Power to the PeoPle
SoCIAl MeDIA trACKer
Welcome to Wave 3
04
Introduction
06
Methodology
10
What is Social Media?
12
Global Snapshot
18
Blogging
34
Social Networking
48
Sharing Content
56
Consuming Content
Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the hype.
The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3) brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008.
Since Wave 1 in September 2006 the research has created genuine insights on the patterns of usage, such as China having more bloggers than the US, emerging markets leading take up and Japan shunning photo sharing.
This latest report demonstrates the continued growth of social media, the impacts of this are huge.
• The vast majority of users are producing content and there is an ongoing shift towards participation.
• Media consumption is internationalising along language lines thanks to global social platforms.
• Consumers are moving to on-demand media such as video clips and podcasts.
• The role for advertisers and brands has never had so much potential – branded applications, content and services all offer huge potential in social media.
• Emerging internet markets are leading the way in usage, closing the gap with developed countries.
Tom Smith
Wave 3
29 Countries
17,000 Internet
Users
March
2008
Wave 2
21 Countries
10,000 Internet
Users
June 2007
Wave 1
15 Countries
7500 Internet
Users
September
2006
Introduction
• Social media is a global phenomenon happening in all markets regardless of wider economic,
social and cultural development. If you are online you are using social media
• Asian markets are leading in terms of participation, creating more content than any
other region
• All social media platforms have grown significantly over the three Waves
– Video Clips are the quickest growing platform, up from 31% penetration
in Wave 1 to 83% in Wave 3
• 57% have joined a Social Network, making it the number one platform for creating
and sharing content
– 55% of users have uploaded photos
– 22% of users have uploaded videos
• The widget economy is real
– 23% of social network users have installed an application
– 18% of bloggers have installed applications in their blog templates
• Blogs are a mainstream media world-wide and as a collective rival any traditional media
– 73% have read a blog
• The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide
– The number one thing to blog about is personal life and family
• China has the largest blogging community in the world with 42m bloggers, more than the US
and Western Europe combined
• Social media impacts your brands reputation
I use the internet
everyday / every other day
Methodology:
How we did it
The research has retained a consistent methodology
throughout Wave 1, 2 and 3. All surveys have been scripted and hosted on Universal McCann’s in-house online research system, Intuition. All surveys are self completion and the data collected is entirely quantitative. Every market is representative of the 16-54 Active Internet Universe. In this Wave 17,000 internet users in 29 countries were interviewed. To be included you need to be using the internet everyday or every other day.
THE ACTIVE
INTERNET
UNIVERSE =
Power to the people - Social Media Tracker Wave 3
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• As they are the key leaders of social media and drivers of adoption, they are the most important consumer to understand.
• They are the most important consumer to understand the adoption of social media who are key to growing the internet.
• They make up the vast majority of social media adopters. If you’re not using the internet regularly, you’re not blogging.
• Over time, all users increase the regularity of usage. Eventually everybody will be an active user, as they have been with television.
Internet Penetration by market
Internet Penetration, all adults. Figures sourced from Internetworldstats.com
China 12.3% Pakistan 7.3% Philippines 15.4% Russia 19.8% Turkey 22.5% Mexico 21.3% Brazil 22.4% Poland 29.6% Hungary 35.2% Romania 31.4% Greece 35.5% Czech Republic 49.9% Spain 56.5% France 54.7% Austria 56.7% Germany 64.6% Italy 57.0% Canada 65.9% Taiwan 67.4% Japan 68.7%
UK 66.4% Denmark
68.8% Switzerland 69.2% South Korea 70.2% USA 71.4% Hong Kong 69.9% Australia 72.9% Netherlands 87.8% India 5.3% 100 0 % Online (All adults)
In the past Waves there has been occasional mis-understanding about what the results represent, due to the fact that smaller less economically developed countries lead the way.
The reason lies in the focus of the study, which is to understand usage of social media among internet users. Emerging Internet markets tend to have a demographical profile that fits the early adopter as opposed to the mature internet markets such as Japan and the US. This can be a factor in lower levels of adoption in penetration terms.
Methodology:
Universe sizes – putting it into context
2
3
4
20 5
7 9
13
18 6
10
3
1 USA
100m
19 11
8
14
16
15
17 12
North America
1 USA 100m
2 Canada 7.8m
Central & South America
3 Mexico 6.7m
4 Brazil 13.8m
Europe
5 UK 17.8m
6 Netherlands 6.1m
7 France 12.8m
8 Switzerland 1.3m
9 Spain 10.9m
10 Italy 10.2m
11 Denmark 1.3m
12 Poland 3.6m
13 Germany 18.8m
14 Czech 1.9m
15 Hungary 1.2m
16 Romania 2.2m
17 Austria 1.2m
18 Turkey 5.0m
19 Greece 1.2m
20 Russia 8.6m
Asia & Oceania
21 Pakistan 0.26m
22 India 17.8m
23 China 61.0m
24 Hong Kong 1.8m
25 Taiwan 5.4m
26 South Korea 13.7m
27 Japan 29.8m
28 Philippines 3.7m
29 Australia 5.1m
Estimated worldwide 16 - 54 active
internet universe = 475m users
27 26
22
25
28 20
18
29
23 China
61m
21
24
Putting the results into context
To help provide a more complete picture, the analysis in this report puts the results into context in two ways;
1. Market by market universe estimates 2. Penetration of usage among all 16-54s.
Both these figures are estimates based on the above universe sizes. When estimating global usage figures of different social media technologies we make the fair assumption that the vast majority of users will be active users and between the ages of 16-54. How did we get to these universe figures?
What is social media?
Social media is an important
shift, as it summarises the
importance of interaction, the consumer
and the community. The term emphasises
the idea that as a collective it can have as much
impact as any traditional media platform.
In truth, to claim social media as “new” is slightly misleading. From the
beginning, the internet was founded on message boards, chat rooms and
peer to peer communication. What has changed is the mass involvement
that modern social platforms inspire.
