Global State of

Social Media in

2011

Social Media Week 2011

Tom Smith

tom@trendstream.net

globalwebindex.net

Today:

Macro overview of consumer

adoption of social media and

changing impacts

How:

Most detailed global

survey on consumer

internet behaviour,

motivations and attitudes

ever conducted

71K surveys, 4 Waves

and 23 countries since

launching in September

2009

110K surveys, 3 Waves

and 32 countries, in the

next 12 months

Social Media has

reached mass

maturity

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wave 1 (July 2009)

Wave 3 (September 2010)

Combined monthly involvement in social networking, blogging,

micro-blogging, forums, video uploading: Wave 1-3

UK: 70% involved in

Social Media

Visited Forum/Chat room

Written a blog

Edited own website

Written a news story

Managed social network

Used micro blogging +35%

+29%

+9%

+4%

-2%

-5%

Source: Wave 3 Social media actions growth % vs wave 1

The big trend: Major shift

to real-time

Moving from this:

To this:

Multi-platform

involvement in

emerging markets

0%

10%

20%

30%

40%

50%

60%

70%

80%

Manage your social network profile

Used a microblogging service

Source: Wave 3 September 2010Active monthly behaviour. Wave 3. Global data. Sample 51K web users

0%

10%

20%

30%

40%

50%

60%

Written your own blog

Contribute to a Forum

Source: Wave 3 September 2010Active monthly behaviour. Wave 3. Global data. Sample 51K web users

Blogs lead in Asia

All about Facebook?

64%

53%

45% 45%

39% 39%37% 35% 34% 32% 30%

20%17% 15% 15%

10%6%

2%

Private invitation only

Facebook is the dominating social

network, except in Russia,

Netherlands, Japan and China

where local brands dominate

Source: Wave 3 Social networks used in the last month

Social Networking: Facebook

dominates

0 5 10 15 20 25

Male

Female

16-24

25-34

35-44

45-54

55-64

Financial Services

Retail

Professional Services (Law, Accounting, Architect etc)

Healthcare/Medicine

Manufacturing, Engineering Construction

Education

Government (excluding Education & Health)

Police oArmed Forces

Agriculture oMining

IT, Internet, Software, ComputeServices

Transport, Logistics, Distribution

Travel, Tourism, Leisure Services

Advertising marketing omedia

Social Network-Update your status - DailyYoung people and

marketers! lead real-

time involvement

Micro-

blogging

frequency

More than once a day

Daily

Every other day

Every 3-4 days

Once a week

+25%

+51%

Source: Base – Ever used a micro-blog service, wave 3 vs wave 2

+27%

+46%

-5%

This frequent

contribution is exploding

Mobile / Mobile Apps on a parity with desktop

50%Accessed Social

Network

Wrote a blog post

Update Micro-blog

PC Mobile Apps / Web

47%

10% 10%

7% 6%

Wave 4 UK only. All Internet Users

Monthly Access

Impacts of the new

social landscape

Social is driving different sources of trust

CLOSE

TIES:

Family &

Friends

WEAK TIES:

Social

contacts

Sources of Trust

-9% +26

%Source: Strongly trusted sources, growth wave 3 vs wave 1

Mobile devices for social?

Location specific

Personal

Linked to payment

Apps not browsers

Reation not creation

50%

29%31%

33%

21%

26%

51%

34%

44%

39%

27%

34%

Personal photos Other images Links to news stories A link to a blog A link to a website An opinion on a product or brand

Wave 2

Wave 3

Source: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month

Changing consumer focus from

creation to sharing / reaction

Top down: Twitter focuses on

celebrity not other consumers

66%3%

13%

7%

7%3% 1%

Showbiz / Celebrities / Musicians / Actors / TV stars

Political leaders / Institutions

Professional News / Gossip

Sport Stars

Web Companies

Other business

Home made

Top 100 Twitter Users: Based on Number of Followers

Where next?

42.9%

7.0%12.1%

8.9%

7.1%

5.1%

16.9%

Barriers to using a Social Network: Europe I prefer to keep my privacy

My friends/family are not involved

I find it boring

There is nothing to say

I’m not allowed to use it at work

I like to be different

I don’t have time

Source: Global Web Index, Wave 3, January 2010

Have we reached the peak?

Social moving to all “packaged internet platforms”

APP TIME LINE

Desktop

TV

TabletsMobile

Mac App StoreiPad

July 2008 October 2008 2009

August 2008

January 2010 2011

October 2010

October 2010

Globalwebindex.net

@globalwebindex

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the presentations

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globalwebindex@

trendstream.net