global social media content sharing
TRANSCRIPT
Global Social Media Content Sharing16-country survey results exploring the drivers of content engagement
2
Why is your Facebook feed covered with Buzzfeed posts?
Because funny and informational content is king.
It’s no surprise that people like to share content on social media channels. After all, it’s how the networks
operate. But what are people sharing the most? What’s ignored? Social@Ogilvy and SurveyMonkey conducted
a 16-country survey of respondents with social media profiles, with just under half saying they are active sharers
of content. Results favor content that is humorous and informational. And why are people sharing this kind of
content? Two reasons: to support a cause, and to stay in touch with their fans and followers.
When it comes to branded content or ads, nearly all social media users read or watch branded content, but only
a quarter do so on a regular basis. Seventy-five percent rate the quality as low or average.
The content source isn’t particularly important, except in China, Korea, and Turkey where content produced
by established media outlets takes precedence. Further, traditional content outlets like media organizations
and big brands are falling out of favor. Instead, respondents identify technology companies and social media
networks themselves as creators of interesting content.
3
Intro: Why is your Facebook feed covered with Buzzfeed posts?
THE PROFILE OF A GLOBAL SHARER
1) What kind of content do they share? Humorous and informational
2) Why are they sharing? To promote a cause and stay in touch with their fans and followers
3) What garners the most reaction from their fans? Humorous content
4) How to they feel about branded content? More likely to view it but rate quality as low or average
WHAT DOES THIS MEAN?
1) Companies and content producers have an opportunity to get their message across to even more people.
2) Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate
about that is both informational and humorous—“edutainment” is the sweet spot.
3) When thinking about the audience, focus less on attracting media attention and more on the everyday
person. The content source, individual company, or brand isn’t as important, but where they can find
content is.
4) One size does not fit all: Strategies for targeting emerging markets should differ from mature markets.
Content for emerging markets should focus on entertainment or humor, while content in mature markets
should focus on helpful information. Social media users in emerging markets report that they are
overwhelmed with ads. To get noticed, these markets need to produce high quality content.
4
Section 1: How Often Do You Share Content on Social Media?OVERVIEW: Social media is a part of everyday life. About half of the respondents with social media profiles
report being active sharers of content on social media. Those in China, Hong Kong, Turkey, Brazil, and Mexico
say they share the most.
KEY TAKEAWAYS: Companies and content producers have an opportunity to get their message across
to even more people.
46%Actively share content on their profiles
5
LEAST AcTIVE “SHARERS” The following countries never share content or only do it once in a while.
Japan 90%
USA 67%
Germany 64%
Korea 57%
When you find an interesting piece of content online, how often do you share it on social media?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Always 17% 2% 19% 10% 41% 27% 24% 10% 9% 7% 12% 6% 27% 34% 25% 2% 17%
Usually 29% 5% 31% 15% 32% 53% 27% 27% 28% 29% 22% 16% 41% 37% 46% 13% 32%
About half the time
13% 4% 14% 18% 12% 9% 8% 18% 12% 12% 15% 14% 25% 5% 11% 17% 18%
Once in a while
33% 41% 33% 51% 14% 11% 40% 40% 45% 40% 42% 53% 6% 22% 16% 55% 27%
Never 9% 49% 3% 6% 1% % 2% 4% 6% 12% 9% 11% 1% 1% 2% 12% 5%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
Section 1: How often do you share content on social media?
TOP FIVE AcTIVE “SHARERS” The following countries usually or always share interesting content online.
china 80%
Hong Kong 73%
Brazil 71%
Mexico 71%
Turkey 68%
Both the most active and least active users are in Asia: four in ten (41 percent) in Hong Kong say they ALWAYS share interesting content online, while half in Japan say they NEVER share content.
6
Section 2: Why Do You Share Content and What Type of Content Do You Share?OVERVIEW: Social media users share so they can stay in touch and bring attention to issues they care about.
Hardly anyone shares content for promotional purposes (both job and self). These users are also most likely to
share when they come across newsworthy content, but less so when they are lonely or busy. Users prefer to share
content that is either funny or informational, and say that funny content garners the most amount of attention from
fans and followers.
