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Wave 7: The Story of Why - Social media landscape in Singapore and SEA

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Wave is a global survey conducted by UM, revealing the social habits of consumers in 65 countries. The study has tracked the dynamic shifts that have taken place within the social media landscape for the last seven years. Wave 7 has identified that consumers will connect with brands that meet five basic needs. By answering these needs, and by combining technology, social platforms and media in a more cohesive way, brands can put themselves in an extremely powerful position.

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Wave 7: The Story of Why - Social media landscape in Singapore and SEA

  1. 1. CRACKING THE SOCIAL Story of Why CODE The
  2. 2. Executive Summary Even the most superficial social interaction online is driven by a consumer need. Wave‟s seven years of analysing social behaviour online has revealed the 5 key needs underpinning them all: Relationship, Diversion, Progression, Recognition and Learning. Wave has also shown us that meeting these needs can play a key part in building brands and driving sales. For example is the need state that drives for brands. 40% of people who want entertaining experiences from brands say that these experiences make the brand more desirable. Whereas to drive sales a combination of Recognition and Learning is powerful. Educating people about your product whilst at the same time listening to their needs makes consumers far more likely to buy. Consumers are entering into a „value exchange‟ with brands that meet these needs and they are happy to disclose personal data if it means they receive a better online experience. Whilst these 5 basic needs don‟t change, the ability of technology to meet them is in constant flux – and brands need to understand exactly what consumers want from different devices. The growth of the smartphone in particular is transforming both the device and social platform landscape. So it‟s no longer enough to simply track the latest trends because much of what we see is background noise or worse, a complete distraction. What we really need to do is understand the motivations behind these trends and only then look at when and how consumers are doing them.
  3. 3. • At UM we have a philosophy which we call Curiosity Works. This philosophy drives us to continually seek new insights that we can use to unlock the competitive advantage of media and fuel brand growth. • The Wave project is where Curiosity Works come to life. Each Wave study is run in collaboration with over 65 UM offices around the world with each volunteering to take part each year. This collaboration is driven solely by UM‟s culture of collective Curiosity.
  4. 4. What is Wave Wave is an annual social media study conducted by UM. It is the longest-running and most ambitious of its kind. Launched in 2006, Wave measures the scale and impact of social media across the globe, exploring the changes occurring in communication technologies. Wave 7 includes data on active internet users from 65 countries, representing more than 1 billion active internet users. Wave has become an invaluable tool for brand marketers eager to stay informed about social media trends and consumer insights. Wave Methodology • • • • • Wave retains the same methodology from Wave 1 to Wave 7, enabling comparison across Waves The project is lead by the UM G14/EMEA Research team We have surveyed 48,945, 16-54 year-old Active Internet Users in 65 countries Representing the views of over a billion people All surveys are self-completed and the data collected is purely quantitative. Why the Active Internet User? • • • Active Internet Users are those that use the internet every day or every other day Social media is driven by Active Internet Users They drive adoption of platforms and tools and they will determine which tools and platforms become dominant.
  5. 5. The Wave Story 15 countries 7,500 respondents 2007 29 countries 17,000 respondents 38 countries 23,200 respondents 2008 2009 2010 2004 pre-2003 April 2008 Facebook overtakes MySpace in popularity 54 countries 37,600 respondents 62 countries 42,000 respondents 2011 11 March 2009 Foursquare launches February 2010 Facebook Mobile has 100M+ users February 2011 Linkedinreaches 100M members August 2008 Facebook has over 100M users 2006 9 January 2007 Apple launch the first iPhone 21 countries 10,000 respondents 19 June 2009 Farmville launches 3 April 2010 The first iPad released 4 April 2011 Valued at over £3Bn 20 September 2008 The launch of the first Android phone July 2009 There are now more than 3.6bn images on Flickr March 2007 Tumblr launches 2005 2003 7 October 2008 Spotify launches August 2009 Xiaonei becomes RenRen 2012 72 countries 49,600 respondents 2013 April 2012 Facebook buys Instagram May 2012 Facebook floats on NASDAQ 28 June 2011 GooglePlus launches 30 July 2010 100M check-ins June 2012 500M+ users on Twitter 30 June 2011 Twitter: 200M+ tweets per day August 2010 Groupon: „fastest growing company of all time‟ 15 October 2010 „The Social Network‟ film released 21 December 2010 2.5 months after launch, Instagram has 100M users September 2011 QQIM has 700M+ active users June 2012 NSA scandal August 2012 Vine has over 40M users September 2011 Snapchat launches October 2012 Facebook has over 1Bn users December 2011 Facebook has over 845M active users
