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THE LANGUAGE of CONTENT
#wave8
THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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Wave 8 the language of content AZE

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Here are results of Wave 8 study, containing all about Azerbaijan. Discover the Language of Content, that is spoken here, learn how much Azerbaijan is integrated in the online world, find out the most popular online activities and compare the global online trends with those in Azerbaijan.

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Wave 8 the language of content AZE

  1. 1. THE LANGUAGE of CONTENT #wave8
  2. 2. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave project is Curiosity Works come to life. Each Wave study is run in collaboration with 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM’s culture of collective Curiosity At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth
  3. 3. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Welcome to wave from the g14 research team • All surveys are self-completed and the data collected is purely quantitative • Active Internet Users are those who use the internet every day or every other day • They drive adoption of platforms and tools and they will determine which tools and platforms become dominant Glen Parker Head of Mediabrands Marketing Sciences G14 Hollie Bishop Research Executive UM G14 Leah Breckman Research Executive UM G14 Liz Haas Research Director UM G14
  4. 4. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave 8 universe represents the world Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam 65countries 50,021respondents 1.3b n representing active internet users worldwide
  5. 5. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave story pre- ’03 15 countries 7,500 respondents 2008 21 countries 10,000 respondents 2009 29 countries 17,000 respondents 2010 38 countries 23,200 respondents 2011 54 countries 37,600 respondents 2012 62 countries 42,000 respondents 2013 72 countries 49,600 respondents 2014 Social Visual Influence Business NeedsMotivation Brands 2012 2003 2004 2005 2006 2007 65 countries 50,000 respondents Content
  6. 6. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 692,000 Slideshare Views
  7. 7. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content has become part of our everyday conversation
  8. 8. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Belong Stay in touch Share knowledge Seek opinion Explore Keep up to date Learn Self-promotion Change opinions Express yourself Earn respect Make money Build a career Hang Out Escape Be creative Have fun
  9. 9. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Azerbaijan 0% 10% 20% 30% 40% Helps you connect with new people Provides experiences to share with friends/ family Something you can share Inspires you Entertains you About a person you find interesting Helps you indulge your passions/ interests Sets you a challenge Promotes a cause that’s important to you Expresses your point of view Interesting or controversial & will spark a debate Teaches you about the brand Provides useful info/ ‘how to’ tips Tells you something new & unexpected Useful & something that other’s don’t know RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Content I VALUE Content I SHARE When you take a consumer perspective you realise that What we value and share is different
  10. 10. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L We are actually seeking recognition when we share Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are happy (ticked 8, 9 or 10) BASE: Global/Azerbaijan 62% 57% 56% 55% 41% 60% 56% 48% 43% 36% Makes an interesting comment about it Shares something inspired by it Shares it with others you know Likes it/shows appreciation Shares it with others you don’t know % who are happy when someone responds to their sharing by… Global Azerbaijan
  11. 11. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L And There is nothing worse than being ignored Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are unhappy (ticked 1, 2 or 3) BASE Global/Azerbaijan % who are unhappy when someone responds to their sharing by… 28% 40% 30% 36% Ignores it completely Unfollows / blocks you Global Azerbaijan
  12. 12. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In this world Bloggers become role models Q: Do you trust bloggers/vloggers opinions on products/services? [any agree] Base: Global/Azerbaijan 41% 45% 46% I trust bloggers or vloggers opinions on products and services Wave 6 Wave 7 Wave 8 Azerbaijan 40%
  13. 13. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Because we care about our online reputation Q: Below is a list of statements. Please answer reflecting your opinion. Base: Global/Azebaijan “I would love to become famous online” 45+ years-old 20% 16-24 years- old 45% 35% 8% Global Azerbaijan Global Azerbaijan
  14. 14. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L We are emotionally invested in the things we share
  15. 15. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content as a social commodity Coke Zero: Skyfall partnership Objective: Engage young male audience
  16. 16. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Social networks give space to be creative, learn new things, builds a platform to communicate with others Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] BASE: Azerbaijan– Visited a Social Networking site in the last 6 months 0% 10% 20% 30% 40% 50% 60% Wave 8 RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up to date Explore the world around me Seek other people’s opinions
