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Global online social media maturity

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This chart shows the results of a global survey of social media activity in the last month.  Around 50% of online consumers in Brazil and India manage a social network profile.  The UK, Canada and Russia are not that far behind.  But the really notable aspect of this data is the difference in social media behaviour in the Far Eastern countries; China, South Korea and Japan. In these countries the primary use of social media seems to be the creation of content.  Consumer publishing is happening on a much greater scale in the Far East than it is in the Western countries like the US, Canada and the UK. This is very clear evidence that a one size fits all global social media strategy would not be the way to go for multi-national companies.  Social network behaviour is always undertaken in a cultural context and this chart clearly demonstrates this fact. On the face of it one explanation of the Chinese difference in social network behaviour would be that websites like Facebook, Twitter and YouTube have been blocked by the government since July 2009.  But this trend has obviously been going on for some time, for example; the personal and private diaries that are kept on xanga.hk.  Possibly one reason could be that people whose culture is based on a visual symbol language like Chinese, South Korean and Japanese and not an abstract Western language like English, value visual creativity more?  Obviously an in-depth research project would discover the reason(s) behind the different behaviours. May 2009
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Global online social

media maturity

This chart shows the results of a global survey of social media activity in the last month.  Around 50% of online consumers in Brazil and India manage a social network profile.  The UK, Canada and Russia are not that far behind.  But the really notable aspect of this data is the difference in social media behaviour in the Far Eastern countries; China, South Korea and Japan. In these countries the primary use of social media seems to be the creation of content.  Consumer publishing is happening on a much greater scale in the Far East than it is in the Western countries like the US, Canada and the UK. This is very clear evidence that a one size fits all global social media strategy would not be the way to go for multi-national companies.  Social network behaviour is always undertaken in a cultural context and this chart clearly demonstrates this fact. On the face of it one explanation of the Chinese difference in social network behaviour would be that websites like Facebook, Twitter and YouTube have been blocked by the government since July 2009.  But this trend has obviously been going on for some time, for example; the personal and private diaries that are kept on xanga.hk.  Possibly one reason could be that people whose culture is based on a visual symbol language like Chinese, South Korean and Japanese and not an abstract Western language like English, value visual creativity more?  Obviously an in-depth research project would discover the reason(s) behind the different behaviours. May 2009
Click to return to page Click here to download the PowerPoint chart: Click here to download the PowerPoint chart: