cracking the social code - world media group · wave 1 2006 wave 2 2007 wave 3 2008 wave 4 2009...

CRACKING THE SOCIAL CODE The Story of Why

65 countries

48,945 respondents

We have many trends

Social is the new normal

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 12006

Wave 22007

Wave 32008

Wave 42009

Wave 52010

Wave 62011

Wave 72013

% E

ve

r D

on

e

Create a video to upload

online

Upload a video clip to a video

sharing website

Watch video clips online

Create a profile on a social

network

Manage a profile on a

social network

Visit a friend’s social network

page

Q: Thinking about using the internet, which of the following activities have you ever done?

Base: Global

The world is going smart and mobile

0% 20% 40% 60% 80% 100%

Desktop

Laptop/Netbook

Convertible Touchscreen…

Full-sized Tablet e.g. iPad, Samsung…

Mini Tablet e.g. Nexus 7, iPad Mini,…

Smartphone

Mobile phone

Games Console e.g. PS3

Portable Games Console e.g. PSP

Portable mp3/video player

Smart TV/internet-connected set-top box

Devices Owned

Wave 6

Wave 7

Q: Which of the following devices do you own?

Base: Global

Its not just more smartphones its more often

5.2

5.6

3.7 3.5

5.3

6.1

5.2

4.3

0

1

2

3

4

5

6

7

Desktop Laptop Smartphone Tablet

Average Number of Online Activities Done Via Each Device

Wave 6 Wave 7

Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities?

BASE: Global - all who own each device

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 12006

Wave 22007

Wave 32008

Wave 42009

Wave 52010

Wave 62011

Wave 72013

% E

ve

r D

on

e

As a result simple social and contextual

experiences are growth industries

Q: “Thinking about using the internet, which of the following activities have you ever done?”

BASE: Global

Upload my photos to a photo sharing site

Use a microblogging service

Shared my location via a location based social

network

“There is no bigger sucker than a gullible marketeer Adman who thinks they are missing out on a trend.” Bob Hoffman AdContrarian.blogspot.com

INSTEAD START WITH THE VALUE EXCHANGE

But it’s a fragile balance

Q: Below is a list of statements. Please answer reflecting your opinion.

Base: Global

29.3%

14.9%

37.3%

28.7%

I am concerned about the amount ofpersonal data online

I don't mind companies tracking my onlinebehaviour if it improves my experience

Somewhat agree

Completely agree

67%

44%

ASKING WHY IS THE KEY TO

CRACKING THE CODE

7 years of asking WHY has

shown us that

5

needs

underpin all social

behaviour

RELATIONSHIP

RECOGNITION

DIVERSION

LEARNING

PROGRESSION

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Feel part of a like-minded community

Share myappreciation with

others

It wasrecommended to

me

Support a cause Ilike

Get free content

Fill time/have fun

Develop my skills

Associate withsomething I think

is cool

Get a personalresponse to anissue/complaint

Contactcompanies &

influencedevelopment

Get advance newsabout products

Learn more aboutit

Wave 6

Wave 7

Q: Please tell us why you joined a brand community

Base: Global who have joined a brand community in the ;last 6 months

Desirability Feel

valued

Spend

more time

Word of

mouth

Sales

Needs build brands

DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING

THE VALUE EXCHANGE IS

DEFINED BY THESE NEEDS

Value Exchange

UNLOCKING THE TRUE

POWER OF TRENDS

0%

10%

20%

30%

40%

50%

60%

70%

80%

Socialize with others

Be creative

Have fun/ be entertained

Hang out or waste time

Relax

Read content

Watch content

Ward off boredom

Play a game

Manage my life

Access information quickly

Make a purchase

Find your way

Get something done

Organize something

Explore the world aroundyou

Learn something new

Research somethingthoroughly

Wave 6 Wave 7

Q: “Please select which of them you think does a good job when you want to…” [Smartphone]

BASE: Global – Own a Smartphone

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

0%

10%

20%

30%

40%

50%

60%

70%

80%

Socialize with others

Be creative

Have fun/ be entertained

Hang out or waste time

Relax

Read content

Watch content

Ward off boredom

Play a game

Manage my life

Access information quickly

Make a purchase

Find your way

Get something done

Organize something

Explore the world aroundyou

Learn something new

Research somethingthoroughly

Wave 6 Wave 7

Q: “Please select which of them you think does a good job when you want to…” [Tablet]

BASE: Global – Own a Tablet

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

0%

10%

20%

30%

40%

50%

60%

70%

Meet newpeople

Stay in touchwith friends

Feel like youbelong

Shareknowledge

Share newexperiences

Hang out orwaste time

Have fun/beentertained

Be creative

Make money

Makecontacts for

work

Changeopinions

Promoteyourself

Expressyourself

Earn respect

Learnsomething

new

Keep up todate

Explore theworld around

me

Seek otherpeople'sopinions

Wave 6 Wave 7

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Q: “Please select which of them you think does a good job when you want to…” [Microblog]

BASE: Global – Used a Microblog in the last 6 months

RECOGNITION

Q: “Please tell us why you have shared something you have seen or heard

BASE: Global – Have shared something seen on TV/Something read in the newspaper

0%

10%

20%

30%

40%

Entertain others

Hear other people's opinions

Share my appreciation with others

Help express youremotions/feelings

Help others

Feel better connected to othersInfluence the opinions of others

Make an experience better

Be first to share something new

Connect with someone new

Earn respect

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION

TV Print

Summary

• 7 years of trends have told us their real value

• Instead focus on needs

• Build a MUTUALLY beneficial value exchange

• Use social technology in a meaningful way