Wave 6 - The Business of Social | UM | Social Media Tracker

The business of social | Social media tracker 2012

Contents

• Executive summary

• What is Wave?

• The continuing story of Wave

• Social movements

• Will data privacy slow social?

• The Business Of Social

• Connecting with social experiences

• The impact: Summary

• What does this mean for your business?

• About this report


Real Actionable Insight

A SOCIAL MOVEMENT

THE POWER OF SOCIAL

CONNECTING WITH SOCIAL EXPERIENCES


Executive Summary

• The story so far in social networking has been the incredible growth in the numbers of people using them. But

Wave 6 shows that in the future the biggest impact will come from the increasing amount of time people are

spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge

effect on online consumption in particular.

• Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one dimensional

experience compared to that offered by social media. Brands will need to reach out to consumers in the social

spaces if they are to connect online.

• Attachment to social networks is stronger than ever, with over 40% of people saying they are worried about

missing out if they don’t visit their social network. As a result users are fully prepared to share their data in return

for the benefits they bring.

• Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants

AND which of these experiences deliver the brand’s marketing objectives is the key to unlocking this value. This is

an important part of making social media a legitimate platform for brand development.

• Despite the reluctance of many companies to discuss problems, particularly in social media, our research has

shown that actually responding to a customer’s issues is one of the most powerful social experiences a brand can

deliver. In the future social CRM should be a fundamental part of any brand’s communication strategy.

• The consumer has many devices through which they can interact with a brand digitally but not all of these devices

are a suitable environment for every experience. Tablets and smartphones, for example, have very different

strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.


What is Wave?

• Wave is a social media study.

• Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across

Waves.

• All research is conducted by the EMEA Research team in collaboration with the UM network of

agencies.

• The survey is carried out using UM’s in-house research system, Intuition.

• We have surveyed 41,738 16-54 Active Internet Users in 62 countries.

• All surveys are self-completed and the data collected is purely quantitative.

Why the Active Internet User?

• Active Internet Users are those that use the internet every day or every other day.

• Social media is driven by Active Internet Users.

• They drive adoption of platforms and tools and they will determine which tools and platforms

become dominant.


15 countries 7,500 respondents






October 1999: Launch

March 2002: Launch

January 2003: Launch

June 2003: Launch

September 2003: Launch


December 2004: Launch

March 2005: Launch

August 2005: Launch

February 2006: Launch

September 2006: Launch



May 2003: Launch

August 2003: Launch

February 2004: Launch


April 2005: First video uploaded to YouTube

August 2009: Xiaonei becomes RenRen

July 2008: Launch

October 2006: Launch

March 2007: Launch

April 2008: Facebook overtakes MySpace in popularity

August 2008: Over 100M users

October 2008: Launch September 2008:

