2413 - wave 3 complete document aw 3 20080418124523

8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523

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Power to the PeoPle

SoCIAl MeDIA trACKer

av.3

Ma.08

2413 - Wave 3 complete document AW 3.indd 1 14/4/08 16:25:47


2/80

Power to the people - Social Media Tracker Wave 3



3/80

3

Welcome to Wave 3

04 Introduction06 Methodology10 What is Social Media?12 Global Snapshot18 Blogging34 Social Networking48 Sharing Content

56 Consuming Content76 Final Word



4/80

Welcome to Universal McCanns global research into theimpact o social media. This project is an ongoing commitment

by Universal McCann to measure consumer usage, attitudes and

interests in adopting social media platorms and is the largest

exploration o its kind. It aims to provide the acts behind the

hype.

The rst 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 rom 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 o 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 o socialmedia, the impacts o which are huge.

The vast majority o users are producing content and there

is an ongoing shit towards participation.

Media consumption is internationalising along language lines

thanks to global social platorms.

Consumers are moving to on-demand media such as video

clips and podcasts.

The role or advertisers and brands has never had so much

potential branded applications, content and services all

oer 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 Countries

17,000 InternetUsers

March2008

Introduction




5/80

5

Socialmediaisaglobalphenomenonhappeninginallmarketsregardlessofwidereconomic,

social and cultural development. I you are online you are using social media Asianmarketsareleadingintermsofparticipation,creatingmorecontentthanany

other region

AllsocialmediaplatformshavegrownsignicantlyoverthethreeWaves

Video Clips are the quickest growing platorm, up rom 31% penetration

in Wave 1 to 83% in Wave 3

57%havejoinedaSocialNetwork,makingitthenumberoneplatformforcreatingand sharing content

55% o users have uploaded photos

22% o users have uploaded videos

Thewidgeteconomyisreal

23% o social network users have installed an application

18% o 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 lie and amily

Chinahasthelargestbloggingcommunityintheworldwith42mbloggers,morethantheUS

and 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



6/80

I use the interneteveryday / every other day

Methodology: How we did it

The research has retained a consistent methodology in all three

Waves.AllsurveyshavebeenscriptedandhostedonUniversal

McCannsin-houseonlineresearchsystem,Intuition.Allsurveys

are sel completion and the data collected is entirely

quantitative. Every market is representative o 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=


www.fickr.com/p

hotos

/alte

mark

/395937

06/



7/80

7

WhytheActiveInternetUniverse?

Astheyarethekeyleadersofsocialmediaanddriversof

adoption, they are the most important consumers to

understand.

They make up the vast majority o social media adopters

- I youre not using the internet regularly, youre unlikely to be

blogging.

Over time, all users increase the regularity o usage.

Eventually everybody will be an active user, as they have

been with television.

In the past Waves there has been occasional mis-understandingabout what the results represent, due to the act that smaller less

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

China

12.

3%

Pakis

tan7.3%

Philip

pines

15.

4%

Russia

19.8%

Turke

y22.

5%

Mexic

o21.

3%

Brazil2

2.4%

Polan

d29.

6%

Hung

ary35.

2%

Roma

nia31.

4%

Greece

35.

5%

CzechR

epublic

49.9%

Spain

56.

5%

Fran

ce54.7%

Austria

56.7%

Germ

any6

4.6%

Italy

57.0%

Cana

da65.

9%

Taiw

an67.

4%

Japa

n68.7%

UK66.

4%

Denm

ark68.

8%

Switz

erlan

d69.

2%

South

Kore

a70.2%

USA71

.4%

Hong

Kon

g69.

9%

Austr

alia7

2.9%

Nethe

rland

s87.8%

India

5.3%

100

0

%Online(

Alladults)

economically developed countries lead the way.

The reason lies in the ocus o the study, which is to understandusage o social media among internet users. Emerging Internet

markets tend to have a demographic prole that ts the early

adopter as opposed to the mature internet markets such as Japan

and the US. This can be a actor in lower levels o adoption in

penetration terms.

It must also be considered that emerging markets have lower levels

o internet penetration, so the impact o social media among the

country as a whole will be more measured.



8/80

Methodology: Universe sizes putting it into context

2

3

4

5

7

9

13

18

6

10

3

1USA

100m19

11

814

1615

17

12

Estimatedworldwide16-54active

internetuniverse=475musers




9/80

9

2726

22

25

28

20

29

23 China

61m

21

24

Putting the results into context

To help provide a more complete picture,

the analysis in this report puts the resultsinto context in two ways;

1. Market by market universe estimates

2.Penetrationofusageamongall16-54s.

Both these gures are estimates based on

the above universe sizes. When estimating

global usage gures o dierent social media

technologies we make the air assumption

that the vast majority o users will be active

users and between the ages o 16-54.

