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The business of social | Social media tracker 2012
15 countries7,500 respondents
21 countries10,000 respondents
29 countries17,000 respondents
38 countries23,200 respondents
62 countries42,000 respondents
54 countries37,600 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 thefastest growing company of all time
December 2010: 100M usersjust 2.5 months after launch
April 2011:Valued at >$36Bn
June 2011: Launch
September 2011:QQ IM – over700M active users
The business of social | Social media tracker 2012
The expanding Wave universe
Wave 1Australia
ChinaFrance
GermanyItaly
IndiaJapanKorea
MexicoPhilippines
RussiaSpain
UKUS
62countries
Wave 2Australia
BrazilChina
FranceGermany
GreeceIndiaItaly
JapanKorea
MalaysiaMexico
PakistanPhilippines
RussiaSingapore
SpainTaiwan
ThailandUKUS
Wave 3Australia
AustriaBrazil
CanadaChina
Czech RepublicDenmark
FranceGermany
GreeceHong Kong
HungaryIndiaItaly
JapanKorea
MexicoNetherlands
PakistanPhilippines
PolandRomania
RussiaSpain
SwitzerlandTaiwanTurkey
UKUS
Wave 4Australia
AustriaBelgium
BrazilCanada
ChinaColombia
Czech RepublicDenmarkEcuadorFinlandFrance
GermanyHong Kong
HungaryIndiaItaly
JapanKoreaLatvia
LithuaniaMalaysia
MexicoNetherlands
NorwayPeru
PhilippinesPoland
PortugalRomania
RussiaSingapore
South AfricaSpain
SwedenTurkey
UKUS
Wave 5Algeria
Argentina Australia
AustriaBahrainBelgium
BrazilCanada
ChileChina
ColombiaCzech Republic
DenmarkEcuador
EgyptEstoniaFrance
GermanyHong Kong
HungaryIndiaItaly
Ireland (ROI)JapanKorea
KSAKuwaitLatvia
Lebanon LithuaniaMalaysiaMexico
Netherlands Norway
OmanPhilippines
PolandPortugal
QatarRomania
RussiaSerbia
SingaporeSlovakia
South Africa Spain
SwedenTaiwan
ThailandTunisiaTurkey
UAEUK
UkraineUS
41,738respondents
Wave 6Algeria
Argentina Australia
AustriaBahrainBelgium
BrazilCanada
ChileChina
ColombiaCroatia
Czech RepublicDenmarkEcuador
EgyptEstoniaFranceFinland
GermanyGreece
Hong Kong Hungary
IndiaItaly
Ireland (ROI)Japan
KSAKuwaitLatvia
Lebanon LithuaniaMalaysiaMexico
Netherlands Norway
OmanPhilippines
PolandPortugal
Puerto RicoQatar
RomaniaRussiaSerbia
SingaporeSlovakia
South AfricaSouth Korea
SpainSweden
SwitzerlandTaiwan
ThailandTunisiaTurkey
UAEUK
UkraineUS
Vietnam
SOCIAL MOVEMENTS
The business of social | Social media tracker 2012
Growth in social networking has slowed
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)”
USA33.1% 48.3% 58.1% 64.5%
China47.4% 51.4% 68.4% 68.9%
Russia64.8% 66.1% 79.8% 77.1%
UK53.4% 55.5% 58.6% 62.9%
India51.4% 62.8% 72.5% 67.1%
Italy24.0% 34.4% 53.9% 61.2%
Germany27.2% 36.6% 37.8% 53.1%
Brazil29.9% 53.9% 74.5% 74.3%
Spain29.9% 46.2% 55.5% 59.6%
France26.3% 43.4% 53.2% 53.5%
3 4 5 6
Wave:
Global45.1% 51.4% 61.4% 65.2%
Wave 3
Wave 4
Wave 5 Wave 6
The business of social | Social media tracker 2012
But as profile creation begins to plateau, active management still grows
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
109
67
46
56
1313
777
9
56
810
67
Everyone
16-24 year olds
The business of social | Social media tracker 2012
And the number of social contacts continues to grow
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 20110
10
20
30
40
50
60
70
80
Ave
rage
num
ber o
f peo
ple
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
Wave 1 2006
Wave 2 2007
Wave 3 2008
Wave 4 2009
Wave 5 2010
Wave 6 2011
20%
30%
40%
50%
60%
70%
80%
90%
% E
ver D
one
2010 may prove to be the peak for many other social platforms
FIGURE 5: “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 amessage 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 5Wave 6
4 5 6
Wave:
USA8.5% 18.8% 22.1%
China26.3% 53.1% 71.5%
Russia14.2% 19.9% 25.8%
UK6.4% 19.3% 62.8%
Brazil13.4% 43.9% 47.6%
India24.4% 45.5% 42.9%
Italy9.4% 11.1% 17.7%
Spain11.5% 19.1% 24.8%
Germany6.2% 7.7% 15.9%
France4.1% 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:
China74.9% 75.7% 79.6% 81.4%
Russia59.3% 54.6% 63.4% 52.4%
UK50.7% 41.3% 40.8% 45.5%
Brazil74.5% 70.9% 72.4% 67.9%
India62.2% 63.1% 63.3% 55.6%
Italy61.9% 51.0% 51.5% 51.7%
Germany35.2% 36.3% 29.6% 39.3%
Spain63.6% 55.9% 60.3% 55.8%
France45.6% 50.2% 46.7% 43.9%
USA45.6% 50.2% 46.7% 44.9%
Global55.3% 60.6% 64.5% 63.2%
Wave 6Wave 5Wave 4Wave 3
WILL PRIVACY SLOW
SOCIAL?
