THE SOCIAL WORLD IS MORE VARIED THAN YOU THOUGHT

A GLOBAL LOOK ONLINEJanuary 2015

The top 10 languages of the internet account for 84% of all global traffic

TOP LANGUAGES

The top ten

languages are

English, Chinese,

Spanish, Arabic,

Portuguese,

Japanese, Russian,

German, French and

Malaysian.

800.6

649.4

222.4

135.6

121.8

109.6

87.5

81.1

78.9

75.5

440.1

English

Chinese

Spanish

Arabic

Portuguese

Japanese

Russian

German

French

Malaysian

All the rest

Millions of users

• Arabic + 5,300% to 136M

• Russian +2,700% to 87M

• Chinese + 1,910% to 649M

Chinese projected to rise to 850M by end 2015

on its reserves.

The fastest-growing languages of the online users since 2000 are Arabic, Russian and Chinese

FASTEST GROWTH

Landline and wired broadband rates reflect old world order of developed economies

LANDLINE vs INTERNET vs MOBILE PENETRATION

But mobile penetration is ubiquitous and already at least 100% per capita worldwide. In Russia

it’s fast approaching 200% – nearly two mobile devices each!

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

% ONLINE

% LANDLINE

% MOBILE

But the biggest single social company is Tencent, the Chinese owner of QQ Qzone and

WeChat.

1. Facebook 1.3BN (Facebook, 2004)

2. YouTube 1BN (Google, 2005)

3. QQ 849M (Tencent, 1999; 2011)

4. Qzone 645M (Tencent, 2005)

5. WhatsApp 600M (Facebook, 2009)

6. WeChat 438M (Tencent, 2010)

The top six global social media networks include Facebook and YouTube

TOP GLOBAL SOCIAL NETWORKS

Facebook

WhatsApp

Tencent

YouTube

• - - 80% of Chinese e-commerce market of 650M consumers

• 2014 sales of $420BN dwarf amazon at $90BN, eBay at $18BN

• US market 327M vs China 1.4BN, 650M of whom are already online

• already the leading e-commerce portal in Brazil and Russia

Alibaba is immensely powerful already, and could dominate global ecommerce is a very few years

THE GROWING POWER OF ALIBABA

Socially-savvy brands need to do more than just tweet.

SOCIAL DOMINANCE IS ABOUT MORE THAN MICROBLOGS

There are ten critical types of social media you should consider to engage with

B2B and B2C customers…

After Facebook, YouTube and WhatsApp, US-based /

Anglophone services do NOT dominate global social

traffic.

• Google+ 300M (2011)

• Twitter 271M (2006)

• LinkedIn 259M (2003)

• SnapChat 100M (2011)

Anglophone services matter, but don’t dominate

TWITTER, LINKEDIN NOT GLOBALLY DOMINANT

In Russia, you don’t Google you Yandex (60% market).

Russians prefer VK (Vkontakte; 239M) and Odnoklassniki (200M) to Facebook.

Chinese use QQ, Qzone and WeChat not Facebook and Twitter.

Search in China is dominated by Baidu. Google’s market share has declined from 36% in 2009 to less than 2% today.

Germans are very low users of open C2C and B2B social networks, Twitter and LinkedIn.

The social media ‘big three’ do not matter in Russia or China

DIFFERENT CHANNELS FOR DIFFERENT FOLKS

About us

THE SOCIAL WORLD IS MORE VARIED THAN YOU THOUGHT

About Ebiquity

Ebiquity are independent marketing performance specialists.

We enable brands across the world to make better informed

decisions to improve their brands and business performance

across integrated communications channels.

Market Intelligence

Monitoring and insight to provide the competitor intelligence

necessary for effective comms planning.

Media Value Measurement

Research and analytics to improve the impact of activity on

core performance metrics.

Marketing Performance Optimization

Proprietary tools and services to hold agencies to account

and improve transparency and media performance.

About the author

Gemma White is Head of Sonar, Ebiquity's

social media analysis platform. A graduate in

Communications and Media Studies from

Loughborough University and with over ten

years’ experience in the media analysis

industry, Gemma is responsible for the design,

implementation and development of Ebiquity’s

online and social media analysis services.

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