STREAM SOCIAL: Q2
2013
GlobalWebIndex’s quarterly update
of social media usage trends around
the world
September 2013
The data in this report is sourced from the GlobalWebIndex and
is the second of our quarterly Stream Social series, providing
readers with a unique understanding (and the most recent
independent global data) about current trends in the global social
media environment.
This report will reveal:
Global Trends in Social Platform Adoption
•
Develop global, regional and local social priorities
•
Drive insights into engagement and adoption
Detailed Demographics on Users
•
Learn how to tailor your strategy
•
Explore mainstreaming of social platforms
Consumer Behaviour and Actions by PC, Mobile, and Tablet
•
Design platform specific strategy
•
Quantify key platform behaviours
© 2013 GLOBALWEBINDEX
CONTENTS
1. Introduction to the GlobalWebIndex
2. Global Overview of Social Platforms
•
•
•
•
•
•
Account Ownership and Active User penetration at a global level
% Change in Social Platform Active Users from Q2 2012 to Q1 2013 at a global level
Age and Gender split of the top 5 global social platforms
% Change in Select Social Platform Active Users from Q2 2012 to Q1 2013 at a global level
Illustration of visitation vs. account ownership vs. active usage vs. post an update for Facebook, Twitter and
Google+
Proportions of Active Users vs. Account Ownership for Facebook, Twitter, Google+, Pinterest, and LinkedIn
3. Social Platforms Local Market Deep Dive
•
•
•
Social Platform penetration and universe size by Market (Facebook, Twitter, Google+, Pinterest, LinkedIn)
% Change in Account Ownership and Active Users by Market for Facebook, Twitter and Google+
Indexing iOS and Android users’ active usage of Facebook, Twitter, and Google+ by market
4. Social Platform Activities
•
Comparing activities by device performed on Facebook, Google+, and Twitter
5. Conclusions
© 2013 GLOBALWEBINDEX
KEY FINDINGS
•
Active usage of the major, global social platforms is growing worldwide with mobile being the key driver;
•
Google+ remains the second most actively used social network with 318.4 million active users in 31
markets;
•
Emerging platforms have experienced notable growth in popularity since Q2 2012 with Pinterest and
Tumblr being currently the fastest growing global social media;
•
Facebook maintains the highest penetration of active users among account owners at 62% globally. This
compares to 51% for Twitter and 44% for Google+;
•
Emerging markets remain more active on social networks compared with developed countries. In Q2
2013 South Africa had the highest proportion of active Facebook users: 68%.
•
Mobile and tablet usage is beginning to heavily impact social media usage with mobile having the biggest
effect on Twitter which is used by 94 million active Twitter to share photos compared to 140 million on
PC. This is the highest proportion of mobile vs. PC photos sharing of any social network
© 2013 GLOBALWEBINDEX
G L O B A L O V E R V I E W O F S O C I A L P L AT F O R M S
GOOGLE+ IS THE SECOND MOST COMMONLY USED SOCIAL NETWORK GLOBALLY
Global Penetration of Social Platform - Account Ownership, % of
internet users globally, Q2 2013
Global Penetration of Social Platform - Active Usage, % of internet
users globally, Q2 2013
Facebook
Google+
YouTube (Since GWI.8)
Twitter
Sina Weibo
Tencent Weibo
Qzone (China Only)
Tencent (China Only; Since GWI.8)
LinkedIn
RenRen (China Only)
Youku (China Only; Since GWI.8)
Myspace (Since GWI.8)
Tudou (China Only; Since GWI.8)
Instagram (Since GWI.10)
Pinterest
Kaixin (China Only)
Orkut (Since GWI.8)
Tumblr
Badoo
51.com (China Only)
Viadeo
None of the Above
Reddit (Since GWI.9)
Bebo (Since GWI.8)
Quora (Since GWI.8)
Yammer (Since GWI.8)
vkontakte (Russia Only)
Odnoklassniki (Russia Only)
Mixi (Japan Only)
Mig33 (Indonesia Only)
Koprol (Indonesia Only)
Nasza-Klasa (Poland Only; Since GWI.8)
Me2Day (South Korea Only)
Copains d'Avant (France Only)
Tuenti (Spain Only)
Sonico (Mexico Only)
Facebook
None of the Above
Google+
YouTube (Since GWI.8)
Sina Weibo
Twitter
