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The business of social | Social media tracker 2012
Contents
• Executive summary
• What is Wave?
• The continuing story of Wave
• Social movements
• Will data privacy slow social?
• The Business Of Social
• Connecting with social experiences
• The impact: Summary
• What does this mean for your business?
• About this report
The business of social | Social media tracker 2012
Real Actionable Insight
A SOCIAL MOVEMENT
THE POWER OF SOCIAL
CONNECTING WITH SOCIAL EXPERIENCES
The business of social | Social media tracker 2012
Executive Summary
• The story so far in social networking has been the incredible growth in the numbers of people using them. But
Wave 6 shows that in the future the biggest impact will come from the increasing amount of time people are
spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge
effect on online consumption in particular.
• Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one dimensional
experience compared to that offered by social media. Brands will need to reach out to consumers in the social
spaces if they are to connect online.
• Attachment to social networks is stronger than ever, with over 40% of people saying they are worried about
missing out if they don’t visit their social network. As a result users are fully prepared to share their data in return
for the benefits they bring.
• Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants
AND which of these experiences deliver the brand’s marketing objectives is the key to unlocking this value. This is
an important part of making social media a legitimate platform for brand development.
• Despite the reluctance of many companies to discuss problems, particularly in social media, our research has
shown that actually responding to a customer’s issues is one of the most powerful social experiences a brand can
deliver. In the future social CRM should be a fundamental part of any brand’s communication strategy.
• The consumer has many devices through which they can interact with a brand digitally but not all of these devices
are a suitable environment for every experience. Tablets and smartphones, for example, have very different
strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.
The business of social | Social media tracker 2012
What is Wave?
• Wave is a social media study.
• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across
Waves.
• All research is conducted by the EMEA Research team in collaboration with the UM network of
agencies.
• The survey is carried out using UM’s in-house research system, Intuition.
• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.
• All surveys are self-completed and the data collected is purely quantitative.
Why the Active Internet User?
• Active Internet Users are those that use the internet every day or every other day.
• Social media is driven by Active Internet Users.
• They drive adoption of platforms and tools and they will determine which tools and platforms
become dominant.
The business of social | Social media tracker 2012
15 countries 7,500 respondents
21 countries 10,000 respondents
29 countries 17,000 respondents
38 countries 23,200 respondents
62 countries 42,000 respondents
54 countries 37,600 respondents
October 1999: Launch
March 2002: Launch
January 2003: Launch
June 2003: Launch
September 2003: Launch
January 2004: Launch
December 2004: Launch
March 2005: Launch
August 2005: Launch
February 2006: Launch
September 2006: Launch
January 2007: Launch
January 2001: Launch
May 2003: Launch
August 2003: Launch
February 2004: Launch
January 2005: Launch
April 2005: First video uploaded to YouTube
August 2009: Xiaonei becomes RenRen
July 2008: Launch
October 2006: Launch
March 2007: Launch
April 2008: Facebook overtakes MySpace in popularity
August 2008: Over 100M users
October 2008: Launch September 2008:
First Android phone launch
Now more than 3.6Bn images on Flickr
June 2009: Launch
March 2009: Launch
April 2010: iPad released
July 2010: 100M check-ins
October 2010: “The Social Network” film released
March 2011: 100M members
June 2011: Over 200M tweets a day
December 2011: Over 845M active users
February 2010: Facebook mobile – 100M users
August 2010: Groupon is the fastest growing company of all time
December 2010: 100M users just 2.5 months after launch
April 2011: Valued at >$36Bn
June 2011: Launch
September 2011: QQ IM – over 700M active users
TEXTUAL
MOTIVATIONAL
SOCIAL
BUSINESS
INFLUENTIAL
VISUAL
The business of social | Social media tracker 2012
The expanding Wave universe
Wave 1 Australia
China France
Germany Italy
India Japan Korea
Mexico Philippines
Russia Spain
UK US
62 countries
Wave 2 Australia
Brazil China
France Germany
Greece India Italy
Japan Korea
Malaysia Mexico
