news release
London, 22 August 2012 – An international study by Experian®, the global information services company, reveals that niche social networks massively increased their market share of all visits to social sites with Instagram and Pinterest emerging as the global winners.
The following table highlights the growth of Instagram and Pinterest between July 2011 and July 2012 in terms of their share of visits to All Sites by country.
Social site |
Australia |
Hong Kong |
New Zealand |
North America |
Singapore |
UK |
362% |
132% |
843% |
17,319% |
8121% |
2028% | |
798% |
2373% |
643% |
5124% |
623% |
1489% |
"Over the next 12 months, we expect to see a proliferation of niche social networks. Offering deeper functionality combined with a lower technical barrier to entry will mean new leaders in social media being created in a matter of days versus weeks and months.”
As brands get to grips with using social media effectively to reach and connect with customers and prospects, Experian’s findings illustrate how broad the social media landscape has become globally. Social networking is one of the biggest online pastimes across the globe.
Further analysis also highlights some of the other fast growing social networks by country between July 2011 to July 2012:
The new social stars
Instagram
Consumers all over the world love getting snap happy, using Instagram to take and upload pictures to share with friends and family. Further analysis reveals that Facebook is the number one driver of traffic to
www.instagram.com
in North America, Brazil and Australia where 47%, 44% and 33% of all traffic to
www.instagram.com
comes from Facebook. Interestingly, in Singapore, 42% of all visits to
www.instagram.com
are from Twitter, followed by 22% from Facebook. And upon leaving the site, social media loving Americans, Brazilians and Hong Kongers are most likely to head back to Facebook (21%, 16% and 8% respectively), Singaporeans will go on to Twitter and Twitpic whereas Britons, Australians and New Zealanders will go in search of something else through Google.
Pinterest
Pinterest has experienced a significant increase in users over the past year, particularly in the US where it is now the fourth biggest social network used by Americans. It still has a way to catch up in the UK where it is the 14th biggest social networking site.
Singaporeans spend on average 23 minutes on Pinterest, Americans 15 minutes per Pinterest session and Brits only nine minutes. Americans and Singaporeans are more likely to visit Pinterest after having been on Facebook compared to Brits who will go to Pinterest direct from Google.
In the UK, just over a quarter (28%) of Pinterest’s visitors are new users whereas in the US it is just 13% on average suggesting that it may be close to peaking in terms of new users.
ENDS
Contact:
Alexandra Banks
PR Manager, Experian Marketing Services UK&I
alexandra.banks@uk.experian.com
About Experian
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com