Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2015
SPECIAL REPORT
social
media
1
WNMN
DESIGNER
John Moreno
REPORT LICENSEE
FIPP
www.fipp.com
PROJECT MANAGER
Helen Bland
helen@fipp.com
COMMERCIAL MANAGER
Andr Glazier
1. Video
2. Social media and messaging apps
3. Mobile (smartphones, tablets and feature phones)
4. Content
5. Revenue
6. Magazine media (i.e. multi-platform brands)
COVER DESIGN
Ian Crawford
FIPP exists so that its members develop better strategies and build
better media businesses by identifying and communicating emerging
trends, sharing knowledge, and improving skills worldwide.
FIPP the worldwide magazine media association represents companies and individuals involved in the creation, publishing or distribution of quality content, in whatever form, by whatever channel, and
in the most appropriate frequency, to defined audiences of interest.
This report, on video, includes case studies from Meredith Corporation in the USA and Burda Media in Germany. We also look at what
is happening elsewhere with for example BBC.co.uk, Kyoda News
in Japan and a look at what newspapers are doing in this field, given
lines have become so blurred and media brands today have to compete 24/7 for the attention of the audience.
Visit FIPP.com for news on upcoming reports and for any queries
about this report and ones to follow. Contact FIPPs Head of Insight,
Helen Bland at Helen@fipp.com or +44 7404 4169.
Total
population
Active
Internet Users
Active Social
Media Accounts
Unique
Mobile Users
Active Mobile
Social Accounts
7.210
3.010
2.078
3.649
1.685
Urbanisation
Penetration
Penetration
Penetration
Penetration
53%
42%
29%
51%
23%
FIGURE REPRESENTS
TOTAL GLOBAL
POPULATION,
INCLUDING CHILDREN
FIGURE INCLUDES
ACCESS VIA FIXED
AND MOBILE
CONNECTIONS
Billion
+1.6%
+115 Million
Source: We Are Social, 2015
Billion
+21%
+525 Million
Billion
FIGURE REPRESENTS
ACTIVE USER
ACCOUNTS, NOT
UNIQUE USERS
+12%
+222 Million
YEAR-ON-YEAR GROWTH
Billion
FIGURE REPRESENTS
UNIQUE MOBILE
PHONE
USERS
+5%
+185 Million
Billion
FIGURE REPRESENTS
ACTIVE USER
ACCOUNTS, NOT
UNIQUE USERS
+23%
+313 Million
World Newsmedia Network 2015
Connecting with audiences through social media is imperative, as 2.078 billion user accounts exist across all social media
platforms, according to We Are Socials annual report on the
state of social media around the world. These user accounts
represent 29 percent of the worlds total population of 7.21 billion, as well as two-thirds of all Internet users globally. Social
media penetration grew by 222 million from 2014 to 2015 a
12 percent year-over-year increase, according to the report,
published in Jan. 2015.
Referral traffic studies and individual publisher reports corroborate that publisher content referrals from social media are
outpacing the incumbent leader in referrals search engines.
For publishers, social media optimisation (SMO) is a powerful
and necessary marketing strategy for the future. Further, partnerships with global social networks to achieve greater exposure and revenue share may be a smart option for publishers
in the short term, however, proceed with caution. Partnerships
with the likes of Facebook and Snapchat may be riddled with
potential competitive dangers for the future.
Profound changes in the way social media users interact with content on social media sites, particularly
their greater likelihood to share content they trust or
are interested in
More aggressive actions on the part of publishers to
share content on social media platforms and to optimise this content for sharing by preparing headlines,
each social media network, including Facebook, Twitter, Instagram, Snapchat, Reddit and more.
-27.7%
30%
+97.5%
20%
10%
0%
Jul
13
Aug
13
Sep
13
Oct
13
Nov
13
Dec
13
Jan
14
Feb
14
Mar
14
Apr
14
May
14
Jun
14
Jul
14
Sep
14
August 14 unavailable
Source: Shareaholic, 2014
10%
20%
30%
40%
Google sites*
2013
2014
Facebook
Yahoo!
News sites*
Twitter
Drudge Report
Reddit
Bing
Continued on page 8
websites.
