Here are all of the posts tagged ‘research’.

Social, Digital & Mobile in Europe in 2014

by Simon Kemp in News

We’re delighted to announce the latest in We Are Social’s series of Social, Digital & Mobile Worldwide reports, this time with more than 250 pages of stats and behavioural indicators for 40 countries across Europe.

We featured a number of these countries in our global report just a month ago, but as you’ll see in this new report, many of the data points have already changed.

The critical changes are to the Social Media figures, with many countries seeing increases in monthly active user bases in the past couple of weeks.

The lovely folks at GlobalWebIndex have also given us permission to share figures from their fresh new Wave 12 study, released just last week. This new wave of GWI data brings us up to Q4 2013, and provides a hugely informative perspective on the freshest numbers and behaviours for the region’s biggest economies.

The Global Picture
As we saw in the APAC report, online landscapes never stay the same, so we start this report with another fresh look at the global landscape.

The main difference in this report is the number of active social media users, which has grown by almost 2 million active users since our APAC report just 2 weeks ago:

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Internet in Europe
Europe has impressively high levels of internet usage, with 7 countries around the region registering penetration of more than 90%.

Iceland and Norway lead the way, with 95% each.

Penetration in the Ukraine lags the rest of the region by some way, but is still on a par with the global average of 34%.

On a regional basis though, more than two thirds of Europe’s population is now online:

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The total number of internet users around the region is also impressive, with Europe now counting more than half a billion people online:

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In terms of time spent online, it’s the Eastern side of Europe that leads the way, with internet users in Poland and Russia spending an average of 4.8 hours on the net each day.

Italy leads the way when it comes to mobile internet usage at an average of 2.2 hours per day, while Irish, Spanish and Polish internet users all spend an average of almost 2 hours per day connected via mobile devices:

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Social Media in Europe
At the start of 2014, Europe boasts almost 300 million active social media users, accounting for 40% of the region’s population:

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However, when it comes to platforms of choice, the social media landscape in Europe is split in two.

Facebook dominates in Western Europe, with 37 countries around the region accounting for a total of 232.2 million active users – roughly 19% of the platform’s total global user base.

To put that in perspective, these countries account for less than 8% of the total world population.

Eastern Europe is still a VKontakte stronghold though, with users in Russia, Ukraine and Belarus accounting for more than 60 million active accounts.

Facebook is present here too, and its user base continues to grow in these countries, but the world’s favourite social network currently only claims 12.4 million monthly active users across these 3 countries combined.

As with internet penetration, Iceland also leads the way in terms of social media penetration, with 70% of the country’s population using Facebook in the past month.

Malta puts in an impressive showing at 58% penetration, with Scandinavian countries rounding out the rest of the top 5:

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Time spent on social media continues to account for a large part of overall online activity too, with Italy and Russia – the most ‘socially active’ nations in Europe – spending more than 40% of their connected time on social media:

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Meanwhile, mobile social continues to grow in importance around the region, with two thirds of the region’s social media users regularly accessing via mobile devices:

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This is still considerably lower than the same proportion in APAC though, and accounts for a penetration rate of barely 26% of the total regional population.

The figures vary considerably between countries, with more than half of the populations of Norway and Iceland connecting to Facebook via a mobile device in the past month:

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At 30 million active mobile social users, the UK leads the way in terms of absolute numbers, while Germany, France and Italy all register 20 million active users each:

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Sub-Regional Pictures
We’re pleased to include overviews for each of Europe’s sub-regions too, with 7 distinct analyses showing how the online landscape varies across the ‘continent’:

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Each of these sub-regional analyses provides a top-level picture of key stats, helping marketers to plan multi-market activities with greater ease.

For illustration, here’s the overview for Northern Europe, which covers Denmark, Finland, Iceland, Norway and Sweden:

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In-Depth Country Analysis
We’ve included an in-depth analysis of the local picture for 40 countries in this report, with a wealth of stats and behavioural indicators for each nation.

In particular, we’re delighted to include data for Spain, which was the most-requested country following our global report a few weeks ago.

You’ll find all the numbers you need for each country in the full SlideShare presentation (as featured at the top of this post), but just to whet your appetite, here are the numbers for Spain:

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And there we have it – another bumper collection of online facts and stats.

Do get in touch if you’d like some help making sense of these numbers, or if you’d like us to work with you to turn these insights into an actionable strategy.

And don’t forget we have offices all across Europe, so if you’re looking for on-ground support, be sure to get in touch with our teams in London, Paris, Milan and Munich:

Europe Contacts

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Sources for all the above data are listed in the full report. We’d especially like to thank GlobalWebIndex and GSMA Intelligence for their help in providing data for these reports, and for allowing us to publish their valuable data.

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Social, Digital, Mobile in Bangladesh

by Simon Kemp in News

Bangladesh is one of Asia’s giants, with a population of more than 160 million.

This ranks the country 8th in the world in terms of population size, ahead of Russia, Japan and Mexico.

