Here are all of the posts tagged ‘mobile’.
Ahead of the curve or setting the trend?
I wanted to start this week’s Tuesday Tuneup with a quick thought piece. The Social Media market place has seen some massive changes over the last year: new platforms, takeovers, rejections, new features, dropped features and more. The screen real estate is now the field of battle for some of the largest and most friendly companies in the world, and the war is taking place across every device we own.
As a mobile developer in this sphere it is always interesting for me to look behind the scenes, see the data behind these changes and look at the trends.
What’s even more interesting is looking at where Australia stands against the world. Wait… don’t panic! I promise to keep this as stat free as possible!
Let’s take a quick peek at the current world usage stats for Social Media:
Almost straight away you can see that there are big differences across all the different devices we use. For one, the desktop has a huge amount of Tumblr usage compared to the world average. Another obvious difference is that Australians are heavily dependent on Facebook on their Tablets as opposed to Pinterest.
Before we make assumptions, let’s have a look at the last 12 months in social media trends:
There has been a sharp increase of Tumblr usage on Desktop, Facebook is increasing on Mobile and Tablet and Pinterest is decreasing on the tablet.
But by all appearances, the usage stats show that Australia seems to be at the forefront of these trends or, perhaps, we are simply reacting faster. The question is why? Are we ahead of the curve, trend-setters or social media activists? I’ll leave the answer of that question up to you.
US smartphone use to reach 65% in 2014
The number of US smartphone users is growing and, according to eMarketer research, will reach 163.9 million in 2014. That amounts to 65% of all US mobile phone users, or 51.4% of the overall population. It is predicted that the number in the US is set to grow even further to 182.6 million in 2015 and reach 220 million by 2018.
Facebook dominating social on mobile
The average US smartphone user spends 2 hours and 42 minutes per day on their mobile device. Of that time, 28% is taken up by social apps, up from 24% in the previous year. Facebook and Instagram (which Facebook owns) accounted for most of that – 17% of all smartphone hours went to one of the two social networks.
Social and email are equal for conversation volume
The latest IPA TouchPoints5 data has been released, concluding that we now have as many conversations through social media as via email; 12% of all daily conversations occur through each medium. The research also found that 49% of all adults use mobile phones for activities other than texting or talking, doing so on average for 1 hour 30 minutes per day. Unsurprisingly, younger users were more mobile: 78% of 18-24s use their phone for activities other than texting/talking; they do so for an average of 1 hour 52 minutes a day.
YouTube drives the best quality web traffic
YouTube, Google+ and LinkedIn drive the richest traffic on the web, with Reddit and Stumbleupon at the other end of the spectrum. YouTube, in first place, produced an average of 227.82 seconds spent on the site, 2.99 pages per visit and a relatively low bounce rate of 43.19%.
Twitter looks to expand TV links through acquisitions
Twitter has made two acquisitions that should help expand its relationship with television in Europe: France’s Mesagraph and the UK’s SecondSync. The former works with the likes of Canal+, France Télévisions, M6 and TF1, some of France’s biggest TV channels, while the latter has used its social analytics tools to show the value of Twitter for clients in broadcasting and advertising.
Vine adds private messaging capability
Vine has introduced private messaging, allowing users to share videos and text with one another, away from the view of the public eye.
Only 24 hours after the announcement Cofounder Collin Kroll stepped down, following Dom Hoffman who stepped down in January.
I’m so proud of Vine – the team + the product. I’ll no longer be working there day-to-day as of today but will remain involved as an advisor
— colin kroll (@ckb) April 4, 2014
The cost of Instagram ads Instagram ads are being touted at a premium price tag, according to an article in AdAge last week. Discussions with several ad execs found that a month’s worth of advertising on the network could cost anywhere between $350k and $1m.
Time to look again at Google+ There have been a couple of pieces in the last week that suggest marketers should look again at Google+. First of all, a Forrester blog post revealed that, in a survey of 60,000 US adults, 22% claimed to use G+ at least once per month, the same percentage as Twitter. Also, in terms of engagement per follower, Google+ far outdoes Twitter, and is closer to Facebook, as you can see here:
We Are Social’s Cristina Forlani also argued in favour of the network. She pointed out its value as an analytics tool and looked to rebut unhelpful comparisons with Facebook. She also mentioned the huge SEO benefits of a platform linked to the world’s most popular search engine.
