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social media tracker - wave 3 Powered By Docstoc
					Mar.08




 Power to the PeoPle
 SoCIAl MeDIA trACKer



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


Welcome to Wave 3

04   Introduction
06   Methodology
10   What is Social Media?
12   Global Snapshot
18   Blogging
34   Social Networking
48   Sharing Content
56   Consuming Content
76   Final Word
Introduction
Welcome to Universal McCanns global research into the                This latest report demonstrates the continued growth of social
impact of social media. This project is an ongoing commitment        media, the impacts of this are huge.
by Universal McCann to measure consumer usage, attitudes and
                                                                     • The vast majority of users are producing content and there
interests in adopting social media platforms and is the largest
                                                                       is an ongoing shift towards participation.
exploration of its kind. It aims to provide the facts behind the
hype.                                                                • Media consumption is internationalising along language lines
                                                                       thanks to global social platforms.
The first study was published in September 2006 (Wave 1) and
the second study in June 2007 (Wave 2). This report (Wave 3)         • Consumers are moving to on-demand media such as video
brings together the latest results from Wave 3 as well as tracking     clips and podcasts.
the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet
users in 29 countries and was completed in March 2008.               • The role for advertisers and brands has never had so much
                                                                       potential – branded applications, content and services all
Since Wave 1 in September 2006 the research has created                offer huge potential in social media.
genuine insights on the patterns of usage, such as China having
more bloggers than the US, emerging markets leading take up and      • Emerging internet markets are leading the way in usage,
Japan shunning photo sharing.                                          closing the gap with developed countries.




                                                                     Tom Smith
                                                                     Tom.smith@universalmccann.com

                                                                                                      Wave 3
                              Wave 1                                                              29 Countries
                          15 Countries                                                           17,000 Internet
                                                               Wave 2                                Users
                          7500 Internet                    21 Countries
                             Users                                                                   March
                                                          10,000 Internet                            2008
                           September                          Users
                             2006
                                                            June 2007

Power to the people - Social Media Tracker Wave 3
Wave 3 Highlights                                                                                 5



   S
•	 	 ocial	media	is	a	global	phenomenon	happening	in	all	markets	regardless	of	wider	economic,	
   social and cultural development. If you are online you are using social media
   A
•	 	 sian	markets	are	leading	in	terms	of	participation,	creating	more	content	than	any	
   other region
   A
•	 	 ll	social	media	platforms	have	grown	significantly	over	the	three	Waves
   – Video Clips are the quickest growing platform, up from 31% penetration
       in Wave 1 to 83% in Wave 3
   5
•	 	 7%	have	joined	a	Social	Network,	making	it	the	number	one	platform	for	creating	
   and sharing content
   – 55% of users have uploaded photos
   – 22% of users have uploaded videos
•	 The	widget	economy	is	real
   – 23% of social network users have installed an application
   – 18% of bloggers have installed applications in their blog templates
•	 Blogs	are	a	mainstream	media	world-wide	and	as	a	collective	rival	any	traditional	media	
   – 73% have read a blog
   T
•	 	 he	blogsphere	is	becoming	increasingly	participatory,	now	184m	bloggers	world-wide
   – The number one thing to blog about is personal life and family
   C
•	 	 hina	has	the	largest	blogging	community	in	the	world	with	42m	bloggers,	more	than	the	US	
   and Western Europe combined
•	 Social	media	impacts	your	brands	reputation	
   – 34% post opinions about products and brands on their blog
   – 36% think more positively about companies that have blogs
Methodology: How we did it
                                                                                                   The research has retained a consistent methodology
                                                                                                   throughout	Wave	1,	2	and	3.	All	surveys	have	been	scripted	
                                                                                                   and hosted on Universal McCann’s in-house online research
                                                                                                   system,	Intuition.	All	surveys	are	self	completion	and	the	data	
                                                                                                   collected is entirely quantitative. Every market is representative
                                                                                                   of the 16-54 Active Internet Universe. In this Wave 17,000
                                                                                                   internet users in 29 countries were interviewed. To be included
                                                                                                   you need to be using the internet everyday or every other day.




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THE	ACTIVE
INTERNET
UNIVERSE	=                                                                                 I use the internet
                                                                                           everyday / every other day

Power to the people - Social Media Tracker Wave 3
                                                                                                                                                      7
Why	the	Active	Internet	Universe?

•	 As	they	are	the	key	leaders	of	social	media	and	drivers	of		                 In the past Waves there has been occasional mis-understanding
       adoption, they are the most important consumer to                        about what the results represent, due to the fact that smaller less
understand.                                                                     economically developed countries lead the way.

• They are the most important consumer to understand the                        The reason lies in the focus of the study, which is to understand
  adoption of social media who are key to growing the internet.                 usage of social media among internet users. Emerging Internet
                                                                                markets tend to have a demographical profile that fits the early
• They make up the vast majority of social media adopters.
                                                                                adopter as opposed to the mature internet markets such as Japan
  If you’re not using the internet regularly, you’re not blogging.
                                                                                and the US. This can be a factor in lower levels of adoption in
• Over time, all users increase the regularity of usage.                        penetration terms.
  Eventually everybody will be an active user, as they have
                                                                                It must also be considered that emerging markets have lower levels
  been with television.
                                                                                of internet penetration, so the impact of social media among the
                                                                                country as a whole will be more measured.




Internet Penetration by market
Internet Penetration, all adults. Figures sourced from Internetworldstats.com
                                                    %
                                                 .9




                                                 %
                          N rali % 2%
                          Au n 5 .7% 49




                          Au 71 a 7 9%
                          U h K g 6 2%
                          Br ico .8 4%




                                              .8
                          Ta 66. 5.9 %




                                      nd %
                          So g K d 6 %
                             ee y 3 4%
                              e 3 2%




                               st .4 0.



                                           87
                              ai 54 lic




                            SA or 9.
                             ut on 9.
                                      9 .




                             iw 4% %
                              ili 2. %




                          H ani .6%




                            K 6 6
                            an Re %




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                            on an .8
                               rm .0 %




                          De an 6 .4%
                          Ro nd .5%
                             az 21 %
                          Tu il 2 .3%
                            ex 1 5




                          Sw ma .7%
                          Sp ce pub
                          Ru ppi 3%




                          U da 64.
                          Po ey 2 4%




                          Ita ria 5%
                          Gr gar 31.
                          Cz ce 5.
                          M sia s 1
                          Ph a 1 .3




                          Fr ch 5.5




                                         s
                                  57 .7




                          H zerl 68
                          Ca an %
                              ki 3%




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                                       e
                              in n 7




                              m 29




                                     56




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100
  %	Online	(All	adults)




         0
Methodology: Universe sizes – putting it into context
 Estimated	worldwide	16	-	54	active	
 internet	universe	=	475m	users




                                                                                               11
                                                                                         5     6          12
                                                                   2
                                                                                                    13     14
                                                                                             7 8           15
                                                    1	USA                                           17       16

                                              100m                                       9           10
                                                                                                                  18
                                                                                                           19


                                                                             3
                                                       3




 North America                  Europe                      Asia & Oceania
 1 USA                100m      5 UK                17.8m   21 Pakistan      0.26m
 2 Canada             7.8m      6 Netherlands       6.1m    22 India         17.8m
 Central &
                                7 France            12.8m   23 China         61.0m   4
                                8 Switzerland       1.3m    24 Hong Kong     1.8m
 South America                  9 Spain             10.9m   25 Taiwan        5.4m
 3 Mexico             6.7m      10 Italy            10.2m   26 South Korea   13.7m
 4 Brazil             13.8m     11 Denmark          1.3m    27 Japan         29.8m
                                12 Poland           3.6m    28 Philippines   3.7m
                                13 Germany          18.8m   29 Australia     5.1m
                                14 Czech            1.9m
                                15 Hungary          1.2m
                                16 Romania          2.2m
                                17 Austria          1.2m
                                18 Turkey           5.0m
                                19 Greece           1.2m
                                20 Russia           8.6m

Power to the people - Social Media Tracker Wave 3
                                                                                          9




20
                                              Putting the results into context
                                              To help provide a more complete picture,
                                              the analysis in this report puts the results
                                              into context in two ways;
               23 China                       1. Market by market universe estimates

               61m
                               26        27
                                              2.	Penetration	of	usage	among	all	16-54s.	

