social media tracker - wave 3

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 06 10 12 18 34 48 56 76 Introduction Methodology What is Social Media? Global Snapshot Blogging Social Networking Sharing Content Consuming Content Final Word Introduction Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the hype. The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008. Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing. This latest report demonstrates the continued growth of social media, the impacts of this are huge. • The vast majority of users are producing content and there is an ongoing shift towards participation. • Media consumption is internationalising along language lines thanks to global social platforms. • Consumers are moving to on-demand media such as video clips and podcasts. • The role for advertisers and brands has never had so much potential – branded applications, content and services all offer huge potential in social media. • Emerging internet markets are leading the way in usage, closing the gap with developed countries. Tom Smith Tom.smith@universalmccann.com Wave 3 Wave 1 15 Countries 7500 Internet Users September 2006 Wave 2 21 Countries 10,000 Internet Users June 2007 29 Countries 17,000 Internet Users March 2008 Power to the people - Social Media Tracker Wave 3 Wave 3 Highlights • ocial media is a global phenomenon happening in all markets regardless of wider economic, S social and cultural development. If you are online you are using social media • sian markets are leading in terms of participation, creating more content than any A other region • ll social media platforms have grown significantly over the three Waves A – Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3 • 7% have joined a Social Network, making it the number one platform for creating 5 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 • he blogsphere is becoming increasingly participatory, now 184m bloggers world-wide T – The number one thing to blog about is personal life and family • hina has the largest blogging community in the world with 42m bloggers, more than the US C 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 5 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. ot o /ph co m www.fickr. lt e s/a a m THE ACTIVE INTERNET UNIVERSE = Power to the people - Social Media Tracker Wave 3 rk /3 95 93 70 6/ I use the internet everyday / every other day 7 Why the Active Internet Universe? • As they are the key leaders of social media and drivers of adoption, they are the most important consumer to understand. • They are the most important consumer to understand the adoption of social media who are key to growing the internet. • They make up the vast majority of social media adopters. If you’re not using the internet regularly, you’re not blogging. • Over time, all users increase the regularity of usage. Eventually everybody will be an active user, as they have been with television. In the past Waves there has been occasional mis-understanding about what the results represent, due to the fact that smaller less economically developed countries lead the way. The reason lies in the focus of the study, which is to understand usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early adopter as opposed to the mature internet markets such as Japan and the US. This can be a factor in lower levels of adoption in penetration terms. It must also be considered that emerging markets have lower levels of internet penetration, so the impact of social media among the country as a whole will be more measured. Internet Penetration by market Internet Penetration, all adults. Figures sourced from Internetworldstats.com 100 % Online (All adults) 0 di a Pa 5. ki 3% Ch sta in n 7 Ph a 1 .3 ili 2. % Ru ppi 3% s ne M sia s 1 ex 1 5 9 . Br ico .8 4% az 21 % Tu il 2 .3% rk 2. Po ey 2 4% la 2 Ro nd .5% m 29 H ani .6% un a Gr gar 31. ee y 3 4% Cz ce 5. e 3 2% Fr ch 5.5 an Re % Sp ce pub ai 54 lic Au n 5 .7% 49 st 6. .9 % Ita ria 5% 56 ly 57 .7 Ge rm .0 % Ca an % na y U da 64. K 6 6 Ta 66. 5.9 % iw 4% % Ja an p 67 De an 6 .4% n 8 Sw ma .7% it rk H zerl 68 on an .8 So g K d 6 % ut on 9. U h K g 6 2% SA or 9. e Au 71 a 7 9% st .4 0. N rali % 2% et a he 7 rla 2.9 nd % s 87 .8 % In Methodology: Universe sizes – putting it into context Estimated worldwide 16 - 54 active internet universe = 475m users 11 2 5 6 7 8 9 13 17 10 19 12 14 15 16 18 100m 3 1 USA 3 North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 100m 7.8m 6.7m 13.8m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 17.8m 6.1m 12.8m 1.3m 10.9m 10.2m 1.3m 3.6m 18.8m 1.9m 1.2m 2.2m 1.2m 5.0m 1.2m 8.6m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 0.26m 17.8m 61.0m 1.8m 5.4m 13.7m 29.8m 3.7m 5.1m 4 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; 26 27 1. Market by market universe estimates 2. Penetration of usage among all 16-54s. Both these figures are estimates based on the above universe sizes. When estimating global usage figures of different social media technologies we make the fair assumption that the vast majority of users will be active users and between the ages of 16-54. 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. 