Wave 3 - Since when did we start trusting Strangers

March 2008

Social

Global Summary

MediaTracker

2 GlobalDigitalResearch

1

2

3

WAVE 3 DEMONSTRATES

Ongoing growth of all social media platforms

Its mass market everywhere

We’re all becoming content creators

Emerging markets are leading the way, closing the technological gap4

5 Social media rivals traditional media in reach and frequency


“Online applications,platforms and media focused on collaboration,

sharing and interactionbetween users”

WHAT IS SOCIAL MEDIA?

http://www.delicious.com/�

http://www.blogger.com/�

http://www.skype.com/�

http://www.google.com/maps�

http://www.faceparty.com/�

http://www.apple.com/�

http://www.friendster.com/�

http://www.bloglines.com/�

http://www.engadget.com/�

http://www.technorati.com/�

http://www.snapfish.co.uk/welcome/t_=0�

http://www.digg.com/�

http://youtube.com/�

http://www.secondlife.com/�

http://www.riya.com/�

http://www.writely.com/�

http://www.lastfm.com/�

http://www.pandorasbox.com/�

https://www.typepad.com/�

http://www.wikinews.org/�

http://www.neopets.com/�

http://www.boingboing.com/�

http://www.wikipedia.com/�

http://www.live.com/�

http://www.napster.co.uk/index.html�

http://www.tagworld.com/�

http://www.flickr.com/�

http://www.bebo.com/�

http://www.google.com/video�

http://www.liveplasma.com/�

http://www.rocketboom.com/�

4 GlobalDigitalResearchWHY ITS DIFFERENT

PROFESSIONAL

SOC

IAL M

EDIA

TRA

DIT

ION

AL

MED

IA

CONSUMER

FINITE UNLIMITED

ONE WAY CONVERSATIONAL

STATIC DYNAMIC

PAID FOR FREE

SINGLE MEDIA MIXED MEDIA


Blogging Social Networking Photo Sharing

Video Sharing Podcasts Rss

http://www.flickr.com/photos/grahamstanley/231628852/

THIS IS SOCIAL MEDIA

6 GlobalDigitalResearchWHY DID WE IMPLEMENT A TRACKER?

• Lots of hype - but little fact

• No single source global research into usage and impact of Social Media

• Social media is a disruptive technology• Potential to transform new media consumption, marketing

communications and consumer behaviour

• It has never been easier for consumers to create content

• Need to understand now• Just the tip of the iceberg

7 GlobalDigitalResearchCOMMITMENT TO UNDERSTAND

Q2 2007 Q1 2008Q3 2006

An ongoing assessment of the impactof social media


Added Wave 1Added Wave 2Added Wave 3

ON A GLOBAL SCALE

29 markets

17,000 respondents

Australia

China

Singapore

Philippines

Taiwan

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

Hong Kong Canada

Turkey

UK

Denmark

GreeceRussia

Romania

France

Spain

Italy

Germany

Poland

Czech Republic

Hungary

Netherlands

Switzerland

Austria

9 GlobalDigitalResearchMETHODOLOGY

• Online self completion surveys• Scripted and hosted on Intuition, Universal McCann’s

proprietary research system, powered by Confirmit

• Representative to the 16-54 active internet universe (use every day / every other day)

• Key audience to understand adoption• Make up the vast majority of social media users

• Panellists recruited by global panel partners• Ciao/Greenfield / GMI

• Minimum 500 per market per wave


March 2008

Social Media Tracker Global Summary

The global picture

11 GlobalDigitalResearchHUGE GROWTH OVER 3 WAVES

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08

% E

ver D

one

Read blogs / weblogs

Start my own blog/ weblog

Leave a comment on a news site

Watch video clips online

Download a Podcast (pre recordedradio/audio show) Create a profile on a social network

Subscribe to an RSS feed

“Thinking about using the Internet, which of the following have you ever done?”Active Internet Universe, global results

12 GlobalDigitalResearchWAVE 3 SHOWS MASS REACH

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%


Upload a video clip to a video sharing website

Start my own blog / weblog

Downloaded a Podcast

Leave a comment on a news site

Upload my photos to a photo sharing website

Leave a comment on a blog

Manage a profile on an existing social network

Visit a photo sharing website

Read personal blogs / weblogs

Read blogs / weblogs


% Ever Done

WAVE 3 DATA



Upload a Video Clip

38% Start my own blog

38%Share a video clip with a

friend

64%Leave a comment on a blog

55%Watch video clips

83%Read blogs

73%

INCREASING PARTICIPATION

Global Sample

14 GlobalDigitalResearchFREQUENCY NOW RIVALS TV AND PRINT

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Upload video clip to video sharing website

Post/write stories for my own blog/ weblog

Download a Podcast

Upload my photos to a photo sharing website

Leave a comment on a blog site

Manage profile on existing social network

Visit a photo sharing website

Share a video clip w ith a friend

Read personal blogs/ weblogs

Visit a friends social network page

Read blogs/ weblogs


% Ever Done

Daily Reach

Weekly ReachMonthly Reach

Global Sample



March 2008


Blogging in detail….


