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Wave 3 - Since when did we start trusting Strangers

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Thorsten Linz
Thorsten Linz
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Social Media Tracker Global Summary March 2008
2 Global WAVE 3 DEMONSTRATES Digital Research 1 Ongoing growth of all social media platforms 2 Its mass market everywhere 3 We’re all becoming content creators Emerging markets are leading the way, closing 4 the technological gap Social media rivals traditional media in reach 5 and frequency
3 Global WHAT IS SOCIAL MEDIA? Digital Research “Online applications, platforms and media focused on collaboration, sharing and interaction between users”
4 Global WHY ITS DIFFERENT Digital Research PROFESSIONAL CONSUMER TRADITIONAL MEDIA FINITE UNLIMITED SOCIAL MEDIA ONE WAY CONVERSATIONAL STATIC DYNAMIC PAID FOR FREE SINGLE MEDIA MIXED MEDIA
5 Global THIS IS SOCIAL MEDIA Digital Research Blogging Social Networking Photo Sharing Video Sharing Podcasts Rss http://www.flickr.com/photos/grahamstanley/231628852/
6 Global WHY DID WE IMPLEMENT A TRACKER? Digital Research Lots of hype - but little fact • No single source global research into usage and impact • of Social Media Social media is a disruptive technology • Potential to transform new media consumption, marketing • communications and consumer behaviour It has never been easier for consumers to create content • Need to understand now • Just the tip of the iceberg •
7 Global COMMITMENT TO UNDERSTAND Digital Research Q3 2006 Q2 2007 Q1 2008 An ongoing assessment of the impact of social media
8 Global ON A GLOBAL SCALE Digital Research 29 markets 17,000 respondents Australia China France Germany Austria Hong Kong Canada Italy Czech Republic Philippines Brazil Denmark Russia Greece Hungary Singapore India Netherlands South Korea Japan Poland Spain Mexico Romania Added Wave 1 UK Pakistan Switzerland Added Wave 2 Added Wave 3 USA Taiwan Turkey
9 Global METHODOLOGY Digital Research • 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 Ciao/Greenfield / GMI • • Minimum 500 per market per wave
10 Global Digital Research Social Media Tracker Global Summary The global picture March 2008
11 Global HUGE GROWTH OVER 3 WAVES Digital Research “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results 90% 80% Read blogs / weblogs 70% Start my own blog/ weblog 60% Leave a comment on a news site % Ever Done 50% Watch video clips online 40% Download a Podcast (pre recorded radio/audio show) Create a profile on a social network 30% Subscribe to an RSS feed 20% 10% 0% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08
12 Global WAVE 3 SHOWS MASS REACH Digital Research “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results Watch video clips online Read blogs / w eblogs Read personal blogs / w eblogs Visit a photo sharing w ebsite Manage a profile on an existing social netw ork Leave a com m ent on a blog Upload m y photos to a photo sharing w ebsite Leave a com m ent on a new s site Dow nloaded a Podcast Start m y ow n blog / w eblog Upload a video clip to a video sharing w ebsite WAVE 3 DATA Subscribe to an RSS feed 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % Ever Done
13 Global INCREASING PARTICIPATION Digital Research Upload a Video Clip 38% Start my own blog 38% Share a video clip with a friend Leave a comment on a blog 64% 55% Watch video clips Read blogs 83% 73% Global Sample
14 Global FREQUENCY NOW RIVALS TV AND PRINT Digital Research “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results Watch video clips online Read blogs/ w eblogs Visit a friends social netw ork page Read personal blogs/ w eblogs Share a video clip w ith a friend Visit a photo sharing w ebsite Manage profile on existing social netw ork Leave a com m ent on a blog site Upload m y photos to a photo sharing w ebsite Dow nload a Podcast Daily Reach Post/w rite stories for m y ow n blog/ w eblog Weekly Reach Upload video clip to video sharing w ebsite Monthly Reach Subscribe to an RSS feed 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Ever Done Global Sample
15 Global Digital Research Social Media Tracker Global Summary Blogging in detail…. March 2008
