SOCIAL MEDIA LANDSCAPE

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2 SOCIAL MEDIA LANDSCAPE

3 WHY SOCIAL MEDIA? Baltic countries are among the leading social media adopters worldwide. Both in terms of social media penetration in online population and daily social media usage. Constantly growing social media audience and continous development of advertising formats create high potential for efficient communication with big and niche audiences for performance and image/ awareness campaigns. Following these developments we ve decided to release a monthly social media landscape report covering social media usage in Baltic markets, as well as new social media advertising formats.

4 FACEBOOK TRENDS

5 ALL USER BASE Lithuania has a stable facebook userbase with unique users. It s the biggest facebook market in the Baltic region. Latvia is the #2 market, which shows continuous growth with the highest growth rate (+30k unique users from 2 months before). Estonia has a rather stable userbase with unique users. Estonia Latvia users from Lithuania

6 DEMOGRAPHIC DISTRIBUTION and age groups form the majority of facebook users in all Baltic countries. However, Estonia has most mature facebook audience with the highest share of users (31,9%) compared to LT (27%) and LV (27,5%). Latvia has the biggest share of users (32,81%). In Lithuania 18-24/25-34 age groups are almost equal and make up almost 60% of all facebook users. Demographics Lithuania Demographics Latvia Demographics Latvia

7 USAGE TRENDS - LITHUANIA Facebook in Lithuania has already become the #1 source for news, entertainment and communication or 62% of all fb users are using it daily Facebook usage in Lithuania Facebook users in Lithuania follow global trends and social network is quickly becoming a mobile-first platform people access facebook daily on mobile devices, out of which are accessing it only via mobile devices. This means that 40% of all facebook daily users are using it only via mobile! The highest share of mobileonly usage facebook had in Lithuania was on July, when had an impressive 52% share. Without having a strong mobile strategy and mobile optimized owned channels, many brands loose significant potential of mobile users Total users Total monthly Total daily Daily mobile Daily desktop

8 USAGE TRENDS LATVIA or 58% of all Latvian facebook users access it daily. LV users also very actively use facebook via mobile devices and finally mobile has outpaced desktop usage Facebook usage in Latvia Out of daily facebook users or 65% are doing it on mobile and or 41% are reaching facebook only via mobile. LV share of mobile-only users among all daily users are slightly bigger (41%) compared to LT (40%) Total users Total monthly Total daily Daily mobile Daily desktop

9 USAGE TRENDS ESTONIA Facebook usage in Estonia or 66% of all Estonia nfacebook users access it daily. Estonians are even more into mobile usage than LV and LT neighbours Out of daily facebook users or 63% are doing it on mobile and or 42% are reaching facebook only via mobile Despite being the smallest Baltic country, Estonia is quickly cathcing up with Latvia in facebook usage Total users Total monthly Total daily Daily mobile Daily desktop

10 USAGE TRENDS ALL COUNTRIES Mobile only daily 42% 41% 40% Even though Lithuania has the biggest Facebook userbase, Estonia has the highest share of daily users (66% from the userbase). Lithuania leads Baltic region in terms of desktop daily and mobile daily usage (60% and 73% respectively), but Estonia is leading daily mobile only usage with 42% of daily users accessing facebook only via mobile devices. Desktop daily Mobile daily Daily users 58% 59% 60% 63% 65% 73% 66% 58% 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% Estonia Latvia Lithuania

11 FACEBOOK LOCAL SUCCESS STORIES

12 U S E R L O C AT I O N Facebook recently introduced opportunities to target people in specific city ( or even specific geo location with the precision of 1 mile). iprospect is using this feature with Lemon Gym by showing mobile/desktop ads only to people who are near Lemon Gym gyms. For each location we use individualized advertising text talking about Lemon Gym nearby. This campaign also features new product ad format called carousel. It allows to feature up to 5 different creatives. Brands can use these ad spaces to show individual products or 5 different features of a single product. In Lemon Gym case we show different values gyms provide. 10X higher CTR than Facebook average! 3,92% CTR 3,63% CTR Facebook average 0,10-0,20% CTR Facebook average 0,10-0,20% CTR

13 STATE OF INSTAGRAM *On the following slides we show number of facebook users with interest Instagram. Facebook bought Instagram 2 years ago and directly integrated it into FB platfor m, therefore we make an assumption, that these numbers represent active Instagram users. It doesn t show all install base.

14 WHY INSTAGRAM In the first half of October Instagram will be available in all local markets, where facebook ads are used. This includes Baltic countries too. Worlwide Instagram is the fastest growing social network offering up to 100% organic reach. Same trend could be seen across all Baltic countries, although in Lithuania it has the strongest rate of adoption We have to be ready to embrace this social network and the value it provides ability to reach Instagram s highly engaged young userbase with the same targeting precision that Facebook provides.

15 INSTAGRAM LITHUANIA ACTIVE USERS With active users Lithuania has the biggest Instagram community across all baltic states Instagram creates great opportunity to reach highly social young women, since 41% of Instagram users are women aged Following these demographics, Instagram could be very interesting communication channel for fashion oriented brands Females Males

16 INSTAGRAM LATVIA ACTIVE USERS Instagram in Latvia has a much smaller user base. However users in Latvia are more mature distribution between 25-34/18-24 users are more equal comparing to Lithuania Following this trend we can tell that Latvian Instagram community could be accessible to more diverse brands covering older age groups Females Males

17 INSTAGRAM ESTONIA ACTIVE USERS Estonian Instagram user base is of similar size to Latvian. Howere, Instagram community in Estonia is much more dominated by females. Women aged capture 59% of all Instagram userbase in Estonia With the growing Instagram userbase, this channel becomes very attractive to FMCG and fashion brands oriented to women Females Males