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HungaryGermany

CanadaAustria

USADenmarkAustralia

FranceSwitzerlandHong Kong

UKNetherlands

TurkeyRomania

Czech RepublicGlobalRussiaGreecePoland

PakistanSpain

ItalyJapan

IndiaTaiwan

BrazilMexico

ChinaPhilippines

South Korea

% Ever Read

“Thinking about using the Internet, which of the following have you ever done?”“Read blogs/weblogs” Active Internet Universe

BLOGS ARE A MASS MEDIUM


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

GLOBAL

Austra

liaChin

a

France

German

yIta

ly

Philipp

ines

Russia

South

Korea

Spain UK

USA

% E

ver R

ead

Wave 1 Sep 06 Wave 2 June 07 Wave 3 Mar08

“Thinking about using the Internet, which of the following have you ever done?”“Read blogs/weblogs” Active Internet Universe

AND STILL GROWING


0% 10% 20% 30% 40% 50% 60% 70% 80%

HungaryCzech Republic

RomaniaCanada

DenmarkUK

GreeceUSA

SwitzerlandNetherlands

RussiaGermany

AustriaAustralia

PolandFrance

ItalyGlobal

PakistanTurkey

SpainJapanIndia

BrazilHong Kong

MexicoPhilippines

ChinaTaiwan

South Korea

% Ever Write

“Thinking about using the Internet, which of the following have you ever done?”“Write my own blog/weblog” Active Internet Universe

ASIA LEADS THE WAY IN CREATION


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Global

China US

% W

rite

16 - 24 25 - 34 35 - 44 45 - 54

“Thinking about using the Internet, how often do you do any of the following?”“Write my own blog/weblog” Blog Writers Only

IN ALL AGE GROUPS


0%

10%

20%

30%

40%

50%

60%

70%

80%

GLOBAL

Austra

liaChin

a

France

German

yIta

ly

Philipp

ines

Russia

South

Korea

Spain UK

USA

% W

rite

a B

log

Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08

“Thinking about using the Internet, which of the following have you ever done?”“Write my own blog/weblog” Active Internet Universe

GROWING IN ALL MARKETS


France4m

Italy3.4m

Turkey2m Pakistan

0.97m

Czech0.6m

MEXICO4.1m

China43m

South Korea9.7m

Taiwan4.2m

Philippines2.4m

BRAZIL7.6m

Spain4.5m

India8.7m

Japan14m

HongKong

1m

USA26.4m

CANADA1.6m

UK4.5m

Greece0.3m

Australia1m

Germany5.2m Romania

0.5m

Denmark0.3m

Poland1.1mNetherlands

1.6m

Switzerland0.5m Austria

0.4m

Hungary0.1m

Russia2.4m

ASIA LEADS THE WAY IN BLOG WRITING

% Write their own blog60%+40% -60% 30%-40%<30%

16-54 Active Internet Universe Estimates


0%

10%20%

30%

40%

50%60%

70%

80%90%

100%

Global

Brazil

China

France

German

yIta

lyJa

pan

Russia

South

Korea

Spain UK

USA

% W

rite

DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN

“Thinking about using the Internet, how often do you do any of the following?”“Write my own blogs/weblogs” Blog Writers Only

SOUTH KOREA: MOST ACTIVE


0% 10% 20% 30% 40% 50% 60% 70%

Other

Celebrities

Business news – relevant to my current job

Business (general news and opinion)

Science

Sport

Gaming

Technology

Travel (holidays, destinations)

Computers

Film / TV

Opinions on products and brands

News / Current Affairs

Music

Family or friend Blogs

Personal Blogs (diary sites)

% Topics Written About (Blog Writers Only)

“When writing your blog, what topics do you normal write about?” Blog Writers Only

THE CONTENT TENDS TO BE PERSONAL


0% 10% 20% 30% 40% 50% 60%

W idgets (e.g applicationsthat display other site

content)

Upload music

Stories from other blogs

Videos

Photos

% Content Posted (Blog Writers Only)

“When writing your blog, which of the following do you post?” Blog Writers Only

AND NOW MULTIMEDIA


0% 5% 10% 15% 20% 25% 30% 35%

Opinions on productsand brands

Favourite/currentlylistened to music

Recommendedwebsites

% Content Posted (Blog Writers Only)

“When writing your blog, which of the following do you post?” Blog Writers Only

BLOGGERS TALK ABOUT BRANDS

26 GlobalDigitalResearchBLOGGING THE KEY TRENDS

• Blogs are now a mainstream medium

• As a collective they rival traditional print media both in reach and frequency

• Users are increasingly likely to write a blogs and the vast majority of content is of a personal nature

• Increasingly content is multi-media; photos and videos lead the way

• Asia leads blog writing

• Usage is driven by focus on peer to peer personal and community content

• Northern Europe and the US are more likely to use blogs like traditional passive media

• Bloggers talk about brands


March 2008


Social Networking in detail….