Snapchats Discover
Meanwhile, mobile-social app
Snapchat is luring publishers to
become partners with the promise
of advertising revenue share and
In 2015, Facebook has been exploring partnership deals with dozens of media companies including
The New York Times, BuzzFeed,
Quartz, National Geographic, the
Discover resembles a TV channel on mobile. Publishers are creating exclusive text, photos, videos and
interactive content exclusively for the app, in hopes
of reaching Millennials and teens with their quality
content from well-known TV, newspaper and magazine
brands. The content is immersive, featuring videos and
interactive graphics in short- and long-form, and in the
vertical format for mobile viewing.
While revenue sharing is desirable, analysts speculate future deals will not include Facebook sharing its
A McDonalds advertisement between Cosmopolitans and National Geographics content on Snapchat, January 2015.
however some publishers are describing the experience as incredible and astounding.
Spotlight on Cosmopolitan
incredibly encouraging.
7
January 2015
Rank
Total
actions I*
Total
content II
Actions
per post III
Fans/
followers IV*
Publisher
Parent company
1
2
National Geographic
BuzzFeed
93,920
10,899
1,031
2,449
272,140
17,492
54,483
6,448
3
4
Hollywood Life
The Huffington Post
PMC
AOL
10,683
10,677
3,316
5,827
10,578
11,048
2,629
10,222
5
6
Bleacher Report
J-14 Magazine
Turner Sports
Bauer Publishing
10,505
8,856
2,178
1,182
21,103
24,683
4,677
5,314
7
8
People.com
Playboy
Time Inc.
Playboy Enterprises
7,520
6,826
3,382
1,164
10,813
38,958
11,814
19,376
Billboard
Country Living Magazine
5,874
5,861
3,159
979
13,005
10,878
7,163
2,215
9
10
*(000)
I Total actions metric includes the total volume of post-level likes, shares, favourites, retweets and comments.
II Total content includes all posts, tweets and media posted by each brand across platforms.
III Actions per post metric notes the average number of actions garnered by each brand.
IV Total fans/followers includes fans/followers for all properties under each brand as of
3.global.reuters.newsaccess
71%
55%
49%
50%
40%
51%
46%
38%
28%
24%
20%
47%
46%
41%
32%
28%
16%
41%39%
33%
26%
21%
26%
24%
20%
19%
Traditional
Pure player
10%
10%
0
55% 54%
39%
30%
20%
62%
62%
60%
Social media
FIN
SPA
DEN
UK
BRA
ITA
FRA
GER
US
JAP
Base: All markets 2014 - UK=2082, Germany=2063, Spain=2017, Italy=2010, France=1946, Denmark=2036, Finland=1520, US=2197, Urban Brazil=1015, Japan=1973
Source: Reuters Institute, Digital News Report 2014
It follows that Brazil and Italy are among the most prolific
content sharers via email or social networks, with 54 percent
of Brazilians and 44 percent of Italians sharing content via
social networks or email every week. Other countries where
users are also prolific sharers are Spain, 40 percent; the United
States, 35 percent; Finland, 24 percent; Denmark, 23 percent;
and France, 21 percent.
Social media users share actions like links, posts and comments with friends, colleagues and family on the social
platforms that resonate with them. Facebook commanded an
82 percent share of all articles shared, according to Buzzsumo
and Fractls 2014 report, Which Publishers are Winning in
Social Engagement. The report studied 2.6 billion shares of 1
Country
Rank
Country
Brazil
54%
Denmark
23%
2
3
4
5
Italy
Spain
U.S.
Finland
44%
40%
35%
24%
7
8
9
10
France
Germany
UK
Japan
21%
19%
16%
10%
The study also revealed that each social media platform has resounding content themes that drive post
popularity:
million articles from 90 global publishers on five social platforms in the first half of 2014. Other social networks trailed
behind significantly, with Twitter driving 8.6 percent of shares;
Google+, 4.3 percent; Pinterest, 3 percent; and LinkedIn, 2.2
percent.
