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Universal McCann's Power To The People Social Media Tracker
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Power to the PeoPle SoCIAl MeDIA trACKer
wave.3
Mar.08
Power to the people - Social Media Tracker Wave 3
3
Welcome to Wave 3
04 Introduction06 Methodology10 What is Social Media?12 Global Snapshot18 Blogging34 Social Networking48 Sharing Content56 Consuming Content76 Final Word
Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the hype.
The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008.
Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing.
This latest report demonstrates the continued growth of social media, the impacts of this are huge.
• The vast majority of users are producing content and there is an ongoing shift towards participation.
• Media consumption is internationalising along language lines thanks to global social platforms.
• Consumers are moving to on-demand media such as video clips and podcasts.
• The role for advertisers and brands has never had so much potential – branded applications, content and services all offer huge potential in social media.
• Emerging internet markets are leading the way in usage, closing the gap with developed countries.
Tom Smith [email protected]
Wave 3
29 Countries17,000 Internet
UsersMarch 2008
Wave 2
21 Countries10,000 Internet
UsersJune 2007
Wave 1
15 Countries7500 Internet
UsersSeptember
2006
Introduction
Power to the people - Social Media Tracker Wave 3
5
• Socialmediaisaglobalphenomenonhappeninginallmarketsregardlessofwidereconomic,social and cultural development. If you are online you are using social media
• Asianmarketsareleadingintermsofparticipation,creatingmorecontentthananyother region
• AllsocialmediaplatformshavegrownsignificantlyoverthethreeWaves – Video Clips are the quickest growing platform, up from 31% penetration
in Wave 1 to 83% in Wave 3
• 57%havejoinedaSocialNetwork,makingitthenumberoneplatformforcreating and sharing content
– 55% of users have uploaded photos – 22% of users have uploaded videos
• Thewidgeteconomyisreal – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates
• Blogsareamainstreammediaworld-wideandasacollectiverivalanytraditionalmedia – 73% have read a blog
• Theblogsphereisbecomingincreasinglyparticipatory,now184mbloggersworld-wide – The number one thing to blog about is personal life and family
• Chinahasthelargestbloggingcommunityintheworldwith42mbloggers,morethantheUSand Western Europe combined
• Socialmediaimpactsyourbrandsreputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs
Wave 3 Highlights
I use the interneteveryday / every other day
Methodology: How we did it
The research has retained a consistent methodology throughoutWave1,2and3.Allsurveyshavebeenscripted and hosted on Universal McCann’s in-house online research system,Intuition.Allsurveysareselfcompletionandthedatacollected 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.
THEACTIVEINTERNETUNIVERSE=Power to the people - Social Media Tracker Wave 3
www.f ickr.com/photos/alte
mark/3
9593
706/
7
WhytheActiveInternetUniverse?
• Astheyarethekeyleadersofsocialmediaanddriversof adoption, they are the most important consumer to understand.
• They are the most important consumer to understand the adoption of social media who are key to growing the internet.
• They make up the vast majority of social media adopters. If you’re not using the internet regularly, you’re not blogging.
• Over time, all users increase the regularity of usage. Eventually everybody will be an active user, as they have been with television.
Internet Penetration by marketInternet Penetration, all adults. Figures sourced from Internetworldstats.com
China 1
2.3%
Pakist
an 7
.3%
Philipp
ines 1
5.4%
Russia
19.
8%
Turk
ey 2
2.5%
Mex
ico 2
1.3%
Brazil
22.
4%
Poland
29.
6%
Hunga
ry 35
.2%
Roman
ia 31
.4%
Greec
e 35.
5%
Czech
Rep
ublic
49.
9%
Spain
56.
5%
Fran
ce 5
4.7%
Austri
a 56.
7%
Germ
any 6
4.6%
Italy
57.0
%
Canad
a 65.
9%
Taiw
an 6
7.4%
Japa
n 68
.7%
UK 66.
4%
Denm
ark 6
8.8%
Switz
erlan
d 69
.2%
Sout
h Kor
ea 7
0.2%
USA 7
1.4%
Hong K
ong 6
9.9%
Austra
lia 7
2.9%
Nether
lands
87.
8%
India
5.3
%
100
0
%O
nlin
e(A
llad
ults
)
In the past Waves there has been occasional mis-understanding about what the results represent, due to the fact that smaller less economically developed countries lead the way.
The reason lies in the focus of the study, which is to understand usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early adopter as opposed to the mature internet markets such as Japan and the US. This can be a factor in lower levels of adoption in penetration terms.
It must also be considered that emerging markets have lower levels of internet penetration, so the impact of social media among the country as a whole will be more measured.
Methodology: Universe sizes – putting it into context
2
3
4
20
5
7
9
13
18
6
10
3
1USA
100m19
11
814
1615
17
12
North America1 USA 100m2 Canada 7.8m
Central &South America3 Mexico 6.7m4 Brazil 13.8m
Europe5 UK 17.8m6 Netherlands 6.1m7 France 12.8m8 Switzerland 1.3m9 Spain 10.9m10 Italy 10.2m11 Denmark 1.3m12 Poland 3.6m13 Germany 18.8m14 Czech 1.9m15 Hungary 1.2m16 Romania 2.2m17 Austria 1.2m18 Turkey 5.0m19 Greece 1.2m20 Russia 8.6m
Asia & Oceania21 Pakistan 0.26m22 India 17.8m23 China 61.0m24 Hong Kong 1.8m25 Taiwan 5.4m26 South Korea 13.7m27 Japan 29.8m28 Philippines 3.7m29 Australia 5.1m
Estimatedworldwide16-54activeinternetuniverse=475musers
Power to the people - Social Media Tracker Wave 3
9
2726
22
25
28
20
18
29
23 China
61m21
24
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;
1. Market by market universe estimates
2.Penetrationofusageamongall16-54s.
Both these figures are estimates based on the above universe sizes. When estimating global usage figures of different social media technologies we make the fair assumption that the vast majority of users will be active users and between the ages of 16-54.
Howdidwegettotheseuniversefigures?
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.
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?
Social media is an important shift, as it summarises the importance of interaction, the consumer
and the community. The term emphasises the idea that as a collective it can have as much
impact as any traditional media platform.
In truth, to claim social media as “new” is slightly misleading. From the beginning, the internet was founded on message boards, chat rooms and
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 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 potential to impact on all our media consumption therefore shifting the
emphasis from professional content producers to the consumer.
Social media represents a big improvement over Web 2.0 as a term to describe the changes that have impacted the internet. The idea that we switched from Web 1.0 to 2.0 was always a touch crude.
