Wave 5 Trends - Digital Trends 2011

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W A V E 5 T R E N D S



Welcome to Wave 5

Five waves of the GlobalWebIndex research project has revealed for the first time the true picture of integlobally. Two structural trends are influencing consumers worldwide and are the key drivers behind behaare not only occurring globally but diverge from one another at the local level.

The following, is a summary deck designed for external publication, for the full deck and to understand t

behind the GlobalWebIndex, please visit globalwebindex.net or email [email protected]

ONE WORLD: MANY INTERNETS

THE POST PC ERA: BREAKINGTHE MOUSE BARRIER

• LEAN-BACK: THE RIENTERTAINMENT O

• REAL-TIME SOCIAL TRANSFORMING INT

• FACEBOOK FATIGUTHE GROWING PAINPLATFORM

• THE SOCIAL BRAND

• A RENAISSANCE FOPROFESSIONAL ME

http://globalwebindex.net/

mailto:[email protected]

mailto:[email protected]

http://globalwebindex.net/



“The most detailedstudy ever instigathe consumer adothe internet”

Jump toDetail



Delivered in all key internet markets

Waves 1 - 4

Wave 5

Wave 6

Wave 7

Wave 8

Future Waves



Filling a critical knowledge gap

100K+

surveys ayear

3 Waves of

Researcha Year

27 marketsin Wave 5

1000+

variablesto build anaudience

+ + +

Insight CreativityStrategy Planning R O I

+



We Make Data Accessible

OnlineTool

DesktopCrosstab

CustomInsight

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S U M M A R Y O F W A V E 5 T R E N D S K E Y P O I N T S



Summary: The internet is diverging

Shift in the way that consumers usenot just the internet but the computeritself

In the coming months, internet usersacross the world believe that the way theyaccess the internet in Wave 5, is likely tochange from being the PC/laptop to beinga mobile device, either mobile phones ortablets.

By putting a computer inside the mobilephone, mobile device manufacturersstarted a process that has seen mobilephones and tablet devices evolve to a

point where people no longer go to theinternet as a separate part of theireveryday lives, but rather, the internet isevolving to become an integral part ofpeoples’ everyday lives. The fact that

mobile devices accompany them at alltimes have made this change possible.

Mass market adoption of social mediais driving growing differences betweenmarkets, creating retail / commercefocused markets and socially focusedones

Despite being a global platform, thatopens up global content and services toconsumers anywhere in the world, theinternet is actually creating growingdivergence as opposed tohomogenisation.

The internet and in-particular social mediaare a reflection of a country and its

peoples. These platforms have in shortcreated greater localisation and its beinglead by fast growing emerging internetmarkets.

This means its increasingly important forbrands to tailor and adjust their strategy tolocal markets.

Facebook is no longer the shop for total internet expe

Despite massive global user active participation on Faceband we are increasingly seeidown in existing Facebook uparticularly true in the US anEnglish speaking countries wFacebook as been prevalentand has shifted growth to emmarkets.

Nevertheless, the potential arevenue is lower in these hig

markets because of their relaunderdeveloped advertising This, combined with falling ensaturated markets, brings intthe effectiveness of Faceboobranding and advertising chatherefore, the exorbitant valuhave placed on it.



Summary: The Internet is Diverging Into a Global Network of Local Ne

Changes in online contentconsumption

The earlier adopters of social mediaexplored new ways of creating andsharing online content, however, theresearch across the last few waves showsthat now most users focus theircontributions and activities on consumingand redistributing content.

Wave 5 has highlighted an increasingdivergence in the consumption of onlinecontent across the various markets.Consumers in newly industrialised

markets of the BRIC countries consumemuch more online content than those inthe advanced Western economies suchas the EU 5 and USA.

Consumer engagement with brands

Online consumers want brands to provideservices that fit with their lifestyle. Mostimportantly, they want brands to listen tothem and their comments where ever theyare posted whether on a social networkpage, company website or micro-blog.

More and more, consumers are expectingbrands to improve their knowledge inspecific areas and to connect them withother similar-minded brand users.

To drive brand perception, it is now crucialthat brands provide online services thatservices the needs of modern consumerswhen they want to engage a brand. Foryounger, more socially engagedconsumers, this means entertaining themonline with content and services inaddition to driving increased knowledgearound a brand.