Facebook has become a favourite social media network for news sites because its content genres are
many: entertainment, news and commercial
Twitter: Pop culture
Google+: World and industry news
Pinterest: Food, home, health, and beauty
LinkedIn: Professional development and business
According to the report, BuzzFeed articles fare best on Facebook and Pinterest, while Mashables articles are most popular
on Twitter and LinkedIn. MSN drives the most article shares
on Google+, followed by the Wall Street Journal, Mashable,
Forbes and NBC. Meanwhile, popular outlets driving traffic
across various social media platforms include the Huffington
Post, CNN, The New York Times, the Daily Mail, the BBC,
Womens Health, The Kitchn, Greatist, Better Homes and
Gardens and Inc.
Google+
BuzzFeed
Mashable
MSN
BuzzFeed
Mashable
BBC
NY Times
Wall Street
Journal
Mashable
Womens
Health
The Kitchn
Huffington
Post
CNN
4
5
NY Times
Daily Mail
Forbes
CNN
Forbes
NBC
Greatist
Better Homes
and Gardens
Inc.
NY Times
Source: Buzzsumo and Fractl, Which Publishers are Winning at Social Engagement?, 2014
Forbes
5%
6%
4%
11%
90%
7%
6%
11%
85%
24%
70%
60%
50%
40%
30%
20%
10%
0%
NY Times
Daily Mail
Mirror
Telegraph
Huff Post
Buzzfeed
Source: Buzzsumo
popular, shareable content on those three sites are entertainment, 33 percent; general news, 18 percent; fashion and style,
12 percent; teens, 10 percent; home and garden, 5 percent;
womens interest and lifestyle, 5 percent; business and finance,
4 percent; science and technology, 3 percent; mens interest, 3
percent; auto, 2 percent; and travel, 1 percent.
3%
3%
Auto
2%
Travel
1%
Womens interest
& lifestyle
Vice
4%
Guardian
Entertainment
4%
33%
5%
Home & garden
5%
Teen
10%
Source: Shareablee, 2014
12%
General news
18%
10
% of Internet users
who have an account
% of Internet users
who actively use the site
Active
Users
Members
Visitors
81%
82%
42%
60%
73%
24%
60%
36%
22%
53%
29%
21%
YouTube
Twitter
Google
Instagram
LinkedIn
Pinterest
Tumblr
Badoo
Myspace
Viadeo
Sina Weibo
Reddit
Tencent Weibo
Quora
YouTube
Yammer
VK (Russia only)
North America
Odnoklassniki
Europe
(Russia only)
Mig33
66% 78%
72% 76%
(Indonesia only)
80%
Other
90% 93%
None
0%
Asia
Pacific
20%
40% 60%
80% 100%
Latin
America
86%
73% 84%
Middle East
& Africa
Note: The definition of active users are online users who have accounts and say
they have used or contributed to the social network in the last month via any device.
Note: The definition of active users are online users who have accounts and say
they have used or contributed to the social network in the last month via any device.
11
Meanwhile those countries with a 60 percent or more penetration of active usership on Twitter are Indonesia, Turkey and
YouTube
Mexico
Argentina
Vietnam
Turkey
Philippines
Thailand
Brazil
India
Malaysia
Indonesia
UAE
Saudi Arabia
Taiwan
Singapore
Italy
Russia
Spain
South Africa
Hong Kong
Ireland
Sweden
Canada
Poland
USA
South Korea
Australia
UK
Germany
Japan
Netherlands
France
China
0% 20% 40% 60% 80% 100%
Indonesia
Turkey
Saudi Arabia
India
Philippines
Mexico
UAE
South Africa
Malaysia
Brazil
Spain
Argentina
Thailand
Vietnam
Italy
Canada
South Korea
USA
Ireland
UK
Singapore
Sweden
Russia
Australia
Japan
China
Hong Kong
Netherlands
Taiwan
Poland
France
Germany
0% 20% 40% 60% 80% 100%
Google
Indonesia
India
Vietnam
Philippines
Mexico
Saudi Arabia
Thailand
Brazil
Turkey
Argentina
UAE
South Africa
Taiwan
Malaysia
Italy
Spain
Russia
Poland
Hong Kong
Sweden
Singapore
China
USA
Ireland
Canada
France
Germany
South Korea
Australia
UK
Netherlands
Japan
Read an article
Read a news story