Contributing to the internet has never been as accessible and less technical.
Innovations in web development, computing technology and the proliferation
of broadband have come together in drive monumental consumer take up.
This is why the phenomenon of social media is important now – it has the
potential to impact on all our media consumption therefore shifting the
emphasis from professional content producers to the consumer.
Social media represents
a big improvement over
Web 2.0 as a term to
describe the changes that have
impacted the internet. The idea
that we switched from Web 1.0 to
2.0 was always a touch crude.
The definition
“Online applications,
platforms and media which
aim to facilitate interaction,
collaboration and the
sharing of content”
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Photo
Sharing
Key
Social
Platforms
Video
Sharing
Podcasts
Message
Boards
Chat
Rooms
Networking
Social
Global snapshot:
Wave 3
90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Wave 1 Sep 06
%
Ever
done
Wave 2 Jun 07 Wave 3 Mar 08
Read blogs/weblogs Start my own blog/weblog Leave a comment on a news site Watch video clips online
Download a podcast (pre-recorded radio/ audio show)
Create a profile on a social network Subscribe to an RSS feed
Watch video clips online Read blogs/weblogsRead personal blogs/weblogs
82.9%
Manage a profile on an existing social network
57.3% 72.8% 67.5%
Upload my photos to a photo sharing website
52.2%
Start my own blog/weblog
38.7%
Leave a comment on a blog
54.8%
Leave a comment on a news site Upload a video clip to a video sharing website
45.8% 38.5%
Visit a photo sharing website
63.2%
Downloaded a podcast Subscribe to an RSS feed
45.1% 33.7%
Reach
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users
Reach over time
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users
Daily reach
Weekly reach
Monthly reach Watch video clips online
Read blogs/weblogs
Read personal blogs/weblogs
Visit a photo sharing website
Download a podcast Share a video clip with a friend
Manage profile on existing social network
Post/write stories for my own blog/weblog Visit a friend’s social network page
Upload my photos to a photo sharing website
Upload video clip to video sharing website 7% 9% 7% 8%
17% 13% 13% 19%
22% 21%
22%
7% 5%
8% 13%
11% 14% 12%
10% 10%
11%
16%
11% 12%
16% 15%
18% 21%
24% 25%
25% 27%
37%
Frequency
Read blogs/weblogs
346m Share a video clip303m
Watch video clips online
394m
Read personal blogs/weblogs
321m
Manage a profile
on a social network 272m
Visit a friends social
network page 307m
Global snapshot:
Wave 3
Start my own blog/weblog
184m
Download a video podcast
216m
Download a podcast
215m
Upload a video clip
183m
Manage a profile
on a social network 272m
Upload photos
248m
Subscribe to an RSS feed
160m
16-54 active Internet users global universe estimates
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6288
• Growth continues at a global level – 77% Read blogs – up 11% on Wave 2 • Saturation in growth in some markets
– South Korea, China, Italy and Russia all reached their limits of growth
• Blogging as a collective rivals traditional media – 70% weekly reach
• Very high frequency medium
– 50% daily reach in Brazil and Japan • Blogs are primarily a community media
– Personal blogs and friend and family blogs are number one destination for reading
• They’re not for geeks
– Music, TV, film and News are the next highest destinations
China 88.1% Mexico 87.7% Philippines 90.3% Brazil 87.1% Taiwan 86.6% Japan 84.4% Puerto Rico 86.4% India 85.0% Italy 78.9% Pakistan 76.0% Spain 77.8% France 78% Poland 72.3% Greece 72.2% Russia 70.8% Czech Republic 69.8% Turkey 69.6% Romania 69.7% Netherlands 67.7% Hong Kong 65.8%
UK 65.8%Switzerland 63.2% Denmark 60.8% USA 60.3% Australia 62.0% Austria 59.7% Canada 56.6% Germany 55.4% Hungary 50.5% South Korea 92.1%
Blogging shows no signs of slowing its growing prominence in popular culture and society.
Politicians, celebrities, brands and family members all seem to have one. Traditional media outlets use them to supplement their normal output. At the same time legions of micropublishers have utilised blogs to start mini media empires, from Perez Hilton to Treehugger in every niche imaginable. The result is a massive wealth of new sources of information that we continue to digest.
Blog readership Wave 3
“Thinking about using the Internet, which of the following have you ever done?” Active Internet Users
100
0
%
Ever
read
Power to the people - Social Media Tracker Wave 3
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 20% 15% 55%
Germany
Blog readership Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Read blogs / weblogs” Active Internet Universe
72.8%
Global 54% 66%
62%
Australia 21% 55%
88%
China 58% 85%
79%
Italy 79% 76%
90%
Philippines 33% 64%
71%
Russia
92%
South Korea 72% 91%
78%
Spain 70% 72%
66% 54%
UK 38%
60%
USA 62% 61% 78%
France 75% 77%
Reading blogs:
usage trends
Frequency of readership – key markets
“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Readers Only
% Read
31%
52%
46%
28%
17%
39%
37%
50%
29%
45%
31%
20%
23% 42% 19% 16%
40% 22% 18% 10%
40% 19%
39% 13% 3%
38% 22% 11%
32% 12% 6%
40% 12% 11% 9%
42% 10% 41% 21% 21%
15%
38% 19%
43% 6% 5%
32% 7% 9%
40% 16% 13%
Global
Brazil
China
France
Germany
India
Italy
Japan
Russia
South Korea Spain
UK
USA
Daily reach Weekly reach Monthly reach Less often
What kind of blogs do you read?