16 Global BLOGS ARE A MASS MEDIUM Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Read blogs/weblogs” Active Internet Universe South Korea Philippines China Mexico Brazil Taiwan India Japan Italy Spain Pakistan Poland Greece Russia Global Czech Republic Romania Turkey Netherlands UK Hong Kong Switzerland France Australia Denmark USA Austria Canada Germany Hungary 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Ever Read
17 Global AND STILL GROWING Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Read blogs/weblogs” Active Internet Universe 100% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Mar08 90% 80% 70% % Ever Read 60% 50% 40% 30% 20% 10% 0% es na ly a AL y a n K SA li a ce an re ai si U Ita in ra hi an B us U Sp Ko pp m LO C st Fr R er i li Au h G G ut Ph So
18 Global ASIA LEADS THE WAY IN CREATION Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Write my own blog/weblog” Active Internet Universe South Korea Taiw an China Philippines Mexico Hong Kong Brazil India Japan Spain Turkey Pakistan Global Italy France Poland Australia Austria Germ any Russia Netherlands Sw itzerland USA Greece UK Denm ark Canada Rom ania Czech Republic Hungary 0% 10% 20% 30% 40% 50% 60% 70% 80% % Ever Write
19 Global IN ALL AGE GROUPS Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Write my own blog/weblog” Blog Writers Only 16 - 24 25 - 34 35 - 44 45 - 54 90% 80% 70% 60% % Write 50% 40% 30% 20% 10% 0% na l S ba U hi lo C G
20 Global GROWING IN ALL MARKETS Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Write my own blog/weblog” Active Internet Universe 80% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 70% 60% 50% % Write a Blog 40% 30% 20% 10% 0% es na ly a AL y a n K SA li a ce an re ai si U Ita in ra hi an B us U Sp Ko pp m LO C st Fr R er i li Au h G G ut Ph So
21 Global ASIA LEADS THE WAY IN BLOG WRITING Digital Research South Korea Russia 9.7m 2.4m Denmark 0.3m UK Poland Netherlands 4.5m 1.1m 1.6m Czech Japan Germany 0.6m CANADA China Romania 5.2m France 1.6m 14m USA 0.5m 4m Switzerland Hungary Austria 43m 0.5m 0.1m Turkey 26.4m 0.4m Greece 0.3m 2m Pakistan Italy Spain 0.97m 3.4m 4.5m Taiwan 4.2m MEXICO India Hong 4.1m Kong 1m Philippines 8.7m 2.4m BRAZIL 7.6m Australia 1m % Write their own blog 60%+ 40% -60% 30%-40% <30% 16-54 Active Internet Universe Estimates
22 Global SOUTH KOREA: MOST ACTIVE Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Write my own blogs/weblogs” Blog Writers Only DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN 100% 90% 80% 70% 60% % Write 50% 40% 30% 20% 10% 0% na ly n l a y a n K SA il ce ba an pa re az ai si U Ita hi an lo us U Sp Ko Ja Br m C G Fr R er h G ut So
23 Global THE CONTENT TENDS TO BE PERSONAL Digital Research “When writing your blog, what topics do you normal write about?” Blog Writers Only Personal Blogs (diary sites) Family or friend Blogs Music News / Current Affairs Opinions on products and brands Film / TV Computers Travel (holidays, destinations) Technology Gaming Sport Science Business (general news and opinion) Business news – relevant to my current job Celebrities Other 0% 10% 20% 30% 40% 50% 60% 70% % Topics Written About (Blog Writers Only)
24 Global AND NOW MULTIMEDIA Digital Research “When writing your blog, which of the following do you post?” Blog Writers Only Photos Videos Stories from other blogs Upload music W idgets (e.g applications that display other site content) 0% 10% 20% 30% 40% 50% 60% % Content Posted (Blog Writers Only)
25 Global BLOGGERS TALK ABOUT BRANDS Digital Research “When writing your blog, which of the following do you post?” Blog Writers Only Recommended websites Favourite/currently listened to music Opinions on products and brands 0% 5% 10% 15% 20% 25% 30% 35% % Content Posted (Blog Writers Only)
26 Global BLOGGING THE KEY TRENDS Digital Research • Blogs are now a mainstream medium • As a collective they rival traditional print media both in reach and frequency • Users are increasingly likely to write a blogs and the vast majority of content is of a personal nature • Increasingly content is multi-media; photos and videos lead the way • Asia leads blog writing • Usage is driven by focus on peer to peer personal and community content • Northern Europe and the US are more likely to use blogs like traditional passive media • Bloggers talk about brands