Pakistan Philippines
Russia Singapore
Spain Taiwan
Thailand UK US
Wave 3 Australia
Austria Brazil
Canada China
Czech Republic Denmark
France Germany
Greece Hong Kong
Hungary India Italy
Japan Korea
Mexico Netherlands
Pakistan Philippines
Poland Romania
Russia Spain
Switzerland Taiwan Turkey
UK US
Wave 4 Australia
Austria Belgium
Brazil Canada
China Colombia
Czech Republic Denmark Ecuador Finland France
Germany Hong Kong
Hungary India Italy
Japan Korea Latvia
Lithuania Malaysia
Mexico Netherlands
Norway Peru
Philippines Poland
Portugal Romania
Russia Singapore
South Africa Spain
Sweden Turkey
UK US
Wave 5 Algeria
Argentina Australia
Austria Bahrain Belgium
Brazil Canada
Chile China
Colombia Czech Republic
Denmark Ecuador
Egypt Estonia France
Germany Hong Kong
Hungary India Italy
Ireland (ROI) Japan Korea
KSA Kuwait Latvia
Lebanon Lithuania Malaysia
Mexico Netherlands
Norway Oman
Philippines Poland
Portugal Qatar
Romania Russia Serbia
Singapore Slovakia
South Africa Spain
Sweden Taiwan
Thailand Tunisia Turkey
UAE UK
Ukraine US
41,738 respondents
Wave 6 Algeria
Argentina Australia
Austria Bahrain Belgium
Brazil Canada
Chile China
Colombia Croatia
Czech Republic Denmark Ecuador
Egypt Estonia France Finland
Germany Greece
Hong Kong Hungary
India Italy
Ireland (ROI) Japan
KSA Kuwait Latvia
Lebanon Lithuania
Macedonia Malaysia
Mexico Netherlands
Norway Oman
Philippines Poland
Portugal Puerto Rico
Qatar Romania
Russia Serbia
Singapore Slovakia
South Africa South Korea
Spain Sweden
Switzerland Taiwan
Thailand Tunisia Turkey
UAE UK
Ukraine US
Vietnam
The business of social | Social media tracker 2012
Welcome to Wave 6 –
The Business of Social
• Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for
marketers it’s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no
more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests
you may have already confined yourself to creating a one-dimensional social experience.
• Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in
familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The
Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The
Business Of Social tells us what these social relationships can deliver for brands. Do they make people
want to spend more time with the brand, do they make them feel valued as customers, or do they encourage
people to recommend the brand to others?
• Our research has revealed a deeply complex environment where different social experiences meet different
marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in
another. An experience that encourages brand participation for one person does very little for someone else.
Knowing the value of an experience means we can build a social media strategy designed to meet a marketing
objective, rather than starting with how to exploit an existing social platform.
• We believe this knowledge is vital if we are to make social media a legitimate platform for the development of
brands.
SOCIAL MOVEMENTS
The business of social | Social media tracker 2012
Growth in social networking has slowed
Global
45.1% 51.4% 61.4% 65.2%
Wave
3
Wave
4
Wave 5 Wave 6
USA 33.1% 48.3% 58.1% 64.5%
China 47.4% 51.4% 68.4% 68.9%
Russia 64.8% 66.1% 79.8% 77.1%
UK 53.4% 55.5% 58.6% 62.9%
India 51.4% 62.8% 72.5% 67.1%
Italy 24.0% 34.4% 53.9% 61.2%
Germany 27.2% 36.6% 37.8% 53.1%
Brazil 63.6% 53.9% 74.5% 74.3%
Spain 29.9% 46.2% 55.5% 59.6%
France 26.3% 43.4% 53.2% 53.5%
3 4 5 6
Wave:
QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?
- Manage a profile on an existing social network (eg: facebook.com)”
The business of social | Social media tracker 2012
But as profile creation begins to plateau, active
management still grows
Upload a video clip to avideo sharing website
Watch video clips online Create a profile on a newsocial network
Manage a profile on anexisting social network
Visit a friend's socialnetwork page
49%
88%
75% 77% 81%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6
QUESTION: “Thinking about the internet, which of the following have you ever done?”
The business of social | Social media tracker 2012
But people are spending more time than ever on
social networks
QUESTION: “Approximately how much time did you spend consuming
the following media in the last 7 days?” - Hours per week
Television
Radio
Magazines
Newspapers
Internet
Social networks
Microblogging sites
Mobile phone
Blogs
Video sites
10
9
6 7
4 6
5 6
13 13
7 7
7
9
5 6
8
10
6 7
Everyone
16-24 year olds
6
7
The business of social | Social media tracker 2012
And the number of social contacts continues to
grow
0
10
20
30
40
50
60
70
80
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
Avera
ge n
um
ber
of people
QUESTION: “Approximately how many people do you stay in contact with
in your personal life through the following means?”
