Social Media

Neil Dillingham

neil@trendstream.net

USA

Canada

Mexico

Brazil

Spain

UK

Netherlands

France

China

India

Japan

South Korea

Australia

Malaysia

Indonesia

South Africa

Italy

Germany

Russia

Poland

Argentina

Wave 1,2,3 & 4

Wave 5

Sweden

SingaporePhilippines

Hong Kong

A global view Belgium

Switzerland

Taiwan

Turkey

SaudiArabia

Hungary

WAVE 6

UAE

Thailand

Vietnam

Columbia

WAVE 7

Egypt

Morocco

Nigeria

Venezuela

WAVE 8

Covering

Motivations and Barriers

PersonalProfiling

OnlineBehaviour

SocialMedia

Behaviour

ContentEconomics

Technology

MarketingImplications

PrivateData

Demographics

ProfessionalLife

Lifestyle

Purchasing

Motivations

Barriers

OnlineAccess

OnlineBehaviour

WebBrands

SocialMedia

Actions

BlogBehaviour

Micro-blogBehaviour

Social Network

Behaviour

Online VideoBehaviour

Photo SharingBehaviour

SourcingRich

Content

Online VideoBehaviour

Online VideoBehaviour

Mobile

Tablets

GamingBehaviour

FutureTech

Products

BrandRole

SocialBrand

Activation

ExternalCommunities

CommsTasks

InfluenceAnd

Opinion

InfluencePower

OnlineBrand

Conversations

BrandData

Research universe: methodology

Self completion online Surveys

Identical global survey – localised by language, brands and examples

3 fieldwork periods a year

Online representative sample

Executed by Lightspeed Research (WPP)

This data can only be sourced through surveys

PC Browser Access

Mobile Access

TV Access

Tablet Access

Console Access

Data enables all aspects of social planning

100K+ surveys a

year

3 Waves of

Research a Year

27 markets in

Wave 5

1000+ variables

to build an audience

160 questions

on internet

and social

+ + + +

Insight Strategy Planning Creativity ROI

All markets have radically different levels of adoption

Japa

n

South

Kor

ea

Ger

man

y

Franc

eSpa

in

Nethe

rland

sIta

ly UK

Austra

lia

China

Canad

aUSA

Hong

Kong

Mex

ico

Poland

Singap

ore

India

Brazil

Russia

Mala

ysia

Indo

nesia

Philipp

ines

0%

10%

20%

30%

40%

50%

60%

70%

80%

PC / Browser – Manage a Social Network Profile in the Last Month. Wave 4 February 2011

In the UK massive variance by age

55-64

22%

45-54

32%

35-44

47%

25-34

58%

16-24

65%

PC / Browser – Manage a Social Network Profile in the Last Month. Wave 4 February 2011

UK

Active Social Network User

The job you do has a massive impact16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Healthcare/Medicine 62% 63% 40% 34% 23%

IT, Internet, Software, or Computer Services 63% 59% 52% 26% 25%

Retail 69% 63% 45% 35% 17%

Manufacturing, Engineering or Construction

68% 60% 43% 27% 16%

Financial Services 64% 61% 37% 24% 24%

Education 74% 69% 49% 27% 19%

Professional Services (Law, Accounting,

Architect etc)69% 70% 54% 20% 26%

Government (excluding Education

& Health)64% 55% 47% 29% 19%

Travel, Tourism, or Leisure Services 75% 60% 57% 30% 20%

UK

PC / Browser – Manage a Social Network Profile in the Last Month. Wave 4 February 2011Excludes unemployed / non workers

Massive variance in age

Played a game Sent a digital present / gift

Sent messages to friends

Share a news story

Started a group

Uploaded videos on your

profile

Watch vid/TV created by prof. media

Watch video created by a

consumer

0%

10%

20%

30%

40%

50%

60%

70%

80%

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Social Network Actions in the Last Month. Key Action. Social Network Users Only. Wave 4 February 2011

Younger social network users: create and share content

Middle Aged: Play games

Older Consumers: Message and view content

UK

Brand lovers most likely to update their status daily!

I prefer to talk to people face to face rather than via the phone or email

I am less interested in foreign celebrities

It is important to stay in touch with what is going on in the world

The websites I visit are always in my own native language

How I spend my time is more important than the money I make

I would consider myself to be much more affluent than the average

I am indifferent to what is 'in' right now / what is popular

I feel positive about the future of the environment

I feel positive about the global economy

I am a brand conscious person

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Top 5 Statements

Bottom 5 Statements

People who agree with lifestyle statements and their frequency of updates to a social network: Daily updates or more to “Status” – Feb 2011

UK

Details of what my friends would like to buy (wish list)