  17. 17. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 18% 19% 24% Make money Wave 6 Wave 7 Wave 8 So People are realising their potential for personal advancement Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] BASE: Global/Azerbaijan – Visited a Social Networking site in the last 6 months Azerbaijan 16%
  18. 18. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Microblogs are original places to know what other people think Q: “Please select which of them you think does a good job when you want to…” [Microblog; e.g. Twitter, Weibo] BASE: Azerbaijan– Used a Microblog in the last 6 months 0% 10% 20% 30% 40% 50% 60% Wave 8 RELATIONSHIP DIVERSION LEARNING RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up to date Explore the world around me Seek other people’s opinions PROGRESSION
  19. 19. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 16% 16% 22% Make money Wave 6 Wave 7 Wave 8 The realisation that microblogs are a tool for advancement Q: “Please select which of them you think does a good job when you want to…” [Microblog; e.g. Twitter, Weibo] BASE: Global/Azerbaijan – Used a Microblog in the last 6 months Azerbaijan 10%
  20. 20. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Photo/video sites are good for hanging out and entertaining Q: “Please select which of them you think does a good job when you want to…” [Photo/video site e.g. Flickr, Pinterest, Instagram, YouTube, Vine] BASE: Azerbaijan – Used a Photo/video site in the last 6 months 0% 10% 20% 30% 40% 50% 60% 70% Wave 8 RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up to date Explore the world around me Seek other people’s opinions
  21. 21. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 0% 20% 40% 60% Social Network Messaging Service Phone App Forum Expresses your point of view Entertaining or Fun Inspires Share with Friends or Family When you share this content with others, which methods do you use to share it? BASE: Azerbaijan – All Who Share Each Type of Content In the language of content the idea that the medium is the message is still holds true
  22. 22. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In fact its ability to meet personal ambitions is growing all the time Q: Thinking about using the internet, which of the following activities have you ever done? Base: Global/Azerbaijan 60% 63% Wave 7 2013 Wave 8 2014 %EverDone Visit a Professional Social Networking Site e.g. Linkedin, Xing Azerbaijan 26,4%
  23. 23. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Summary Think about your consumers’ ambitions Create social commodities Measure and optimise
  24. 24. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The smartphone has greater reach than the Others Q: Which of the following devices do you own? Base: Azerbaijan 0% 20% 40% 60% 80% 100% Smartphone Laptop/Netbook/Convertible Touchscreen Standard TV Desktop Mobile Phone Full-sized Tablet e.g. iPad, Samsung Galaxy Devices Owned
  25. 25. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L
  26. 26. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 4 biggest rising social activities are mobile based Q: Thinking about using the internet, which of the following activities have you ever done? Base: Azerbaijan 92% 83% 83% 80% Watch video clips online Use Instant Messaging Service (e.g. Skype, WeChat, Whatsapp) Download & Use an Application/App Visit Official Company/Brand Website %EverDone
  27. 27. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content consumption is moving in one direction only Q: “Please select which devices you have used to do these activities” [Watch video clips online] BASE: Azerbaijan 60% 74% Desktop Laptop 70% 94% Tablet Smartphone
  28. 28. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The ice bucket challenge is a great example of these principles coming together
  29. 29. The Language Of Content has the smartphone at its heart
  30. 30. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L With Wave 8 we can map objective to content Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? / Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Remember it] Base: Azerbaijan Awareness Value Promotes Cause Sets you a challenge Person you are interested in Connect with new people Experiences to share with friends & family Something you can share with others Is useful and something others don’t know Express yourself Inspires you Teaches you about the brand Entertaining & fun Provides useful info / how to tips Tells you something new and unexpected Helps you indulge your passions and interests Interesting or controversial and will spark debate
  31. 31. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Because different content helps brands achieve different objectives 0% 10% 20% 30% 40% 50% Awareness Desirability Trial Commitment Sets you a Challenge Provides Experiences to share Provides useful information or 'how-to' Entertaining and fun Expresses your point of view Q: “Which 3 statements best describes how this would make you feel about the company/its products/services? BASE: Azerbaijan RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION
  32. 32. So we think we can do more with content
  33. 33. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Brands purchased within the last 6 month 27,2% 39,8% 16,8% 62,4% 64,0% 53,2% 36,8% 21,2% 56,4% 49,6% 16,4% 59,6% Q35: “Which brands have you purchased in last 6 months” BASE: Azerbaijan 42,8%
  34. 34. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Web pages visited at least once a day Q35: “How often do you use the following webpages/applications?” BASE: Azerbaijan # <3 # # # @ LOL # 68% 67% 37% 33% 26% 8% 7% 5% 4% 2%
  35. 35. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Summary Think about your consumers’ ambitions Create social commodities Measure and optimise
  36. 36. Thank you

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