27 Global Digital Research Social Media Tracker Global Summary Social Networking in detail…. March 2008
28 Global LED BY EMERGING INTERNET MARKETS Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe Philippines Hungary Poland Mexico Brazil Pakistan Russia South Korea Turkey India China Taiw an Rom ania Netherlands UK Global Average Canada Hong Kong Australia Denm ark Austria Germ any Spain USA Japan Sw itzerland Greece Italy Czech France 10% 20% 30% 40% 50% 60% 70% 80% 90% % Create a profile
29 Global IN ALL AGES Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe 16 - 24 25 - 34 35 - 44 45 - 54 90% 80% 70% % Create a profile 60% 50% 40% 30% 20% 10% 0% S l l zi ba U ra lo B G
30 Global GROWING GLOBALLY Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe 80% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 70% 60% % Create a profile 50% 40% 30% 20% 10% 0% GLOBAL France Germany Italy Russia Spain UK USA
31 MORE THAN JUST FRIENDS Global Digital Research “What do you do with your social networking profile?” Active Internet Universe Message friends Upload photos Favourite / currently listened to music Write a blog Install applications Upload videos Dating Promote a band 0% 10% 20% 30% 40% 50% 60% 70% 80% % What done with Social Network Page (Social Network Users)
32 Global BRAZIL THE MOST ACTIVE USERS Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Manage your social network page” – Social Network users only DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN 100% 90% 80% 70% % Update 60% 50% 40% 30% 20% 10% 0% K SA ly ia n l n na ce a ge ea y zi pa U ai si an Ita d ra hi an or U ra us In Sp Ja m B C K ve Fr R er h lA G ut ba So lo G
33 Global US THE BIGGEST MARKET Digital Research South Korea Russia 9.4m 6.1m Denmark UK 0.6m Poland Netherlands 3.7m 11m 2.7m Germany Czech Japan 0.8m China 8.2m CANADA 12.4m Romania USA France 1.4m 4.2m 4.2m Hungary 39m Switzerland 43m 1m Austria 0.9m 0.6m Turkey Greece Italy 3.3m 0.5m Spain Pakistan 3.9m 4.7m 1.8m Taiwan 3.9m India MEXICO Hong Kong 11.7m 5.1m 1m Philippines 3m BRAZIL 11.4m Australia 2.6m % joined a social network 70%+ 60% -69% 50%-59% <49% 16-54 Active Internet Universe Estimates
34 Global MYSPACE IS NUMBER ONE GLOBALLY Digital Research % Weekly usage Active Internet Universe (weighted reach - based on universe sizes) Myspace Facebook Blogger Baidu QQ Flickr Sohu Orkut Hi5 Skyblog/Skyrock LastFM Friendster Cyworld Mixi Second Life Linkedin Bebo Bokee Piczo 0% 5% 10% 15% 20% 25% 30% 35% % Weekly usage
35 Global SOCIAL NETWORKING TRENDS Digital Research • Growth continues at a global level • US showing signs of saturation • Connecting the world • Networks expanding across borders • Social Networks have evolved into platforms to organise users Internet experience • Users are posting a massive range of content • Now a key channel to manage existing offline relationships • Now normal to find friends online • No such thing as a universal global social network • Myspace beats Facebook due to its focus on Music, Video and Blogging
36 Global Digital Research Social Media Tracker Global Summary Content in detail…. March 2008
37 Global VIDEO IS A UNIVERSAL PLATFORM Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Watching Video Clips” Active Internet Universe Philippines Mexico Brazil Turkey Rom ania Poland Taiw an China Spain South Hungary Hong Kong Greece India Pakistan UK Denm ark Czech Austria Netherland Italy Canada Sw itzerland Germ any Australia USA Japan Russia France 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Ever Done
38 WATCHED AT VERY HIGH FREQUENCY Global Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Watch video clips” – Video clip viewers only DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN 100% 90% 80% % Watch Video Clips 70% 60% 50% 40% 30% 20% 10% 0% K SA ly ia n l l n na ce a ea y zi ba pa U ai si an Ita d ra hi an or U lo us In Sp Ja m B C K G Fr R er th G u So
39 Global UNSTOPABLE GROWTH Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Watching Video Clips” Active Internet Universe 100% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 90% 80% % Watch Video Clips 70% 60% 50% 40% 30% 20% 10% 0% L K SA ly n na ce a ia ea y es A U ai si an Ita al B hi an or U in us Sp tr LO m C pp K Fr us R er th G ili A G u Ph So
