2015 Worldwide Trends and Data for Digital, Social and Mobile [Global + 30 Country Reports]

2015trends

The wonderful folks at GlobalWebIndex have been great partners to WeAreSocial over the years, most recently helping them to put together a superlative report on digital stats from around the world.

Look through We Are Social’s comprehensive new Digital, Social and Mobile Worldwide in 2015 report, and it’s clear why fast-growth markets are now so important to digital and social trends: regions such as APAC and LatAm contain online populations which are not only vast in size but which are growing at phenomenal year-on-year rates.

What’s more, GlobalWebIndex’s data shows that digital consumers in these fast-growth/emerging markets are some of the most engaged when it comes to online behaviour. They’ve been tracking the daily time that people spend on various forms of media since 2012; by asking 170,000 annual respondents how long they typically devote to the internet as well as online and offline forms of TV, press and radio, they’ve been able to build a detailed profile of daily media behaviors. The results show that the internet is capturing more and more of our time each day – with total hours spent online via PCs, laptops, mobiles and tablets growing from 5.55 in 2012 to 6.15 in 2014.

One of the drivers of this is still-increasing levels of engagement with social networks, which have climbed from a daily average of 1.61 to 1.72 hours over the period in question. This offers important food-for-thought given that some commentators still like to proclaim the “end of social networking”. In actual fact, we’re spending more time on networks now than in the earlier part of the decade – with the rise of the mobile internet, and the ability it affords us to connect to a still-widening range of networks at any time and from any location, being a major driver of this.

Time-Spent-Social-Networking-by-Country

Click image to enlarge: Average number of hours per day spent using social networks, by country. NB: GlobalWebIndex have calculated these average times using data for all internet users (including those who do not use social media at all), whereas the figures in We Are Social’s Digital, Social, & Mobile 2015 report are averages based on the same source data, but which do not include the data for non-social media users.

That said, engagement with social networking can vary significantly from country-to-country. Typically, it is highest in fast-growth/emerging nations where online populations are skewed towards young, urban and affluent demographics (all of these being characteristics which increase an individual’s likelihood of being a social networker).

The Philippines posts the highest figure of all (with a sizeable 3.42 hours), but LatAm countries follow very closely behind. It’s hardly a surprise that there’s a very strong correlation with usage of the mobile internet here; where the mobile web scores well, we typically see social networking accounting for large amounts of daily media time too.

At the other end of the spectrum, we find the lowest amounts of time being devoted to networks in a number of mature markets; here, internet penetration rates are normally very high, meaning the corresponding online populations have a much broader / higher age profile, and are more representative of the country’s total population.

In short, older segments are better represented in mature nations but are some of the least enthusiastic about social networking – something which has an obvious impact on national averages. Japan appears at the very bottom of the table, with just 0.30 hours spent on networking per day; the lack of enthusiasm for networks generally – and for Facebook in particular – are key local factors in this market. Behind this are other mature APAC markets such as Australia as well as most of the European countries tracked by GWI.

Given these geographic and demographic patterns, it’s hardly a surprise that internet users in fast-growth nations are also the biggest “multi-networkers” (those who maintain accounts on the highest number of social platforms). Indonesia tops the table here, with internet users typically being members of 7.39 networks, but it’s in China where people are most likely to actively use the greatest number of social networks (4.27 per internet user). That there are so many local platforms in China is a major contributor to this, as is the fact that leading global names such as Facebook are not as off-limits as is often assumed.

In some studies – especially those based on data from passively collected analytics – it’s still common to see Chinese usage of Facebook, Twitter and similar sites recorded as zero. This is a major mistake; there are in fact a number of ways that Chinese internet users are bypassing official restrictions on social networks, including accessing via apps (16% in China say that they have used the Facebook app in the last 30 days, and a look at the top apps being downloaded in China on a daily basis shows that Western social networks feature very prominently within the list).

Average-Number-of-Social-Networks-481x500

Click image to enlarge: Average number of active social media accounts maintained by internet users, broken down by age and by country.

Significantly, VPN (Virtual Private Network) apps are also being widely downloaded in China – with these tools representing the other major access route for those Chinese users looking to bypass official restrictions. Close to a fifth of online adults in China in fact say they’ve used a VPN in order to access restricted websites or social platforms.

