Wave 3 Mc Cann

Mar.08

wave.3
Power to the PeoPle
SoCIAl MeDIA trACKer

2413 - Wave 3 complete document AW 3.indd 1 14/4/08 16:25:47

Power to the people - Social Media Tracker Wave 3


3

Welcome to Wave 3

04 Introduction
06 Methodology
10 What is Social Media?
12 Global Snapshot
18 Blogging
34 Social Networking
48 Sharing Content
56 Consuming Content
76 Final Word


Introduction
Welcome to Universal McCann’s global research into the This latest report demonstrates the continued growth of social
impact of social media. This project is an ongoing commitment media, the impacts of which are huge.
by Universal McCann to measure consumer usage, attitudes and
• The vast majority of users are producing content and there
interests in adopting social media platforms and is the largest
is an ongoing shift towards participation.
exploration of its kind. It aims to provide the facts behind the
hype. • Media consumption is internationalising along language lines
thanks to global social platforms.
The first study was published in September 2006 (Wave 1) and
the second study in June 2007 (Wave 2). This report (Wave 3) • Consumers are moving to on-demand media such as video
brings together the latest results from Wave 3 as well as tracking clips and podcasts.
the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet
users in 29 countries and was completed in March 2008. • The role for advertisers and brands has never had so much
potential – branded applications, content and services all
Since Wave 1 in September 2006 the research has created offer huge potential in social media.
genuine insights on the patterns of usage, such as China having
more bloggers than the US, emerging markets leading take up and • Emerging internet markets are leading the way in usage,
Japan shunning photo sharing. closing the gap with developed countries.

Tom Smith
Tom.smith@universalmccann.com

Wave 3
Wave 1 29 Countries
15 Countries 17,000 Internet
Wave 2 Users
7500 Internet 21 Countries
Users March
10,000 Internet 2008
September Users
2006
June 2007



Wave 3 Highlights 5

• ocial media is a global phenomenon happening in all markets regardless of wider economic,
S
social and cultural development. If you are online you are using social media
• sian markets are leading in terms of participation, creating more content than any
A
other region
• ll social media platforms have grown significantly over the three Waves
A
– Video Clips are the quickest growing platform, up from 31% penetration
in Wave 1 to 83% in Wave 3
• 7% have joined a Social Network, making it the number one platform for creating
5
and sharing content
– 55% of users have uploaded photos
– 22% of users have uploaded videos
• The widget economy is real
– 23% of social network users have installed an application
– 18% of bloggers have installed applications in their blog templates
• Blogs are a mainstream media world-wide and as a collective rival any traditional media
– 73% have read a blog
• he blogsphere is becoming increasingly participatory, now 184m bloggers world-wide
T
– The number one thing to blog about is personal life and family
• hina has the largest blogging community in the world with 42m bloggers, more than the US
C
and Western Europe combined
• Social media impacts your brand’s reputation
– 34% post opinions about products and brands on their blog
– 36% think more positively about companies that have blogs


Methodology: How we did it
The research has retained a consistent methodology in all three
Waves. All surveys have been scripted and hosted on Universal
McCann’s in-house online research system, Intuition. All surveys
are self completion and the data collected is entirely
quantitative. Every market is representative of the 16-54 Active
Internet Universe. In this Wave 17,000 internet users in 29
countries were interviewed. To be included you need to be using
the internet everyday or every other day.