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

                                              How	did	we	get	to	these	universe	figures?	

                                              Local market data from TGI, Simmons or
                                              equivalent provided penetration figures for
                                              16-54s by market and levels of active usage.
                                              These were correlated with Internet World
                                              Stats, CIA World Factbook and Comscore.

                                    29        The general rule is the more developed a
                                              market is, the higher in home and at work
                                              internet connections are, which leads to
                                              higher levels of active usage.
What is social media?



                                                           www.fic r.com/phot
                                                                                                           Social media is an important

                                                                  k
Social media represents                                                                                    shift, as it summarises the
a big improvement over                                             os/
                                                                                                          importance of interaction, the consumer
                                                                       pi   cc
Web 2.0 as a term to
                                 lly
                                    wi
                                       ls o
                                                                               adi                       and the community. The term emphasises
                                           n/6
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describe the changes that have
                                                  6 1 3 2/                                             the idea that as a collective it can have as much
impacted the internet. The idea                                                                     impact as any traditional media platform.
that we switched from Web 1.0 to               In truth, to claim social media as “new” is slightly misleading. From the
2.0                                          beginning, the internet was founded on message boards, chat rooms and
was always a touch crude.                 peer to peer communication. What has changed is the mass involvement
                                                                                that modern social platforms inspire.

                                                                                Contributing to the internet has never been as accessible and less technical.
                                                                                Innovations in web development, computing technology and the proliferation
                                                4787692/




                                                                                 of broadband have come together in drive monumental consumer take up.
                                                                                  This is why the phenomenon of social media is important now – it has the
                                               s/45
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                                                                                   potential to impact on all our media consumption therefore shifting the
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                                co   m/                                              emphasis from professional content producers to the consumer.
                    www.fi




                                                                                                 The	definition
                                                                                                “Online applications,
                                                                                             platforms and media which
                                                                                             aim to facilitate interaction,
                                                                                                collaboration and the
                                                                                                 sharing of content”

Power to the people - Social Media Tracker Wave 3
                                               11




               Photo    Blogging
              Sharing

                                    Micro
    Video	                         Blogging
   Sharing


                   Key
Podcasts          Social                 RSS

                Platforms
    Message                          Widgets
    Boards

                Chat      Social
               Rooms    Networking
Global snapshot: Wave 3
Reach




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       82.9%                  72.8%       67.5%        63.2%     57.3%        54.8%        52.2%         45.8%        45.1%       38.7%       38.5%       33.7%




Reach over time
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users

                              90%                                                                                       Read blogs/weblogs
                              80%                                                                                       Start my own blog/weblog
                                                                                                                        Leave a comment on a news site
                              70%
                                                                                                                        Watch video clips online
                              60%                                                                                       Download a podcast (pre-recorded radio/
                %	Ever	done




                              50%                                                                                       audio show)
                                                                                                                        Create a profile on a social network
                              40%
                                                                                                                        Subscribe to an RSS feed
                              30%

                              20%

                              10%

                               0%
                                        Wave 1 Sep 06           Wave 2 Jun 07              Wave 3 Mar 08
Power to the people - Social Media Tracker Wave 3
                                                                                                                                      13



Frequency
“Thinking about using the Internet, which of the following have you ever done?” Active internet users



                         Watch video clips online                  22%                          37%             16%


                                Read blogs/weblogs                21%                    27%              11%


             Visit a friend’s social network page                  22%                    25%            10%

                     Read personal blogs/weblogs                19%                    25%              10%


                  Share a video clip with a friend             13%               24%             12%


                     Visit a photo sharing website             13%            21%               14%


      Manage profile on existing social network                 17%               18%           11%


Upload my photos to a photo sharing website                  8%        15%         13%


                              Download a podcast             7%        16%          8%
                                                                                                                      Daily reach

    Post/write stories for my own blog/weblog                9%       12%      5%
                                                                                                                      Weekly reach

    Upload video clip to video sharing website 7%                   11%       7%                                      Monthly reach
Global snapshot: Wave 3




                                                                Read personal   Visit	a	friends	social	                                              Man
Watch video clips online                   Read blogs/weblogs                                               Share a video clip
                                                                blogs/weblogs       network page                                                    on a s
        394m                                     346m                                                            303m
                                                                    321m                307m




Power to the people - Social Media Tracker Wave 3                                                         www.fickr.com/photos/mshandro/34964515/
                                                                                                                                                   15




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nage	a	profile	                    Download a     Download a                   Start my own                                Upload a        Subscribe to
                  Upload photos                                                                                            video clip
social network                    video podcast    podcast                     blog/weblog                                                 an RSS feed
                      248m                                                                                                   183m
  272m                                216m          215m                          184m                                                        160m




                                                                                                                              16-54 active Internet users
                                                                                                                               global universe estimates
Power to the people - Social Media Tracker Wave 3
Country results
in detail
Reading blogs: usage trends
Blogging shows no signs of slowing its growing prominence in popular culture and society.

Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal
output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in
every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest.

•	 Growth	continues	at	a	global	level                                                  •	 Very	high	frequency	medium
     – 77% Read blogs – up 11% on Wave 2                                                   – 50% daily reach in Brazil and Japan

•	 Saturation	in	growth	in	some	markets                                                •	 Blogs	are	primarily	a	community	media
     – South Korea, China, Italy and Russia all reached their                              – Personal blogs and friend and family blogs are number
       limits of growth                                                                      one destination for reading

•	 	 logging	as	a	collective	rivals	traditional	media
   B                                                                                   •	 They’re	not	for	geeks	
     – 70% weekly reach                                                                    – Music, TV, film and News are the next highest destinations


Blog readership Wave 3
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users




                      h 9 7% .8%
                M a 8 s 9 .1%




                                    %
                Ita n 8 % .4%




                N ey 6 9. 69




                U mar 2. 2%
                De rali d 6 8%
                Br ico 1% 3%




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                Ru ce .3%




                Ge ada .7%


                         ry .4
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                Cz al 7 .8%




                U erl .6%
                Ch ppi ea 9




                H 5. ds 6
                Gr nd 6.0




                             .5
                Ro h R .2%
                Fr 78 .4%
                Ja 85 o 8




                Tu ani pub
                Po stan 8%
                Pu an 1%




                Au 60 60.




                H an 6.6
                Au erl 6
                Pa n 7 %




                       ga 55
                Ca ria %
                Sp ce %




                     itz ong
                   az 87




                    la 7


                     s 72
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Power to the people - Social Media Tracker Wave 3
                                                                                                                                                  19



Blog readership Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe




Global             54%        66%         77%                                          Philippines       33%        64%             90%




Australia        21% 55%             62%                                               Russia               73%         72%          71%




China               58%           85%               88%                                South Korea          72%             91%             92%




France               75%            77%           78%                                  Spain                70%          72%          78%




Germany          20% 15%          55%                                                  UK                 38%      54%         66%




Italy                 79%           76%            79%                                 USA                  62%        61%          60%




         Wave 1 Sep 06                    Wave 2 Jun 07                  Wave 3 Mar 08
Reading blogs: usage trends
Frequency of readership – key markets
“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only



                                            31%                                       40%                                   16%           13%
                  al
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                                                          52%                                              32%                      7%         9%
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                                        28%                                     38%                                   19%                  15%
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                               17%                                  41%                                     21%                          21%
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                                              39%                                              42%                                 10%          9%
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                                            37%                                             40%                               12%          11%
	R




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                                                          50%                                           32%                         12%          6%
                n
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                                       29%                                      38%                                     22%                    11%
                ia
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                                                    45%                                                39%                                13%        3%
                a
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                                  20%                                  40%                                    22%                        18%
                K
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                                   23%                                       42%                                   19%                    16%
              SA
             U




                             Daily reach                    Weekly reach            Monthly reach               Less often


Power to the people - Social Media Tracker Wave 3
63.5%
                                            Pe
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                                                 m                          s
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                                                                                                                                                                                                                                                     What kind of blogs do you read?




