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Social Platforms - The Global Report September 2012 - In focus: Italy
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Transcript of Social Platforms - The Global Report September 2012 - In focus: Italy
S O C I A L P L A T F O R M S : T H E G L O B A L R E P O R T
S E P T E M B E R 2 0 1 2
ITALIAN
VERSION
ABOUT GLOBALWEBINDEX
All of the data in this report is sourced from the GlobalWebIndex (GWI)
provided exclusively to subscribing clients of the GlobalWebIndex or
through direct purchase of this report via globalwebindex.net.
This is a localized Italian version of the global report preview available
here. A complete Italian version exploring all sections (See slide 3) is
available on request – please contact us for further information.
GWI have to date delivered 7 waves of research since July 2009 based
on over 150K interviews of internet users in 31 markets – covering 87% of
the global internet market.
The latest set of data was fielded in Q2 2012 and released in August
2012, making the data in this report the most up to date global dataset
available.
Most insights in here are completely unique. They will challenge your
perceptions.
Referencing:
• You can use this data in your day to day work, simply source as the
“GlobalWebIndex: Italian Social Platform Adoption Trends – September
2012”
• All data in this report unless otherwise stated, represents the
percentage of the internet population aged 16-64.
E N A B L I N G C H A N G E
ITALIAN
VERSION
SOCIAL PLATFORMS: ADOPTION TRENDS
The data in this report is sourced from GWI.7 – the GlobalWebIndex 7th
Wave of research and past waves, providing a unique understanding about
social platforms and how to develop credible global or local strategies.
1. Adoption Trends: Global Trends in Social Platform Adoption
• Develop global, regional and local social priorities
• Drive insights into engagement and adoption
2. Demographic Divide: Detailed Demographics on Users
• Learn how to tailor your strategy
• Explore mainstreaming of social platforms
3. Multi-device Behaviour : Consumer Behaviour and Actions by
PC, Mobile, and Tablet by platform
• Design platform specific strategy
• Quantify key platform behaviours
4. Brand Opportunity: Brand Engagement by Platform
• Identify relevant content by platforms
FACEBOOK USED BY OVER 40% OF GLOBAL INTERNET POPULATION
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Google+
Qzone (China Only)
Sina Weibo (China Only)
Tencent Weibo (China Only)
RenRen (China Only)
Kaixin (China Only)
51.com (China Only)
Badoo
Other
Tumblr
Viadeo
vkontakte (Russia Only)
Odnoklassniki (Russia Only)
Mixi (Japan Only)
Me2Day (South Korea Only)
Tuenti (Spain Only)
Koprol (Indonesia Only)
Mig33 (Indonesia Only)
Sonico (Mexico Only)
Plurk (Taiwan Only)
Copains d'Avant (France Only)
Nate Connect (South Korea Only)
Hyves (Netherlands Only)
MeinVZ (Germany Only)
StudiVZ (Germany Only)
Mxit (South Korea Only)
Enyny (Taiwan Only)
BlueWorld (South Korea Only)
My Genius (South Africa Only)
Social Press (South Korea Only)
MoTribe (South Africa Only)
INCREASINGLY COMPETITIVE MARKET
Google+ is growing rapidly in adoption thanks to integration with all Google
services, while China demonstrates its scale and hyper social consumer
base by dominating 6 of the top 10 social platforms
Amazingly twitter is only the third largest micro-blogging service in the
world lagging behind both Sina Weibo and Tencent Weibo.
This demonstrates the growing divide between China and the rest of the
world.
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Total
Social platform active usage by service. % of all global internet users
GLOBALLY G+ IS THE MOST MOBILE PLATFORM – TWITTER THE LEAST
20m
MOBILE DRIVING SUPPLEMENTARY USAGE
Good news for Facebook. Mobile devices are not
replacing PC (their advertising money spinner), they are
simply adding additional usage occasions with only 5%
of active users dropping the PC. This emphasises the
need for cross platform view of a user base and need to
provide a platform agnostic product. Cut down mobile
products will not match user expectations.
PC ONLY 392m 136m 167m
MOBILE ONLY 28m 2m 36m
TABLET ONLY 3m 2m 2m
PC + MOBILE 176m 88m 92m
PC + TABLET 18m 11m 12m
MOBILE + TABLET 3m 2m 2m
PC + MOBILE +
TABLET 33m 22m 24m
TOTAL 653m 262m 336m
60% PC
ONLY
35% PC +
MOBILE
OR
TABLET 5% MOBILE OR
TABLET ONLY
52% PC
ONLY
46% PC +
MOBILE OR
TABLET
2% MOBILE OR
TABLET ONLY
50% PC
ONLY
38% PC +
MOBILE
OR
TABLET
12% MOBILE OR
TABLET ONLY
Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on 31 GlobalWebIndex markets and are based on active usage in the past month by device.
Active contribution by device based on universe
estimates. Cross over and unique numbers
PASSIVE BRAND BEHAVIOURS LEAD GLOBALLY
"like" an brand page / product etc
Shared photos from a brand
Shared videos created by a brand
Used an app created by a brand
Posted a positive comment
Followed a branded page
Shared photos from a brand
“Tweet” an article, brand, product etc.
