Here are all of the posts tagged ‘social media’.

Social, Digital & Mobile in The Americas

by Simon Kemp in News

It’s been a few months since our Europe report, but today we’re delighted to announce the publication of the latest in our series of studies on the Social, Digital and Mobile landscapes from around the world.

This new report explores 30 countries across North, Central, and South America and The Caribbean, and contains more than 230 slides with all the key statistics, data and behavioural indicators you need to understand The Americas’ digital landscapes.

You can read the full report in the SlideShare embed above, or download the complete report for free here.

Here are some of the highlights:

Global Update
As always, we begin the report with a fresh look at the key global statistics:

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It’s worth noting that we’ve changed our data source for Internet users, so there has been a marked changed in the figures reported for this area since our Europe report.

In terms of material changes, there have been some changes in the global social media platform rankings though, with Tencent’s WeChat passing Google+ to take the number 5 spot:

05 Social Media Ranking June 2014 - We Are Social 1

Brands belonging to China’s Tencent now account for three of the top five social media platforms in the world, with Qzone, QQ and WeChat all recording growth in monthly active user (MAU) numbers in the company’s most recent quarterly results.

Facebook showed more modest relative growth since our last report, but still recorded 50 million new active users since February.

Google+’s reported active user numbers grew roughly 14% in the same period, up from 300 million, while LinkedIn posted 16% growth in MAUs.

However, the big growth story is WeChat, which posted 46% growth – almost 125 million new MAUs – since our last update. By comparison, Whatsapp grew just over 11% in the same period, adding 50 million new active users.

It’s also worth noting that more than 200 million people around the world now use Facebook’s standalone Messenger platform, but this does not bring it into the top 10 rankings (yet).

The Americas

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Added together, the populations of The Americas are approaching 1 billion, accounting for 13% of the world’s total population.

The region claims a disproportionate share of the world’s users across all digital areas though, with social media showing particular strength in the region:

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Mobile social figures in the region are even stronger still, with one-quarter of all global mobile social media users calling The Americas home.

The Internet in The Americas
There are more than 600 million users across The Americas – 63% of the region’s population – with 60% of these users living in North America:

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Internet penetration varies considerably across the region though, from 95% in Canada down to just 12% in Haiti:

10 Internet Penetration in The Americas 2014 - We Are Social 1

Mobile internet usage is growing throughout The Americas too, although mobile’s share of total web traffic varies considerably:

13 Share of Web Traffic PC vs Mobile Americas June 2014 - We Are Social 1

Note that the chart above is based on the share of total web traffic – i.e. page views – as opposed to the number of actual internet users.

Social Media in The Americas

14 Social Media Users Americas 2014 - We Are Social 1

Facebook dominates social media across The Americas, with more than 460 million monthly active users.

As with internet use, though, social media penetration levels vary considerably by country, from 61% in Chile down to just 7% in Haiti:

15 Social Media Penetration Americas 2014 - We Are Social 1

Note that Facebook does not report user numbers for Cuba.

It’s worth highlighting that the figures for social media penetration in individual countries will often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:

  • Social media stats are almost always more up to date than those for internet usage, largely because they are collected by commercial entities on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
  • Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the internet user figures (partly because they’re more difficult to identify). However, in many emerging markets, mobile-only use can account for a significant proportion of internet users (even if slow speeds mean they account for a relatively low share of the overall web traffic). In contrast, people accessing social media through mobile devices will be counted in social media user figures, meaning that social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
  • On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight inflation of social media users, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.

Mobile social media use is common amongst social networkers throughout The Americas, with more than 80% of social media users logging in via mobile devices:

17 Mobile Social Media Users Americas 2014 - We Are Social 1

Perhaps unsurprisingly, penetration levels for mobile social follow similar patterns to those of general social media use, although there are some variations between individual countries:

18 Mobile Social Media Penetration Americas 2014 - We Are Social 1

These numbers are particularly interesting when compared to penetration levels for 3G mobile access, which you’ll find below.