26.6%
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                                                                                                                                          “When you read blogs, which of the following topics would you read most often?” Active Internet Universe




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                                                            e                        re
                                                                                          le
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33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7%




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26.4% 18.2% 22.5%




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9.8%




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                                                                           ay
                                               l   eb                           de
                                                          rit                        st
                                                             ie                        in
                                                                  s
6.7%




                                                                                               at
                                                                                                 io
                                                                                                                                                                                                                                                                                       21




                                            Ot
                                              he                                                     ns
                                                      r                                                )
    Reading blogs: putting it in context

       North America               Europe                       Asia & Oceania
       1 USA             60.3m     5 UK                 17.8m   21 Pakistan      1.95m
       2 Canada          4.1m      6 Netherlands        4.1m    22 India         15.1m
                                   7 France             8.1m    23 China         53.8m
       Central &                   8 Switzerland        1.21m   24 Hong Kong     1.2m
       South America               9 Spain              8.5m    25 Taiwan        4.8m
       3 Mexico          5.9m      10 Italy             8.1m    26 South Korea   12.5m
       4 Brazil          13.1m     11 Denmark           0.81m   27 Japan         25.1m
                                   12 Poland            2.6m    28 Philippines   3.3m
                                   13 Germany           10.5m   29 Australia     3.2m
                                   14 Czech             1.2m                                      2
                                   15 Hungary           0.1m
                                   16 Romania           1.5m
                                   17 Austria           0.75m                             1	USA
                                                                                         60.3m
                                   18 Turkey            3.5m
                                   19 Greece            0.86m
                                   20 Russia            6.1m




                                                                                                      3
                                                                                            3

  Reading blogs: impact versus total market
  Universe Sizes versus total 16-54 population
                                      %
                 an y % .1




                             s .6%

                                    %
                                  %
               Fr an 0.5 19




              Ta 2. d 2 0%




                                 .6
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                               .2
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                 rk 6. .6




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                 iw 1% 6
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                  in .3% %




                  n ep %
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45                                                                                                        4
%	Ever	read




   0



    Power to the people - Social Media Tracker Wave 3
                                                                                23




                                  20
      11
5                12
      6

           13 14
    7 8     17     15
                        16
                                                 23 China
                                                 53.8m
9           10                                                   26        27
                             18
                    19

                                       21
                                                       24   25

                                            22
                                                                 28




                                                                      29
Writing blogs: usage trends
Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.

•	 	 ontinued	shifts	into	participation
   C                                                                                   •	 Germany	finally	found	its	blogging	voice	
      – 45% have started a blog, up 14%                                                   – 28% have started a blog, up from 8%
      – 184m started a blog
                                                                                       •	 Blogging	is	a	community	medium
   A
•	 	 sia	leads	the	way	                                                                   – 64% write about personal life
      – South Korea, Taiwan, China top the league table with
                                                                                       •	 Content	is	multimedia	
        70%+ penetration
                                                                                          – 61% post photos, 29% post videos, 24% upload music
•	 China	the	biggest	blogging	market	in	the	world	
                                                                                       •	 Blogs	impact	on	brands
      – Estimated 42.5m bloggers
                                                                                          – 34% write about their opinions on products and brands.
•	 Eastern Europe lowest levels of participation
      – Hungary, Czech and Romania are bottom 3



Starting a blog: Wave 3
“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe




                                                                                                                                           %
                                   .2
                Ph a 7 .9% 7%




                   ee 6.4 26 %
                Fr 33 .2% .3%




                             8% 8
                U ce 2 % .6%
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                Br g K 0.3 .8%




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 75
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      0


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	/	Somewhat	
 Agree”	Active	Internet	
         Universe
                                        56% Blogging is a good way to express yourself

                36% I think more positively about companies that have blogs

       33% I have a favourite blog that I read regularly

       32% I trust bloggers opinions on products and services

       31% Blogging is an important way to socialise with friends




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                                                                        36
                                                                          4/
Writing blogs: usage trends
Blog writing Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe




Global              28.3%        30.6%         44.8%                      Philippines      14.1%         41.0%           64.9%




Australia           18.3% 17.9%           29.0%                           Russia           14.8% 21.3%           27.7%




China                   58%              61.1%          70.3%             South Korea        45.5%         55.2%           70.6%




France             17.6% 31.4%            31.5%                           Spain             24.8% 29.1%          41.4%




Germany            6.0% 7.5% 27.8%                                        UK               9.8% 18.5% 25.3%




Italy               22.5%       26.5%        33.3%                        USA              20.2% 21.1% 26.4%




          Wave 1 Sep 06                        Wave 2 Jun 07    Wave 3 Mar 08           % start a blog

Power to the people - Social Media Tracker Wave 3
                                                                                                                                   27



Frequency of writing
“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only




                                   30%                            30%                    13%                      27%
              al
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                             23%                                 39%                         12%                   26%
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                          20%                  14%          9%                                 57%
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                        20%                           25%                  15%                              40%
              SA
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                     Daily reach                Weekly reach           Monthly reach           Less often
Writing blogs: usage trends
Topics blogged about
“When writing your blog, what topics do you normal write about?” Blog Writers Only




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     63.5%         38.9% 29.1%                 26.6% 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5%                                                 9.8%        6.7%




                                                                        % Topics written about (blog writers only)




Power to the people - Social Media Tracker Wave 3
                                       60.6%
                                                  Ph
                                                     o     to
                                                                                                                                                                                                       Content posted

                                                              s




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                                                                         ic                                  m
                                                                                                                     “When writing your blog, which of the following do you post?” Blog Writers Only




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                                                                                                                                                                                                                        29
 Writing blogs: putting it into context

         North America           Europe                      Asia & Oceania
         1 USA           26.4m   5 UK                4.3m    21 Pakistan      0.9m
         2 Canada        1.6m    6 Netherlands       1.7m    22 India         8.4m
                                 7 France            3.8m    23 China         42.3m
         Central &               8 Switzerland       0.5m    24 Hong Kong     0.9m
         South America           9 Spain             4.2m    25 Taiwan        4.4m
         3 Mexico        3.7m    10 Italy            3.4m    26 South Korea   9.9m
         4 Brazil        7.0m    11 Denmark          0.3m    27 Japan         14.1m
                                 12 Poland           1.1m    28 Philippines   2.3m
                                 13 Germany          5.2m    29 Australia     1.38m
                                 14 Czech Rep.       0.62m                                    2
                                 15 Hungary          0.06m
                                 16 Romania          0.5m
                                 17 Austria          0.3m
                                 18 Turkey           1.5m                             1	USA
                                 19 Greece           0.3m                             26.4m
                                 20 Russia           2.5m




                                                                                        3
 Writing blogs: impact versus total market
 Universe Sizes versus total 16-54 population
                                       5%




                                      %
                  H n 1 % .2%



                        h .7 5%
                 U 2. 12. .0%
                                    9.




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                 Ph ce %
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                                                                                                  4
%	Ever	written




    0


 Power to the people - Social Media Tracker Wave 3
                                                                              31




                               20
        11
5       6         12
             13   14
    7
        8 17
                  15 16
9            10                               23 China
                                                               26
                          18                  42.3m                      27
                   19


                                    21
                                                     24   25

                                         22
                                                               28




                                                                    29
Blogging: the impact
As	a	collective,	the	blogosphere	rivals	any	mass	media	in	
terms of reach, time spent and wider cultural, social and
                                                                                           All companies and brands should
political impact. There are also major shifts into participation,                          consider employing them to create
pioneered	by	the	Asian	markets	and	now	happening	everywhere,	
even Germany. Blogging today must be embraced whether you                                  open and honest dialogue. Any blog
are a marketeer, advertising professional or content producer.
                                                                                           that spins the truth will be found out.
                                                                                           In a world of social media honesty is
                                           www.
                                               fickr.com
                                                           /photos/wfryer/50
                                                                               3600
                                                                                    331
                                                                                       /
                                                                                           the only policy.




Power to the people - Social Media Tracker Wave 3
                                                                                                                    33


• 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               The role
  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.
                                                                                               for advertising
                                                                                             is going to be more
• 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
                                                                                            important in the future as
  programs and advertising networks are the way forward to reach                                 it becomes essential
  a mass audience.                                                                                     to provide free
• Bloggers value advertisements, not only for the money                       Things to watch               access to
  they can bring, but the credibility they lend to                   in the world of blogging:                sites.
  their site. The role for advertising is going to be
  more important in the future as it becomes                  Micro Blogging: Blogging in 140 characters
  essential to provide free access to sites,               or less. Sounds inane, but surprisingly addictive.
  web services and content. Everything is                Check out Twitter.com and Jaiku.com Perfect for the
  becoming ad supported.                                mobile age.
• Increasingly blogs are incorporating            Political Influence: All the candidates in the US presidential
  widgets. Branded widgets are a huge            race are blogging. Barack Obama is even on Twitter. Political
  opportunity and will be adopted if
                                                blogs are having more impact, check out the Daily Kos and the
  they provide a clear benefit for the
                                                Drudge report.
  blogger.