23 China 61m 21 24 22 25 28 What is social media? Social media represents a big improvement over lly wi ls o Web 2.0 as a term to n/6 876 6 1 3 2/ describe the changes that have impacted the internet. The idea 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 pi os/ www.fic r.com/phot k Social media is an important shift, as it summarises the importance of interaction, the consumer and the community. The term emphasises the idea that as a collective it can have as much impact as any traditional media platform. a cc di that modern social platforms inspire. Contributing to the internet has never been as accessible and less technical. Innovations in web development, computing technology and the proliferation of broadband have come together in drive monumental consumer take up. This is why the phenomenon of social media is important now – it has the potential to impact on all our media consumption therefore shifting the emphasis from professional content producers to the consumer. co ckr. www.fi o ph m/ to s /le cat e s/45 4787692/ 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 Sharing Video Sharing Blogging Micro Blogging Podcasts Key Social Platforms RSS Message Boards Chat Rooms Social Networking Widgets Global snapshot: Wave 3 et wo rk so c sh a ot o og ph ne rin ws sit e 38.7% 38.5% “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users ln s ex ist in og bs ite bl g ia g we bs Reach ite 45.1% 82.9% 72.8% 67.5% 63.2% 57.3% 54.8% 52.2% 45.8% Reach over time “Thinking about using the Internet, which of the following have you ever done?” Active Internet Users 90% 80% 70% % Ever done Read blogs/weblogs Start my own blog/weblog Leave a comment on a news site Watch video clips online Download a podcast (pre-recorded radio/ audio show) Create a profile on a social network Subscribe to an RSS feed 60% 50% 40% 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 n U bl pl og /w vid oad eb eo a lo sh vid g ar eo in c Su g lip bs we t cr bs o a ib ite e to an RS S fe ed 33.7% s/ we e we an lin bl n on og to s g n on to rin bl ot os s to og en s/ we sh a ip al ofi m m cl en rs on pr m ph m ot o eo ed ad lo wn St ar a tm y po bl le dc og co vid pe ph bl e a m W at ch ad ad ag av e oa a d Re sit an Re pl av e a co a Do Le Le M Vi U ow y as t a a a 13 Frequency “Thinking about using the Internet, which of the following have you ever done?” Active internet users Watch video clips online Read blogs/weblogs Visit a friend’s social network page Read personal blogs/weblogs Share a video clip with a friend Visit a photo sharing website 22% 21% 22% 19% 13% 13% 17% 8% 7% 9% 15% 16% 12% 11% 5% 7% 24% 21% 18% 13% 8% 27% 25% 25% 37% 11% 10% 10% 12% 14% 11% 16% Manage profile on existing social network Upload my photos to a photo sharing website Download a podcast Post/write stories for my own blog/weblog Daily reach Weekly reach Monthly reach Upload video clip to video sharing website 7% Global snapshot: Wave 3 Watch video clips online 394m Read blogs/weblogs 346m Read personal blogs/weblogs 321m Visit a friends social network page 307m Share a video clip 303m Man on a s Power to the people - Social Media Tracker Wave 3 www.fickr.com/photos/mshandro/34964515/ 15 n sta ham /gra hotos m/p www.fickr.co /2 l ey 5 88 62 31 2/ nage a profile social network 272m Upload photos 248m Download a video podcast 216m Download a podcast 215m Start my own blog/weblog 184m Upload a video clip 183m Subscribe to an RSS feed 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 – 77% Read blogs – up 11% on Wave 2 • Saturation in growth in some markets – South Korea, China, Italy and Russia all reached their limits of growth • logging as a collective rivals traditional media B – 70% weekly reach • Very high frequency medium – 50% daily reach in Brazil and Japan • Blogs are primarily a community media – Personal blogs and friend and family blogs are number one destination for reading • They’re not for geeks – 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 100 Power to the people - Social Media Tracker Wave 3 % Ever read 0 So ut Ph h K ili or Ch ppi ea 9 in ne 2 M a 8 s 9 .1% ex 8 0. . Br ico 1% 3% az 87 Ta il 8 .7% iw 7. Pu an 1% e 86 In rto R .6% di i a c Ja 85 o 8 pa .0 6 Ita n 8 % .4% ly 4 Fr 78 .4% an .9 Sp ce % ai 78 Pa n 7 % ki 7. Po stan 8% la 7 Gr nd 6.0 ee 72 % Ru ce .3% s 72 Gl sia .2% ob 70 Cz al 7 .8% ec 0 Ro h R .2% m e Tu ani pub rk a 6 lic N ey 6 9. 69 et h 9 7% .8% U erl .6% K an 6 H 5. ds 6 on 8% 7 .7 Sw g K % itz ong Au erl 6 st an 5. De rali d 6 8% n a 6 3. U mar 2. 2% SA k 0% Au 60 60. st .3 8% Ca ria % n 59 Ge ada .7% rm 5 H an 6.6 un y % ga 55 ry .4 50 % .5 % 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 Gl ob 31% 52% 46% 28% 17% 39% 37% 50% 29% 45% 31% 20% 23% 40% 42% 38% 41% 38% 40% 32% 43% 16% 7% 13% 9% 6% 5% Ch in a Br az il al Fr an ce 19% 21% 42% 40% 32% 22% 39% 10% 12% 12% 15% 21% 9% 11% 6% 11% 13% 19% 3% Ge R ea d % So ut h Ko re a Ru ss ia Ja pa n Ita ly In di a rm an y Sp ai 40% 22% 19% 10% 18% 16% U SA U K n Daily reach Weekly reach Monthly reach Less often Power to the people - Social Media Tracker Wave 3 What kind of blogs do you read? “When you read blogs, which of the following topics would you read most often?” Active Internet Universe 63.5% Pe r so n al bl og s (d ia ry sit e s nt on M us ic Te c hn Co m Bu Bu Sc ol pu sin sin ie Sp Fi af fa i in io ns pr od rs uc og te r es s es s nc or lm Ga Tr a t /T m in ve l e ts y s (g s) og bl nd fri e of rre ily s/ cu Fa m N ew Op 38.9% 29.1% 26.6% an d br an ds en ne er ws al – ne re le ws an va n d tt o 33.1% 20.8% 24.8% 13.5% 12.1% 13.6% 16.7% 26.4% 18.2% 22.5% 9.8% 6.7% op m in y V g (h Ce l eb Ot he r io cu n) rre nt jo b ol rit ie id s ay de st in at io 21 ns ) Reading blogs: putting it in context North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 60.3m 4.1m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 17.8m 4.1m 8.1m 1.21m 8.5m 8.1m 0.81m 2.6m 10.5m 1.2m 0.1m 1.5m 0.75m 3.5m 0.86m 6.1m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 1.95m 15.1m 53.8m 1.2m 4.8m 12.5m 25.1m 3.3m 3.2m 5.9m 13.1m 2 60.3m 3 1 USA 3 Reading blogs: impact versus total market Universe Sizes versus total 16-54 population 45 Pa ki In stan di Ch a 2 2.3 in .3% % Ph a 6 ili .4 Ru ppi % s ne Tu sia s 6 rk 6. .6 M ey 8 7% % ex . 