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CRACKING THESOCIAL CODEThe Story of Why
Even the most superficial social interaction online is driven by a consumer need. Wave’s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression, Recognition and Learning.Wave has also shown us that meeting these needs can play a key part in building brands and driving sales. For example is the need state that drives for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy.
Consumers are entering into a ‘value exchange’ with brands that meet these needs and they are happy to disclose personal data if it means they receive a better online experience.Whilst these 5 basic needs don’t change, the ability of technology to meet them is in constant flux – and brands need to understand exactly what consumers want from different devices. The growth of the smartphone in particular is transforming both the device and social platform landscape.So it’s no longer enough to simply track the latest trends because much of what we see is background noise or worse, a complete distraction. What we really need to do is understand the motivations behind these trends and only then look at when and how consumers are doing them.
ExecutiveSummary
• At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth.
• The Wave project is where Curiosity Works come to life. Each Wave study is run in collaboration with over 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM’s culture of collective Curiosity.
What isWaveWave is an annual social media study conducted by UM. It is the longest-running and most ambitious of its kind. Launched in 2006, Wave measures the scale and impact of social media across the globe, exploring the changes occurring in communication technologies. Wave 7 includes data on active internet users from 65 countries, representing more than 1 billion active internet users. Wave has become an invaluable tool for brand marketers eager to stay informed about social media trends and consumer insights. Wave Methodology• Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison
across Waves• The project is lead by the UM G14/EMEA Research team• We have surveyed 48,945, 16-54 year-old Active Internet Users in 65 countries• Representing the views of over a billion people• 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.
pre-2003
2007 2008 2009 2010 2011 2012 2013
2003
2004
2005
2006 9 January 2007Apple launch the first iPhone
March 2007Tumblr launches
April 2008Facebook overtakes MySpace in popularity
August 2008Facebook has over 100M users
20 September 2008The launch of the first Android phone
7 October 2008Spotify launches
11 March 2009Foursquare launches
19 June 2009Farmville launches
July 2009There are now more than 3.6bn images on Flickr
August 2009Xiaonei becomes RenRen
February 2011Linkedinreaches 100M members
4 April 2011Valued at over £3Bn
28 June 2011GooglePlus launches
30 June 2011Twitter: 200M+ tweets per day
September 2011QQIM has 700M+ active users
September 2011Snapchat launches
December 2011Facebook has over 845M active users
February 2010Facebook Mobile has 100M+ users
3 April 2010The first iPad released
30 July 2010100M check-ins
August 2010Groupon: ‘fastest growing company of all time’
15 October 2010‘The Social Network’ film released
21 December 20102.5 months after launch, Instagram has 100M users
April 2012Facebook buys Instagram
May 2012Facebook floats on NASDAQ
June 2012500M+ users on Twitter
June 2012NSA scandal
August 2012Vine has over 40M users
October 2012Facebook has over 1Bn users
15 countries7,500 respondents
21 countries10,000 respondents
29 countries17,000 respondents
38 countries23,200 respondents
54 countries37,600 respondents
62 countries42,000 respondents
72 countries49,600 respondents
The WaveStory
65countries
48,945
respondents
Wave 1AustraliaChinaFranceGermanyItalyIndiaJapanMexicoPhilippinesRussiaSouth KoreaSpainUnited KingdomUnited States
Wave 2AustraliaBrazilChinaFranceGermanyGreeceIndiaItalyJapanMalaysiaMexicoPakistanPhilippinesRussiaSingaporeSouth KoreaSpainTaiwanThailandUnited KingdomUnited States
Wave 3AustraliaAustriaBrazilCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanMexicoNetherlandsPakistanPhilippinesPolandRomaniaRussiaSouth KoreaSpainSwitzerlandTaiwanTurkeyUnited KingdomUnited States