KEY TAKEAWAYS: The focus should be on producing HIGH QUALITY content that has the following characteristics:
1) Helps address an issue or cause the public is passionate about.
2) Is both informational and humorous; “edutainment” is the sweet spot here.
Also, one size does not fit all: Strategies for targeting emerging markets should be different from mature markets.
Content for emerging markets should focus on entertainment or humor, while content in mature markets should
focus on helpful information.
38%Share informational content
35%Share entertaining content
7
Section 2: Why do users share content and what type of content do users share?
What is the main reason you share content?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
It makes me feel cool or hip
8% 5% 6% 4% 16% 19% 10% 4% 4% 10% 6% 4% 5% 18% 4% 2% 3%
It helps to define my personality
13% 15% 9% 7% 24% 22% 6% 12% 20% 8% 10% 10% 18% 12% 5% 11% 13%
It makes me look smart or highly informed
5% 5% 5% 6% 13% 17% 2% 1% 5% 2% 4% 4% 3% 4% 1% 2% 2%
It helps me stay in touch with people
34% 48% 32% 50% 33% 28% 45% 30% 33% 37% 39% 37% 39% 21% 23% 25% 23%
It helps promote a certain cause or issue I feel strongly about
36% 19% 46% 29% 12% 11% 35% 45% 30% 38% 37% 39% 31% 41% 65% 55% 54%
To promote my company
1% 2% % 1% 1% % 1% 2% 2% 2% 1% 1% 1% 1% 1% 2% 1%
To promote myself and/or my work
3% 7% 2% 4% 2% 2% 3% 6% 6% 4% 4% 3% 4% 3% 2% 3% 4%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
WHY: Top reasons for sharing: to promote a cause or issue (36 percent) and to stay in touch with people (34 percent). Promotional reasons fall low on the list. Very few, with notable exceptions in Hong Kong and China, also say that they post content because it makes them look smart. The top two reasons apply to most countries, except for those in Hong Kong and China who also mention that sharing content “helps define their personality” as another top reason.
PROMOTING ISSUES AND cAUSES There are a few countries whose top reason is clearly to promote issues and causes.
Mexico 65%
USA 55%
South Africa 54%
Singapore 46%
Russia 45%
WHAT ABOUT THE AcTIVE SHARERS? Top reasons to share are the same, but users are twice as likely to say that they share because it makes them feel cool (11 percent versus 5 percent for non-active sharers).
Newsworthy 64%
Informative 34%
candid 30%
Few overall say they share because it makes them feel cool, active sharers are twice as likely to cite feeling cool as the main reason for sharing content (11% versus 5% for non-active sharers). They share when content is newsworthy and informative and prefer that content from organizations they follow on social media is candid.
8
WHEN: A majority of respondents (61 percent) say they are most likely to share content when they come across something newsworthy, less so because they are in a good mood (21 percent) or bored (13 percent).
Section 2: Why do users share content and what type of content do users share?
When are you most likely to share content?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
When I am bored
13% 43% 10% 21% 17% 8% 7% 6% 12% 16% 15% 10% 11% 5% 4% 10% 6%
When I am busy or multi-tasking
4% % 3% 6% 11% 5% 3% 1% 3% 4% 5% 4% 4% 5% 3% 1% 5%
When I am in a good mood
21% 9% 21% 13% 40% 33% 20% 22% 18% 17% 26% 21% 34% 23% 13% 12% 13%
When I am feeling sad or lonely
2% 0% 3% 4% 4% 2% 1% 2% 2% 2% 2% 2% 3% 1% 0% 1% 1%
When I find something newsworthy
61% 48% 63% 57% 28% 52% 70% 68% 64% 61% 53% 63% 48% 67% 80% 75% 74%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
Hong Kong social media users stand out here: the top reason for sharing content is because they are in a good mood.
Japanese users are the only group with a large portion saying they are most likely to share content when they are bored (43 percent).
Across all countries, very few say that they share content because they feel sad or lonely.
9
WHAT: Even though social media users say that funny posts result in the most engagement from their fans and followers, they are equally likely to share informational content even though it doesn’t get as big of a reaction.
Section 2: Why do users share content and what type of content do users share?
