Universal McCann\'s global research into the impact of social media.

1. Mar.08
v
Power to the PeoPle
.3
SoCIAl MeDIA trACKer

2. Power to the people - Social Media Tracker Wave 3

3. 3
Welcome to Wave 3
Introduction
04
Methodology
06
What is Social Media?
10
Global Snapshot
12
Blogging
18
Social Networking
34
Sharing Content
48
Consuming Content
56
Final Word
76

4. Introduction
Welcome to Universal McCanns 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 this 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
• The role for advertisers and brands has never had so much
users in 29 countries and was completed in March 2008.
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
• Emerging internet markets are leading the way in usage,
more bloggers than the US, emerging markets leading take up and
closing the gap with developed countries.
Japan shunning photo sharing.
Tom Smith
Tom.smith@universalmccann.com
Wave 3
29 Countries
Wave 1
17,000 Internet
15 Countries Wave 2 Users
7500 Internet 21 Countries March
Users
2008
10,000 Internet
September Users
2006
June 2007
Power to the people - Social Media Tracker Wave 3

5. 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 brands reputation
– 34% post opinions about products and brands on their blog
– 36% think more positively about companies that have blogs

6. Methodology: How we did it
The research has retained a consistent methodology
throughout Wave 1, 2 and 3. 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
93
95
/3
rk
a
m
lt e
s/a
ot o
/ph
co m
www.fickr.
THE ACTIVE
INTERNET
UNIVERSE = I use the internet
everyday / every other day
Power to the people - Social Media Tracker Wave 3

7. 7
Why the Active Internet Universe?
• As they are the key leaders of social media and drivers of In the past Waves there has been occasional mis-understanding
adoption, they are the most important consumer to about what the results represent, due to the fact that smaller less
understand. economically developed countries lead the way.
• They are the most important consumer to understand the The reason lies in the focus of the study, which is to understand
adoption of social media who are key to growing the internet. usage of social media among internet users. Emerging Internet
markets tend to have a demographical profile that fits the early
• They make up the vast majority of social media adopters.
adopter as opposed to the mature internet markets such as Japan
If you’re not using the internet regularly, you’re not 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.
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%
K66
an Re %
rla 2.9
on an .8
rm .0 %
De an 6 .4%
Ro nd .5%
az 21 %
Tu il 2 .3%
ex 1 5
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
57 .7
H zerl 68
Ca an %
ki 3%
he 7
e
in n 7
m 29
56
p 67
la 2
s ne
rk 2.
st 6.
n8
na y
et a
it rk
un a
Pa 5.
Ch sta
Ja an
a
ly
di
Ge
In
100
% Online (All adults)
0

8. Methodology: Universe sizes – putting it into context
Estimated worldwide 16 - 54 active
internet universe = 475m users
11
5 12
6
2
14
13
15
78
1 USA 17 16
100m 9 10
18
19
3
3
North America Europe Asia & Oceania
1 USA 5 UK 21 Pakistan
100m 17.8m 0.26m
2 Canada 6 Netherlands 22 India
7.8m 6.1m 17.8m
4
7 France 23 China
12.8m 61.0m
Central & 8 Switzerland 24 Hong Kong
1.3m 1.8m
South America 9 Spain 25 Taiwan
10.9m 5.4m
3 Mexico 6.7m 10 Italy 26 South Korea
10.2m 13.7m
4 Brazil 13.8m 11 Denmark 27 Japan
1.3m 29.8m
12 Poland 28 Philippines
3.6m 3.7m
13 Germany 29 Australia
18.8m 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
Power to the people - Social Media Tracker Wave 3

9. 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
2. Penetration of usage among all 16-54s.
Both these figures are estimates based on
the above universe sizes. When estimating
21
global usage figures of different social media
24
25
technologies we make the fair assumption
that the vast majority of users will be active
22
users and between the ages of 16-54.
28
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.