Professional flourish

Contrary to exrise of social mevolution of a online wherebconsume is crsources but filmeans.

Traditional mestill the primartypes of peoplof encroaching

has been integtraditional medenhance their reporting.

Nevertheless,outrank newspnews for 16 –

news websitesused.



S T R U C T U R A L T R E N D 1 :

O N E W O R L D : M A N Y I N T E R N E T S



The broad global trend is growth of social and entertainment platforms

Managed social network profile

A film site

A video sharing site

A price comparison site

Uploaded a video online

Products/services promotional site

A retail websiteUsed VOIP/online phone

An online encyclopaedia

Used a microblogging service

A photo sharing website

Watched a video clip

A map website or service

Consumer review site

Used Webmail

A job/employment site

Used online office applications

Used an aggregator

Subscribed to an RSS feed

Commented on a story

Edited/managed own website

Used internet banking

An online dating site

Search engineNews site

Online casino/betting site

Written a news story/article

My work sector site

Uploaded photos online

Written your own blog

A blog/weblog

Chatroom/forum

Business news website

An online auction site

Travel/destinations i nfo

A general portal site

Used Instant Messenger

-10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 10% 12%

Internet Activities participated in the last month. Changes in penetration. (% point change of Internet users globally, Wave 1 July 2009 - Wave 5 June 201

• Social and engrowth of inte

• Broadband ingrowing stron

VOIP;

• Blogging is infrom text basinteraction in

trend)

• Web 1.0 is de• Porta

sitesall in

• Search is shoglobal level, media platfor

point onto theusing social m(i.e. filtering c

tweets, recomoppose to se

Percentage Change in Active (Last Month) Online Behaviour: Wave 1 to Wave 5



The gap between market leader and laggard is growing in all markets

0%

10%

20%

30%

40%

50%

60%

70%

80%

Wave 1 (Difference Between Leader and Lagard)

Wave 5 (Difference Between Leader and Lagard)

• Looking at a range of internedifference between leading of penetration is growing in

• Many of these behaviours aplatforms, that require little i

payment;

• The open, consumer driven enabled enthusiastic marketto the internet, to adopt and

• The large growth in varianceto a massive decline in IM u

• Only webmail and internet bin variance thanks to infrastrservices as well as their ubiq

• In summary, the internet is nof information and behaviououtset. Instead, the cultural foffline before the internet noin the divergence of online aacross the world.

Which of the following have you done online in the past month?. Gap between the leading market and the last. (% difference in users

globally, Wave 1 July 2009 - Wave 5 June 2011)



The Result is the Emergence of Localised Internets with Differing PriorTo understand global differentiation, we have mapped e-commerce adoption versus an aggregate of social mediaadoption, incorporating social networking, blogging, micro-blogging, video uploads and forum participation. This creates 4segments:

Social Commerce Stars: Brazil, China and Turkey aremassively socially engaged and large enough to develop the

infrastructure and mass demand for online retail. Much of this isdirect social commerce platforms e.g Taobao in China orMercado Libre in Brazil

Socially Engaged: Many fast growing emerging internetmarkets have adopted global social media platforms, which arelocalised but generally US originated. There hasn’t yet been the

investment in mass e-commerce infrastructure. This could bedown to a lack of real world infrastructure, small economies ofscale and cash-driven economies.

Laggards: Developed internet markets that lack the criticalmass to implement e-commerce, either due to geographic size(Canada / Australia) or small population (Hong Kong) ordominance of traditional retail markets (Spain and Italy). Whilesocial media can still be significant in these markets, it tends tobe one dimensional, i.e everyone is utilising social networks, butnot blogs or uploading video etc.

Commerce Engaged: Developed internet markets such asGermany and the UK have the e-commerce investment andmarket push, plus the legacy consumer behaviour from the Web1.0 boom. However, social media adoption is more passive and

tends to be focused on social networking at a mass level.

