I have been curious about how Facebook has been growing internationally and today, I ran across country statistics on Facebook’s own newly-launched targeted advertising platform sub-site which helped me look into detail how Facebook is doing internationally. I combined the data with Google Trends and Alexa and country statistics and came up with the following analysis:
What I have noticed:
As an English-only site, Facebook is growing faster in English-speaking countries.
As a site that required .edu email addresses, Education & Colleges still influence its growth internationally.
The Law of Social Networks / 6 degrees of separation are still in effect in Facebook’s international growth.
Higher Internet penetration is helping its propagation rate.
There’s faster growth in countries that typically send students to study in the United States and also faster growth.
Facebook grows faster if there’s a void in the market place for a communication tool.
According to Facebook’s own data, Facebook is very popular in Canada with a 20% country population penetration. In the United States, the penetration rate is quite low, it’s only 5.7% of the population and most likely most of the facebook population is from colleges, recent grad circles and of course our very own Silicon Valley crowd. I don’t know how to explain the fast growth in Canada.
In China, India, Brazil and Japan, which are all big countries, Facebook has a very insignificant penetration. Most likely the penetration is among the US-educated elite who went back, or people working in Technology.
Sweden has a small population of only 9 million, but until recently when an even smaller country - Estonia - passed the computer and internet penetration rate of Sweden, Sweden used to be the most connected country in the World; also Swedish people learn English at a very young age, which can explain Sweden having a very high number of users on Facebook, especially considering the small population of the country. Google Trends shows that Swedish as the 2nd most popular language, searching for Facebook on Google.
Norway follows a similar trend to Sweden, as a highly connected, small country with a large English speaking crowd has the highest penetration rate at 18.9% of their overall population. Norway should perhaps consider joining the FU (Facebook Union) before joining the European Union.
Korea doesn’t send that many students outside the country to study, so the growth has been limited in Korea for Facebook.
OECD stats list the countries that send the most students to foreign countries.
Growth in Germany is limited, and in Russia, there’s no presence, which might explain that there may be some alternative sites that are providing the same service to the users locally. In Germany, there was StudiVZ, which was acquired by a large media company. And in Russia, there are many other local alternatives. Russians also like to express themselves differently, via blogs. That’s why SixApart’s LiveJournal is so big there.
Turkey comes in with at a surprise. Turkey has the 3rd largest penetration rate at 15%, and has the highest non-English speaking native population of 1,221,420 people. So Turkish automatically becomes the 2nd largest language on Facebook after English. The people using Facebook until September, according to my observations have been mostly the US-educated users, the geeks in Turkey, and people who had friends in the US. In the past 2 months, Facebook had tremendous growth in Turkey, causing yonja, Zurna, 80630, Mondus to all lose traffic. It appears this all happened on its own without Facebook doing anything, although the #4 employee of Facebook himself is a Turk. Large media companies helped spread the word and now Turkey is the new Brazil. Yonja.com which was the dominant player on the market, limited people’s messaging capabilities, and offered little service in return for people’s enthusiasm, so there was a big void in the Turkish market for a new social networking site, which Facebook has filled quite well. MSN offered a widespread messaging service, but didn’t offer an easy way to network socially. Zurna, appealed to a different crowd compared to Yonja and also Facebook, although Zurna did have many highly usable and free functions. It’s also a bit ironic, Orkut.com which has a Turkish creator (Orkut himself, whom I know from Stanford) and a Turkish name, hardly has any Turkish users; but Facebook, launched many years after Orkut has won Turkish hearts really quickly.
Here is also the table that I created:
Facebook Population Country Population(million) Penetration Language
17,291,140 United States 301 5.7% English
6,692,540 Canada 33 20% English
6,984,820 United Kingdom 60,7 11% English
1,842,500 Australia 20,5 9% English
1,221,420 Turkey 71 15% Turkish
978,760 Sweden 9 10.8% Swedish
870,620 Norway 4,6 18.9% Norwegian
617,520 South Africa 4,5 13.7% Afrikaans/English
475,320 Colombia 44 10% Spanish
410,160 Egypt 80 5% Arabic
623,720 France 60 10.4% French
431,540 Mexico 108 4%
322,580 Germany 82,4
329,800 India 1119 insignificant English
264,100 Singapore 4.5
248,640 New Zealand 4
217,700 Spain 40.5
198,360 UAE 3 6.6%
170,820 Lebanon 4
167,920 Ireland 4
165,680 Israel 7
148,840 Italy 58
147,860 Malaysia 25
132,860 Switzerland 7,5
116,300 China 1321 insignificant
105,840 Japan 127 insignificant
134,560 Netherlands 16
123,360 Pakistan 165
119,720 Saudi Arabia 27
53,740 Korea 50
31,940 Dominican Republic 9
The information gathered here is approximate, as reported by Facebook itself on their newly launched targeted advertising system. The population of countries are from Wikipedia, rounded to the million. The penetration rates are not taking into consideration the Internet usage in the country, or diaspora populations.