S T R E A M S O C I A L : Q 2 2 0 1 3

S e p t e m b e r 2 0 1 3

G l o b a l W e b I n d e x ’ s q u a r t e r l y u p d a t e o f s o c i a l m e d i a u s a g e t r e n d s a r o u n d t h e w o r l d

S L I D E S H A R E P R E V I E W

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The data in this report is sourced from the GlobalWebIndex and is the second of our quarterly Stream Social series, providing readers with a unique understanding (and the most recent independent global data) about current trends in the global social media environment.

This report will reveal:

Global Trends in Social Platform Adoption • Develop global, regional and local social priorities• Drive insights into engagement and adoption

Detailed Demographics on Users• Learn how to tailor your strategy• Explore mainstreaming of social platforms

Consumer Behaviour and Actions by PC, Mobile, and Tablet• Design platform specific strategy• Quantify key platform behaviours

© 2013 GLOBALWEBINDEX

CONTENTS

1. Introduction to the GlobalWebIndex

2. Global Overview of Social Platforms

• Account Ownership and Active User penetration at a global level• % Change in Social Platform Active Users from Q2 2012 to Q1 2013 at a global level• Age and Gender split of the top 5 global social platforms• % Change in Select Social Platform Active Users from Q2 2012 to Q1 2013 at a global level• Illustration of visitation vs. account ownership vs. active usage vs. post an update for Facebook, Twitter and

Google+• Proportions of Active Users vs. Account Ownership for Facebook, Twitter, Google+, Pinterest, and LinkedIn

3. Social Platforms Local Market Deep Dive

• Social Platform penetration and universe size by Market (Facebook, Twitter, Google+, Pinterest, LinkedIn)• % Change in Account Ownership and Active Users by Market for Facebook, Twitter and Google+• Indexing iOS and Android users’ active usage of Facebook, Twitter, and Google+ by market

4. Social Platform Activities

• Comparing activities by device performed on Facebook, Google+, and Twitter

5. Conclusions

© 2013 GLOBALWEBINDEX

Mixi (Japan Only)

Me2Day (South Korea Only)

Tuenti (Spain Only)

Other

Copains d'Avant (France Only)

Nate Connect (South Korea Only)

51.com (China Only)

Odnoklassniki (Russia Only)

Badoo

Kaixin (China Only)

Qzone (China Only)

Koprol (Indonesia Only)

None of the Above

RenRen (China Only)

Sonico (Mexico Only)

Viadeo

Tencent Weibo

Facebook

vkontakte (Russia Only)

Google+

Sina Weibo

LinkedIn

Twitter

Mig33 (Indonesia Only)

Tumblr

Pinterest

-100% -50% 0% 50% 100%

PINTEREST IS THE FASTEST GROWING GLOBAL SOCIAL NETWORK

Source: GlobalWebIndex; Question: Which of the following social platforms have you used or contributed to in the past month?; Base: % change in millions of active users globally

Pinterest and Tumblr take the top spots

In the Q1 2013 Stream Social Report, GWI reported that Twitter was the fastest growing social platform between Q2 2012 and Q1 2013. Much has changed in a quarter, however, and now with a year-on-year (y-o-y) comparison, we see that both Pinterest and Tumblr have grown more than any other social platform between Q2 2012 and Q2 2013, by 88% and 74% respectively.

Pinterest and Tumblr take the top spots

In the Q1 2013 Stream Social Report, GWI reported that Twitter was the fastest growing social platform between Q2 2012 and Q1 2013. Much has changed in a quarter, however, and now with a year-on-year (y-o-y) comparison, we see that both Pinterest and Tumblr have grown more than any other social platform between Q2 2012 and Q2 2013, by 88% and 74% respectively.

Global Penetration of Social Platform - Active Usage, % change in millions of Active Users globally, between Q2 2012 and Q2 2013

ACTIVE USAGE OF SOCIAL NETWORKS SIGNIFICANTLY INCREASED AMONG OLDER USERS

Source: GlobalWebIndex, Questions: On which of the following services have you used or contributed to in the past month?; Base % of internet users in each age break

0%

50%

100%

150%

200%

250%16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Global Penetration of Social Platforms by age groups - % change in millions of Active Users, between Q2 2012 and Q2 2013

39%

61%

39%

61%

44%

56%49%51%

FACEBOOK MAINTAINS THE HIGHEST ENGAGEMENT RATE AMONG ACCOUNT OWNERS

Source: GlobalWebIndex, Questions: On which of the following social platforms do you have an account? & On which of the following services have you used or contributed to in the past month?;

Base % of internet users globally aged 16 to 65

62%

38%Active

Non-Active

The engagement rate of active users to account holders decreased for all top 5 social networks compared with Q1 2013. Despite that, Facebook still remains the leader in engaging its audience with 62% of active account holders. The gap between engagement of Google+ and Twitter has widened over the past quarter with microblog’s account holders being 10% more likely to use it actively than those who signed up to Google+. The two main emerging platforms proved to be equally engaging in Q2 2013.

The engagement rate of active users to account holders decreased for all top 5 social networks compared with Q1 2013. Despite that, Facebook still remains the leader in engaging its audience with 62% of active account holders. The gap between engagement of Google+ and Twitter has widened over the past quarter with microblog’s account holders being 10% more likely to use it actively than those who signed up to Google+. The two main emerging platforms proved to be equally engaging in Q2 2013.

Active Usage Measurement - % of Account Owners that are Active on the Platform in the past month globally, Q2 2013

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© 2013 GLOBALWEBINDEX