Mobile in The Americas
There are just over 600 million unique mobile users in The Americas, with each user maintaining an average of 1.77 active subscriptions, resulting in more than 1 billion active mobile connections across the region:

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Behaviour again varies between individual countries though, with Chile, Argentina, and Brazil all home to subscription rates well in excess their populations:

20 Mobile Users in The Americas 2014 - We Are Social 1

Mobile subscriptions aren’t all made the same though, and there are some significant differences between individual countries when it comes to pre- and post-paid contracts:

22 Pre vs Post Pay Mobile Contracts Americas 2014 - We Are Social 1

Similarly, access to faster 3G networks isn’t evenly distributed across the region, ranging from a high of 55% in the United States to barely 0.0005% in Cuba:

24 3G Penetration Americas 2014 - We Are Social 1

As a result, access to an affordable, rich mobile internet experience remains elusive for many people across Central and South America, and marketers will need to craft content and distribution plans accordingly.

Regional Snapshots
In addition to the regional overview, the report also features regional breakdowns for North, Central, and South America, as well as The Caribbean:

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Individual Countries
In addition to these regional snapshots, our Americas report contains detailed reports on 30 countries across The Americas:

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Brazil
To whet your appetite, here are the slides for Brazil:

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55 Time Spent Online in Brazil 2014 - We Are Social 1

56 Internet Use in Brazil 2014 - We Are Social 1

57 Social Media Use in Brazil 2014 - We Are Social 1

58 Top Social Platforms in Brazil 2014 - We Are Social 1

59 Mobile Use in Brazil 2014 - We Are Social 1

60 Activities on Mobile Phones in Brazil 2014 - We Are Social 1

61 Smartphone use in Brazil 2014 - We Are Social 1

62 Mobile Internet Indicators for Brazil 2014 - We Are Social 1

You can read We Are Social’s full Americas report here. You’ll also find the rest of our Social, Digital and Mobile reports here. If you’d like to make sure you don’t miss any of our future reports, why not sign up for our regular newsletter by clicking here?

We’d like to thank the lovely folks at GlobalWebIndex for allowing us to use their data again in this report.

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Social, Digital & Mobile in China 2014

by Tianyu Xu in News

The social, digital and mobile ecosystem in China is unlike anywhere else on earth.

With a wide variety of home-grown platforms, technologies and behaviours, understanding the Chinese digital landscape can be both daunting and difficult.

Hopefully, our new report will help to demystify things.

Continuing our series of studies into digital trends and developments around the world, our new China report profiles a variety of critical data points, including the penetration rates of different technologies, the top-ranking social platforms, and a wealth of interesting facts and figures on Chinese netizens’ behaviour.

You’ll find full details in our SlideShare report embedded above (and available for free download by clicking here), but here are some of the report’s highlights:

Country Overview
China’s population exceeds 1.36 billion people, with urban areas accounting for more than half of the country’s residents. 51% of the country’s population is male.

Social, Digital, Mobile in China 2014

Internet
China’s 618 million Internet users represent 45% of the country’s population, and account for almost a quarter of the world’s internet users – for reference, here are the latest global stats:

Social Digital Mobile Worldwide

(You can find more global stats here)

The majority of China’s internet users live in urban areas, with fewer than 1 in 3 living in rural parts of the country.

Beijing (75%), Shanghai (71%) and Guangdong (66%) have the highest Internet penetration of the country’s administrative regions:

Chinese internet penetration by region

Instant messaging (IM) is the most popular online activity in China, with CNNIC quoting in excess of 530 million active users across platforms.

However, Tencent’s QQ, China’s most widely used IM platform, boasts more than 800 million active accounts, suggesting many Chinese IM users may manage multiple accounts.

Social Media
Although QZone claims to have the highest number of active social networking users at 625 million, Weixin (WeChat) and Sina Weibo are the current ‘darlings’ of Chinese social media, with 355 million and 129 million monthly active users respectively:

Top social networks in China (active users)

Brands continue to be highly active on Sina Weibo, contributing to a reported 153% year-on-year growth of Sina Weibo’s advertising revenue in Q4 2013.