10. What is social media?
www.fickr.com/phot
Social media is an important
shift, as it summarises the
Social media represents
importance of interaction, the consumer
os/
a big improvement over pi cc
and the community. The term emphasises
a
lly
di
wi
Web 2.0 as a term to ls o
n/6
876
the idea that as a collective it can have as much
6132/
describe the changes that have
impact as any traditional media platform.
impacted the internet. The idea
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 in drive monumental consumer take up.
This is why the phenomenon of social media is important now – it has the
s/45
e
cat
potential to impact on all our media consumption therefore shifting the
/le
s
o
to
ph
emphasis from professional content producers to the consumer.
m/
o
kr.c
www.fic
The definition
“Online applications,
platforms and media which
aim to facilitate interaction,
collaboration and the
sharing of content”
Power to the people - Social Media Tracker Wave 3

11. 11
Photo Blogging
Sharing
Micro
Video Blogging
Sharing
Key
Social RSS
Podcasts
Platforms
Message Widgets
Boards
Social
Chat
Networking
Rooms

12. Global snapshot: Wave 3
Reach
rk
ite
wo
bs
et
we
“Thinking about using the Internet, which of the
ln
g
ia
following have you ever done?” Active Internet Users
rin
c
so
a
e
sh
sit
g
s
in
og
o
ws
ite
ist
ot
og
bl
bs
ex
ph
ne
g
ed
bl
we
lo
e
we
bs o a
fe
an
lin
t
a
a
eb
a
s/
as
ite
n
n
to
og
on
s
we t
S
g
/w
dc
on
to
to
og
g lip
RS
rin
bl
os
og
s
po
bl
en
en
in c
le
a
ip
ot
al
an
bl
we
sh
ar eo
ofi
m
m
cl
ph
a
on
n
sh vid
pr
m
m
s/
to
ed
o
eo
ow
rs
ot
y
og
co
co
e
a
m
ad
vid
pe
ph
eo a
ib
bl
y
e
a
a
lo
tm
vid oad
d
cr
ag
ad
ch
ad
a
oa
e
e
wn
bs
av
av
an
Re
sit
ar
at
pl
pl
Re
Do
Su
Le
Le
St
W
M
Vi
U
U
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
Start my own blog/weblog
80%
Leave a comment on a news site
70%
Watch video clips online
60% Download a podcast (pre-recorded radio/
% Ever done
audio show)
50%
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
Power to the people - Social Media Tracker Wave 3

13. 13
Frequency
“Thinking about using the Internet, which of the following have you ever done?” Active internet users
22% 37% 16%
Watch video clips online
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%
17% 18% 11%
Manage profile on existing social network
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

14. Global snapshot: Wave 3
Read personal Man
Visit a friends social
Read blogs/weblogs
Watch video clips online Share a video clip
blogs/weblogs on a s
network page
346m
394m 303m
321m 307m
Power to the people - Social Media Tracker Wave 3 www.fickr.com/photos/mshandro/34964515/

15. 15
2/
5
88
62
31
/2
l ey
n
sta
ham
/gra
hotos
m/p
www.fickr.co
Upload a
age a profile Start my own
Download a Download a Subscribe to
Upload photos video clip
ocial network blog/weblog
video podcast podcast an RSS feed
248m 183m
272m 184m
216m 215m 160m
16-54 active Internet users
global universe estimates

16. Power to the people - Social Media Tracker Wave 3

17. Country results
in detail

18. 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.
• Very high frequency medium
• Growth continues at a global level
– 50% daily reach in Brazil and Japan
– 77% Read blogs – up 11% on Wave 2
• Blogs are primarily a community media
• Saturation in growth in some markets
– Personal blogs and friend and family blogs are number
– South Korea, China, Italy and Russia all reached their
one destination for reading
limits of growth
• They’re not for geeks
• logging as a collective rivals traditional media
B
– Music, TV, film and News are the next highest destinations
– 70% weekly reach
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 9. 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 6 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
ac
ai 78
n 59
e 86
ob 70
.
ki 7.
iw 7.
ili or
ec 0
K an
an .9
rm 5
ly 4
me
di i
Ph h K
Sw g K
6
ut
et
100
So
% Ever read
0
Power to the people - Social Media Tracker Wave 3

19. 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
54% 66% 77% 33% 64% 90%
Global Philippines
21% 55% 62% 73% 72% 71%
Australia Russia
China 85% 88%
58% 72% 91% 92%
South Korea
75% 77% 78% 70% 72% 78%
France Spain
20% 15% 55% 38% 54% 66%
Germany UK
79% 76% 79% 62% 61% 60%
Italy USA
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08

20. 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%
n
pa
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
Power to the people - Social Media Tracker Wave 3