Social networks
Instant messenger
Forum/Message board
My personal blog
Phone
Face to face
Text message (SMS)
Post/Letter
The business of social | Social media tracker 2012
20%
30%
40%
50%
60%
70%
80%
90%
Wave 12006
Wave 22007
Wave 32008
Wave 42009
Wave 52010
Wave 62011
% E
ve
r D
on
e
2010 may prove to be the peak for many other
social platforms
QUESTION: “Thinking about the internet, which of the following have you ever done?”
Read blogs/weblobgs
Start my own
blog/weblogs
Visit a photo sharing
website
Use instant messenger
Visit a message
board/forum
Started a topic on a
message board/forum
The business of social | Social media tracker 2012
Microblogging is still rising but is yet to be fully
understood globally
QUESTION: “Thinking about using the internet, which of the following have you
used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”
Global
14.9% 33.2% 42.9%
Wave 4
Wave 5 Wave 6
4 5 6
Wave:
USA 8.5% 18.8% 22.1%
China 26.3% 53.1% 71.5%
Russia 14.2% 19.9% 25.8%
UK 6.4% 19.3% 62.9%
Brazil 13.4% 43.9% 47.6%
India 24.4% 45.5% 42.9%
Italy 9.4% 11.1% 17.7%
Spain 11.5% 19.1% 24.8%
Germany 6.2% 7.7% 15.9%
France 4.1% 8.8% 12.2%
The business of social | Social media tracker 2012
Blogging: Declining or stabilising in Western
countries, but growing in others
QUESTION: “Thinking about using the internet, which of the following
have you used in the last 6 months?” - Read blogs / weblogs
3 4 5 6
Wave:
China 74.9% 75.7% 79.6% 81.4%
Russia 59.3% 54.6% 63.4% 52.4%
UK 50.7% 41.3% 40.8% 45.5%
Brazil 74.5% 70.9% 72.4% 67.9%
India 62.2% 63.1% 63.3% 55.6%
Italy 61.9% 51.0% 51.5% 51.7%
Germany 35.2% 36.3% 29.6% 39.3%
Spain 63.6% 55.9% 60.3% 55.8%
France 45.6% 50.2% 46.7% 43.9%
USA 45.6% 50.2% 46.7% 44.9%
Global
55.3% 60.6% 64.5% 63.2%
Wave 6 Wave 5 Wave 4 Wave
3
WILL PRIVACY SLOW
SOCIAL?
The business of social | Social media tracker 2012
30%
35%
40%
45%
50%
55%
Wave 4 2009 Wave 5 2010 Wave 6 2011
% A
gre
e
I worry about missing out on something if I don'tvisit my social network
Social networking sites (e.g. facebook.com) arean integral part of social life
50%
55%
60%
65%
70%
Wave 4 2009 Wave 5 2010 Wave 6 2011
% A
gre
e
I am concerned about the amount ofpersonal data that goes online
Concern rises but so does attachment to social
networks
QUESTION: “Please indicate how much you agree (definitely or tend to) with the
statement [I am concerned about the amount of personal data that goes online]”
QUESTION: “Please indicate how much you agree (definitely or tend to) with the
statements [I worry about missing out on something if I don’t visit my social network]
& [Social networking sites are an integral part of my social life]”
The business of social | Social media tracker 2012
And people are still sharing personal data
QUESTION: “What have you done with your social networking profile?,
amongst those who have used a social network in the past 6 months”
Message
friends
Update
my profile
Upload
photos
Find old
friends
Update
my status
Find
new friends
Used
live chat
Used a
“like”
button
Play
games
Display
my interests
Join
a group
Removed
Someone
from my
friend list
Join an
Interest
group or
cause
Upload
videos
Write a
blog
Affiliate
with or
become
fan of a
brand
Shared
Your
location
Make
Contacts
for work/
Professional
reasons
Purchased
something
Organise
events
Dating Join a
Celebrity
group
19% 19% 21% 21%
27%
29% 30% 30% 31%
38% 38%
43% 44% 44%
47% 47%
49%
52%
59% 59%
62%
64%
The business of social | Social media tracker 2012
China
USA
Brazil
Russia
Germany UK
Mexico
France
Egypt
S Korea
Japan
Canada
Italy
Spain
Turkey
India
Poland
35%
40%
45%
50%
55%
60%
65%
70%
75%
50% 55% 60% 65% 70% 75%
% a
gre
e s
oc
ial n
etw
ork
ing
is
an
in
teg
ral p
art
of
my
so
cia
l li
fe
% agree concerned about the amount of personal data that goes online
Social networking
more important
Sharing personal data is an accepted risk
Privacy more
important
QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about
missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal
data that goes online]” amongst those who have created a profile on a new social network.