“When you read blogs, which of the following topics would you read most often?” Active Internet Universe
Personal blogs (diary sites)Family of friend blogsNews/current affairs
63.5%
Music
33.1% 38.9% 29.1%
Computers
24.8%
Science Gaming
13.6%
Technology
20.8%
Business (general news and opinion)Sport Travel (holiday destinations)
13.5% 22.5%
Opinions on products and brands
26.6%
Business news – relevant to my current jobFilm / TV Celebrities Other
Reading blogs:
putting it in context
2 3 4 31 USA
60.3m
Reading blogs: impact versus total market
Universe Sizes versus total 16-54 population
China 6.4% India 2.3% Philippines 6.6% Russia 6.7% Hungary 10.2% Turkey 8.2% Mexico 9.7% Poland 10.6% Brazil 11.2% Romania 11.1% Greece 13.3% Austria 14.9% Canada 20.5% Czech Republic 19.1% Germany 21.2% Italy 23.2% France 21.7% Denmark 24.6% Hong Kong 26.0% Switzerland 26.2% Australia 25.7%
UK 32.1%Taiwan
33.0% USA 33.2% Spain 34.3% Japan 33.1% South Korea 39.6% Netherlands 40.6% Pakistan 2.3% 45 0 % Ever read North America
1 USA 60.3m
2 Canada 4.1m
Central & South America
3 Mexico 5.9m
4 Brazil 13.1m
Europe
5 UK 17.8m
6 Netherlands 4.1m
7 France 8.1m
8 Switzerland 1.21m
9 Spain 8.5m
10 Italy 8.1m
11 Denmark 0.81m
12 Poland 2.6m
13 Germany 10.5m
14 Czech 1.2m
15 Hungary 0.1m
16 Romania 1.5m
17 Austria 0.75m
18 Turkey 3.5m
19 Greece 0.86m
20 Russia 6.1m
Asia & Oceania
21 Pakistan 1.95m
22 India 15.1m
23 China 53.8m
24 Hong Kong 1.2m
25 Taiwan 4.8m
26 South Korea 12.5m
27 Japan 25.1m
28 Philippines 3.3m
29 Australia 3.2m
27 26
22
25
28 20
5
7 9
13
18
29
6 12
10
53.8m
23 China
19
21
24
11
8
14
15
16
Writing blogs:
usage trends
• Continued shifts into participation – 39% have started a blog
– 184m started a blog • Asia leads the way
– South Korea, Taiwan, China top the league table with 70%+ penetration
• China the biggest blogging market in the world – Estimated 42.5m bloggers
• Eastern Europe lowest levels of participation – Hungary, Czech and Romania are bottom 3
• Germany finally found its blogging voice – 28% have started a blog, up from 8% • Blogging is a community medium – 64% write about personal life • Content is multimedia
– 61% post photos, 29% post videos, 24% upload music • Blogs impact on brands
– 34% write about their opinions on products and brands. Blogging is becoming increasingly participatory with every Wave. The concept of Citizen Journalists is becoming the reality.
China 70.3% Philippines 65.8% Taiwan 70.9% Mexico 60.3% Hong Kong 54.5% India 49.0% Brazil 50.1% Japan 47.3% Puerto Rico 36.3% Italy 33.3% Poland 30.3% France 31.5% Australia 29.0% Germany 27.8% Austria 28.6% Russia 27.7% Netherlands 27.1% USA 26.4% Greece 25.4% Switzerland 26.6%
UK 25.3%Denmark
23.2% Canada 22.5% Romania 21.3% Hungary 7.8% Czech Republic 18.2% South Korea 71.7% Spain 41.4% Turkey 39.2% Pakistan 38.0% 75 0 % Ever done
Starting a blog: Wave 3
“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe
“Below are a list of statements – please can you answer reflecting your opinion.”
– Responses “Definitely Agree / Somewhat Agree” Active Internet
Universe
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56%
Blogging is a good way to express yourself
36%
I think more positively about companies that have blogs
33%
I have a favourite blog that I read regularly
32%
I trust bloggers opinions on products and services
Writing blogs:
usage trends
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 % start a blog
6.0%7.5% 27.8%
Germany
37.8%
Global 28.3% 30.6%
29.0%
Australia 18.3% 17.9%
70.3%
China 58% 61.1%
31.5%
France 17.6% 31.4%
33.3%
Italy 22.5% 26.5%
14.1% 41.0% 64.9%
Philippines
27.7%
Russia 14.8% 21.3%
70.6%
South Korea 45.5% 55.2%
41.4%
Spain 24.8% 29.1%
25.3% 18.5%
UK 9.8%
26.4%
USA 20.2%21.1%
Blog writing Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Start my own blog / weblog” Active Internet Universe
Frequency of writing
“Thinking about using the Internet, how often do you do any of the following?” – “Read blogs / weblogs” Blog Writers Only
Global
Brazil
China
France
Germany
India
Japan
Russia
South Korea Spain
UK
USA
30%
37%
33%
38%
14%
23%
20%
24%
45%
30%
15%
20% 25% 15% 40%
50%
24% 11%
25% 17% 28%
30% 16% 9%
25% 22% 29%
14% 9% 57%
26%
39% 12%
47% 14% 25% 18%
28% 16%
45% 9% 13%
24% 6% 33%
30% 13% 27%
Daily reach Weekly reach Monthly reach Less often
% Topics written about (blog writers only)
Topics blogged about
“When writing your blog, what topics do you normal write about?” Blog Writers Only
20.8% 13.5% 22.5%
26.6% 12.1% 16.7% 26.4% 18.2% 9.8% 6.7%
63.5% 38.9% 29.1% 33.1% 24.8% 13.6%
Personal blogs (diary sites)Family of friend blogsNews/current affairs MusicOpinions on products and brandsTechnologyComputersBusiness (general news and opinion)Business news – relevant to my current jobScience Sport Film / TV Gaming Travel (holiday destinations)CelebritiesOther
Writing blogs:
usage trends
% Contest posted (blog writers only)
Content posted
“When writing your blog, which of the following do you post?” Blog Writers Only
Photos Videos Recommended websites
60.6%
Upload music
24.3% 28.8% 38.9%
(e.g applications that display other site content e.g photos from a photo sharing site)
17.6%
Stories from other blogs
27.5%
Opinions on products and brands
34.1%
Favourite / currently listened to music
34.5%
Other
Writing blogs:
putting it into context
2 3 4 1 USA26.4m
North America1 USA 26.4m
2 Canada 1.6m
Central & South America
3 Mexico 3.7m
4 Brazil 7.0m
Europe
5 UK 4.3m
6 Netherlands 1.7m
7 France 3.8m
8 Switzerland 0.5m
9 Spain 4.2m
10 Italy 3.4m
11 Denmark 0.3m
12 Poland 1.1m
13 Germany 5.2m
14 Czech Rep. 0.62m
15 Hungary 0.06m
16 Romania 0.5m
17 Austria 0.3m
18 Turkey 1.5m
19 Greece 0.3m
20 Russia 2.5m
Asia & Oceania
21 Pakistan 0.9m
22 India 8.4m
23 China 42.3m
24 Hong Kong 0.9m
25 Taiwan 4.4m
26 South Korea 9.9m
27 Japan 14.1m
28 Philippines 2.3m
29 Australia 1.38m