Howdidwegettotheseuniversegures?

Local market data rom TGI, Simmons or

equivalent provided penetration gures or

16-54s by market and levels o 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 o active usage.



10/80

What is social media?

Social media is an important

shit, as it summarises the

importance o 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 platorm.

In truth, to claim social media as new is slightly misleading. From the

beginning, the internet was ounded on message boards, chat rooms and

peer to peer communication. What has changed is the mass involvement

that modern social platorms inspire.

Contributing to the internet has never been as accessible and less technical.

Innovations in web development, computing technology and the prolierationo broadband have come together to drive monumental consumer take up.

This is why the phenomenon o social media is important now it has the

potential to impact on all our media consumption thereore shiting the

emphasis rom proessional content producers to the consumer.

Social media represents

a big improvement over

Web 2.0 as a term to

describe the changes that haveimpacted the internet. The idea

that we switched rom Web 1.0 to

2.0

was always a touch crude.

ThedenitionOnline applications,

platorms and media which

aim to acilitate interaction,

collaboration and the

sharing o content


www.

fic

kr .

com/

photos/p

iccadillywilson/68766132/

www.fickr

.com/

photo

s/le

cate

s/4547

87692/



11/80

11

PhotoSharing

KeySocial

Platorms

VideoSharing

Podcasts

MessageBoards

ChatRooms SocialNetworking

Widgets

RSS

MicroBlogging

Blogging



12/80

Global snapshot: Wave 3

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Wave 1 Sep 06

%E

verdone

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 prole on a social networkSubscribe to an RSS eed

Watch

vide

oclip

sonline

Read

blogs/w

eblog

s

Read

perso

nalb

logs/w

eblog

s

82.9%

Mana

geaprofle

onan

existing

socialnetw

ork

57.3%72.8% 67.5%

Uploa

dmypho

tosto

aph

otosharin

gweb

site

52.2%

Startmy

ownb

log/weblog

38.7%

Leavea

comm

ento

nablog

54.8%

Leavea

comm

ento

nanews

site

Uploa

davide

oclip

toa

video

shari

ngweb

site

45.8% 38.5%

Visita

photo

shari

ngweb

site

63.2%

Downloa

deda

podc

ast

Subs

cribe

toan

RSS

eed

45.1% 33.7%

ReachThinking about using the Internet, which o the

ollowing have you ever done? Active Internet Users

Reach over time

Thinking about using the Internet, which o the ollowing have you ever done? Active Internet Users




13/80

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 riend

Manage prole on existing social network

Post/write stories or my own blog/weblog

Visit a riends 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%

FrequencyThinking about using the Internet, which o the ollowing have you ever done? Active internet users



14/80


15/80

15

Start my own

blog/weblog

184m

Download a

video podcast

216m

Download a

podcast

215m

Upload a

video clip

183m

anageaprole

a social network

272m

Upload photos

248m

Subscribe to

an RSS eed

160m

16-54 active Internet users

global universe estimates

www.fickr.com/ph

otos/gra

hams

tanley

/2316

2885

2/



16/80




17/80

Country resultsin detail



18/80

Growthcontinuesatagloballevel

77% Read blogs up 11% on Wave 2

Saturationingrowthinsomemarkets

South Korea, China, Italy and Russia all reached their

limits o growth

Bloggingasacollectiverivalstraditionalmedia

70% weekly reach

Veryhighfrequencymedium

50% daily reach in Brazil and Japan

Blogsareprimarilyacommunitymedia

Personal blogs and riend and amily blogs are number

one destination or reading

Theyrenotforgeeks

Music, TV, lm and news are the next highest destinations

China

88.

1%

Mexic

o87.

7%

Philip

pines

90.

3%

Brazil8

7.1%

Taiw

an86.

6%

Japa

n84.

4%

Puert

oRico

86.

4%

India

85.0%

Italy78

.9%

Pakis

tan76.

0%

Spain

77.

8%

Fran

ce78%

Polan

d72.

3%

Greece

72.

2%

Glob

al70

.2%

Russia70

.8%

CzechR

epublic

69.8

%

Turke

y69.

6%

Roma

nia69.7%

Nethe

rland

s67.

7%

Hong

Kon

g65.

8%

UK65.

8%

Switz

erlan

d63.

2%

Denm

ark60.

8%

USA60

.3%

Austr

alia6

2.0%

Austria

59.7%

Cana

da56.

6%

Germ

any5

5.4%

Hung

ary50.

5%

South

Kore

a92.

1%

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

Politicians, celebrities, brands and amily members all seem to have one. Traditional media outlets use them to supplement their normal

output. At the same time legions o micropublishers have utilised blogs to start mini media empires, rom Perez Hilton to Treehugger in

every niche imaginable. The result is a massive wealth o new sources o inormation that we continue to digest.