First Android phone launch

Now more than 3.6Bn images on Flickr

June 2009: Launch

March 2009: Launch

April 2010: iPad released

July 2010: 100M check-ins

October 2010: “The Social Network” film released

March 2011: 100M members

June 2011: Over 200M tweets a day

December 2011: Over 845M active users

February 2010: Facebook mobile – 100M users

August 2010: Groupon is the fastest growing company of all time

December 2010: 100M users just 2.5 months after launch

April 2011: Valued at >$36Bn

June 2011: Launch

September 2011: QQ IM – over 700M active users

TEXTUAL

MOTIVATIONAL

SOCIAL

BUSINESS

INFLUENTIAL

VISUAL


The expanding Wave universe

Wave 1 Australia

China France

Germany Italy

India Japan Korea

Mexico Philippines

Russia Spain

UK US

62 countries

Wave 2 Australia

Brazil China

France Germany

Greece India Italy

Japan Korea

Malaysia Mexico

Pakistan Philippines

Russia Singapore

Spain Taiwan

Thailand UK US

Wave 3 Australia

Austria Brazil

Canada China

Czech Republic Denmark

France Germany

Greece Hong Kong

Hungary India Italy

Japan Korea

Mexico Netherlands

Pakistan Philippines

Poland Romania

Russia Spain

Switzerland Taiwan Turkey

UK US

Wave 4 Australia

Austria Belgium

Brazil Canada

China Colombia

Czech Republic Denmark Ecuador Finland France

Germany Hong Kong

Hungary India Italy

Japan Korea Latvia

Lithuania Malaysia

Mexico Netherlands

Norway Peru

Philippines Poland

Portugal Romania

Russia Singapore

South Africa Spain

Sweden Turkey

UK US

Wave 5 Algeria

Argentina Australia

Austria Bahrain Belgium

Brazil Canada

Chile China

Colombia Czech Republic

Denmark Ecuador

Egypt Estonia France

Germany Hong Kong

Hungary India Italy

Ireland (ROI) Japan Korea

KSA Kuwait Latvia

Lebanon Lithuania Malaysia

Mexico Netherlands

Norway Oman

Philippines Poland

Portugal Qatar

Romania Russia Serbia

Singapore Slovakia

South Africa Spain

Sweden Taiwan

Thailand Tunisia Turkey

UAE UK

Ukraine US

41,738 respondents

Wave 6 Algeria

Argentina Australia

Austria Bahrain Belgium

Brazil Canada

Chile China

Colombia Croatia

Czech Republic Denmark Ecuador

Egypt Estonia France Finland

Germany Greece

Hong Kong Hungary

India Italy

Ireland (ROI) Japan

KSA Kuwait Latvia

Lebanon Lithuania

Macedonia Malaysia

Mexico Netherlands

Norway Oman

Philippines Poland

Portugal Puerto Rico

Qatar Romania

Russia Serbia

Singapore Slovakia

South Africa South Korea

Spain Sweden

Switzerland Taiwan

Thailand Tunisia Turkey

UAE UK

Ukraine US

Vietnam


Welcome to Wave 6 –

The Business of Social

• Social media remains at the top of the agenda for many brands. However, it is clear that as a medium for

marketers it’s still very much in its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are no

more than proxies for other more meaningful brand objectives. In fact, by definition, setting these goals suggests

you may have already confined yourself to creating a one-dimensional social experience.

• Perhaps this is one reason why so many social media strategies look the same, using familiar platforms in

familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 – The

Socialisation Of Brands told us that people want vastly differing social relationships with brands. Wave 6 – The

Business Of Social tells us what these social relationships can deliver for brands. Do they make people

want to spend more time with the brand, do they make them feel valued as customers, or do they encourage

people to recommend the brand to others?

• Our research has revealed a deeply complex environment where different social experiences meet different

marketing objectives. An experience that drives brand advocacy in one category simply creates awareness in

another. An experience that encourages brand participation for one person does very little for someone else.

Knowing the value of an experience means we can build a social media strategy designed to meet a marketing

objective, rather than starting with how to exploit an existing social platform.

• We believe this knowledge is vital if we are to make social media a legitimate platform for the development of

brands.

SOCIAL MOVEMENTS


Growth in social networking has slowed

Global

45.1% 51.4% 61.4% 65.2%

Wave

3

Wave

4

Wave 5 Wave 6

USA 33.1% 48.3% 58.1% 64.5%

China 47.4% 51.4% 68.4% 68.9%

Russia 64.8% 66.1% 79.8% 77.1%

UK 53.4% 55.5% 58.6% 62.9%

India 51.4% 62.8% 72.5% 67.1%

Italy 24.0% 34.4% 53.9% 61.2%

Germany 27.2% 36.6% 37.8% 53.1%

Brazil 63.6% 53.9% 74.5% 74.3%

Spain 29.9% 46.2% 55.5% 59.6%

France 26.3% 43.4% 53.2% 53.5%

3 4 5 6

Wave:

QUESTION: “Thinking about the internet, which of the following have you done in the last 6 months?

- Manage a profile on an existing social network (eg: facebook.com)”


But as profile creation begins to plateau, active

management still grows

Upload a video clip to avideo sharing website

Watch video clips online Create a profile on a newsocial network

Manage a profile on anexisting social network

Visit a friend's socialnetwork page

49%

88%

75% 77% 81%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6

QUESTION: “Thinking about the internet, which of the following have you ever done?”


But people are spending more time than ever on

social networks

QUESTION: “Approximately how much time did you spend consuming

the following media in the last 7 days?” - Hours per week

Television

Radio

Magazines

Newspapers

Internet

Email

Social networks

Microblogging sites

Mobile phone

Blogs

Video sites

10

9

6 7

4 6

5 6

13 13

7 7

7

9

5 6

8

10

6 7

Everyone

16-24 year olds

6

7


And the number of social contacts continues to

grow

0

10

20

30

40

50

60

70

80

Wave 3 2008 Wave 4 2009 Wave 5 2010 Wave 6 2011

Avera

ge n

um

ber

of people

QUESTION: “Approximately how many people do you stay in contact with

in your personal life through the following means?”

