Germans were late to social media but caught up in 2007/2008

Exhibit 1: Germany in Universal McCann's latest  Social Media Tracker, Wave 4, July 2009. Wave 3 was in Mar 08, Wave 2 in Jun 07, Wave 1 in Sep 06

Exhibit 1: Germany in Universal McCann's latest Social Media Tracker, Wave 4, July 2009. Wave 3 was in Mar 08, Wave 2 in Jun 07, Wave 1 in Sep 06

Series on Germany, post #2

When it comes to social media, adoption rates on almost any platform in Germany have long been much lower than in other countries. That suddenly changed between 2007 and 2008.

Universal McCann’s Social Media Tracker reported that between June 2007 and March 2008 the percentage of active internet users in Germany reading blogs more than tripled from 15 % to 55 %, also those writing blogs jumped from 8 % to 28 % and those creating a social network profile more than doubled from 19 % to 41 %  (see exhibit 1).

This rapid increase was also confirmed by Nielsen’s Global Faces and Networked Places in March 2009. Nielsen found that within their global study Germany had seen the greatest increase in online reach of social networks between December 2007 and December 2008 (see exhibit 2).

Of course, growth rates don’t tell the whole story. Looking at the absolute numbers, Germany is still somewhat behind, but not as far as some people think. In the next post we will compare social network activities in absolute numbers by country.

See also related posts:

Exhibit 2: Nielsen: Global Faces and Networked Places, March 2009. Increase in member communities (social networks and blogs)

Exhibit 2: Nielsen: Global Faces and Networked Places, March 2009. Increase in member communities (social networks and blogs)