Thedefinition“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
ww
w.f ickr.com
/photos/piccadillywilson/68766132/
www.f ickr.com/pho
tos/le
cate
s/45
4787
692/
11
Photo Sharing
Key Social
Platforms
VideoSharing
Podcasts
Message Boards
Chat Rooms
Social Networking
Widgets
RSS
Micro Blogging
Blogging
Global snapshot: Wave 3
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%Wave 1 Sep 06
%E
ver
done
Wave 2 Jun 07 Wave 3 Mar 08
Read blogs/weblogs
Start my own blog/weblog
Leave a comment on a news site
Watch video clips online
Download a podcast (pre-recorded radio/
audio show)
Create a profile on a social network
Subscribe to an RSS feed
Watch
video
clips
onlin
e
Read
blogs
/web
logs
Read
perso
nal b
logs/w
eblog
s
82.9%
Man
age a
pro
file on
an ex
isting
socia
l netw
ork
57.3%72.8% 67.5%
Upload
my p
hotos
to a
photo
shar
ing w
ebsit
e
52.2%
Star
t my o
wn blo
g/web
log
38.7%
Leav
e a co
mm
ent o
n a b
log
54.8%
Leav
e a co
mm
ent o
n a n
ews s
ite
Upload
a vid
eo cl
ip to
a
video
shar
ing w
ebsit
e
45.8% 38.5%
Visit a
pho
to sh
aring
web
site
63.2%
Downlo
aded
a po
dcas
t
Subs
cribe
to an
RSS
feed
45.1% 33.7%
Reach“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users
Reach over time“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users
Power to the people - Social Media Tracker Wave 3
13
Daily reach
Weekly reach
Monthly reach
Watch video clips online
Read blogs/weblogs
Read personal blogs/weblogs
Visit a photo sharing website
Download a podcast
Share a video clip with a friend
Manage profile on existing social network
Post/write stories for my own blog/weblog
Visit a friend’s social network page
Upload my photos to a photo sharing website
Upload video clip to video sharing website 7%
9%
7%
8%
17%
13%
13%
19%
22%
21%
22%
7%
5%
8%
13%
11%
14%
12%
10%
10%
11%
16%
11%
12%
16%
15%
18%
21%
24%
25%
25%
27%
37%
Frequency“Thinking about using the Internet, which of the following have you ever done?” Active internet users
Read blogs/weblogs346m
Share a video clip303m
Watch video clips online394m
Read personal blogs/weblogs
321m
Manageaprofile on a social network
272m
Visitafriendssocial network page
307m
Global snapshot: Wave 3
www.fickr.com/photos/mshandro/34964515/Power to the people - Social Media Tracker Wave 3
15
Start my own blog/weblog
184m
Download a video podcast
216m
Download a podcast215m
Upload a video clip
183m
Manageaprofile on a social network
272m
Upload photos248m
Subscribe to an RSS feed
160m
16-54 active Internet users global universe estimates
www.f ickr.com/photos/grahamstanley/231628852/
Power to the people - Social Media Tracker Wave 3
Country resultsin detail
• Growthcontinuesatagloballevel
– 77% Read blogs – up 11% on Wave 2
• Saturationingrowthinsomemarkets
– South Korea, China, Italy and Russia all reached their limits of growth
• Bloggingasacollectiverivalstraditionalmedia
– 70% weekly reach
• Veryhighfrequencymedium
– 50% daily reach in Brazil and Japan
• Blogsareprimarilyacommunitymedia
– Personal blogs and friend and family blogs are number one destination for reading
• They’renotforgeeks
– Music, TV, film and News are the next highest destinations
China 8
8.1%
Mex
ico 8
7.7%
Philipp
ines 9
0.3%
Brazil
87.
1%
Taiw
an 8
6.6%
Japa
n 84
.4%
Puerto
Rico
86.
4%
India
85.
0%
Italy
78.9
%
Pakist
an 7
6.0%
Spain
77.
8%
Fran
ce 7
8%
Poland
72.
3%
Greec
e 72.
2%
Global
70.2
%
Russia
70.
8%
Czech
Rep
ublic
69.
8%
Turk
ey 6
9.6%
Roman
ia 69
.7%
Nether
lands
67.
7%
Hong K
ong 6
5.8%
UK 65.
8%
Switz
erlan
d 63
.2%
Denm
ark 6
0.8%
USA 6
0.3%
Austra
lia 6
2.0%
Austri
a 59.
7%
Canad
a 56.
6%
Germ
any 5
5.4%
Hunga
ry 50
.5%
Sout
h Kor
ea 9
2.1%
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.
Blog readership Wave 3“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users
100
0
%E
ver
read
Power to the people - Social Media Tracker Wave 3
Reading blogs: usage trends
19
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
20% 15% 55%Germany
Blog readership Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe
77%Global 66%54%
62%Australia 55%21%
88%China 85%58%
79%Italy 76%79%
90%Philippines 64%33%
71%Russia
92%South Korea 91%72%
78%Spain 72%70%
66%54%UK 38%
60%USA 61%62%
78%France 77%75%
73% 72%
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
%R
ead
31%
52%
46%
28%
17%
39%
37%
50%
29%
45%
31%
20%
23% 42% 19% 16%
40% 22% 18%
10%40% 19%
39% 13% 3%
38% 22% 11%
32% 12% 6%
40% 12% 11%
9%42% 10%
41% 21% 21%
15%38% 19%
43% 6% 5%
32% 7% 9%
40% 16% 13%Glob
al
Brazil
China
Fran
ce
Germ
any
India
Italy
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
Daily reach Weekly reach Monthly reach Less often
Power to the people - Social Media Tracker Wave 3
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
Perso
nal b
logs (
diary
sites
)
Fam
ily of
frien
d blo
gs
News/c
urre
nt af
fairs
63.5%
Mus
ic
33.1%38.9% 29.1%
Compu
ters
24.8%
Scien
ce
Gaming
13.6%
Tech
nolog
y
20.8%
Busine
ss (g
ener
al ne
ws and
opini
on)
Spor
t
Trave
l (ho
liday
des
tinati
ons)
13.5% 22.5%
Opinion
s on
prod
ucts
and
bran
ds
26.6%
Busine
ss n
ews –
relev
ant t
o my c
urre
nt jo
b
Film
/ TV
Celebr
ities
Other
12.1% 26.4% 9.8% 6.7%16.7% 18.2%
Reading blogs: putting it in context
2
3
4
3
1USA
60.3m
Reading blogs: impact versus total marketUniverse Sizes versus total 16-54 population
China 6
.4%
India
2.3
%
Philipp
ines 6
.6%
Russia
6.7
%
Hunga
ry 10
.2%
Turk
ey 8
.2%
Mex
ico 9
.7%
Poland
10.
6%
Brazil
11.
2%
Roman
ia 11
.1%
Greec
e 13.
3%
Austri
a 14.
9%
Canad
a 20.
5%
Czech
Rep
ublic
19.
1%
Germ
any 2
1.2%
Italy
23.2
%
Fran
ce 2
1.7%
Denm
ark 2
4.6%
Hong K
ong 2
6.0%
Switz
erlan
d 26
.2%
Austra
lia 2
5.7%
UK 32.
1%
Taiw
an 3
3.0%
USA 3
3.2%
Spain
34.
3%
Japa
n 33
.1%
Sout
h Kor
ea 3
9.6%
Nether
lands
40.
6%
Pakist
an 2
.3%
45
0
%E
ver
read
North America1 USA 60.3m2 Canada 4.1m
Central &South America3 Mexico 5.9m4 Brazil 13.1m
Europe5 UK 17.8m6 Netherlands 4.1m7 France 8.1m8 Switzerland 1.21m9 Spain 8.5m10 Italy 8.1m11 Denmark 0.81m12 Poland 2.6m13 Germany 10.5m14 Czech 1.2m15 Hungary 0.1m16 Romania 1.5m17 Austria 0.75m18 Turkey 3.5m19 Greece 0.86m20 Russia 6.1m
Asia & Oceania21 Pakistan 1.95m22 India 15.1m23 China 53.8m24 Hong Kong 1.2m25 Taiwan 4.8m26 South Korea 12.5m27 Japan 25.1m28 Philippines 3.3m29 Australia 3.2m
Power to the people - Social Media Tracker Wave 3
23
2726
22
25
28
20
5
7
9
13
18
29
6 12
1023 China
53.8m19
2124
11
814
1516
17
Writing blogs: usage trends
• Continuedshiftsintoparticipation
– 45% have started a blog, up 14%
– 184m started a blog
• Asialeadstheway
– South Korea, Taiwan, China top the league table with 70%+ penetration
• Chinathebiggestbloggingmarketintheworld
– Estimated 42.5m bloggers
• Eastern Europe lowest levels of participation
– Hungary, Czech and Romania are bottom 3
• Germanyfinallyfounditsbloggingvoice
– 28% have started a blog, up from 8%
• Bloggingisacommunitymedium
– 64% write about personal life
• Contentismultimedia
– 61% post photos, 29% post videos, 24% upload music
• Blogsimpactonbrands
– 34% write about their opinions on products and brands.
Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.
China 7
0.3%
Philipp
ines 6
5.8%
Taiw
an 7
0.9%
Mex
ico 6
0.3%
Hong K
ong 5
4.5%
India
49.
0%
Brazil
50.
1%
Japa
n 47
.3%
Global
35.2
%
Puerto
Rico
36.
3%
Italy
33.3
%
Poland
30.
3%
Fran
ce 3
1.5%
Austra
lia 2
9.0%
Germ
any 2
7.8%
Austri
a 28.
6%
Russia
27.
7%
Nether
lands
27.
1%
USA 2
6.4%
Greec
e 25.
4%
Switz
erlan
d 26
.6%
UK 25.
3%
Denm
ark 2
3.2%
Canad
a 22.
5%
Roman
ia 21
.3%
Hunga
ry 7.
8%
Czech
Rep
ublic
18.
2%
Sout
h Kor
ea 7
1.7%
Spain
41.
4%
Turk
ey 3
9.2%
Pakist
an 3
8.0%
75
0
%E
ver
done
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
Power to the people - Social Media Tracker Wave 3
25
“Below are a
list of statements – please can you answer
reflecting your opinion.” –Responses“Definitely
Agree/SomewhatAgree”ActiveInternet
Universe
www.f ickr.com
/photos/antigone/457089364/
ww
w.f
i ckr
.com
/pho
tos/
futu
reof
mat
h/
75798654/
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
Writing blogs: usage trends
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07 % start a blog
6.0% 7.5% 27.8%Germany
44.8%Global 30.6%28.3%
29.0%Australia 17.9%18.3%
70.3%China 61.1%58%
31.5%France 31.4%17.6%
33.3%Italy 26.5%22.5%
14.1% 41.0% 64.9%Philippines
27.7%Russia 21.3%14.8%
70.6%South Korea 55.2%45.5%
41.4%Spain 29.1%24.8%
25.3%18.5%UK 9.8%
26.4%USA 21.1%20.2%
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
Power to the people - Social Media Tracker Wave 3
27
Frequency of writing“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only
Global
Brazil
China
Fran
ce
Germ
any
India
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
30%
37%
33%
38%
14%
23%
20%
24%
45%
30%
15%
20% 25% 15% 40%
50%24% 11%
25% 17% 28%
30% 16% 9%
25% 22% 29%
14% 9% 57%
26%39% 12%
47% 14% 25%
18%28% 16%
45% 9% 13%
24% 6% 33%
30% 13% 27%
Daily reach Weekly reach Monthly reach Less often
%W
rite
% Topics written about (blog writers only)
Topics blogged about“When writing your blog, what topics do you normal write about?” Blog Writers Only
20.8% 13.5% 22.5%26.6% 12.1% 26.4% 9.8% 6.7%18.2%16.7%63.5% 38.9% 29.1% 33.1% 24.8% 13.6%
Perso
nal b
logs (
diary
sites
)
Fam
ily of
frien
d blo
gs
News/c
urre
nt af
fairs
Mus
ic
Compu
ters
Scien
ce
Gaming
Tech
nolog
y
Busine
ss (g
ener
al ne
ws and
opini
on)
Spor
t
Trave
l (ho
liday
des
tinati
ons)
Opinion
s on
prod
ucts
and
bran
ds
Busine
ss n
ews –
relev
ant t
o my c
urre
nt jo
b
Film
/ TV
Celebr
ities
Other
Writing blogs: usage trends
Power to the people - Social Media Tracker Wave 3
29
% Contest posted (blog writers only)
Content posted“When writing your blog, which of the following do you post?” Blog Writers Only
Photos
Video
s
Recom
men
ded
websit
es
60.6%
Upload
mus
ic
24.3%28.8% 38.9%
(e.g
appli
catio
ns th
at dis
play o
ther
site
cont
ent
e.g p
hotos
from
a ph
oto sh
aring
site)
17.6%
Stor
ies fr
om ot
her b
logs
27.5%
Opinion
s on
prod
ucts
and
bran
ds
34.1%
Favo
urite
/ cu
rrent
ly lis
tened
to m
usic
34.5%
Other
6.6%
Writing blogs: putting it into context
2
3
4
1USA26.4m
North America1 USA 26.4m2 Canada 1.6m
Central &South America3 Mexico 3.7m4 Brazil 7.0m
Europe5 UK 4.3m6 Netherlands 1.7m7 France 3.8m8 Switzerland 0.5m9 Spain 4.2m10 Italy 3.4m11 Denmark 0.3m12 Poland 1.1m13 Germany 5.2m14 Czech Rep. 0.62m15 Hungary 0.06m16 Romania 0.5m17 Austria 0.3m18 Turkey 1.5m19 Greece 0.3m20 Russia 2.5m
Asia & Oceania21 Pakistan 0.9m22 India 8.4m23 China 42.3m24 Hong Kong 0.9m25 Taiwan 4.4m26 South Korea 9.9m27 Japan 14.1m28 Philippines 2.3m29 Australia 1.38m
India
1.3
%
Hunga
ry 2.
0%
Russia
2.6
%
Turk
ey 4
.6%
Roman
ia 3.
4%
Poland
4.4
%
Greec
e 4.7
%
China 5
.1%
Philipp
ines 4
.8%
Brazil
6.6
%
Mex
ico 6
.6%
Canad
a 8.2
%
Austri
a 7.2
%
Denm
ark 9
.4%
Italy
9.8%
Czech
Rep
ublic
9.5
%
Germ
any 1
0.7%
Switz
erlan
d 11
.0%
Austra
lia 1
2.0%
Fran
ce 1
0.8%
UK 12.
3%
USA 1
4.5%
Spain
18.
2%
Japa
n 18
.5%
Nether
lands
16.
2%
Hong K
ong 2
1.5%
Taiw
an 2
8.7%
Sout
h Kor
ea 3
0.5%
Pakist
an 1
.2%
35
0
%E
ver
wri
tten
Writing blogs: impact versus total marketUniverse Sizes versus total 16-54 population
Power to the people - Social Media Tracker Wave 3
31
2726
22
25
20
5
7
9
13
10 23 China42.3m
19
24
28
18
17
11
126
8
14
15 16
21
29
Blogging: the impact
All companies and brands should consider employing them to create open and honest dialogue. Any blog that spins the truth will be found out. In a world of social media honesty is the only policy.
Asacollective,theblogosphererivalsanymassmediain terms of reach, time spent and wider cultural, social and political impact. There are also major shifts into participation, pioneeredbytheAsianmarketsandnowhappeningeverywhere,even Germany. Blogging today must be embraced whether you are a marketeer, advertising professional or content producer.
www.f ickr.com/photos/wfryer/503600331/
Power to the people - Social Media Tracker Wave 3
• In the open and transparent age of social media blogs are an essential tool for reputation management and consumers have come to expect them. All companies and brands should consider employing them to create open and honest dialogue. Any blog that is spins the truth will be found out. In a world of social media honesty is the only policy.
• The collective might of the blogosphere means that today it is an obvious platform for advertising. Only a few blogs have the size to attract advertisers alone so affiliate programs and advertising networks are the way forward to reach a mass audience.
• Bloggers value advertisements, not only for the money they can bring, but the credibility they lend to their site. The role for advertising is going to be more important in the future as it becomes essential to provide free access to sites, web services and content. Everything is becoming ad supported.
• Increasingly blogs are incorporating widgets. Branded widgets are a huge opportunity and will be adopted if they provide a clear benefit for the blogger.
• The blogosphere is now so large it is an accurate barometer of consumer opinion. All brands should be using it as a means to measure consumer opinion, track response to marketing initiatives and as a forum for research.
The role
for advertising is going to be more
important in the future as it becomes essential
to provide free access to
sites.Things to watch
in the world of blogging:
Micro Blogging: Blogging in 140 characters or less. Sounds inane, but surprisingly addictive.