2 H ico % un 9 . Po gary 7% la 1 Ro nd 0.2 m 10 % Br ani .6% az a 1 Gr il 1 1. ee 1. 1% Au ce 2% s 1 Cz tria 3.3 ec 14 % Ca h R .9 n ep % Ge ada ub rm 2 lic Fr an 0.5 19 an y % .1 % Ita ce 21. ly 21 2% De 23. .7% n 2% Au mar s k H tral 24 on ia .6 2 % Sw g K 5. itz ong 7% U er 2 K la 6 3 n . Ta 2. d 2 0% iw 1% 6 .2 Ja an % pa 33 U n 3 .0 SA 3 % . Sp 33 1% ai .2% So n 3 ut 4. N h K 3% et o he re rla a 3 nd 9 s .6% 40 .6 % 4 % Ever read 0 Power to the people - Social Media Tracker Wave 3 23 5 11 6 7 8 17 20 12 13 14 15 16 18 21 9 10 19 53.8m 24 22 25 23 China 26 27 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 – 45% have started a blog, up 14% – 184m started a blog • sia leads the way A – South Korea, Taiwan, China top the league table with 70%+ penetration • China the biggest blogging market in the world – Estimated 42.5m bloggers • Eastern Europe lowest levels of participation – Hungary, Czech and Romania are bottom 3 • Germany finally found its blogging voice – 28% have started a blog, up from 8% • Blogging is a community medium – 64% write about personal life • Content is multimedia – 61% post photos, 29% post videos, 24% upload music • Blogs impact on brands – 34% write about their opinions on products and brands. 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 75 Power to the people - Social Media Tracker Wave 3 % Ever done 0 So ut h Ta Ko iw re Ch an a 7 in 70 1. Ph a 7 .9% 7% il 0. M ippi 3% ex ne H ico s 6 on 6 5 Br g K 0.3 .8% az on % In il 5 g 5 d 0. 4. Ja ia 4 1% 5% pa 9. Sp n 4 0% ai 7. n Tu 41 3% rk .4 Pa ey % ki 39 Pu stan .2% e 3 Gl rto 8.0 ob Ri % Ita al 3 co 3 ly 5 6 Fr 33 .2% .3% an .3 Po ce % la 31 Au nd .5 s 3 % Au trali 0.3 st a 2 % Ge ria 9. rm 28 0% Ru an .6% ss y 2 N ia 2 7. et 8 h 7 % Sw erla .7% it n U zer ds SA la 27 Gr 2 nd .1 ee 6.4 26 % U ce 2 % .6% K 2 5 De 5. .4% nm 3% Ca ar na k 2 Ro da 3. m 2 2% Cz an 2.5 ec ia % H h R 21 un e .3 ga pu % ry bl 7. ic 1 8% 8 .2 % 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 /p h nt igo ne /45 70 89 36 4/ t s/fu www.fickr.com/photo ot os /a / ath fm eo ur 75 79 8 65 4/ om fic w. ww .c kr 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 Gl ob 30% 37% 33% 38% 14% 23% 20% 24% 45% 30% 15% 20% 24% 25% 14% 9% 25% 47% 30% 24% 45% 28% 13% 6% 27% 33% 9% 16% 13% 18% 25% 26% Fr an ce Ch in a Br a zil al Ge rm an 14% 39% 12% 57% 22% 30% 25% 11% 15% 17% 50% 40% 16% % W rit e Ja p an In di a y Ru ss ia 29% 9% 28% So ut U SA U K Sp ai n h Ko re a 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 io ds in an op br d m y cu rre n) nt jo b sit e an tt o d ts s ws va n uc ia af fa i bl al re od nd er ws pr s og fri e nt en ne on rre bl og (g s id y ay ol /T in rit ie eb Ce l 6.7% de V (h g s Ot he r t Sp lm Ga Tr a Fi ve l or m 9.8% (d te r s/ cu es s es s of ns al ol so n pu us ic hn Co m m ew sin sin in Pe r Op Te c Fa Bu Bu 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% % Topics written about (blog writers only) Power to the people - Social Media Tracker Wave 3 Sc M N ie nc ily io e – st in og rs ne ry le at io an ns ) s) Content posted “When writing your blog, which of the following do you post?” Blog Writers Only 60.6% Ph o to s 28.8% Vi de os 38.9% Re co m m en Fa de vo u rit e U 34.5% 24.3% 27.5% d we /c pl oa bs ite ur d re m St or s nt ly lis te n us ic ie 17.6% ed % Contest posted (blog writers only) to m s us ic fro m ot he 34.1% 6.6% rb ( lo gs e. e.g g ap ph p ot lic os at fro ion m st Op a ha ph t d in ot isp io ns o sh lay on ar ot pr in he g od sit r si uc Ot e) te ts he co an r nt d en br t an ds 29 Writing blogs: putting it into context North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 26.4m 1.6m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 4.3m 1.7m 3.8m 0.5m 4.2m 3.4m 0.3m 1.1m 5.2m 0.62m 0.06m 0.5m 0.3m 1.5m 0.3m 2.5m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 0.9m 8.4m 42.3m 0.9m 4.4m 9.9m 14.1m 2.3m 1.38m 3.7m 7.0m 2 1 USA 26.4m 3 Writing blogs: impact versus total market Universe Sizes versus total 16-54 population 35 Pa ki In stan di a 1 H 1. .2% un 3 % Ru gar ss y 2 Ro ia .0 m 2. % Po ani 6% la a 3 Tu nd .4 rk 4. % 4 Gr ey 4 % ee .6 Ph ce % ili 4. Ch ppi 7% in ne Br a 5 s 4 az .1 .8 M il 6 % % ex .6 Au ico % st 6. Ca ria 6% na 7.2 De da % nm 8. Cz ar 2% ec k Ita h R 9.4 ly ep % Ge 9.8 ub rm % lic 9. Fr an 5% an y Sw ce 10 .7 itz 10 % Au erl .8% st and U ral K ia 11 1 U 2. 12. .0% SA 3% 0 % N 14 et .5 he % Sp rl ai an Ja n 1 ds 1 pa 8. 6 2 H n 1 % .2% on 8 g .5 Ta K % iw on So an g 2 ut 28 1. h .7 5% Ko % re a 30 .5 % 4 % Ever written 0 Power to the people - Social Media Tracker Wave 3 31 11 5 7 9 6 13 8 17 12 20 14 15 16 19 18 10 42.3m 21 23 China 26 27 24 22 25 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 political impact. There are also major shifts into participation, pioneered by the Asian markets and now happening everywhere, even Germany. Blogging today must be embraced whether you are a marketeer, advertising professional or content producer. fickr.com www. /photos/wfryer/50 3600 331 / All companies and brands should consider employing them to create open and honest dialogue. Any blog that spins the truth will be found out. In a world of social media honesty is the only policy. 