Tag Archives: demographics

Google+ Audience Tops 5 Million in US, 2.8 Million In India

New data from comScore estimates that Google+ has had 20 million unique visitors from launch (June 29) through July 19, an increase of 82% from the previous week and 561% from two weeks prior. The U.S. audience recently surpassed 5 million visitors, up 81% from the previous week and 723% from two weeks earlier. The top 5 countries using the network are the US, India (a strong second with 2.8 million unique visitors), Britain, Canada and Germany.

Surprisingly, the US only accounts for 27% of the Google+ worldwide audience.

Web analytics firm Experian Hitwise recently released data measuring Google+’s growth, from its launch in late June through July 16th.  Turns out the network is not as male-dominated as early estimates had us believe, but it is clearly dominated by young adults, with the 25-34 age bracket accounting for 38% of all visitors.

Here are highlights from the Experian Hitwise report, as compiled by Mashable:

  • Google+ is the 42nd most-visited social networking site in the U.S.
  • Google+ is the 638th most-visited site on the web
  • Google+ had 1.8 million total visits last week, an increase of 283% from the previous week
  • Google+ grew by 821% since the week ending on July 2 (the first week Google+ was made available)
  • 57% of visits to Google+ were from males for the weeks from launch until July 16
  • the metropolitan areas driving the most traffic to Google+ are Los Angeles, NYC, and San Francisco

Traffic to Google+ is largely driven by Google sites. The majority (56%) of Google+’s upstream traffic came from other Google properties last week – 34% of it from Google.com. And 37% of the network’s upstream traffic came from search engines, while 21% of its traffic was driven by email.

The Washington Post reports that Google+ has “proven to be the fastest-growing social media platform in history before it’s even officially launched or has worked out how to leverage the network for businesses and brands.”

While there have been some reports over the last few days that the growth rate for Google+ is slowing down, access to the social network is still by invitation only. Numbers will most likely rise dramatically again once Google+ opens to the public, or if the service is marketed directly to the over one billion monthly visitors that use Google for search, Gmail, or other Google services.

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44% of African-Americans & Latinos Own Smartphones in the US

New data from the Pew Internet Project finds that over one-third of American adults – 35% – own a smartphone. Smartphone ownership is highest among the well-off, the well-educated, the (relatively) young, and non-whites.  Fifty-nine percent of adults in households earning $75,000 or more have smartphones, nearly half – 48% – of those with a college degree own smartphones, and 44% of blacks and Latinos in the US are smartphone owners.

Those living in urban or suburban areas are also nearly twice as likely to own a smartphone as those living in rural areas.

The age breakdown:

  • 49% of Americans between the ages of 18-24 own a smartphone
  • 58% of those 25 and 34
  • 44% of those ages 35-44

Around 87% of smartphone owners access the internet or email on their mobile, and 68% do so on a typical day. However, mobile phones are a main source of internet access for only one-quarter of the smartphone population. Of that 25%, about one third lack a high-speed home broadband connection.  These ‘mostly mobile’ internet users tend to be young (under 30), non-white, and of lower income and education levels.

In terms of platforms, Android is the most common smartphone platform, followed by iPhone and Blackberry devices.  Android phones are especially common among young adults and African-Americans, while iPhones and Blackberry devices are most prevalent among college graduates and the affluent.

The Pew data is based on a national telephone survey of 2,277 adults conducted April 26-May 22, 2011. . Interviews were conducted in both English and Spanish.

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6% of US Web Traffic Comes From Non-Computer Devices

Recent data from comScore measured the sources of web traffic in 13 countries, with computers (not surprisingly) well in the lead – they account for at least 93% of web traffic among these countries. The U.S. had the most traffic coming from non-computer devices (including mobile phones, tablets, etc) with 6.2%,  and was followed very closely by Singapore (5.9%), then the U.K. (5.3%), Japan (4.6%), and Australia (4.3%).

