Social Networks


Travel Tech

Social is becoming increasingly important in tourism. Worldwide, each day more consumers are joining social networks in order to connect with friends, share and engage and follow the big trend of using social media as part of their every day lives. Facebook, YouTube and Twitter are traditional and well established social networks whereas Pinterest, Google+ and Instagram have been created more recently but are still very popular. All social networks have increased dramatically in size in recent years and today they are such an integral part of consumers’ lives meaning that a lot of consumers cannot live without using social networks. Tourism organisations need to be aware of which social networks are growing fastest worldwide in order to include this valuable information into their overall social media strategy (eMarketer).

Top 10 Social Media Sites

Facebook is the social networking that is ranked number one on the basis of the most active users, followed by Google+ with 26%. Google has been quite successful worldwide as they have 2 social networks in the top 3: Google+ and YouTube. Throughout the last years, both networks have been growing steadily. Twitter in fourth place is experiencing growing number of users worldwide.

  1. Facebook 51%
  2. Google+ 26%
  3. YouTube 25%
  4. Twitter 22%
  5. Sina Weibo 21%
  6. Qzone 21%
  7. Tencent 20%
  8. Tencent Weibo 19%
  9. Youku 12%
  10. RenRen 10%

Asia Pacific countries are really driving growth as most new users are from within the region. On Facebook Japan is growing fastest worldwide whereas on Google+ South Korea’s use boomed and increased by 209%. Twitter usage increased the most in Indonesia and Saudi Arabia. So there are still a lot of opportunities worldwide in terms of social network growth.

Mobile's Impact on Facebook

Mobile is closely linked to the continuing growth of social networks. Many consumers are accessing social networks such as Facebook through their mobile phones or tablets on a regular basis. Facebook users are also increasing to view videos on the network, both on computers, mobile and tablets where the network experienced a double-digit growth. Worldwide, consumers are embracing mobile and tablets in order to use these to message friends, comment on images and other people’s activities as well as uploading and sharing images on the network. Mobile is very much an integral part of social.

Tourism and social media growth

Social networks are still growing heavily worldwide, meaning there are tremendous opportunities for tourism organisations and destinations in countries worldwide. Being aware which networks are used the most in different countries and which ones are fastest growing is crucial. It is good news for the tourism industry that there are still big potentials in terms of using social networks for marketing purposes.


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