Social Media Week Global State of Social Media in 2011
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Transcript of Social Media Week Global State of Social Media in 2011
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Global State of
Social Media in
2011
Social Media Week 2011
Tom Smith
globalwebindex.net
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Today:
Macro overview of consumer
adoption of social media and
changing impacts
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How:
Most detailed global
survey on consumer
internet behaviour,
motivations and attitudes
ever conducted
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71K surveys, 4 Waves
and 23 countries since
launching in September
2009
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110K surveys, 3 Waves
and 32 countries, in the
next 12 months
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Social Media has
reached mass
maturity
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Wave 1 (July 2009)
Wave 3 (September 2010)
Combined monthly involvement in social networking, blogging,
micro-blogging, forums, video uploading: Wave 1-3
UK: 70% involved in
Social Media
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Visited Forum/Chat room
Written a blog
Edited own website
Written a news story
Managed social network
Used micro blogging +35%
+29%
+9%
+4%
-2%
-5%
Source: Wave 3 Social media actions growth % vs wave 1
The big trend: Major shift
to real-time
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Moving from this:
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To this:
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Multi-platform
involvement in
emerging markets
0%
10%
20%
30%
40%
50%
60%
70%
80%
Manage your social network profile
Used a microblogging service
Source: Wave 3 September 2010Active monthly behaviour. Wave 3. Global data. Sample 51K web users
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0%
10%
20%
30%
40%
50%
60%
Written your own blog
Contribute to a Forum
Source: Wave 3 September 2010Active monthly behaviour. Wave 3. Global data. Sample 51K web users
Blogs lead in Asia
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All about Facebook?
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64%
53%
45% 45%
39% 39%37% 35% 34% 32% 30%
20%17% 15% 15%
10%6%
2%
Private invitation only
Facebook is the dominating social
network, except in Russia,
Netherlands, Japan and China
where local brands dominate
Source: Wave 3 Social networks used in the last month
Social Networking: Facebook
dominates
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0 5 10 15 20 25
Male
Female
16-24
25-34
35-44
45-54
55-64
Financial Services
Retail
Professional Services (Law, Accounting, Architect etc)
Healthcare/Medicine
Manufacturing, Engineering Construction
Education
Government (excluding Education & Health)
Police oArmed Forces
Agriculture oMining
IT, Internet, Software, ComputeServices
Transport, Logistics, Distribution
Travel, Tourism, Leisure Services
Advertising marketing omedia
Social Network-Update your status - DailyYoung people and
marketers! lead real-
time involvement
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Micro-
blogging
frequency
More than once a day
Daily
Every other day
Every 3-4 days
Once a week
+25%
+51%
Source: Base – Ever used a micro-blog service, wave 3 vs wave 2
+27%
+46%
-5%
This frequent
contribution is exploding
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Mobile / Mobile Apps on a parity with desktop
50%Accessed Social
Network
Wrote a blog post
Update Micro-blog
PC Mobile Apps / Web
47%
10% 10%
7% 6%
Wave 4 UK only. All Internet Users
Monthly Access
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Impacts of the new
social landscape
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Social is driving different sources of trust
CLOSE
TIES:
Family &
Friends
WEAK TIES:
Social
contacts
Sources of Trust
-9% +26
%Source: Strongly trusted sources, growth wave 3 vs wave 1
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Mobile devices for social?
Location specific
Personal
Linked to payment
Apps not browsers
Reation not creation
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50%
29%31%
33%
21%
26%
51%
34%
44%
39%
27%
34%
Personal photos Other images Links to news stories A link to a blog A link to a website An opinion on a product or brand
Wave 2
Wave 3
Source: Base – Ever used a micro-blog service, wave 3 vs wave 2. Content shared in past month
Changing consumer focus from
creation to sharing / reaction
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Top down: Twitter focuses on
celebrity not other consumers
66%3%
13%
7%
7%3% 1%
Showbiz / Celebrities / Musicians / Actors / TV stars
Political leaders / Institutions
Professional News / Gossip
Sport Stars
Web Companies
Other business
Home made
Top 100 Twitter Users: Based on Number of Followers
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Where next?
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42.9%
7.0%12.1%
8.9%
7.1%
5.1%
16.9%
Barriers to using a Social Network: Europe I prefer to keep my privacy
My friends/family are not involved
I find it boring
There is nothing to say
I’m not allowed to use it at work
I like to be different
I don’t have time
Source: Global Web Index, Wave 3, January 2010
Have we reached the peak?
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Social moving to all “packaged internet platforms”
APP TIME LINE
Desktop
TV
TabletsMobile
Mac App StoreiPad
July 2008 October 2008 2009
August 2008
January 2010 2011
October 2010
October 2010
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