After the United States, do you know which nations are most active within social media? You may be surprised.
According to recent Pew global social media research, Poland is the second most active social networking country globally, followed by Great Britain, South Korea, and France.
Germans and Japanese stood out amongst their peers for their lack of social networking, while users from Russia and Brazil embrace the social web with opened browsers.
Even though both Russia and Brazil have minimal internet access, their nations’ webizens are frequent social media users: 33% of each country engages in social networking although over 50% of their total populace has no internet access.
Pew also analyzed demographic differences in social networking. For all the recent buzz about baby boomers on Facebook, the most active demographic were those younger than 30. Only the U.S., Great Britain, and Poland, saw active networkers between the ages of 30-49.
In terms of cell phone use across 16 polled countries, cell phone usage has increased by 36% since 2002. Roughly 81% of the globally polled population polled now owns a cell phone. Russia (now 82%) saw the largest increase from 2002, when only 8% of the nation owned a cell phone.
While an increase in global social media use has been trending for some time, Pew’s new findings cements what most global marketers already knew: developing a global brand strategy is vital before engaging with increasingly global social media audiences.
Most importantly, if your brand manages multiple social media channels across countries, ensure that they are aligned with the global strategy, amidst local activations. Otherwise, global brand fans may becoming confused by local programming or, worse – become offended by another market’s campaign or promotion that’s not in line with their cultural values.
As the world get’s smaller, consider how you can connect with your global counterparts to create a fluid global strategy. Pew’s research should also help your brand determine when to invest in local market social/mobile programming to reach your target and when to leave the message to a universally applicable default.