Purchase a product online in the past month versus an aggregate score of ManSocial Network, Write a Blog, Comment in a Forum, Upload a Video, Use a Mic(% penetration by country. Wave 5 June 2011)



No such thing as a global Localisation is key

Social Media presence must market

Growing differentiation betweeopportunities for loc

Online influencers will increasoutside the English lang

Impact



S T R U C T U R A L T R E N D 2 :

T H E P O S T P C E R A :

W E L C O M E T H E P A C K A G E D I N T E R N E T

P f d D i f A i h I M i d d b d



Preferred Devices for Accessing the Internet: Massive demand beyond

Which of the following is your favourite device to access the Internet? Now / One year from now (% of Internet users globally, Wave 5)

• Ingp

bthInin

• AscP

pd

M bil I h Al d E l d d Gl b ll d I i i H



Mobile Internet has Already Exploded Globally and Impacting in Home

0%

10%

20%

30%

40%

50%

60%

70%

Wave1 Wave2 Wave3 Wave4 Wave5

Asia Pacific

Europe

Latin America

North America

Public Place27%

WhilstTravelling or

Roaming23%

When Accessing Your MobPrimary Locat

Which of the following have you done on the internet via your mobile phone in the past sixmonths? – Browsed the internet(% of internet users globally, Wave 5)

(% of mobile internet users g

M bil E t t D i i A li ti U th C O li Pl



Mobile Ecosystem to Driving Application Usage as the Core Online Pla

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Asia Pacific

Europe

Latin America

North America

Which of the following actions have you performed on your mobile phone in the past month?- Installed an application

(% of internet users globally, Wave 5)

• Mobile igloballyincreasiapplicatadvanta

user inte

• Internetstill leadof mobildownloaphones world inmobiles

• Here as

seeing aapp dowshare ofdownloashare instagnan



Brands must have a multi-pwebsite, mobile site and appl

Packaged platforms reintroduand tablets are not open c

platforms. This is an opportunhave the connections and bud

Packaged platforms demandabout creating content. This is

internet connected TVs be

Online influencers will increasoutside the English lang

Impact

St t l Ch i D i i N b f B h i l I t



Structural Change is Driving a Number of Behavioural Impacts

ONE WORLD: MANY INTERNETS

THE POST PC ERA: BREAKINGTHE MOUSE BARRIER

• LEAN-BACK: THE RIENTERTAINMENT O

• REAL-TIME SOCIAL TRANSFORMING INT

• FACEBOOK FATIGUTHE GROWING PAINPLATFORM

• THE SOCIAL BRAND

• A RENAISSANCE FOPROFESSIONAL ME



B E H A V I O U R T R E N D

T H E R I S E O F T H E “ L E A N B A C K ” W E B

Mass Video consumption is diversifying into multiple internet platforms



Mass Video consumption is diversifying into multiple internet platforms

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Visited a video sharing site 69% 57% 43% 30% 23%

Visited a film site 61% 55% 44% 35% 26%

Watched a full length film 51% 39% 29% 25% 17%

Downloaded free TV shows/film 49% 44% 33% 29% 20%

Visited a Digital content store e.g. iTunes 47% 43% 35% 27% 19%

Stream Personal home videos 42% 31% 22% 16% 10%

Watch on demand TV shows online 40% 35% 29% 27% 24%

Stream Film trailers 31% 25% 17% 11% 7%

Stream Music videos 31% 25% 17% 11% 7%

Listened/Watched a podcast 31% 27% 22% 18% 15%

Streamed a LIVE TV show 25% 20% 16% 11% 9%

Watched a sports program 23% 20% 15% 14% 11%

Download TV show/film via P2P 22% 19% 12% 7% 5%

Watched on demand video clip on a mobile 19% 18% 13% 7% 4%

Paid TV show/film download 14% 13% 9% 6% 4%

Watched live streamed TV on a mobile 9% 8% 6% 3% 2%

Which of the following have you done online in the past month? (% of Internet users globally by age group, Wave 5)

• Globallyare mucconsum

• Howeve

they andis not usis profescontent movies

• These swilling tothe hurddevelop

distribut

• This is cpromisecontent consumonline.

Now professional content is driving global differentiation



Now professional content is driving global differentiation

Which of the following have you done on the Internet in the past month? (% of Internet users in each region, Wave 5)

The differenindustrialiseChina, and Western ecUSA in termconsumptiodivergence all the differthe world.

In general, imarkets cononline. Thefactors that market, but

is the relativtraditional memerging coquality of onsurpasses tthrough tradmarkets.

