S O C I A L P L A T F O R M S G L O B A L R E P O R T
S E P T E M B E R 2 0 1 2
ABOUT GLOBALWEBINDEX
All of the data in this report is sourced from the
GlobalWebIndex (GWI) provided exclusively to
subscribing clients of the GlobalWebIndex or through
direct purchase of this report via globalwebindex.net.
GWI have to date delivered 7 waves of research since
July 2009 based on over 150K interviews of internet
users in 31 markets – covering 87% of the global internet
market.
The latest set of data was fielded in Q2 2012 and
released in August 2012, making the data in this report
the most up to date global dataset available.
Most insights in here are completely unique. They will
challenge your perceptions.
Referencing:
• You can use this data in your day to day work, simply
source as the “GlobalWebIndex: Social Platform
Adoption Trends – September 2012”
• All data in this report unless otherwise stated,
represents the percentage of the internet population
aged 16-64.
E N A B L I N G C H A N G E
SOCIAL PLATFORMS: ADOPTION TRENDS
The following report is an extract from a series of reports available for GWI
clients to download and non GWI clients to purchase via
www.globalwebindex.net/reports
The data in this report is sourced from GWI.7 – the GlobalWebIndex 7th
Wave of research and past waves, providing a unique understanding about
social platforms and how to develop credible global or local strategies.
1. Adoption Trends: Global Trends in Social Platform Adoption
• Develop global, regional and local social priorities
• Drive insights into engagement and adoption
2. Demographic Divide: Detailed Demographics on Users
• Learn how to tailor your strategy
• Explore mainstreaming of social platforms
3. Multi-device Behaviour : Consumer Behaviour and Actions by
PC, Mobile, and Tablet by platform
• Design platform specific strategy
• Quantify key platform behaviours
4. Brand Opportunity: Brand Engagement by Platform
• Identify relevant content by platforms
FACEBOOK USED BY OVER 40% OF GLOBAL INTERNET POPULATION
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Google+
Qzone (China Only)
Sina Weibo (China Only)
Tencent Weibo (China Only)
RenRen (China Only)
Kaixin (China Only)
51.com (China Only)
Badoo
Other
Tumblr
Viadeo
vkontakte (Russia Only)
Odnoklassniki (Russia Only)
Mixi (Japan Only)
Me2Day (South Korea Only)
Tuenti (Spain Only)
Koprol (Indonesia Only)
Mig33 (Indonesia Only)
Sonico (Mexico Only)
Plurk (Taiwan Only)
Copains d'Avant (France Only)
Nate Connect (South Korea Only)
Hyves (Netherlands Only)
MeinVZ (Germany Only)
StudiVZ (Germany Only)
Mxit (South Korea Only)
Enyny (Taiwan Only)
BlueWorld (South Korea Only)
My Genius (South Africa Only)
Social Press (South Korea Only)
MoTribe (South Africa Only)
INCREASINGLY COMPETITIVE MARKET
Google+ is growing rapidly in adoption thanks to integration with all Google
services, while China demonstrates its scale and hyper social consumer
base by dominating 6 of the top 10 social platforms
Amazingly twitter is only the third largest micro-blogging service in the world
lagging behind both Sina Weibo and Tencent Weibo.
This demonstrates the growing divide between China and the rest of the
world
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
Social platform active usage by service. % of all global internet users
ENGAGEMENT SPLIT: 200m+ FACEBOOK USERS DO NOT CONTRIBUTE
ACCOUNT OWNERSHIP VISIT LAST MONTH ACTIVE LAST MONTH POST (TEXT) UPDATE
672m* 1.3bn** 336m***
517m 321m 262m
*Google Accounts / Google+ Accounts **Google visitation. Plus.google.com is too integrated to segment as a URL
*** Activity could be conducted on a variety of Google services connected through the G+ layer
1.14bn 845m 653m 400m
76m
124m
Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets equal to approximately 87% of the internet population
PINTREST HAS A SLIGHT FEMALE SLANT
56% 44% Male
Female62%
38%
64%
36%
65%
35% 46%
54%
29%
30%
20%
13%
8% Age: 16 to 24
Age: 25 to 34
Age: 35 to 44
Age: 45 to 54
Age: 55 to 64
32%
33%
20%
10% 5%
34%
34%
18%
10% 4%
23%
34%
22%
14%
7%
33%
37%
15%
9% 6%
The male skew is driven at a global level. In established internet markets like
the US, Facebook is more female than male.
