Wave 4 - Power to the People | UM | Social Media Tracker

July 09 1

Welcome to Wave 4

• Introduction

• Methodology

• Global Trends

• In detail…

– Blogging

– Video

– Social networking

– Content

• Key findings and implications

2

Wave 4 demonstrates

Many passive activities have now reached saturation point

3

1.

2.

3.

4.

5.

6.

But active participation in social media continues to grow

We are seeing the inexorable rise of social networking

With these sites increasingly becoming the hub for an ever widening range of activity

But content is becoming more personalised than ever

Social networking sites are now the single largest source of friend networks either on or offline

What is social media?

4

“Online applications, platforms and media

focused on collaboration, sharing

and interaction between users”

http://www.delicious.com/

http://www.blogger.com/

http://www.skype.com/

http://www.google.com/maps

http://www.faceparty.com/

http://www.apple.com/

http://www.friendster.com/

http://www.bloglines.com/

http://www.engadget.com/

http://www.technorati.com/

http://www.snapfish.co.uk/welcome/t_=0

http://www.digg.com/

http://youtube.com/

http://www.secondlife.com/

http://www.riya.com/

http://www.writely.com/

http://www.lastfm.com/

http://www.pandorasbox.com/

https://www.typepad.com/

http://www.wikinews.org/

http://www.neopets.com/

http://www.boingboing.com/

http://www.wikipedia.com/

http://www.live.com/

http://www.napster.co.uk/index.html

http://www.tagworld.com/

http://www.flickr.com/

http://www.bebo.com/

http://www.google.com/video

http://www.liveplasma.com/

http://www.rocketboom.com/

This is social media

5

Blogging Social Networking Photo Sharing

Video sharing Podcasts RSS

Why did we implement a tracker?

Because the scale and power of peer to peer communication is growing on both sides of the influence dynamic. We continue to see huge increases in the numbers of people seeking opinions before buying a product or service or actively seeking to influence others

6

Asking others Informing others

Q. ‘‘Thinking about the following type of products, brands and services, which of the following statements best applies?-’I often ask others’

Q. ‘‘Thinking about the following type of products, brands and services, which of the following statements best applies?-’I often inform others’

-50% 0% 50% 100% 150% 200% 250% 300%

Games Consoles/ Gaming

Property/Real Estate

Cosmetics

Alcoholic drinks

Financial products

Cars/ Automobiles

Computer Software

Utilities

Travel

Personal Healthcare

Portable technology

Home appliances

Groceries (non food)

Home Technology

Mobile phone service

Books

Holidays/ Destinations

Non alcoholic beverages

Groceries (food)

Fashion

Music

Films

-10% -5% 0% 5% 10% 15% 20% 25% 30% 35%

Home Technology

Home appliances

Portable technology

Mobile phone service

Computer Software

Non alcoholic beverages

Travel

Films

Utilities

Games Consoles/ Gaming

Cosmetics

Property/Real Estate

Personal Healthcare

Alcoholic drinks

Fashion

Cars/ Automobiles

Holidays/ Destinations

Books

Financial products

Music

Groceries (non food)

Groceries (food)

% DIFFERENCE WAVE 3 vs Wave 4 % DIFFERENCE WAVE 3 vs Wave 4

Why did we implement a tracker?

7

And, as peer to peer influence grows, we are also seeing these influence networks become increasingly digitised. In the last 12 months the number of people we are in contact with via digital means has risen by more than 40%

Q. ‘Approximately how many people do you stay in contact with in your personal life through the following means?”

*Average increase in size of digital friendship network last 12 months

+40%

Source: UM “Power To The People” Social Media Tracker – Wave 4 - June 2009

This is our fourth wave of research

8

Q3 2006 Q2 2007 Q1 2008 Q1 2009

An ongoing assessment

of the impact of social media

That continues to grow on a global scale

9

40 MARKETS

24,000 RESPONDENTS

Added Wave 1

Added Wave 2

Added Wave 3

Added Wave 4

Australia

China

Singapore

Philippines

Taiwan

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

Hong Kong Canada

Turkey

UK

Denmark

Greece Russia

Romania

France

Spain

Italy

Germany

Poland

Czech Republic

Hungary

Netherlands

Switzerland

Austria

Colombia

Portugal

Finland

Norway

Malaysia

Ecuador

Latvia

Lithuania

Peru

Belgium

UAE

South Africa

Sweden

Indonesia

Methodology

• Online self completion surveys

– Scripted and hosted on Intuition, Universal McCann’s proprietary research system, powered by Confirmit