FranceCzech

ItalyGreece

SwitzerlandJapan

USASpain

GermanyAustria

DenmarkAustralia

Hong KongCanada

Global AverageUK

NetherlandsRomania

TaiwanChinaIndia

TurkeySouth Korea

RussiaPakistan

BrazilMexicoPoland

HungaryPhilippines

% Create a profile

“Thinking about using the Internet, which of the following have you ever done?”“Create a profile on a new social network” Active Internet Universe

LED BY EMERGING INTERNET MARKETS

10% 20% 30% 40% 50% 60% 70% 80% 90%


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Global

Brazil US

% C

reat

e a

prof

ile

16 - 24 25 - 34 35 - 44 45 - 54

IN ALL AGES



0%

10%

20%

30%

40%

50%

60%

70%

80%

GLOBAL France Germany Italy Russia Spain UK USA

% C

reat

e a

prof

ile



GROWING GLOBALLY


0% 10% 20% 30% 40% 50% 60% 70% 80%

Promote a band

Dating

Upload videos

Install applications

Write a blog

Favourite / currentlylistened to music

Upload photos

Message friends

% What done with Social Network Page (Social Network Users)

“What do you do with your social networking profile?” Active Internet Universe

MORE THAN JUST FRIENDS


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global

Averag

eBraz

il

China

France

German

yIndia

Italy

Japan

Russia

South Korea

Spain UKUSA

% U

pdat

e


“Thinking about using the Internet, how often do you do any of the following?”“Manage your social network page” – Social Network users only

BRAZIL THE MOST ACTIVE USERS


Italy3.9m

Germany8.2m

Switzerland0.9m

USA43m

Spain4.7m

France4.2m

Japan12.4m

Czech0.8m

Denmark0.6m

Austria0.6m Greece

0.5mTurkey3.3m

China39m

India11.7m

South Korea9.4m

Romania1.4m

Netherlands3.7m

CANADA4.2m

UK11m

Australia2.6m

Hong Kong1m

MEXICO5.1m

BRAZIL11.4m

Pakistan1.8m

Poland2.7m

Taiwan3.9m

Philippines3m

Hungary1m

Russia6.1m

US THE BIGGEST MARKET

% joined a social network70%+60% -69% 50%-59%<49%

16-54 Active Internet Universe Estimates


0% 5% 10% 15% 20% 25% 30% 35%

Piczo

Bokee

Bebo

Linkedin

Second Life

Mixi

Cyworld

Friendster

LastFM

Skyblog/Skyrock

Hi5

Orkut

Sohu

Flickr

QQ

Baidu

Blogger

Facebook

Myspace

% Weekly usage

MYSPACE IS NUMBER ONE GLOBALLY

% Weekly usage Active Internet Universe (weighted reach - based on universe sizes)

35 GlobalDigitalResearchSOCIAL NETWORKING TRENDS

• Growth continues at a global level• US showing signs of saturation

• Connecting the world• Networks expanding across borders

• Social Networks have evolved into platforms to organise users Internet experience

• Users are posting a massive range of content

• Now a key channel to manage existing offline relationships• Now normal to find friends online

• No such thing as a universal global social network

• Myspace beats Facebook due to its focus on Music, Video and Blogging


March 2008


Content in detail….


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

FranceRussiaJapan

USAAustraliaGermany

SwitzerlandCanada

ItalyNetherland

AustriaCzech

DenmarkUK

PakistanIndia

GreeceHong Kong

HungarySouthSpainChina

TaiwanPoland

RomaniaTurkey

BrazilMexico

Philippines

% Ever Done

“Thinking about using the Internet, which of the following have you ever done?”“Watching Video Clips” Active Internet Universe

VIDEO IS A UNIVERSAL PLATFORM


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global

Brazil

China

France

German

yIndia

Italy

Japan

Russia

South Korea

Spain UKUSA

% W

atch

Vid

eo C

lips


“Thinking about using the Internet, how often do you do any of the following?”“Watch video clips” – Video clip viewers only