Not only does this trend underline the potential limitations of using passively collected, geo-located data in isolation – which can over-estimate the size of social audiences in markets such as the USA, Netherlands, South Korea and Sweden, where VPN and Proxy servers tend to be located – it also emphasizes the growing futility of attempting to prevent national audiences from accessing certain sites. Most clearly of all, though, it demonstrates why networking behaviors in China – as well as in many other fast-growth markets – are much more diversified and sophisticated than is often assumed.

[Source: We Are Social]

Mountain View wins the award for longest Online Porn sessions on average for an American city [XXX World 4]

Who-Lasts-Longest-Cover

The award for longest Pornhub sessions on average for an American city goes to Mountain View, CA where they somehow manage to last a marathoning 21 minutes per session

I still wonder why Cupertino’s cousins shows only a disappointing 8:58 stamina… maybe a side effect of “one Apple a day”?

Lets’ warm up this freezing traditional Xmas time with a brand new article from my XXX World section.

Who last the longest? And yes, there’s plenty of date for countries and cities all over the world!

Don’t be scared about the topic, it’s absolutely SFW.

Ever wonder how your lasting time compares to others around the world? The Pornhub statisticians have got you covered. As a part of a special collaboration with Gizmodo, we’ve got the dirt on the longest and shortest comings and goings on the world’s biggest porn site. The following infographic allows you to click through and see how long on average Porhub users around the world spend on the site by country and US state, as well as by city again on both the international and individual state levels. The data used was compiled over the Fall of 2014.

View the full sized infograph here

Who lasts the longest of them all? That honor goes to The Western Sahara up in North Africa, where visits last an impressive  16 minutes and 16 seconds on average. China and the Philippines also have some admirable lasting power, clocking in with 14:34 and 14:22 minute long sessions on average. Session lengths drop by around 60% comparatively when we head over the the Middle East, home to some of the shortest Pornhub visits in the world. Bottom 3 worldwide are Palestine, Iraq and Antarctica each only last around 5 minutes.

pornhub-who-lasts-longest-world

If you’ve ever been curious about how long some of the world’s major metropolises masturbation sessions tend to last, look no further than to this relevantly themed section of the interactive infograph. Sessions span a leisurely 13:58 minutes over in Kingston, Jamaica, and over in the US, Los Angeles lasts around 10 minutes and 44 seconds per session. The good times continue to last in Johannesburg, South Africa with visits lasting around 10:35, outlasting Canada’s capital of fap, Edmonton, clocking in at 10:27. Efficiency rules in Baghdad where sessions are the shortest on average in the world, generally lasting only 5:32. Tokyo only goes for around 6 and a half minutes while Istanbul lasts a mere 7:21 on average.

pornhub-who-lasts-longest-us

Over in the land of the free, visits to Pornhub never really dip under 9 minutes on average. In Arizona, where sessions are the shortest in the country on average at 9:21, they still have a noteworthy near 4 minute gain over Baghdad. Pornhub visits span the longest in Hawaii, where they go for around 11 and a half minutes on the regular as is the case in the Southeastern states of the country such as Georgia, Arkansas and Mississippi, where they tend to last around 11 minutes on the site. The award for longest Pornhub sessions on average for an American city goes to Mountain View, CA where they somehow manage to last a marathoning 21 minutes per session, which blows New York City’s average of 10:05 right out of the Hudson. NYC’s average time still more than doubles Plainview, Nebraska’s mere 4:37 average session duration.

That’s a wrap! Let us know what you think of these findings in the comments section below.

[Source: Pornhub Insights]

Social is more important than Search, bigger than most TV networks and deeply interconnected with Mobile

Although it is still relatively new as far as media entities go, BuzzFeed has become one of the leading new-media players, thanks in large part to its command of the social web, an ability to craft viral content and a large fan base among millennials. True to form, the company has created a visually-rich index of factsabout its size and reach — numbers which help explain how it was able to raise $50 million in a recent financing round.

As a caveat, it’s worth noting that the presentation is clearly designed to be a sales pitch for the company’s native advertising efforts, and so there are no links to or discussion of any of the data used to compile the charts. Most of the figures come courtesy of the site’s Google Analytics data, or from firms like Nielsen and comScore.