Qzone (China Only)
Tencent Weibo
Tencent (China Only; Since GWI.8)
Youku (China Only; Since GWI.8)
RenRen (China Only)
Tudou (China Only; Since GWI.8)
LinkedIn
Kaixin (China Only)
Instagram (Since GWI.10)
Pinterest
Myspace (Since GWI.8)
Tumblr
51.com (China Only)
Orkut (Since GWI.8)
Badoo
Viadeo
vkontakte (Russia Only)
Reddit (Since GWI.9)
Other
Odnoklassniki (Russia Only)
Quora (Since GWI.8)
Bebo (Since GWI.8)
Yammer (Since GWI.8)
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
5%
10%
15%
20%
25%
30%
Source: GlobalWebIndex, Questions: On which of the following social platforms do you have an account? & Which of the following services have you used or contributed to in the past month?;
Base % of internet users aged 16 to 64 globally
35%
40%
45%
50%
PINTEREST IS THE FASTEST GROWING GLOBAL SOCIAL NETWORK
Global Penetration of Social Platform - Active Usage, % change in millions of
Active Users globally, between Q2 2012 and Q2 2013
Pinterest
Tumblr
Mig33 (Indonesia Only)
Twitter
LinkedIn
Sina Weibo
Google+
vkontakte (Russia Only)
Facebook
Tencent Weibo
Viadeo
Pinterest and Tumblr take the top spots
Sonico (Mexico Only)
RenRen (China Only)
In the Q1 2013 Stream Social Report, GWI reported that
Twitter was the fastest growing social platform between
Q2 2012 and Q1 2013. Much has changed in a quarter,
however, and now with a year-on-year (y-o-y)
comparison, we see that both Pinterest and Tumblr have
grown more than any other social platform between Q2
2012 and Q2 2013, by 88% and 74% respectively.
None of the Above
Koprol (Indonesia Only)
Qzone (China Only)
Kaixin (China Only)
Badoo
Odnoklassniki (Russia Only)
51.com (China Only)
Nate Connect (South Korea Only)
Copains d'Avant (France Only)
Other
Tuenti (Spain Only)
Me2Day (South Korea Only)
Mixi (Japan Only)
-100%
-50%
0%
50%
100%
Source: GlobalWebIndex; Question: Which of the following social platforms have you used or contributed to in the past month?; Base: % change in millions of active users globally
LINKEDIN IS MORE POPULAR AMONG OLDER INTERNET USERS
Top 5 Social Platforms Globally – Demographic Breakdown of Active Users, Q2 2013
Female
Male
57%
25 to 34
63%
8%
16 to 24
13%
25%
35 to 44
45 to 54
55 to 64
37%
37%
43%
11%
61%
63%
5%
11%
32%
20%
5%
28%
37%
39%
5%
10%
63%
7%
28%
14%
23%
22%
23%
25%
31%
32%
20%
33%
34%
Source: GlobalWebIndex; Question: Which of the following social media platforms have you used or contributed to in the past month?; Base: % of global internet users age 16 to 65
33%
ACTIVE USAGE OF SOCIAL NETWORKS SIGNIFICANTLY INCREASED AMONG OLDER USERS
Global Penetration of Social Platforms by age groups - % change in
millions of Active Users, between Q2 2012 and Q2 2013
250%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
200%
150%
100%
50%
0%
Source: GlobalWebIndex, Questions: On which of the following services have you used or contributed to in the past month?; Base % of internet users in each age break
ENGAGEMENT SPLIT AT A GLOBAL LEVEL
ACCOUNT OWNERSHIP
VISIT LAST MONTH (PC)
ACTIVE LAST MONTH
POST (TEXT) UPDATE
957.4m
809.8m
597.8m
391.8m
162.6m
728.7m*
1,203.8m**
318.4m***
143.5m
607.4m
416m
296.9m
*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
Source: GlobalWebIndex Q2 2013: Universe estimates based on global Internet penetration calculations and forecasts using GWI methodology
FACEBOOK MAINTAINS THE HIGHEST ENGAGEMENT RATE AMONG ACCOUNT OWNERS
Active Usage Measurement - % of Account Owners that are Active on the
Platform in the past month globally, Q2 2013
38%
Active
51%
Non-Active
62%
39%
44%
49%
56%
61%
39%
61%
The engagement rate of active users to account holders decreased for all top 5 social networks compared with Q1 2013. Despite that, Facebook still remains
the leader in engaging its audience with 62% of active account holders. The gap between engagement of Google+ and Twitter has widened over the past
quarter with microblog’s account holders being 10% more likely to use it actively than those who signed up to Google+. The two main emerging platforms
proved to be equally engaging in Q2 2013.