Social networks

Instant messenger

Forum/Message board

My personal blog

Phone

Email

Face to face

Text message (SMS)

Post/Letter


20%

30%

40%

50%

60%

70%

80%

90%

Wave 12006

Wave 22007

Wave 32008

Wave 42009

Wave 52010

Wave 62011

% E

ve

r D

on

e

2010 may prove to be the peak for many other

social platforms

QUESTION: “Thinking about the internet, which of the following have you ever done?”

Read blogs/weblobgs

Start my own

blog/weblogs

Visit a photo sharing

website

Use instant messenger

Visit a message

board/forum

Started a topic on a

message board/forum


Microblogging is still rising but is yet to be fully

understood globally

QUESTION: “Thinking about using the internet, which of the following have you

used in the past 6 months? – Used a microblogging service (e.g. Twitter, Jaiku)”

Global

14.9% 33.2% 42.9%

Wave 4

Wave 5 Wave 6

4 5 6

Wave:

USA 8.5% 18.8% 22.1%

China 26.3% 53.1% 71.5%

Russia 14.2% 19.9% 25.8%

UK 6.4% 19.3% 62.9%

Brazil 13.4% 43.9% 47.6%

India 24.4% 45.5% 42.9%

Italy 9.4% 11.1% 17.7%

Spain 11.5% 19.1% 24.8%

Germany 6.2% 7.7% 15.9%

France 4.1% 8.8% 12.2%


Blogging: Declining or stabilising in Western

countries, but growing in others

QUESTION: “Thinking about using the internet, which of the following

have you used in the last 6 months?” - Read blogs / weblogs

3 4 5 6

Wave:

China 74.9% 75.7% 79.6% 81.4%

Russia 59.3% 54.6% 63.4% 52.4%

UK 50.7% 41.3% 40.8% 45.5%

Brazil 74.5% 70.9% 72.4% 67.9%

India 62.2% 63.1% 63.3% 55.6%

Italy 61.9% 51.0% 51.5% 51.7%

Germany 35.2% 36.3% 29.6% 39.3%

Spain 63.6% 55.9% 60.3% 55.8%

France 45.6% 50.2% 46.7% 43.9%

USA 45.6% 50.2% 46.7% 44.9%

Global

55.3% 60.6% 64.5% 63.2%

Wave 6 Wave 5 Wave 4 Wave

3

WILL PRIVACY SLOW

SOCIAL?


30%

35%

40%

45%

50%

55%

Wave 4 2009 Wave 5 2010 Wave 6 2011

% A

gre

e

I worry about missing out on something if I don'tvisit my social network

Social networking sites (e.g. facebook.com) arean integral part of social life

50%

55%

60%

65%

70%

Wave 4 2009 Wave 5 2010 Wave 6 2011

% A

gre

e

I am concerned about the amount ofpersonal data that goes online

Concern rises but so does attachment to social

networks

QUESTION: “Please indicate how much you agree (definitely or tend to) with the

statement [I am concerned about the amount of personal data that goes online]”

QUESTION: “Please indicate how much you agree (definitely or tend to) with the

statements [I worry about missing out on something if I don’t visit my social network]

& [Social networking sites are an integral part of my social life]”


And people are still sharing personal data

QUESTION: “What have you done with your social networking profile?,

amongst those who have used a social network in the past 6 months”

Message

friends

Update

my profile

Upload

photos

Find old

friends

Update

my status

Find

new friends

Used

live chat

Used a

“like”