  6. 6. The Wave universe now fully represents the world Wave 7 Wave 6 Wave 5 Wave 4 Wave 3 Wave 2 48,945 65 respondents countries Wave 1 Australia China France Germany Italy India Japan Mexico Philippines Russia South Korea Spain United Kingdom United States Australia Brazil China France Germany Greece India Italy Japan Malaysia Mexico Pakistan Philippines Russia Singapore South Korea Spain Taiwan Thailand United Kingdom United States Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia South Korea Spain Switzerland Taiwan Turkey United Kingdom United States Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa South Korea Spain Sweden Turkey United Kingdom United States Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Ireland (ROI) Italy Japan Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey United Arab Emirates Ukraine United Kingdom United States Vietnam Algeria Argentina Australia Austria Bahrain Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Cote d‟Ivoire Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Kenya Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Nigeria Norway Oman Paraguay Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey Ukraine United Arab Emirates United Kingdom United States Vietnam
  7. 7. THE SEARCH FOR MEANING IS THE SEARCH FOR WHY
  8. 8. 7 years of asking WHY has shown us that 5 needs underpin all social behaviour
  9. 9. Needs build brands DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING Desirability Feel valued Spend more time Word of mouth Sales
  10. 10. WE HAVE MANY TRENDS
  11. 11. Digitization is taking over share-of-time 6 hours 9 hours Q: Time spent last week… Base: Singapore
  12. 12. Internet satisfies the core human needs Watch video clips online 84% Use instant messenging service 79% Visit a friend's social network page 78% Visit an official company/brand website 75% Download and used an application Top activities on the internet 75% Manage a profile on a social network 70% Read blogs / weblogs Visit a message board/forum Joined a professional social networking site 62% 60% Use a micro blogging service 51% 35% 40% 33% Joined a professional social networking … 51% Upload my photos to a photo sharing site 51% Activities that showed significant jump from last year Share your location via a location based social network Take part in a multi player game online Upload my photos to a photo sharing site Q: Thinking about using the internet, which of the following activities have you ever done? Base: Singapore – Past 6 Months 50% 44% 37% 31% 51% 46%
  13. 13. SOCIALISATION
  14. 14. Socialisation is a day-to-day imperative RELATIONSHIP LEARNING Seek other people's opinions Meet new people Stay in touch with friends 70 Explore the world around you 60 Keep up to date Feel like you belong 50 Share knowledge 40 Learn something new Share new experiences 30 20 Earn respect Keep you company 10 - Promote yourself Be creative Change opinions Hang out or waste time DIVERSION Express yourself Have fun/be entertained RECOGNITION Relax/escape Make money Express & share emotion Build your career Make contacts for work Microblogs Photo/Video Sites Social Networks Brand Websites Q: Which of these applications does a good job when you want to… Base: Singapore - Accessed social networking site in past 6 months PROGRESSIO N
  15. 15. …across markets in Asia RELATIONSHIP LEARNING Explore the world around you Keep up to date Meet new people 80 Stay in touch with friends 70 Feel like you belong 60 Learn something new Share knowledge 50 40 Relax/escape Share new experiences 30 20 10 Hang out or waste time Keep you company Be creative Express & share emotion Make contacts for work Have fun/be entertained Build your career Express yourself Make money Earn respect RECOGNITION Singapore DIVERSION Thailand Q: Which of these applications does a good job when you want to… Base: Individual Markets - Accessed social networking site in past 6 months Change opinions Promote yourself Indonesia Phillipines Vietnam Malaysia
  16. 16. … even surpassing the global benchmark LEARNING Meet new people Explore the world around 70 Stay in touch with friends you 60 Keep up to date Feel like you belong RELATIONSHIP 50 Learn something new Share knowledge 40 30 Express yourself Share new experiences 20 10 Earn respect Keep you company Promote yourself Be creative Change opinions Hang out or waste time Express & share emotion Relax/escape Make contacts for work RECOGNITION Make money Build your career Global Q: Which of these applications does a good job when you want to… Base: Individual Clusters - Accessed social networking site in past 6 months SEA APAC
