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2012 Social Network Analysis Report – Demographic – Geographic and Search Data Revealed

Brian Chappell.

2011 marked the second year in which many social networks started to wane as social network saturation kicked in. The questions remains, how many social networks can you actively stay up to date on? As Facebook became the mainstay for many users in late 2009 and into 2010 and continuing into 2011, we see the continued fallout in interest for many other social networks. There are still a few social networks that are growing, year over year, however, such as Tumblr, Reddit and Twitter, to name a few.

We added coverage of the following social networks this year (in no particular order):

  • Google Plus
  • Pinterest
  • Dribbble
  • Goodreads
  • Quora
  • Slideshare
  • Squidoo

Download Past Reports in PDF Format

2008 Version

2009 Version

2010 Version

2011 Version

2012 Social Network Analysis Methodology:

Reporting is the same as last year - most sites' search stats were pulled back by querying just their name. For example: "Twitter", instead of "Twitter.com" However, with that said, certain networks such as Tribe.net still needed to utilize the name.com variation, since people looking for tribe could be looking for a myriad of things, thus corrupting the data set.

All data continues to come from Google because they have one of the largest data sets on the web. We continued to use their Google Ad Planner and Google Insight for Search products to pull demographic and geographic data.

The Top Cities and Top Region reports show proportionate interest levels to the area based on the given search query.

The Demographic and Geographic reports have Y axis numbers that are percentages out of 100, therefore if the score is .52 then it is 52% of the population.

The Search Traffic reports are based on proportionate search traffic for the given query. It is on a scale of 100. Therefore if a given month shows the chart near 100, then that is the busiest month for query searches ever reported in Google during that given time frame.

2012 Social Network Data Sourcing Explanation:

Google Adplanner Data Accuracy Explanation:
http://www.google.com/support/adplanner/bin/answer.py?hl=en&answer=96385

How The Data is generated via Adplanner:
http://www.google.com/support/adplanner/bin/answer.py?hl=en&answer=98132

How The Data is generated via Insights for Search:
http://www.google.com/support/insights/bin/topic.py?hl=en&topic=13975

Citing These Sources

If you would like to re-use any of our images or source any of our content in this analysis, you are free to republish it given you link back to this webpage.

Quick Jump Below

Badoo
Bebo
Dailymotion
Digg
Douban
Dribbble
Facebook
Fark
Flickr
Flixster
Foursquare
Friendster
Gather.com
Goodreads
Google Plus
Habbo
Hi5
Hootsuite
Hyves.nl
Identi.ca
Imvu
IndianPad
Kaixin001
Last.fm
Linkedin
Livejournal
Metafilter
Mixi.com
Multiply.com
MySpace
Netlog
Newsvine
Ning.com
NK.pl
Odnoklassniki
Pinterest
Plaxo
Plurk
QQ
Quora
Reddit
Renren
Skyrock
Slideshare
Sonico.com
Squidoo
Stumbleupon
Tagged.com
Taringa
Tribe.net
Tuenti
Tumblr
Twitter
Vkontakte
Wayn
WerKenntWen
Xanga
Yelp
YouTube