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 consider employing them to create open and honest dialogue. Any blog that is spins the truth will be found out. In a world of social media honesty is the only policy. The role for advertising is going to be more • The collective might of the blogosphere means that today it is an obvious platform important in the future as for advertising. Only a few blogs have the size to attract advertisers alone so affiliate it becomes essential programs and advertising networks are the way forward to reach a mass audience. to provide free Things to watch access to • Bloggers value advertisements, not only for the money in the world of blogging: they can bring, but the credibility they lend to sites. their site. The role for advertising is going to be more important in the future as it becomes essential to provide free access to sites, web services and content. Everything is becoming ad supported. Micro Blogging: Blogging in 140 characters or less. Sounds inane, but surprisingly addictive. Check out Twitter.com and Jaiku.com Perfect for the mobile age. • Increasingly blogs are incorporating widgets. Branded widgets are a huge opportunity and will be adopted if they provide a clear benefit for the blogger. • The blogosphere is now so large it is an accurate barometer of consumer opinion. All brands should be using it as a means to measure consumer opinion, track response to marketing initiatives and as a forum for research. Political Influence: All the candidates in the US presidential race are blogging. Barack Obama is even on Twitter. Political blogs are having more impact, check out the Daily Kos and the Drudge report. Fake Blogs: The real pretend thoughts of the rich and famous. Check out Steve Jobs (www.fakesteve.blogspot.com) or a whole network from Hillary Clinton to Gordon Ramsay at Newsgroper (www.newsgroper.com). Blogging Fame: Bloggers are finding fame and crossing over into professional media. Perez Hilton (celebrity news), Robert Scoble (ex Microsoft blogger) and Michael Harrington of TechCrunch are all examples. 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/ Power to the people - Social Media Tracker Wave 3 ww w.f ic kr.c om / ph otos / g u st av o g /8279 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 – Growth appeared to be slowing. Not so; Wave 3 is up to 58% an increase of 21%. • Collectively massive platform – Estimated 272m users world-wide • onnecting people globally: emerging markets with high C emigration lead the way – Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% • UK hit by the Facebook factor – Usage up 32% • S saturated as growth stalls at 41% U • Brazil has the most active users – 56% manage their profile every day • ocial Networks have evolved into platforms to organise S users internet experience. Users are posting a massive variety of content – 55% uploaded photos – 21% installed applications – 23% uploaded video • ocial Networks becoming social utilities for managing S peer to peer relationships – 74% use them to message friends 85 0 Power to the people - Social Media Tracker Wave 3 Belong to a Social Network Wave3 Social networking: usage trends “Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe % 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 So sia 2.0 ut 71 % Tu h K .1% rk or 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 U erl 62. K an 5 % 5 Pu 9. ds 6 er 6% 1 .4 Gl to R % ob ic Ca al A o 5 n ve 9 H ada rag .0% on 5 e Au g K 8.5 58. 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 . % Ja 43 2% pa .0 Sw n 4 % it 1 Gr zerl .7% ee an Ita ce d 4 ly 41 1. Cz 38 .4% 4% ec .6 Fr h R % 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 In st al Pr o Da U 55.1% 21.9% U 23.3% 74.0% M 30.8% W 18.3% 9.8% 33.6% % 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 nd vo lis uri te te/ ne cu d rr to en m tly us Ot ic he r Fa 3.2% ns at io to s os nd s lic fri e de Ph o pp og Vi e bl es sa g oa oa g pl pl rit e tin m ot e la d d a a ba 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% 57% 33% 23% 14% 41% 25% 18% 14% 32% 26% 39% 33% 32% 38% 36% 17% 17% 25% 37% 16% 13% 41% 30% 37% 23% 20% 12% 18% 41% 34% 21% 35% 24% 8% 36% 24% 15% 41% 24% 33% 19% 26% 13% 8% 17% 9% 13% 17% 21% 10% 13% Gl ob Ge U pd at e % So ut h al Fr rm U SA U K Sp ai n Ko re a Ru ss ia Ja pa n Ita ly In di a an y an ce Ch in a Br az il Av e ra ge Daily reach Weekly reach Monthly reach Less often Social networking: context North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 43m 4.24m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 10.6m 3.7m 4.24m 0.8m 4.7m 4.0m 0.6m 2.7m 8.2m 0.8m 1.0m 1.4m 0.6m 3.3m 0.5m 6.1m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 1.84m 11.8m 39.0m 0.97m 4.0m 9.4m 12.4m 3.0m 2.6m 5.1m 11.4m 2 43m 3 1 USA 3 Joined Social Network – impact versus total population Universe Sizes versus total 16-54 population In di a Pa 1. ki 8% Ch sta in n 2 a Ph 4. .2% ilip 5% Ru p ss ine Tu ia 7 s 6 rk .1 .0 Gr ey 7 % % ee .8 M ce % ex 7. Br ico 8% az 8. Ro il 9 1% m .6 Po an % la ia Fr nd 10. an 1 0 Au ce 1.2 % st 11 % Ita ria .4 ly 11 % Ja 12 .5% pa .0 Cz n 1 % ec 2 Ge h R .2% rm ep Sw an ub itz y 1 lic H er 5. 