C O N S U M E R S E N G A G E M E N TO N S O C I A L M E D I A

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TODAY

EXPLORE THE LATEST RESEARCH FROM THE GLOBALWEBINDEX

• Establish current social behaviour online

• Understand the shift to fast growth markets and the global opportunity

• Explore local variation and impacts social comms and business strategy

THE GLOBALWEBINDEX

• The largest multi-market research project in the world

• Most detailed view of how and why people use the internet to date

• Surveying a representative sample of 16-65 internet users

• Founded in 2009, surveying 180K internet users

• Quarterly global research in 2013 - 300K internet users surveyed by Q4

DRIVING GLOBAL INSIGHTS AND STRATEGY

WEB BRANDS• Cross Platform Market Sizing• Audience Insights• Product Strategy

BRANDS

• Audience Insights• Digital Brand Portfolio • Multi-market Social Strategy & Frameworks

GlobalWebIndex Wave 8 Preview. Q4 2012. Global Data

BEHAVIOUR RANKING: 63% ACTIVE ON SOCIAL NETWORKS

Watched a video clip

Used internet banking

Search for product or service to buy

Used a social networking service

Used Webmail

Purchased a product online

Managed your social network profile

Uploaded photos online

Reviewed a product or brand online

Used Instant Messenger

Purchased an online service

Listen to music on a music streaming service

Watch television shows on demand (not live) through an Internet service

Watched a full length film

Searched using a location based service

Used online office applications

0% 10% 20% 30% 40% 50% 60% 70% 80%

% Have Done Last Month

24% UPLOAD VIDEO. NOW THE SAME AS FORUMS / BBS

Commented on a story

Posted a comment on a forum / message board / BBS website

Asked or answered a question on a question and answer services (i.e. Yahoo Answers or Quora)

Uploaded a video online

Made a phone call online / Used VOIP

Listened to LIVE radio online

Used a social bookmark service

Bought a product or service through a group-buying website (i.e. Groupon)

Listened / watched a podcast

Used a micro-blogging service

Sold a product online

Watched a full length sports programme

Streamed a full length TV show LIVE

Edited/managed own website

Written your own blog

Written a news story / article

Subscribed to an RSS feed

Used an aggregator

0% 5% 10% 15% 20% 25% 30% 35%

GlobalWebIndex Wave 8 Preview. Q4 2012. Global Data

% Have Done Last Month

MOBILE LEADS PC FOR SOCIAL NETWORKING

Watched a video clip 75.1% 61.7% 64.2%

Used a social networking service 63.3% 63.4% 52.5%

Managed your social network profile 56.4% 60.1% 52.2%

Uploaded photos online 50.1% 54.1% 40.3%

Reviewed a product or brand online 40.2% 33.2% 31.8%

Commented on a story 29.1% 23.7% 22.8%

Posted a comment on a forum / BBS 24.2% 19.4% 19.8%

Uploaded a video online 23.8% 25.6% 26.4%

Used a micro-blogging service 19.8% 22.8% 22.9%

Written your own blog 14.9% 13.4% 14.4%

% Have Done Last Month

GlobalWebIndex Wave 8 Preview. Q4 2012. Global Data

CUTTING THROUGH COMPLEXITY: AGGREGATE SOCIAL ENGAGEMENT

Use a Social Network

Use a Micro-Blog Posted on a ForumComment on a

StoryPARTICIPATION

Upload a PhotoUpload a Video

OnlineWritten a Blog Written a StoryCREATION

Reviewed a Product or Brand

Re-tweet (share) a Brand on a Micro-

blog

Upload a video / photo to a branded

page

Liked a Product or BrandBRAND

Number of SEB categories engaged in by marketSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

VAST MAJORITY OF USERS ON THE PLANET ARE SOCIALLY ACTIVE

Indo

nesia

China

Philipp

ines

Argen

tina

Turke

y

Mala

ysia

Brazil

India

Mex

ico

South

Kor

ea

Russia

Poland

Saudi

Arabia

South

Afri

ca

Nethe

rland

s

Ger

man

y

Singap

ore

Canad

aSpa

in

Austra

liaUK

Hong

Kong

Franc

eIta

lyUSA

Sweden

Japa

n

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6+ 3 > 5 1 > 2 0

Size of Social Market. 3+ activitiesSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

CHINA DOMINATING SOCIAL UNIVERSE. GROWTH MARKETS BIGGER

ChinaUSAIndia

BrazilRussia

IndonesiaTurkey

GermanySouth Korea

VietnamPhilippines

UKJapan

MexicoFrance

ItalyMalaysia

SpainPoland

ArgentinaThailandCanadaTaiwan

AustraliaNetherlands

Saudi ArabiaSouth Africa

SwedenHong Kong

UAESingapore

0 50 100 150 200 250 300 350Millions of Social Engaged Consumers 3+ activities

Aggregate Millions of Social Engaged Consumers. 1 YEAR GROWTH TRENDSource: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

AND ARE EXPLODING IN SIZE

IndiaArgentinaIndonesia

South AfricaMexico

BrazilPhilippines

ChinaRussiaTurkey

AustraliaJapan

CanadaSaudi ArabiaNetherlands

PolandGermany

ItalySpain

UKSouth Korea

SwedenSingapore

FranceMalaysia

USAHong Kong

-40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%

Aggregate Millions of Social Engaged Consumers Across all 12 Behaviours.

Q2 2011 V Q2 2012

Markets mapped by SEB score and % of total population. Source: GlobalWebIndex, GWI.7 Q2 2012. Social Engagement Benchmark

GLOBAL OPPORTUNITY RIGHT NOW Bubble size indicates the population of socially engaged (3+ social activities)Increasing reach on social

Increasing engagement on social

High Reach /Low Engagement

Low Reach /Low Engagement

High Reach /High Engagement

Low Reach /High Engagement

LOCAL VARIATION

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Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total

YES FACEBOOK IS UNIVERSAL(ISH)

Indonesia

Philippines

South Africa

UAE

Malaysia

Mexico

Vietnam

Argentina

Taiwan

Turkey

Brazil

Thailand

Poland

Saudi Arabia

Hong Kong

India

Spain

Singapore

Canada

Australia

Sweden

UK

Italy

USA

France

Netherlands

Germany

Russia

South Korea

Japan

China

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

25 out of 31 markets have40% + monthly active usage

LIKING A BRAND: GLOBAL AVERAGE 57%

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

OUR KEY LEARNINGS

• Huge global opportunity – no single strategy and no market should be excluded

• Increasingly emerging “fast growth” internet markets will define the landscape

• Elements can be globalised, but local rules

• Now think about target audience…

G e t t h e S o c i a l E n g a g e m e n t B e n c h m a r kglobalwebindex.net/reportpage

F i n d o u t m o r e :Slideshare/globalwebindex

@globalwebindex

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