Clicked the +1 button
Logged in to see whats happening without posting/commenting
Visited a company, brand or products Google+ page
Researched a product Im interested in buying
Uploaded and shared my own photos
Commented on a friends status
Messaged a friend on a 1-to-1 basis
Commented on a friends photo or video
Joined or set up a new circle
Asked a question about a product Im interested in buying
Uploaded and shared my own videos
Posted a comment about what Im doing
Started following a new product or brand
Shared a post or article from company or brand
Shared your location
Shared a photo or video from a company or brand
Posted a positive comment about a product or brand
Posted a question or comment on a company, brand or product
Stopped following a product or brand
Posted a negative comment about a product or brand
Organised an event
35%
34%
33%
31%
30%
29%
27%
27%
26%
26%
24%
24%
22%
22%
21%
21%
21%
20%
19%
15%
14%
12
45%
42%
33%
33%
30%
29%
28%
27%
27%
26%
26%
22%
21%
21%
20%
20%
20%
19%
19%
18%
13%
13%
12%
Instagram
Thailand
Turkey
Indonesia
Malaysia
Saudi Arabia
UAE
Philippines
Brazil
Mexico
India
Sweden
Singapore
South Africa
USA
Hong Kong
Canada
Spain
Argentina
Russia
Australia
Vietnam
Italy
Ireland
UK
South Korea
Poland
Taiwan
Netherlands
China
France
Germany
Japan
India
UAE
Indonesia
South Africa
Philippines
USA
Canada
Thailand
Saudi Arabia
Mexico
Turkey
Malaysia
Ireland
Brazil
Vietnam
Australia
Netherlands
UK
Singapore
Spain
Argentina
China
Italy
Sweden
South Korea
Poland
Taiwan
Hong Kong
Russia
France
Germany
Japan
0%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Tumblr
10%
By age
16%
12%
9%
7%
4%
20%
30%
India
Indonesia
UAE
Saudi Arabia
Thailand
Philippines
Mexico
Turkey
Brazil
Malaysia
South Africa
China
USA
Vietnam
Canada
Singapore
Australia
South Korea
Italy
Ireland
UK
Argentina
Poland
Sweden
Hong Kong
France
Germany
Spain
Taiwan
Netherlands
Russia
Japan
0%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
10%
By age
14%
14%
10%
9%
6%
20%
30%
0%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
10%
20%
30%
By age
13%
10%
6%
5%
3%
Note: The definition of active users are online users who have accounts and say they have used or contributed to the social network in the last month via any device.
Source: GlobalWebIndex, 2014
Other
Vimeo
120,000
100,000
80,000
60,000
40,000
20,000
0
Jan
2014
Feb
2014
Mar
2014
Apr
2014
May
2014
Jun
2014
Jul
2014
Aug
2014
Sep
2014
Oct
2014
Nov
2014
Dec
2014
By number of fans
RANK
CHANNEL
53,692,769
MTV
52,041,428
Disney
50,342,638
National Geographic
Discovery
Cartoon Network
Nickelodeon
HISTORY
5.7%
Video
4.8%
Status
3.8%
Link
Photo
2.3%
10
Animal Planet
35,289,363
33,442,569
29,666,625
26,928,442
22,020,163
18,171,873
The Top 10 publisher/broadcast brands, based on their number of Facebook fans, are National Geographic Channel, 53.7
million fans; MTV, 52 million; Disney, 50.3 million; National
Geographic, 35.3 million; Discovery Channel, 33.4 million;
Cartoon Network, 29.7 million; Nickelodeon, 26.9 million;
HISTORY, 22 million; National Geographic Magazine, 18.3
million; and Animal Planet, 18.2 million, according to a Feb.
2015 report by Socialbakers.
Spotlight on Facebook
14
North
America
Europe
-9%
8.7%
Video
-7%
-7%
5.8%
Status
Asia
Pacific
5.3%
Link
-12%
-7%
3.7%
Photo
Latin
America
Middle East
& Africa
Note: Organic reach refers to how many people you can reach for free on
Facebook by posting to your page
Note: The definition of active users are online users who have accounts and say
they have used or contributed to the social network in the last month via any
device.
