Social Media User Analysis
1.1 Overview
Nowadays, Social Media Users is everywhere.In 2018, roughly 2,234 Millions people are using Facebook, 980 Millions People are using Wechat, 813 Millions people are using Instagram, 330 Millions people are using Twitter and don’t forget, there are tons of Social Media Tools avaliable. As social media users, we are interested in investigating into different social media tools we are using now and what social media users worldwide look like. According to eMarketer, one in three people—2.48 billion—worldwide used a social network. Relativly saturated social media use in Western Europe and North America are observed but significant rising social network use in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa.
1.2 Comparison of Different Social Network User Numbers
Through graphing the net growth of total worldwide social media users (in millions), we can see a rapid and steady increase in user population over the past decade, reaching 2.48 billions in 2017. A social media user is defined as a internet user who use a social media via any device at least once per month. According to the area changing in colored segments, we can see that the social media usage in Europe and North America start to becoming relativly saturated but in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa significant rising social network usage are observed.
When taking a closer look three types of most commonly used social media tools in US: Facebook, Twitter and Instagram, we can see that Facebook is dominating the world of social network: the worldwide user number of Facebook is much greater than that of Twitter and Instagram. Founded in 2004, Facebook maintains a stable increasing rate through the past decade, while twitter which founded in 2006, has started to reach a saturated growth rate in the past two years and only reached 330 Millions people by now. Instagram, a new and competitive player in the social media market, took only several years to reach over 500 millions users worldwide and maintains a sharp growth rate according to the data. In the next section, we will take a closer look at market share of different social media tools at country level.
1.3 Penatration by Country
Here, let’s have a look of this fancy graph. This graph is showing the ratios of social media user numbers over total population at country level. And the ratios are ranked from low to high in a clockwise direction. As you can see in the graph, the longer the sector, the greater the ratio and a greater ratio indicates a higher penetration. Generally, countries which are highly developed and with relatively less population have much higher social media penetration while big or undeveloped countries have lower penetrations. Different colors here represent different continents. Interestingly, we do not see a very unevenly distributed ratios among different continents as we expected. Some highly developed European countries such as Italy, Japan, France, Spain exist much lower penetration of social media usage. Countries from Latin America are quite aggregated in the middle of ranking, combined with the growth rate we observed in the first graph, we believe that Latin America will be the next battlefield of social media companies.
1.4 Facebook Market Share
Facebook is dominating the world social media market. As you can see in the pie chart below, facebook is dominating the social media market with 62.2% market share as of 2017. All the other social medias possess the rest of 37.8% market share.
1.5 Leading Countries with the Most Numbers of Facebook, Twitter, Instagram, and LinkedIn Users
The following bar chart here shows the leading 5 countries with the most number of users of Facebook, Twitter, Instagram, and LinkedIn. On the left, the five columns show that the top 5 countries with most Facebook users are India, USA, Brazil, Indonesia, and Mexico. In the middle, the columns show that the top 5 countries with most Twitter users are USA, India, Indonesia, Japan, and China. The top 5 countries with the most Instagram users are USA, Brazil, Indonesia, India, and Turkey. Finally, on the right, the five columns show that the top 5 countries with most LinkedIn Users are USA, India, Brazil, UK, and China. USA and India are the top two countries with big numbers of social media users. India is especially noted for its large number of Facebook users while USA is especially noted for its large number of Twitter, Instagram and LinkedIn users. We want to explore the reasons behind the difference of number of users in different countries. The following section will tell us what factors lead to the differences.
This map shows the five leading countries with the most Facebook users. The more purple in color indicates the greater number of users, the more pink in color indicates the fewer number of users. The countries painted in white are out of the top rankings. As we can see in the map, India is in purple and USA is in dark red, indicating that these two countries have the greatest numbers of Facebook users. 
2.1 Social Network Users
First, I choose the social media users (% of population) intex and plot it on the worl map. we could conclude that the more darker color a country has, the larger proportion of social network users of this country. We could see that the distribution of social medai users focus on America and Europen.
2.2 Freedom of Press
Second, as the first plot shows, there is some consistency between proportion of social network users and counties’ distribution. I used color scale to plot the freedom of press Index. As we could see, forexample, Canada have a high level of freedom of press as well as high social network users percentage.
2.3 Individuals Using the Internet
Third, we would like to visualize the relations between Internet accessibility and Social Media Users percentage. So we plot these two information into one interactive map. And we also cold conclude some consistency between percentage of social media users and Individuals using the Internet Index.
3.1 Age
There are some interesting findings about features of the age distribution of Facebook users. We picked three countries: Canada, China and Germany as representitive of North America, Asia Pacific and Western Europe and ploted the percentage of social media users over total population across age group. As developed countries, Canada and Germany share similar pattern in distribution: really low percentage in the 0-11 age group; dominance in 12 - 34 age group and gradually decay in the later age groups. China, by contrast, has extremly high percentage in the 0 -11 age group and much faster decay in the elder group. One possible explaination to the huge difference could be population ageing problem, as less babies are born and population of elders are growing in Canada and Germany. In addition, as Internet and social media tools only become accessable about 20 years ago in China, most of older people in China had never been able to gain exposure to any of the social media tools and they have past the age period to adopt new things, therefore a much faster decay in the elder group is observed. At the same time, emerging new generation which was born in a digital world has adopted it so quickly that more than 70% children are using social media today. One concern here would be the abusive usage of social media in children at early age.
