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NOTES
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This is an unstructured attempt to estimate level and activity of Social Media within Hampshire. There is another spreadsheet for LinkedIn:
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There don't appear to be statistics available - at least for free - at anything lower than national level, so this is an exercise to see what's possible using free tools
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National statistics suggest that Facebook is by far the most popular social media platform, so that's the starting point
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Facebook data was obtained via the method described in the Digital Engagement Guide, document entitled: Estimating social media use within a geographic area:
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http://www.digitalengagement.info/2012/06/08/estimating-social-media-use-within-a-geographic-area
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Data gathered in June 2012 and numbers are a snapshot, therefore liable to change
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Some people choose not to disclose their gender on Facebook, so there may be some disparity between the total number of users and men / women
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There is an anomaly in the total number of users within 50 miles of Winchester. Adding the total of all age groups together = 1,550,140 whereas the query run in Facebook gives the total as 1,550,180
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There is a similar issue with the total number of users within 10 miles of Winchester. Adding the total of all age groups together = 289,400 whereas the query run in Facebook gives the total as 289,320.
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Pure speculation, but some people may not have specified their age when they first joined Facebook, which would result in them being included in the total user count, but not the total by age group
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There are anomalies in the data where the numbers are low - for example total users who are aged 65 or over who identified activities of computer programming - the total figure is 20, but number of men is 40 and women is 20. In this example I have amended the total to 60 which is the figure or men and women combined. 20 appears to be the lowest level of accuracy and the pattern repeats time after time. There are a couple of fields where the total figure is lower than the combined men and women figures. In these cases I have amended the total figure.
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Note disparity between Facebook user numbers and resident population, particularly highlighted for users within 10 miles of Winchester. This appears to be in part due to use of mobile devices. See the sheet and chart that looks at that in more detail.
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In the Mobile Broad category, for within 25 miles of Winchester the total for age range 13-17 was 30,120. However, the figures for the same age range Men = 27,320 and Women = 32,180 which makes the total obviously wrong. For this value only, I have therefore combined the Men & Women values
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