12 un la 6% .7 n % Sp gar d 1 ai y 1 7 n 8. .6% Au 1 s 9 6% H tral .7% on ia Ca g K 21. n on 1% De ada g 2 n 2 1 U ma 1.7 .4% SA rk % So 23 21. ut .4% 9% Ta h K iw or U an ea K 2 23 2 5 N 9. .8% .7% et 1% he rla nd s 36 .4 % 4 40 % Ever joined 0 Power to the people - Social Media Tracker Wave 3 41 5 11 6 7 8 13 12 14 20 17 15 16 18 9 10 19 23 China 39m 26 27 21 24 22 25 28 29 Brand penetration: usage trends There is a lot of talk about which is the biggest social network in the world. This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus on music and commercial content, rather than connecting friends. Facebook is not far behind on 22.5% weekly reach and the number one in many markets and surely will grow as it becomes internationalised. However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil. 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 Facebook Blogger Baidu QQ Flickr Sohu Orkut Hi5 Skyblog/Skyrock LastFM Friendster Cyworld Mixi Second Life Linkedin Bebo Bokee Piczo 0 8.4% 7.9% 7.7% 7.4% 6.7% 6.2% 5.7% 5.6% 5.1% 4.2% % Weekly usage Active Internet Universe (weighted reach – based on universe sizes) 32.3% 22.5% 15.7% 15.0% 14.6% 13.8% 11.5% 10.9% 9.7% 35 This fragmentation suggests that a truly global platform is impossible. Brand penetration: % = weekly reach to top social network by market usage trends 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% 120 cz Bo o 1 k 5m Be ee bo 18 Li 20 m nk m M ed ixi in Cy 24 20m w m Fr orld ie 2 n La dst 6m st er Sk FM 28 yr 2 m H ock 8m i5 3 Or 34m 0m ku So t 3 h 9 QQ u 4 m 1 5 m Ba 2m id Bl u 5 og 3 m Fa ger ce 55 M bo m ys ok pa 8 ce 0m 11 4m Pi 86% millions 0 Power to the people - Social Media Tracker Wave 3 45 21% 53% 23% 26% 34% 31% 11% 15% 21% 19% 37% 40% 63% 76% 63% 23% 35% 34% 89% 74% 31% 10% 17% 56% 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 relative stagnation between Waves 1 and 2. Social networks are today the main platform for sharing content and have increasingly become the means to manage social relationships. Consequently social networks are grabbing ever more of our internet time and so brands and content producers must be active inside them. • Large Social Networks have near unlimited inventory. For advertisers to cut-through they need to be relevant and ideally work inside the network, by bringing users to branded pages, applications or connecting them with content. • Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose. Create content, use it to replace or compliment campaign micro-sites but most of all make it engaging. • Widgets are clearly going to be very important to brands. They should deliver a true benefit to users, avoid overt branding and be relevant to the user if they are to be successful. Equally as important is securing successful distribution by working with the platforms, using it as a message in advertising and making it available on as many social networks as possible. • Be International; social networks have global presence, but are heavily localised in adoption and any content and widgets should be tailored to the particular network, refecting local and cultural differences. Power to the people - Social Media Tracker Wave 3 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 online 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: Photo sharing is the number one way to share content thanks to the proliferation of digital cameras and the continuing ease of sharing that comes with technology innovation. The platforms to share have also expanded with photo sharing becoming central to social networks. usage trends • The leading markets are Asian and Latin American Philippines leads the way with 86%. • Japan shuns photos Bottom of the table – just 21% uploaded. • Large numbers of consumers contributing on a very frequent basis 16% upload everyday • 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 0 Power to the people - Social Media Tracker Wave 3 % Ever Done Ph 100 ili Ch ppi in ne M a7 s8 ex 3 6. . Br ico 5% 4% az 72 Ta il 7 .9% iw 0. In an 5% di 69 a H 64 .0% on . 8 Pa g K % ki on Cz stan g 6 ec 6 3. Ro h R 2.7 1% m e % Po ani pub la a lic So nd 56. 59 ut 55 3% .4 % Ru h K .0% ss ore Au ia a st 52 54 U ria .5% .0% K 5 4 1 Tu 8. .0% rk 7% Au ey st 48 U rali .4% SA a 4 N 47 7. et .1 4% h Gr erl % ee an Sp ce ds ai 46 46 Ge n 4 .2% .7% rm 6. Ca an 0% n y Sw ada 42. it 4 5% Ita zerl 2.2 ly an % De 34 d 3 n .8 8. H mar % 6% un k Fr gar 31. an y 3 9% Ja ce 1.8 pa 35 % n .5 21 % .0 % 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 al Av e ra 17% 36% 19% 15% 9% 24% 15% 9% 22% 22% 7% 11% 28% 25% 23% 29% 32% 35% 37% 28% 36% 38% 26% 34% 32% 30% 38% 33% 26% 15% 20% 30% 20% 24% 25% 14% 24% 27% 35% 14% 36% 26% 28% 18% 23% 27% 31% Gl ob U ph ploa ot d os % Fr Ge So ut h Ko re a Ru ss ia Ja p an Ita ly rm an y an ce Ch in a Br a zil ge U SA U K Sp ai 25% n Daily reach Weekly reach Monthly reach Less often Sharing Content – uploading photos: North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 47.1m 3.0m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 8.7m 2.8m 3.9m 0.7m 8.5m 5.0m 0.4m 2.0m 8.1m 1.0m 0.4m 1.3m 0.6m 2.5m 0.6m 4.5m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 1.6m 11.6m 45.0m 1.2m 3.5m 7.3m 6.2m 3.14m 2.4m context 4.9m 10.1m 2 47.1m 3 1 USA 3 Shared Photos Online – impact versus total population Universe Sizes versus total 16-54 population 30 % Ever Shared Photos Online di a Pa 1. ki 8% Ru stan s 1 Ch sia .9 in 5.0 % Tu a 5 % rk .3 Ph ey % ili 5.7 H ppi % un ne M gar s 6 ex y 7 .3 Po ico .8 % la 8. % Ja nd 0% pa 8. Gr n 8 1% ee .2 Br ce % az 8. Ro il 8 5% m .7 Ita ani % ly a 9 Fr 10 .0 an .2 % Au ce % st 10 De ria .5% n 12 Ca mar .7% n k Cz ada 12. ec 1 9% Sw h R 5.3 it e % Ge zerl pub rm an lic Au an d 1 15 st y 1 6. .9 Sp rali 6. 0% % ai a 1 3% So n 2 9. ut 0. 