40 Global BRAZIL LEADS UPLOADING Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Upload my videos to a video sharing website” Active Internet Usage Brazil Philippines China Mexico Taiw an India Hong Kong Pakistan Rom ania South Korea Turkey Greece Austria Poland Germ any UK Spain Netherlands Italy Australia Canada Sw itzerland Czech Republic Denm ark Russia USA Japan France Hungary 0% 10% 20% 30% 40% 50% 60% 70% 80% % Upload video clips
41 Global PHOTOS ARE A SIMILAR STORY Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Upload my photos to a photo sharing website” Active Internet Universe Philippines China Mexico Brazil Taiw an India Hong Kong Pakistan Czech Republic Rom ania Poland South Korea Russia Austria UK Turkey Australia USA Netherlands Greece Spain Germ any Canada Sw itzerland Italy Denm ark Hungary France Japan 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Upload photos
42 Global HUGE VARIENCE IN PODCASTING USE Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a Podcast” Active Internet Users China Mexico Rom ania Brazil Philippines Russia India Spain Turkey South Korea Poland Pakistan Czech Republic UK Sw itzerland Hong Kong Australia Denm ark Austria Greece Germ any France Taiw an Japan USA Canada Hungary Netherlands Italy 0% 10% 20% 30% 40% 50% 60% 70% 80% % Dow nload a Podcast
43 Global PODCASTS LATER TO TAKE OFF Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a Podcast” Active Internet Users 80% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 70% % Download a Podcast 60% 50% 40% 30% 20% 10% 0% L K SA ly n na ce a ia ea y es A U ai si an Ita al B hi an or U in us Sp tr LO m C pp K Fr us R er th G ili A G u Ph So
44 Global ALSO HUGE VARIATION IN RSS USAGE Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS feed” Active Internet Users Russia Brazil China Taiw an Poland Philippines Mexico South Korea India Hong Kong Pakistan Spain Turkey Japan Sw itzerland Greece Austria Rom ania Germ any France UK Australia Italy Denm ark USA Canada Netherlands Czech Hungary 0% 10% 20% 30% 40% 50% 60% % Subscribe to an RSS feed
45 RSS SLOWER TO TAKE OFF Global Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS feed” Active Internet Users 60% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 50% % Subscribe to an RSS feed 40% 30% 20% 10% 0% L K SA ly n ce a y A U ai si an Ita B an U us Sp LO m Fr R er G G
46 Global CONTENT - KEY TRENDS Digital Research • Video continues to grow in all markets • As a collective it now rivals television • Shifting media consumption to the on demand model • Movement towards active participation • But significant global variation • The same countries are strong for video and photo sharing • Podcasts have finally taken off as a source of content demonstrating that more complex technologies are beginning to make an impact • RSS finally making an impact
47 Global Digital Research Social Media Tracker Global Summary FINAL WORD March 2008
48 Global FINAL WORD Digital Research • Emerging Internet markets leading the adoption of social media platforms which is flattening the world • China is the worlds biggest blogging market • Asia leads in active content creation • The world is becoming increasingly actively involved in creating content • As a collective social media competes with traditional media • Social media is changing our media consumption towards on- demand • Social media represents a massive opportunity for advertisers and brands
49 Global GLOBAL IMPLICATIONS Digital Research • Social media is an opportunity to drive new levels of engagement • Brands should be creating content or services • Consumers are – brands are no different • Brands can help connect consumers with premium content • There is a need to be open and honest • No secrets in the world of social media • Let consumers create and distribute your content freely and without control • Social media is globalising media consumption • Consistency of brand message is essential
50 Global CONTACT Digital Research The Social Media Tracker is part of Universal McCann's global research programme, WAVE, which tracks the impact of communications technologies on a global scale. More infomation: thorsten.linz@umww.com

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Wave 3 - Since when did we start trusting Strangers

  • 1. Social Media Tracker Global Summary March 2008