button

Play

games

Display

my interests

Join

a group

Removed

Someone

from my

friend list

Join an

Interest

group or

cause

Upload

videos

Write a

blog

Affiliate

with or

become

fan of a

brand

Shared

Your

location

Make

Contacts

for work/

Professional

reasons

Purchased

something

Organise

events

Dating Join a

Celebrity

group

19% 19% 21% 21%

27%

29% 30% 30% 31%

38% 38%

43% 44% 44%

47% 47%

49%

52%

59% 59%

62%

64%


China

USA

Brazil

Russia

Germany UK

Mexico

France

Egypt

S Korea

Japan

Canada

Italy

Spain

Turkey

India

Poland

35%

40%

45%

50%

55%

60%

65%

70%

75%

50% 55% 60% 65% 70% 75%

% a

gre

e s

oc

ial n

etw

ork

ing

is

an

in

teg

ral p

art

of

my

so

cia

l li

fe

% agree concerned about the amount of personal data that goes online

Social networking

more important

Sharing personal data is an accepted risk

Privacy more

important

QUESTION: “Please indicate how much you agree (definitely or tend to) with the statements [I worry about

missing out on something if I don’t visit my social network] vs. [I am concerned about the amount of personal

data that goes online]” amongst those who have created a profile on a new social network.

Size of bubble represents size of audience

Size of bubble represents size of audience


FACEBOOK IS THE MOST SEARCHED FOR WORD ON THE INTERNET

1. Facebook

2. YouTube

3. Facebook Login

4. Craigslist

5. Facebook.com

6. Yahoo

7. eBay

8. www.facebook.com

9. Mapquest

10. Yahoo.com

SOURCE: EXPERIAN HITWISE

TOP 10

US SEARCH TERMS

JANUARY 2012


10.29% ACCOUNTED FOR

OF ALL WEBSITE VISITS IN THE UNITED STATES

1. google.com

2. facebook.com

3. youtube.com

4. yahoo.com

5. baidu.com

6. wikipedia.org

7. live.com (Windows Live)

8. blogspot.com

9. twitter.com

10. QQ.com

SOURCE: ALEXA.COM

TOP 10

WEBSITES

GLOBALLY

FACEBOOK

ALSO

A 15% INCREASE FROM 2010


Is the world abandoning the brand website?

60%

65%

70%

75%

80%

85%

90%


QUESTION: “Thinking about using the internet, have you visited

an official company/brand website in the past 6 months?”

15%

decrease

in 4 years


The exodus is even clearer amongst the youngest

audiences

60%

65%

70%

75%

80%

85%

90%


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

QUESTION: “Thinking about the internet, have you visited

an official company / brand website in the past 6 months?”


So what then is the role of the brand website?

QUESTION: “Which of these online applications does a good job when you want to...”

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%Meet new people

Stay in touch with friends

Make contacts for work

Promote yourself

Learn something new

Share knowledge

Change opinions

Be creative

Express yourself

Make moneyHave fun/be entertained

Feel like you belong

Share new experiences

Earn respect

“Hang out” or waste time

Keep up to date

Explore the world around me

Manage my life better

Seek other people’s opinions

Official brand websites

Forums

Photo/Video sites

Microblogs

Blogs

Social networks


The power of the social network differs across the

world

Promote yourself

Japan

Share knowledge

Be creative

Make contacts for work

Earn respect

Explore the world around me

Learn something new

Make money

China

South Korea

Australia

Change opinions

India

Thailand

Malaysia Seek other people’s

opinions

Belgium

Denmark

UK

Canada USA

Turkey

Hungary

Austria

Germany

Russia

Czech Republic

Sweden

Netherlands

Portugal

Mexico

Argentina

Spain Italy

Brazil

Tunisia

Algeria

Singapore

Egypt

Hong Kong

Philippines

South Africa Poland

Lebanon

Norway

UAE

“Hang Out” or waste time

Feel like you belong

Meet new people

Have fun/be entertained

Share new experiences

Express yourself

Keep up to date

Lithuania

KSA

Ukraine

Macedonia

Serbia

Latvia

Romania

Ecuador

Estonia

Slovakia

Stay in touch with friends Manage my life better

Croatia

Switzerland

Vietnam

Taiwan

Finland Ireland Greece

Chile

Colombia

Puerto Rico Qatar

Oman

Kuwait

Bahrain

France

QUESTION: “Which of these online applications [Social networks

e.g. facebook.com] does a good job when you want to…?” - By country

SELF-IMPROVEMENT

ENABLEMENT

FUN

CONNECTION

THE POWER OF SOCIAL


The value of social experiences

• A word that is frequently used in social marketing is ‘Engagement’, often when citing the

power of social media and the opportunity it brings for marketers. There is nothing wrong

with this; it’s a worthy ambition for a brand to try to engage with their consumers. The

problem is that engagement is essentially a meaningless term. It could mean

anything or everything and is really just used as a proxy for more meaningful brand

objectives. With Wave 5 – The Socialisation Of Brands we asked some fundamental

questions: do consumers want a social relationship with brands and if they do what kind

of relationship do they want? This information has allowed UM to guide clients in the

social space by understanding the needs of the consumer first and foremost.