Check out Twitter.com and Jaiku.com Perfect for the mobile age.
Political Influence: All the candidates in the US presidential race are blogging. Barack Obama is even on Twitter. Political blogs are having more impact, check out the Daily Kos and the Drudge report.
Fake Blogs: The real pretend thoughts of the rich and famous. Check out Steve Jobs (www.fakesteve.blogspot.com) or a whole network from Hillary Clinton to Gordon Ramsay at Newsgroper (www.newsgroper.com).
Blogging Fame: Bloggers are finding fame and crossing over into professional media. Perez Hilton
(celebrity news), Robert Scoble (ex Microsoft blogger) and Michael Harrington of
TechCrunch are all examples.
33
Social networking: usage trends
Social Networks have evolved into platforms to organise users internet experience. Users are
posting a massive variety of content
www.
f ick
r.com
/pho
tos/
gust
avog
/827
9684
/
Power to the people - Social Media Tracker Wave 3
35
Social networking is evolving fast. Increasingly features such as blogging, photo sharing and video sharing are the norm. They are becoming platforms, opening themselves up to external developers to distribute their programs. They are aiming to be the one stop shop for all your internet needs. Consequently we are spending more time with them and doing more on them.
Wave 3 confirms this:• Globalpenetrationhasincreasedsignificantly
– Growth appeared to be slowing. Not so; Wave 3 is up to 58% an increase of 21%.
• Collectivelymassiveplatform
– Estimated 272m users world-wide
• Connectingpeopleglobally:emergingmarketswithhighemigration lead the way
– Philippines 83%, Hungary 80%, Poland 77%, Mexico 76%
• UKhitbytheFacebookfactor
– Usage up 32%
• USsaturatedasgrowthstallsat41%
• Brazilhasthemostactiveusers
– 56% manage their profile every day
• SocialNetworkshaveevolvedintoplatformstoorganiseusers internet experience. Users are posting a massive variety of content
– 55% uploaded photos
– 21% installed applications
– 23% uploaded video
• SocialNetworksbecomingsocialutilitiesformanagingpeer to peer relationships
– 74% use them to message friends
Hunga
ry 79
.9%
Poland
76.
8%
Philipp
ines 8
3.1%
Mex
ico 7
6.3%
Brazil
75.
7%
Pakist
an 7
2.0%
Russia
71.
1%
Taiw
an 6
3.1%
China 6
4.0%
Roman
ia 62
.5%
UK 59.
6%
Nether
lands
61.
4%
Puerto
Rico
59.
0%
Canad
a 58.
5%
Global
Aver
age 5
8.8%
Hong K
ong 5
3.2%
Austra
lia 5
0.2%
Austri
a 47.
4%
Germ
any 4
3.3%
Denm
ark 4
7.5%
Spain
43.
2%
USA 4
3.0%
Japa
n 41
.7%
Switz
erlan
d 41
.4%
Italy
38.6
%
Czech
Rep
ublic
35.
5%
Fran
ce 3
3.1%
Greec
e 41.
4%
Sout
h Kor
ea 7
0.3%
Turk
ey 6
6.0%
India
66.
0%
85
0
%E
ver
done
Belong to a Social Network Wave3“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe
Social networking: usage trends
Power to the people - Social Media Tracker Wave 3
37
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
57.5%Global 36.2%27.3%
33.1%France 10.3%16.0%
40.6%Germany 19%22%
40.8%Italy 19.1%11.3%
74.2%Russia 41.7%23.1%
44.6%Spain 39.5%37.3%
59.7%UK 27.4%26.9%
42.5%USA 40.0%39.2%
Belong to a Social Network Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe
Social networking: usage trends
55.1% 74.0% 30.8%21.9% 23.3% 9.8%18.3% 33.6% 3.2%
Upload
Pho
tos
Upload
Vide
os
Insta
ll app
licati
ons
Writ
e a b
log
Prom
ote a
band
Dating
Favo
urite
/curre
ntly
listen
ed to
mus
ic
Mes
sage
frien
ds
Other
Content posted on social network“What do you do with your social networking profile?” Active Internet Universe
% Added to Social Network Page (Social Network Users)
Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content.Power to the people - Social Media Tracker Wave 3
39
Global
Aver
age
Brazil
China
Fran
ce
Germ
any
India
Italy
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
31%
57%
33%
23%
14%
41%
25%
18%
14%
32%
26%
39%
33%
36%
32%
13%
17%
12%
18%
20%38% 16%
37% 23% 8%
25% 37% 24%
17% 30% 35%
41% 21% 13%
10%34% 15%
41% 24% 21%
17%36% 24%
41% 13% 13%
26% 8% 9%
33% 19% 17%
Daily reach Weekly reach Monthly reach Less often
%U
pdate
Frequency of updating Social Network page“Thinking about using the Internet, how often do you do any of the following?” –
“Manage your social network page” – Social Network users only
2
3
4
3
1USA
43m
North America1 USA 43m2 Canada 4.24m
Central &South America3 Mexico 5.1m4 Brazil 11.4m
Europe5 UK 10.6m6 Netherlands 3.7m7 France 4.24m8 Switzerland 0.8m9 Spain 4.7m10 Italy 4.0m11 Denmark 0.6m12 Poland 2.7m13 Germany 8.2m14 Czech 0.8m15 Hungary 1.0m16 Romania 1.4m17 Austria 0.6m18 Turkey 3.3m19 Greece 0.5m20 Russia 6.1m
Asia & Oceania21 Pakistan 1.84m22 India 11.8m23 China 39.0m24 Hong Kong 0.97m25 Taiwan 4.0m26 South Korea 9.4m27 Japan 12.4m28 Philippines 3.0m29 Australia 2.6m
Social networking: context
Joined Social Network – impact versus total populationUniverse Sizes versus total 16-54 population
40
0
%E
ver
join
ed
China 4
.5%
Pakist
an 2
.2%
Philipp
ines 6
.0%
Greec
e 7.8
%
Russia
7.1
%
Turk
ey 7
.8%
Mex
ico 8
.1%
Roman
ia 10
.0%
Brazil
9.6
%
Poland
11.
2%
Fran
ce 1
1.4%
Italy
12.0
%
Austri
a 11.
5%
Japa
n 12
.2%
Germ
any 1
5.6%
Czech
Rep
ublic
12.
7%
Switz
erlan
d 17
.6%
Spain
19.
7%
Austra
lia 2
1.1%
Hunga
ry 18
.6%
Hong K
ong 2
1.4%
Canad
a 21.
7%
USA 2
3.4%
Sout
h Kor
ea 2
3.7%
Denm
ark 2
1.9%
Taiw
an 2
5.8%
UK 29.
1%
Nether
lands
36.
4%
India
1.8
%
Power to the people - Social Media Tracker Wave 3
41
2726
22
25
28
20
5
7
9
13
18
29
6 12
1023 China
39m19
2124
11
814
151617
Brand penetration: usage trends
This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus on music and commercial content, rather than connecting friends. Facebook is not far behind on 22.5% weekly reach and the number one in many markets and surely will grow as itbecomes internationalised.
However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil.
There is a lot of talk about which is the biggest social network in the world.
Power to the people - Social Media Tracker Wave 3
43
Myspace
Blogger
Baidu
Flickr
Sohu
Orkut
Hi5
Skyblog/Skyrock
LastFM
Friendster
Cyworld
Mixi
Second Life
Bebo
Bokee
Piczo
32.3%
22.5%
15.7%
15.0%
14.6%
13.8%
11.5%
10.9%
9.7%
8.4%
7.9%
7.7%
7.4%
6.7%
6.2%
5.7%
5.6%
5.1%
4.2%
This fragmentation suggests that a truly global platform is impossible.