YouTube pushing stars with TV adverts YouTube is planning a TV ad campaign to promote some of its biggest stars, after agencies requested a further push to merit their clients’ ad spend. The adverts will feature three YouTube celebrities with over one million subscribers each: make-up artist Michelle Phan, beauty/fashion vlogger Bethany Mota and baker Rosanna Pansino. The below ads will be seen on New York Subway trains.
Line surpasses 400 million users Line, the Japanese messaging app, has surpassed 400 million users, meaning that it’s added 100 million in roughly five months, as shown in the graph below. Not only that, but these new users seem to really be taking to the service; on 21st March, over 10bn messages were sent in a single day.
WhatsApp processes 64bn messages in one day If you thought Line’s 10bn messages were impressive, WhatsApp can do even better, processing 64bn messages in one day. The figure accounts for 20bn messages sent and 44bn received; the disparity in the figures occurring as a result of group messaging.
new daily record: 20B messages sent (inbound) and 44B messages received (outbound) by our users = 64B messages handled in just 24 hours. — WhatsApp Inc. (@WhatsApp) April 2, 2014
Skype growing among millennials Skype now has 300 million users and is experiencing strong growth among younger demographics, according to the company’s advertising General Manager Lovina McMurchy, who claimed that the platform now reaches 24% of 18-24 year olds worldwide. She said:
While other companies have seen interactions with younger users decline, Skype has seen positive growth numbers in recent years.
Imgur receives $40m in funding Tech venture capital firm, Andreessen Horowitz, has invested $40m in Imgur. The image sharing platform has traditionally rejected all outside funding while waiting for the ‘right fit’, as CEO and founder Alan Schaaf discussed.
We got along right off the bat. We were actually bouncing off interesting ideas in where to take the product. They actually made sense, which was out of left field.
adidas promotes World Cup with brazuca adidas is promoting its World Cup sponsorship by creating online content from the point of view of the official competition ball, named brazuca. The product has its own blog and Twitter pages, while a set of video clips will look to produce a ‘ball’s eye view’ of the competition and involve some of football’s biggest names, including Xavi, Manuel Neuer and Dani Alves.
adidas offers free cleats to one US football team Another adidas promotion in the last week will offer free American football cleats to one US high school team. The sportswear brand hopes that the teams will naturally spread the word about the competition by asking friends to vote, as it’s only other high school footballers who can do so. To ensure that this remains the case, the brand is using Chirpify, which will automatically respond to anybody using the hashtags #adizero and #vote, asking them to provide information that can prove their identity.
Zappos offers style advice through Instagram Zappos, an online fashion retailer, is offering free style advice through Instagram. When someone posts a selfie with the hashtag #NextOOTD, a ‘professional image specialist’ will analyse their posting history and suggest a Zappos product that might suit.
Marc by Marc Jacobs seeks ad stars in social Marc by Marc Jacobs is searching for the star of its latest advert on Twitter and Instagram. You can enter simply by posting a picture alongside the hashtag #CastMeMarc, as in the below examples.
The ‘Breakfast Wars’ go viral If you’ve been reading the last few tuneups, you’ll remember that Taco Bell has been promoting its breakfast menu pretty fervently. The latest addition to the campaign is a set of ads that poke fun at McDonald’s, in which real life Ronald McDonalds give rave reviews of the Taco Bell product. The main video has received over two million views on YouTube.
McDonald’s were quick to respond, though. The below Facebook post, at time of writing, has received over 8,000 likes and almost 2,000 shares.
KFC uses social celebrity endorsement in China Fast food chain KFC is struggling in China, with sales falling 13% from 2012 to 2013. To address this, the brand has recruited five major celebrities, each of whom will represent a new menu offering in social and compete with one another for likes. Celebrity endorsement has long since been a staple of Chinese marketing – it will be interesting to see how this social version works out.
Presidential selfie was a publicity stunt by Samsung A recent selfie with Barack Obama, posted by David Ortiz of the Boston Red Sox, was a planned publicity stunt by Samsung. The brand equipped its brand ambassador, known as Big Papi, with a Samsung phone, hoping that the opportunity might present itself, as it did.
— David Ortiz (@davidortiz) April 1, 2014
However, the White House was unhappy with the above tweet, stating that it objected to the president’s image being used for commercial gain. Ortiz has since denied that he was paid for the photograph.
Cole Haan gets in trouble with the FTC
Footwear brand Cole Haan, has got itself in trouble with the FTC after a Pinterest competition that asked users to post pictures of their favourite shoes with the hashtag #WanderingSole. According to the FTC, the competition hashtag was not sufficient disclosure, though it’s worth noting that the brand received a letter and not an enforcement action.
