Media Measurement: Social Media Trends by Country and Age

SOCIAL MEDIA TRENDS by
AGE and COUNTRY

SOCIAL MEDIA TRENDS: ABOUT THIS REPORT

This report outlines trends observed within social media by age and geography. The research was
completed between June and July 2011.

Countries covered:

- Australia - Italy
- Brazil - Ireland
- Canada - Japan
- China - Mexico
- Denmark - Spain
- France - Sweden
- Germany - UK
- India - US

MEDIA TRENDS: AGE
Which social media sites do Under 18’s use?

Kaixin001

SOCIAL MEDIA TRENDS: AGE
Engaging with Target Audiences – Under 18s

• HIDDEN - Young people can become ‘hidden’ in the statistics. For example, although
Facebook is restricted to over 13’s, many younger children use the site by claiming that they
are older

• SOCIAL GAMING - Younger people’s use of social media is often more focused on gaming

• BLOGGING – Blogging is not just an adult pursuit. A recent US study from PEW Research
found that 35% of girls and 20% of boys aged 12-17 blogged

SOCIAL MEDIA TRENDS: AGE
Which social media sites do 18-30 year olds use?

Tencent Weibo

MEDIA TRENDS: AGE
Engaging with Target Audiences – 18-30 year olds

• WIDESPREAD - People aged between 18 and 30 years old are present on a huge range of
social media sites.

• GLOBAL - The challenge for any company is to locate relevant communities of interest.
Many of these communities of interest will cross national borders.

SOCIAL MEDIA TRENDS: GEOGRAPHY
How does the % of the population online vary by country?

Figures are from Internet World Stats, March 31st 2011 (http://www.internetworldstats.com/)

Which countries use social networking the most?

Figures are from Global Web Index, March 31st 2011 (http://www.internetworldstats.com/)

Which were the top sites across the 16 countries?

These are the amalgamated figures for the top ten sites for each country by number of unique users

How does the use of social media differ by culture?

Blogging and online video is popular
Many social networks/forums are anonymous
Social gaming is key

Q&A sites are popular
Information sharing is prominent, with accuracy and expertise
viewed as important

Strong blog culture

Short updates and chat, via microblogs and social networks such as
Facebook are most popular. Blogging is less prominent

These are the amalgamated figures for the top ten sites for each country by number of unique users

What are the key social media platforms in Australia?

Top 10 Social Media Sites in Australia
60% of all internet users in
Australia use Facebook
(bandt.com). In Australia 28%
Video and photo-sharing sites are
of the sites users are under the
age of 17; 18% are aged 18-34 prominent amongst the top social
media sites for Australia, with
(socialmedianews.com.au)
YouTube, Flickr and Vimeo
appearing amongst the top sites.
According to Comscore, 79% of
the internet population watches
video online

Another more surprising site
featured is DeviantArt, which
showcases user generated art

The chart above shows the top ten social media sites in Australia based on the total number of unique users as found using alexa.com
and Goole Adplanner

What are the key social media platforms in Brazil?

Top 10 Social Media Sites in Brazil
Facebook is used by 29% of Orkut is the most popular
the online population in social networking site in
Brazil, although this accounts Brazil, although the number of
for only 11% of the total people using Facebook is
population in the country, as increasing rapidly
internet penetration is fairly
low (socialbakers.com)

According to recent figures
from ComScore, 24% of
Brazil’s internet population
over the age of 15 use Twitter.
The percentage of the
population using Twitter is the
third highest globally

The chart above shows the top ten social media sites in Brazil based on the total number of unique users using alexa.com and Google
Adplanner. Figures for Facebook and Orkut have been sourced from socialbakers.com and Comscore respectively

What are the key social media platforms in Canada?

Top Social Media Sites in the Canada
In February 2011, 67% of
In October 2010, 50% of Canada’s total population
people in Canada used viewed more than 5.1 billion
Facebook. 29% of Canadian videos online, with the average
Facebook users were aged 18- viewer watching 232 videos
24 years (socialbakers.com). (comscore.com).

18% of people in Canada
LinkedIn was one of used Twitter in April 2011
Canada’s fastest growing (comscore.com), with
social media platforms in English-speaking users
2010, with a 35% increase averaging 33.4 hours
in unique visitors online a week and
(comscore.com). Francophones 23.8 hours
Older Canadians are becoming increasingly (bbm.ca).
engaged with social media, with a 35% increase
in unique visitors aged 55+ in 2010
(comscore.com).