One of the core principles behind BuzzFeed is that social sharing is more important than search, so it’s no surprise that the main driver of traffic (which is estimated to be about 150 million unique visitors per month) is social — in fact, the company says that its social traffic is five times larger than its search traffic.

Search vs. Social2

Although social has grown to become one of the leading sources of traffic to most web content, the advertising industry still hasn’t quite caught up to this development, as shown by a BuzzFeed graph courtesy of eMarketer and Shareaholic — which says that social accounts for 30 percent of referral traffic but only 14 percent of advertising budgets.

Search vs. social

The other major shift in content consumption is mobile, and according to BuzzFeed the two are interconnected, in the sense that a majority of the site’s social traffic comes from mobile, and its share rates on mobile are twice as high as they are from its desktop users.

Mobile and social

BuzzFeed said mobile also accounts for a rapidly growing amount of video consumption, including 50 percent of all the video that the site produces, and this is particularly the case among millennial users. As a result of its focus on that market, BuzzFeed says that its reach is larger than several leading TV networks, including Fox, CNN and MTV — and among millennials it is larger still, putting the site ahead of most of the major networks, including NBC.

BuzzFeed reach

Obviously, BuzzFeed’s statistics are designed to promote its advertising appeal. And as with any form of web measurement, the sources it has chosen have their flaws — Google Analytics has a tendency to over-estimate certain kinds of traffic, while Nielsen and comScore have a tendency to under-estimate other kinds, including traffic from corporate networks (and BuzzFeed founder Jonah Peretti has said one of his secret weapons is the “bored at work” network).

Some of the conclusions suggested by the BuzzFeed numbers are also debatable: for example, some media analysts argue that social is not as good as search — even if the raw traffic number is larger — because search is a better indicator of purchasing intent. As for video views, TV insiders would no doubt argue that their viewership is more loyal than someone watching a viral video on their mobile device.

Those caveats aside, however, the numbers BuzzFeed is generating are still quite impressive for what is still a relatively young company.

[Source: GigaOM and BuzzFeed]

Free delivery is the most effective Online Purchase Driver, followed by Rewards and Customer Reviews

20141112_Purchase_motivatore_ecommerce_chart

As explored in the new GWI Commerce report, free delivery is the most effective online purchase driver. Of the 15 different options tracked by GWI, it’s this measure which scores the highest response globally – with 4 in 10 internet users saying it makes them more likely to purchase something online.
The power of free delivery is far from even across regions, though. It exerts its biggest impact in Europe and North America but is less important in a market like China (where internet users instead place the highest premium on customer reviews and feedback).
As the chart demonstrates, other important global motivators include:

  • Financial rewards such as coupons or discounts (35%)
  • Customer reviews (34%)
  • Loyalty points (29%)

For reviews, though, there’s a clear disconnect between supply and demand; from market to market, there are more people writing reviews than actively looking for them.

20141112_Purchase_motivatore_ecommerce

 

[Source: GlobalWebIndex]

Teens heavily use Facebook, Instagram more often than Snapchat

One of the most pressing questions about Facebook’s future revolves around teen usage. However, a new study by Forrester shows that maybe teens don’t hate Facebook after all.

Forrester surveyed more than 4,500 U.S. online users between 12 and 17 about their habits on social networks and apps. Among apps they use “all the time,” both Facebook and Instagram finished ahead dof Snapchat.

Nate Elliott, Forrester’s Vice President and Principal Analyst Serving Marketing Leadership Professionals,summed up the findings of the study in a blog post:

The results were clear: Facebook remains young users’ favorite social network. More than three-quarters of online youth use Facebook — twice as many as use Pinterest or Tumblr or Snapchat, and more than use Instagram and WhatApp combined. And 28% of young users who are on Facebook say they use it “all the time,” a higher percentage than said this about any other social network.The bottom line: The sky is not falling. Facebook does not have a problem attracting or retaining teen users.

Here’s a look at the graph, with different apps and social networks used by teens plotted in terms of adoption and hyperusage:

teensocialscatter

[Source: Inside Facebook]

Facebook Algorithm Tweaks Drive More Brand Engagement

The “Q1 2014 Social Intelligence Report” (PDF) indicates that Facebook still rules the roost when it comes to social media platforms—engagement is higher on Facebook than on any other platform and is on the rise.