Celebs join Sheryl Sandberg’s campaign to stop calling girls ‘Bossy’
Sheryl Sandberg said in Lean In that we shouldn’t call girls “bossy” and that “When a girl tries to lead, she is often labeled bossy.” A year since her topical book was released, she’s rallied the support of some famous ladies to come together and support LeanIn.Org’s “Ban Bossy” campaign. Co-sponsored by the Girl Scouts, the digital campaign encourages women and men to post #BanBossy messages to social media, helping encourage girls to be opinionated without fear of pushback. Beyonce, Jennifer Garner, Condoleezza Rice, Jane Lynch and other high-profile women joined the chorus with Sheryl in YouTube video.
“I’m not Bossy,” Beyonce announces. “I’m the boss.”
Mark Zuckerberg also showed his support for the campaign on Facebook last night.
Vimeo’s on demand service turns one & gets some updates
Vimeo’s new updates to it’s on demand serviced have been announced this week at SXSW to coincide with it’s first birthday. Updates include a new launch of “collections” where viewers can now discover videos batched together in common themes and related hobbies as well as new browsing experiences. Vimeo is also investing heavily in it’s Audience Development Program to offer financial support to video creators who have raised over $10,000 on crowdfunding platforms or been accepted to certain film festivals.
Facebook Page organic reach keeps falling
Further evidence has arrived of a decrease in the organic reach of posts from brand pages on Facebook. An analysis of 106 country-level brand pages found that average organic reach dipped from 12.05% in October 2013 to 6.15% in February this year; for the 23 pages analysed with 500,000 fans or more, the equivalent decrease was from 4.04% to 2.11%. If you’re concerned about this change, then read our recommended approach to dealing with the issue.
Facebook redesigns desktop News Feed
Facebook has made a number of changes to its desktop News Feed. After an unpopular dramatic overhaul around a year ago, the social network has played it fairly safe, with a new design that includes different iconography, larger photos, fresh fonts and the presence of story cards, along with a large search bar at the top of the page. The redesign is being pushed out gradually – if you haven’t got it yet, here’s what it looks like:
Facebook Messenger launches on Windows phone
Facebook has launched a version of its Messenger app for Windows phone. The service, which has been available on iPhone and Android for some time, has a 4.5 star rating from users.
Twitter ad revenue increases
Twitter’s ad revenue increased by 110% to $664.9m in 2013. The growth came as a result of a higher number of ads, although the cost of these ads actually fell throughout that time – by 18% in Q4 2013, or 67% for the whole of the year.
Foursquare location data being used to target ads
Foursquare is bulking up its ad offering by partnering with Turn, an ad targeting firm. This will allow the use of Foursquare’s location data in the serving of ads on mobile and desktop, by anonymously matching user email addresses with web cookies.
eBay launches Pinterest-inspired ‘Collections’
eBay has added ‘Collections’, a Pinterest-style social feature, to its UK site. Collections, which has been available in the US since last year, allows users to collect sets of items that they want and display them in groups.
Getty allows images to be embedded for free
Stock image site, Getty, has added an embed feature, which renders around 35 million images free for non-commercial use. The move, which could radically alter the way in which stock images are used, looks to tackle illegal image use. When an image is embedded, it will automatically appear with full accreditation.
Mondelez partners with Facebook
Confectionery giant Mondelez has announed a ‘global strategic partnership’ with Facebook, amounting to a 52-country ad deal that includes the USA, UK, France, Brazil, India, Indonesia and the Gulf States. Mondelez’s VP of Global Media and Consumer Engagement, Bonin Bough, commented:
For the first time, we’ll be able to incorporate Facebook at the core of our media investment plans. This isn’t just about having a social-media strategy; it’s about digitizing our entire approach to communications.
adidas launches #fastorfail
Sports brand adidas has launched a game inspired by football star Lionel Messi, dubbed #fastorfail. Fans are given the opportunity to play from his perspective, making a number of decisions in an attempt to arrive at Rio for the World Cup. As social media buzz around Messi increases, the pace of the game gets faster for the user.
Peugeot’s #KickItToBrazil is definitely nothing to do with the World Cup
Automotive brand, Peugeot, has launched a campaign dubbed #KickItToBrazil, in which the brand will transport a football around 30 different countries, before ending in Brazil on the eve of the World Cup. This is, of course, in no way related to the World Cup (Hyundai and Kia are the official partners). Fans will be able to track the ball’s progress on Facebook and Instagram.
