1. Annual Report 2011:
Welcome to Social Entertainment
The most detailed set of data on your online audience ever compiled
globalwebindex.net
@globalwebindex 2011: 90K web users | 26 markets | 3 Waves of Data

2. globalwebindex - Annual Report 2011
2010: Welcome to the Social Entertainment Age
The first year of the GlobalWebIndex has revealed three clear trends in the consumer adoption of the internet. In combination they are driving a new age of social
entertainment through internet platforms. In this report, we analyse the current global situation and the opportunities for the future for professional media, content
producers and brands:
Social media has reached mass maturity. Today it’s no longer about massive growth but a shift of already active social consumers to ‘real-time’ technologies, such
as status updates or tweets. The old view of text-based social media, defined by blogs and forums, is being surpassed, moving the impact of social media, from
creating content and publishing to sharing other people’s content and ‘live’ opinions about real-world events. In short ‘real-time’ is re-orientating consumer from creator
to distributor and moving the focus to traditional media and professional content.
The open browser-based web is losing out to packaged internet platforms such as mobile apps, internet connected TVs, tablets, e-readers, pc apps, gaming and
video platforms. These packaged platforms are re-engineering the internet and destroying the notion of the internet being a singular entity. Crucially for the
entertainment revolution, they provide professional media with the means to create sustainable internet business models, something the economics of the
browser-based web totally failed to enable.
Professional “traditional style” content is now a core part of the consumer online experience. Internet platforms, for hundreds of millions of consumers, are
increasingly the entertainment platform of choice. This is due to continual growth of professional content in video sites (legal and illegal), the rise of ‘real-time’, and the
growth of packaged platforms.
Tom Smith
Founder of the GlobalWebindex
@globalwebindex | tom@trendstream.net

3. globalwebindex - Annual Report 2011
2010: Welcome to the Social Entertainment Age
These trends will revolutionise our view of the internet. In particular, the packaged
internet will transform the way we get online, the content we consume, and the ways Rise of the
we can create, share and communicate. Going forward five years it is clear that many
people’s internet experience will not be through a browser, but through some form of packaged
packaged platform. While many ‘internet purists’ will bemoan their lack of openness,
the creation of barriers to entry, and shift in control to small numbers of gatekeepers, internet
packaged platforms crucially enable professional media to create sustainable
businesses online without having to change the way that the open web works.
This is as important, if not more important, for a healthy society as enabling
consumers to publish and share their opinions or content. The open browser based
internet has failed to create the economics to deliver professional media business
online, as advertising could not demand the premiums needed and consumers are
unwilling to pay for content delivered through a browser. These changing commercial
opportunities will capitalise on the consumer demand for social entertainment online.
They will however have to change the way that they create and deliver content and
make sure they integrate social technologies into their product.
Professional Social
Content Entertainment
Increasingly ‘real-time’ social will be integrated with the traditional content experience.
Imagine live Twitter style messaging around major TV events or programming Explosion
recommended by your social network. This will extend the impact of social media
outside of the browser as well as surpassing the old models of delivering media, such
as cable TV, satellite, radio or newspaper
2011 and beyond is a promising to be an extremely interesting period of innovation.
Next year the GlobalWebIndex will track these shifts through 26 countries, 3 waves of
research and 90,000 surveys.
Real-time
Social

4. globalwebindex - Annual Report 2011
The Data Source: GlobalWebindex
• The GlobalWebIndex tool is powered by the most detailed set of data ever
compiled on global internet behaviour, social technologies, digital content
and the role for brands online. All of our trends are sourced from this data set.
• Such a regular and detailed view of changing internet trends has never been
compiled before at a global level.
• The release of the third set of data covering 51,000 consumers globally over
the last 12 months paints a unique picture of changing internet behaviour and,
more importantly, what it means for your audience, category and brand.
• There is a minimum sample of 2,250 per market over 12 months, to enable deep
analysis, and over 500 variables to define audiences specific to your business.
• All of this analysis is primary research data. The data set is based on a
representative sample of web users’ primary research data collected via online
surveys from Lightspeed Research global online panels.
• The GlobalWebIndex tool was created by Trendstream, a company who create
data-driven applications to aid decision making. All insight and analysis in this
document is provided by, Trendstream Consulting, a dedicated team of experts
on the global adoption of internet, social technology, marketing
communications and paid content, who help their clients to understand the
opportunities of the changing internet ecosystem.
Wave 2
Wave 3
Wave 1 Jan 2010 Sept 2010
July 2009
Year 1

