Gemma White, Head of Ebiquity's social media analysis platform, Sonar takes a global look at social media. The global main players may surprise you.

1. THE SOCIAL WORLD IS MORE
VARIED THAN YOU THOUGHT
A GLOBAL LOOK ONLINE
January 2015

2. 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

3. • 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

4. 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

5. 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

6. • - - 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

7. 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…

8. 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

9. 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

10. 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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