Oasis or Mirage
5 April 2023
Chapter 1 – Origins
This series of articles is based on the guide to social networks provided by E-Commerce Nation (ECN). This report provides distinctive insights into audience, themes, evolution and tips for optimizing communication. It is a widely used document, giving an overview of trends and user interests, which allows us to orientate digital campaigns according to the characteristics of our clients’ products/services.
In order to make it easier to read and stimulate comparisons, I ventured to create an infographic bringing together all the demographic data from this guide.
For the sake of veracity, I linked these values to the demographic data provided by the French National Institute of Statistics and Economic Studies (INSEE).
The result of this infographic highlights the inaccuracy of the numbers revealed by the social network guide.
According to ECN (which is probably based on data provided by datareportal), youtube has 52.1 million users in France and 37% of users are between 13 and 24 years old which corresponds to 19.2 million.
My question is the following: How do we arrive at this figure knowing that according to the insee the French population included in this age group is only 9.2 million?
I have always wondered about the veracity of the data provided by the integrated analysis tools. I take advantage of this infographic to share with you some assumptions and reflections I have made on digital marketing throughout my professional experience. These reflections will be exposed in the following articles and I will be delighted to read your comments as they will contribute significantly to bring us closer to reality.
To be continued …