4.2 LinkedIn Findings
As Social Media Become more and more popular, people started using social medias for job huntings. LinkedIn is one of the most popular social network platform for job seekers. The effect of linkedIn widely spreads to many industries. People with different majors and skills present their educational and working experiences as well as skills on LinkedIn and utilize LinkedIn to find jobs that are related to their skills.
Here we did some data analyses and visualizations on the skills that appear on LinkedIn profile most frequently and that are the most popular skills which companies are looking for.
Top 1 skills in many countries are either Statistical Analyses and Data Mining or Cloud and Distributed Computing. In the US, the top 1 skill is Cloud and Distributed Computing. The skill trend shows us that Statistical Analyses and Data Mining, and Cloud and Distributed Computing are the 2 most demanding skills nowadays. We did a wordcloud for the top LinkedIn skills with high rankings. As you can see in the below wordcloud, Data Mining and Cloud and Distributed Computing are two major skills that are highly in demand in today’s job market.
The USA skills graph above lists out the top five most in-demand skills that appeared on linkedIn profiles. As we can see, Cloud and Distributed Computing, Statistical Analyses and Data Mining, Mobile Development, Storage System and Management, User Interface Design are the top 1 to top 5 skills that appeared on LinkedIn profiles most frequently in the USA, 2016.
Social Media User Analysis
1.1 Overview
Nowadays, Social Media Users is everywhere.In 2018, roughly 2,234 Millions people are using Facebook, 980 Millions People are using Wechat, 813 Millions people are using Instagram, 330 Millions people are using Twitter and don’t forget, there are tons of Social Media Tools avaliable. As social media users, we are interested in investigating into different social media tools we are using now and what social media users worldwide look like. According to eMarketer, one in three people—2.48 billion—worldwide used a social network. Relativly saturated social media use in Western Europe and North America are observed but significant rising social network use in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa.
1.2 Comparison of Different Social Network User Numbers
Through graphing the net growth of total worldwide social media users (in millions), we can see a rapid and steady increase in user population over the past decade, reaching 2.48 billions in 2017. A social media user is defined as a internet user who use a social media via any device at least once per month. According to the area changing in colored segments, we can see that the social media usage in Europe and North America start to becoming relativly saturated but in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa significant rising social network usage are observed.
When taking a closer look three types of most commonly used social media tools in US: Facebook, Twitter and Instagram, we can see that Facebook is dominating the world of social network: the worldwide user number of Facebook is much greater than that of Twitter and Instagram. Founded in 2004, Facebook maintains a stable increasing rate through the past decade, while twitter which founded in 2006, has started to reach a saturated growth rate in the past two years and only reached 330 Millions people by now. Instagram, a new and competitive player in the social media market, took only several years to reach over 500 millions users worldwide and maintains a sharp growth rate according to the data. In the next section, we will take a closer look at market share of different social media tools at country level.
1.3 Penatration by Country
Here, let’s have a look of this fancy graph. This graph is showing the ratios of social media user numbers over total population at country level. And the ratios are ranked from low to high in a clockwise direction. As you can see in the graph, the longer the sector, the greater the ratio and a greater ratio indicates a higher penetration. Generally, countries which are highly developed and with relatively less population have much higher social media penetration while big or undeveloped countries have lower penetrations. Different colors here represent different continents. Interestingly, we do not see a very unevenly distributed ratios among different continents as we expected. Some highly developed European countries such as Italy, Japan, France, Spain exist much lower penetration of social media usage. Countries from Latin America are quite aggregated in the middle of ranking, combined with the growth rate we observed in the first graph, we believe that Latin America will be the next battlefield of social media companies.
1.4 Facebook Market Share
Facebook is dominating the world social media market. As you can see in the pie chart below, facebook is dominating the social media market with 62.2% market share as of 2017. All the other social medias possess the rest of 37.8% market share.
1.5 Leading Countries with the Most Numbers of Facebook, Twitter, Instagram, and LinkedIn Users
The following bar chart here shows the leading 5 countries with the most number of users of Facebook, Twitter, Instagram, and LinkedIn. On the left, the five columns show that the top 5 countries with most Facebook users are India, USA, Brazil, Indonesia, and Mexico. In the middle, the columns show that the top 5 countries with most Twitter users are USA, India, Indonesia, Japan, and China. The top 5 countries with the most Instagram users are USA, Brazil, Indonesia, India, and Turkey. Finally, on the right, the five columns show that the top 5 countries with most LinkedIn Users are USA, India, Brazil, UK, and China. USA and India are the top two countries with big numbers of social media users. India is especially noted for its large number of Facebook users while USA is especially noted for its large number of Twitter, Instagram and LinkedIn users. We want to explore the reasons behind the difference of number of users in different countries. The following section will tell us what factors lead to the differences.