MOST LIKELY TO SHARE INFORMATIONAL cONTENT
Indonesia 68%
Mexico 58%
Turkey 46%
Brazil 45%
LEAST LIKELY TO SHARE POLITIcAL cONTENT
Hong Kong 2%
Indonesia 2%
china 4%
Singapore 4%
While political content isn’t so popular in most countries, over two in ten (22 percent) in Turkey say that political material garners the biggest reaction.
MOST LIKELY TO SHARE FUNNY cONTENT
Hong Kong 52%
UK 44%
Japan 43%
Poland 43%
10
Section 2: Why do users share content and what type of content do users share?
In general, when you share content, what type garners the most reaction from your friends/followers?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Funny or entertaining
44% 49% 46% 33% 57% 35% 39% 37% 47% 49% 52% 54% 26% 45% 40% 52% 48%
Informative or educational
25% 17% 33% 34% 25% 26% 40% 19% 15% 20% 19% 16% 25% 23% 40% 22% 24%
Edgy or controversial
11% 5% 7% 15% 8% 19% 9% 16% 17% 7% 9% 8% 16% 15% 7% 9% 10%
Dramatic or moving
10% 13% 10% 8% 7% 16% 10% 20% 15% 12% 8% 10% 11% 6% 4% 7% 11%
Cause or politically-related
9% 16% 4% 10% 3% 4% 3% 9% 7% 13% 12% 12% 22% 11% 9% 10% 6%
Of the following options, which type of content are you most likely to share?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Funny or entertaining
35% 43% 38% 24% 52% 30% 22% 31% 43% 41% 44% 38% 25% 33% 24% 36% 37%
Informative or educational
38% 23% 45% 44% 31% 33% 68% 29% 24% 28% 29% 31% 46% 45% 58% 40% 37%
Edgy or controversial
9% 3% 8% 14% 10% 17% 2% 13% 13% 9% 9% 8% 8% 6% 4% 6% 7%
Dramatic or moving
8% 9% 5% 7% 5% 16% 6% 20% 10% 8% 7% 4% 6% 3% 4% 4% 10%
Cause or politically-related
10% 22% 4% 11% 2% 4% 2% 6% 9% 13% 13% 18% 15% 13% 10% 14% 8%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
11
Of the following options, which type of content are you most likely to share?
Emerging markets Mature markets
Funny or entertaining 40% 31%
Informative or educational 34% 43%
Edgy or controversial 8% 9%
Dramatic or moving 6% 10%
Cause or politically-related 12% 8%
Total 3243 3279
In general, when you share content, what type garners the most reaction from your friends/followers?
Emerging markets Mature markets
Funny or entertaining 49% 40%
Informative or educational 23% 26%
Edgy or controversial 9% 14%
Dramatic or moving 9% 12%
Cause or politically-related 10% 9%
Total 3243 3279
43%Mature markets share informational content
40%Emerging markets share entertaining content
12
Section 2: Why do users share content and what type of content do users share?
In general, when you share content how does it make you feel?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Creative 14% 6% 8% 3% 18% 30% 26% 18% 14% 13% 12% 10% 15% 20% 21% 10% 13%
Thoughtful 17% 10% 27% 13% 16% 16% 11% 4% 21% 12% 28% 34% 13% 11% 15% 26% 24%
Resourceful 12% 7% 25% 25% 13% 8% 1% 5% 33% 3% 14% 9% 3% 7% 2% 20% 23%
Useful 32% 43% 21% 29% 26% 15% 45% 53% 9% 45% 27% 28% 44% 40% 41% 25% 21%
Special 5% 2% 6% 1% 14% 7% 4% 5% 3% 8% 5% 3% 8% 4% 4% 4% 4%
Loved 4% 2% 2% 3% 6% 12% 1% 2% 1% 7% 2% 5% 6% 3% 0% 2% 1%
Cutting-edge 3% % 2% 1% 2% 3% 3% 5% 7% 1% 3% 2% 3% 3% 3% 1% 2%
Unique 5% 21% 5% 7% 3% 7% 7% 3% 6% 4% 3% 1% 1% 2% 1% 5% 4%
Smart 4% 5% 3% 11% 3% % 1% 4% 1% 3% 4% 5% 4% 9% 3% 4% 2%
Professional 3% 2% 2% 6% 0% 1% 2% 2% 4% 4% 3% 3% 3% 2% 10% 3% 4%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
FEEL: The most common emotion associated with sharing content?