In terms of the users themselves, and reflecting a behaviour pattern we see on other social platforms across Asia, China’s micro-bloggers can’t seem to resist checking Weibo immediately after food:

When do people use Weibo

Weixin (WeChat) users are actively using the platform’s various chat features like text and voice voice messaging , as well as its social networking features like ‘Moments’:

Top activities on WeChat

It’s worth pointing out that WeChat is now the world’s second biggest active chat app service, and is still growing at a staggering rate:

We Are Social - Chat Apps User Numbers April 2014

Mobile
Roughly half of China’s population now owns a mobile phone, with each user maintaining an average of nearly 2 active SIM subscriptions.

The ubiquity of mobile devices makes them China’s internet tools of choice, with 81% of the country’s netizens accessing the Internet via mobile handsets:

How people connect to the net in China

In line with this, mobile shopping and mobile payment services experienced significant growth during 2013:

Top mobile internet activities in China

eCommerce
Online shopping as a whole is hugely important to China’s economy, contributing almost US$300 million in 2013 alone.

Group buying is particularly popular, and was the fastest growing online activity in China, with a robust growth rate of 69% in 2013.

Fastest growing online activities in China

If you need more numbers, be sure to check our full 95-page report above for loads more useful and interesting stats.

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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 Worldwide in 2014

by Simon Kemp in News

The astonishing growth of all things digital continues to gather pace around the world, as We Are Social’s new Social, Digital & Mobile Worldwide report on the key social, digital and mobile stats from around the world demonstrates.

It should come as little surprise that much of this growth is being fuelled by connected mobile devices, but this year’s data do reveal some interesting trends and anomalies, especially in relation to Japan and Korea.

You’ll find the complete story in the SlideShare deck above, but we’ve pulled out some of the highlights below.

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Internet
Adding up all the users in individual countries around the world, there appear to be around 2.5 billion global internet users today – roughly 35% of the world’s population:

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While this represents around 150 million more users than this time last year, these numbers may still be conservative. Reliable, recent data for some countries remains patchy, but the International Communications Union estimates that there are probably closer to 3 billion global internet users, with most of the difference made up by mobile-only connections.

Users are still not distributed evenly either, with some parts of the world still struggling to reach double-digit internet penetration. In particular, Africa, Central and Southern Asia all report relatively low numbers, although it’s worth highlighting that mobile internet users may contribute a significant – yet uncounted – increase in these areas.

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With reference to the continued growth in internet penetration, it seems clear that mobile connections will account for the vast majority of new sign-ups in the coming months. As the chart below highlights, the distribution of mobile penetration matches much more closely to the distribution of the world’s population, meaning most people around the world now have a realistic opportunity to access the internet:

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The cost of mobile data clearly remains a barrier in much of the remaining world, but as costs continue to fall, and as the benefits continue to increase, it’s likely we’ll see more and more people in the developing world putting increased importance on reliable internet access.

Social Media
Social channels continued to show strong growth over the past 12 months, with top social networks adding more than 135 million new users in the course of 2013.

This number is slightly misrepresentative of actual growth though, as we’ve decided to focus solely on monthly active user figures to report social media usage in this year’s report. As a result, some numbers may appear lower than they did this time last year (when we used total registered user numbers for some platforms), while the actual growth in active usage may appear smaller than it really was.

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Due to the different usage contexts, associated behaviours and opportunities for brands, we’ve also chosen to treat chat apps such as WhatsApp and WeChat separately to social networks in this year’s report.

However, these platforms continue to capture significant interest from users and marketers alike, a trend reflected in their huge active user bases:

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It also appears that social media is now an engrained part of the lives of people across different demographic groups. This increased ubiquity may result in some changes to the specific demographic bases of individual platforms, but even if people’s habits are changing, it appears that people are moving from one social platform to another, rather than deserting social media in its entirety.

Despite this increasing ubiquity, though, social media penetration remains unevenly distributed around the world:

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As might be expected, mobile is playing an increasingly important part in the social media landscape. Facebook reports that almost three quarters of its 1.2 billion monthly active users around the world access the platform through mobile, while on any given day, almost half of its users are mobile only.

The importance of mobile is mirrored across other platforms too, with Twitter increasingly a mobile-dominated platform, and platforms like WhatsApp, WeChat and Instagram depending entirely on a mobile ecosystem.

