Etude Wave 3 - Social Media - Mars 08

Power to the PeoPle SoCIAl MeDIA trACKer

wave.3

Mar.08

Power to the people - Social Media Tracker Wave 3

3

Welcome to Wave 3

04 Introduction06 Methodology10 What is Social Media?12 Global Snapshot18 Blogging34 Social Networking48 Sharing Content56 Consuming Content76 Final Word

Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the hype.

The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008.

Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing.

This latest report demonstrates the continued growth of social media, the impacts of this are huge.

• The vast majority of users are producing content and there is an ongoing shift towards participation.

• Media consumption is internationalising along language lines thanks to global social platforms.

• Consumers are moving to on-demand media such as video clips and podcasts.

• The role for advertisers and brands has never had so much potential – branded applications, content and services all offer huge potential in social media.

• Emerging internet markets are leading the way in usage, closing the gap with developed countries.

Tom Smith [email protected]

Wave 3

29 Countries17,000 Internet

UsersMarch 2008

Wave 2

21 Countries10,000 Internet

UsersJune 2007

Wave 1

15 Countries7500 Internet

UsersSeptember

2006

Introduction


5

• Socialmediaisaglobalphenomenonhappeninginallmarketsregardlessofwidereconomic,social and cultural development. If you are online you are using social media

• Asianmarketsareleadingintermsofparticipation,creatingmorecontentthananyother region

• AllsocialmediaplatformshavegrownsignificantlyoverthethreeWaves – Video Clips are the quickest growing platform, up from 31% penetration

in Wave 1 to 83% in Wave 3

• 57%havejoinedaSocialNetwork,makingitthenumberoneplatformforcreating and sharing content

– 55% of users have uploaded photos – 22% of users have uploaded videos

• Thewidgeteconomyisreal – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates

• Blogsareamainstreammediaworld-wideandasacollectiverivalanytraditionalmedia – 73% have read a blog

• Theblogsphereisbecomingincreasinglyparticipatory,now184mbloggersworld-wide – The number one thing to blog about is personal life and family

• Chinahasthelargestbloggingcommunityintheworldwith42mbloggers,morethantheUSand Western Europe combined

• Socialmediaimpactsyourbrandsreputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs

Wave 3 Highlights

I use the interneteveryday / every other day

Methodology: How we did it

The research has retained a consistent methodology throughoutWave1,2and3.Allsurveyshavebeenscripted and hosted on Universal McCann’s in-house online research system,Intuition.Allsurveysareselfcompletionandthedatacollected is entirely quantitative. Every market is representative of the 16-54 Active Internet Universe. In this Wave 17,000 internet users in 29 countries were interviewed. To be included you need to be using the internet everyday or every other day.

THEACTIVEINTERNETUNIVERSE=Power to the people - Social Media Tracker Wave 3

www.f ickr.com/photos/alte

mark/3

9593

706/

7

WhytheActiveInternetUniverse?

• Astheyarethekeyleadersofsocialmediaanddriversof adoption, they are the most important consumer to understand.

• They are the most important consumer to understand the adoption of social media who are key to growing the internet.

• They make up the vast majority of social media adopters. If you’re not using the internet regularly, you’re not blogging.

• Over time, all users increase the regularity of usage. Eventually everybody will be an active user, as they have been with television.

Internet Penetration by marketInternet Penetration, all adults. Figures sourced from Internetworldstats.com

China 1

2.3%

Pakist

an 7

.3%

Philipp

ines 1

5.4%

Russia

19.

8%

Turk

ey 2

2.5%

Mex

ico 2

1.3%

Brazil

22.

4%

Poland

29.

6%

Hunga

ry 35

.2%

Roman

ia 31

.4%

Greec

e 35.

5%

Czech

Rep

ublic

49.

9%

Spain

56.

5%

Fran

ce 5

4.7%

Austri

a 56.

7%

Germ

any 6

4.6%

Italy

57.0

%

Canad

a 65.

9%

Taiw

an 6

7.4%

Japa

n 68

.7%

UK 66.

4%

Denm

ark 6

8.8%

Switz

erlan

d 69

.2%

Sout

h Kor

ea 7

0.2%

USA 7

1.4%

Hong K

ong 6

9.9%

Austra

lia 7

2.9%

Nether

lands

87.

8%

India

5.3

%

100

0

%O

nlin

e(A

llad

ults

)

In the past Waves there has been occasional mis-understanding about what the results represent, due to the fact that smaller less economically developed countries lead the way.

The reason lies in the focus of the study, which is to understand usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early adopter as opposed to the mature internet markets such as Japan and the US. This can be a factor in lower levels of adoption in penetration terms.

It must also be considered that emerging markets have lower levels of internet penetration, so the impact of social media among the country as a whole will be more measured.

Methodology: Universe sizes – putting it into context

2

3

4

20

5

7

9

13

18

6

10

3

1USA

100m19

11

814

1615

17

12

North America1 USA 100m2 Canada 7.8m

Central &South America3 Mexico 6.7m4 Brazil 13.8m

Europe5 UK 17.8m6 Netherlands 6.1m7 France 12.8m8 Switzerland 1.3m9 Spain 10.9m10 Italy 10.2m11 Denmark 1.3m12 Poland 3.6m13 Germany 18.8m14 Czech 1.9m15 Hungary 1.2m16 Romania 2.2m17 Austria 1.2m18 Turkey 5.0m19 Greece 1.2m20 Russia 8.6m

Asia & Oceania21 Pakistan 0.26m22 India 17.8m23 China 61.0m24 Hong Kong 1.8m25 Taiwan 5.4m26 South Korea 13.7m27 Japan 29.8m28 Philippines 3.7m29 Australia 5.1m

Estimatedworldwide16-54activeinternetuniverse=475musers


9

2726

22

25

28

20

18

29

23 China

61m21

24

Putting the results into context

To help provide a more complete picture, the analysis in this report puts the results into context in two ways;

1. Market by market universe estimates

2.Penetrationofusageamongall16-54s.

Both these figures are estimates based on the above universe sizes. When estimating global usage figures of different social media technologies we make the fair assumption that the vast majority of users will be active users and between the ages of 16-54.

Howdidwegettotheseuniversefigures?

Local market data from TGI, Simmons or equivalent provided penetration figures for 16-54s by market and levels of active usage. These were correlated with Internet World Stats, CIA World Factbook and Comscore.

The general rule is the more developed a market is, the higher in home and at work internet connections are, which leads to higher levels of active usage.

What is social media?

Social media is an important shift, as it summarises the importance of interaction, the consumer

and the community. The term emphasises the idea that as a collective it can have as much

impact as any traditional media platform.

In truth, to claim social media as “new” is slightly misleading. From the beginning, the internet was founded on message boards, chat rooms and

peer to peer communication. What has changed is the mass involvement that modern social platforms inspire.

Contributing to the internet has never been as accessible and less technical. Innovations in web development, computing technology and the proliferation of broadband have come together in drive monumental consumer take up. This is why the phenomenon of social media is important now – it has the potential to impact on all our media consumption therefore shifting the

emphasis from professional content producers to the consumer.

