Social Media Week Global State of Social Media in 2011
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Transcript of Social Media Week Global State of Social Media in 2011
Global State of
Social Media in
2011
Social Media Week 2011
Tom Smith
globalwebindex.net
Today:
Macro overview of consumer
adoption of social media and
changing impacts
How:
Most detailed global
survey on consumer
internet behaviour,
motivations and attitudes
ever conducted
71K surveys, 4 Waves
and 23 countries since
launching in September
2009
110K surveys, 3 Waves
and 32 countries, in the
next 12 months
Social Media has
reached mass
maturity
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Wave 1 (July 2009)
Wave 3 (September 2010)
Combined monthly involvement in social networking, blogging,
micro-blogging, forums, video uploading: Wave 1-3
UK: 70% involved in
Social Media
Visited Forum/Chat room
Written a blog
Edited own website
Written a news story
Managed social network
Used micro blogging +35%
+29%
+9%
+4%
-2%
-5%
Source: Wave 3 Social media actions growth % vs wave 1
The big trend: Major shift
to real-time
Moving from this:
To this:
Multi-platform
involvement in
emerging markets
0%
10%
20%
30%
40%
50%
60%
70%
80%
Manage your social network profile
Used a microblogging service
Source: Wave 3 September 2010Active monthly behaviour. Wave 3. Global data. Sample 51K web users
0%
10%
20%
30%
40%
50%
60%
Written your own blog
Contribute to a Forum
Source: Wave 3 September 2010Active monthly behaviour. Wave 3. Global data. Sample 51K web users
Blogs lead in Asia
All about Facebook?
64%
53%
45% 45%
39% 39%37% 35% 34% 32% 30%
20%17% 15% 15%
10%6%
2%
Private invitation only
Facebook is the dominating social
network, except in Russia,
Netherlands, Japan and China
where local brands dominate
Source: Wave 3 Social networks used in the last month
Social Networking: Facebook
dominates
0 5 10 15 20 25
Male
Female
16-24
25-34
35-44
45-54
55-64
Financial Services
Retail
Professional Services (Law, Accounting, Architect etc)
Healthcare/Medicine
Manufacturing, Engineering Construction
Education
Government (excluding Education & Health)
Police oArmed Forces
Agriculture oMining
IT, Internet, Software, ComputeServices
Transport, Logistics, Distribution
Travel, Tourism, Leisure Services
Advertising marketing omedia
Social Network-Update your status - DailyYoung people and
marketers! lead real-
time involvement
Micro-
blogging
frequency
More than once a day
Daily
Every other day
Every 3-4 days
Once a week
+25%
+51%
Source: Base – Ever used a micro-blog service, wave 3 vs wave 2
+27%
+46%
-5%
This frequent
contribution is exploding
Mobile / Mobile Apps on a parity with desktop
50%Accessed Social
Network
Wrote a blog post
Update Micro-blog
PC Mobile Apps / Web
47%
10% 10%
7% 6%
Wave 4 UK only. All Internet Users
Monthly Access
Impacts of the new
social landscape
Social is driving different sources of trust
CLOSE
TIES:
Family &
Friends
WEAK TIES:
Social
contacts
Sources of Trust
-9% +26
%Source: Strongly trusted sources, growth wave 3 vs wave 1
Mobile devices for social?
Location specific
Personal
Linked to payment
Apps not browsers
Reation not creation
50%
29%31%
33%
21%
26%
51%
34%
44%
39%
27%
34%
Personal photos Other images Links to news stories A link to a blog A link to a website An opinion on a product or brand
Wave 2
Wave 3
Source: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month
Changing consumer focus from
creation to sharing / reaction
Top down: Twitter focuses on
celebrity not other consumers
66%3%
13%
7%
7%3% 1%
Showbiz / Celebrities / Musicians / Actors / TV stars
Political leaders / Institutions
Professional News / Gossip
Sport Stars
Web Companies
Other business
Home made
Top 100 Twitter Users: Based on Number of Followers
Where next?
42.9%
7.0%12.1%
8.9%
7.1%
5.1%
16.9%
Barriers to using a Social Network: Europe I prefer to keep my privacy
My friends/family are not involved
I find it boring
There is nothing to say
I’m not allowed to use it at work
I like to be different
I don’t have time
Source: Global Web Index, Wave 3, January 2010
Have we reached the peak?
Social moving to all “packaged internet platforms”
APP TIME LINE
Desktop
TV
TabletsMobile
Mac App StoreiPad
July 2008 October 2008 2009
August 2008
January 2010 2011
October 2010
October 2010
Globalwebindex.net
@globalwebindex
For the copy of
the presentations
please email:
globalwebindex@
trendstream.net