6/
70
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95
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www.fick

THE ACTIVE
INTERNET
UNIVERSE = I use the internet
everyday / every other day



7
Why the Active Internet Universe?

• As they are the key leaders of social media and drivers of economically developed countries lead the way.
adoption, they are the most important consumers to
understand. The reason lies in the focus of the study, which is to understand
usage of social media among internet users. Emerging Internet
• They make up the vast majority of social media adopters markets tend to have a demographic profile that fits the early
- If you’re not using the internet regularly, you’re unlikely to be adopter as opposed to the mature internet markets such as Japan
blogging. and the US. This can be a factor in lower levels of adoption in
penetration terms.
• Over time, all users increase the regularity of usage.
Eventually everybody will be an active user, as they have It must also be considered that emerging markets have lower levels
been with television. of internet penetration, so the impact of social media among the
country as a whole will be more measured.
In the past Waves there has been occasional mis-understanding
about what the results represent, due to the fact that smaller less

Internet Penetration by market
Internet Penetration, all adults. Figures sourced from Internetworldstats.com
%
.9

%
N rali % 2%
Au n 5 .7% 49

Au 71 a 7 9%
U h K g 6 2%
Br ico .8 4%

.8
Ta 66. 5.9 %

nd %
So g K d 6 %
ee y 3 4%
e 3 2%

st .4 0.

87
ai 54 lic

SA or 9.
ut on 9.
9 .

iw 4% %
ili 2. %

H ani .6%

K 6 6
an Re %

rla 2.9
on an .8
Ge 57 .7%

De an 6 .4%
az 21 %

Ro nd .5%
ex 1 5

Tu il 2 .3%

Sw ma .7%
Sp ce pub
Ru ppi 3%

U da 64.
Po ey 2 4%

Ita ria 5%
Gr gar 31.
Cz ce 5.
M sia s 1
Ph a 1 .3

Fr ch 5.5

s
H zerl 68
Ca an %
ki 3%

he 7
e
in n 7

m 29

ly 56

p 67
la 2

rm .0
s ne

rk 2.

st 6.

n 8
na y

et a
it rk
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Ch sta

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In

100
% Online (All adults)

0


Methodology: Universe sizes – putting it into context
Estimated worldwide 16 - 54 active
internet universe = 475m users

20
11
5 6 12
2
13 14
7 8 15
1 USA 17 16

100m 9 10
18
19

3
3

North America Europe Asia & Oceania
1 USA 100m 5 UK 17.8m 21 Pakistan 0.26m
2 Canada 7.8m 6 Netherlands 6.1m 22 India 17.8m
Central &
7 France 12.8m 23 China 61.0m 4
8 Switzerland 1.3m 24 Hong Kong 1.8m
South America 9 Spain 10.9m 25 Taiwan 5.4m
3 Mexico 6.7m 10 Italy 10.2m 26 South Korea 13.7m
4 Brazil 13.8m 11 Denmark 1.3m 27 Japan 29.8m
12 Poland 3.6m 28 Philippines 3.7m
13 Germany 18.8m 29 Australia 5.1m
14 Czech 1.9m
15 Hungary 1.2m
16 Romania 2.2m
17 Austria 1.2m
18 Turkey 5.0m
19 Greece 1.2m
20 Russia 8.6m



9

20
Putting the results into context
To help provide a more complete picture,
the analysis in this report puts the results
into context in two ways;
23 China 1. Market by market universe estimates

61m
26 27
18 2. Penetration of usage among all 16-54s.

Both these figures are estimates based on
21 the above universe sizes. When estimating
24 global usage figures of different social media
25
technologies we make the fair assumption
that the vast majority of users will be active
22
28 users and between the ages of 16-54.

How did we get to these universe figures?

Local market data from TGI, Simmons or
equivalent provided penetration figures for
16-54s by market and levels of active usage.
These were correlated with Internet World
Stats, CIA World Factbook and Comscore.

29 The general rule is the more developed a
market is, the higher in home and at work
internet connections are, which leads to
higher levels of active usage.


What is social media?

www.fic r.com/phot
Social media is an important

k
Social media represents shift, as it summarises the
a big improvement over os/
importance of interaction, the consumer
pi cc
Web 2.0 as a term to
lly
wi
ls o
adi and the community. The term emphasises
n/6
876
describe the changes that have
6 1 3 2/ the idea that as a collective it can have as much
impacted the internet. The idea impact as any traditional media platform.
that we switched from Web 1.0 to In truth, to claim social media as “new” is slightly misleading. From the
2.0 beginning, the internet was founded on message boards, chat rooms and
was always a touch crude. peer to peer communication. What has changed is the mass involvement
that modern social platforms inspire.

Contributing to the internet has never been as accessible and less technical.
Innovations in web development, computing technology and the proliferation
4787692/

of broadband have come together to drive monumental consumer take up.
This is why the phenomenon of social media is important now – it has the
s/45
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cat

potential to impact on all our media consumption therefore shifting the
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o
to

ph
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co m/ emphasis from professional content producers to the consumer.
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The definition
“Online applications,
platforms and media which
aim to facilitate interaction,
collaboration and the
sharing of content”



11

Photo Blogging
Sharing

Micro
Video Blogging
Sharing

Key
Podcasts Social RSS

Platforms
Message Widgets
Boards

Chat Social
Rooms Networking


Global snapshot: Wave 3
Reach

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or
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“Thinking about using the Internet, which of the

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following have you ever done?” Active Internet Users

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82.9% 72.8% 67.5% 63.2% 57.3% 54.8% 52.2% 45.8% 45.1% 38.7% 38.5% 33.7%

Reach over time
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

90% Read blogs/weblogs
80% Start my own blog/weblog
Leave a comment on a news site
70%
Watch video clips online
60% Download a podcast (pre-recorded radio/
% Ever done

50% audio show)
Create a profile on a social network
40%
Subscribe to an RSS feed
30%

20%

10%

0%
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08


13

Frequency
“Thinking about using the Internet, which of the following have you ever done?” Active internet users

Watch video clips online 22% 37% 16%

Read blogs/weblogs 21% 27% 11%

Visit a friend’s social network page 22% 25% 10%

Read personal blogs/weblogs 19% 25% 10%

Share a video clip with a friend 13% 24% 12%

Visit a photo sharing website 13% 21% 14%

Manage profile on existing social network 17% 18% 11%

Upload my photos to a photo sharing website 8% 15% 13%

Download a podcast 7% 16% 8%
Daily reach

Post/write stories for my own blog/weblog 9% 12% 5%
Weekly reach

Upload video clip to video sharing website 7% 11% 7% Monthly reach


Global snapshot: Wave 3

Global universe estimates

Read personal Visit a friend’s social Manage a
Watch video clips online Read blogs/weblogs Share a video clip
blogs/weblogs network page on a socia
394m 346m 303m
321m 307m 272

Power to the people - Social Media Tracker Wave 3 www.fickr.com/photos/mshandro/34964515/


15

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Manage a profile Download a Download a Start my own Upload a Subscribe to
Upload photos video clip
on a social network video podcast podcast blog/weblog an RSS feed
248m 183m
272m 216m 215m 184m 160m

16-54 active Internet users
global universe estimates


Country results
in detail

Reading blogs: usage trends
Blogging shows no signs of slowing its growing prominence in popular culture and society.

Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal
output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in
every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest.

• Growth continues at a global level • Very high frequency medium
– 77% Read blogs – up 11% on Wave 2 – 50% daily reach in Brazil and Japan

• Saturation in growth in some markets • Blogs are primarily a community media
– South Korea, China, Italy and Russia all reached their – Personal blogs and friend and family blogs are number
limits of growth one destination for reading

• logging as a collective rivals traditional media
B • They’re not for geeks
– 70% weekly reach – Music, TV, film and news are the next highest destinations

Blog readership Wave 3
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

h 9 7% .8%
M a 8 s 9 .1%

%
Ita n 8 % .4%

N ey 6 69. 69

U mar 2. 2%
De rali d 6 8%
Br ico 1% 3%

.7

st .3 8%

50 %
SA k 0%
ee 72 %

%
in ne 2

rk a lic

on 8% 7

n a 6 3.
st an 5.

un y %
ex 8 0.

pa .0 6
Ta il 8 .7%

Gl sia .2%
Ru ce .3%

Ge ada .7%

ry .4
In rto R .6%

Cz al 7 .8%

U erl .6%
Ch ppi ea 9

H 5. ds 6
Gr nd 6.0

.5
Ro h R .2%
Fr 78 .4%
Ja 85 o 8

Tu ani pub
Po stan 8%
Pu an 1%

Au 60 60.