• Representative to the 16-54 active internet universe (use every day / every other day)

– Key audience to understand adoption

– Make up the vast majority of social media users

• Panellists recruited by global panel partners

• Minimum 500 per market per wave

10

A word on the Active Internet Universe

It is worth noting throughout these results that the varying level of internet and broadband penetration has a significant effect on the nature of the Active Internet Universe by market. Markets with lower internet penetration will tend to have a more active universe of users as they represent a more adopter profile. Therefore, where possible, we have also including actual universe sizes and year on year on growth to give a more balanced picture

11

Internet penetration, all adults. Figures sourced from internetworldstats.com

0

10

20

30

40

50

60

70

80

90

100

% o

nline (

All a

dults)

Internet penetration by market

Power to the People – Social Media Tracker Wave 4

Social Media Tracker Global Summary

Sample Demographics

March 2008

The Active universe has a slightly more male bias but age consistent in Waves 3 to 4…

13

0

10

20

30

40

50

60

Q. “What gender are you? How old are you?” Active Internet Universe

Wave 3

Wave 4

But attitudinally they are very similar…

14

0 20 40 60 80 100

I spend a lot of time out and about with friends

I like taking risks

Usually first amongst friends/ family to try new prods/servs

When buying products my friends often ask me for my opinion

I often do things on the spur of the moment

I have a keen sense of adventure

I pursue a life of challenge, novelty & change

I am always looking for new products and services to try

I want to get to the very top of my career

I try hard to stay in contact with friends and acquaintances

I'm an optimist

I am interested in other cultures

I seize opportunities when they arise

People must take me as they find me

It is important to keep well informed about things

I enjoy good quality things

Q. “To what extent do you agree with the following statements” (Completely agree and somewhat agree combined) Active Internet Universe

Wave 3

Wave 4



The global trends

March 2008

Growth in online viewing and listening appears to have stabilised in the last 12 months as both begin to reach mass penetration.

16

Q. ‘‘Thinking about using the internet, which of the following have you ever done?’’ Active internet users

Source: UM “Power To The People” Social Media Tracker – Wave 4

30%

40%

50%

60%

70%

80%

90%

Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Wave 4 March 09

% E

ve

r D

on

e

Watch video clips online

Listen to live radio/audio online

Those people reading blogs has also reached saturation but more active participation, starting and commenting on blogs, continues to grow

17


20%

30%

40%

50%

60%

70%

80%


% E

ver

Do

ne

Read blogs / weblogs

Leave a comment on a blog site

Start my own blog/ weblog


Content sharing in video has evened out, in line with video viewing, but we can expect this to continue to grow as more platforms become able to upload video. Photo sharing shows continued growth.

18



0%

10%

20%

30%

40%

50%

60%


% E

ve

r D

on

e

Upload my photos to a photo sharing site

Upload a video clip to a video sharing site

Podcasting and RSS subscription also continue to rise

19



0

5

10

15

20

25

30

35

40

45

50


% E

ve

r D

on

e

Download a podcast

Download a vodcast

Subscribe to an RSS feed

20


Source: UM “Power To The People” Social Media Tracker – Wave 4 – June 2009

But it is social networking that continues rapid growth even though it has already reached high levels of penetration

20%

30%

40%

50%

60%

70%

80%


% E

ve

r D

on

e

Create a profile on a social network

Visit a friend's social network page

Manage a profile on a social network

As a result the number of contacts that people have via social networking sites has risen by 60% in the last year. These sites are now the largest source amongst their friend network.