Blog readership Wave 3Thinking about using the Internet, which o the ollowing have you ever done? Active Internet Users

100

0

%Everre

ad


Reading blogs: usage trends



19/80

19

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

20% 15% 55%Germany

Blog readership Waves 1-3Thinking about using the Internet, which o the ollowing 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%



20/80

Reading blogs: usage trends

Frequency o readership key marketsThinking about using the Internet, how oten do you do any o the ollowing? Read blogs / weblogs Blog Readers Only

%Rea

d

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

France

Germ

any

India

Italy

Japan

Russia

South

Kore

a

Spain

UK

USA

Daily reach Weekly reach Monthly reach Less oten




21/80

21

What kind o blogs do you read?When you read blogs, which o the ollowing topics would you read most oten? Active Internet Universe

Perso

nalb

logs(

diary

sites)

Family

orrie

nd

News

/curre

nta

airs

63.5%

Music

33.1%38.9% 29.1%

Comp

uters

24.8%

Scien

ce

Gami

ng

13.6%

Tech

nolog

y

20.8%

Busin

ess(

gene

ralnews

ando

pinion

)

Sport

Travel(h

olida

ydestin

ation

s)

13.5% 22.5%

Opini

onso

nprod

ucts

andb

rands

26.6%

Busin

essn

ews

relev

antto

myc

urrent

job

Film

/TV

Celeb

rities

Othe

r

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



22/80

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

45

0

%Everread




23/80

23

2726

22

25

28

20

5

7

9

13

18

29

6 12

10

23 China

53.8m19

21

24

11

8

14

1516

17



24/80

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 o participation

Hungary, Czech and Romania are bottom 3

Germanynallyfounditsbloggingvoice 28% have started a blog, up rom 8%

Bloggingisacommunitymedium

64% write about personal lie

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 o Citizen Journalists is becoming the reality.

China

70.

3%

Philip

pines

65.8%

Taiw

an70.

9%

Mexic

o60.

3%

Hong

Kon

g54.5%

India

49.0%

Brazil5

0.1%

Japa

n47.

3%

Glob

al35

.2%

Puert

oRico

36.3%

Italy

33.3%

Polan

d30.

3%

Fran

ce31.

5%

Austr

alia2

9.0%

Germ

any2

7.8%

Austria

28.6%

Russia

27.7%

Nethe

rland

s27.1%

USA26

.4%

Gree

ce25.

4%

Switz

erlan

d26.6%

UK25.

3%

Denm

ark23.

2%

Cana

da22.

5%

Roma

nia21.

3%

Hung

ary7.8%

CzechR

epublic18

.2%

South

Kore

a71.7%

Spain

41.

4%

Turke

y39.

2%

Pakis

tan38.

0%

75

0

%Everd

one

Starting a blog: Wave 3Thinking about using the Internet, which o the ollowing have you ever done? Start my own blog / weblog Active Internet Universe




25/80

25

Below is a

list o statements please can you answer

refecting your opinion.

ResponsesDenitely

Agree/Somewhat

AgreeActiveInternet

Universe

ww

w.fickr.com

/photos/antigone/457089364/

www

. fickr.

com/

photos

/futu

reo

fma

th/7

5798

654/

56% Blogging is a good way to express yoursel

36% I think more positively about companies that have blogs

33% I have a avourite blog that I read regularly

32% I trust bloggers opinions on products and services

31% Blogging is an important way to socialise with riends



26/80


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 o the ollowing have you ever done? Start my own blog / weblog Active Internet Universe




27/80

27

Frequency o writing

Thinking about using the Internet, how oten do you do any o the ollowing? Read blogs / weblogs Blog Writers Only

Glob

al

Brazil

China

Fran

ce

Germ

any

India

Japa

n

Russia

South

Kore

a

Spain

U

K

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%


%Writ

e



28/80

% 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

nalb

logs(

diary

sites)

Family

orie

ndblogs

News

/curre

nta

airs

Music

Comp

uters

Scien

ce

Gami

ng

Tech

nolog

y

Busin

ess(

gene

ralnews

ando

pinion

)

Sport

Travel(h

olida

ydestin

ation

s)

Opini

onso

nprod

ucts

andb

rands

Busin

essn

ews

relev

antto

myc

urren

tjob

Film

/TV

Celeb

rities

Othe

r





29/80

29

% Content posted (blog writers only)

Content posted

When writing your blog, which o the ollowing do you post? Blog Writers Only

Photo

s

Videos

Recomm

ende

dweb

sites

60.6%

Uploa

dmusic

24.3%28.8% 38.9%

(e.gap

plicatio

nsthat

displa

yothe

rsitecon

tent

e.gph

otosrom

aph

otoshari

ngsite)

17.6%

Storie

srom

othe

rblog

s

27.5%

Opini

onso

nprod

ucts

andb

rands

34.1%

Favourite

/curren

tlylisten

edto

music

34.5%

Othe

r

6.6%



30/80

Writing blogs: putting it into context

2

3

4

1USA

26.4m

India

1.3%

Hung

ary2.0%

Russia

2.6%

Turke

y4.6%

Roma

nia3.4%

Polan

d4.4%

Greece

4.7%

China

5.1%

Philip

pines

4.8%

Brazil6

.6%

Mexic

o6.6%

Cana

da8.2%

Austria7.