India 1.3% Hungary 2.0% Russia 2.6% Turkey 4.6% Romania 3.4% Poland 4.4% Greece 4.7% China 5.1% Philippines 4.8% Brazil 6.6% Mexico 6.6% Canada 8.2% Austria 7.2% Denmark 9.4% Italy 9.8% Czech Republic 9.5% Germany 10.7% Switzerland 11.0% Australia 12.0% France 10.8%
UK 12.3%USA
14.5% Spain 18.2% Japan 18.5% Netherlands 16.2% Hong Kong 21.5% Taiwan 28.7% South Korea 30.5% Pakistan 1.2% 35 0 % Ever written
Writing blogs: impact versus total market
Universe Sizes versus total 16-54 population
27 26
22
25 20
5
7 9
13
10 23 China
42.3m
19
24
28 18
17 11
12
6
8
14
15 16
21
Blogging:
the impact
All companies and brands should
consider employing them to create
open and honest dialogue. Any blog
that spins the truth will be found out.
In a world of social media honesty is
the only policy.
As a collective, the blogosphere rivals any mass media in terms of reach, time spent and wider cultural, social and political impact. There are also major shifts into participation, pioneered by the Asian markets and now happening everywhere, even Germany. Blogging today must be embraced whether you are a marketeer, advertising professional or content producer.
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• In the open and transparent age of social media blogs are an essential tool for reputation management and consumers have come to expect them. All companies and brands should consider employing them to create open and honest dialogue. Any blog that is spins the truth will be found out. In a world of social media honesty is the only policy.
• The collective might of the blogosphere means that today it is an obvious platform for advertising. Only a few blogs have the size to attract advertisers alone so affiliate programs and advertising networks are the way forward to reach
a mass audience.
• Bloggers value advertisements, not only for the money they can bring, but the credibility they lend to
their site. The role for advertising is going to be more important in the future as it becomes essential to provide free access to sites, web services and content. Everything is becoming ad supported.
• Increasingly blogs are incorporating widgets. Branded widgets are a huge opportunity and will be adopted if they provide a clear benefit for the blogger.
• The blogosphere is now so large it is an accurate barometer of consumer opinion. All brands should be using it as a means to measure consumer opinion, track response to marketing initiatives and as a forum for research.
The role
for advertising
is going to be more
important in the future as
it becomes essential
to provide free
access to
sites.
Things to watch
in the world of blogging:
Micro Blogging:
Blogging in 140 characters
or less. Sounds inane, but surprisingly addictive.
Check out Twitter.com and Jaiku.com Perfect for the
mobile age.
Political Influence:
All the candidates in the US presidential
race are blogging. Barack Obama is even on Twitter. Political
blogs are having more impact, check out the Daily Kos and the
Drudge report.
Fake Blogs:
The real pretend thoughts of the rich and
famous. Check out Steve Jobs (www.fakesteve.blogspot.com)
or a whole network from Hillary Clinton to Gordon Ramsay at
Newsgroper (www.newsgroper.com).
Blogging Fame:
Bloggers are finding fame and
crossing over into professional media. Perez Hilton
(celebrity news), Robert Scoble (ex Microsoft
blogger) and Michael Arrington of
Social networking:
usage trends
Social Networks have
evolved into platforms to
organise users internet
experience. Users are
posting a massive
variety of content
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Social networking is evolving fast.
Increasingly features
such as blogging, photo sharing and video sharing
are the norm. They are becoming platforms, opening
themselves up to external developers to distribute their
programs. They are aiming to be the one stop shop for all
your internet needs. Consequently we are spending more
time with them and doing more on them.
Wave 3 confirms this:
• Global penetration has increased significantly
– Growth appeared to be slowing. Not so; Wave 3 is up to 58% an increase of 21%.
• Collectively massive platform – Estimated 272m users world-wide
• Connecting people globally: emerging markets with high emigration lead the way
– Philippines 83%, Hungary 80%, Poland 77%, Mexico 76% • UK hit by the Facebook factor
– Usage up 32%
• US saturated as growth stalls at 41%
• Brazil has the most active users – 56% manage their profile every day
• Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content
– 55% uploaded photos – 21% installed applications – 23% uploaded video
• Social Networks becoming social utilities for managing peer to peer relationships
Hungary 79.9% Poland 76.8% Philippines 83.1% Mexico 76.3% Brazil 75.7% Pakistan 72.0% Russia 71.1% Taiwan 63.1% China 64.0% Romania 62.5%
UK 59.6%
Netherlands 61.4% Puerto Rico 59.0% Canada 58.5% Hong Kong 53.2% Australia 50.2% Austria 47.4% Germany 43.3% Denmark 47.5% Spain 43.2% USA 43.0% Japan 41.7% Switzerland 41.4% Italy 38.6% Czech Republic 35.5% France 33.1% Greece 41.4% South Korea 70.3% Turkey 66.0% India 66.0% 85 0 % Ever done
Belong to a Social Network Wave3
“Thinking about using the Internet, which of the following have you ever done?” – “Create a profile on a new social network” Active Internet Universe
Social networking:
usage trends
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08 57.5%
Global 27.3% 36.2%
33.1%
France 16.0% 10.3%
40.6%
Germany 22% 19%
40.8%
Italy 11.3% 19.1%
74.2%
Russia 23.1% 41.7%
44.6%
Spain 37.3% 39.5%
59.7%
UK 26.9% 27.4%
42.5%
USA 39.2% 40.0%
Belong to a Social Network Waves 1-3
Social networking:
usage trends
55.1% 21.9% 23.3% 74.0% 30.8% 18.3% 9.8% 33.6% 3.2%
Upload Photos Upload Videos Install applications Message friends Write a blog Dating Promote a bandFavourite/currently listened to musicOther
Content posted on social network
“What do you do with your social networking profile?” Active Internet Universe
% Added to Social Network Page (Social Network Users)
Social Networks have evolved into
platforms to organise users internet
experience.