21

Q. ‘Approximately how many people do you stay in contact with in your personal life through the following means?”


Social Network

Email

Face to Face

Instant Messenger

Forums/message boards

Personal blogs

Post

Text

Phone

33

53

38

46

33

44

39

37

25

35

29

34

23

28

14

24

10

16

Wave 3

Wave 4

After website visits, online video is the biggest activity

22

Q. “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe, global results


0 10 20 30 40 50 60 70 80 90 100

Used a micro blogging service

Have NOT done but plan to in the near future

Edited an article on Wikipedia

Buy TV shows in a digital format online

Create a video to upload online

Subscribe to a friends social network page

Upload a video to a video sharing website

Subscribe to mobile alerts

Star my own blog/ weblog

Post/write stories for my own blog

Buy music in a digital format online

Take part in a multi-player online game/world

Download a vodcast

Download a podcast

Started a personalised homepage

Download TV shows/ films from a peer to peer site

Recommended/rated news story using a button on a website

Leave a comment on a news story

Make a phone call using your computer

Upload my photos to a photo sharing sire

Download music from a peer to peer site

Shared a music file/ mp3 with a friend

Leave a comment on a blog site

Started a topic on a message board forum

Share a video clip with a friend

Visit a photo sharing site

Create a profile on a new social network

Manage a profile on an existing social network

Read personal blogs/ weblogs

Read blogs/weblogs

Visit a friends social network page

Visit a message board/forum

Listen to live radio/audio online

Visit an official company/brand mobile phone website

Use Instant Messenger

Watch video clips online

Visit an official company/brand website

% Ever Done

As “passive” online activity hits mass reach the growth of social media is increasingly being driven by “active” behaviour

23


Source: UM “Power To The People” Social Media Tracker – Wave 3 and 4

% Change Wave 3 vs Wave 4

-10% -5% 0% 5% 10% 15% 20% 25%

Visited an official company siteUse Instant Messenger

Share a video clip with a friendMake a phone call with your computer

Visited an official company/brand mobile phone websiteUpload a video clip

Watch a video clip onlineListen to live radio/audio online

Download a video podcastRead blogs

Download music from a peer to peer siteRead personal blogs

Visit a photo sharing siteDownload TV shows/ films from a Peer to Peer site

Download a podcastUpload my photos to a photo sharing website

Vist friends on a social network siteCreate a profile on a social network

Leave a comment on a blog siteManage a profile on a social network

Subscribe to an RSS feedBuy music in a digital format online

Buy TV shows/films in a digital format onlineLeave a comment on a news site

Start my own blogPost/write stories



Blogging in detail

It is ASIA and the emerging markets that lead the way in blog readership amongst the active universe

25

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Read a blog/weblog’’ Active internet users


50 60 70 80 90 100 110

Australia

Denmark

Hungary

Netherlands

France

Italy

Austria

Poland

Russia

Portugal

Belgium

SouthAfrica

Hongkong

Norway

Singapore

Columbia

Japan

M alaysia

Phillipines

-40% -30% -20% -10% 0% 10% 20% 30%

Brazil

UK

Spain

India

South Korea

Denmark

Czech

China

France

Philippines

Turkey

US

Hungary

Even though growth in blog readership has slowed globally, we still see a considerable rise in Eastern Europe and the US

26




Asia and the emerging markets also continue to lead the way in penetration of blog creation

27

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Started my own blog’’ Active internet users


0 10 20 30 40 50 60 70 80 90

HungaryLatvia

AustraliaUK

SouthAfricaCzech

LithuaniaCanadaSweden

DenmarkPoland

GermanyFrance

NetherlandsBelgiumAustriaFinlandNorwayRussia

USEcador

RomaniaItaly

SpainUAE

ColumbiaPortugal

TurkeyBrazil

PeruM alaysia

IndiaM exico

SingaporeJapan

SouthKoreaHongkongIndonesiaPhillipines

China

% Ever Write

-20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80%

South Korea

Spain

Mexico

Poland

France

UK

Malaysia

brazil

Germany

Philippines

Italy

India

Austria

China

Japan

Canada

Netherlands

Hong Kong

Denmark

Russia

US

Turkey

Czech

Romania

Hungary

Even though growth in blog readership has slowed globally, we still see a considerable rise in Eastern Europe and the US

28

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Started my own blog’’ Active internet users



29

The combination of a dynamic active universe and it’s population size means that China continues to dominate the global blogosphere