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
Demographic profile of active account users
G+ IS THE MOST MOBILE PLATFORM – TWITTER THE LEAST. PC STILL CORE
20m
MOBILE DRIVING SUPPLEMENTARY USAGE
Good news for Facebook. Mobile devices are not replacing PC
(their advertising money spinner), they are simply adding
additional usage occasions with only 5% of active users
dropping the PC. This emphasises the need for cross platform
view of a user base and need to provide a platform agnostic
product. Cut down mobile products will not match user
expectations.
PC ONLY 392m 136m 167m
MOBILE ONLY 28m 2m 36m
TABLET ONLY 3m 2m 2m
PC + MOBILE 176m 88m 92m
PC + TABLET 18m 11m 12m
MOBILE + TABLET 3m 2m 2m
PC + MOBILE +
TABLET 33m 22m 24m
TOTAL 653m 262m 336m
60% PC
ONLY
35% PC +
MOBILE
OR
TABLET
5% MOBILE
OR TABLET
ONLY
52% PC
ONLY
46% PC +
MOBILE
OR
TABLET
2% MOBILE
OR TABLET
ONLY
50% PC
ONLY
38% PC +
MOBILE
OR
TABLET
12% MOBILE
OR TABLET
ONLY
Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets and are based on active usage in the past month by device. Estimates equal to
approximately 88% of the internet population
Active contribution by device based on universe
estimates. Cross over and unique numbers
PASSIVE BRAND BEHAVIOURS LEAD
"like" an brand page / product etc
Shared photos from a brand
Shared videos created by a brand
Used an app created by a brand
Posted a positive comment
Followed a branded page
Shared photos from a brand
“Tweet” an article, brand, product etc.
Posted a positive comment
Shared videos created by a brand
“+1" an article page product etc.
Shared photos from a brand
Used an app created by a brand
Followed a branded page
Bought a product or service
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us if
you have done any of the last month? Ranked by penetration. Base = Active Facebook, Twitter, G+ Users on PC, Mobile and Tablet
G E T M O R E I N S I G H T
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1. Adoption Trends: Global Trends in Social
Platform Adoption
• Develop global, regional and local social priorities
• Drive insights into engagement and adoption
2. Demographic Divide: Detailed Demographics on
Users
• Learn how to tailor your strategy
• Explore mainstreaming of social platforms
3. Multi-device Behaviour : Consumer Behaviour
and Actions by PC, Mobile, and Tablet by platform
• Design platform specific strategy
• Quantify key platform behaviours
4. Brand Opportunity: Brand Engagement by
Platform
• Identify relevant content by platforms
Exploring key macro and structural trends on a global level:
• Standard Norm
• Growing Globalisation
• Facebook Still Rising
• Google+: Mass by Stealth
• Twitter: Towards Top Broadcast Social
• Passive: Broadcast Social
• Competition Driving Supplementary Usage
• Mobile Driving Extra Engagement: PC still safe
• It’s All About Photos
• Positive Branding
GET THE TREND REPORT TO STAY IN THE KNOW
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Deep dive into countries and demographics for all social
platforms
• Question: On which of the following services have you
contributed last month?
• Question: On which of the following services have you
created an account?
• Question: Thinking about the social media services that you
actively use, could you please tell us if you have done any of
the last month? PC
• Question: Thinking about the social media services that you
actively use, could you please tell us if you have done any of
the last month? Mobile
• Question: Thinking about the social media services that you
actively use, could you please tell us if you have done any of
the last month? Tablet
GET THE DATA PACKS TO EXPLORE THE DETAIL
Source: GlobalWebIndex, GWI.7 Q2 2012.? Base = Total
CLICK HERE TO BUY DATA
0% 10%20%30%40%50%60%70%80%90%
None of the Above
Watched full
Shared links to blogs
Shared videos created by a brand…
Bought a product or service
Asked a friend about a product you…
Shared photos from a company or…
Asked a question to the public about…
Posted a complaint about a…
Organised an event
Used an app created by a brand…
Posted a postive comment about a…
Uploaded and share your own videos
Checked in at a location
Watched video clips created by…
Shared videos created by other…
Shared a link to an article
Followed a group or like a page…
Clicked a button linked to the…
Posted comment about my daily…
Messaged with friends on a one on…
Commented on a friend photo or video
Commented on a friend post
Uploaded and share photos
Audience 2
Audience 1
ACCESS THE ANALYSIS PLATFORM & CUSTOMISE TO YOUR TARGET AUDIENCE & INSIGHT
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the last month?
Base = Active Facebook. Users on PC.
% of Facebook active PC contributors who have done the following actions
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