Users are posting a
Global A verage
Brazil
China
France
Germany
India
Italy
Japan
Russia
South Korea Spain
UK
USA
31%
57%
33%
23%
14%
41%
25%
18%
14%
32%
26%
39%
33%
36% 32%
13% 17%
12%
18% 20%
38% 16%
37% 23% 8%
25% 37% 24%
17% 30% 35%
41% 21% 13% 10%
34% 15% 41% 24% 21%
17%
36% 24%
41% 13% 13%
26% 8% 9%
33% 19% 17%
Daily reach Weekly reach Monthly reach Less often
% Update
Frequency of updating Social Network page
27 26 2 3 4 22 25 28 20 5 7 9 13 18 29 6 12 10 3
1 USA
43m
23 China
39m
19 21 24 11 8 14 15 16 17 North America
1 USA 43m
2 Canada 4.24m
Central & South America
3 Mexico 5.1m
4 Brazil 11.4m
Europe
5 UK 10.6m
6 Netherlands 3.7m
7 France 4.24m
8 Switzerland 0.8m
9 Spain 4.7m
10 Italy 4.0m
11 Denmark 0.6m
12 Poland 2.7m
13 Germany 8.2m
14 Czech 0.8m
15 Hungary 1.0m
16 Romania 1.4m
17 Austria 0.6m
18 Turkey 3.3m
19 Greece 0.5m
20 Russia 6.1m
Asia & Oceania
21 Pakistan 1.84m
22 India 11.8m
23 China 39.0m
24 Hong Kong 0.97m
25 Taiwan 4.0m
26 South Korea 9.4m
27 Japan 12.4m
28 Philippines 3.0m
29 Australia 2.6m
Social networking:
context
Joined Social Network – impact versus total population
Universe Sizes versus total 16-54 population
40 0 % Ever joined China 4.5% Pakistan 2.2% Philippines 6.0% Greece 7.8% Russia 7.1% Turkey 7.8% Mexico 8.1% Romania 10.0% Brazil 9.6% Poland 11.2% France 11.4% Italy 12.0% Austria 11.5% Japan 12.2% Germany 15.6% Czech Republic 12.7% Switzerland 17.6% Spain 19.7% Australia 21.1% Hungary 18.6% Hong Kong 21.4% Canada 21.7% USA 23.4% South Korea 23.7% Denmark 21.9% Taiwan 25.8%
UK 29.1%Netherlands 36.4%
India 1.8%
27 26
2
3
4
22
25
28 20
5
7 9
13
18
29
6 12
10
3
1 USA
43m
23 China
39m
19
21
24
11
8
14
15 16
Brand penetration:
usage trends
This research provides clear proof that Myspace is still number one among a broad collection of international networks with a 32% weekly reach. Its position has been maintained by its focus on music and commercial content, rather than connecting friends. Facebook is not far behind on 22.5% weekly reach and the number one in many markets and surely will grow as it becomes internationalised.
However the pattern is very mixed globally and its far from a two horse race. In Asia a variety of local sites like QQ, Cyworld and Mixi dominate in their home markets, while Orkut is number one in Brazil.
There is a lot of
talk about which is
the biggest social
network in the world.
Myspace Facebook Blogger Baidu QQ Flickr Sohu Orkut Hi5 Skyblog/Skyrock LastFM Friendster Cyworld Mixi Second Life Linkedin Bebo Bokee Piczo
32.3%
22.5%
15.7% 15.0% 14.6% 13.8% 11.5% 10.9% 9.7% 8.4% 7.9% 7.7% 7.4% 6.7% 6.2%
5.7%
5.6%
5.1% 4.2%
This fragmentation suggests that a
truly global platform is
impossible
.
Weekly usage of key international social networking media sites
Universe Sizes versus total 16-54 population
% Weekly usage Active Internet Universe (weighted reach – based on universe sizes)
54%
40%
64%
86%
Brand penetration:
usage trends
% = weekly reach to top social
network by market
120
0
millions
Bebo 20m Bokee
18m
Linkedin 20m
Friendster 28m
Mixi 24m
Cyworld 26m
Last FM 28m
Hi5 34m Skyrock
30m
Orkut 39m Sohu
41m Baidu
53m
QQ 52m Blogger
55m
Myspace 114m
Facebook 80m
Piczo 15m
Weekly user estimates:
sizing the international social networking brands
16-54 active Internet users universe estimates by brand for 31 market universe
34%
35%
23% 74%
31%
36% 89% 63%
76% 40%
53%
23%
26%
34% 63%
56% 21%
37%
10% 31%
21%
15%
19%
Social networks have evolved significantly in
the past year as they move to become open
platforms that support all your internet needs.
• This has seen growth accelerate in Wave 3 from a period of relative stagnation between Waves 1 and 2. Social networks are today the main platform for sharing content and have increasingly become the means to manage social relationships. Consequently social networks are grabbing ever more of our internet time and so brands and content producers must be active inside them.
• Large Social Networks have near unlimited inventory. For advertisers to cut-through they need to be relevant and ideally work inside the network, by bringing users to branded pages, applications or connecting them with content.
