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Wave 4 - Power to the People | UM | Social Media Tracker

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Wave 4 - Power to the People (2009), examined the reasons behind the huge growth in social media by understanding the motivations to use different social media
platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently.

Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7

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Wave 4 - Power to the People | UM | Social Media Tracker

  1. 1. July 09 1
  2. 2. Welcome to Wave 4 •Introduction •Methodology •Global Trends •In detail… –Blogging –Video –Social networking –Content •Key findings and implications 2
  3. 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. 4. What is social media? 4 “Online applications, platforms and media focused on collaboration, sharing and interaction between users”
  5. 5. This is social media 5 Blogging Social Networking Photo Sharing Video sharing Podcasts RSS
  6. 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. 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. 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. 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. 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. 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. 12. Power to the People – Social Media Tracker Wave 4 Social Media Tracker Global Summary Sample Demographics March 2008
  13. 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. 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. 15. Power to the People – Social Media Tracker Wave 4 Social Media Tracker Global Summary The global trends March 2008
  16. 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. 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. 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. 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. 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. 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. 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. 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. 24. Power to the People – Social Media Tracker Wave 4 Social Media Tracker Global Summary Blogging in detail
  25. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. Power to the People – Social Media Tracker Wave 4 Social Media Tracker Global Summary Online video in detail….
  38. 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. 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. 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. 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. 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. 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. 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. 45. Power to the People – Social Media Tracker Wave 4 Social Media Tracker Global Summary Social networking in detail….
  46. 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. 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. 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. 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. 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. 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. 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. 53. Power to the People – Social Media Tracker Wave 4 Social Media Tracker Global Summary Content in more detail….
  54. 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. 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. 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. 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. 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. 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. 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. 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. 62. Power to the People – Social Media Tracker Wave 4 Final Word
  63. 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. 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. 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

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