  17. 17. Power of Facebook shows no sign of decline in Singapore Once a day or more Series4-6 times a week 2 1-3 times a week 100 50 0 Q: Which of the social networking sites you accessed and how many times you accessed… Base: Singapore Once every 2-4 weeks Less often Never
  18. 18. Q. Thinking about the things you have shared with others, please select below the means by which you have shared them (Often or sometimes) Base: Singapore Via a review website Via an application/ app on a mobile/ tablet Via a microblogging service (e.g. Twitter) Via a messaging service (e.g. Whatsapp) Via a blog or forum Via email Via a social network (e.g. Facebook) Via a text message In a conversation over the phone Face to face Virtual sharing is on its way to overtake F2F sharing 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
  19. 19. MOBILITY
  20. 20. The world is going smart and mobile Devices Owned 10% 30% 50% 70% 90% Desktop Laptop/Netbook Full-sized Tablet e.g. iPad, Samsung … Smartphone Mobile phone Games Console e.g. PS3 Portable Games Console e.g. PSP Portable mp3/video player Smart TV/internet-connected set-top… Mini Tablet e.g. Nexus 7, iPad… Convertible Touchscreen… Wave Q: Which of the following devices do you own? Base: Singapore 6 7
  21. 21. More devices mean more access points and more often Online Activities Done Via Each Device 77% 78% 76% 58% 52% 43% 20% Desktop Laptop Smartphone Tablet Wave Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities? BASE: Singapore - all who own each device 18% 6 7
  22. 22. Laptop is still the most versatile device globally except in Korea where smartphones are dominant 70.0 60.0 50.0 Tablet 40.0 30.0 Smartphone 20.0 Laptop 10.0 0.0 Q: Which of the following (Tablet, Smartphone, Laptop) does a good job when you want to….? Average number of uses each device is considered useful for Base: Global
  23. 23. PRIVACY
  24. 24. Online privacy is a major concern the world over 64.7% 60.4% 55.4% 65.2% 4.8% 67.4% 50.3% 52.2% 59.1% 65.6% 59.8% 70.1% 54.3% 67.7% 72.1% 74.9% 66.6% Key 50–59% 40–49% 30-39% 20-29% 69.5% 69.8% 52.7% 67.6% 72.5% 77.4% 60.7% 69.1% 57.3% 70.1% 66.4% 71.9% 79.5% 63.6% 71.7% 10-19% <10% 67.6% 58.1% 66.0% 63.4% 70%+ 60-69% 70.6% 70.6% Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I‟m concerned about the amount of personal data that goes online”. BASE: Wave 7 Priority Markets
  25. 25. But we haven’t seen a seismic shift in consumer concern 70% 69% I am concerned about the amount of personal data online Wave Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I‟m concerned about the amount of personal data that goes online”. BASE: Singapore 6 7
  26. 26. In fact there has been an uplift in joining brand communities 49% 40% Wave 6 7 Q: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum. BASE: Singapore
  27. 27. But it’s a fragile balance 69% 36% Somewhat agree Completely agree 39% 27% 30% 9% I am concerned about the amount of personal data online I don't mind companies tracking my online behaviour if it improves my experience Q: Below is a list of statements. Please answer reflecting your opinion. Base: Singapore
  28. 28. UNLOCKING THE POWER OF TRENDS
  29. 29. Smartphones help in accessing information quickly and finding your way through apps RELATIONSHIP Research something thoroughly Socialize with others 80% Be creative 70% LEARNING Learn something new 60% Have fun/ be entertained 50% Explore the world around you Hang out or waste time 40% 30% 20% Organize something Relax 10% DIVERSION 0% Get something done Read content Find your way Watch content Make a purchase PROGRESSIO N Ward off boredom Access information quickly Play a game Manage my life Wave 6 Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own smartphones Wave 7
  30. 30. Tablets are for entertainment and relaxation RELATIONSHIP Research something thoroughly Socialize with others 80% Be creative 70% Learn something new LEARNING Explore the world around you 60% Have fun/ be entertained 50% Hang out or waste time 40% 30% 20% Organize something Relax 10% DIVERSION 0% Get something done Read content Find your way Watch content Make a purchase Ward off boredom Access information quickly PROGRESSIO N Play a game Manage my life Wave 6 Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own mini tablets Wave 7
  31. 31. Laptops are for consuming content and researching something thoroughly RELATIONSHIP Research something thoroughly Socialize with others 80% Be creative 70% Learn something new LEARNING 60% Have fun/ be entertained 50% Explore the world around you Hang out or waste time 40% 30% 20% Organize something Relax 10% DIVERSION 0% Get something done Read content Find your way Watch content Make a purchase PROGRESSIO N Ward off boredom Access information quickly Play a game Manage my life Wave 6 Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own laptops Wave 7