2%

Denm

ark9.4%

Italy

9.8%

CzechR

epublic

9.5%

Germ

any1

0.7%

Switz

erlan

d11.

0%

Austr

alia1

2.0%

Fran

ce10.

8%

UK12.

3%

USA14

.5%

Spain

18.

2%

Japa

n18.

5%

Nethe

rland

s16.

2%

Hong

Kon

g21.

5%

Taiw

an28.7%

South

Kore

a30.

5%

Pakis

tan1.2%

35

0

%Everwritten

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



31


31/80

31

2726

22

25

20

5

7

9

13

10 23 China

42.3m19

24

28

18

17

11

126

8

14

15 16

21

29


Blogging h i


32/80

Blogging: the impact

All companies and brands should

consider employing them to createopen and honest dialogue. Any blog

that spins the truth will be ound out.

In a world o social media honesty is

the only policy.

Asacollective,theblogosphererivalsanymassmediain

terms o reach, time spent and wider cultural, social and

political impact. There are also major shits into participation,pioneeredbytheAsianmarketsandnowhappeningeverywhere,

even Germany. Blogging today must be embraced whether you

are a marketeer, advertising proessional or content producer.

www.fickr

.com/photos/wfryer/503600331/




33/80

Social net orking


34/80

Social networking: usage trends

Social Networks have

evolved into platorms toorganise users internetexperience. Users are

posting a massive

variety o content

www

.fickr.com/p

hoto

s/g

usta

vog/8279684/




35/80

Social networking: t d


36/80

Hung

ary79.

9%

Polan

d76.8%

Philip

pines8

3.1%

Mexic

o76.3%

Brazil75.

7%

Pakis

tan72.

0%

Russia71

.1%

Taiw

an63.1%

China

64.0%

Roma

nia62.

5%

UK59.6%

Nethe

rland

s61.

4%

Puert

oRico5

9.0%

Cana

da58

.5%

Glob

alAverag

e58.

8%

Hong

Kong5

3.2%

Austr

alia50.

2%

Austria47

.4%

Germ

any4

3.3%

Denm

ark47

.5%

Spain

43.2%

USA43.0

%

Japa

n41.7%

Switz

erland4

1.4%

Italy

38.6%

CzechRep

ublic

35.

5%

Fran

ce33.1%

Greece41

.4%

South

Kore

a70.

3%

Turke

y66.0%

India

66.0%

85

0

%

Everdone

Belong to a Social Network Wave3Thinking about using the Internet, which o the ollowing have you ever done? Create a prole on a new social network Active Internet Universe




37


37/80


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 1-3Thinking about using the Internet, which o the ollowing have you ever done? Create a prole on a new social network Active Internet Universe




38/80


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

Uploa

dPho

tos

Uploa

dVide

os

Installa

pplic

ation

s

Write

ablo

g

Prom

oteaba

nd

Datin

g

Favourite

/curre

ntly

listen

edto

music

Message

riend

s

Othe

r

Content posted on social networkWhat do you do with your social networking prole? Active Internet Universe

% Added to Social Network Page (Social Network Users)

Social Networks have evolved into

platorms to organise users internetexperience.Users are posting amassive variety o content.Power to the people - Social Media Tracker Wave 3


39


39/80

Glob

alAvera

ge

Brazil

China

Fran

ce

Germ

any

India

Italy

Japa

n

Russia

South

Kore

a

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%


%Upd

ate

Frequency o updating Social Network page

Thinking about using the Internet, how oten do you do any o the ollowing?

Manage your social network page Social Network users only


Social networking: context


40/80

2

3

4

3

1USA

43m

Social networking: context

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

40

0

%Everjoined

China

4.5%

Pakis

tan2.2%

Philip

pines

6.0%

Greece

7.8%

Russia7.

1%

Turke

y7.8%

Mexic

o8.1%

Roma

nia10.

0%

Brazil9

.6%

Polan

d11.

2%

Fran

ce11.

4%

Italy

12.0%

Austria

11.5%

Japa

n12.

2%

Germ

any1

5.6%

CzechR

epublic

12.7%

Switz

erlan

d17.

6%

Spain

19.7%

Austr

alia2

1.1%

Hung

ary18.

6%

Hong

Kon

g21.