The non-computer device of choice varied among the countries surveyed, with U.S. showing the highest amount of web traffic from mobile phones (4.2%) and Singapore showing the highest traffic from tablets (1.6%).  The iPhone accounted for 50% or more of non-computer device web traffic in both Australia and Singapore.

comScore reports that “One of the most rapidly emerging digital traffic trends occurring across many countries is the impact of the Apple iPad and other tablets.” Some iPad stats:

  • the iPad contributes more than 89% of tablet traffic across all 13 countries
  • the iPad accounts for 33.5% of non-computer device traffic in Canada
  • Brazil has the second highest non-computer device share of traffic coming from the iPad at 31.8%
  • the iPad accounts for 26.2% of non-computer device traffic in Singapore (a significant market, since non-computer devices comprise nearly 6% of total traffic there)

According to comScore, this data provides “the world’s first glimpse into the share of traffic coming from various devices by device type and connection type.”

See the full press release here.

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European Women Spend More Time On Social Networks Than Men

An April 2011 study by comScore reveals that European women spend more time on social networks than men do – a finding that remains consistent across all age groups.

Measuring the time spent on social networks in France, Germany, Italy, Spain and the United Kingdom, the comScore data shows that young European females (ages 15-24) spent the most time on these sites, 8.4 hours per month in April 2011.  Women from age 25-54 remained fairly consistent with 5.3-5.5 hours per month, while male engagement dropped significantly with age.

In the 45-54 demographic, European females spent twice as much time on social networking sites as males.

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43% of Users Ages 55+ Have ‘Liked’ a Brand on Facebook

Facebook users ages 55 and up may be slower to adopt social media, but they are gradually becoming a strong demographic in this space. First they became one of the most rapidly growing age groups to use sites like Facebook, as reported by eMarketer. Now they’re starting to show an interest in connecting with brands via social networks, with greater numbers “liking” brands on Facebook.

Research from Wedbush Securities shows the breakdown of users who “like” brands on Facebook, by age group:

  • only 24% of users 55+ had “liked” a brand on Facebook by September 2010 (vs. 60% of those 18-34)
  • by April 2011, 43% of users age 55+ had “liked” a brand (vs. 66% of those 18-34)
  • all other age groups saw in increase in “likes” over this time period, but ages 55+ were the fastest growing group, with a rise of nearly 20 percentage points
  • as of April, 59% of adult Facebook users had “liked” a brand, up from 47% in September 2010, a rise that eMarketer credits largely to the increase among the 55+ demographic

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Israelis and Russians Spend Twice as Much Time on Social Networks as US Users

In what countries are people spending the most time on social networks?  Recently published data by comScore ranks the countries with the highest amount of hours each visitor spent on social networking sites during April 2011.

Israel ranks highest with nearly 11 hours per month, and Russia comes in close behind with over 10 hours of social networking per visitor in April 2011.  The U.S. is #13 on the list, with the average visitor spending only half as much time on social networks as those in Israel or Russia.

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63% of 18-34 Year-Olds Willing to Use Mobile Phones For Purchasing

Do you ‘feel more naked without a phone than without a wallet?’ According to a recent survey by MasterCard, 65% of 18-34 year-olds do, vs. only 34% of those 35 and older.  However, as NFC payments – already fairly mainstream in Japan – continue to gain popularity, cell phones and wallets may soon be synonymous.  According to The Heart of Commerce blog, “2011 is the beginning of the NFC [near field communication] mobile payments era and consumers are eager to pay with their mobile phones at stores, stadiums, restaurants and etc.”

Mastercard surveyed US consumers regarding their readiness to make payments with their mobile phones, and found that Americans, especially those 18-34, are receptive to the technology as long as security concerns are addressed.

  • 63% of 18-34 year olds would be at ease using mobile phones to make purchases vs. only 37% of those age 35 or older
  • 65% of consumers ages 18-34 feel more naked without their phones than their wallets, as opposed to just 34% of those in the 35 and older group
  • 54% of respondents think that someone’s phone is ‘more telling of their personality’ than their wallet
  • More men than women (51% vs. 40%) who have a mobile phone would be at ease using it to make purchases
  • More men than women (49% vs. 45%) would be impressed by someone who paid a bill with a mobile application than with a credit card.
  • Half (50%) of women feel more exposed without their mobile phone than without their wallets, vs. only 36% of men
  • 45% of women (vs. 34 percent of men) would rather have their phones than their wallets surgically attached so they’d always remember them when leaving the home
  • Nearly 62% of respondents said they need confirmation that their personal information is safe in order to be comfortable making a transaction – showing that trust and privacy are significant considerations when choosing payment options

MobileCrunch summarizes:  “Clearly, we have become a society that is completely and utterly dependent on our mobile phones, but that dependency still can’t quiet concerns for personal safety and security.”