• The blogosphere is now so large it is
                                                 Fake Blogs: The real pretend thoughts of the rich and
  an accurate barometer of consumer              famous. Check out Steve Jobs (www.fakesteve.blogspot.com)
  opinion. All brands should be using             or a whole network from Hillary Clinton to Gordon Ramsay at
  it as a means to measure consumer                Newsgroper (www.newsgroper.com).
  opinion, track response to marketing
  initiatives and as a forum for research.               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.
Social networking: usage trends




                                                                                   Social Networks have
                                                                                 evolved into platforms to
                                                                                  organise users internet
                                                                                   experience. Users are
                                                                                     posting a massive
                                                                                     variety of content
                                                                           6 84/
                                                                         /8279
                                                                        av o g
                                                                  g u st
                                                                     /
                                                                otos
                                                               / ph
                                                           om
                                                         kr.c
                                                          ic
                                                      w.f
                                                    ww




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:
•	 Global	penetration	has	increased	significantly                   U
                                                                 •	 	 S	saturated	as	growth	stalls	at	41%
  – Growth appeared to be slowing. Not so; Wave 3 is up to 58%
                                                                 •	 Brazil	has	the	most	active	users
    an increase of 21%.
                                                                   – 56% manage their profile every day
•	 Collectively	massive	platform
                                                                    S
                                                                 •	 	 ocial	Networks	have	evolved	into	platforms	to	organise	
  – Estimated 272m users world-wide
                                                                    users internet experience. Users are posting a massive
•	 	 onnecting	people	globally:	emerging	markets	with	high	
   C                                                                variety of content
   emigration lead the way                                         – 55% uploaded photos
  – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76%           – 21% installed applications
                                                                   – 23% uploaded video
•	 UK	hit	by	the	Facebook	factor
  – Usage up 32%                                                    S
                                                                 •	 	 ocial	Networks	becoming	social	utilities	for	managing	
                                                                    peer to peer relationships
                                                                   – 74% use them to message friends
                                                    0
                                                                      85
                                                        %	Ever	done

                                                                       Ph
                                                                           ili
                                                                       H ppi
                                                                         un ne
                                                                       Po gar s 8
                                                                           la y 7 3.
                                                                       M nd 9.9 1%
                                                                          ex 76 %
                                                                       Br ico .8%
                                                                          az 76
                                                                       Pa il 7 .3%
                                                                           ki 5.
                                                                       Ru stan 7%
                                                                            s     7




Power to the people - Social Media Tracker Wave 3
                                                                       So sia 2.0
                                                                          ut 71 %
                                                                       Tu h K .1%
                                                                          rk or
                                                                                                                                                                                                                                                         Belong to a Social Network Wave3


                                                                       In ey 6 ea 7
                                                                          di 6 0
                                                                              a
                                                                       Ch 66 .0% .3%
                                                                           in .0
                                                                       Ta a 6 %
                                                                          iw 4.
                                                                       Ro an 0%
                                                                           m 63
                                                                       N ani .1%
                                                                         et a
                                                                             h
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                                                                         K an 5
                                                                              5        %
                                                                       Pu 9. ds 6
                                                                           er 6% 1
                                                                                        .4
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                                                                          ob ic           %
                                                                       Ca al A o 5
                                                                           n ve 9
                                                                       H ada rag .0%
                                                                         on 5 e
                                                                       Au g K 8.5 58.
                                                                                                                                                                                                                                                                                            Social networking: usage trends




                                                                           st on % 8%
                                                                       De rali g 5
                                                                           n a 5 3.
                                                                       Au mar 0. 2%
                                                                           st k 2%
                                                                       Ge ria 47.
                                                                           rm 47 5%
                                                                       Sp an .4%
                                                                           ai y
                                                                       U n 4 43.
                                                                         SA 3 3
                                                                                  . %
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                                                                          pa .0
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                                                                          ee an
                                                                       Ita ce d 4
                                                                          ly 41 1.
                                                                       Cz 38 .4% 4%
                                                                          ec .6
                                                                       Fr h R %
                                                                                                 “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe




                                                                          an e
                                                                               ce pu
                                                                                 33 blic
                                                                                   .1 3
                                                                                     % 5.
                                                                                            5%
                                                                                                                                                          37



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




Global             27.3%         36.2%              57.5%                               Russia             23.1%          41.7%                 74.2%




France            16.0%      10.3%        33.1%                                         Spain                 37.3%            39.5%             44.6%




Germany            22%           19%            40.6%                                   UK                 26.9%        27.4%            59.7%




Italy            11.3% 19.1%             40.8%                                          USA                  39.2%              40.0%             42.5%




         Wave 1 Sep 06                     Wave 2 Jun 07                  Wave 3 Mar 08
Social networking: usage trends

Content posted on social network
“What do you do with your social networking profile?” Active Internet Universe




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                55.1%                21.9%           23.3%                74.0%           30.8%        18.3%        9.8%         33.6%      3.2%




                                                            % 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



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


                                       31%                           33%                       19%                    17%
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                                       33%                             32%                      17%                   18%
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                         Daily reach            Weekly reach           Monthly reach          Less often
Social networking: context

       North America            Europe                      Asia & Oceania
       1 USA           43m      5 UK                10.6m   21 Pakistan      1.84m
       2 Canada        4.24m    6 Netherlands       3.7m    22 India         11.8m
                                7 France            4.24m   23 China         39.0m
       Central &                8 Switzerland       0.8m    24 Hong Kong     0.97m
       South America            9 Spain             4.7m    25 Taiwan        4.0m
       3 Mexico        5.1m     10 Italy            4.0m    26 South Korea   9.4m
       4 Brazil        11.4m    11 Denmark          0.6m    27 Japan         12.4m
                                12 Poland           2.7m    28 Philippines   3.0m
                                13 Germany          8.2m    29 Australia     2.6m
                                14 Czech            0.8m                                     2
                                15 Hungary          1.0m
                                16 Romania          1.4m
                                17 Austria          0.6m                             1	USA
                                18 Turkey           3.3m
                                19 Greece
                                20 Russia
                                                    0.5m
                                                    6.1m                             43m

                                                                                                 3
                                                                                       3


Joined Social Network – impact versus total population
Universe Sizes versus total 16-54 population
                                         %
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                                       %
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    0

Power to the people - Social Media Tracker Wave 3
                                                                              41




                                20
      11
5                12
      6

           13    14
    7 8
                      16
            17 15
                                               23 China
9           10
                                               39m
                                                               26        27
                           18
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                                     21
                                                     24   25

                                          22
                                                               28




                                                                    29
Brand penetration:                                  usage trends




There is a lot of
                                                         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

talk about which is                                      on music and commercial content, rather than connecting friends.
                                                         Facebook is not far behind on 22.5% weekly reach and the

the biggest social                                       number one in many markets and surely will grow as it
                                                         becomes internationalised.


network in the world.                                    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.