Social media represents a big improvement over Web 2.0 as a term to describe the changes that have impacted the internet. The idea that we switched from Web 1.0 to 2.0 was always a touch crude.

Thedefinition“Online applications,

platforms and media which aim to facilitate interaction,

collaboration and the sharing of content”


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11

Photo Sharing

Key Social

Platforms

VideoSharing

Podcasts

Message Boards

Chat Rooms

Social Networking

Widgets

RSS

Micro Blogging

Blogging

Global snapshot: Wave 3

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%Wave 1 Sep 06

%E

ver

done

Wave 2 Jun 07 Wave 3 Mar 08

Read blogs/weblogs

Start my own blog/weblog

Leave a comment on a news site

Watch video clips online

Download a podcast (pre-recorded radio/

audio show)

Create a profile on a social network

Subscribe to an RSS feed

Watch

video

clips

onlin

e

Read

blogs

/web

logs

Read

perso

nal b

logs/w

eblog

s

82.9%

Man

age a

pro

file on

an ex

isting

socia

l netw

ork

57.3%72.8% 67.5%

Upload

my p

hotos

to a

photo

shar

ing w

ebsit

e

52.2%

Star

t my o

wn blo

g/web

log

38.7%

Leav

e a co

mm

ent o

n a b

log

54.8%

Leav

e a co

mm

ent o

n a n

ews s

ite

Upload

a vid

eo cl

ip to

a

video

shar

ing w

ebsit

e

45.8% 38.5%

Visit a

pho

to sh

aring

web

site

63.2%

Downlo

aded

a po

dcas

t

Subs

cribe

to an

RSS

feed

45.1% 33.7%

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

Reach over time“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users


13

Daily reach

Weekly reach

Monthly reach

Watch video clips online

Read blogs/weblogs

Read personal blogs/weblogs

Visit a photo sharing website

Download a podcast

Share a video clip with a friend

Manage profile on existing social network

Post/write stories for my own blog/weblog

Visit a friend’s social network page

Upload my photos to a photo sharing website

Upload video clip to video sharing website 7%

9%

7%

8%

17%

13%

13%

19%

22%

21%

22%

7%

5%

8%

13%

11%

14%

12%

10%

10%

11%

16%

11%

12%

16%

15%

18%

21%

24%

25%

25%

27%

37%

Frequency“Thinking about using the Internet, which of the following have you ever done?” Active internet users

Read blogs/weblogs346m

Share a video clip303m

Watch video clips online394m

Read personal blogs/weblogs

321m

Manageaprofile on a social network

272m

Visitafriendssocial network page

307m

Global snapshot: Wave 3

www.fickr.com/photos/mshandro/34964515/Power to the people - Social Media Tracker Wave 3

15

Start my own blog/weblog

184m

Download a video podcast

216m

Download a podcast215m

Upload a video clip

183m

Manageaprofile on a social network

272m

Upload photos248m

Subscribe to an RSS feed

160m

16-54 active Internet users global universe estimates

www.f ickr.com/photos/grahamstanley/231628852/

Country resultsin detail

• Growthcontinuesatagloballevel

– 77% Read blogs – up 11% on Wave 2

• Saturationingrowthinsomemarkets

– South Korea, China, Italy and Russia all reached their limits of growth

• Bloggingasacollectiverivalstraditionalmedia

– 70% weekly reach

• Veryhighfrequencymedium

– 50% daily reach in Brazil and Japan

• Blogsareprimarilyacommunitymedia

– Personal blogs and friend and family blogs are number one destination for reading

• They’renotforgeeks

– Music, TV, film and News are the next highest destinations

China 8

8.1%

Mex

ico 8

7.7%

Philipp

ines 9

0.3%

Brazil

87.

1%

Taiw

an 8

6.6%

Japa

n 84

.4%

Puerto

Rico

86.

4%

India

85.

0%

Italy

78.9

%

Pakist

an 7

6.0%

Spain

77.

8%

Fran

ce 7

8%

Poland

72.

3%

Greec

e 72.

2%

Global

70.2

%

Russia

70.

8%

Czech

Rep

ublic

69.

8%

Turk

ey 6

9.6%

Roman

ia 69

.7%

Nether

lands

67.

7%

Hong K

ong 6

5.8%

UK 65.

8%

Switz

erlan

d 63

.2%

Denm

ark 6

0.8%

USA 6

0.3%

Austra

lia 6

2.0%

Austri

a 59.

7%

Canad

a 56.

6%

Germ

any 5

5.4%

Hunga

ry 50

.5%

Sout

h Kor

ea 9

2.1%

Blogging shows no signs of slowing its growing prominence in popular culture and society.

Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest.

Blog readership Wave 3“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

100

0

%E

ver

read


Reading blogs: usage trends

19

Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07

20% 15% 55%Germany

Blog readership Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe

77%Global 66%54%

62%Australia 55%21%

88%China 85%58%

79%Italy 76%79%

90%Philippines 64%33%

71%Russia

92%South Korea 91%72%

78%Spain 72%70%

66%54%UK 38%

60%USA 61%62%

78%France 77%75%

73% 72%

Reading blogs: usage trends

Frequency of readership – key markets“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only

%R

ead

31%

52%

46%

28%

17%

39%

37%

50%

29%

45%

31%

20%

23% 42% 19% 16%

40% 22% 18%

10%40% 19%

39% 13% 3%

38% 22% 11%

32% 12% 6%

40% 12% 11%

9%42% 10%

41% 21% 21%

15%38% 19%

43% 6% 5%

32% 7% 9%

40% 16% 13%Glob

al

Brazil

China

Fran

ce

Germ

any

India

Italy

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

Daily reach Weekly reach Monthly reach Less often


21

What kind of blogs do you read?“When you read blogs, which of the following topics would you read most often?” Active Internet Universe

Perso

nal b

logs (

diary

sites

)

Fam

ily of

frien

d blo

gs

News/c

urre

nt af

fairs

63.5%

Mus

ic

33.1%38.9% 29.1%

Compu

ters

24.8%

Scien

ce

Gaming

13.6%

Tech

nolog

y

20.8%

Busine

ss (g

ener

al ne

ws and

opini

on)

Spor

t

Trave

l (ho

liday

des

tinati

ons)

13.5% 22.5%

Opinion

s on

prod

ucts

and

bran

ds

26.6%

Busine

ss n

ews –

relev

ant t

o my c

urre

nt jo

b

Film

/ TV

Celebr

ities

Other

12.1% 26.4% 9.8% 6.7%16.7% 18.2%

Reading blogs: putting it in context

2

3

4

3

1USA

60.3m

Reading blogs: impact versus total marketUniverse Sizes versus total 16-54 population

China 6

.4%

India

2.3

%

Philipp

ines 6

.6%

Russia

6.7

%

Hunga

ry 10

.2%

Turk

ey 8

.2%

Mex

ico 9

.7%

Poland

10.

6%

Brazil

11.

