Active social media usership, defined as using social media at least once a month, is significantly different in each country, according to the 2014 GWI study. Those countries with a 90 percent or more penetration of active usership for Faceook include the Philippines, Mexico, Turkey, Argentina, Vietnam, Indonesia and India. Those countries with a 90 percent or more active usership in YouTube include Mexico, Argentina, Vietnam and Turkey.
Meanwhile those countries with a 60 percent or more penetration of active usership on Twitter are Indonesia, Turkey and Saudi Arabia; while those countries with a 40 percent or more penetration of Google+ are Indonesia, India, Vietnam, the Philippines, Mexico, Saudi Arabia, Thailand and Brazil.
Among the most active and fastest growing social networks are Instagram, Tumblr and Pinterest, especially among the young, and with users from Asia and Africa. One-fourth or more of those online in Thailand, Turkey and Indonesia are active users of Instagram, especially those 16-to 34-years-old.
Twenty percent or more of those from India, the United Arab Emirates, Indonesia, South Africa, the Philippines and the United States are active users of Pinterest, especially those 16- to 34-years-old. Meanwhile, 15 percent or more of those from India, Indonesia and the UAE, especially those ages 16 to 24, are the most engaged users of Tumblr, according to GWI.
The top activity by Twitter users is reading news stories, with 38 percent of Twitter’s active users saying they read a news story in the last month, according to GWI research. This represents an opportunity for news publishers to beef up their Twitter feeds on news topics.
Other popular activities include looking at trending topics, 36 percent; logged in to see what’s happening, 35 percent; tweeted a friend, 34 percent; retweeted a friend, 33 percent; favourited a tweet, 31 percent; and visited a celebrity’s Twitter feed, 30 percent.
The top two most popular activities for Google+ users should be music to the ears of magazine and news publishers: 45 percent of active Google+ users read an article and 42 percent read a news story in the last month, according to GlobalWebIndex.
Other popular activities include clicked the +1 button, 33 percent; logged in to see what’s happening, 33 percent; visited a brand’s page, 30 percent; researched a product, 29 percent; uploaded or shared photos, 28 percent; commented on a friend’s status, 27 percent; and messaged a friend one-to-one, 27 percent.
For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.