International Survey Reveals Facebook Fatigue and Other Internet Trends

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6th February 2012 15:11 - Information Technology

An international market research study on trends in Internet behaviour has found that while social network activity is growing, researchers are seeing a decline in usage amongst early adopters of Facebook.

The authoritative survey by GlobalWebIndex measured the views of 122,000 individuals in 27 markets.

While 59% of Internet users manage their profiles on a monthly basis and a third of consumers find social media to be a key means of brand contact, an anomaly called ‘Facebook fatigue’ is revealing itself.

The survey also coincides with recent technological shifts in the delivery of web enabled services, such as the rise of Internet TVs over traditional desktop PC’s and the increasing trend toward a ‘localised web’ as well as the rise of emerging markets.

Managing Director of GlobalWebIndex, Tom Smith, commented: “(The survey) shows increasing fragmentation of the global internet. Thanks to social media, consumers in emerging, fast-growing internet markets such as Brazil, China, India or Indonesia are contributing more online than ever before, leaving behind traditional markets such as the UK, US and Germany.”

He added: “This is creating a more localised Internet, where each market has a different behaviour type, relationship with brands and attitudes towards the role of the Internet. The concept that the Internet would drive a singular global culture is false. Brands and content producers will need ever more localised strategies.”

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