Power to the people - Social Media Tracker Wave 3
                                                                                                                  43




    Weekly usage of key international social networking media sites
    Universe Sizes versus total 16-54 population



       Myspace                                                                                            32.3%
      Facebook                                                                 22.5%
        Blogger                                              15.7%
          Baidu                                            15.0%
             QQ                                            14.6%
          Flickr                                        13.8%
           Sohu                                    11.5%
          Orkut                                    10.9%
             Hi5                              9.7%
Skyblog/Skyrock                           8.4%
        LastFM                           7.9%
     Friendster                          7.7%
        Cyworld                        7.4%
            Mixi                      6.7%
    Second Life                      6.2%
       Linkedin                    5.7%
           Bebo                    5.6%
         Bokee                    5.1%
           Piczo               4.2%

                     % Weekly usage Active Internet Universe (weighted reach – based on universe sizes)
                 0                                                                                         35



    This fragmentation suggests that a
    truly global platform is impossible.
 Brand penetration:                                            usage trends
     % = weekly reach to top social
     network by market




                                                                                          54%




                                                                                    40%




   Weekly user estimates:
   sizing the international social networking brands
   16-54 active Internet users universe estimates by brand for 31 market universe
                                                                                      64%
                         4m
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                                                                                                86%
 millions




   0



 Power to the people - Social Media Tracker Wave 3
                                                                               45




                         21%
53%         31%                     10%
             11% 15%              17%
  23%
                               56%
            21%
      26%                19%                                                  31%
             37%
34%                              63%                              74%
                   40%
                                                      76%

                                          63%
                                                                   23%
                                                            35%

                                                34%                 89%




                                                                        36%
Social networking

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            micro-sites but most of all make it engaging.
  relative stagnation between Waves 1 and 2. Social networks          • Widgets are clearly going to be very important to brands.
  are today the main platform for sharing content and have              They should deliver a true benefit to users, avoid overt branding
  increasingly become the means to manage social relationships.         and be relevant to the user if they are to be successful. Equally
  Consequently social networks are grabbing ever more of our            as important is securing successful distribution by working with
  internet time and so brands and content producers must be             the platforms, using it as a message in advertising and making it
  active inside them.                                                   available on as many social networks as possible.

• Large Social Networks have near unlimited inventory. For            • Be International; social networks have global presence,
  advertisers to cut-through they need to be relevant and ideally       but are heavily localised in adoption and any content and
  work inside the network, by bringing users to branded pages,          widgets should be tailored to the particular network, refecting
  applications or connecting them with content.                         local and cultural differences.

• 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




Power to the people - Social Media Tracker Wave 3
                                                                                                          47




                           Things to watch in the world
                      of 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.
Sharing Content – uploading photos:                                                                              usage trends

Photo sharing is the number one way to                                       •	The	leading	markets	are	Asian	and	Latin	Ameri-
                                                                             can
share content thanks to the proliferation                                    Philippines leads the way with 86%.
of digital cameras and the continuing ease
                                                                             •	Japan	shuns	photos
of sharing that comes with technology                                        Bottom of the table – just 21% uploaded.
innovation. The platforms to share have also
expanded with photo sharing becoming                                         •	Large	numbers	of	consumers	contributing	on
                                                                             a very frequent basis 16% upload everyday
central to social networks.
                                                                             •	Brazil	and	Asia	more	frequent
                                                                             than the UK or US
                                                                             34% upload everyday


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
                                          %
                             ut 55 3% .4



                          U ria .5% .0%




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                          So nd 56. 59




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Power to the people - Social Media Tracker Wave 3
                                                                                                                                       49



                     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



                             17%                         32%                                26%                        25%
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                          Daily reach               Weekly reach              Monthly reach             Less often
Sharing Content – uploading photos:                                                                  context


              North America                 Europe                 Asia & Oceania
              1 USA                 47.1m   5 UK            8.7m   21 Pakistan      1.6m
              2 Canada              3.0m    6 Netherlands   2.8m   22 India         11.6m
                                            7 France        3.9m   23 China         45.0m
              Central &                     8 Switzerland   0.7m   24 Hong Kong     1.2m
              South America                 9 Spain         8.5m   25 Taiwan        3.5m
              3 Mexico              4.9m    10 Italy        5.0m   26 South Korea   7.3m
              4 Brazil              10.1m   11 Denmark      0.4m   27 Japan         6.2m
                                            12 Poland       2.0m   28 Philippines   3.14m
                                            13 Germany      8.1m   29 Australia     2.4m
                                            14 Czech        1.0m                                     2
                                            15 Hungary      0.4m
                                            16 Romania      1.3m
                                            17 Austria      0.6m                             1	USA
                                            18 Turkey       2.5m
                                            19 Greece
                                            20 Russia
                                                            0.6m
                                                            4.5m                            47.1m

                                                                                                         3
                                                                                               3
Shared Photos Online – impact versus total population
Universe Sizes versus total 16-54 population
                               Sp rali 6. 0% %
                                   st y 1 6. .9




                                                      %
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                                                                                                               4
 %	Ever	Shared	Photos	Online




 0


Power to the people - Social Media Tracker Wave 3
                                                                              51




                                20
      11
5                12
      6

           13 14
    7 8
                      16
            17 15
                                               23 China
9
                                               45m
            10                                                 26
                           18                                            27
                   19

                                     21
                                                     24   25

                                          22
                                                               28
                                                    22




                                                                    29
Sharing Content – uploading videos:                                                                               usage trends
Considering the complexities of sourcing and uploading                       •	Similar	pattern	to	photosharing
video the numbers of people doing it is staggering. In many                  Brazil lead the way on 68%
markets the number of people uploading is not far from                       Asia lead; all Asian markets bar Japan in the top half
the numbers sharing photos. Even more impressive is how
often they do it.                                                            •	Huge	variation	in	involvement
                                                                             Hungary 16% > Brazil 68%

                                                                             •	High	frequency	of	involvement
                                                                             20% uploading every day




Uploading	Videos	Wave	3
“Thinking about using the Internet, which of the following have you ever done?” –
“Upload my videos to a video sharing website” Active Internet Usage




                                            %
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Power to the people - Social Media Tracker Wave 3
                                                                                                                                    53



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



                                      21%                         33%                         21%                       25%
                      al
                  ob
                Gl




                                               36%                               31%                   14%                19%
                       il
                    az
                 Br




                                       26%                                41%                          13%               20%
                       a
                    in
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                     ce
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                                      18%                      33%                        21%                       28%
                     SA
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                                 Daily reach            Weekly reach          Monthly reach          Less often
Sharing Content – uploading videos:                                                                  context


 North America                               Europe                 Asia & Oceania
 1 USA                               25.3m   5 UK            5.7m   21 Pakistan      1.2m
 2 Canada                            2.0m    6 Netherlands   1.9m   22 India         9.4m
                                             7 France        2.5m   23 China         35.5m
 Central &                                   8 Switzerland   0.5m   24 Hong Kong     1.0m
 South America                               9 Spain         3.4m   25 Taiwan        3.1m
 3 Mexico                            3.9m    10 Italy        3.1m   26 South Korea   5.9m
 4 Brazil                            10.2m   11 Denmark      0.3m   27 Japan         6.1m
                                             12 Poland       1.3m   28 Philippines   2.2m
                                             13 Germany      6.3m   29 Australia     1.5m
                                             14 Czech Rep.   0.4m                                    2
                                             15 Hungary      0.2m
                                             16 Romania      1.0m
                                             17 Austria      0.5m
                                             18 Turkey       2.1m                            1	USA
                                             19 Greece       0.4m                            25.3m
                                             20 Russia       2.2m




                                                                                                         3
                                                                                               3
Shared	Videos	Online	–	impact	versus	total	population
Universe Sizes versus total 16-54 population
                                                 4%




                                Ta g K ea .3%

                                         21 20. %
                                Sp an 1. 2%




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                                Ca ria
                                       a




                                      h
                                     s
                                   di
                                In




25
                                                                                                               4
  %	Ever	Shared	Photos	Online




  0


Power to the people - Social Media Tracker Wave 3
                                                                                55




                                 20
        11
5       6         12
             13   14
    7
        8 17           16
                  15
9            10                                 23 China
                                                                 26
                            18                  35.5m                      27
                   19


                                      21
                                                       24   25

                                           22
                                                                 28




                                                                      29
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


       Video	clips	continue	to	grow	                                         Growth is universal across all countries
                                                                             31% to 82% global reach seen in all markets
       massively and penetration is huge
       in all markets. This is thanks to the                                 Lowest	difference	between	markets	of	any	social	media	platform
                                                                             Range 63% – 99%
       continual rise of video sharing sites
       and users embedding video clips on                                    Very	high	frequency	medium
                                                                             71% weekly reach
       social networks, blogs and web pages.
                                                                             Reach among total population comparable with broadcast media
                                                                             In Netherlands almost 50% of all 16-54s are watching video

                                                                             Volume	of	users	worldwide	is	vast
                                                                             Estimated 394m users

Watching	Video	Clips	Wave	3
“Thinking about using the Internet, which of the following have you ever done?” –
“Watching Video Clips” Active Internet Universe




                                                 %
                                              .0
                        Gr g K 6.5 .5%




                                             %
                        Ita erl .2% 84




                        U rali 77. 8%
                        Pa 85 .0% 1%
                        Tu il 9 .6% 6%




                                          .2
                            st e 3%




                                   7 %
                           iw 90 5%




                           pa .2 0%
                           ee on %




                            nm 6% %
                          on y 86




                          et 8 lic


                            na .3% 9




                            st y 7.
                           di 86 6.