  • 2. 2 Global WAVE 3 DEMONSTRATES Digital Research 1 Ongoing growth of all social media platforms 2 Its mass market everywhere 3 We’re all becoming content creators Emerging markets are leading the way, closing 4 the technological gap Social media rivals traditional media in reach 5 and frequency
  • 3. 3 Global WHAT IS SOCIAL MEDIA? Digital Research “Online applications, platforms and media focused on collaboration, sharing and interaction between users”
  • 4. 4 Global WHY ITS DIFFERENT Digital Research PROFESSIONAL CONSUMER TRADITIONAL MEDIA FINITE UNLIMITED SOCIAL MEDIA ONE WAY CONVERSATIONAL STATIC DYNAMIC PAID FOR FREE SINGLE MEDIA MIXED MEDIA
  • 5. 5 Global THIS IS SOCIAL MEDIA Digital Research Blogging Social Networking Photo Sharing Video Sharing Podcasts Rss http://www.flickr.com/photos/grahamstanley/231628852/
  • 6. 6 Global WHY DID WE IMPLEMENT A TRACKER? Digital Research Lots of hype - but little fact • No single source global research into usage and impact • of Social Media Social media is a disruptive technology • Potential to transform new media consumption, marketing • communications and consumer behaviour It has never been easier for consumers to create content • Need to understand now • Just the tip of the iceberg •
  • 7. 7 Global COMMITMENT TO UNDERSTAND Digital Research Q3 2006 Q2 2007 Q1 2008 An ongoing assessment of the impact of social media
  • 8. 8 Global ON A GLOBAL SCALE Digital Research 29 markets 17,000 respondents Australia China France Germany Austria Hong Kong Canada Italy Czech Republic Philippines Brazil Denmark Russia Greece Hungary Singapore India Netherlands South Korea Japan Poland Spain Mexico Romania Added Wave 1 UK Pakistan Switzerland Added Wave 2 Added Wave 3 USA Taiwan Turkey
  • 9. 9 Global METHODOLOGY Digital Research • 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 Ciao/Greenfield / GMI • • Minimum 500 per market per wave
  • 10. 10 Global Digital Research Social Media Tracker Global Summary The global picture March 2008
  • 11. 11 Global HUGE GROWTH OVER 3 WAVES Digital Research “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results 90% 80% Read blogs / weblogs 70% Start my own blog/ weblog 60% Leave a comment on a news site % Ever Done 50% Watch video clips online 40% Download a Podcast (pre recorded radio/audio show) Create a profile on a social network 30% Subscribe to an RSS feed 20% 10% 0% Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08
  • 12. 12 Global WAVE 3 SHOWS MASS REACH Digital Research “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results Watch video clips online Read blogs / w eblogs Read personal blogs / w eblogs Visit a photo sharing w ebsite Manage a profile on an existing social netw ork Leave a com m ent on a blog Upload m y photos to a photo sharing w ebsite Leave a com m ent on a new s site Dow nloaded a Podcast Start m y ow n blog / w eblog Upload a video clip to a video sharing w ebsite WAVE 3 DATA Subscribe to an RSS feed 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % Ever Done
  • 13. 13 Global INCREASING PARTICIPATION Digital Research Upload a Video Clip 38% Start my own blog 38% Share a video clip with a friend Leave a comment on a blog 64% 55% Watch video clips Read blogs 83% 73% Global Sample
  • 14. 14 Global FREQUENCY NOW RIVALS TV AND PRINT Digital Research “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results Watch video clips online Read blogs/ w eblogs Visit a friends social netw ork page Read personal blogs/ w eblogs Share a video clip w ith a friend Visit a photo sharing w ebsite Manage profile on existing social netw ork Leave a com m ent on a blog site Upload m y photos to a photo sharing w ebsite Dow nload a Podcast Daily Reach Post/w rite stories for m y ow n blog/ w eblog Weekly Reach Upload video clip to video sharing w ebsite Monthly Reach Subscribe to an RSS feed 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Ever Done Global Sample
  • 15. 15 Global Digital Research Social Media Tracker Global Summary Blogging in detail…. March 2008
  • 16. 16 Global BLOGS ARE A MASS MEDIUM Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Read blogs/weblogs” Active Internet Universe South Korea Philippines China Mexico Brazil Taiwan India Japan Italy Spain Pakistan Poland Greece Russia Global Czech Republic Romania Turkey Netherlands UK Hong Kong Switzerland France Australia Denmark USA Austria Canada Germany Hungary 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Ever Read