WATCHED AT VERY HIGH FREQUENCY


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

GLOBAL

Australi

aChina

France

German

yIta

ly

Philippines

Russia

South Korea

Spain UKUSA

% W

atch

Vid

eo C

lips


“Thinking about using the Internet, which of the following have you ever done?”“Watching Video Clips” Active Internet Universe

UNSTOPABLE GROWTH


0% 10% 20% 30% 40% 50% 60% 70% 80%

HungaryFranceJapan

USARussia

DenmarkCzech Republic

SwitzerlandCanada

AustraliaItaly

NetherlandsSpain

UKGermany

PolandAustriaGreeceTurkey

South KoreaRomaniaPakistan

Hong KongIndia

TaiwanMexico

ChinaPhilippines

Brazil

% Upload video clips

“Thinking about using the Internet, which of the following have you ever done?”“Upload my videos to a video sharing website” Active Internet Usage

BRAZIL LEADS UPLOADING


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

JapanFrance

HungaryDenmark

ItalySwitzerland

CanadaGermany

SpainGreece

NetherlandsUSA

AustraliaTurkey

UKAustriaRussia

South KoreaPoland

RomaniaCzech Republic

PakistanHong Kong

IndiaTaiwan

BrazilMexico

ChinaPhilippines

Upload photos

“Thinking about using the Internet, which of the following have you ever done?”“Upload my photos to a photo sharing website” Active Internet Universe

PHOTOS ARE A SIMILAR STORY


0% 10% 20% 30% 40% 50% 60% 70% 80%

ItalyNetherlands

HungaryCanada

USAJapan

TaiwanFrance

GermanyGreeceAustria

DenmarkAustralia

Hong KongSwitzerland

UKCzech Republic

PakistanPoland

South KoreaTurkey

SpainIndia

RussiaPhilippines

BrazilRomania

MexicoChina

% Download a Podcast

“Thinking about using the Internet, which of the following have you ever done?”“Downloaded a Podcast” Active Internet Users

HUGE VARIENCE IN PODCASTING USE


0%

10%

20%

30%

40%

50%

60%

70%

80%

GLOBAL

Australi

aChina

France

German

yIta

ly

Philippines

Russia

South Korea

Spain UKUSA

% D

ownl

oad

a Po

dcas

t


“Thinking about using the Internet, which of the following have you ever done?”“Downloaded a Podcast” Active Internet Users

PODCASTS LATER TO TAKE OFF


0% 10% 20% 30% 40% 50% 60%

HungaryCzech

NetherlandsCanada

USADenmark

ItalyAustralia

UKFrance

GermanyRomania

AustriaGreece

SwitzerlandJapan

TurkeySpain

PakistanHong Kong

IndiaSouth Korea

MexicoPhilippines

PolandTaiwan

ChinaBrazil

Russia

% Subscribe to an RSS feed

“Thinking about using the Internet, which of the following have you ever done?”“Subscribe to an RSS feed” Active Internet Users

ALSO HUGE VARIATION IN RSS USAGE


0%

10%

20%

30%

40%

50%

60%

GLOBAL

France

German

yIta

ly

Russia

Spain UKUSA

% S

ubsc

ribe

to a

n R

SS fe

ed


“Thinking about using the Internet, which of the following have you ever done?”“Subscribe to an RSS feed” Active Internet Users

RSS SLOWER TO TAKE OFF

46 GlobalDigitalResearchCONTENT - KEY TRENDS

• Video continues to grow in all markets

• As a collective it now rivals television

• Shifting media consumption to the on demand model

• Movement towards active participation

• But significant global variation

• The same countries are strong for video and photo sharing

• Podcasts have finally taken off as a source of content demonstrating that more complex technologies are beginning to make an impact

• RSS finally making an impact


March 2008


FINAL WORD


• Emerging Internet markets leading the adoption of social media platforms which is flattening the world

• China is the worlds biggest blogging market

• Asia leads in active content creation

• The world is becoming increasingly actively involved in creating content

• As a collective social media competes with traditional media

• Social media is changing our media consumption towards on-demand

• Social media represents a massive opportunity for advertisers and brands

FINAL WORD


• Social media is an opportunity to drive new levels of engagement

• Brands should be creating content or services• Consumers are – brands are no different

• Brands can help connect consumers with premium content

• There is a need to be open and honest• No secrets in the world of social media

• Let consumers create and distributeyour content freely and withoutcontrol

• Social media is globalising mediaconsumption

• Consistency of brand messageis essential

GLOBAL IMPLICATIONS


The Social Media Trackeris part of Universal McCann's global research

programme, WAVE, which tracks the impact of communications technologies on a global scale.

More infomation:[email protected]

CONTACT

Date post:	27-Aug-2014
Category:	Social Media
Upload:	thorsten-linz
View:	2,451 times
Download:	1 times