Value: [rating=4]
The international search and social findings report from Webcertain spans 32 countries and measures social media engagement in terms of account ownership, visitation and usage. It has a snapshot of each market and shows which platforms are important, which you certainly won't know unless you're a specialist in these areas.
Did you know that the Japanese are the least socially active - on average they spend 30 minutes a day on social networking sites? Or that Baidu is not the sole search engine in China, as Qihoo 360 degree (Haosou) search engine accounts for 30% of the market.
Our commentary: This well-established report will be of particular interest for marketers responsible for international marketing since it helps puts some key data surrounding the use of search & social networks for multiple countries at your fingertips. Students will find it useful too.
Covering 40 countries from Argentina to Vietnam, this report is a great source for insights into how the consumers prefer different search engines and social networks in various countries across the globe.
For companies operating in multiple countries this report may help you understand why replicating what you do in your own countries is not always the best solution overseas and that popularity changes rapidly. For example did you know that in Orkut was the leading social network in Brazil, but today Facebook is dominant.
Marketing implications: An extremely useful guide if you are looking at new opportunities overseas and even just for insights into behaviours across the globe.
It will also help if you are trying to analyse potential opportunities in individual countries and benchmark your performance by search engine or social network.
Recommended link: Q1 2015 Global Search and Social Report.
By Chris Soames
Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.
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