The WebCertain Search and Social Report
WebCertain’s Global Search and Social Report is designed to give a brief overview of search and social media activity around the world.
It does not cover every country active on the internet, nor does it delve deeply into online behaviour in each market, however it highlights the key search engines and social media properties marketers should be aware of in different countries and gives an insight into what is important to internet users in those markets.
The WebCertain Search and Social Report is available to download for free and will have new markets added in the coming months.
Currently the report covers Brazil, Czech Republic, China, Denmark, Finland, France, Germany, India, Italy, Japan, Mexico, The Netherlands, Norway, Portugal, Russia, Slovakia, South Korea, Spain, Sweden, UK and USA.
Brazil
Population: 201, 103, 330
Est. Internet Users: 75, 943,600
Internet Penetration: 37.8%
Languages: Brazilian Portuguese
Czech Republic
Population: 10.7 million
Est. Internet Users: 5.1 million
Internet Penetration: 48.1%
Language: Czech
China
Population: 1.3 Billion
Est. Internet Users: 404 million
Internet Penetration: 28.9%
Languages: Mandarin, Wu,
Cantonese, Min Xiang, Hakka, Gan
Baidu is by far the dominant search engine in China. The main development in China this year has been Google’s withdrawal from he country, due to the government’s strict censorship policies. Chinese users are still able to access Chinese content from Google’s Hong Kong page, however they are no longer automatically redirected there directly from Google.cn.
Baidu – 64.0%
Google – 30.9%
Sogou – 0.7%
Kaixin001 – 38.5%
Xing – 17.80%
51.com – 17.12%
Denmark
Population: 5.5 million
Est. Internet Users: 4.6 million
Internet Penetration: 84.2%
Language: Danish
Google – 80%
MSN – 5%
Jubii – 7%
Eniro – 5%
Other 3%
Finland
Population: 5.3 million
Est. Internet Users: 3.6 million
Internet Penetration: 83.5%
Languages: Finnish, Swedish
France
Population: 64.3 million
Est. Internet Users: 42.3 million
Internet Penetration: 60.4%
Languages: French
Google – 89.5%
Bing – 2.8%
Yahoo – 2.5%
Germany
Population: 82 million
Est. Internet Users: 55.5 million
Internet Penetration: 67.7%
Language: German
The dominant search engine in Germany is Google, with 89% market share. The local portal t-online and Yahoo!
have a market share of 2% each. Various lesser-known search engines are available.
Germany is the third largest social networking market in the world, trailing only the US and China.
Many German users have concerns over privacy on Facebook and German officials have recently begun legal proceedings against Facebook over its use of personal data.
India
Population: 1, 173,108,018
Est. Internet Users: 81,000,000
Internet Penetration: 6.9%
Official Languages: Hindi, English
Google is the most popular search engine in India – it offers its interface in English, Hindi, Bengali, Telugu, Marathi and Tamil.
Yahoo! and Bing have a very small share, and Indian portal Rediff is also popular among Indian users.
For the first time, Facebook has overtaken Google owned Orkut as the most popular social network in India. Orkut has been the market leader in India for many years and has around 19 million users.
Italy
Population: 60 million
Est. Internet Users: 30 million
Internet Penetration: 47.3%
Language: Italian
Japan
Population: 127.4 million
Est. Internet Users: 90 million
Internet Penetration: 75%
Language: Japanese
Yahoo! – 56.2%
Google – 31.3%
Biglobe – 3.8%
The most popular social media site in Japan is Mixi, which has about 13 million registered users. Other mportant social networking sites are GREE with 6 million users and Mobage-Town, which is a mobile-only social network and attracts users by offering free games.
Mexico
Population: 111.2 million
Est. Internet Users: 30.6 million
Internet Penetration: 27.2%
Language: Spanish
The Netherlands
Population: 16,783,092
Est. Internet Users: 13,791,800
Internet Penetration: 82.9 %
Language: Dutch
Norway
Population: 4.8 million
Est. Internet Users: 4.2 million
Internet Penetration: 90.9%
Language: Norwegian, Finnish,
Sami
Portugal
Population: 10.5 million
Est. Internet Users: 5.7 million
Internet Penetration: 48.1 %
Language: Portuguese
Russia
Population: 139.4 million
Est. Internet Users: 59.7 million
Internet Penetration: 42.8%
Language: Russian
Yandex is the most widely used search engine in Russia with 68% of the market share.
Russian users prefer local social networks -Vkontake is the most popular with around 88 million users,
Slovakia
Population: 5, 470,306
Est. Internet Users: 4,063,600
Internet Penetration: 74.3%
Language: Slovak
South Korea
Population: 48.6 million
Est. Internet Users: 39.4 million
Internet Penetration: 81.1%
Language: Korean
The Korean search engine market is special in that there are three local sites that are far ahead of Google, Naver (62% market share), Daum (21%) and Nate (10%).
Spain
Population: 46.7 million
Est. Internet Users: 24 million
Internet Penetration: 78%
Language: Spanish
Sweden
Population: 9.3 million
Est. Internet Users: 8 million
Internet Penetration: 89.2%
Language: Swedish
UK
Population: 61,792,000
Est. Internet Users: 46, 683,900
Internet Penetration: 67.7%
Language: English
USA
Population: 310,232,863
Est. Internet Users: 239,893,600
Internet Penetration: 77.3%
Languages: American English,
Spanish
Google remains the market leader in the USA, however both Yahoo! and Bing have a greater share than in other markets.
Google still accounts for over 70% of all searches, with Yahoo claiming 14.43% of the market and Bing 9.86%. Ask and AOL Search held a small portion of the market, 2.32% and 1.19% respectively.
Facebook is now the most visited website in the USA,YouTube is the second most visited social media site,Twitter is also hugely popular in the US,