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%

Facebook

Google+

Qzone (China Only)

Sina Weibo (China Only)

Tencent Weibo (China Only)

Twitter

RenRen (China Only)

Kaixin (China Only)

LinkedIn

51.com (China Only)

Badoo

Other

Pinterest

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

FACEBOOK HAS 650m ACTIVE USERS

0 100 200 300 400 500 600 700

Facebook

Google+

Qzone (China Only)

Sina Weibo (China Only)

Tencent Weibo (China Only)

Twitter

RenRen (China Only)

Kaixin (China Only)

LinkedIn

51.com (China Only)

Badoo

Other

Pinterest

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)

FACEBOOK IS DOUBLE THE SCALE Facebook has over 650m active users, with Google+ now up to 333m, thanks to integration with the wider Google product. However Google’s success is not a rival to Facebook (see intro). It is also worth noting why this number is lower than Facebook’s published figure. Primarily our research measures “active contribution” and not visits to the site, check ins our shares. we also won’t capture duplicate or fake accounts. Beyond the major global players and outside of China, only Russia has enough scale and local service development to drive large numbers of users. Even “other service” only generates 59m, on a global basis. This underlines Facebook’s success. The vast majority of markets lack the scale and critical mass to develop services that can rival Facebook, which is personal and localised to all users across the world, by its users. The barriers to market entry for “general social services” become bigger.

Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total

Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets equal to approximately 88% of the internet population

Social platform active usage by service. 31 market universe estimates

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

Exploring key macro and structural trends on a global level:

• Standard Social

• Growing Globalisation

• Facebook Still Rising

• Google+: Mass by Stealth

• Twitter: Towards Top Down Social

• Passive: Broadcast Social

• Competition Driving Supplementary Usage

• Mobile Driving Extra Engagement: PC still safe

• All About Photos

• Positive Branding

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GET THE TREND REPORT FOR MORE INSIGHT: 12 PAGES OF WRITTEN INSIGHT

Deepdive 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

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Source: GlobalWebIndex, GWI.7 Q2 2012.? Base = Total

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 or…

Bought a product or service

Asked a friend about a product you were…

Shared photos from a company or brand

Asked a question to the public about a…

Posted a complaint about a company or…

Organised an event

Used an app created by a brand company

Posted a postive comment about a…

Uploaded and share your own videos

Checked in at a location

Watched video clips created by other…

Shared videos created by other internet…

Shared a link to an article

Followed a group or like a page created…

Clicked a button linked to the service that…

Posted comment about my daily activities

Messaged with friends on a one on one…

Commented on a friend photo or video

Commented on a friend post

Uploaded and share photos

Audience 2

Audience 1

GET THE ANALYSIS PLATFORM + CUSTOMISE TO YOUR TARGET AUDIENCE

18-34 MALE

Brand

Conscious

Stand Out

From The

Crowd

Look After

Appearance

Image

How I spend

my time is

more

important than

the money I

make

Strive to

achieve more

Audience 1

Audience 2

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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