Published on August 5, 2009
Power July.09 to the people Social media tracker
Power to the people - Social Media Tracker Wave 4
3 Welcome to Wave 4 04 Introduction 07 Methodology 14 Key highlights 15 The rise of video 20 Social networks grow even more 24 The rationalisation of social media 28 Country spotlights
Introduction UM’s latest “Power to the People” survey has revealed dramatic changes in the way that consumers are using the internet to create and share their thoughts, pictures and videos. Wave 4 of UM’s research into the facts behind the hype of social media reveals that social networks are becoming the dominant platform for content creation and content sharing. Jeff, Australia Carlos, Brazil Dorota, Poland Funda, Turkey Power to the People - Social Media Tracker Wave 4
5 After four surveys of active internet users—those who Other key statistics include: use the internet every day or every other day—showing • The total estimated global active internet audience is impressive growth for all types of social media, consumers now 625m are starting to focus their digital life around the likes of Facebook, MySpace and Orkut. • Mobile internet usage has now reached nearly a fifth of all active internet users. Seventeen percent now access It’s not that consumers are cutting back on blogging or internet on the move as well as at home, work or college sharing images it’s just that they are increasingly opting to do it via their social network page rather than the likes • Widgets continue to thrive with 34% of social network users of Flickr and Blogger. installing them for their own use and 24% installing them to impress visitors to their profile page 76% of social network users, for example, upload photo photos, up from 45% in Wave 3, and 33% upload videos “ Social media is a very fast-evolving landscape and one that’s compared to 16.9% last time around. taking an increasingly important role in consumers’ digital lives. Brands that want to engage with consumers in these The heavy and varied usage of social networks has proven spaces need to understand how and where and why they that these sites are no fad. Not only have 96% of social are using the many different platforms that enable content networkers visited a friends’ social network page but creation and sharing.” nearly two-thirds of all active internet users have spent time managing their own profile. “ Although the explosive growth of social media has attracted a lot of media coverage and hype only ‘Power to the Another key change to note has been the expansion of People’—which began in 2006 and now has four waves of video usage, with significant increases both in the number comparable data—has been able to track actual usage and of social networkers and bloggers uploading video but also consumer uptake,” says Glen Parker, Research Director at in terms of the number of the active internet users watching UM EMEA. audio-visual content. In the Philippines, just over 98% of active internet users About Wave 4 have watched video and the figure is also more than eight UM questioned 22,729 active internet users in 38 out of 10 in markets such as Korea, Spain and USA. countries between November 2008 and March 2009 for Wave 4, making it the largest global analysis of social media usage.
Introduction Welcome to the fourth installment of UM’s ongoing Our first study was published in September 2006 and Wave investigation into the rise and rise of social media. 