Enders Analysis queries success of Google+ against Facebook as Google offers insight into future strategy

Google+ is unlikely to take off, with Facebook set to continue to dominate social m edia platforms, Enders Analysis has predicted.

Following research undertaken by the company, Enders Analysis has said that despite Google+ having around 100 million users around the world, growth appears to have “stalled” and its useage is “low on weak network effects”.

“Facebook users, now 70% of the adult internet audience (excluding China), have no incentive to switch to Google+, starving the social network of vital momentum,” claimed Enders Analysis.

“Facebook is likely to dominate socially enhanced search, unless Google+ takes off, which seems unlikely,” it added.

Meanwhile, a spokesperson for Google has explained it’s strategy around the integration of Google+.

“Our goal, as always, is to help our users find the best answers, which sometimes includes personal content. Our advice to webmasters is to create a high-quality site that delivers an experience people want to revisit and share with their friends,” explained a spokesperson.

“Google+ is more than just a social network, it will have an impact on how people interact across all of Google. By forming a relationship with users, knowing their identity and better understanding them, we can improve their entire Google experience - from search to ads to apps like Gmail.”

Asked whether Google was planning to become more of an all-encompassing destination for online users, the spokesperson added that the integration of YouTube and gmail into Google+ was the beginning of making Google ‘a more seamless experience’ and that its products would become more integrated.

“We've got more planned for Google+ and all the other Google products,” they continued.

The YouTube and gmail integration into Google+ is just the beginning of making the Google experience more seamless and the products more integrated.

“At the end of last year we launched Google+ Pages, which are designed to give people a way to connect and build relationships with businesses, brands and other organizations. It also provides a way for these organizations to build a presence and share content with their customers and fans on Google+.”

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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