Useful 32%
Thoughtful 17%
creative 14%
Resourceful 12%
Chinese social media users differ here—their top emotion is creative. Few feel unique when sharing content, except in Japan (21 percent).
13
Section 2: Why do users share content and what type of content do users share?
In general, when are you most likely to react positively to an organization’s content?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
When the content is candid or truthful
26% 21% 18% 36% 12% 31% 23% 24% 37% 27% 15% 31% 39% 35% 32% 18% 20%
When the content is edgy or controversial
6% 5% 4% 5% 11% 18% 4% 10% 4% 6% 6% 6% 10% 5% 1% 3% 3%
When the content is funny
14% 27% 11% 13% 36% 10% 5% 11% 17% 18% 24% 15% 9% 6% 5% 10% 10%
When the content is entertaining
9% 8% 14% 8% 16% 8% 5% 5% 5% 11% 13% 10% 8% 7% 6% 9% 10%
When the content is informative or useful
39% 33% 46% 33% 21% 16% 62% 45% 31% 34% 37% 33% 34% 44% 53% 53% 46%
When the content is touching or moving
6% 6% 8% 4% 5% 16% 2% 5% 7% 4% 5% 5% 1% 3% 3% 8% 10%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
cONTENT SOcIAL MEDIA USERS ENJOY THE MOST
Informational 39%
candid 26%
Funny 14%
cOUNTRIES THAT ENJOY INFORMATIONAL cONTENT
Indonesia 62%
Mexico 53%
USA 53%
Overall, touchy feely content isn’t as popular, while funny content is most popular in Hong Kong (36 percent).
14
Section 2: Why do users share content and what type of content do users share?
Of the following options, which type of content do you find most off putting?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
When it is unrelated to other content I am seeing
8% 7% 11% 10% 13% 8% 7% 3% 5% 14% 8% 7% 13% 11% 6% 3% 5%
When it is offensive 53% 49% 52% 41% 37% 59% 51% 67% 64% 39% 51% 54% 52% 63% 72% 44% 59%
When it is an advertisement
18% 13% 13% 27% 28% 17% 9% 18% 20% 23% 20% 18% 21% 10% 8% 27% 10%
When it is unrelated to me and my interests
14% 17% 15% 18% 18% 12% 21% 8% 4% 20% 13% 15% 12% 12% 10% 10% 12%
When there is simply too much volume of content
7% 13% 9% 4% 4% 3% 14% 4% 7% 4% 8% 6% 3% 4% 5% 16% 14%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
About half of social media users (53 percent) find offensive content off-putting, and less than one in five have a negative reaction to ads.
• Hong Kong, USA, and Korea react most negatively to ads, with over a quarter of users in each country saying that ads are the most off-putting type of content they see.
• Offensive content is less off-putting in the Asian countries surveyed, compared to their European counterparts (48 percent versus 55 percent). A similar trend is seen in emerging markets versus mature markets: Six in ten (61 percent) respondents in mature markets say offensive content is the most off-putting, compared to less than half (46 percent) in emerging markets.
Surprisingly, few cite the volume of content as the most off-putting, indicating that the amount of content is not a deal breaker.
Of the following options, which type of content do you find most off putting?
Asia Europe Emerging markets Mature markets
When it is unrelated to other content I am seeing 9% 8% 9% 7%
When it is offensive 48% 55% 46% 61%
When it is an advertisement 18% 20% 21% 14%
When it is unrelated to me and my interests 17% 12% 16% 11%
When there is simply too much volume of content 8% 5% 8% 7%
Total 2508 2448 3243 3279
15
Section 3: How Does This Translate to Branded Content?OVERVIEW: Few social media users say they never read or watch branded content or ads, but only a quarter do
so on a regular basis. Across the globe, three quarters of respondents would rate the quality of ads as average
to poor.
KEY TAKEAWAYS: Focus on producing HIGH QUALITY content. To get noticed, it is even more important
to produce high quality content in emerging markets in what is viewed by social media users as a space
overcrowded with ads.
