Sep 05 2008

Growth in Penetration of Social Media Usage in BRIC Countries

by at 10:31 am

This post is in response to Ben’s comment on my earlier post on social media usage in BRIC countries

Something happened in 2008 specifically that led to a large increase in worldwide participation. What was it? Look at the percentages of increase from 2007 to 2008 compared to 2006 and before. Was it a maturation of blogging software?

I think different social media usage behaviors are at different maturation levels in different countries. Continue Reading »

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Sep 02 2008

A Comparative Analysis of Social Media Usage in BRIC Countries

by at 5:29 pm

In this post, I have used data from Wave 3 of the Power of the People Social Media Tracker by Universal McCann (PDF/ Slideshare) 1 to do a comparative analysis of social media usage in BRIC countries (see original spreadsheets and charts).

At the top level, the total number of active internet users 2 in BRIC countries (101.2m) is higher than the number of active internet users in US (100m), even though internet penetration is a low 5.28%.

Even more surprisingly, significantly more users from BRIC countries than US engage with social media tools, both in terms of content consumption (watching online video 90.1m vs 74.2m, reading blogs 88.1m vs 60.3m, downloading podcasts 70.2m vs 29.5m, subscribing to RSS feeds 54.4m vs 18.6m) and content creation (creating blogs 60.2m vs 26.4m, creating social network profiles 68.3m vs 43.0m, uploading photos 71.2m vs 47.1m, uploading videos 57.3m vs 25.3m). Continue Reading »

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