2%

Roman

ia 11

.1%

Greec

e 13.

3%

Austri

a 14.

9%

Canad

a 20.

5%

Czech

Rep

ublic

19.

1%

Germ

any 2

1.2%

Italy

23.2

%

Fran

ce 2

1.7%

Denm

ark 2

4.6%

Hong K

ong 2

6.0%

Switz

erlan

d 26

.2%

Austra

lia 2

5.7%

UK 32.

1%

Taiw

an 3

3.0%

USA 3

3.2%

Spain

34.

3%

Japa

n 33

.1%

Sout

h Kor

ea 3

9.6%

Nether

lands

40.

6%

Pakist

an 2

.3%

45

0

%E

ver

read

North America1 USA 60.3m2 Canada 4.1m





23

2726

22

25

28

20

5

7

9

13

18

29

6 12

1023 China

53.8m19

2124

11

814

1516

17

Writing blogs: usage trends

• Continuedshiftsintoparticipation

– 45% have started a blog, up 14%

– 184m started a blog

• Asialeadstheway

– South Korea, Taiwan, China top the league table with 70%+ penetration

• Chinathebiggestbloggingmarketintheworld

– Estimated 42.5m bloggers

• Eastern Europe lowest levels of participation

– Hungary, Czech and Romania are bottom 3

• Germanyfinallyfounditsbloggingvoice

– 28% have started a blog, up from 8%

• Bloggingisacommunitymedium

– 64% write about personal life

• Contentismultimedia

– 61% post photos, 29% post videos, 24% upload music

• Blogsimpactonbrands

– 34% write about their opinions on products and brands.

Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.

China 7

0.3%

Philipp

ines 6

5.8%

Taiw

an 7

0.9%

Mex

ico 6

0.3%

Hong K

ong 5

4.5%

India

49.

0%

Brazil

50.

1%

Japa

n 47

.3%

Global

35.2

%

Puerto

Rico

36.

3%

Italy

33.3

%

Poland

30.

3%

Fran

ce 3

1.5%

Austra

lia 2

9.0%

Germ

any 2

7.8%

Austri

a 28.

6%

Russia

27.

7%

Nether

lands

27.

1%

USA 2

6.4%

Greec

e 25.

4%

Switz

erlan

d 26

.6%

UK 25.

3%

Denm

ark 2

3.2%

Canad

a 22.

5%

Roman

ia 21

.3%

Hunga

ry 7.

8%

Czech

Rep

ublic

18.

2%

Sout

h Kor

ea 7

1.7%

Spain

41.

4%

Turk

ey 3

9.2%

Pakist

an 3

8.0%

75

0

%E

ver

done

Starting a blog: Wave 3“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe


25

“Below are a

list of statements – please can you answer

reflecting your opinion.” –Responses“Definitely

Agree/SomewhatAgree”ActiveInternet

Universe

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reof

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75798654/

56% Blogging is a good way to express yourself

36% I think more positively about companies that have blogs

33% I have a favourite blog that I read regularly

32% I trust bloggers opinions on products and services

31% Blogging is an important way to socialise with friends


Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07 % start a blog

6.0% 7.5% 27.8%Germany

44.8%Global 30.6%28.3%

29.0%Australia 17.9%18.3%

70.3%China 61.1%58%

31.5%France 31.4%17.6%

33.3%Italy 26.5%22.5%

14.1% 41.0% 64.9%Philippines

27.7%Russia 21.3%14.8%

70.6%South Korea 55.2%45.5%

41.4%Spain 29.1%24.8%

25.3%18.5%UK 9.8%

26.4%USA 21.1%20.2%

Blog writing Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe


27

Frequency of writing“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only

Global

Brazil

China

Fran

ce

Germ

any

India

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

30%

37%

33%

38%

14%

23%

20%

24%

45%

30%

15%

20% 25% 15% 40%

50%24% 11%

25% 17% 28%

30% 16% 9%

25% 22% 29%

14% 9% 57%

26%39% 12%

47% 14% 25%

18%28% 16%

45% 9% 13%

24% 6% 33%

30% 13% 27%


%W

rite

% Topics written about (blog writers only)

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

20.8% 13.5% 22.5%26.6% 12.1% 26.4% 9.8% 6.7%18.2%16.7%63.5% 38.9% 29.1% 33.1% 24.8% 13.6%

Perso

nal b

logs (

diary

sites

)

Fam

ily of

frien

d blo

gs

News/c

urre

nt af

fairs

Mus

ic

Compu

ters

Scien

ce

Gaming

Tech

nolog

y

Busine

ss (g

ener

al ne

ws and

opini

on)

Spor

t

Trave

l (ho

liday

des

tinati

ons)

Opinion

s on

prod

ucts

and

bran

ds

Busine

ss n

ews –

relev

ant t

o my c

urre

nt jo

b

Film

/ TV

Celebr

ities

Other



29

% Contest posted (blog writers only)

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

Photos

Video

s

Recom

men

ded

websit

es

60.6%

Upload

mus

ic

24.3%28.8% 38.9%

(e.g

appli

catio

ns th

at dis

play o

ther

site

cont

ent

e.g p

hotos

from

a ph

oto sh

aring

site)

17.6%

Stor

ies fr

om ot

her b

logs

27.5%

Opinion

s on

prod

ucts

and

bran

ds

34.1%

Favo

urite

/ cu

rrent

ly lis

tened

to m

usic

34.5%

Other

6.6%

Writing blogs: putting it into context

2

3

4

1USA26.4m



Europe5 UK 4.3m6 Netherlands 1.7m7 France 3.8m8 Switzerland 0.5m9 Spain 4.2m10 Italy 3.4m11 Denmark 0.3m12 Poland 1.1m13 Germany 5.2m14 Czech Rep. 0.62m15 Hungary 0.06m16 Romania 0.5m17 Austria 0.3m18 Turkey 1.5m19 Greece 0.3m20 Russia 2.5m


India

1.3

%

Hunga

ry 2.

0%

Russia

2.6

%

Turk

ey 4

.6%

Roman

ia 3.

4%

Poland

4.4

%

Greec

e 4.7

%

China 5

.1%

Philipp

ines 4

.8%

Brazil

6.6

%

Mex

ico 6

.6%

Canad

a 8.2

%

Austri

a 7.2

%

Denm

ark 9

.4%

Italy

9.8%

Czech

Rep

ublic

9.5

%

Germ

any 1

0.7%

Switz

erlan

d 11

.0%

Austra

lia 1

2.0%

Fran

ce 1

0.8%

UK 12.

3%

USA 1

4.5%

Spain

18.

2%

Japa

n 18

.5%

Nether

lands

16.

2%

Hong K

ong 2

1.5%

Taiw

an 2

8.7%

Sout

h Kor

ea 3

0.5%

Pakist

an 1

.2%

35

0

%E

ver

wri

tten

Writing blogs: impact versus total marketUniverse Sizes versus total 16-54 population


31

2726

22

25

20

5

7

9

13

10 23 China42.3m

19

24

28

18

17

11

126

8

14

15 16

21

29

Blogging: the impact

All companies and brands should consider employing them to create open and honest dialogue. Any blog that spins the truth will be found out. In a world of social media honesty is the only policy.

