Active social media usership, defined as using social media at least once a month, is significantly different in each country, according to the 2014 GWI study.

Those countries with a 90% or more penetration of active usership for Facebook include the Philippines, Mexico, Turkey, Argentina, Vietnam, Indonesia, and India. Those countries with a 90% or more active usership on YouTube include Mexico, Argentina, Vietnam, and Turkey.

Penetration rates for Facebook and YouTube are higher than Twitter and Google+.
Penetration rates for Facebook and YouTube are higher than Twitter and Google+.

Meanwhile, those countries with a 60% or more penetration of active usership on Twitter are Indonesia, Turkey, and Saudi Arabia, while those countries with a 40% or more penetration of Google+ are Indonesia, India, Vietnam, the Philippines, Mexico, Saudi Arabia, Thailand, and Brazil.

Among the most active and fastest growing social networks are Instagram, Tumblr, and Pinterest, especially among the young, and with users from Asia and Africa. One-fourth or more of those online in Thailand, Turkey, and Indonesia are active users of Instagram, especially those 16 to 34 years old.

Twenty percent or more of those from India, the United Arab Emirates, Indonesia, South Africa, the Philippines, and the United States are active users of Pinterest, especially those 16 to 34 years old. Meanwhile, 15% or more of those from India, Indonesia, and the UAE, especially those ages 16 to 24, are the most engaged users of Tumblr, according to GWI.

The top activity by Twitter users is reading news stories, with 38% of Twitter’s active users saying they read a news story in the last month, according to GWI research. This represents an opportunity for news publishers to beef up their Twitter feeds on news topics.

Active Twitter users read news stories more than any other activity on the site.
Active Twitter users read news stories more than any other activity on the site.

Other popular activities include looking at trending topics (36%), logging in to see what’s happening (35%), tweeting to a friend (34%), retweeting a friend (33%), favouriting a tweet (31%), and visiting a celebrity’s Twitter feed (30%).

The top two most popular activities for Google+ users should be music to the ears of magazine and news publishers: 45% of active Google+ users read an article and 42% read a news story in the last month, according to GlobalWebIndex.

Other popular activities include clicking the +1 button (33%), logging in to see what’s happening (33%), visiting a brand’s page (30%), researching a product (29%), uploading sharing photos (28%), commenting on a friend’s status (27%), and messaging a friend one-to-one (27%).

For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.