Global Facebook
behaviours,
total vs. teens
Read an article
Commented on a friends profile status
Read a news story
Uploaded and shared my own photos
20%
40%
60%
80%
15
Fewer active users access the most popular social media sites
on a weekly basis, while more visit the least popular social media platform more often on a weekly basis. More than twice
as many users access Facebook once a day, 25 percent, versus
once a week, 11 percent. Meanwhile, 23 percent of YouTube
and Twitter users visit weekly; and 22 percent of Instagram
and Google+ users visit weekly.
Video also is the No. 1 activity on Facebook fan pages compared to other activities. Video on brands Facebook pages
draw a 5.7 percent audience reach of each fan base, while
status updates draw 4.8 percent reach; links, 3.8 percent; and
2.3 percent for photos.
YouTube
Daily
Weekly
Less often
Google+
Tumblr
Badoo
Myspace
16
Online press
5% Blogging
5%
0.6 hrs.
0.53 hrs.
5%
23%
0.61 hrs.
2.58 hrs.
6%
Traditional TV
0.70 hrs.
6%
0.71 hrs.
Micro-blogging
1.69 hrs.
7%
0.79 hrs.
10%
7%
1.14 hrs.
0.81 hrs.
Traditional radio
In 2014, the average global user spent more than six hours
online, compared to 5.5 hours in 2012. Almost two hours were
spent on social networking and almost an hour was spent
on micro-blogging in 2014, compared to just an hour and
a half spent on social networking and less than an hour on
micro-blogging in 2012. The steady growth of contributions
from social media platforms is prominently driven by Facebook use, followed by YouTube, according to GWI. The mix of
percentage of time spent on various online activities varies by
country, according to the GWI study.
Over time, the number of hours spent online, on social network and on micro-blogging sites like Twitter have increased.
2012
2013
2014
6
5
4
3
2
1
0
Total time
spent online
Time spent on
social networking
Time spent on
micro-blogging
Continued on page 25
17
Hulu.com
On Twitter
@NatGeo has 7.24 million followers on Twitter [as of
mid-2014. By April 2015 that number had risen to 8.74
its amazing stories with new generations. Despite being a revered, reliable source, the brand is anything but
musty and old-fashioned.
Fewer than 5 percent of National Geographics 206
Tweets were photos.
18
The learning here is twofold. Because National Geographic is a known, respected news source, they have
one above uber successful, while a greener brand
with a less solid reputation might not see the same
response.
On Facebook
National Geographic has 30.9 million fans on Facebook. During my two-week sample time period, they
posted roughly half (57 percent) the amount that they
posted on Twitter but retained over four times the
audience. Similar to its activity on Twitter, National
Geographic used Facebook almost entirely for links.
The brand drove the most engagement from photos,
but only posted four photos out of the 117 posts
during this time period.
Gram, either).
On Instagram
At the Times, we have a different set of rules for photography on social media. The two that are most important:
images directly uploaded to Twitter must credit the photographer, and not all images used on NYTimes.com can
be uploaded to social media because of rights issues.
Fortunately, Times staff photographers and contracted
freelancers produce a steady supply of images on a daily
basis that is paired with our reporting online and can help
make our Twitter accounts more engaging.
For much of the year, we included credits for photographers in the text of tweets. The results worked in many
cases. But it looked clumsy and the space required to
20
As we peacocked the story displaying its fancy plumage it underperformed on Twitter. So we tried another
approach that focused on enticing readers with key
details of the story. In this instance, we made no mention
to recognise and engage sincere criticism of our journalism that reaches us via social media would be a suitable
22
For all of our efforts to plan ahead and maximise the audience around enterprise journalism, Twitter users continued to come to @NYTimes for our coverage of unfolding
This essay has been pretty serious. But the Times social
media desk tried to have some fun on @NYTimes and
other accounts this year. Tweets we wrote that produce
tell you the same thing about the moments when they
with an example where we sought to strike that balance:
Reprinted with permission from Harvard and The New York Times.