5. globalwebindex - Annual Report 2011
Social Media: The Move to “Real-Time”
Creator Network

6. globalwebindex - Annual Report 2011
Social Media has reached Mass Maturity
Overall social engagement across social networking, micro-blogging, video
uploading, news writing or blog production has reached massive levels in all markets. Figure 1: Combined monthly involvement of social network users, micro-blog users,
Even in the least engaged markets, nearly 50% of consumers participated in some video uploaders, news writers and blog writers. PC internet. Wave 1 to 3.
form of social contribution in the last month. This is a significant indication of the total
impact of social media. It has, in the last 5 years, redefined all internet markets. Japan
90% Spain
When we look at the combined reach in markets such as Brazil and India, this almost Brazil
80%
reaches 90%, showing mass saturation. This a clear indication that the massive
periods of growth are over. 70%
Netherlands
India
60%
This view of total social engagement reveals a smaller gap between fast growing
50%
emerging markets and older developed web markets than is often reported. For
example, the US and China have the same level of social engagement, although if you Russia
40%
France
look at individual platforms (see Figure 3) China will lead the US in everything. This 30%
shows us that social users in China tend to do more across more platforms, while
20%
users in the US are more fragmented.
10%
China 0% Germany
USA South Korea
Canada Australia
UK Italy
Mexico
Wave 1 (July 2009)
Wave 3 (Sept 2010)

7. globalwebindex - Annual Report 2011
From “Static Social” to “Real-Time” Social
Despite the overall saturation, there has been major shifts in the last 12 months among This shift into micro-blogs and social networks means that the majority of consumer
existing social consumers from creation platforms to networked ones and social involvement in social media is related to providing real-time opinions, links or shared
networks and micro-blogs which have both grown a huge 20% year on year. content through status updates. This radically changes the impact of social media, by
primarily creating an ongoing shared agenda and conversation, that steers consumer
Social media used to be defined by long form primarily text-based content, whether involvement towards reacting or interacting with live events and discourse, rather than
that be forums, websites or blogs. But not anymore; blog writing has declined by 4% creating their own agenda or content.
and forum contribution has shown an 11% decline.
There is also a clear embracement of the entertainment agenda and there is a
significant 16% increase in uploading video online, again a clear shift away from the
old model of text and commentary.
Figure 2: Online behaviour % of monthly access/usage – Global Data. Waves 1 – 3. Professional / Rich content
Live “Real-Time” Social
Creation Social
70%
Online services / productivity
60% Change (last 12 months)
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8. globalwebindex - Annual Report 2011
The “Real-Time” Shift is Global
Looking at the global distribution of “real-time” versus traditional social platforms, we Interestingly, developed web markets such as the UK, the US or Canada, while not
see an interesting distribution in monthly consumer involvement. The Asian markets leading the way, are far more skewed towards real-time platforms, due to lower
are still very focused on personal publishing, with China, Japan and South Korea consumer engagement in blogs and forums and the mass adoption of social
having a strong focus on social blogging platforms. networks.
The fast growing web markets of Brazil, India, Malaysia, Poland and Russia lead the
way in social networking and micro-blogging involvement. However, they also have
very high levels of involvement in blogging and forums, showing that there is a two-tier
involvement between real-time and old time social platforms.
Figure 3: Active monthly behaviour. Wave 3.
80%
Manage your own social network profile
Used a microblogging service
70%
Written your own blog
Contribute to a forum
60%
50%
40%
30%
20%
10%
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Source: Wave 3, September 2010

