Published on September 22, 2008
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.firstname.lastname@example.org 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 • 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
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. 6/ 70 93 95 /3 rk a m lt e s/a ot o /ph co m www.fickr. 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 In the past Waves there has been occasional mis-understanding of adoption, they are the most important consumer about what the results represent, due to the fact that smaller less to 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 % rla 2.9 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% he 7 e in n 7 m 29 56 p 67 la 2 s ne rk 2. st 6. n 8 na y et a it rk un a Pa 5. Ch sta Ja an a ly di Ge In 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/6 876 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 was always a touch crude. beginning, the internet was founded on message boards, chat rooms and peer to peer communication. What has changed is the mass involvement that modern social platforms inspire. Contributing to the internet has never been as accessible and less technical. Innovations in web development, computing technology and the proliferation 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 e cat potential to impact on all our media consumption therefore shifting the /le s o to ph ckr. 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 rk ite wo bs et we “Thinking about using the Internet, which of the ln g ia following have you ever done?” Active Internet Users rin c so a e sh sit g s in og o ws ite ist ot og bl bs ex ph ne g ed bl we lo e we bs o a fe an lin t a a eb a s/ as ite n n to og on s we t S g /w dc on to to og g lip RS rin bl os og s po bl en en in c le a ip ot al an bl we sh ar eo ofi m m cl ph a on n sh vid pr m m s/ to ed o eo ow rs ot y og co co e a m ad vid pe ph eo a ib bl y e a a lo tm vid oad d cr ag ad ch ad a oa e e wn bs av av an Re sit ar at pl pl Re Do Su Le Le St W M Vi U U 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 5 2/ 88 62 /2 31 n l ey sta ham /gra m/photos www.fickr.co 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% .7 st .3 8% 50 % SA k 0% ee 72 % % in ne 2 rk a 6 lic on 8% 7 n a 6 3. st an 5. un y % ex 8 0. pa .0 6 Ta il 8 .7% Gl sia .2% Ru ce .3% Ge ada .7% ry .4 In rto R .6% 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 a c ai 78 n 59 e 86 ob 70 . ki 7. iw 7. ili or ec 0 K an an .9 rm 5 ly 4 m e di i Ph h K Sw g K 6 ut et 100 So % Ever read 0 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 ob Gl 52% 32% 7% 9% il az Br 46% 43% 6% 5% a in Ch 28% 38% 19% 15% ce an Fr 17% 41% 21% 21% y an rm Ge 39% 42% 10% 9% a di In d ea 37% 40% 12% 11% R ly % Ita 50% 32% 12% 6% n pa Ja 29% 38% 22% 11% ia ss Ru 45% 39% 13% 3% a re Ko h ut So 31% 40% 19% 10% n ai Sp 20% 40% 22% 18% K U 23% 42% 19% 16% SA U Daily reach Weekly reach Monthly reach Less often Power to the people - Social Media Tracker Wave 3
% Topics Read About 0 45 (Blog Writers Only) Fa m ily /fr ie Pe nd r so bl og na lb s N lo ew g s s/ (d cu ia rre y r M nt sit us af es ic fa ) irs What kind of blogs do you read? FI lm /T V Co m pu te Te r s c hn ol og Tr y a ve l( ho Pr lid o a y du de ct st re in co a Sc ie m tio n n m s) ce en da Ga tio m ns “When you read blogs, which of the following topics would you read most often?” Active Internet Universe in g Ce le b rit ie Bu s s in e ss Sp ne or ws t -r el ev Bu an s in tt e o ss m (g y Ot en cu he er rre r al nt jo ne ws b & op in io n 21
Reading blogs: putting it in context North America Europe Asia & Oceania 1 USA 60.3m 5 UK 11.6m 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 M ey 8 7% % .2 2 % ly 21 2% itz ong 7% ee 1. 1% m 10 % nd 9 40 rm 2 lic 3 n . rk 6. .6 De 23. .7% iw 1% 6 Br ani .6% in .3% % n ep % ec 14 % rla a 3 on ia .6 K la 6 SA 3 % Ro nd 0.2 Sp 33 1% Au ce 2% N h K 3% Ge ada ub Po gary 7% Ita ce 21. U er 2 Sw g K 5. Gr il 1 1. Tu sia s 6 Ch a 2 2.3 Ca h R .9 Cz tria 3.3 H ico % H tral 24 U n 3 .0 ai .2% Ru ppi % n 2% he re az a 1 la 1 . 2 pa 33 ut 4. s ne ili .4 . et o un 9 ex . s 1 s k In stan So n 3 Au mar Ph a 6 Ja an ki di Pa 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 • sia leads the way A – 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
Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...
In this presentation we will describe our experience developing with a highly dyna...
Presentation to the LITA Forum 7th November 2014 Albuquerque, NM
Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
Get this from a library! Wave. 3 : power to the people social media tracker..
... needs and behaviors of 1.3 billion of the ... Wave Trends allows you to do your own Wave analysis about the social media topics you are ...
... Wave 3 Social Media. Universal McCann Europe, ... Wave 4 of the social media tracker is scheduled for late 2008 and should include a number of new ...
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 ...
Contact WAVE 3 - Email Addresses & Social Media - wave3.com-Louisville News, Weather & Sports. ... WAVE 3 News Staff; Storm Tracking Team; Sports Staff ...
Wave.3 – Power to the people social media tracker - Universal McCann, March 2008
McCann Wave 6 - Universal McCann Deutschland