Weekly usage of key international social networking media sitesUniverse Sizes versus total 16-54 population
% Weekly usage Active Internet Universe (weighted reach – based on universe sizes)0 35
54%
40%
64%
86%
Brand penetration: usage trends
% = weekly reach to top social network by market
120
0
mill
ions
Bebo 2
0m
Bokee
18m
Linke
din 2
0m
Frien
dster
28m
Mixi
24m
Cywor
ld 26
m
Last
FM 2
8m
Hi5 34
m
Skyro
ck 3
0m
Orkut
39m
Sohu
41m
Baidu 53
m
QQ 52m
Blogge
r 55m
Mys
pace
114
m
Face
book
80m
Piczo 1
5m
Weekly user estimates: sizing the international social networking brands16-54 active Internet users universe estimates by brand for 31 market universe
Power to the people - Social Media Tracker Wave 3
45
34%
35%
23%
74%
31%
36%
89%
63%
76%40%
53%
23%
26%
34% 63%
56%21%
37%
10%31%
21%
15%
19%
11% 17%
Social networks have evolved significantly in the past year as they move to become open platforms that support all your internet needs.
• This has seen growth accelerate in Wave 3 from a period of relative stagnation between Waves 1 and 2. Social networks are today the main platform for sharing content and have increasingly become the means to manage social relationships. Consequently social networks are grabbing ever more of our internet time and so brands and content producers must be active inside them.
• Large Social Networks have near unlimited inventory. For advertisers to cut-through they need to be relevant and ideally work inside the network, by bringing users to branded pages, applications or connecting them with content.
• Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose. Create content, use it to replace or compliment campaign
Social networking
micro-sites but most of all make it engaging.• Widgets are clearly going to be very important to brands.
They should deliver a true benefit to users, avoid overt branding and be relevant to the user if they are to be successful. Equally as important is securing successful distribution by working with the platforms, using it as a message in advertising and making it available on as many social networks as possible.
• Be International; social networks have global presence, but are heavily localised in adoption and any content and widgets should be tailored to the particular network, refecting local and cultural differences.
Power to the people - Social Media Tracker Wave 3
Things to watch in the worldof social networking:
Niche Social Networks: In the face of the all encompassing mega social networks a raft of more niche and sometimes exclusive networks are emerging. Check out dogster.
com, for you guessed it, dog owners or dopplr.com for frequent business travellers.
DIY Social Networks: White label social network systems that you can customise are driving the emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples.
Reputation Management: Slowly users are realising the implications of having every drunken photo on-line for the world to see. Personal brand management is going to be a big deal in the next few years. Tools to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search and reputa.com and reputationdefender.com for more sophisticated management systems.
Social Network Aggregators: An emerging area in 2008 as the need to pull all your social network profiles into one place becomes a pressing one. Try ex.plode.us and profilefly.com.
47
China 7
3.5%
Mex
ico 7
2.9%
Philipp
ines 8
6.4%
Brazil
70.
5%
Taiw
an 6
9.0%
Roman
ia 56
.3%
Czech
Rep
ublic
59.
4%
Poland
55.
0%
Russia
52.
5%
Sout
h Kor
ea 5
4.0%
Austri
a 51.
0%
Turk
ey 4
8.4%
UK 48.
7%
Austra
lia 4
7.4%
USA 4
7.1%
Greec
e 46.
2%
Spain
46.
0%
Nether
lands
46.
7%
Germ
any 4
2.5%
Canad
a 42.
2%
Switz
erlan
d 38
.6%
Italy
34.8
%
Hunga
ry 31
.8%
Fran
ce 3
5.5%
Japa
n 21
.0%
Denm
ark 3
1.9%
India
64.
8%
Hong K
ong 6
3.1%
Pakist
an 6
2.7%
Photo sharing is the number one way to share content thanks to the proliferation of digital cameras and the continuing ease of sharing that comes with technology innovation. The platforms to share have also expanded with photo sharing becoming central to social networks.
Sharing Content – uploading photos: usage trends
•TheleadingmarketsareAsianandLatinAmeri-canPhilippines leads the way with 86%.
•JapanshunsphotosBottom of the table – just 21% uploaded.
•Largenumbersofconsumerscontributingon a very frequent basis 16% upload everyday
•BrazilandAsiamorefrequentthan the UK or US34% upload everyday
100
0
%E
ver
Don
e
Sharing photos Wave 3“Thinking about using the Internet, which of the following have you ever done?” –“Upload my photos to a photo sharing website” Active Internet Universe
Power to the people - Social Media Tracker Wave 3
49
Daily reach Weekly reach Monthly reach Less often
Frequency of Sharing Photos“Thinking about using the Internet, how often do you do any of the following?” –
“Upload my photos to a photo sharing website” – Photo sharers only
Global
Aver
age
Brazil
China
Fran
ce
Germ
any
Italy
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
17%
36%
19%
15%
9%
24%
15%
9%
22%
22%
7%
11% 25% 33% 31%
27%28% 38%
30% 25% 23%
32% 28% 18%
29% 34% 26%
23% 26% 36%
14%38% 24%
36% 20% 35%
27%28% 30%
37% 20% 24%
35% 15% 14%
32% 26% 25%
%U
pload
photo
s
Sharing Content – uploading photos: context
2
3
4
3
1USA
47.1m
North America1 USA 47.1m2 Canada 3.0m
Central &South America3 Mexico 4.9m4 Brazil 10.1m
Europe5 UK 8.7m6 Netherlands 2.8m7 France 3.9m8 Switzerland 0.7m9 Spain 8.5m10 Italy 5.0m11 Denmark 0.4m12 Poland 2.0m13 Germany 8.1m14 Czech 1.0m15 Hungary 0.4m16 Romania 1.3m17 Austria 0.6m18 Turkey 2.5m19 Greece 0.6m20 Russia 4.5m
Asia & Oceania21 Pakistan 1.6m22 India 11.6m23 China 45.0m24 Hong Kong 1.2m25 Taiwan 3.5m26 South Korea 7.3m27 Japan 6.2m28 Philippines 3.14m29 Australia 2.4m
Russia
5.0
%
Pakist
an 1
.9%
India
1.8
%
China 5
.3%
Hunga
ry 7.
8%
Turk
ey 5
.7%
Philipp
ines 6
.3%
Mex
ico 8
.0%
Japa
n 8.
2%
Poland
8.1
%
Greec
e 8.5
%
Brazil
8.7
%
Italy
10.2
%
Roman
ia 9.
0%
Fran
ce 1
0.5%
Denm
ark 1
2.9%
Austri
a 12.
7%
Canad
a 15.
3%
Switz
erlan
d 16
.0%
Germ
any 1
6.3%
Czech
Rep
ublic
15.
9%
Austra
lia 1
9.7%
Spain
20.
3%
UK 23.
8%
Taiw
an 2
4.4%
Sout
h Kor
ea 2
3.0%
Hong K
ong 2
4.9%
USA 2
5.9%
Nether
lands
28.
0%
30
0
%E
ver
Sha
red
Pho
tos
Onl
ine
Shared Photos Online – impact versus total populationUniverse Sizes versus total 16-54 population
Power to the people - Social Media Tracker Wave 3
51
22
2726
22
25
28
20
5
7
9
13
18
29
6 12
1023 China
45m19
2124
11
814
151617
Philipp
ines 6
0.5%
China 5
8.1%
Brazil
68.
3%
Mex
ico 5
7.1%
Pakist
an 4
7.7%
Hong K
ong 5
2.2%
Roman
ia 47
.3%
Turk
ey 4
1.2%
Sout
h Kor
ea 4
3.6%
Greec
e 37.
2%
Poland
36.
0%
Austri
a 36.
9%
Germ
any 3
3.1%
UK 31.
9%
Nether
lands
30.
5%
Italy
29.9
%
Spain
30.
8%
Austra
lia 2
8.2%
Canad
a 27.