• With Wave 6 – The Business Of Social we have taken things a step further. Not just

understanding the social experience that consumers want but also, crucially, defining the

marketing value that these experiences can deliver to brands. This means we can not

only identify the right experiences but also those that best meet our marketing

objectives. The results of this research have truly been surprising and allowed us to

further understand the incredibly diverse world of social media. Also, in the space of

social CRM, the results have some profound things to say about how brands connect

with consumers to create the most compelling experiences of all.


Social experiences not Likes

I want no interaction

Access to news about new developments

Discount vouchers

Access to fun and entertaining content

An opportunity to learn something new

A personal response to my issues/complaints

Access to unique sponsored events or competitions

An opportunity to develop my skills

The ability to communicate and share experiences with others

Tools to help me express my creativity and make something worth sharing

To be part of a brand community

The ability to influence product development HIGH INVOLVEMENT

LOW INVOLVEMENT


Social needs vary by category….

0%

10%

20%

30%

40%

50%

Access to news about newdevelopments & software upgrades

The ability to contact computersoftware companies and influence

product development

An opportunity to learn somethingnew about different applications

An opportunity to develop mysoftware skills

The ability to communicate andshare experiences with other users

Tools and help to express mycreativity and make something worth

sharing

A personal response to myissues/complaints

Access to fun and entertainingcontent

Access to unique sponsored eventsor competitions

Discount vouchers for computersoftware or free software downloads

To be part of a brand community

QUESTION: “Thinking about companies that make computer software, which of following

statements describes the kind of interaction you would like to have with these companies?”

Computer

software


How we define the value of social experiences

Giving you a detailed understanding

Making the company more desirable

Making you feel closer to the company

Encouraging you to try

Encouraging you to buy

Making you feel valued as a customer

Makes you want to spend more time with the brand

Encouraging you to recommend to others

AWARENESS

EDUCATION

DESIRE

SEEK MORE

TRIAL

TRANSACTION

COMMITMENT

INVOLVEMENT

RECOMMENDATION

Letting you know about the company


And these experiences deliver very different

outcomes

QUESTION: “Thinking about the interactions that you have indicated you would like to

have with companies that make computer software, which interaction is best…?”

Access to news about

new developments and

software upgrades

Computer

software

The ability to contact

computer software

companies and influence

product development

Discount vouchers for

computer software

companies or free

software downloads


The same experiences deliver different outcomes

by category

QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies that

make computer software and with companies that produce and distribute movies, which interaction is best…?”

The ability to contact

computer software

companies and influence

product development

The ability to contact film

makes / movie studios

and influence movie

development


This allows us to be far more focussed on delivering

social experiences that meet our objectives

QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies

that make computer software, companies that make computer hardware, companies that are involved in the

fashion industry and companies & artists that make & distribute music, which interaction is best…?”

20%

25%

30%

35%

40%

45%

50%

Access to

breaking

news or

product

launches

Ability to

contact

companies

& influence

product

development

Opportunity

to learn

more

Opportunity

to develop

skills

Communicate

& share

experiences

Tools to

express my

creativity

& make

something

worth

sharing

A personal

response to

my issues /

complaints

Access to

fun &

entertaining

content

Access to

unique

events or

competitions

Discount

vouchers

To be part of

a brand

community

Computer Software

Fashion

Computer Hardware

Music


The most powerful social experience?

QUESTION: “Thinking about the interactions that you have indicated you would like to have

with companies in these categories, [A personal response to issues and complaints] is best at…?”

