According to a new study, Instagram and Pinterest are the new social media stars and they are clocking in huge numbers even in Singapore.
Experian, the global information services company, has released the results of a new international study in which it is reveals that niche social networks massively increased their market share of all visits to social sites. Among these, Instagram (http://instagram.com) and Pinterest (http://pinterest.com/) are emerging as the global winners.
Instagram allows users to share photos with others through social networks and Pinterest is an online pinboard that allows users to organise and share their interests with others.
According to the study, share of visits to Instagram and Pinterest grew by a whopping 8121 percent and 623 percent year-on-year, respectively, in Singapore alone. The meteoric rise of both social networking platforms has resulted in them now featuring in the top 20 social media networks used in Singapore, the UK and North America.
Other niche social networks such as Reddit in Australia, schoolFeed in the UK and Stock Twits in the US have also experienced significant gains.
Analysis reveals that Facebook is the number one driver of traffic to Instagram. In Singapore, 42 percent of all visits to the site are from Twitter, followed by 21 percent from Facebook.
The study shows that Singaporeans spend on average 23 minutes on Pinterest, Americans 15 minutes per Pinterest session and Brits only nine minutes. Americans, Brazilians and Singaporeans are more likely to visit Pinterest after having been on Facebook compared to Brits who will go to Pinterest direct from Google.
"The growth of both Instagram and Pinterest over the past year has been phenomenal," said Bill Tancer, head of Global Research, Experian. "The reason for their success is that they haven't tried to be 'another Facebook'. Instead, they both identified a gap in the market and used the scale of Facebook to reach consumers. Both networks are image based which people love - we all relate better to pictures than just words."
The trend is set to grow, according to Tancer. "Over the next 12 months, we expect to see a proliferation of niche social networks," he said. "Offering deeper functionality combined with a lower technical barrier to entry will mean new leaders in social media being created in a matter of days versus weeks and months."
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