9. globalwebindex - Annual Report 2011
“Real-Time” – Mass Involvement
Social Networks have been transformed by real-time involvement. Once upon a
time (when MySpace was big) they were static places focused on consumer Figure 4: Frequency of updating social network – status updates. Global Data
profiles. Now thanks to inspiration from Twitter, they are real-time as pioneered by
Facebook news stream and being replicated across the world, in-particular
services like RenRen in China. The impact is clear, already 10% of all web users are
updating their social network profile on a daily basis and 24% on a weekly basis.
Micro-blogs, remain smaller, are still updated daily by 5% of all web users. Twitters
greatest impact is by creating the concept of real time contribution, not necessarily
direct usage of the service. +10% - Daily
This is a massive volume of interaction, conversation, opinion and content sharing +24% - Weekly
that is reshaping the way the web works:
+32% - Monthly
• These platforms depend on shared focal points and events. These are frequently
live real life ones or mass media.
+55% - Ever Done
• The light nature of interaction focuses users on sharing content over creating. This
means that consumers can no longer shape the agenda through long form content
and expressed ideas and opinions. Links, great content and light commentary on
external events are what define consumer involvement.
• The bottom up dynamic, that defined early social platforms is being eroded. This is
particularly stark with micro-blogs, as we all seek to connect and follow with people
in the public eye. Its no surprise that celebrities, politicians, sports people,
journalists and musicians dominate the rankings on Twitter Figure 5: Frequency of updating micro-blog – status updates. Global Data
This is a major change. For years the web has been seen as a threat to the old order
of media giants, big brands and the political elite. Now, as clearly shown in this +5% - Daily
research, changing trends in social participation are reinforcing and promoting the old
hierarchical model. A major shift in the perception of social media. +9% - Weekly
+12% - Monthly
+29% - Ever Done

10. globalwebindex - Annual Report 2011
Who is Driving “Real-Time”?
The “real-time” revolution is being driven by younger demographics. Almost 17% of
16-24s are updating their social network on a daily basis. Figure 6: Percentage of web users who update their social network on a daily basis
Wave 3 September 2010. Global Data
When we delve into the demographics we can see distinct differences in the type of
0% 5% 10% 15% 20%
web user who is embracing real time.
Taking “Category of Work” as an example, we can see that people who work in Male
Demographics
advertising and marketing are the most likely to be contributing to the real-time Female
revolution. This is followed by people in IT, then retail and healthcare. This shows
that the industry is leading the curve in adoption.
16-24
25-34
35-44
45-54
55-64
Financial Services
Category of Work
Retail
Professional Services (Law, Accounting, Architect etc)
Healthcare/Medicine
Manufacturing, Engineering Construction
Education
Government (excluding Education & Health)
Police oArmed Forces
Agriculture oMining
IT, Internet, Software, ComputeServices
Transport, Logistics, Distribution
Travel, Tourism, Leisure Services
Advertising marketing omedia

11. globalwebindex - Annual Report 2011
The Synergy between “Real-Time” and Professional Content
We can clearly see how micro-bloggers are driving this new era of entertainment.
Figure 7: Micro-blog frequency versus consumption of TV content online.
If we take the example of consumption of TV content via internet platforms, frequent Wave 3 September 2010. Global Data
micro-bloggers are far more likely to consume professional content.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Over 70% of users that post more than once a day have streamed a TV show on
demand or live in the last month. Then, as frequency diminishes, consumption of TV
content falls. Every other day
Traditionally we think of “hard core” social media users as turning their back on
traditional media or professional content. This is not true and, as we can see, people
Every 3-4 days
who have never used a micro-blog are very light consumers of TV content online, with
only 25% streaming TV or watching live TV online in the last month.
It’s this relationship between traditional content and real-time social that demonstrates Once a week
how the two are interlinked and are driving a new social ecosystem.
Twice this month
One time only this past month
Haven't Used in the Last Month
Never Used
Watch TV shows on demand via online service
Watched Live TV / Video online

12. globalwebindex - Annual Report 2011
We are the Network – not the Creator
The changing social ecosystem can be seen through the way that users are adopting This is contrary to the impact of when social media emerged. For example, when blogs
micro-blogs. Figure 8 shows current behaviour on a micro-blog and also growth rates arrived they were seen as a publishing revolution and one that opened up the media
between January and September, clearly indicating a shifting dynamic from personal world to consumers. Today, these creation platforms are in decline and the
content to professional content. Personal pictures, while still the number one action on professionals are back in the driving seat when it comes to content. This makes the
a micro-blog, fell by 5% in the period, while links to external news stories increased opportunity for brands and media companies even more compelling.
by 17%. This is a pattern that is repeated on social networks and video sharing
platforms, which are orientating away from being places to share personal content.
“‘real time’ technologies such as Twitter are increasingly orientating
us towards the professional, rather than driving a bottom up dynamic”
Figure 8: Activities on a micro-blog. Monthly percentage by active micro- blog users and Wave 2 v Wave 3 percentage change
Links to news stories
An opinion on a product / brand
A link to your blog
Personal photos
0% 10% 20% 30% 40% 50%