Size of bubble represents size of audience
Size of bubble represents size of audience
The business of social | Social media tracker 2012
FACEBOOK IS THE MOST SEARCHED FOR WORD ON THE INTERNET
1. Facebook
2. YouTube
3. Facebook Login
4. Craigslist
5. Facebook.com
6. Yahoo
7. eBay
8. www.facebook.com
9. Mapquest
10. Yahoo.com
SOURCE: EXPERIAN HITWISE
TOP 10
US SEARCH TERMS
JANUARY 2012
The business of social | Social media tracker 2012
10.29% ACCOUNTED FOR
OF ALL WEBSITE VISITS IN THE UNITED STATES
1. google.com
2. facebook.com
3. youtube.com
4. yahoo.com
5. baidu.com
6. wikipedia.org
7. live.com (Windows Live)
8. blogspot.com
9. twitter.com
10. QQ.com
SOURCE: ALEXA.COM
TOP 10
WEBSITES
GLOBALLY
ALSO
A 15% INCREASE FROM 2010
The business of social | Social media tracker 2012
Is the world abandoning the brand website?
60%
65%
70%
75%
80%
85%
90%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
QUESTION: “Thinking about using the internet, have you visited
an official company/brand website in the past 6 months?”
15%
decrease
in 4 years
The business of social | Social media tracker 2012
The exodus is even clearer amongst the youngest
audiences
60%
65%
70%
75%
80%
85%
90%
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011
16-24 25-34 35-44 45-54
QUESTION: “Thinking about the internet, have you visited
an official company / brand website in the past 6 months?”
The business of social | Social media tracker 2012
So what then is the role of the brand website?
QUESTION: “Which of these online applications does a good job when you want to...”
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%Meet new people
Stay in touch with friends
Make contacts for work
Promote yourself
Learn something new
Share knowledge
Change opinions
Be creative
Express yourself
Make moneyHave fun/be entertained
Feel like you belong
Share new experiences
Earn respect
“Hang out” or waste time
Keep up to date
Explore the world around me
Manage my life better
Seek other people’s opinions
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
The business of social | Social media tracker 2012
The power of the social network differs across the
world
Promote yourself
Japan
Share knowledge
Be creative
Make contacts for work
Earn respect
Explore the world around me
Learn something new
Make money
China
South Korea
Australia
Change opinions
India
Thailand
Malaysia Seek other people’s
opinions
Belgium
Denmark
UK
Canada USA
Turkey
Hungary
Austria
Germany
Russia
Czech Republic
Sweden
Netherlands
Portugal
Mexico
Argentina
Spain Italy
Brazil
Tunisia
Algeria
Singapore
Egypt
Hong Kong
Philippines
South Africa Poland
Lebanon
Norway
UAE
“Hang Out” or waste time
Feel like you belong
Meet new people
Have fun/be entertained
Share new experiences
Express yourself
Keep up to date
Lithuania
KSA
Ukraine
Macedonia
Serbia
Latvia
Romania
Ecuador
Estonia
Slovakia
Stay in touch with friends Manage my life better
Croatia
Switzerland
Vietnam
Taiwan
Finland Ireland Greece
Chile
Colombia
Puerto Rico Qatar
Oman
Kuwait
Bahrain
France
QUESTION: “Which of these online applications [Social networks
e.g. facebook.com] does a good job when you want to…?” - By country
SELF-IMPROVEMENT
ENABLEMENT
FUN
CONNECTION
THE POWER OF SOCIAL
The business of social | Social media tracker 2012
The value of social experiences
• A word that is frequently used in social marketing is ‘Engagement’, often when citing the
power of social media and the opportunity it brings for marketers. There is nothing wrong
with this; it’s a worthy ambition for a brand to try to engage with their consumers. The
problem is that engagement is essentially a meaningless term. It could mean
anything or everything and is really just used as a proxy for more meaningful brand
objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental
questions: do consumers want a social relationship with brands and if they do what kind
of relationship do they want? This information has allowed UM to guide clients in the
social space by understanding the needs of the consumer first and foremost.