  • 17. 17 Global AND STILL GROWING Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Read blogs/weblogs” Active Internet Universe 100% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Mar08 90% 80% 70% % Ever Read 60% 50% 40% 30% 20% 10% 0% es na ly a AL y a n K SA li a ce an re ai si U Ita in ra hi an B us U Sp Ko pp m LO C st Fr R er i li Au h G G ut Ph So
  • 18. 18 Global ASIA LEADS THE WAY IN CREATION Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Write my own blog/weblog” Active Internet Universe South Korea Taiw an China Philippines Mexico Hong Kong Brazil India Japan Spain Turkey Pakistan Global Italy France Poland Australia Austria Germ any Russia Netherlands Sw itzerland USA Greece UK Denm ark Canada Rom ania Czech Republic Hungary 0% 10% 20% 30% 40% 50% 60% 70% 80% % Ever Write
  • 19. 19 Global IN ALL AGE GROUPS Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Write my own blog/weblog” Blog Writers Only 16 - 24 25 - 34 35 - 44 45 - 54 90% 80% 70% 60% % Write 50% 40% 30% 20% 10% 0% na l S ba U hi lo C G
  • 20. 20 Global GROWING IN ALL MARKETS Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Write my own blog/weblog” Active Internet Universe 80% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 70% 60% 50% % Write a Blog 40% 30% 20% 10% 0% es na ly a AL y a n K SA li a ce an re ai si U Ita in ra hi an B us U Sp Ko pp m LO C st Fr R er i li Au h G G ut Ph So
  • 21. 21 Global ASIA LEADS THE WAY IN BLOG WRITING Digital Research South Korea Russia 9.7m 2.4m Denmark 0.3m UK Poland Netherlands 4.5m 1.1m 1.6m Czech Japan Germany 0.6m CANADA China Romania 5.2m France 1.6m 14m USA 0.5m 4m Switzerland Hungary Austria 43m 0.5m 0.1m Turkey 26.4m 0.4m Greece 0.3m 2m Pakistan Italy Spain 0.97m 3.4m 4.5m Taiwan 4.2m MEXICO India Hong 4.1m Kong 1m Philippines 8.7m 2.4m BRAZIL 7.6m Australia 1m % Write their own blog 60%+ 40% -60% 30%-40% <30% 16-54 Active Internet Universe Estimates
  • 22. 22 Global SOUTH KOREA: MOST ACTIVE Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Write my own blogs/weblogs” Blog Writers Only DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN 100% 90% 80% 70% 60% % Write 50% 40% 30% 20% 10% 0% na ly n l a y a n K SA il ce ba an pa re az ai si U Ita hi an lo us U Sp Ko Ja Br m C G Fr R er h G ut So
  • 23. 23 Global THE CONTENT TENDS TO BE PERSONAL Digital Research “When writing your blog, what topics do you normal write about?” Blog Writers Only Personal Blogs (diary sites) Family or friend Blogs Music News / Current Affairs Opinions on products and brands Film / TV Computers Travel (holidays, destinations) Technology Gaming Sport Science Business (general news and opinion) Business news – relevant to my current job Celebrities Other 0% 10% 20% 30% 40% 50% 60% 70% % Topics Written About (Blog Writers Only)
  • 24. 24 Global AND NOW MULTIMEDIA Digital Research “When writing your blog, which of the following do you post?” Blog Writers Only Photos Videos Stories from other blogs Upload music W idgets (e.g applications that display other site content) 0% 10% 20% 30% 40% 50% 60% % Content Posted (Blog Writers Only)
  • 25. 25 Global BLOGGERS TALK ABOUT BRANDS Digital Research “When writing your blog, which of the following do you post?” Blog Writers Only Recommended websites Favourite/currently listened to music Opinions on products and brands 0% 5% 10% 15% 20% 25% 30% 35% % Content Posted (Blog Writers Only)
  • 26. 26 Global BLOGGING THE KEY TRENDS Digital Research • Blogs are now a mainstream medium • As a collective they rival traditional print media both in reach and frequency • Users are increasingly likely to write a blogs and the vast majority of content is of a personal nature • Increasingly content is multi-media; photos and videos lead the way • Asia leads blog writing • Usage is driven by focus on peer to peer personal and community content • Northern Europe and the US are more likely to use blogs like traditional passive media • Bloggers talk about brands
  • 27. 27 Global Digital Research Social Media Tracker Global Summary Social Networking in detail…. March 2008