Goldman Sachs also includes Bangladesh in its ‘Next Eleven’ economies, indicating that the country has a high potential to be one of the world’s biggest economies in the coming years.

However, many Bangladeshis still live on less than US$2 per day, and UNICEF reports that 50% of the country’s population lives below the international poverty line.

Despite these economic challenges, however, use of online media continues the stellar growth that we highlighted in last year’s report.

Internet use in particular has jumped exponentially, and according to figures from Bangladesh’s Telecommunication Regulatory Commission, users now stand at nearly 30 million across the country.

Critically, 94% of these users access the internet via mobile devices, the vast majority of which are feature phones.

This puts internet penetration in Bangladesh at 18%; that’s a huge leap from last year’s reported figure of just 1% (although that figure did not include mobile internet users).

However, perhaps the most staggering finding in this report is the fact that this figure is lower than the number of people who have no access to any media whatsoever.

Findings from Nielsen (cited here) indicate that 32 million Bangladeshis still have absolutely no access to media – 10% more than those who have access to the internet.

Much of this relates to economics; many Bangladeshi families still can’t afford a television, and an hour’s internet access in an internet café in Bangladesh costs the equivalent of 70% of the average daily income, putting the web well beyond the means of most citizens.

Perhaps for this reason, social media use in Bangladesh remains relatively low too, currently standing at just 2% penetration.

However, Facebook is adding a new user in Bangladesh every 20 seconds, and it’s likely that initiatives from some of the country’s telcos offering ‘free’ access to Facebook will help to boost user numbers well beyond the current 3.3 million in the coming 12 months.

There’s an obvious business benefit to this approach for the telcos too; almost half of Facebook’s users in Bangladesh are aged in the lucrative 18-to-24 age group.

More importantly, mobile subscriptions in Bangladesh continue to grow at a staggering pace, with the total now exceeding 100 million.

This means that penetration already sits at 63%, but this looks set to pass two thirds of the population in just a few months, with the country’s operators registering more than 50,000 new subscriptions every single day in the first 6 months of 2012.

And with a new mobile subscription activated on average every 2 seconds in Bangladesh, the country should easily add another 10 million subscriptions to its tally before the middle of 2013.

With growth like that, we’ll be putting Bangladesh in our ‘Digital Next Eleven’ as well.

The sources for all the stats can be found at the bottom of each slide in the SlideShare deck above. You can download a high-res PDF of this report here.

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Social, Digital and Mobile in India

by Simon Kemp in News

Today’s #SDMW report focuses on one of Asia’s most exciting markets: India.

With the world’s second largest population, India holds huge potential for marketers from all over the world.

The country’s 1.2 billion inhabitants have embraced social, digital and mobile technology too, and India’s online ecosystem offers some truly startling numbers.

To start with, here are the top headlines:

  • India has 137 million internet users – more people than the total population of Japan.
  • More than 60 million people in India use social networks – equivalent to the total population of Italy
  • India is home to a staggering 934 million mobile subscriptions – equivalent to more than 13% of the world’s entire population

Despite these impressive numbers, however, internet penetration in India remains quite low, with just 11% of the population having used the internet.

The country’s 137 million users still put India in 3rd place on the global rankings by number of internet users though, and this number is continuing to rise by at least 1.5 million users per month.

Moreover, with 56% of India’s population aged below 30 – and a new child born in the country every 2 seconds – it’s clear that India’s digital journey still has plenty of potential for growth.

Indeed, India is the fastest growing online market in the world, and internet usage grew by more than 40% in the year to July.

Indian netizens also appear to spend a considerable amount of time online each day – up to 8 hours each – which adds extra weight to the basic user numbers.

These users spend plenty of money too; The Times of India reports that Indian youth will spend more than US$9 billion on mobile internet activities in 2012 alone. That’s more than the GDP of the Bahamas.

Social Networking continues to be the main driver behind much of India’s increased online activity, although social media penetration in India remains remarkably low at just 5%.

Facebook continues to dominate India’s social media landscape with more than 60 million active users, and the world’s most popular platform show no signs of slowing either, adding a new Indian user every single second.

With social networking use expected to grow by more than 50% in 2012, it’s likely that these numbers are also on the conservative side; estimates from eMarketer and Global Web Index both put Indian social networking users above 75 million.

Interestingly, 60% of India’s Facebook users are under 25, with barely 12% over the age of 35. They’re still predominantly male too, with barely 3 female users in every 10 on Facebook.

More than half of India’s social media users purport to use more than one social platform too, with Google+ claiming the second largest user base at around 50 million.

Twitter and LinkedIn are also popular amongst Indian netizens, with each claiming more than 15 million users.

YouTube has particular appeal for Indian audiences too, with 20 visitors every single second. Each month, almost 56 million visitors from India consume more than 4 billion videos – 25% of them via mobile devices.

And it’s mobile usage like this that’s leading the charge towards the future.

With almost 1 billion mobile subscriptions, India’s mobile market is second only to China’s.

Critically, more than one third of these subscriptions are from the rural areas that are home to 69% of India’s population.