21. 63.5%
Pe
r so
n
38.9%
al
bl
og
Fa
s
m (d
ily ia
29.1%
of ry
fri
N e sit
e
nd
ew s)
s/ bl
cu og
s
rre
What kind of blogs do you read?
26.6%
nt
Op
in af
fa
io i rs
ns
on
M pr
us od
ic uc
ts
Te an
c d
hn br
ol an
og
y ds
Co
m
pu
te
r s
Bu
sin
es
s
(g
en
Bu
er
sin
“When you read blogs, which of the following topics would you read most often?” Active Internet Universe
al
es
s ne
ne ws
Sc ws an
ie d
–
nc
e re op
le in
33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7%
va io
n
Sp n)
tt
or o
t m
y
cu
Fi rre
lm nt
/T jo
b
V
Ga
m
in
g
26.4% 18.2% 22.5%
Tr
a ve
l (h
ol
9.8%
id
Ce ay
l eb de
rit st
ie in
s
6.7%
at
io
21
Ot
ns
he
)
r

22. Reading blogs: putting it in context
North America Europe Asia & Oceania
1 USA 5 UK 21 Pakistan
60.3m 17.8m 1.95m
2 Canada 6 Netherlands 22 India
4.1m 4.1m 15.1m
7 France 23 China
8.1m 53.8m
Central & 8 Switzerland 24 Hong Kong
1.21m 1.2m
South America 9 Spain 25 Taiwan
8.5m 4.8m
3 Mexico 5.9m 10 Italy 26 South Korea
8.1m 12.5m
4 Brazil 13.1m 11 Denmark 27 Japan
0.81m 25.1m
12 Poland 28 Philippines
2.6m 3.3m
13 Germany 29 Australia
10.5m 3.2m
2
14 Czech 1.2m
15 Hungary 0.1m
16 Romania 1.5m
1 USA
17 Austria 0.75m
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
2%
ly 21 2%
itz ong 7%
ee 1. 1%
m 10 %
nd 9
40
rm 2 lic
3n.
rk 6. .6
De 23. .7%
iw 1% 6
Br ani .6%
in .3% %
n ep %
ec 14 %
rla a 3
on ia .6
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
Ch a 2 2.3
Ca h R .9
Cz tria 3.3
H ico %
H tral 24
U n 3 .0
ai .2%
Ru ppi %
n 2%
he re
az a 1
la 1
.
2
pa 33
ut 4.
s ne
ili .4
.
et o
un 9
ex .
s1
sk
In stan
So n 3
Au mar
Ph a 6
Ja an
ki
di
Pa
45 4
% Ever read
0
Power to the people - Social Media Tracker Wave 3

23. 23
20
11
5 12
6
13 14
78 15
17
16
23 China
53.8m
9 26
10 27
18
19
21
24 25
22
28
29

24. Writing blogs: usage trends
Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.
• Germany finally found its blogging voice
• ontinued shifts into participation
C
– 28% have started a blog, up from 8%
– 45% have started a blog, up 14%
– 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%
h7%
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%
s3%
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
25
la 31
ai 7.
ki 39
il 0.
ex ne
it n
an .3
pa 9.
Ta Ko
Ca ar
h
n
ut
e
et
K
So
75
% Ever done
0
Power to the people - Social Media Tracker Wave 3

25. 25
“Below are 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/
65
ww
8
79
w.
75
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om
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ur
os
/a
t
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nt
igo
www.fickr.com/photo
ne
/45
70
89
36
4/

26. 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
14.1% 41.0% 64.9%
Philippines
28.3% 30.6% 44.8%
Global
14.8% 21.3% 27.7%
Russia
18.3% 17.9% 29.0%
Australia
45.5% 55.2% 70.6%
South Korea
58% 61.1% 70.3%
China
24.8% 29.1% 41.4%
Spain
17.6% 31.4% 31.5%
France
9.8% 18.5% 25.3%
UK
6.0% 7.5% 27.8%
Germany
20.2% 21.1% 26.4%
USA
22.5% 26.5% 33.3%
Italy
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % start a blog
Power to the people - Social Media Tracker Wave 3

27. 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
%
an
p
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

28. Writing blogs: usage trends
Topics blogged about
“When writing your blog, what topics do you normal write about?” Blog Writers Only
b
jo
nt
rre
n)
io
cu
ds
in
y
op
an
m
br
d
)
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38.9% 29.1%
63.5% 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%
% Topics written about (blog writers only)
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