Will these concerns be addressed, and will NFC payments become standard in the U.S.?

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23% of Social Media Messages Link to Content

AOL and Nielsen Online released the “Content is the Fuel of the Social Web” report in April 2011, analyzing over 10,000 social media messages to explore how consumers share content online.  The data offers marketers insight regarding the best ways to advertise and reach consumers online, including on social sites. Overall, 93% of internet users turn to email to share content, while 89% use social networks and 82% use blogs.

However, web users employ different platforms to share online content when interacting with different groups of people.

  • 92% of users share content with friends via social network
  • email is the most popular way to share content with family (86%) and colleagues (26%)
  • message boards (51%) or blogs (41%) are more popular for sharing online content with the general public

Other highlights from the report:

  • 53% of time spent on the Internet is directly attributable to content consumption
  • Nearly one-quarter (23%) of all social media messages contain links to content
  • 47% of industry specific social media messages include links to content; 60% of these messages include a product or brand name mention

The types of content shared via social media messages were mainly:

  • links to published content (at a separate URL, for example a news or media site) – 60%
  • embedded content (enabling users to share content without leaving the social platform) – 36%

Corporate websites, by contrast, made up a very small portion (4%) of content shares. However, eMarketer states that “by actively being a part of the conversation on social platforms like Facebook, or having branded entertainment content available, marketers can leverage the popularity of embedded content and still get their message out.”

Visit AOL’s research page to download the full study.

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LinkedIn Sees 240% Growth in Latin America

Recent data from comScore shows that LinkedIn use has increased across the globe from March 2010 to March 2011. The social networking site for business professionals has grown 65% worldwide, from 48 million users in March 2010 to 79 million in March 2011.

The strongest growth can be seen in the Latin American market, with a 240% increase in visitors, from 1.7 million visitors in March 2010 to 5.8 million in March 2011.  Visitors from Asia Pacific increased by 132% and Middle East – African visitors rose by 140% in the last year.

North America and Europe saw growth on a more moderate scale:

  • North American visitors grew 37%, from 25.9 to 35.4 million
  • Europe saw a 69% increase, from 14.6 to 24.6 million

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Budweiser Plans To Launch Social-Reality Show

Budweiser is currently casting a new reality show that sources from social media. Bud United Presents: The Big Time will be an hour-long “social-reality show” that aims to build the brand’s social media presence and create online discussion by providing wish fulfillment for fans. As reported by Mashable, the Bud United brand is a “proprietary global experiential platform connecting consumers’ passion points with the brand.”

The shooting of 10 episodes will begin this summer and are expected to start airing in early 2010.  The concept is to use the base of Bud United’s Facebook and Renren fan sites and offer young adults “the chance to live their Big Time dreams” using Budweiser’s relationships with a variety of professional sports, music festivals and celebrities.

Advertising Week reports that although Budweiser claims to be in discussion with a “number of network partners,” it may be difficult for networks to carry a reality show sponsored by an alcohol brand, since beer can’t be marketed to minors.  The show is meant to target 23-to-30 year-olds, but expected to attract a broader age range of viewers.  Every episode will feature four contestants with the same ‘dream,’ and after being trained and mentored by an expert, the best one will be chosen to ‘fulfill’ their dream.

Just as Jack Daniel’s faced barriers with promoting #JackDanielsHoney on Twitter, Budweiser will also have to deal with ‘age-gating,’ a restriction which “doomed” earlier efforts to build a large following online, according to Mashable.

Previous social media efforts by Budweiser include:

  • Bud.tv, a $30 million attempt to create branded content behind an age-verification wall (lasted for 2 years)
  • Bud United: Bud House, an online reality show during last year’s FIFA World Cup
  • Poolball, a video posted in late April depicting a new sport that went viral – 524,000 views to date

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