Oreo make real-time cookies at SXSW
This weekend, thousands of revellers (including some of the We Are Social crew) flocked to Texas for the annual South by Southwest festival. Oreo is helping feed attendees by producing 3D-printed cookies, the flavours of which change depending on what’s trending on Twitter at the time.
Airbnb comes to the help of SXSW
Airbnb got in on the action at SXSW by trawling Twitter for those in need of help at the festival and coming to their rescue with more than 100 ‘rewards’, ranging from providing a pair of cowboy boots to furnishing a whole apartment within two hours. This isn’t a new idea for Airbnb, which says it conducts this kind of social media listening and responding all year, usually dishing out five to 10 rewards a week. But it’s certainly put the company in the good books of SXSW attendees over the last few days.
Vanity Fair gets professional on Instagram
Vanity Fair added a touch of social media class to its star-studded Oscars party. The fashion magazine hired Rolling Stone photographer Mark Seliger to, in his own words, “capture a little of the glamour of Oscar night in a timeless yet modern and accessible way” by taking quirky celeb pictures for Vanity Fair’s Instagram channel. The results were as expected: beautiful people looking even more beautiful. Here’s a particularly good example of a dapper Samuel L Jackson.
Following on from We Are Social‘s hugely popular Social, Digital and Mobile Worldwide in 2014 report from last week, we’re very pleased to share an even more detailed look at the online landscape around the Asia-Pacific region.
It also turns out that a week can make a big difference when it comes to online data; in the past 7 days, and with the help of some of the 200,000 people who’ve viewed our Global report, we’ve found some even fresher stats to the ones we published in last week’s report.
These new discoveries have had a particular impact on India’s stats, where figures for internet users have changed from 151 million to 213 million. Internet figures for Indonesia have also almost doubled, to 72.7 million.
These changes have had a significant impact on the regional and global totals too, so we’ll begin with a refreshed look at the stats from the very top.
The Global Picture
Following revisions to a number of countries, the number of worldwide internet users now exceeds 2.64 billion, representing global penetration of 37%:
Following our report last week, we also received a number of queries regarding the difference between mobile subscriptions and actual mobile users, so we’re delighted to be able include a new chart comparing the two in this report.
We’ve teamed up with the wonderful team at GSMA Intelligence for this, and they’ve been kind enough to let us share this valuable data for every country in APAC. You’ll find the individual country and sub-region data in the full report , but here’s the APAC picture:
In order to understand the context in which people use mobile devices, it’s also important to understand how people pay for their subscriptions (contracts), and whether they have access to potentially faster mobile data connections.
The chart below offers more detail on both these areas, detailing how many people have pre- vs post-paid contracts, and using 3G as a proxy for the likelihood people could access faster internet if they chose to take out a relevant mobile data plan:
Asia-Pacific In Context
APAC is home to almost 3.9 billion people, accounting for just under 55% of the total world population. The region hosts just under half the world’s Internet users, and 52.2% of the world’s active social media users:
click to enlarge
Although internet user data for a number of countries around the region hasn’t been updated as recently as we’d hoped, APAC has still shown impressive growth in recent months, with Asian countries alone adding more than 150 million new users since our previous report in October 2012 – many of which were in India and Indonesia:
However, internet access is still far from a universal reality around APAC, and penetration rates in some countries remain surprisingly low:
It’s interesting to see how the average number of hours spent on the internet varies around the region too, both in terms of desktop / laptop access, as well as the time spent on the mobile web:
It’s important to note that the figures in the chart above are based on claimed time spent on the internet, rather than on actual traffic. This has two important consequences:
- The data will, in part, reveal the story that people choose to tell about their internet use, rather than the exact number of minutes they spend connected
- However, in a similar way, this ‘claimed’ data helps to avoid over-counting internet usage when someone is connected to the internet, but not actually making use of it (e.g. the browser is open in the background while someone works on another, non-internet related application).
- There may also be some variations across cultures in what people consider ‘internet’ access. For example, someone who streams music through a service like Spotify for the whole day may not consider this ‘time spent on the internet’, even if we could argue the opposite is also true.
2013 was an impressive year of growth across almost every aspect of the social media world in APAC, with chat apps in particular seeing stunning growth thanks to platforms like WeChat, LINE, and Kakaotalk.