2%
Switz
erlan
d 27
.0%
Czech
Rep
ublic
26.
6%
Russia
25.
6%
USA 2
5.3%
Japa
n 20
.4%
Fran
ce 1
9.5%
Hunga
ry 16
.3%
Denm
ark 2
5.7%
Taiw
an 5
3.7%
India
52.
6%
Considering the complexities of sourcing and uploading video the numbers of people doing it is staggering. In many markets the number of people uploading is not far from the numbers sharing photos. Even more impressive is how often they do it.
•SimilarpatterntophotosharingBrazil lead the way on 68%Asia lead; all Asian markets bar Japan in the top half
•HugevariationininvolvementHungary 16% > Brazil 68%
•Highfrequencyofinvolvement20% uploading every day
Sharing Content – uploading videos: usage trends
UploadingVideosWave3“Thinking about using the Internet, which of the following have you ever done?” –“Upload my videos to a video sharing website” Active Internet Usage
70
0
%E
ver
Don
e
Power to the people - Social Media Tracker Wave 3
53
Global
Brazil
China
Fran
ce
Germ
any
Italy
India
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
21%
36%
26%
17%
10%
27%
31%
25%
19%
22%
26%
8%
18%
29%
33%
29%
21%
34%
28%
19%37% 18%
33% 23% 22%
34% 24% 23%
22% 28% 25%
32% 22% 15%
15%42% 16%
40% 17% 33%
28%34% 21%
41% 13% 20%
31% 14% 19%
33% 21% 25%
Frequency of uploading videos“Thinking about using the Internet, how often do you do any of the following?” –
“Upload my videos to a video sharing website” – Video sharers only
%U
pload
video
s
Daily reach Weekly reach Monthly reach Less often
2
3
4
3
1USA25.3m
Sharing Content – uploading videos: context
North America1 USA 25.3m2 Canada 2.0m
Central &South America3 Mexico 3.9m4 Brazil 10.2m
Europe5 UK 5.7m6 Netherlands 1.9m7 France 2.5m8 Switzerland 0.5m9 Spain 3.4m10 Italy 3.1m11 Denmark 0.3m12 Poland 1.3m13 Germany 6.3m14 Czech Rep. 0.4m15 Hungary 0.2m16 Romania 1.0m17 Austria 0.5m18 Turkey 2.1m19 Greece 0.4m20 Russia 2.2m
Asia & Oceania21 Pakistan 1.2m22 India 9.4m23 China 35.5m24 Hong Kong 1.0m25 Taiwan 3.1m26 South Korea 5.9m27 Japan 6.1m28 Philippines 2.2m29 Australia 1.5m
Russia
2.4
%
Pakist
an 1
.5%
India
1.4
%
Hunga
ry 4.
0%
Turk
ey 4
.8%
China 4
.2%
Philipp
ines 4
.5%
Poland
5.3
%
Czech
Rep
ublic
6.4
%
Mex
ico 6
.3%
Fran
ce 6
.7%
Greec
e 6.9
%
Japa
n 8.
0%
Roman
ia 7.
6%
Brazil
8.8
%
Austri
a 9.2
%
Italy
8.8%
Canad
a 9.8
%
Switz
erlan
d 11
.2%
Austra
lia 1
1.7%
Denm
ark 1
0.4%
Germ
any 1
2.7%
Spain
13.
6%
UK 15.
6%
Nether
lands
18.
3%
USA 1
3.9%
Sout
h Kor
ea 1
8.6%
Hong K
ong 2
0.6%
Taiw
an 2
1.5%
25
0
%E
ver
Sha
red
Pho
tos
Onl
ine
SharedVideosOnline–impactversustotalpopulationUniverse Sizes versus total 16-54 population
Power to the people - Social Media Tracker Wave 3
55
2726
22
25
20
5
7
9
13
10 23 China35.5m
19
24
28
18
17
11
126
8
14
15
21
29
16
Consuming Content – video clips: usage trends
Video clips continue to grow massively and penetration is huge in all markets.
Power to the people - Social Media Tracker Wave 3
57
Growth is universal across all countries31% to 82% global reach seen in all markets
LowestdifferencebetweenmarketsofanysocialmediaplatformRange 63% – 99%
Veryhighfrequencymedium71% weekly reach
Reach among total population comparable with broadcast mediaIn Netherlands almost 50% of all 16-54s are watching video
VolumeofusersworldwideisvastEstimated 394m users
WatchingVideoClipsWave3“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe
Mex
ico 9
4.6%
Philipp
ines 9
8.6%
Brazil
94.
2%
Poland
90.
5%
Taiw
an 8
9.2%
Spain
86.
6%
China 8
9.0%
Sout
h Kor
ea 8
6.5%
Hong K
ong 8
6.1%
Hunga
ry 86
.5%
Greec
e 86.
0%
India
85.
6%
UK 84.
6%
Denm
ark 8
4.3%
Pakist
an 8
5.0%
Czech
Rep
ublic
84.
0%
Austri
a 80.
2%
Nether
lands
79.
2%
Italy
78.3
%
Switz
erlan
d 77
.8%
Germ
any 7
7.1%
Austra
lia 7
7.0%
USA 7
4.2%
Japa
n 68
.1%
Russia
67.
9%
Fran
ce 6
3.4%
Canad
a 78.
3%
Turk
ey 9
3.4%
Roman
ia 92
.5%
100
0
%E
ver
Don
eVideoclipscontinuetogrowmassively and penetration is huge in all markets. This is thanks to the continual rise of video sharing sites and users embedding video clips on social networks, blogs and web pages.
32.0% 39.9%
32.3%
25.2%
56.2% 29.7%
23.4% 28.0%
21.6%
34.6%
20.1%
78.9% 73.5%
53.6% 69.4%
57.5%
63.3%
44.3% 77.1%
89.0% 85.8%
63.4%
84.6%
86.8%
67.9%
78.3%
57.5%
61.2%
51.7%
77.0%
31.8% 74.2%
63.3% 60.7%82.8% 98.7%
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
Global Philippines
Australia Russia
China South Korea
France Spain
Germany UK
ItalyUSA
Watching video clips Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe
Power to the people - Social Media Tracker Wave 3
59
Global
Brazil
China
Fran
ce
Germ
any
Italy
India
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
27%
49%
35%
21%
12%
41%
29%
24%
16%
29%
26%
18%
16%
45%
46%
27%
23%
10%
15%
7%50% 17%
41% 24% 6%
44% 25% 15%
37% 31% 8%
44% 18% 9%
7%39% 13%
47% 25% 16%
10%48% 21%
49% 10% 6%
37% 7% 7%
44% 19% 10%
Frequency of watching video clips“Thinking about using the Internet, how often do you do any of the following?” –
“Watch video clips” – Video clip viewers only
%W
atch
video
clips
Daily reach Weekly reach Monthly reach Less often
Consuming Content – video clips: usage trends
Consuming Content – video clips: context
2
3
4
3
1USA
74.2m
North America1 USA 74.2m2 Canada 5.7m
Central &South America3 Mexico 6.4m4 Brazil 14.5m
Europe5 UK 15.0m6 Netherlands 4.8m7 France 8.1m8 Switzerland 1.5m9 Spain 9.5m10 Italy 8.0m11 Denmark 1.3m12 Poland 3.2m13 Germany 14.6m14 Czech 1.5m15 Hungary 1.1m16 Romania 1.5m17 Austria 1.0m18 Turkey 4.7m19 Greece 1.0m20 Russia 5.9m
Asia & Oceania21 Pakistan 2.2m22 India 15.3m23 China 54.4m24 Hong Kong 1.6m25 Taiwan 4.4m26 South Korea 11.8m27 Japan 20.3m28 Philippines 3.6m29 Australia 4.0m
WatchedVideosOnline–impactversustotalpopulationUniverse Sizes versus total 16-54 population
China 6
.4%
Pakist
an 2
.6%
India
2.4
%
Russia
6.5
%
Mex
ico 1
0.4%
Philipp
ines 7
.3%
Turk
ey 1
1.0%
Poland
13.