Badoo.com

Badoo Search Traffic 2012

Badoo Top Regions 2012

Badoo Top Cities 2012

Badoo Gender 2012

Badoo Age 2012

Badoo Income 2012

Badoo Education 2012

Bebo.com

Bebo Search Traffic 2012

Bebo Top Regions 2012

Bebo Top Cities 2012

Bebo Gender 2012

Bebo Age 2012

Bebo Income 2012

Bebo Education 2012

Dailymotion

Dailymotion Search Traffic 2012

Dailymotion Top Regions 2012

Dailymotion Top Cities 2012

Dailymotion Gender 2012

Dailymotion Age 2012

Dailymotion Income 2012

Dailymotion Education 2012

Digg.com

Digg Search Traffic 2012

Digg Top Regions 2012

Digg Top Cities 2012

Digg Gender 2012

Digg Age 2012

Digg Income 2012

Digg Education 2012

Douban.com

Douban Search Traffic 2012

Douban Top Regions 2012

Douban Top Cities 2012

Douban Gender 2012

Douban Age 2012

Douban Income 2012

Douban Education 2012

Dribbble.com

Dribbble Search Traffic 2012

Dribbble Top Regions 2012

Dribbble Top Cities 2012

Dribbble Gender 2012

Dribbble Age 2012

Dribbble Income 2012

Dribbble Education 2012

Facebook.com

Facebook Search Traffic 2012

Facebook Top Regions 2012

Facebook Top Cities 2012

Facebook Gender 2012

Facebook Age 2012

Facebook Income 2012

Facebook Education 2012

Fark.com

Fark Search Traffic 2012

Fark Top Regions 2012

Fark Top Cities 2012

Fark Gender 2012

Fark Age 2012

Fark Income 2012

Fark Education 2012

Flickr.com

Flickr Search Traffic 2012

Flickr Top Regions 2012

Flickr Top Cities 2012

Flickr Gender 2012

Flickr Age 2012

Flickr Income 2012

Flickr Education 2012

Flixster.com

Flixster Search Traffic 2012

Flixster Top Regions 2012

Flixster Top Cities 2012

Flixster Gender 2012

Flixster Age 2012

Flixster Income 2012

Flixster Education 2012

Foursquare

Foursquare Search Traffic 2012

Foursquare Top Regions 2012

Foursquare Top Cities 2012

Foursquare Gender 2012

Foursquare Age 2012

Foursquare Income 2012

Foursquare Education 2012

Friendster

Friendster Search Traffic 2012

Friendster Top Regions 2012

Friendster Top Cities 2012

Friendster Gender 2012

Friendster Age 2012

Friendster Income 2012

Friendster Education 2012

Gather.com

Gather Search Traffic 2012

Gather Top Regions 2012

Gather Top Cities 2012

Gather Gender 2012

Gather Age 2012

Gather Income 2012

Gather Education 2012

Goodreads.com

Goodreads Search Traffic 2012

Goodreads Top Regions 2012

Goodreads Top Cities 2012

Goodreads Gender 2012

Goodreads Age 2012

Goodreads Income 2012

Goodreads Education 2012

Google Plus

Google Plus Search Traffic 2012

Google Plus Top Regions 2012

Google Plus Top Cities 2012

Habbo.com

Habbo Search Traffic 2012

Habbo Top Regions 2012

Habbo Top Cities 2012

Habbo Gender 2012

Habbo Age 2012

Habbo Income 2012

Habbo Education 2012

Hi5.com

Hi5 Search Traffic 2012

Hi5 Top Regions 2012

Hi5 Top Cities 2012

Hi5 Gender 2012

Hi5 Age 2012

Hi5 Income 2012

Hi5 Education 2012

Hootsuite

Hootsuite Search Traffic 2012

Hootsuite Top Regions 2012

Hootsuite Top Cities 2012

Hootsuite Gender 2012

Hootsuite Age 2012

Hootsuite Income 2012

Hootsuite Education 2012

Hyves.nl

Hyves Search Traffic 2012

Hyves Top Regions 2012

Hyves Top Cities 2012

Hyves Gender 2012

Hyves Education 2012

Identi.ca

Identi.ca Search Traffic 2012

Identi.ca Top Regions 2012

Identi.ca Top Cities 2012

Identi.ca Gender 2012

Identi.ca Age 2012

Identi.ca Income 2012

Identi.ca Education 2012

Imvu.com

Imvu Search Traffic 2012

Imvu Top Regions 2012

Imvu Top Cities 2012

Imvu Gender 2012

Imvu Age 2012

Imvu Income 2012

Imvu Education 2012

IndianPad.com

IndianPad Search Traffic 2012

IndianPad Top Regions 2012

IndianPad Top Cities 2012

Kaixin001