13. globalwebindex - Annual Report 2011
The Impact of the Consumer-Driven Network
While professional content grows massively, the consumer rises in influence. Figure 9 This shows how important the synergy between professional content and the
looks at the change in perception of “trusted product recommendations”, with a huge consumer distributor will be into the future. Increasingly, we turn to the consumer
growth in trust for social network or micro-blog contacts. network to drive our consumption trends.
Figure 9: % change from Wave 1 to Wave 3 data. Scored 4/5 from a 5 point scale, where 5 = strongly trust.
5 from 21 sources of recommendation shown
Newspaper Blogger A Social Network Contact
Television Radio Microblog Contact
+47.5%
+16% +21%
+3%
+8%
+2.5%

14. globalwebindex - Annual Report 2011
Entertainment is Driven by the Consumer Network
It is clear how this consumer network is impacting content distribution, when we It’s this increase for entertainment-driven content that demonstrates how important
explore the importance of “friend recommendation” in sourcing content online. When the consumer network will be in guiding our content consumption and choices as we
looking at news, only 17% of respondents choose this as the key motivation. move into the future.
However, when we look at video, this rises to 28%.
Figure 10: Key factor in sourcing a news story online. Wave 3. Global Data Figure 11: Key factor in sourcing an online video. Wave 3. Global Data
News Video
16.5%
32.9%
36.8% - Familiar Site 39.2% - Familiar Site
18.0%
36.8%
18% - Answers a search query 16.5% - Answers a search query
28.2%
17.0%
17% - Friend Recommendation 10.6% 28.2% - Friend Recommendation
11.8%
11.2%
11.2% - Quality of Design 11.8% - Quality of Design
18.0%
18% - Recently Produced 10.6% - Recently Produced

15. globalwebindex - Annual Report 2011
The Rise of the Packaged Internet
Games Consoles
TV
E-Readers/Tablets Mobile Devices
Apps

16. globalwebindex - Annual Report 2011
The Death of the Internet – Hail the internet
In 2010, we have seen a massive growth in “packaged internet” platforms, such as This growing trend thoroughly undermines the concept of “the internet” as a media or
applications, games consoles, mobile (technically allows open web usage but typically singular entity. More crucially, they are bringing back “traditional media” economics,
focused on repackaged sites and apps), and now television sets and e-readers into included barriers to entry for consumers’ content and a more limited and dictated
the mainstream. They are moving interaction away from the open browser-based choice for consumers. In the future, connecting to the internet may look more like
delivery of content that people think of the internet. We can already see that 4% of switching on your TV..
global web users have accessed the web through their TV, 10% through a games
console and 2% through an e-reader. As our research shows, these “packaged platforms” will grow massively. While they’re
not open, or consumer driven, they work. You only have to look at the success of the
iPhone and app platforms. If it works, we embrace. Disconnected, open
browser-based platforms tend not to work as well as packaged ones for delivery of a
seamless entertainment experience.
Figure 12: Monthly access to the packaged internet. Global Data
TV
4% Mobile Apps
25%
Mobile TV Streaming
35% On-Demand
27%
E-Readers Gaming
2% 10%
Browser-based Web Packaged Internet

17. globalwebindex - Annual Report 2011
The Impact of Mobile: Entertainment Everywhere
Internet access via mobiles has exploded (Figure 13) in the last 12 months, rising from Today (Figure 14), mobile devices are being primarily utilised for services. However,
25% of web users to 33%. While you can use your mobile device to access the open updates to a social network service now stand at 38% of web users, while an update
web, the large areas of growth are due to applications or mobile formatted sites, which to a micro-blog service stands at 14%. This will grow massively. This light social
limit user experience or provide a smaller section of content. The mobile drives the involvement will define the future of consumer contribution as more and more of web
shift into the packaged internet. access is via mobile and portable devices.
Mobile is also bringing in an age of entertainment, despite small screens. Just over
17% have watched live streamed TV in the last month, while 26% have watch an
on-demand video.
Figure 13: Percentage of PC internet users who access via mobile in the last month. Figure 14: Mobile internet actions/behaviour last month. Percentage of mobile
Global data internet users. Global data
Read news
Used mapping service / search for directions
Searched for local services / places to go
33%
Searched for a product / service to buy
Updated your social network profile
25% 27% Wave 3 Checked sports scores
Used an online banking service
Wave 1 Wave 2 Uploaded a photo to a website
Watched an on-demand video
Wrote and uploaded a blog post
Bought a product on a retail site
Watched live streamed TV
Update your microblog status
Access live travel information
Check stocks and financial information
0% 10% 20% 30% 40% 50% 60%