• Branded pages in social networks need purpose to create engagement. Just putting a brand on a page serves little purpose. Create content, use it to replace or compliment campaign
Social networking
micro-sites but most of all make it engaging.
• Widgets are clearly going to be very important to brands. They should deliver a true benefit to users, avoid overt branding and be relevant to the user if they are to be successful. Equally as important is securing successful distribution by working with the platforms, using it as a message in advertising and making it available on as many social networks as possible.
• Be International; social networks have global presence, but are heavily localised in adoption and any content and widgets should be tailored to the particular network, refecting local and cultural differences.
Things to watch in the world
of social networking:
Niche Social Networks: In the face of the all encompassing mega social networks a raft of more niche and sometimes exclusive networks are emerging. Check out dogster. com, for you guessed it, dog owners or dopplr.com for frequent business travellers.
DIY Social Networks: White label social network systems that you can customise are driving the emergence of a wealth of ultra niche networks. See ning.com or onesite.com for examples.
Reputation Management: Slowly users are realising the implications of having every drunken photo on-line for the world to see. Personal brand management is going to be a big deal in the next few years. Tools to report and manage your reputation are coming online; Wink.com or peekyou.com for personal search and reputa.com and reputationdefender.com for more sophisticated management systems.
China 73.5% Mexico 72.9% Philippines 86.4% Brazil 70.5% Taiwan 69.0% Romania 56.3% Czech Republic 59.4% Poland 55.0% Russia 52.5% South Korea 54.0% Austria 51.0% Turkey 48.4%
UK 48.7%Australia
47.4% USA 47.1% Greece 46.2% Spain 46.0% Netherlands 46.7% Germany 42.5% Canada 42.2% Switzerland 38.6% Italy 34.8% Hungary 31.8% France 35.5% Japan 21.0% Denmark 31.9% India 64.8% Hong Kong 63.1% Pakistan 62.7%
Photo sharing is the number one way to
share content thanks to the proliferation
of digital cameras and the continuing ease
of sharing that comes with technology
innovation. The platforms to share have also
expanded with photo sharing becoming
central to social networks.
Sharing Content – uploading photos:
usage trends
• The leading markets are Asian and Latin Ameri-can
Philippines leads the way with 86%. • Japan shuns photos
Bottom of the table – just 21% uploaded. • Large numbers of consumers contributing on a very frequent basis 16% upload everyday • Brazil and Asia more frequent
than the UK or US 34% upload everyday
100
0
%
Ever
Done
Sharing photos Wave 3
“Thinking about using the Internet, which of the following have you ever done?” – “Upload my photos to a photo sharing website” Active Internet Universe
Daily reach Weekly reach Monthly reach Less often
Frequency of Sharing Photos
“Thinking about using the Internet, how often do you do any of the following?” – “Upload my photos to a photo sharing website” – Photo sharers only
Global A verage
Brazil
China
France
Germany Italy
Japan
Russia
South Korea Spain
UK
USA
17%
36%
19%
15%
9%
24%
15%
9%
22%
22%
7%
11% 25% 33% 31%
27%
28% 38%
30% 25% 23%
32% 28% 18%
29% 34% 26%
23% 26% 36%
14%
38% 24%
36% 20% 35%
27%
28% 30%
37% 20% 24%
35% 15% 14%
32% 26% 25%
Sharing Content – uploading photos:
context
22
27 26 2 3 4 22 25 28 20 5 7 9 13 18 29 6 12 10 31 USA
47.1m
23 China
45m
19 21 24 11 8 14 15 16 17 North America
1 USA 47.1m
2 Canada 3.0m
Central & South America
3 Mexico 4.9m
4 Brazil 10.1m
Europe
5 UK 8.7m
6 Netherlands 2.8m
7 France 3.9m
8 Switzerland 0.7m
9 Spain 8.5m
10 Italy 5.0m
11 Denmark 0.4m
12 Poland 2.0m
13 Germany 8.1m
14 Czech 1.0m
15 Hungary 0.4m
16 Romania 1.3m
17 Austria 0.6m
18 Turkey 2.5m
19 Greece 0.6m
20 Russia 4.5m
Asia & Oceania
21 Pakistan 1.6m
22 India 11.6m
23 China 45.0m
24 Hong Kong 1.2m
25 Taiwan 3.5m
26 South Korea 7.3m
27 Japan 6.2m
28 Philippines 3.14m
29 Australia 2.4m
Russia 5.0% Pakistan 1.9% India 1.8% China 5.3% Hungary 7.8% Turkey 5.7% Philippines 6.3% Mexico 8.0% Japan 8.2% Poland 8.1% Greece 8.5% Brazil 8.7% Italy 10.2% Romania 9.0% France 10.5% Denmark 12.9% Austria 12.7% Canada 15.3% Switzerland 16.0% Germany 16.3% Czech Republic 15.9% Australia 19.7% Spain 20.3%
UK 23.8%Taiwan
24.4% South Korea 23.0% Hong Kong 24.9% USA 25.9% Netherlands 28.0% 30 0 % Ever Shared Photos Online
Shared Photos Online – impact versus total population
Universe Sizes versus total 16-54 population
22
27 26
2
3
4
22
25
28 20
5
7 9
13
18
29
6 12
10
3
1 USA
47.1m
23 China
45m
19
21
24
11
8
14
15 16
Philippines 60.5% China 58.1% Brazil 68.3% Mexico 57.1% Pakistan 47.7% Hong Kong 52.2% Romania 47.3% Turkey 41.2% South Korea 43.6% Greece 37.2% Poland 36.0% Austria 36.9% Germany 33.1%
UK 31.9%Netherlands
30.5% Italy 29.9% Spain 30.8% Australia 28.2% Canada 27.2% Switzerland 27.0% Czech Republic 26.6% Russia 25.6% USA 25.3% Japan 20.4% France 19.5% Hungary 16.3% Denmark 25.7% Taiwan 53.7% India 52.6%
Considering the complexities of sourcing and uploading video the numbers of people doing it is staggering. In many markets the number of people uploading is not far from the numbers sharing photos. Even more impressive is how often they do it.