3%
Brazil
12.
5%
Roman
ia 14
.8%
Greec
e 15.
9%
Hunga
ry 21
.2%
Austri
a 20.
1%
Fran
ce 2
1.7%
Italy
23.0
%
Czech
Rep
ublic
22.
3%
Japa
n 26
.7%
Germ
any 2
9.6%
Taiw
an 3
0.1%
Canad
a 28.
4%
Austra
lia 3
1.9%
Switz
erlan
d 32
.3%
Denm
ark 3
4.1%
Sout
h Kor
ea 3
7.1%
Hong K
ong 3
4.0%
Spain
38.
3%
USA 4
0.9%
UK 41.
3%
Nether
lands
47.
5%
50
0
%E
ver
Sha
red
Pho
tos
Onl
ine
Power to the people - Social Media Tracker Wave 3
61
2726
22
25
28
20
5
7
9
13
18
29
6 12
1023 China
54.4m19
21
24
11
814
15 1617
Consuming Content – podcasts: usage trends
Podcasting was initially slow to take off, but recently has shown real and significant growth. This is thanks to the increase in portable video players and the ease of access that services like iTunes have pioneered.
Growth massive between Waves 2 and 3From 21% to 49% world-wide.
China is the worlds biggest podcast market74% use, with an estimated 45m users
Activelyinvolved–regulardownloads18% listen and download everyday
Power to the people - Social Media Tracker Wave 3
63
Mex
ico 7
1.5%
Roman
ia 64
.4%
China 7
4.3%
Brazil
63.
1%
India
57.
8%
Spain
51.
0%
Sout
h Kor
ea 4
9.2%
Turk
ey 5
0.8%
Poland
47.
3%
Pakist
an 4
7.0%
Czech
Rep
ublic
43.
2%
UK 42.
2%
Hong K
ong 4
2.2%
Austra
lia 4
0.2%
Switz
erlan
d 42
.2%
Denm
ark 3
8.3%
Austri
a 37.
6%
Greec
e 34.
8%
Germ
any 3
4.8%
Taiw
an 3
3.0%
Japa
n 30
.2%
USA 2
9.5%
Canad
a 28.
8%
Hunga
ry 26
.6%
Nether
lands
26.
3%
Italy
25.1
%
Fran
ce 3
4.2%
Philipp
ines 6
1.8%
Russia
57.
9%
80
0
%E
ver
Don
e
Downloaded a podcast“Thinking about using the Internet, which of the following have you ever done?” –“Downloaded a Podcast” Active Internet Users
Growth massive between Waves 2 and 3From 21% to 49% world-wide.
China is the worlds biggest podcast market74% use, with an estimated 45m users
Activelyinvolved–regulardownloads18% listen and download everyday
18.4% 8.3%
14.3%
14.4%
24.3% 17.9%
25.2% 20.8%
13.8%
16.2%
12.5%
51.8% 23.8%
20.9% 16.6%
12.6%
14.7%
8.9% 34.8%
74.3% 49.2%
34.2%
42.2%
51.0%
57.9%
25.1%
21.7%
22.2%
14.3%
40.2%
12.7% 29.5%
21.8% 26.4%48.8% 61.3%
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
Global Philippines
Australia Russia
China South Korea
France Spain
Germany UK
Italy USA
% ever done
Downloading Podcasts Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users
Power to the people - Social Media Tracker Wave 3
65
% ever done
Global
Brazil
China
Fran
ce
Germ
any
Italy
India
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
20%
36%
27%
15%
9%
26%
27%
19%
19%
23%
17%
8%
16%
40%
37%
22%
20%
30%
27%
14%48% 21%
41% 22% 14%
34% 28% 19%
24% 27% 30%
45% 14% 14%
16%46% 12%
40% 19% 32%
27%37% 21%
45% 12% 15%
39% 11% 14%
40% 19% 21%
Consuming Content – podcasts: usage trends
Frequency of Downloading a Podcast“Thinking about using the Internet, how often do you do any of the following?” –“Download a Podcast” – Podcast users only
%D
ownlo
ad
a Pod
cast
Daily reach Weekly reach Monthly reach Less often
Consuming Content – podcasts: context
2
3
4
1USA29.5m
North America1 USA 29.5m2 Canada 2.1m
Central &South America3 Mexico 4.8m4 Brazil 9.5m
Europe5 UK 7.5m6 Netherlands 1.6m7 France 4.4m8 Switzerland 0.8m9 Spain 5.6m10 Italy 2.6m11 Denmark 0.5m12 Poland 1.7m13 Germany 6.6m14 Czech Rep. 0.4m15 Hungary 0.3m16 Romania 1.4m17 Austria 0.5m18 Turkey 2.6m19 Greece 0.4m20 Russia 5.0m
Asia & Oceania21 Pakistan 1.2m22 India 10.3m23 China 45.4m24 Hong Kong 0.8m25 Taiwan 3.5m26 South Korea 13.7m27 Japan 9.0m28 Philippines 2.3m29 Australia 2.1m
Downloading Podcasts – impact versus total populationUniverse Sizes versus total 16-54 population
India
1.6
%
Pakist
an 1
.4%
Philipp
ines 4
.5%
Turk
ey 6
.0%
China 5
.4%
Russia
5.5
%
Czech
Rep
ublic
6.4
%
Hunga
ry 6.
5%
Greec
e 6.4
%
Poland
6.9
%
Italy
7.4%
Brazil
8.2
%
Mex
ico 7
.9%
Austri
a 9.4
%
Canad
a 10.
4%
Roman
ia 10
.3%
Fran
ce 1
1.7%
Germ
any 1
3.3%
Denm
ark 1
5.5%
Japa
n 11
.8%
Nether
lands
15.
8%
USA 1
6.2%
Hong K
ong 1
6.7%
Switz
erlan
d 17
.5%
Austra
lia 1
6.7%
UK 20.
6%
Sout
h Kor
ea 2
1.3%
Spain
22.
5%
Taiw
an 2
4.4%
30
0
%E
ver
dow
nloa
ded
podc
asts
Power to the people - Social Media Tracker Wave 3
67
2726
22
25
20
5
7
9
13
10 23 China45.4m
19
24
28
18
17
11
126
8
14
1516
21
29
Power to the people - Social Media Tracker Wave 3
69
RSS(ReallySimpleSyndication) is a key technology in social media. It connects users to content and moves content into a variety of platforms. However in Waves 1 and 2 it had stubbornly refused to gain popularity despite its crucial role in changing the way we access information and use social media platforms, The issues were lack of consumer awareness and low knowledge about what it does. Wave 3 seems to have heralded a tipping point in adoption.
Huge growth from Wave 2 to Wave 315% to 38% worldwide
BRIC markets leadRussia, Brazil and China lead the way, all 50% plus adoption
Huge variations in adoptionHungary 15% > Russia 57%
Still lags relative to other social computing technologies
Consuming content: RSS
Subscribed to an RSS feed“Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users
Brazil
55.
3%
China 5
3.9%
Russia
56.
6%
Taiw
an 4
8.4%
Mex
ico 4
5.1%
Sout
h Kor
ea 4
4.4%
India
44.
0%
Hong K
ong 3
6.5%
Pakist
an 3
5.0%
Spain
33.
6%
Japa
n 31
.4%
Switz
erlan
d 29
.4%
Turk
ey 3
2.0%
Greec
e 28.
8%
Austri
a 28.
8%
Roman
ia 27
.3%
Germ
any 2
7.0%
UK 24.
9%
Austra
lia 2
4.6%
Italy
24.5
%
Denm
ark 2
0.4%
USA 1
8.6%
Canad
a 18.