ADI’s report looks at the effect social media has on brands from a paid, owned, and earned perspective. The analysis is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares.

“People are clicking through to the ads they are seeing,” said Joe Martin, a senior analyst at ADI. “Click-through rates are up year over year and quarter over quarter. The new Autoplay feature for video seems to be working, as well. There have been huge amounts of video plays, and engagement rates are up. Even though people have expressed frustration over the algorithm changes by Facebook, there’s good news in the data for brands.”

Facebook video plays are up a whopping 758 percent year over year (YoY). Engagement with video posts is up 25 percent YoY and up 58 percent quarter over quarter (QoQ).

Brands are also taking advantage of Facebook’s ad business, which is also growing. According to ADI, Facebook’s ad clicks increased 70 percent YoY and 48 percent QoQ, with ad impressions up 40 percent and 41 percent, respectively. And people are clearly clicking on the ads being served, given that Facebook’s ad click-through rate (CTR) jumped 160 percent YoY and 20 percent QoQ. Also notable: Clicks still outpace impressions on the platform.

ADI’s analysis also found that Fridays are the best-performing day of the week for social media. Consumers post more, like more, and comment more on that day. Additionally, 25 percent of videos played and 15.7 percent of impressions on Facebook take place on Friday. “That’s definitely when marketers should be planning to use their best content because that’s when you’ll get the most engagement,” Martin said.

Twitter (5 percent) and Facebook (11 percent) referred revenue-per-visitor (RPV) also increased in the first quarter. According to Martin, LinkedIn stood out with a 15 percent share of social traffic to B2B high-tech sites. Only Facebook drove more traffic (52 percent) to B2B high-tech sites in Q1.

“Facebook is back at the top of the mountain,” Martin said. “It was declining for some time, but now it’s at about 75 percent of retail referrer traffic, for example. All the other networks are still growing, but the majority of referring traffic is still attributed to Facebook. That means that Facebook’s adaptions for marketers are working.”

 

[Source: Adobe Index]

XXX World 3: YouPorn Stats in Italy

Italy

Continuing our tour of what gets people going around the world, I headed to the Mediterranean to take a look at the porn viewing habits of Italy, my homecountry.

This time our data comes from YouPorn.com, one of the most popular sites in the PornHub Network.

italy_worldwide_ranks

The Italians are coming

One thing’s for sure, Italians do love YouPorn! Italy ranks number 4 worldwide for the most visitors to YouPorn each day.

italy_days_monthsMonday’s are the most popular day to rack up those visits, particularly between 3pm – 4pm. Sunday is the least popular day, and traffic to YouPorn is lowest between 4am – 6am.

Italian Stallions

Italians are known for their sexual prowess, and according to our data the reputation is well-deserved. They spend an average of 10 minutes and 43 seconds on the site (compared to a world average of 8 min 56 sec), making them the European nation with the most stamina.

italy_pages_times

The Lombardy region pulls slightly ahead of the rest of the country, averaging 12 seconds longer per visit.

YouPorn   1What’s more, they get around, viewing close to 10 pages per visit before they’re satisfied.

YouPorn   2

What turns Italians on?

Every nation has its own predilections where porn is concerned, and Italy is no different as you can see from the charts below. Italian actress-cum-pornstar Sara Tommasi takes the top spot for popular searches, keeping in line with the country’s clear preference for local talent.

YouPorn   3
As the Italians know, some things are just better with age! Mature dominates as the top category across the nation, with amateur following closely behind.

YouPorn   4

Italy’s favorite devices

How do Italians like to look at YouPorn? 60% opt for a desktop PC, with mobile and tablet traffic trailing at 29% and 12% respectively.

YouPorn   5
Hopefully you’ve enjoyed this look at how our Italian friends like to get off. Until next time, ciao!

If you like this article, dont’ forget to chek the previous posts in the XXX World Series:

XXX World 2: similarities and differences in online porn and sex searches

XXX World: Most Searched Porn Terms By Country and State & Average Daily Impressions

[Source: PornHub]