Wave 4AustriaBelgiumBrazilCanadaChinaColombiaCzech RepublicDenmarkEcuadorFinlandFranceGermanyHong KongHungaryIndiaItalyJapanLatviaLithuaniaMalaysiaMexicoNetherlandsNorwayPeruPhilippinesPolandPortugalRomaniaRussiaSingaporeSouth AfricaSouth KoreaSpainSwedenTurkeyUnited KingdomUnited States
Wave 5AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCzech RepublicDenmarkEcuadorEgyptEstoniaFranceGermanyHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited Kingdom
Wave 6AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited KingdomUnited StatesVietnam
Wave 7AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBosnia & HerzegovinaBrazilBulgariaCanadaChileChinaColombiaCote d’IvoireCroatiaCzech RepublicDenmarkDominican RepublicEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIndonesiaIreland (ROI)IsraelItalyJapanKenyaKuwaitLatviaLebanonLithuaniaMacedoniaMalaysiaMexicoNetherlandsNigeriaNorwayOmanParaguayPeruPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUkraineUnited Arab EmiratesUnited KingdomUnited StatesVietnam
The Wave universenow fully representsthe world
THE SEARCH FORMEANINGIS THE SEARCH FORWHY
7 years of asking WHY has shown us that
5 needs
underpin all social behaviour
Desirability Feel valued Spend more time
Word of mouth
Sales
Needs
DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING
build brands
WE HAVEMANYTRENDS
Q: Time spent last week…Base: Singapore
6 hours
9 hours
Digitization istaking over share-of-time
Top activities on the internet
Watch video clips online
Use instant messenging service
Visit a friend's social network page
Visit an official company/brand website
Download and used an application
Manage a profile on a social network
Read blogs / weblogs
Visit a message board/forum
Joined a professional social networking site
Upload my photos to a photo sharing site
84%
79%
78%
75%
75%
70%
62%
60%
51%
51%
Q: Thinking about using the internet, which of the following activities have you ever done?Base: Singapore – Past 6 Months
Take part in a multi player game online
Share your location via a location based social network
31%37%
44%50%
Joined a professional social networking site 35%
51%
Upload my photos to a photo sharing site 46%
51%
Use a micro blogging service 33%
40%
Activities that showed significant jump from last
year
Internet satisfies thecore human needs
SOCIALISATION
LEARNING
PROGRESSION
RECOGNITION
Meet new people Stay in touch with friendsFeel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Relax/escape
Make moneyBuild your careerMake contacts for workExpress & share emotion
Have fun/be entertained
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around youSeek other people's opinions
-
50
100
MicroblogsPhoto/Video SitesSocial NetworksBrand Websites
Socialisation is
Q: Which of these applications does a good job when you want to…Base: Singapore - Accessed social networking site in past 6 months
RELATIONSHIP
DIVERSION
a day-to-day imperative
…across markets in Asia
Q: Which of these applications does a good job when you want to…Base: Individual Markets - Accessed social networking site in past 6 months
LEARNING
RECOGNITION
RELATIONSHIP
DIVERSION
Meet new peopleStay in touch with friendsFeel like you belong
Share knowledge
Share new experiences
Keep you company
Express & share emotion
Have fun/be entertained
Express yourselfChange opinions
Promote yourselfEarn respectMake money
Build your career
Make contacts for work
Be creative
Hang out or waste time
Relax/escape
Learn something new
Keep up to dateExplore the world around you
50
100
Singapore Thailand Indonesia Phillipines VietnamMalaysia
… even surpassing
Q: Which of these applications does a good job when you want to…Base: Individual Clusters - Accessed social networking site in past 6 months
LEARNING
RECOGNITION
RELATIONSHIPMeet new people Stay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Relax/escape
Make moneyBuild your careerMake contacts for work
Express & share emotion
Change opinions
Promote yourself
Earn respect
Express yourself
Learn something new
Keep up to date
Explore the world around you
50
100
Global SEA APAC
the global benchmark
Power of Facebook shows
Facebook YouTube Google+ Twitter Instagram LinkedIn Tumblr Pinterest Foursquare0
50
100
Once a day or more Series4-6 times a week 2 1-3 times a week Once every 2-4 weeks Less often