• With Wave 6 – The Business Of Social we have taken things a step further. Not just
understanding the social experience that consumers want but also, crucially, defining the
marketing value that these experiences can deliver to brands. This means we can not
only identify the right experiences but also those that best meet our marketing
objectives. The results of this research have truly been surprising and allowed us to
further understand the incredibly diverse world of social media. Also, in the space of
social CRM, the results have some profound things to say about how brands connect
with consumers to create the most compelling experiences of all.
The business of social | Social media tracker 2012
Social experiences not Likes
I want no interaction
Access to news about new developments
Discount vouchers
Access to fun and entertaining content
An opportunity to learn something new
A personal response to my issues/complaints
Access to unique sponsored events or competitions
An opportunity to develop my skills
The ability to communicate and share experiences with others
Tools to help me express my creativity and make something worth sharing
To be part of a brand community
The ability to influence product development HIGH INVOLVEMENT
LOW INVOLVEMENT
The business of social | Social media tracker 2012
Social needs vary by category….
0%
10%
20%
30%
40%
50%
Access to news about newdevelopments & software upgrades
The ability to contact computersoftware companies and influence
product development
An opportunity to learn somethingnew about different applications
An opportunity to develop mysoftware skills
The ability to communicate andshare experiences with other users
Tools and help to express mycreativity and make something worth
sharing
A personal response to myissues/complaints
Access to fun and entertainingcontent
Access to unique sponsored eventsor competitions
Discount vouchers for computersoftware or free software downloads
To be part of a brand community
QUESTION: “Thinking about companies that make computer software, which of following
statements describes the kind of interaction you would like to have with these companies?”
Computer
software
The business of social | Social media tracker 2012
How we define the value of social experiences
Giving you a detailed understanding
Making the company more desirable
Making you feel closer to the company
Encouraging you to try
Encouraging you to buy
Making you feel valued as a customer
Makes you want to spend more time with the brand
Encouraging you to recommend to others
AWARENESS
EDUCATION
DESIRE
SEEK MORE
TRIAL
TRANSACTION
COMMITMENT
INVOLVEMENT
RECOMMENDATION
Letting you know about the company
The business of social | Social media tracker 2012
And these experiences deliver very different
outcomes
QUESTION: “Thinking about the interactions that you have indicated you would like to
have with companies that make computer software, which interaction is best…?”
Access to news about
new developments and
software upgrades
Computer
software
The ability to contact
computer software
companies and influence
product development
Discount vouchers for
computer software
companies or free
software downloads
The business of social | Social media tracker 2012
The same experiences deliver different outcomes
by category
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that
make computer software and with companies that produce and distribute movies, which interaction is best…?”
The ability to contact
computer software
companies and influence
product development
The ability to contact film
makes / movie studios
and influence movie
development
The business of social | Social media tracker 2012
This allows us to be far more focussed on delivering
social experiences that meet our objectives
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies
that make computer software, companies that make computer hardware, companies that are involved in the
fashion industry and companies & artists that make & distribute music, which interaction is best…?”
20%
25%
30%
35%
40%
45%
50%
Access to
breaking
news or
product
launches
Ability to
contact
companies
& influence
product
development
Opportunity
to learn
more
Opportunity
to develop
skills
Communicate
& share
experiences
Tools to
express my
creativity
& make
something
worth
sharing
A personal
response to
my issues /
complaints
Access to
fun &
entertaining
content
Access to
unique
events or
competitions
Discount
vouchers
To be part of
a brand
community
Computer Software
Fashion
Computer Hardware
Music
The business of social | Social media tracker 2012
The most powerful social experience?
QUESTION: “Thinking about the interactions that you have indicated you would like to have
with companies in these categories, [A personal response to issues and complaints] is best at…?”