Travel

Movies

Health & Beauty

Fashion

Luxury

Telecoms

Computer hardware


A personal response to issues/complaints

QUESTION: “Thinking about the interactions that you have indicated you would like to have with companies in

the computer software category, [A personal response to issues and complaints] is best at…?” By which

statement best describes your relationship with the computer software category

Consider myself a “fan”

of a brand in this

category

Need lots of information

before buying

I often talk about this

category

Computer

software


The Power of Social Experiences

• A key element for making the social network platforms accountable tools for marketers is

being able to evaluate the value they bring to brands. This effort begins with

understanding the intrinsic values of the social media platforms and the power of the

experiences they can deliver. Wave 6 – The Business Of Social has begun to answer

this question and now allows UM to plan social strategies from the starting point of brand

or business objective. We think this is an important step towards using social media in a

more focussed and value driven way.

• This approach also has implications for social CRM. Social media platforms, such as

Twitter, are incredibly powerful tools for customer feedback. Using them in pro-active

way to deal with problems very quickly is a proven and powerful driver of loyalty.

However, responding quickly isn’t always easy and many marketing teams require input

from many other areas of the organisation before dealing with a problem. This suggests

that a social media strategy should not just be the sole domain of the marketing

department, but rather part of a company wide effort including legal, PR, customer

support and others. This requires commitment and investment but our research has

shown that those brands that accomplish this will benefit greatly.

CONNECTING WITH SOCIAL

EXPERIENCES


People now have many ways to connect with the

internet

0

1

2

3

4

5

Own Have used to access theinternet

4.1

2.9

Laptop /

netbook PC

Smartphone

(eg: iPhone)

Mobile

phone

Internet-

connected

TV

Portable

MP3 / video

player

Desktop

PC

Tablet

device (eg:

iPad)

E-book

reader (eg:

Kindle)

Games

console

Portable

games

console

QUESTION: “Which devices do you own and which have you used to access the internet in the last 6 months?”

Average number of devices owned

and used to access the internet


Mobile phone

Desktop PC

Laptop/ Notebook

Portable Mp3 / video player

Smartphone Games Console

Portable Games Console

Internet- Connected TV

Tablet e-book Reader

0%

10%

20%

30%

40%

50%

60%

70%

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

% O

wn

Devic

e

% Use Device to Go Online

PC, laptop and mobile devices still the main way to

connect

QUESTION: “Which devices do you own and which have you used to access the

internet in the past 6 months?” - Size of the bubble represents % who own device.


As the PC remains the most versatile internet

enabled device

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Read blogsPost/write on a blog

Upload photos to photo sharing site

Watch video clips online

Shared a video with a friend

Download a podcast

Download video podcast

Managed a social network profile

Visited a friend's social network page

Used instant messenger

Visited a company/brand website

Used search engine

Wrote/sent a message on microblog

Read a message on microblogVisited a forumSent a text message

Downloaded & used an app

Used a cloud-based musicreccommendation service

Take part in multi-player game online

Visited a professional social network

Joined an online community

Made a purchase

Watched live TV

Searched for a location

Read a digital newspaper/magazine

Read a book

Shared your location via location-basedsocial network

Browsed the internet

Joined a group buying community

QUESTION: “Which activities have you carried out using each device in the past 6 months?”

Laptop /

notebook PC

Desktop

PC

Smartphone

(eg: iPhone)

Tablet

(eg: iPad)

Mobile

phone

E-book reader

(eg: Amazon kindle)

Internet-

enabled TV

Games

console

Portable MP3

/ video player

Portable

games

console


Although we can see that smartphone penetration is

growing rapidly

% own a smartphone

>60%

50-60%

40-50%

30-40%

<30%

38%

37%

43%

59%

28%

8%

62

%

40%

2

0

%

37%

2

9

%

23%

28

%

45%

35%

27

%

37%

44%

53%

42% 39% 22%

27%

9%

33% 47%

40%

25

%

18% 43%

44%

67%

43%

43%

34%

38%

37% 59%

61% 22%

44%

38%

41%

42%

24%

34% 11% 28%

45% 45%

26% 37%

36%

20% 25%

29%

36%

16%

24%

34% 45%

31%

11%

QUESTION: “Which of the following devices do you own?” Smartphone (e.g. iPhone, Blackberry etc.)


With tablet penetration slowly catching up

18%

19%

14%

33%

10%

5%

11%

11%

2

0

%

15%

2

9

%

5%

34

%

16%

12%

12

%

12%

14%

12%

11% 13% 11%

4%

21%

17%

12%

10%

8% 20%

20%

28%

19%

12%

22% 19%

17% 32%

16% 8%

14%

11%

14%

11%

6%

8% 2%

6%

10% 18%

12% 37%

9%

6%

5%

5%

5% 6% 6%

6% 11%

12%

14%

11%

% own a tablet device

>20%

15-20%

10-15%

5-10%

<5%

QUESTION: “Which of the following devices do you own?” Tablet device (e.g. iPad, Samsung Galaxy etc..)


