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Mapping the Social Internet

IDEA WATCH HBR.ORG Vision Statement 55% ASIA IS THE MOST SOCIAL Mapping the Social Internet BRICand other developing nations show the most engagement overall with the social web. For instance, upto 45% of Asian internet users blog. In Eastern countries, blogging is a vehicle for keeping in touch with familyand friends. The average audience size is 10 to 11 people. In the West, by contrast, blogs are usually considered a publishing outlet, which may be why fewer than 15% of Americans say they've writtena blog. IN SOUTH KOREA, SOCIAL NETWORKING IS A GAME 45% CHINA About 55% percent of South Koreans have joined that country's dominant social network, oworld, but fewer users report actively manag- ing their profiles. This is most likely because cyworld is game-like, and users manage virtual assets as much as or Analysis by Mikolaj Jan Piskorski; visualization by Tommy McCall 23% 34% Blogs. Status updates. Family photo albums, political tweets, viral videos. In the age of the social web, many people broadcast themselves to the world, but not everyone does it in the same way. Using fresh data from the Trendstream Global Web Index-a recurring survey of more than 50,000 users of social platforms in 18 markets-we mapped by country how people are sharing 4 0% SOCIAL COUNTRIES USE MORE ONLINE SERVICES 51% Active users of the social web tend to be active users of other online services, like online office applications and internet telephony. About 40% of internet users in India and Russia have made a phone call online with senvices such as Skype. T hat's nearty three times as many as in the United states and almost six times as many as in Japan. The familiarity these users have with the social web makes them more comfortable trying new services and more aware of their economic benefits. 24% 64% more than they do social pro- files. Cyworld was introduced in the U.S., Germany, and Japan but failed to catch on. INDIA 35% 23% 38% SOUTH KOREA information about themselves online. We looked at five broadcast behaviors: blogging, managing a social-network profile, sharing photos, sharing videos, and microblogging. 30% JAPAN MEXICO 54% is%, 21% The map that emerges shows an Unlike Western users, many of whom established their patterns when the technology was fairly limited, users in the BRIC nations East-West divide in users' broadcast behavior. Asian users are more engaged with the social web than users in the West, where social networks are popular but other behaviors lag, Chinese and Indian 25% 19% BRAZIL are joining a much more diverse social web. On four of the five broadcast behaviors, these users, for example, are three times countries demonstrate the most 57% RUSSIA balanced use of various types of as likely to microblog, or tweet, as American users. They're also twice ITALY social platforms. And emerging markets have much more room to 45% JAPAN IS ASIA'S OUTLIER Japanese users see the social web primarily as ameans to connect with their closest friends, rather than as a way to extend their social circle virtu- ally. The average number of friends per user on mbxi, Japan's dominant social network, is 25. In 2008, more as likely to share videos. 1T% 42% SPAIN 15% 44% 25 19 Perhaps the most interesting developments are in emerging markets, where users are going online in ever growing numbers. grow their internet populations, so the experimentation is likelyto SOCIAL NETWORK BEHAVIOR DIVERGES FROM OTHER ONLINE BEHAVIOR continue. 15% Countries with similar social network patterns may d iffer when it comes to other nonsocial online activities. For 43% than 80% of mixi users had fewer Mikolaj Jan Pis korski is an associate professor and the Marvin Bower Fellow at Harvard Business School. Tommy McCall is a data visualization designer based in New York city and was an information graphics designerfor Mone magazine. instance, despite comparable social web profiles, only 25% of French users engage in internet banking whereas 87% of Dutch users do. than 50 friends, and only 4% had more than 10o. Status updates on mixi, unlike broadcasts in the West, are personal reflections meant for familyand close friends, and often run on for paragraphs. Overall, Japanese users are much less likely than other Asian users to broadcast NORTH AMERICA, EUROPE, AND AUSTRALIA ARE SOCIALLY HOMOGENEOUS UNITED STATES AUSTRALIA 41% 10% 190% European, North American, and Australian users tend to use social platforms in essentially the same ways. They're more active than en it comes to 4 T% HOW TO READ THIS CHART 31% 15% sers themselves: Photo and vid eo sharing and tweeting are relatively rare. photo sharing and managing a social-network profile, but they're less active on the other broadcast behaviors. Microblogging numbers, in particular, are much lower. PORTION OF INTERNET USERS WHO HAVE... 5% POPULATION + uploaded photos online UNITED KINGDOM Total FRAN CE NETHERLANDS Internet users uploaded videos online GERMANY used a microblogging service (such as Twitter) 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% PORTION OF IN TERNET USERS WHO MANAGE A SOCIAL-NETWORK PROFILE 32 Harvard Bus iness Review Juty-August 20 lo SO URC ESTRENDST REAM, COMSCORE,CLQ WORLD FACT BOOK Juty-August 20to Harvard Business Review 33 PORTION OF INTERNET USERS WHO WRITE A BLOG

Mapping the Social Internet

shared by Kristofferson on May 19
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In the age of the social web, many people broadcast themselves to the world, but not everyone does it in the same way. This visualization of survey results from more than 50,000 users uncovers how pe...

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