  • 28. 28 Global LED BY EMERGING INTERNET MARKETS Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe Philippines Hungary Poland Mexico Brazil Pakistan Russia South Korea Turkey India China Taiw an Rom ania Netherlands UK Global Average Canada Hong Kong Australia Denm ark Austria Germ any Spain USA Japan Sw itzerland Greece Italy Czech France 10% 20% 30% 40% 50% 60% 70% 80% 90% % Create a profile
  • 29. 29 Global IN ALL AGES Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe 16 - 24 25 - 34 35 - 44 45 - 54 90% 80% 70% % Create a profile 60% 50% 40% 30% 20% 10% 0% S l l zi ba U ra lo B G
  • 30. 30 Global GROWING GLOBALLY Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” Active Internet Universe 80% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 70% 60% % Create a profile 50% 40% 30% 20% 10% 0% GLOBAL France Germany Italy Russia Spain UK USA
  • 31. 31 MORE THAN JUST FRIENDS Global Digital Research “What do you do with your social networking profile?” Active Internet Universe Message friends Upload photos Favourite / currently listened to music Write a blog Install applications Upload videos Dating Promote a band 0% 10% 20% 30% 40% 50% 60% 70% 80% % What done with Social Network Page (Social Network Users)
  • 32. 32 Global BRAZIL THE MOST ACTIVE USERS Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Manage your social network page” – Social Network users only DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN 100% 90% 80% 70% % Update 60% 50% 40% 30% 20% 10% 0% K SA ly ia n l n na ce a ge ea y zi pa U ai si an Ita d ra hi an or U ra us In Sp Ja m B C K ve Fr R er h lA G ut ba So lo G
  • 33. 33 Global US THE BIGGEST MARKET Digital Research South Korea Russia 9.4m 6.1m Denmark UK 0.6m Poland Netherlands 3.7m 11m 2.7m Germany Czech Japan 0.8m China 8.2m CANADA 12.4m Romania USA France 1.4m 4.2m 4.2m Hungary 39m Switzerland 43m 1m Austria 0.9m 0.6m Turkey Greece Italy 3.3m 0.5m Spain Pakistan 3.9m 4.7m 1.8m Taiwan 3.9m India MEXICO Hong Kong 11.7m 5.1m 1m Philippines 3m BRAZIL 11.4m Australia 2.6m % joined a social network 70%+ 60% -69% 50%-59% <49% 16-54 Active Internet Universe Estimates
  • 34. 34 Global MYSPACE IS NUMBER ONE GLOBALLY Digital Research % Weekly usage Active Internet Universe (weighted reach - based on universe sizes) Myspace Facebook Blogger Baidu QQ Flickr Sohu Orkut Hi5 Skyblog/Skyrock LastFM Friendster Cyworld Mixi Second Life Linkedin Bebo Bokee Piczo 0% 5% 10% 15% 20% 25% 30% 35% % Weekly usage
  • 35. 35 Global SOCIAL NETWORKING TRENDS Digital Research • Growth continues at a global level • US showing signs of saturation • Connecting the world • Networks expanding across borders • Social Networks have evolved into platforms to organise users Internet experience • Users are posting a massive range of content • Now a key channel to manage existing offline relationships • Now normal to find friends online • No such thing as a universal global social network • Myspace beats Facebook due to its focus on Music, Video and Blogging
  • 36. 36 Global Digital Research Social Media Tracker Global Summary Content in detail…. March 2008
  • 37. 37 Global VIDEO IS A UNIVERSAL PLATFORM Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Watching Video Clips” Active Internet Universe Philippines Mexico Brazil Turkey Rom ania Poland Taiw an China Spain South Hungary Hong Kong Greece India Pakistan UK Denm ark Czech Austria Netherland Italy Canada Sw itzerland Germ any Australia USA Japan Russia France 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Ever Done
  • 38. 38 WATCHED AT VERY HIGH FREQUENCY Global Digital Research “Thinking about using the Internet, how often do you do any of the following?” “Watch video clips” – Video clip viewers only DAILY REACH WEEKLY REACH MONTHLY REACH LESS OFTEN 100% 90% 80% % Watch Video Clips 70% 60% 50% 40% 30% 20% 10% 0% K SA ly ia n l l n na ce a ea y zi ba pa U ai si an Ita d ra hi an or U lo us In Sp Ja m B C K G Fr R er th G u So
  • 39. 39 Global UNSTOPABLE GROWTH Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Watching Video Clips” Active Internet Universe 100% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 90% 80% % Watch Video Clips 70% 60% 50% 40% 30% 20% 10% 0% L K SA ly n na ce a ia ea y es A U ai si an Ita al B hi an or U in us Sp tr LO m C pp K Fr us R er th G ili A G u Ph So