0%
Nether
lands
17.
2%
Czech
Rep
ublic
15.
0%
Hunga
ry 14
.7%
Fran
ce 2
5.7%
Poland
47.
7%
Philipp
ines 4
5.2%
60
0
%E
ver
read
Wave 1 Sep 06 Wave 3 Mar 08Wave 2 Jun 07
5.4% 7.9% 27.0% 10.3% 8.7% 24.9%
7.2% 16.4% 24.5% 13.8% 9.1% 18.6%
18.6% 13.2% 33.6%27.6% 11.4% 25.7%
15.8% 15.3% 38.2% 27.5% 18.3% 56.6%Global Russia
France Spain
Germany UK
Italy USA
Subscribing to an RSS feed – Waves 1-3“Thinking about using the Internet, which of the following have you ever done?” – “Subscribe to an RSS feed” Active Internet Users
Consuming content: RSS
Power to the people - Social Media Tracker Wave 3
71
Global
Brazil
China
Fran
ce
Germ
any
Italy
India
Japa
n
Russia
Sout
h Kor
ea
Spain
UK
USA
27%
31%
28%
26%
24%
25%
36%
45%
25%
29%
23%
13%
25%
31%
35%
23%
16%
33%
24%
17%37% 23%
39% 18% 14%
26% 28% 21%
19% 11% 25%
33% 20% 11%
18%42% 15%
35% 13% 28%
22%34% 18%
42% 12% 18%
37% 13% 19%
32% 17% 24%
Frequency of accessing RSS Feed“Thinking about using the Internet, how often do you do any of the following?” – “Subscribing to an RSS Feed” – RSS users only
Daily reach Weekly reach Monthly reach Less often
%S
ubsc
ribet
o
an R
SS fe
ed
2
3
4
3
1USA18.6m
North America1 USA 18.6m2 Canada 1.3m
Central &South America3 Mexico 3m4 Brazil 8.7m
Europe5 UK 4.4m6 Netherlands 1m7 France 3.3m8 Switzerland 0.6m9 Spain 3.7m10 Italy 2.5m11 Denmark 0.3m12 Poland 1.7m13 Germany 5.1m14 Czech Rep. 0.4m15 Hungary 0.2m16 Romania 0.6m17 Austria 0.4m18 Turkey 1.6m19 Greece 0.3m20 Russia 4.9m
Asia & Oceania21 Pakistan 0.9m22 India 7.8m23 China 33m24 Hong Kong 0.7m25 Taiwan 3.1m26 South Korea 6m27 Japan 9.3m28 Philippines 1.6m29 Australia 1.3m
Consuming content: RSS
India
1.2
%
Pakist
an 1
.1%
Turk
ey 3
.8%
Philipp
ines 3
.3%
Hunga
ry 3.
6%
China 3
.9%
Mex
ico 5
.0%
Roman
ia 4.
4%
Greec
e 5.3
%
Russia
5.4
%
Canad
a 6.5
%
Czech
Rep
ublic
6.4
%
Poland
7.0
%
Austri
a 7.2
%
Italy
7.2%
Brazil
7.5
%
Fran
ce 8
.8%
Austra
lia 1
0.2%
Denm
ark 8
.2%
USA 1
0.2%
Nether
lands
10.
3%
UK 12.
2%
Switz
erlan
d 12
.2%
Germ
any 1
0.4%
Japa
n 12
.3%
Hong K
ong 1
4.4%
Spain
14.
8%
Sout
h Kor
ea 1
8.9%
Taiw
an 2
1.5%
25
0
%E
ver
subs
crib
eto
RS
S
Subscribing RSS – impact versus total populationUniverse Sizes versus total 16-54 population
Power to the people - Social Media Tracker Wave 3
73
22
2726
22
25
20
5
7
9
13
10 23 China33m
19
2124
28
29
16
18
17
11
126
8
14
15
The trend in Wave 3 is the continued shift to uploading and sharing rich multi-media content and as with blogging, there is a big movement towards participation. We can also see real changes in how people consumer content; they are now watching on demand in greater numbers than ever. This represents a real shift in media consumption from passive to personal control. Astheinternetbecomesmorecentraltolivingroom media consumption, it will impact the way we consume television. In the short term it is commanding more of our time, fuelling duel mediaconsumptioninhome(laptopwiththeTVon)andchangingourrelationshipwithmediatoone of being in control. Power to the people - Social Media Tracker Wave 3
75
• The environment is now perfect for creating and distributing branded content. Consumers expect to see and are happy to share it if the content is good. Brands are part of the modern fabric of society and have as much legitimacy as consumers to create and share content.
• In the future web distributed content could potentially become another revenue stream for existing content producers and brands as video sites begin to cut the advertising revenue with uploaders.
• Consumers are creating content in unprecedented numbers, brands who have far more resource should be to.
• User generated content is now firmly part of the media spectrum. This is an opportunity for media companies to supplement their professional content with user content. It is also an opportunity for advertising to inspire consumers to create with branded elements.
• The role for advertising will move away from the interruptive model towards less interruptive formats such as pre rolls, sponsorship and branded content which help consumers access new content.
Consuming content: the impact
It’s not all about You Tube:
Dailymotion: A European youtube rival (dailymotion.com)MSNVideo:Microsoft rival. (video.msn.com) Metacafe: Pay the contributor based on pageviews (metacafe.com)Metatube: Searches every video site in one hit (metavideo.com) MyspaceTV: Social Network giant diversifies (vids.myspace.com)Chinese versions: Tudou.com, 56.com, pomoho.comJapanese versions: Watchme.tv, peevee.tv, cliplife.jpSouth Koreans number 1: Pandora.tv
The key technologies that underpin the social media revolution continue their assent. Social media is established everywhere there is an internet connection and it has to be considered for all advertisers, marketers and content producers as a core part of their communications. Social media has impacted every aspect of the internet and transformed the role it plays in our lives.
The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are created.
Final word
The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly.
Create• The future of marketing is about acting how you want to be
perceived rather than talking about it. Social media gives you this possibility by creating experience.
• Create branded content to be distributed across the global social media platforms. Consumers are doing it; well resourced brands have no excuse.
• Develop widgets, applications, services and platforms that create a genuine consumer benefit and drives engagement. Provide consumers with tools to manage their personal brands online.
• Be inventive in connecting with consumers. Integrate it with offine communications and use social media as link or as a story to communicate.
Use social media to create a dialogue with
consumers.
Power to the people - Social Media Tracker Wave 3
Think global; consumers are.
Connect• Use social media to create a dialogue with consumers.
• Track opinions in the blogosphere.
• Exist inside Social Networks: Create profiles, develop networks to distribute content and employ advertising and sponsorship to drive engagement with consumers.
• Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected.
77
Participate• Move away from siloed brand sites: In a world of interlinked
platforms and content, the stand alone brand site is not as engaging.
• Think global; consumers are. Media consumption and social interaction are moving international, constrained by language not borders. Global brand identities, multi market campaigns and international structures are all essential.
• Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement exist.
Use social media to create a dialogue with
consumers.
The next major in-depth due to be released in mid 2008 will investigate word of mouth in the online age. It will focus on how the wealth of consumer and peer to peer opinion we are now exposed to impacts on how we form opinions on brands, products and services.
Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new social media innovations and a larger geographical coverage.
Moving Forward
Wave 3 of this social media tracker is part of an ongoing global research programme that focuses on the impacts of digital media and technology.
In parallel to the tracker in-depth studies are carried out to look at particular digital media topics.
The last in-depth study “Anytime, Anyplace” looked at mobile phones and portable technology, in particular demands for content services and the role of advertising.
...an ongoing global research programme that focuses on the impacts of digital media and technology.
Any questions or comments please contact
Power to the people - Social Media Tracker Wave 3
79
wave.3Universal McCann © 2008
Power to the people - Social Media Tracker Wave 3