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.

1. THE LANGUAGE of CONTENT
#wave8

2. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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692,000
Slideshare
Views

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Content has become part of our everyday
conversation

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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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

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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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We are
emotionally
invested in
the things we share

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Content as
a social commodity
Coke Zero: Skyfall partnership
Objective:
Engage young male audience

16. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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Summary
Think about your
consumers’ ambitions
Create social
commodities
Measure and
optimise

24. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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26. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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The ice bucket challenge is a great example of these
principles coming together

29. The Language Of
Content has the
smartphone at its
heart

30. THE LANGUAGE of CONTENT
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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. THE LANGUAGE of CONTENT
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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. So we think we can
do more with
content

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. 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. 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. Thank you