Nielsen New Zealand Social Media Report Wave

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					         Nielsen New Zealand Social Media Report Wave 2: 2010
                                     Table of Contents
Social Media Definition

Executive summary

Social Media in New Zealand: Key Findings 2010

Introduction and study background

       Background and aims

       Research method, sample and data tables

Section 1. Market Metrics

      Section highlights
      1.0 The social media market place 2010
            Proportion of online New Zealanders participating in social media activities
            Key Changes: 2007 - 2010
            Changes in the New Zealand Social Media Landscape: trend since 2007
            Social Media – participation is strong and rising
            Active reach of social media: New Zealand vs. Australia
            Lapsed participation in social media activities
      1.1 Social Media Participants
            Social networking
            Blog activity
            Wiki activity
      1.2 Anticipated uptake of social media activities 2010
      1.3 Frequency of conduct of social media activities
            Daily Activities
      1.4 Recency of uptake of social media activities

       1.5 Social Media Brands
            Most popular social media websites
            Visitors vs. registered users
            Visitor : Member Conversion Ratio
            Demographic composition of popular social media sites
            Key Attributes of Social Media Sites

Section 2. Online Social Networking

      Section highlights
      2.0 Online social networking overview
            Demographic break-down of online social networking participants
            Interaction with organisations and companies via social networking sites
            Preferred method of online communication
      2.1 Online social networking site usage
            Social networking sites ever visited
            Visitor : Profile Conversion Ratio
            Site attracting first time participants
            Main social networking site used
            Social networking ‘main site’: among various age groups
      2.2 Drivers to online social networking
            Drivers to initial site selection
            Drivers to site loyalty
            Advantages of having more than one profile on social networking sites
      2.3 Activities conducted on main social networking site
            Popularity of activities 2010
            Games on social networking sites
            Evidence of Bebo still being attractive to rich media enthusiasts
            Organisations and brands people engage with on social networking sites
            Social networking sites for information and commerce

      2.4 Time spent engaging in online social networking
           Frequency and duration of visit
           Time of day online social networking takes place
           Online Social Media site consumption by time of day
     2.5 Advantages and disadvantages of online social networking
           Single most important advantage of online social networking
           What are the disadvantages of using social networking sites?
           Barriers to uptake
     2.6 Privacy controls
     2.7 Workplace restrictions on social networking sites
     2.8 Attitudes toward advertising on social networking sites
           Attitudes toward the commercialisation of social networking sites
     2.9 Mobile social networking
           Mobile social networking by age group
           Sites visited via mobile
           Frequency of mobile social networking
           Mobile Social Networking activities conducted on popular sites

Section 2.5. Twitter

     2.5.0 Twitter – An overview
           Twitter uptake in the last year
     2.5.1 Twitter participants
     2.5.2 Retention and engagement
           Twitter’s success in engagement
           Popularity of Twitter activities by gender and age group
     2.5.3 Mobile
     2.5.4 Final word: Twitter’s Utility

Section 3. Blogging

      Section highlights
      3.0 Overview of blogging category
            Demographic break-down of blogging participants
            Drivers to blogging
            Barriers to reading blogs
            Interaction with blogs
      3.1 Frequency and recency of blogging participation
            Recency of blogging participation
      3.2 Perceptions of blogs
      3.3 Blogging topics
            The influence of bloggers
            The commerce of blogs
            Blogs about products and services
      3.4 Sites used for blogging & how blogs are found

Section 4. Content Uploading & Sharing

      Section highlights
      4.0 Overview of content upload and sharing activities
            Online video: Consumption habits
      4.1 Social media sites & content upload
      4.2 Motivations & barriers to uploading content
            Uploading video
            Barriers to photo upload
      4.3 Topic of video viewed and uploaded
            Age differences
            Topic of videos uploaded
      4.4 How content is shared, discovered and obtained online
            Sharing content
            Sources for discovery of music vs. video
            Sources of obtaining music vs. video
      4.5 Attitudes toward advertising on content sharing / uploading sites like YouTube

Section 5. Online ‘Word of Mouth’

      Section highlights
      5.0 Overview of online ‘word of mouth’ and consumer interaction with organisations
            Demographic break-down of those reading and creating social media relating to
              products and services
            Demographic break-down of those participating with companies / brands /
              products online
            Joining and reading conversations about government-related / social issues
      5.1 What goods and services attract online discussion and readership?
      5.2 Where product/service reviews and comments are placed and read
            Specific sources mentioned
            Sources and product categories
      5.3 Text vs. rich media to support decision making – behaviours and impact
            Sources called upon for text-based vs. video content relating to products and
            Video sources for specific product categories
            Items viewed – rich media vs. text-based
            Impact of social media on purchase behaviour
      5.3 Barriers to discussing / reviewing products or services online
      5.4 Value of consumer comment and opinion to support decision making about
       products and services
            Perceptions of consumer comment vs. independent experts vs. companies
            Consumer trust in various sources of information and media
      5.5 Most valued sources of information

Closing thoughts to prepare your business going forward

      Where to going forward?

Appendix: detailed charts


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