We’ve chose to focus on social networks for this report’s data though, as they continue to offer the greater opportunity for marketers.
User figures and penetration rates for social networks still vary hugely around the region, but the overall trend is definitely upwards (note that MAU stands for Monthly Active Users):
It’s worth highlighting that the figures for social media penetration often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:
- Social media stats are almost always more up to date than those for internet usage, largely because they are collected by a commercial entity on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
- Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the figures (partly because they’re more difficult to identify). In many emerging markets – particularly places like Indonesia or Myanmar – mobile-only use can account for a significant proportion of internet use. People accessing social media through mobile devices will be counted, however, meaning social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
- On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight skew in the data, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.
We’ve also changed the way we report user numbers in this year’s report compared to our previous report in 2012, and we now only report monthly active user numbers (MAUs) for any given platform. This ensures a more reliable and actionable data set, and ensures organisations using the data have the most up-to-date picture of people’s preferences and behaviour throughout the region.
Facebook’s MAUs continued to grow across the region over the past year, adding 54 million by January 2014 in Asian countries alone (excluding countries in Oceania like Australia and New Zealand).
China’s Qzone added 25 million MAUs too, meaning that overall growth around the region is somewhere in the region of 80 million new active users – almost 10% growth year-on-year.
We opted not to include chat apps like WeChat, WhatsApp, LINE and Kakaotalk in this year’s analysis for a couple of reasons:
- The way that people use these platforms remains largely one-to-one, so they offer less of an obvious mass engagement channel for brands compared to platforms like Facebook, Twitter and Weibo (although we recongise that this is changing, especially with tweaks to WeChat’s platform);
- The companies who operate these platforms tend not to publish monthly active user figures, and where they do, they aren’t broken down by country, making it very difficult for us to attribute usage by country.
However, for handy reference, the global user figures for each of the region’s largest chat apps are as follows:
- WhatsApp: 400 million monthly active users worldwide
- WeChat (Weixin): 270 million monthly active users worldwide
- LINE: 300 million total registered users worldwide
- Kakaotalk: 130 million total registered users worldwide
We’re pleased to offer time spent on social media for many of the region’s larger economies too, thanks to some great data from GlobalWebIndex’s Active Usage: Time Spent study, which they’ve kindly allowed us to share. You can find out more about this study here.
As with the time spent on the internet chart above, this data is based on claimed usage rather than actual traffic information. This again means that data may be coloured by the story people wish to tell about themselves, but at the same time, it also helps to avoid over-counting time where people have social media open in the background.
Based on our qualitative research, many people keep social networks open throughout the day in a distinct browser tab or tool like Tweetdeck, but do not necessarily spend all that time actively engaging with the platform itself, so the data above should be used in conjunction with traffic-based numbers (where available) to paint a multi-dimensional picture of people’s behaviour.
It’s interesting to explore the above chart in the context of the societal norms of each country too; it appears that the time spent on social media is determined as much by a nation’s culture as it is by the speed or ease of internet access. In many countries where fast internet access is still a luxury, people still spend many hours engaging with social media, highlighting once again that social media are playing a huge part in the growth and evolution of the online landscape in APAC.
However, to enrich this story, it’s worth looking at the infrastructural elements too. Mobile devices play a huge role in Asia’s social media scene, so we’ve added an extra data set to this report to illustrate mobile social access in more detail:
The number of mobile subscriptions in APAC continue to grow steadily in the past 15 months, with Asian countries alone adding more than 200 million new subscriptions since our previous report in October 2012.
Although it’s likely that some of these new subscriptions constitute second subscriptions (e.g. an additional contract for work or personal use), the importance of mobile devices even in the region’s less developed nations highlights the critical role mobile plays in people’s daily lives in APAC.
While it can be tricky to identify the exact number of people accessing the internet through mobile devices, we have identified reliable data for two important indicators that offer valuable insights: mobile broadband subscriptions, and people accessing social media through mobile devices:
It’s particularly interesting to note that the proportion of the population accessing social media through a mobile device is much higher than the penetration of mobile broadband, suggesting that many people continue to access social media through slower mobile connections.
You’ll find this data broken down for each country around the region in the full report.
The Individual Country Story
We’re delighted to announce that we now have social media and mobile data for every Asian country, as well as 4 key nations in Oceania.