Q: Which of the social networking sites you accessed and how many times you accessed…Base: Singapore
no sign of decline in Singapore
Virtual sharing is
Q. Thinking about the things you have shared with others, please select below the means by which you have shared them (Often or sometimes)Base: Singapore
Face
to
face
In a
con
vers
atio
n ov
er t
he p
hone
Via
a te
xt m
essa
ge
Via
a so
cial
net
wor
k (e
.g. F
aceb
ook)
Via
emai
l
Via
a bl
og o
r fo
rum
Via
a m
essa
ging
ser
vice
(e.g
. Wha
tsap
p)
Via
a m
icro
blog
ging
ser
vice
(e.g
. Tw
itte
r)
Via
an a
pplic
atio
n/ a
pp o
n a
mob
ile/ t
able
t
Via
a re
view
web
site
0%
20%
40%
60%
80%
100%
on its way to overtake F2F sharing
MOBILITY
Desktop
Full-sized Tablet e.g. iPad, Samsung Galaxy
Mobile phone
Portable Games Console e.g. PSP
Smart TV/internet-connected set-top box
Convertible Touchscreen Laptop/Tablet Device
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Devices Owned
Q: Which of the following devices do you own?Base: Singapore
Wave 6 7
The world is goingsmart and mobile
Desktop Laptop Smartphone Tablet
52%
77%
58%
20%
43%
76% 78%
18%
Online Activities Done Via Each Device
More devices mean
Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities? BASE: Singapore - all who own each device
Wave 6 7
more access pointsand more often
Global
Austr
alia
Brazil
China
France
German
yInd
iaIta
lyJap
anMex
icoRu
ssia
South
Korea
Spain UK US
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Laptop is still the most versatile device globally except in Korea where smartphones are dominant
Q: Which of the following (Tablet, Smartphone, Laptop) does a good job when you want to….? Average number of uses each device is considered useful forBase: Global
Tablet
Smartphone
Laptop
PRIVACY
Online privacy is a
Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online”.BASE: Wave 7 Priority Markets
70.6%
70.1%
67.6%66.6%
57.3%69.1%
63.4%69.8%
63.6%
70.6% 66.0%
69.5%
58.1%
72.1%
71.7%
54.3%
50.3%59.1% 52.2%
70.1%
72.5%
74.9%
66.4%
71.9%79.5%
60.7%
65.2%
67.7%
64.7%
4.8%55.4% 60.4%
67.4%
59.8%65.6%
52.7%67.6%
77.4%
Key70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%
major concern the world over
But we haven’t seen a
Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online”.BASE: Singapore
I am concerned about the amount of personal data online
70% 69%
Wave 6 7
seismic shift inconsumer concern
In fact there has been an uplift in joining brand communities
Q: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum.BASE: Singapore
40%49%
Wave 6 7
But it’s a fragile balance
Q: Below is a list of statements. Please answer reflecting your opinion.Base: Singapore
30%9%
39%
27%
Somewhat agreeCompletely agree
69% 36%
UNLOCKINGTHE POWEROF TRENDS
Socialize with othersBe creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a gameManage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world around you
Learn something new
Research something thoroughly
0%
50%
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Smartphones help in accessing information quickly and finding your way through apps
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own smartphones
Socialize with othersBe creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a gameManage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world around you
Learn something new
Research something thoroughly
0%
50%
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Tablets are for
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own mini tablets
entertainment and relaxation
Socialize with othersBe creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a gameManage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world around you
Learn something new
Research something thoroughly
0%
50%
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Laptops are for consuming content and researching something thoroughly
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own laptops
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Relax/escape
Make money
Build your careerMake contacts for work
Express and share emotion
Have fun/be entertained
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around you
Seek other people's opinions
0%
10%
20%
30%
40%
RELATIONSHIP
DIVERSION
LEARNING
Users are learning
Q: Which of these online applications does a good job when you want toBASE: Singapore – Accessed brand website in the last 6 months