The business of social | Social media tracker 2012
Wave 4 2009 Wave 5 2010 Wave 6 201130%
35%
40%
45%
50%
55%
I worry about missing out on something if I don't visit my social network Social networking sites (e.g. facebook.com) are an integral part of social life
% A
gree
Wave 4 2009 Wave 5 2010 Wave 6 201150%
55%
60%
65%
70%I am concerned about the amount of personal data that goes online
% A
gree
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
Sharing personal data is an accepted risk
QUESTION: “What have you done with your social networking profile?, amongst those who have used a social network in the past 6 months”
Messagefriends
Updatemy profile
Uploadphotos
Find oldfriends
Updatemy status
Findnew friends
Usedlive chat
Used a“like”
button
Playgames
Displaymy interests
Joina group
RemovedSomeonefrom my
friend list
Join anInterestgroup orcause
Uploadvideos
Write ablog
Affiliatewith or
become fan of abrand
SharedYour
location
MakeContactsfor work/
Professionalreasons
Purchasedsomething
Organiseevents
Dating Join aCelebrity
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
50% 55% 60% 65% 70% 75%35%
40%
45%
50%
55%
60%
65%
70%
75%
China
USA
Brazil
Russia
Germany UK
Mexico
France
Egypt
S Korea
Japan
Canada
Italy
SpainTurkey
India
Poland
% agree concerned about the amount of personal data that goes online
% a
gree
soc
ial n
etw
orki
ng is
an
inte
gral
par
t of m
y so
cial
life
Social networking more important
Some of the biggest social populations are also the most concerned suggesting it will not curtail growth
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
The business of social | Social media tracker 2012
FACEBOOKIS THE MOSTSEARCHED FOR WORD ON THE INTERNET
1. Facebook2. YouTube3. Facebook Login4. Craigslist5. Facebook.com6. Yahoo7. eBay8. www.facebook.com9. Mapquest10. Yahoo.com
SOURCE: EXPERIAN HITWISE
TOP 10US SEARCH TERMS
JANUARY 2012
The business of social | Social media tracker 2012
10.29%
ACCOUNTED FOR
OF ALL WEBSITE VISITSIN THE UNITED STATES
1. google.com2. facebook.com3. youtube.com4. yahoo.com5. baidu.com6. wikipedia.org7. live.com (Windows Live)8. blogspot.com9. twitter.com10. QQ.com
SOURCE: ALEXA.COM
TOP 10WEBSITESGLOBALLY
FACEBOOK ALSO
A 15% INCREASE FROM 2010
The business of social | Social media tracker 2012
Is the world abandoning the brand website?
Wave 3 2008
Wave 4 2009
Wave 5 2010
Wave 6 2011
60%
65%
70%
75%
80%
85%
90%
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
Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 201160%
65%
70%
75%
80%
85%
90% 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...”
Meet new peopleStay 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
0%
50%
Official brand websites
Forums
Photo/Video sites
Microblogs
Blogs
Social networks
The business of social | Social media tracker 2012
Needs of the global social network community
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
MalaysiaSeek other people’s opinions
Belgium
Denmark
UK
CanadaUSA
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
VietnamTaiwan
FinlandIrelandGreece
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 BUSINESS OF SOCIAL
The business of social | Social media tracker 2012
Social needs vary by category….
Access to news about new developments & software upgrades
The ability to contact computer software companies and influence product development
An opportunity to learn something new about different applications
An opportunity to develop my software skills
The ability to communicate and share experiences with other users
Tools and help to express my creativity and make something worth sharingA personal response to my issues/complaints
Access to fun and entertaining content
Access to unique sponsored events or competitions
Discount vouchers for computer software or free software downloads
To be part of a brand community
0%
10%
20%
30%
40%
50%
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?”
Computersoftware
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
Computersoftware
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 havewith 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
Computersoftware
CONNECTING WITH SOCIAL
EXPERIENCES
The business of social | Social media tracker 2012
People now have many ways to connect with the internet
Own Have used to access the internet 0
1
2
3
4
5
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?”
The business of social | Social media tracker 2012
0% 10% 20% 30% 40% 50% 60%0%
10%
20%
30%
40%
50%
60%
70%Mobile
DesktopPC
Laptop/Notebook
Portablemp3 Smartphone
GamesConsole
PortableGames
ConsoleInternet-
Connected TV
Tablete-bookReader
% Use Device to Go Online
% O
wn
Devi
cePC, 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 P.C. remains the most versatile internet enabled device Read blogs Post/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 music reccommendation 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-based social network
Browsed the internetJoined a group buying community
0%
50%
100%
QUESTION: “Which activities have you carried out using each device in the past 6 months?”
Laptop / notebook PC
DesktopPC
Smartphone(eg: iPhone)
Tablet(eg: iPad)
Mobilephone
E-book reader(eg: Amazon kindle)
Internet-enabled TV
Gamesconsole
Portable MP3/ video player
Portablegamesconsole
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%
20%
37%
29%
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%
20%
15%
29%
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
20% 25% 30% 35% 40% 45% 50% 55%20%
25%
30%
35%
40%
45%
50%
55%
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
% Tablet Owners
% S
mar
tpho
ne O
wne
rs
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?
1 2 30
2
4
6
8
10
12
14
16
Number of devices used to access the internet
Ave
rage
hou
rs s
pent
con
sum
ing
med
ia in
last
7 d
ays
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
SmartphoneInternetConnected
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
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 developmentHIGH INVOLVEMENT
LOW INVOLVEMENT
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
AWARENESSEDUCATIONDESIRESEEK MORETRIALTRANSACTIONCOMMITMENTINVOLVEMENTRECOMMENDATION
Letting you know about the company
The business of social | Social media tracker 2012
“Big quote”
THANK YOU