Asacollective,theblogosphererivalsanymassmediain terms of reach, time spent and wider cultural, social and political impact. There are also major shifts into participation, pioneeredbytheAsianmarketsandnowhappeningeverywhere,even Germany. Blogging today must be embraced whether you are a marketeer, advertising professional or content producer.

www.f ickr.com/photos/wfryer/503600331/


• In the open and transparent age of social media blogs are an essential tool for reputation management and consumers have come to expect them. All companies and brands should consider employing them to create open and honest dialogue. Any blog that is spins the truth will be found out. In a world of social media honesty is the only policy.

• The collective might of the blogosphere means that today it is an obvious platform for advertising. Only a few blogs have the size to attract advertisers alone so affiliate programs and advertising networks are the way forward to reach a mass audience.

• Bloggers value advertisements, not only for the money they can bring, but the credibility they lend to their site. The role for advertising is going to be more important in the future as it becomes essential to provide free access to sites, web services and content. Everything is becoming ad supported.

• Increasingly blogs are incorporating widgets. Branded widgets are a huge opportunity and will be adopted if they provide a clear benefit for the blogger.

• The blogosphere is now so large it is an accurate barometer of consumer opinion. All brands should be using it as a means to measure consumer opinion, track response to marketing initiatives and as a forum for research.

The role

for advertising is going to be more

important in the future as it becomes essential

to provide free access to

sites.Things to watch

in the world of blogging:

Micro Blogging: Blogging in 140 characters or less. Sounds inane, but surprisingly addictive.

Check out Twitter.com and Jaiku.com Perfect for the mobile age.

Political Influence: All the candidates in the US presidential race are blogging. Barack Obama is even on Twitter. Political blogs are having more impact, check out the Daily Kos and the Drudge report.

Fake Blogs: The real pretend thoughts of the rich and famous. Check out Steve Jobs (www.fakesteve.blogspot.com) or a whole network from Hillary Clinton to Gordon Ramsay at Newsgroper (www.newsgroper.com).

Blogging Fame: Bloggers are finding fame and crossing over into professional media. Perez Hilton

(celebrity news), Robert Scoble (ex Microsoft blogger) and Michael Harrington of

TechCrunch are all examples.

33

Social networking: usage trends

Social Networks have evolved into platforms to organise users internet experience. Users are

posting a massive variety of content

www.

f ick

r.com

/pho

tos/

gust

avog

/827

9684

/


35

Social networking is evolving fast. Increasingly features such as blogging, photo sharing and video sharing are the norm. They are becoming platforms, opening themselves up to external developers to distribute their programs. They are aiming to be the one stop shop for all your internet needs. Consequently we are spending more time with them and doing more on them.

Wave 3 confirms this:• Globalpenetrationhasincreasedsignificantly

– Growth appeared to be slowing. Not so; Wave 3 is up to 58% an increase of 21%.

• Collectivelymassiveplatform

– Estimated 272m users world-wide

• Connectingpeopleglobally:emergingmarketswithhighemigration lead the way

– Philippines 83%, Hungary 80%, Poland 77%, Mexico 76%

• UKhitbytheFacebookfactor

– Usage up 32%

• USsaturatedasgrowthstallsat41%

• Brazilhasthemostactiveusers

– 56% manage their profile every day

• SocialNetworkshaveevolvedintoplatformstoorganiseusers internet experience. Users are posting a massive variety of content

– 55% uploaded photos

– 21% installed applications

– 23% uploaded video

• SocialNetworksbecomingsocialutilitiesformanagingpeer to peer relationships

– 74% use them to message friends

Hunga

ry 79

.9%

Poland

76.

8%

Philipp

ines 8

3.1%

Mex

ico 7

6.3%

Brazil

75.

7%

Pakist

an 7

2.0%

Russia

71.

1%

Taiw

an 6

3.1%

China 6

4.0%

Roman

ia 62

.5%

UK 59.

6%

Nether

lands

61.

4%

Puerto

Rico

59.

0%

Canad

a 58.

5%

Global

Aver

age 5

8.8%

Hong K

ong 5

3.2%

Austra

lia 5

0.2%

Austri

a 47.

4%

Germ

any 4

3.3%

Denm

ark 4

7.5%

Spain

43.

2%

USA 4

3.0%

Japa

n 41

.7%

Switz

erlan

d 41

.4%

Italy

38.6

%

Czech

Rep

ublic

35.

5%

Fran

ce 3

3.1%

Greec

e 41.

4%

Sout

h Kor

ea 7

0.3%

Turk

ey 6

6.0%

India

66.

0%

85

0

%E

ver

done

Belong to a Social Network Wave3“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe



37


57.5%Global 36.2%27.3%

33.1%France 10.3%16.0%

40.6%Germany 19%22%

40.8%Italy 19.1%11.3%

74.2%Russia 41.7%23.1%

44.6%Spain 39.5%37.3%

59.7%UK 27.4%26.9%

42.5%USA 40.0%39.2%

Belong to a Social Network Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe


55.1% 74.0% 30.8%21.9% 23.3% 9.8%18.3% 33.6% 3.2%

Upload

Pho

tos

Upload

Vide

os

Insta

ll app

licati

ons

Writ

e a b

log

Prom

ote a

band

Dating

Favo

urite

/curre

ntly

listen

ed to

mus

ic

Mes

sage

frien

ds

Other

Content posted on social network“What do you do with your social networking profile?” Active Internet Universe

% Added to Social Network Page (Social Network Users)

Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content.Power to the people - Social Media Tracker Wave 3

39

Global

Aver

age

Brazil

China

Fran

ce

Germ

any

India

Italy

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

31%

57%

33%

23%

14%

41%

25%

18%

14%

32%

26%

39%

33%

36%

32%

13%

17%

12%

18%

20%38% 16%

37% 23% 8%

25% 37% 24%

17% 30% 35%

41% 21% 13%

10%34% 15%

41% 24% 21%

17%36% 24%

41% 13% 13%

26% 8% 9%

33% 19% 17%


%U

pdate

Frequency of updating Social Network page“Thinking about using the Internet, how often do you do any of the following?” –

“Manage your social network page” – Social Network users only

2

3

4

3

1USA

43m

North America1 USA 43m2 Canada 4.24m




Social networking: context

Joined Social Network – impact versus total populationUniverse Sizes versus total 16-54 population

40

0

%E

ver

join

ed

China 4

.5%

Pakist

an 2

.2%

Philipp

ines 6

.0%

Greec

e 7.8

%

Russia

7.1

%

Turk

ey 7

.8%

Mex

ico 8

.1%

Roman

ia 10

.0%

Brazil

9.6

%

Poland

11.

2%

Fran

ce 1

1.4%

Italy

12.0

%

Austri

a 11.

5%

Japa

n 12

.2%

Germ

any 1

5.6%

Czech

Rep

ublic

12.