PROGRESSION
Wave 7Wave 6
RECOGNITION
through brand websites
… and joining brand communities to get advance notice on products and avail discounts and coupons
To s
uppo
rt a
cau
se I
like
To s
hare
my
appr
ecia
tion
wit
h ot
hers
To a
ssoc
iate
wit
h so
met
hing
I th
ink
is c
ool
To le
arn
mor
e ab
out
it
To fe
el p
art
of a
like
-min
ded
com
mun
ity
To g
et fr
ee c
onte
nt
To fi
ll ti
me/
have
fun
Beca
use
it w
as r
ecom
men
ded
to m
e
To g
et a
dvan
ce n
ews
abou
t pr
oduc
ts
To g
et a
per
sona
l res
pons
e to
an
issu
e/co
mpl
aint
To d
evel
op m
y sk
ills
To c
onta
ct c
ompa
nies
and
influ
ence
new
pro
duct
de
-ve
lopm
ent
To r
ecei
ve a
dis
coun
t, c
oupo
n or
pro
duct
tri
al
To e
nter
a c
ompe
titi
on
-
50
100
Q: How much do you agree with the following statements about why you joined a brand community?Base: Singapore – Those who joined brand communities
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Make money
Build your career
Make contacts for workExpress and share emotion
Have fun/be entertained
Relax/escape
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around me
Seek other people's opinions
0%
50%
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Microblogs are for
Q: Which of these online applications does a good job when you want toBASE: Singapore – Accessed Microblog website in the last 6 months
Wave 7Wave 6
RECOGNITION
self-expression
Meet new people Stay in touch with friendsFeel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Make money
Build your careerMake contacts for workExpress and share emotionHave fun/be entertained
Relax Escape
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around meSeek other people's opinions
0%
50%
RELATIONSHIP
DIVERSION
LEARNING
Professional Social Networks are a place to make contacts and earn respect
Q: “Please select which of them you think does a good job when you want to…BASE: Singapore – Accessed professional networking sites in P6M
PROGRESSION
Wave 7Wave 6
RECOGNITION
Device and platforms are creating a complex eco-system which are driving conversations
BUILDING THEVALUEEXCHANGE
Value Exchange
Key TakeawaysSocial media is the norm and Wave 7 shows no sign of internet fatigue. Formats are converging and the world is going smart and mobile. Not just more smartphones but more uses too. Online privacy is a concern the world over but there hasn’t been a seismic shift in consumer trustThe five needs that underpin all social behaviours: learning, relationships, diversion, progression and recognition.Communication consumption is now a complex eco-system of devices, technology and platform which continue to evolve to meet the desire for simple, contextual and niche experiences
ADDITIONAL CHARTS
Blogs are important in APAC, LATAM and Southern Europe
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Read Blogs/weblogs BASE: Wave 7 All Markets
61.4%
45.5%
83.5%
66.9%
72.1%69.9%
58.4%
49.5%
84.5%74.8%
80.4%
73.5%
54%
59.5% 56.1%
55.2%
38.6%42.2%
61.3%
61.3%
81%49%58.1%
70.8%53.4%
67%
56.44%61.2%
69%
57.5%
67.22%
60%
53.1%
54.6%70.7%
50.7%
56.15% 56.9%
48.4%
% who have read blogs in the last 6 months
58.4%
Key70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%56.5%
69.5%56.5%
59.7%
77.6%70.9%
71.5%86.6%
74.6%
85.5%74.7%
70%
84.6%
74.4%
66.5%
52.5%66.7%
80.7%
88.5%79%89.9%
76.1%
84.1% 83.7%
69.7%
83.3%
79.8%76%
80.3%
79.22%
78.4%80.1%
84.8%
80.8%
76%
73.3%66.8%
% who have visited an official company or brand site website in the last 6 months
Brand websites reach at least 70% of active internet users in most markets
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visit an official company/brand websiteBASE: Wave 7 Priority Markets
70.3%
Key70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%
68.9%
77%
72.7%
Multiplayer gaming is popular in China
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Taken part in a multi-player online game.BASE: Wave 7 All Markets
34.1%
50.48%
43.7%57.5%68%
39.7%
25.3%
64.8%18.8%
45.3%
41.7%
41.3%
41.8%
33.5%
28.1%19.4%
31.7%
43.3%39.4%
35.3%48.3%22.9%
33.29% 31%
31.6%
29.6%
48.2%31%
40.5%44.4%
44.5%
47.3%46.1%
48.2%
49.4%
32.6%
44%
31.7%
33.8%37.9%
% who have taken part in a multiplayer online game in the last 6 months
39.7%
Key70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%34.5%
56.2%