15 countries 7,500 respondents

The business of social | Social media tracker 2012

15 countries7,500 respondents






October 1999: Launch

March 2002: Launch

January 2003: Launch

June 2003: Launch

September 2003: Launch


December 2004: Launch

March 2005: Launch

August 2005: Launch

February 2006: Launch

September 2006: Launch



May 2003: Launch

August 2003: Launch

February 2004: 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 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


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


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?”


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

Email

Social networks

Microblogging sites

Mobile phone

Blogs

Video sites

109

67

46

56

1313

777

9

56

810

67

Everyone

16-24 year olds


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

Email

Face to face

Text message (SMS)

Post/Letter


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


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%


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?


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]”


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%


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


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


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


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 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?”


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


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


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


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


Discount vouchers for computer software companies or free software downloads


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 film makes / movie studios and influence movie development


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 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


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


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?”


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.


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


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.)


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..)


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.


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


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


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


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


“Big quote”

THANK YOU

15 countries 7,500 respondents

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Transcript of 15 countries 7,500 respondents