7%

Switz

erlan

d 17

.6%

Spain

19.

7%

Austra

lia 2

1.1%

Hunga

ry 18

.6%

Hong K

ong 2

1.4%

Canad

a 21.

7%

USA 2

3.4%

Sout

h Kor

ea 2

3.7%

Denm

ark 2

1.9%

Taiw

an 2

5.8%

UK 29.

1%

Nether

lands

36.

4%

India

1.8

%


41

2726

22

25

28

20

5

7

9

13

18

29

6 12

1023 China

39m19

2124

11

814

151617

Brand penetration: usage trends

This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus on music and commercial content, rather than connecting friends. Facebook is not far behind on 22.5% weekly reach and the number one in many markets and surely will grow as itbecomes internationalised.

However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil.

There is a lot of talk about which is the biggest social network in the world.


43

Myspace

Facebook

Blogger

Baidu

QQ

Flickr

Sohu

Orkut

Hi5

Skyblog/Skyrock

LastFM

Friendster

Cyworld

Mixi

Second Life

Linkedin

Bebo

Bokee

Piczo

32.3%

22.5%

15.7%

15.0%

14.6%

13.8%

11.5%

10.9%

9.7%

8.4%

7.9%

7.7%

7.4%

6.7%

6.2%

5.7%

5.6%

5.1%

4.2%

This fragmentation suggests that a truly global platform is impossible.

Weekly usage of key international social networking media sitesUniverse Sizes versus total 16-54 population

% Weekly usage Active Internet Universe (weighted reach – based on universe sizes)0 35

54%

40%

64%

86%

Brand penetration: usage trends

% = weekly reach to top social network by market

120

0

mill

ions

Bebo 2

0m

Bokee

18m

Linke

din 2

0m

Frien

dster

28m

Mixi

24m

Cywor

ld 26

m

Last

FM 2

8m

Hi5 34

m

Skyro

ck 3

0m

Orkut

39m

Sohu

41m

Baidu 53

m

QQ 52m

Blogge

r 55m

Mys

pace

114

m

Face

book

80m

Piczo 1

5m

Weekly user estimates: sizing the international social networking brands16-54 active Internet users universe estimates by brand for 31 market universe


45

34%

35%

23%

74%

31%

36%

89%

63%

76%40%

53%

23%

26%

34% 63%

56%21%

37%

10%31%

21%

15%

19%

11% 17%

Social networks have evolved significantly in the past year as they move to become open platforms that support all your internet needs.

• This has seen growth accelerate in Wave 3 from a period of relative stagnation between Waves 1 and 2. Social networks are today the main platform for sharing content and have increasingly become the means to manage social relationships. Consequently social networks are grabbing ever more of our internet time and so brands and content producers must be active inside them.

• Large Social Networks have near unlimited inventory. For advertisers to cut-through they need to be relevant and ideally work inside the network, by bringing users to branded pages, applications or connecting them with content.

• Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose. Create content, use it to replace or compliment campaign

Social networking

micro-sites but most of all make it engaging.• Widgets are clearly going to be very important to brands.

They should deliver a true benefit to users, avoid overt branding and be relevant to the user if they are to be successful. Equally as important is securing successful distribution by working with the platforms, using it as a message in advertising and making it available on as many social networks as possible.

• Be International; social networks have global presence, but are heavily localised in adoption and any content and widgets should be tailored to the particular network, refecting local and cultural differences.


Things to watch in the worldof social networking:

Niche Social Networks: In the face of the all encompassing mega social networks a raft of more niche and sometimes exclusive networks are emerging. Check out dogster.

com, for you guessed it, dog owners or dopplr.com for frequent business travellers.

DIY Social Networks: White label social network systems that you can customise are driving the emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples.

Reputation Management: Slowly users are realising the implications of having every drunken photo on-line for the world to see. Personal brand management is going to be a big deal in the next few years. Tools to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search and reputa.com and reputationdefender.com for more sophisticated management systems.

Social Network Aggregators: An emerging area in 2008 as the need to pull all your social network profiles into one place becomes a pressing one. Try ex.plode.us and profilefly.com.

47

China 7

3.5%

Mex

ico 7

2.9%

Philipp

ines 8

6.4%

Brazil

70.

5%

Taiw

an 6

9.0%

Roman

ia 56

.3%

Czech

Rep

ublic

59.

4%

Poland

55.

0%

Russia

52.

5%

Sout

h Kor

ea 5

4.0%

Austri

a 51.

0%

Turk

ey 4

8.4%

UK 48.

7%

Austra

lia 4

7.4%

USA 4

7.1%

Greec

e 46.

2%

Spain

46.

0%

Nether

lands

46.

7%

Germ

any 4

2.5%

Canad

a 42.

2%

Switz

erlan

d 38

.6%

Italy

34.8

%

Hunga

ry 31

.8%

Fran

ce 3

5.5%

Japa

n 21

.0%

Denm

ark 3

1.9%

India

64.

8%

Hong K

ong 6

3.1%

Pakist

an 6

2.7%

Photo sharing is the number one way to share content thanks to the proliferation of digital cameras and the continuing ease of sharing that comes with technology innovation. The platforms to share have also expanded with photo sharing becoming central to social networks.

Sharing Content – uploading photos: usage trends

•TheleadingmarketsareAsianandLatinAmeri-canPhilippines leads the way with 86%.

•JapanshunsphotosBottom of the table – just 21% uploaded.

•Largenumbersofconsumerscontributingon a very frequent basis 16% upload everyday

•BrazilandAsiamorefrequentthan the UK or US34% upload everyday

100

0

%E

ver

Don

e

Sharing photos Wave 3“Thinking about using the Internet, which of the following have you ever done?” –“Upload my photos to a photo sharing website” Active Internet Universe


49


Frequency of Sharing Photos“Thinking about using the Internet, how often do you do any of the following?” –

“Upload my photos to a photo sharing website” – Photo sharers only

Global

Aver

age

Brazil

China

Fran

ce

Germ

any

Italy

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

17%

36%

19%

15%

9%

24%

15%

9%

22%

22%

7%

11% 25% 33% 31%

27%28% 38%

30% 25% 23%

32% 28% 18%

29% 34% 26%

23% 26% 36%

14%38% 24%

36% 20% 35%

27%28% 30%

37% 20% 24%

35% 15% 14%

32% 26% 25%

%U

pload

photo

s

Sharing Content – uploading photos: context

2

3

4

3

1USA

47.1m





Russia

5.0

%

Pakist

an 1

.9%

India

1.8

%

China 5

.3%

Hunga

ry 7.

8%

Turk

ey 5

.7%

Philipp

ines 6

.3%

Mex

ico 8

.0%

Japa

n 8.

2%

Poland

8.1

%

Greec

e 8.5

%

Brazil

8.7

%

Italy

10.2

%

Roman

ia 9.

0%

Fran

ce 1

0.5%

Denm

ark 1

2.9%

Austri

a 12.

7%

Canad

a 15.

3%

Switz

erlan

d 16

.0%

Germ

any 1

6.3%

Czech

Rep

ublic

15.