• Similar pattern to photosharing Brazil lead the way on 68%
Asia lead; all Asian markets bar Japan in the top half • Huge variation in involvement
Hungary 16% > Brazil 68% • High frequency of involvement 20% uploading every day
Sharing Content – uploading videos:
usage trends
Uploading Videos Wave 3
“Thinking about using the Internet, which of the following have you ever done?” – “Upload my videos to a video sharing website” Active Internet Usage
70
0
%
Ever
Done
Global
Brazil
China
France
Germany
Italy India
Japan
Russia
South Korea Spain
UK
USA
21%
36%
26%
17%
10%
27%
31%
25%
19%
22%
26%
8%
18%
29%
33%
29%
21%
34%
28% 19%
37% 18%
33% 23% 22%
34% 24% 23%
22% 28% 25%
32% 22% 15% 15%
42% 16%
40% 17% 33%
28%
34% 21%
41% 13% 20%
31% 14% 19%
33% 21% 25%
Frequency of uploading videos
“Thinking about using the Internet, how often do you do any of the following?” – “Upload my videos to a video sharing website” – Video sharers only
% Uploadvideos
27 26 2 3 4 22 25 20 5 7 9 13 10 3 1 USA
25.3m
23 China35.5m
19 24 28 18 17 11 12 6 8 14 15 21 29 16Sharing Content – uploading videos:
context
North America
1 USA 25.3m
2 Canada 2.0m
Central & South America
3 Mexico 3.9m
4 Brazil 10.2m
Europe
5 UK 5.7m
6 Netherlands 1.9m
7 France 2.5m
8 Switzerland 0.5m
9 Spain 3.4m
10 Italy 3.1m
11 Denmark 0.3m
12 Poland 1.3m
13 Germany 6.3m
14 Czech Rep. 0.4m
15 Hungary 0.2m
16 Romania 1.0m
17 Austria 0.5m
18 Turkey 2.1m
19 Greece 0.4m
20 Russia 2.2m
Asia & Oceania
21 Pakistan 1.2m
22 India 9.4m
23 China 35.5m
24 Hong Kong 1.0m
25 Taiwan 3.1m
26 South Korea 5.9m
27 Japan 6.1m
28 Philippines 2.2m
29 Australia 1.5m
Russia 2.4% Pakistan 1.5% India 1.4% Hungary 4.0% Turkey 4.8% China 4.2% Philippines 4.5% Poland 5.3% Czech Republic 6.4% Mexico 6.3% France 6.7% Greece 6.9% Japan 8.0% Romania 7.6% Brazil 8.8% Austria 9.2% Italy 8.8% Canada 9.8% Switzerland 11.2% Australia 11.7% Denmark 10.4% Germany 12.7% Spain 13.6%
UK 15.6%Netherlands
18.3% USA 13.9% South Korea 18.6% Hong Kong 20.6% Taiwan 21.5% 25 0 % Ever Shared Photos Online
Shared Videos Online – impact versus total population
Universe Sizes versus total 16-54 population
27 26
2
3
4
22
25 20
5
7 9
13
10
3
1 USA
25.3m
23 China35.5m
19
24
28 18
17 11
12
6
8
14
15
21
29
Consuming Content – video clips:
usage trends
Video clips
continue to grow
massively and
penetration is huge
in all markets.
Growth is universal across all countries 31% to 82% global reach seen in all markets
Lowest difference between markets of any social media platform Range 63% – 99%
Very high frequency medium 71% weekly reach
Reach among total population comparable with broadcast media In Netherlands almost 50% of all 16-54s are watching video Volume of users worldwide is vast
Estimated 394m users
Watching Video Clips Wave 3
“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe
Mexico 94.6% Philippines 98.6% Brazil 94.2% Poland 90.5% Taiwan 89.2% Spain 86.6% China 89.0% South Korea 86.5% Hong Kong 86.1% Hungary 86.5% Greece 86.0% India 85.6%
UK 84.6%Denmark
84.3% Pakistan 85.0% Czech Republic 84.0% Austria 80.2% Netherlands 79.2% Italy 78.3% Switzerland 77.8% Germany 77.1% Australia 77.0% USA 74.2% Japan 68.1% Russia 67.9% France 63.4% Canada 78.3% Turkey 93.4% Romania 92.5% 100 0 % Ever Done
Video clips continue to grow
massively
and penetration is huge
32.0% 39.9%
32.3% 25.2%
56.2% 29.7%
23.4% 28.0%
21.6%
34.6% 20.1%
78.9% 73.5%
53.6% 69.4%
57.5%
63.3%
44.3% 77.1%
89.0% 85.8%
63.4%
84.6% 86.8% 67.9%
78.3% 57.5%
61.2%
51.7% 77.0%
31.8% 74.2%
63.3% 82.9% 60.7% 98.7%
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08
Global Philippines
Australia Russia
China South Korea
France Spain
Germany UK
Italy USA
Watching video clips Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Watching Video Clips” Active Internet Universe
Global
Brazil
China
France
Germany
Italy India
Japan
Russia
South Korea Spain
UK
USA
27%
49%
35%
21%
12%
41%
29%
24%
16%
29%
26%
18%
16%
45% 46%
27% 23%
10%
15% 7%
50% 17%
41% 24% 6%
44% 25% 15%
37% 31% 8%
44% 18% 9% 7%
39% 13%
47% 25% 16%
10%
48% 21%
49% 10% 6%
37% 7% 7%
44% 19% 10%
Frequency of watching video clips
“Thinking about using the Internet, how often do you do any of the following?” – “Watch video clips” – Video clip viewers only
% W atch
video clips
Consuming Content – video clips:
context
2 3 4 31 USA
74.2m
North America1 USA 74.2m
2 Canada 5.7m
Central & South America
3 Mexico 6.4m
4 Brazil 14.5m
Europe
5 UK 15.0m
6 Netherlands 4.8m
7 France 8.1m
8 Switzerland 1.5m
9 Spain 9.5m
10 Italy 8.0m
11 Denmark 1.3m
12 Poland 3.2m
13 Germany 14.6m
14 Czech 1.5m
15 Hungary 1.1m
16 Romania 1.5m
17 Austria 1.0m
18 Turkey 4.7m
19 Greece 1.0m
20 Russia 5.9m
Asia & Oceania
21 Pakistan 2.2m
22 India 15.3m
23 China 54.4m
24 Hong Kong 1.6m
25 Taiwan 4.4m
26 South Korea 11.8m
27 Japan 20.3m
28 Philippines 3.6m
29 Australia 4.0m
Watched Videos Online – impact versus total population
Universe Sizes versus total 16-54 population
China 6.4% Pakistan 2.6% India 2.4% Russia 6.5% Mexico 10.4% Philippines 7.3% Turkey 11.0% Poland 13.3% Brazil 12.5% Romania 14.8% Greece 15.9% Hungary 21.2% Austria 20.1% France 21.7% Italy 23.0% Czech Republic 22.3% Japan 26.7% Germany 29.6% Taiwan 30.1% Canada 28.4% Australia 31.9% Switzerland 32.3% Denmark 34.1% South Korea 37.1% Hong Kong 34.0% Spain 38.3% USA 40.9% UK 41.3%Netherlands
47.5% 50 0 % Ever Shared Photos Online
27 26
22
25
28 20
5
7 9
13
18
29
6 12
10
54.4m
23 China
19
21
24
11
8
14
15 16
Consuming Content – podcasts:
usage trends
Podcasting was initially slow to take
off, but recently has shown real and
significant growth. This is thanks
to the increase in portable video
players and the ease of access that
services like iTunes have pioneered.