4%

Cana

da21.7%

USA23

.4%

South

Kore

a23.7%

Denm

ark21.

9%

Taiw

an25.

8%

UK29.

1%

Nethe

rland

s36.

4%

India

1.8%




41/80

Brand penetration: usage trends


42/80


This research provides clear proo that Myspace is still number

one among a broad collection o international networks with a

32% weekly reach. Its position has been maintained by its ocus

on music and commercial content, rather than connecting riends.

Facebook is not ar behind on 22.5% weekly reach and the

number one in many markets and surely will grow as it

becomes internationalised.

However the pattern is very mixed globally and its ar rom

a two horse race. In Asia a variety o local sites like QQ,

Cyworld and Mixi dominate in their home markets, while Orkut

is number one in Brazil.

There is a lot otalk about which is

the biggest socialnetwork in the world.



43


43/80

Myspace

Facebook

Blogger

Baidu

QQ

Flickr

Sohu

Orkut

Hi5

Skyblog/Skyrock

LastFM

Friendster

Cyworld

Mixi

Second Lie

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 ragmentation suggests that atruly global platorm is impossible.

Weekly usage o 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




44/80

54%

40%

64%

86%

p g

% = weekly reach to top social

network by market

120

0

millions

Bebo

20m

Boke

e18m

Linke

din20m

Frien

dster

28m

Mixi24

m

Cywo

rld26m

LastFM

28m

Hi53

4m

Skyro

ck30m

Orku

t39m

Sohu

41m

Baidu

53m

QQ52m

Blogger55m

Myspace1

14m

Facebo

ok80m

Piczo

15m

Weekly user estimates:sizing the international social networking brands

16-54 active Internet users universe estimates by brand or 31 market universe



45


45/80

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 networking


46/80

Social networks have evolved signicantly inthe past year as they move to become open

platorms that support all your internet needs.

This has seen growth accelerate in Wave 3rom a period o

relative stagnation between Waves 1 and 2. Social networks

are today the main platorm or sharing content and have

increasingly become the means to manage social relationships.

Consequently social networks are grabbing ever more o our

internet time and so brands and content producers must be

active inside them.

Large Social Networks have near unlimited inventory. Foradvertisers 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

micro-sites but most o all make it engaging.

g

Widgets are clearly going to be very important to brands.

They should deliver a true benet to users, avoid overt branding

and be relevant to the user i they are to be successul. Equally

as important is securing successul distribution by working with

the platorms, using the widget 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 dierences.



47


47/80


Sharing Content uploading photos: usage trends


48/80

China

73.

5%

Mexic

o72.

9%

Philip

pines

86.4%

Brazil7

0.5%

Taiw

an69.

0%

Roma

nia56.

3%

CzechR

epublic5

9.4%

Polan

d55.

0%

Russia

52.5%

South

Kore

a54.0

%

Austria

51.0%

Turke

y48.

4%

UK48.7%

Austr

alia4

7.4%

USA47

.1%

Greece

46.

2%

Spain

46.

0%

Nethe

rland

s46.7

%

Germ

any4

2.5%

Cana

da42.

2%

Switz

erlan

d38.6%

Italy

34.8%

Hung

ary31.

8%

Fran

ce25.

5%

Japa

n21.

0%

Denm

ark31.

9%

India

64.8%

Hong

Kon

g63.1%

Pakis

tan62.7%

Photo sharing is the number one way to

share content thanks to the prolierationo digital cameras and the continuing ease

o sharing that comes with technology

innovation. The platorms to share have also

expanded with photo sharing becoming

central to social networks.

TheleadingmarketsareAsianandLatinAmeri-

can

Philippines leads the way with 86%.

Japanshunsphotos

Bottom o the table just 21% uploaded.

Largenumbersofconsumerscontributingon

a very requent basis 16% upload everyday

BrazilandAsiamorefrequent

than the UK or US

34% upload everyday

100

0

%Eve

rDone

Sharing photos Wave 3Thinking about using the Internet, which o the ollowing have you ever done?

Upload my photos to a photo sharing website Active Internet Universe



49


49/80


Frequency o Sharing Photos


Upload my photos to a photo sharing website Photo sharers only

Glob

alAvera

ge

Brazil

China

Fran

ce

Germ

any

Italy

Japa

n

Russia

South

Kore

a

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%

%Uploa

d

photos


Sharing Content uploading photos: context


50/80

2

3

4

3

1USA

47.1m

Russia

5.0%

Pakis

tan1.9%

India

1.8%

China

5.3%

Hung

ary7.8%

Turke

y5.7%

Philip

pines

6.3%

Mexic

o8.0%

Japa

n8.2%

Polan

d8.1%

Greece

8.5%

Brazil8

.7%

Italy

10.2%

Roma

nia9.0%

Fran

ce10.