77%Say ad quality is average to poor
16
In general, do you think you see too much, too little, or about the right amount of branded or advertising content?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Much too much
22% 34% 11% 23% 15% 11% 20% 18% 24% 28% 23% 19% 20% 26% 17% 43% 17%
Somewhat too much
38% 40% 41% 50% 43% 38% 35% 41% 25% 40% 38% 36% 41% 29% 28% 40% 38%
About the right amount
36% 24% 44% 22% 37% 48% 41% 38% 47% 27% 35% 43% 33% 37% 45% 15% 39%
Somewhat too little
4% 1% 3% 4% 3% 3% 3% 3% 3% 3% 2% 1% 5% 7% 9% 2% 6%
Much too little
1% 1% 1% 1% 2% 1% 1% 1% 1% 1% 1% 0% 1% 2% 1% 1% 0%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
WHO IS SIcK OF SEEING ADS?
Americans 83%
Japanese 74%
Korean 73%
Six in ten say they see too many ads, while a little over a third (36 percent) say that the amount of branded or ad content is about right.
Section 3: How does this translate to branded content?
In general, do you think you see too much, too little, or about the right amount of branded or advertising content?
Emerging markets Mature markets
Much too much 24% 19%
Somewhat too much 41% 34%
About the right amount 31% 41%
Somewhat too little 2% 5%
Much too little 1% 1%
Total 3243 3279
17
In general, what is the quality of branded or advertising content?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Excellent 4% 0% 3% 1% 6% 9% 4% 4% 3% 2% 5% 3% 6% 7% 6% 2% 6%
Very good 19% 2% 21% 18% 38% 35% 14% 9% 13% 10% 21% 7% 21% 30% 32% 8% 26%
Good 44% 22% 51% 56% 32% 35% 55% 68% 37% 47% 36% 46% 50% 38% 45% 38% 43%
Fair 27% 65% 22% 21% 21% 20% 25% 16% 28% 30% 29% 37% 19% 21% 15% 39% 22%
Poor 6% 11% 3% 3% 2% 2% 2% 2% 18% 12% 9% 8% 4% 4% 2% 14% 3%
When you encounter branded or advertising content, how often do you read/watch it?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Always 6% 0% 5% 3% 14% 12% 10% 3% 3% 3% 5% 2% 8% 12% 10% 1% 10%
Usually 22% 2% 26% 12% 33% 39% 26% 16% 20% 14% 19% 12% 25% 33% 37% 4% 24%
About half the time 23% 13% 27% 32% 24% 22% 17% 34% 27% 25% 22% 17% 42% 15% 21% 13% 23%
Occasionally 39% 49% 36% 46% 26% 24% 45% 42% 42% 39% 41% 54% 21% 37% 31% 53% 38%
Never 10% 36% 5% 7% 3% 3% 2% 5% 8% 18% 13% 15% 4% 3% 2% 29% 5%
Total 3522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
QUALITY OF ADSIn general, ad quality is rated as at least good by a majority of users, and a little over half say they read or watch these ads at least half the time. American and Japanese users are most likely to give a lower rating on the quality of branded content and also least likely to watch such content.
Section 3: How does this translate to branded content?
MOST LIKELY TO READ OR WATcH BRANDED cONTENT More than seven in ten social media users in these countries say they do so at least half of the time.
Turkey 75%
china 73%
Hong Kong 71%
18
In general, what is the quality of branded or advertising content?
Emerging markets Mature markets
Excellent 3% 6%
Very good 16% 23%
Good 41% 46%
Fair 33% 21%
Poor 7% 5%
Total 3243 3279
When you encounter branded or advertising content, how often do you read/watch it?
Emerging markets Mature markets
Always 4% 9%
Usually 16% 28%
About half the time 22% 25%
Occasionally 43% 35%
Never 16% 4%
Total 3243 3279
Section 3: How does this translate to branded content?
EMERGING MARKETS NEED HIGH QUALITY ADSSocial media users in emerging markets report that they are overwhelmed with ads. Emerging markets need to produce high quality content in order to get noticed.