Many of these rural areas still lack fixed communication infrastructure (mobile subscriptions outnumber fixed line telephones 30 to 1), so mobile holds the key to India’s evolving digital world.

Tellingly, there are already more than 50 million mobile internet users across the country, but this 36% of users accounts for more than 50% of national internet use.

Smartphone use is also picking up quickly in India, and the nation’s 27 million smartphone users each spend an average of more than 40 days every year using their phones – roughly 16% of their waking lives.

With numbers like that, it’s clear to see why we’re excited about India’s digital future too. We’ll see you there.

The sources for all the stats can be found at the bottom of each slide in the SlideShare deck above. You can also download a high-res PDF of this report here.

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Social, Digital and Mobile in Laos

by Simon Kemp in News

Today’s #SDMW report investigates the social, digital and mobile ecosystem in Laos.

Laos is one of Asia’s poorer countries, with average income hovering just above US$3 per day.

Two thirds of the population lives in one of the Laos’s 9,119 rural villages, and more than one third of the population is below the age of 15.

Official figures indicate that internet penetration in Laos remains relatively low, at just 8% – almost 3½ times lower than the Asian average.

However, these figures are from late 2011, and we estimate that the real number of internet users in the country is now much higher than the 527,400 reported by the country’s Ministry of Post & Telecommunications last December.

Meanwhile, the latest figures from Facebook indicate that at least a quarter of a million people in Laos use social networks, accounting for around 4% of the total population.

Critically, the number of Facebook users in Laos has jumped 64% in the past 6 months, with approximately 581 Laotians signing up to the network every day – that’s a new user every 2½ minutes.

The number of mobile subscribers in the country has also shown impressive growth since our last report at the end of 2011, with well over 1.5 million new mobile subscriptions delivering a jump of 43%.

Mobile penetration now stands at 83% of the population, up from 60% in our last report, with nearly 5½ million subscribers nationwide.

However, use of 3G services in Laos remains low, with estimates indicating that penetration is still less than 0.5%.

3G use has grown by almost 100% in the past 12 months though, and the ITU expects penetration to reach almost 20% within the next 3 years.

This has particular significance for Laotians, as it will bring internet services within reach for a far greater proportion of the population.

Access to infrastructure has been one of the biggest barriers to increased use of digital media in the country: according to data from Laos’s Ministry of Post and Telecommunications, fixed line telephony services still reach less than 4% of the population, and fewer than 25,000 people had signed up for an internet service provider by March 2012.

Indeed, more than one third of internet activity in Laos originates from mobile devices, and with desktops and laptops still beyond the means of most of Laos’s citizens, mobile internet access holds the key to online growth.

The good news is that 3G services already reach 80% of Laos’s population, and the government has a plan in place to extend this still further over the coming months.

Moreover, 4G services are already available in Laos’s capital, Vientiane, making Laos only the second country in ASEAN to offer such services after Singapore.

We fully expect that access to these advanced mobile networks will deliver impressive growth in all areas of Laos’s online ecosystem during 2013.

All data sources are at the bottom of each slide. You can download a high-res PDF of the report here.

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Social, Digital and Mobile in Cambodia

by Simon Kemp in News

For the next report in our series on Social, Digital and Mobile around the world, we’re exploring the fascinating ecosystem of Cambodia.

The Southeast Asian state’s population is just short of 15 million, but 80% of Cambodians still live in rural areas with limited technological infrastructure.

However, with almost two thirds of the country’s population under the age of 30, it’s perhaps less surprising that digital connectivity is increasing at an impressive pace.

Internet penetration in Cambodia is still on the low side at just 16%, but the number of internet users in the country has leapt up by almost 550% in 2012 alone.

Part of this growth has been fuelled by a surge in the number of internet providers, along with a 33% jump in the number of internet cafés in just the past few months.

However, the most exciting story comes from the handheld arena: almost one quarter of all Cambodia’s internet activity comes from mobile phones – a figure that ranks the country 15th in the world in terms of mobile’s share of internet activity.

Social media is still far from widespread in the kingdom however, with barely one in twenty Cambodians registered on a social network.

More than 1,000 people in Cambodia are joining Facebook every day though, so it shouldn’t take long for penetration to reach double digits:

Facebook Growth in Cambodia

Cambodians appear to be spending more time engaging with brands on social media too, with technology brands offering 3 of the top 5 most ‘Liked’ Facebook pages in the country.

Unsurprisingly, we predict that mobile activity will fuel growth in this area over the coming months too. With the average Cambodian possessing 1.3 mobile subscriptions, and with 3G penetration already beyond 20%, mobile phones are the obvious device of choice for much of the country’s population.

Indeed, Cambodia was the first country in the world to claim more mobile phones that landlines, and even today, fixed-line telephony services barely register, with just 4% penetration.

Meanwhile, demand for mobile devices shows no sign of slowing, and with clear momentum building behind smartphones in 2012, we’re expecting many more impressive numbers from Cambodia in 2013.

You can download a high-res PDF of this report here.

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