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Localisation drives social networks in Europe

Localisation drives social networks in Europe

Social networking adoption is already widespread young European audiences, according to a new report from JupiterResearch.

The report, ‘Social Networking Across Europe: Use Localisation and Personalisation To Drive Growth’ finds that 32 percent of European online users aged between 15-24 visit social networks such as MySpace, Bebo, and Facebook weekly or more frequently.

The European social network audience is dominated by younger users and consequently audience penetration across all ages is less than half of that for 15 to 24 year olds, though with significant geographical variation.

The UK has benefited from the English-language bias of international social networks with over a fifth of all Internet users regularly visiting sites: more than any other European market and higher even than the US.

According to Nick Thomas, European Media Analyst at JupiterResearch and lead author of the report, coherent localisation strategies are key to driving uptake of social networks beyond the English language beachhead in the UK and early adopters in continental Europe.

He added, "Stakeholders trying to engage users across different European markets must localise not just in terms of language but in terms of culture as well."

President of JupiterResearch, David Schatsky, said "The rise of social networks challenges media companies’ existing publishing and distribution model.

"They should integrate their content liberally to engage these users. The social networks’ localization strategies, meanwhile, make those sites increasingly relevant platforms for marketers pursuing localised campaign strategies."

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