% Start their own blog

60%+

40% -60%

30%-40%

<30%

16-54 Active Internet Universe Estimates

Japan 12.2m

India 6.6m

Mexico 2.2m

Malaysia 6.2m

Singapore 1.2m

Turkey 2.4m

Columbia 1.8m

Peru 3.4m

Portugal 1.4m

Brazil 11.1m

China 122m

Philippines 3.0m

Hong Kong 1.8m

South Korea 11.6m

Denmark 0.6m

Lithuania

0.2m

Poland 2.2m

Latvia 0.1m

Germany 6.5m

France 5.6m

South Africa 0.5m

Hungary 0.3m

UK 4.7m

Australia 2.1m

Sweden 1.1m

Czech 0.9m

USA 31.9m

Italy 3.4m

Norway 0.6m

Russia 3.2m

Austria 0.5m

Spain 3.2m

Romania 1.4m

Finland 0.6m

Ecuador 0.9m

Netherlands 1.5m

Belgium 0.9m

Canada 3.8m

ASIA also leads in creating content for blogs

30

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – “Write my own blog/weblog’’ Active internet users


0 10 20 30 40 50 60 70 80 90

HungaryLatvia

AustraliaLithuaniaCanada

CzechSweden

SouthAfricaDenmark

PolandGermany

FranceFinland

BelgiumNorway

NetherlandsAustriaRussia

ItalyRomania

UAEEcador

SpainTurkey

PortugalM alaysia

ColumbiaBrazil

SingaporePeruIndia

M exicoJapan

HongkongSouthKorea

IndonesiaPhillipines

China

% Ever Write

As blog writing continues to rise globally we can also see that they are now being used to share a much wider range of content than ever before

31

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – “???????’’ Active internet users


Global Wave 3

Global Wave 4

0 20 40 60 80 100

Applications/ Widgets (eg. applications that display

other

Upload music

Opinions on products and brands

Videos

Favourite/currently listened to music

Recommended websites

Photos

% blog writers

It’s not just the range of content that is expanding but also the range of topics. However, blogging personal information has now become the dominant theme

32

Q. ‘‘When writing about topics, what topics do you normally talk about?” Active internet users Blog writers only

Global Wave 3

Global Wave 4


0 20 40 60 80

A company/brand blog

Celebrities

Science

Business news - relevant tomy current job

Business (general news andopinion)

Sport

A blog written by a friend on theirsocial network page

Gaming

Technology

Computers

Product recommendations

Travel (holidays, destinations)

Film/TV

News/ Current Affairs

Music

Family or friend Blogs

Personal Blogs

% blog writers

We are also seeing the adoption of Micro Blogging services, such as Twitter, in these same markets.

33

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Used a micro-blogging service’’ Active internet users


%

0

5

10

15

20

25

30

35

40

45

50

China

Phillipines

India

Hon

gkon

gPe

ru

Indo

nesia

Mex

ico

Bra

zil

Rus

sia

Colum

bia

Malay

sia

Turk

eyJa

pan

Rom

ania

Spa

inPo

land

Ecad

or

Singa

pore

Nor

way

Sou

thKor

eaFinlan

dItaly

US

Portug

alUAE

Sou

thAfrica

Lith

uania

Ger

man

yCan

ada UK

Aus

tria

Aus

tralia

Cze

ch

Net

herla

nds

Fran

ceDen

mar

kBelgium

Latv

iaHun

gary

Swed

en

Although micro blogging is being led by a young male audience, even more so than the traditional form of blogging

34

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – Used a micro-blogging service’’ Active internet users


Used a micro blogging service

Post / write stories for my own blog

0

10

20

30

40

50

60

70

%

What motivates bloggers? A need for self expression and self promotion in order to earn the respect of their peers

35

Q. ‘‘Thinking of the reasons why someone would write a blog, which of the following factors are important? –Active internet users


0%

10%

20%

30%

40%

50%

60%

70%

Blogging – key trends

• ASIA continues to lead the blogosphere in sheer numbers

• But the US and Eastern Europe leads growth in the last year

• We are also seeing the rise of the microblog, driven by a more male biased audience

• Bloggers are no longer restricting themselves to text but using photos, music and video to supplement their prose.

• And the range of topics they discuss is also widening as their blogs become central hubs for all activity

• However, even though the range of topics they discuss is increasing, talking about themselves is an increasingly dominant theme.

• The reasons why are clear when we look at their motivations. Nearly two thirds cite self promotion as the main reason for bloggers to blog.