9%

Austra

lia 1

9.7%

Spain

20.

3%

UK 23.

8%

Taiw

an 2

4.4%

Sout

h Kor

ea 2

3.0%

Hong K

ong 2

4.9%

USA 2

5.9%

Nether

lands

28.

0%

30

0

%E

ver

Sha

red

Pho

tos

Onl

ine

Shared Photos Online – impact versus total populationUniverse Sizes versus total 16-54 population


51

22

2726

22

25

28

20

5

7

9

13

18

29

6 12

1023 China

45m19

2124

11

814

151617

Philipp

ines 6

0.5%

China 5

8.1%

Brazil

68.

3%

Mex

ico 5

7.1%

Pakist

an 4

7.7%

Hong K

ong 5

2.2%

Roman

ia 47

.3%

Turk

ey 4

1.2%

Sout

h Kor

ea 4

3.6%

Greec

e 37.

2%

Poland

36.

0%

Austri

a 36.

9%

Germ

any 3

3.1%

UK 31.

9%

Nether

lands

30.

5%

Italy

29.9

%

Spain

30.

8%

Austra

lia 2

8.2%

Canad

a 27.

2%

Switz

erlan

d 27

.0%

Czech

Rep

ublic

26.

6%

Russia

25.

6%

USA 2

5.3%

Japa

n 20

.4%

Fran

ce 1

9.5%

Hunga

ry 16

.3%

Denm

ark 2

5.7%

Taiw

an 5

3.7%

India

52.

6%

Considering the complexities of sourcing and uploading video the numbers of people doing it is staggering. In many markets the number of people uploading is not far from the numbers sharing photos. Even more impressive is how often they do it.

•SimilarpatterntophotosharingBrazil lead the way on 68%Asia lead; all Asian markets bar Japan in the top half

•HugevariationininvolvementHungary 16% > Brazil 68%

•Highfrequencyofinvolvement20% uploading every day

Sharing Content – uploading videos: usage trends

UploadingVideosWave3“Thinking about using the Internet, which of the following have you ever done?” –“Upload my videos to a video sharing website” Active Internet Usage

70

0

%E

ver

Don

e


53

Global

Brazil

China

Fran

ce

Germ

any

Italy

India

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

21%

36%

26%

17%

10%

27%

31%

25%

19%

22%

26%

8%

18%

29%

33%

29%

21%

34%

28%

19%37% 18%

33% 23% 22%

34% 24% 23%

22% 28% 25%

32% 22% 15%

15%42% 16%

40% 17% 33%

28%34% 21%

41% 13% 20%

31% 14% 19%

33% 21% 25%

Frequency of uploading videos“Thinking about using the Internet, how often do you do any of the following?” –

“Upload my videos to a video sharing website” – Video sharers only

%U

pload

video

s


2

3

4

3

1USA25.3m

Sharing Content – uploading videos: context





Russia

2.4

%

Pakist

an 1

.5%

India

1.4

%

Hunga

ry 4.

0%

Turk

ey 4

.8%

China 4

.2%

Philipp

ines 4

.5%

Poland

5.3

%

Czech

Rep

ublic

6.4

%

Mex

ico 6

.3%

Fran

ce 6

.7%

Greec

e 6.9

%

Japa

n 8.

0%

Roman

ia 7.

6%

Brazil

8.8

%

Austri

a 9.2

%

Italy

8.8%

Canad

a 9.8

%

Switz

erlan

d 11

.2%

Austra

lia 1

1.7%

Denm

ark 1

0.4%

Germ

any 1

2.7%

Spain

13.

6%

UK 15.

6%

Nether

lands

18.

3%

USA 1

3.9%

Sout

h Kor

ea 1

8.6%

Hong K

ong 2

0.6%

Taiw

an 2

1.5%

25

0

%E

ver

Sha

red

Pho

tos

Onl

ine

SharedVideosOnline–impactversustotalpopulationUniverse Sizes versus total 16-54 population


55

2726

22

25

20

5

7

9

13

10 23 China35.5m

19

24

28

18

17

11

126

8

14

15

21

29

16

Consuming Content – video clips: usage trends

Video clips continue to grow massively and penetration is huge in all markets.


57

Growth is universal across all countries31% to 82% global reach seen in all markets

LowestdifferencebetweenmarketsofanysocialmediaplatformRange 63% – 99%

Veryhighfrequencymedium71% weekly reach

Reach among total population comparable with broadcast mediaIn Netherlands almost 50% of all 16-54s are watching video

VolumeofusersworldwideisvastEstimated 394m users

WatchingVideoClipsWave3“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe

Mex

ico 9

4.6%

Philipp

ines 9

8.6%

Brazil

94.

2%

Poland

90.

5%

Taiw

an 8

9.2%

Spain

86.

6%

China 8

9.0%

Sout

h Kor

ea 8

6.5%

Hong K

ong 8

6.1%

Hunga

ry 86

.5%

Greec

e 86.

0%

India

85.

6%

UK 84.

6%

Denm

ark 8

4.3%

Pakist

an 8

5.0%

Czech

Rep

ublic

84.

0%

Austri

a 80.

2%

Nether

lands

79.

2%

Italy

78.3

%

Switz

erlan

d 77

.8%

Germ

any 7

7.1%

Austra

lia 7

7.0%

USA 7

4.2%

Japa

n 68

.1%

Russia

67.

9%

Fran

ce 6

3.4%

Canad

a 78.

3%

Turk

ey 9

3.4%

Roman

ia 92

.5%

100

0

%E

ver

Don

eVideoclipscontinuetogrowmassively and penetration is huge in all markets. This is thanks to the continual rise of video sharing sites and users embedding video clips on social networks, blogs and web pages.

32.0% 39.9%

32.3%

25.2%

56.2% 29.7%

23.4% 28.0%

21.6%

34.6%

20.1%

78.9% 73.5%

53.6% 69.4%

57.5%

63.3%

44.3% 77.1%

89.0% 85.8%

63.4%

84.6%

86.8%

67.9%

78.3%

57.5%

61.2%

51.7%

77.0%

31.8% 74.2%

63.3% 60.7%82.8% 98.7%


Global Philippines

Australia Russia

China South Korea

France Spain

Germany UK

ItalyUSA

Watching video clips Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe


59

Global

Brazil

China

Fran

ce

Germ

any

Italy

India

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

27%

49%

35%

21%

12%

41%

29%

24%

16%

29%

26%

18%

16%

45%

46%

27%

23%

10%

15%

7%50% 17%

41% 24% 6%

44% 25% 15%

37% 31% 8%

44% 18% 9%

7%39% 13%

47% 25% 16%

10%48% 21%

49% 10% 6%

37% 7% 7%

44% 19% 10%

Frequency of watching video clips“Thinking about using the Internet, how often do you do any of the following?” –

“Watch video clips” – Video clip viewers only

%W

atch

video

clips


Consuming Content – video clips: usage trends

Consuming Content – video clips: context

2

3

4

3

1USA

74.2m





WatchedVideosOnline–impactversustotalpopulationUniverse Sizes versus total 16-54 population

China 6

.4%

Pakist

an 2

.6%

India

2.4

%

Russia

6.5

%

Mex

ico 1

0.4%

Philipp

ines 7

.3%

Turk

ey 1

1.0%

Poland

13.