                            rm an %
                           az 94 8.




                        Ch an .5%




                          SA a 1




                                        %
                        Sp a 8 .2%




                                  63 %
                        Po ani .4%




                        Ca 78 ds 7
                        De 4. 5.0




                        Fr sia .1%
                        So n 8 0%




                        N ria pub




                        Au an d 7
                        H h K 6%
                        Ro ey 9 2%




                        Au h R 84.




                        Ge zerl 8.3
                        In ce g 8
                        Ta nd 92.
                        Br ico s 9




                        Ja 74 7.
                        U stan %




                                     .4
                                ce .9
                        Ru n 6 %
                        H gar ea




                            ki .6
                                   8




                               8 8




                              h 0
                            in 89




                           an 67
                            m 3




                            ai 9.
                           ex ne




                           ut 6.
                           rk 4.




                                   r




                           ly an


                             it 7




                             s 8
                           ec k
                          un o
                            la a




                        Cz ar




                        Sw da
                        M ppi




                               a
                            ili




                          K
                       Ph




      100
         %	Ever	Done




        0
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




   Global                                                                          Philippines
                 32.0%           63.3%              82.8%                                              39.9%         60.7%             98.7%




   Australia     25.2%        57.5%            77.0%                               Russia               21.6%       57.5%           67.9%




   China                                                                           South Korea
                   56.2%              78.9%             89.0%                                           29.7%          73.5%            85.8%




   France                                                                          Spain
                  23.4%       53.6%             63.4%                                                   28.0%         69.4%             86.8%




   Germany        20.1% 44.3%                  77.1%                               UK
                                                                                                       32.3%         61.2%           84.6%




                  34.6%           63.3%             78.3%                          USA                  31.8%         51.7%         74.2%
   Italy




                                             Wave 1 Sep 06                Wave 2 Jun 07                  Wave 3 Mar 08

Power to the people - Social Media Tracker Wave 3
Consuming Content – video clips: usage trends                                                                                                 59



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


                                           27%                                    44%                                 19%           10%
                         al
                    ob
                  Gl




                                                          49%                                           37%                   7%        7%
                          il
                       az
                   Br




                                                    35%                                      49%                              10%        6%
                         a
                      in
                   Ch




                                          21%                                   48%                               21%               10%
                        ce
                    an
                 Fr




                                    12%                           47%                                   25%                       16%
                                y
                             an
                          rm
                       Ge




                                            41%                                                   39%                       13%         7%
                    ia
                 nd
             s I
           ip 	
        cl h
     o atc




                                                29%                                   44%                             18%               9%
   de W


         ly
 vi %	


     Ita




                                           24%                             37%                                  31%                     8%
                      p an
                   Ja




                                       16%                        44%                                     25%                      15%
                        ia
                      ss
                  Ru




                                                   29%                            41%                                  24%               6%
                          a
                       re
                   Ko
                h
             ut
         So




                                           26%                                         50%                                  17%         7%
                          n
                       ai
                   Sp




                                          18%                             45%                                 27%                   10%
                          K
                       U




                                       16%                          46%                                   23%                     15%
                        SA
                     U




                                     Daily reach           Weekly reach           Monthly reach          Less often
Consuming Content – video clips:                                                                    context


     North America                          Europe                  Asia & Oceania
     1 USA                          74.2m   5 UK            15.0m   21 Pakistan      2.2m
     2 Canada                       5.7m    6 Netherlands   4.8m    22 India         15.3m
                                            7 France        8.1m    23 China         54.4m
     Central &                              8 Switzerland   1.5m    24 Hong Kong     1.6m
     South America                          9 Spain         9.5m    25 Taiwan        4.4m
     3 Mexico                       6.4m    10 Italy        8.0m    26 South Korea   11.8m
     4 Brazil                       14.5m   11 Denmark      1.3m    27 Japan         20.3m
                                            12 Poland       3.2m    28 Philippines   3.6m
                                            13 Germany      14.6m   29 Australia     4.0m
                                            14 Czech        1.5m                                       2
                                            15 Hungary      1.1m
                                            16 Romania      1.5m
                                            17 Austria      1.0m                              1	USA
                                                                                             74.2m
                                            18 Turkey       4.7m
                                            19 Greece       1.0m
                                            20 Russia       5.9m




                                                                                                              3
                                                                                                3
Watched	Videos	Online	–	impact	versus	total	population
Universe Sizes versus total 16-54 population
                                                          %
                                                       .3




                               U 40 3% .1%




                                                      %
                               Ca n 2 % 22




                               So ma g 3 .3%
                               Sp h K 34 0%




                                                   .5
                               Br ey .4 %




                                   ai or .1%
                                   st 30 6%
                                   st 15 8%




                                 on an 9%
                                  ec 21 2%


                                  pa .0 lic




                                 SA 8 37




                                                47
                                  iw y %




                                  ut rk 4.
                                  rk 10 .3




                                   n on 2
                                    s .4 %




                                  az 11 %




                                 un 2 %
                               Gr an .3%



                               Fr gar .1%


                               Ita h R .7%




                               Sw rali .1%
                               Po il 1 .0%




                               Ge ada .7%
                               Ja 23 pub




                               De g K d 3
                               Ro nd 5%




                               Ta an .4
                               Au an 29.
                               Au ce 14.
                               Tu ico s 7
                               M ppi 5%




                               H zerl 1.
                               Ru a 6 .6




                               H ria .9


                               Cz ce 1.




                               N 1. %
                               U n 3 ea




                                              s
                               Ph sia %
                                   ki 4%




                                   rm 28




                                           nd
                                 et 3%
                                    it a 3
                                   in n 2




                                  an y 2
                                   m 13




                                            0




                                 K .9
                                  ex ne




                                            .
                                   la 2.




                                  ly e


                                   n 6
                                   ili 6.




                                  ee ia




                                        rla
                               Pa 2.
                               Ch sta




                                     he
                                      4
                                      a
                                  di




50
                               In




                                                                                                                  4
 %	Ever	Shared	Photos	Online




 0


Power to the people - Social Media Tracker Wave 3
                                                                                 61




                              20
      11
5                12
      6

           13 14
    7 8     17
                 15 16
                                             23 China
                                             54.4m
9           10                                                    26        27
                   19    18



                                   21
                                                        24   25

                                        22
                                                                  28




                                                                       29
Consuming Content – podcasts:                                   usage trends

 Podcasting was initially slow to take
 off, but recently has shown real and               Growth massive between Waves 2 and 3

 significant growth. This is thanks                 From 21% to 49% world-wide.


 to the increase in portable video                  China is the worlds biggest podcast market
                                                    74% use, with an estimated 45m users
 players and the ease of access that
                                                    Actively	involved	–	regular	downloads
 services like iTunes have pioneered.               18% listen and download everyday




Power to the people - Social Media Tracker Wave 3
0
                  80
    %	Ever	Done

                   Ch
                       in
                   M a7
                      ex 4
                               .
                   Ro ico 3%
                       m     71
                                                                                                                               Downloaded a podcast
                   Br ani .5%
                      az a 6
                   Ph il 6 4.
                       ili 3. 4%
                   Ru ppi 1%
                        ss ne
                   In ia s 6
                      di 57 1.
                          a
                                           “Downloaded a Podcast” Active Internet Users




                   Sp 57 .9% 8%
                       ai .8
                   Tu n 5 %
                      rk 1.
                   So ey 5 0%
                      ut 0
                   Po h K .8%
                       la or
                   Pa nd ea 4
                       ki 47 9
                   Cz stan .3% .2%
                      ec 4
                   U h R 7.0
                     K
                          4 e %
                   Sw 2. pub
                        it 2% lic
                   H zerl          43
                     on an           .2
                          g d          %
                                           “Thinking about using the Internet, which of the following have you ever done?” –