4 gives a snapshot of the situation now—research took place from November 2008 to March 2009. After three waves of growth across all social media platforms, this time the picture is nuanced and much By comparing these four global examinations of the reality more interesting. behind the hype of social media, we are able to provide a clear picture of how the landscape has changed and crucially Consumers continue to flock to digital destinations in work out how it is evolving in future. order to create and share content, but they are now becoming more selective in terms of where they are This latest report highlights: doing it. • New platforms for video In essence, the tools of social media are starting to coalesce on to a single platform type—the social network. There may • Why social networks continue to grow be some way to go before the phrases “social media” and • How social media platforms are rationalizing. “social networks” are synonymous, but the consolidation has started. • Changes in key markets Internet penetration by market Figures sourced from internetworldstats.com % % i in .3 % % ru 2 % % ay % .9 ai on 3% % N de 80 4% Cz 4 39 .8% Ca 0. .5% .5 Ch ipp 12 9.4 Fi her 80 % Li ga 2% 8.8 Co ey .4%4% Be ma 5.7 % M ia 5 % w 83 82 Pe ico 2.5 1.5 N and nd % Po h % % H tria re % M na es % Sp g K 8. .4 Ko 74. 3.8 % Au ap 67 % al 5 9% 69 et n .6 8 lg ny % tv nia .5 s 6. % e ia . nl la .7 ec 8.8 .8 % r 7 % s o .3 st rk % 6 7 un 5 4 S 7 .3 0 rk 34 . er 6 . s ng m 7 ex 2 2 al a 8 il r a Po om 5% Tu il 33 G ce 62 Br an % La ua 52 6 Ru 2 4.9 Ro sia 2% Sw ra 8 86 Si iu 6 Fr ays 9% U n7 g It ug 3 Ph do ric Au ma .1 Ec th 1% H nd p. U an 72 n 9% D ea % m 27 rt bia 6 la Re 3 az ia an ia 7 0 th ry ua Af y l en 7 Ja ada u . l So ia 7 on or p d K l In 100 % Online (All adults) 0 Power to the People - Social Media Tracker Wave 4
7 Methodology The Social Media Tracker has retained the same All surveys are self-completed and the data collected methodology from Wave 1 through Wave 4, enabling is entirely quantitative. Every market is representative comparison between data sets. All surveys have been of the 16-54 Active Internet Universe. For Wave 4, scripted and hosted on UM’s in-house 22,729 internet users in 38 countries were interviewed. online research system, Intuition. New markets are Belgium, Colombia, Ecuador, Finland, Latvia, Lithuania, Malaysia, Norway, Peru, Portugal, South Africa, Singapore and Sweden. To be included, consumers needed to use the internet every day or every other day. Marek, Czech Republic Henry, Singapore
Methodology: Growing expansion of research universe Wave 1: • Australia • China • France • Germany • Italy • Philippines • Russia • Korea • Spain • UK • US Wave 2: • Australia • Pakistan • Brazil • Philippines • China • Russia • France • Singapore • Germany • Korea • Greece • Spain • India • Taiwan • Italy • Thailand • Japan • UK • Malaysia • US • Mexico Power to the People - Social Media Tracker Wave 4
9 Wave 3: • Australia • Mexico • Austria • Netherlands • Brazil • Pakistan • Canada • Philippines • China • Poland • Czech • Romania • Denmark • Russia • France • Korea • Germany • Spain • Greece • Switzerland • Hong Kong • Taiwan • Hungary • Turkey • India • UK • Italy • US • Japan Wave 4: • Australia • Lithuania • Austria • Malaysia • Belgium • Mexico • Brazil • Netherlands • Canada • Norway • China • Peru • Columbia • Philippines • Czech • Poland • Denmark • Portugal • Ecuador • Romania • Finland • Russia • France • Singapore • Germany • South Africa • Hong Kong • Korea • Hungary • Spain • India • Sweden • Italy • Turkey • Japan • UK • Latvia • US
Methodology, cont’d. Why do active internet users matter? Social media is driven by active internet users, if you don’t They are the best proxy for the future, over time all internet use the internet regularly you a re unlikely to sign up for users will increase their usage and eventually everyone tools such as blogging or set up a social network profile. will become an active users, just as consumers made the transition from occasional to regular TV watching in the Active internet users drive adoption of platforms and tools; 1950s and 1960s. they will determine which tools and platforms become dominant in the social media space. Reach over time Active internet users: “Thinking about using the internet, which of the following have you ever done?” 90% Read blogs Start my own blog/weblog 80% Leave a comment on a blog site Upload my photos to a photo sharing site 70% Upload a video clip to a video sharing site Watch video clips online 60% Listen to live radio/audio online % Ever done 50% Create a profile on a social network Manage a profile on a social network 40% Visit a friend’s social network page 30% 20% 10% 0% Wave 1 Wave 2 Wave 3 Wave 4 Sep 06 June 07 March 08 March 09 Power to the people - Social Media Tracker Wave 4
