Global Facebook vs. Local Facebook

This is the first of a series of posts in which we will look at a few aspects regarding social media. In this post, we will discover a bit more about the profile of Facebook users, comparing information from global Facebook and local Facebook sites.

This type of analysis is crucial before starting to any marketing plan or strategy for social media communities, as it provides us with essential information on the users of these networks. In this example, it will help us to discover the main characteristics of the Facebook users in three specific countries: the United States, the United Kingdom and Brazil (it seems interesting to show a comparison between two so-called developed countries and a developing country).

To get a useful hypothesis group and comparative information for our analysis, we have used the Google Ad Planner. To start things off, the first step is to collect information, then, we’ll interpret that information. Finally, we need to make a comparative analysis of the data collected.

Comparative data: Global Facebook vs. Local Facebook

Data: Age

• Global. The highest share of users is between 35 and 44 years old (26%).
• USA. The highest share of users is between 45 and 54 years old (30%).
• UK. The highest share of users is between 25 and 34 years old (34%).
• Brazil. The highest share of users is between 0 and 17 years old (45%).

Data: Education

• Both for the Global average and for the figures for the US and the UK, the highest percentage of users have completed university studies (Global: 42%, the US: 56% and the UK: 57%).

Data: Gender

• For the Global average, there is an equal share of men and women (50/50).
• However, in the UK and Brasil, the percentage of male users (57%) is higher than female users (43%).
• While in the USA, there are more female users (57%).

Data: Income

• The highest share category of users identified in the Global statistics and in the figures for the USA has an income between $25,000 and $75,000 (68%).
• In the UK, the highest share category of users has an income between £30,000 and £50,000. The users with the highest purchasing power are the majority on Facebook UK.
• For Brasil, like the other South American countries available in Google Ad Planner, there is currently no data on income levels.

Comparative analysis: Global Facebook vs. Local Facebook

Comparative analysis: Age

• 45% of total users in Brazil are under 17 years of age.
• The highest share of users in the UK is between 25 and 44 years old (63%).
• While the highest share of users in the US is between 35 and 54 years old (53%).
• The highest Global share of users is between 25 and 54 years old (68%).

Comparative analysis: Education

• The level of education of the users in the UK and the US is above the Global average.
• Only 10% of users in the UK and the US have achieved “lower than high school level”.
• The level of education of the users in Brazil is below the Global average.
• Only 45% of users in Brazil have achieved “lower than high school level”.
• The educational level is similar between Global, the US, the UK and Brazil users when dealing with “high school” “undergraduate“ or “postgraduate” education.
• The “postgraduate education” among Global, the USA, the UK and Brazil users is approximately 10% in all cases analyzed.

Comparative analysis: Gender

• The Global user average is 50-50 for men and women.
• Male users (57%) in Brazil and the UK are above the Global average.
• Female users (57%) in the US are above the Global average.
• The highest global share of users is between 25 and 54 years old (68%).

Comparative analysis: Income

• The line of income for Global and USA users is similar. Remember that the traffic percentage in Facebook USA (190 millions) is approximately 22% of the total world traffic.
• Users in the United Kingdom have the highest income levels when compared to the Global and US averages.
• Approximately 5% of Global users have an income of $150,000 or more. Remember that the most important share of users in the Global statistics have an income between 25,000 and 75,000 dollars (68%).

Let’s break down this information together

The idea of these questions is to make the information interactive, open the floor for sharing opinions and/or investigating the topic further.

1. Do you use social media analysis tools?
2. Do you complement your SEO strategies with social media strategies?
3. Do you think a SEO analysis platform should incorporate tools for analyzing social media?
4. Have you ever used SEO Matrix to discover the SEO quality of a website?

Feel free to join in on the discussion, responding to one or all the questions. Thanks!

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