Kaixin001 Search Traffic 2012

Kaixin001 Top Regions 2012

Kaixin001 Top Cities 2012

Kaixin001 Gender 2012

Kaixin001 Age 2012

Kaixin001 Income 2012

Kaixin001 Education 2012

Last.fm

Last.fm Search Traffic 2012

Last.fm Top Regions 2012

Last.fm Top Cities 2012

Last.fm Gender 2012

Last.fm Age 2012

Last.fm Income 2012

Last.fm Education 2012

Linkedin.com

Linkedin Search Traffic 2012

Linkedin Top Regions 2012

Linkedin Top Cities 2012

Linkedin Gender 2012

Linkedin Age 2012

Linkedin Income 2012

Linkedin Education 2012

Livejournal.com

Livejournal Search Traffic 2012

Livejournal Top Regions 2012

Livejournal Top Cities 2012

Livejournal Gender 2012

Livejournal Age 2012

Livejournal Income 2012

Livejournal Education 2012

Metafilter

Metafilter Search Traffic 2012

Metafilter Top Regions 2012

Metafilter Top Cities 2012

Metafilter Gender 2012

Metafilter Age 2012

Metafilter Income 2012

Metafilter Education 2012

Mixi.com

Mixi Search Traffic 2012

Mixi Top Regions 2012

Mixi Top Cities 2012

Mixi Gender 2012

Mixi Age 2012

Mixi Income 2012

Mixi Education 2012

Multiply.com

Multiply Search Traffic 2012

Multiply Top Regions 2012

Multiply Top Cities 2012

Multiply Gender 2012

Multiply Age 2012

Multiply Income 2012

Multiply Education 2012

MySpace.com

Myspace Search Traffic 2012

Myspace Top Regions 2012

Myspace Top Cities 2012

Myspace Gender 2012

Myspace Age 2012

Myspace Income 2012

Myspace Education 2012

Netlog.com

Netlog Search Traffic 2012

Netlog Top Regions 2012

Netlog Top Cities 2012

Netlog Gender 2012

Netlog Age 2012

Netlog Income 2012

Netlog Education 2012

Newsvine

Newsvine Search Traffic 2012

Newsvine Top Regions 2012

Newsvine Top Cities 2012

Newsvine Gender 2012

Newsvine Age 2012

Newsvine Income 2012

Newsvine Education 2012

Ning.com

Ning Search Traffic 2012

Ning Top Regions 2012

Ning Top Cities 2012

Ning Gender 2012

Ning Age 2012

Ning Income 2012

Ning Education 2012

NK.pl

NK.pl Search Traffic 2012

NK.pl Top Regions 2012

NK.pl Top Cities 2012

NK.pl Gender 2012

NK.pl Age 2012

NK.pl Income 2012

NK.pl Education 2012

Odnoklassniki

Odnoklassniki Search Traffic 2012

Odnoklassniki Top Regions 2012

Odnoklassniki Top Cities 2012

Odnoklassniki Gender 2012

Odnoklassniki Age 2012

Odnoklassniki Income 2012

Odnoklassniki Education 2012

Pinterest

Pinterest Search Traffic 2012

Pinterest Top Regions 2012

Pinterest Top Cities 2012

Pinterest Gender 2012

Pinterest Age 2012

Pinterest Income 2012

Pinterest Education 2012

Plaxo

Plaxo Search Traffic 2012

Plaxo Top Regions 2012

Plaxo Top Cities 2012

Plaxo Gender 2012

Plaxo Age 2012

Plaxo Income 2012

Plaxo Education 2012

Plurk

Plurk Search Traffic 2012

Plurk Top Regions 2012

Plurk Top Cities 2012

Plurk Gender 2012

Plurk Age 2012

Plurk Income 2012

Plurk Education 2012

QQ.com

QQ Search Traffic 2012

QQ Top Regions 2012

QQ Top Cities 2012

QQ Gender 2012

QQ Age 2012

QQ Income 2012

QQ Education 2012

Quora.com

Quora Search Traffic 2012

Quora Top Regions 2012

Quora Top Cities 2012

Quora Gender 2012

Quora Age 2012

Quora Income 2012

Quora Education 2012

Reddit.com

Reddit Search Traffic 2012

Reddit Top Regions 2012

Reddit Top Cities 2012

Reddit Gender 2012

Reddit Age 2012

Reddit Income 2012

Reddit Education 2012

Renren

Renren Search Traffic 2012

Renren Top Regions 2012

Renren Top Cities 2012

Renren Gender 2012

Renren Age 2012

Renren Income 2012

Renren Education 2012

Skyrock

Skyrock Search Traffic 2012

Skyrock Top Regions 2012

Skyrock Top Cities 2012

Skyrock Gender 2012

Skyrock Age 2012

Skyrock Income 2012

Skyrock Education 2012

Slideshare