This article was originally published in Neiman Lab. It has been
edited for this report.
the Michael Brown case. In each instance, the Twitter accounts that provided wall-to-wall coverage of these events
23
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Online radio
Online TV
Online TV
Online press
Social networking
Online press
Social networking
24
Micro-blogging
Micro-blogging
Blogging
100%
80%
60%
40%
20%
In number of hours
Blogging
10 hours
8 hours
6 hours
4 hours
2 hours
Philippines
Mexico
Argentina
Brazil
UAE
Malaysia
Thailand
Saudi Arabia
Indonesia
Turkey
South Africa
Vietnam
India
Russia
Italy
Taiwan
USA
Singapore
Canada
Hong Kong
Spain
China
Sweden
UK
Poland
France
Australia
Ireland
Germany
Netherlands
South Korea
Japan
3.42
2.91
2.85
2.84
2.81
2.80
2.69
2.61
2.44
2.42
2.28
2.12
2.06
1.86
1.79
1.70
1.67
1.60
1.48
1.46
1.44
1.40
1.37
1.33
1.23
1.19
1.19
1.19
1.07
1.05
0.97
0.30
Taylor Lorenz
CAPITAL: Did you start with the Mail in a managerial role? Did you ever run the feeds yourself?
Time spent on social networks varies by country, but many countries average more than two hours per day per social media user,
according to GWI. The most rabid users of social media include
those from the Philippines, 3.42 hours per day; Mexico, 2.91;
Argentina, 2.85; Brazil, 2.84; the United Arab Emirates, 2.81;
Malaysia, 2.8; Thailand, 2.69; Saudi Arabia, 2.61; Indonesia, 2.44;
Turkey, 2.42; South Africa, 2.28; Vietnam, 2.12; and India, 2.06.
The average number of social media accounts varies by age group
and by countries where the social media users live. The younger
the person, the more likely it is that the person will have more
accounts. According to GWI, those between ages 16 and 24 av-
25
CAPITAL:
relations and marketing, as well as social media
strategy. Did you always intend to get into journalism
eventually?
CAPITAL:
get into the voice of the Mail? Did you ever edit out
American pop culture references that an English audience might not get?
LORENZ:
as a public relations assistant at Ferragamo, I helped
LORENZ: The global nature of our audience is someis the largest English-language newspaper site in the
Average number of
social media accounts,
by country
Indonesia
India
Active usage
Global
Mexico
Turkey
South Africa
Malaysia
Brazil
Vietnam
16-24
Argentina
Singapore
Hong Kong
Taiwan
Russia
25-34
35-44
45-54
55-64
Active usage
China
UAE
Philippines
Thailand
Saudi Arabia
Accounts
Accounts
Spain
USA
Canada
Italy
Ireland
Poland
South Korea
Sweden
Australia
UK
Netherlands
France
7
Germany
Japan
690
206
199
197
197
190
157
103
79
41
17
45%
58%
32%
48%
47%
45%
9%
9%
37%
17%
45%
4%
East
Asia
North
America
Southeast
Asia
South
America
West
Europe
East
Europe
South
Asia
Africa
Central
America
Middle
East
Oceania
Central
Asia
The definition of active users are online users who have accounts and say they have used or contributed to the social network in the last month via any device.
Source: We Are Social, 2015
27
561
176
170
161
156
132
126
85
68
35
15
35%
50%
27%
39%
38%
8%
30%
7%
32%
15%
39%
2%
East
Asia
North
America
Southeast
Asia
West
Europe
South
America
South
Asia
East
Europe
Africa
Central
America
Middle
East
Oceania
Central
Asia
The definition of active users are online users who have accounts and say they have used or contributed to the social network in the last month via any device.
Source: We Are Social, 2015
Age plays a role in the degree to which users care about these
topics. The younger respondents tend to be far more engaged
in social media in general, and also desire the social element
of social networking to a far greater degree, compared to older
respondents.
Online press
Online radio
Social networking
Micro-blogging
Blogs
Other
25-34
35-44
45-54
55-64
Age
16-24
25-34
35-44
45-54
55-64
Age
28
Because a lot of my
friends are on it
To share photos or
videos with others
Share my opinion
Organise my life
Share and promote my business expertise
General networking
with other people
Share content
Meet new people
To find funny or
entertaining content
Express myself
Take on a different personality
Change other peoples opinions
To share my opinion
To research/find
products to buy
Meanwhile, active use doubled for most age groups on Pinterest, the social media and sharing site for projects and interests like do-it-yourself projects and health and beauty tips.
Instagram active usage also grew in double digits, especially
for the older crowd. Active use almost doubled for those ages
45 to 54, while it grew almost 150 percent for those 55 to 64,
GWI reported.
16 to 24
25 to 34
35 to 44
45 to 54
The growth of these niche social networking sites have diminished growth of active usage on the most popular social
networking sites like YouTube and Twitter, and especially
on Facebook, which actually moved into negative growth
territory across the age spectrum.
55 to 64
To promote my work
To follow celebrities/
celebrity news
0%
Source: GlobalWebIndex, 2014
29
10%
20% 30%
40%
50%
60%
200%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
150%
100%
50%
45%
12% 8% 15%
4%
0%
20%
18%
8% 8%
12%
10% 8%14%
-1%
-0.02%
-11% -8%-8%
-12%
-1%
-50%
Pinterest
Tumblr
Google+
YouTube
Global mobile
Internet behaviours
In hours spent each day, and in percentage
of global online users, ages 17 to 31
3h
1h
2012
2013
2014
10%
20%
30%
40%
50%
60%
30
while WeChat and Line each register about 500 million users.
Comparatively, Twitter averages 300 million users per month.
These users generate billions of messages per month, according to digital content firm Digiday.
Facebook
Messenger
Skype
Kakao
Talk
Line
Argentina
Australia
Brazil
Canada
China
France
Germany
Hong Kong
India
Indonesia
Ireland
Italy
Malaysia
Mexico
Netherlands
Philippines
Poland
Russia
Saudi Arabia
Singapore
South Africa
South Korea
Spain
Sweden
Taiwan
Thailand
Turkey
UAE
UK
USA
Vietnam
0%
Teenagers are the biggest users of social messaging apps, especially messaging on YouTube, Facebook Messenger, WhatsApp
and Twitter. The fastest growing social app in 2014 among
teens was Snapchat, which almost quadrupled its percentage
of active users to about 16 percent. For every social messaging
app, teens usage outpaced the rest of the Internet population
in 2014.
60% 70%
60%
57%
50%
50%
43%
43%
40%
34%
34%
30%
30%
29%
28%
28%
Vine
Viber
Google+
Kik
Messenger
20%
10%
0
Snapchat
Facebook
Messenger
Line
31
50%
All Internet users
Teens
40%
30%
20%
10%
0
Snapchat
Kik
Messenger
Vine
Tumblr
Shazam
YouTube
Facebook
Messenger
35%
32%
30%
25%
25%
20%
15%
10%
10%
9%
8%
8%
5%
4%
4%
4%
Kakao
Talk
Kik
Messenger
Tango
0%
Facebook
Messenger
Skype
Viber
Line
Snapchat
32
Review section on an
online retail site
26%
Ireland
On a price
comparison site
22%
UK
To a contact on a
social network
21%
USA
In a group on a
social network
18%
On a reviews and
recommendations site
18%
To a contact on
instant messenger
18%
To a contact on email
17%
15%
India
On my blog
15%
Netherlands
On the comment
of a news site
14%
Mexico
On a forum or
message board
14%
On an auction site
12%
On a microblog
10%
8%
Canada
Australia
Sweden
Brazil
0%
Source: GlobalWebIndex, 2015
5%
10%
15%
20%
25%
30%
0%
10%
15%
20%
25%
Among the most popular activities for Millennials who use the
Internet is to write reviews. Among the most popular places
to post reviews are on social networks and social messenger
apps, according to a 2015 study by GWI. While the most popular place to post a review is on a retail site, done by 26 percent of Millennials online worldwide, also popular are posting
reviews to a price comparison site (22 percent), an individual
on a social network (21 percent) or a group on a social network (18 percent), or on a reviews and recommendations site
or a contact on an instant messenger (18 percent each).