Methodology: Universe size—putting it into context calculated using local market population estimates Estimated worldwide 16-54 active internet universe = 625m users 2 1 USA 96.3m 6 North America Asia & Oceania 3 1 USA 96.3m 13 France 19.7m 29 Australia 8.6m 4 2 Canada 14.1m 14 Germany 23m 30 China 159.6m 5 15 Hungary 2m 31 Hong Kong 2.9m Central & South America 16 Italy 9.7m 32 India 12.3m 3 Brazil 21.9m 17 Latvia 0.8m 33 Japan 21.8m 18 Lithuania 0.9m 34 Malaysia 11.9m 7 3 4 Colombia 3.8m 5 Ecuador 2.5m 19 Netherlands 4.9m 35 Philippines 4.2m 6 Mexico 4m 20 Norway 1.8m 36 Singapore 2.1m 7 Peru 6.6m 21 Poland 7.9m 37 Korea 19m 22 Portugal 2.9m Europe Africa 23 Romania 4m 8 Austria 1.4m 38 South Africa 2m 24 Russia 9.8m 9 Belgium 2.8m 25 Spain 8.5m 10 Czech Rep. 3.6m 26 Sweden 4m 11 Denmark 2.2m 27 Turkey 4.8m 12 Finland 1.9m 28 UK 19m Power to the People - Social Media Tracker Wave 4
13 20 12 26 17 24 18 28 11 19 21 9 14 10 8 15 23 13 16 22 27 33 25 30 China 37 159.6m 31 32 35 34 36 29 38
Key highlights—global stats from Wave 4 There are now an estimated Social networks continue to grow. Nearly two-thirds of active internet users have now joined a social network site, up from 625 million active internet 57% in Wave 3. users, one in thirteen of • Malaysia leads the way with 47% penetration of all 16-54-year-olds. all humans and one in three Social networks are now a regular part of the online experience with 64.1% of active internet users spending time internet users. managing their profile. • Danes have the highest penetration among all 16-54-year-olds, followed by Malaysia, Norway and Sweden. Blogging has nearly reached saturation in terms of total numbers, with 71% reading blogs, a small increase from 70% last time out. Active internet users however, do continue to put finger to keyboard in greater numbers, globally up from 34% to 40%. Social media platforms are becoming more multi-media. The number of bloggers and social network users who have uploaded photos, videos, music and widgets has continued to rise. Social media is going mobile. Seventeen per cent of active internet users globally now access the internet on the move as well as at home, work or college. Power to the People - Social Media Tracker Wave 4
15 The proliferation of video In Wave 1, social media was, broadly speaking, a text-based Video watching is now at 83% amongst active internet users. occupation for the majority of active internet users. This is consistent with Wave 3 but significantly ahead of Consumers typed or read; uploading pictures or watching the 32% recorded in Wave 1 and the 63.3% in Wave 2. The video was a minority occupation. reason for this recent levelling off is that, for many markets, there is barely any more room for the penetration of watching Faster broadband, the rise of YouTube and its ilk and the video amongst active online users to rise. ability to embed video on everything from blogs to social network profile pages has made the moving image an All of the Latin American markets have a penetration of more essential part of the social media landscape. than 90% and in 75% of markets surveyed the penetration of video watchers amongst active online users clears 80%. In Wave 4 we have seen a high penetration of active online consumers uploading and watching videos on video Thirty-three per cent of social networkers sharing sites such as YouTube. However there has been have uploaded video to their profile, a notable and significant increase in the number up from 16.9% in Wave 3 and 32% of bloggers and social networkers uploading of bloggers have uploaded video, audio-visual material to these platforms. 33% of social an increase of 8%. networkers have uploaded video to their profile, up Glen, London from 16.9% in Matt, USA Wave 3 RTING IMPO6% 3