3%

Brazil

12.

5%

Roman

ia 14

.8%

Greec

e 15.

9%

Hunga

ry 21

.2%

Austri

a 20.

1%

Fran

ce 2

1.7%

Italy

23.0

%

Czech

Rep

ublic

22.

3%

Japa

n 26

.7%

Germ

any 2

9.6%

Taiw

an 3

0.1%

Canad

a 28.

4%

Austra

lia 3

1.9%

Switz

erlan

d 32

.3%

Denm

ark 3

4.1%

Sout

h Kor

ea 3

7.1%

Hong K

ong 3

4.0%

Spain

38.

3%

USA 4

0.9%

UK 41.

3%

Nether

lands

47.

5%

50

0

%E

ver

Sha

red

Pho

tos

Onl

ine


61

2726

22

25

28

20

5

7

9

13

18

29

6 12

1023 China

54.4m19

21

24

11

814

15 1617

Consuming Content – podcasts: usage trends

Podcasting was initially slow to take off, but recently has shown real and significant growth. This is thanks to the increase in portable video players and the ease of access that services like iTunes have pioneered.

Growth massive between Waves 2 and 3From 21% to 49% world-wide.

China is the worlds biggest podcast market74% use, with an estimated 45m users

Activelyinvolved–regulardownloads18% listen and download everyday


63

Mex

ico 7

1.5%

Roman

ia 64

.4%

China 7

4.3%

Brazil

63.

1%

India

57.

8%

Spain

51.

0%

Sout

h Kor

ea 4

9.2%

Turk

ey 5

0.8%

Poland

47.

3%

Pakist

an 4

7.0%

Czech

Rep

ublic

43.

2%

UK 42.

2%

Hong K

ong 4

2.2%

Austra

lia 4

0.2%

Switz

erlan

d 42

.2%

Denm

ark 3

8.3%

Austri

a 37.

6%

Greec

e 34.

8%

Germ

any 3

4.8%

Taiw

an 3

3.0%

Japa

n 30

.2%

USA 2

9.5%

Canad

a 28.

8%

Hunga

ry 26

.6%

Nether

lands

26.

3%

Italy

25.1

%

Fran

ce 3

4.2%

Philipp

ines 6

1.8%

Russia

57.

9%

80

0

%E

ver

Don

e

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

Growth massive between Waves 2 and 3From 21% to 49% world-wide.

China is the worlds biggest podcast market74% use, with an estimated 45m users

Activelyinvolved–regulardownloads18% listen and download everyday

18.4% 8.3%

14.3%

14.4%

24.3% 17.9%

25.2% 20.8%

13.8%

16.2%

12.5%

51.8% 23.8%

20.9% 16.6%

12.6%

14.7%

8.9% 34.8%

74.3% 49.2%

34.2%

42.2%

51.0%

57.9%

25.1%

21.7%

22.2%

14.3%

40.2%

12.7% 29.5%

21.8% 26.4%48.8% 61.3%


Global Philippines

Australia Russia

China South Korea

France Spain

Germany UK

Italy USA

% ever done

Downloading Podcasts Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users


65

% ever done

Global

Brazil

China

Fran

ce

Germ

any

Italy

India

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

20%

36%

27%

15%

9%

26%

27%

19%

19%

23%

17%

8%

16%

40%

37%

22%

20%

30%

27%

14%48% 21%

41% 22% 14%

34% 28% 19%

24% 27% 30%

45% 14% 14%

16%46% 12%

40% 19% 32%

27%37% 21%

45% 12% 15%

39% 11% 14%

40% 19% 21%

Consuming Content – podcasts: usage trends

Frequency of Downloading a Podcast“Thinking about using the Internet, how often do you do any of the following?” –“Download a Podcast” – Podcast users only

%D

ownlo

ad

a Pod

cast


Consuming Content – podcasts: context

2

3

4

1USA29.5m





Downloading Podcasts – impact versus total populationUniverse Sizes versus total 16-54 population

India

1.6

%

Pakist

an 1

.4%

Philipp

ines 4

.5%

Turk

ey 6

.0%

China 5

.4%

Russia

5.5

%

Czech

Rep

ublic

6.4

%

Hunga

ry 6.

5%

Greec

e 6.4

%

Poland

6.9

%

Italy

7.4%

Brazil

8.2

%

Mex

ico 7

.9%

Austri

a 9.4

%

Canad

a 10.

4%

Roman

ia 10

.3%

Fran

ce 1

1.7%

Germ

any 1

3.3%

Denm

ark 1

5.5%

Japa

n 11

.8%

Nether

lands

15.

8%

USA 1

6.2%

Hong K

ong 1

6.7%

Switz

erlan

d 17

.5%

Austra

lia 1

6.7%

UK 20.

6%

Sout

h Kor

ea 2

1.3%

Spain

22.

5%

Taiw

an 2

4.4%

30

0

%E

ver

dow

nloa

ded

podc

asts


67

2726

22

25

20

5

7

9

13

10 23 China45.4m

19

24

28

18

17

11

126

8

14

1516

21

29

69

RSS(ReallySimpleSyndication) is a key technology in social media. It connects users to content and moves content into a variety of platforms. However in Waves 1 and 2 it had stubbornly refused to gain popularity despite its crucial role in changing the way we access information and use social media platforms, The issues were lack of consumer awareness and low knowledge about what it does. Wave 3 seems to have heralded a tipping point in adoption.

Huge growth from Wave 2 to Wave 315% to 38% worldwide

BRIC markets leadRussia, Brazil and China lead the way, all 50% plus adoption

Huge variations in adoptionHungary 15% > Russia 57%

Still lags relative to other social computing technologies

Consuming content: RSS

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

Brazil

55.

3%

China 5

3.9%

Russia

56.

6%

Taiw

an 4

8.4%

Mex

ico 4

5.1%

Sout

h Kor

ea 4

4.4%

India

44.

0%

Hong K

ong 3

6.5%

Pakist

an 3

5.0%

Spain

33.

6%

Japa

n 31

.4%

Switz

erlan

d 29

.4%

Turk

ey 3

2.0%

Greec

e 28.

8%

Austri

a 28.

8%

Roman

ia 27

.3%

Germ

any 2

7.0%

UK 24.

9%

Austra

lia 2

4.6%

Italy

24.5

%

Denm

ark 2

0.4%

USA 1

8.6%

Canad

a 18.

0%

Nether

lands

17.

2%

Czech

Rep

ublic

15.

0%

Hunga

ry 14

.7%

Fran

ce 2

5.7%

Poland

47.

