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Social Media Statistics June 2013, Australia and New Zealand

Top Social Media Sites June 2013


While the majority of you will be thinking about your tax returns since the turn of the financial year, I have some much more exciting news! Today’s blog marks a year of reporting on Social Media statistics in Australia and New Zealand. So that means that more than just the usual monthly report of stats, we have a review of the last 6 months! I know you can hardly contain your excitement not to skip ahead!  

Let’s look at the month of June first.
Facebook reported a huge jump in numbers in both countries by almost 3% of the population. There is no obvious causal link behind this; perhaps Facebook has tweaked its numbers (they have been lazy for a few months in their reporting). Do we dare suggest the introduction of #hashtags on Facebook has caused more users to sign up?

Every other social media platform either remained steady or reduced in numbers, in both countries.

June saw Instagram introduce videos to their iOS and Android app. However this new feature hasn’t helped the platform’s growth just yet. As direct competition with the relatively new app Vine, it will be interesting to see which one comes out on top, over the next few months. With Instagram now promoting a video feature, is there really a need for Vine?

LinkedIn has reached 3 million registered company pages, but this hasn’t helped the platform increase the number of personal profiles, this month.

A Retrospective:

It’s only June, but 2013 has already seen some big changes in Social Media! What were some of the big events, and how have these discouraged or further provoked users to sign-up, visit and engage on these platforms?

Tumblr introduced mobile ads in April, but this doesn’t look to have dissuaded users from using the platform.
Flickr and Pinterest have seen changes to their design and layout and it seems to have worked. In both countries these platforms have seen a rise in users over the last six months.
Foursquare and LinkedIn both made major changes to their mobile apps to make them more user friendly and functional. Surprisingly, neither seems to be reaping the benefits just yet.
• After lots of hype, Vine was launched in February but while the uptake has been slow and steady it has had no apparent impact on the parent platform, Twitter. Twitter has done little to promote the video application, but that’s likely to change with Instagram’s adoption of similar functionalities.
YouTube hit 1 billion monthly users worldwide in March and has remained a steady 2nd in both Australia and New Zealand in the last half of the year. With no stand-out competitor (Vimeo has had a total of 675 million visits to their site, where as YouTube has more than 800 million visits every month.) the Google owned video channel is likely to continue to dominate with 100 hours of video uploaded to YouTube every minute.
TripAdvisor made major changes to their Facebook app and saw an initial jump in numbers but a clunky and overly busy interface may be a reason for a stabilisation in user numbers.
Facebook released graph search in January proving that it is a force to be reckoned with.
The New MySpace? The new what? We’re still waiting for this platform to take off; from our stats we can only see a decrease in Australia and New Zealand in the last 6 months. I am comforted by the fact that JT can sing and not have to give up his day job.

Changes in Social Media in Australia January - June 2013

Changes in Social Meda in New Zealand January - June 2013
Overall, the past 6 months have not seen any drastic changes in the Social Media space; no platforms have dropped off the radar but each has relatively maintained its place in the pecking order.

What factors are contributing to Social Media’s continual growth?   

1. Mobile – More and more people are accessing the internet via their smartphones. Smartphone ownership/usage has increased by 60.3% to 818.4 million in the last 2 years.
For example, in the case of Facebook:
- There are 751 million monthly active mobile users
- There are 189 million mobile only active users
- Mobile now generates 30% of its Facebook’s ad revenue, up from 23% at the end of 2012

2. Baby-Boomers Booming– Last month we talked about seniors being the fastest growing demographic to adopt Social Media.  

Hindsight always has 20/20 vision.

Last December, I looked into my crystal ball and made several predictions about the upcoming months in Social Media. Did they happen?

1. Facebook users are going to continue to be dissatisfied and usage will start to decline. Watch out: Pinterest and Instagram are coming through.

This has happened to an extent, with Facebook being dethroned from the number one platform in New Zealand in April and May. However rather than users ceasing to use Facebook, they just spend more time on other platforms instead.
2. Google Plus is going to grow. While it may never be as big as Facebook has been, its benefits as a centralised hub for Google users cannot be overlooked.

It’s hard to report whether this was prophetic or not when Google refuses to release sufficient data for all to assess its growth.  According to a report from Global Web Index released earlier this year, Google Plus boasted 343 million active users in Q4 2012, a 27% jump from the year prior to make it second among all social platforms in terms of active usage. We’ll be sure to keep our eye on this one and you posted of any new stats and changes.

3. Social media is going to become more about brands. More brands are going to be using more platforms and integrating them. In turn social media will become more about making money with platforms introducing more ways for brands to advertise. Facebook has already been making some drastic changes, but keep your eyes peeled for things like paid Pinterest ads.

6 months on and I think we are still only at the beginning with this movement. More brands are joining more Social Media platforms and are having a more active voice within their communities.

Platforms like Facebook and Tumblr have made major changes to their advertising offerings, whereas Pinterest has introduced corporate-focused accounts but is yet to integrate paid advertising options. Instagram has been slow off the mark to begin capitalising off their large audiences.  

Twitter’s advertising options seem to be in perpetual beta-mode, but then again, so is everything in social media.

Brands will have to be prepared to get creative in the space but also understand social media’s dynamic nature and thus approach it with adaptable strategies.

4. Visual will be key with videos and images being more important for higher levels of engagement on all platforms.

Perhaps the understatement of the year, this is where I have arguably been most accurate with my predictions. The introduction of Vine and video on Instagram are evidence for the importance of the Visual. You would have also noticed Twitter’s newsfeed becoming more aesthetically integrated.

LinkedIn now also allows users to enhance their updates with rich media; upload documents, images, videos, links and even presentations to share. LinkedIn continues its ascendancy as the principal resource for “social” professionals.

Future Predictions

So what are my predications for the following 6 months of 2013?

1. It’s all about Instagram – Although it took a slight dip in both Australia and New Zealand in the past month, Facebook will continue to invest in this platform’s capabilities, and the contagious passion of its users will no doubt intensify.
2. MOBILE MOBILE MOBILE!  – Do I have to say it again? More and more users are relying on their mobile devices to connect on Social Media. Platform’she mobile sites and apps can either make or break the networks for consumers, so its important developers continually consider the end-user experience.
3. Facebook will stay at the top, but it will be making more and more changes until it is almost unrecognisable from the platform that it once was.
4. Ecommerce and advertising – platforms will (need to) start providing advertising and eCommerce opportunities for brands if they want to remain profitable.
5. Sick of hearing how “Content is King”? Get used to it! Value-driven content will continue to prove more and more important – including visuals of course!
6. A new platform – maybe but it won’t be the competitor it needs to be to knock off the top players.

See ya next month!

P.S Good luck with those taxes!






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