Global Social Media Content Sharing

Global Social Media
Content Sharing
16-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 Korea
Hong
Kong
China Indonesia Russia Poland France UK Germany Turkey Brazil Mexico USA
South
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?
Hong
Kong
South
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).
When are you most likely to share content?
Hong
Kong
South
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.
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
In general, when you share content, what type garners the most reaction from your friends/followers?
Hong
Kong
South
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?
Hong
Kong
South
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?
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
In general, when you share content how does it make you feel?
Hong
Kong
South
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
In general, when are you most likely to react positively to an organization’s content?
Hong
Kong
South
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
Of the following options, which type of content do you find most off putting?
Hong
Kong
South
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?
Hong
Kong
South
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?
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?
Hong
Kong
South
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?
Hong
Kong
South
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 ADS
In 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.
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?
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?
Always 4% 9%
Usually 16% 28%
About half the time 22% 25%
Occasionally 43% 35%
Never 16% 4%
Total 3243 3279
Emerging markets need high quality ads
Social 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?
Hong
Kong
South
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.
When you encounter branded or advertising content, how
often do you share it?
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 CONTENT
Social 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?
Hong
Kong
South
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.

23
France Poland
UK Germany
What companies or organizations regularly produce interesting content?
BBC
Sky
Coca-Cola
Facebook
Huffington Post
Google
Nike
comparethemarket.com
3
Apple
YouTube
The Guardian
Virgin
Marks & Spencer
John Lewis
TescoGuinnessYahoo
BT
Vine
Twitter
BuzzFeed
Cadbury
The Sun
Boots
Change.org
Evian
Paddy Power
Sainsbury's
L'Oreal
WWF
Coca-Cola
Apple
Red Bull
Google
Danone
Oasis
Facebook
Amazon
L'Oreal
Nike
NestléLU
OrangeYouTube
Sony
La Redoute
Le Monde Facebook
Nike
Orange
Biedronka
Coca-Cola
Plus
Play
TVN
Żubr
Google
Onet
Nokia
IKEA
Mercedes-Benz
House
Heyah
Adidas
VIVA
Danone
Allegro
Panasonic
Pepsi
C&A
KNP
Sony
Wirtualna Polska
ING Bank
LOT
Facebook
Google
Media Markt
Coca-Cola Amazon
Sony
Edeka
YouTube
Apple
BMW
NIVEA
Vodafone
KnorrMcDonald's
Samsung
Hornbach
eBay
Bild
Spiegel
Greenpeace

24
USA Mexico
Brazil South Africa
Coca-Cola
Google
Facebook
Samsung
Catraca Livre
Heineken
Nike
Bom Negócio
Vivo
Apple
Itaú
YouTube
Skol
Submarino
Nestlé
Pontofrio
Magazine Luiza
Unilever
Microsoft
GloboNetflix
Stardoll
Folha
Superinteressante
Sony
Fiat
Havaianas
UOL
Dove
Banco de Brasil
Renner
Zaffari
Ambev
Natura
Netshoes
Oi
PassarelaL'Oreal
Veja
LG
Greenpeace
Dell
Dafiti
Porta dos Fundos
O Boticário
Hypeness
Johnson&Johnson
Nando's
Coca-Cola
Facebook
News24Samsung
Red Bull
Google
FNB
Vodacom
Apple
9gag
Nike
YouTube
OUTsurance
Groupon
Volkswagen
Twitter
DStv
Ford
Toyota
TED Zando
Virgin
Citroen
Levi's
The WHOot
Maroela MediaMTN
Primedia
Allan Gray
Discover
Eyewitness News
Upworthy
Huffington Post
Geico
Budweiser
I Fucking Love Science
Google
NPR
Apple
BBC New York Times
Coca-Cola
BuzzFeed
PBSAmazon
ESPN
PETA
Kraft
Drudge Report
Humane SocietyMother Jones
Heineken
Coca-Cola
Facebook
Google
P&G
Muy Interesante
National Geographic
Nike
YouTube
Twitter
Walmart
Adidas
Ford
Microsoft
Samsung
Sony
La Bioguía
Upsocl
Linio
Greenpeace
AppleCorona
Yahoo
Aristegui Noticias
LG
Privalia
Telcel
Televisa
Old Spice
Discovery
Huggies
Quo
CEMEX

25
Japan Korea
Hong Kong China
Samsung
Government
SKNewstapa
Facebook
Naver
CJ
Twitter
Lotte
Daum
Hyundai
LG
Google
AppleBloter
EBS
Innis
Blizzard
Unitas BRAND
YTN
YouTube
Microsoft
Olleh
Ohmynews
Hankyoreh
Adidas
Sina
QQ
Samsung
MINetEase
Wu
Tudou
Weixin
Youku
McDonald'sPepsi
Nike
Sohu
Olay
L'Oreal
Taobao
P&G
Midea
Tmall
Intel Durex
Qilu
MiZoneRenren
Zhihu
HP
Mengiu
Suntory
Softbank
Coca-Cola
Sony
Rakuten
Panasonic
YouTube
Line
Google
Sharp
Yahoo
NHK
Facebook
HSBC
YouTube
Google Samsung
Apple
Yahoo
Apple Daily
McDonald's
9gag
Cathay Pacific
Coca-Cola
SK-II
H&MNike
TVB
Lenovo
New Balance
DBS BankESPNSina
Singtel
P&GOpinionbus

26
Turkey Russia
MTS
Beeline
Yandex
Google
YouTube
Coca-Cola
Sony
VK
Avon
Apple
Tele2
Nike
SamsungMicrosoft
Pepsi
Sherbank Rossii
TNT
Wikipedia
Toyota
eBay
Adidas
KupiVIP
Coca-Cola
Facebook
Ülker
Nike
Samsung
Turkcell
Apple
Turkish Airlines
YouTube
Iş Bankası
Hepsiburada
Google
ETi
Koç
Government
Red Bull
Bosch
Vestel
Akbank
DeFacto
Mercedes-Benz
Sony
Hürriyet
Arçelik Markafoni
Onedio
Philips
Trendyol
Adidas
Milliyet
Singapore Indonesia
Google
Apple
Samsung
McDonald's
Facebook
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
Facebook
Unilever
Lazada
Detik
Yahoo
Google
Berniaga
Toko Bagus
Coca-Cola
Kompas
Sony
Amazon
Bisnis
Telkomsel
Indosat
Zalora
WWF
YouTube
Apple
Kaskus
HP
Djarum76
RakutenXL
Globallshare
Garuda
Air Asia
Viva
Okezone
Honda
Blackberry
Line

27
In general, what is your main reason for following/liking organizations on social media?
Hong
Kong
South
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
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.

Global Social Media Content Sharing

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