The undefeated champion of Social, is Facebook. With over 1 billion registered active users, it’s no surprise that it’s still at the top, and so far none of the other platforms have been able to even come near that. The January 2014 GWI Social Summary supports this observation but also points out a few trends we should keep in mind this year. From these results, China has been excluded.
1. The Social media landscape is ever-changing
While Facebook’s still first in line, the Social media landscape is ever-changing and other platforms are speeding up their growth impressively.
Also read: [Infographic] Pinterest Shows Huge Growth in Q4 2013
Facebook commands 83% account ownership, 49% active usage, and 56% visit frequency (that’s people who access their accounts more than one time a day). However, despite an increase in its app audience, Facebook has seen only a slight decline in active usage (3% in the second half of 2013).
So, how did the other platforms perform? It might be a surprise to see that Google+ has increased in active usage lately by 6%, or LinkedIn by 9% and Twitter by 2% – but who were the best performers? Instagram comes first, with an impressive 23% increase in active usage, and Reddit with a cool 13%! This really does illustrate the diversity of the Social media landscape but it also shows a definite shift of preference among users. Among the platforms, the one to watch out for this year might just have to be Instagram, which we all know is owned by… Facebook.
2. Mobile is booming!
Usage of Social platforms on mobile versus desktop also increased a lot in 2013, with apps such as Vine, doubling its user base. In terms of use, Facebook takes the cake with YouTube in second place and Google+ in third. The fourth most used mobile app is Facebook’s Messenger. Surprised that Twitter’s in 6th place?
3. The largest age group on major networks is 24-34
The 16-34 age group makes up more than 50% of users on Social platforms but the 24-34 age group dominates. They are mainly users who began dabbling with social early on and have a more well-rounded social presence. It also means that users of the major established networks are now getting older. Among 16-24 year olds, Youtube, Instagram, Tumblr, and Pinterest are on top.
4. Users in emerging internet markets are the most engaged
Internet users in the Middle East and Africa are increasing fast, and so is their presence on established Social media such as Facebook, Twitter, and Google+. Indonesia is a great example, where 97% internet users have Facebook accounts, and 83% of them have Google+ accounts. It’s not only the sheer volume that matters here. They are actually active users, with Indonesia once again topping the charts with 62% active users on Facebook, and 35% on Google+. Also, in places where the internet is controlled, many users will use VPNs to enjoy social media.
So, what do you think about the above? Do you expect to see things changing a lot in 2014? Will you change any of your planned strategies as a result? I think for most of us though, there aren’t any real surprises here…
Related Stories:
- [Infographic] Kids and Social Media
- 4 Ways Brands Can Appeal to Millennials
- The Status of Social Referral Traffic in Q4 2013
You might also like
More from Experts Talk
Do Google SEO Tactics Work on Social Media?
Do the SEO tactics we use on Google also work on social media? In this article, Hootsuite's Inbound Marketing Strategist, Liz …
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
What Is The Best Time To Post On Instagram?
What's the best time to post on Instagram? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …