1.
July 09
1

2.
Welcome to Wave 4
•Introduction
•Methodology
•Global Trends
•In detail…
–Blogging
–Video
–Social networking
–Content
•Key findings and implications
2

3.
Wave 4 demonstrates
Many passive activities have now reached saturation point
3
1.
2.
3.
4.
5.
6.
But active participation in social media continues to grow
We are seeing the inexorable rise of social networking
With these sites increasingly becoming the hub for an ever widening range of activity
But content is becoming more personalised than ever
Social networking sites are now the single largest source of friend networks either on or offline

4.
What is social media?
4
“Online applications, platforms and media focused on collaboration, sharing and interaction between users”

5.
This is social media
5
Blogging
Social Networking
Photo Sharing
Video sharing
Podcasts
RSS

6.
Why did we implement a tracker?
Because the scale and power of peer to peer communication is growing on
both sides of the influence dynamic. We continue to see huge increases in the
numbers of people seeking opinions before buying a product or service or
actively seeking to influence others
6
Asking others Informing others
Q. ‘‘Thinking about the following type of products,
brands and services, which of the following statements
best applies?-’I often ask others’
Q. ‘‘Thinking about the following type of products,
brands and services, which of the following statements
best applies?-’I often inform others’
-50% 0% 50% 100% 150% 200% 250% 300%
Games Consoles/ Gaming
Property/Real Estate
Cosmetics
Alcoholic drinks
Financial products
Cars/ Automobiles
Computer Software
Utilities
Travel
Personal Healthcare
Portable technology
Home appliances
Groceries (non food)
Home Technology
Mobile phone service
Books
Holidays/ Destinations
Non alcoholic beverages
Groceries (food)
Fashion
Music
Films
-10% -5% 0% 5% 10% 15% 20% 25% 30% 35%
Home Technology
Home appliances
Portable technology
Mobile phone service
Computer Software
Non alcoholic beverages
Travel
Films
Utilities
Games Consoles/ Gaming
Cosmetics
Property/Real Estate
Personal Healthcare
Alcoholic drinks
Fashion
Cars/ Automobiles
Holidays/ Destinations
Books
Financial products
Music
Groceries (non food)
Groceries (food)
% DIFFERENCE WAVE 3 vs Wave 4 % DIFFERENCE WAVE 3 vs Wave 4

7.
Why did we implement a tracker?
7
And, as peer to peer influence grows, we are also seeing these influence networks become increasingly digitised. In the last 12 months the number of people we are in contact with via digital means has risen by more than 40%
Q. ‘Approximately how many people do you stay in contact with in your personal life through the following means?” *Average increase in size of digital friendship network last 12 months
+40%
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009

8.
This is our fourth wave of research
8
Q3 2006
Q2 2007
Q1 2008
Q1 2009
An ongoing assessment of the impact of social media

9.
That continues to grow on a global scale
9
40
MARKETS
24,000
RESPONDENTS
Added Wave 1
Added Wave 2
Added Wave 3
Added Wave 4
Australia
China
Singapore
Philippines
Taiwan
South Korea
USA
Mexico
Brazil
Japan
India
Pakistan
Hong Kong
Canada
Turkey
UK
Denmark
Greece
Russia
Romania
France
Spain
Italy
Germany
Poland
Czech Republic
Hungary
Netherlands
Switzerland
Austria
Colombia
Portugal
Finland
Norway
Malaysia
Ecuador
Latvia
Lithuania
Peru
Belgium
UAE
South Africa
Sweden
Indonesia

10.
Methodology
•Online self completion surveys
–Scripted and hosted on Intuition, Universal McCann’s proprietary research system, powered by Confirmit
•Representative to the 16-54 active internet universe (use every day / every other day)
–Key audience to understand adoption
–Make up the vast majority of social media users
•Panellists recruited by global panel partners
•Minimum 500 per market per wave
10

11.
A word on the Active Internet Universe
It is worth noting throughout these results that the varying level of internet and
broadband penetration has a significant effect on the nature of the Active Internet
Universe by market. Markets with lower internet penetration will tend to have a more
active universe of users as they represent a more adopter profile. Therefore, where
possible, we have also including actual universe sizes and year on year on growth to give
a more balanced picture
11
Internet penetration, all adults. Figures sourced from internetworldstats.com
0
10
20
30
40
50
60
70
80
90
100
% online (All adults)
Internet penetration by market

12.
Power to the People – Social Media Tracker Wave 4
Social Media Tracker Global Summary
Sample Demographics
March 2008

13.
The Active universe has a slightly more male bias
but age consistent in Waves 3 to 4…
13
0
10
20
30
40
50
60
Q. “What gender are you? How old are you?” Active Internet Universe
Wave 3
Wave 4

14.
But attitudinally they are very similar…
14
0 20 40 60 80 100
I spend a lot of time out and about with friends
I like taking risks
Usually first amongst friends/ family to try new prods/servs
When buying products my friends often ask me for my opinion
I often do things on the spur of the moment
I have a keen sense of adventure
I pursue a life of challenge, novelty & change
I am always looking for new products and services to try
I want to get to the very top of my career
I try hard to stay in contact with friends and acquaintances
I'm an optimist
I am interested in other cultures
I seize opportunities when they arise
People must take me as they find me
It is important to keep well informed about things
I enjoy good quality things
Q. “To what extent do you agree with the following statements” (Completely agree
and somewhat agree combined) Active Internet Universe
Wave 3
Wave 4

15.
Power to the People – Social Media Tracker Wave 4
Social Media Tracker Global Summary
The global trends
March 2008

16.
Growth in online viewing and listening appears to have stabilised in the last 12 months as both begin to reach mass penetration.
16
Q. ‘‘Thinking about using the internet, which of the following have you ever done?’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4
30% 40% 50% 60% 70% 80% 90% Wave 1 Sep 06Wave 2 June 07Wave 3 March 08Wave 4 March 09 % Ever Done Watch video clips online Listen to live radio/audio online

17.
Those people reading blogs has also reached
saturation but more active participation, starting and
commenting on blogs, continues to grow
17
Source: UM “Power To The People” Social Media Tracker – Wave 4
20%
30%
40%
50%
60%
70%
80%
Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09
% Ever Done
Read blogs / weblogs
Leave a comment on a blog site
Start my own blog/ weblog
Q. ‘‘Thinking about using the internet, which of the following have you ever done?’’
Active internet users

18.
Content sharing in video has evened out, in line with video viewing, but we can expect this to continue to grow as more platforms become able to upload video. Photo sharing shows continued growth.
18
Source: UM “Power To The People” Social Media Tracker – Wave 4
Q. ‘‘Thinking about using the internet, which of the following have you ever done?’’ Active internet users
0% 10% 20% 30% 40% 50% 60% Wave 1 Sep 06Wave 2 June 07Wave 3 March 08Wave 4 March 09 % Ever Done Upload my photos to a photo sharing site Upload a video clip to a video sharing site

19.
Podcasting and RSS subscription also continue to rise
19
Q. ‘‘Thinking about using the internet, which of the following have you ever done?’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4
05101520253035404550Wave 1 Sep 06Wave 2 June 07Wave 3 March 08Wave 4 March 09 % Ever Done Download a podcastDownload a vodcastSubscribe to an RSS feed

20.
20
Q. ‘‘Thinking about using the internet, which of the following have you ever done?’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 – June 2009
But it is social networking that continues rapid growth even though it has already reached high levels of penetration
20% 30% 40% 50% 60% 70% 80% Wave 1 Sep 06Wave 2 June 07Wave 3 March 08Wave 4 March 09 % Ever Done Create a profile on a social network Visit a friend's social network pageManage a profile on a social network

21.
As a result the number of contacts that people have via social networking sites has risen by 60% in the last year. These sites are now the largest source amongst their friend network.
21
Q. ‘Approximately how many people do you stay in contact with in your personal life through the following means?”
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
Social Network
Email
Face to Face
Instant Messenger
Forums/message boards
Personal blogs
Post
Text
Phone
33
53
38
46
33
44
39
37
25
35
29
34
23
28
14
24
10
16
Wave 3
Wave 4

22.
After website visits, online video is the biggest activity
22
Q. “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0102030405060708090100Used a micro blogging serviceHave NOT done but plan to in the near futureEdited an article on WikipediaBuy TV shows in a digital format onlineCreate a video to upload onlineSubscribe to a friends social network pageUpload a video to a video sharing websiteSubscribe to mobile alertsStar my own blog/ weblogPost/write stories for my own blogBuy music in a digital format onlineTake part in a multi-player online game/worldDownload a vodcastDownload a podcastStarted a personalised homepageDownload TV shows/ films from a peer to peer siteRecommended/rated news story using a button on a websiteLeave a comment on a news storyMake a phone call using your computerUpload my photos to a photo sharing sireDownload music from a peer to peer siteShared a music file/ mp3 with a friendLeave a comment on a blog siteStarted a topic on a message board forumShare a video clip with a friendVisit a photo sharing siteCreate a profile on a new social networkManage a profile on an existing social networkRead personal blogs/ weblogsRead blogs/weblogsVisit a friends social network pageVisit a message board/forumListen to live radio/audio onlineVisit an official company/brand mobile phone websiteUse Instant MessengerWatch video clips onlineVisit an official company/brand website% Ever Done

23.
As “passive” online activity hits mass reach the growth of social media is increasingly being driven by “active” behaviour
23
Q. “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4
% Change Wave 3 vs Wave 4
-10%-5%0%5%10%15%20%25% Visited an official company siteUse Instant MessengerShare a video clip with a friendMake a phone call with your computerVisited an official company/brand mobile phone websiteUpload a video clipWatch a video clip onlineListen to live radio/audio onlineDownload a video podcastRead blogsDownload music from a peer to peer siteRead personal blogsVisit a photo sharing siteDownload TV shows/ films from a Peer to Peer siteDownload a podcastUpload my photos to a photo sharing websiteVist friends on a social network siteCreate a profile on a social networkLeave a comment on a blog siteManage a profile on a social networkSubscribe to an RSS feedBuy music in a digital format onlineBuy TV shows/films in a digital format onlineLeave a comment on a news siteStart my own blogPost/write stories

24.
Power to the People – Social Media Tracker Wave 4
Social Media Tracker Global Summary
Blogging in detail

25.
It is ASIA and the emerging markets that lead the way in blog readership amongst the active universe
25
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Read a blog/weblog’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
5060708090100110AustraliaDenmarkHungaryNetherlandsFranceItalyAustriaPolandRussiaPortugalBelgiumSouthAfricaHongkongNorwaySingaporeColumbiaJapanMalaysiaPhillipines

26.
-40% -30% -20% -10% 0% 10% 20% 30%
Brazil
UK
Spain
India
South Korea
Denmark
Czech
China
France
Philippines
Turkey
US
Hungary
Even though growth in blog readership has slowed
globally, we still see a considerable rise in Eastern
Europe and the US
26
Q. “Thinking about using the Internet, which of the following have you ever done?”
Active Internet Universe, global results
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4
% Change Wave 3 vs Wave 4

27.
Asia and the emerging markets also continue to lead the way in penetration of blog creation
27
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Started my own blog’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0102030405060708090HungaryLatviaAustraliaUKSouthAfricaCzechLithuaniaCanadaSwedenDenmarkPolandGermanyFranceNetherlandsBelgiumAustriaFinlandNorwayRussiaUSEcadorRomaniaItalySpainUAEColumbiaPortugalTurkeyBrazilPeruMalaysiaIndiaMexicoSingaporeJapanSouthKoreaHongkongIndonesiaPhillipinesChina% Ever Write

28.
-20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80%
South Korea
Spain
Mexico
Poland
France
UK
Malaysia
brazil
Germany
Philippines
Italy
India
Austria
China
Japan
Canada
Netherlands
Hong Kong
Denmark
Russia
US
Turkey
Czech
Romania
Hungary
Even though growth in blog readership has slowed
globally, we still see a considerable rise in Eastern
Europe and the US
28
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Started my own blog’’
Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4
% Change Wave 3 vs Wave 4

29.
29
The combination of a dynamic active universe and it’s population size means that China continues to dominate the global blogosphere
% Start their own blog
60%+
40% -60%
30%-40%
<30%
16-54 Active Internet Universe Estimates
Japan 12.2m
India
6.6m
Mexico
2.2m
Malaysia
6.2m
Singapore
1.2m
Turkey
2.4m
Columbia
1.8m
Peru
3.4m
Portugal 1.4m
Brazil
11.1m
China
122m
Philippines
3.0m
Hong Kong
1.8m
South Korea
11.6m
Denmark
0.6m
Lithuania
0.2m
Poland 2.2m
Latvia
0.1m
Germany
6.5m
France
5.6m
South Africa
0.5m
Hungary
0.3m
UK
4.7m
Australia
2.1m
Sweden 1.1m
Czech
0.9m
USA
31.9m
Italy
3.4m
Norway
0.6m
Russia
3.2m
Austria
0.5m
Spain
3.2m
Romania 1.4m
Finland
0.6m
Ecuador
0.9m
Netherlands
1.5m
Belgium
0.9m
Canada
3.8m

30.
ASIA also leads in creating content for blogs
30
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – “Write my own blog/weblog’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0102030405060708090HungaryLatviaAustraliaLithuaniaCanadaCzechSwedenSouthAfricaDenmarkPolandGermanyFranceFinlandBelgiumNorwayNetherlandsAustriaRussiaItalyRomaniaUAEEcadorSpainTurkeyPortugalMalaysiaColumbiaBrazilSingaporePeruIndiaMexicoJapanHongkongSouthKoreaIndonesiaPhillipinesChina% Ever Write

31.
As blog writing continues to rise globally we can also see that they are now being used to share a much wider range of content than ever before
31
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – “???????’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
Global Wave 3
Global Wave 4 020406080100Applications/ Widgets (eg. applications that display otherUpload musicOpinions on products and brandsVideosFavourite/currently listened to musicRecommended websitesPhotos% blog writers

32.
It’s not just the range of content that is expanding but also the range of topics. However, blogging personal information has now become the dominant theme
32
Q. ‘‘When writing about topics, what topics do you normally talk about?” Active internet users Blog writers only
Global Wave 3
Global Wave 4
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
020406080A company/brand blogCelebritiesScienceBusiness news -relevant tomy current jobBusiness (general news andopinion) SportA blog written by a friend on theirsocial network pageGamingTechnologyComputersProduct recommendationsTravel (holidays, destinations) Film/TVNews/ Current AffairsMusicFamily or friend BlogsPersonal Blogs% blog writers

33.
We are also seeing the adoption of Micro Blogging services, such as Twitter, in these same markets.
33
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Used a micro-blogging service’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
% 05101520253035404550 ChinaPhillipinesIndiaHongkongPeruIndonesiaMexicoBrazilRussiaColumbiaMalaysiaTurkeyJapanRomaniaSpainPolandEcadorSingaporeNorwaySouthKoreaFinlandItalyUSPortugalUAESouthAfricaLithuaniaGermanyCanadaUKAustriaAustraliaCzechNetherlandsFranceDenmarkBelgiumLatvia HungarySweden

34.
Although micro blogging is being led by a young male audience, even more so than the traditional form of blogging
34
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Used a micro-blogging service’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
Used a micro blogging service
Post / write stories for my own blog 010203040506070%

35.
What motivates bloggers? A need for self expression and self promotion in order to earn the respect of their peers
35
Q. ‘‘Thinking of the reasons why someone would write a blog, which of the following factors are important? –Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0% 10% 20% 30% 40% 50% 60% 70%

36.
Blogging – key trends
•ASIA continues to lead the blogosphere in sheer numbers
•But the US and Eastern Europe leads growth in the last year
•We are also seeing the rise of the microblog, driven by a more male biased audience
•Bloggers are no longer restricting themselves to text but using photos, music and video to supplement their prose.
•And the range of topics they discuss is also widening as their blogs become central hubs for all activity
•However, even though the range of topics they discuss is increasing, talking about themselves is an increasingly dominant theme.
•The reasons why are clear when we look at their motivations. Nearly two thirds cite self promotion as the main reason for bloggers to blog.
36

37.
Power to the People – Social Media Tracker Wave 4
Social Media Tracker Global Summary
Online video in detail….

38.
Watching video clips online has reached mass penetration levels in nearly all markets
38
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Watched a video clip online” - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
6065707580859095100FranceGermanyJapanItalyFinlandUKAustraliaCanadaBelgiumRussiaHongkongSouthKorUSAustriaDenmarkNetherlanSpainSouthAfriUAECzechSwedenTurkeyIndiaHungarySingaporeChinaLatviaNorwayPolandEcadorMalaysiaRomaniaBrazilPortugalMexicoLithuaniaPeruColumbiaIndonesiaPhillipines

39.
We can see that since it has reached it’s peak in many markets, video watching is only growing where it has not yet reached mass
39
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Watched a video clip online” - Active Internet Universe
*Bubbles not representative
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
32.0%
83.1%
63.3%
34.6%
79.2%
63.3%
20.1%
76.9%
44.3%
25.2%
78.4%
57.5%
56.2%
90.1%
78.9%
23.4%
61.3%
53.6%
39.9%
98.7%
60.7%
21.6%
67.9%
57.5%
29.7%
86.2%
73.5%
28.0%
87.3%
69.4%
32.3%
85.5%
61.2%
31.8%
74.3%
51.7%
82.85%
79.2%
89.1%
63.2%
Global
Australia
China
France
Germany
Italy
Philippines
Russia
South Korea
Spain
UK
USA
74.1%
75.1%
98.1%
79.5%
82.8%
84.1%
79%
82.9%

40.
-10% -5% 0% 5% 10% 15% 20%
UK
Turkey
Italy
Hong Kong
Malaysia
South Korea
Germany
Spain
Canada
Brazil
Denmark
Poland
China
Philippines
Mexico
Romania
Australia
Hungary
India
France
Austria
Netherlands
Japan
Czech
US
Russia
Where is growth strongest? Despite this mass level of
penetration growth is still particularly strong in the US
40
Q. ‘“Thinking about using the Internet, which of the following have you ever done?”
“Watched a video clip online” - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4
% Change Wave 3 vs Wave 4

41.
Video has also begun to proliferate across platforms. We have seen a huge rise in the use of video in all forms of social media
41
Q. ‘‘Thinking about using the internet, which of the following have you ever done? – “???????’’ Active internet users
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4
Wave 3
Wave 4

42.
Whereas viewing is ubiquitous, Asia and the emerging markets lead in content creation
42
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a video” - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4
Uploaded video clips
Created a video 01020304050607080JapanDenmarkAustraliaFranceSwedenCzechHungaryLatviaSouthAfricaLithuaniaBelgiumCanadaUKNetherlandsSouthKoreaItalyGermanyPolandUSAustriaRomaniaNorwayFinlandRussiaMalaysiaSpainEcuadorSingaporeUAETurkeyPortugalIndonesiaColumbiaHongkongMexico PeruBrazilIndiaChinaPhillipines

43.
Providing video content online is still firmly an entertainment medium. Albeit that it allows a much higher level of self-promotion and self-expression.
43
Q. ‘“Thinking of the reasons someone would upload a video, which of the following factors are important? - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4

44.
Online video - key trends
•In our first Wave of research social media was still predominantly a text and image based medium
•Now, online video viewing has reached levels of mass penetration in nearly all markets
•Even though globally we have seen it’s growth begin to tail off the US and Eastern Europe lead penetration growth in the last year
•We are also seeing the proliferation of video as both bloggers and social networkers add video to their respective platforms
•We see this only set to rise as more platforms, including mobile, add video functionality to their services
•Just like traditional forms of video, online video is clearly still an entertainment medium
44

45.
Power to the People – Social Media Tracker Wave 4
Social Media Tracker Global Summary
Social networking in detail….

46.
Social networking is lead not just by Asia this time but also the Nordics and Russia
46
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
30405060708090100JapanItalyGermanyCzechFrancePolandLatviaAustriaSpainUSAustraliaRomaniaUAESouthKoreaLithuaniaUKSwedenFinlandCanadaHongkongBrazilPortugalChinaBelgiumSouthAfricaNetherlandsEcuadorMexicoSingaporeMalaysiaIndiaDenmarkPeruHungaryNorwayTurkeyRussiaPhillipinesColumbiaIndonesia% Create a profile

47.
As we look over the lifespan of the Wave project we can see that the growth of social networking remains consistently high. However, there is clearly room for further growth
47
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” - Active Internet Universe
27.3%
56.6%
36.2%
62.5%
16.0%
35.6%
10.3%
50.1%
22%
45.9%
19%
46.8%
11.3%
40.8%
19.1%
49.5%
Global
France
Germany
Italy
Russia
Spain
UK
USA
23.1%
74.2%
41.7%
85.3%
37.3%
45.4%
39.5%
59%
26.9%
60%
27.4%
64%
39.2%
42.5%
40.0%
59%

48.
In many markets we have seen this growth accelerate, particularly significant is the huge growth seen in the US
48
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
% Change Wave 3 vs Wave 4
-40%-30%-20%-10%0%10%20%30%40%50%60% PolandMalaysiaMexicoUKCanadaChinaItalyRussiaIndiaNetherlandsHong KongTurkeyUSFrance

49.
49
Despite the huge growth in the US, China is the worlds largest social network community
% joined a social network
80%+
70%-80%
55%-70%
Less than 55%
16-54 Active Internet Universe Estimates
Poland
4.1m
Latvia
0.4m
Japan
8.4m
Italy
4.4m
Germany
10.8m
France 9.9m
China
112m
Denmark
1.7m
Belgium
2m
India
9.6m
Netherlands
3.6m
MEXICO
3.1m
South Africa
1.4m
Malaysia 9.3m
Ecuador
1.9m
Singapore
1.7m
Norway
1.5m
Turkey
4.0m
Philippines
3.8m
Hungary
1.6m
Russia
8.3m
Columbia 3.5m
Peru
5..3m
Austria
0.8m
USA
57m
Spain
5m
Canada
9.5m
UK
12.1m
Australia
5.3m
Hong Kong 2m
Portugal
2m
Brazil
15.6m
Romania
2.5m
Lithuania
0.5m
Sweden
2.6m
Finland
1.2
South Korea
11.8m

50.
As with blogging, social networks are also being used for a wider range of activity. Significantly it has moved on from a place to find old friends and is now about messaging, sharing photos and finding new friends
50
Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
050100Promote a bandDatingInstall applications/widgets that I want others to seeWrite a blogInstall applications/widgets that are useful for meUpload videosDisplay favourite/currently listened to musicFind new friendsFind old friendsUpload photosMessage friends% Social Networkers

51.
As well as a way to meet new people, social networking is also being driven by a need to stay in touch and sense of belonging
51
Q. ‘“Thinking of the reasons why someone has a social network page, which of the following factors are important “ - Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0% 10% 20% 30% 40% 50% 60% 70% 80%

52.
Social networking – key trends
•This year has seen the continuing rise of the social network
•Although China dominates in sheer numbers, the US has seen huge growth.
•As site functionality improves they are increasingly becoming hubs for all social activity. Last year social networking sites were predominantly a place to find old friends but they are now increasingly a place to find new ones too.
•As a result they form the largest part of the active audiences friendship network either on or offline
•As this network has built in size they are now the means by which they maintain constant contact
•This is driven by a need to belong to the community they have created
52

53.
Power to the People – Social Media Tracker Wave 4
Social Media Tracker Global Summary
Content in more detail….

54.
ASIA pacific and the emerging markets lead for uploading photos
54
Q. “Thinking about using the Internet, which of the following have you ever done?” “Upload my photos to a photo sharing website” Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0102030405060708090FranceJapanSwedenItalyAustraliaLatviaUAEHungaryBelgiumCanadaDenmarkFinlandNetherlandsGermanyUKSpainSouthKoreaNorwayUSSouthAfricaAustriaCzechPolandLithuaniaRomaniaRussiaSingaporeHongkongTurkeyMalaysiaPortugalBrazilIndiaColumbiaMexicoPeruEcadorChinaIndonesiaPhillipinesUpload photos

55.
Podcasting has yet to make a major impact in many markets
55
Q. “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a podcast” Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0.0010.0020.0030.0040.0050.0060.0070.0080.0090.00ItalyNetherlandsHungaryFranceBelgiumJapanCzechCanadaGermanyAustraliaSwedenUSRussiaUKFinlandAustriaLatviaSouthKoreaSouthAfricaPortugalMalaysiaNorwayEcadorSpainLithuaniaPolandDenmarkHongkongSingaporeIndonesiaBrazilTurkeyIndiaPeruPhillipinesRomaniaUAEMexicoColumbiaChina% Download a Podcast

56.
Although downloading podcasts has globally remained stable the picture is more mixed globally
56
Q. “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a podcast” Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% GLOBALBrazilChinaFranceGermanyIndiaItalyJapanRussiaSouth KoreaSpainUKUSA % Download a Podcast Wave 1 Sep 06Wave 2 June 07Wave 3 Jan08Wave 4 March 09

57.
Podcasting continues to grow particularly in the US
57
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
% Change Wave 3 vs Wave 4
Q. “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a podcast” Active Internet Universe
-40%-30%-20%-10%0%10%20%30%40% RussiaCzechMalaysiaAustraliaBrazilFranceMexicoSouthKoreaUKSpainGermanyRomaniaPhillipinesNetherlandsChinaPolandJapanHungaryIndia CanadaItalyTurkeyAustriaHongkongDenmarkUS

58.
All forms of music and TV content downloads, both
legal and illegal, continue to grow. Although illegal
still dominates the active universe we can see that
legal downloading has seen a significant and
positive increase as industry embraces digital
distribution of content
58
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
Q. “Thinking about using the Internet, which of the following have you ever done?”
Active Internet Universe
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Buy music online Buy a TV show online Download music from a
peer to peer site
Download a TV show from
a peer to peer site
% Ever Done

59.
The largest markets lead for RSS feeds, but penetration still remains low for the maturing digital markets
59
Q. “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS Feed” Active Internet Universe
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
010203040506070LatviaCzechNetherlandsAustraliaUAEDenmarkFranceItalyHungaryCanadaSwedenBelgiumUSSpainGermanyJapanUKNorwayAustria SouthKoreaEcadorRomaniaFinlandSouthAfricaLithuaniaSingaporeRussiaMexicoMalaysiaColumbiaPolandIndonesiaPeruTurkeyPortugalHongkongBrazilIndiaPhillipinesChina% Subscribe to RSS Feeds

60.
However RSS feeds have grown globally, particularly in the UK and USA
60
Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009
Q. “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS Feed” Active Internet Universe
0% 10% 20% 30% 40% 50% 60% % Download a Podcast Wave 1 Sep 06Wave 2 June 07Wave 3 Jan08Wave 4 March 09

61.
Digital content – key trends
•Distribution of digital content continues to rise
•Podcasting has seen modest growth, driven largely by the US
•Both legal and illegal downloads have risen in the past 12 months
•However, the increasing acceptance of digital distribution by the entertainment industry means that legal downloads have seen the largest year on year increase
•RSS has seen a global rise but the picture is much more mixed at the market level
61

62.
Power to the People – Social Media Tracker Wave 4
Final Word

63.
Final word
•“Passive” online activity such as video viewing has seen growth tail off in the last 12 months as it reaches high levels of penetration.
•However, active behaviour such as blog creation and creating a social networking profile continue to rise
63
•Although China continues to dominate the world in regard to blogging and social networking the US has been the biggest growth market seeing huge rises year on year
•This has been the year of the social network. These are now becoming the central hubs for all forms of social media activity
•As a result social networking sites are now the single largest source of contacts within the Active Universes friendship networks either on or offline

64.
Global implications
•Peer to peer influence on purchase decisions is becoming more powerful and pervasive than ever and this influence is increasingly digitised. Online forms of social activity now actively effect the success of brands. We have to get involved in the conversation.
•Do not treat all social media the same. The motivations to use a social network are in stark contrast to how and why they use online video. We must take these specific motivations into account when we create social media programmes.
•Therefore, listen to the consumer, segment them in to tribes based on their specific needs and give them something they can join.
•Create a “social object” that is relevant to the brand and of genuine interest to the target around which they can coalesce.
•Social activity is increasingly becoming rationalised into a few platforms. Therefore it is important that when we do create social media programmes, that we allow the user to engage in their preferred platform of choice and create multiple interfaces to their community.
•Finally, make the experience better when shared. Social media is driven by a specific need (be this to gain respect or feel part of a community). Make sure that the programme fulfills this need.
64

65.
Contact
65
Is part of Universal McCann's global research programme, WAVE, which tracks the impact of communications technologies on a global scale.
More information: Please contact Glen.Parker@umww.com
The Social Media Tracker