19
When you encounter branded or advertising content, how often do you share it?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Always 5% 0% 3% 2% 15% 9% 9% 1% 3% 1% 5% 2% 8% 10% 6% 1% 7%
Usually 16% 3% 19% 6% 32% 37% 19% 11% 12% 10% 12% 8% 19% 23% 24% 2% 12%
About half the time 15% 9% 18% 19% 16% 16% 12% 20% 15% 14% 15% 14% 31% 10% 14% 3% 16%
Occasionally 37% 31% 40% 44% 25% 30% 49% 42% 41% 32% 33% 37% 25% 41% 43% 29% 43%
Never 27% 57% 19% 29% 12% 8% 11% 26% 29% 42% 36% 39% 18% 16% 13% 64% 22%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
SHARING BRANDED OR ADVERTISING cONTENT Fewer users say they share ads: only about a third (36 percent) share branded content at least half of the time.
Section 3: How does this translate to branded content?
When you encounter branded or advertising content, how often do you share it?
Emerging markets Mature markets
Always 4% 7%
Usually 12% 20%
About half the time 14% 17%
Occasionally 34% 39%
Never 37% 18%
Total 3243 3279
MOST LIKELY TO SHARE cONTENTSocial media users in the following countries stand out as the most likely to share content, with a majority in each group sharing ads they see at least half the time.
Hong Kong 63%
china 62%
Turkey 58%
On the flip side, users in the USA and Japan are least likely to share content.
20
OVERVIEW: The content source isn’t particularly important, except in China, Korea, and Turkey where content
produced by established media outlets takes precedence. Further, the top-of-mind companies and organizations
that produce the most interesting content are not the traditional content producers. Ads from food, beverage, and
clothing along with established media organizations are mentioned less frequently than “clearinghouses for content”
like Google and Facebook.
KEY TAKEAWAYS: When thinking about the audience, focus less on media attention and more on the everyday person.
The content source, individual companies, and brands aren’t as important, but where people can find content is.
40%Say source doesn’t matter, as long as it’s interesting
Section 4: What About the Content Source?
21
Section 4: What about the source of the content?
In general, what types of content are you most likely to share?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
Content from a well-established, respected media outlet
24% 13% 28% 39% 27% 38% 16% 12% 7% 24% 19% 16% 38% 30% 27% 31% 26%
Content from a company, business, organization or brand
13% 8% 16% 8% 24% 13% 27% 7% 12% 12% 13% 14% 13% 12% 10% 7% 10%
Content from a friend or someone I trust
23% 33% 16% 26% 32% 23% 13% 22% 22% 26% 29% 35% 23% 17% 13% 20% 17%
The source doesn’t really matter as long as it's interesting
40% 46% 40% 27% 17% 26% 44% 59% 59% 38% 39% 35% 27% 40% 50% 43% 47%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
WHILE cONTENT SOURcE IS NOT IMPORTANT IN MOST cOUNTRIES, THERE ARE A FEW EXcEPTIONS
Emerging markets are more likely to share content from a friend than mature markets (27 percent versus 19 percent).
Social media users in the Asian countries surveyed are more likely to share content from established media than the European markets surveyed (27 percent versus 19 percent).
cONTENT SHARING FROM MEDIA OUTLETS
Korea 39%
china 38%
Turkey 38%
Japanese, Polish, and German social media users are more likely to share content from a friend than an established media outlet.
cONTENT SHARING FROM A cOMPANY/BRAND
Indonesia 27%
Hong Kong 24%
In addition to content from media outlets, the most common type of content shared among Hong Kong users is content from a friend (32 percent).
22
Emerging markets Mature markets Asia Europe
Content from a well-established, respected media outlet 25% 24% 27% 19%
Content from a company, business, organization or brand 13% 13% 16% 12%
Content from a friend or someone I trust 27% 19% 24% 26%
The source doesn’t really matter as long as it's interesting 36% 44% 33% 43%
Total 3243 3279 2508 2448
cOMPANIES AND ORGANIZATIONS AS cONTENT SOURcES
When asked to identify companies or organizations that regularly produce interesting content, most respondents listed technology companies, many of which do not produce content themselves (or aren’t known as content producers) but instead are “clearinghouses” for content (ex. YouTube). This indicates that top-of-mind content sources aren’t geared toward specific companies, but instead are places where they can find the content.