Growth massive between Waves 2 and 3 From 21% to 49% world-wide.
China is the worlds biggest podcast market 74% use, with an estimated 45m users Actively involved – regular downloads 18% listen and download everyday
Mexico 71.5% Romania 64.4% China 74.3% Brazil 63.1% India 57.8% Spain 51.0% South Korea 49.2% Turkey 50.8% Poland 47.3% Pakistan 47.0% Czech Republic 43.2%
UK 42.2%Hong Kong
42.2% Australia 40.2% Switzerland 42.2% Denmark 38.3% Austria 37.6% Greece 34.8% Germany 34.8% Taiwan 33.0% Japan 30.2% USA 29.5% Canada 28.8% Hungary 26.6% Netherlands 26.3% Italy 25.1% France 34.2% Philippines 61.8% Russia 57.9% 80 0 % Ever Done
Downloaded a podcast
“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users
Growth massive between Waves 2 and 3 From 21% to 49% world-wide.
18.4% 8.3%
14.3% 14.4%
24.3% 17.9%
25.2% 20.8%
13.8%
16.2% 12.5%
51.8% 23.8%
20.9% 16.6%
12.6%
14.7% 8.9% 34.8%
74.3% 49.2%
34.2%
42.2% 51.0% 57.9%
25.1% 21.7%
22.2%
14.3% 40.2%
12.7% 29.5%
21.8% 45.1% 26.4% 61.3%
Wave 1 Sep 06 Wave 2 Jun 07 Wave 3 Mar 08
Global Philippines
Australia Russia
China South Korea
France Spain
Germany UK
Italy USA
% ever done
Downloading Podcasts Waves 1-3
“Thinking about using the Internet, which of the following have you ever done?” – “Downloaded a Podcast” Active Internet Users
% ever done
Global
Brazil
China
France
Germany
Italy India
Japan
Russia
South Korea Spain
UK
USA
20%
36%
27%
15%
9%
26%
27%
19%
19%
23%
17%
8%
16%
40%
37%
22% 20%
30%
27% 14%
48% 21%
41% 22% 14%
34% 28% 19%
24% 27% 30%
45% 14% 14% 16%
46% 12%
40% 19% 32%
27%
37% 21%
45% 12% 15%
39% 11% 14%
40% 19% 21%
Frequency of Downloading a Podcast
“Thinking about using the Internet, how often do you do any of the following?” – “Download a Podcast” – Podcast users only
% Downloada Podcast
Consuming Content – podcasts:
context
2 3 4 1 USA29.5m
North America1 USA 29.5m
2 Canada 2.1m
Central & South America
3 Mexico 4.8m
4 Brazil 9.5m
Europe
5 UK 7.5m
6 Netherlands 1.6m
7 France 4.4m
8 Switzerland 0.8m
9 Spain 5.6m
10 Italy 2.6m
11 Denmark 0.5m
12 Poland 1.7m
13 Germany 6.6m
14 Czech Rep. 0.4m
15 Hungary 0.3m
16 Romania 1.4m
17 Austria 0.5m
18 Turkey 2.6m
19 Greece 0.4m
20 Russia 5.0m
Asia & Oceania
21 Pakistan 1.2m
22 India 10.3m
23 China 45.4m
24 Hong Kong 0.8m
25 Taiwan 3.5m
26 South Korea 13.7m
27 Japan 9.0m
28 Philippines 2.3m
29 Australia 2.1m
Downloading Podcasts – impact versus total population
Universe Sizes versus total 16-54 population
India 1.6% Pakistan 1.4% Philippines 4.5% Turkey 6.0% China 5.4% Russia 5.5% Czech Republic 6.4% Hungary 6.5% Greece 6.4% Poland 6.9% Italy 7.4% Brazil 8.2% Mexico 7.9% Austria 9.4% Canada 10.4% Romania 10.3% France 11.7% Germany 13.3% Denmark 15.5% Japan 11.8% Netherlands 15.8% USA 16.2% Hong Kong 16.7% Switzerland 17.5% Australia 16.7%
UK 20.6%South Korea
21.3% Spain 22.5% Taiwan 24.4% 30 0 % Ever downloaded podcasts
27 26
22
25 20
5
7 9
13
10 23 China
45.4m
19
24
28 18
17
11
12 6
8
14
15 16
21