Travel
Movies
Health & Beauty
Fashion
Luxury
Telecoms
Computer hardware
The business of social | Social media tracker 2012
A personal response to issues/complaints
QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in
the computer software category, [A personal response to issues and complaints] is best at…?” By which
statement best describes your relationship with the computer software category
Consider myself a “fan”
of a brand in this
category
Need lots of information
before buying
I often talk about this
category
Computer
software
The business of social | Social media tracker 2012
The Power of Social Experiences
• A key element for making the social network platforms accountable tools for marketers is
being able to evaluate the value they bring to brands. This effort begins with
understanding the intrinsic values of the social media platforms and the power of the
experiences they can deliver. Wave 6 – The Business Of Social has begun to answer
this question and now allows UM to plan social strategies from the starting point of brand
or business objective. We think this is an important step towards using social media in a
more focussed and value driven way.
• This approach also has implications for social CRM. Social media platforms, such as
Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active
way to deal with problems very quickly is a proven and powerful driver of loyalty.
However, responding quickly isn’t always easy and many marketing teams require input
from many other areas of the organisation before dealing with a problem. This suggests
that a social media strategy should not just be the sole domain of the marketing
department, but rather part of a company wide effort including legal, PR, customer
support and others. This requires commitment and investment but our research has
shown that those brands that accomplish this will benefit greatly.
CONNECTING WITH SOCIAL
EXPERIENCES
The business of social | Social media tracker 2012
People now have many ways to connect with the
internet
0
1
2
3
4
5
Own Have used to access theinternet
4.1
2.9
Laptop /
netbook PC
Smartphone
(eg: iPhone)
Mobile
phone
Internet-
connected
TV
Portable
MP3 / video
player
Desktop
PC
Tablet
device (eg:
iPad)
E-book
reader (eg:
Kindle)
Games
console
Portable
games
console
QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”
Average number of devices owned
and used to access the internet
The business of social | Social media tracker 2012
Mobile phone
Desktop PC
Laptop/ Notebook
Portable Mp3 / video player
Smartphone Games Console
Portable Games Console
Internet- Connected TV
Tablet e-book Reader
0%
10%
20%
30%
40%
50%
60%
70%
0% 10% 20% 30% 40% 50% 60%
% O
wn
Devic
e
% Use Device to Go Online
PC, laptop and mobile devices still the main way to
connect
QUESTION: “Which devices do you own and which have you used to access the
internet in the past 6 months?” - Size of the bubble represents % who own device.
The business of social | Social media tracker 2012
As the PC remains the most versatile internet
enabled device
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read blogsPost/write on a blog
Upload photos to photo sharing site
Watch video clips online
Shared a video with a friend
Download a podcast
Download video podcast
Managed a social network profile
Visited a friend's social network page
Used instant messenger
Visited a company/brand website
Used search engine
Wrote/sent a message on microblog
Read a message on microblogVisited a forumSent a text message
Downloaded & used an app
Used a cloud-based musicreccommendation service
Take part in multi-player game online
Visited a professional social network
Joined an online community
Made a purchase
Watched live TV
Searched for a location
Read a digital newspaper/magazine
Read a book
Shared your location via location-basedsocial network
Browsed the internet
Joined a group buying community
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
Laptop /
notebook PC
Desktop
PC
Smartphone
(eg: iPhone)
Tablet
(eg: iPad)
Mobile
phone
E-book reader
(eg: Amazon kindle)
Internet-
enabled TV
Games
console
Portable MP3
/ video player
Portable
games
console
The business of social | Social media tracker 2012
Although we can see that smartphone penetration is
growing rapidly
% own a smartphone
>60%
50-60%
40-50%
30-40%
<30%
38%
37%
43%
59%
28%
8%
62
%
40%
2
0
%
37%
2
9
%
23%
28
%
45%
35%
27
%
37%
44%
53%
42% 39% 22%
27%
9%
33% 47%
40%
25
%
18% 43%
44%
67%
43%
43%
34%
38%
37% 59%
61% 22%
44%
38%
41%
42%
24%
34% 11% 28%
45% 45%
26% 37%
36%
20% 25%
29%
36%
16%
24%
34% 45%
31%
11%
QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)
The business of social | Social media tracker 2012
With tablet penetration slowly catching up
18%
19%
14%
33%
10%
5%
11%
11%
2
0
%
15%
2
9
%
5%
34
%
16%
12%
12
%
12%
14%
12%
11% 13% 11%
4%
21%
17%
12%
10%
8% 20%
20%
28%
19%
12%
22% 19%
17% 32%
16% 8%
14%
11%
14%
11%
6%
8% 2%
6%
10% 18%
12% 37%
9%
6%
5%
5%
5% 6% 6%
6% 11%
12%
14%
11%
% own a tablet device
>20%
15-20%
10-15%
5-10%
<5%
QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)
The business of social | Social media tracker 2012
Socialize with others
Be creative
Have fun/ Be entertained
Access Information
quickly
Read content
Manage my life Relax
Hang out or waste time
Play a game Learn something new
Watch content
Make a purchase
Research something thoroughly
Ward Off Boredom
Find your way
Get something done
Organize something
Explore the world
20%
25%
30%
35%
40%
45%
50%
55%
20% 25% 30% 35% 40% 45% 50% 55%
% S
mart
ph
on
e O
wn
ers
% Tablet Owners
Smartphones are
better when you want
to….