Source: GlobalWebIndex, Questions: On which of the following social platforms do you have an account? & On which of the following services have you used or contributed to in the past month?;
Base % of internet users globally aged 16 to 65
S O C I A L P L AT F O R M S M A R K E T D E E P D I V E
ACTIVE USAGE OF FACEBOOK IS THE HIGHEST IN NORTH AMERICA
Twitter
Facebook
Badoo
YouTube
Google+
Pinterest
LinkedIn
Tumblr
Myspace
Instagram
Key Social Platforms - % of Internet Users Active on world’s 10 largest
social platforms by region, Q2 2013
Asia Pacific
21%
34%
3%
20%
26%
4%
9%
5%
5%
5%
Europe
18%
50%
3%
21%
18%
3%
6%
2%
3%
5%
Latin America
23%
55%
7%
26%
25%
5%
12%
4%
5%
10%
Middle East and Africa
33%
56%
5%
31%
32%
8%
18%
5%
5%
9%
North America
25%
59%
1%
27%
15%
17%
10%
5%
4%
9%
Google+ is catching Facebook
While Facebook still leads in terms of active usage in every region around the world, Google+ has made significant inroads and its penetration among
the internet population in APAC is only 8 percentage points behind that of Facebook. This is due to high usage of country-specific social networks such
as Sina Weibo in China, which with its user base of over 300 millions active members is currently the 4 th largest platform in the world (measured across
markets surveyed by GWI). While Facebook does have 21% penetration in China, the local platform are far more popular because they are much more
easily accessible.
Source: GlobalWebIndex Q2 2013, Question: Which of the following services have you used or contributed to in the past month?; Base % of global internet users
ACTIVE USAGE OF FACEBOOK IS THE HIGHEST IN NORTH AMERICA
Facebook
Badoo
YouTube
Google+
Pinterest
LinkedIn
Tumblr
Myspace
Instagram
Asia Pacific
Europe
Latin America
Middle East and Africa
North America
Twitter
Key Social Platforms - millions of Internet Users Active on world’s 10
largest social platforms by region, Q2 2013
165.19
49.09
27.06
7.84
47.75
269.97
137.10
64.00
13.57
113.15
26.54
8.03
7.89
1.30
1.75
155.03
57.47
29.81
7.49
50.97
204.11
48.39
29.24
7.60
29.05
31.71
8.13
5.22
1.90
31.75
67.71
15.88
13.74
4.36
18.36
36.40
6.58
4.82
1.32
10.40
37.83
7.39
6.10
1.30
7.54
40.03
12.64
11.12
2.27
18.06
Size Matters
With the largest internet population by far, the Asia Pacific region dominates the social media
landscape when it comes to absolute numbers of active users despite having the among the lowest
penetration on most of the big global platforms.
Source: GlobalWebIndex Q2 2013, Question: Which of the following services have you used or contributed to in the past month?; Base % of global internet users
SOUTH AFRICA HAD THE LARGEST PROPORTION OF ACTIVE FACEBOOK USERS IN Q2 2013
Global Penetration of Social Platform – Active Usage,% Facebook Active
Users, in Q2 2013
Global Penetration of Social Platform - Account Ownership,% Facebook
Account Owners, in Q2 2013
Indonesia
South Africa
Philippines
Indonesia
India
Philippines
Malaysia
Vietnam
Vietnam
Turkey
Thailand
Taiwan
Singapore
Poland
Mexico
Mexico
Argentina
Malaysia
Brazil
Canada
UAE
USA
Taiwan
Singapore
Turkey
Spain
South Africa
Thailand
Spain
Argentina
Saudi Arabia
India
Canada
UK
USA
Brazil
Italy
Australia
UK
Italy
Australia
UAE
Sweden
Saudi Arabia
Poland
Sweden
South Korea
Hong Kong
France
France
Germany
Netherlands
Netherlands
Germany
Hong Kong
