Mobile phones the catalyst to making social networks universal
Most communications professionals in the U.S. – particularly with a technology bent – are engrossed in social media. We’re thinking about it, using it and benefitting from it daily, and nightly too.Interestingly, this isn’t the norm on a global basis.
Synovate just released a new study revealing that more than one-half of adults contacted in 17 countries don’t know what social networking is.
This wasn’t a minor survey. More than 13,000 consumers were asked if they’re familiar with social networking from the following nations: Brazil, Bulgaria, Canada, France, Germany, India, Indonesia, Japan, Netherlands, Poland, Russia, Serbia, Slovakia, South Africa, Taiwan, United Arab Emirates and the United States.
58% of respondents, aged 18-65, said they don’t know what it is. There were differences in individual countries and among demographic segments; for example younger users had the most active membership in social networks.
Which nation is into social media the most? The Netherlands. This densely populated nation led the way with 49% of respondents belonging to social media sites. Next in line were the United Arab Emirates at 46%, Canada at 44% and the US at 40%.
When you look at the number of social networking users as a percentage of the total population, there are some amazing factoids revealing how nascent this is on a global basis. For example, only 4.5% of China’s total population is involved in social networking. Only 1.8% of people in India use it.
What’ll it take to trigger the revolution on a global basis? The smart bet is on the mobile phone. It’s the one unifying, low-cost device enabling people to remain un-tethered and in touch no matter where they live.
ABI Research’s Sept. 2008 Mobile Social Networking study backs this up. They predict more than 140 million mobile subscribers will use social networks on their phones by 2013. They project subscriber numbers will increase modestly for the next four years, then climb fast, especially in the massive emerging markets like Brazil, Russia, India and China. Interestingly, ABI said it was intentionally conservative in making its predictions.
Juniper Research was a lot more aggressive in its August 07 study predicting 600 million mobile social networking users by 2012. In February this year, Pyramid Research projected 950 million by 2012.
No matter who ends up being correct, it seems like a pretty safe bet the mobile phone will be the catalyst that makes social networking a global phenomenon. Within five years, most developed nations will have a social media profile much more in line with the land of windmills, tulips, clogs, social tolerance, prostitution, drugs and bicycles.
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