Slideshare Search Traffic 2012

Slideshare Top Regions 2012

Slideshare Top Cities 2012

Slideshare Gender 2012

Slideshare Age 2012

Slideshare Income 2012

Slideshare Education 2012

Sonico.com

Sonico Search Traffic 2012

Sonico Top Regions 2012

Sonico Top Cities 2012

Sonico Gender 2012

Sonico Age 2012

Sonico Income 2012

Sonico Education 2012

Squidoo

Squidoo Search Traffic 2012

Squidoo Top Regions 2012

Squidoo Top Cities 2012

Squidoo Gender 2012

Squidoo Age 2012

Squidoo Income 2012

Squidoo Education 2012

Stumbleupon.com

StumbleUpon Search Traffic 2012

StumbleUpon Top Regions 2012

StumbleUpon Top Cities 2012

StumbleUpon Gender 2012

StumbleUpon Age 2012

StumbleUpon Income 2012

StumbleUpon Education 2012

Tagged.com

Tagged Search Traffic 2012

Tagged Top Regions 2012

Tagged Top Cities 2012

Tagged Gender 2012

Tagged Age 2012

Tagged Income 2012

Tagged Education 2012

Taringa.net

Taringa Search Traffic 2012

Taringa Top Regions 2012

Taringa Top Cities 2012

Taringa Gender 2012

Taringa Age 2012

Taringa Income 2012

Taringa Education 2012

Tribe.net

Tribe.net Search Traffic 2012

Tribe.net Top Regions 2012

Tribe.net Top Cities 2012

Tribe.net Gender 2012

Tribe.net Age 2012

Tribe.net Income 2012

Tribe.net Education 2012

Tuenti.com

Tuenti Search Traffic 2012

Tuenti Top Regions 2012

Tuenti Top Cities 2012

Tuenti Gender 2012

Tuenti Age 2012

Tuenti Income 2012

Tuenti Education 2012

Tumblr.com

Tumblr Search Traffic 2012

Tumblr Top Regions 2012

Tumblr Top Cities 2012

Tumblr Gender 2012

Tumblr Age 2012

Tumblr Income 2012

Tumblr Education 2012

Twitter

Twitter Search Traffic 2012

Twitter Top Regions 2012

Twitter Top Cities 2012

Twitter Gender 2012

Twitter Age 2012

Twitter Income 2012

Twitter Education 2012

Vkontakte

Vkontakte Search Traffic 2012

Vkontakte Top Regions 2012

Vkontakte Top Cities 2012

Vkontakte Gender 2012

Vkontakte Age 2012

Vkontakte Income 2012

Vkontakte Education 2012

Wayn.com

Wayn Search Traffic 2012

Wayn Top Regions 2012

Wayn Top Cities 2012

Wayn Gender 2012

Wayn Age 2012

Wayn Income 2012

Wayn Education 2012

Wer kennt wen

WerKenntWen Search Traffic 2012

WerKenntWen Top Regions 2012

WerKenntWen Top Cities 2012

WerKenntWen Gender 2012

WerKenntWen Age 2012

WerKenntWen Income 2012

WerKenntWen Education 2012

Xanga

Xanga Search Traffic 2012

Xanga Top Regions 2012

Xanga Top Cities 2012

Xanga Gender 2012

Xanga Age 2012

Xanga Income 2012

Xanga Education 2012

Yelp

Yelp Search Traffic 2012

Yelp Top Regions 2012

Yelp Top Cities 2012

Yelp Gender 2012

Yelp Age 2012

Yelp Income 2012

Yelp Education 2012

YouTube

YouTube Search Traffic 2012

YouTube Top Regions 2012

YouTube Top Cities 2012

YouTube Gender 2012

YouTube Age 2012

YouTube Income 2012

YouTube Education 2012

This article was written by Brian Chappell


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Comments
  • http://phylliskhare.com/ Phyllis Khare

    wow - amazing graphs. Just scanning through the entire thing is an education in itself. I feel more global and at the same time small in my little Facebook/Twitter/LinkedIn/YouTube world.. 

  • http://phylliskhare.com/ Phyllis Khare

    wow - amazing graphs. Just scanning through the entire thing is an education in itself. I feel more global and at the same time small in my little Facebook/Twitter/LinkedIn/YouTube world.. 

  • http://twitter.com/RachelKarl Rachel Karl

    So impressed with all the data and graphs you guys pulled. Makes the world of social media seem much bigger than the Facebook/Twitter/LinkedIn/Instagram world most of us live in each day. Great work! 