Russia
Russia
South Korea
Japan
Japan
China
China
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
Source: GlobalWebIndex, Questions: On which of the following social platforms do you have an account? & Which of the following services have you used or contributed to in the past month?;
Base % of internet users by market
70%
80%
DEVELOPING MARKETS ARE MORE LIKELY TO BE ACTIVE ON GOOGLE+
Global Penetration of Social Platform – Active Usage % of Active
Google+ Users, in Q2 2013
Global Penetration of Social Platform - Account Ownership, % of
Google+ Account Owners in Q2 2013
India
Thailand
Philippines
India
Indonesia
South Africa
Thailand
Indonesia
Vietnam
Malaysia
Saudi Arabia
Philippines
Malaysia
Vietnam
Mexico
Saudi Arabia
Brazil
Mexico
Turkey
Turkey
UAE
UAE
Argentina
Poland
South Africa
Russia
Taiwan
China
Spain
Argentina
South Korea
Brazil
Singapore
Taiwan
Russia
Singapore
Italy
Spain
Poland
Italy
Canada
USA
China
Canada
USA
Hong Kong
Hong Kong
Australia
Sweden
France
Australia
South Korea
France
UK
UK
Netherlands
Netherlands
Sweden
Germany
Germany
Japan
Japan
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0%
5%
10%
15%
20%
25%
Source: GlobalWebIndex, Questions: On which of the following social platforms do you have an account? & Which of the following services have you used or contributed to in the past month?;
Base % of internet users by market
30%
35%
40%
IN Q2 2013 INDONESIA WAS THE LEADER IN MICROBLOGGING ACTIVITY
Global Penetration of Social Platform – Active Usage,% of Active Twitter
Users in Q2 2013
Global Penetration of Social Platform - Account Ownership,% of Twitter
Account Owners in Q2 2013
Indonesia
Indonesia
Saudi Arabia
Saudi Arabia
Turkey
Turkey
India
South Africa
Philippines
Philippines
Mexico
India
UAE
Thailand
South Korea
Mexico
Malaysia
UAE
Brazil
Spain
South Africa
Malaysia
Thailand
USA
Spain
UK
Canada
Canada
Singapore
Singapore
Argentina
South Korea
USA
Argentina
UK
Brazil
Vietnam
Japan
Italy
Russia
Russia
Australia
Japan
Italy
Australia
Vietnam
Hong Kong
China
Netherlands
Hong Kong
China
Poland
France
France
Sweden
Netherlands
Taiwan
Germany
Germany
Sweden
Poland
Taiwan
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0%
5%
10%
15%
20%
25%
30%
Source: GlobalWebIndex, Questions: On which of the following social platforms do you have an account? & Which of the following services have you used or contributed to in the past month?;
Base % of internet users by market
35%
40%
45%
MOBILE DRIVES ACTIVE USAGE OF SOCIAL NETWORKS
Index of Social Platform active usage for iOS and Android (Mobile OS) Users, 100
represents the market average penetration for each social platform, Q2 2013
Japan
Japan
China
Spain
Japan
Hong Kong
France
France
South Korea
Germany
Netherlands
Germany
Mexico
China
Sweden
Netherlands
Brazil
France
South Korea
Germany
Australia
Australia
Mexico
Netherlands
Italy
Thailand
Russia
Sweden
Singapore
iOS Users
UK
Italy
iOS Users
UAE
Android Users
Brazil
Canada
HOW TO READ THESE
CHARTS
USA
Thailand
Poland
Indexing the market
average to 100 allows us
to understand how much
more or less likely iOS and
Android users are to be
active users of each
platform.
Italy
UAE
Singapore
Spain
Saudi Arabia
Taiwan
Mexico
South Africa
Example: Russian iPhone
users are 5% more likely
to use Google+ than the
average Russian internet
user.