Major additions to this year’s report are North Korea and Myanmar, and although the numbers aren’t likely to challenge China’s position as the dominant digital player in the region, it’s very exciting to see how online media are helping to open up some of the world’s most secretive nations.
In particular, Myanmar – or Burma, if you prefer – has surprised us with the sheer speed of growth, particularly when it comes to social media. From a country where Facebook was technically blocked barely 12 months ago, this Southeast Asian country now boasts well over 1 million Facebook users, and is still growing at an impressive rate:
Despite these impressive numbers though, this still represents a social media penetration of just 2% in Myanmar, so there’s clearly plenty more potential for growth as the country continues its journey towards a fully open approach to the internet.
Even mobile subscriptions struggle to reach double-digit penetration, while the internet – albeit based mostly on fixed-line figures – languishes at just 1%.
However, 2014 looks like a promising year for Myanmar’s online landscape, and we’re looking forward to plenty more good news from them in the months to come.
The story in North Korea remains less clear; with the internet still officially blocked in the world’s most reclusive nation, it’s difficult to get a clear picture of what’s going on. However, Facebook themselves state that they now have 8,200 users within the North Asian state, 4,600 of whom access through mobile devices:
It’s unclear how many of these users are actually North Korean citizens though, and we suspect that a significant proportion may be foreign nationals based in the country.
However, the fact that it is even possible for these people to access Facebook from within North Korea represents a step forward compared to the situation this time last year, so we’ll take that as a glimmer of hope for 2014.
We’ve also included data for Timor-Leste, which, although still small in absolute numbers, represents another reason for optimism, given the young country’s recent history.
East Timor’s social media population in particular is growing steadily, with 6% of the population – or 76,000 people – using Facebook at least once in the past month:
As with many emerging economies, the numbers for internet usage in Timor-Leste are far lower than those for social media, mainly because it’s harder to measure the exact number of people accessing the internet.
Many people still access from shared devices in internet cafés or in places of work, and data is often collected by surveys that have taken quite some time to gather, analyse and publish.
Social media figures such as those made available by Facebook are almost real-time though, offering a more up-to-date and accurate picture of the online landscape within these fast-evolving digital ecosystems.
Excitingly, mobile phone subscriptions have already surpassed 50% penetration in Timor-Leste too, meaning many more people now have the opportunity to connect to the internet as soon as affordable mobile data plans become available.
Alongside figures for Australia and New Zealand, we’re also pleased to present some initial figures for Fiji and Papua New Guinea. Both nations play an important role in understanding the broader picture across Pacific nations, and the stories their data snapshots tell reveal some interesting insights:
Fiji already demonstrates relatively strong internet and social media penetration figures, surpassing the regional average in both areas.
Meanwhile, Papua New Guinea still has plenty of potential for growth, with barely 4% of the population using Facebook in the past month. However, with mobile subscription penetration of 42%, it’s clear that Papuans have an increasing digital opportunity, and we’re confident these figures will all grow considerably during 2014.
We’re also pleased to share statistics on mobile social behaviour for all 30 countries in this study, ensuring marketers have a solid understanding of the opportunities to engage their audiences in a variety of settings and contexts – here are some example stats for Indonesia:
As mobile increasingly becomes our predominant means of accessing online services and content, it’s likely that Asia-Pacific will continue to lead the world in defining the future of the online landscape.
The India Changes
Finally, given the major changes in internet user numbers since last week’s report, here’s how the individual country situation looks today:
So there you have it – another week, another bumper collection of stats. Do get in touch if you’d like some help making sense of these numbers, or turning them into part of an actionable strategy.
Be sure to check back to our blog for more updates in the coming weeks too – given how quickly the data seems to be changing, it’s clear 2014 is going to be another vintage year for online growth. We’re already looking forward to next year’s APAC report!
Sources for all the above data are listed in the full report. We’d especially like to thank Tom Smith at GlobalWebIndex and Matt Ablott from GSMA Intelligence for their help in providing data for these reports, and for allowing us to publish their valuable data.
Dwight Howard signature shots with adidas
Whenever sports stars come to Asia, they do an autograph session. But when NBA superstar, Dwight Howard came to Manila, adidas went all out for basketball fans to do something that had never been done before. Brilliant!
Virgin America: The Safety Video Dance
Virgin America’s #VXsafetydance video is tearing up the internet right now, with over 4 million views in just a few days. It’s interesting, and sure, people already have a lot to say about it but we’ll let you be the judge.