36



Online video in detail….

Watching video clips online has reached mass penetration levels in nearly all markets

38

Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Watched a video clip online” - Active Internet Universe


60 65 70 75 80 85 90 95 100

France

GermanyJapan

It aly

FinlandUK

Aust ralia

CanadaBelgium

Russia

HongkongSout hKor

US

Aust r iaDenmark

Net herlan

SpainSout hAf r i

UAE

CzechSweden

TurkeyIndia

Hungary

SingaporeChina

Lat via

NorwayPolandEcador

MalaysiaRomania

Brazil

Port ugalMexico

Lit huania

PeruColumbiaIndonesia

Phillipines

We can see that since it has reached it’s peak in many markets, video watching is only growing where it has not yet reached mass

39


*Bubbles not representative


32.0% 83.1% 63.3%

34.6% 79.2% 63.3%

20.1% 76.9% 44.3%

25.2% 78.4% 57.5%

56.2% 90.1% 78.9%

23.4% 61.3% 53.6%

39.9% 98.7% 60.7%

21.6% 67.9% 57.5%

29.7% 86.2% 73.5%

28.0% 87.3% 69.4%

32.3% 85.5% 61.2%

31.8% 74.3% 51.7%

82.85%

79.2%

89.1%

63.2%

Global

Australia

China

France

Germany

Italy

Philippines

Russia

South Korea

Spain

UK

USA

74.1%

75.1%

98.1%

79.5%

82.8%

84.1%

79%

82.9%

-10% -5% 0% 5% 10% 15% 20%

UK

Turkey

Italy

Hong Kong

Malaysia

South Korea

Germany

Spain

Canada

Brazil

Denmark

Poland

China

Philippines

Mexico

Romania

Australia

Hungary

India

France

Austria

Netherlands

Japan

Czech

US

Russia

Where is growth strongest? Despite this mass level of penetration growth is still particularly strong in the US

40




Video has also begun to proliferate across platforms. We have seen a huge rise in the use of video in all forms of social media

41

Q. ‘‘Thinking about using the internet, which of the following have you ever done? – “???????’’ Active internet users


Wave 3

Wave 4

Whereas viewing is ubiquitous, Asia and the emerging markets lead in content creation

42

Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a video” - Active Internet Universe


Uploaded video clips

Created a video

0 10 2 0 3 0 4 0 50 6 0 70 8 0

Japan

Denmark

Aust ralia

France

Sweden

Czech

Hungary

Lat viaSout hAf r ica

Lit huania

Belgium

Canada

UK

Net herlands

Sout hKorea

It alyGermany

Poland

US

Aust r ia

Romania

Norway

Finland

RussiaMalaysia

Spain

Ecuador

Singapore

UAE

Turkey

Port ugal

IndonesiaColumbia

Hongkong

Mexico

Peru

Brazil

India

China

Phillipines

Providing video content online is still firmly an entertainment medium. Albeit that it allows a much higher level of self-promotion and self-expression.

43

Q. ‘“Thinking of the reasons someone would upload a video, which of the following factors are important? - Active Internet Universe


Online video - key trends

• In our first Wave of research social media was still predominantly a text and image based medium

• Now, online video viewing has reached levels of mass penetration in nearly all markets

• Even though globally we have seen it’s growth begin to tail off the US and Eastern Europe lead penetration growth in the last year

• We are also seeing the proliferation of video as both bloggers and social networkers add video to their respective platforms

• We see this only set to rise as more platforms, including mobile, add video functionality to their services

• Just like traditional forms of video, online video is clearly still an entertainment medium

44



Social networking in detail….

Social networking is lead not just by Asia this time but also the Nordics and Russia

46

Q. ‘“Thinking about using the Internet, which of the following have you ever done?” “Create a profile on a new social network” - Active Internet Universe


30 40 50 60 70 80 90 100

JapanItaly

GermanyCzechFrancePolandLatvia

AustriaSpain

USAustraliaRomania

UAESouthKorea

LithuaniaUK

SwedenFinlandCanada

HongkongBrazil

PortugalChina

BelgiumSouthAfricaNetherlands

EcuadorM exico

SingaporeM alaysia

IndiaDenmark

PeruHungaryNorwayTurkeyRussia

PhillipinesColumbiaIndonesia

% Create a profile

As we look over the lifespan of the Wave project we can see that the growth of social networking remains consistently high. However, there is clearly room for further growth