7% U h K 3% K 2 or Ta 3. ea iw 8% 23 .0 H an % on 2 g 4.4 U K % SA on N 25 g 2 et .9 4 he % .9 % rla nd s 28 .0 % In 4 0 Power to the people - Social Media Tracker Wave 3 51 5 11 6 7 8 12 13 14 17 15 20 16 18 21 9 10 19 23 China 45m 26 27 24 22 25 28 22 29 Sharing Content – uploading videos: Considering the complexities of sourcing and uploading video the numbers of people doing it is staggering. In many markets the number of people uploading is not far from the numbers sharing photos. Even more impressive is how often they do it. usage trends • Similar pattern to photosharing Brazil lead the way on 68% Asia lead; all Asian markets bar Japan in the top half • 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 70 0 Power to the people - Social Media Tracker Wave 3 % Ever Done a Ph zil 6 ili 8. Ch ppin 3% in es M a 5 60 ex 8. .5 Ta ico 1% % iw 57 In an 5 .1% di a 3 H 52 .7% on . Pa g K 6% k on Ro ista g 5 m n4 2 So ani 7. .2% ut a 7% Tu h K 47. rk or 3% Gr ey ea ee 41 43 Au ce .2% .6% st 37 Po ria .2% la 36 Ge nd .9% rm 36 U an .0% K y 3 Sp 1.9 33. ai % 1% N n3 et 0 h Ita erl .8% ly an Au 29 ds st .9 30 Ca ralia % .5% n 2 Sw ada 8.2 itz 27 % Cz erl .2 ec an % De h R d 2 nm ep 7.0 Ru ar ub % ss k 2 lic U ia 2 5.7 26. SA 5 % 6 % Ja 2 .6% pa 5. 3 Fr n 2 % an 0 H ce .4% un 1 ga 9.5 ry % 16 .3 % Br 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 Gl ob 21% 36% 26% 17% 10% 27% 31% 25% 19% 22% 26% 8% 18% 29% 34% 40% 33% 31% 41% 21% 14% 13% 21% 17% 42% 32% 16% 22% 28% 24% 23% 37% 29% 18% 25% 19% 20% 28% 33% 15% 15% 25% 23% 22% 19% 34% % U p vi loa de d os Ge rm In Ita an di ly a y Fr an ce Ch in a Br az il al Ja p an 22% 34% 33% So ut h U K Sp ai n Ko re a Ru ss ia U 33% 21% 28% SA Daily reach Weekly reach Monthly reach Less often Sharing Content – uploading videos: North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 25.3m 2.0m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 5.7m 1.9m 2.5m 0.5m 3.4m 3.1m 0.3m 1.3m 6.3m 0.4m 0.2m 1.0m 0.5m 2.1m 0.4m 2.2m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 1.2m 9.4m 35.5m 1.0m 3.1m 5.9m 6.1m 2.2m 1.5m context 3.9m 10.2m 2 1 USA 25.3m Shared Videos Online – impact versus total population Universe Sizes versus total 16-54 population 3 3 25 % Ever Shared Photos Online di a Pa 1. ki 4% Ru stan s 1 H sia .5 un 2. % Ch gar 4% in y 4 Ph a 4 .0 ili .2 % Tu ppi % rk ne Po ey s 4 la 4. .5 M nd 8% % ex 5. Cz ico 3% ec 6. Fr h R 3% an e Gr ce pub ee 6. lic Ro ce 7% 6. 4% m 6. Ja an 9% pa ia Br n 8 7.6 az .0 % Ita il 8 % ly .8 Au 8.8 % st % Ca ria na 9.2 De da % n 9 Sw ma .8% it rk Au zerl 10. st an 4% Ge rali d 1 rm a 1 1. Sp an 1. 2% ai y 7% U n 1 12. SA 3 7 . % U 13 6% K .9 15 % N . et 6% h So erl ut an H h K ds on o 18 r Ta g K ea .3% iw on 18 an g .6 21 20. % .5 6% % In 4 0 Power to the people - Social Media Tracker Wave 3 55 11 5 7 9 6 13 8 17 12 20 14 15 16 10 19 18 35.5m 21 23 China 26 27 24 22 25 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 massively and penetration is huge in all markets. This is thanks to the continual rise of video sharing sites and users embedding video clips on social networks, blogs and web pages. Growth is universal across all countries 31% to 82% global reach seen in all markets Lowest difference between markets of any social media platform Range 63% – 99% Very high frequency medium 71% weekly reach 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 100 0 % Ever Done ili M ppi ex ne Br ico s 9 az 94 8. Tu il 9 .6% 6% rk 4. Ro ey 9 2% m 3 Po ani .4% la a Ta nd 92. iw 90 5% Ch an .5% in 89 Sp a 8 .2% ai 9. So n 8 0% ut 6. H h K 6% un o r H gar ea on y 86 8 Gr g K 6.5 .5% ee on % In ce g 8 di 86 6. a Pa 85 .0% 1% ki .6 U stan % K 8 8 De 4. 5.0 nm 6% % Cz ar ec k Au h R 84. st e 3% N ria pub et 8 lic h 0 Ita erl .2% 84 ly an .0 % Ca 78 ds 7 na .3% 9 .2 Sw da % it 7 Ge zerl 8.3 rm an % Au an d 7 st y 7. U rali 77. 8% SA a 1 7 % Ja 74 7. pa .2 0% Ru n 6 % s 8 Fr sia .1% an 67 ce .9 63 % .4 % Ph 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 32.0% 63.3% 82.8% Philippines 39.9% 60.7% 98.7% Australia 25.2% 57.5% 77.0% Russia 21.6% 57.5% 67.9% China 56.2% 78.9% 89.0% South Korea 29.7% 73.5% 85.8% France 23.4% 53.6% 63.4% Spain 28.0% 69.4% 86.8% Germany 20.1% 44.3% 77.1% UK 32.3% 61.2% 84.6% Italy 34.6% 63.3% 78.3% USA 31.8% 51.7% 74.2% Wave 1 Sep 06 Power to the people - Social Media Tracker Wave 3 Wave 2 Jun 07 Wave 3 Mar 08 Consuming Content – video clips: usage trends 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 59 Gl ob 27% 49% 35% 21% 12% 41% 29% 24% 16% 29% 26% 18% 16% 45% 46% 44% 37% 47% 44% 37% 49% 48% 25% 39% 44% 19% 7% 10% 21% 10% 7% 6% 10% 16% 13% 7% 9% 8% 15% vi % de W o atc cl h Ge ip s I rm nd Ita an ia ly y Fr an ce Ch in a Br az il al 18% 31% 25% Ru ss ia Ja p an So ut h Ko re a 41% 50% 27% 23% 24% 17% 6% 7% 10% 15% U SA U K Sp ai n Daily reach Weekly reach Monthly reach Less often Consuming Content – video clips: North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 74.2m 5.7m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 15.0m 4.8m 8.1m 1.5m 9.5m 8.0m 1.3m 3.2m 14.6m 1.5m 1.1m 1.5m 1.0m 4.7m 1.0m 5.9m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 2.2m 15.3m 54.4m 1.6m 4.4m 11.8m 20.3m 3.6m 4.0m context 6.4m 14.5m 2 74.2m 3 1 USA 3 Watched Videos Online – impact versus total population Universe Sizes versus total 16-54 population 50 % Ever Shared Photos Online di a Pa 2. ki 4% Ch sta in n 2 Ru a 6 .6 s .4 % Ph sia % ili 6. M ppi 5% ex ne Tu ico s 7 rk 10 .3 Br ey .4 % az 11 % Po il 1 .0% la 2. Ro nd 5% m 13 Gr an .3% ee ia Au ce 14. st 15 8% H ria .9 un 2 % 0 Fr gar .1% an y 2 Cz ce 1. ec 21 2% Ita h R .7% ly e Ja 23 pub pa .0 lic Ca n 2 % 22 n 6 .3 % Ge ada .7% rm 28 Ta an .4 iw y % Au an 29. st 30 6% Sw rali .1% it a 3 H zerl 1. on an 9% De g K d 3 n on 2 So ma g 3 .3% ut rk 4. Sp h K 34 0% ai or .1% U n 3 ea SA 8 37 . U 40 3% .1% K .9 4 N 1. % et 3% he rla nd s 47 .5 % In 4 0 Power to the people - Social Media Tracker Wave 3 61 5 11 6 7 8 17 20 12 13 14 15 16 19 9 10 18 54.4m 21 24 22 25 23 China 26 27 28 29 Consuming Content – podcasts: Podcasting was initially slow to take off, but recently has shown real and significant growth. This is thanks to the increase in portable video players and the ease of access that services like iTunes have pioneered. usage trends Growth massive between Waves 2 and 3 From 21% to 49% world-wide. China is the worlds biggest podcast market 74% use, with an estimated 45m users Actively involved – regular downloads 18% listen and download everyday Power to the people - Social Media Tracker Wave 3 80 Downloaded a podcast “Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users 0 % Ever Done Ch in M a7 ex 4 . Ro ico 3% 71 m 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 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 43 H zerl on an .2 g d % 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 18.4% 21.8% 48.8% Philippines 8.3% 26.4% 61.3% Australia 14.4% 21.7% 40.2% Russia 13.8% 12.6% 57.9% China 24.3% 51.8% 74.3% South Korea 17.9% 23.8% 49.2% France 25.2% 20.9% 34.2% Spain 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 Power to the people - Social Media Tracker Wave 3 Wave 2 Jun 07 Wave 3 Mar 08 % ever done Consuming Content – podcasts: 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 usage trends 65 Gl ob 20% 36% 27% 15% 9% 26% 27% 19% 19% 23% 17% 8% 16% 40% 24% 37% 40% 40% 39% 45% 21% 19% 46% 45% 27% 19% 11% 12% 21% 14% 15% 27% 32% 12% 14% 30% 16% 14% Ja p an D a own Po lo dc ad as Ge t rm In Ita an di ly a y % Fr an ce Ch in a Br az il al Ru ss ia 34% 41% 48% 22% 37% 28% 22% 21% 30% 20% 19% 14% 14% So ut h U K Sp ai n Ko re a U 27% SA Daily reach Weekly reach Monthly reach Less often Consuming Content – podcasts: North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 29.5m 2.1m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 7.5m 1.6m 4.4m 0.8m 5.6m 2.6m 0.5m 1.7m 6.6m 0.4m 0.3m 1.4m 0.5m 2.6m 0.4m 5.0m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 1.2m 10.3m 45.4m 0.8m 3.5m 13.7m 9.0m 2.3m 2.1m context 4.8m 9.5m 2 1 USA 29.5m Downloading Podcasts – impact versus total population Universe Sizes versus total 16-54 population 3 30 % Ever downloaded podcasts ki In sta di n a 1 Ph 1. .4 ilip 6% % Ch pi in ne Ru a 5 s 4 s .4 .5 Tu sia % % rk 5.5 Cz ey % ec 6. Gr h R 0% ee e H ce pub un 6 li . c Po gar 4% 6. 4% la y 6 Ita nd .5 ly 6. % M 7.4 9% ex % Br ico az 7. Au il 8 9% st .2 Ro ria % m 9. Ca an 4% n ia Fr ada 10. an 1 3% Ja ce 0.4 pa 11 % Ge n 1 .7% rm 1 De an .8% n y N ma 13. et rk 3 h % U erl 15. SA an 5 % Au 16 ds st .2 15 ra % .8 H % on lia 1 Sw g K 6. it on 7% U zerl g 1 K an 6 . 2 So 0. d 1 7% ut 6% 7. 5% Sp h K ai or n ea Ta 2 iw 2. 21 an 5% .3 % 24 .4 % Pa 4 0 Power to the people - Social Media Tracker Wave 3 67 11 5 7 9 6 13 8 20 12 14 15 16 18 17 10 19 45.4m 21 23 China 26 27 24 22 25 28 29 Power to the people - Social Media Tracker Wave 3 Consuming content: RSS RSS (Really Simple Syndication) is a key technology in social media. It connects users to content and moves content into a variety of platforms. However in Waves 1 and 2 it had stubbornly refused to gain popularity despite its crucial role in changing the way we access information and use social media platforms, The issues were lack of consumer awareness and low knowledge about what it does. Wave 3 seems to have heralded a tipping point in adoption. Huge growth from Wave 2 to Wave 3 15% to 38% worldwide BRIC markets lead Russia, Brazil and China lead the way, all 50% plus adoption Huge variations in adoption Hungary 15% > Russia 57% Still lags relative to other social computing technologies 69 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 ss Br ia az 56 Ch il 5 .6% in 5. Ta a 5 3% iw 3. Po an 9% la 48 Ph nd .4% ili 47 M ppi .7% ex ne So ico s 4 ut 45 5. In h K .1%2% di or a H 44 ea 4 on . 4 0 Pa g K % .4% ki on Sp stan g 3 ai 3 6. Tu n 3 5.0 5% rk 3. % Ja ey 3 6% pa 2 Sw n 3 .0% it 1. Gr zerl 4% ee an Au ce d 2 st 28 9. Ro ria .8% 4% m 28 Ge ani .8% rm a 2 Fr an 7. an y 3% U ce 27. K 2 0 2 5 % Au 4. .7% st 9% Ita rali ly a 2 De 24 4.6 n .5 % U mar % SA k Ca 18 20. na .6 4% N da % et 1 h Cz erl 8.0 ec an % H h R ds 1 un e 7 ga pu .2 ry bl % 14 ic 1 .7 5. % 0% 60 % Ever read 0 Ru 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 Gl ob 27% 31% 28% 26% 24% 25% 36% 45% 25% 29% 23% 13% 25% 31% 26% 32% 37% 42% 34% 35% 42% 33% 19% 17% 13% 12% 18% 13% 15% 20% 11% 28% 39% 18% 23% 23% 33% 16% 24% 19% 18% 22% 28% 18% 11% 25% 21% 14% 17% So ut h Ko re a Ru ss ia S an ubs RS crib S e fe to ed Ge rm Ja In Ita pa an di ly n a y % Fr an ce Ch in a Br a zil al U K Sp ai n 37% U 35% 24% SA Daily reach Weekly reach Monthly reach Less often Consuming content: RSS North America 1 USA 2 Canada Central & South America 3 Mexico 4 Brazil 18.6m 1.3m Europe 5 UK 6 Netherlands 7 France 8 Switzerland 9 Spain 10 Italy 11 Denmark 12 Poland 13 Germany 14 Czech Rep. 15 Hungary 16 Romania 17 Austria 18 Turkey 19 Greece 20 Russia 4.4m 1m 3.3m 0.6m 3.7m 2.5m 0.3m 1.7m 5.1m 0.4m 0.2m 0.6m 0.4m 1.6m 0.3m 4.9m Asia & Oceania 21 Pakistan 22 India 23 China 24 Hong Kong 25 Taiwan 26 South Korea 27 Japan 28 Philippines 29 Australia 0.9m 7.8m 33m 0.7m 3.1m 6m 9.3m 1.6m 1.3m 3m 8.7m 2 1 USA 18.6m Subscribing RSS – impact versus total population Universe Sizes versus total 16-54 population 3 3 25 Pa k In ista di n Ph a 1 1.1 ili .2 % H ppi % un ne Tu gar s 3 rk y 3 .3% Ch ey 3 .6% in .8 Ro a 3 % m .9 M ani % ex a Gr ico 4.4 ee 5. % Ru ce 0% s 5 Cz sia .3% ec 5. Ca h R 4% na ep Po da ub la 6. lic Ita nd 5% 6.4 ly 7. % Au 7. 