Facebook remains number one for social logins, Google+ making ground
According to figures from Q3 2013, Facebook’s dominance as the source of social logins to websites and mobile apps is under threat. Currently, it holds 51% of social logins, down 1% from the previous quarter, while Google+ has risen 2% to 26%. On mobile, the figures are slightly better for Facebook, with 66% to Google+’s 20%, while overall it is still way ahead in certain parts of the world.
Facebook’s Q3 figures: revenue and mobile usage up
Facebook has released its Q3 2013 figures, with impressive growth in mobile usage reflected in its revenue. In total, 48% of the network’s daily active users are now on mobile, with a total of 874 million monthly active users, compared with 819 million in Q2 or 604 million for Q3 2012.
This growth is reflected in revenue figures, as 49% of the ad revenue now comes from mobile ads. That’s the ad revenue that makes up $1.80bn of the total $2.02bn for the quarter – a whopping 89% of all the money made by the network. The majority of this ($832m) originates in the USA & Canada, but significant growth can be seen in the graph below for all major global markets.
Facebook admits drop in teen usage
Last week’s tune-up brought you the news that Facebook had seen a drop in relevance to US teens. Well, now the network has stepped up and admitted it. David Ebersman, Facebook’s CFO, said:
Our best analysis of youth engagement in the U.S. reveals that usage of Facebook among U.S. teens overall was stable… [However,] we did see a decrease in daily users specifically among younger teens.
This is an interesting admission by Facebook – it’ll be worth keeping an eye out on what measures they take to tackle the decline.
A more visual Twitter
Twitter announced an update this week that’s set to add colour to the network: a preview of pictures and Vine videos will now appear front and centre in tweets, rather than users having to click to see media. This opens up a whole new avenue for advertising, in that Twitter can now essentially sell display ads, a system of which some brands have already taken advantage.
Google+: custom URLs and new hangout features
Google+ announced a couple of updates last week. First of all, it will allow custom URLs for accounts that meet three conditions. That account must be 30+ days old, have 10+ followers and have a profile picture – but good luck finding 10 real followers. On top of this, there are some changes to hangouts, which now support HD, filters, location settings (through Google maps), GIFs and SMS integration.
Michael Kors and the first Instagram ad
Fashion retailer Michael Kors posted the first ever Instagram ad to an, erm, mixed reception. Naturally, considering that it was the first ad users had ever seen on the network, it got a fair number of complaints. However, the post also saw excellent engagement, with over 150k likes compared with their normal average of around 50k. So, as almost always, there are two sides to the story – it’s worth waiting to see how quickly Instagrammers adapt to ads on the platform.
David Beckham’s Face-book signing
David Beckham last week took part in a book signing with a twist through Facebook. Rather than directly meet fans and sign their books, he instead ‘signed’ people’s Facebook profiles, while taking part in a live Q&A.
Fast food retailer Wendy’s has promoted its latest burger, the ‘Pretzel Pub Chicken Sandwich’, with a campaign named #PretzelLoveStories. Basically, they’ve created a soap opera spoof from tweets around the sandwich, which you can watch below.
Audi renews #WantAnR8 campaign
Audi has re-released its #WantAnR8 campaign, which asks users to create a virtual lap of the Sonoma Raceway track for the chance to win exclusive driving experiences. From the #WantanR8 Tumblr, fans can select exclusive footage and audio to create a virtual video lap of the Raceway, which they then post to YouTube and Twitter with the hashtag #WantAnR8 to be in with a chance to win.
We Are Social UK produce HP Sauce Movember campaign
HP Sauce is a major partner of Movember for the third year running, and We Are Social UK has produced a campaign to celebrate. Mo Bros are asked to complete a different challenge every week, each of which involves posting a Mo-related photo to the HP Sauce Facebook page via an app. For doing so, participants can win everything from exclusive Movember prizes to Mo fund top ups, all of which go towards raising money and awareness for men’s health.
Katy Perry is now the most followed Twitter user
Katy Perry overtook Justin Bieber as the most popular Twitter user last week, with 46.5 million followers to his paltry 46.49 million.
Worldwide mobile connections to reach 6.6 billion this year
The International Telecommunication Union (ITU), a UN agency no less, has released figures on the growth of mobile connectivity around the world. There are currently 2.7 billion people online, though increasing figures suggest that, by the end of 2013, mobile connections around the world will amount to 6.8bn. That’s a whopping 96.2% of the world’s population, even if there are some people with more than one handset.
