A Global View of the Social Customer

Jacob Morgan By Jacob Morgan
Expert Author
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We talk a lot about the social customer, but rarely do we look at their behaviors within the global landscape.  What’s important to note about the below data is that it is based on regions, not countries. When devising a social media strategic plan, it’s important to understand the social customer at the country level because their behaviors change quite dramatically.

state-of-global-social-media

We talk a lot about the social customer, but rarely do we look at their behaviors within the global landscape.  What’s important to note about the below data is that it is based on regions, not countries. When devising a social media strategic plan, it’s important to understand the social customer at the country level because their behaviors change quite dramatically.

A 2011 breakdown of social media activity in Europe, Latin America and Asia Pacific using the GlobalWebIndex, Comscore and Nielsen reveal some interesting trends about the social customer in these regions.

The Social Customer in Europe (EMEA)

European users spend a lot of time within their social networks and engage in a variety of different behaviors:

  • 27% install applications within their social network
  • 41% played a game within their social network
  • 20% sent a digital/virtual gift to their friends
  • 23% uploaded a video to their social network profile
  • 52% watched a video shared by a friend
  • 18% wrote a blog

Outside of their social networks, European users are equally as busy and engaged in social media usage:

  • 31% left a comment on web site or blog
  • 27% posted a comment within a forum or message boar
  • 20% uploaded a video online
  • 39% uploaded a photo online
  • 9% use a micro-blogging service like Twitter
  • 63% watched a video
  • 13% actively write blogs

In 2010, ComScore reported that Twitter growth soared 106 percent from the previous year to 22.5 million total visitors accessing Twitter.com.

The Social Customer in Latin America

Latin America users spend a lot of time within their social networks and engage in a variety of different behaviors:

  • 47% install applications within their social network
  • 47% played a game within their social network
  • 30% sent a digital/virtual gift to their friends
  • 38% uploaded a video to their social network profile
  • 68% watched a video shared by a friend
  • 26% wrote a blog

Outside of their social networks, Latin America users are equally as busy engaged in social media usage:

  • 49% left a comment on web site or blog
  • 35% posted a comment within a forum or message board
  • 41% uploaded a video online
  • 56% uploaded a photo online
  • 25% use a micro-blogging service like Twitter
  • 74% watched a video
  • 27% actively write blogs

Lastly, a study by ComScore calculated that 15 million Internet users in Latin America went to Twitter.com from work or home computers in June 2010, and grew 305 percent from the previous year. This number excludes the millions of users who access Twitter through third-party mobile and desktop client applications such as Tweetdeck, Hootsuite and Seesmic.

The Social Customer in Asia Pacific (APAC)

APAC users also spend a lot of time within their social networks and are just as engaged as users in Europe and Latin America:

  • 43% install applications within their social network
  • 55% played a game within their social network
  • 30% sent a digital/virtual gift to their friends
  • 35% uploaded a video to their social network profile
  • 52% watched a video shared by a friend
  • 53% wrote a blog

Outside of their social networks, APAC users are equally as busy engaged in social media usage:

  • 42% left a comment on web site or blog
  • 43% posted a comment within a forum or message boar
  • 29% uploaded a video online
  • 50% uploaded a photo online
  • 26% use a micro-blogging service like Twitter
  • 65% watched a video
  • 37% actively write blogs

A 2010 study by ComScore reported that Facebook is the leader for many of the individual markets in Asia Pacific while India, Japan, South Korea, and Taiwan have their own local social networking sites that are dominating market share. A similar ComScore study in 2010 study revealed that Twitter grew 243 percent to 25.1 million visitors. The Middle-East Africa jumped 142 percent to 5 million visitors.

I have a complete chapter on creating a social media strategy that takes into consideration global implications; as well as a chapter that examines the dynamic nature of the social customer in my upcoming book , Smart Business, Social Business: A Playbook for Social Media in Your Organization scheduled to be released in July 2011. You can pre-order by clicking on the below book cover. Thank you for your support.

Hat tip to GlobalWebIndex for sharing this data with me.

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About Jacob Morgan
Jacob is the principal of Chess Media Group, a social business consultancy focused on developing Social CRM, Enterprise 2.0, and Social Media strategies for mid and enterprise size organizations. Jacob is also the author of Twittfaced, a social media 101 book for business. Jacob authors a top ranked blog on Social CRM and Enterprise 2.0 and can be found on Twitter @JacobM.

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