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The African market adds to Facebook's $100 billion headache

26 May 2012, 19:55

My latest analysis on social media market shares in top 7 African markets – Egypt, South Africa, Nigeria, Morocco, Algeria, Tunisia and Kenya - indicates the following interesting insights:

·      There are between 10 and 18 social networking platforms that are being used by African social netizens for connecting online, with Nigeria having the most number of social networks.

·      Facebook, Youtube and Twitter are the most used social networks in the continent, with a combined 98% market share.

·      Facebook dominates with 88% market share. However, growth of Youttube and emergency of other social networks such as Pinterest must be giving Mack Zuckerberg sleepless nights.

·      The most competitive social network markets are South Africa and Kenya, with Facebook's share below the continent average at 69% and 79% respectively. 

African social network market is not one big lump of common behaviours, as shown by existence and varying strengths of social networks across the top 7 African countries.

Africa, the continent with less than 20% Internet penetration according to Internet World Stats, adds to Facebook's $100 billion headache about growth prospects. With all the controversy around its overvalued IPO share price, this adds pressure to an already delicate situation.

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