When Google + was lunched in June 2011, almost everyone had very high expectations and wanted to see if this new social network was going to be a true hit for Google or if it would become just another failure like Google Wave or Google Buz.
The main objective of Google+ was to be part social network and part social search, offering a service that tie together all of Google’s existing sites including Gmail. If we go back into the company mission: “to organize the world’s information and make it unversally accesible and useful” there was a big part that they were failing to organize: users social life and time spent. There is no wonder why on march 1st 2012, Google changed its privacy agreement to allow the company to collect and unify user data across all its web properties and of course there is no coincidence why its CEO, Larry Page, has made social networking a top priority in order to fullfill the gaps mentioned.
Even though Facebook is superior in both active users and time spent, Google + has been the fastest growing social network application. By year 1 Facebook had 12M users and with 9 months Google + has crossed the 90M user mark, which has been forecasted to grow up to 400M by the end of 2012. In addition to these data, we cannot disregard two things: 1) Around 625k new Google + accounts are registered daily and 2) Google + is a social network embedded (not integrated) in a mobile operating system (Android) and cloud applications (Gmail, Google Docs, Youtube, etc).When we look into the future, as adoption level of Google’s social network goes up, users will experience even higher network effects since it will converge all internet activity (traditional Google model) into Google+ so the user can share everything from everywhere with its friends and family in a more easy, private and customizable way ( the social aspect that Google was missing).