There are some key differences in social activities around the world. Asia Pacific as a region shows high interest in mobile messaging whereas German consumers prefer local social sites instead. Every region and every country shows different preferences in terms of how to socially engage with other consumers. One thing that many countries seem to have in common though is the social network Facebook. Around 1.1billion Facebook users are expected by the end of 2013. This is quite extraordinary, as Facebook will be the biggest social network in the world except China and Russia. However, on a more regional or even country level, the social media activities and landscapes are quite diverse and very complex (eMarketer August 2013).
Facebook is currently the leading social network with around 818.2 million users, followed by Twitter with 189.8 million and Linkedin with 164.2 million users. This is very interesting but as mentioned before, Facebook is not the most used network in significant Internet countries such as China and Russia.
CHINESE SOCIAL NETWORKS
Chinese consumers mainly use mobile messaging applications such as WeChat as most popular social activities. This is also due to the fact that Facebook as a social networking site is blocked in China as is Twitter. Instead of using these global networks, Chinese consumers have local social networks instead such as Qzone used by 43% of inernet users as are microblogs known as Sina Weibo used by 37% of Internet users. This microblog usage actually exceeded the use of traditional social networking sites.
BRAZILIAN SOCIAL NETWORKS
In Brazil, Facebook is now also the most popular social networking site with 66.54% of market share in the country, followed by YouTube with 18.48% and Orkut, the oncw most popular site with 2.2%. In 2013, Facebook user growth will reach 48.5% in Brazil.
RUSSIAN SOCIAL NETWORKS
Russia’s social media landscape is very interesting, as it is one of the only countries where Facebook is not the number one social network. Instead, VK is most popular and widespread with 38.5million unique visitors. It actually has twice as many users as Facebook with 18.8 million in Russia. However, Facebook is still experiencing growth in the country with a rise by 62.8% in 2012 and 57.8% in 2013. By 2017, a double-digit growth is predicted.
GERMAN SOCIAL NETWORKS
Facebook is still dominating the German social media landscape with 38.6 million users, followed by Xing with 4.2 million, StayFriends with 3.5 million and Twitter with 3.1 million. However, in comparison to other countries within Europe, Germany is still the country where the least internet users are turning to the social networking site. In 2013, around 38% of Internet users used Facebook due to the fact that regional social networks are still quite popular.
MIDDLE EAST SOCIAL NETWORKS
As in other regions in the world, Facebook is the number one social networking site in the Middle East. 78% of consumers in the region are using it regularly as do 40% of consumers with Google+ and 31% with Linkedin. Especially UAE’s consumers are more likely to be online than other countries in the Middle East with 71% or UAE’s residents being online.
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