69%
62%
54%
37%
31%
5%
31%
Its a more private way to chat than social networks
30%
Other
7%
Source: GlobalWebIndex, 2014
33
A blog/weblog
News site
PC/laptop
A job/emplyment site
Mobile
Chatroom/forum/message board
Business news
Question & answer service
Tablet
Online dating
0%
20%
40%
60%
80%
Any device
PC
Mobile
Tablet
80%
Any device
PC
Mobile
Tablet
50%
70%
40%
60%
50%
30%
40%
20%
30%
20%
10%
10%
0%
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
0%
Q4
2014
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
34
Country
65%
Mexico
Argentina
62%
61%
Turkey
South Africa
59%
India
Gender
Malaysia
56%
55%
55%
Female
45%
Indonesia
Male
44%
Vietnam
52%
China
52%
51%
UAE
Age
16 to 24
51%
25 to 34
50%
Spain
45%
35 to 44
48%
47%
47%
Philippines
19%
55 to 64
Thailand
Singapore
Brazil
32%
45 to 54
51%
46%
Saudi Arabia
46%
Taiwan
45%
Hong Kong
Income group
Bottom 25%
40%
Mid 50%
Region
54%
53%
Asia Pacific
41%
Italy
41%
Sweden
41%
39%
36%
USA
50%
Latin America
Ireland
South Korea
48%
Top 25%
44%
UK
34%
Canada
33%
Poland
33%
Australia
32%
Russia
30%
Netherlands
48%
28%
Germany
North America
35%
France
Europe
35%
Japan
27%
26%
10%
Spotlight on Mexico
Mexico is one of the most active countries on social media, and the No. 2
most active country on Facebook after
the Philippines, according to GlobalWebIndex data for 2014.
4.7
4.0
3.7
2.9
2.4
2
1
0
Social
media
Corporate
presence
Services
Portals
Entertainment
35
In thousands
22,043
20,000
18,369
15,000
10,000
5,000
6,364
4,801
YouTube
Taringa
Slideshare
3,021
2,777
Ask.fm
2,542
Google
Plus
1,552
1,377
Tumblr
739
Scribd
387,000
26,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14
Source: comScore, 2014
Spotlight on China
China is home to the highest number of
social media networkers in the world,
according to GWI. The top 6 social
networks in China are native to the
country, and only three of the top ten
are non-Chinese: Facebook, Twitter and Google+. There are
two main reasons for this: First is language. Most Chinese
people do not speak English, the lingua franca of most social
36
More than 166 million Internet users around the world access
the Web through VPNs, especially in Asia, which gives users
access to sites restricted mostly by their governments.
Virtual private
networks
to access
restricted sites
Percentage of Web users who
16%
25 to 34
10%
35 to 44
55 to 64
13%
16 to 24
5%
45 to 54
Sina Weibo
2%
Qzone
Income group
Gender
14%
Male
Female
Age
8%
12%
Lower
17%
Top 25%
Country
Global
Indonesia
Turkey
Vietnam
Thailand
China
India
UAE
Saudi Arabia
Taiwan
Malaysia
Hong Kong
Brazil
South Korea
Mexico
Philippines
South Africa
Argentina
Singapore
Russia
Germany
Italy
Sweden
Spain
France
Australia
Poland
USA
UK
Canada
Ireland
Netherlands
Japan
Source: GlobalWebIndex, 2014
Tencent Weibo
13%
Mid 50%
Youku
Millions
11%
23%
22%
20%
19%
19%
14%
13%
12%
12%
12%
11%
10%
10%
10%
9%
9%
7%
7%
6%
5%
5%
5%
4%
4%
3%
3%
3%
3%
3%
3%
2%
1%
Tudou
166
6.21
5.22
5.83
2.70
85.7
16.9
0.88
1.41
1.68
1.53
0.44
7.35
3.02
3.20
2.30
1.37
1.21
0.21
3.94
2.32
1.13
0.25
0.84
1.24
0.42
0.60
5.50
1.08
0.59
0.06
0.25
0.83
RenRen
Google+
Facebook
Kaixin
Twitter
51.com
YouTube
LinkedIn
Badoo
Tumblr
None
0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: The definition of active users are online users who have
accounts and say they have used or contributed to the social network
in the last month via any device.
Source: GlobalWebIndex, 2014
The largest demographic groups to use VPNs are male, younger, especially between the ages of 25 and 34, and in the top 25
percent of income in their countries. The countries with the
most VPN usage are Indonesia, Turkey, Vietnam, Thailand,
China and India, according to GlobalWebIndex.
37
Enable strong working relationships among social media, audience development, newsroom and technology
teams
38
39