  • 40. 40 Global BRAZIL LEADS UPLOADING Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Upload my videos to a video sharing website” Active Internet Usage Brazil Philippines China Mexico Taiw an India Hong Kong Pakistan Rom ania South Korea Turkey Greece Austria Poland Germ any UK Spain Netherlands Italy Australia Canada Sw itzerland Czech Republic Denm ark Russia USA Japan France Hungary 0% 10% 20% 30% 40% 50% 60% 70% 80% % Upload video clips
  • 41. 41 Global PHOTOS ARE A SIMILAR STORY Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Upload my photos to a photo sharing website” Active Internet Universe Philippines China Mexico Brazil Taiw an India Hong Kong Pakistan Czech Republic Rom ania Poland South Korea Russia Austria UK Turkey Australia USA Netherlands Greece Spain Germ any Canada Sw itzerland Italy Denm ark Hungary France Japan 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Upload photos
  • 42. 42 Global HUGE VARIENCE IN PODCASTING USE Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a Podcast” Active Internet Users China Mexico Rom ania Brazil Philippines Russia India Spain Turkey South Korea Poland Pakistan Czech Republic UK Sw itzerland Hong Kong Australia Denm ark Austria Greece Germ any France Taiw an Japan USA Canada Hungary Netherlands Italy 0% 10% 20% 30% 40% 50% 60% 70% 80% % Dow nload a Podcast
  • 43. 43 Global PODCASTS LATER TO TAKE OFF Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a Podcast” Active Internet Users 80% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 70% % Download a Podcast 60% 50% 40% 30% 20% 10% 0% L K SA ly n na ce a ia ea y es A U ai si an Ita al B hi an or U in us Sp tr LO m C pp K Fr us R er th G ili A G u Ph So
  • 44. 44 Global ALSO HUGE VARIATION IN RSS USAGE Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS feed” Active Internet Users Russia Brazil China Taiw an Poland Philippines Mexico South Korea India Hong Kong Pakistan Spain Turkey Japan Sw itzerland Greece Austria Rom ania Germ any France UK Australia Italy Denm ark USA Canada Netherlands Czech Hungary 0% 10% 20% 30% 40% 50% 60% % Subscribe to an RSS feed
  • 45. 45 RSS SLOWER TO TAKE OFF Global Digital Research “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS feed” Active Internet Users 60% Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 50% % Subscribe to an RSS feed 40% 30% 20% 10% 0% L K SA ly n ce a y A U ai si an Ita B an U us Sp LO m Fr R er G G
  • 46. 46 Global CONTENT - KEY TRENDS Digital Research • Video continues to grow in all markets • As a collective it now rivals television • Shifting media consumption to the on demand model • Movement towards active participation • But significant global variation • The same countries are strong for video and photo sharing • Podcasts have finally taken off as a source of content demonstrating that more complex technologies are beginning to make an impact • RSS finally making an impact
  • 47. 47 Global Digital Research Social Media Tracker Global Summary FINAL WORD March 2008
  • 48. 48 Global FINAL WORD Digital Research • Emerging Internet markets leading the adoption of social media platforms which is flattening the world • China is the worlds biggest blogging market • Asia leads in active content creation • The world is becoming increasingly actively involved in creating content • As a collective social media competes with traditional media • Social media is changing our media consumption towards on- demand • Social media represents a massive opportunity for advertisers and brands
  • 49. 49 Global GLOBAL IMPLICATIONS Digital Research • Social media is an opportunity to drive new levels of engagement • Brands should be creating content or services • Consumers are – brands are no different • Brands can help connect consumers with premium content • There is a need to be open and honest • No secrets in the world of social media • Let consumers create and distribute your content freely and without control • Social media is globalising media consumption • Consistency of brand message is essential
  • 50. 50 Global CONTACT Digital Research The Social Media Tracker is part of Universal McCann's global research programme, WAVE, which tracks the impact of communications technologies on a global scale. More infomation: thorsten.linz@umww.com