5%

Denm

ark12.

9%

Austria

12.7%

Cana

da15.

3%

Switz

erlan

d16.

0%

Germ

any1

6.3%

CzechR

epublic

15.

9%

Austr

alia1

9.7%

Spain

20.

3%

UK23.

8%

Taiw

an24.

4%

South

Kore

a23.

0%

Hong

Kon

g24.

9%

USA25

.9%

Nethe

rland

s28.

0%

30

0

%EverSharedPhotosOnline

Shared Photos Online impact versus total population

Universe Sizes versus total 16-54 population



51


51/80

22

2726

22

25

28

20

5

7

9

13

18

29

6 12

10

23 China

45m19

21

24

11

8

14

1516

17



52/80

53


53/80

Glob

al

Brazil

China

Fran

ce

Germ

any

Italy

India

Japa

n

Russia

South

Kore

a

S

pain

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 o uploading videos


Upload my videos to a video sharing website Video sharers only

%Uploa

d

videos



Sharing Content uploading videos: context


54/80

2

3

4

3

1USA

25.3m

Russia

2.4%

Pakis

tan1.5%

India

1.4%

Hung

ary4.0%

Turke

y4.8%

China

4.2%

Philip

pines

4.5%

Polan

d5.3%

CzechR

epublic

6.4%

Mexic

o6.3%

Fran

ce6.7%

Greece

6.9%

Japa

n8.0%

Roma

nia7.6%

Brazil8

.8%

Austria

9.2%

Italy

8.8%

Cana

da9.8%

Switz

erlan

d11.

2%

Austr

alia1

1.7%

Denm

ark10.

4%

Germ

any1

2.7%

Spain

13.

6%

UK15.

6%

Nethe

rland

s18.

3%

USA13

.9%

South

Kore

a18.

6%

Hong

Kon

g20.

6%

Taiw

an21.

5%

25

0

%EverSharedPhotosOnline

SharedVideosOnlineimpactversustotalpopulationUniverse Sizes versus total 16-54 population



55


55/80

2726

22

25

20

5

7

9

13

10 23 China

35.5m19

24

28

18

17

11

126

8

14

15

21

29

16


Consuming Content video clips: usage trends


56/80

Video clipscontinue to grow

massively and

penetration is hugein all markets.



57

Growth is universal across all countriesVid li ti t


57/80

Growth is universal across all countries

31% to 82% global reach seen in all markets

Lowestdifferencebetweenmarketsofanysocialmediaplatform

Range 63% 99%

Veryhighfrequencymedium

71% weekly reach

Reach among total population comparable with broadcast media

In Netherlands almost 50% o all 16-54s are watching video

Volumeofusersworldwideisvast

Estimated 394m users

WatchingVideoClipsWave3Thinking about using the Internet, which o the ollowing have you ever done?

Watching Video Clips Active Internet Universe

Mexico9

4.6%

Philipp

ines9

8.6%

Brazil94

.2%

Poland

90.

5%

Taiwan

89.

2%

Spain86

.6%

China89

.0%

SouthKo

rea86.

5%

HongKo

ng86.

1%

Hungary

86.5%

Greece8

6.0%

India85

.6%

UK84.6%

Denmark

84.

3%

Pakistan

85.

0%

CzechRep

ublic

84.

0%

Austria

80.

2%

Netherla

nds7

9.2%

Italy78.

3%

Switzerla

nd77.

8%

Germany

77.

1%

Australia

77.

0%

USA74.

2%

Japan68.

1%

Russia67.

9%

France

63.

4%

Canada7

8.3%

Turkey93.

4%

Romania

92.

5%

100

0

%

EverDone

Videoclipscontinuetogrow

massively and penetration is huge

in all markets. This is thanks to theongoing rise o video sharing sites and

users embedding video clips on social

networks, blogs and web pages.


Watching video clips Waves 1-3Thinking about using the Internet, which o the ollowing have you ever done? Watching Video Clips Active Internet Universe


58/80

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



59Consuming Content video clips: usage trends


59/80

Glob

al

Brazil

China

Fran

ce

Germ

any

Italy

India

Japa

n

Russia

South

Kore

a

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 o watching video clips


Watch video clips Video clip viewers only

%Watch

vide

oclip

s



Consuming Content video clips: context


60/80

2

3

4

3

1USA

74.2m

WatchedVideosOnlineimpactversustotalpopulationUniverse Sizes versus total 16-54 population

China

6.4%

Pakis

tan2.6%

India

2.4%

Russia

6.5%

Mexic

o10.

4%

Philip

pines

7.3%

Turke

y11.

0%

Polan

d13.

3%

Brazil1

2.5%

Roma

nia14.

8%

Greece

15.

9%

Hung

ary21.

2%

Austria

20.1%

Fran

ce21.7%

Italy

23.0%

CzechR

epublic

22.

