THE GLOBAL SOCIAL NETWORK LANDSCAPE
Around the world, internet users still turn to homegrown social network alternatives. While most of these sites do not pose a threat to Facebook’s dominance, they still
play an important role and may be a valuable channel for many marketers. Most notably, mobile social networking applications like KakaoTalk, Path, LINE and WeChat are growing in Asia-Pacific. In some countries, anecdotal evidence suggests these applications may even be surpassing more established social networks like Twitter. Although these new services are not all social networks in the traditional sense, they are constantly adding new features that bring them closer to looking like one. Consumer behavior on social media also varies greatly from country to country. Broadly speaking, populations in emerging markets are less likely to use social networks because of low internet penetration rates, but those who do are generally very young, highly engaged and likely to interact with brands. Meanwhile, the converse is true of many developed nations, where the majority of consumers are social network users, but their age is more evenly distributed, and they are less likely to engage with brands. Though Facebook’s near-ubiquitous lead might indicate that the global social network landscape is simplifying, it quickly becomes clear this is not the case. This report aims to help marketers assess the social network landscape in 27 countries by briefly examining four key factors: top social networks, usage, social media advertising and mobile social trends.