Profile of Facebook users in Portugal, Spain and USA

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During the 3rd. Quarter of 2010 according to information obtained through the Services of Google Ad Planner, Alexa. Com and from the site the demographics on the users of Social Networks (Social Media) reveals some surprises.

In the case of Facebook, there was a drop in the number of users in the last three months from 550 Million users to 525,324,680 (Data received on the 10th. Oct, 2010 – from In other words a drop of 23,6 Million users which make up a decrease of 4,3% and in the case of the second site Alexa, the drop is more pronounced at around 5% (4,92%)

The major points of interest are similar in Portugal (with 2.702.680 users, making up 0,51% of the Global audience) and in the USA, at Social Network Level, Online Communities and issues related to the music world, the profile for Spain is far different, as can be clearly seen in the following chart:

In relation to the demographic data, the female gender makes up a clear majority in the three countries; however it is Portugal that the gender split is less notable. Relatively to the age group of 25-34 year olds it is dominant in Portugal and Spain with around 29,8% in Portugal (805.880 users) and 35,6% in Spain (4.079.220 users) however the data presented for Spain by Ad Planner of 60% does not appear to be very reliable, however you may make your own analysis from the following chart and thereby reach your own conclusions. In relation to the USA, the data from these two sites are more contradictory, as according to Ad Planner, the most dominant group in Facebook, weighing in at 26% is made up by users with ages ranging 45-54 years old, whilst the CheckFacebook site puts the age groups 18-24 years at 31%. This second group according to that same platform is the second most representative group in Portugal with 24,4% (658.940 users) whilst in Spain the second most important group with a weight of 21,1% (17% according to Ad Planner) is those within the age groups 35-44 with (2.419.480 users)

According to the Ad Planner platform, in the USA users aged over 54 years have fallen from 16% to 10% in the last six months.

It is however important to underline the impact of Facebook on a Global level. It is huge, managing millions of messages and interactions on a daily basis, turning it into an important community to Marketing Managers and Senior Managers.



About João Geraldes

Doutorado em Gestão, Estratégia e Posicionamento pela Universidad da Extremadura de Badajoz na área de Organização e Competitividade, Mestre em Gestão no Instituto Superior de Gestão e Licenciado em Organização e Gestão de Empresas no ISCTE. Atualmente é Coordenador da Licenciatura de Gestão do Instituto Piaget, Diretor Emérito do Instituto Superior de Ciências da Administração, Managing Partner da 2B-On | SOCIAL BUSINESS CONSULTING, CEO da TSG, BUSINESS & TECHNOLOGY CONSULTING, Partner da AKA People, Diretor da Pós Graduação de Gestão Hospitalar do Instituto Superior de Gestão. Leciona ainda na Ordem dos Farmacêuticos a Pós-Graduação de Marketing Digital e é docente também no Centro de Estudos Superiores da Indústria Farmacêutica em Marketing Digital, acumulando experiência lectiva desde 1990 (27 anos). É Presidente da Assembleia da OV-Associação Portuguesa de Profissionais de Vendas e Presidente da Direção da Associação de Proprietários de São Marcos desde 1995). É membro efetivo da Ordem dos Economistas com o nº 10723.
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