Details of what my friends have bought

Being able to connect with other fans of the shop

The ability to purchase products without visiting the main site

Be asked to come up with ideas for products or services

Exclusive insight or information about the brand

Competitions

The ability to interact and talk directly with the brand

Personalised purchase recommendations

Exclusive access to new products

Features to track my delivery

Customer service

Discounts for future purchases

11%

13%

13%

16%

19%

19%

22%

24%

25%

26%

27%

45%

60%

16%

18%

18%

21%

27%

25%

30%

29%

33%

33%

31%

51%

70%

Why consumers follow / befriend a branded page on a social network

Wave5 Wave4

Motivations to follow a branded page on a social network? Base: % of internet users worldwide

Online consumers from Africa and Latin America are the most likely to befriend / follow brands on a social network

Details of what my friends would like to buy (wish list)

Being able to connect with other fans of the shop

Details of what my friends have bought

The ability to purchase products without visiting the main site

Exclusive insight or information about the retailer/brand

Be asked to come up with ideas for products or services

The ability to interact and talk to people at the company

Personalised purchase recommendations

Access to new products prior to release on the main site

A feature that enables me to track my delivery

Competitions

Customer service

Discounts for future purchases

0% 20% 40% 60% 80%

Why consumers follow / befriend a brand by region

Africa

Latin america

North america

Europe

Asia pacific

Which of the following brand activation techniques would improve your opinion of the participating brand? Base: % of internet users worldwide

Sponsor music downloads

Create a brand community where I can meet new people

Use micro-blog/social network pages to provide customer support/service

Create blogs to talk about the company and product

Contact me if I mention the brand on a micro-blog

Talk to bloggers directly about relevant products and services

Create groups in social networks

Befriend in a social network

Create videos online featuring the brand

Create applications/online services

Creating a website, allowing you to interact with the brand/company directly

Listen to comments on forums/social networks

15%

15%

13%

17%

18%

18%

14%

13%

20%

27%

42%

44%

18%

18%

18%

22%

20%

22%

20%

20%

22%

30%

47%

44%

18%

19%

20%

20%

20%

21%

21%

25%

31%

34%

46%

How consumers want brands to engage with them

Wave5

Wave4

Wave3

Which of the following social brand activation techniques would improve your opinion of the participating brand? Base: % of internet users worldwide

Mob

ile p

hone

s

Compu

ters

Trave

l/holi

days

Films

Fashio

n/clo

thing

The in

tern

et

Mus

ic

Books

Techn

ology

/gad

gets

Groce

ry p

rodu

cts

(food

)

Alcoho

lic d

rinks

Health

care

/pha

rmac

eutic

als

Fast f

ood

Autom

obile

s/ca

rs

Skinca

re/h

airca

re/b

eaut

y pr

oduc

ts

Food/

rest

aura

nts

16% 15%15%

14% 14%

13% 13%

11% 11% 11%11%

9% 9% 9%8% 8%

What products and services consumers discuss online

Which of the following products , services or topics have you posted an opinion online in the past month (excl. Email and Instant Messaging)? Base: % of internet users worldwide

What is the world talking about?

Blogs, social networks and even emails are strong drivers of discussions for products – whether it is advocacy or detraction

On a micro-blog

On a video sharing site

On the comments of a news site

On an auction site

On a site dedicated to reviews and recommendations

On a price comparison site

In reviews on an online retail site

On a forum or message board

In a group on a social network

In comments of a blog

Contact on instant messenger

On my blog

Contact on email

Contact on a social network

5%

7%

12%

14%

14%

15%

15%

18%

18%

18%

22%

28%

28%

28%

Platforms on which they discuss these products and services

Where have you posted an opinion about a product or service you’ve bought in the last month?Base: % of internet users worldwide

Smartphone Penetration by market - GWI

Germ

any

UKIta

lySpa

in

Nethe

rland

s

Franc

e

Japa

nUSA

Canad

a

Austra

liaChin

a

South

Kor

ea

Russia

India

Mex

icoBra

zil

Mala

ysia

Poland

Turke

y

Indo

nesia

Philipp

ines

Hong

Kong

Singap

ore

40%

52%

38%

49%

39% 39%

34%

41%

37%

51%

69%

43% 43%

60%

55%

44%

52%55% 56%

69%

54% 53%

64%Advanced market average – 42%

Emerging market average – 55%

What features do you have on your current mobile phone? – Full Web Browser(% of Internet users by country – Wave 4)

Smartphone Penetration by market - GWI

What features do you have on your current mobile phone? – Full Web Browser(% of population by country – Wave 4; population figures from IMF)

Singap

ore

Hong

Kong

Austra

lia UK

Nethe

rland

s

Mala

ysia

Poland

South

Kor

eaUSA

Canad

aSpa

in

Germ

any

Franc

e

Japa

nIta

lyChin

a

Russia

Brazil

Mex

ico

Philipp

ines

Indo

nesia

India

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

40%

35% 34% 34%33%

31% 31% 30%28%

25% 25% 24% 24%23%

18%16%

12% 12% 12%11%

7%

3%

Find out more: globalwebindex.net

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