The chart above shows the top ten social media sites in June 2011 as
found using alexa.com and Google Adplanner

What are the key social media platforms in China?
Top 10 Social Media sites in China
Qzone is a hugely popular nick- Facebook, Twitter, YouTube, F
name based social networking oursquare and most
site. According to recently, Google+, have been
Bshare, members of this social blocked in China. Chinese
network are more likely to share equivalents of these sites are
content than users of any other favoured
site (resonancechina.com)

Tencent Weibo and Sina
PengYou, (meaning Friends in Weibo are microblogging
English), is a real-name social sites. Whilst Tencent
networking site. It competes with Weibo had more users on
RenRen, another real-name network paper, Sina Weibo is seen to
very similar to Facebook. Brands more popular, with higher
campaigns and Facebook pages are account usage rates. Sina
not free to companies wishing to use accounts for 87% of page
51.com is one of the oldest
RenRen for PR and marketing views in the microblogging
Chinese social networking
market (technode.com)
sites, which is popular outside of
the major cities

The chart above shows the top ten social media sites in China based on the total number of
unique users found using alexa.com and Google AdPlanner

What are the key social media platforms in Denmark?

Top 10 Social Media Sites in Denmark
YouTube is the fourth most
visited website in
Denmark, however, no
Facebook is by far the most statistics could be found on the
popular social media site in number of unique users for the
Denmark; almost 50% of the site
population use the site
(socialbakers.com). 41% of users
are between the ages of 18 and 34

Amino.dk is forum for
entrepreneurs and the self-
employed. Arto.dk is an
online community where
people can chat with
friends, play games, and
share photos and videos

The chart above shows the top ten social media sites in Denmark based on the total number of unique
users found using alexa.com and Google AdPlanner

What are the key social media platforms in France?
Top 10 Media Sites in France
Facebook is the top social Skyrock is the third most
network in terms of the visited site; France accounts
number of unique users. At for more than half of
the beginning of June 2011 Skyrock users globally
the site had 22.5 million (publicintelligence.net). Two
users in France of the top four sites are video
(insidefacebook.com) sharing sites.

49% of French internet
In March 2011 there were 2.4 users have an account with
million Twitter users in Copains d’Avant, a site
France (semiocast.com). where former school and
There is a low level Twitter university students can
penetration in the internet connect, but it has low daily
population compared to other traffic, indicating that many
European countries such as French internet users spend an
of the accounts are inactive
the UK and the Netherlands average of 4.1 hours per month
(comscore.com) on social networks
(comscore.com)

The chart above shows the top ten social media sites in France based on the total number of unique users
found using alexa.com and google adplanner.com

What are the key social media platforms in Germany?

Top Social Media Sites in Germany
Germany has the tenth highest Gutefrage.net, an online advice
number of Facebook users in site, where users can freely
the world (socialbakers.com). exchange tips and
31% of the online population information, is very popular
use the site. 17% of user are
under 18 and 54% are aged 18-
34

Xing is the most popular The VZ networks
professional network in (StudiVz, MeinVZ and
Germany, in contrast to SchulerVZ) dominated social
most of the other 16 networking in Germany until
countries, where Linkedin early 2010, when Facebook’s
is preferred popularity began to increase

The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Google
Adplanner

What are the key social media platforms in India?

Top Social Media Sites in India
In May 2011, 40% of Orkut’s
Facebook is the top social
100 million active users were
network and is growing
based in India
rapidly. The site’s
(theatlantic.com). Its
membership increased by
popularity is
166% between May 2010 and
waning, however, as Facebook
June 2011
becomes more prevalent
(insidefacebook.com).

LinkedIn launched in
India in 2009, and by June Bharatstudent.com, India’s
2011 had grown its largest student and youth
subscriber base to 10 community platform has
million (business- recently joined forces with
standard.com). The site is Facebook. Facebook accounts
particularly popular with will be integrated into
younger professionals bharatstudent.com in an effort
(average user age 31) to boost the number of users

The chart above shows the top ten social media sites in June 2011 as found using alexa.com
and Goggle AdPlanner

What are the key social media platforms in Ireland?

Top 10 Social Media sites in Ireland

Internet forum boards.ie is
hugely popular, offering a
43% of the Irish population and place for people to discuss a
66% of the online population use multitude of topics from an
Facebook (socialbakers.com). Irish perspective
55% of the site’s users site are
aged between 18 and 34

Between February and May
2011, the number of Irish
over 15s with a Twitter
account increased from 7 to
11% (www.ipsosmrbi.com)

The chart above shows the top ten social media sites in Ireland based on the total number of unique users
found using alexa.com and Google AdPlanner

What are the key social media platforms in Italy?
Top 10 Social Networks in Italy

Facebook is the most popular
social media site in Italy, with
66% of the online population
using the site (socialbakers.com).
Badoo is a free to use social
50% of users are between 18 and
network based around meeting
34 years old.
new people, dating and flirting.
It has 6 million members in
Italy (badoo.com), although
the recent unique users figures
were found to be lower

Twitter is less popular in Italy than
some other major European
countries. Sysomos.com found
that Twitter users in Italy
contributed less than 0.5% of
Tweets globally

The chart above shows the top ten social media sites in Italy based on the total number of unique users as
found using alexa.com and Google Adplanner

What are the key social media platforms in Japan?