3%

Japa

n26.7%

Germ

any2

9.6%

Taiw

an30.

1%

Cana

da28.

4%

Austr

alia3

1.9%

Switz

erlan

d32.

3%

Denm

ark34.

1%

South

Kore

a37.

1%

Hong

Kon

g34.

0%

Spain

38.

3%

USA40

.9%

UK41.

3%

Nethe

rland

s47.

5%

50

0

%EverSharedPh

otosOnline




61/80


62/80

63


63/80

Mexic

o71.

5%

Roma

nia64.

4%

China

74.

3%

Brazil6

3.1%

India

57.8%

Spain

51.

0%

South

Kore

a49.

2%

Turke

y50.

8%

Polan

d47.

3%

Pakis

tan47.

0%

CzechR

epublic

43.

2%

UK42.

2%

Hong

Kon

g42.

2%

Austr

alia4

0.2%

Switz

erlan

d42.

2%

Denm

ark38.

3%

Austria

37.6%

Greece

34.

8%

Germ

any3

4.8%

Taiw

an33.

0%

Japa

n30.

2%

USA29

.5%

Cana

da28.

8%

Hung

ary26.

6%

Nethe

rland

s26.

3%

Italy

25.1%

Fran

ce34.

2%

Philip

pines

61.

8%

Russia

57.9%

80

0

%EverDone

Downloaded a podcastThinking about using the Internet, which o the ollowing have you ever done? Downloaded a Podcast Active Internet Users


Downloading Podcasts Waves 1-3Thinking about using the Internet, which o the ollowing have you ever done? Downloaded a Podcast Active Internet Users


64/80

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




65/80


66/80

67


67/80

2726

22

25

20

5

7

9

13

10 23 China

45.4m19

24

28

18

17

11

126

8

14

15 16

21

29



68/80



69

SS ( ll Si l S di i ) i k h l i i l H h W 2 W 3

Consuming content: RSS


69/80

RSS(ReallySimpleSyndication) is a key technology in social

media. It connects users to content and moves content into

a variety o platorms. However in Waves 1 and 2 it hadstubbornly reused to gain popularity despite its crucial role

in changing the way we access inormation and use social

media platorms. The issues were lack o consumer awareness

and low knowledge about what it does. Wave 3 seems to have

heralded a tipping point in adoption.

Huge growth rom Wave 2 to Wave 3

15% to 38% worldwide

BRIC markets lead

Russia, Brazil and China lead the way, all 50% plus adoption

Huge variations in adoption

Hungary 15% < Russia 57%

Still lags relative to other social computing technologies

Subscribed to an RSS eed

Thinking about using the Internet, which o the ollowing have you ever done? Subscribe to an RSS eed Active Internet Users

Brazil5

5.3%

Chin

a53.

9%

Ru

ssia

56.6%

Taiw

an48.

4%

Mexico

45.

1%

South

Kore

a44.

4%

India

44.

0%

Hon

gKon

g36.

5%

Pakis

tan35.

0%

Spain

33.

6%

Jap

an31.

4%

Sw

itzerl

and2

9.4%

Tu

rkey3

2.0%

Gree

ce28.

8%

Au

stria

28.8%

Rom

ania

27.3%

Germ

any2

7.0%

UK

24.9%

Austra

lia24.

6%

Italy

24.5%

Den

mark

20.4%

USA

18.

6%

Cana

da18.

0%

Neth

erlan

ds17.

2%

Czech

Rep

ublic

15.

0%

Hun

gary

14.7%

Fran

ce25.7%

Polan

d47.

7%

Philip

pines

45.

2%

60

0

%Everread


Subscribing to an RSS eed Waves 1-3

Thi ki b t i th I t t hi h th ll i h d ? S b ib t RSS d A ti I t t U



70/80


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

Thinking about using the Internet, which o the ollowing have you ever done? Subscribe to an RSS eed Active Internet Users



71

Frequency o accessing RSS Feed

Thi ki b t i th I t t h t d d th ll i ? S b ibi t RSS F d RSS l


71/80

Glob

al

Brazil

China

France

Germ

any

Italy

India

Japan

Russia

South

Kore

a

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%

Thinking about using the Internet, how oten do you do any o the ollowing? Subscribing to an RSS Feed RSS users only


%

Sub

scrib

eto

anRS

Sfeed




72/80

2

3

4

3

1USA

18.6m

India

1.2%

Pakis

tan1.1%

Turke

y3.8%

Philip

pines

3.3%

Hung

ary3.6%

China

3.9%

Mexic

o5.0%

Roma

nia4.4%

Greece

5.3%

Russia

5.4%

Cana

da6.5%

CzechR

epublic

6.4%

Polan

d7.0%

Austria7.

2%

Italy7.