  32. 32. Users are learning through brand websites RELATIONSHIP Seek other people's opinions Meet new people 40% Explore the world around you Stay in touch with friends Feel like you belong 30% Keep up to date Share knowledge LEARNING 20% Learn something new Share new experiences 10% Earn respect Keep you company 0% Promote yourself Be creative Change opinions Hang out or waste time Express yourself Have fun/be entertained Relax/escape Make money Express and share emotion Build your career Make contacts for work RECOGNITION Q: Which of these online applications does a good job when you want to BASE: Singapore – Accessed brand website in the last 6 months PROGRESSIO N DIVERSION Wave 6 Wave 7
  33. 33. To enter a competition To receive a discount, coupon or product trial To contact companies and influence new product development Q: How much do you agree with the following statements about why you joined a brand community? Base: Singapore – Those who joined brand communities To develop my skills To get a personal response to an issue/complaint To get advance news about products Because it was recommended to me To fill time/have fun To get free content To feel part of a like-minded community To learn more about it To associate with something I think is cool To share my appreciation with others To support a cause I like … and joining brand communities to get advance notice on products and avail discounts and coupons 100 50 -
  34. 34. Microblogs are for self-expression RELATIONSHIP LEARNING Seek other people's opinions Explore the world around me Keep up to date Meet new people Stay in touch with friends 80% Feel like you belong 70% 60% Share knowledge 50% 40% Learn something new Share new experiences 30% 20% Earn respect Keep you company 10% 0% Promote yourself Be creative Change opinions Hang out or waste time Express yourself Make money Relax/escape RECOGNITION Build your career Have fun/be entertained Make contacts for work Express and share emotion PROGRESSIO N Q: Which of these online applications does a good job when you want to BASE: Singapore – Accessed Microblog website in the last 6 months DIVERSION Wave 6 Wave 7
  35. 35. Professional Social Networks are a place to make contacts and earn respect RELATIONSHIP Seek other people's opinions Explore the world around me LEARNING Meet new people Stay in touch with 80% friends Feel like you belong 70% 60% Keep up to date Share knowledge 50% 40% Learn something new Share new experiences 30% 20% Earn respect Keep you company 10% 0% Promote yourself Be creative Change opinions Hang out or waste time Express yourself Make money Relax Escape Build your career Have fun/be entertained RECOGNITION Make contacts for work Express and share emotion PROGRESSIO N Q: “Please select which of them you think does a good job when you want to… BASE: Singapore – Accessed professional networking sites in P6M DIVERSION Wave 6 Wave 7
  36. 36. Device and platforms are creating a complex eco-system which are driving conversations
  37. 37. BUILDING THE VALUE EXCHANGE
  38. 38. Value Exchange
  39. 39. Key Takeaways Social media is the norm and Wave 7 shows no sign of internet fatigue. Formats are converging and the world is going smart and mobile. Not just more smartphones but more uses too. Online privacy is a concern the world over but there hasn‟t been a seismic shift in consumer trust The five needs that underpin all social behaviours: learning, relationships, diversion, progression and recognition. Communication consumption is now a complex eco-system of devices, technology and platform which continue to evolve to meet the desire for simple, contextual and niche experiences
  40. 40. ADDITIONAL CHARTS
  41. 41. Blogs are important in APAC, LATAM and Southern Europe % who have read blogs in the last 6 months 56.15% 56.9% 58.1% 53.4% 61.4% 50.7% 49% 70.8% 48.4% 81% 70.7% 67% 61.3% 53.1% 54.6% 74.8% 84.5% Key 70%+ 54% 59.5% 61.2% 56.1% 45.5% 56.44% 69.9% 72.1% 42.2% 50–59% 30-39% 20-29% 10-19% 73.5% 58.4% 58.4% 60-69% 40–49% 80.4% 38.6% 66.9% 69.5% 56.5% 55.2% 83.5% 60% 69% 56.5% 49.5% 61.3% <10% 57.5% 67.22% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Read Blogs/weblogs BASE: Wave 7 All Markets
  42. 42. Brand websites reach at least 70% of active internet users in most markets % who have visited an official company or brand site website in the last 6 months 84.1% 83.7% 84.6% 83.3% 76% 76% 68.9% 76.1% 79.8% 69.7% 89.9% 66.8% 80.3% 88.5%79% 73.3% Key 74.4% 80.1% 70%+ 74.7% 85.5% 59.7% 70.3% 78.4% 86.6% 71.5% 60-69% 50–59% 40–49% 70% 66.7% 52.5% 79.22% 66.5% 72.7% 70.9% 77.6% 30-39% 20-29% 10-19% 84.8% 77% 74.6% 80.7% <10% 80.8% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visit an official company/brand website BASE: Wave 7 Priority Markets
  43. 43. Multiplayer gaming is popular in China % who have taken part in a multiplayer online game in the last 6 months 33.29% 31% 29.6% 31% 35.3% 48.3% 22.9% 48.2% 31.6% 56.2% 37.9% 44.4% 40.5% 43.3% 39.4% 31.7% 33.8% 41.3% 18.8% 45.3% 64.8% Key 41.8% 70%+ 46.1% 34.1% 47.3% 68% 57.5% 60-69% 50–59% 40–49% 30-39% 20-29% 10-19% 41.7% 39.7% 39.7% 19.4% 43.7% 28.1% 44.5% 32.6% 33.5% 50.48% 44% 48.2% 34.5% <10% 25.3% 31.7% 49.4% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Taken part in a multi-player online game. BASE: Wave 7 All Markets

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