Top 10 Social Media Sites in Japan
Japanese was the second
language to be added to
Video sharing sites Twitter. Around a fifth of of
YouTube and Nico Nico the internet population use the
Douga are the top two microblogging service
social media sites in (comscore.com)
Japan. A researcher from
Nihon Gigei Inc. said
‘there are probably no
other Japanese media that
grab at the hearts of
young people as firmly as Mixi is the most popular social
Nico Nico Douga does’ networking site in Japan.
(japantimes.co.jp). Many people access the site via
a mobile phone, as 84% of
page impressions are delivered
to mobile users (Morgan
2-Channel (2ch) is a huge Japanese forum Stanley Research). Only those
which does not require registration and allows with a valid Japanese phone
people to post anonymously. number may register.

The chart above shows the top ten social networks in Japan based on the total number of unique users using
www.alexa.com ,www.google.com/adplanner and comscore.com

What are the key social media platforms in Mexico?

Top 10 Social Media Sites in Mexico
Mexico was the third fastest
growing country on Facebook
in 2010, with the number of
users increasing by 192%
(socialbakers.com). An October 2010 survey of several
Latin American markets found that
people in Mexico consume the
most online video content, with
each user viewing an average of
9.7 hours per month
Twitter multiplied its reach (comscore.com).
in Mexico by nine times in
the year leading up to
August 2010
(comscore.com). In the same
period, however, usage of
Hi5 declined.

The chart above shows the top ten social networks in Mexico based on the total number of unique users as found using
alexa.com and Goolge Adplanner

What are the key social media platforms in Spain?

Top Social Media Platforms in Spain
According to Comscore, 82%
of internet users in Spain watch
online video, with both
YouTube and Dailymotion
appearing in the top ten sites
Almost 50% of the online
population in Spain use
Facebook (socialbakers.com).
54% of users are aged 18-34 Tuenti, an invite-only social
networking site, the top site
in Spain until last
year, when it was overtaken
by Facebook. The site’s
chat function is popular, but
it is not as easy to share
links and information as on
Facebook

The chart above shows the top social media platforms in Spain based on the total number of unique users using
www.alexa.com and www.google.com/adplanner

What are the key social media platforms in Sweden?
Top 10 Social Media sites in Sweden

48% of the population of Some home-grown Swedish
Sweden use Facebook. 44% of social media sites, such as
the users are aged 18-34 lunarstorm, have shut down
(socialbakers.com) due to the rise of global sites
such as Facebook, Twitter and
Linkedin

75% of Swedish young people
Swedish site
use YouTube at least once a
dayviews, previously
week (Kairos Furture, 2011)
known as
bilddagboken, allows user
to document their day in
photos. It has around
420,000 unique users

The chart above shows the top ten social media sites in Sweden based on the total number of unique users found using
alexa.com and Google AdPlanner

What are the key social media platforms in UK?

Top Social Media Sites in the United Kingdom
YouTube accounts for around
20% of visits to social
networking sites in the UK
(hitwise.com). The UK ranks
third in Europe for the number
The UK has the fourth of online videos watched per
highest number of Facebook viewer (Comscore, April 2011)
users in the world. 58% of
the online population uses the
site (socialbakers.com). 50%
of users are aged between 18
and 34. Almost 15% of the online
population (aged 15+) are on
linkedin.com
(Comscore, March 2011).
The majority of users of the
site are aged 25+ and they
are more likely to be in the
£30k+ income bracket
(linkhumans.com)

The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Goggle Adplanner

What are the key social media platforms in US?

Top Social Media Sites in United States

According to recent figures
from Pew Research
Facebook is the top social Center, 13% of Americans
network in terms of the online use Twitter. 18% of 18-
number of unique users. 49% 29 year olds online use the
of the population, and 64% of microblogging service, up
the online population uses the from 9% in November 2010
site (socialbakers.com). 49%
of Facebook users are aged
between 18 and 34

Classmates.com (or Memory
Lane, as it has been rebranded) is a
site where people can find lost
friends

The chart above shows the top ten social media sites in June 2011 as found using alexa.com and Google Adplanner

Media Measurement: Social Media Trends by Country and Age

Media Measurement: Social Media Trends by Country and Age

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