Mobile
Given the above, most marketers have now accepted that mobile devices are people’s most important devices, but the opportunities they offer continue to evolve at a staggering pace.

Connected mobile devices have already outpaced more traditional means of internet access such as laptops and PCs, while smartphone sales now outnumber those of feature phones around the world too.

The number of mobile subscriptions jumped by 173 million in 2013, and the number of active mobile subscriptions around the world now equates to roughly 93% of the world’s population.

Penetration rates are more healthy all over the world too, with two-thirds of Africa’s population now mobile powered. Meanwhile, many regions – including those in the developing world – have penetration levels far in excess of 100%:

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Mobile broadband access has exploded around the world in recent months too, and 1.5 billion people now have access to relatively fast internet from their mobile devices:

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A Regional View
While the picture in many Western countries has converged, there are a number of areas around the world that maintain their idiosyncrasies. In particular, China and Eastern Europe continue to prefer local social networks, while Africa, Central and South Asia are considerably under-represented when it comes to internet penetration:

regional data overviews

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Asia
The world’s most populous region saw another strong year of growth across all things digital in 2013.

China’s social media giants continue to post strong growth, whether it’s active users on Qzone, or the incredible growth of Weixin (WeChat).

However, both Japan and South Korea have seen some fragmentation of the social media landscape, with chat apps like LINE and Kakaotalk continuing to gain momentum. Neither company releases monthly active user numbers though, so it’s hard to know exactly how these platforms compare to the more traditional networks like Facebook and Twitter.

Interestingly, however, ‘claimed’ usage of social media in both countries differs dramatically from the picture painted by Facebook’s monthly active user numbers, suggesting that Northeast Asia’s netizens may be harnessing a wider variety of platforms.

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Facebook continues to lead Twitter in both countries though, and appears to maintain its top spot almost everywhere.

China and countries in Eastern Europe host the few exceptions to Facebook’s global dominance, with Qzone and VKontakte claiming the top spots in a handful of nations.

However, with more than 1 billion monthly active users, it’s safe to say that Facebook will continue to play a central role in the social media landscape in 2014 too.

The Local Picture
We’ve gone into an extra level of detail in this year’s report too, offering insights into the local digital ecosystem across 24 of the world’s biggest economies:

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Alongside offering the key digital indicators, we’ve also collated some key behavioural indicators, including time spent on the internet and on social media, as well as the prevalence of important activities on connected mobile devices.

You’ll find all the facts and figures for each country in the complete 180+ page report on SlideShare (as embedded at the top of this post).

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Are you a #BBaddict?

by Benjamin Arnold in News

Audiences and critics alike are heralding AMC’s Breaking Bad as one of the all-time great TV series. The sixth season of the Emmy® Award-winning drama returned to US screens for its final eight episodes this month. And the show’s millions of fans are showing no sign of addiction remission for Walter White (Bryan Cranston), Jesse Pinkman (Aaron Paul) and co.

In the lead-up to the final season, the AMC team here at We Are Social in New York conducted extensive research around the show, uncovering fan conversations and content sharing across Facebook, Twitter, Reddit, Tumblr and tons of other social platforms.

With the aim of increasing anticipation and tune-in, we wanted to further galvanize these millions of fans and convert them into fervent show ambassadors.

To do this we tapped directly into the obsessive nature of the Breaking Bad fan base to create #BBaddict, a social experience which asks fans what they are willing to sacrifice in order to prove their addiction to the show.

We created a series of socially-based activities and weekly challenges that asked fans to engage with Breaking Bad on Facebook, Twitter, Instagram, GetGlue, and Vine.

We incentivized engagement and sharing by offering rewards such as exclusive film access, DVD box sets, A1 car fresheners, Breaking Bad t-shirts and sweatshirts, and more. One grand prizewinner will also be flown to the finale taping of Talking Bad, the talk show series that airs after AMC’s newest drama Low Winter Sun, and will receive star treatment from the cast and crew.

The buzz over the last few weeks has been incredible, both in how the campaign has been received, and also how much we’ve enjoyed working on it. If we weren’t all fans of the show before, then We Are Social New York is definitely full of #BBaddicts now!

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