Wave7 cracking the social code the story of why
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Transcript of Wave7 cracking the social code the story of why
CRACKING THESOCIAL CODE
The Story of Why
pre-2003
2007 2008 2009 2010 2011 2012 2013
2003
2004
2005
20069 January 2007Apple launch the first iPhone
March 2007Tumblr launches
April 2008Facebook overtakes MySpace in popularity
August 2008Facebook has over 100M users
20 September 2008The launch of the first Android phone
7 October 2008Spotify launches
11 March 2009Foursquare launches
19 June 2009Farmville launches
July 2009There are now more than 3.6bn images on Flickr
August 2009Xiaonei becomes RenRen
February 2011Linkedinreaches 100M members
4 April 2011Valued at over £3Bn
28 June 2011GooglePlus launches
30 June 2011Twitter: 200M+ tweets per day
September 2011QQIM has 700M+ active users
September 2011Snapchat launches
December 2011Facebook has over 845M active users
February 2010Facebook Mobile has 100M+ users
3 April 2010The first iPad released
30 July 2010100M check-ins
August 2010Groupon: ‘fastest growing company of all time’
15 October 2010‘The Social Network’ film released
21 December 20102.5 months after launch, Instagram has 100M users
April 2012Facebook buys Instagram
May 2012Facebook floats on NASDAQ
June 2012500M+ users on Twitter
June 2012NSA scandal
August 2012Vine has over 40M users
October 2012Facebook has over 1Bn users
15 countries7,500 respondents
21 countries10,000 respondents
29 countries17,000 respondents
38 countries23,200 respondents
54 countries37,600 respondents
62 countries42,000 respondents
72 countries49,600 respondents
The WaveStory
65countries
48,945
respondents
Wave 1AustraliaChinaFranceGermanyItalyIndiaJapanMexicoPhilippinesRussiaSouth KoreaSpainUnited KingdomUnited States
Wave 2AustraliaBrazilChinaFranceGermanyGreeceIndiaItalyJapanMalaysiaMexicoPakistanPhilippinesRussiaSingaporeSouth KoreaSpainTaiwanThailandUnited KingdomUnited States
Wave 3AustraliaAustriaBrazilCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanMexicoNetherlandsPakistanPhilippinesPolandRomaniaRussiaSouth KoreaSpainSwitzerlandTaiwanTurkeyUnited KingdomUnited States
Wave 4AustriaBelgiumBrazilCanadaChinaColombiaCzech RepublicDenmarkEcuadorFinlandFranceGermanyHong KongHungaryIndiaItalyJapanLatviaLithuaniaMalaysiaMexicoNetherlandsNorwayPeruPhilippinesPolandPortugalRomaniaRussiaSingaporeSouth AfricaSouth KoreaSpainSwedenTurkeyUnited KingdomUnited States
Wave 5AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCzech RepublicDenmarkEcuadorEgyptEstoniaFranceGermanyHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited Kingdom
Wave 6AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited KingdomUnited StatesVietnam
Wave 7AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBosnia & HerzegovinaBrazilBulgariaCanadaChileChinaColombiaCote d’IvoireCroatiaCzech RepublicDenmarkDominican RepublicEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIndonesiaIreland (ROI)IsraelItalyJapanKenyaKuwaitLatviaLebanonLithuaniaMacedoniaMalaysiaMexicoNetherlandsNigeriaNorwayOmanParaguayPeruPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUkraineUnited Arab EmiratesUnited KingdomUnited StatesVietnam
The Wave universenow fully represents
the world
THE SEARCH FORMEANINGIS THE SEARCH FOR
WHY
7 years of asking WHY has shown us that
5 needs
underpin all social behaviour
Desirability Feel valued Spend more time
Word of mouth
Sales
Needs
DIVERSION RECOGNITION PROGRESSION RELATIONSHIP LEARNING
build brands
WE HAVEMANYTRENDS
Q: Time spent last week…Base: Singapore
6 hours
9 hours
Digitization istaking over share-of-time
Top activities on the internet
Watch video clips online
Use instant messenging service
Visit a friend's social network page
Visit an official company/brand website
Download and used an application
Manage a profile on a social network
Read blogs / weblogs
Visit a message board/forum
Joined a professional social networking site
Upload my photos to a photo sharing site
84%
79%
78%
75%
75%
70%
62%
60%
51%
51%
Q: Thinking about using the internet, which of the following activities have you ever done?Base: Singapore – Past 6 Months
Take part in a multi player game online
Share your location via a location based social network
31%
37%
44%
50%
Joined a professional social networking site 35%
51%
Upload my photos to a photo sharing site 46%
51%
Use a micro blogging service 33%
40%
Activities that showed significant jump from last
year
Internet satisfies thecore human needs
SOCIALISATION
