2413 - wave 3 complete document aw 3 20080418124523
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Power to the PeoPle
SoCIAl MeDIA trACKer
av.3
Ma.08
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Power to the people - Social Media Tracker Wave 3
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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
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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
Tom.smith@universalmccann.com
Wave 3
29 Countries
17,000 InternetUsers
March2008
Introduction
Power to the people - Social Media Tracker Wave 3
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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
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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=
Power to the people - Social Media Tracker Wave 3
www.fickr.com/p
hotos
/alte
mark
/395937
06/
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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.
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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
Power to the people - Social Media Tracker Wave 3
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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.
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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
Power to the people - Social Media Tracker Wave 3
www.
fic
kr .
com/
photos/p
iccadillywilson/68766132/
www.fickr
.com/
photo
s/le
cate
s/4547
87692/
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PhotoSharing
KeySocial
Platorms
VideoSharing
Podcasts
MessageBoards
ChatRooms SocialNetworking
Widgets
RSS
MicroBlogging
Blogging
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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
Power to the people - Social Media Tracker Wave 3
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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
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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/
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Power to the people - Social Media Tracker Wave 3
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Country resultsin detail
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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
Power to the people - Social Media Tracker Wave 3
Reading blogs: usage trends
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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%
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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
Power to the people - Social Media Tracker Wave 3
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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%
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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
Power to the people - Social Media Tracker Wave 3
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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
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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
Power to the people - Social Media Tracker Wave 3
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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
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Writing blogs: usage trends
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
Power to the people - Social Media Tracker Wave 3
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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%
Daily reach Weekly reach Monthly reach Less oten
%Writ
e
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% 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
Writing blogs: usage trends
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 28 14/4/08 16:26:05
-
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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%
2413 - Wave 3 complete document AW 3.indd 29 14/4/08 16:26:06
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 30 14/4/08 16:26:06
31
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
2413 - Wave 3 complete document AW 3.indd 31 14/4/08 16:26:06
Blogging h i
-
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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/
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 32 14/4/08 16:26:08
-
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33/80
Social net orking
-
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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/
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 34 14/4/08 16:26:09
-
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35/80
Social networking: t d
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Social networking: usage trends
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 36 14/4/08 16:26:10
37
-
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37/80
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
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
2413 - Wave 3 complete document AW 3.indd 37 14/4/08 16:26:10
Social networking: usage trends
-
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38/80
Social networking: usage trends
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
2413 - Wave 3 complete document AW 3.indd 38 14/4/08 16:26:10
39
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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%
Daily reach Weekly reach Monthly reach Less oten
%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
2413 - Wave 3 complete document AW 3.indd 39 14/4/08 16:26:10
Social networking: context
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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%
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 40 14/4/08 16:26:10
-
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41/80
Brand penetration: usage trends
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
42/80
Brand penetration: usage trends
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.
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 42 14/4/08 16:26:11
43
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
2413 - Wave 3 complete document AW 3.indd 43 14/4/08 16:26:11
Brand penetration: usage trends
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 44 14/4/08 16:26:13
45
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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%
2413 - Wave 3 complete document AW 3.indd 45 14/4/08 16:26:17
Social networking
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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.
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 46 14/4/08 16:26:19
47
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
47/80
2413 - Wave 3 complete document AW 3.indd 47 14/4/08 16:26:22
Sharing Content uploading photos: usage trends
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 48 14/4/08 16:26:22
49
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
49/80
Daily reach Weekly reach Monthly reach Less oten
Frequency o Sharing Photos
Thinking about using the Internet, how oten do you do any o the ollowing?
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
2413 - Wave 3 complete document AW 3.indd 49 14/4/08 16:26:22
Sharing Content uploading photos: context
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 50 14/4/08 16:26:23
51
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
2413 - Wave 3 complete document AW 3.indd 51 14/4/08 16:26:23
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
52/80
53
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Thinking about using the Internet, how oten do you do any o the ollowing?
Upload my videos to a video sharing website Video sharers only
%Uploa
d
videos
Daily reach Weekly reach Monthly reach Less oten
2413 - Wave 3 complete document AW 3.indd 53 14/4/08 16:26:23
Sharing Content uploading videos: context
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 54 14/4/08 16:26:24
55
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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
2413 - Wave 3 complete document AW 3.indd 55 14/4/08 16:26:24
Consuming Content video clips: usage trends
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
56/80
Video clipscontinue to grow
massively and
penetration is hugein all markets.
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 56 14/4/08 16:26:25
57
Growth is universal across all countriesVid li ti t
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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.
2413 - Wave 3 complete document AW 3.indd 57 14/4/08 16:26:26
Watching video clips Waves 1-3Thinking about using the Internet, which o the ollowing have you ever done? Watching Video Clips Active Internet Universe
-
8/14/2019 2413 - Wave 3 complete document AW 3 20080418124523
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%
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
Global Philippines
Australia Russia
China South Korea
France Spain
Germany UK
ItalyUSA
Power to the people - Social Media Tracker Wave 3
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59Consuming Content video clips: usage trends
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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
Thinking about using the Internet, how oten do you do any o the ollowing?
Watch video clips Video clip viewers only
%Watch
vide
oclip
s
Daily reach Weekly reach Monthly reach Less oten
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Consuming Content video clips: context
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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
Power to the people - Social Media Tracker Wave 3
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-
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61/80
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62/80
63
-
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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
2413 - Wave 3 complete document AW 3.indd 63 14/4/08 16:26:29
Downloading Podcasts Waves 1-3Thinking about using the Internet, which o the ollowing have you ever done? Downloaded a Podcast Active Internet Users
-
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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%
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
Global Philippines
Australia Russia
China South Korea
France Spain
Germany UK
Italy USA
% ever done
Power to the people - Social Media Tracker Wave 3
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-
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65/80
-
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66/80
67
-
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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
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-
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Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 68 14/4/08 16:26:32
69
SS ( ll Si l S di i ) i k h l i i l H h W 2 W 3
Consuming content: RSS
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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
2413 - Wave 3 complete document AW 3.indd 69 14/4/08 16:26:32
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
Consuming content: RSS
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Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
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
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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
-
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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
Daily reach Weekly reach Monthly reach Less oten
%
Sub
scrib
eto
anRS
Sfeed
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Consuming content: RSS
-
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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
Power to the people - Social Media Tracker Wave 3
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73
-
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73/80
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
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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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75
The environment is now perect or creating and distributing
Consuming content: the impact
-
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75/80
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
2413 - Wave 3 complete document AW 3.indd 75 14/4/08 16:26:33
Final word
Create
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76/80
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.
Power to the people - Social Media Tracker Wave 3
2413 - Wave 3 complete document AW 3.indd 76 14/4/08 16:26:33
Connect
77
Participate
-
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77/80
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.
2413 - Wave 3 complete document AW 3.indd 77 14/4/08 16:26:34
The next major in-depth due to be released in mid 2008
Moving Forward
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78/80
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
tom.smith@universalmccann.com
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79
-
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79/80
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av.3Universal McCann 2008
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