2%

Brazil7

.5%

Fran

ce8.8%

Austr

alia1

0.2%

Denm

ark8.2%

USA10

.2%

Nethe

rland

s10.

3%

UK12.

2%

Switz

erlan

d12.

2%

Germ

any1

0.4%

Japa

n12.

3%

Hong

Kon

g14.

4%

Spain

14.

8%

South

Kore

a18.

9%

Taiw

an21.

5%

25

0

%Eversubsc

ribetoRSS

Subscribing RSS impact versus total population

Universe Sizes versus total 16-54 population



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22

2726

22

25

20

5

7

9

13

10 23 China

33m19

21

24

28

29

16

18

17

11

126

8

14

15


The trend in Wave 3 is the continued shit to


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The trend in Wave 3 is the continued shit to

uploading and sharing rich multi-media contentand as with blogging, there is a big movementtowards participation. We can also see realchanges in how people consume content; theyare now watching on demand in greater numbersthan ever. This represents a real shit in mediaconsumption rom passive to personal control.

Astheinternetbecomesmorecentraltolivingroom media consumption, it will impact theway we consume television. In the short term itis commanding more o our time, uelling duel

mediaconsumptioninhome(laptopwiththeTVon)andchangingourrelationshipwithmediatoone o being in control.



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The environment is now perect or creating and distributing

Consuming content: the impact


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The environment is now perect or creating and distributing

branded content. Consumers expect to see and are happy to

share it i the content is good. Brands are part o the modernabric o society and have as much legitimacy as consumers

to create and share content.

In the uture web distributed content could potentially become

another revenue stream or 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 ar more resource

should be too.

User generated content is now rmly part o

the media spectrum. This is an opportunity

or media companies to supplement their

proessional content with user content.

It is also an opportunity or advertising

to inspire consumers to create with

branded elements.

The role or advertising will move away

rom the interruptive model towards

less interruptive ormats such as

pre rolls, sponsorship and branded

content which help consumers

access new content.

Its not all about You Tube:

Dailymotion: A European youtube rival (dailymotion.com)

MSNVideo:Microsot rival. (video.msn.com)

Metacae: Pay the contributor based on pageviews (metacae.com)

Metatube: Searches every video site in one hit (metavideo.com)

MyspaceTV: Social Network giant diversies (vids.myspace.com)

Chinese versions: Tudou.com, 56.com, pomoho.com

Japanese versions: Watchme.tv, peevee.tv, cliplie.jp

South Koreas number 1: Pandora.tv


Final word

Create


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The key technologies that underpin the

social media revolution continue their ascent.

Social media is established everywhere there

is an internet connection and it has to be

considered or all advertisers, marketers and

content producers as a core part o their

communications. Social media has impacted

every aspect o the internet and transormedthe role it plays in our lives.

The social orientated internet is a massive

opportunity or brands, advertisers and

marketers i embraced properly. It enables

a much more positive relationship with

consumers where true benetsare created.

The social orientated internet is

a massive opportunity or brands,advertisers and marketers iembraced properly.

The uture o marketing is about acting how you want to be

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

Create branded content to be distributed across the global social

media platorms. Consumers are doing it; well resourced brands

have no excuse.

Develop widgets, applications, services and platorms that create

a genuine consumer benet and drive engagement. Provide

consumers with tools to manage their personal

brands online.

Be inventive in connecting with consumers. Integrate it with

ofine communications and use social media as link or as a

story to communicate.



Connect

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Participate


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Think global;consumers are.

Use social media to create a dialogue with consumers.

Track opinions in the blogosphere.

Exist inside Social Networks: Create proles, 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 eedback are expected.

Move away rom siloed brand sites: In a world o interlinked

platorms and content, the stand alone brand site is notas 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 platorms as part o your communications mix;

blogging platorms, social networks, video and photo sharing sites

are where consumers spend most time and where the greatest

opportunities or engagement exist.

Use socialmedia to createa dialogue with

consumers.


The next major in-depth due to be released in mid 2008

Moving Forward


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j p s

will investigate word o mouth in the online age. It will ocus on

how the wealth o consumer and peer to peer opinion we are

now exposed to impacts on how we orm opinions on brands,

products and services.

Wave 4 o the social media tracker is scheduled or late 2008 and

should include a number o new social media innovations and a

larger geographical coverage.

Wave 3 o this social media trackeris part o an ongoing global researchprogramme that ocuses on the impactso digital media and technology.

In parallel to the tracker in-depth studiesare carried out to look at particular digitalmedia topics.

The last in-depth study Anytime,Anyplace looked at mobile phonesand portable technology, in particulardemands or content services andthe role o advertising.

...an ongoing global research programmethat ocuses on the impacts odigitalmedia and technology.

Any questions orcomments please contact

[email protected]



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av.3Universal McCann 2008



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