47


27.3% 56.6% 36.2% 62.5%

16.0% 35.6% 10.3% 50.1%

22% 45.9% 19% 46.8%

11.3% 40.8% 19.1% 49.5%

Global

France

Germany

Italy

Russia

Spain

UK

USA

23.1% 74.2% 41.7% 85.3%

37.3% 45.4% 39.5% 59%

26.9% 60% 27.4% 64%

39.2% 42.5% 40.0% 59%

In many markets we have seen this growth accelerate, particularly significant is the huge growth seen in the US

48




-40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60%

Poland

Malaysia

Mexico

UK

Canada

China

Italy

Russia

India

Netherlands

Hong Kong

Turkey

US

France

49

Despite the huge growth in the US, China is the worlds largest social network community

% joined a social network

80%+

70%-80%

55%-70%

Less than 55%

16-54 Active Internet Universe Estimates

Poland 4.1m

Latvia 0.4m

Japan 8.4m

Italy 4.4m

Germany 10.8m

France 9.9m

China 112m

Denmark 1.7m

Belgium 2m

India 9.6m

Netherlands 3.6m

MEXICO 3.1m

South Africa 1.4m

Malaysia 9.3m

Ecuador 1.9m

Singapore 1.7m

Norway 1.5m

Turkey 4.0m

Philippines 3.8m

Hungary 1.6m

Russia 8.3m

Columbia 3.5m

Peru 5..3m

Austria 0.8m

USA 57m

Spain 5m

Canada 9.5m

UK 12.1m

Australia 5.3m

Hong Kong 2m Portugal

2m

Brazil 15.6m

Romania 2.5m

Lithuania 0.5m

Sweden 2.6m

Finland 1.2

South Korea 11.8m

As with blogging, social networks are also being used for a wider range of activity. Significantly it has moved on from a place to find old friends and is now about messaging, sharing photos and finding new friends

50



0 50 100

Promote a band

Dating

Install applications/widgets that I want others to see

Write a blog

Install applications/widgets that are useful for me

Upload videos

Display favourite/currently listened to music

Find new friends

Find old friends

Upload photos

Message friends

% Social Networkers

As well as a way to meet new people, social networking is also being driven by a need to stay in touch and sense of belonging

51

Q. ‘“Thinking of the reasons why someone has a social network page, which of the following factors are important “ - Active Internet Universe


0%

10%

20%

30%

40%

50%

60%

70%

80%

Social networking – key trends

• This year has seen the continuing rise of the social network

• Although China dominates in sheer numbers, the US has seen huge growth.

• As site functionality improves they are increasingly becoming hubs for all social activity. Last year social networking sites were predominantly a place to find old friends but they are now increasingly a place to find new ones too.

• As a result they form the largest part of the active audiences friendship network either on or offline

• As this network has built in size they are now the means by which they maintain constant contact

• This is driven by a need to belong to the community they have created

52



Content in more detail….

ASIA pacific and the emerging markets lead for uploading photos

54

Q. “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 10 20 30 40 50 60 70 80 90

FranceJapan

SwedenItaly

AustraliaLatvia

UAEHungaryBelgiumCanada

Denmark

FinlandNetherlands

GermanyUK

SpainSouthKorea

NorwayUS

SouthAfricaAustriaCzech

Poland

LithuaniaRomania

RussiaSingaporeHongkong

Turkey

M alaysiaPortugal

BrazilIndia

Columbia

M exicoPeru

EcadorChina

IndonesiaPhillipines

Upload photos

Podcasting has yet to make a major impact in many markets

55

Q. “Thinking about using the Internet, which of the following have you ever done?” “Downloaded a podcast” Active Internet Universe


0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00 90.00

ItalyNetherlands

HungaryFrance

BelgiumJapanCzech

CanadaGermanyAustraliaSweden

USRussia

UKFinlandAustriaLatvia

SouthKoreaSouthAfrica

PortugalM alaysia

NorwayEcador

SpainLithuania

PolandDenmark

HongkongSingaporeIndonesia

BrazilTurkey

IndiaPeru

PhillipinesRomania

UAEM exico

ColumbiaChina

% Dow nload a Podcast

Although downloading podcasts has globally remained stable the picture is more mixed globally