0%

10%

20%

30%

40%

50%

60%

70%

80%

Global USA EU 5 BRIC

Younger users are the least adverse to paying for content



Younger users are the least adverse to paying for content

Which of the following would you consider paying to access online?- None of the above (answer options) (% of Internet users in each market)

• This index chart reof the Internet popthat would not cocontent in Wave 5

• It also shows howonline content eaccompared to the opopulation.

• The key factor we

Internet users arelikely buy content

66% 67%

56%

63%

53%

42%

48%

37%41%

28%

Spain France Germany Italy UK USA Brazil India Russia China

16 to 24 25 to 34 35 to 4445 to 54 55 to 64 Market Average

100

-

+



Consumption of professional vnow outstrips consum

It is a myth that consumers w

online

Disconnect between the devcontent markets in US, UK aconsumer demand for contemarkets. Content producers

global opportu

Massive opportunity for brancontent strate

Impact




R E A L - T I M E S O C I A L M E D I A

Micro-blogging and social networking are growing fastest



The firsfocusedeveryoncontentevolvedmore toretransproduc

This is fastest and thopenetraclips onDailymopopularblogginthe firstmedia aactivity retransretweetetc. andcreationgreat ocontentchanne

0%

10%

20%

30%

40%

50%

60%

70%

80%Wave1 Wave2 Wave3

Wave4 Wave5

Micro blogging and social networking are growing fastest

Which of the following have you done online in the past month? (% of Internet users globally; Wave 1 (September 2009) to Wave 5 (June 2011)

+9%

+10%

+40%

+24%

+2%

+62%

+3%

+6%

+4%

Micro-blogging growth is being driven by BRIC



Micro blogging growth is being driven by BRIC

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%


Percentage of internet users who have used a micro-blogging service in the pastmonth – split by region

GLOBAL BRIC US EU5

What have you done on the internet in the past month? (% of internet users worldwide)

• While we havgrowth in socacross all Wa

look at micro-different story

• Micro-blogginsignificantly instagnating at among internmarkets of th

• This trend fur

in online behashows how reincreasing in blogs, as we not growing a

Real-time moves users towards transmission and away from creation



ea t e o es use s to a ds t a s ss o a d a ay o c eat o

How often do you update your micro-blog status? vs. Which of the following have you done on your micro-blog in the past month?

(% of internet users worldwide)

• The tablemicro-blotheir mon

• We can iusers whblogs, upare mostother micand links

• Less actgenerallymicro-bloof postinlinks to o

• The key here is thbloggersretransmothers orproducer

M i c r o - b l o

g a c t i v i t i e s i n t h e p a s t m o n t h



Real-time is moving the emcreating content to transmitt

content

Shifts the focus from brands toengage consumers

Transmitter culture makes jowners, content producers

relevant in the online

Mobile devices will turn the

Impact




F A C E B O O K F A T I G U E

Facebook has grown fastest globally since Wave 1



g g y

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

% Change Wave 1 to Wave 5

Which of the following have you done online in the past month? – Managed a social network profile

(% change in in active social networkers by platform globally Wave 1 to Wave 5)

• As expectedgrowing socioriginal GWI

July 2009.

• The ChineseRenRen andstriking, howvast market not just in soacross the e

• LinkedIn is anetworking t

substantiallyparticularly bnetwork devetype of real-lprofessional

However: Broader social networking decline is kicking in



*change based on very low reach <10%

16-24 25-34 35-44 45-54 55-64

Germany -1.6% 4.7% 47.8% 7.1% 62.5%

UK -8.2% -4.7% 17.1% 32.0% 27.8%

Italy 4.9% 35.0% 65.4% 77.3% 75.0%

Spain 48.9% 33.3% 33.3% 70.8% 33.3%

Netherlands 28.1% -10.2% 12.8% 32.0% 114.3%

France 34.6% 11.1% 85.7% 40.0% 110.0%

China 78.8% 112.0% 79.2% 218.2% -28.6%*

Japan 15.4% 4.5% 66.7% 22.2% -33.3%*

USA 2.8% 13.6% 33.3% 16.1% 42.1%

South Korea 156.3% 95.0% 71.4% 58.3% 375.0%

Russia 9.1% 24.5% 42.9% 5.3% 70.8%

India -2.8% 19.4% 17.0% 35.9% 62.1%

Mexico 23.6% 69.0% 71.4% 58.3% 121.1%

Brazil -10.0% 0.0% 15.1% 28.9% 47.4%

Canada 0.0% -1.6% 6.5% -8.3% 31.8%

Australia 4.8% 3.3% 29.7% 36.7% 38.9%

Which of the following have you done online in the past month? – Managed a social network profile (% change in active social networking penetration by ma