H an 6.6
Au erl 6
Pa n 7 %

ga 55
Ca ria %
Sp ce %

itz ong
az 87

la 7

s 72
a c

ai 78

n 59
e 86

ob 70
.

ki 7.
iw 7.
ili or

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K an
an .9

rm 5
ly 4

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100
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% Ever read

0



19

Blog readership Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe

Global 54% 66% 77% Philippines 33% 64% 90%

Australia 21% 55% 62% Russia 73% 72% 71%

China 58% 85% 88% South Korea 72% 91% 92%

France 75% 77% 78% Spain 70% 72% 78%

Germany 20% 15% 55% UK 38% 54% 66%

Italy 79% 76% 79% USA 62% 61% 60%

Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08


Reading blogs: usage trends
Frequency of readership – key markets
“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only

31% 40% 16% 13%
al
ob
Gl

52% 32% 7% 9%
il
az
Br

46% 43% 6% 5%
a
in
Ch

28% 38% 19% 15%
ce
an
Fr

17% 41% 21% 21%
y
an
rm
Ge

39% 42% 10% 9%
a
di
In
d
ea

37% 40% 12% 11%
R

ly
%

Ita

50% 32% 12% 6%
an
p
Ja

29% 38% 22% 11%
ia
ss
Ru

45% 39% 13% 3%
a
re
Ko
th
u
So

31% 40% 19% 10%
n
ai
Sp

20% 40% 22% 18%
K
U

23% 42% 19% 16%
SA
U

Daily reach Weekly reach Monthly reach Less often



21

What kind of blogs do you read?
“When you read blogs, which of the following topics would you read most often?” Active Internet Universe

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63.5% 38.9% 29.1% 26.6% 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5% 9.8% 6.7%


Reading blogs: putting it in context

North America Europe Asia & Oceania
1 USA 60.3m 5 UK 17.8m 21 Pakistan 1.95m
2 Canada 4.1m 6 Netherlands 4.1m 22 India 15.1m
7 France 8.1m 23 China 53.8m
Central & 8 Switzerland 1.21m 24 Hong Kong 1.2m
South America 9 Spain 8.5m 25 Taiwan 4.8m
3 Mexico 5.9m 10 Italy 8.1m 26 South Korea 12.5m
4 Brazil 13.1m 11 Denmark 0.81m 27 Japan 25.1m
12 Poland 2.6m 28 Philippines 3.3m
13 Germany 10.5m 29 Australia 3.2m
14 Czech 1.2m 2
15 Hungary 0.1m
16 Romania 1.5m
17 Austria 0.75m 1 USA
60.3m
18 Turkey 3.5m
19 Greece 0.86m
20 Russia 6.1m

3
3

Reading blogs: impact versus total market
Universe Sizes versus total 16-54 population
%
an y % .1

s .6%

%
%
Fr an 0.5 19

Ta 2. d 2 0%

.6
M ey 8 7% %

.2
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ly 21 2%

itz ong 7%
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m 10 %

nd 9
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3 n .
rk 6. .6

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iw 1% 6
Br ani .6%
in .3% %

n ep %
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rla a 3
K la 6

SA 3 %
Ro nd 0.2

Sp 33 1%
Au ce 2%

N h K 3%
Ge ada ub
Po gary 7%

Ita ce 21.