7%

Philipp

ines 4

5.2%

60

0

%E

ver

read


5.4% 7.9% 27.0% 10.3% 8.7% 24.9%

7.2% 16.4% 24.5% 13.8% 9.1% 18.6%

18.6% 13.2% 33.6%27.6% 11.4% 25.7%

15.8% 15.3% 38.2% 27.5% 18.3% 56.6%Global Russia

France Spain

Germany UK

Italy USA

Subscribing to an RSS feed – Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users



71

Global

Brazil

China

Fran

ce

Germ

any

Italy

India

Japa

n

Russia

Sout

h Kor

ea

Spain

UK

USA

27%

31%

28%

26%

24%

25%

36%

45%

25%

29%

23%

13%

25%

31%

35%

23%

16%

33%

24%

17%37% 23%

39% 18% 14%

26% 28% 21%

19% 11% 25%

33% 20% 11%

18%42% 15%

35% 13% 28%

22%34% 18%

42% 12% 18%

37% 13% 19%

32% 17% 24%

Frequency of accessing RSS Feed“Thinking about using the Internet, how often do you do any of the following?” – “Subscribing to an RSS Feed” – RSS users only


%S

ubsc

ribet

o

an R

SS fe

ed

2

3

4

3

1USA18.6m


Central &South America3 Mexico 3m4 Brazil 8.7m

Europe5 UK 4.4m6 Netherlands 1m7 France 3.3m8 Switzerland 0.6m9 Spain 3.7m10 Italy 2.5m11 Denmark 0.3m12 Poland 1.7m13 Germany 5.1m14 Czech Rep. 0.4m15 Hungary 0.2m16 Romania 0.6m17 Austria 0.4m18 Turkey 1.6m19 Greece 0.3m20 Russia 4.9m

Asia & Oceania21 Pakistan 0.9m22 India 7.8m23 China 33m24 Hong Kong 0.7m25 Taiwan 3.1m26 South Korea 6m27 Japan 9.3m28 Philippines 1.6m29 Australia 1.3m


India

1.2

%

Pakist

an 1

.1%

Turk

ey 3

.8%

Philipp

ines 3

.3%

Hunga

ry 3.

6%

China 3

.9%

Mex

ico 5

.0%

Roman

ia 4.

4%

Greec

e 5.3

%

Russia

5.4

%

Canad

a 6.5

%

Czech

Rep

ublic

6.4

%

Poland

7.0

%

Austri

a 7.2

%

Italy

7.2%

Brazil

7.5

%

Fran

ce 8

.8%

Austra

lia 1

0.2%

Denm

ark 8

.2%

USA 1

0.2%

Nether

lands

10.

3%

UK 12.

2%

Switz

erlan

d 12

.2%

Germ

any 1

0.4%

Japa

n 12

.3%

Hong K

ong 1

4.4%

Spain

14.

8%

Sout

h Kor

ea 1

8.9%

Taiw

an 2

1.5%

25

0

%E

ver

subs

crib

eto

RS

S

Subscribing RSS – impact versus total populationUniverse Sizes versus total 16-54 population


73

22

2726

22

25

20

5

7

9

13

10 23 China33m

19

2124

28

29

16

18

17

11

126

8

14

15

The trend in Wave 3 is the continued shift to uploading and sharing rich multi-media content and as with blogging, there is a big movement towards participation. We can also see real changes in how people consumer content; they are now watching on demand in greater numbers than ever. This represents a real shift in media consumption from passive to personal control. Astheinternetbecomesmorecentraltolivingroom media consumption, it will impact the way we consume television. In the short term it is commanding more of our time, fuelling duel mediaconsumptioninhome(laptopwiththeTVon)andchangingourrelationshipwithmediatoone of being in control. Power to the people - Social Media Tracker Wave 3

75

• The environment is now perfect for creating and distributing branded content. Consumers expect to see and are happy to share it if the content is good. Brands are part of the modern fabric of society and have as much legitimacy as consumers to create and share content.

• In the future web distributed content could potentially become another revenue stream for existing content producers and brands as video sites begin to cut the advertising revenue with uploaders.

• Consumers are creating content in unprecedented numbers, brands who have far more resource should be to.

• User generated content is now firmly part of the media spectrum. This is an opportunity for media companies to supplement their professional content with user content. It is also an opportunity for advertising to inspire consumers to create with branded elements.

• The role for advertising will move away from the interruptive model towards less interruptive formats such as pre rolls, sponsorship and branded content which help consumers access new content.

Consuming content: the impact

It’s not all about You Tube:

Dailymotion: A European youtube rival (dailymotion.com)MSNVideo:Microsoft rival. (video.msn.com) Metacafe: Pay the contributor based on pageviews (metacafe.com)Metatube: Searches every video site in one hit (metavideo.com) MyspaceTV: Social Network giant diversifies (vids.myspace.com)Chinese versions: Tudou.com, 56.com, pomoho.comJapanese versions: Watchme.tv, peevee.tv, cliplife.jpSouth Koreans number 1: Pandora.tv

The key technologies that underpin the social media revolution continue their assent. Social media is established everywhere there is an internet connection and it has to be considered for all advertisers, marketers and content producers as a core part of their communications. Social media has impacted every aspect of the internet and transformed the role it plays in our lives.

The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are created.

Final word

The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly.

Create• The future of marketing is about acting how you want to be

perceived rather than talking about it. Social media gives you this possibility by creating experience.

• Create branded content to be distributed across the global social media platforms. Consumers are doing it; well resourced brands have no excuse.

• Develop widgets, applications, services and platforms that create a genuine consumer benefit and drives engagement. Provide consumers with tools to manage their personal brands online.

• Be inventive in connecting with consumers. Integrate it with offine communications and use social media as link or as a story to communicate.

Use social media to create a dialogue with

consumers.


Think global; consumers are.

Connect• Use social media to create a dialogue with consumers.

• Track opinions in the blogosphere.

• Exist inside Social Networks: Create profiles, develop networks to distribute content and employ advertising and sponsorship to drive engagement with consumers.

• Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected.

77

Participate• Move away from siloed brand sites: In a world of interlinked

platforms and content, the stand alone brand site is not as engaging.

• Think global; consumers are. Media consumption and social interaction are moving international, constrained by language not borders. Global brand identities, multi market campaigns and international structures are all essential.

• Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement exist.

Use social media to create a dialogue with

consumers.

The next major in-depth due to be released in mid 2008 will investigate word of mouth in the online age. It will focus on how the wealth of consumer and peer to peer opinion we are now exposed to impacts on how we form opinions on brands, products and services.

Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new social media innovations and a larger geographical coverage.

Moving Forward

Wave 3 of this social media tracker is part of an ongoing global research programme that focuses on the impacts of digital media and technology.

In parallel to the tracker in-depth studies are carried out to look at particular digital media topics.

The last in-depth study “Anytime, Anyplace” looked at mobile phones and portable technology, in particular demands for content services and the role of advertising.

...an ongoing global research programme that focuses on the impacts of digital media and technology.

Any questions or comments please contact

[email protected]


Etude Wave 3 - Social Media - Mars 08

Business

Transcript of Etude Wave 3 - Social Media - Mars 08