Uploading videos—Wave 3 & 4 Thinking about using the internet, have you ever done the following? Wave 3 4 Active internet users uploading videos to a video sharing site All respondents 35.5% 35% Brazil 68.48% 50.06% Malaysia 38.26% Korea 43.09% 70.98% Peru 50.53% Netherlands 31.16% 35.42% Philippines 60.13% 67.51% Colombia 47.54% Singapore 37.46% China 58.89% 57.97% Hong Kong 53.16% 50.55% Latvia 30.3% India 51% 57.88% Turkey 41.2% 45.51% Portugal 36.32% Mexico 57.09% 50.68% Ecuador 35.98% Norway 37.8% Power to the People - Social Media Tracker Wave 4
17 Australia 30.2% 22.56% Sweden 19.51% Denmark 26.2% 20.84% Romania 47.24% 35.01% Italy 29.71% 30.79% Germany 33.46% 28.28% Spain 31.88% 32.01% Lithuania 29.64% Czech Rep. 27% 24.03% Russia 25.98% 32.47% UK 33.3% 27.37% France 21.71% 21.45% Belgium 29.71% Finland 29.82% Japan 20.16% 18.66% Austria 36.85% 32.64% Canada 27.26% 25.71% South Africa 25.74% US 24.93% 29.26% Poland 38.61% 27.3% Hungary 16.52% 18.29%
Video watching—Waves 1-4 Thinking about using the internet, have you ever done the following? Active internet users watching video clips online Global Germany 32% 63.3% 83.7% 82.8% 20.1% 44.3% 76.9% 74.1% Australia Italy 25.2% 57.5% 78.4% 79.1% 34.6% 63.3% 79.2% 75.1% China France 56.2% 78.9% 90.1% 89.1% 23.4% 53.6% 61.3% 63.2% Power to the People - Social Media Tracker Wave 4
19 Philippines Spain 39.9% 60.7% 98.7% 98.1% 28% 69.4% 87.3% 84.1% Russia UK 21.6% 57.5% 67.9% 79.4% 32.3% 61.2% 85.5% 79% Korea USA 29.7% 73.5% 86.2% 82.8% 31.8% 51.7% 74.3% 82.9% Wave 1 2 3 4
Social networks grow even more (and consumers really use them) It’s very easy to set up a social network profile, but the key question is whether the excitement starts to pall after 71.1% have visited a friend’s a few weeks. social network page The answer is very clearly not. Consumers are signing up for profiles in larger numbers in Wave 4 and spending time keeping them up to date. Nearly two-thirds have managed a social network profile. And they also spend time visiting their friends’ profiles as well: 71.1% have visited a friends social network page, a figure that’s increased in every market surveyed with the exception of Brazil and Mexico. Consumers are signing up for profiles in larger numbers in Wave 4 and spending time Andrea, Germany keeping them up Jeff, Australia to date. Carlos, Brazil Power to the People - Social Media Tracker Wave 4
21 Belong to a Social Network, Waves 1-4 Wave 1 2 3 4 Thinking about using the internet, have you ever done the following? Active internet users create a profile on my social network Global Russia 27.3% 36.2% 56.6% 62.5% 23.1% 41.7% 74.02% 85.3% France Spain 16% 10.3% 35.6% 50.1% 37.3% 39.5% 45.4% 59% Germany UK 22% 19% 40.55% 46.8% 26.9% 27.4% 60% 64% Italy USA 11.3% 19.1% 40.8% 45.9% 39.2% 40% 42.5% 59%
Methodology: Universe size—putting it into context Estimated worldwide 16-54 active internet universe = 625m users 2 Thinking about using the internet, have you ever done the following? Active internet users managed a social network profile 1 USA 57.8m 6 North America Asia & Oceania 1 USA 57.8m 13 France 10.2m 29 Australia 5.3m 4 2 Canada 9.4m 14 Germany 11.5m 30 China 111.8m 5 15 Hungary 1.7m 31 Hong Kong 1.9m Central & South America 16 Italy 4.2m 32 India 9.6m 3 Brazil 15.6m 17 Latvia 0.5m 33 Japan 10.2m 18 Lithuania 0.5m 34 Malaysia 9.4m 7 3 4 Colombia 3.5m 5 Ecuador 1.9m 19 Netherlands 3.6m 35 Philippines 3.9m 6 Mexico 3.1m 20 Norway 1.5m 36 Singapore 1.6m 7 Peru 5.3m 21 Poland 5.6m 37 Korea 11.9m 22 Portugal 2.1m Europe Africa 23 Romania 2.7m 8 Austria 0.8m 38 South Africa 1.4m 24 Russia 8.1m 9 Belgium 2m 25 Spain 4.9m 10 Czech Rep. 1.5m 26 Sweden 2.6m 11 Denmark 1.7m 27 Turkey 4.1m 12 Finland 1.2m 28 UK 12.1m Power to the People - Social Media Tracker Wave 4