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

GLO

BAL

Brazil

China

Franc

e

Germ

any

India

Italy

Japa

n

Rus

sia

South K

orea

Spain

UK

USA

% D

ow

nlo

ad a

Podcast

Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 Wave 4 March 09

Podcasting continues to grow particularly in the US

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-40% -30% -20% -10% 0% 10% 20% 30% 40%

Russia

Czech

Malaysia

Australia

Brazil

France

Mexico

SouthKorea

UK

Spain

Germany

Romania

Phillipines

Netherlands

China

Poland

Japan

Hungary

India

Canada

Italy

Turkey

Austria

Hongkong

Denmark

US

All forms of music and TV content downloads, both legal and illegal, continue to grow. Although illegal still dominates the active universe we can see that legal downloading has seen a significant and positive increase as industry embraces digital distribution of content

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Q. “Thinking about using the Internet, which of the following have you ever done?” Active Internet Universe

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Buy music online Buy a TV show online Download music from a peer to peer site

Download a TV show from a peer to peer site

% E

ve

r D

on

e

The largest markets lead for RSS feeds, but penetration still remains low for the maturing digital markets

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Q. “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS Feed” Active Internet Universe


0 10 20 30 40 50 60 70

LatviaCzech

NetherlandsAustralia

UAEDenmark

FranceItaly

HungaryCanadaSwedenBelgium

USSpain

GermanyJapan

UKNorwayAustria

SouthKoreaEcador

RomaniaFinland

SouthAfricaLithuania

SingaporeRussia

M exicoM alaysiaColumbia

PolandIndonesia

PeruTurkey

PortugalHongkong

BrazilIndia

PhillipinesChina

% Subscribe to RSS Feeds

However RSS feeds have grown globally, particularly in the UK and USA

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Q. “Thinking about using the Internet, which of the following have you ever done?” “Subscribe to an RSS Feed” Active Internet Universe

0%

10%

20%

30%

40%

50%

60%

% D

ow

nlo

ad

a P

od

cast

Wave 1 Sep 06 Wave 2 June 07 Wave 3 Jan08 Wave 4 March 09

Digital content – key trends

• Distribution of digital content continues to rise

• Podcasting has seen modest growth, driven largely by the US

• Both legal and illegal downloads have risen in the past 12 months

• However, the increasing acceptance of digital distribution by the entertainment industry means that legal downloads have seen the largest year on year increase

• RSS has seen a global rise but the picture is much more mixed at the market level

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Final Word

Final word

• “Passive” online activity such as video viewing has seen growth tail off in the last 12 months as it reaches high levels of penetration.

• However, active behaviour such as blog creation and creating a social networking profile continue to rise

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• Although China continues to dominate the world in regard to blogging and social networking the US has been the biggest growth market seeing huge rises year on year

• This has been the year of the social network.

These are now becoming the central hubs for all forms of social media activity

• As a result social networking sites are now the single largest source of contacts within the Active Universes friendship networks either on or offline

Global implications

• Peer to peer influence on purchase decisions is becoming more powerful and pervasive than ever and this influence is increasingly digitised. Online forms of social activity now actively effect the success of brands. We have to get involved in the conversation.

• Do not treat all social media the same. The motivations to use a social network are in stark contrast to how and why they use online video. We must take these specific motivations into account when we create social media programmes.

• Therefore, listen to the consumer, segment them in to tribes based on their specific needs and give them something they can join.

• Create a “social object” that is relevant to the brand and of genuine interest to the target around which they can coalesce.

• Social activity is increasingly becoming rationalised into a few platforms. Therefore it is important that when we do create social media programmes, that we allow the user to engage in their preferred platform of choice and create multiple interfaces to their community.

• Finally, make the experience better when shared. Social media is driven by a specific need (be this to gain respect or feel part of a community). Make sure that the programme fulfills this need.

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Contact

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Is part of Universal McCann's global research programme, WAVE, which tracks the impact of communications technologies on a global scale.

More information:

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The Social Media Tracker

Wave 4 - Power to the People | UM | Social Media Tracker

Social Media

Transcript of Wave 4 - Power to the People | UM | Social Media Tracker