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 Global Penetration of Social Platform - Active Usage, % of internet
internet users globally, Q2 2013 users globally, Q2 2013

Facebook Facebook
Google+ None of the Above
YouTube (Since GWI.8)
Google+
Twitter
Sina Weibo YouTube (Since GWI.8)
Tencent Weibo Sina Weibo
Qzone (China Only) Twitter
Tencent (China Only; Since GWI.8)
Qzone (China Only)
LinkedIn
RenRen (China Only) Tencent Weibo
Youku (China Only; Since GWI.8) Tencent (China Only; Since GWI.8)
Myspace (Since GWI.8) Youku (China Only; Since GWI.8)
Tudou (China Only; Since GWI.8)
RenRen (China Only)
Instagram (Since GWI.10)
Pinterest Tudou (China Only; Since GWI.8)
Kaixin (China Only) LinkedIn
Orkut (Since GWI.8) Kaixin (China Only)
Tumblr
Instagram (Since GWI.10)
Badoo
51.com (China Only) Pinterest
Viadeo Myspace (Since GWI.8)
None of the Above Tumblr
Reddit (Since GWI.9)
51.com (China Only)
Bebo (Since GWI.8)
Quora (Since GWI.8) Orkut (Since GWI.8)
Yammer (Since GWI.8) Badoo
vkontakte (Russia Only) Viadeo
Odnoklassniki (Russia Only)
vkontakte (Russia Only)
Mixi (Japan Only)
Mig33 (Indonesia Only) Reddit (Since GWI.9)
Koprol (Indonesia Only) Other
Nasza-Klasa (Poland Only; Since GWI.8) Odnoklassniki (Russia Only)
Me2Day (South Korea Only)
Quora (Since GWI.8)
Copains d'Avant (France Only)
Tuenti (Spain Only) Bebo (Since GWI.8)
Sonico (Mexico Only) Yammer (Since GWI.8)

0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
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
 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
Sonico (Mexico Only) Pinterest and Tumblr take the top spots
RenRen (China Only)
In the Q1 2013 Stream Social Report, GWI reported that
None of the Above
Twitter was the fastest growing social platform between
Koprol (Indonesia Only)
Q2 2012 and Q1 2013. Much has changed in a quarter,
Qzone (China Only) however, and now with a year-on-year (y-o-y)
Kaixin (China Only) comparison, we see that both Pinterest and Tumblr have
Badoo grown more than any other social platform between Q2
Odnoklassniki (Russia Only) 2012 and Q2 2013, by 88% and 74% respectively.
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

37% 37% 39% 37%

Female 43%
Male 57% 61%
63% 63% 63%

16 to 24 8% 5% 5% 5% 7%
25% 11% 11% 10% 20%
13% 28% 28% 14%
25 to 34 32%
35 to 44 20% 23%
22%
45 to 54 23% 25% 33%
55 to 64 31%
32% 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
 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% 39% 39%

Active 44%
49%
Non-Active 51%
56% 61% 61%
62%

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
Key Social Platforms - % of Internet Users Active on world’s 10 largest
social platforms by region, Q2 2013

Instagram
Facebook

YouTube

Myspace
Pinterest
Google+

LinkedIn

Tumblr
Twitter

Badoo
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
Key Social Platforms - millions of Internet Users Active on world’s 10
largest social platforms by region, Q2 2013

Instagram
Facebook

YouTube

Myspace
Pinterest
Google+

LinkedIn

Tumblr
Twitter

Badoo
Asia Pacific 165.19 269.97 26.54 155.03 204.11 31.71 67.71 36.40 37.83 40.03
Europe 49.09 137.10 8.03 57.47 48.39 8.13 15.88 6.58 7.39 12.64
Latin America 27.06 64.00 7.89 29.81 29.24 5.22 13.74 4.82 6.10 11.12
Middle East and Africa 7.84 13.57 1.30 7.49 7.60 1.90 4.36 1.32 1.30 2.27
North America 47.75 113.15 1.75 50.97 29.05 31.75 18.36 10.40 7.54 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 - Account Ownership,% Facebook Global Penetration of Social Platform – Active Usage,% Facebook Active
Account Owners, in Q2 2013 Users, 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% 70% 80%
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
 DEVELOPING MARKETS ARE MORE LIKELY TO BE ACTIVE ON GOOGLE+
Global Penetration of Social Platform - Account Ownership, % of Global Penetration of Social Platform – Active Usage % of Active
Google+ Account Owners in Q2 2013 Google+ Users, 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% 30% 35% 40%
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
 IN Q2 2013 INDONESIA WAS THE LEADER IN MICROBLOGGING ACTIVITY

Global Penetration of Social Platform - Account Ownership,% of Twitter Global Penetration of Social Platform – Active Usage,% of Active Twitter
Account Owners in Q2 2013 Users 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% 35% 40% 45%
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
 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 Sweden

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 iOS Users Singapore iOS Users Italy iOS Users
UK UAE Russia
Android Users Android Users Android Users
Brazil China UK
Canada Indonesia Australia
USA
HOW TO READ THESE UK UAE
Thailand CHARTS Thailand Singapore
Poland USA USA
Italy Indexing the market Brazil Canada
UAE average to 100 allows us Saudi Arabia Vietnam
Singapore to understand how much India Saudi Arabia
Spain more or less likely iOS and Russia South Africa
Saudi Arabia Android users are to be Vietnam India
Taiwan active users of each Taiwan Indonesia
Mexico platform. Canada Turkey
South Africa Turkey Philippines
Philippines Example: Russian iPhone Sweden South Korea
Vietnam users are 5% more likely Hong Kong Spain
Malaysia to use Google+ than the Malaysia Hong Kong
India average Russian internet Poland Malaysia
Turkey user. South Africa Argentina
Indonesia Argentina Taiwan
Argentina Philippines Poland
100 150 200 250 100 150 200 250 100 150 200 250

Source: GlobalWebIndex, Questions: Which of the following services have you used or contributed to in the past month?; Base % of internet users by market
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 Top 10 Facebook Activities Globally - millions of Active Facebook Users
Users performing the following top 10 social network activities via each type of performing the following top 10 social network activities, Q2 2013
device on Facebook, between Q2 2012 and Q2 2013

200%
PC Mobile Tablet
180%

160%
Millions Active Millions Active Millions Active
140%
Facebook Facebook Facebook
120% Users Users Users

100% 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
0%
Clicked Facebook ‘like’ button 348.16 150.64 84.87
-20%
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

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 Top 10 Twitter Activities Globally - millions of Active Twitter Users performing
performing the following top 10 social network activities via each type of device the following top 10 social network activities, Q2 2013
on Facebook, between Q2 2012 and Q2 2013

300%
PC Mobile Tablet

250%

Millions Active Millions Active Millions Active

200% Twitter Users Twitter Users Twitter Users

Posted comment about my daily activities 140.86 94.15 51.63

150%
Uploaded and share photos 171.75 96.24 55.23
100%
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

50%
Shared links to blogs 118.08 65.60 40.86

0%
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+ Top 10 Google+ Activities Globally - millions of Active Google+ Users
Users performing the following top 10 social network activities via each type of performing the following top 10 social network activities, Q2 2013
device on Facebook, between Q2 2012 and Q2 2013

250%
PC Tablet Mobile

200%

Millions Active Millions Active Millions Active

150% Google+ Users Google+ Users Google+ Users

Uploaded and share photos 206.74 103.54 60.20

100%
Clicked a Google+ ‘+1 button’ 129.43 63.78 39.46
50%
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
0%
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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© 2013 GLOBALWEBINDEX