Socialize with others

Be creative

Have fun/ Be entertained

Access Information

quickly

Read content

Manage my life Relax

Hang out or waste time

Play a game Learn something new

Watch content

Make a purchase

Research something thoroughly

Ward Off Boredom

Find your way

Get something done

Organize something

Explore the world

20%

25%

30%

35%

40%

45%

50%

55%

20% 25% 30% 35% 40% 45% 50% 55%

% S

mart

ph

on

e O

wn

ers

% Tablet Owners

Smartphones are

better when you want

to….

Different devices are seen as better at doing

different things

Tablets are better

when you want

to….

QUESTION: “You have indicated you own these devices, which of these devices do you

think does a good job when you to… Smartphone Owners vs. Tablet Owners.


What impact does multiple devices have on media

consumption?

0

2

4

6

8

10

12

14

16

1 2 3

Avera

ge h

ou

rs s

pen

t co

nsu

min

g m

ed

ia in

last

7 d

ays

Number of devices used to access the internet

QUESTION: “Approximately how much time have you spent consuming the

following media in the last 7 days by the number of devices used to access the internet”

Browsing the

internet

TV

Social networks

Magazines

Newspapers


Connecting devices to experiences

QUESTION: “You have indicated you own these devices,

which of these devices do you think does a good job when you to…”

INFORMATION

ACTION

FUN

ORGANISATION

Laptop/Netbook P.C.

e-book Reader

Smartphone Internet

Connected TV

Portable Games Console

Desktop

P.C.

Tablet device

Learn Something

New

Portable

mp3/video

player

Games Console

Get Something Done

Find My Way

Manage My

Life

Research

Something

Thoroughly

Make a Purchase

Ward Off Boredom

Relax

Socialise With Others

Organise

Something Read Content

Explore the World

Around Me

Have Fun/ Be

Entertained

Play a Game

Access

Information

Quickly

Be Creative

Watch

Content

“Hang Out” or

Waste Time

Mobile Phone

THE IMPACT: SUMMARY


The impact: summary

• Our research shows that social experiences can be very powerful, creating

strong connections with the consumer. However, it also shows that knowing this

is not enough. We also need to know the value that these bring. These

experiences need not be complicated. The consumer is often the most powerful

advocate and ally of a brand: Wave 6 - The Business Of Social demonstrates

that even simply responding to a customer’s problems creates more loyalty and

advocacy than any reward programme could.

• So it is no good spending time and investment on a social experience that you

don’t know the value of or doesn’t meet your brand’s challenges. It’s necessary

to look at both the consumer’s needs and your own objectives if you are to build

something that not only connects to the consumer but also helps build value for

your brand.


“Is Social Media working for you? Or

are you working for Social Media?”

THANK YOU


Devices

Laptop Desktop

PC

Smart

phone

Tablet

Computer

Mobile

phone

E-reader Internet

connected TV

Games

console

Portable

games

console

MP3

player


Catagories

Computer

Hardware

Computer

Software

Telecoms Luxury Music

Health &

Beauty

Movies Fashion Travel Food


Communication

Social

Media

Instant

Messenger

Forum/

Message

boards

My

personal

Blog

Email

Face to

Face

Text Message

(SMS)

Brand

Website

Post/

letter

Phone


Activities

Join a

Celebrity

Group

Make

Contacts

for Work

Dating Blog Display

my

Interests

Message

Friends

Join Interest

group/ Cause

Update

Profile

Remove a

friend

Used Live

Chat


Activities cont…

Play

Games

Join a

Group

Organise

an Event

Purchase

Something

Shared

your

Location

Upload a

Photo

Upload a

Video

Update

your

Staus

Use a

‘Like’

Button


Activities cont…

Visit a

photo

sharing

website

Visit a

message

board /

forum

Find old

friends

Find new

friends

Affiliate

with/ fan

of brand

Wave 6 - The Business of Social | UM | Social Media Tracker

Social Media

Transcript of Wave 6 - The Business of Social | UM | Social Media Tracker