This map shows the five leading countries with the most Facebook users. The more purple in color indicates the greater number of users, the more pink in color indicates the fewer number of users. The countries painted in white are out of the top rankings. As we can see in the map, India is in purple and USA is in dark red, indicating that these two countries have the greatest numbers of Facebook users.
2.1 Social Network Users
First, I choose the social media users (% of population) intex and plot it on the worl map. we could conclude that the more darker color a country has, the larger proportion of social network users of this country. We could see that the distribution of social medai users focus on America and Europen.
2.2 Freedom of Press
Second, as the first plot shows, there is some consistency between proportion of social network users and counties’ distribution. I used color scale to plot the freedom of press Index. As we could see, forexample, Canada have a high level of freedom of press as well as high social network users percentage.
2.3 Individuals Using the Internet
Third, we would like to visualize the relations between Internet accessibility and Social Media Users percentage. So we plot these two information into one interactive map. And we also cold conclude some consistency between percentage of social media users and Individuals using the Internet Index.
3.1 Age
There are some interesting findings about features of the age distribution of Facebook users. We picked three countries: Canada, China and Germany as representitive of North America, Asia Pacific and Western Europe and ploted the percentage of social media users over total population across age group. As developed countries, Canada and Germany share similar pattern in distribution: really low percentage in the 0-11 age group; dominance in 12 - 34 age group and gradually decay in the later age groups. China, by contrast, has extremly high percentage in the 0 -11 age group and much faster decay in the elder group. One possible explaination to the huge difference could be population ageing problem, as less babies are born and population of elders are growing in Canada and Germany. In addition, as Internet and social media tools only become accessable about 20 years ago in China, most of older people in China had never been able to gain exposure to any of the social media tools and they have past the age period to adopt new things, therefore a much faster decay in the elder group is observed. At the same time, emerging new generation which was born in a digital world has adopted it so quickly that more than 70% children are using social media today. One concern here would be the abusive usage of social media in children at early age.
4.1 MeetUp.com Findings
By analyzing MeetUp.com data which contains over 1 million users in US and their account information, we have found the most popular topics by counting the number of users in each MeetUp category created in MeetUp.com. ‘New Technology’, ‘Art’, ‘Watching Movies’, ‘Wine’, ‘Photography’ are the Top 5 most popular topics that people in MeetUp.com like to have activities on over time.
Interesting ! Then we made a wordcloud to see what themes of meet up event are the most popular. It seems that Tech, Career/Business, Socializing and Health/wellbeing are the most popular ones among US people.
Do these topics vary across city ? As New Yorkers, we would like to know what are the top topics in New York. Therefore, we selected data from three different cities: New York, Chicago and San Francisco. We found that these three countries are sharing most of the top themes of meeting such as ‘Tech’,‘Career/Business’,‘Socializing’, but it seems that people in San Francisco are lacking of passion on ‘Food/Drink’, Chicago people are lacking of passion on ‘Spirituality’ while New Yorkers are more diverse.
4.2 LinkedIn Findings
As Social Media Become more and more popular, people started using social medias for job huntings. LinkedIn is one of the most popular social network platform for job seekers. The effect of linkedIn widely spreads to many industries. People with different majors and skills present their educational and working experiences as well as skills on LinkedIn and utilize LinkedIn to find jobs that are related to their skills.
Here we did some data analyses and visualizations on the skills that appear on LinkedIn profile most frequently and that are the most popular skills which companies are looking for.
Top 1 skills in many countries are either Statistical Analyses and Data Mining or Cloud and Distributed Computing. In the US, the top 1 skill is Cloud and Distributed Computing. The skill trend shows us that Statistical Analyses and Data Mining, and Cloud and Distributed Computing are the 2 most demanding skills nowadays. We did a wordcloud for the top LinkedIn skills with high rankings. As you can see in the below wordcloud, Data Mining and Cloud and Distributed Computing are two major skills that are highly in demand in today’s job market.
The USA skills graph above lists out the top five most in-demand skills that appeared on linkedIn profiles. As we can see, Cloud and Distributed Computing, Statistical Analyses and Data Mining, Mobile Development, Storage System and Management, User Interface Design are the top 1 to top 5 skills that appeared on LinkedIn profiles most frequently in the USA, 2016.
4.3 Twitter Findings
In Twitter self-descriptions, there are some words that female users use a lot and there are some words that male users use a lot. A Twitter Gender Identifier was designed for identifying genders through looking at users’ self-descriptions. The mechanism behind this Twitter Gender Identifier is shown in the wordcloud: when encountering these high-frequency words, the identifier is able to identify whether the user is a female or a male. By looking at the wordcloud, we can see that the most frequently used words by female users are love, girl, lover, mom, and life, while the most frequently used words by male users are fan, sports, father, husband, and football.