LEARNING
PROGRESSION
RECOGNITION
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Relax/escape
Make money
Build your careerMake contacts for work
Express & share emotion
Have fun/be entertained
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around you
Seek other people's opinions
-
50
100
MicroblogsPhoto/Video SitesSocial NetworksBrand Websites
Socialisation is
Q: Which of these applications does a good job when you want to…Base: Singapore - Accessed social networking site in past 6 months
RELATIONSHIP
DIVERSION
a day-to-day imperative
…across markets in Asia
Q: Which of these applications does a good job when you want to…Base: Individual Markets - Accessed social networking site in past 6 months
LEARNING
RECOGNITION
RELATIONSHIP
DIVERSION
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Express & share emotion
Have fun/be entertained
Express yourself
Change opinionsPromote yourselfEarn respect
Make money
Build your career
Make contacts for work
Be creative
Hang out or waste time
Relax/escape
Learn something new
Keep up to date
Explore the world around you
50
100
Singapore Thailand Indonesia Phillipines VietnamMalaysia
… even surpassing
Q: Which of these applications does a good job when you want to…Base: Individual Clusters - Accessed social networking site in past 6 months
LEARNING
RECOGNITION
RELATIONSHIPMeet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Relax/escape
Make moneyBuild your career
Make contacts for work
Express & share emotion
Change opinions
Promote yourself
Earn respect
Express yourself
Learn something new
Keep up to date
Explore the world around you
50
100
Global SEA APAC
the global benchmark
MOBILITY
Desktop
Full-sized Tablet e.g. iPad, Samsung Galaxy
Mobile phone
Portable Games Console e.g. PSP
Smart TV/internet-connected set-top box
Convertible Touchscreen Laptop/Tablet Device
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Devices Owned
Q: Which of the following devices do you own?Base: Singapore
Wave 6 7
The world is goingsmart and mobile
Desktop Laptop Smartphone Tablet
52%
77%
58%
20%
43%
76% 78%
18%
Online Activities Done Via Each Device
More devices mean
Q: You have carried out the following activities in the last 6 months; please select which devices you have used to do these activities? BASE: Singapore - all who own each device
Wave 6 7
more access pointsand more often
PRIVACY
Online privacy is a
Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online”.BASE: Wave 7 Priority Markets
70.6%
70.1%
67.6%66.6%
57.3%69.1%
63.4%
69.8%
63.6%
70.6% 66.0%
69.5%
58.1%
72.1%
71.7%
54.3%
50.3%59.1% 52.2%
70.1%
72.5%
74.9%
66.4%
71.9%79.5%
60.7%
65.2%
67.7%
64.7%
4.8%
55.4% 60.4%
67.4%
59.8%65.6%
52.7%67.6%
77.4%
Key
70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%
major concern the world over
But we haven’t seen a
Q: Below is a list of statements. Please answer reflecting your opinion. Completely or somewhat agree: I’m concerned about the amount of personal data that goes online”.BASE: Singapore
I am concerned about the amount of personal data online
70% 69%
Wave 6 7
seismic shift inconsumer concern
In fact there has been an uplift in joining brand communities
Q: “Have you ever joined a brand community online? By a brand community, we mean a community or group centred around a product or brand, e.g., a fan page on a social networking site, following a brand on a microblogging service (e.g. Twitter) or signing up to a dedicated website or forum.BASE: Singapore
40%
49%
Wave 6 7
UNLOCKINGTHE POWEROF TRENDS
Socialize with othersBe creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a gameManage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world around you
Learn something new
Research something thoroughly
0%
50%
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Smartphones help in accessing information quickly and finding your way through apps
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own smartphones
Socialize with othersBe creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a gameManage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world around you
Learn something new
Research something thoroughly
0%
50%
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Tablets are for
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own mini tablets
entertainment and relaxation
Socialize with othersBe creative
Have fun/ be entertained
Hang out or waste time
Relax
Read content
Watch content
Ward off boredom
Play a gameManage my life
Access information quickly