At least one USA technology company (Google, Facebook, Yahoo, Apple) makes the list in all countries. Notably missing from the USA list is Facebook. In the USA, online news organizations win over traditional news. Users mention just a few companies in the food and beverage industries, one being Coca-Cola (which wins the war over Pepsi). Korean and Turkish users mention several government organizations, and the Polish are the only users who mention a specific political party. Other fun facts: The Turkish love appliances, Nike wins over Adidas, and Samsung beats out Sony.
Section 4: What about the source of the content?
23
France Poland
UK Germany
What companies or organizations regularly produce interesting content?
BBC
Sky
Coca-Cola
Huffington Post
Nike
comparethemarket.com
3
Apple
YouTube
The Guardian
Virgin
Marks & Spencer
John Lewis
Tesco Guinness Yahoo
BT
Vine
BuzzFeed
Cadbury
The Sun
Boots
Change.org
Evian
Paddy Power
Sainsbury's
L'Oreal
WWF
Coca-Cola
Apple
Red Bull
Danone
Oasis
Amazon
L'Oreal
Nike
Nestlé LU
Orange YouTube
Sony
La Redoute
Le Monde Facebook
Nike
Orange
Biedronka Coca-Cola
Plus
Play
TVN
Żubr
Onet
Nokia
IKEA
Mercedes-Benz
House
Heyah
Adidas
VIVA
Danone
Allegro
Panasonic
Pepsi
C&A
KNP
Sony
Wirtualna Polska
ING Bank
LOT
Media Markt
Coca-Cola Amazon
Sony
Edeka
YouTube
Apple
BMW
NIVEA
Vodafone
Knorr McDonald's
Samsung
Hornbach
eBay
Bild
Spiegel
Greenpeace
24
USA Mexico
Brazil South Africa
What companies or organizations regularly produce interesting content?
Coca-Cola
Samsung
Catraca Livre
Heineken
Nike
Bom Negócio
Vivo
Apple
Itaú
YouTube
Skol
Submarino
Nestlé
Pontofrio
Magazine Luiza
Unilever
Microsoft
Globo Netflix
Stardoll
Folha
Superinteressante
Sony
Fiat
Havaianas
UOL
Dove
Banco de Brasil
Renner Zaffari
Ambev
Natura
Netshoes
Oi
Passarela L'Oreal
Veja
LG
Greenpeace
Dell
Dafiti
Porta dos Fundos
O Boticário
Hypeness
Johnson&Johnson
Nando's
Coca-Cola
News24 Samsung
Red Bull
FNB
Vodacom
Apple
9gag
Nike
YouTube
OUTsurance
Groupon
Volkswagen
DStv
Ford
Toyota
TED Zando Virgin
Citroen Levi's
The WHOot
Maroela Media MTN
Primedia
Allan Gray
Discover
Eyewitness News
Upworthy
Huffington Post
Geico
Budweiser
I Fucking Love Science
NPR
Apple
BBC New York Times
Coca-Cola
BuzzFeed
PBS Amazon
ESPN
PETA
Kraft
Drudge Report
Humane Society Mother Jones
Heineken Coca-Cola
P&G
Muy Interesante
National Geographic
Nike
YouTube
Walmart
Adidas
Ford
Microsoft
Samsung
Sony
La Bioguía
Upsocl
Linio
Greenpeace
Apple Corona
Yahoo
Aristegui Noticias
LG
Privalia
Telcel
Televisa
Old Spice
Discovery
Huggies
Quo
CEMEX
25
What companies or organizations regularly produce interesting content?