23 20 12 26 17 24 11 18 28 19 21 9 14 10 15 13 23 8 16 22 27 33 25 30 China 37 111.8m 31 32 35 34 36 29 38
The rationalisation of social media Content posted Blog writers only: ‘‘When writing your blog what topics do you normally post?’’ s te si eb w Wave 3 ic us m ds an to br d ne d an s te te lis ts si ts eb uc ge ly nt w od id re /W d pr ic de ur ns us on /c en io m ite m s at on d os ur os om ic oa ni vo de pl ot c pl pi Ap Ph Re Fa Vi U O 50.2% 32.0% 28.8% 27.6% 23.8% 20.0% 14.5% % blog writers It had to happen. The days of posting written commentary The decline or stasis in the use of separate blogging or on a blog, going to a separate site to upload images or photo-sharing sites suggests that social media is being video and then managing your network of friends via rationalised. The addition of new functionality to platforms a third location were always limited. originally designed to serve each of these areas also highlights their convergence. The days when a consumer would either restrict him or herself to just one of these activities or go to three different sites to Bloggers, for example, are no longer restricting themselves upload content are disappearing. to text: they are adding images and video as well as music and widgets to their prose in ever greater numbers. Power to the People - Social Media Tracker Wave 4
Wave 4 70.48% Ph ot os 43.3% Re c om m Fa en vo de d ur ite w eb 34.3% 31.9% Vi /c si de ur te os re s nt ly 31.7% O lis pi te ni ne on s d % blog writers 28.8% St on to or pr m ie us s od ic fr uc w U om ts eb pl oa ot an si d he d te m r br s 26.3% 18.4% W us bl an id ic og ds ge ts s Ap th at pl ar ic e at W io us 17.02% 15.5% ns ef id /W ul ge fo ts id r th ge m at ts e I w an t ot he rs to se e Dmitri, Russia 25
The rationalisation of social media, cont’d Content posted on a social network e Social Network Users: se e m ‘‘What do you do with your social networking profile?’’ to r rs fo he ul ic ot ef us us Wave 3 t m an e to w ar I d at at te th th lis ts ts ly ge t ge en id id rr w /w cu / ns ns e/ s io io s d nd rit s nd at n at nd s os ba u to ie lic lic ie vo g ie de fr o o fr pp pp a fr ph fa bl vi w ge e la d la ne ot ay a d g d ol sa al oa in oa al om e pl nd nd st rit es at st pl pl is In Pr In W Fi D Fi M U D U 64.8% 60.9% 45.0% 41.6% 25.8% 21.1% 18.5% 18.5% 16.9% 13.5% 7.8% % social networkers The greatest beneficiary of consolidation, however, is the Wave 4 shows active Internet Users are using social network social networks that enable users to do everything they profiles as the hub for their social media. There are significant can on a blogging site and more. These platforms – and increases in the number of users messaging friends, finding there are different dominant players depending on the new friends or joining a group. market – continue to grow even as other elements of the social media universe stagnate or decline. At the same time, traditional social network activities are being accompanied by the uploading of videos and photos, blog postings and even dating. All of these activities are showing significant rises in Wave 4. Power to the People - Social Media Tracker Wave 4
81.5% M Wave 4 es sa ge U fr 76.3% pl ie oa nd d s ph Fi nd o to ol s d fr Fi nd ie nd s % social networkers ne w 74.3% 56.4% 47.9% Jo fr in ie a nd s gr D o 35.3% is up pl ay In fa vo st al u rit la e/ 33.5% 33.1% U pp cu pl lic rr oa at en d io t vi ns ly M 29.9% de /lis ak os wte e id ge d co to ts m W nt ac th rit us e ts at ic a fo ar bl r e In og w us Scott, USA st al or k ef la pr ul
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