product suites of recent acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and
Certifica, are used by more than 1,800 clients around the world, including global leaders such as AOL,
Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, Microsoft,
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and Yahoo!. For more information, please visit www.comScore.com.
FOR MORE INFORMATION, PLEASE CONTACT:
Sarah Radwanick
comScore, Inc.
+1 206-268-6310
press@comscore.com
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