Posted a positive comment
Shared videos created by a brand
“+1" an article page product etc.
Shared photos from a brand
Used an app created by a brand
Followed a branded page
Bought a product or service
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us if
you have done any of the last month? Ranked by penetration. Base = Active Facebook, Twitter, G+ Users on PC, Mobile and Tablet
PASSIVE USERS ARE THOSE WHO INFLATES THE NUMBERS
4%
4%
5%
5%
13%
15%
22%
27%
36%
78%
0% 20% 40% 60% 80% 100%
Tumblr
Other
Viadeo
Badoo
None of the Above
Google+
1%
1%
2%
2%
4%
9%
12%
14%
45%
47%
0% 20% 40% 60% 80%
Tumblr
Viadeo
Other
Badoo
Google+
None of the Above
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services do you have an account?/ On which of the
following services have you contributed last month? Base = Italy
HAVE AN ACCOUNT ACTIVE USERS
ENGAGEMENT SPLIT: 8m FACEBOOK USERS DO NOT CONTRIBUTE
ACCOUNT OWNERSHIP VISIT LAST MONTH ACTIVE LAST MONTH POST (TEXT) UPDATE
9m* 23.36m** 3.71m***
6.91m 3.8m 3.12m
*Google Accounts / Google+ Accounts **Google visitation. Plus.google.com is too integrated to segment as a URL *** Activity could be conducted on a variety of Google services connected through the G+ layer
20.6m 17.86m 12.5m 8m
0.59m
1.4m
Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on Internet penetration per country: Italy
PINTEREST USERS ARE MAINLY PASSIVE
ACCOUNT OWNERSHIP VISIT LAST MONTH ACTIVE LAST MONTH POST (TEXT) UPDATE
5.65m 4.09m 2.28m
1.36m
Not available
until GWI.8
0.61m
0.26m
0.08m
Source: GlobalWebIndex, GWI.7 Q2 2012. Universe Estimates based on Internet penetration per country: Italy
PINTEREST HAS A SIGNIFICANT FEMALE SLANT AND DOMINATED BY 25-34
55% 45%
Male
Female
56% 44% 59%
41% 56% 44%
33%
67%
25%
27% 20%
13%
15% Age: 16 to 24
Age: 25 to 34
Age: 35 to 44
Age: 45 to 54
Age: 55 to 64
26%
37%
21%
8% 8%
26%
23% 21%
9%
21% 9%
39%
21%
14%
17% 16%
58%
13%
5% 8%
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: On which of the following services have you contributed last month? Base = Italy
Demographic profile of active account users
Exploring key macro and structural trends on a global level:
• Standard Social
• Growing Globalisation
• Facebook Still Rising
• Google+: Mass by Stealth
• Twitter: Towards Top Down Social
• Passive: Broadcast Social
• Competition Driving Supplementary Usage
• Mobile Driving Extra Engagement: PC still safe
• All About Photos
• Positive Branding
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GET THE TREND REPORT FOR MORE INSIGHT: 12 PAGES OF WRITTEN INSIGHT
Deepdive into countries and demographics for all social
platforms
• Question: On which of the following services have you
contributed last month?
• Question: On which of the following services have you
created an account?
• Question: Thinking about the social media services that you
actively use, could you please tell us if you have done any of
the last month? PC
• Question: Thinking about the social media services that you
actively use, could you please tell us if you have done any of
the last month? Mobile
• Question: Thinking about the social media services that you
actively use, could you please tell us if you have done any of
the last month? Tablet
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Source: GlobalWebIndex, GWI.7 Q2 2012.? Base = Total
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
None of the Above
Watched full
Shared links to blogs
Shared videos created by a brand or…
Bought a product or service
Asked a friend about a product you were…
Shared photos from a company or brand
Asked a question to the public about a…
Posted a complaint about a company or…
Organised an event
Used an app created by a brand company
Posted a postive comment about a…
Uploaded and share your own videos
Checked in at a location
Watched video clips created by other…
Shared videos created by other internet…
Shared a link to an article
Followed a group or like a page created…
Clicked a button linked to the service that…
Posted comment about my daily activities
Messaged with friends on a one on one…
Commented on a friend photo or video
Commented on a friend post
Uploaded and share photos
Audience 2
Audience 1
GET THE ANALYSIS PLATFORM + CUSTOMISE TO YOUR TARGET AUDIENCE
18-34 MALE
Brand
Conscious
Stand Out
From The
Crowd
Look After
Appearance
Image
How I spend
my time is
more
important than
the money I
make
Strive to
achieve more
Audience 1
Audience 2
Source: GlobalWebIndex, GWI.7 Q2 2012. Question: Thinking about the social media services that you actively use, could you please tell us if
you have done any of the last month? Base = Active Facebook. Users on PC.
% of Facebook active PC contributors who have done the following actions
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T H I S D ATA I S A G L O B A L F I R S T
and provides subscribers with a unique vision
on the impact and opportunities of social