                   Au K 4
                       st ong 2.
                   De rali 4 2%
                       n a 4 2.
                   Au mar 0. 2%
                       st k 2%
                   Gr ria 38.
                      ee 37 3%
                   Ge ce .6%
                       rm 34
                   Fr an .8%
                      an y
                   Ta ce 34.
                      iw 34 8%
                   Ja an .2%
                      pa 33
                   U n 3 .0%
                     SA 0
                   Ca 29 .2%
                       na .5
                   H da %
                     un 2
                   N gar 8.8
                     et y %
                         h 2
                   Ita erl 6.6
                      ly an %
                           25 ds
                             .1 26
                                % .3
                                    %
                                                                                                                                                      63
Downloading Podcasts Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users




Global                                                                         Philippines
              18.4%        21.8%             48.8%                                                 8.3%      26.4%               61.3%




Australia     14.4%      21.7%            40.2%                                Russia              13.8% 12.6%              57.9%




China                                                                          South Korea
                24.3%             51.8%               74.3%                                        17.9%       23.8%             49.2%




France                                                                         Spain
                25.2%         20.9%           34.2%                                                20.8% 16.6%              51.0%




Germany       12.5% 8.9%            34.8%                                      UK
                                                                                                  14.3%      22.2%       42.2%




Italy          16.2% 14.7%             25.1%                                   USA                 12.7% 14.3%           29.5%




                                          Wave 1 Sep 06               Wave 2 Jun 07                 Wave 3 Mar 08            % ever done

Power to the people - Social Media Tracker Wave 3
 Consuming Content – podcasts:                                                                           usage trends                  65



 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



                                       20%                          40%                              19%                       21%
                        al
                    ob
                  Gl




                                               36%                                   39%                           11%           14%
                         il
                      az
                   Br




                                             27%                               45%                            12%                15%
                        a
                     in
                  Ch




                                  15%                    37%                                 21%                          27%
                       ce
                    an
                 Fr




                                 9%                    40%                            19%                                32%
                             y
                          an
                       rm
                    Ge




                                        26%                                 46%                              12%                16%
                  a
               di
            In
        as 	
    dc ad
 Po lo

          t




                                            27%                              45%                               14%               14%
a own



      ly
  Ita
 	D
%




                                       19%              24%                          27%                                 30%
                     p an
                  Ja




                                   19%                       34%                                   28%                         19%
                       ia
                     ss
                 Ru




                                        23%                           41%                                  22%                   14%
                         a
                      re
                  Ko
                h
             ut
          So




                                      17%                           48%                                    21%                   14%
                        n
                     ai
                   Sp




                                 8%                  40%                              22%                            30%
                        K
                      U




                                      16%                     37%                              20%                        27%
                      SA
                    U




                                 Daily reach         Weekly reach            Monthly reach            Less often
Consuming Content – podcasts:                                                             context


        North America                     Europe                 Asia & Oceania
        1 USA                     29.5m   5 UK            7.5m   21 Pakistan      1.2m
        2 Canada                  2.1m    6 Netherlands   1.6m   22 India         10.3m
                                          7 France        4.4m   23 China         45.4m
        Central &                         8 Switzerland   0.8m   24 Hong Kong     0.8m
        South America                     9 Spain         5.6m   25 Taiwan        3.5m
        3 Mexico                  4.8m    10 Italy        2.6m   26 South Korea   13.7m
        4 Brazil                  9.5m    11 Denmark      0.5m   27 Japan         9.0m
                                          12 Poland       1.7m   28 Philippines   2.3m
                                          13 Germany      6.6m   29 Australia     2.1m
                                          14 Czech Rep.   0.4m                                    2
                                          15 Hungary      0.3m
                                          16 Romania      1.4m
                                          17 Austria      0.5m
                                          18 Turkey       2.6m                            1	USA
                                          19 Greece       0.4m                            29.5m
                                          20 Russia       5.0m




Downloading Podcasts – impact versus total population                                       3
Universe Sizes versus total 16-54 population
                                                 4%




                                                %
                                                %




                                               5%
                              So 0. d 1 7%
                             Po gar 4% 6.




                                    an 5% .3
                                    ra % .8
                             Tu sia % %




                               an 1 3%




                                             %
                                             %




                                  it on 7%




                                 iw 2. 21
                                 ut 6% 7.
                                       . c




                                  st .2 15
                                pa 11 %
                                 s .4 .5




                                             .
                                ly 6. %




                                            %
                               SA an 5
                                 ilip 6% %




                               et rk 3
                                un 6 li




                                K an 6
                             Ge n 1 .7%
                             De an .8%
                              H ce pub




                             Ja ce 0.4
                             Fr ada 10.




                             U erl 15.
                             Au il 8 9%




                             N ma 13.
                             Ca an 4%




                              Sw g K 6.
                             M 7.4 9%
                             Ru a 5 s 4




                              U zerl g 1
                             Gr h R 0%



                             Ita nd .5




                                         .4
                             Cz ey %
                             Ph 1. .4




                                    n ea
                              Au 16 ds
                              Ro ria %




                                        1
                                la y 6
                                rk 5.5




                                      24
                                   a 1




                               ex %




                                  ai or
                                in ne




                                 st .2
                                az 7.
                                ee e




                                  m 9.




                                 rm 1
                                ec 6.




                                 n ia




                                 n y




                               on lia
                               di n




                              Sp h K
                              Ta 2
                             Ch pi
                             In sta




                             Br ico




                                    2
                                  h
                                ki
                             Pa




                             H




30
                                                                                                      4
%	Ever	downloaded	podcasts




        0
Power to the people - Social Media Tracker Wave 3
                                                                                67




                                 20
        11
5       6         12
             13   14
    7   8
            17         16
                  15
             10                                 23 China
9                                                                26
                            18                  45.4m                      27
                   19


                                      21
                                                       24   25

                                           22
                                                                 28




                                                                      29
Power to the people - Social Media Tracker Wave 3
Consuming content: RSS                                                                                                               69




RSS	(Really	Simple	Syndication) is a key technology in social        Huge growth from Wave 2 to Wave 3
media. It connects users to content and moves content into           15% to 38% worldwide
a variety of platforms. However in Waves 1 and 2 it had
stubbornly refused to gain popularity despite its crucial role       BRIC markets lead
in changing the way we access information and use social             Russia, Brazil and China lead the way, all 50% plus adoption
media platforms, The issues were lack of consumer awareness
and low knowledge about what it does. Wave 3 seems to have           Huge variations in adoption
heralded a tipping point in adoption.                                Hungary 15% > Russia 57%

                                                                     Still lags relative to other social computing technologies




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




                                  % 0%
                            ry bl %
                                .7 5.
                  Pa g K % .4%




                  Ro ria .8% 4%
                   Tu n 3 5.0 5%




                          ga pu .2
                  In h K .1%2%




                              14 ic 1
                      na .6 4%
                         2 5 %



                       n .5 %
                     an y 3%
                       rk 3. %




                    un e 7
                    on . 4




                       st 28 9.
                      ai 3 6.




                      ec an %
                     K 2 0
                   Au 4. .7%
                   Ge ani .8%
                  Sw n 3 .0%




                  De 24 4.6
                      ut 45 5.




                  H h R ds 1
                  Ph nd .4%
                   M ppi .7%




                   Gr zerl 4%
                  Ch il 5 .6%




                  H 44 ea 4
                  Po an 9%




                  Ca 18 20.
                   U ce 27.
                  Ta a 5 3%




                  Au ce d 2
                   Ja ey 3 6%
                  Sp stan g 3




                  Fr an 7.




