Who uses social media in NZ? CommScore's breakdown

2.8 million people accessed a social media site in New Zealand during November 2013, according to online traffic researcher CommScore.

This category reached 94.6 percent of the total Kiwi internet audience, CommScore says.

Facebook was the clear leader with 1.95 million unique visitors; more than double that of LinkedIn who came in second place with an audience of 798,000 unique visitors.

In the past 12 months, LinkedIn displayed a strong growth (53 percent) with its population growing from 520,000 in December 2012 to 798,000 in November 2013.

Google's Blogger ranked in third position with 559,000 unique visitors that month.

Analyzing the demographic profile of these social media sites in more detail shows that the professional networking platform, LinkedIn, attracted a large share of the older population with two thirds of their users over the age of 35 (68.6 percent), while more than half (55.3 percent) of Tumblr’s users are under 35.

Facebook and Blogger share a similar audience composition, where the number of visitors aged 15-24 accounted for the largest segments of the Kiwi audience whereas people aged 55+ made up the biggest proportion of LinkedIn users in November 2013.

On November 27, 2013, LinkedIn said it had one million members in NZ.

It seems the million Kiwi LinkedIners are not all obsessives, however - at least by Nielsen's tally.

A Nielsen rep told NBR that LinkedIn NZ had 63,525 average daily domestic unique browsers during October 2013.

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7 Comments & Questions

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Social media is one big circus of self promotion, showing off to make you feel better and make others feel envious. It all relates to a major self esteem deficit in society, i would never contemplate going on to facebook or Twitter

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But it's OK to troll on discussion boards?

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blogs are social media too.

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I love social media. It's social. And it's media. Two of my favourite things. I like to keep my 'major self-esteem deficit' right where I can see it.

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I feel that LinkedIn's growth is a short term thing - I found they were falsely 'passing on' requests etc from friends and collegues when in fact LinkedIn was generating the traffic by themselves. I find this to be dishonest - that is why I de-listed and I believe others will when they catch onto this devious practice

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Social media is like DM on steroids. Ignore it at your own peril.

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People said that about television once.

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