• One of the bigsee across thsocial networyounger useras Brazil, Indi

• In other markSpain, South network penegrowth across

• In general, thgrowing acrosmany countriegrowing age s

• Moving forwaexamine whepenetration oyounger age sof future trend

Massive decline in contribution on Facebook



-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

Global US US College Educated < 30

• Between Wave1 (J(June 2011), theredecline in contribuinto Facebook

• The hype suggestgrowing its user ba

the global social, cincreasingly purchresearch points to

• Over time users hand are increasingquestions on the qunderpins huge vaquestions on wheteverything in Facesuggests they nee

• This decline is moeducated Faceboothe original adopteto forecast a plateinto other demogra

Facebook users: Social Network Behaviour / Actions in the past month (% change in active social networking penetration from Wave 1 (July 2009 to June 2



Its not all about Fa

A decline in contribution raiswhether brands would be betmulti-platform social offering

engagement, particularly

Facebook’s valuation is large

of the data and the ability tobased on this data. Howevedata is in decline. Most userpassive. This fact strongly q

valuation

Impact

Facebook’s growing pains, m

global differentiation. Emerginthe user grow




T H E S O C I A L B R A N D

Young demographics show the impact of the transmitter economy



16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

Entertain you 55% 49% 45% 38% 38%

Improve your knowledge 55% 55% 58% 60% 64%

Connect you with people 49% 43% 38% 36% 39%

Be part of your daily routine 45% 45% 43% 42% 38%

Provide you with interesting real lifeexperiences

31% 32% 28% 23% 20%

Keep you informed on the product and thecompany

28% 33% 38% 43% 43%

Help you organise your life 24% 29% 33% 33% 29%

Talk to me like a real person 13% 14% 18% 24% 28%

• Thefrom

ageless

• Oldthatandwhito bimpcon

• Thisthe that

How would you like a brand to act towards you? (% of global internet users by age)

Social network brand interactions are catching the branded website



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

Retweeted a branded microblog post

Shared content in a branded community

Asked question to a brand on microblog

Uploaded photo/video to a branded social network page/group

Invited friend to join a branded page/group on social network

Followed branded microblog

Visited branded community

Read branded blog

Chatted with a customer service agent

Visited branded social network group/page

Liked a brand/product

Visit branded website

EU 5 USA BRIC Global

Thinking about all the ways in which you can interact with a brand or company online, which have you done in the past month?

(% of global internet users by age)

• Constill

moronlitech

• Socgainlikinsocconrela



Social branded channels arebrand websites in

Social media provides a new to engage consumers, but bra

“rules of engagement” an

consumers want from them o

Their is increasing demand foThis is a result of the growingback experience and a resul

culture. Brands need a contenbetween produced content a

disappear on

Impact

The crucial aspect of soengagement is to ensure thathat their voice is heard onl

necessitate constant two-warequires brands to be atte

conversation is w




A R E N A I S S A N C E F O R P R O F E S S I O N A L M E D I A



Reality 1: even active microbloggers turn to traditional news sources



0% 5% 10% 15% 20% 25% 30% 35% 40%

Microblog update

News website

Newspaper

Radio

Social Network update

TV news channel

Average

Light Microbloggers

Heavy Microbloggers

In the last major news event you heard about, what was the first source of information?

(% of global internet users)

• Evemedsouchabrea

• Thewebthe orgadigibusdon

• Intevaluesp

onlyalsoconwithtradhavthan

Reality 2: traditional TV is not in decline even for heavy social users



22%

33%21%

12%

7%

6%Less than one hour

1 to less than 2

2 to less than 3

3 to 4

4 to 6

more than 6

Daily micro-bloggers

17%

22%

13%

7%

9%

Daily bloggers

19%

26%

24%

15%

9%

7%

Global Average

How much time do you spend watching TV during a typical day?(% of internet users by segment)



Social and online must be intstrategy

The internet will not replacetraditional media will distribu

channels

The internet is becoming momedia. Packaged platforms

enable traditional format advertising mo

Impact

There is growing demandconversation with



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Wave 5 Trends - Digital Trends 2011

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