0% st 2% Br ria az 7. De il 7 2% n .5 Fr ma % an rk Au ce 8.2 s 8 % U tral .8% SA ia N 10 10. et .2 2 h % Ge erla % rm nd U an s K 1 1 y1 0 Sw 2.2 0. .3% it % 4% Ja zer pa lan H n1 d1 on 2 2 Sp g K .3% .2% ai on So n 1 g 1 u 4. 4. Ta th K 8% 4% iw or an ea 21 18 .5 .9 % % Power to the people - Social Media Tracker Wave 3 % Ever subscribe to RSS 4 0 73 11 5 7 9 6 13 8 20 12 14 15 16 23 China 19 18 21 24 22 25 28 17 10 33m 26 27 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 • The environment is now perfect for creating and distributing branded content. Consumers expect to see and are happy to share it if the content is good. Brands are part of the modern fabric of society and have as much legitimacy as consumers to create and share content. • In the future web distributed content could potentially become another revenue stream for existing content producers and brands as video sites begin to cut the advertising revenue with uploaders. • Consumers are creating content in unprecedented numbers, brands who have far more resource should be to. • User generated content is now firmly part of the media spectrum. This is an opportunity for media companies to supplement their professional content with user content. It is also an opportunity for advertising to inspire consumers to create with branded elements. • The role for advertising will move away from the interruptive model towards less interruptive formats such as pre rolls, sponsorship and branded content which help consumers access new content. 75 It’s not all about You Tube: Dailymotion: A European youtube rival (dailymotion.com) MSN Video: Microsoft rival. (video.msn.com) Metacafe: Pay the contributor based on pageviews (metacafe.com) Metatube: Searches every video site in one hit (metavideo.com) 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 key technologies that underpin the social media revolution continue their assent. Social media is established everywhere there is an internet connection and it has to be considered for all advertisers, marketers and content producers as a core part of their communications. Social media has impacted every aspect of the internet and transformed the role it plays in our lives. The social orientated internet is a massive opportunity for brands, advertisers and marketers if embraced properly. It enables a much more positive relationship with consumers where true benefits are created. • The future of marketing is about acting how you want to be perceived rather than talking about it. Social media gives you this possibility by creating experience. • Create branded content to be distributed across the global social media platforms. Consumers are doing it; well resourced brands have no excuse. • Develop widgets, applications, services and platforms that create a genuine consumer benefit and drives engagement. Provide consumers with tools to manage their personal brands online. • Be inventive in connecting with consumers. Integrate it with offine communications and use social media as link or as a story to communicate. 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 • Move away from siloed brand sites: In a world of interlinked platforms and content, the stand alone brand site is not as engaging. • Think global; consumers are. Media consumption and social interaction are moving international, constrained by language not borders. Global brand identities, multi market campaigns and international structures are all essential. • Embrace social platforms as part of your communications mix; blogging platforms, social networks, video and photo sharing sites are where consumers spend most time and where the greatest opportunities for engagement exist. Connect • Use social media to create a dialogue with consumers. • Track opinions in the blogosphere. • Exist inside Social Networks: Create profiles, develop networks to distribute content and employ advertising and sponsorship to drive engagement with consumers. • Allow consumers to interact with your brand: User generated advertising, branded blogs and ongoing feedback are expected. Use social media to create a dialogue with consumers. Think global; consumers are. Moving Forward Wave 3 of this social media tracker is part of an ongoing global research programme that focuses on the impacts of digital media and technology. In parallel to the tracker in-depth studies are carried out to look at particular digital media topics. The last in-depth study “Anytime, Anyplace” looked at mobile phones and portable technology, in particular demands for content services and the role of advertising. The next major in-depth due to be released in mid 2008 will investigate word of mouth in the online age. It will focus on how the wealth of consumer and peer to peer opinion we are now exposed to impacts on how we form opinions on brands, products and services. Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new social media innovations and a larger geographical coverage. 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 Power to the people - Social Media Tracker Wave 3 wave.3 Universal McCann © 2008