global map of social needs

The Power of the social network differs across the world

Diversion

Countries in this quadrant are more likely to use social media as a diversion from everyday life, e.g. to have fun/be entertained, to “hang out” or waste time or to relax/escape.

Learning

Countries in this quadrant are more likely to use social media to learn more about the world about them, e.g. to learn something new, to make money, to keep up to date or to explore the world around you.

Relationship

Countries in this quadrant are more likely to use social media to build and maintain relationships, e.g. to meet new people, to stay in touch with friends, to make contacts for work, to share knowledge or to feel like you belong.

Progression

In countries in this quadrant people are more likely to use social media to get on and succeed, e.g. to build your carrer or to make money.

Recognition

In countries in this quadrant people are more likely to use social media to show their personality and identity, e.g. to change opinions or to express yourself.