Philippines
Vietnam
Malaysia
India
China
Indonesia
Australia
UK
UAE
Thailand
Singapore
USA
USA
Brazil
Canada
Saudi Arabia
Vietnam
India
Saudi Arabia
Russia
South Africa
Vietnam
India
Taiwan
Indonesia
Canada
Turkey
Turkey
Philippines
Sweden
South Korea
Hong Kong
Spain
Malaysia
Hong Kong
Poland
Malaysia
Argentina
Indonesia
Argentina
Taiwan
Argentina
Philippines
100
150
200
250
Android Users
UK
South Africa
Turkey
iOS Users
Russia
Android Users
Poland
100
150
200
250
Source: GlobalWebIndex, Questions: Which of the following services have you used or contributed to in the past month?; Base % of internet users by market
100
150
200
250
S O C I A L P L AT F O R M A C T I V I T I E S
FACEBOOK ACTIVITIES – PC DOMINATES USAGE BUT TABLET IS GROWING QUICKLY
Top 10 Facebook Activities Globally - % change in millions of Active Facebook
Users performing the following top 10 social network activities via each type of
device on Facebook, between Q2 2012 and Q2 2013
Top 10 Facebook Activities Globally - millions of Active Facebook Users
performing the following top 10 social network activities, Q2 2013
200%
PC
Mobile
Tablet
180%
160%
Millions Active Millions Active Millions Active
Facebook
Facebook
Facebook
Users
Users
Users
140%
120%
Uploaded and share photos
476.59
239.17
108.37
80%
Messaged with friends on a one on one basis
374.55
216.23
82.86
60%
Commented on a friend's post
388.08
201.82
94.44
40%
Commented on a friend's photo or video
359.53
184.84
86.55
20%
Posted comment about my daily activities
349.60
184.71
87.86
Clicked Facebook ‘like’ button
348.16
150.64
84.87
Followed a group or like a page created by a brand
291.99
110.60
66.94
Watched video clips created by other internet users
310.76
125.06
75.58
Shared a link to an article
287.82
112.19
67.37
Shared videos created by other internet users
259.86
93.31
54.64
100%
0%
-20%
Source: GlobalWebIndex, Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the following on the
service through your PC/Laptop/Mobile/Tablet in the past month? Base: % of Active Facebook Users
TWITTER ACTIVITIES – MOBILE IS CRITICAL FOR TWITTER
Top 10 Twitter Activities Globally - % change in millions of Active Twitter Users
performing the following top 10 social network activities via each type of device
on Facebook, between Q2 2012 and Q2 2013
Top 10 Twitter Activities Globally - millions of Active Twitter Users performing
the following top 10 social network activities, Q2 2013
300%
PC
Mobile
Tablet
250%
Millions Active Millions Active Millions Active
Twitter Users Twitter Users Twitter Users
200%
150%
100%
50%
0%
Posted comment about my daily activities
140.86
94.15
51.63
Uploaded and share photos
171.75
96.24
55.23
Commented on a friend's post
126.26
84.71
46.43
Messaged with friends on a one on one basis
115.12
87.04
38.33
Shared links to blogs
118.08
65.60
40.86
Shared a link to an article
109.15
61.26
39.10
Followed a group or like a page created by a brand
99.31
52.96
39.01
Commented on a friend's photo or video
107.36
70.08
42.39
Shared videos created by other internet users
97.08
53.10
34.91
Shared photos from a company or brand
104.31
59.61
34.03
Source: GlobalWebIndex, Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the following on the
service through your PC/Laptop/Mobile/Tablet in the past month? Base: % of Active Twitter Users
GOOGLE+ ACTIVITIES – MOBILE ALSO DRIVES GOOGLE+ THANKS TO ANDROID
Top 10 Google+ Activities Globally - % change in millions of Active Google+
Users performing the following top 10 social network activities via each type of
device on Facebook, between Q2 2012 and Q2 2013
250%
PC
Tablet
Top 10 Google+ Activities Globally - millions of Active Google+ Users
performing the following top 10 social network activities, Q2 2013
Mobile
200%
Millions Active Millions Active Millions Active
Google+ Users Google+ Users Google+ Users
150%
100%
50%
0%
Uploaded and share photos
206.74
103.54
60.20
Clicked a Google+ ‘+1 button’
129.43
63.78
39.46
Checked in at a location
112.06
71.85
37.51
Watched video clips created by other internet users
124.89
55.54
39.52
Messaged with friends on a one on one basis
131.18
93.82
43.82
Shared links to blogs
136.42
66.88
39.25
Watched full-length TV or films
121.95
46.08
39.94
Shared a link to an article
127.44
62.95
41.43
Commented on a friend's post
141.83
80.10
49.33
Posted comment about my daily activities
135.12
76.24
49.07
Source: GlobalWebIndex, Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the following on the
service through your PC/Laptop/Mobile/Tablet in the past month? Base: % of Active Google+ Users
CONCLUSIONS
KEY FINDINGS
•
Active usage of the major, global social platforms is growing worldwide with mobile being the key driver;
•
Google+ remains the second most actively used social network with 318.4 million active users in 31
markets;
•
Emerging platforms have experienced notable growth in popularity since Q2 2012 with Pinterest and
Tumblr being the fastest growing global social media at the moment;
•
Facebook maintains the highest penetration of active users among account owners at 62% globally. This
compares to 51% for Twitter and 44% for Google+;
•
Emerging markets remain more active on social networks compared with developed countries. In Q2
2013 South Africa had the highest proportion of active Facebook users: 68%.
•
Mobile and tablet usage is beginning to heavily impact social media usage with mobile having the biggest
effect on Twitter which is used by 94 million active Twitter to share photos compared to 140 million on
PC. This is the highest proportion of mobile vs. PC photos sharing of any social network.
© 2013 GLOBALWEBINDEX
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