US smartphone and tablet use still on the up
Likewise, smartphone ownership is growing rapidly in the USA at least, according to new research. At the end of 2012, 58% of US mobile phone users had a smartphone, a figure set to jump to 74% by the end of this year and 80% in 2014. Tablet figures are slightly lower, but their growth is no less impressive: from 33% in 2012 to 52% in 2013 and 64% in 2014.
A third of UK social media users don’t use major platforms
A recent telephone poll of 1,003 UK adults has found that one third of social media users don’t use either Facebook, Twitter, YouTube, Google+, Flickr, Instagram, Pinterest or LinkedIn. The research points at the growth of newer networks, or potentially the revival of old ones like MySpace and Bebo, but it’s not all bad news for the traditional social powerhouses. Of those surveyed, 56% had a Facebook account, 35% YouTube and 26% Twitter.
New Facebook Insights for all
After offering a new set of insights to a select few in June, Facebook has now rolled them out for all pages. For those that don’t know, there are a fair few changes, with an entire new look to boot. Perhaps the most important is the use of simpler metrics; ‘People Talking About This’ has been broken down into a variety of individual actions including likes, tags, mentions and check ins, to allow greater understanding of how people interact with your page, while positive and negative post actions (think, for example, a like vs. hiding a post) have been collated next to one another in the interest of balance. There are also additional insights about the people who interact with your content, rather than simply those you’ve reached.
Comcast allowing viewers to ‘See It’ through Twitter
Comcast, the US TV network that owns NBC Universal, is partnering with Twitter to allow fans to instantly watch and record TV shows mentioned in Tweets. The tweets, linked to NBC’s cable schedule and its Winter Olympics coverage, will contain a ‘See It’ button. Once clicked, users will need to be signed in to their Comcast account, at which point they can carry out a number of actions, from watching on their set-top box or on a mobile device/on demand to recording it in the future and scheduling a reminder. The move shows a significant move forward in Twitter’s aim to capitalise on the chatter around ‘Social TV’ and convert conversation into viewing figures.
Foursquare updates ads and iPhone app
There have been a couple of updates to Foursquare this week. Firstly, its promoted listings ads are now available for small businesses. Previously only for larger establishments, these ads show up in the explore feed and cost from around $1 to $7 per action. As well as aiming to increase its ad revenue, the network has released the latest version of its iPhone app, with two major changes. First of all, it now has passive real-time recommendations that push directly to the user’s phone when they are in a certain area, previously only available on Android. Additionally, the activity feed has been simplified considerably and now looks as below:
Smirnoff release ‘Mixhibit’ app
Vodka brand Smirnoff has produced an app called ‘Mixhibit’, which allows fans to assemble tweets, Facebook posts and Instagram photos into a custom video with music, then upload it to social networks such as Facebook. AdAge spoke to Michelle Klein, Smirnoff’s VP for global marketing, about the app, whose title plays on the use of the brand’s drink in a variety of cocktails. She also went into some detail about the brand’s positioning within social media, as shown in the video below.
TOMS looking to raise awareness on World Sight Day
Fashion line TOMS looked to raise awareness of World Sight Day on October 10th by asking fans to take a photo of themselves wearing sunglasses in an indoor setting, then share it on a social networking site with the hashtag #BeShady. There was no competition element, with the brand instead focussing on awareness, also creating a limited edition pair of sunglasses.
Tourism Victoria runs live ‘Remote Control Tourist’ social initiative
Tourism Victoria recently ran a live social initiative called ‘Remote Control Tourist.’ For five days, four tourists with camera helmets acted as the eyes and ears of online viewers. The tourists’ actions were controlled by live commands from viewers over Facebook and Twitter. The tourists travelled 109 kilometres, ate 11 burgers, drank 34 coffees and gave out 203 hi-fives and hugs. Altogether, 8726 user requests were made.
Malaysia Airlines celebrate one million fans with YouTube video
Malaysia Airlines has celebrated reaching one million Facebook fans by posting a video to YouTube, featuring their social media ambassador, singer-songwriter Yuna. The brand has referred to it as part of a strategy to show that it’s “serious about social media”.
Pope Francis joins Instagram
The @Pontifex Twitter account has been such a big success that the big guy has decided to join Instagram. With over three million Twitter followers in English alone (not to mention another 180k in Latin) it’s no wonder that Papa Franciscus has decided to expand his social presences, contributing to the photo-sharing network with images of himself meeting followers of the Church, leading prayers and other papal activites.