Different devices are seen as better at doing
different things
Tablets are better
when you want
to….
QUESTION: “You have indicated you own these devices, which of these devices do you
think does a good job when you to… Smartphone Owners vs. Tablet Owners.
The business of social | Social media tracker 2012
What impact does multiple devices have on media
consumption?
0
2
4
6
8
10
12
14
16
1 2 3
Avera
ge h
ou
rs s
pen
t co
nsu
min
g m
ed
ia in
last
7 d
ays
Number of devices used to access the internet
QUESTION: “Approximately how much time have you spent consuming the
following media in the last 7 days by the number of devices used to access the internet”
Browsing the
internet
TV
Social networks
Magazines
Newspapers
The business of social | Social media tracker 2012
Connecting devices to experiences
QUESTION: “You have indicated you own these devices,
which of these devices do you think does a good job when you to…”
INFORMATION
ACTION
FUN
ORGANISATION
Laptop/Netbook P.C.
e-book Reader
Smartphone Internet
Connected TV
Portable Games Console
Desktop
P.C.
Tablet device
Learn Something
New
Portable
mp3/video
player
Games Console
Get Something Done
Find My Way
Manage My
Life
Research
Something
Thoroughly
Make a Purchase
Ward Off Boredom
Relax
Socialise With Others
Organise
Something Read Content
Explore the World
Around Me
Have Fun/ Be
Entertained
Play a Game
Access
Information
Quickly
Be Creative
Watch
Content
“Hang Out” or
Waste Time
Mobile Phone
THE IMPACT: SUMMARY
The business of social | Social media tracker 2012
The impact: summary
• Our research shows that social experiences can be very powerful, creating
strong connections with the consumer. However, it also shows that knowing this
is not enough. We also need to know the value that these bring. These
experiences need not be complicated. The consumer is often the most powerful
advocate and ally of a brand: Wave 6 - The Business Of Social demonstrates
that even simply responding to a customer’s problems creates more loyalty and
advocacy than any reward programme could.
• So it is no good spending time and investment on a social experience that you
don’t know the value of or doesn’t meet your brand’s challenges. It’s necessary
to look at both the consumer’s needs and your own objectives if you are to build
something that not only connects to the consumer but also helps build value for
your brand.
The business of social | Social media tracker 2012
“Is Social Media working for you? Or
are you working for Social Media?”
THANK YOU
The business of social | Social media tracker 2012
Devices
Laptop Desktop
PC
Smart
phone
Tablet
Computer
Mobile
phone
E-reader Internet
connected TV
Games
console
Portable
games
console
MP3
player
The business of social | Social media tracker 2012
Catagories
Computer
Hardware
Computer
Software
Telecoms Luxury Music
Health &
Beauty
Movies Fashion Travel Food
The business of social | Social media tracker 2012
Communication
Social
Media
Instant
Messenger
Forum/
Message
boards
My
personal
Blog
Face to
Face
Text Message
(SMS)
Brand
Website
Post/
letter
Phone
The business of social | Social media tracker 2012
Activities
Join a
Celebrity
Group
Make
Contacts
for Work
Dating Blog Display
my
Interests
Message
Friends
Join Interest
group/ Cause
Update
Profile
Remove a
friend
Used Live
Chat
The business of social | Social media tracker 2012
Activities cont…
Play
Games
Join a
Group
Organise
an Event
Purchase
Something
Shared
your
Location
Upload a
Photo
Upload a
Video
Update
your
Staus
Use a
‘Like’
Button
The business of social | Social media tracker 2012
Activities cont…
Visit a
photo
sharing
website
Visit a
message
board /
forum
Find old
friends
Find new
friends
Affiliate
with/ fan
of brand