                  Cz erl 8.0
                   N da %
                  So ico s 4




                   U mar %
                        st 9%
                      ly a 2
                       rm a 2
                      it 1.
                              0




                       m 28
                      pa 2
                     la 48
                     iw 3.


                     ili 47
                      az 56
                       in 5.




                     ki on




                       ee an
                     di or




                     et 1
                     ex ne




                     SA k
                  Ita rali
                  Br ia




                         h
                         a
                      ss
                 Ru




   60
   %	Ever	read




      0
Consuming content: RSS
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




Global              15.8%          15.3%              38.2%         Russia      27.5%          18.3%         56.6%




France               27.6%         11.4%            25.7%           Spain      18.6%      13.2%          33.6%




Germany             5.4%      7.9%        27.0%                     UK         10.3%    8.7%     24.9%




Italy               7.2%       16.4%         24.5%                  USA        13.8%    9.1%     18.6%




          Wave 1 Sep 06                        Wave 2 Jun 07   Wave 3 Mar 08




Power to the people - Social Media Tracker Wave 3
                                                                                                                                                  71



     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




                                                  27%                            32%                      17%                         24%
                                 al
                            ob
                          Gl




                                                         31%                            37%                         13%                19%
                              a zil
                           Br




                                                     28%                                42%                           12%               18%
                                a
                             in
                          Ch




                                                 26%                            34%                       18%                         22%
                                ce
                            an
                         Fr




                                                 24%                            35%                     13%                      28%
                                       y
                                    an
                                 rm
                              Ge




                                                  25%                                 42%                            15%                18%
                            a
                         di
                      In
               fe to	
            S e	
                   ed




                                                         36%                                33%                           20%               11%
          RS crib



                ly
            Ita
       an ubs
         	S
%




                                                               45%                            19%             11%                 25%
     n
  pa
Ja




                                                 25%                    26%                             28%                           21%
                                 ia
                           ss
                         Ru




                                                   29%                                 39%                           18%                    14%
                              a
                            re
                          Ko
                       h
                   ut
                 So




                                                 23%                            37%                            23%                      17%
                                  n
                               ai
                           Sp




                                           13%                   31%                              23%                           33%
                                 K
                              U




                                                  25%                            35%                      16%                     24%
                               SA
                            U




                                           Daily reach           Weekly reach           Monthly reach          Less often
Consuming content: RSS

 North America                           Europe                 Asia & Oceania
 1 USA                           18.6m   5 UK            4.4m   21 Pakistan      0.9m
 2 Canada                        1.3m    6 Netherlands   1m     22 India         7.8m
                                         7 France        3.3m   23 China         33m
 Central &                               8 Switzerland   0.6m   24 Hong Kong     0.7m
 South America                           9 Spain         3.7m   25 Taiwan        3.1m
 3 Mexico                        3m      10 Italy        2.5m   26 South Korea   6m
 4 Brazil                        8.7m    11 Denmark      0.3m   27 Japan         9.3m
                                         12 Poland       1.7m   28 Philippines   1.6m
                                         13 Germany      5.1m   29 Australia     1.3m
                                         14 Czech Rep.   0.4m                                   2
                                         15 Hungary      0.2m
                                         16 Romania      0.6m
                                         17 Austria      0.4m
                                         18 Turkey       1.6m                           1	USA
                                         19 Greece       0.3m                           18.6m
                                         20 Russia       4.9m




                                                                                                    3
Subscribing RSS – impact versus total population                                          3
Universe Sizes versus total 16-54 population
                                                  %




                                              % %
                                 Ita nd 5% 6.4




                                 Sw 2.2 0. .3%



                                 Sp g K .3% .2%


                                 Ta th K 8% 4%


                                            .5 .9
                                      it % 4%
                                    rk y 3 .3%




                                                %




                                          21 18
                                     u 4. 4.
                                    la 6. lic




                                       1 y1 0
                                     s 8 %
                                    ee 5. %




                                   on 2 2
                                    ili .2 %



                                Ch ey 3 .6%




                                   et .2 2


                                              1



                                 H n1 d1
                                Ru ce 0%




                                 So n 1 g 1
                                De il 7 2%


                                Au ce 8.2
                                Po da ub
                                Cz sia .3%




                                U tral .8%
                                Au 7. 0%
                                Gr ico 4.4
                                Ro a 3 %




                                Ca h R 4%




                                N 10 10.
                                Tu gar s 3
                                Ph a 1 1.1




                                        an ea
                                 M ani %




                                 Ge erla %
                                U an s
                                Fr ma %
                                H ppi %



                                     in .8




                                      rm nd
                                    na ep




                                     st 2%




                                    pa lan


                                      ai on


                                     iw or
                                     m .9




                                    az 7.
                                     n .5
                                     ly 7.
                                   un ne




                                    ec 5.




                                   an rk
                                      s 5
                                    ex a




                                   SA ia
                                   di n




                                 Ja zer
                                In ista




                                Br ria




     25
                                      h
                                    k




                                   K
                                Pa




                                                                                                        4
      %	Ever	subscribe	to	RSS




               0


Power to the people - Social Media Tracker Wave 3
                                                                         73




                              20
        11
5       6         12
             13   14
    7   8         15    16
            17
9            10                              23 China
                                                              26
                         18                  33m                    27
                   19

                                   21
                                                    24   25

                                        22
                                                              28
                                                   22




                                                                   29
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.
As	the	internet	becomes	more	central	to	living	
room media consumption, it will impact the
way we consume television. In the short term it
is commanding more of our time, fuelling duel
media	consumption	in	home	(laptop	with	the	TV	
on)	and	changing	our	relationship	with	media	to	
one of being in control.
Power to the people - Social Media Tracker Wave 3
Consuming content: the impact                                                                                    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                 It’s not all about You Tube:
  branded elements.

                                                      Dailymotion: A European youtube rival (dailymotion.com)
• The role for advertising will move away
  from the interruptive model towards                 MSN	Video:	Microsoft rival. (video.msn.com)
  less interruptive formats such as                   Metacafe: Pay the contributor based on pageviews (metacafe.com)
  pre rolls, sponsorship and branded                  Metatube: Searches every video site in one hit (metavideo.com)
  content which help consumers
  access new content.
                                                      Myspace	TV: Social Network giant diversifies (vids.myspace.com)
                                                      Chinese versions: Tudou.com, 56.com, pomoho.com
                                                      Japanese versions: Watchme.tv, peevee.tv, cliplife.jp
                                                      South Koreans number 1: Pandora.tv
Final word
                                                    Create
                                                    • The future of marketing is about acting how you want to be
The key technologies that underpin the
                                                      perceived rather than talking about it. Social media gives you this
social media revolution continue their assent.        possibility by creating experience.
Social media is established everywhere there        • Create branded content to be distributed across the global social
is an internet connection and it has to be            media platforms. Consumers are doing it; well resourced brands
considered for all advertisers, marketers and         have no excuse.

content producers as a core part of their           • Develop widgets, applications, services and platforms that create
communications. Social media has impacted             a genuine consumer benefit and drives engagement. Provide
                                                      consumers with tools to manage their personal
every aspect of the internet and transformed          brands online.
the role it plays in our lives.
                                                    • Be inventive in connecting with consumers. Integrate it with
The social orientated internet is a massive           offine communications and use social media as link or as a
                                                      story to communicate.
opportunity for brands, advertisers and
marketers if embraced properly. It enables
a much more positive relationship with
consumers where true benefits
are created.




The social orientated internet is
a massive opportunity for brands,
advertisers and marketers if
embraced properly.
Power to the people - Social Media Tracker Wave 3
                                                                                                                                      77



Participate                                                            Connect
• Move away from siloed brand sites: In a world of interlinked         • Use social media to create a dialogue with consumers.
  platforms and content, the stand alone brand site is not
                                                                       • Track opinions in the blogosphere.
  as engaging.
                                                                       • Exist inside Social Networks: Create profiles, develop networks
• Think global; consumers are. Media consumption and social
                                                                         to distribute content and employ advertising and sponsorship to
  interaction are moving international, constrained by language not
                                                                         drive engagement with consumers.
  borders. Global brand identities, multi market campaigns and
  international structures are all essential.                          • Allow consumers to interact with your brand: User generated
                                                                         advertising, branded blogs and ongoing feedback are expected.
• 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.




                                                      Think global;
  Use social                                         consumers are.

media to create
a dialogue with
  consumers.
Moving Forward

                                                           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
Wave 3 of this social media tracker                        how the wealth of consumer and peer to peer opinion we are
is part of an ongoing global research                      now exposed to impacts on how we form opinions on brands,
programme that focuses on the impacts                      products and services.
of digital media and technology.                           Wave 4 of the social media tracker is scheduled for late 2008 and
                                                           should include a number of new social media innovations and a
In parallel to the tracker in-depth studies
                                                           larger geographical coverage.
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.                                    Any questions or
                                                        comments please contact
                                                    tom.smith@universalmccann.com




...an ongoing global research programme
that focuses on the impacts of digital
media and technology.
Power to the people - Social Media Tracker Wave 3
79
wave.3
Power to the people - Social Media Tracker Wave 3
                                                    Universal McCann © 2008

				
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