Make a purchase
Find your way
Get something done
Organize something
Explore the world around you
Learn something new
Research something thoroughly
0%
50%
Wave 6 Wave 7
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Laptops are for consuming content and researching something thoroughly
Q: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to: BASE: Singapore – Those who own laptops
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Relax/escape
Make money
Build your careerMake contacts for work
Express and share emotion
Have fun/be entertained
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around you
Seek other people's opinions
0%
10%
20%
30%
40%
RELATIONSHIP
DIVERSION
LEARNING
Users are learning
Q: Which of these online applications does a good job when you want toBASE: Singapore – Accessed brand website in the last 6 months
PROGRESSION
Wave 7
Wave 6
RECOGNITION
through brand websites
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Make money
Build your career
Make contacts for workExpress and share emotion
Have fun/be entertained
Relax/escape
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around me
Seek other people's opinions
0%
50%
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
Microblogs are for
Q: Which of these online applications does a good job when you want toBASE: Singapore – Accessed Microblog website in the last 6 months
Wave 7
Wave 6
RECOGNITION
self-expression
Meet new peopleStay in touch with friends
Feel like you belong
Share knowledge
Share new experiences
Keep you company
Be creative
Hang out or waste time
Make money
Build your career
Make contacts for workExpress and share emotion
Have fun/be entertained
Relax Escape
Express yourself
Change opinions
Promote yourself
Earn respect
Learn something new
Keep up to date
Explore the world around me
Seek other people's opinions
0%
50%
RELATIONSHIP
DIVERSION
LEARNING
Professional Social Networks are a place to make contacts and earn respect
Q: “Please select which of them you think does a good job when you want to…BASE: Singapore – Accessed professional networking sites in P6M
PROGRESSION
Wave 7
Wave 6
RECOGNITION
Device and platforms are creating a complex eco-system which are driving conversations
BUILDING THE
VALUEEXCHANGE
Value Exchange
Key TakeawaysSocial media is the norm and Wave 7 shows no sign of internet fatigue.
Formats are converging and the world is going smart and mobile. Not just more smartphones but more uses too.
Online privacy is a concern the world over but there hasn’t been a seismic shift in consumer trust
The five needs that underpin all social behaviours: learning, relationships, diversion, progression and recognition.
Communication consumption is now a complex eco-system of devices, technology and platform which continue to evolve to meet the desire for simple, contextual and niche experiences
ADDITIONAL CHARTS
Blogs are important in APAC, LATAM and Southern Europe
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Read Blogs/weblogs BASE: Wave 7 All Markets
61.4%
45.5%
83.5%
66.9%
72.1%69.9%
58.4%
49.5%
84.5%74.8%
80.4%
73.5%
54%
59.5%56.1%
55.2%
38.6%42.2%
61.3%
61.3%
81%
49%
58.1%
70.8%
53.4%
67%
56.44%
61.2%
69%
57.5%
67.22%
60%
53.1%
54.6%
70.7%
50.7%
56.15% 56.9%
48.4%
% who have read blogs in the last 6 months
58.4%
Key
70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%
56.5%
69.5%56.5%
59.7%
77.6%70.9%
71.5%86.6%
74.6%
85.5%74.7%
70%
84.6%
74.4%
66.5%
52.5%66.7%
80.7%
88.5%79%
89.9%
76.1%
84.1% 83.7%
69.7%
83.3%
79.8%
76%
80.3%
79.22%
78.4%
80.1%
84.8%
80.8%
76%
73.3%
66.8%
% who have visited an official company or brand site website in the last 6 months
Brand websites reach at least 70% of active internet users in most markets
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visit an official company/brand websiteBASE: Wave 7 Priority Markets
70.3%
Key
70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%
68.9%
77%
72.7%
Multiplayer gaming is popular in China
Q: Thinking about using the internet, which of the following activities have you done in the past six months? Taken part in a multi-player online game.BASE: Wave 7 All Markets
34.1%
50.48%
43.7%57.5%
68%
39.7%
25.3%
64.8%18.8%
45.3%
41.7%
41.3%
41.8%
33.5%
28.1%19.4%
31.7%
43.3%39.4%
35.3%48.3%22.9%
33.29% 31%
31.6%
29.6%
48.2%
31%
40.5%44.4%
44.5%
47.3%
46.1%
48.2%
49.4%
32.6%
44%
31.7%
33.8%
37.9%
% who have taken part in a multiplayer online game in the last 6 months
39.7%
Key
70%+
60-69%
50–59%
40–49%
30-39%
20-29%
10-19%
<10%
34.5%
56.2%