social media transcends geography, and the sheer scale and diversity of audiences on the sites makes them tremendously important.
It's no longer all about Facebook. Instead, users in some of the biggest countries are gravitating to regional sites. Others are heading en masse to U.S.-based networks, meaning that some of the largest social sites are global communities first and foremost.
In a new report from BI Intelligence, we compare the world's largest social networks in two ways. First, we evaluate the biggest properties side-by-side in terms of total audience size. Then we analyze the markets where each has the most growth potential, and their demographics in terms of country-of-origin.
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Here are 10 of the most surprising facts from our first annual global media census:
- Facebook still has the largest user population at 1.16 billion monthly active users. But it's seldom-discussed that YouTube is close behind with 1 billion MAUs.
- China's giant social media network, Qzone, is running in third place at 712 million total users. It's twice as large as global social messaging app WhatsApp, and nearly three times as large as Twitter.
- Three of the world's top 10 social properties are messaging platforms: WhatsApp, LINE, and WeChat.
- Post IPO Twitter is smaller than many of its less-known rivals, including Tumblr, WhatsApp, and LINE.
- Eighty-six percent of Facebook's users are outside the United States.
- Facebook has 95 million users in China (despite the fact that it's officially blocked), 68 million in India, 42 million in Brazil. Taking these population together, they're twice as large as Facebook's U.S. population of 100 million.
- Nearly 25% of LinkedIn's users are in India. In fact, there are more Indians than Americans on LinkedIn and Google+.
- Despite being blocked in China, the major social networks still have many millions of Chinese active users who use various stratagems to access these services. Google+ has 100 million users in China, Twitter has 80 million, and YouTube has 60 million.
- LinkedIn, the only major social network that is not blocked in China, has over 20 million users in the country.
- Asia-Pacific overall has more active social media users than any region, and Southeast Asian markets are off the charts when it comes to mobile social media usage. Eighty-two percent of Thai smartphone owners access social media daily on their phones.
In full, the report:
- Provides a census comparing social networks to one another in active audience size
- Examines the nuances of how each of the largest social networks shape up on a global level and where their audiences are coming from
- Posits where the major social networks might next build their audience
- Takes a regional look at how social media usage has developed in the biggest markets, and how behavior is shifting
- Zooms back out to take a broad look at where the biggest social audiences reside
COMMENTARY: While social media growth around the world has slowed, certainly in the U.S. and Western Europe, it’s far from stopped, with the huge opportunity to recruit new users in less-developed markets ensuring that the social networking uptick will continue for years to come.
Indeed, some 200 million users globally were added in the past 12 months, with 1.61 billion people now active in social media. This is expected to advance to 1.82 billion next year before breaching the 2 billion mark in 2016.
This data comes courtesy of eMarketer, who forecast consistent, albeit slowing growth in social media usage worldwide over the next 5 years.
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While the user penetration rate in leading countries such as the U.S., UK and Japan won’t see significant gains by 2017, the huge populations of India, Indonesia and Mexico, and the social media growth rates expected therein, should more than offset the slowdown elsewhere.
Doing the math, India is tipped to have a 17.2 percent social networking penetration rate within four years – against its current population figures, that’s 212 million users, up from about 70 million now.
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Courtesy of an article date November 29, 2013 appearing in Business Insider and an article dated November 19, 2013 appearing in All Twitter
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