  • http://twitter.com/RachelKarl Rachel Karl

    So impressed with all the data and graphs you guys pulled. Makes the world of social media seem much bigger than the Facebook/Twitter/LinkedIn/Instagram world most of us live in each day. Great work! 

  • Steve

    All the top line data you need to know on the leading social networks in one place. Wow!

    Great stuff Brian and thanks for sharing it!

  • Steve

    All the top line data you need to know on the leading social networks in one place. Wow!

    Great stuff Brian and thanks for sharing it!

  • http://nopassiveincome.com/ Chris

    Great list of social networks with tons of stats. I'm really impressed. Thanks for sharing,
    Chris

  • Michael Stricker

    Thanks, Brian, for the resource... a great pointer to align channel selections to markets, and extremely informative. Much obliged.

  • Michael Stricker

    Thanks, Brian, for the resource... a great pointer to align channel selections to markets, and extremely informative. Much obliged.

  • http://twitter.com/BreRoz Bre Roz

    THANK YOU

  • http://twitter.com/BreRoz Bre Roz

    THANK YOU

  • Manroop Takhar

    Really amazing statistics, especially the top cities! Thanks for compiling.

  • Manroop Takhar

    Really amazing statistics, especially the top cities! Thanks for compiling.

  • Benjamín Girón

    From Mexico City I thank you for the information, a great contribution for all.

  • Benjamín Girón

    From Mexico City I thank you for the information, a great contribution for all.

  • Benjamín Girón

    From Mexico City I thank you for the information, a great contribution for all.

  • http://www.laurenproctor32.com/ Lauren Proctor

    What an amazing and comprehensive data set. Thanks for sharing. What was your methodology and/or data source?

  • http://www.laurenproctor32.com/ Lauren Proctor

    What an amazing and comprehensive data set. Thanks for sharing. What was your methodology and/or data source?

  • http://www.mazero.com/ Inbound Marking

    I am so impressed. All of the data and information are really helpful.
    You gathered all of the required information in your article.

  • http://twitter.com/David_Hall David Hall

    I'm having trouble interpreting the "Top Region", "Top Cities", and "Search Traffic" graphs. They are all graphed on an axis out of 100 without a label. Can somebody please let me know how I should be reading them, and what information they are trying to share? Many thanks in advance.

  • http://twitter.com/David_Hall David Hall

    I'm having trouble interpreting the "Top Region", "Top Cities", and "Search Traffic" graphs. They are all graphed on an axis out of 100 without a label. Can somebody please let me know how I should be reading them, and what information they are trying to share? Many thanks in advance.

  • http://twitter.com/AleishaBrooke Aleisha Brooke

    Hi David, did anyone get back to you on this? I am also a bit confused about the "Top Region" and "Top Cities" graphs.

  • http://twitter.com/AleishaBrooke Aleisha Brooke

    Hi David, did anyone get back to you on this? I am also a bit confused about the "Top Region" and "Top Cities" graphs.

  • http://www.brianchappell.com Anonymous

    From above in the methodology section, (which has additional details) I source Google insights for search (which recently got rebranded and sucked entirely under the google trends product)

    "The Top Cities and Top Region reports show proportionate interest levels to the area based on the given search query." Further reading here: http://support.google.com/trends/topic/13975?hl=en&

    Google doesnt provide actual number of searches or interest #'s, its all proportionate when assessing and talking to 'Top Regions' and 'Top Cities'

  • http://www.brianchappell.com BrianChappell

    From above in the methodology section, (which has additional details) I source Google insights for search (which recently got rebranded and sucked entirely under the google trends product)

    "The Top Cities and Top Region reports show proportionate interest levels to the area based on the given search query." Further reading here: http://support.google.com/trends/topic/13975?hl=en&

    Google doesnt provide actual number of searches or interest #'s, its all proportionate when assessing and talking to 'Top Regions' and 'Top Cities'

  • Jasmeet Kaur

    could you please explain what is meant by "search traffic" i was looking for data on membership status i.e. statistics on new members registering

  • Jeremiah Sullivan

    Brian, what a great read! Any idea if/when the 2012 verison (publishing in 2013) will be coming out? Curious to compare.

  • JMaybury

    It's mad to realise that Ireland are the highest users of Bebo and StumbleUpon.