Japan Korea
Hong Kong china
Samsung
Government
SK Newstapa
Naver
CJ
Lotte
Daum
Hyundai
LG
Apple Bloter
EBS
Innis
Blizzard
Unitas BRAND
YTN
YouTube
Microsoft
Olleh
Ohmynews
Hankyoreh
Adidas
Sina
Samsung
MI NetEase
Wu
Tudou
Weixin
Youku
McDonald's Pepsi
Nike
Sohu
Olay
L'Oreal
Taobao
P&G
Midea
Tmall
Intel Durex
Qilu
MiZone Renren
Zhihu
HP
Mengiu
Suntory
Softbank
Coca-Cola
Sony
Rakuten
Panasonic
YouTube
Line
Sharp
Yahoo
NHK
HSBC
YouTube
Google Samsung
Apple
Yahoo
Apple Daily
McDonald's
9gag
Cathay Pacific
Coca-Cola
SK-II
H&M Nike
TVB
Lenovo
New Balance
DBS Bank ESPN Sina
Singtel
P&G Opinionbus
26
Turkey Russia
MTS
Beeline
Yandex
YouTube
Coca-Cola
Sony
VK
Avon
Apple
Tele2
Nike
Samsung Microsoft
Pepsi
Sherbank Rossii
TNT
Wikipedia
Toyota
eBay
Adidas
KupiVIP
Coca-Cola
Ülker
Nike
Samsung
Turkcell
Apple
Turkish Airlines
YouTube
Iş Bankası
Hepsiburada
ETi Koç
Government
Red Bull
Bosch
Vestel
Akbank
DeFacto
Mercedes-Benz
Sony
Hürriyet
Arçelik Markafoni
Onedio
Philips
Trendyol
Adidas
Milliyet
What companies or organizations regularly produce interesting content?
Singapore Indonesia
Apple
Samsung
McDonald's
Coca-Cola
Stomp Singtel
Yahoo
9gag
Zalora
YouTube
Starhub
Visa Sony
Qoo10
Heineken
Nike
Pepsi
Dove
Hardwarezone
Xiaomi
Durex
Singapore Airlines
Accenture DBS
Evian
Groupon
Straits Times
Changi Airport
Mediacorp
Nestle
BBC
Cadbury
Scoot
P&G
Tiger
Samsung
Unilever
Lazada
Detik
Yahoo
Berniaga
Toko Bagus
Coca-Cola
Kompas
Sony
Amazon
Bisnis
Telkomsel
Indosat
Zalora
WWF
YouTube
Apple
Kaskus
HP
Djarum76
Rakuten XL
Globallshare
Garuda
Air Asia
Viva
Okezone
Honda
Blackberry
Line
27
In general, what is your main reason for following/liking organizations on social media?
ALL Japan Singapore KoreaHong Kong
china Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USASouth Africa
To be entertained 19% 19% 15% 18% 26% 21% 8% 22% 20% 27% 21% 24% 23% 15% 12% 17% 12%
To interact directly with the organization
12% 4% 8% 14% 14% 16% 17% 11% 8% 6% 11% 8% 9% 15% 23% 17% 17%
To give direct feedback
16% 29% 11% 16% 23% 19% 13% 5% 32% 19% 15% 18% 10% 15% 13% 8% 8%
To hear about products, offers, or news
34% 17% 46% 22% 26% 22% 53% 51% 25% 37% 33% 30% 40% 43% 24% 31% 39%
To be associated with the organization’s brand and values
4% 4% 7% 4% 4% 7% 1% % 3% 4% 6% 3% 5% 3% 2% 10% 9%
To show my friends what I care about or want to be associated with
15% 27% 12% 25% 6% 14% 9% 11% 12% 8% 14% 16% 14% 8% 27% 17% 16%
Total 6522 418 421 427 405 437 400 417 411 403 398 414 405 396 412 357 401
Section 4: What about the source of the content?
TOP REASONS TO FOLLOW ORGANIZATIONS
Products, Offers, or News 34%
Entertainment 19%
To Give Direct Feedback 16%
Japanese, Mexican, and Korean social media users tend to care the most about brand association, with about a quarter citing this as the primary reason for liking or following organizations. About three in ten Japanese and Polish users say their main reason is to give feedback.
SURVEY METHODOLOGY
Results were gathered online from 6,522 self-reported social media users 18+ in 16 countries using SurveyMonkey Audience. Surveys conducted in Brazil, France, Germany, Mexico, Poland, Russia, South Africa, Turkey, UK, and USA were completed in June 2014, and surveys conducted in China, Hong Kong, Indonesia, Japan, Korea, and Singapore were completed in April 2014. For open-ended responses, only phrases with two or more mentions are shown in the word clouds.