U er 2
Sw g K 5.
Gr il 1 1.
Tu sia s 6

23 .7
Ch a 2 2.3

Ca h R .9
Cz tria 3.3
H ico %

H tral 24

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ai .2%
Ru ppi %

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45 4
% Ever read

0



23

20
11
5 12
6

13 14
7 8 17 15
16
23 China
53.8m
9 10 26 27
18
19

21
24 25

22
28

29


Writing blogs: usage trends
Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.

• ontinued shifts into participation
C • Germany finally found its blogging voice
– 45% have started a blog, up 14% – 28% have started a blog, up from 8%
– 184m started a blog
• Blogging is a community medium
• sia leads the way
A – 64% write about personal life
– South Korea, Taiwan, China top the league table with
• Content is multimedia
70%+ penetration
– 61% post photos, 29% post videos, 24% upload music
• China the biggest blogging market in the world
• Blogs impact on brands
– Estimated 42.5m bloggers
– 34% write about their opinions on products and brands.
• Eastern Europe lowest levels of participation
– Hungary, Czech and Romania are bottom 3

Starting a blog: Wave 3
“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe

%
.2
Ph a 7 .9% 7%

ee 6.4 26 %
Fr 33 .2% .3%

8% 8
U ce 2 % .6%
Ja ia 4 1% 5%
Br g K 0.3 .8%

Gr 2 nd .1

7. ic 1
m 2 2%
h 7 %

ga pu %
in 70 1.

rm 28 0%
ob Ri %

SA la 27
d 0. 4.

ec ia %
ly 5 6
az on %

De 5. .4%
s 3 %
st a 2 %

Ru an .6%

8

un e .3
on 6 5

Sw erla .7%
Pu stan .2%
Ch an a 7

Gl rto 8.0

ry bl
Tu 41 3%

Ita al 3 co 3
M ippi 3%

Pa ey %

Ro da 3.
N ia 2 7.

Cz an 2.5
In il 5 g 5
H ico s 6

Ge ria 9.
Sp n 4 0%

Au nd .5
Au trali 0.3

H h R 21
U zer ds
Po ce %
rk .4

na k 2
ss y 2
iw re

nm 3%
3

2 5
la 31
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ki 39
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ex ne

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an .3
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75
% Ever done

0



25

“Below is a
list of statements –
please can you answer
reflecting your opinion.”
– Responses “Definitely
Agree / Somewhat
Agree” Active Internet
Universe
56% Blogging is a good way to express yourself

36% I think more positively about companies that have blogs

33% I have a favourite blog that I read regularly

32% I trust bloggers’ opinions on products and services

31% Blogging is an important way to socialise with friends

4/
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Writing blogs: usage trends
Blog writing Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe

Global 28.3% 30.6% 44.8% Philippines 14.1% 41.0% 64.9%

Australia 18.3% 17.9% 29.0% Russia 14.8% 21.3% 27.7%

China 58% 61.1% 70.3% South Korea 45.5% 55.2% 70.6%

France 17.6% 31.4% 31.5% Spain 24.8% 29.1% 41.4%

Germany 6.0% 7.5% 27.8% UK 9.8% 18.5% 25.3%

Italy 22.5% 26.5% 33.3% USA 20.2% 21.1% 26.4%

Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % start a blog



27

Frequency of writing
“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only

30% 30% 13% 27%
al
ob
Gl

37% 24% 6% 33%
zil
a
Br

33% 45% 9% 13%
a
in
Ch

38% 28% 16% 18%
ce
an
Fr

14% 47% 14% 25%
y
an
rm
Ge

23% 39% 12% 26%
a
di
In
e
rit

20% 14% 9% 57%
W
%

n
pa
Ja

24% 25% 22% 29%
ia
ss
Ru

45% 30% 16% 9%
a
re
Ko
h
ut

30% 25% 17% 28%
So

n
ai
Sp

15% 24% 11% 50%
K
U

20% 25% 15% 40%
SA
U

Daily reach Weekly reach Monthly reach Less often


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