ComBlu was recently asked to help a client in the technology industry develop an approach for extending its successful U.S.-based feedback community into a variety of international markets. Intrigued by the assignment, we decided to back up and do a little research into how social is currently being used in various regions of the world.
The best source of information I found was a study called “Social Media Around the World 2011,” by InSites Consulting. It was rich in information on the usage, penetration and other trends in social worldwide. I learned a variety of interesting things worth sharing, including:
· Emerging markets like Brazil and India show the highest awareness and penetration of social networks overall. On average, people in these regions join 3.1 and 3.9 social networks, respectively. In the U.S. by comparison, the number is 2.1, while in Europe it is only 1.9.
· More than 400 million people use Facebook daily.
· Twitter? While 80% of folks are aware of Twitter, only 16% of people use it.
· Average time spent per session? For Facebook, it’s 37 minutes. For Twitter, it’s 23.
· Vkontakte (a Facebook look-alike) is big in Eastern Europe and enjoys 55% awareness and 39% penetration.
· People don’t want or need more: 60% surveyed are not interested in joining any new social networks; 93% are happy with what they have.
· Given this last item, it’s likely the big social networks will get bigger and small ones will get smaller.
· Daily login to social media around the world breaks down as follows:
– U.S.: 63%
– Brazil: 76%
– Europe: 60%
– India: 82%
– China: 67%
– Japan: 58%
– Australia: 61%
· Facebook rules, at least in Europe, U.S. and Australia. No other network reaches the 96% awareness and 62% usage level of Facebook.
· Blogging and microblogging are the most popular social media activities in Japan with 31.3 million active bloggers. And, 40% of blogging in Japan is done via mobile.
· Mixi continues to be very popular in Japan, but the country’s adoption of Twitter is growing, with unique visitors increasing in the last year from less than 200,000 to more than 10 million.
Interesting info, but what will prove even more interesting is how this will change over the coming months and years. We will all have a global eye out, as it will certainly change our perspective and approach going forward!